Why Search Engine Optimization?

1.1.1 The Search Results Golden Triangle

As you can see from the chart, the top three results in the Natural search results get significantly more attention and click-through from Search Engine users. It is a proven fact that 74% of people doing searches use the natural listings more then the paid sponsored ones. In addition depending on the Engine, users can trust that result more, which leads to a higher conversion rate.

1.1.2 Your Search Engine Estate Value

Sample ROI Analysis to indicate the value of building Search Estate Value

More importantly, your competitors are leveraging paid search and they are continually increasing their search marketing or advertising budgets. With time, the costs for paid search campaigns will increase, and without having built a good SEE you will be spending a lot more to catch up. SEE™ can be the most cost-effective and easy to implement online marketing effort available to advertisers.

1.1.3 Search Engine Relationship Chart

This Search Engine Relationship chart provides an overview of how the search engines interact with one another.

Focusing efforts on specific “provider” ensures higher visibility across multiple “consuming search engines”. However, this has to be carefully balanced by utilizing other search engines, which will in turn, provide a lower cost of advertising.

Organic Search Engine Optimization

Optimization Campaign Overview

To increase the ranking of your site(s), we identify the most popular and relevant keywords that drive traffic to your website, as well as those that drive visitors to competitor sites.

Our proven optimization process allows you to target the relevant pages and specific keyword terms for those pages, reducing the guesswork and increasing visits and sales dramatically.

After we establish all of your major keywords we won’t stop there, always researching for emerging trends, and constantly expanding the KW sets to increase category coverage. Once the websites are optimized, they will obtain increased top algorithmic/organic search placements on search engine results pages (SERP’s), thus helping to increase the amount of targeted visitors to your website.

Phase 1: Pre-optimization activities

2.1.1 Site Indexation

The most important aspect of SEO work is site indexation by the major search engines. To reach your potential audience via search engines, the website and any additional pages not directly accessible need to be added to the search engine databases. Without this happening correctly a site cannot gain any organic site traffic from search engines.

Search engines use applications called “spiders” or “bots” to crawl through the site and add pages to their index. The process of indexing a website by search engines averages from 2 weeks to 2 months. Over 75% of all sites aren’t being indexed properly due to poor design and site structure.

Site is not indexed properly by Google and Yahoo. Possible reasons:

2.1.2 Current Link Popularity Analysis

Link popularity is measurement based upon the number and weight of inbound links to the page.

Link popularity has a great influence to page visibility in search engines and they calculate link popularity based upon proprietary algorithms. To increase link popularity, a webpage must have a sound number of inbound links from high quality sites. These links can be both from brand websites, as well as external or 3rd party referrals.

Link popularity is measurement based upon the number and weight of inbound links to the page.

Keyword analysis is an important phase needed for site optimization phase and consists of the following:

Site Goal Identification: Identify the website’s core business objectives and desired visitor actions (conversions).
Keyword Research / Master Keyword List Deliverable: Perform keyword research, analysis, and create a Master Keyword List consisting of all potential sites keyword phrases based on relevancy and popularity.

Phase 2: Site On-Page Optimization

A significant component of making a website visible to search engines is the development of a search engine friendly website structure and careful density of these pages with selected keywords. In evaluating the current websites, several changes will need to be made to the site structure in order to achieve high search engine rankings.

2.1.4 W3C Compatible HTML Coding Structure

The World Wide Web Consortium (W3C) develops interoperable technologies (specifications, guidelines, software, and tools) to lead the Web to its full potential. (That’s their motto!) current website is not W3C compatible. W3C compatibility improves the site website accessibility for different browsers, spiders and users. Since the website is not yet W3C compatible, one of our initial items to address is making all pages if possible W3C compatible.

Head Section section is most important from search engine optimization prospects it covers most important information for search engines to determine the page theme, instructions to indexing the pages. The ideal <head> section should content the various tags in following manner

1 – Title
2 – Description
3 – Keywords
4 – Important instruction for spiders like

<meta name="robots" content="all" >
<meta name="revisit-after" content="10 days">

5 - Optimized Titles and Meta <Keywords> and <Description> Tags

Title and Descriptions are also very important areas of optimization. Title and Descriptions should be unique for all the pages using targeted keyword phrases.
It’s always recommended to have unique Title and Description for each by discovering the popular keywords based on page theme.
Once the targeted keywords are defined it is recommended to change the title, keyword and description Meta tags to use appropriate key phrases.

The optimal length for each of tags is the following:

Title Tag - 6 to 10 words
Description Meta-Tag up to 200 characters.
Keywords Meta-Tag - 200 to 500 characters.
ALT Tags - Search engine spiders cannot understand any type of written forms of Images and/or graphics. Alt tags are used to describe the images on your website. They should support “accessibility” as outlined in the Americans with Disabilities Act.
Not all images are supplied with appropriate alt tags in the current site structure. We recommend creating alt tags to improve presentations separation, user experience and site visibility in search engines.
Heading Tag- Another very important tag to give “weight” to key phrases you want to target are Heading tags. Just like you see throughout this document, I., II. III. etc. The Heading tag tells the search engines what a particular page or paragraphs are about.

This, combined with the Title tag, is a very effective strategy in targeting certain key phrases.
When targeted keywords are determined placing various headings using target keywords could significantly improve site’s ranking.

Phase 3: Site Off-Page Optimization

Broken Links/Dead Links
Dead links refers to pages that no longer exist, but currently are linked to from various pages on the website. These ‘dead’ links result in 404 Page Not Found Error. A 404 error message is served when a requested URL cannot be found. This most often occurs when a Web page has been moved to a new URL, or a page has been removed from the website completely.

It’s always advisable to get rid of such links either by placing custom error page or 301 redirects. If the page no longer exists, then the links to it should be removed. If the page was moved to new location then it’s recommended to redirect all the requests to the new location.

Text Links/Anchor Text
Using key phrases in the internal links and external links (those pointing to the site) can dramatically help SEO rankings. More text links might be considered in the bottom page copy and in the footer that contain targeted key phrases.

We recommend utilizing keyword as anchor text to link various pages for the purpose of better anchor text optimization and inter linking of the pages through the contents.

XML Site Map
The xml site map provides a guide for the search engines to find, crawl and index pages easily. Having an xml site map acts as an alternative way to index the website and improve its ranking.

Search Engine Submission and Directory Inclusion
In addition to optimizing a website for search engines or paid search campaigns, many search engines offer a submission service (often referred to as Paid Inclusion) whereby a website can be submitted to a search engine for evaluation and inclusion. Submission to search engines is a manual process and, in many instances, a fee is charged by the search engines for reviewing the submitted website.

As part of the optimization process, OrderHarbor will submit your site optimized pages to all top search engines. Fees for paid inclusion are billed at cost. Yahoo! has both free and paid submission options. When paid, page is indexed within 72 hours and re-indexed every 48 hours. Additional fees are charged by Yahoo! when the user clicks a link from the Yahoo! organic search results to a page that was indexed using paid submission service.

Google Base Services Submission

What is Google Base?

From Google Base’s FAQ:
“Google Base is a place where you can easily submit all types of online and offline content that we'll host and make searchable online. You can describe any item you post with attributes, which will help people find it when they search Google Base. In fact, based on the relevance of your items, they may also be included in the main Google search index and other Google products like Froogle, Google Base and Google Local.”

How will your web site benefit?

Base allows you to upload listings including detailed descriptions and images and when your result appears in a search, it will have a link to your site directly. Google Base allows users to describe their items with detailed information tidbits, which Google refers to as "attributes." They essentially tag the item with descriptive terms that will help searchers find said content. What goes into Google Base won't necessarily stay in Google Base and may appear within regular Google results

How do Google Base Listings look like?


Google Site Map Submission

What are Google Sitemaps?

"Google Sitemaps is an easy way for you to submit all your URLs to the Google index and get detailed reports about the visibility of your pages on Google. With Google Sitemaps you can automatically keep us informed of all your web pages, and when you make changes to these pages to help improve your coverage in the Google crawl."

How will my site benefit?

• Better crawl coverage and fresher search results to help people find more of your web pages.
• A smarter crawl because you can tell us when a page was last modified or how frequently a page changes.
• Detailed reports to learn more about how Google directs traffic to your site and how the Googlebot sees your pages.
• Sitemap Protocol is now supported by all major search engines (Google, Yahoo, and MSN) as well as a number of other search engines.


Press Releases Creation and Submission to Appropriate Websites

According to a survey by Cooper Marketing Group, Oak Park, IL, 98% of journalists go online daily that 92% go online for research purposes, and the most stunning statistic claims that 73% of those journalists go online to search for press releases! News releases are typically indexed within three days. Online news search queries are for vastly different topics than standard web searches and are performed using much more targeted and intelligent phrases than standard web searches.

How will my site benefit?

• Press releases add the potential for increased traffic to your site from clients searching for your product and business.
• Press releases provide improved rankings in News search engines and overall.
• Press releases increase your chances of additional press. • Press releases increase your brand awareness.
• Press releases may enhance links back to your site.

3 Paid Search Campaigns (P4P-PPC-CPC)

Campaign Overview

Paid Search is a powerful way to get your listings up almost immediately and to have the most prominence on the search results page. With Paid Search, you can address multiple objectives – while other campaigns do not provide the same advantages:

• Return On Investment (ROI)
• Find customers at all stages of the buying cycle
o Discover- Research - Compare - Purchase
• Share of Voice
• Brand Awareness
• New Customer Acquisition and Conquesting


Once your competitive marketplace is analyzed and a comprehensive set of keywords are identified, OrderHarbor can launch an effective paid search strategy immediately, your website will be present in top search placements on all of the key search engines, thus increasing the number of targeted visitors to your website.
Phase 1: Pre-campaign activities



3.1.1 Establish marketing budget and campaign objectives

Before we start researching any PPC or Paid Search campaign(s) we need to understand your monthly media budget is (CPC Fees paid directly to Google and Yahoo, etc). This will enable us to determine the proper budgeting strategies necessity as well as initial KW count needs for research.

3.1.2 Develop comprehensive list of applicable keywords The first step in establishing a successful paid search campaign is to crawl your website to determine relevant keywords that drive traffic to your site. Based on this information, OrderHarbor will also build out term sets that will drive incremental traffic and conversions on your website.

3.1.3 Research competitive landscapes and set bidding strategies Once your site has been reviewed and analyzed, OrderHarbor will take a close look at your competitors. Additional keywords will be added to campaign based on the competitive learning’s and a bidding strategy (also based on your business objectives and target ROI) will be developed to ensure optimal placement in the search results. After completion, OrderHarbor will set tiered bid structure for buckets of different terms and campaign strategies (branded terms, competitor terms, generic terms, product titles, etc.) * We know what your competitions strategy is--so you don’t have to. Which does beg the question -- what do they know about you?

3.1.4 Establish key performance indicators We enable companies to focus on their key skills and lets marketers be marketers. Our staff will show you how to manage multiple objectives/metrics that continually change. Our technology solution utilizes core algorithms (ROI/CPA/ROAS) to address your specific business problems.

3.1.5 Develop compelling creative to drive results To ensure your paid search campaigns are effective and your efforts are maximized, OrderHarbor will create custom titles and descriptions for your listings that will drive results. As experts in Yahoo! and Google’s editorial guidelines, OrderHarbor will also ensure that your listings meet their editorial parameters and go “live” as quickly as possible.

Phase 2: Campaign optimization

3.1.6 Continuous monitoring, tracking of search activity

On an on-going basis, Icreon Communications will manage and adjust your paid search campaigns to optimize results: adjust bidding strategies, manage to click volumes and omitting the poorest performers. Icreon Communications leverages rules-based bidding techniques which ensure your website will receive the best bid management opportunities available for your campaigns.

When it comes to monitoring your paid search campaigns, Icreon Communications will provide the following services in effort to maximize your return on investment:  Ongoing tracking of paid search campaigns
 Optimization and expansions of custom keyword lists
 Real-time Bid management, using rules-based bidding and true conversion data
 Knowledge of the competitive landscapes and bidding structures
 Focus on high-target keywords to lead to the strongest return on ad spend


In addition will identify which keywords and referrers lead to orders/leads, compare your ad spending to sales revenue-ROI, and even track repeat customers! Campaign Management

The following is a snapshot of how Icreon Communications manages paid search campaigns versus other agencies. As you can see, Icreon Communications has the ability to take your paid search campaign to the next level, while providing customized account services.

Paid Search Strategy/Planning
Search Analytics/Reporting
Creative Optimization
Search Billing/Fraud Click Auditing

4 Campaign Reporting

Continuous Monitoring and Reporting

Because search engines continuously change their algorithms and competitors invest in optimizing their websites, it is important to monitor search engine rankings, analyze site traffic, and make changes to the campaigns managed by Icreon Communications in order to ensure a high ranking in search engines. To properly monitor your site will require the following:

Proprietary JS Tracking tool installation
Install comprehensive tracking tools/scripts to all pages from Phase 1 to provide in-depth traffic analysis and real-time conversions.
Placement Monitoring
Monitor all pages from Phase 1 and work to maintain and improve placements on all major engines.
Keyword Lists
Monitor performance of various keywords on paid search campaigns and look to improve CPCs, include additional keywords to drive incremental traffic to your website.
Campaign Performance Reports
Monitor placements, analyze search traffic, and prepare a weekly summary report for your website.
Optimization Changes
make “tweaks” or changes to optimized pages to improve performance.

Contact Us Today!