Recommendations for Berkshire Grain

Joe Wallace

10/12/2009

Agenda

• Overview

• Organic Search Engine Optimization• Code Optimization

• Content Optimization

• Link Optimization

• Search Engine Advertising Optimization• Campaign Optimization

• Landing Page Optimization

• Summary

• Recommendations

• Next Steps

Overview

• Organic Search Engine Optimization

Improving search engine rankings for targeted

keywords (key phrases) on organic (unpaid) listings

• Search Engine Advertising Optimization

Improving leads, reducing costs-per-click, and

improving conversion rates for paid keyword

advertisements on search engine advertising

platforms (Google AdWords, Yahoo Search

Marketing, Microsoft AdCenter, etc.)

Overview

Search Engine Marketing is…

• Targeted exclusively to desired audience

• Measurable and verifiable

• Relatively low-cost compared to other campaigns

• The best for branding (Largest reach for cost)

• Able to be improved at any time

• Proven to be both effective and cost-effective

For these reasons, SEM is the best form of marketing.

Organic SEO

Code Optimization

• Keywords (organic vs. advertised)

• Meta Tags & Header Tags

• Architecture

• Page Layout

• Linking Strategies

• Competitive Analysis

Tip:

Website redesigns greatly

improve search engine

rankings. Content updates

and new sections help too.

Organic SEO is a Holistic

Process Involving Every

Aspect of Your Site

Organic SEO

Content Optimization

• Keyword Focus: Page-based, Site-based

• Keyword Density

• Architecture

• Linking Strategies: Internal & External

• Competitive Analysis

Key Point: It is important to allow somebodytrained in SEO to optimize your content toensure the entire site is as effective as it can be.

“Content is King”Google

Organic SEO

Link Optimization

• Internal Linking Strategy

• Incorporates architecture and content

• Use of anchor text and headers help

• Best practices provide best results

• External Linking Strategy

• Online public relations

• Viral campaigns

• Social media

External linking

strategies take

time and effort.

They can be

looked at like

online public

relations.

Search Engine Advertising

• Pay for traffic based on search query

• Search Engine / Search Network / Content Network

• Broad, phrase, or exact keyword searches

• Campaign organization and keyword focus

• Geographic targeting

• A/B testing

• Landing page optimization

• Analysis & Optimization ($)

Advertising Platforms Include

• Google AdWords

• Yahoo Search Marketing

• Microsoft AdCenter

Banner Ads Worth Considering

Search Engine Advertising

Landing Page Optimization

• Landing page purpose:

Quick, fast, exact info

based on search / keyword

• Call to action

• Up-sell, promo codes

• A/B testing

• Click pattern analysis

• Analysis & Optimization ($)

Summary

Organic Search Engine Optimization

• Code, Content, Linking Strategies

• Ongoing Content Updates & Linking Strategies

Search Engine Advertising

• Campaign Setup, Geographic Targeting, Budgeting

• Landing Page Optimization

Organic & Advertising Analysis & Optimization

Ongoing Content, Links, & Advertising Optimization

Reports & Recommendations

Next Steps

Keyword Selection Process

• Choose one keyword to describe your company

• Choose two more for the core of your business

• Any other keywords should be descriptive of your

most important (profitable) products or services

• Prioritize based on profit (and results, once data is

obtained for analysis)

• Important not to choose too many keywords

• Organic vs. advertised keywords

Next Steps

Advertising Selection Process

• Google AdWords: Best overall solution.

• Most traffic, best targeting, best reporting platform.

• Best results but it costs more per click.

• Yahoo Search Marketing: Quickly becoming 3rd

place by platform capabilities as well as traffic.

• Microsoft AdCenter: 2nd best platform, but poor

historical performance; traffic increasing.

Next Steps

Site Development & Google Sites Limitations

• Google Sites limits SEO capabilities because of its Content Management System (CMS). Meta tags cannot be added (only basic meta tags available). Site architecture, layout, and linking structure suffer and cannot be optimized.

• Most SEO techniques – particularly the most effective ones – cannot be used with Google Sites.

• If Google Sites must be used, the most beneficial work would be content optimization, linking strategies, and advertising.

Next Steps

Ad

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1

Ongoing SEO, Advertising, & WebsiteComprehensive SEM services including analysis, organic and ad optimization, website redesign, ongoing analysis, and reporting

3

4

Ongoing SEO ServicesMore complete services – plus link building campaigns and ongoing analysis, reports, and optimization based on results data

One-Time SEO ServicesOne-time analysis, optimization, and recommendations for future self-optimization

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Ongoing SEO & Advertising ServicesMore complete services – plus link building campaigns, advertising optimization, and ongoing analysis, reports, and optimization based on results data

Advertising• Current campaign analysis

• Keyword cost research and

selection

• Campaign development

• Advertisement development and A/B

testing setup

• Budget optimization

• Landing page development and A/B

testing setup

Organic• Keyword research

• Competitive analysis

• Baseline reporting

• Metatag development

• Content optimization

• On-site link optimization

• Search engine and directory

submittal

• Online publication research

• Link strategy development

Ongoing• Org: Online publication outreach

• Org: Link strategy content

development and publication

• Org: Reporting, analysis, and

optimization

• Ads: Click path analysis and

optimization

• Ads: A/B testing for ads and

landing pages

• Ads: Budget optimization

Website• Website redesign

• Recipe page development

• Architecture and webpage layout

optimization

• HTML email template design

• And many of the missing items from

the Organic section that cannot be

done via Google Sites