Search Engine Optimization & Pay-Per-Click Integrated Internet Marketing

BizDev Marketing will work with you to implement an internet marketing strategy that not only increases your traffic volume, but minimizes the need for traditional advertising -- by maximizing visitor quality and conversion rate. Using Search Engine Optimization, Pay-Per-Click and social media marketing together is very effective in attracting the massive amounts of search traffic that's available to you.

Internet Marketing Services: Search Engine Optimization

Search engines use algorithms to determine what websites they will return on their results pages (SERPS)for a specific query. By understanding and playing to these algorithms, and by determining the most highly targeted and highly searched phrases, changes and additions can be made to a website in order to drive and convert search engine traffic. This is search engine optimization in a nut shell.

On-Page SEO addresses the following factors:

Meta data and other coding elements
Use of programming languages and URL structure
Internal linking hierarchy
Use of images
Use of website copy
Design and usability
Over all relevance

SEO Audit / Reporting and Fees

An SEO audit report provides an in-depth understanding of how your site currently performs in the search engines and how its performance can be improved. More extensive than a free website marketing analysis, an audit includes a full keyword ranking report and discloses specific modifications necessary for higher rankings. Includes 1 hour of consulting time.

SEO Internet Marketing Blueprints

Evaluate objectives – Identify priorities (conversions, rankings, etc) and define measurable goals.
Website Marketing Analysis – Discover current performance and areas of opportunity. Determine appropriate strategies to achieve goals.
Keyword Research and Assessment – Provide keyword data and recommendations, determine final list.
*Keyword Strategy Outline – Determine page assignment and strategy for each keyphrase, including recommendations for additional pages or other supporting website content.
Blueprint – Electronic document outlining all executable items for implementation by client web development team, including code optimization, page specific meta data, use of headings and alt text, internal linking, navigation, and content saturation. Website copywriting priced separately.
Site Map Inclusion – Xml file will be provided once all changes are implemented to ensure the proper indexing of all pages in the search engines.
Follow-up Report – Measure results by examining rankings for each keyword phrases, number of incoming links and number of pages pages indexed in the major search engines.

*Note - Once the blueprint is delivered, we review it with you. This process takes only a few minutes, and ensures that you get the most out of this service. At this point, you may approve or reject suggestions as you see fit, and activities requiring further work on our part (such as content saturation for copy that does not yet exist) will be supplied in a blue print after your approval has been received.

Pay-Per-Click Marketing

Pay-Per-Click (PPC) advertising is considered the purest form of direct marketing, enabling businesses to solicit prospects at the exact moment that they're searching. PPC offers exceptional value because the company can efficiently promote multiple products to a variety of customers without incurring the incremental costs associated with traditional advertising.

Pay-Per-Click marketing is a simple concept - companies bid on a keyword/phrase that Search Engines will use as a "trigger" to display text based advertisements within their results page. The keyword bid cost is set by the advertiser and reflects the market value of that term. The Pay-Per-Click ad rank is governed by a combination of bid price, relevancy, and click-thru rate.

PPC Marketing Components

KPI Analysis

We evaluate your PPC performance largely by using these key performance indicators:

Impressions - Each impression represents an instance of a PPC advertisement being displayed on Google's search engine results page.
Click-thru rate (CTR) - Represents the average number of click-thrus to the advertiser's website per hundred ad impressions, expressed as a percentage. (e.g. 100 impressions + 1 click = 1% click-thru rate)
Clicks - Represents a search engine user who clicks on a PPC advertisement and arrives on the company's website.
Conversions - Each conversion represents a PPC generated visitor who takes a desirable action (predefined) once arriving on the advertiser's website.

Evaluate Keywords and Employ A/B Split Testing

Maintaining a quality PPC campaign requires that keywords are continuously evaluated in combination with ad copy, click-thru rate, cost-per-click and conversions. This involves several components:

Active Keyword Monitoring - Keywords which do not generate acceptable click-thru rates and/or conversions are scrubbed from the active list, while new keywords are perpetually researched and added.
Development of Ad Copy - Along with keywords, advertisement copy is vital to a healthy PPC campaign. As a result, A vs. B split-testing is a powerful strategy that enables us to systematically evaluate each advertisement in order to refine the promotional message and increase click-thru rate among the target audience.
Employ Split Testing - A/B split testing involves running two PPC advertisements simultaneously, evaluating their performance (e.g. CTR & Conversions) and then modifying elements of each ad (e.g. headline, body copy line #1, body copy line #2, display URL), in order to improve performance.
Run Dynamic Keyword Insertion - In the course of split-testing an advertisement, it is probable that dynamic keyword insertion will be employed. Dynamic keyword insertion enables advertisers to auto-populate the actual keyword searched within the ad's headline or body copy, heightening the "connection" between prospects and the PPC ads. Additionally, keyword insertion produces boldfaced words within the ad when displayed, further separating your ads from the competition.

Provide Comprehensive Campaign Reporting

Campaign reporting affords everyone an opportunity to understand how the PPC program is working. Top-level metrics are included, such as impressions, click-thru rate, costs-per-click, total ad spend, etc. Additionally, an Executive Summary communicates strengths, weaknesses, trends, and overall performance of the Pay Per Click marketing campaign, month-over-month.

Integrate Pay Per Click Intelligence, Website Usability and Organic SEO

Intelligence gathered by PPC data analysis can and should be leveraged to improve over arching aspects of your web strategy. By understanding what content is most useful to your visitors, how they respond to particular ad and landing page copy and how they are behaving on other areas of your website, we can make recommendations for usability improvements that will boost conversions and positively affect organic search engine rankings. Additionally, this data can be used to inform your offline marketing efforts.

Analyzing Content Performance

The percentage of site exits that occurred from a set of pages or page.
The percentage of single page visits resulting from a set of pages or page.
The average amount of time visitors spent viewing a set of pages or page.
The number of visits during which one or more of a set of pages was viewed.
The total number of pages viewed. (Repeated views of a single page are counted.)
Traffic and conversion information for internal links across the website.

Ready to get started? We’ll call you! Request more information about internet marketing