XYZ COMPANY ONLINE MARKETING PROPOSAL 1/24/2014. Prepared By: John Doe

Transcription

1 XYZ COMPANY ONLINE MARKETING PROPOSAL 1/24/2014 Prepared By: John Doe

2 TABLE OF CONTENTS INTRODUCTION... 3 ONLINE MARKETING PHILOSOPHY... 3 WEBSITE RESEARCH AND RECOMMENDATIONS... 4 STATE OF THE UNION REVIEW... 5 STRUCTURAL SEO ANALYSIS... 6 SERVICE DESCRIPTIONS... 7 GENERAL PRICING AND POTENTIAL STATEMENT OF WORK PRICING CONCLUSION... 15

3 INTRODUCTION Alphagraphics has prepared a digital marketing a la carte menu to show XYZ Company the potential capabilities that we have. Alphagraphics can take on as little, or as many of the services mentioned below in accordance with the goals and desires of XYZ Company. ONLINE MARKETING PHILOSOPHY Our philosophy comes down to two main ideas. 1- There is no silver bullet in the online marketing world. Real success comes from doing quality work with Onsite Optimization, Link-Building, Social Media, Local Listings (Google Places Optimization), Blog Posting, Reputation Management, and other elements that are continually evolving. This success is rarely immediate as it takes discipline, time, and know-how to make for long-lasting results. Alphagraphics stresses that doing just one piece of the puzzle is inadequate to drive real success. a. How does this apply to XYZ Company? Alphagraphics is not a one-trick pony that just does one technique and calls it a day. We will be continuing to implement an SEO strategy that includes On-Site Optimization, Link-Building, Local Listings (Google Places Optimization), PPC, and Social Media. These strategies constantly change, and we are constantly evolving to continue to be ahead of the curve. 2- With any work we do for our clients, we ask ourselves the following question: Is this tactic or technique trying to trick the search engines, OR is this tactic or technique adding quality content that will be a benefit for our client s short-term and long-term success? Techniques that are easily duplicated, take a short amount of time, or are trying to game-the-system are the techniques that become irrelevant or detrimental to success with each algorithm update. For that reason we don t take short-cuts. We do things the right way, the first time, because we have our clients long-term success as our goal. a. How does this apply to XYZ Company? Alphagraphics only utilizes practices that are longterm solutions that will keep your website in good standing with search engines. This means that as Google updates the algorithm, as it does almost daily, the techniques that we use will never get XYZ Company banned or penalized as your short term, medium term, AND long term success is our goal.

4 WEBSITE RESEARCH AND RECOMMENDATIONS This information helps to provide the foundation for the recommendations made throughout the proposal. COMPETITIVE RESEARCH om/ ors.com/ ors.com/ ors.com/ CONCLUSIONS A few insights to glean from this competitive analysis: XYZ Company Link Totals are way lower than the competition. This is often a good metric that correlates to website rankings. To get higher rankings we need to increase total links. XYZ Company Social Shares number is also lower than the competition. This is also a good metric that often points to website rankings. This can also be increased to help rankings.

5 STATE OF THE UNION REVIEW Website Statistics Description and Importance Your Website PageRank A Google created scale that gives a 1/10 website a rank of credibility from 1-10 (low-high). The more credible, the better. Indexed Paged The amount of pages that search 2,290 engines have found within your website. The more relevant pages increase credibility. Backlinks The amount of links from other websites 5 that point back to your website. The more backlinks increase credibility. Domain Age The first time that your website was seen May 17, 2001 by any search engine. The older the website, the more credible. Blog Opportunity to add fresh content continuously, increase pages on the website, and implement keyword strategies. No blog Social Media Yes/No Followers Notes Facebook No - - LinkedIn No - - Twitter No - - YouTube No - - Google Plus No - - CONCLUSIONS- A few insights to glean from this State of the Union snapshot: Page Rank, Indexed Pages, and Backlinks Having a page rank of 1 is obviously not good. Ideally this number would be closer to 3 or 4. A PageRank of 1 means that according to Google the page is not authoritative. The number of pages is adequate and will grow as a blog is created and posts are written. The number of backlinks needs to increase significantly. Social Media: Social Media channels are not created. Social media is a great way to contact and find new clients. By creating profiles and engaging with your clients and potential clients you can create credibility not only with clients and potential clients but with Google as well. Social media profiles will go a long way to help improve the overall online marketing results.

6 STRUCTURAL SEO ANALYSIS CONCLUSIONS A few insights to glean from this report: The Title is the main tag on the home page that tells what you do or what that page is about. Titles are recommended to be between characters including spaces. Yours has 18 but is not optimized. Your title needs to contain your best keywords. Meta Descriptions are the text that a search engine will show underneath the link when the XYZ Company website is shown in search results. It should contain characters. Yours has 152. They should be concise and contain your best keywords. Heading such as H1 and H2 tags should be implemented to help SEO value. These are missing and need to be optimized. Images should have Alt Text or Tags. Alt Text helps the search engines see pictures because search engines cannot interpret images. Text/HTML ratio should be higher than 40% In general. Yours is about 31%. The site is doing well content wise but could use more text pertaining to your website to help increase rankings.

7 SERVICE DESCRIPTIONS On-Site SEO More and more, the content that is found on a website is being used by search engines to either help or hurt the ranking of a website. If that content is duplicate content found in other places, then it hurts the website. If it is fresh and original, then that website has a chance to rank very well. Search Engines are trying to display quality content that consumers are going to want to see. If the XYZ Company site can have content that closely reflects what actual consumers are searching for, then the search engines are going to want to display the XYZ Company pages more and more. A year or two ago, just having these pages was enough; now, they have to actually be helpful and original as well. Based on the Research - The XYZ Company website looks well organized and user friendly. However, per the STRUCTURAL SEO ANALYSIS, there are several items that should be fixed, and more content should be added throughout the site. Also, a blog needs to be created with consistent and relevant postings. Link-Building Alphagraphics utilizes high quality link building techniques that generate effective links based on content creation. A search engine expects to see a standard bell curve of low-quality to high quality links that will point to a website. Alphagraphics understands this and builds as much quality content as we can with the budgets that we have to utilize. This is done to create a varied link profile which helps to make the links natural and not spammy. This is a time-consuming process, but is one of the main factors that will affect your website s rank. Based on the Research - The XYZ Company website needs work in order to compete with the competitors. XYZ Company has 5 links, and the top competitor has over 5, links is not a lot, so link building work needs to be done. With a lot of time and work your link totals can become more like your competitor s link totals. Google Places Optimization Alphagraphics has helped thousands of companies claim and optimize their Places/Maps profiles. We think of it as a two-step process. Step 1- Claim, the listing, and then insert all of the proper business information. (phone numbers, address, upload photos, payments accepted, etc ) Step 2- In addition to claiming and creating the Google Places pages, continual citation building is necessary to help the company. A citation is created by entering the XYZ Company business information such as address,

8 phone number, service areas, payment methods, and hours of operation; into a reputable online directory such as Yelp, Google Plus Local, Localeze, Yellow Pages, City Search, or Bing. Each one of these citations goes towards building website authority as search engines will see the business profile listed in many places online and then will rank the Google Places page for that business higher. Based on the Research The Google Places location or locations for XYZ Company is listed but not optimized at all. It shows a location only in Brunswick, GA which is not even a location listed on the website. These places accounts can be a big boon in helping to drive local traffic to the website. To help increase credibility and ranking we recommend having a Google certified photographer come and record a virtual tour of your office. For an example of this look at maps.google.com/help/maps/businessphotos/ PAY PER CLICK Successful Google Adwords campaigns are made up of a combination of quality ads, high converting landing pages, and proper targeting that drive conversion. Creating quality ads can save you quite a bit of money in the long run as they raise your quality score and lower your cost per click. We have the knowledge and experience needed to ensure that your advertising campaign is successful. Based on the Research XYZ Company has not advertised recently with Google Adwords. PPC campaigns can get the XYZ Company website in front of the targeted audience quickly. SOCIAL MEDIA There are two main benefits that come from running a social media campaign: Benefit #1 - The actual interaction that you get between those who want to learn more about your brand or from those who are already brand loyal. This leads to credibility, sales, friends sharing the product with friends, etc. Benefit #2 The links that you get from having people post about you and share your company name on social media outlets like Twitter and Facebook are extremely beneficial towards your SEO efforts. Alphagraphics understands the importance of social media profiles and the benefits that a good campaign can have on SEO rankings.

9 Based on the Research - The XYZ Company brand is not currently taking advantage of Social Media. Per the State of the Union Review, the following platforms could all be improved: Facebook Create profile. Twitter Create profile. Google+ Because Google+ is a Google property, and Google loves its own properties, it is very beneficial to utilize G+ as a social media channel. Even if it is not used primarily as a social media channel for interaction, having a campaign that is updated often will have a direct effect in the SEO work. XYZ Company does not have a page. Need to create profile. LinkedIn Create profile. Majority of your clients have LinkedIn accounts. YouTube Create profile. Link videos from website and vice versa. Alphagraphics could help to actively manage these accounts so that XYZ Company has an active social media presence without having to actually manage it or come up with content.

10 GENERAL PRICING AND POTENTIAL STATEMENT OF WORK ON-SITE SEO On-Site SEO work is usually completed within the first month. The work Includes Alphagraphics checking the following items to make sure that they are up to the best current practices. Structural SEO Techniques Create/Edit Robots.txt file Create/Edit sitemap.xml file Google, Yahoo, and Bing Website Verification Optimization/Configuration of Google Analytics and Webmaster Tools On- Site Techniques Title Tag Optimization Creation of custom 404 page Meta Tag Optimization Edit H1 and H2 Tags Create/Edit Alt Tags Content Verification Copied or Original Content Once Alphagraphics has analyzed the on-site SEO, we will spend up to three hours going through and fixing optimization based errors and adding proper tagging as mentioned above. If more time is needed, Alphagraphics will quote out how much time is needed at a rate of $100/hour. Cost - $1,200 LINK BUILDING The link building work is an ongoing process that takes place as soon as the on-site SEO work has been completed. The specific statement of work depends on Alphagraphics and XYZ Company deciding on a specific plan of action. The following plans have been created more aggressive and less aggressive approach so that XYZ Company can see the amount and type of work that Alphagraphics would perform on a monthly basis.

11 MORE AGGRESSIVE NATIONAL PLAN This plan lets us work on between 3-4 keyword groups. Each keyword group is based on a main phrase like Air Compressor, and then 3-4 supporting similar phrases like Air Compressor Unit, Vehicle-Mounted Air Compressor, Best Air Compressor etc We would utilize the SEO budget to create quality content and then distribute that content through various methods. Part of the budget would go towards Link Requests and Competitive Link Building. This is a very time consuming process of 1- reaching out to specific web masters who we ask to post content about XYZ Company, and 2- identifying the links that your competitors have and creating the same links. SEO FOR XYZCOMPANY.COM Budget of $3,000 Link Building Technique Amount of Activities or Articles Performed Each Month Number of Keywords Article Writing 6 Article Distribution 6 PDF Submissions 42 Directory Submissions 11 Social Bookmarking 11 Blog Comments 19 Link Requests Yes Competitive Link Building Yes Web 2.0 Property Building Yes GOOGLE PLACES Amount of Citations Built Per Month Budget of $360 Citations Built 6 *Clearly only the search engines decide what turns into a link and what doesn t but from our experience, the work reflected above turns into the amount of links each month on average reflected above.

12 LESS AGGRESIVE PLAN This plan would allow us to focus on 1-2 keyword groups. There are two differences between this plan and the More Aggressive Plan. Difference number one is that this plan does not include Link Requests and Competitive Link Building removed. Difference number 2 is that there is less linkbuilding work of the more traditional variety being performed each month. SEO FOR XYZCOMPANY.COM Budget of $1,200 Link Building Technique Amount of Activities or Articles Performed Each Month Number of Keywords 5-10 Article Writing 4 Article Distribution 4 PDF Submissions 30 Directory Submissions 7 Social Bookmarking 7 Blog Comments 20 GOOGLE PLACES Amount of Citations Built Per Month Budget of $360 Citations Built 6 *Clearly only the search engines decide what turns into a link and what doesn t but from our experience, the work reflected above turns into the amount of links each month on average reflected above.

13 PAY PER CLICK MARKETING As mentioned in the proposal, XYZ Company has not run a recent PPC campaign. The pricing section here is for reference if XYZ Company would be interested in Alphagraphics creating and managing any PPC campaigns. The Pay Per Click Management Phase includes: Optimization of Bid Prices/Bid Adjustment Continual A/B Testing of Ad Copy Continual testing of Landing Pages Review Search History for Negative Keyword List Optimization of Day Parts The following chart provides the pricing for Pay per Click campaigns: Service Level 1 Level 2 Level 3 Set-up* $640 $640 $640 Monthly Ad Spend $1,000-$1,999 $2,000-$9,999 $10,000+ Percent Management Fee 20% 15% 12% * Set-up includes Alphagraphics creating the campaign, creating ad groups, doing the keyword research, and setting up conversion tracking. Alphagraphics will continually track important metrics, including: Conversion Rates, Cost per Acquisition and Click through Rates. These metrics provide important data to track the success of the campaign and allow for continual optimization. This information will be put into weekly reports which will be discussed with XYZ Company.

14 SOCIAL MEDIA MANAGEMENT Alphagraphics knows that XYZ Company does not currently have an in-house marketing individual who is tasked daily with managing the social platforms. Our goal here is to help unload the work on XYZ Company side, and let Alphagraphics run these platforms on a daily basis. If Alphagraphics is selected to augment the current XYZ Company efforts, then we will be doing some of the following: During the Set-up Phase Alphagraphics will: Create social platforms for XYZ Company (includes: Facebook, Twitter, Google+, LinkedIn, and YouTube.) Skin all of the other platforms (FB, Twitter, LinkedIn, etc ) to have a cohesive look and feel in line with the XYZ Company website During the Monthly Management Periods, Alphagraphics will: Grow the number of relevant followers of each account (FB, TW, G+) Post engaging content on each account 3-5 times per week Interact with users of the different platforms to answer questions and engage Use $35 Facebook Ad Spend Budget to reach the target audience for XYZ Company Pricing The Monthly Social Media Management is a $880 cost. This number can go up or down in order to meet with the needs of XYZ Company. The One-Time Set Up cost is $600

15 PRICING This pricing is intended to give XYZ Company a general feel for price points that would be successful for this campaign. Service Monthly Price 1 Time First Month Costs On-Site SEO $1,200 Link Building $3,000 or $1,200 Google Places $360 Pay Per Click Set Up $640 Pay Per Click Ad Spend TBD Pay Per Click Management Fee TBD Social Media Account Set Up $600 Social Media Management $880 CONCLUSION Alphagraphics understands how much time and effort it takes to make a successful online marketing campaign. We would love to be a trusted partner of XYZ Company to help with their online marketing efforts. We would fully expect that as the plan moves forward, it would constantly change and be tweaked according to the needs of XYZ Company, and the changes in internet marketing.