Digital marketing services Experience. Capability. Technology
A website must be supported with marketing and advertising if it is to become a true business channel. Sam Saltis, Managing Director, bwired Digital marketing is a vital part of any organisation s online strategy. bwired s search engine optimisation (SEO) and search engine marketing (SEM) services provide powerful return on investment for organisations who recognise the importance of a strong online presence. Our team of expert strategy consultants work collaboratively with our clients to provide ongoing, measurable results at comparatively low costs. What you can expect: > Improved website rankings > Greater brand awareness > Increased, higher quality website traffic > More conversions Benefits: > Increased market share > Greater ROI > Sustainable competitive advantage
Table of Contents SEO Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 SEO Overview SEO Planning and Analysis Website Optimisation Link Building Reporting Ongoing Fine Tuning SEO Costings SEO Costings (Cont.) SEM Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 SEM Overview SEM Planning and Analysis Ad Campaign Creation Ad Campaign Management Reporting SEM Costings Page 17 Page 18 Page 19 Packages Glossary Glossary (Cont.)
SEO Our SEO packages are comprehensive, involving four key stages; 1. SEO Planning & Analysis 2. Website Optimisation 3. Link Building 4. Reporting 5. Ongoing Fine-tuning 4
1. SEO Planning & Analysis This stage involves both internal (website) and external (competitive) analysis. A website analysis involves a comprehensive analysis of a website s user interface against key success factors. This includes analysis of the website s usability, functionality and design. bwired website analysis goes beyond user interface to analyse how the website is helping or hindering the organisation in reaching business goals and objectives. After the fundamental aspects of the website have been assessed, the analyst will determine the level of search engine optimisation, including assessment of page ranking, link building strategies, keywords, meta tags, heading tags, website content and images, and website promotion strategies. These results are then compared against assessment of a range of competitors. A website/business objectives overview is then produced collaboratively, and reports and recommendations for planning and implementation provided. 5
2. Website Optimisation This stage involves optimising the many various aspects of a website for SEO efficiency. This includes optimisation of keywords, meta tags, heading tags and website content and images, and removal of any search engine penalties which may exist. When optimising your website, bwired will also create your SEO maintenance files. Robot. txt file creation ensures sensitive files (such as secured folders, administration pages or secure login pages) on your website are protected from crawling and indexing by search engines. Sitemap. XML file creation provides search engines with a menu structure for your website, to assist in determining the relevance of your website to a particular search. The final component of this process involves creation of a Google Analytics account to enable you to monitor website traffic and visitor usage. We will integrate Google Analytics tracking code throughout all of the pages of your website and any marketing campaigns in order to track reach and usage and learn more about website visitors. 6
3. Link Building This stage is particularly important, as link building drives website credibility in search engines, accounting for approximately 80% of ranking criteria. Our link building process includes building forward, backward and reciprocal links between and within relevant, well regarded websites and directories. It may also involve writing and/or submitting articles, blogs, press releases and/or videos in relevant websites, social bookmarking sites and social networks. 7
4. Reporting Benchmark reporting is produced prior to commencement of a campaign, as well as throughout the campaign to provide progress tracking. 5. Ongoing Fine-tuning We use advanced analytical tools to quantify data and continuously fine-tune, in order to achieve maximum impact over time. Prior to commencement of a campaign you will receive an initial keyword ranking report along with a preliminary page ranking report. An initial site analysis report will cover ranking with major search engines, search engine penalties, backlinks, index status, server type, domain issues and IP status; and a website enhancement suggestions report will include suggestions for improvement regarding usability, functionality, design, conversions and SEO. You will receive ongoing keyword ranking reports, detailed traffic reports and backlink reports throughout your campaign. 8
Costing S. No Features Starter Intermediate Pro SEO Planning and Analysis 1 Website Analysis Yes Yes Yes 2 Initial Site Analysis Report Yes Yes Yes 3 Website Enhancement Suggestions Report Yes Yes Yes 4 Site and business objectives overview No Yes Yes 5 Recommended Number of Keywords 7 12 20 6 Keyword Research & Analysis Yes Yes Yes 7 Competition Analysis Yes Yes Yes 8 Website Content Analysis Yes Yes Yes 9 Suggestions Implementations No No Yes Website Optimisation 10 Title Tag & Meta Tag Optimisation Yes Yes Yes 11 Preliminary Ranking Report Yes Yes Yes 12 Heading tags Optimisation No Yes Yes 13 Content Optimisation Enhancements No Yes Yes 14 Image Optimisation No Yes Yes 15 Create Robots.txt File Yes Yes Yes 16 Creation of Sitemap.XML / Verification Yes Yes Yes 17 Google Analytics Set Up No Yes Yes 18 Tracking Visitors using Google Analytics Yes Yes Yes 19 Ongoing SEO fine tuning of website each month No Yes Yes Link Building 20 Directory Submission / month 100 200 300 21 Article Content Writing / month - 1 2 22 Article Submission / Month No 50 * 1 50 * 2 23 Press Releases Distribution No Yes Yes 24 Thematic Link Building No Yes Yes 25 Social Bookmarking Yes Yes Yes 26 Blog Promotions No Yes Yes 27 Forum Submissions Yes Yes Yes 28 Blog Commenting Yes Yes Yes 29 30 Local Business Listings / Business Directory Submissions Promotions through Wiki Pages, Squidoo lens creations, hub pages creations and Self hosted Blog creations No Yes Yes No Yes Yes 31 Video Promotions No No Yes 9
Costing S. No Features Starter Intermediate Pro Reports 32 Site Analysis Report Yes Yes Yes 33 SEO Suggestions Report Yes Yes Yes 34 Initial Keyword Ranking Report Yes Yes Yes 35 Monthly Keyword Ranking Report Yes Yes Yes 36 Traffic Report No No Yes 37 Backlinks Report No No Yes Deliverables 38 Minimum Links Per Month 50 100 150` 39 Minimum % of Keywords in Top Positions 10% 20% 40% Contact Period 40 Duration 3 Months 6 Months 6 Months 41 Updates Monthly Weekly Daily Investment Per Month From $2480 $4490 $5900 10
SEM Our SEM packages all-inclusive, including; 1. SEM Planning & Analysis 2. Ad Campaign Creation 3. Ad Campaign Management 4. Reporting 11
1. SEM Planning & Analysis This stage involves in-depth research and analysis of the organisation, industry competitors and various target audiences. Advanced keyword research is conducted in order to identify the descriptive terms that best describe your product/service offering and maximise the effectiveness of the campaign. This includes identifying match types (broad or exact) for keywords. A website/business objectives overview is then produced collaboratively, and reports and recommendations for planning and implementation provided. At this point an account is set up with goal funnels and visitor segmentation. bwired then generate and install code in goal pages in order to measure the effectiveness of the campaign. 12
2. Ad Campaign Creation Creative, intriguing, relevant campaigns are the key to getting your target audience to click through to your website. The relevance and appeal of content and design can mean the difference between success or failure. Ad campaign creation includes; keyword selection and optimisation (including negative keyword optimisation), ad group creation, and development of a creative appeal. Bwired will develop your ad copy, as well as providing a range of landing page suggestions. 13
3. Ad Campaign Management To ensure the best results, our team of experts test, track and evaluate campaigns on an ongoing basis, including fraud and competition monitoring. Campaign management includes A/B testing and multivariate testing campaigns to improve conversion rates; keyword grouping and optimisation to lower minimum bids; conversion tracking; and ad copy and Quality Score monitoring to improve campaign efficiency. Campaigns are monitored against competitors and fine-tuned on an ongoing basis, and click fraud is monitored throughout to prevent any negative results. 14
4. Reporting Benchmark reporting is produced prior to commencement of a campaign, as well as throughout the campaign to provide progress tracking. URL, ad group and campaign performance reports are provided, along with placement performance reports and overall account reports. Detailed reports including demographic, geographic and search query performance reports are also provided. 15
Costing S. No Features Starter Intermediate Pro SEO Planning and Analysis 1 Website Analysis Yes Yes Yes 2 Competitive Analysis Yes Yes Yes 3 Account Setup Yes Yes Yes 4 Tracking Code Setup Yes Yes Yes Website Optimisation 5 Keyword Selection Yes Yes Yes 6 Number of Keywords Recommended 800 1000 Unlimited 7 Advanced Keyword Research No Yes Yes 8 Ad Group Creation Yes Yes Yes 9 Ad copy Creation Yes Yes Yes 10 Number of Adcopy 2 5 8 11 Landing Page Suggestions No Yes Yes 12 Bid Management Yes Yes Yes 13 Negative Keyword Optimisation Yes Yes Yes 14 Campaign Monitoring Yes Yes Yes 15 Keyword Performance Monitoring Yes Yes Yes 16 Ad copy monitoring Yes Yes Yes 17 Quality Score Monitoring Yes Yes Yes 18 Click Fraud Monitoring No Yes Yes 19 Competition Monitoring Yes Yes Yes 20 Campaign Tweaking and Management Yes Yes Yes 21 Conversion Tracking Yes Yes Yes 22 Landing Page Testing (A/ B Testing & multivariate Testing) No No Yes 23 Conversion Optimiser No No Yes Google Analytics 24 Google Analytics code installation Yes Yes Yes 25 Goal funnels & visitor segmentation setup Yes Yes Yes Reporting 26 Placement Performance Report Monthly Weekly Daily 27 Campaign Performance Report Weekly Weekly Daily 28 Account Performance Report Weekly Weekly Daily 29 URL Performance Report Monthly Weekly Weekly 30 Ad Group Performance Report Monthly Weekly Weekly 31 Demographic Performance Report Monthly Weekly Weekly 32 Geographic Performance Report Monthly Weekly Weekly 33 Search Query Performance Report Monthly Weekly Weekly 34 Placement Performance Report Monthly Weekly Weekly Contact Period 40 Duration 3 Months 6 Months 6 Months Investment Per Month From $700 $1350 $2450 16
Packages Our SEO and SEM packages can be tailored to meet each customer s unique requirements in order to guarantee optimal results. We are happy to work with: > Your in-house team - Consultancy support or - Transfer of knowledge training workshops > Your SEO / SEM agency > Your PR agency - Online PR creation or distribution only 17
Glossary A Ad Copy: the content in your advertisement. Ad Group: a group of one or more ads which target a set of keywords, placements (where your ad may be displayed), or both. H Heading Tag: a piece of code placed behind a heading within page content, providing search engines with information regarding relevance and hierarchy of content. Headings are given more weight than content by search engines, and should therefore be used strategically. B Blog Commenting: commenting on other relevant blogs in order to demonstrate thought leadership and gain referral traffic. Blog Promotion: submission of website blogs in social bookmarking websites, RSS feed directories and pinging websites. Business Directory Submissions: submissions in relevant online business directories C Click Fraud: sending fraudulent clicks to an advertiser s pay per click (PPC) advertisement generated via bots or via manual clicking in order aimed at depleting an advertiser s budget and lowering the ad s Quality Score. Conversion Optimiser: a Google tool used to automatically find the optimal equivalent cost-per-click (CPC) bid for your ad each time it is eligible to appear, removing the requirement for you to manually adjust bids to reach CPA goals. Conversion Tracking: analysis of the number of users and which steps they take towards set goals. D / E - F Forum Submissions: submission of articles, blogs and press releases in relevant forums as well as participation in related forums and this will be an ongoing process based on the contract period for the website. G Goal Funnel: the series of pages a visitor must go through to reach a set goal. I / J - K Keyword: a word of particular relevance to the content within a given web page, or the website as a whole. L Landing Page: the page a user lands on when they are directed to a website from another link. Link Building: building links within a website, building forward links to related websites, building backlinks from related websites, building reciprocal links between related websites, building links in general directories and gaining authoritative links from.edu and.gov websites. Local Business Listings: business listings in all of the major search engines, which are submitted in order for your business address, contact details, logo and photos to appear against business name and/or keywords. M Meta Tag: pieces of code that describe the content within a web page so that search engines. N Negative Keyword: additional keywords that, when typed into search engines, exclude an ad from being triggered. O / P - 18
Glossary Q Quality Score: a score assigned by search engines to each of your keywords, based on how relevant your keyword is to your ad copy and to a user s search query. R Robot.txt file: a file protects specific files (such as secured folders, administration pages or secure login pages) on your website from being crawled and indexed by search engines. S U - V Visitor Segmentation: identifying and selecting the appropriate segmentation variables for use in learning information regarding buyer behavior. W / X / Y / Z - Sitemap.XML file: the file containing your sitemap, which is submitted to search engines in order to provide a menu structure for your website, to assist in determining the relevance of your website to a particular search. Social Bookmarking: submitting articles, blogs and press releases in social bookmarking sites like reddit and delicious. T Thematic Link Building: building related links to the website s services. It also involves gaining authoritative links from.edu websites and.gov websites. Title Tag: is a piece of code that determines a page s title in search engine results. Tracking Code: pieces of code inserted behind URLs, linked content or action buttons which allows the administrator to track the actions that visitors take on their website. For more information, visit our help section, email us, or call 1300 758 566 to talk to one of our consultants. 19