Search Engine Optimization (SEO) Campaign Management

SEO Audit, Organic/Natural Site Optimization & Search Analytics:

• Are you concerned about sales, leads and profitability? 
• Do you rank for brand names, related keyword phrases or products?
• Do your SEO efforts or site optimization efforts need new activity and fresh energy?
• Do you rank for terms that convert, most importantly?
• Do you rank for terms that have lower bounce rates?
• Our search engine optimization campaign management services are built on terms that convert best
• We review Google Analytics custom reports, and use our Bizwatch reporting platform for keywords that convert to leads, sales and have lower bounce rates than the site average
• SEO should no longer be your main focus in search engine marketing; it should complement your paid search campaign once you determine the keywords that convert to leads
• We will install Google Analytics, set up Goal conversion tracking to contact form CONFIRMATION pages, and ensure Google Adwords campaigns are properly tracking adword conversions before we focus on your SEO keywords;
• Competitor analysis included
• If you have ever had your site hacked, which according to Google's Matt Cutts is a growing trend in 2009, this can create a massive side project that may need additional personnel, resources and allocation of funds

Common SEO Organic Optimization Pitfalls (Updated March 2009):

• Focus on ego terms, or a list of desired keyword phrases without doing additional research to ensure terms are the best keyword phrases for ROI
• Example: a very popular lingerie company does not target the word "lingerie" in its search marketing campaign due to poor ROAS (return on ad spend)
• Failure to target or include long-tail 3-4 keyword phrase terms
• Failing to monitor KPI trends
• Failure to permit significant budget to enable enough hours
• Ability to accept sequential order and prioritization of tasks, based upon budget
• Failure to understand that SEO is not guaranteed - not one good, reputable, ethical SEO company is going to guarantee you any search results for any specific keyword phrase
• Failure to understand that SEO is time intensive - and there are so many hours in the day that you are paying for; thus focus on keywords that convert, not on ego terms unless you have SIGNIFICANT budget for sheer brand awareness terms
• Time is not cheap - it costs money - and in reality SEO - that is what you are paying for - time on your website - just like web design time, or your attorney's time
• After a possibility of an SEO penalty in any search engine, do not expect rankings to occur within a few months if these terms were >100

Organic SEO Campaign Management Key Performance Indicator (KPI) Trends include the following:

• Visibility for the relevant landing page
• Traffic that results from those keyword phrases
• Bounce rate
• Leads/Online Sales
• Conversion Rate
• Cost Per Conversion (difficult to determine for organic SEO terms; easier for paid search)
• Clean bill of health in Google Webmaster Central
• Number of pages indexed in Google; depth of website 
• Internal links as indicated in Google Webmaster Central
• External links to your site (incoming links from other websites) as noted in Google Webmaster Central
• Google Page Rank
• Year of organic ranking data, trended for each keyword phrase, if possible, which helps us to determine the health of this keyword phrase in the search engines over time
• Competitor ranking report for same terms for up to 3 named competitors
• Competitor marketshare report for the top five ranked organic keyword phrases/competitors for target keyword phrases
• We may partner with another agency or expert for a technical code audit of your site to ensure there are no issues, for an additional fee

If you do not have the data above, Bizresearch can collect this for you in an organic search SEO audit & competitive market assessment

How do we get started?

• Data collection - collect search engine ranking report for desired keyword phrases (we will contact you for these terms)
• Bizwatch 2.0 organic ranking reports will begin to run twice a month for up to 40 positions, and up to 50 keyword phrases 
• As of March 2009, we are now reviewing and analyzing Google Webmaster Central data as part of our SEO audit and services
• We will require a written document from your marketing team indicating all known issues with your website, visibility, competitors, and whether or not 
  at any time in the past you have experienced any organic ranking decline, for how long, for which keywords/phrases, or if anything else has ever occurred on your website, including whether or not a hack attack has occurred before, and if any pages were ever appended to your website to the best of your knowledge, as this could?
  affect our ability to improve rankings for core keyword phrases, or any keyword phrases depending on how bad the penalty is.
• We will review Google Analytics data on your website, determine keyword phrases that convert and other issues that my be related
• We will review rankings for competitors
• We will create a competitor marketshare document based on the top five ranked competitors for select keyword phrases
• We will review improvements and drops during the research phase, as well as during the SEO campaign management project