Seo slideshow
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Transcript of Seo slideshow
Phoenix Synergy2432 W. Peoria Ave.
Suite 1022Phoenix, Arizona 85023www.phoenixsynergy.com
April, 14, 2005
Today’s meeting
Interactive Informative Discovery for us
Local company in business since 2001 Core Competencies;
– Internet Marketing– Data Security– Application Development– Systems Administration
PhoenixSynergy
PhoenixSynergy’s focus is on our client's business. By understanding these business requirements we can respond to clients' complex business challenges through consistent methodologies, to meet those requirements with the most cost effective solution
Our Philosophy
PhoenixSynergy IM engagements
Major airlines International shipping firms Multiple financial institutions Food service suppliers Tire suppliers Major advertising entities Major shoe manufacturers Major business center entity Insurance providers
Internet Marketing and the Legal Profession in Arizona
We regularly do research on industry segments/professions
We generally see trends in most segments/professions but have not within legal
The legal professions is wide open in regards to utilizing the Internet to converted prospects to clients
Extremely lucrative market-high ROI Internet search results for the legal profession within
Arizona currently has no dominant player
Why we selected
Markets Aggressively Visibility through commercials Understands the value of marketing Understands that marketing is important in growing
your business Markets aggressively Einstein Law Currently advertises in the following;
– Yellow Pages– Television– Print media
Simple-we have 3 criteria– Is there a market– Can we penetrate and impact that market – Is there a good ROI
Internet Marketing-Criteria
Internet Marketing-Philosophy
NSO-Natural Search Optimization Use PPC only when necessary or to mitigate
the first 90 days Two step process
– Research– Campaign
Internet Marketing-What is it
Research Strategy Development Implementation Analysis Campaign!! Campaign!! Campaign!!
Internet Marketing - Research
Information Gathering– Understanding the clients’ business model,
objectives, and target audience– Traffic patterns, marketing objectives, specific
sales and conversion goals– Analyze competition– Understand clients intentions when they search
Internet Marketing - Analysis
Tracking and Reporting– Obstacle Analysis Report (OAR)– Link Analysis Report (LAR)– Breadth of Keyword Phrases– Position Analysis Reports (PARs) – Traffic Analysis
Benchmarking and Baseline Continual Improvement
Internet Marketing - Research
Obstacle Analysis– Educate the client to understand the backend
criteria of search engine spiders when crawling a website
– Assist in removing and working around the obstacles, which prevent spiders from crawling and indexing every page
– After in-depth analysis of the website as-is, provide an Obstacle Analysis Report (OAR) to detail the website’s initial challenges, providing recommendations on how to remove or resolve these issues
Internet Marketing - Research
Keywords and Keyword Phrases– Determining appropriate pages for optimization– Analyzing each current webpage, understanding
current words and phrased used throughout the site
– Evaluating the “theme” of each selected page; the theme will determine appropriate keywords for the program
– By continually analyzing frequently used keyword phrases one can identify intent and proactively form the sites marketing message
Internet Marketing - Research
Linking Strategy– Determines the value of current external links and
provides recommendations on enhancing those links or obtaining appropriate new links
– Assess the website architecture for internal link improvements
– Evaluates and make recommendations based not just on visitor navigability, but on Search engine spider accessibility and readability
Internet Marketing - Implementation
In consideration of an IT Team’s time and schedules, PhoenixSynergy makes the implementation process as painless as possible, by providing a CD with the optimized code ready to be “cut & paste” into the existing HTML. PhoenixSynergy is available during this stage to aid in technical support or as an informational resource, even available onsite to assist in the process if necessary. Once launched, PhoenixSynergy thoroughly reviews the code to ensure quality, accuracy, and completion.
Statistics
Average Revenue $5,00040% 0.10%
Keyword top 10 Search Count Competition Ratio Competition Hits if #1 Likely hits Relevance Convertions Potential Sales/Moarizona lawyer 4605 3,430,000 0.134% 3 1,842.00 921.00 8 7.37 36,840.00$ phoenix attorney 1953 1,610,000 0.121% 2 781.20 585.90 8 4.69 23,436.00$ arizona attorney 1281 6,670,000 0.019% 4 512.40 128.10 9 1.15 5,764.50$ arizona dui law 957 738,000 0.130% 2 382.80 287.10 9 2.58 12,919.50$ phoenix lawyer 876 709,000 0.124% 2 350.40 262.80 8 2.10 10,512.00$ arizona personal injury attorney 570 2,110,000 0.027% 3 228.00 114.00 10 1.14 5,700.00$ all law firm phoenix 534 817,000 0.065% 2 213.60 160.20 9 1.44 7,209.00$ phoenix arizona dui lawyer 525 70,300 0.747% 1 210.00 210.00 9 1.89 9,450.00$ arizona dui lawyer 495 695,000 0.071% 2 198.00 148.50 9 1.34 6,682.50$ arizona employment law 453 6,970,000 0.006% 4 181.20 45.30 5 0.23 0
23.93 118,513.50$
Keyword 10-20 Search Count Competition Ratio Competition Hits if #1 Likely hits Relevance Convertions Potential Sales/Mocriminal lawyer phoenix 435 371,000 0.117% 2 174.00 130.50 10 1.31 6,525.00$ arizona attorney dui phoenix 393 81,100 0.485% 1 157.20 157.20 8 1.26 6,288.00$ arizona dui attorney 372 641,000 0.058% 3 148.80 74.40 8 0.60 0arizona criminal attorney 351 2,580,000 0.014% 3 140.40 70.20 8 0.56 0arizona bankruptcy law 348 1,170,000 0.030% 3 139.20 69.60 8 0.56 0arizona mesothelioma attorney 342 1,180,000 0.029% 3 136.80 68.40 8 0.55 0phoenix dui lawyer 327 84,600 0.387% 1 130.80 130.80 8 1.05 5,232.00$ arizona criminal lawyer 324 2,370,000 0.014% 3 129.60 64.80 8 0.52 0arizona drunk driving attorney 285 219,000 0.130% 3 114.00 57.00 8 0.46 0phoenix dui attorney 285 132,000 0.216% 2 114.00 85.50 8 0.68 0
7.53 18,045.00$
Natural vs. Pay Per click
Natural – More searchers click the natural search engine results versus the
pay per click ads, so you’ll get much more traffic for less.– Long term results means little-to-no acquisition cost.– Keyword Spread is much wider, allowing broader audience– The versatility of a Dominant site allows it to react quicker to new
campaign efforts
Pay Per Click – Immediate results– Costs increase over time– Increasing Keyword Spread requires more investment– Unable to Use Drug related (vioxx zyprexa) phrases
Natural-vs.-PPC Cost of Acquisition
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2000
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0 2 4 6 8 10 12 14
Natural COA
PPC COA
Natural-vs.-PPC Clients
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0 2 4 6 8 10 12 14
Natural Clients
PPC Clients
Keyword Phrases
Identify Intentions
Term-Examples
Broad– Law– Legal
Target– Phoenix– Arizona– Peoria– Scottsdale
Descriptor– Dui – Injury– Bankruptcy
Sale– Attorney– Lawyer– Firm– Practice– Representation
Great Keyword Phrase Targeted traffic High conversion rate Measurable success Very high PPC Cost
Phoenix DUI Attorney
Research equals
A defined strategic roadmap to success
A successful Campaign
Dominant Site– Versatile– Widespread– High Ranking– Influential
Long term, low cost acquisitions Long term, low cost conversions Increasing conversions decreasing cost
Internet Marketing
PhoenixSynergy’s 3 criteria– Is there a market-YES– Can we penetrate and impact that market-YES
– Is there an ROI-YES
Success
Your success is truly our success