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 How?
Based on our assessment,
and your objectives, we begin a painstaking process
that includes:
- setting up
and defining your objective
- identifying
the best keywords
- a variety of
design tactics depending on your choice of level of
service
- submission
to search engines
- reporting
- monitoring
and revision
- consideration
of pay-per-click services
See below for
details or click "next" for pricing.
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Setup
and Objective |
We determine your
specific traffic objectives: which engines, which rank,
which overall traffic-development strategy. We
agree to an overall strategy and then set up goals and
metrics. (Included in all pricing options.)
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Keyword
Generation and Analysis |
The Internet is
a language based medium;
your visitors will use a word or phrase know as a "keyword"
to find you. Identifying all the keywords that will
be useful for you is the first (and critical) step in
developing a custom, targeted, search engine optimization
solution. Your chances of success depend on the
availability of good keywords for your business. If
we find that there are no good keywords for you, we
may suggest a change in strategy.
We start with the
base list of keywords that you provide us and expand
it using specialized "lateral association"
and database-search processes to find any/all keywords
most likely used by web surfers when looking for your
product or services. For instance, the keyword "calendar
software" may be most often typed into search boxes
as "free calendar software" or "software
for calendars," etc.
We use similar
processes to find related keywords. For instance, "calendar
software" may be frequently searched for using
the keyword "personal scheduler" or "time
keeper."
We identify the
most “effective” keywords for your
site. Effective keywords are those that are used frequently
by surfers but do not appear frequently on competitors'
webpages. Conversely, non-effective keywords are
not used frequently by surfers, but are present on many
competing websites. Using incorrect keyword choices
is likely to create costs without benefits. Finding
and executing around correct keywords is simply crucial
in today’s over-competitive online market.
Your report will
include the expanded list of keywords with explanation,
a spreadsheet listing effective keyword choices for
all major engines and directories and our recommendations.
The Keyword Analysis
described in our services will include an expanded list
of up to 500 top keywords and will draw on all the major
search engines. Producing this expanded list is essential
since SEO strategies are crafted separately for each
search engine targeted. (Included in all pricing options.)
Setup and Keyword
Analysis are included in each of the services described
below.
Each service level
described below is an option that builds on the former
level. Levels Two and Three take increasingly
aggressive, thorough, (and labor-intensive) approaches.
Which
service level do I need?
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Level
One Optimization Service |
We create a correct
title, description, and keywords "meta-tag"
for your home page using your best keywords. In
addition, we'll add Title tags, Description tags, and
Keywords tags for two or three additional pages on your
site. This level of optimization is not likely
to gain you high rankings unless your keywords are highly
distinctive and/or there are few competing websites.
This service does put you on the "playing field,"
allowing surfers to find you if they use the correct
keywords.
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Level
Two Optimization Service |
(If contracted
for) In addition to your home page, we design specialized
"information pages." Each of these pages specifically
targets a limited number of keywords and a limited number
of search engines—usually only one or two keywords
for one engine. To be optimally competitive, strategies
must be fine-tuned and precisely targeted. These
pages are not "doorway pages" created to flood
the search engines. Information pages post useful content
and are carefully woven into the navigational structure
of your site. They are seen by search engines and directories
as legitimate components of your offerings.
The result is a
website that uses the same or superior tactics than
those sites currently positioned in the top listings
for any given search engine. Information pages are likely
to be required for those sites that have a great number
of competitors or that have few, if any, effective keywords.
Development of
these pages is complex, and involves design around as
many as 40 separate elements in the body and in the
code of a webpage. Since information pages focus on
specific keywords/search engines, the number of information
pages required depends on the number of keywords chosen
for your campaign. This is reflected in our pricing
structure.
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Level
Three Optimization Service |
(If contracted
for) The Level Three service offers two elements of
an ultimate search engine optimization strategy:
- Supplemental
websites
- A
link-development strategy
A
supplemental website means just that: an entire website
designed to drive (reflect) traffic to your home site.
Successful strategies may include as many as five or
six distinct sites, each posting a variety of optimized
information pages as well as other strategies, links,
and specialized content.
Currently, for
technical reasons, some search engines all but require
supplemental sites in order to create a "theme"
of interlocked pages showing keyword-relevant content.
Although we use
a number of shortcuts and can create an entire supplemental
site in a fraction of the time it takes to create a
primary commercial website, it does take time and work
to do this. This is reflected in our pricing structure.
In simple terms, "we get a lot
of other important websites to link to YOUR website
-- even if we have to create those other websites ourselves."
Search Coach guides
your link development campaign by:
- Assessing your
current link popularity
- Measuring your
competitors' link popularity
- Identifying
your link score potential
- Creating an
overall strategy for your campaign including guided
communication with link partners
- Implementing
specialized software and other processes to rapidly
increase inbound links and page rank score
To date, we have
had significant success with link popularity
development and continue to expand and refine our tactics
in this regard.
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Submission
to Search
Engines and Directories |
For levels
Two and Three service, we submit your site to as many
as 100 search engines and directories—but with
concentration on primary engines such as Google, AOL,
MSN, and AltaVista -- and the Yahoo! directory. (Again,
depending on your contract, we are most likely designing
with one or two key engines in mind.)
This includes a
report to you that lists which engines and directories
were targeted and recommendations for follow-up activity.
Unless you are already listed with the directories Yahoo!,
Open Directory and Looksmart, we will highly recommend
submitting to them, but there will be additional fees
required by the directories themselves.
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Weekly
Report |
For Level Three
service, we’ll send you a weekly report regarding
your current position and include any suggestions we
may have in terms of your achieving better positioning.
These reports offer a detailed engine-by-engine analysis
of your position. You’ll find them to be highly
informative.
For
Level Three service. The previous steps will get you
started, but there’s a lot more work to be done.
Keep in mind that search engine listings rise and fall
as new competitors enter the fray—and old competitors
try new strategies. As we run your weekly report, we’ll
study your listings – and those of your main competitors
– and make strategic adjustments. All of this
will be done in the background, including reworking
and resubmitting your pages as necessary. Using our
industry connections and other information sources,
we continue to gather competitive information, upgrade
our tools, and revise our strategies.
Which
service level do I need?
(If contracted
for) we will operate as your agent in respect to the
Overture PPC (Pay-Per-Click) search engine. Our
objective will be to use this service to generate traffic
for you as cost-effectively as possible. This process
involves the following steps:
1. Identification
of best keywords for this specific service.
2. Registration
with Overture including setting up an account, deposited
initial cash, etc.
3. Application
for each of the keywords. (Overture maintains the right
to accept or reject keywords based on a number of criteria
including their judgment as to relevance and others.
This application process can take up to a week or more.)
4. Submitting
“description” text for each keyword using
best practices in this area.
5. Creating “tracking
URLs” for each keyword so that a click on an associated
link can be tracked using your tracking software (Web
Trendstm, etc.).
6. Testing of
above: creating traffic graphs.
7. Monitoring
bids on a periodic basis.
8. Creating bidding
and traffic reports for your review.
9. Consulting
with you in respect to effective and ineffective keywords
and overall success of the campaign.
SearchCoach
recognizes that all this can be quite baffling to a
new web business. Part of our added value is that
we are very good at simplifying -- but it takes a little
time.
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