Great American Power SEO plan 062013
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Transcript of Great American Power SEO plan 062013
Great American PowerSearch Engine Optimization Plan
June 20, 2013
Overview
• Great American Power has requested help in improving its organic search rankings for the corporate web site, www.greatamericanpower.com.
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WDC recommends a Search Engine Optimization (SEO) plan that focuses on:
Incorporating best SEO practices within the site. Building link popularity through off-site efforts. Continuously monitoring and optimizing based on rankings
results. Planning site redesign with a SEO focus. Incorporating Blog/Facebook and Twitter communication
plan.
Search Engine Optimization• Search engine optimization (SEO) is a set of methodologies aimed
at improving the visibility of a website and achieving high rankings in Search Engine such including Google/Bing and syndicated sites.
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Paid Listings
Organic Listings
Organic Search Rationale• Improving your search engine
rankings is important, as studies have shown that: 60% of clicks come from organic search listings, while
40% come from paid search listings. Over 60% of users click on the top 3 organic listings Less than half of all users search onto page two and
almost never go as deep as page three.
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Source: Elliance, June 2012
Search Engine Optimization• Search engines utilize proprietary algorithms that look
at a number of different factors to determine how sites rank.
• SEO experts agree that the following factors are important to your rank:Site structure and designDomain and URL directories / Header tags Meta tags – Title, Description, Keyword and Alt tagsKeyword Density within page copyInternal linking within a websiteInbound links – External links directed back to your
site.Social Weight and Presence.
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SEO 101
GAP SEO Report Card
SEO Recommendation• Redesign and start from scratch.
Cost Effective“Quick fix” would not have enough time
to gain traction Launching Social Media coupled with
Platform change considered double whammy
SEO Plan• Employ a methodical, phased SEO
approach:Phase I: Strategic Redesign/SEO
ImplementationPhase II: Blog/Facebook Business
Page/TwitterPhase III: Monitoring and Optimization
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SEO PlanPhase I: Strategic Redesign/SEO
Implementation– Define client goals, objectives & create detailed project plan
and timeline.– Identified SEO opportunities and to begin planning for any site
redesign. – Establish tracking protocol.– Researched and finalize relevant keyword list, utilized
information from paid search to select a combination of high volume and high lead generating keywords.
– Ran benchmark SEO report to establish a baseline.
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Goals For A Winning Web Site Make the site easy to use Build credibility with your visitor and earn their
trust Improve search engine visibility & site relevance Create obvious site paths that correspond to users
goals Increase the results / conversions from your site Increase repeat visits Mobile Mobile Mobile
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Website RedesignDetailed assessment and recommendations in 9 areas:
Site design and layout Site navigation Search engine compatibility/Mobile Responsiveness Site copy Conversion Path Resolution Call-to-action Placement Product/Service Descriptions Cross-sell & Up-sell Devices (partner offers?) Testing Opportunities (Lead form – MVT, a/b)
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SEO PlanPhase I: SEO Implementation
Provide recommended URL structures that incorporate keywords to include sub domains for Pennsylvania and 10 target cities.
pennsylvania.greatamericanpower.com/pottsville.htm Revise title, meta, alt and header tags. Provide copy edits that incorporate primary keywords and give
recommendations for anchor text links. Develop optimized content pages for primary and secondary
keyword phrases where applicable. Submit site to free engines/directories and all applicable verticals. Identify and determine strategy for paid engines, directories and
verticals.
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SEO PlanPhase II: Blog/Facebook Business Page/TwitterCreate a “energy savings” blog with Word PressConvert existing Fan page to Business page with relative content and content scheduleCreate a Twitter posting schedule and linking strategy
Blog
Facebook Business
SEO Plan Phase III: Monitoring & Ongoing Optimization
Monitor performance and optimize campaign against goals/objectives Ongoing analysis, recommendations, and campaign improvements Monthly Organic Reporting & Continual Optimization to maintain
rankings Provide Blog content 2/3 – month, Twitter feeds 2 to 4 month
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Next Steps• Evaluate and select design firm• Establish site structure and
conversion goals• Commission site map architecture
based on SEO best practices and “bleeding edge assessment”
• Create Facebook business page• 4-6 weeks
Local Buzz?
• Local Buzz is the optimisation of local listings and maps in search engines and major sites such as Google Places, Bing Local, Facebook Places, and Foursquare.
• Local listings are geographically relevant and more targeted to customers. And because of this, local listings in Google Places, Bing Local, Facebook Places and Foursquare gain more online traffic, check-ins and conversions.
• Virtual Office– 1500 Market Street, 12th Floor, East
Tower, Philadelphia, Pennsylvania, 19102• $119/ month