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Search Engine Marketing

Search Engine Optimization (“SEO”) is perhaps the most important tactic to get qualified traffic to your website. We have one of the top SEO teams in North America, and pride ourselves on the search engine rankings we create for our clients.

The following is a description of our SEO services.

Keyword Research

Before we do anything, we will first ascertain the true search engine market for particular keyphrases that directly apply to your business. This represents “market demand” as it pertains to “real-world” search engine traffic.

Competitive Analysis

Whereas the first step ascertains “market demand,” the second step conversely ascertains “market supply”, or in other words, your competition as it relates to keyphrases identified in the keyword research phase.

On-Page Optimization

Based on the above research, FP² optimizes your websites pages in alignment with the market opportunities identified in order to provide optimal “market reach” to the organic search market. This effort requires…

  • Ensuring all headlines for a given page includes the primary keyphrase for that page.
  • Ensuring that the primary page title is an H1 meta tag.
  • Ensuring the Title Tag for a given page includes the primary keyphrase for that page.
  • Ensuring the Description Tag for a given page includes the primary keyphrase for that page, and also is concise and compelling enough for the searcher to click on (so they land on your site)
  • Ensuring the actual url is also aligned with the primary keyphrase
  • Ensuring that page copy also weaves in the primary keyphrase

Off-Page Optimization

Today, off-page factors have become arguably more important than the on-page factors just discussed. This is due to the ever-increasing sophistication of both SEO professionals and the search engine’s need to keep pace with innovations. As such, Google, et al., have taken a more inferential attitude toward SEO. By this we mean that they no longer trust a site is about what the pages say they are about as a given.

In effect, Google, et al. looks for “proof” about a website’s claim. It does this primarily by looking at “raw popularity,” i.e., number of other sites that link to it. It then qualifies these incoming links by ascertaining the subject-matter between the two, including the actual anchor text (a fancy word for a hyperlink). In other words, what Google, et al. wants to see is several websites linking to your home page that is optimized for its primary keyphrase.

FP² will secure hundreds of additional incoming links as just outlined for your home page, plus several dozens more for its secondary pages. This strategy has the net effect of affording you to fully participate in the search engine market, instead of relying on one or two keyphrases.

Create an XML site map

Another change in the SEO landscape is the use of XML sitemaps, which both Google and Yahoo fully support, but do not require. However, our experience has shown better rankings when sites utilize this feature. FP² not only creates two sitemaps: one for Google, and one for Yahoo, we also register them to their respective search engines, which often reduces “crawl time” so your changes are realized (or added) to the search engine index faster.

Pricing:

All pricing for SEO services is on a custom basis, because the needs of every business, and every online marketing situation, are different. Call or email today for your no-obligation proposal and quotation.

Then, new headline and copy for the PPC section right below it on the page: Note – the spacing of the current headline is incorrect – some words have no spaces between them…

Pay-Per-Click (PPC) Marketing

What is it?

Pay-per-click (PPC) advertising is a form of paid online advertising offered by the major search engines. It allows you to bid on keywords or phrases that you believe users from your target market are using to search for your products or services. In its simplest form, when a user searches using those terms, your ad appears. Where your ad appears will depend on the amount you bid, advertiser competition and several other factors.

Why should I consider PPC?

The magic of a pay-per-click campaign lies in the simple fact that it is possible to reach millions of targeted new customers within minutes of launching a new ad. It is the quickest route to the front page of any of the major search engines, and therefore, the quickest way to bring qualified traffic to your website.

If your site is either very new or is struggling to reach page one of the search engine rankings in a very competitive market, this can be a great way to get an immediate presence and create more traffic. Some key benefits:

  • You have complete control over your budget and advertising time lines.
  • You may advertise for a certain number of months or days.
  • You may advertise during a specific time of day.
  • You may advertise as many or as few products as you wish.
  • You may advertise in as many countries as you wish.
  • PPC allows very detailed analysis of results, enabling us to “fine-tune” advertising regularly – to create the best possible results and maximum ROI (return on investment).

*Note: each search engine has its own terms of use that must be adhered to.

You only pay when your ad is clicked on, and you can stop it at any time

How does PPC work?

First, we help you determine which search engine you want to advertise with. For example: Google Adwords, Yahoo! Search Marketing or MSN adCenter. Each has its own benefits and drawbacks, depending on the audience you are trying to reach.

Second, we perform research for you to ascertain the key phrases that your website visitors are using to search for your products.

For example:
If you sell widgets in Arizona, and we discover that your audience is using the key phrase “widgets for sale in Arizona” more than any other term, we would advise you to bid on that search phrase so that your ad would show in the search engines when that phrase is typed in by a user.

Third, we create compelling ads for you that accurately reflect your product or services, and persuade the viewer to click through to your website. An example of a text ad and where it appears in the search engine Google is seen in Figure 1.1

Figure 1.1

Search Network vs. Display Network

The search network is exactly what it sounds like. It is the collection of pages that the search engine displays when you type a query into the search box. Figure 1.1 above is a snapshot of the results shown on the Google search network.

Most search engines provide you with the opportunity to advertise on their search network (as seen above) or on their display network. In the display network, the search engine you are advertising with will try to match the keywords you are bidding on with the most appropriate sites in their index. See Figure 1.2. In this example a search for “used cars Anytown” brought up a directory site for “Anytown” that listed used cars, and Google inserted this ad by a specific automobile company.

Figure 1.2

 

Pay-Per-Click Budgeting

One of the most appealing aspects of PPC advertising is the control you have over spending. Spending limits can be placed on a daily or monthly basis, and those limits can be changed as often as needed.

The initial period of a PPC campaign is critical to the effectiveness of the ad in the future. Researching and testing each new ad regularly provides important feedback information about the value of the chosen keywords. As each keyword can have a different cost per click (CPC), optimizing this list is fundamental to the success and ROI of the campaign. Establishing ad patterns early on in the campaign allow for efficient management. Campaigns with too few initial clicks due to budget constraints often take 6 months or more to accumulate the minimum activity history required for pattern analysis. We therefore suggest that the initial 3 months of a new ad campaign carry a larger budget. This will allow us analyze your campaign sooner, and more quickly make changes that will enhance your ROI.

The following sample monthly budgets do not include the setup or management of a PPC account. They are the costs incurred by users clicking on the actual ads as charged by the Search Engines such as Google, Yahoo! or Bing.

The $100.00/month Campaign

At $3.33/day, most PPC campaigns are not going to provide much in the way of exposure or return on investment – unless the ad being run is targeting a very narrow niche market. The reason for this is simple. Popular keywords or common terms cost more per click than very specific keywords or phrases. For example, at $3.33/day, an ad targeting the keyword phrase ‘house painters Boise Idaho’ costing $1.00/click, will be disabled after 3 clicks, having reached its maximum budget for the day. Depending upon what time of day the maximum is reached (and this could 2:00 a.m.), the ad may only be showing for a small part of the day. Different users are active at different times of the day. If the users that best translate into sales are active later in the day, the ad may be missing its optimum target market. The limited exposure can translate into a poor ROI.

The $500.00/month Campaign

At $16.66/day, a well targeted PPC Campaign can provide a positive ROI. Following the initial intensive review and adjustment period, the $500.00/month campaign has the potential to do quite well with a select group of keywords. The downside, again, depending on the market being targeted, is that general keywords, often the subject of bidding wars between competitors, may be out of reach on this budget. However, a nice selection of more specific phrases can perform quite well.

The $1,000.00 - $10,000.00/month Campaign

At this level, the opportunity to create a highly effective, targeted set of Ads is very good. This budget allows for the creation of multiple ads, each focusing on select keywords for maximize exposure. A campaign like this will quickly establish a niche with positive ROI due to the adequate initial and continued monthly investment.

Our PPC management services don’t stop at creating traffic to your website. They take into consideration how that traffic converts – so that you can measure ROI from your PPC initiatives from “cradle to grave”. Too many PPC practitioners and consultants rest easy when they’ve been able to create good traffic to the website. And, granted, this is the critical first step. But, if visitors don’t convert, or do something, once they get to the website, the PPC budget is essentially wasted. We work with you to put in place conversion tactics that work, and ensure that your PPC money is well spent.

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