Measure. Analyze. Optimize. Search Engine Optimization. Prepared for: Onstar Pest Control. Date: March 30th, 2015

Transcription

1 YESOnline LLC YESO toll free Measure. Analyze. Optimize. Search Engine Optimization Prepared for: Onstar Pest Control Date: March 30th, 2015 Prepared by: John Wall

2 Overview Onstar Pest Control specializes in commercial and residential pest control. Onstar Pest Control has one location, but is a mobile company servicing customers at their location. Onstar services multiple cities that can be used to increase rankings, online exposure, and leads. Previous conversations with Onstar have shown they wish to increase their internet presence. Objectives Get all the tracking in place to get a better understanding of what s working and what is not Increase rankings for main website Increase rankings in Google Listings Strategy YESOnline can deploy a strategy that will include stats tracking, SEO, and Local Optimization. Measure Analyze Analytics / Conversion and Phone Call Tracking (Phone Tracking Optional/Available) Keyword Research Competitive Analysis On-Site Optimization Analysis and Recommendations Online Reputation Optimize Search Engine Visibility Local Listings Website

3 Measure. Analytics / Conversion Tracking Without tracking you won t know where to improve. We can ensure that all the tracking is in place so that we know every source and keyword that a user enters the site on. YESOnline can implement the following forms of tracking codes: Google Analytics Phone Call Tracking (Optional) We can effectively track response rates from all your marketing activities Identify every lead you generate, including those your staff missed Eliminate wasted spending on inefficient advertising solutions Spend 5% of your marketing budget on call tracking, so you know the other 95% is working Web Session Tracking Know the specific pages a prospect visited before and after the call Inbound Call Tracking Know the source of every incoming phone call Record every call to ensure quality

4 Analyze. Keyword Research Determining the right keywords is crucial to success for any campaign. During this process YESOnline utilizes the latest tools and software programs to data mine thousands of keywords. Keywords are selected based upon: Relevance Search Volume Profitability Competition Competitive Analysis YESOnline will do a full analysis of the competition. This process is imperative to determine what it will take to overtake the competition. YESOnline will analyze the competition for the following: Link Popularity PageRank Domain Authority Indexed Pages Keywords Optimized Social Media Analysis Social Media is part of all rankings online. Search engines are looking for signals that show your site is well received by others in your industry and/or by those visiting the site. Social signals are the triggers they are looking for. YESOnline will do a full analysis of Social Media profiles. Channels that will be evaluated are the following: YouTube Facebook Google+ Image sites like Pinterest or Flickr Special Note: This proposal does not include social media management. Our conversations with Onstar left us to understand that you do not have any social media strategies in place. Although our SEO strategies are effective. Social media at a basic level should be used for our processes to work more effectively. It also helps sustainability. We have a special offer at the end of the proposal.

5 Analyze. On-Site Optimization Before beginning any search engine optimization campaign, YESOnline will conduct a thorough Website Audit. A website audit is a diagnostic to determine if there is anything on the site that could hinder increased rankings as well as conversion. During this process YESOnline puts the website through a battery of tests including: Latency (Website Load Time) Source Code Indexed Pages Internal Link Structure Content URL structure Conversion Funnel Crawl Errors Broken Links Meta Tags And more When this process is complete, YESOnline will provide a report with a list of recommendations to improve onsite optimization.

6 Optimize. On-Site Changes Implement changes and recommendations from on-site analysis or assist existing web development company. Search Engine Optimization In order to be effective at search engine optimization you have to have a few things in place. YESOnline will target all the keywords picked from the Keyword Research phase. A quick evaluation of traffic will allow YESOnline to begin conversion testing and tweaking. Once keywords are confirmed as winners, these keywords will be targeted with link building to increase their organic rankings. Organic Search Ranking organically is more of a long term ROI and branding campaign. A good analogy is that it s like planting seed. You have to water the seed for some time before it sprouts. Then you have to keep watering and eventually it grows into a plant or tree. Google Bing Yahoo! Link Building One of the biggest factors to high rankings in the search engines is other websites linking to your website. There are two main factors for increasing link popularity: 1) Quantity of Links 2) Quality of Links It s important to get as many websites linking to your website as possible, however, it s also important to make sure that the links are on high quality sites. Too many low quality links will tell the search engines that your website is low quality. Another factor is the theme of the site linking to yours. For example, if your website is about guitar accessories then it would be preferred to have links from other music related sites. On-theme links are not mandatory but they generally help in establishing a quality backlink profile. YESOnline s specialty is link building. YESOnline creates almost 1 million links per year for its various clients.

7 Optimize. Search Engine Snippet Optimization Once the website is ranking organically on the first page of the search engines, people will begin seeing your website. It s important to have a compelling call to action in the title tag and / or the description tag to make the user want to click your website instead of others. YESOnline will work on creating title tags and descriptions that compel the user to click. YESOnline will focus on the pages that are most seen to provide the most impact. An example of a Google search engine snippet can be found below. Local Optimization Did you know that 56% of all searches have a local intent? Furthermore, 53% of mobile searches have local intent. When your prospects are searching, make sure your business is found. YESOnline will submit and update your business listing in to the following locations: Google Places Yahoo! Local Bing Local Listing Merchant Circle Local.com SuperPages Yellow Pages Special Note: These are just a few we start with. We are always adding more and making adjustments as needed based on what steps need to be taken to overcome rankings with your competitors. Plus, if you are listed on some directories that are not listed above. We obviously will need to make sure they are listed correctly and optimized.

8 Reputation Marketing Online reviews are a major part of online marketing. They have become one of the most important factors that potential customers use to call for your service or not. We incorporate a reputation marketing strategy into your local search engine optimization. On top of that, we will provide you a portal to gather reviews from your customers easily. Here is what a reputation setup will contain: 1. Claim Google & Yelp Listings a. Research current listings for Yelp and Google; either claim existing listing or create new listing for each b. Setup Client s company information and categories in order to control them and respond to reviews 2. 24/7 Monitoring a. Setup a process to monitor Client s listings on top online business directories 3. Review Collection Guidelines a. Provide guidelines to Client on the review collection process/strategy 4. Review Engagement Guidelines a. Provide guidelines to Client on how to respond to reviews 5. Create Custom Feedback Page a. Develop a private feedback page to capture reviews from customers b. Brand the feedback page with company colors and graphics c. Create a unique URL to Client s feedback page or integrate feedback page into Client s website d. Setup a process to monitor feedback left on Client s feedback page 6. Review Filtering a. Create a process to filter out negative feedback from feedback page 7. Online Review Builder a. Create a process to encourage customers to copy the positive feedback to top online business directories; more positive reviews will bring your reputation score up and will push the bad reviews off the first page of your listing 8. Media Center a. Create professionally designed review post cards to collect customer reviews; include direct link to Review page using QR code b. Create professionally designed review business cards to collect customer reviews; include direct link to Review page using QR code c. Create a professionally written campaign to collect customer reviews; link directly to your review page d. Create a media center for easy access to designs 9. Create Integrated Online Survey System a. Create survey system to collect feedback from customers; work with Client to identify survey questions

9 Here is what Reputation Marketing On-Going Services will contain: 1. 24/7 Monitoring a. Monitor Client s top online business listings and Client s review page 24/7 for new reviews 2. Instant Review Alerts a. Notify Client daily when positive or negative reviews are posted to allow for follow-up 3. Monthly Reporting a. Deliver monthly branded reports of Client s positive and negative online reviews 4. Support a. Provide ongoing support 5. Feedback Reporting a. Publish all new positive reviews from online business directories to Client s website sidebar b. Publish all new positive reviews from review page to Client s website sidebar 6. Search Engine Optimization (SEO) of Feedback a. Keyword optimize all marketed reviews and image reviews for search engine ranking 7. Integrated Online Surveys a. Prompt customers that have left feedback on the feedback page to complete online survey Goals / Expectations Increased internet presence Increased Domain Authority Increased Online Reputation Increased Cities Onstar ranks in Deliverables Real time tracking interface for phone calls (Optional) On-Site optimization report with recommendations (Website Report) Monthly stats reports Monthly ranking reports Daily Online Review Monitoring Daily Online Review Alerts Respond to bad reviews Detailed Reputation Reporting Monthly Reputation Marketing Analysis

10 Project Plan Phase 1 - Measure 1. Analytics / Conversion Tracking Setup a. Local Listings b. Website c. Social Profiles 2. Connect online directory listing to reputation portal a. Capture any existing online reviews b. Begin daily monitoring of online reputation from major review sites 3. Phone Call Tracking Setup (Optional) a. Phone call tracking does have an additional fee that is based on the amount of minutes and is not a flat fee. Phase 1 Time to Complete: 1-2 weeks Getting things on track and measureable Phase 2 - Analyze 1. Keyword Research 2. Competitive Analysis 3. On-Site Analysis / Recommendations 4. Social Engagement 5. Existing online reviews Phase 2 Time to Complete: 2-3 weeks Phase 3 - Optimize 1. Implement On-Site Changes 2. Search Engine Optimization 3. Local Optimization 4. Reputation Marketing Phase 3 Core Services: 6 12 months On-site changes: TBD Our processes begin in full at this point. Link building, syndication, social sharing, and other YESOnline proprietary processes.

11 Project Pricing: Phase 1 and 2: Setup and research fee $ $897 (One-time fee) Phase 3: Fee for current website on-site optimization TBD. (There is no fee if the existing website company makes all suggested changes. Only a fee is incurred if we are asked to login to the website and implement changes. Since, we do not have access, we are not able to estimate the time it would take to make these changes based on our previous report and the more comprehensive one we will complete. Special Note: There may not be enough changes within the existing website to infer any additional charges. This is just to inform you that if there are significant issues with the setup of the existing site. We may need to assess this part of the plan separately.) $ $997 (per month)- Search Engine Optimization and Reputation Marketing It has taken us twice as long as normal to get you this proposal because of unforeseen obstacles that came up while taking care of one of our existing customers. To express our apologies. We will be providing you a minimum of 6 Reputation Commercials at no charge. We will produce, load to your YouTube Channel, and optimize these videos to rank. You have seen an example of one of these videos when searching for Exterminator Service Modesto CA. Total value of these videos is approximately $1200. Also, we will produce and give you three Expose Interviews at no cost. Valued at $900.

12 Social Media Marketing $97 Basic Promo Package (Monthly) 1. Facebook Page Optimization 2. Twitter Profile Optimization 3. Daily Updates on FB & Twitter 4. Content Sharing from website 5. Comment Responding 6. Targeted network building on Twitter 7. Approximately 10 posts a week As mentioned above. Social media is not a requirement for our services to work. However, daily postings, shares, and other social signals that are created when engaging your customers this way make our SEO efforts extremely powerful. This is an optional offer, but highly suggested. Our normal Basic Promo has a retail value of $297 per month.