of a Job - Unlike an old school ad agency or media
service, we don't bill you as a percent of what you spend,
because there would be a disincentive for us to be efficient
since we'd be tempted to not try to reduce your media spending
to zero. Rather, we invoice you at our flat hourly rates for
the mix of interdisciplinary services that you need - with
an eye toward working ourselves out of a job as fast as we
can. In this way we can help you get to the "promised land"
of first organic SERP rank [for your targeted high value keywords]
before your competitors.
Achieving competitive advantage
for your product or service by using
[Integrated Campaign Marketing (ICM), Search Engine Optimization
(SEO). Pay Per Click Advertising (PPC) [also known as Search
Engine Marketing (SEM) or just "search marketing"], and Web
2.0 social marketing is what we’re all about. But unlike any
other marketing services vendor,
what we do is completely different. This is because we add a "strategic
marketing twist" up front to make sure you get to where you
ultimately want to be – free advertising from a first page
SERP rank without any PPC expense. As long as you stay in
the "Top Ten" you'll have the permanent competitive advantage
of a lower "ad/sales ratio."
Getting to the "Promised Land"
with SEO Optimization Services - Also unlike any
other marketing services vendor, we start SEO Optimization
and Integrated Campaign Marketing Optimization™ [ICMO] by
making sure you're your Website design is correct. Although
many marketers don't want to redo something they have already
spent money on, we don't think you can achieve your ultimate
goal of first organic SERP rank [for your strategic keywords]
unless you have designed your campaigns with this in mind.
So following steps 1-8 in the above graphic [i.e., our SWO™
process] will help you get to the "promised land" of first
organic SERP rank for your targeted high value keywords, leaving
your competitors having to continue to pay for search engine
advertising, or remain obscure on the Internet. In more simple
words – we help you reach the "promised land" of high organic
SERP rank for the high-search-volume keywords we help you
choose in step #6 [i.e., keyword selection for your Website
copy] and in step #13 [i.e., strategic keyword selection for
your Online Campaign].
A good SEO Example is the keyword
-"SEO" Just imagine that [like us] you too are a
marketing services vendor targeting the keyword -"SEO" and
its 1,000,000 monthly searches [on Google alone] per average month.
You would quickly find out that [according to Google's AdWord
Keyword tool], if would cost you about $3.88 PER CLICK to
be in the 1-3 position of sponsored links [for a PPC campaign]
for the keyword "SEO". You would then see that you as an advertiser
could spend a lot of money on PPC ads and never have enough
to reach the first organic SERP rank because it would cost
$3,880,000 a month to be on the first page [as a "Sponsored
Link"] for just one month. Although Google would be very happy
– you probably wouldn't. As this example makes clear, our
process takes longer and costs more up front but we get you
to the "promised land" of SEO [for your strategic keywords]
much faster. So why not let us take you through our 18-step
SWO™ and ICMO™ processes shown in the Graphic to your right?
We "Copy Write" Your HTML Tags
First – Unique in the industry, the first
copywriting we do for you is to write your HTML tags for each
landing page on your site. This is because the Title Tag becomes
the headline for your Organic SEO listing and the Description
Tag becomes the body copy. Don’t worry, writing your HTML
Tags is a lot like writing your Headline and Body Copy for
Text Ad [which is another reason we advise our clients
to start with a PPC campaign]. The only difference is the
Title and Description Tags are free and the Headline and Body
Copy cost money. In other words we go back and make sure
your Web Design is a good compliment to your campaign investment
and is in alignment with your ultimate goal of eliminating
pay per click advertising (PPC) expense. Of course we hope
that [in the case of a "makeover"], your Web
Design is correct so we won't have to redo your page copy
and HTML tags before we write your online ad copy OR [accordingly]
your offline ad copy.
Our Campaign Optimization Process
– The process in the graphic on this page, defines our Integrated
Campaign Marketing Optimization™ [ICMO™] process
which we believe is a necessary prerequisite to Strategic
Website Optimization™. Just like you can't get a graduate
degree without undergrad prerequisites, we believe you're
wasting time and money if you don't have the pre-requisite
Strategic Website Optimization pieces of the puzzle [Steps
1-8 discuss the Web Design] in
place first. For those readers interested in "Web Analytics" technical topics of page tags
vs log files, cookies, pdf files, funnel page views, and aligning PPC and SEO clicks, Brian
Clifton [the Founder of Urchin Software that later became Google Analytics] has written a
great article with 10 common sense recommendations
for Web analytics accuracy.
Our SEO and PPC Processes Will
Help You Get There – Like for Web Design, everybody has a different
definition for SEO, since no one really knows HOW the Yahoo or Google
algorithms determine who gets first page SERP rank organically.
From our experience however, we've found it's a mix of five key
ingredients. We also view SEO as one of the critical ingredients in
Integrated Campaign Management [ICM], As you might imagine we have
developed a process called ICM optimization™ [ICMO™] that staffs builds
and executes entire integrated marketing campaigns around our 18-step
Web Design and SEO process. If you'd like to read an informative paper
on ICMO™ please click here.
If you haven't clicked the link to our ICMO™ paper, a preview to how our
five Key SEO Tips are critical to ICM are listed below.
- Design your site's navigation [Table
Structures For Top Search Engine Positioning]
- Write your HTML tags which are the same or
similar to your PPC text ads so that they target your strategic
keywords for each landing page.
- Write your Website page copy and define your
linking strategy and your external
linking strategy to use all the keywords in your strategic
keyword basket, while getting the highest quality external
[non-reciprocal] links for each landing page and beating
your competitors with more total back-links.
- For "new sites" or "site makeover", lead off
with an effective PPC campaign to generate traffic and cause
Google crawlers to visit your site frequently
- Supercharge traffic with "high value" back links, word of mouth
[and other social] marketing AND importantly - on-line transaction processing
[OLTP] system such as B2B, B2C shopping carts or online reservation system which
the Google organic SEO algorithms [reportedly] assign high value.
- Continue with Web 2.0 [social] marketing [i.e.,
videos, blogs, "tweets," twits, "word of mouth," and relationship
marketing, predictive intelligence programming, user generated
content, user generated media, etc]
Of course we can help you with all this if you contact us.
A ‘Campaign Optimization Coaching” Service for "Do-It-Yourselfers" -
For e-marketers and campaign managers desiring to learn from us and
drive our processes in-house, we offer a "Campaign Optimization Coaching
Service” that is designed for the “do-it-yourselfer” or budget-constrained
marketer. This service uses the same clear documents, templates, processes
on our Website and the sample deliverables that can be downloaded from the
links on the captions in the graphic above. When you think about it, in
today’s Web-centric environment, designing a campaign and Website is
tantamount to writing and implementing a business plan. Everything has to
gel and flow together from strategy to targeting to operations and finance.
In fact, when you look at our front-end Website Service
processes [#1-8]; and our Campaign Optimization Service
processes [ processes [#9-18], these are the same 18-steps we use for our
Business Planning Service. We do this because
we think that Web Design and Campaign Optimization are a fundamental basis of
the Marketing Plan section of your Business Plan and should be considered from
Add an Online Booking Systems and Online Shopping to Boost eCommerce Sales -
Did you know that over 60% of hotel bookings are now online and it is believed
that there is a large opportunity for many markets to install an online booking
system. Likewise, there is a shift to online shopping as Amazon and others have
so visibly proven. So not only are IT integration and eCommerce important, but
eCommerce & SEO are important also.
Integrate Your Marketing Automation and IT -
We can also help you align your IT systems and business processes in a way that
orders and bookings not only happen online, but also feed your marketing automation
systems. In this way you can achieve cutting-edge Customer Resource Management
[CRM] with [a strategic selection of] SalesForce.com plug-ins by meshing your CRM
systems with your Enterprise Content Management [ECM], Business Process Management
[BPM] and Government Regulatory and Compliance [GRC] systems. In fact we’ve written
a 94 page paper for IBM on this topic that you can download by clicking here.