For more information, or to get started with an Online Marketing campaign, contact Ray Archie at: or by phone at

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1 Online Marketing, an overview We will get more potential customers to your website and we will get more of your site s visitors contacting you. We can determine what your potential customers are searching for and work with you to incorporate this terminology into your website appropriately. We can identify and contact websites that are worthwhile having linked to you. We can set up and manage pay per click advertising campaigns. We can review your website on an ongoing basis to ensure that your primary lead generation goals are incorporated into your web design and development process. About Your Budget You can spend as little or as much as you want on internet marketing, depending on your business needs. We recommend a minimum ongoing monthly budget of $500. We will provide evaluations of the budget and further recommendations on an ongoing basis based on an increasingly more detailed understanding of your market and your competitors. Your budget can be revised at any point. For more information, or to get started with an Online Marketing campaign, contact Ray Archie at: or by phone at Below $750/month, the size of your budget does not change the tasks included in a typical marketing plan, it simply changes the amount completed in a given month. Twice the budget means that tasks usually spanning two months will span a single month. Above $750/month we typically recommend a mix of around 70% search engine optimization, 20% pay per click advertising and 10% marketing. Above $1000/month we typically increase the relative percentage of pay per click advertising and include more creative marketing like social networking, blogging & microblogging, forums, and video blogging. Typical Timeline, $500/month budget The actual tasks involved in online marketing can vary quite a bit depending on several factors including search engine friendliness of the existing website, your industry, and your preferred balance of return on investment and speed of results. For example, if your website code is already quite search engine friendly, less time will be spent on improving it. If your industry is particularly competitive then marketing to your existing customers may offer a better initial return. If speed of results is more important to you than return on investment, then pay-per-click may be a larger percentage of the work, and search engine optimization may be a smaller percentage. Month 1 Deposit is provided (100% of first month s fees) Initial search phrase research is done Forwarding address is set up Pay-per-click advertising is reviewed

2 Description is written for provision to third party websites when requesting links High value on-site code optimization is reviewed/recommendations provided Primary competitors are discussed One time batch directory submission is completed Conversion events are reviewed Month 2 Link research & follow up begins (competing sites & sites linking to competitors) Pay-per-click advertising is adjusted Marketing report is provided Additional tracking is added (Google Analytics ecommerce tracking, third party site tracking) High value on-site code optimization production work is completed Secondary value on-site code optimization is reviewed High value on-site editorial changes is reviewed Month 3 Link research & follow up continues Pay-per-click advertising is adjusted Marketing report is provided Secondary value on-site code optimization is completed High value on-site editorial changes is completed Secondary value on-site editorial changes is reviewed Site usability/actionability is reviewed Month 4 Link research & follow up continues Pay-per-click advertising is adjusted Marketing report is provided New editorial recommendations are provided Work done after month four will be largely dependent on results to date and a thorough understanding of what the best return on investment will be for your marketing dollar.

3 Addendum: Competitive Advantages to Online Marketing Ongoing online marketing of your business will provide you with many competitive advantages, including the following: Gain visibility for your brand. Not all of your customers will be searching for your services online, however for those that are, you want to appear prominently in search results. Better understand your customers. See what terminology your prospective customers are using to find your services, see what information they spend the most time reading, see which websites are most likely to refer paying customers, and much more. Better understand your competitors. See when your competitors are spending money ononline marketing, see what they rank well for, see when they update their websites and what information they deem important enough to add, etc. Increase & better understand marketing ROI. Effective online marketing has an exceptionally high return on investment, well above many types of traditional marketing and advertising. In addition, it is much easier to directly measure the return on investment. e.g. Exactly how many certificates, bookings, gift cards, etc were purchased as a result of a particular marketing campaign.

4 Addendum: Tasks Involved in Online Marketing Below you will find a more comprehensive explanation of the various tasks involved in online marketing. Search Phrase Research We will ensure you are using and referencing the phraseology your clients are using to search for your products and services. In collaboration with you, we will determine the search phrases for which you will want to be well ranked on Google, Yahoo and MSN. The list will be based on analysis of the phrases seen in your web statistics, research into your industry, and a review of terminology used on your website and on your competitor s websites. We will review the list together and add and remove anything obvious as dictated by your industry expertise. This list will then be validated on a quarterly basis by reviewing estimated traffic and comparative traffic as shown by WordTracker, Overture, Google Adwords Keyword Tool & Google Trends Phrases will be matched up to your site architecture. Over time this list will be revised and expanded upon. Code Recommendations & Optimization We will ensure your website is search engine friendly and can be easily spidered and indexed. Behind the scenes there are many ways of implementing the code of a website that will result in an identical look and feel for the visitor. Not all methods are equally friendly to the search engines and we will provide specific recommendations that will ensure your website is coded in a standards compliant search engine friendly manner. Some specific examples include: usage of <h1> and <h2> tags to indicate primary and secondary headers (may be styled any way) usage of CSS for text styling instead of <font> tags usage of externally referenced CSS and Javascript files rather than inline scripts and styles usage of text links instead of image links where possible navigation links accessible outside of javascript provision of an HTML site map page provision of an XML site map These changes can have a negligible impact on the look and feel of your site and a noticeable and measurable impact on your site traffic. Barring a comprehensive site redesign, this task is typically finite in nature.

5 Editorial Recommendations & Optimization We will ensure your pages have a good balance of search engine rich text and visitor readability. We will review the phraseology research with your copywriters and provide guidance on incorporate of phrases as appropriate in page titles, headers, and page content. By matching site content to commonly used phrases we greatly increase the chance of ranking well for those phrases. The content areas that are reviewed and revised in order of most important to least important are generally: Page Title (appears in the browser bar) H1 Primary Header (may be styled in any way) H2 Secondary Headers (2-3, may be styled in any way) In-bound on-site links Body Content META Description ALT tags (image descriptions) META Keywords (largely disregarded by Google) Any given page can be optimized for 2-5 closely related phrases. New editorial content will be reviewed as provided and key pages will be monitored for search engine friendliness on a weekly or monthly basis. Link Building We will ensure your website has a consistently increasing number of quality inbound links. We manually review and follow up with quality linking opportunities. These opportunities are located from multiple sources, including all other websites that are highly ranked for the phrases you would like to be highly ranked for and any website that is linking to one of your main competitors. These websites are reviewed to determine whether they offer links or reciprocal links, whether their link page has value to impart, etc, and then they are contacted to determine whether a link is available. Where reciprocal links are required we determine how best to to implement that on your existing web properties, or whether it is an option at all. Linking is an ongoing process and will be done continuously. Pay-Per-Click (PPC) Advertising Management We will ensure your paid advertising is compelling, timely, and appropriate. We set up your advertising campaigns, choose appropriate phrases to target, target appropriate geographic areas, write compelling ad copy, review click through and conversion rates, and use a variety of bidding strategies. We monitor your competitors and adapt campaigns, bidding and ad text accordingly.

6 We continually adjust your paid advertising campaigns to match your current marketing goals. We track and report on relative return on investment across campaigns and versus search engine optimization. Reporting We inform you of the impact of this work. We provide ongoing reports that include any observations related to the work being done, as well as an overview of key metrics compared on a month to month basis. These key metrics include but are not limited to the following: changes in overall site traffic changes in traffic attributable to search engine rankings changes in conversions (clients taking an action once they visit the site, such as filling out a contact form) changes in search phrase rankings (versus competitor changes in rankings) top referring phrases and sites comparative rankings of competitors Additional Marketing Options We provide a wide variety of supporting marketing options including marketing, social media marketing, viral marketing and more. Over time as we work more closely together we will provide further recommendations regarding your possible marketing needs.