INTERNET MARKETING STRATEGY SEARCH ENGINE OPTIMIZATION PROJECT URL: http://www.hotel878libis.com
Prepared by: ANNA KRISTINE PASCO Client: Hotel878 Libis, Quezon City
What is SEO? Basically, SEO or Search Engine Optimization is a an online marketing strategy which involves modifying or tweaking websites and webpages to be search engine friendly without jeopardizing the usability of the website. Basically, its main goal is to make webpages perform well in the search engine’s result pages (to be on top of the search engine results page) when a targeted set of keywords are entered in the search engines. OUTLINE I.
On‐Page Optimization (Website Layout and Usability) a. Website Assessment/Analytics b. Keyword Research c. On‐Page Coding Structure for SEO d. Content Structure and Management Off‐page Optimization (Indexing, Ranking and Linking) a. Micro Blogging, Articles, Reviews b. Link Building Social Media and Internet Auction CRM a. Online Active Inventory b. Content management and Customer relation
TIMELINE ‐All of the process or procedures are done in a Chronological Manner. This is a ONE‐STEP‐AT‐A‐TIME strategy to ensure that we will have a successful launch on out Search Engine Marketing Initiatives PROCESS/PROCEDURES CHRONOLOGICAL TOOLS NEEDED AND REMARKS ORDER/TIME SPAN Access to Google Webmaster Tools Two to four weeks 1. Website Assesment and Analytics because I really need to ‐Planning of best SEO ‐ Initial domain Assesment Strategy ‐ Initial Link Structure know where we currently stand so ‐Checking of current site that I can start our campaign. 2. Keyword Research performance Contact/introduction with the ‐ Niche Market ‐Checking or URLs‐ webmaster to further dwell into some ‐ Keyword Targeting broken and linkjuices changes in the layout and design of ‐Checking of current the website in terms of body text, page linking links, and appearance. ‐Mapping for new link Copies of marketing spiels from the Structure marketing group or a list of keywords so that we can brainstorm the best set of keywords for the website. List of competitors: Hotels, Condominiums and Websites. I will be passing/presenting the Website Assessment and Keyword Research in span of TWO to FOUR
3. On‐Page Coding Structure for SEO ‐ Title tag, Meta‐Description. Robots.txt
One to two weeks ‐Encoding and adding of important tags for SEO
4. Content Structure ‐ Content Structure and Body Structure
Two to three weeks
5. Blogging 6. Link Building
Continuously done once the SEO strategy has started
Continuously done once 7. Online Active Inventory ‐ Inventory of active social media the SEO strategy has started sites: Facebook, Twitter, Tumblr, Sulit, Buy and sell, etc.
8. Content Management and Customer Relation ‐ Articles and reply
Continuously done once the SEO strategy has started
WEEKS, which I think is a fair enough time to gauge the best Search Engine Marketing Strategy for the website. This step will be done after the current website assessment. List of current keywords and meta‐ description of the pages. Can be provided by the webmaster of the site. Further collaboration with the webmaster in order to fully execute the needed changes on the site itself so that it can be search engine friendly. Creation of new web contents for some of the pages that need more content so that we can give readers more information about out site. Will be done once the site itself is already polished to be Search Engine Friendly. Blogging, article submission, link building is the most important part of this campaign because GOOGLE, YAHOO, and Bing doesn’t care about the marketing competition of the different hotels itself. What they care about is the number of links a website have and if this links are relevant to the website, and if it is helpful to the readers or people who are searching it. I really Hope to get a list of the websites that we have used for the online marketing strategy of the website/Hotel, even though we are not actively using it right now. Be further dwell upon but I strongly suggest using the Social Media Sites to help promote the relevancy of our site to the people because this is where the search engines get the “Trust Rating” of a website. The higher the trust rating, the higher the probability that we will get the top level in the search engine result’s page. This is for Reputation Management of the different social media platforms like FB, Tweeter, Tumblr, and others. We must need to have a solid footing on how to make our online reputation positive. It is like having a PR campaign, but this time we are launching it over the internet.
NOTES: SEO is a continuous process. Results in terms of Search Engine Ranking can be expected to take effects in four to six months. I strongly suggest that we use all the legal and rightful techniques in optimizing the page because we don’t want to be labeled by GOOGLE, YAHOO, or Bing as scam in the future. In terms of Measuring Improvements, there are several ways to look into how we can gauge the performance of our campaign. 1. INDEX PAGES‐ The number of pages that search engine “crawled” or run‐through and stored to their database. 2. Traffic or Visit‐ The number of traffic or visitors that we get from search engines. 3. Page Rank‐ The ranking factor of Google to gauge the “trust rating” or credibility of the site. 4. Link‐ the number of links (page) that the site has from other website. 5. Link Domain‐ the number of links (domain) that the site has from other website. 6. Cached‐ the date of the latest time the page of our website has been crawled or run‐though by the search engines. The latest the date, the better for the website.