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Web Marketing Proposal By Search Engine Details


Table of contents

1.Executive Summary
1.1. Understanding of current scenario 1.2. A 360 analysis to; 1.3. Solution approach and methodology 1.4. Dependency

2.Proposed Roles and Responsibilities: 3.Schedule outlines and deliverable 4.SEO Search Engine Optimization

5.Pay Per Click Advertisement (PPC) Search Engine Optimization (SEO) SEO, PPC Web Marketing accounts
Suresh Babu


1. Executive Summary To analyze, develop a strategic and tactical web marketing plan including search engine optimization (SEO), search engine marketing (SEM), social media marketing, text ads, rich media ads and press release optimization for the given website/sites. The Goal of this Web Marketing Plan is to help increase the volume of web traffic to website, create brand awareness, and increase the number of pages indexed by the search engines using search engine optimization techniques, social media strategies and search marketing techniques by following best practices and guidelines from the Industry. The document offers strategies on how best to position online advertising by selecting formats that match up both with branding and direct response objectives, along with the allocated company budgets. This also helps us in studying and testing multiple landing pages and different ad version to test and spend more on the medium that gives a better Return on Investment. With help of web marketing we propose to evangelize the company in specific geographies with help of SEO, PPC, Social Media, Press release using internet as delivery method which will result in more clicks potentially increasing the number of prospects and closures impacting in direct revenues Proposal: Identify, understand the existing challenges such as website structure and architecture, identify target keywords, identify the potential problems that prevent may search engines and visitors from reaching the site such as <title> elements and alt attributes are descriptive and accurate. To follow correct HTML tags, design, content and technical guidelines following Industry best practices and guidelines provided by the search engines Develop strategies and processes to enhance the web marketing short term and long term goals: Short term search engine optimization goals is to include press release optimization, keyword research and development, website structure, architectural analysis and recommendations, setting up monitoring and analyzing tools, on page/off page website optimization, link building recommendations and implementation that can increase the number of pages crawled, number of pages indexed, number of visitors after the implementation Long term search engine optimization goals includes creating, organizing, optimizing and monitoring multiple landing pages with specific content that targets different countries. Deriving multiple keyword combination formula to create and optimize multiple unique landing pages that can be optimized for each target keyword combination that will increase


the visibility of the number of pages indexed, number of keyword performance in major search engines Short term social media marketing goals is to identify, understand, create profiles and target social media sites like Face book, Orkut, Twitter, LinkedIn and other social media sites to create brand awareness, build a community around the brand name, to interact with the community and provide information with promotions, marketing thus engaging the users Long term social media marketing goals includes identifying, creating, organizing, optimizing, monitoring and tweaking existing profiles. Use the existing community as brand evangelist and using the power of social media to reach the masses. Give power to the users by giving existing tools to evangelize or to create special applications that can be used by the existing users and the new comers to use that application for their benefit thus spreading the work to their friends and families. Use advanced tools to monitor, tweak and run special campaigns for each site Short term search engine marketing goals is to reach the target audience through Ad words, Pay per Click, text link ads in major search engines and relevant content network across the sites that are relevant to the search by identifying keywords, create text ads and target the right audience at the right time Long term search engine marketing goals includes identifying, monitoring, testing and tweaking the ads using historical data. Getting in depth analysis of data from Google analytics and other tools. Using the data to learn more about which marketing initiatives are cost effective, to see how visitors interact, make site design improvement, increase conversion rate and using the tools for better search marketing campaigns and to maximize ROI 1.1. Understanding of current scenario The client requires SEO/SEM strategies to increase number of visit and number of sales/ number of sign ups thus achieving the business goals. 1.2. A 360 analysis to; Identify the issues existing in the site in terms of usability, site navigation, architecture. Understand the issues related to programming, folders and file hierarchy, file extensions Competition analysis Benchmark, analyze the existing site including keyword rankings, number of pages indexed, page load time, number of internal and external links, search engine robots accessibility. Create and optimize XML site maps Develop strategies and processes to improve the search engine rankings in major search engines. Interlinking social media optimization, external linking structure to get quality incoming links to the website Develop strategies and processes to dominate the social media market place.


Develop strategies to dominate the search marketing arena and coming up with special campaigns targeting the right audience using time sensitive news and data

1.3. Solution approach and methodology We will use a systematic approach for projects with a predefined timeline. This will enable better tracking and communications at regular points during the project 1.3.1. Phase 1 Meetings Identifying and understanding the goal Current ranking report and benchmarking Current Website structural and architectural analysis Keyword research and development Competition analysis and report Setting up monitoring and analyzing tools like Google Analytics On page analysis and recommendations On page optimization and recommendations Press release optimization Title and description optimization recommendations Meta tag review and implementation Anchor links, internal link structure Non-performing pages analysis and recommendations Identifying target social media sites Optimizing blogs Understanding user behavior in various social networking sites Ideas on creating communities, methods to bring the target audience within our network Setting up Google pay per click 1.3.2. Phase 2 Alt tag optimization Off page analysis and recommendations Off page optimization XML site map creation and integration Internal files/folder organization Content creation and optimization (ongoing process) Link building recommendations and implementation Using special landing pages, campaigns to attract target audience form the social media sites Identify target, refine and group keywords Develop Ads, create destinations, create landing pages and placing the right ads for the right audience 1.3.3. Phase 3 Ranking Report and progress Google Analytics Analysis and action steps based on the analysis SEO strategy review and recommendations Creating formulas for landing page creation


Mock up creation and communication Interlinking existing content integration with new landing pages API suggestions for third party widgets Content writing and optimization Communication and working with developers Test tweak SEO, social media, social marketing campaigns Multi variant testing and optimizing Data analysis and reporting

1.4. Dependency Access to the site Interaction and communication with development team Code integration Existing analytical access HTML codes, other code integration within the site XML Site map integration Email creation within the organization email address Authorization to work with the social media sites and to interact with audience on behalf of the client

2. Proposed Roles and Responsibilities: Person Suresh Role Web Marketer Developers Developer Content writer / Free lance content writer Content Writer Responsibilities Responsible for the overall web marketing process Assign tasks and resources for the process Create formula for landing page Suggests new ideas for campaigns Consultant for overall web marketing initiatives Landing page creation Tweaking the existing landing pages following guidelines Design, develop and customize of profiles and landing pages for social media sites Design and develop multimedia ads Design and develop applications to be used in social media sites Help structure the HTML, H1, H2 tags and on page optimization Develops content for landing pages Content for Blogs Content for Online Press Releases


3. Schedule outlines and deliverable Phase Phase 1


Date 1 week from the start date

Deliverables Current ranking report and analysis Website structural report Keyword research analysis report Competition analysis report Analytic tools set up On page/Off page analysis and recommendation report Optimized Title/description for all pages Anchor links, internal link analysis Non-performing pages analysis and recommendations Social media optimization Search marketing initiatives Alt tag with keyword for each image XML site map creation and integration Content creation and optimization (ongoing process) Link building recommendations Progress report SEO strategy recommendation report Formulas for landing page Mock up of landing page Final third party API suggestions Content writing and optimization

Phase 2

3 weeks from the phase 1

Phase 3


4. SEO Search Engine Optimization The objective of Search Engine Optimization (SEO) is to increase web visitor count to the site by having it placed high in the results of searches through the use of keywords appropriately describing the content of your site Step by step SEO process: Step 1: Identifying Goals Identifying and quantifying company goals which you want to achieve through online business. Increase visitors and decrease expenditure on marketing. Increase readership; sign up for newsletter, including level of interest and length of time spent on site. Step 2: Initial SEO Analysis and reporting Analyzing the webpage and run a report on exactly what is needed to make the site user and the .The analysis will include recommendations on custom changes that will cater to your specific target audience.


The audit and report will include: Website architecture analysis and review Website structural analysis and recommendations Current Search Engine Rankings Keyword Research Website Usability Analysis Custom Search Engine Optimization Audit and Review Problem/trouble spots that might impact high rankings HTML Code Analysis and validation Robot Inclusions. Meta tag analysis and optimization recommendations URL structure analysis and recommendations Page index analysis Search friendly URL structure How to increase the number of indexed pages Keyword research specific to your audience Site navigation link structure review Design change recommendations to facilitate high rankings Non-performing pages that need attention Anchor links and internal linking techniques. Use of keywords in Anchor links External link analysis and recommendations XML site map analysis and submission File naming, alt tag optimization How to optimize your Title tags How to optimize your Meta tags (description, keywords and others) How to optimize the H1 tags How to optimize the content (adding keywords in the appropriate places) Current Google and Yahoo! rank for relevant keywords Recommendations for new web pages for relevant keywords

Step 3: Website Structural Analysis Looking into details of the structure of the site including how the URL is structured, how the files are named, where are these files placed, how depth are the pages


hidden, is it easy for the spiders to reach to all the pages, location of the pages, URLs, files, folders and giving a theme and having a hierarchy within the website. Step 4: URL Structure Not giving search engines easy access to the page's content. Navigation schemes and URL structures often act as a stop sign to search engine indexing Example, a website with characters (e.g., "?," "=," "&"), as in URL is difficult for search engines to understand and rank " product_no=25 ," whereas a URL Structure like this is much likely easier for search engines to index and rank. During this process, we look at the URL structure and recommend changes to make the URL search and user friendly. Bad URL structure: Good URL structure: Step 5: Identifying Competition Looking how the competitors have positioned themselves online. Competition analysis includes report on their current organic search result listing, online reputation, their strengths Step 6: Identifying Keywords The objective of this stage is to identify as many keywords as possible that are relevant to the website. To find out how many searches are performed on each keyword, using the search engines, over a given period of time. To identify the most important keywords those are relevant. To identify and categorizing long tail Keywords to be used in the website. Where can the keywords be appropriate, how to add keywords, including social media sites, blogs, external links and anchor links Tools used to identify keywords: Google Keyword Research Tool, Word Tracker, Wordze Step 7: Page Index Analysis Search engine indexing collects, parses, and stores web pages to facilitate fast and accurate information retrieval. In this analysis process, we research on the pages that search engines indexed and non-indexed. All the main pages should be indexed to gain rankings. In this process, we find out the pages that are not indexed and tweak the pages so that the pages are easily indexed by search engines.

Step 8: Benchmarking The purpose of this benchmark is to measure and analyze where the existing site ranking is and use that benchmark to see progress in the SEO process. Example: current search engine ranking for keyword is in position 20 page 2 before implementing the SEO best Practice Step 9: On Page optimization On-page optimization involves modifying keyword frequency in the URL, Title, Headings, Hypertext Links and Body text. It may also involve reducing redundant HTML codes and restructuring the site to produce better linked and focused page content.


Step 10: Off-page optimization Strategies for search engine optimization that is done off the pages of a website to maximize its performance in searches for target keywords related to the page content. Examples of off-page optimization include linking and placing keywords within link anchor text. Methods of obtaining links can also be considered off-page optimization. Step 11: Universal Search Optimization Google Universal blends images, maps, blogs, video, and news into the standard search results page. If we use the Shrek 3 query again as an example, youll see listings from You Tube mixed in with the web pages including a preview image and the option to watch the movie trailer right within the search results. Normally, youd have to click and visit another web page to do that. In this process, we suggest and recommend tweaking to optimize all of the content including images, maps, blogs, video, and news

Step 12: Content creation and optimization Content optimization is the creation, modification and reorganization of site content in a way that makes it more accessible and better represented to the World Wide Web, search engines and users. Going through the existing content, links and linking the existing pages with the landing pages and vice versa, tweaking the content by adding links, keywords. Optimizing anchor links, external and internal links using keywords in the website, social media sites and links from network sites Step 13: Landing page creation and optimization The goal of developing landing pages is to improve organic search engine rankings for combination of critical keywords. Ultimately, increasing the number of relevant pages and content on the site (with the researched key words as the focal point) will improve the rankings and, as a result, drive more traffic. The content served on these pages must be relevant and promote user actions that drive registration, search, and lead conversion. To create scalable landing page templates that can be developed for multiple key word combinations.

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Step 15: XML Site Map creation The Sitemap Protocol allows you to inform search engines about URLs on your websites that are available for crawling. In its simplest form, a Sitemap that uses the Sitemap Protocol is an XML file that lists URLs for a site. Creating and submitting an XML sitemap will allow search engines to crawl and index all the pages in your website. Step 16: Directory Submission Research for industry related directories and submit the site to these directories. Search engines weigh a site when is listed in major trusted directories. Example: Listing the site with Title, description, location in Yellow and other directories. Step 17: Press release optimization Today, popular news search engines are playing a powerful role in cost-effective online marketing, because that is where people and reporters go to find information. Press Release optimization is incorporating basic search engine marketing practices such as keyword research and page optimization with the latest online press release distribution methods.

Step 18: Link-building Six main strategies for external link-building from third party sites: 1. 2. 3. 4. 5. Natural link-building through quality content Requesting inbound-only links Reciprocal linking Buying links Creating your own external links

Step 19: Analytics and Reporting Search engine ranking results can change from week-to-week due to competition and modifications to search engine algorithms. Maintaining a top ranking requires

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constant monitoring and rework. Access to website statistical tracking data and analysis The data includes: Page Views (by hour, day, week, month and year) Unique Visitors (by hour, day, week, month and year) Traffic Origination Keywords Used by Search Engine Frequented Pages Visitor Information (Including web browser, operating system, country and language) Traffic by Time of Day Navigation Paths Defined Events (orders, registrations, password changes, your custom event) Goal Conversion Rate ( set up goals and measure the rate of conversion) Bounce Rate ( % of people visited your site and exited without any actions)

Sample Report

5. Pay Per Click Advertisement (PPC) Pay per click (PPC) is an Internet advertising model used on search engines, advertising networks, and

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content websites, such as blogs, where advertisers only pay when a user actually clicks on an advertisement to visit the advertisers' website. With search engines, advertisers typically bid on keyword phrases relevant to their target market 5.1. Goal: To reach the target audience who are looking for targeted keywords through Ad words, Pay per Click, text link ads in major search engines and relevant content network across the sites that are relevant to the search by identifying keywords, create text ads and target the right audience at the right time. PPC can be delivered by the following: Text Ads in Content Network sites targeting the right audience Google search engine page results Yahoo/ MSN search page results Links from Travel related directories Ads in corporate blogs, forums 5.2. How PPC works: When a user types a keyword query matching an advertiser's keyword list, or views a webpage with relevant content, the advertisements may be displayed. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to or above the "natural" or organic results on search engine results pages, or anywhere a webmaster or blogger chooses on a content page 5.3. Step by Step PPC Process: STEP 1: Identifying Keywords First, a review of the site content is done to make a note of which keywords word combinations and phrases describe the main categories of the business and compile a list of keywords under each category and expand the list by including plurals and synonyms for each word or phrase on the initial list Step 2: Target Keywords To target these keywords using Googles keyword matching options. These enable us to pinpoint ad delivery so your ads reach people precisely when they are searching for what you have to offer. This is done by: Broad Match, Phrase Match, Exact Match, Negative Match Step 3: Refine Keywords After creating, expanding and targeting your list of keywords refine it. To do this, include all the relevant synonyms and variations on your core themes, and then eliminate whats irrelevant. Step 4: Grouping After creating different buckets for the key words based on the major product lines, refine and group them into thematic categories, which are called Ad Groups. Step 5: Developing Ads With the right keywords in hand, we can develop ad copy, or creative. Google Ad Words enables advertisers to examine click through data for each creative. So we constantly test new variations and see which ones really work. Step 6: Creating Destinations A useful destination page is one thats the most direct single click from the ad itself, so customers arrive ready to take action. Some of key points in this phase will be A. What precise action we would want people to take after they click on the ad?

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B. What information do people need before they can complete this call to action? C. What is the best way to get people to do what you want? Step 7: Organizing the landing page A. What are people looking for when they click on the ad? B. How we provide a solution, product, or service that answers their need? C. How quickly can we deliver the information searchers need while getting what we need from them? Can they get what they came for in three or fewer clicks? Step 8: Ad placement With hundreds of thousands of high-quality websites, news pages, and blogs that partner with Google to display Ad Words ads, the Google content network can reach users all over the web to drive conversions from text, image, and video formats to communicate the message.

Content network Ads

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Step 9: Target the right user in the right context Using the keywords, Google's contextual targeting technology can automatically match our ads to web pages in our content network that are most relevant to the business Step 10: Location targeting We select combination of locations to target with the campaign, including countries, territories, regions, cities and custom areas. For example, we could target specific regions within the United States and a few large English-speaking cities in Europe. With the interactive map targeting tool, there are several ways to specify our location targeting: Step 11: Local business ads Local business ads help users by showing them products and services that are physically nearby. On the advertising side, local business ads provide a way to reach more local customers. Local business ads are different from regional and customized campaign targeting, another way to reach users in a specific geographic area. Step 12: Tracking Results Once we have all your objectives, keywords, and ads, even multiple creative running on Ad Groups on several campaigns, the best way is to monitor before-and-after metrics. Step 13: Measure and optimize the results With the Placement Performance Report, we have visibility into where all the ads appear. We can review our ad's performance on a site-by-site basis to see impression, click, cost, and conversion data, and use this data to identify well-performing sites to target more aggressively and identify low-value placements that require content optimization or exclusion. Step 14: Reports Google Analytics tells us how visitors found the site and how they interact with it. We will be able to compare the behavior and profitability of visitors who were referred from each of the ads, keywords, search engines, and emails, and gain valuable insight into how to improve your site's content and design. For Ad Words users in particular, Google Analytics will provide us with actionable information that we can use to increase your ROI by tracking cost data for all of your campaigns and combining that data with conversion information on a page-by-page basis. Google Analytics automatically imports Ad Words cost data so that we can track the effectiveness of your Ad Words campaigns, and automatically tags the Ad Words destination URLs to track keyword and campaign conversion rates

Proposed Budget Role Project Effort (Hrs) Rate per Hr (INR) Total (INR)


Per Agreemen t -

35,000 per month 30,000 per month


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Free Lance Content writer (optional )

10,000 per month 5000 per month 10,000 5,000 95, 000 per month 25, 000 per month

Tools and subscriptions** (optional )



Press Release distribution** per distribution Miscellaneous Total per month



Monthly maintenance



**Tools and subscriptions approximate estimation and as required **Press Release distribution average estimation Please note: All prices are estimates. SEO monthly maintenance plan - Rs 25,000 per month A search engine optimization maintenance service plan will ensure that your site will continue to increase in its rankings, attract more visitors and make more sales.

Case CaseStudies: Studies:

In the eight years of being in business, Suresh has successfully helped several sectors like education, chamber of commerce, e-commerce and the real estate industry to yield results in their online marketing efforts. Here are some excerpts of successful, industrial case studies:

Search Engine Optimization (SEO)

Ooty Real estate [] was a traditional real estate agent in Ooty, the Nilgiris. The real estate agents approached Suresh for web design and web marketing needs. He not just helped create a blog, design a website but also has a deft online marketing plan in place, after researching on the needs of the buyers and what needed to be highlighted in a case like this. After 1.5 years (observable within 6 months) of laudable Online Marketing efforts, Ooty Real Estate attained success. The Google Analytics had some critical revelations: 16 | P a g e

- 87000 visits to the Ooty Real Estate website - 89,029 views all-time for Real Estate Ooty Blog - Ranking on top 10 SERP (search engine page results) for more than 40 keywords - 850 telephone calls to the offices - 1200 emails - 75 property visits - 16 registrations A 100 deal with well known market leaders an in Online Real estate from Bangalore Suresh was the acres web marketing manager for Travel Agent catering to booking of international flight tickets. He helped increase sales up to 120 % within a 10 months period and SEO, PPC Web Marketing accounts increase traffic to the website from 20,000 a day to 45,000 a day using web marketing strategies including search engine optimization(SEO), search engine marketing, social media marketing, affiliate marketing Certified inbound educator and professional, guest columnist for and Inbound marketing university Co founder of OME community, a community of more than 400 online marketing enthusiasts Guest lecture for universities and colleges including Christ University, Archarya B school Bangalore 8 years of experience in web marketing and overall 14 year experience LinkedIn Profile : Blog: Search Engine Details Speaker at :

As the technology committee board member and advisor, Suresh helped set up the blog for the Manatee chamber of commerce.

Suresh Babu

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The Ideal First Step

Fast Track Online Marketin

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