2. Content Creation
As we've mentioned before, content is key to any search marketing campaign. Therefore, there are three content areas that we will target:
This includes visible content and source code. We will analyze your site code for errors that may prevent search engines from properly spidering your site. We will also analyze your site's code-to-text ratio and other coding elements. Lastly, we will review and edit your visible content for optimal keyword density while maintaining sales effectiveness.
We will produce one article for every keyword term we, together, choose to promote. Traditionally, this is between 200-400 articles. Each article is well written, informative, and engaging to ensure that they add value to your visitors' experience in addition to winning great rankings.
Most importantly, we add these pages slowly over several months to ensure your site grows organically. This is a key element Google and other search engines look for when ranking a website - that it is constantly updating and adding new information.
But we're not talking about traditional PR here. We develop additional articles that pay particularly close attention to your target audience's pressure points: the secrets they want to know, the tips they need to hear, the problems and solutions your company addresses.
These articles will not be placed on your website, but will instead be promoted to hundreds of other websites in search of compelling articles on your particular subject. This achieves two objectives: 1) each article links back to your website, earning you one-way links from authoritative sites, and 2) the more independent websites that discuss your company or publish an article written by your company, the better your reputation will be. Your potential customers will find your company discussed on other websites, or see that other websites have endorsed you by publishing your article.
3. Linking Strategy
In addition to the links earned through article promotion, we will negotiate links on your behalf. We will concentrate on sites with high Page Rank and traffic rankings as links from these are considered powerful "votes."
4. Social Networking
We discuss this in depth on our What is Social Networking page.
5. RSS Feeds
We will implement RSS feeds on your blog and/or article pages to keep visitors apprised of new content. Search engines will also be notified through your RSS feed every time a page is added to your site, resulting in faster indexing.
6. Tracking and Analysis
You will receive detailed reports on your rankings across the major search engines, as well as site traffic and visitor behavior (we can only provide site and visitor data if you place StatCounter code on your website or provide us access to your own statistics program).
7. Traffic Conversion Optimization
Where many SEO campaigns fall short, we excel. Rather than just win you traffic, we ensure that traffic converts into sales and leads. To do this, we employ proprietary software that statistically analyzes your website. We help you develop numerous versions of key elements to your sales process (headlines, offers, colors, layout, intro paragraphs, calls to action, etc.). Each version is systematically tested against the others to not only determine the best version of each element, but more importantly the best combination of elements.
Because this particular service is based on scientific analysis and, in our experience, positively guaranteed to increase any company's sales by at least 30% (more often 50% to 85%!), we provide it for free. You only pay us once we achieve your results. However, your revenue must meet our minimum requirements.
To learn more about Traffic Conversion Optimization, please refer to our special report.
What is Social Networking?
It used to be that the only reliable way to find information online was to use a search engine.
However, with the advent of what we call Web 2.0 (interactive, dynamic websites that promote or operate as social networks), people can now easily find information and websites that other human beings recommend.
The most recent instance of this is social bookmarking. Websites like Del.icio.us, Digg, and Furl allow users to share their personal favorites (bookmarks) with others. Users tag each bookmarked website with the keywords they feel are most applicable.
Now, instead of using a search engine to find information, people can search tags that will display all websites bookmarked with that specific tag. This amounts to a human referral or vote for the site and its relevance to the subject being searched.
Other versions of social networking include blogging social networks - primarily Technorati.com. Technorati indexes blogs based on the amount of incoming links those blogs have, as well as the tags associated with their posts.
But the most popular social network is of course MySpace. Though the social giant enjoys over 20 million unique visitors every month, few businesses or website owners have thought to penetrate this incredible resource.
Lastly, two powerful new social media networks have emerged that are revolutionizing audio and video: YouTube and BlogTalkRadio. These mega networks allow citizen filmmakers and broadcasters to share their visions with the world and spread the word about what matters to them.
Few businesses realize it yet, but these media networks are potential goldmines stock full of future Speilbergs, Bloombergs, and Oprahs - all potential broadcasters of your marketing message.
How Will Social Networking Help My Site Traffic Grow?
Two out of three people online in June 2006 visited a social networking site. In fact, 1 out of every 20 website visits is to a social networking website. Experts say that social networks are starting to eclipse traffic from the major search engines Yahoo! and Google.
So if your company is not present on any of the major social networks, you're missing out on the easiest, fastest way to access 67% of internet users.
How Do I Get Involved in Social Networking?
Working with social sites is similar to working with the media. Give them a good enough story, secret, tip, or resource that they can sink their teeth into and you'll have an army of talkers spreading the word about you and your business.
And this translates into referrals, which convert into sales on an average of 667% better than cold leads (search engine results). So even if you reach less people through social networking, your conversions will be far higher.
We target various social networks through a variety of methods:
Article or Blog Promotion
We manage several blogs for our various clients (as well as article pages) that contain posts written purely to capture the imagination and interest of our client's target market.
For instance, if you sell pet beds, gifts, and items, we will develop a series of blog posts or articles that discuss a controversial or "hot off the press" topic that pet lovers either find highly valuable as an information resource, or highly intriguing or emotionally stimulating. We will then promote it to various social bookmarking and blogging networks, as well as popular bloggers - who will then circulate the story and generate traffic back to your website.
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Social Promotion
Particularly effective for clients who target teens, young adults, musicians, or other highly active social groups, we implement social promotion campaigns on networks like MySpace, FaceBook, Catch27, and CraigsList to spread the word about your business. Even if your business does not target the "myspace crowd", we can almost always devise a creative campaign to get the net buzzing.
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How Does Social Networking Work With SEO?
As more and more internet users begin to use tags to find information (a tag is a keyword that a human associated with a website, vs. a keyword that a search engine attributes to a website), Search Marketing professionals cannot ignore the growing dominance of the social networks.
However, we view the partnership between social networks and search engines as an excellent and balanced marriage. Sure, social networking gets you in front of people who no longer use search engines in lieu of finding their information through referrals or bookmarks/tags.
But the added, and perhaps more exciting bonus, is that while you grow in popularity with social networks like Digg and MySpace, your search rankings will continue to increase as a result!
Your popularity signals Google that you are an authority in your market according to your human audience.
Pricing Models and Our Guarantee
We price each campaign on a per-client basis. Pricing is based on amount of hours you wish us to dedicate to your project each week, as well as which strategies you'd like us to implement. However, we are more than happy to work with your budget and can accommodate a variety of pricing models, including: hourly, per-project, weekly salary with a cap on hours, etc.
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