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Online Marketing Proposal - SEO Packages

Online Marketing Proposal

Search Engine Optimisation

(SEO) is the process of maximising the position of a website in search engine results. Search engines rank websites according to many variables which principally fall into two areas; relevance and credibility. The relevance of a website to a given search will determine if it is to be included in the results. The credibility of the website will determine how close to the top of the page the website will be listed. Relevance has to do with the structure of the code and text on the website. Credibility is primarily the product of references to the website in the wider internet.

SEO Stages
Stage 1 - Keyword Research
One of our most important responsibilities is to de ne the most e ective set of key phrases. SEO Account Managers begin by getting to know your business and the objectives of your campaign. Working within the parameters of your budget well conduct in-depth research into the online behaviours of your customers, search volumes, market factors and your competition. Our objective is to identify key phrases that will produce the result you are after, be it a phone enquiry, form submission or online purchase. This will not always be the key phrases that have the highest search volume. Conversion rates are more important than tra c alone.

Stage 2 - On-Page Optimisation

Your SEO Account Manager and your SEO Technician will review and amend various components of your website to maximise its relevance to the key phrases. Our objective here is to control the search engines understanding of your website, in accordance with the search engines guide lines. With so

O ce M3B, The Pier, Pier Point Road, Cairns Queensland 4870.

Online Marketing Proposal

many clients we are in the fortunate position of being able to observe trends and reverse engineer the search engine algorithms. Besides the text content, the changes we make to your site are obscure to the human observer, so generally the look and feel of your website will not be e ected at all. We can make these improvements directly or via a content management system where available. We can also provide a report if you where this isnt possible for your own developers or in-house web master to implement the changes. Our competitors would dearly love to get their hands on our proven methods for the optimisation of websites, so we wont go into too much detail here but there are some standard items that well be looking out for.

URL structure
Search engines use folder and page names to help them determine the subject matter of the website.

Links & Sitemap

The way your pages link to each other can help or hinder the search engine in nding its way around your site. Well also submit a sitemap le.

Page titles
The titles that appear in the header of your web browser are also given a high degree of attention.

Speed
Both site users and search engines prefer websites that load quickly.

Copy
Search engines look at the way copy is presented on your website. Such things as headings, bold text, how many times certain words appear on the page, which words are towards the start of a sentence etc.

Duplication
As search engines favour sites with unique content, we look to eliminate content duplication, both within the site and externally.

O ce M3B, The Pier, Pier Point Road, Cairns Queensland 4870.

Online Marketing Proposal

Stage 3. Conversion Analysis
Our job is to deliver quality visitors to your site. If none of them do what you want however (make a purchase, ll out a form, call your number etc...) then the bene ts of our work are not fully realised. Weve worked with every type of website you can imagine so we know what works. Part of our service is to help you structure your website with clear and concise pathways to conversion.

Stage 4. Analytics
Analytics is an online tool that provides detailed analysis of activity throughout your website. Most importantly it allows us to see how many people are visiting your website from various sources, like direct links and search engines. We can also tell what phrases are being used to nd your site. Other important metrics such as the bounce-rate (people leaving your site soon after arriving) and visits to critical pages such as shopping carts and enquiry forms can be tracked. This helps us determine the best performing phrases and identi es any issues that might be impacting on your conversions. Well ensure that Analytics is properly set up for your site and run you though how to properly view the data.
Analytics

Stage 5 - Rank Development

Establishing your online assets and properly optimised the content so that search engines understand you is a critical rst step towards claiming your piece of the online pie. This unfortunately is as far as most SEO providers will go. This may have been e ective some years ago when doing any form of SEO set you apart from your competitors. Today, thats not enough, because everyone is doing SEO you have to do it better than they are. We understand that establishing your relevance to the key phrase set is just the beginning. Search engines will now include you in their results but not necessarily too far up the order. With 96% of clicks to a website occurring on the rst page of any given search its essential that you get up there. How does a search engine decide if you should be there? It rates your credibility, which it establishes by what others have to say about you. A search engine is of course a program so it does this by looking

O ce M3B, The Pier, Pier Point Road, Cairns Queensland 4870.

Online Marketing Proposal

for references to your website on other websites. This is why a link from an external website to your own will improve your search engine rankings. These links can be bought or manufactured. Search engines take this into account so they not only look at the number of links but things like how many sites the links are coming from. They also look at the quality score of the linking website and the relevance of the content of the site to your own. The SEO team will establish references to your website on other websites with particular attention to the quality of the links as well and the quantity. Weve also learned that the process of rank development must be conducted gradually, as it would under normal circumstances for a popular website in your eld.
Rank Checker / Analysis

These links will be sourced in a variety of ways. Well include your website in online directories, industry association sites etc. Well also look at publishing articles about you and your product or services both on your site and in other places around the web. The search engines will notice your growing pro le and as a result move your listing closer and closer to the top for searches conducted for your target phrases.

How long will it take?

Our SEO campaigns run for a minimum term of 12 months. We are often asked if our work can be focussed in the initial months to achieve immediate results. The answer unfortunately is, no. In fact, too much activity in a short period of time can work against you. Search engines also value your history. If your domain name is new or has not had a website hosted previously the search engines wont pay you much attention. Website that are at least 12 months old bene t more from our work than new ones. The relevance of your domain name is partly a factor. Domain names that contain your primary key phrase are an advantage, which is why domains like business.com and casino.com are worth millions of dollars. We expect the average website to be indexed or re-indexed within a couple of weeks. From this point,

O ce M3B, The Pier, Pier Point Road, Cairns Queensland 4870.

Online Marketing Proposal

if your website has no SEO credentials, youll see a rapid accent through the rankings in the rst few months. When competition for key phrases is low, we often see Page 1 results within 90 days. As your rankings move closer to the top, youll be competing against websites that have stronger credentials. Moving past these websites will be more gradual. Ultimately the time involved will re ect the level of competition you face for the key phrases weighed against the budget you have set for the campaign. You may also considering combining a pay-perclick advertising campaign to run alongside the SEO program as it gets up to speed as pay-per-click advertising creates an instant presence.

Rank Checker
During your campaign youll be given access to our proprietary rank checking tool. Here you will be able to monitor the current position of each of your key phrases and compare the results with previous reports.

Bene ts of SEO
The internet has opened up markets previously un-dreamed of. Companies are doing business with customers around the world - but this also means many more competitors. Businesses live and die on the ease with which they can be found and online search is the number one tool customers use to nd products and services and make buying decisions.

More Tra c.
96% of click-throughs occur on this rst page of a search engine and the activity is highly focused around the top natural listings. Natural results account for about 70-80% o the click-throughs, so these top placed sites receive the lions share.
This heat-map was created by tracking the eye movements of Google users and clearly outlines the bene ts to those websites listed closer to the top of the organic search results.

Highly Targeted
Visitors to search engines enter a search phrase, preview the results and then click on likely sites that suit their needs. The tra c is therefore highly quali ed and more likely to purchase.

O ce M3B, The Pier, Pier Point Road, Cairns Queensland 4870.

Online Marketing Proposal

Measurable
You can see how many people are visiting the website and where they came from, even what pages are being looked at the most. This real time data makes it easier to determine what is working and what isnt, so that marketing strategies can be constantly improved.

Return on Investment
Whilst paid advertising has its place, click-throughs from natural results are free. Once a website is ranking well for an e ective search term, the cost of acquisition per customer is greatly reduced.

O ce M3B, The Pier, Pier Point Road, Cairns Queensland 4870.

Online Marketing Proposal SEO Pricing Guide

We aim to deliver a positive impact on your bottom line. Selecting a package that suits your objectives, expectations and markets is the rst step to achieving this goal. The table below is designed as a guide to help point you in the right direction.

Low
Entry level service suitable only for small businesses targeting a local area & a low competition market.

Medium
Recommended for businesses targeting local areas only or metropolitan areas in niche markets only.

High
For national campaigns targeting niche markets or metropolitan campaigns in competitive markets.

Phrases

10 20 30

per month + GST

$350 - $450

per month + GST

$450 - $700

$700 +
per month + GST

$475 - $650
per month + GST

Phrases

per month + GST

$650 - $950

per month + GST

$950 +

$650 - $900
per month + GST

Phrases

per month + GST

$900 - $1,200

per month + GST

$1,200 +

National campaigns in competitive markets, international campaigns & extremely competitive key phrases will require a custom quote from a sales representative. There are a number of factors that will in uence a campaign and how quickly results can be achieved...

Domain name & age of website.

Domains that contain the principal key word/phrase are advantageous. Also, older websites that have a history with the search engines are more credible, even if the site has changed over time.

Location.
Generic phrases that do not stipulate a suburb or metropolitan area are signi cantly more competitive and therefore more di cult to achieve high rankings. Search Engines are now also placing a premium

O ce M3B, The Pier, Pier Point Road, Cairns Queensland 4870.

Online Marketing Proposal

on the location of a business. This assists websites that are optimised for the area in which the business is located.

Competition.
The more attention competitors are paying to SEO the more attention we need to give the website in order to compete. Some industries are highly competitive due to the value of the products (e.g. home loans, life insurance). Others are competitive because they are naturally suited to online marketing (e.g. web designers, coupons, adult sites) and some are competitive for certain regions (e.g. mining jobs WA).

Pay-Per-Click
(PPC) advertisements are paid listings that appear based on the search phrase. The position of the listing is determined by the amount that you bid for a click-through. A higher bid amount will result in a higher placement. The amount you will need to bid is determined by the level of competition for the phrase. You are charged every time someone clicks on your link. Our PPC specialists work with you to de ne a target audience and then research the market to determine the best set of key phrases and bid amounts, to maximise your return on investment. Well also help you with the copy writing of your advertisement so that as much as possible, only quali ed prospects are clicking your link.

Bene ts of PPC
Immediate
Unlike SEO, there is no lead time for PPC. Your advertisement will appear immediately and you can make changes whenever you wish. This is particularly useful for things like Christmas specials. However, unlike SEO there is no legacy once you stop investing in PPC your presence is lost.

Targeted
In addition to selecting appropriate phrases we can control the geographic region in which your advertisement is displayed. This is particularly useful if your business is only targeting a local area or city. We can also control the time of day, day of week etc and set a maximum daily budget so there will be no nasty surprises.

O ce M3B, The Pier, Pier Point Road, Cairns Queensland 4870.

Online Marketing Proposal Cost Matrix

500 Phrases 100 Phrases 100+ Phrases

per month + GST & Ad Spend

$295 $495

per month + GST & Ad Spend

Negotiable

Agreement
SEO Pricing Guide
Low Medium Heavy

PPC Advertising
500 Phrases 100 Phrases 100+ Phrases

Signature ______________________________________________________ Name ______________________________________________________

Company ______________________________________________________

O ce M3B, The Pier, Pier Point Road, Cairns Queensland 4870.