Search Engine Marketing Consultation Plan

Many marketers don’t yet understand the details of search marketing and require training to bring them up to speed and some essential tactics employed. This package not only provides initial research, training and some on page optimization, we develop a Google Adwords account and can have visitors coming to your site within 24 hours. Since this takes a lot of the initial research that we offer in larger campaigns (a smaller version) we may stop offering this in the coming months.

• 1-2 Hour Strategy Meeting
• Comprehensive Key Phrase Analysis
• 2-3 Keywords Targeted
• Site Analysis
• Pre-Optimization Ranking Report
• 1 Page of Site Code Optimization (Title, Meta Tags Etc.)
• 1 Page of Copy (Text) Optimization
• Submission To Free Engines & Directories
• Link Building Suggestions
• Post-Optimization Ranking Report
• *Initial Snapshot of Website Status
• Recommendations for Content Development
• Pay Per Click Set Up and Management Suggestions

*Initial Snapshot of Website Status:
(This helps determine the existing status of a website in the search engines before work commences) Includes:

• Link Popularity Check
• Google PageRank
• Backward Links
• Web Stats / Traffic
• Ranking Report

In addition to the items listed above the McDougall Interactive consultation plan uses various essential techniques from our larger campaigns and serves to educate the site owner as to the various processes of search marketing. Please refer to the document McDougall Interactive - Search Engine Marketing Plans for further details.

Key Phrase Research
The basis of all search marketing is key phrase research where we analyze the amount of searches done per day and per month for terms that you would like to rank for. We then select relevant terms and adjust the text and code of the website appropriately. The search engines algorithms often use well over 100 parameters by which they judge your site but common items adjusted for reference are title, heading and meta tags etc. as well as weaving exact phrases appropriately throughout the text.

Example of Key Word Research:
(Often hundreds or in larger campaigns thousands of terms are analyzed.)

Pay Per Click Advertising
In addition to doing "Optimization" to make a website more visible in the search engines "main" or "natural results" we also help you balance optimization with "Sponsored Ads" or "Keyword Buys" known as "Pay per Click" or "Pay for Position" advertising. We set up Yahoo Search, Google Adwords and MSN PPC programs and can work with any budget. If you are just getting started in this arena, initial campaigns can help you identify low cost - high ROI phrases that you should pay for year round. For example if a term such as Data Recovery is $20 per click, but Data Recovery New Hampshire and Data Recovery Services are only .10 to .30 cents per click, these cheaper terms at minimum should be set to bring you cheap traffic continually. The higher cost terms can be saved for ongoing pay per click management to help avoid overspending.

Abbreviated example of Pay per Click Cost analysis:
(Google Adwords Yahoo! Search Marketing are the most popular programs.)

Pay Per Click Start-Up Package
Pay per click initial analysis and set up on both Google and Yahoo!.

Keyword analysis and one month click through report included.
Monthly Click fees to Google Adwords and Yahoo! are billed separately.

Site Quality
When attempting to influence the search engines / visitors to frequent and benefit from your site the size and quality should constantly be addressed. We recommend when appropriate offering free resources, faq's, articles and usefully information on top of the typical brochure ware. If you add new pages every month (possibly derived from weekly or monthly newsletter content), over time your site will grow and the search engines will make note of the activity, especially when the new pages are optimized.

Statistics - Tracking
With the use of sophisticated website statistical analysis we can asses where the new traffic/clicks are coming from, what terms are bringing the most traffic, top referring sites and search engines, what is working and not working and what to adjust to increase conversions. This type of detailed tracking is a good part of why search engine marketing is such a hot and fast growing segment of marketing.

Example Google Analytics Report:

Reporting
While tracking where you rank for each key phrase is only one part of our analysis it should be looked at on a regular basis to see where you have improved or could improve. Our reports can show you top ranks by term or engine, top ranking pages, and position changes etc. By looking at the reports from a variety of vantage points one can best assess what changes should be made.

Example Ranking Report:

When your website is adjusted for the search engines and is fine tuned on a regular basis, the results can significantly enhance your business. We look forward to working with you and invite you to call with questions at 978-283-0043.