For this reason, the content on Eco-Freez’s redesigned website will be developed alongside a content delivery plan which will ensure it is regularly updated and uses effective keywords, alt. attributes for multimedia content, and relevant anchor text. The more relevant the content is for each search directed to Eco-Freez’s website, the more Google will consider the website as popular and important, placing Eco-Freez within the top links on SERPs and in turn creating higher quality awareness. Furthermore, much of the content delivered by the content plan can be fed into Eco-Freez/M&R Environmental’s Facebook page, increasing their social media presence and activity.
Targeted Keywords or Phrases Targeted keywords or phrases will be incorporated throughout Eco-Freez’s website (keyword tags), including title tags and alt. attributes on images or multimedia content. Google’s search engines specifically search for the exact match of the users’ words, locates them through various websites, and displays the most qualified results on Google’s SERPs organically. For example, if a user is searching to learn more about antifreeze and their phrase include “premium coolant” or “recycled antifreeze”, Eco-Freez’s targeted keywords will include this phrase and return the site link on Google’s SERPs. The relevancy of a user’s search and Eco-Freez’s description will contribute to them being considered a credible website. Because of the importance search engines play in today’s informational searches, an effective awareness campaign could not be fully integrated without considering SEO. This will help engage the target audience when they go online and search for Eco-Freez, which they will already know of because of their high-level awareness tactics.
Budget The implementation of SEO will be included as part of the website redesign, therefore no added costs are involved in this tactic.
Search Engine Marketing Overview Search Engine Marketing will be implemented as part of the It’s Time to Change campaign by using Google’s AdWords SEM platform. Through online marketing, Eco-Freez can effectively direct online traffic to their redesigned website to raise awareness and educate users about the product. Search engine marketing is defined as the process of improving a website or web page’s search performance by using paid advertising, also known as “Pay per Click (PPC).” The most effective tool for SEM is Google’s AdWords, since over 80 per cent of all internet searches stem from Google (The Beginners Guide to SEO, 2012). This tactic requires setting up of one or more Google AdWords campaigns for Eco-Freez, and continually monitoring and optimizing it to ensure maximum impressions and engagement is obtained.
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