Please find below our full pricing guide for our SEO, Content & Social Media services.

Transcription

1 Pricing Guide - SEO, Content & Social Please find below our full pricing guide for our SEO, Content & Social Media services. You can also download the following related ebooks from our website. Link Audit & Removal Protecting Your Business From Google Penalties Technical SEO Best Practices - A Marketers' Guide Editorial Calendars for Content Marketing - A Marketers' Guide The Ultimate Guide to Google's Mobile Friendly Algorithm Our mission is to help our customers increase leads & sales by providing integrated digital marketing services & technology. Since 2003, we ve helped big brands & small/medium sized companies with their online strategies. Clients include Scottish Power, Peugeot, Halfords Autocentres and Dunelm Mill. We are specialists in management of PPC, Display/Remarketing, SEO, Content Marketing, Social & A/B Testing campaigns. Our web team also specialise in building conversion-led SEO friendly websites. If you are considering digital agencies, we can offer the following audits as part of your review process; AdWords Account Audit Content Marketing Audit Technical SEO Audit Backlink Health Check Keyword Opportunity Gap Audit Social Media Audit Conversion & Landing Page Audit Google Analytics Audit If you are interested in our other services, we also have the following pricing guides available on request; Paid Search, Display & Remarketing Inbound Content & Marketing Conversion Optimisation, Analytics & AB Testing Web Design & Development If you have any questions or would like to apply for a free assessment with our digital strategy team, please call or enquiries@clickthrough-marketing.com Kind regards, Phil Robinson Founder & CEO Page 1

2 Contents SEO s Explained... 5 Definition Table... 5 Monthly Packages SEO Monthly Packages Fast Track & One off Packages SEO Fast Track Content Strategy and Optimisation Fast Track Analysis, Research & Discovery Strategies Competitor Keyword Opportunity Gap Audit Keyword ROI Database Content Quick Win Expansion Content Ideation Meeting Persona Analysis Technical Consulting & Research Technical Site Audit Trust Audit Industry Co-Citation & Competitor Research SEO Site Migration Consultancy Project On-Page Strategies On-Page Content Writing On-Page Content Optimisation Product Feed Description Writing Content Consultancy Link Reputation Strategies Link Threat Reduction Backlink Audit Link Detoxification Training and Support Local & International Strategies Google Places Local SEO Branch Page Content Strategy Page 2

3 Content Marketing & Creative Strategies Scoping and Planning Consultancy Editorial Calendar Creation Infographics White Papers ebooks Blogs Industry Newsfeeds PR, Blogger & Influencer Outreach PR Outreach List Creation Blogger Identification Content Calendar Creation PR Consultation PR & Content Outreach Project Online PR Creation and Distribution Video Marketing & Syndication and Blogging Packages Marketing Campaigns Additional Newsletter Image Purchase MailChimp Account Set Up Social Strategies Social Media Audit Social Media Account Set Up Brand Protection Social Media Monthly Management (2 campaigns) Social Media Monthly Management (4 campaigns) Assist & Mentor Social Media Programme One-Off Social Media Campaign Hootsuite Enterprise Page 3

4 SEO s Explained Page 4

5 SEO s Explained Our Monthly Packages include a mixture of any of the following elements with different levels of activity to fit your monthly budget. For further information on specific strategic elements referred to throughout the pricing guide please use this Definition Table. This makes it easier to outline the differences between our packages without repeating the same definitions. If you have any questions please contact us directly enquiries@clickthrough-marketing.com Definition Table Account Management Monthly Report Weekly Rankings Competitor Keyword Opportunity Gap Analysis Content Consultancy Goal Tracking Set Up Description Dedicated Account Manager (AM) for planning in your strategy, liaising with the team, and your primary point of contact for progress updates and questions. Covering organic traffic, MoM-QoQ-YoY ranking trends, goal completion, Google Places performance, top 5 referral traffic sites, goal tracking, previous monthly activity completed and next month s strategy outlined. Ranking temperature check Excel report, covering keyword rankings on a weekly basis. Great top line overview document with conditional formatting to show trend clearly through both number and colour changes. Enables you to understand what keywords your competitors are ranking well for and those that you are not. These can be filtered by search volume, by highest to lowest ranking position for each competitor listed, and also by keyword groupings/categories. We recommend that these are scheduled to be updated as part of your strategy every 12 months, as Google Keyword Planner search volumes are dynamic and can change in line with new trends, increasing levels of search, or high peaks in seasonality. A scientific approach to identify keyword opportunities by improving the on-page content already on your site through strategic changes. We use Webmaster Tools Data and other software to identify the keywords currently underperforming for your site. Recommendations are then made to the current on-page content to introduce wider terms to maximise performance higher rankings, impressions and clicks through to your site. Make the most of your tracking and data, and see what your users are doing when they get to your site. Identify ways to funnel them to convert quicker, and see which the highest dropout pages are. Tell us which dashboard views and data are important to you, and we will make it easier for you to find the figures you are looking for. Page 5

6 Crazy Egg Analysis Content Credit SEO Technical Audit / Consultancy Full Keyword ROI Fortnightly Catch Up Quarterly Round Table Strategy Meetings at ClickThrough HQ Description Crazy Egg identifies quick wins using heat mapping software to increase conversions on your site. See how your visitors actually use your site, identify any 'no go zones' where you are putting effort and resources into the site, but your users are not finding or interacting with. Make sure your navigation is working as hard for you as it should be. These can be used individually or grouped together over a few months to provide a larger content piece. 1 Credit = One page of Content Optimisation with Meta Data 1 Credit = Five Meta Data Creations 2 Credits = One page of optimised content 2 Credits = One blog 10 Credits = One infographic creation 16 Credits = One ebook creation Improve the indexing and crawlability of your site in search engines. We look at metrics that are part of the Google algorithm, such as use of redirects, robots.txt, duplicates, title and descriptions, <H> Tags, canonicalisation and more, to make sure that your site is in line with Google s ever changing best practice and compliance guidelines. ClickThrough's unique patent pending Keyword ROI Database brings the science needed to make the right keyword choices. Choosing the right keywords for your search engine marketing is a vital starting point for SEO and content marketing campaigns. Keyword database creation involves; Defining an initial seed list of keywords Researching synonyms and related seed keywords Extracting top keywords from Google based on seed words Filtering non-relevant keywords Adding rankings to database We recommend that these are scheduled to be updated as part of your strategy every 12 months, as Google Keyword Planner search volumes are dynamic and can change in line with new trends, increasing levels of search, or high peaks in seasonality. 30 minute fortnightly calls with your AM or wider team to go through questions, results, progress, industry updates and future strategy ideas. Our brainstorming meetings involve pre-meeting prep on both sides, and an agenda is set out 3 weeks prior, outlining the objectives of the meeting. This could include marketing funnel analysis, competitor analysis, content opportunity reviews, creative strategies, content calendars, and 6 to 12 month planning. Experts from ClickThrough s technical, creative and/or content teams will attend so that we have a mixture of ideas and approaches. These are held at ClickThrough s offices in Lichfield. Page 6

7 Assist and Mentor On-page Content Writing On-page Optimisation Backlink Auditing and Link Threat Reduction Google Places ebooks White Papers Infographics Description 1. Training Options 90 minute training session per month by phone, or at our offices. PDF of slides will be provided. Sessions include: introduction to SEO, content writing for the web, understanding keyword value, introduction to Google Analytics, introduction to Webmaster Tools, and many more. Or 2. Audit Elements: i. Social audits (delivered over 3 months) ii. Competitor site analysis (delivered over 3 months) iii. SEO technical site audit (delivered over 3 months) iv. Content calendar plan and creation (delivered over 2 months) Creating great content that engages visitors and improves SEO. Find even more key search terms related to your business. Add calls to action to your pages to improve conversions. All content is written following a client brief, topic research and tone of voice structuring. Enhance your existing content for search optimisation. Find even more key search terms related to your business. Add calls to action to your pages to improve conversions. Sometimes some of the smallest keyword changes can make all the difference. Following the Penguin algorithm updates many backlinks are now potentially harmful to rankings within Google. Through a Link Threat Reduction audit we analyse your backlink profile through use of multiple tools such as AHREF, Majestic and Link Detox. This allows us to create a full disavow file within Google Webmaster Tools to remove any effects of identified harmful links to your site, and to protect your digital reputation in the eyes of Google. Google Places creation or optimisation services can attract more traffic to your site, and increase your SEO visibility through Google s Map interface. We ll make sure that your account is set up following Google s best practice guidelines, all required information is completed, the correct categories are selected and unique optimised content is used for each, as well as tracking code added to monitor referral visits to your site. ebooks are great at delivering shareable, relevant and targeted content to your users. This approach fully integrates with both content marketing and SEO best practice. ebooks offer clear citation of your site to drive referral traffic, online and offline branded content to drive brand awareness, and premium content to support your inbound marketing strategy for lead generation. White papers help deliver authoritative and factual information which people can learn from. Showcasing your expertise, white papers position you as a leader in your industry. White papers are more informational, technical and in-depth than ebooks, and work well for B2B companies. Create compelling visual content to support your social media and content marketing strategies. Use infographics to increase brand awareness, engage your audience, and deliver shareable premium content. Great when combined with your marketing, off-line activity, social strategies and outreach. Page 7

8 Blog Writing and Optimisation Video Marketing Online PR Social Media Packages Description Creating engaging content for visitors and search engines works well blogs are updated on a weekly basis (or more frequently). Fresh topical and optimised content is always a good sign to Google that you are investing in your customers and in your digital identity. It s a great way to share your industry expertise or move quickly on trending subjects, which in turn can be integrated into newsletter content, marketing and social sharing. Our video marketing and syndication service distributes and optimises any video content that you have, either live on your site or hidden away in your marketing resources. This can be a great way to build links to your site through video distribution sites, which in turn can lead to referral traffic. Our team can provide the full PR service - from ideas, briefing, research, creation, optimisation, syndication, outreach and reporting. Online PR provides instant search visibility for your target keywords, as well as a host of synonymous terms. All our PR is written to NCTJ best practice to maximise publicity and SEO benefits. Achieve target keyword visibility, alongside synonymous rankings and develop high quality news backlinks to establish your site s authority. Social media is a great way of networking across multiple channels to many people. It can increase your organic traffic, enhance awareness of your brand, build a strong following, generate leads, promote your products and services, and boost your brand reputation. Our team can provide social audits to assess which channels would work best for you, and social campaigns to help deliver your message to the right audience. If you have any questions about our SEO, Content or Social Media services, please contact us directly enquiries@clickthrough-marketing.com Page 8

9 Monthly Packages Page 9

10 Monthly Packages We work with the majority of our clients on a monthly activity retainer basis. Within this you will be assigned your own dedicated Account Manager and be introduced to our wider Technical SEO, Content, Social, Inbound Marketing and PR teams. Your Account Manager will oversee all planning, strategy, and deliverables, and will be your day to day contact. Our integrated approach means that your site and strategy will be worked on by many of our experts depending on the strategic focus needed, so there will always be someone on hand or at the end of the phone to help. Team introductions and six month planning will be established in our kick off call which is booked in with your team at our offices after signing your SEO contract. Our Approach Below is a breakdown of some of the monthly retainer packages that we offer. All packages can be enhanced and adapted to include other services and tailored to your strategic business needs. SEO Monthly Packages SEO Starter Package SEO Standard Package SEO Premium Package Monthly Retainer SEO Professional Package Campaign Cost 850 pcm 1,450 pcm 2,750 pcm 4,550 pcm Account Management Monthly Report Weekly Rankings Competitor Keyword Opportunity Gap Analysis Content Consultancy 3 hours 3 hours 3 hours 3 hours Goal Tracking Set Up Crazy Egg Analysis 1 test 2 tests 3 tests Content Credits 4 Credits 8 Credits 12 Credits SEO Technical Consultancy 2 hours 4 hours Full Keyword ROI Fortnightly Catch Up Call Quarterly Round Table Strategy Meetings at ClickThrough HQ Assist and Mentor Page 10

11 Fast Track & One off Packages SEO Fast Track Campaign Cost SEO Fast Track One-off Project 5,400 (based on per hour) For companies that prefer to work on a project basis rather than a managed service we can build bespoke packages to fit your needs. We run these over a 3 month period from setting the strategy and brainstorming, through to activity delivery and reporting. As part of this project, we recommend carrying out both an SEO Technical Audit on your site and, after our brainstorming meeting, creating a content calendar for the following 6 months. This will allow quick wins to be achieved within the project timeframe, and give you a list of actions to carry on with after the project has finished, taking both a short term project approach but with a longer-term plan. Depending on your strategy and requirements the work will include: Account Management Brainstorming Strategy Meeting Competitor Keyword Gap Analysis o This document provides visibility on what keywords your competitors are ranking well for and those that you are not, making it easy for you to identify keyword opportunities for new on page content, keyword expansion and wider keywords strategic focus. SEO Technical Audit and Consultancy o What is holding your site back? What are the quick wins and long term recommendations? Our in-depth auditing process identifies and prioritises the pitfalls stopping your website from performing Backlink Compliance Audit o With continuing Google updates, managing your digital profile is becoming increasingly important. It might be that historic activity, carried out with good intentions, goes against Google s current guidelines. Our link auditing is the process of reviewing and actioning links that could be threatening your site, and bringing your site in line with Google best practice. Content Calendar Creation Content Creation and Optimisation Weekly rankings (for the 3 months of the project) Report on completion Delivery will be dependent on input from the client and timely implementation of recommendations. Delivered over 4 months Content Strategy and Optimisation Fast Track Page 11

12 Campaign Cost Content Strategy and Optimisation Fast Track One-off Project 9,000 (based on per hour) This package covers everything you will need to know about content on your site. With a mix of brainstorming and planning, as well as full content optimisation and creation, we create two databases for you which you will be able to use in future months and strategies. Account Management Brainstorming Strategy Meeting o Our brainstorming meetings involve pre-meeting prep on both sides, and an agenda is set out 3 weeks prior outlining what the objective of the meeting is. This could include Marketing Funnel Analysis, Competitor Analysis, Content Opportunity Reviews, Creative Strategies, Content Calendars, and 6 to 12 month planning. o Experts from ClickThrough s technical, creative and/or content teams will attend so that we have a mixture of ideas and approaches. These are held at ClickThrough s offices in Lichfield. Social Audit and Delivery Meeting (if not required then time would be used for further content creation/consultancy) Full Keyword ROI Competitor Keyword Gap Analysis covering 10 competitors of your choice (or we can recommend based on our tools) On-page Content Creation (20 Pages) o These can be predefined pages by the client, or we are happy to make a top 30 pages list of recommended priorities for research and content optimisation. o These can include home page copy, category pages, branch pages, product descriptions or blogs. Content Calendar Creation o Evergreen, seasonal and trending content planning to integrate with your on-site copy, blog, , social or offline strategy Report o Includes details of ranking changes, SEO visibility, Google Analytics and landing page traffic. Delivered over 4 months Page 12

13 SEO One-off Consultancy & Packages Page 13

14 Analysis, Research & Discovery Strategies Competitor Keyword Opportunity Gap Audit Competitor Keyword Opportunity Gap Audit Campaign Cost 950 Competitor Keyword Analysis enables you to understand what keywords your competitors are ranking well for and those that you are not. This makes it easy for you to identify keyword opportunities for new on-page content, keyword expansion and wider keywords strategic focus. The document prompts questions such as: Why are my competitors dominating ranking for a specific keyword, or keyword grouping? Who has the highest average ranking for terms? What high search volume terms to others frequently rank for that we do not appear in the top 10 for? These can then be filtered by search volume, by highest to lowest ranking position for each competitor listed, and also by keyword groupings / categories. Identify 6-8 competitors, which you can either suggest or we can collate based on our tools recommendations Creating an Excel document to show by competitor who ranks in what position for each keyword Adding search volumes for each term Filtering non-relevant keywords from each of the documents Grouping these by areas/subjects opportunities Case Study Example: A well-known waste management company recently had this carried out to see what their biggest keyword opportunities and focus should be on their new site. Our competitor analysis process highlighted that they didn t rank for the following keywords while their competitors did: 69 waste management related keywords, total search volume of 6, hazardous related keywords, total search volume of 3, skip related keywords, total search volume of 2, bins related keywords, total search volume of 20, recycling related keywords, total search volume of 57,370 This clearly outlines the content areas that need additional focus and optimisation, and helps to tailor a site s navigation, taxonomy and wider content and creative strategies. Within 3 weeks Page 14

15 Keyword ROI Database Campaign Cost Keyword ROI Database From 1,500* *additional hours may be required depending the breadth of keywords. Our unique Keyword ROI Database brings the science and breadth of keywords needed to make the right content, strategy and keyword choices. Choosing the right keywords for your search engine marketing is a vital starting point for SEO and content marketing campaigns. Our ROI process helps to prioritise keyword groupings over others to make sure that the key areas, quick wins and long-term opportunities are all covered off. Defining an initial seed list of keywords Research synonyms, supporting and generic keywords that are often used in combination with the big search volume terms Extract keywords from Google Webmaster Tools, your site navigation, and our keyword suggestion tools, to make sure as many related keywords are included as possible. You can guide us at this stage as well if there are any terms you currently do not talk about that you want to shout about Filter out non-relevant keywords Add current rankings and the URL that is displaying in SERPs Case Study Example: Previous ROIs have highlighted huge keyword opportunities for clients who are too close to their product or content to see other keyword opportunities or gaps. Such as: An engagement ring company that did not mention Jewellery on its site A Dover to Calais Ferry company that did not say channel A company selling Candle Sticks when users were searching for Candle Holders, a search volume of 1,300 versus 14,800. Delivery Timescale Within 2 weeks, depending on project size. Page 15

16 Content Quick Win Expansion Campaign Cost Content Quick Win Expansion 1,500 A scientific approach to identify keyword opportunities by improving the content already on your site through strategic changes on-page. This evaluates opportunities of improving your rankings on terms you already have some visibility on, but prioritises recommendations based on what the biggest traffic or ranking gain could be through understanding the incremental benefit of improving a ranking from position 28 to 12 verses from position 6 to 5. We use Webmaster Tools Data and other software to identify the keywords currently under-performing for your site. Recommendations are made to the current on-page content to introduce wider terms to maximise performance higher rankings, impressions and clicks through to your site. Our content team will evaluate and prioritise your keywords based on the traffic improvement they can bring to your site. These are then tracked 4 weeks after our recommendations are implemented to report on changes or make additional on-page suggestions to further improve rankings. Recommendations are delivered in Microsoft Excel, with supporting data and a rationale. Delivery Timescale Depends on project size Page 16

17 Content Ideation Meeting Content Ideation, Planning & Strategy Meeting Campaign Cost 1,980 Creating a content strategy and deciding which pieces of content fit into the different stages of the buying process can be a daunting task. Our content, SEO and social media experts will take you through each stage in the process, from analysing your current content assets through to planning your content and editorial calendar for delivery. This five-hour planning and strategy session includes: Current situation analysis: overview of your aims, objectives, target market and buyer personas Analysis of your current content landscape: existing content assets and marketing funnel gap analysis Analysis of competitor content strategy and identification of key opportunities Evergreen content planning: identifying key pieces which will underpin your content strategy Content distribution planning Analysis of technologies, tools and metrics to track and measure performance Content calendar creation On completion you will receive your content strategy slide deck, and a separate content calendar with next steps clearly identified. Case Study Examples: Some of the big questions we addressed in one of our last sessions Who are you creating content for, and is it telling the right story/message? Are you creating the same persona content each time and not thinking about your customers who are in a different stage of the decision making process? How can we help you create an integrated SEO and social content calendar based on your USPs, evergreen content and seasonality / trends? Meeting Agenda Example: Current situation analysis: Aims, objectives, target market, buyer personas Competitor analysis: Content opportunities (SEO) Competitor analysis: Content opportunities (Social) Content landscape: Existing content assets and the marketing funnel Evergreen content: Identifying the content pieces which will underpin your strategy Measurement: Analysis of technologies, tools and metrics Content distribution planning and Content Calendar review/creation Delivery Timescale Additional Terms 3 week preparation period followed by one-off meeting (session duration: 5 hours) Preparation is the key to our content ideation, planning and strategy meeting. Before the session, we will need to complete a Q&A preparation document on your current situation, as well as a Competitor Keyword Opportunity Gap Audit (see page 15 for details). Page 17

18 Persona Analysis Buyer Persona Analysis Campaign Cost 450 Clearly defined buyer personas your ideal customers - help you to create content targeted to tap into your customers specific desires and pain points. Defining your buyer personas is the essential starting point for any content marketing or social media campaign. Full analysis of your ideal customers, taking into consideration their roles within their organisation Identification of the various buyer personas which make up your target market and the points of similarity and difference between them Identification of their desires and pain points from known and assumed information Identification of their personality traits and lifestyle factors which impact their decisions Identification of trusted publications and resources which influence their decisions Identification of the content types, messages and calls to action which will appeal to them Full buyer persona profile documents 3-week turnaround Page 18

19 Technical Consulting & Research Technical Site Audit Campaign Cost Technical Audit 1,500 per brand domain Our Technical Audit process identifies and prioritises the pitfalls stopping your website from performing. It is a comprehensive review of your site against major technical and content aspects. Recommended actions are included within the report, as well as a prioritised order for addressing any changes. Checking over 20+ key factors that are known to be part of Google s organic search algorithm. Examples include: o Broken Links o Redirects o Robots.txt o Canonicalisation o 404 Errors o URL Formatting o Duplicate Content o <h> Tags o On-page <h> Tags o Server Speed Once completed, the 30+ page report will be provided, including a full data sheet with all examples separated by tabs to make it as easy as possible to work through. A leading SEO expert will present the report to you and your developers either via web conference and screen sharing, or at our offices. Within 4 weeks Page 19

20 Trust Audit Campaign Cost Trust Audit 600 per brand domain In 2009, a Google spokesman stated that rankings would be determined by four factors: 1. Trust 2. Authority 3. Reputation 4. PageRank The Trust Audit examines the integrity, consistency and extent of data about your business that is available online. There is considerable evidence that search engines acquire data from third party sources to establish information about the location of businesses. This data may additionally be used to establish the legitimacy (Trust) of a business operation. PDF document highlighting all live information describing your digital profile to Google. A priority action list of what to address first and the next steps. A total of the scoring opportunities are calculated with an equal weighting throughout the report. This is an SEO trust guide - not a robust metric set in stone - and should be seen as a general indicator of the quality of some of the potential trust factors. A few of the areas of evaluation include: 1. Company Name/Trading Name 2. Company Registration Number/VAT Number 3. Privacy Policy/Terms and Conditions 4. Whois data 5. Google Maps and Google+ Data Within 4 weeks Page 20

21 Industry Co-Citation & Competitor Research Campaign Cost Industry Co-Citation and Competitor Research 1,080 (12 hours at 90 per hour) Many sites and competitors have a large and diverse backlink profile based on years of digital marketing activity. However, knowing which of these have value and evaluating how they ve been achieved is time consuming. This research provides you with visibility of what strategic approach to link building your competitors are taking, whether it s local, or blogs, or PR. It allows you to be flexible in your approach and learn from multiple competitors to get a blended strategy. Our process of competitor co-citation creates an Excel document detailing up to 10 of your competitors backlink profiles and how they ve achieved them. 10 hours for downloads, co-citation research and data sheet creation We cross reference this data and recommend activities to achieve backlinks of a similar quality level. 2 hours for recommendation document creation (delivered in a Word document) Case Study Example: A client wanted to know what approach most of their competitors were taking when it came to link building so that they could replicate this in their strategy. Our analysis showed that overall there was a mixture of approaches being used, but the two most popular tactics were local and supplier link building. We consulted with the client over the coming months to extend and action these identified opportunities. Depends on project size Page 21

22 SEO Site Migration Consultancy Project SEO Site Migration Consultancy Project Campaign Cost One-off Project Campaign cost depends on size of the site and amount of proposed changes. All prices will be quoted at 90 per hour. When doing any site migrations or URL structure changes it is important to refer to SEO and Google best practice. One of the most important elements of a site s SEO strength is how it passes page rank through its internal linking structure. If the right pages and links are not prioritised and correctly structured you could lose important historic backlink strength to your site, dilute your internal page strength, and dramatically affect your SEO visibility and rankings. Our approach can be flexible as to the level of technical and SEO support you need and the plans for your new site. We would recommend having a kick-off migration planning meeting in which we go through the proposed project scope and timeframes. You will be assigned an Account Manager to project manage any migration process and to be your main point of contact. Project sizes vary between migrating one old site structure to a new site structure, or 6+ domains to a completely new master domain. Our Migration Consultancy can include any or all of the following elements: Consultancy for best practice URL formatting, site structure, taxonomy and navigation planning. Site scanning to identify the size and scale of html migration required. Redirect rule creation from old structure to new URL structure. One-to-one URL mapping for important pages if required and if a rule function cannot be created. An SEO Technical Audit pre the new site spec and changes, to make sure that all current technical issues are not transferred and migrated over to the new site. SEO Monitoring of the site Pre, During and Post launch to report on SEO visibility, error reporting, broken links, duplicated pages/content, internal linking review, Google Analytics and Webmaster Data switch over. Post launch SEO best practice check list review. Providing technical consultancy time to assist with any questions that arise during the build and migration process. Delivered over 2 months (dependent on required time frames and project scale) Page 22

23 On-Page Strategies On-Page Content Writing Campaign Cost Case Study On-Page Content Writing ( words, including Title, Description & Keywords) 180 per page* (with keywords research) *discounts are available for large quantities of pages Create great content to engage visitors and improve SEO. Find even more key search terms related to your business. Add calls to action to your pages to improve conversions. All content is written following a client brief, topic research and tone of voice structuring. Our on-page content writing process includes: Keyword research our team will conduct keyword research to improve general keyword usage for more ranking impact. Content creation our team of expert content writers will create SEO content which complies with Google best practice and Panda algorithm updates, ensuring your content is written in line with your brand and tone of voice. Automotive Example: Where we created/optimised content for a client s category pages June keywords in top 10, only 2 keywords ranking in the top 50 February in the top 10, and 10 keywords ranking in the top 50 (average search volume of terms included in the example 5,000) Retail Example: Where we created/optimised content for a client s category pages Keyword 1 (search volume 50,000) - Impressions up 50,475% and keyword ranking improved by 45 positions to 5 th. Keyword 2 (search volume of 14,800) - Impressions up 50,938% and keyword ranking improved by 30 positions to 4 th. Depends on project size Page 23

24 On-Page Content Optimisation Campaign Cost On-Page Content Optimisation ( words including Title, Description & Keywords) 90 per page* (with keywords research) *discounts are available for large quantities of pages Enhance your existing content for search optimisation. Find even more key search terms related to your business. Add calls to action to your pages to improve conversions. Our on-page content optimisation process includes: Keyword research our team will conduct keyword research to improve general keyword usage for more ranking impact. Content creation our content team will create best practice page titles and descriptions to boost your click-through rate. Our team will ensure your content is written in line with your brand and tone of voice. Depends on project size Product Feed Description Writing Campaign Cost Product Description Writing ( words, with appropriate source material) 40 per description* *discounts are available for large quantities of product descriptions Be seen more, sell more and get better ROI with persuasive product feeds which are used in Google Merchant Centre for Shopping searches. Product feeds are retail-relevant and provide persuasive listings to help boost conversions and clickthrough rate. Best practice product feeds will help lower your costs, boost sales and ensure your products are visible in Google Shopping searches. Our product description writing process includes: Keyword research our team will carry out keyword research to improve general keyword usage for more ranking impact. Content creation our team will create unique product descriptions which meet Google best practice for product ad text, and will ensure your content is written in line with your brand and tone of voice. Depends on project size Page 24

25 Content Consultancy Campaign Cost Content Consultancy 90 per hour We would recommend this approach after we have completed a one off Keyword ROI Project (see page 16) or Competitor Opportunity Gap Analysis (see page 15). This time is then used to fully analyse the best keyword opportunities, group keywords into content strategies, and map keywords to specific pages. It allows us to look deeper into content opportunities and what areas your competitors are doing well or otherwise. This allows you to learn from the approach your competitors have taken as well as spot any opportunities or topics that others have missed with a healthy search volume. Objectives and Brief outlining Content Calendars Opportunity Analysis Case Study Example: Here is an example of a few of the areas analysed for a client where they did not rank, but their competitors did. It shows the number of keywords in total including a specific keyword, and the combined search volume of all those related keywords. This highlights the importance of choosing the right supporting keywords for your main high search volume keywords. The first keyword has an exact match search volume of 4,400, however when combined with other supporting search terms it is 49,200. Depends on project size Page 25

26 Link Reputation Strategies Link Threat Reduction Campaign Cost Link Threat Reduction From 2,250 per project (depending on scope and scale of the project) Following the Penguin algorithm updates many backlinks are now potentially harmful to Google rankings. Managing your digital profile since the continuing Google updates is becoming increasingly important. It might be that historically activity was carried out (with good intentions) that is not against their guidelines (such as keyword rich anchor texts with follow links) or that other sites have been linking to you over the years without you even knowing. Many poor quality directories, adult sites and those with viruses are the biggest issues. Google sees these links as part of your backlink profile and could penalise you for creating these links to manipulate page rank. It would be best practice to actively disavow these to show Google you are keeping up to date with its guidelines. We recommend reviewing your backlinks every 3 6 months on a smaller scale as part of an SEO monthly retainer, to keep on top of any new links or updates in guidelines. Our SEO team will: Analyse your backlink profile to identify high risk links. Identify and request removal of links in line with Google Webmaster Guidelines. Run through examples of links found and recommend actions to take Request removal and Disavow links from sites that have malware or viruses. Create and submit reconsideration request through Google Webmaster Tools. Depends on scope Page 26

27 Backlink Audit Campaign Cost Backlink Audit 500 per brand URL Create a backlink audit data report containing backlinks from multiple tools such as AHREF, Majestic and Link Detox tools. This allows you to analyse and work through your backlink profile in your own time and Disavow within Google Webmaster Tools. Receive an Excel report with potential problem areas highlighted An SEO expert will talk through this report with you via web conference and screen sharing, for you to then review and action. Within 2 weeks. Link Detoxification Training and Support Campaign Cost Link Compliance Training, Assessment Plan Creation & Support 3,000 one off One ½ day training session on backlink compliance, and how to identify backlinks that don t comply with Google s Webmaster Tools Guidelines. With each session you ll get: Training on how to locate harmful backlinks, and the methods you can use to locate contact information for sites featuring these dangerous links. An template and telephone contact script to use during your own link removal activity. A structured link review assessment plan to use where human assessment of backlinks is a necessity. The plan also enables you to document all backlink removal activity carried out by your staff. Training on how to present data from link removal activity to support a Google Webmaster Tools reconsideration request to get your site appearing back in Google s search results. Depends on scope Page 27

28 Local & International Strategies Google Places Campaign Cost Case Study Local SEO Google Places Strategy Stage 1: To create, claim and optimise, 90 per branch Stage 2: To optimise pre-claimed listings (optimise title, creating the content and maximise category selection), 45 per branch Local listings are now increasingly being pulled on to the first page of Google s organic SERPs. With Google s increasing focus on mobile optimisation and Pigeon updates this is only likely to continue. Work involves various processes depending on your existing account set up: Create or claim and optimise local branch location listings in Google Maps. Directs traffic to either your homepage or local branch pages Tracking can be added to the unique referring URL to record all Google Maps traffic in Google Analytics. For each listing we optimise we will: Create unique content to be used in your Google Maps description for each branch Optimise category choices and filling in fields that are currently blank such as payment types and opening hours. Adding tracking code to measure traffic A client with 34 branch locations in the UK and previously no Google Places visibility, achieved over 2,500 additional visits per month through this creation and optimisation process - traffic they were previously missing out on. 3 months (to get all pins live, which can be a 10 week process) GEORank Campaign Cost 2,800 Listings in Local Directories can be a great way to be found in specific areas you are targeting. It can also be a different way of obtaining diverse links to your site that are natural and in line with Google s guidelines. These listings can also refer traffic to your site and be a good indicator to Google when it comes to NAP Consistency (Name, Address, Phone Number) to prove that you are who you say you are not only on your own website, but through other reputable sites as well. We will list up to 500 of your branch/locations in 15 of the top UK local directories. In addition, we will submit your locations as points of interest to the top satellite navigation platforms. On application Page 28

29 Branch Page Content Strategy Campaign Cost Case Study Branch Page Writing ( words including Title, Description and Keywords) One-off Project (or part of agreed monthly retainer) 180 per page* (with keywords research) *discounts are available for large quantities of pages Create content to engage visitors and improve local SEO ranking and visibility. A great approach for those with multiple branch locations. Designed to optimise onpage content in line with recent Google Pigeon updates, increase in mobile traffic, localised and personalised search as well as complementing a Google Places Landing Page approach. Find even more key search terms related to your business on a local level, as well as integrating calls to action to your pages to improve conversions and user interaction. Our branch page writing includes: Research calls our team will conduct calls to each of your branches to obtain details specific to each branch, e.g. reasons to choose the branch, directions to the branch and things to do in the local area. Keyword research our team will carry out keyword research to improve general keyword usage for more ranking impact. Content creation our expert content writers will create SEO content that complies with Google best practice and Panda algorithm updates. Our team will ensure your content is written in line with your brand and tone of voice. Example: A client had over 100 branches to create and optimise localised content for. After we had completed the first batch we reviewed the pages we had created versus blank templates which had previously been live. The results were impressive. Organic Traffic Average Organic Traffic on page with no content = 211 visits Average Organic Traffic on page with optimised content = 356 visits Organic Traffic is up by 68% for branch pages that have optimised content Organic Revenue Average Organic Revenue on page with no content = 565 Average Organic Revenue on page with optimised content = 1,543 Organic Revenue is up by 173% for branch pages that have optimised content Depends on project size Page 29

30 Content Marketing & Creative Strategies Unless otherwise stated, pricing is for content creation only. For distribution and outreach services, please see page 33. Scoping and Planning Consultancy Campaign Cost Content Briefing, Scoping and Planning From 200 to 600 depending on word count The briefing, scoping and planning process will help you to create a premium content asset which is on-brand, speaks to the interests and pain points of your buyer personas, and is targeted to relevant keywords. The complete, signed off brief will form the starting point for the creation of your white paper. The process includes: Keyword research conducted by our specialist SEO team. Topic creation our expert content writers will work with you to devise the right topic for your content piece. Additional content research to support your initial briefing outline. Content outline an overview of the sections for your completed white paper, with keywords identified for each section. 2-4 weeks Editorial Calendar Creation Editorial Calendar One-off project Campaign Cost 3-month calendar month calendar month calendar 990 Infographics Combining creative ideas with SEO best practice, your editorial calendar will provide you with a structured plan and clear next steps to guide your content marketing strategy. Your editorial calendar will outline: Topics and working titles for each piece of content Recommended content format, from blog posts to ebooks, infographics to video On-page content opportunities* for SEO Shareable content opportunities for social media Evergreen content: the timeless pieces which will underpin your strategy Blog content: identifying the right frequency and topics to cover Marketing funnel stage for each piece of content Content distribution recommendations for each piece *Competitor Keyword Opportunity Gap Audit may be required 3-week turnaround Page 30

31 Infographic Creation Campaign Cost From 1,200 Infographics can communicate complex or dry information, statistics and processes in an easy to read, visual and engaging format, and are ideal for use in social media and content marketing campaigns. Use infographics to increase brand awareness, engage your audience, and deliver shareable premium content. Our infographic creation process includes: Scoping and topic creation devise the right topic, approach and structure for your infographic. Content guidance identify additional research or information needed to complete your infographic. Content creation create content which fully meets your tone of voice. Fully designed infographic to meet your requirements and brand guidelines. Three formal levels of feedback and amendments (briefing, amendments, final amendments). 2-4 week turnaround White Papers White Paper Creation Campaign Cost Up to 750 words: 1, ,500 words: 1,900 (An additional 90 per hour applies for enhanced designs, additional proofs, and additional copy beyond the original brief) White papers deliver authoritative and factual information that people can learn from. Showcasing your expertise, white papers position you as a leader in your industry. White papers offer: Clear citation of your site to drive referral traffic Branded content to drive brand awareness Premium content to support your lead generation strategy More informational, technical and in-depth More like a report Designed to inform the reader and position oneself as the expert Long and linear a deep read Project kick off call for briefing and scoping Creation of a high quality white paper on a topic of your choice Written by our team of specialist content writers and optimised for relevant keywords Basic white paper designed to meet your requirements and brand guidelines Two rounds of proofs 4-8 weeks Additional Terms Price includes 3 formal levels of feedback and amendments (briefing, feedback, final amendments). Further amends will incur additional costs. ebooks Page 31

32 ebook Creation Campaign Cost 750-1,500 words: 1,200 1,501-3,000 words: 3,060 3,001-5,000 words: 4,680 (An additional 90 per hour applies for enhanced designs, additional proofs, and additional copy beyond the original brief) ebooks deliver shareable, relevant and targeted information to support your content marketing strategy. ebooks offer: Clear citation of your site to drive referral traffic Branded content to drive brand awareness Premium content to support your inbound marketing strategy for lead generation More creative, image heavy and interactive More like an online guide or brochure Structured and broken into bite size pieces of information Designed for skimming and scanning Project kick off call for briefing and scoping Creation of a high quality ebook on a topic of your choice Written by our team of content writers and optimised for relevant keywords Fully designed with visuals, supported by bulleted lists and call outs to meet your requirements and brand guidelines Two rounds of proofs Case Study Additional Terms 4-8 weeks Price includes 3 formal levels of feedback and amendments (briefing, feedback, final amendments). Further amends will incur additional costs. Blogs Blog Writing and Optimisation Page 32