What are SEO and SEM (PPC)? What is SEM (PPC)? Search Engine Marketing - It's a Process, Not an Event.

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1 Search Engine Marketing - It's a Process, Not an Event. All the resources you spent into making your site beautiful and easy-to-use isn't worth much if no one can find it! Search engines, like Google and Yahoo, are overwhelmingly the most common methods by which consumers find what they need online. Fortunately, you have several options to increase your online visibility, but what method works best for you? DartMedia's years of experience demonstrate that the one size fits all" approach doesn t always address a clients specific needs. We base our marketing recommendations on our clients short and long term business goals, ensuring you choose the most efficient means of generating targeted, relevant traffic to your site. What are SEO and SEM (PPC)? Many clients mistakenly mix up the terms related to search engine marketing; there are two distinct approaches each offering its own unique benefits. At DartMedia, we combine the best of both worlds for enhanced results. What is SEM (PPC)? SEM - Search Engine Marketing - is the act of marketing a website via search engines by purchasing paid listings. It is more commonly referred to as PPC (Pay Per Click advertising). 1 / 16

2 What is SEO? SEO is the act of modifying a website to increase its ranking in organic (vs. paid), crawler-based listings of search engines. Organic (SEO) vs. Paid (SEM) search engine traffic Search Engine Optimization (SEO or Non-Paid Traffic) The higher your site ranks on search engine result pages, the more likely your customer will connect with you. Increasing your ranking can be a complicated process, especially to the laymen without the specific expertise. At DartMedia, through our comprehensive SEO process, we audit and apply optimization techniques specific to your business to ensure an increase in your search result rankings, thus resulting in you getting noticed by the right traffic at the right stage of their buying cycle. SEO benefits include: - High positioning potential for multiple keywords and phrases. - Very economical where entire site may be accessed and optimized. - Long term positioning can be obtained. - Residual effects are applied to entire site. Pay Per Click (PPC or Paid Traffic) In some cases, you may achieve a higher return with a direct search engine marketing approach - purchasing a campaign through the search engines to have your site stand out. But if you are spending 3,000 KD to get your site noticed and returning X amount of dinars, DartMedia's aim is to get you to 2X, 3X, or beyond! 2 / 16

3 By analyzing your business, niche, and campaign, we make sure you're set up and spending money to drive the most relevant traffic to your site. We pride ourselves in taking your success as our success. PPC Benefits include: - Top positioning for all purchased terminology. - Immediate results. - Can be started / stopped at will. - Short term and seasonally friendly. - Excellent for local marketers. - Geographic friendly. Combining the best of both worlds for enhanced results Based on the client s specific situation, we often combine both SEM techniques to achieve the desired results set forth by the online marketing plan. While the reasoning differs from case to case, the following general guideline is always valid. SEO is best used to; - Identify targeted keywords that potential customers would use - Evaluate your organic visibility on major search engines - Assess what attaining competitive organic positions would cost - Create a plan to secure targeted organic positions PPC is best used to; - Research and test PPC viability - Leverage PPC for validation and hard-to-attain keywords - Obtain immediate bursts of traffic often linked to campaigns. Read on to learn more about the details and deliverables of both our SEO and PPC services. Search Engine Optimization (SEO) 3 / 16

4 Let s face it if you ve ever searched for a term on any search engine, how often do you choose result #1000 over result #1? The fact of the matter is, the higher your site ranks on search results pages, the more likely potential customers will choose you. With the Internet evolving to encompass more and more of our daily lives, and search engines being the dominant mechanism of finding services and products - this information is now especially pertinent to your online marketing efforts, and frankly, to your marketing efforts in general. How does a site end up at the top of the first page versus the bottom of a later page? Popular search engines, such as Google and Yahoo, have spent years perfecting algorithms that rank websites. This is based on specific criteria measuring a sites ability to connect searchers with what they are looking for. With Google's criteria alone numbering in the hundreds, it's important to have trained professionals familiar with this criteria set up your site to rank as high as possible. Getting Properly Noticed So You Can Get Real Results DartMedia specializes in Search Engine Optimization (SEO). We make sure that your site is not only generating traffic, but that the traffic coming to your site are targeted potential customers looking for what you have, increasing the potential of your prospects becoming warm leads and hot closes. Our comprehensive process helps identify what factors in general will optimize your search engine results, what factors your site already covers, and what factors your site is missing. We aim to: - Understand your business model and your existing online/offline marketing strategy plan. - Identify keywords and phrases that have the greatest potential to drive productive traffic. - Optimize your content and pages to reflect agreed upon keywords. - Submit your site and changes to preferred Search Engines (Google, Yahoo, etc.). - Measure and monitor progress and refine implementation to achieve SEO goals. 4 / 16

5 Specialized Services and Audits As an online marketing firm, DartMedia takes a very different approach from that typically found in the market. We start with a Detailed Keyword Analysis Report (DKA) (deliverables mentioned below), which will identify natural search terms used to build backlink anchor texts and all other onsite/off-site SEO implementation techniques. Attempting to create social booking and other off-site implementations techniques using arbitrary (non-researched) keyword phrases may potentially cause loss of organic traffic and reduction of current page ranking. It is worth noting that the DKA reports offers ready to implement On-Site SEO changes for the website, most of which require no or little technical knowledge to perform. Some clients request a partial SEO audit prior to such implementations to serve as a before-and-after benchmark. Once the Detailed Keyword Analysis Report (our SEO Blueprint) is completed, we start an audit process against it details discussed in brief further down this document. Based on the audit findings, clients comfortably precede to issue RFP s to resolve problems which may potentially be plaguing your position, or request to have DartMedia take care of it for them. Finally, it should be noted that while SEO (a marketing process) is an on-demand practice; it should not be integrate with campaign management (advertising). Although DartMedia handles both, they remain two completely different fields with different objectives and different teams handling them. The following sequential list of requirements offers an insight to the unique SEO marketing 5 / 16

6 process we conduct at DartMedia, our search engine optimization service is divided in to seven main phases and products groups; 1. Website Position Report A free brief report generated by our SEO specialist designed to identify the size of the potential market available via search engine optimization. The report covers a handful of the most common keywords related a client s business and investigate the number of searches being conducted by Internet users monthly. To whet your appetite for SEO, DartMedia provide a FREE, no-obligation position report. If there's a viable audience for your goods and services online, we'll help you find it. All we need to provide you with an up-to-date search activity is the address of your Website and a few unique keywords to describe your business offerings. 2. Detailed Keyword Analysis Report This essential, first step, report features 13~15 different checkpoints and is used as a guide for doit-yourself site optimization efforts or as a prerequisite to DartMedia s professional SEO implementation services. Almost all SEO firms are more implementation centric, thus neglecting to study a business s model to identify the key ingredients required for their SEO practices. There is a clear and identifiable difference between what a website contains and what people would use as search terms to find it. Only online marketing firms, like DartMedia, are focused on researching Natural Search Terms before any audit or implementation is conducted. For example, a Kuwait based site specialized in Career Opportunities may have implemented SEO for (Kuwait, jobs, career, opportunities, employer, cv, resume) as keywords, while neglecting to include the natural search terms (Job Vacancies in Kuwait, Employment opportunities in Kuwait, Kuwait Jobs Classifieds and Recruitment agencies in Kuwait) which are searched more often by internet users. Understanding the difference between a website s content and the Natural Search Terms used by internet users to find it, is considered the prime directive of any SEO marketing effort when it comes increasing the volumes of organic traffic business leads. Our report researches both natural and supplementary keywords along with global/local search volumes amongst other metrics. The report follows to provide a ready to use subset of 6 / 16

7 keywords, phrases, anchor texts and other highly SEO optimized techniques for implementation on your website and through social media. Report Deliverables: - Natural Keyword Search (NKS) - Global Searches (for NKS) - Supplementary Keyword List (SKL) - Global Searches (for SKL) - Keyword Density (Website) - Emphasized Keywords (Website) - Keyword Proximity (for 2+ keywords) - Keyword Frequency (Suggested) - Intra-site Linking (Suggested) - Backlink Anchor Text (Current) - Backlink Anchor Text (Preferred) - Static URLs (Keyword Reinforced) - HTML Meta Tags (Keyword Reinforced) - HTML Image Alt Text (Keyword Reinforced) - Using and Applying the Report s Information Basic and Standard SEO Auditing DartMedia s SEO Audits along with the Detailed Keyword Analysis report cover every aspect of SEO that are applicable in the process of improving a website s position. Once the various analysis are performed by our specialists, clients receive a professional SEO report identifying the most common issues that may be plaguing the site and impeding its performance in the organic search results. The choice of going with Basic versus Standard audits depends primarily on the client s SEO situation. The more advanced Standard Audit is designed to help companies target specific SEO problem areas as well as establishing the ground work of On-Site/Off-Site implementations. While the Basic Audit, on the other hand, serves as a general monitor of the site health and/or recent SEO implementation related changes in positioning. Audit Deliverables: 7 / 16

8 - Domain Strength - Search Engine Crawl Test - Meta Tags Analysis - Page Term Analysis - Domain Rank Tracker - Influential Link Scout - Term Grading - Keyword Competitiveness - Link Popularity and Anchor Text Distribution - Link Popularity Analysis - Common Anchor Text Phrases - Executive Summary Perform On-Site Implementations DartMedia s SEO AudiOn-site SEO is the process of taking what is currently on the site and tweaking it to be better read by search engines, or building that into the development of the site from the ground up. Deliverables include integrating finding from our signature 15-checkpoint Detailed Keyword Analysis Report, in to your existing site. As well as resolving problems identified by the Search Engine Crawl Reports, Meta Tags and Page Terms analysis findings amongst other various technical enhancements. Many clients proceed, as their confidence in SEO results increase, into developing more in depth implementations through Micro-Sites, Landing Page Optimizations, Campaign Tracking, Conversion Tracking and other specialized e-marketing approaches. Perform Off-Site Implementations Off-site SEO is the process of building backlinks and general site popularity through viral content and other marketing concepts. Deliverables include Directory Submission, Article Submission, Social Bookmarking, Permanent Directory listing, Blog Reviews and Search Engine Submissions. All geared towards improving 8 / 16

9 your ranking in search engine results for the certain phrases to increasing the number of organic (unpaid) traffic to your website. SEO Monitoring Service Plans DartMedia offers a wide variety of continuous monitoring services designed to meet the continues and changing requirement of online marketing; Because there is no specific time frame for changes in SEO situations, DartMedia is the only company to offer a customized situational reporting services, rather than the standard repetitive reports which offer no wealth of information. This monthly reporting service covers more than ten (10) in depth analysis and competition comparison/scooping reports; client typically use these reports to check on their SEO progress and monitor their competition. - Domain Rank Tracker - Page Term Analysis - Bench Press - Term Grading - Keyword Competitiveness - Side-by-Side - Search Trends - Competitive Link Finder Complete SEO Online Marketing Audit This 103 point check audit is by far the most comprehensive online business audit available anywhere in the world. Not only does it focus on On-Site and Off-Site SEO techniques and requirements, but it also branches to the use and utilization of external social media influences and link baiting opportunities. 9 / 16

10 Just site improvement Report development like service a business/marketing and is the and combining cornerstone social bookmarking those plan, of resolutions DartMedia s any successful, policy. with 103 Identifying our long-term point signature check a site s SEO Detailed audit potential strategy. will Keyword act areas as an of Analysis ongoing Avoid the pitfalls of trial and error! DartMedia s team of specialists can help you technically implement and fix problem areas both onsite and externally on social media network and business listing directories through our suite of Professional emarketing Services. Our complete suite solutions for search engine optimization are designed to increase visibility and enhance search engine traffic. Call (+965) to speak with our SEO consultant today for an overview on our full-spectrum of Proven SEO marketing Solutions. Pay Per Click (PPC) Many search engines (Google, Yahoo, MSN, etc.) claim they can connect you with someone searching for what you sell in less then 15 minutes. Be it a product, a service, news, or what have you, Google will drive traffic to your site with their Adwords Pay Per Click (PPC) program or so they say. So why would you need a search engine marketing consultant? Or more specifically a pay per click professional or a firm? In a nutshell, an experienced search marketing firm will get you a higher return on your marketing spend. If you are investing 3,000 KD in your paid search campaigns, and getting X return on your investment, DartMedia s search marketing consultants primary focus is to get you 2X, 3X or even higher. 10 / 16

11 - We invest time to fully understand your: - Niche and Core Competencies; - Target audience - Competition - Business/Marketing objectives. - We apply search engine marketing best practices in strategy formulation to reach and exceed these objectives - Our implementation plan is comprehensive and is around bringing you the most qualified traffic - Our measurement and web analytics system will ensure the traffic is converting in leads and customers. - Testing, continuous improvements are key elements of our day to day work. Our Pay Per Click Specialists are Qualified Professional Advertisers. We stay up to date on the latest in search marketing and apply proven techniques to help you reach your results. We will not consider our job done until your return on marketing spend improves. Whether you are new to search engine marketing and need someone to guide you through it, or you are a current online advertiser and not happy with your ROI, DartMedia s consultants are ready to step in, understand your business model, and offer actionable recommendations. DartMedia can help in two ways: Outsourced Pay Per Click Management Services or PPC Consulting Services for your In-House Campaigns. Outsourced Pay Per Click Management By outsourcing your PPC keyword campaign management to DartMedia, you ll be able to execute an effective search engine advertising campaign, while saving you valuable time and money. The advantages of choosing to outsource keyword campaign management are extensive, going beyond just alleviating the difficulties involved in attempting to run such campaigns. 11 / 16

12 Here are just some of the services we provide with our PPC Campaign Management: - Detailed Keyword Research with Visitor & Budget Forecasting: Choosing effective keywords is among the most crucial components of developing an effective CPC placement strategy; without identifying the best terms that is, those most likely to direct qualified traffic to your site your campaign can fall short of its goals. Web Ad.vantage will research, analyze, and gather estimated costs, clicks and impressions for keywords using a proven process that will ensure that the final selection of terms will optimize your campaign s success. (Learn more about keyword research.) - Campaign Set-Up, Ad Copywriting, & Position Maintenance: Setting up a PPC campaign is not as simple as it may seem. There are many variables that the inexperienced marketer may not even think to consider: competition and positioning strategies, budgeting, matchtypes, search and content syndication, and ad copy testing to name a few. At DartMedia, your campaign will get genuine human attention; we ll get your PPC listings up and running, ensure that you retain the position you want to achieve, while simultaneously controlling your click costs. - ROI Tracking, Performance Reporting & Campaign Optimization: Perhaps your existing keyword campaign is generating great traffic but yielding poor sales. How well informed are you about your campaign s performance in relation to how much it is costing you? With a focus on ROI, DartMedia will track your campaign from click to transaction, providing you with detailed reports on and analysis of the performance of your terms, identifying and removing poorly performing keywords, and seeking new terms if existing ones fail to meet your expectations whereby we can identify new means of generating revenues for your company. Interested in learning more about our PPC Management Services? Contact DartMedia today for more information on how we can help get your campaign to perform even better. Call (+965) to speak with our PPC consultant today for an overview of our full-spectrum of Proven PPC Advertising Services. 12 / 16

13 Service Costing and Pricing This section provides an overview of the costs associated with conducting Search Engine Marketing and Search Engine Optimization for typical websites. It should be noted that SEO/SEM services are not a one size fits all package, requirements differ from one client to another according to how good or bad the website is structured for SEO and how targeted or in-demand are keywords for SEM. Most of the service fees listed herewith are estimated ranges; for accurate quoting, please feel free to contact us and have your case evaluated. Website Position Report Provided FREE to all DartMedia clients, as a means to determine if SEO is a viable option for their online business. Detailed Keyword Analysis Report This essential report features over 14 different checkpoints and is used as a guide for do-ityourself site optimization efforts or as a prerequisite to DartMedia s professional SEO implementation and auditing services. Cost ranges between 785 KD to 1,400 KD per language. Accurate quoting is subject to website complexity in terms of offered services and products and languages used. Delivery Time Frame: 10 to 14 working days from client s order acceptance. Basic and Standard SEO Auditing DartMedia s SEO Audits along with the Detailed Keyword Analysis (DKA) report cover every aspect of SEO that are applicable in the process of improving a website s position. Once the various analysis are performed by our specialists, clients receive a professional SEO report identifying the most common issues that may be plaguing the site and impeding its performance in the organic search results. Cost ranges between 800 KD to 900 KD and includes an executive summary covering all the action items which need to be performed by the website owner and/or 3rd party implementers. 13 / 16

14 Delivery Time Frame: 10 to 14 working days from client s order acceptance. Prerequisites: Detailed Keyword Analysis Report Perform On-Site Implementations There are a large number of factors that impact a site s ranking in the natural or organic search results. You may not be able to control all of them. While, an SEO audit will help you better identify your site s current issues. Resolving these issues can have a significant impact on your site s performance in the search results thereby dramatically increasing the traffic to your website. While DartMedia s team of specialists can help you technically implement and fix problem areas both on-site and externally on social media network and business listing directories through our suite of Professional emarketing Services, we always recommend that clients attempt to resolve these mostly Do-It-Youself issue on their own before requesting our assistance. It is hard to ascertain the actual cost of On-Site implementations as they are platform and programming language dependent. However, typical costs for small static websites (10 to 30 pages) are around 400 KD. While larger Content Management Based sites and portal range from 800 KD to 1,500 KD depending on the technology used by the web server. Perform Off-Site Implementations At DartMedia we do not advocate Off-Site implantation that masquerade as SEO services, in fact we oppose implementing without proper onsite optimization first, due to the inherent risk of the website (not SEO firm) being flagged as a search engine spammer or code swapper or even worst be blacklisted or penalized. We are not against Off-Site implementations as an SEO technique; all our reports and audits highlight and provide in-depth properly formulated collateral for such task ensuring that both ends. Typical costs for Off-Site SEO implementation can range from 400 KD to 700 KD for established websites, or 900 KD to 2,000 KD for newly launched website. NOTE: Actual cost can only be determined once an SEO is conducted to ascertain the level of implementation required to achieve the SEO goals and objective. 14 / 16

15 Delivery Time Frame: 10 to 14 working days from client s order acceptance. Prerequisites: Detailed Keyword Analysis Report, SEO Audit Report SEO Monitoring Service Plans DartMedia offers a wide variety of continuous monitoring services designed to meet the changing requirement of online marketing; Because there is no specific time frame for changes in SEO situations, DartMedia is the only company to offer a customized situational reporting services, rather than the standard repetitive reports which offer no wealth of information. The standard fee for our yearly monitoring services (covering 3 monthly reports) is 1,370 KD per year. Clients can choose on monthly biases which reports they wish to obtain according to their evolving needs. Choose from 10 different in depth SEO Reports that are available and receive them monthly for a full year. Complete SEO Online Marketing Audit This 103 point check audit is by far the most comprehensive online business audit available anywhere in the world. Not only does it focus on On-Site and Off-Site SEO techniques and requirements, but it also branches to the use and utilization of external social media influences and link baiting opportunities. Included with the Online Marketing Audit is an extensive executive summary by various SEO/SEM and Advance Electronic Marketing Strategy specialist. Fees range between 1,400 KD and 3,200 KD depending on business complexity and includes our signature Detailed Keyword Analysis Report service. Delivery Time Frame: 20 to 35 working days from client s order acceptance. Prerequisites: Client must have had an online presence for at least one year and has at one point or another conducted online advertising campaigns to market the website. 15 / 16

16 Search Engine Marketing Packages The GoogleTM SEM package is designed to fit any and every budget, simply choose the number of clicks you wish to receive from users of the Google search engine on monthly biases and choose the duration. * Weekly campaign performance reports will be sent by GoogleTM Inc directly to a nominated personnel address within your organization. While DartMedia will not provide campaign reports for this service, we will continue to monitor and optimize the campaign performance. 16 / 16