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

Twitter

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