Kế hoạch seo từ khóa tự làm tiêu âm phòng audio

SEO PLAN TEMPLATE Search engine optimization tutorial and strategy www.yourwebsite.com

SUMMARY Contents Contents.............................................................................................................................2 Introduction........................................................................................................................3 Strategy.............................................................................................................................. 3 Search engine ranking factors............................................................................................4 ON SITE OPTIMIZATION.......................................................................................................5 www.your site.com : Titles and Metatags ....................................................................5 Your Blog......................................................................................................................6 OFF SITE OPTIMIZATION.....................................................................................................7 Link Popularity.............................................................................................................. 7 Paid directories.............................................................................................................7 Press Releases.............................................................................................................8 Online Articles.............................................................................................................. 8 Reciprocal Links........................................................................................................... 8 General and Free/ Paid Directories...............................................................................9 Your Microsites...........................................................................................................11 Forum, portals, blogs..................................................................................................12 Social Networks..........................................................................................................13 Unethical SEO ..................................................................................................................15 TRACKING and WEB ANALYTICS.......................................................................................16 1 Google Analytics.....................................................................................................16 Url Indexing, Alexa rank, Page rank...........................................................................16 Backlinks....................................................................................................................17 Social KPI’s................................................................................................................. 17 KEYWORDS LIST...............................................................................................................18 PROJECT PLAN / TIMELINE.................................................................................................19 BUDGET............................................................................................................................ 20 APPENDIX.........................................................................................................................24 ........................................................................................................................................24 Top category websites (competitors).........................................................................24 SEO tracking tools......................................................................................................25 SEO/SEM TOOLS, & RESSOURCES.............................................................................25 DASHBOARD and FOLLOW-UP..................................................................................26 GLOSSARY - DEFINITION.............................................................................................30

Introduction SEO (search engine optimization) is the process of optimizing a page’s text and HTML coding to be relevant for specific, targeted keyword phrases.

A keyword phrase must be present on the page in various places for that page to rank in the search engine for that particular keyword. A page may be ranked for several different keywords.

A keywords search in a search engine may product thousands of results, but visitors rarely go beyond the first two result pages, most often they read the first page of results only. It’s very important that yourwebsite.com ranks high enough to appear in the top 10 results. Search engines use a formula to decide which pages best fit for a particular search and therefore where Your site pages will rank. This formula may change periodically according the rules and strategy of indexing content for each search engine. Keep posted of change of algorithm that may impact your rank.

Search engines look at both on-site and off-site factors when determining Your site.com page rank. SEO deals with improving the on-site factors. Building a search engine friendly site begins by choosing the right keywords to incorporate into the website. Second, your site needs to structure its HTML code to make it inviting to the search engines so they can find keywords. Third, create keyword rich content for the search engines to index (articles).

SEO is an ongoing process. It may take 3-6 months to get ranked for certain keywords and then even longer to get a top 10 listing. Your site may have to experiment with different combinations of keywords to get the expected rankings. Also, search engines often change their relevancy formulas and we may need to adjust the website just to maintain the best rankings.

Strategy Define the SWOT analysis for your SEO; analyze the competition and business environment Strenght

Threats

•

Domain name

•

Competition ranked top 5

•

SEO friendly site (CMS)

•

•

Competitor may increase SEO strategy

Lots of contents

•

• Industry expertise

Competitor has stronger domain names

• Weaknesses •

No SEO Skills

•

Poor use of the CMS by the team

Opportunities •

Optimization will help to get more traffic

•

PPC and ad networks

•

Low competition in SERPs means quick results

•

Social Media

Search engine ranking factors How a natural ranking is being set to a website.

1. On page optimization - provides about 20%-30% of the total ranking score.

2. Off page optimization or otherwise known as link popularity - provides about 70%- 80% of the total ranking score.

The table below illustrates the main search engine ranking factors On Page Factors (20%-30%)

Off Page Factors (70%-80%)

•

Title Maximum 90 Characters

•

Age of the Domain

•

Body Text Word Count, Minimum 200 Words

•

Number of Inbound Links

• •

Headings H1/H2/H3

Links From Delicious, Technorati, Stumble upon, squidoo

•

Link Text (Anchor Text)

•

Inbound Link Text (Anchor Text) Keyword Focus

•

Domain Names, File and Folder Names

•

Age of the Domains Linking In

•

Age of the Inbound Links

•

Keyword Theme of Domain/Link Page

•

Related Words in the Text, Latent Semantic Indexing Score

•

Keyword Repetition

•

•

•

Proximity, Prominence About 3%-6% Alt tag attributes in Images and Links Page Size and Code to Text Ratio

•

Search Engine Friendly Navigation No Session IDs

•

Number of Pages Indexed on the Website

•

Website Freshness/Frequency of Updates

•

Number of Outgoing Links and Relatedness

•

Domain Class (.edu/.org/.com..etc)

•

Site Map

•

Site Quality Analysis

•

Google Page Rank of Inbound Link Pages

•

Directory Listings (DMOZ.org, Yahoo,

•

Second Tier Established Directory Listings.

•

Niche Directory Listings

•

Inbound Links From Authority or Subject

•

Matter Expert Sites.

•

Domain Registration Length, the Longer the Better

•

Social Media Activation (Facebook Twitter accounts, numbers of fans, followers, twitts, trackbacks and backlinks)

ON SITE OPTIMIZATION www.your site.com : Titles and Metatags Titles and Metatags should be set according the targeted keywords, in particular those which define the core business of Your Company.

Home page, index (www.your site.com) Title : “Keywords phrase + objective” | Your site™ (90 chars max) Description : Your site™ is a …….keyword1, keyword 2, keywords phrase …………….

Keywords : keyword1, keyword 2, etc….

Robot : Index,follow

Subdomain (subdomain.your site.com) Title : “Keywords phrase + subdomain topic” | Your site™ (90 chars max) Description : Action verb, contextual description, subdomain objective etc……….

Keywords : keywords3, keywords4 etc.

Robot : Index,follow

Add below your main meta tag & web pages by using the tables and layout above.

Your Blog Our blog has been released by MONTH/YEAR to increase the content and number of articles on “Your site” domain, to attract visits, reviews and comments. After the release, the blog itself has brought up _____(specific the number of new pages) to our domain and this will increase by publishing new articles.

If possible use a sub domain for your blog like : http://blog.yoursite.com There are currently [specify the number] articles and ________ categories on the blog that includes:

List the categories

•

Category 1

•

Category 2

•

Category 3

•

…….

Before using or publishing the blog, the web user has to approve the Terms of Use Moderation of comments is managed by Internet team, each comment that are submitted through articles are moderated before being published. This job should be a daily morning task to check how many comments have been sent the day after. Before you validate a message, always double check the URL and link submitted inside the comment. All articles in the blog should refer and link back to a social bookmarking tool (e.g Addthis, FB and twitter buttons etc.)

OFF SITE OPTIMIZATION Link Popularity Your rank on search engines is determined by both ‘on-page’ and most of all ‘off-page’ factors.

Search engines perceive websites with lots of incoming links to be ‘popular’ and deserving of higher rankings.

The success of Your site’s SEO is tied to incoming links from directories, blogs, forums, portals, online communities and webmasters which will have chosen to link to Your site.

Good Link Popularity and requirements Links are judged by their topic, page rank, and popularity. That means that Your site.com is looking for links from website within Your company’s industry, that rank well themselves, and are considered popular for your industry or business.

Where to find Links

•

Industry Websites/Associations/Magazines – Find out if any organizations or business groups that Your Company belongs to offers links to its members.

For example, there may be an important number of nonprofit websites about your topic, few of them can have an excellent rank on Google (first two pages of Google for major keywords), and they may not be keen to include a commercial link like Your site. However, you may invite them to link to our Blog or related microsites.

Identify non-profit website and related website around your business.

Paid directories Human reviewed directories are often spidered by other search engines as a source of high quality links. Paid directories like Yahoo Directory, Business.com are often indexed by Google and others. Costs range from USD 20 - USD 300 per submission. This has become a standard practice for all link building programs.

It should be included on the online budget of Your site. The best directories are reviewed by hand and disallow affiliate sites or sites with little or no content. Most directories get very little traffic but, since the included websites are reviewed for quality, those directories are considered to be a good source to find new websites. Getting listed in directories is the most common way to build link popularity.

Main Engines: Business.com, GoGuides.com, Yahoo Directory (https://ecom.yahoo.com/dir/submit/intro/)

Benefits: While these engines don’t get a lot of traffic other search engines use their results.

Spider engines like Google consider directories to have high quality content and often index the directory’s additions.

Press Releases Your site and Your company’s news and Press Releases shall be sent over online PR platforms. Be sure to use the name and URL of the website somewhere in the article to insure a link. Press release links are generally temporary, but these sites do get re-indexed almost daily by the search engines to keep content up-to-date. Therefore it’s interesting to include keywords that link to the domain.

Keywords – your site.com Main PR websites are: www.prweb.com http://www.prnewswire.com/ (PAID) www.prlog.org www.prleap.com More here: http://mashable.com/2007/10/20/press-releases/

Online Articles There are thousands of websites that offer newsletters and articles about YOUR KEYWORDS. Webmasters are always looking for new writers to provide content. By submitting articles, Your site becomes a publisher, an online expert, providing information, and creating a link that search engines and people will follow. All articles will have a small bio at the end with a link to Your site’s website (blog) Below is a list of well ranked online platforms to publish articles (Refer to the Account loginpassword details in the shared folder to access the administrator page and edit Your site content).

EN http://www.squidoo.com/ http://www.buzzle.com http://ezinemark.com/ http://www.articlebase.com

Reciprocal Links

Reciprocal links used to be the best way to build up link popularity. However, they have been demoted due to reciprocal link campaigns that involved hundreds of websites, but none of which were relevant to each other. It’s much harder to get links to quality websites because webmasters have been asked and spammed with requests.

With that said, if Your site has relationships with other website owners, we should definitely set up links to each other in particular if owners of third parties websites belong to the same industry.

Your site will build link popularity thanks to link exchange. The page for links exchange is located here: http://www.your site.com/partners/link.html Where your site can put other partner’s links as well as to provide information for other people to link to Your site’s website. Your site’ll want to provide them with a variety of graphic and text links that they can put on their website. It’s best to supply them with HTML code that they can simply cut-and-paste.

Preferred HTML Code for links exchange is as follows.

Do not build backlinks automatically with another partner.

If we do so, we have to verify the requirements below:

•

The partner will place our link on a right page with a relevant page rank, at least PR=current PR status of Your site. To calculate the Page rank of a page to go http://www.prchecker.info/

•

The partner has no bad record with WOT (flag in red). Check his website reputation here : http://www.mywot.com

•

The partner has similar or complementary interest with my keywords, industry.

When you publish a link towards an external page, pay attention to publish the following code or something similar with the relavant keywords. Linking the keyword Your site to www.your site.com will not increase the performance of the natural ranking for “your keywords”. Instead focus on the anchor = targeted keywords to increase your rank. _______________________________________ Keyword 1 <p>Find out how Your site can help you to ……..<a href="http://www.your site.com" title="keyword1" target="_blank">keyword1</a></p> Keyword 2 <p>Our <a href="http://www.your site.com" title="keyword2" target="_blank">keyword2</a> Action, purpose objective…………. </p> Etc.

General and Free/ Paid Directories There are hundreds of free directories that let anyone add their URL to their website. Software allows anyone to create their own directory or dozens of directories for a specific industry. Links are then put on those directories pointing to the client’s website. Many of these directories are

created by the marketers themselves so they fit the clients ‘theme’. Below is the list of directories that match with Your site interest in YOUR INDUSTRY. If possible try to target only similar topics (keyword1, keyword 2 etc).

Before proceeding to any submission, check the WOT rating for the website, make sure that the website is safe, spam and virus free.

Install this plug-in on your web browser (Firefox): https://addons.mozilla.org/fr/firefox/addon/3456/

List your target directories here Directory URL submission

PR

Alexa

WO T

Category

www.url.com/submit.php

5

100,000

OK

Category 1

Fre e/ Fee

Free or $

Languag e

English

………………………

To find directories, sites submission for your domain, go to http://www.soloseo.com focus your business and category, do not submit to generic directory unless there have a good rank, PR and recognition by the SEO community.

1. Links from unknown websites – Marketers will ‘crawl’ the internet looking for email addresses. They send out offers of reciprocal links. The incoming links will come from the marketer’s link farms and will do them little good. In general avoid link farms and buying “bulk package” of thousands unqualified links.

DMOZ.org DMOZ is Free and it is the most recognized directory, but it’s quite long and hard to be registered. This directory is highly selective and will feature only websites that have excellent rank, PR, a positive feedback from the community, peers, and business advocates. The submission of your site is manually reviewed.

http://www.dmoz.org/ _____________________________________

Your Microsites For that purpose, you have to register new domains name using keywords of your targeted business. Objective of microsites is to publish static contents. Those articles will redirect to your main website for conversion purpose (e-commerce, lead, contact form, etc.).

For each microsite, you are expected to create and publish around 10 to 20 statics articles. Each article is optimized with relevant keywords, titles, wording, Meta tags to make them SEO friendly.

The microsites shall be hosted in a different server (ie different hosting service provider) than your main site, the one which drive the most important traffic.

Step by step

1. Check Google Insight to list the most searched terms and keywords for your business, Identify the trends. http://www.google.com/insights/search/

2. Go to AdWords tool to send queries on your business and keywords https://adwords.google.com/select/KeywordToolExternal you need to create or login with a Google Account 3. Select the keywords that will drive the maximum traffic with respect to the competition.

4. Go to indom.com to verify if the domain name is available 5. Purchase the domain name accordingly 6. Create and host your microsite using your favorite CMS (Wordpress, Joomla etc) 7. Creates your articles and content and update your website 8. Add backlinks using relevant keywords to your main account to drive traffic

Choose the domain names that include your targeted keywords Keyword1.org or.net or .com (preferred) Alternative domain Mykeyword.com Keyword1-keyword2.com Etc. By adding keywords within the URLs of your microsites, you may improve your natural rank on Google and you will naturally create referrals and backlinks for your main domain.

Please note that as your microsites are new and recent domain names, it will take between one to 5 months to be indexed and well ranked on the search engines including related articles and content.

Forum, portals, blogs Forums, portals and blogs are liable to relay Your Company and Your site information.

Basically, in order to improve the SEO and Your site’s footprint on third parties websites, our Internet team has created a publisher account for each portal with the objective to control conversations, ask questions and create awareness around your site. We try to avoid free advertisement while publishing content about Your site over forums and blogs. Moderators or webmasters of these websites may close and ban Your site account if you infringe the ground rules of the forum/blog. For these reasons, it is recommended to create “smart” content about Keyword1, keyword2 and related subjects and sometimes to talk about Your site or ask questions about the topic when it is possible and allowed.

For blogs, portals and forums, the real objective is to stimulate our web users, lead, clients to publish relevant content and answer to other leads, client’s requests. By using the client’s voice, Your site will improve its brand awareness, recognition and will create more advocates for Your site, your brand, your product or service.

Below is the main list of accounts over the most important and medical platforms. Please pay attention to the link that will redirect to a topic about Your site, it’s important to monitor the Websites

Content

Update & Frequency

Users

Website 1 Insert Logo of the website URL

forum client review ……

Reply to clients, prospects, questions, upon request only

Customer care team advocates Prospect Clients Others (specify)

Tracking URLs Insert the URLs of the discussions you have created

Website 2 Etc. discussion using Google Alerts for example.

Publish your articles to blog platforms and Google News

•

In order to increase the awareness of your blog, try to submit it to Blog aggregators like Wikio, www.wikio.com

•

If you edit a news portal, a product catalog (e-commerce), you may submit your feed to Google. Click here : http://www.google.com/submityourcontent/index.html

Social Networks Social Networks are now an important assessment of your SEO strategy. All search engines will consider your presence (or absence within the social media space).

In a nutshell, it is almost compulsory to create at least a Facebook and a Twitter Account if you want to increase the quality score of your website.

How Google manage with Facebook and Twitter Google accounts for the number of times a page has been tweeted or retweeted. This has an impact on the research of news and in search of natural results.

Google will calculate your quality score for each user from Twitter and Facebook. The reputation of Twitter or Facebook User is considered by Google and the Search engine will calculate the weight of links in their tweet or its fan page. This is quite important in the case of real time search. Google uses the link found in the fan pages of Facebook and twitter page with the same rating. Google does not use any personal information found in the wall.

How Bing will manage with Facebook and Twitter Bing takes into account the social awareness for Twitter users ("social authority"), including the number of users and the number of subscribers ("followers"). This may have some impact on your ranking in the natural results of conventional research, and much more impact in social research (Bing Social Search) for which the tweets of people making authority are favored.

Bing calculates the score of authority of a Twitter user. In some cases, if the person is well known, Bing may be associated with his name. The links in the tweets are all the more important they are issued by a user authoritative.

Bing will consider shared links via Facebook and links on Fan page. Bing does not attempt to calculate a reputation score for a Facebook user, because only the public data are used (not all that is exchanged with "Friends"). To measure the importance of a shared link on Facebook, Bing relies on the analysis of Twitter: if the link is shared on the two places, it is more likely to be of quality.

How to improve your “social signals” KPI’s that you have to optimize your Social Media Plan.

Twitter: o the number and importance of subscribers (followers) o The number of subscriptions (followings) o ratio subscribers / subscriptions o number of retweets (RT) o the number of subscribers from important retweets o ratio retweets / tweets to measure whether your tweets are often retweeted o number of replies (reply) o the number of references (eg @ yourbrand) o the number of appearances on lists

o o o o

changes in the number of subscribers, retweets, endorsements, appearances on lists commitment capacity The age of the account the PageRank of the page Profile

Facebook: o the number of fans (friends) o the number of interventions on the wall o the number of comments o the number of "Like" o changes in the number of fans, interventions on the wall, comments, "Like" o commitment capacity o The age of the account o the PageRank of the page

Unethical SEO Marketers who may work and do some assessment for Your company, are constantly trying to fool the search engines into giving them a better ranking. Search engines constantly change their ranking formula to increase relevancy and eliminate marketers looking for shortcuts. Some of these techniques will work for a time, but rarely long term. If search engines catch Your site using these methods they can lower Your site’s rankings, drop Your site’s pages from their index and in extreme cases, ban Your site’s website. Here are some of the techniques that are not recommended.

Below are the non-recommended SEO techniques (Black Hat SEO)

1. Cloaking – Each search engine sends out a robot to spider Your website. A cloaker records 2.

3.

4.

5.

the IP address of the robot and then feeds the robot a different page than what a regular viewer sees.

Doorway pages –Also known as gateway, doorway, frame pages, or poor man’s cloaking.

Your site creates a page with very specific keyword density and submit it with a redirect to Your site’s regular site. Instead Your site should create microsites with relevant keywords and good articles to redirect to Your web site.

Resubmit Your site every month – Once the site has been listed, it’s useless to resubmit. Repeated submissions can be considered spam and actually reduce your site’s ranking.

Submit to 50,000 search engines for $39.99 a month – 10 search engines account for 99% of all search traffic. With such a submission methodology, Your site will be listed on foreign engines, specialty engines, Free for All lists, any kind of engines, and most likely Your site’s email address will be sold to email spammers. It’s useless and a waste of money.

Link Farms/ FFA (free-for-all) links –Since link popularity became a factor of success, people have tried to inflate their link numbers. Quality of the link counts more than the quantity. Sites were set up to trade links between sites and the search engines very quickly penalized sites participating in this activity.

TRACKING and WEB ANALYTICS 1 Google Analytics The search engine sends out a ‘spider’ or ‘robot’ that records all the text on Your website. That text is then indexed in a database, categorized by keyword, and given a relevancy ranking. A higher relevancy ranking makes Your site pages appear higher when the search engine returns results to a visitor.

Main Engines – Google, Yahoo, Bing Benefits – These are the big three and they cover 95% of all search engine traffic.

Concentrate your efforts here.

•

Create a Google Account

•

Create an Analytics account and setup your Analytics code accordingly

•

Collect data about the traffic of your website

•

In traffic source overview you will see the split between the source of your traffic

In order to define the organic traffic, you have to add items ended with / organic in the dashboard.

Usually it includes Google, Yahoo, and Bing, sometimes others search engines.

CPC = Paid Campaigns, usually using Google Adwords, Ad center Microsoft and Yahoo Ads (Overture) Direct traffic = People who type “your site.com” on their web browser or have already bookmarked it Referral = incoming visits from other websites (forums, blogs, other websites etc) that will refer to your website Organic = natural rank of your websites in Search engines What we call SEO is the addition of the techniques that will emphasize both Referral and Organic traffic.

The objective of most of websites is to get the maximum from Direct, Referral and organic sources.

Url Indexing, Alexa rank, Page rank URL Indexing The number of Internet pages from Your website is an important indicator of your SEO. This should increase steadily after the launch a Your website.

To track and update this data, go to www.google.com and type site: your site.com in the search bar.

The figure that is shown below the search bar is the number of indexed pages on the search engine.

To view the progress of indexed pages, go to www.urldogg.com

Alexa Rank Alexa rank represents the approximate number of web sites in the world that have the popularity higher than the given site. It is expressed in relatively big numbers (the smaller the better). Alexa rank is computed and updated very frequently (often daily). However the new value also depends on the previous value to avoid rapid jumps. Unlike Google rank, it directly reflects the popularity and does not officially depend on links from other sites, directory inclusion, duplicate content and so on. Popularity is measured directly, collecting notifications from the visitors who have installed the Alexa toolbar. As only part of users have this toolbar, only relatively high (below 100 000 or about) Alexa ranks are reliable. (Source Wikipedia).

The history of you Alexa rank can be shown on www.urldogg.com To define and track the progress of the Alexa Rank for Your site, go to http://www.alexa.com/ The lower is the value; the higher is the rank and recognition of the website.

With more content and traffic, the value shall decrease gradually.

Backlinks To define the number of backlinks for your site, go to http://www.backlinkwatch.com/ and enter your URL Before you attempt any link submission and backlinks strategy, give a check on backlinks that may have been recorded by search engines already. Sometimes, you will be surprised to see links of your website or your brand name appearing in websites you will not expect and that may have no interest for you, sometimes itâ&#x20AC;&#x2122;s spambots that have grabbed your URL and blasted it to random directories. Pay attention to these potential issues.

Social KPIâ&#x20AC;&#x2122;s Finally to complete you SEO plan and dashboard you need to implement social monitoring tools that will help you to track the conversation, posts in the blog, social network activists and ambassadors for your company and your brands.

The suggested social graph and monitoring toolset is listed below: http://monitor.wildfireapp.com/ http://www.socialmention.com/ http://www.blogpulse.com/ http://hootsuite.com/ http://www.twazzup.com/ http://www.postrank.com/topic/Web%20Analytics http://www.twitscoop.com/ http://mytweeple.com/ http://www.jamiq.com

KEYWORDS LIST Find out from your prior market studies, keywords analysis using Adwords Tools, Google Insights, your own Adwords campaign performance (converting keywords), the most reliable list of keywords to focus for your SEO. List 30 to 40 keywords that have been defined as the most valuable in terms of traffic or/and conversions.

This list shall be tracked and ranked week by week on an Internet dashboard maintained by your Internet team.

To track the ranking progress for each keyword, you may use one of the SEO tools mentioned in the appendix.

Keywords have been considered as broad match.

For the assigned URL, www.your site.com

Your site "Your site" Google "Your site" Bing "Your site" Yahoo Keyword1 "keyword1" Google " keyword1" Bing " keyword1" Yahoo Keyword2 "Keyword2" Google " Keyword2" Bing " Keyword2" Yahoo Etc

Week Rank number Rank number Rank number â&#x20AC;Ś..

PROJECT PLAN / TIMELINE Stage 1 : Evaluation and Planning (15 days excluding PPC campaign) - Current site audit and main keyword (SEO powersuite) -

TOP 10 ranking and benchmark- google

-

Site quality in-depth analysis

-

Keywords research (AdWords, insights, trends)

-

Keywords selection (wordtracker)

-

Option : PPC campaign test run

-

Option : PPC report and analysis

-

Keyword finalization

-

Google Webmaster Setup, Bing, Yahoo

Stage 2 : On site implementation (5 days for 20 pages) - CMS validation, URL rewriting check -

404 customization

-

XML Site map creation

-

Content writing, HTML, titles, keywords, metatags optimization

-

Corporate blog setup (Wordpress, open source..)

-

Option : Hubspot account setup

-

Google Analytics Tracking code implementation

-

Search engines submission and validation

Stage 3: Offsite optimization (30 days) - Link building and directory submission (advanced link manager) -

Articles submission

- Lens squidoo and affiliates -

Permalink directory

-

Forum, blog anchors backlink posting

Stage 4: Social Media Activation (5 days) - Social bookmarking setup (postrank, hootsuite…)

-

Facebook / Twitter creation / update

- Setup automation and productivity tools (socialoomph, twitterfeed…)

-

Link and connect Social media with corporate blog

-

Seeding plan for daily update on walls / twits

- Social graph monitoring and report (hootsuite, jamiQ, FB insights etc) Stage 5 : Monitoring and report (6 months) - Dashboard setup -

Implementation of KPI’s

-

Social monitoring setup account

-

Gathering data and dynamic analysis

-

Day to day update of the weekly/month scoreboard

-

SE Ranking report

BUDGET Plan your budget over the year, by listing all cost related to your SEM and SEO. Before the launch of the SEO plan, it’s recommended if your budget allows it, to launch a SEM campaign to analyze and build a history of the best keywords and traffic. You will immediately record the most converting keywords; you will be able to get from Analytics the best customization and information for your SEO. After a period of 3 months, you may launch your SEO campaign accordingly while you will maintain your ad campaign (say 25% to 50% of your budget during the next 6 months). Once you reach your goal and KPI for the targeted keywords using SEO, then you will naturally decrease your SEM budget to improve your ROI.

Web Marketing and social media DESIGN

jan

feb

march

Q1

Creative (design content, banners, graphics)

$

-

Banners Display Google AdWords program Yahoo Ad program Microsoft Ad program (Bing) Facebook Ad Twitter Ad Affiliate platforms (Zanox, tradedoublerâ&#x20AC;Ś.)

EdM (Email Marketing)

$ $ $ $ $ $ $ $

-

$ $ $ $ $ $ $

-

SEM

90%

SEO Social Media Activation (account creation, settings) Search Engine Optimization (SEO) Content writing Backlinks and netlinking Paid Directories Microsites development/updates TOTAL Web Marketing

Web Marketing and social media DESIGN

0

apr

0

may

0

june

10%

Q2

Creative (design content, banners, graphics)

$

-

Banners Display Google AdWords program Yahoo Ad program Microsoft Ad program (Bing) Facebook Ad Twitter Ad Affiliate platforms (Zanox, tradedoublerâ&#x20AC;Ś.)

EdM (Email Marketing)

$ $ $ $ $ $ $ $

-

$ $ $ $ $ $ $

-

SEM

70%

SEO Social Media Activation (account creation, settings) Search Engine Optimization (SEO) Content writing Backlinks and netlinking Paid Directories Microsites development/updates TOTAL Web Marketing

0

0

30% 0

Web Marketing and social media DESIGN

Jul

Aug

Sept

Q3

Creative (design content, banners, graphics)

$

-

Banners Display Google AdWords program Yahoo Ad program Microsoft Ad program (Bing) Facebook Ad Twitter Ad Affiliate platforms (Zanox, tradedoublerâ&#x20AC;Ś.)

EdM (Email Marketing)

$ $ $ $ $ $ $ $

-

$ $ $ $ $ $ $

-

SEM

40%

SEO Social Media Activation (account creation, settings) Search Engine Optimization (SEO) Content writing Backlinks and netlinking Paid Directories Microsites development/updates TOTAL Web Marketing

0

0

0

60%

Web Marketing and social media DESIGN

Oct

Nov

Dec

Creative (design content, banners, graphics)

Q4 $

-

$ $ $ $ $ $ $ $

-

$ $ $ $ $ $ $

-

SEM Banners Display Google AdWords program Yahoo Ad program Microsoft Ad program (Bing) Facebook Ad Twitter Ad Affiliate platforms (Zanox, tradedoublerâ&#x20AC;Ś.)

EdM (Email Marketing)

20%

SEO Social Media Activation (account creation, settings) Search Engine Optimization (SEO) Content writing Backlinks and netlinking Paid Directories Microsites development/updates TOTAL Web Marketing

80%

0

0

0

APPENDIX Top category websites (competitors) (Source: adplanner Google) This list can help to identify whereby ad placements can be made (Adwords, Google Network) or/and content submission (articles). Quality, original articles and exclusive can be submitted.

Donâ&#x20AC;&#x2122;t publish articles that have already been published on Your site or Blog Your site, (Links only).

Go to www.google.com/adplanner (use the Google Account you have created for your website) Topic websites (From US) Audience Site Name Reach url %

Topic websites (From other country) Etc.

Audience UV (users) X,XXX,XXX

TOP 50 converting keywords (search terms – Adwords) If you have previously launched an Adwords campaign, list the most converting keywords.

Search term report Search term keyword

Match type exact

Impressio ns 99999999

CTR %

Avg. CPC X.XX

Avg. Pos X.X

Con v XXX

Cost / conv.

(1-perclick) XX

Conv.

Rate X.XX%

SEO tracking tools SEO tools will allow you to manage both search engines (Google, Yahoo, Bing) at the same time and will give a better analysis towards competitors, this will help to identify, find, relevant links, it’s a compulsory add-on for any SEO marketer. http://www.advancedlinkmanager.com/download.html USD 199 –onetime payment http://www.link-assistant.com/ (SEO Power suite) - USD 249 – onetime payment It has been decided to purchase SEO Powersuite but not done yet. www.SEOmoz.org subscription from USD 99 / month There are many more tools, but those above are the best one, mostly used by SEO experts.

As free tool, you can use Webmaster Tools that helps you to track natural organic traffic in the Google index.

Login using Your site SEO account: https://www.google.com/webmasters/tools/dashboard?hl=en&siteUrl=http://www.your site.com/ On the left side, click on “Your Site on the web” - Search queries

SEO/SEM TOOLS, & RESSOURCES SoloSEO To find more back links and identify the relevant one, go to this page, select the directories for your directory submission job. http://www.soloseo.com/tools/linkSearch.html Inbound Link checker http://www.neboweb.com/inboundlink-tool.php http://www.backlinkwatch.com/

Domain name age checker http://www.seologs.com/dns/domain-check.html Keywords Tool research https://adwords.google.com/select/KeywordToolExternal Google Insights www.google.com/insights/search Google Adwords

http://adwords.google.com

DASHBOARD and FOLLOW-UP Competitor Worksheet Competitors worksheet Site Name

URL of Linking Page

Google Ad Network (Y/N)

Estimated traffic (semrush.com) nov

TIPS •

dec

jan

feb

march

apr

may

Rank Google nov

dec

jan

feb

march

Page Rank apr

may

nov

dec

jan

feb

marc h

Alexa Rank apr

may nov

dec

jan

feb

march

Inbound links (link:url) apr

may nov

dec

jan

feb

marc h

apr

Indexed Pages (site:url) may nov

dec

jan

feb

march

apr

may

Inbound links : Check all inbound links and referrals from your competitors and request for a similar link

•

Indexed Pages: Publish content! The more the better, create sub-domains with blogs, forums, articles, directories etc.

•

Page Rank : only proceed with exchange with similar or higher page rank website

•

Alexa Rank : install the alexa bar on your browser, identify your website on alexa and complete your particulars and contact details

Link Tracking Worksheet Link Tracking Worksheet Site Name

URL of Linking Page

Page Rank

Alexa Rank

Requested Landing Page

Contact E-mail Date Requested Link Received? (Y/N) or URL Facebook account

Twitter account

Youtube

Other Social Networks

TIPS

•

Link request : ask for a similar PR page

•

Check the WOT status of your partner; make sure the website is safe.

•

Insert relevant HTML code and anchors using the targeted keywords.

Internal Link Tracking Number of inbound links (link : URL) URL

Baseline - (date)

nov-10

déc-10

janv-11

févr-11

mars-11

Notes

avr-11

mai-11

juin-11

juil-11

avr-11

mai-11

juin-11

juil-11

Search Engine: (?)

Google PageRank URL

TIPS: •

Baseline - (date)

nov-10

déc-10

janv-11

févr-11

mars-11

Notes

Share your links over social media, Use addthis plugin or Pingfm to increase the buzz about your link, articles

Indexing Tracking Worksheet Indexed? (yes/no) Site : URL Baseline - (date) Month 1 (date)

Month 2 (date)

Search Engine: Google

Month 3 (date)

Notes Month 4 (date)

Total Number of Pages Indexed Landing Page (URL) Landing Page (URL) Landing Page (URL) Landing Page (URL) Landing Page (URL) Landing Page (URL) Search Engine: MSN Total Number of Pages Indexed Landing Page (URL) Landing Page (URL) Landing Page (URL) Landing Page (URL) Landing Page (URL) Landing Page (URL) Search Engine: Yahoo!

Total Number of Pages Indexed Landing Page (URL) Landing Page (URL) Landing Page (URL) Landing Page (URL) Landing Page (URL) Landing Page (URL)

TIPS: •

Check on webmaster tools that your site is Google friendly, your Meta tag and content are correctly set and crawlable.

•

Check the W3C standard, CSS etc.

•

Make all required redirection for old URLs (404)

Social Media Link Tracking Number of Fans / Followers / members ….

URL

Baseline - (date)

nov-10

déc-10

janv-11

févr-11

mars-11

avr-11

Notes mai-11

juin-11

juil-11

Spec ify Facebook URL Spec ify Twitter URL Youtube Delicious Digg

etc

TIPS

•

Launch a Facebook ad campaign to increase your fans base

•

Connect with similar friends, pages, groups, invite people to join your interest

•

Share , share, share

•

Twitter/Facebook: install bridges and extensions to enable twitter and Facebook to exchange with other social networks (Slide share, Scribd, Digg etc).

Paid Listings Name and URL of Linking Site

TIPS: •

Landing Page

Start Date of Listing

Expiration Date

Payment Amount

Confirmation or Invoice Code

Notes

Purchase link on selected directories only

•

Make sure the link is permanent

•

Make sure that the directory and related link have a good rank overs search engines

•

Pay one time only if possible / or yearly basis

Rank Tracking Worksheet Search Engine Rank Baseline - (date) Month 1 (date)

Month 2 (date)

Month 3 (date)

URLs Month 4 (date)

Search Engine: Google Keyword 1 Keyword 2 Keyword 3 Keyword 4 Keyword 5

Search Engine: BING Keyword 1 Keyword 2 Keyword 3 Keyword 4 Keyword 5

Search Engine: Yahoo!

Keyword 1 Keyword 2 Keyword 3 Keyword 4 Keyword 5

TIPS: •

Track your keywords using any SEO tools (SEO Powersuite, SEOmoz etc)

•

Focus on the most converting one for your business

•

Publish contents related to your keywords

GLOSSARY - DEFINITION

1. SEM: Stands for Search Engine Marketing, and as the name implies it involves marketing services or products via search engines. SEM is divided into two main pillars: SEO and PPC. SEO stands for Search Engine Optimization, and it is the practice of optimizing websites to make their pages appear in the organic search results. PPC stands for Pay-Per-Click, and it is the practice of purchasing clicks from search engines. The clicks come from sponsored listings in the search results.

2. Backlink: Also called inlink or simply link, it is an hyperlink on another website pointing back to your own website. Backlinks are important for SEO because they affect directly the PageRank of any web page, influencing its search rankings.

3. PageRank: PageRank is an algorithm that Google uses to estimate the relative important of pages around the web. The basic idea behind the algorithm is the fact that a link from page A to page B can be seen as a vote of trust from page A to page B. The higher the number of links (weighted to their value) to a page, therefore, the higher the probability that such page is important.

4. Linkbait: A linkbait is a piece of web content published on a website or blog with the goal of attracting as many backlinks as possible (in order to improve one’s search rankings). Usually it’s a written piece, but it can also be a video, a picture, a quiz or anything else. A classic example of linkbait are the “Top 10″ lists that tend to become popular on social bookmarking sites.

5. Link farm. A link farm is a group of websites where every website links to every other website, with the purpose of artificially increasing the PageRank of all the sites in the farm. This practice was effective in the early days of search engines, but today they are seeing as a spamming technique (and thus can get you penalized).

6. Anchor text: The anchor text of a backlink is the text that is clickable on the web page. Having keyword rich anchor texts help with SEO because Google will associate these keywords with the content of your website. If you have a weight loss blog, for instance, it would help your search rankings if some of your backlinks had “weight loss” as their anchor texts.

7. NoFollow: The nofollow is a link attribute used by website owners to signal to Google that they don’t endorse the website they are linking to. This can happen either when the link is created by the users themselves (e.g., blog comments), or when the link was paid for (e.g., sponsors and advertisers). When Google sees the nofollow attribute it will basically not count that link for the PageRank and search algorithms.

8. Link Sculpting: By using the nofollow attribute strategically webmasters were able to channel the flow of PageRank within their websites, thus increasing the search rankings of desired pages.

This practice is no longer effective as Google recently change how it handles the nofollow attribute.

9. Title Tag: The title tag is literally the title of a web page, and it’s one of the most important factors inside Google’s search algorithm. Ideally your title tag should be unique and contain the main keywords of your page. You can see the title tag of any web page on top of the browser while navigating it.

10. Meta Tags: Like the title tag, meta tags are used to give search engines more information regarding the content of your pages. The meta tags are placed inside the HEAD section of your HTML code, and thus are not visible to human visitors.

11. Search Algorithm: Google’s search algorithm is used to find the most relevant web pages for any search query. The algorithm considers over 200 factors (according to Google itself), including the PageRank value, the title tag, the meta tags, the content of the website, the age of the domain and so on.

12. SERP: Stands for Search Engine Results Page. It’s basically the page you’ll get when you search for a specific keyword on Google or on other search engines. The amount of search traffic your website will receive depends on the rankings it will have inside the SERPs. 13. Sandbox: Google basically has a separate index, the sandbox, where it places all newly discovered websites. When websites are on the sandbox, they won’t appear in the search results for normal search queries. Once Google verifies that the website is legitimate, it will move it out of the sandbox and into the main index.

14. Keyword Density: To find the keyword density of any particular page you just need to divide the number of times that keyword is used by the total number of words in the page. Keyword density used to be an important SEO factor, as the early algorithms placed a heavy emphasis on it. This is not the case anymore.

15. Keyword Stuffing: Since keyword density was an important factor on the early search algorithms, webmasters started to game the system by artificially inflating the keyword density inside their websites. This is called keyword stuffing. These days this practice won’t help you, and it can also get you penalized.

16. Cloaking. This technique involves making the same web page show different content to search engines and to human visitors. The purpose is to get the page ranked for specific keywords, and then use the incoming traffic to promote unrelated products or services. This practice is considering spamming and can get you penalized (if not banned) on most search engines.

17. Web Crawler: Also called search bot or spider, it’s a computer program that browses the web on behalf of search engines, trying to discover new links and new pages. This is the first step on the indexation process.

18. Duplicate Content: Duplicate content generally refers to substantive blocks of content within or across domains that either completely match other content or are appreciably similar.

You should avoid having duplicate content on your website because it can get you penalized.

19. Canonical URL: Canonicalization is a process for converting data that has more than one possible representation into a “standard” canonical representation. A canonical URL, therefore, is the standard URL for accessing a specific page within your website. For instance, the canonical version of your domain might be http://www.domain.com instead of http://domain.com.

20. Robots.txt: This is nothing more than a file, placed in the root of the domain, that is used to inform search bots about the structure of the website. For instance, via the robots.txt file it’s possible to block specific search robots and to restrict the access to specific folders of section inside the website.