The Backbone Search Engine Marketing Strategy
Open up your site. Your business' long-term online marketplace success
depends on its ability to achieve a competitive presence within its online
space. Our search engine marketing strategy is designed to position your
business prominently in the major search engines. The process begins with
learning to understand your business and conducting research to identify
the search terms that possess the highest potential in delivering qualified
visitors. The research conclusions are then applied in the development
of your custom search engine marketing strategy that is uniquely suited
for your business. Once the project is complete, Backbone Media will use
detailed reports to evaluate the results, spot trends and propose additional
services and strategies to further strengthen your online presence.
How Search Engine Marketing is Done.
Initial Discovery - to establish online marketing objectives,
record current traffic levels and analyze your company's search engine
marketing position in relation to your nearest online competitors.
Initial Web Marketing Discovery will be the first step towards establishing
a comprehensive Internet Marketing Strategy. In this phase we will work
to establish a clear understanding of the marketing objectives and a profile
of your qualified visitor. We will also take this opportunity to brainstorm
about custom strategies for reaching the stated goals.
Key Phrase Research - to identify the search terms that have the
most potential of delivering qualified visitors.
The strategy for driving qualified visitors from the search engines into
your site starts with building an understanding of your potential web
customers and their search habits. Using your input, the latest search
term data, and our experience, we will formulate a hierarchy of target
search terms and key phase combinations that possess the greatest potential
of attracting qualified searchers into your site. The outcomes of this
research will be the basis for all meta tag and information page creation
as well as site architecture design recommendations. You will also be
provided with a web based system for managing and organizing your most
valuable "objective oriented" phrases. This system will help
keep all of your key marketing and communications people informed about
your most valuable SEO phases and terms. This system can also be accessible
to your outside mar-comm partners such as such as your Public Relations
Firm and or Advertising Agency.
Site Assessment - An essential part of any search engine marketing
strategy is to evaluate the official web site, provide design recommendations
and suggest tips and tricks to help boost search engine presence.
One of the keys to helping your business achieve its search engine traffic
goals is to ensure that the web site is constructed in a way that does
not block spiders from entering and indexing it. To avoid this potential
search engine marketing disadvantage, we will provide your site developers
with a custom tutorial on how to design a search engine friendly web site.
In this phase, we will also work with the site developers to evaluate
the goals of the site and review the initial search engine marketing objectives.
If you do not have a webmaster or site developer, we can be contracted
to assume this role.
Expert Consulting - to brainstorm and advise on the most effective
strategies for increasing qualified traffic to the site.
Benchmark Log Analysis Report - to assist in determining target
phrases and to provide a benchmark for assessing progress.
Benchmark Search Engine Position Report - to assist in determining
the target phrases that require the most attention and to provide a benchmark
for assessing search engine position improvement.
Benchmark Search Engine Position Report with Competition - to
assess and benchmark search engine position compared with identified competitors
within the online space.
SEO
Search Engine Optimization - to fine-tune the architecture, copy
and meta tags of your site to give it the best possible chance of attaining
a top position for the target search terms. Your SEO strategy is also
likely to include a Pay for Performance Campaign (PPC) as well as a custom
strategy optimization of your Public Relations Campaign and Press Releases.
Custom Content Strategy - is to ensure that your site achieves
and maintains top search engine position in the most popular search engines
like google and msn.
There are many factors that contribute to a top search engine position
including proper keyword targeting, link popularity and website design.
However, if you want your site to attain top search engine position and
stay there, then your company's website must contain good, customer focused,
relevant content. Our methodology for attaining top search engine results
revolves around the philosophy that search engines are there to help
people find what they are looking for -- not to advertise your website.
If your content is relevant and of sound design, then it is in a search
engine like Google's
or MSN's pure interest
to list your site on the first page of results. We don't waste time with
tricks and gimmicks. If top search engine position is really important
to your business then it is worth doing it the right way. Our custom content
strategy is all about working with your team to make sure that your site
is more relevant than your competition. This will drive more leads
and sales to your website.
Tracking Reports and Analysis
Web Traffic Reports - to provide you with monthly charts, graphs
and analysis about who's visiting your sites, how they got there and what
they're doing after they arrive.
Attaining and maintaining a competitive advantage over the competition
requires constant tracking of your web traffic statistics and search engine
position relative to your competitors. As part of our ongoing monthly
services we provide regular reports and analysis of visitor traffic and
search engine positioning.
Search Engine Position Reports - to monitor your site's rank in
relation to the target search terms and competition.
The goal of search engine marketing is to establish top 20 positioning
on the key phrases that are important to you. Our web position reports
allow you to instantly check your site's positions on major search engines.
Also, you can see how your site ranks on every keyword or phrase that's
been targeted. These repots are also used as a benchmark to analyze the
effectiveness of the optimization.
New Ideas and Strategies - to provide you with a list of options
and recommendations for the next phase.
Ongoing promotion will consist of monthly resubmission to all the search
engines and modifications to information pages if necessary. During the
year, we will always be available for consulting to provide feedback about
the latest data, new Ideas and the latest search engine marketing strategies.
See our Search Engine Marketing Results:
Or Contact Us today for a
FREE evaluation of your search engine marketing strategy
or read our case studies.
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