Prepared for: Kenneth Starnes Prepared by: James Lisi. 15 Enterprise, Aliso Viejo, Ca SEO ADVICE

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1 Prepared for: Kenneth Starnes Prepared by: James Lisi 1

2 Search Engine Optimization and Internet Marketing Proposal for flytops.com 2

3 Agenda How We Approach SEO An Integrated Internet Marketing Strategy Improving Website s Current SEO Creating A Theme For Your Website Identifying The Most Efficient Keywords Aligning Your Website s Pages and Code To Your Target Search Terms Analyzing Your Competition Link Building Services Additional Search Engine Marketing Services: Pay-Per-Click (PPC) Content Path Optimization Who We Are Goals & Investment Your Proposal and Cost Tracking Your SEO Campaign Results Final Words 3

4 An Integrated Internet Marketing Strategy We will work in collaboration with your designers, programmers, copywriters, and anyone involved in publishing to the website. Our goal is to integrate SEO into everyone s mindset and business processes - and stay well within the acceptable use policies of the search engines. 4

5 Our SEO Approach Search Engine Optimization is a process used to increase search engine rankings. 39% of search ranking is determined by onsite elements and 61% is based on offsite. Our SEO approach of both on and offsite optimization has proven itself successfully over a wide range of clients. 5

6 Improving Website s Current SEO To begin, let s look at your SEO Score Card. It shows you how well your site is currently optimized for overall search engine friendliness. Your SEO score is based on how well your website is optimized for the search terms your home page has defined in its title and meta tags. Content and internal linking play a large role in letting search engines know what your site is about. Your website is telling search engines that you want to be ranked for these keywords: 6

7 Creating A Theme For Your Website If the image below was a site, how would you qualify this site theme? Probably a site about a generic term like fruits? 7

8 Defining Your Cluster Strategy We are not talking about a simple keyword analysis, rather, we will actually develop a unique "cluster model" for your site. This model will be geared to attract other sites and partners (such as quality inbound links, and advertisers) that will help to position you as an expert in your industry - for both users and search engines. 8

9 Analyzing Your Vertical Market We are not talking about a simple keyword analysis, rather, we will actually develop a unique "cluster model" for your site. This model will be geared to attract other sites and partners (such as quality inbound links, and advertisers) that will help to position you as an expert in your industry - for both users and search engines. This is a demonstration theme analysis for the term Jet Charter to show how we silo a website to rank for the specific term. We will explore your site DNA and build a stronger foundation for your Search Engine Marketing Strategies 9

10 Identifying The Most Efficient Keywords We will analyze hundreds of keywords in order to find the most efficient keywords based on number of searches and competition. SEOT: It's the number of clicks that the #1 result gets from this term every day. PBR: Phrase to Broad Match -.confidence level of the search term. SEOC: The number of pages in competition. Trends: This is the trend of the daily search volume for each search phrase. Rising trends means that there is a strong market for the term. AWCPC: Google AdWords cost per click. AWV: The value of being in the top PPC spots. SEOV: The value of being in the organic results for the #1 spot. 10

11 Aligning Your Website s Pages and Code To Target Search Terms We will work to define the search phrases possible for you to rank under, and then we will revise your title, meta-tags, and content to reflect this. To be effective, your webpages need headings and copy to align with the meta tags. 11

12 Analyzing Your Competition The list above shows the volume of searches on a weekly basis, the cost per click for first page placement on Google Adwords and the competition rating (a 1.0 means the competitor websites are highly-search optimized). 12

13 Analyzing Your Competition The list above shows your top 10 competitors who are optimized for your target search phrases. 13

14 Link Building Services Trust Building Before Link Building: Our link building will include a variety of high quality link strategies and also services such as directory and article link building. We always build strategies that balance value, effectiveness, and risk. Our strategies are designed to build trust with the search engines. If the search engines do not trust your links, you will not see ranking increases. There are few strategies in link building that are as important as developing a natural looking backlink profile. Deploying a well thought out anchor text strategy is crucial for obtaining and maintaining strong keyword rankings. Using keywords in the anchor text of your backlinks is one of the most powerful tools in a link builder s arsenal; however, as with many things in life, with such power one must exercise great responsibility. Deploying the wrong anchor text strategy can quickly reverse the positive effects of any link building campaign. 14

15 Link Building Services Trust Building Before Link Building: Google understands that one of the easiest and most powerful ranking factors to game in its algorithm is the anchor text contained in your backlinks. As expected, they are becoming increasingly diligent in their efforts to detect artificial anchor text patterns. If a large portion of new backlinks pointing to your site are using the same anchor text, there is a good chance that Google s algorithms will detect it and lower your overall trust score. If your website s trust score lowers significantly enough you will likely see a decrease in the velocity of your ranking improvements. Once your trust score falls below a certain threshold, you may see very few ranking improvements or in the worst case you may lose rankings. While it is possible to obtain quick rankings by targeting only a few keywords, the benefits will be short-term. The more aggressive you become in building links to a small number of individual keywords the more likely you will lower your trust score and see lowered returns on your link building efforts. We take a holistic approach to link building. Utilizing multiple link building methods we build effective campaigns that balance quality, velocity, quantity, variety, and value to deliver top rankings that last. 15

16 Our Link-Building Methodology We Build You A Custom Strategy: Our strategy will begin with keyword research and a thorough analysis of both your and your competitors backlinks/websites. Our strategies range from including one link building technique to incorporating over a dozen. Once we choose which link building techniques are appropriate for you we organize them into a short and long term strategy. Timing of Building Links: WHEN you build links is just as important as HOW you build them. Build too many too soon and it will look unnatural, causing you to lose trust with Google. New sites must be approached differently than matured ones. After building millions of links for thousands of clients we know exactly how aggressive we can be. We will look at the age and backlink profile of your site and then develop a program that is both safe and effective. The trick is to build them fast enough to get results but not too fast as to raise flags. Anchor Text Optimization: Anchor text is a key piece to the puzzle. Picking the right keywords for your links is very important. Over optimization is also a concern. We know how to find the right balance between building too many links for a keyword and building enough to see quick ranking increases. Variety is Key: One of the most important techniques for building links correctly is building a variety of links versus building a ton of the same kind of link. It does not look natural to build all of the same kind of links. It may be appropriate if you are building a very small amount of links but for most link building strategies it s important to mix it up. Nothing looks more natural than to have links coming from all over the place. BackLink Boosting 2nd Tier Links: In order to create a natural link profile we do not build all links to your site, we instead also link to the pages that already link to you. In essence building a river of link popularity. Why is this so effective and desirable? It all has to do with Google Trust. Google looks at your backlinks and if it sees too many of what appear to be unnatural links, you will lose trust in Google, and with lost trust comes lost rankings. The solution for this is to build less links directly to your site but instead build links to other pages that link to yours. These pages will either be built by us or can be preexisting pages. With this technique we can build hundreds/thousands of links to your site but make it only appear like you have built a few. Google Trust, TrustRank, Trust Score: Google gives every site a Trust Score. There are many ways to gain or loose trust with Google. Increased trust means increased rankings. One way to increase trust is to get other trusted sites to link to yours. Trusted sites can also be called Authority sites. You also build trust by having quality content. There are many ways to lose trust. You can lose trust by putting spammy duplicate content on your site, building links to bad neighborhoods (Sites that have been marked as be untrustworthy), or by building links too quickly. You can also loose trust in Google if a large portion of your backlinks look unnatural. 16

17 Link Building Services Campaign Measurement & Reporting It is important to start with and maintain proper expectations with any SEO campaign. Since there is a delay between actions and results and there is approximately a 30-day research period in the beginning of a campaign, it is suggested that you will not experience any significant traffic increases for at least 5 to 6 months after the campaign is initiated. Results of any Link Building will generally not be fully realized for at least 90 days after links have been placed. Once a link is placed it must first be found by the Google bots and added to the Google data centers for analysis. There is then generally a 45 to 60 day period for search engine ranking updates to be completed. We will be tracking statistics against a baseline that will be created in the beginning of the campaign. The baseline will measure, existing traffic, rankings and link profile. Link profiles will be measured by using external independent tools such as Yahoo Site Explorer, SEOMOZ s Linkscape and Open Site Explorer and Majesticseo. This will allow us to track numbers and increases in links you re your site s profile and trust score. 17

18 The Power Of Contextual Links Google loves themed, quality and authority links which point to your website using your targeted search terms in the anchor text. Link building is essential for high rankings for competitive search terms. By building inbound links to your sites, you get increased traffic to your website by being on the first page of search results. To rank on search engines for competitive search phrases, the number - and quality - of links determines the search ranking. Example of a properly structured link: Real Estate (anchor text) <a href=" Estate</a> 18

19 Our Competitive Link Building Campaign Successes 19

20 Pay-Per-Click (PPC). 20

21 PPC: Easy-To-Read Dashboard Performance Funnel for Leads, visitors and Costs. 7 & 30- day rolling view of website visits from Search Ads. Phone Calls and Leads from Web Forms in one locabon Reverse look up provide address for direct mail follow- up 21

22 PPC: Campaign Reporting 30- day view of Paid Traffic Clicks/Visits Select your Paid Traffic Source. Paid Traffic Stats. 22

23 PPC: Organic Traffic Recording Included Organic traffic stats at a glance Top Keywords and URL s. Traffic source Chart easy to read and use. 23

24 PPC: High-Converting Landing Pages This Form is visible from any traffic source of your choice Web Form Data is captured and entered into online Data Base. Install a Call AnalyBcs Phone #. 24

25 PPC: Lead Reporting View Phone Call Leads and Leads from Web Forms Leads come from Online (SEO, Social Media and Paid Search) and Offline Sources Measurable Post Click ROI via Phone Call Tracking 25

26 Content Path Optimization To make the most of the opportunities created by increased traffic to your site, you ll need to structure your offers to guide prospects through your buying process. Having a clear path within your website will help you to get the maximum conversion. 26

27 Content Path Optimization Online prospects need to be guided... We create a marketing path through your website... To convert traffic into buyers. 27

28 Content Path Optimization Once your site has targeted traffic, conversion becomes essential to the profitability of your website marketing. Once your SEO program is in place, we ll look to improving conversion strategies. Our services can be on a consulting level, or where we create the material and infrastructure for conversion. List Building: Opt-in Strategies to build a list of prospects. Autorepsonders programs to guide prospects through your marketing path. Engage and encourage prospects to contact you. Increase your sales of products or services through offers and information. Cart Conversion: Increase cart conversion through sales copy, offers and presentation. Monitor and test approaches to maximize shopping cart conversion. Once we have your website positioned for hightraffic. keyphrases, we ll prepare a custom Content Path Optimization proposal to help you capitalize on the targeted traffic. Offer Structure: Your website should be direct response focused, meaning the home page should be utilized to get optins, using compelling offers, and positioned as a solution to the prospects search. Most websites are set up as brochures where it is all about the company. Overlooking the customer needs decreases the effectiveness of the site and results in low conversion. Our content path optimization services begin with creating a marketing path a sequence of offers designed to capture the most prospects from your traffic. Identifying and presenting the best products or services for your initial offer. Analysis Split testing offers and approaches to maximize the results. 28

29 1.0 Why Increase Visibility? Long Term Business Partnerships Industry leading 95% Client RetenBon Rate 95 out of 100 clients renew their inibal agreements with us. We are your search partners. Superior Customer Service Our retenbon rate provides us a predictable revenue stream and allows for dedicated project teams Result: Be\er Service. Our client base allows us to retain the best talent in the business. Results Oriented Culture Everyone in the company is compensated on two things your results and retaining you as a sabsfied client. Accountability is part of our corporate fabric. The Right Fit We only take on clients where we know we can deliver results. Delivering you results enhances our Leading Client RetenBon Rate. 29

30 1.0 Who We Are Increase Visibility is committed to offering cutting edge technologies to our exclusive set of clients. Our secret is our industry-leading staff. We bring in the most experienced, talented and promising individuals and continue to offer advanced training - not only in technology, but in all areas of business. #855 on the 2010 Inc. Magazine Fastest Growing Companies List. 30

31 Your SEO Investment Core Level Package SEO CAMPAIGN Silo Architecture Keyword analysis Theme Cluster Strategy Technical SEO Update code and build internal link structure, optimize content, fix any errors. 10 pages Unique titles, alt tags (all metadata & tags) Robots.txt Compatibility error check SEO: Search, Develop and Build (On Page SEO) Content Strategy - 1 Silos 10 targeted keywords Design blueprint Search-Define Vertical Keywords Search-Define Article Keywords (articles/content provided by client) Link Building: Highly optimized SEO-friendly manual directory submission, Forum Submissions, Blog Submissions and Link Boosting. 21 Web 2.0 Articles, 36 Sponsored Blog Posts, 15 PR/Article Sites, 6 Keywords + 6 URL's, 2 Custom YouTube Videos. Social media links reinforcing this comprehensive off-page ranking strategy. Comprehensive off-page ranking factor drawing from optimized titles, content, and author profile. Full monthly reporting of links obtained. Ongoing Monthly SEO: Extensive monthly reporting. Ongoing link building. Updating of pages and silos to improve results. SEO Campaign Cost: : $2,500 months 1-3, then $1,500 per months 4-12 Notes: this proposal covers: SEO copywriter for content writing (articles, press-releases, etc.). Based content should be provided by client for reference material. 31

32 Your SEO Investment Recommended Package SEO CAMPAIGN Link Building: Silo Architecture Highly optimized SEO-friendly manual directory submission, Forum Submissions, Blog Submissions Keyword analysis Theme Cluster Strategy and Link Boosting. 35 Web 2.0 Articles, 56 Sponsored Blog Posts, 25 Technical SEO PR/Article Sites, 6 Keywords + 6 URL's, 3 Custom Update code and build internal link structure, optimize YouTube Videos. Social media links reinforcing this comprehensive content, fix any errors. 25 pages off-page ranking strategy. Comprehensive off-page ranking factor drawing from optimized titles, content, and Unique titles, alt tags (all metadata & tags) Robots.txt author profile. Compatibility error check Press Releases 3 press releases each month promoted through press release site. SEO: Search, Develop and Build Custom link acquisition - $500 budget for link acquisition (On Page SEO) each month. Full monthly reporting of links obtained. Content Strategy - 2 Silos 25 targeted keywords Design blueprint Ongoing Monthly SEO: Search-Define Vertical Keywords Search-Define Article Keywords (articles/content Extensive monthly reporting. provided by client) Ongoing link building. Updating of pages and silos to improve results. SEO Campaign Cost: : $3,500 months 1-3, then $2,500 per months 4-12 Notes: this proposal covers: SEO copywriter for content writing (articles, press-releases, etc.). Based content should be provided by client for reference material. 32

33 PPC Proposal & Cost PPC CAMPAIGN Campaign set-up: Research best keyphrases to bring qualified traffic, and set up campaigns Create sponsored links ad versions Landing page set up and conversion tracking Ongoing Monthly Campaign Management: Monitor campaigns for conversion, ad testing and keyphrases. Monthly reports on campaign effectiveness Call tracking and website analytics Landing page optimization PPC Google Spend per month: $3,000 ; then $500 per month management fee 33

34 Deliverables and Timeline: 6-12 Month Deliverables SEO development is a dynamic, fluid, technical process as the search engines change their results on an ongoing basis. For any given project, the process will vary in the way SEO development rolls out and matures overtime. We will always be thinking about and adjusting the Month 1 variables even if the project is in month 60. This is a constant process that occurs, and as conditions on the ground change (search engine algorithm changes/competitive landscape changes in the niche, etc.). We set up a strong set of baseline clean SEO elements on your site that can stand the test of time. 34

35 Deliverables and Timeline: The following is an outline of a proposed 6-month schedule: Kick off meeting: Discuss on-page and off-page strategies Vertical Market Analysis discussion Keyword Analysis discussion Competitive Analysis discussion Metrics and ROI Site Design Issues Business Strategies past successes and failures Details of working relationship (workflow, meetings, communication & cooperation strategies) 1st Month: Comprehensive Vertical Market Analysis Initial Comprehensive Keyword Analysis Comprehensive Statistical and Visitor Analysis Comprehensive Competitive Analysis Create a Benchmark Document Initiate Linking and Linking Strategies Selection of Initial Silos Spider Site and identify errors Create a working on-page deliverable strategy Calculate Page Load Times and suggest improvements Initiate Site Fixes and Updates Server Side Details Duplicate Content Issues On Body Factors Monthly Report Setup entire PPC campaign and Tracking 35

36 Deliverables and Timeline: Months 2-6 Goal Optimize Site As we identify keyword terms, we will optimize the website according to current search engine standards, incorporating in the key terms. Content Placement We will optimize content, meta tags, image alttags, navigation, etc. Add-Create-Update Meta tags: Unique Titles Unique Description Unique Keywords Initiate Intra-Site Linking Strategies Continue Linking Strategies Monitor PPC progress and change as necessary Website Content Optimization (If chosen) Optimize a section of the site (silo) for up to 10 keywords at a time Keyword Optimization determine keyword terms to promote for organic listings. We will identify 3 sets of terms, primary (most important), secondary (good traffic) and long-tailed (less searched but still good traffic) for initial section of site (silos). Fix Current Found Code errors related to: Page Appearance, errors (H tags missing, Script not commented, invalid character, ALT attribute missing) Compatibility, errors (Browse Tags, HTML tags, Invalid URL, Unrecognized Script) Performance, errors (Item too big, Inaccurate image dimensions, Missing Width and Height attributes Links and Structure errors (broken links, long links, bookmark not found) Searchability (page with no keywords, no description, repeated meta tags) Style and Consistency errors Add ALT tags to.swf links (to make them reachable by GoogleBot) Check-Add robots.txt files 36

37 How To Measure Your SEO Campaign Web analytics gauge campaign success and help us validate and place value on the site s traffic and popularity Key metrics: An increase in new daily visits to the site An increase in leads/sales for the site through tracking all conversions An increase in your company branding and visibility Domination of your entire market segment, one vertical at a time. We will also: Advise how to plug leaks in the conversion funnel. Change PPC keywords and landing pages if they are not converting. Consolidate multiple sessions into one conversion for more accurate statistics to track multiple visits, eliminate keyword stacking in reports and account for latent response conversions. Custom Reporting: Web Analytics Installation - install Google Analytics traffic tracking software Campaign Tracking setup campaign tracking so your sales & marketing departments can establish what traffic is coming through paid vs. organic. We can also track marketing, newsletters, etc. Analysis we will provide on-going analysis of their traffic including, traffic interaction on the site, etc. Monthly Reports: Creation each month, around the 5th, we will assemble and you a 3-part spreadsheet outlining your current keyword positions for organic terms, all pay per click activity and a highlight of the past month traffic stats. Custom Data if you need to track any custom data, such as an marketing campaign you do or banner ads we can include this in your monthly reports. 37

38 Search Engine Optimization Service Agreement: Increase Visibility agrees to provide its best efforts to provide the following services: SEO CAMPAIGN Silo Architecture Keyword analysis Theme Cluster Strategy Technical SEO: Update code and build internal link structure, optimize content, fix any errors. Unique titles, alt tags (all metadata & tags) Robots.txt Compatibility error check Add analytics to your site to monitor the results. SEO: Search, Develop and Build (On Page SEO) Content Strategy Design blueprint Search-Define Vertical Keywords Search-Define Article Keywords (articles/content provided by client) Link Building: Basic Directory Promotion (Off Page SEO) Basic Directory Promotion Links/Submissions per month spread across 2 off page ranking strategies. Purchase of high quality, niche relevant monthly rented or permanent links from authority websites (if included in SEO package). Highly optimized SEO-friendly manual directory submission. Authoritative article creation utilizing unique content. Comprehensive off-page ranking factor drawing from optimized titles, content, and author profile. Highly optimized SEO-friendly article directory submissions. Social media links reinforcing this comprehensive off-page ranking strategy. Ongoing Monthly SEO: Extensive monthly reporting Ongoing link building Updating of pages and silos to improve results 38

39 Search Engine Optimization Service Agreement: PPC CAMPAIGN Campaign set-up: Research best keyphrases to bring qualified traffic, and set up campaigns Create sponsored links ad versions Landing page set up and conversion tracking Ongoing Monthly Campaign Management: Monitor campaigns for conversion, ad testing and keyphrases. Monthly reports on campaign effectiveness Call tracking and website analytics Landing page optimization 39

40 Final Words Search Ranking has become a must have by any company that wishes to be successful with their website. Once you re at the top of the results and your website is positioned as the best answer for specific search phrases... you ll start to see a traffic and revenue increase. We look at websites a marketing channel for your business, where accountability is measured. Today, the Internet marketing potential continues to grow, offering you new growth opportunities. We know there are many choices in the SEO services field. Finding the company that will listen to your needs, consider your business and make achieving your company s goals a personal mission can be a frustrating, if near impossible task. Rest assured, Increase Visibility IS that company. Our results come as a direct result of correct communication, solid processes, cutting edge technology and personal attention to detail. We understand that listening allows us to have an understanding of what your reality is, and we get to know you and all of the people behind the project. We take the time to learn your business goals and we deliver to which our client retention rate attests. Based on the research we have done in this proposal for your industry, we are extremely confident that we can take your company to the next level. We look forward to discussing this opportunity with you to show you the true value of our Internet Marketing services. James Lisi Increase Visibility, Inc SEO.ADVICE

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