internet marketing strategy (seo/ppc) for fashionsouk.com

INTERNET MARKETING STRATEGY FOR

FASHIONSOUK.COM

NABEEL FAROOQ

NABEELFAROOQ@GMAIL.COM

AGENDA Current Situation Search Engine Optimization (SEO) strategies for top search

engines Objectives SEO Process Keywords On-Page SEO Google Analytics Google Webmaster Off-Page SEO

Paid Search Strategies Campaign & Ad Groups Google Adwords Facebook Ads

Social Media Marketing & Mobile App Reporting

CURRENT SITUATION Fashion Souk – a project of Urban Souk (Pvt.) Ltd. Online global boutique Launched in 2012 Luxury fashion items for men and women Mainly includes: Pakistan’s designer apparel, shoes,

handbags collection and accessories

CURRENT SITUATION Fashion Souk – a project of Urban Souk (Pvt.) Ltd. Online global boutique Launched in 2012 Luxury fashion items for men and women Mainly includes: Pakistan’s designer apparel, shoes,

handbags collection and accessories Alexa Traffic Global Rank (ATGR): 5,199,117 Competitors

Labels E-Store – www.labelsestore.com ATGR: 1,637,102

CURRENT SITUATION Fashion Souk – a project of Urban Souk (Pvt.) Ltd. Online global boutique Launched in 2012 Luxury fashion items for men and women Mainly includes: Pakistan’s designer apparel, shoes,

handbags collection and accessories Alexa Traffic Global Rank (ATGR): 5,199,117 Competitors

Labels E-Store – www.labelsestore.com ATGR: 1,637,102 Daraz.pk – www.daraz.pk ATGR: 16,423

CURRENT SITUATION Fashion Souk – a project of Urban Souk (Pvt.) Ltd. Online global boutique Launched in 2012 Luxury fashion items for men and women Mainly includes: Pakistan’s designer apparel, shoes,

handbags collection and accessories Alexa Traffic Global Rank (ATGR): 5,199,117 Competitors

Labels E-Store – www.labelsestore.com ATGR: 1,637,102 Daraz.pk – www.daraz.pk ATGR: 16,423 PKGarments – www.pkgarments.com ATGR: 190,850

CURRENT SITUATION Fashion Souk – a project of Urban Souk (Pvt.) Ltd. Online global boutique Launched in 2012 Luxury fashion items for men and women Mainly includes: Pakistan’s designer apparel, shoes,

handbags collection and accessories Alexa Traffic Global Rank (ATGR): 5,199,117 Competitors

Labels E-Store – www.labelsestore.com ATGR: 1,637,102 Daraz.pk – www.daraz.pk ATGR: 16,423 PKGarments – www.pkgarments.com ATGR: 190,850 Fashion Central – www.fashioncentral.pk ATGR: 29,375

FASHIONSOUK.COM TITLE: Online Fashion Portal | Buy Pakistani Clothes Online,

Best Pakistani Designers, Pakistan Fashion Mall, Online Fashion Shop | Fashion Souk

DESCRIPTION: Default Description.

KEYWORDS: Magento, Varien, E-commerce

LABELSESTORE.COM TITLE: Labels e-Store - Online Store for Women Clothing, Shoes,

Bags, Accessories, Jewelry and Dresses by Pakistani Designers

DESCRIPTION: Buy fashionable women clothing and dresses designed by famous Pakistani designers at a great price. Labelsestore.com provides online shopping e-store for Pakistani & Indian designer wears, bridal wears, custom-made, made-to-measure clothing and apparel.

KEYWORDS: Pakistani designers, indian designers, made-to-measure clothing, pakistani designer ensemble, women fashion dresses, designer wears, bridal dresses, designer clothes, online clothing stores, women clothing, ladies fashion, bridal wear, clothing and apparel, clothing online

DARAZ.PK TITLE: Online shopping Pakistan, Designer clothing and

fashion shoes

DESCRIPTION: Daraz.pk offers Online shopping in Pakistan. Buy latest Designer Clothing & Fashion Shoes with an option of Free Shipping, 7 Day Return & Cash on Delivery, countrywide.

KEYWORDS: Nil

PKGARMENTS.COM TITLE: Pakistani Fashion Clothing. Ladies Salwar Kameez |

Latest Pakistani Fashion Garment & Clothing. Ladies Shalwar Kameez, Mens Sherwani, Party Wear, Bridal Wear, Casuals & Formals.

DESCRIPTION: Nil

KEYWORDS: Nil

FASHIONCENTRAL.PK TITLE: Fashion Central - Pakistani Designer Dresses, Buy

Designer

DESCRIPTION: Fashion Central Pakistani Designer Dresses, Buy Designer Clothes, Online Shopping - Pakistani Fashion Designers' Clothes, Bridal Dresses, Accessories, Jewelery, Bags, Watches amp; Scarves

KEYWORDS: pakistani dresses, buy pakistani dresses, bridal dresses, party dresses, latest fashion clothes, buy latest dresses, buy shalwar kameez, buy latest shoes, buy designer clothes

SEARCH ENGINE OPTIMIZATION (SEO)

OBJECTIVES Making it a top ranked website on major search engines:

Google, Yahoo, and Bing Fully optimize the website for multiple keywords that are

most relevant to the products/services provided To generate and increase the number of queries on

fashionsouk.com CPC to keep at lowest possible levels by using best

optimization tactics To generate more than 1000 clicks per month on website

through SEO and PPC campaigns To maintain CTR at minimum of 2% for various PPC ads The ultimate goal is to generate transactional queries to

maximize revenue

SEARCH ENGINE MARKET SHARE

NOVEMBER 2012

SOURCE: NETMARKETSHARE.COM

SEO SEO: main element of search strategy OBJECTIVE: to improve its ranking Use of White Hat Techniques Ignore Black Hat Techniques

Hidden Text Keyword Stuffing Duplicate Content Cloaking Doorway Pages Shadow Domains

SEO PROCESS

ANALYSIS

ON-PAGE OPT

OFF-PAGE OPT

MONITORING

REPORTING

IMPROVEMENTS

- Determine Objectives- Select Keywords

- Google Analytics- Google Webmaster

KEYWORDS UK

Dress – 55,600,000/mo £0.44 Dresses – 30,400,000/mo £0.43 Bridal – 9,140,000/mo £0.46 Women clothing – 4,090,000/mo £0.65 Wedding dresses – 4,090,000/mo £0.46 Womens clothes – 2,740,000/mo £0.73 Wedding clothes – 1,500,000/mo £0.48 Womens dresses – 1,220,000/mo £0.55 Formal dresses – 1,000,000/mo £0.39 Salwar – 450,000/mo £0.22 Kameez – 368,000/mo £0.22 Kurtis – 301,000/mo £0.15 Kameez salwar – 301,000/mo £0.19 Shalwar – 90500/mo £0.20 Shalwar kameez – 60500/mo £0.21 Bollywood fashion – 33100/mo £0.19 Lengha – 74000/mo £0.17

Lehnga – 40500/mo £0.17 Pakistan fashion – 33100/mo £0.22 Pakistani Bridal – 33100/mo £0.23 Pakistan fashion – 33100/mo £0.22 Pakistani Bridal – 33100/mo £0.23 Lenga – 27100/mo £0.17 Lenghas – 22200/mo £0.20 Salwar suit – 22200/mo £0.31 India dress – 22200/mo £0.25 Punjabi suits – 14800/mo £0.30 Kurtis – 673,000/mo $0.42 Kameez salwar – 368,000/mo $0.33 Lehnga – 110,000/mo $0.25 Pakistani clothing – 110,000/mo $0.43 Fashion in pakistan – 110,000/mo $0.47 Punjabi suits – 49500/mo $0.40 Bollywood fashion – 22200/mo $0.38 Pakistani designer – 40500/mo $0.55

KEYWORDS USA

Dress – 68,000,000/mo £0.10 Dresses – 30,400,000/mo £0.43 Bridal – 9,140,000/mo £0.46 Women clothing – 4,090,000/mo £0.65 Wedding dresses – 4,090,000/mo £0.46 Kurtis – 673,000/mo $0.42 Kameez salwar – 368,000/mo $0.33 Lehnga – 110,000/mo $0.25 Pakistani clothing – 110,000/mo $0.43 Fashion in pakistan – 110,000/mo $0.47 Pakistan fashion – 110,000/mo $0.48 India sari – 74000/mo $0.32 Punjabi suits – 49500/mo $0.40 Bollywood fashion – 22200/mo $0.38 Pakistani designer – 40500/mo $0.55

ON-PAGE SEO URL Structure Title Tag Optimization – IMPORTANT Meta Description Body Text (Content) & Keywords Placement Long tail queries Headings Link anchor texts Image Alt Tags Internal Linking Site Map: enable crawling

ON-PAGE SEO URL Structure Title Tag Optimization – IMPORTANT Meta Description Body Text (Content) & Keywords Placement Long tail queries Headings Link anchor texts Image Alt Tags Internal Linking Site Map: enable crawling

www.fashionsouk.com/women/bridals

www.fashionsouk.com/?catid=‘women’&type=‘bridals’

- Simple, direct and closest to the target phrase

- www.cosmeticsurgerypakistan.com

ON-PAGE SEO URL Structure Title Tag Optimization – IMPORTANT Meta Description Body Text (Content) & Keywords Placement Long tail queries Headings Link anchor texts Image Alt Tags Internal Linking Site Map: enable crawling

- No more than 60 characters- Keywords in title: no more than 3

times- Placement of target phrase at the

start of the title tagCURRENT TITLE: Online Fashion Portal | Buy Pakistani Clothes Online, Best Pakistani Designers, Pakistan Fashion Mall, Online Fashion Shop | Fashion Souk

PROPOSED TITLE: Pakistani Dresses, Bridal, Women Clothing, Salwar, Kameez | Online Fashion Souk

ON-PAGE SEO URL Structure Title Tag Optimization – IMPORTANT Meta Description Body Text (Content) & Keywords Placement Long tail queries Headings Link anchor texts Image Alt Tags Internal Linking Site Map: enable crawling

- 160 to 180 characters

PROPOSED DESCRIPTION: Fashion Souk is an online global fashion portal selling dresses, bridal, women clothing, wedding dresses, salwar, kameez, lehnga, kurtis, formal dresses, kameez salwar, pakistani clothing

ON-PAGE SEO URL Structure Title Tag Optimization – IMPORTANT Meta Description Body Text (Content) & Keywords Placement Long tail queries Headings Link anchor texts Image Alt Tags Internal Linking Site Map: enable crawling

- Keywords not more than 3% to 5% in the body text

- Use synonyms and acronyms

ON-PAGE SEO URL Structure Title Tag Optimization – IMPORTANT Meta Description Body Text (Content) & Keywords Placement Long tail queries Headings Link anchor texts Image Alt Tags Internal Linking Site Map: enable crawling

Since the targeted market is geographically diverse, we will use long tail queries, for example:- Pakistani fashion designer clothes

in UK- Pakistani fashion designer clothes

in Canada

ON-PAGE SEO URL Structure Title Tag Optimization – IMPORTANT Meta Description Body Text (Content) & Keywords Placement Long tail queries Headings Link anchor texts Image Alt Tags Internal Linking Site Map: enable crawling

GOOGLE ANALYTICS

GOOGLE ANALYTICS

GOOGLE ANALYTICS

GOOGLE ANALYTICS

GOOGLE ANALYTICS

GOOGLE WEBMASTER Submit and check a sitemap for indexing Set the crawl rate See which parts of the website Googlebot had problems

crawling To diagnose site issues Analyze and generate robots.txt files Specify the preferred domain

WHY INDEXING IS IMPORTANT

OFF-PAGE SEO Search Engine/Directory Submissions Social Bookmarking Submissions Article Submissions Press Release Submissions Blog Creation and Posting Forums and Content Posting Classifieds RSS Feeds

SEARCH ENGINE/DIRECTORY SUBMISSIONS

tools.seobook.com Webconfs.com Or simply find through Google

SOCIAL BOOKMARKING SUBMISSIONS Bookmarkcape.com Socialmarker.com Socialmysite.appspot.com

SOCIAL BOOKMARKING SUBMISSIONS

OFF-PAGE SEO Search Engine/Directory Submissions Social Bookmarking Submissions Article Submissions Press Release Submissions Blog Creation and Posting Forums and Content Posting Classifieds RSS Feeds

RSS FEEDS

PAID SEARCH STRATEGY

PAID SEARCH STRATEGY Use of paid search auction model of PPC services of Google Geographic Location

Pakistan USA UK Canada Australia Germany UAE Kuwait

Budget: $400 per month for the first two months Google Adwords Facebook Paid Backlinks

PAID SEARCH STRATEGY

FASHIONSOUK

FashionSouk.com WOMEN

Bags Jewellery Clothing

Lawn

Ads & Keyword

s

Casuals

Ads & Keyword

s

Shalwar Kameez

Ads & Keyword

s

Bridal

Ads & Keyword

s

Shoes Accessories

MEN

CUSTOMER

ACCOUNT

CAMPAIGN

AD GROUPS

ADS & KEYWORDS

GOOGLE ADWORDS

YOU CREATE YOUR ADS

YOUR ADS AAPEAR ON GOOGLE

YOU ATTRACT CUSTOMERS

HOW IT WORKS

GOOGLE ADWORDS

TARGETED REACH

GREATER CONTROL

MEASURABLE VALUE

WHY IT WORKS

GOOGLE ADWORDS

SET YOUR BUDGET

AVOID GUESSWORK

PAY ONLY FOR RESULTS

COSTS AND PAYMENTS

GOOGLE ADWORDS

GOOGLE ADWORDS FashionSouk’s Google Ad for Designer Bridal Wear

Display URL Destination URL

GOOGLE ADWORDS

FACEBOOK ADS FashionSouk’s Facebook Ad for Fashionsouk.com

SOCIAL MEDIA MARKETING & MOBILE

APP

SOCIAL MEDIA MARKETING & MOBILE APP

Facebook company page Daily Updates Photographs Videos Links to blogs

Pinterest Daily photograph updates Follow and increase followers

Twitter Youtube Metacafe Mobile App/Mobile Version of the Website

REPORTING

REPORTING Account Performance Campaigns’ Performance Ads’ Performance Keywords’ Performance Demographic Reports

THANK YOU!