Search Engine Optimization and Positioning
(seop)
(seop)
proposal
TABLE OF CONTENTS
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Web site analysis and recommendations
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High search engine ranking
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Search engine optimization tasks
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Achieving top ten rankings
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Rates & terms
INTRODUCTION
Between 85% to 90% of all web site traffic comes from the search engines and directories. Using those handy-dandy submission services that will submit your site to 980 search engines for a mere $19.95 won’t take care of this traffic. Just because your site is listed in the search engines won’t mean that your customers can find it. In fact, several search engines will actually penalize your site for using that method. Only manual “search engine optimization and positioning” efforts end up working. This is because these efforts are custom tailored to your site and are designed to give the engines what they want and need in order to find your site among your competitors and other sites related to your category.
PinMedia is committed to meeting the search engine optimization & positioning needs of your web site and proposes a campaign plan. Our goal will be to meet your Search Engine Optimization outsourcing needs thoroughly and professionally.
Included within this proposal is a detailed Scope of Work outlining specific proposed activities and fees for your review. The Scope of Work will include site optimization and allied web promotion & development activities, SE-friendly content writing, and submission and tracking to over all major and support Search Engines and Directories.
On project completion your web site will be more accessible on the Internet in terms of Top rankings for specific keywords across the major search engines.
WEB SITE ANALYSIS AND RECOMMENDATIONS
Analysis:
SE-friendly Content
Recommendations:
The web page can offer far more SE optimized content specifically related to its category. Spider–Food (SE-friendly content writing); Extensive keyword-rich content will need to be added to individual pages to improve rankings. Search Engine friendly, keyword rich content in line with Meta tags to be implemented as appropriate on the site to achieve high traffic and rankings. Text has to be added on the home page as well as inner pages.
Keywords analysis
Recommendations:
Our recommendation is use of two or three-word phrases instead of single words, pair general keyword with more specific ones. We also recommend the use of combination keywords that are distantly related, common misspelled related terms, service region specific keywords and long variation of keywords.
Site Meta tags
Recommendations:
Create page-wise Meta tags with a view to re-writing page-wise content to incorporate these - without allowing the body text to lose ‘marketing appeal’.
Web site uses frames
Recommendations:
Frames are roadblock for search engines. Very few top-ten ranked sites use frames. Keeping that in mind it’s very difficult to get framed site into the top-ten rankings. Frames increase the file size and the total number of words that make up a web site. Therefore, they also decrease the overall keyword weight, which can put you at a disadvantage to your competition. We strongly recommend against use of frames.
Web site URL is not static
Recommendations:
The main page should be at www.domainname.com and NOT redirected to a different directory. If it must redirect, it should be at the server level. Generally, it's safer to avoid refreshes and redirects all together. Redirects can also impact your directory listings, because directory editors may want to use the redirected URL as opposed to your root domain. If they do this, it can affect the link popularity of your main page. Redirection to a different directory on the site; e.g., www.designcompanydomain.com redirected to www.designcompanydomain.com/main/default.asp accomplished through a Meta refresh that which looks like this:
This is just the kind of thing that search engines might consider to be spam, due to the abuse of Meta refreshes by porn sites and the like. (They serve up one page to the engines and then redirect it to another page.)
Analysis:
Web site uses JavaScript code
Recommendations:
We recommend placing the JavaScript code like mouseovers, etc., in a separate .js file in order to create less code for the search engine spiders to wade through to get to the "meat." Place all your JavaScript into a plain text file. Name the file whatever you want, and use the .js file extension. You will NOT use the tags <script language="JavaScript" type="text/javascript"></script> with your external JavaScript file, though.... just the JavaScript.
With filename.js being the name of your JavaScript file. Like any other link, make sure you use the correct directory path. The above is if it's in the same directory as the web page."
Analysis:
Web site directory structure
Recommendations:
All web site pages should be as close to the root directory as possible, as pages closer to the root directory are often given more weight with the engines; e.g., www.domainname.com/page1.htm as opposed to www.domainname.com/directory/page1.htm. AltaVista mentions this in their FAQ for Webmasters. Pages closer to the root also seem to have higher PageRanks in Google. (This is probably due more to the internal linking structure to those pages, but it's something to consider.)
Web site serves dynamically
generated pages
Recommendations:
Ideally, dynamic pages should not have equal signs or question marks and other query strings in them. Query string pages are starting to get indexed by most of the search engines, however we still recommend against their usage.
Web site uses splash page
Recommendations:
We recommend against the use of splash page - A site needs to be content rich with carefully placed keyword phrases, especially the main page.
There are also search engines that only index your main page, so if it happens to be a splash page with very little text, your site has little-to-no chance of popping up in any search results. META tags can help for search engines that recognize them, but without rich content, your odds of getting listed at all, much less achieving top rankings, are tremendously reduced.
Analysis:
Web site uses JavaScript, image maps, Flash and other multimedia techniques
Recommendations:
Provide text-only alternatives for your content that can't be read by search engines (such as JavaScript, image maps, Flash and other multimedia). Include text for image ALT tags.
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Any folder should not have more than 30 files in it
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All images should be in a folder called images
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Page should be named after the top keyword, which is being targeted for
that page.
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Targeted keyword should occur 3-4 times in the body, in alt, one image
to be renamed after that keyword, with same keyword in alt tag
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Keeping the header clean so that keywords can be found as early as
possible in the body
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Use of unique title tag (8-10 words), Meta description (less than 200
characters), Meta keywords (make sure you do include spaces between each
keyword) for each page.
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The only META tags that you MUST have are the "description"
and "keyword" tags
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Use of sitemap is important, and should be linked from each page of the
site
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Use of robots.txt file
Remember
that each search engine has a different ranking algorithm. This means that one
may consider a particular factor to be important whereas another search engine
may consider the same factor of no importance of whatsoever. Thereby we have
listed more general analysis and recommendations above, that work on wide
variety of search engines. We cannot provide search engine specific information
for your site at the proposal state. Though as a sample we provide you one
Google search engine specific factor for your site: Website homepage Page Rank – $$/10
PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important."
Important, high-quality sites receive a higher PageRank, which Google remembers each time it conducts a search. Of course, important pages mean nothing to you if they don't match your query. So, Google combines PageRank with sophisticated text-matching techniques to find pages that are both important and relevant to your search. Google goes far beyond the number of times a term appears on a page and examines all aspects of the page's content (and the content of the pages linking to it) to determine if it's a good match for your query.
Directories and search engine status:
Analysis:
Yahoo, ODP, LOOKSMART listings are not done,
paid submissions to Inktomi, Teoma and Altavista not done.
Recommendations:
We strongly recommend these listings and paid submissions.
Doorway Pages/ Information Pages:
The doorway page technique is highly popular, not only for its effectiveness, but because it allows to optimize a page for am important keyword without having to work within the design constraints of an existing web page. Sometimes, it is simply easier to build a set of doorway pages than it is to redesign what you’ve already got.
Like many other effective search engine positioning techniques, doorway pages have been abused. Spammers have used them to create hundreds of entry pages to their site, and the search engines have retaliated by implementing tactics to stop the spammers.
The result is that doorway pages have gotten a bad name, in a sense, and many are almost afraid to use them for the fear of getting on the wrong side of the search engines.
However, if followed the guidelines as outlined by the search engines from time to time, getting in trouble with the search engines can be avoided for using doorway pages and a huge amount of success can be achieved with them. Keeping in mind, that abuse or overuse of doorway pages can risk of getting in trouble and possibly even banned from the search engines.
We take a step further by calling our doorway pages as information pages. We create content-rich information pages leading in to your site (hosted on your site as a important part of your site) that will boost web site traffic, greatly benefit your site rankings, and doing nothing that could possibly get you in trouble with the search engines.
HIGH SEARCH ENGINE RANKING
The foundation for any successful Internet marketing campaign is high Search Engine Ranking. MediaMetrix, a third-party traffic-monitoring firm, reports that over 90% of all Search Engine traffic comes from the major engines. Our SEO service gives your site a better chance to be found when people are searching.
This service enables a client to meet a respectable level of placement within the first three months months.
Maintenance and Follow-up:
We will create a series of descriptions and titles based off the client’s key phrase list that will ensure solid placement within these locations once established. After submission to search engine, we will engage in a process of inclusion verification and follow-up submissions where needed (not to exceed 3 total submits for any search engine or directory).
Performance Reports:
We will provide an Excel document which summarizes the following items:
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Date submitted
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3-month follow-up date
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Final follow-up date
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URL of verified link (when attainable)
Monthy Ranking Reports:
We will provide an Excel document which summarizes the following items:
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The site URL
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Rank achieved
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Page Number on which rank is achieved
To better
understand the attention to detail provided in the promotional strategy, it is
helpful for you to understand the process. During the course of the promotional
campaign, we update you weekly with an email on the progress of your campaign. Will also include the following tasks:
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Utilizing the best methods of “Net Copywriting” so that your site
description persuades web users to visit your site and, more importantly,
appeals to the computer logic employed by the engines which influences the sort
order of the site’s placement in a query list.
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Modifying, editing, eliminating, and augmenting your suggested keywords,
taking advantage of the best use of keywords to direct searches to your
website.
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Writing different site descriptions, complete with character and word
counts, to allow us to submit the maximum entry that an engine allows.
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Writing descriptive site titles of varying length, one of the most
important elements of effective promotion, to maximize the space allotted in
these fields.
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Modification of the site pages HTML to include Meta Tags, revised Site
Title and Alt Statements with site images where applicable.
Sample List of Keywords:
Priority Keywords: Wound care, wound care management
chronic wound (s)
chronic wound care
chronic wound center (s)
chronic wounds
Curative Health
curative health services
Curative health services
Curative wound care
Curative wound programs
Curative wound services
HBO
HBO company(ies)
HBOT
hyperbaric
hyperbaric oxygen therapy
hyperbaric oxygen therapy company(ies)
out patient wound care
out patient wound care facilities
out patient wound care program
out patient wound care programs
out patient wound center
out patient wound treatment
outpatient wound care program(s)
outpatient wound care treatment
outpatient wound care treatments
outsourced wound management
outsourced wound management company(ies)
wound care
wound care center (s)
wound care center(s)
wound care clinic (s)
wound care companies
wound care company (ies)
wound care company(ies)
wound care management
wound care program(s)
wound centers
wound healing
wound healing program(s)
wound healing services
wound healing treatment
wound management
wound management company(ies)
wound management program
wound management programs
wound specialist(s)
wound treatment
wound treatment(s)
wound healing service(s)
SEARCH ENGINE OPTIMIZATION TASKS
Benchmark current traffic and search engine positioning
Analyze current traffic trends through log analysis software. If not feasible, the web site will have to install any industry standard server log analyzing software.
Analyze search engine positioning before submission. Objective here is to carry out a thorough study on current search engine positions and current effective keywords/ key phrases where the web site has achieved consistent, respectable rankings across submitted-to search engines.
Collection of new Keywords & Analysis
Analyze popular keywords in category across major search engines. Study top 20 position holders in major search engines.
Create versions of Meta tags and keywords for different search engines
Create site-wide Meta tags according to requirement and specifications of different search engines and directories.
Optimize the pages for search engines (Site Re-engineering)
Site re-engineering to optimize the entire site with site content/navigation with appropriate keyword weight age.
Implement new content and meta tags
New keyword rich content and Tags have to be implemented.
Submission Cycle
Methodical hand submission to google adhering to their submission cycles.
Reports
Monthly reports in excel sheets.
Link popularity building campaign
To achieve high PageRank (link popularity)
ACHIEVING TOP TEN RANKINGS
Methods to Improve Rankings
MediaMetrix also reports the following about the percent of average websites’ attempts at high search engine placement:
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Changing Meta tags - 61%
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Changing page titles - 44%
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Reciprocal linking - 32%
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Purchasing multiple domains - 28%
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Multiple home pages - 21%
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Hiding keywords in background - 18%
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Pay-per-click - 13%
Listing
Methods Used
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Manual submission - 71%
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Paid for faster submission - 20%
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Paid for directory listing - 20%
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None of the above - 16%
Many of those methods can cause the search engine to penalize your site.
Many of those methods can cause the search engine to penalize your site.
We use the following techniques to achieving top ten rankings – tweaking meta tags, page titles, page content, manual submission, select paid submissions and paid directory listings, reciprocal linking and Pay-per-click campaign.
We have a content focus approach to search engine optimization and positioning, which involves SE friendly content writing to match with Meta tags and page titles to maximize web site rankings.
Because Google bases site popularity on the number of in-bound links, reciprocal linking is gaining in significance. Not as strongly as Google but other spider-based search engines use link popularity as an important aspect to in their algorithm to rank websites. To ensure that the site achieve top ten ranking we recommend a link Promotion campaign.
Major directory like Yahoo, LookSmart and ODP uses title, description and category to which the site belongs to rank web sites, We focuses on title, description and researches web site category to achieve top rankings.
RATES & TERMS
Amount
to Be Paid: $1,000
per three months of SEO. Client can
choose not to continue this payment subscription at any time.
Terms: All terms appear on Contract Sheet.
Terms: All terms appear on Contract Sheet.
