Digital marketing services - · PDF fileDigital Marketing Services Packages Our SEO and SEM packages can be tailored to meet each customer’s unique requirements in order to guarantee

Digital marketing services

Experience. Capability. Technology

“ A website must be supported with marketing and advertising if it is to become a true business channel.”

Sam Saltis, Managing Director, bwired

Digital Marketing Services

Digital marketing is a vital part of any organisation’s online strategy. bwired’s search engine optimisation (SEO) and search engine marketing (SEM) services provide powerful return on investment for organisations who recognise the importance of a strong online presence.

Our team of expert strategy consultants work collaboratively with our clients to provide ongoing, measurable results at comparatively low costs.

What you can expect:

> Improved website rankings> Greater brand awareness> Increased,higherqualitywebsitetraffic> More conversions

Benefits:

> Increased market share> Greater ROI> Sustainable competitive advantage


Page 4 SEO Overview Page 5 SEO Planning and AnalysisPage 6 Website OptimisationPage 7 Link BuildingPage 8 Reporting | Ongoing Fine TuningPage 9 SEO CostingsPage 10 SEO Costings (Cont.)

Page 11 SEM Overview Page 12 SEM Planning and AnalysisPage 13 Ad Campaign CreationPage 14 Ad Campaign ManagementPage 15 ReportingPage 16 SEM Costings

Page 17 PackagesPage 18 Glossary Page 19 Glossary (Cont.)

SEO

SEM

Table of Contents


SEO

Our SEO packages are comprehensive, involving four key stages;

1. SEO Planning & Analysis 2. Website Optimisation3. Link Building4. Reporting5. Ongoing Fine-tuning

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1. SEO Planning & Analysis

This stage involves both internal (website) and external (competitive) analysis.

A website analysis involves a comprehensive analysis of a website’s user interface against key success factors. This includes analysis of the website’s usability, functionality and design.

bwired website analysis goes beyond user interface to analyse how the website is helping or hindering the organisation in reaching business goals and objectives.

After the fundamental aspects of the website have been assessed, the analyst will determine the level of search engine optimisation, including assessment of page ranking, link building strategies, keywords, meta tags, heading tags, website content and images, and website promotion strategies.

These results are then compared against assessment of a range of competitors.A website/business objectives overview is then produced collaboratively, and reports and recommendations for planning and implementation provided.

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2. Website Optimisation

This stage involves optimising the many various aspectsofawebsiteforSEOefficiency.Thisincludes optimisation of keywords, meta tags, heading tags and website content and images, and removal of any search engine penalties which may exist.

When optimising your website, bwired will also createyourSEOmaintenancefiles.Robot.txtfilecreationensuressensitivefiles(suchassecured folders, administration pages or secure login pages) on your website are protected from crawling and indexing by search engines. Sitemap.XMLfilecreationprovidessearchengineswitha menu structure for your website, to assist in determining the relevance of your website to a particular search.

Thefinalcomponentofthisprocessinvolvescreation of a Google Analytics account to enable youtomonitorwebsitetrafficandvisitorusage.We will integrate Google Analytics tracking code throughout all of the pages of your website and any marketing campaigns in order to track reach and usage and learn more about website visitors.

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3. Link Building

This stage is particularly important, as link building drives website credibility in search engines, accounting for approximately 80% of ranking criteria.

Our link building process includes building forward, backward and reciprocal links between and within relevant, well regarded websites and directories. It may also involve writing and/or submitting articles, blogs, press releases and/or videos in relevant websites, social bookmarking sites and social networks.

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4. Reporting

Benchmark reporting is produced prior to commencement of a campaign, as well as throughout the campaign to provide progress tracking.

Prior to commencement of a campaign you will receive an initial keyword ranking report along with a preliminary page ranking report.An initial site analysis report will cover ranking with major search engines, search engine penalties, backlinks, index status, server type, domain issues and IP status; and a website enhancement suggestions report will include suggestions for improvement regarding usability, functionality, design, conversions and SEO.

You will receive ongoing keyword ranking reports, detailedtrafficreportsandbacklinkreportsthroughout your campaign.

5. Ongoing Fine-tuningWe use advanced analytical tools to quantify data andcontinuouslyfine-tune,inordertoachievemaximum impact over time.

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S. No Features Starter Intermediate Pro

SEO Planning and Analysis

1 Website Analysis Yes Yes Yes

2 Initial Site Analysis Report Yes Yes Yes

3 Website Enhancement Suggestions Report Yes Yes Yes

4 Site and business objectives overview No Yes Yes

5 Recommended Number of Keywords 7 12 20

6 Keyword Research & Analysis Yes Yes Yes

7 Competition Analysis Yes Yes Yes

8 Website Content Analysis Yes Yes Yes

9 Suggestions Implementations No No Yes

Website Optimisation

10 Title Tag & Meta Tag Optimisation Yes Yes Yes

11 Preliminary Ranking Report Yes Yes Yes

12 Heading tags Optimisation No Yes Yes

13 Content Optimisation Enhancements No Yes Yes

14 Image Optimisation No Yes Yes

15 Create Robots.txt File Yes Yes Yes

16 CreationofSitemap.XML/Verification Yes Yes Yes

17 Google Analytics Set Up No Yes Yes

18 Tracking Visitors using Google Analytics Yes Yes Yes

19 OngoingSEOfinetuningofwebsiteeachmonth No Yes Yes

Link Building

20 Directory Submission / month 100 200 300

21 Article Content Writing / month - 1 2

22 Article Submission / Month No 50 * 1 50 * 2

23 Press Releases Distribution No Yes Yes

24 Thematic Link Building No Yes Yes

25 Social Bookmarking Yes Yes Yes

26 Blog Promotions No Yes Yes

27 Forum Submissions Yes Yes Yes

28 Blog Commenting Yes Yes Yes

29Local Business Listings / Business Directory Submissions

No Yes Yes

30Promotions through Wiki Pages, Squidoo lens creations, hub pages creations and Self hosted Blog creations

No Yes Yes

31 Video Promotions No No Yes

Costing

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Reports

32 Site Analysis Report Yes Yes Yes

33 SEO Suggestions Report Yes Yes Yes

34 Initial Keyword Ranking Report Yes Yes Yes

35 Monthly Keyword Ranking Report Yes Yes Yes

36 TrafficReport No No Yes

37 Backlinks Report No No Yes

Deliverables

38 Minimum Links Per Month 50 100 150`

39 Minimum % of Keywords in Top Positions 10% 20% 40%

Contact Period

40 Duration 3 Months 6 Months 6 Months

41 Updates Monthly Weekly Daily

Investment Per Month From $2480 $4490 $5900

Costing

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SEM

Our SEM packages all-inclusive, including;

1. SEM Planning & Analysis2. Ad Campaign Creation3. Ad Campaign Management4. Reporting

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1. SEM Planning & Analysis

This stage involves in-depth research and analysis of the organisation, industry competitors and various target audiences.

Advanced keyword research is conducted in order to identify the descriptive terms that best describe your product/service offering and maximise the effectiveness of the campaign. This includes identifying match types (broad or exact) for keywords.

A website/business objectives overview is then produced collaboratively, and reports and recommendations for planning and implementation provided.

At this point an account is set up with goal funnels and visitor segmentation. bwired then generate and install code in goal pages in order to measure the effectiveness of the campaign.

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2. Ad Campaign Creation

Creative, intriguing, relevant campaigns are the key to getting your target audience to click through to your website. The relevance and appeal of content and design can mean the difference between success or failure.

Ad campaign creation includes; keyword selection and optimisation (including negative keyword optimisation), ad group creation, and development of a creative appeal. Bwired will develop your ad copy, as well as providing a range of landing page suggestions.

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3. Ad Campaign Management

To ensure the best results, our team of experts test, track and evaluate campaigns on an ongoing basis, including fraud and competition monitoring.

Campaign management includes A/B testing and multivariate testing campaigns to improve conversion rates; keyword grouping and optimisation to lower minimum bids; conversion tracking; and ad copy and Quality Score monitoringtoimprovecampaignefficiency.Campaigns are monitored against competitors and fine-tunedonanongoingbasis,andclickfraudis monitored throughout to prevent any negative results.

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4. Reporting

Benchmark reporting is produced prior to commencement of a campaign, as well as throughout the campaign to provide progress tracking.

URL, ad group and campaign performance reports are provided, along with placement performance reports and overall account reports.

Detailed reports including demographic, geographic and search query performance reports are also provided.

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SEO Planning and Analysis

1 Website Analysis Yes Yes Yes

2 Competitive Analysis Yes Yes Yes

3 Account Setup Yes Yes Yes

4 Tracking Code Setup Yes Yes Yes

Website Optimisation

5 Keyword Selection Yes Yes Yes

6 Number of Keywords Recommended 800 1000 Unlimited

7 Advanced Keyword Research No Yes Yes

8 Ad Group Creation Yes Yes Yes

9 Ad copy Creation Yes Yes Yes

10 Number of Adcopy 2 5 8

11 Landing Page Suggestions No Yes Yes

12 Bid Management Yes Yes Yes

13 Negative Keyword Optimisation Yes Yes Yes

14 Campaign Monitoring Yes Yes Yes

15 Keyword Performance Monitoring Yes Yes Yes

16 Ad copy monitoring Yes Yes Yes

17 Quality Score Monitoring Yes Yes Yes

18 Click Fraud Monitoring No Yes Yes

19 Competition Monitoring Yes Yes Yes

20 Campaign Tweaking and Management Yes Yes Yes

21 Conversion Tracking Yes Yes Yes

22 Landing Page Testing (A/ B Testing & multivariate Testing) No No Yes

23 Conversion Optimiser No No Yes

Google Analytics

24 Google Analytics code installation Yes Yes Yes

25 Goal funnels & visitor segmentation setup Yes Yes Yes

Reporting

26 Placement Performance Report Monthly Weekly Daily

27 Campaign Performance Report Weekly Weekly Daily

28 Account Performance Report Weekly Weekly Daily

29 URL Performance Report Monthly Weekly Weekly

30 Ad Group Performance Report Monthly Weekly Weekly

31 Demographic Performance Report Monthly Weekly Weekly

32 Geographic Performance Report Monthly Weekly Weekly

33 Search Query Performance Report Monthly Weekly Weekly

34 Placement Performance Report Monthly Weekly Weekly

Contact Period

40 Duration 3 Months 6 Months 6 Months

Investment Per Month From $700 $1350 $2450

Costing

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Packages

Our SEO and SEM packages can be tailored to meet each customer’s unique requirements in order to guarantee optimal results.

We are happy to work with:

> Your in-house team - Consultancy support or - Transfer of knowledge training workshops

> Your SEO / SEM agency

> Your PR agency - Online PR creation or distribution only

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Glossary

AAd Copy: the content in your advertisement.

Ad Group: a group of one or more ads which target a set of

keywords, placements (where your ad may be displayed), or

both.

BBlog Commenting: commenting on other relevant blogs in

order to demonstrate thought leadership and gain referral

traffic.

Blog Promotion: submission of website blogs in social

bookmarking websites, RSS feed directories and pinging

websites.

Business Directory Submissions: submissions in relevant

online business directories

CClick Fraud: sending fraudulent clicks to an advertiser’s pay

per click (PPC) advertisement generated via bots or via manual

clicking in order aimed at depleting an advertiser’s budget and

lowering the ad’s Quality Score.

Conversion Optimiser: a Google tool used to automatically

findtheoptimalequivalentcost-per-click(CPC)bidforyourad

each time it is eligible to appear, removing the requirement for

you to manually adjust bids to reach CPA goals.

Conversion Tracking: analysis of the number of users and

which steps they take towards set goals.

D / E-

FForum Submissions: submission of articles, blogs and press

releases in relevant forums as well as participation in related

forums and this will be an ongoing process based on the

contract period for the website.

GGoal Funnel: the series of pages a visitor must go through to

reach a set goal.

HHeading Tag: a piece of code placed behind a heading within

page content, providing search engines with information

regarding relevance and hierarchy of content. Headings are

given more weight than content by search engines, and should

therefore be used strategically.

I / J-

KKeyword: a word of particular relevance to the content within a

given web page, or the website as a whole.

LLanding Page: the page a user lands on when they are

directed to a website from another link.

Link Building: building links within a website, building forward

links to related websites, building backlinks from related

websites, building reciprocal links between related websites,

building links in general directories and gaining authoritative

links from .edu and .gov websites.

Local Business Listings: business listings in all of the major

search engines, which are submitted in order for your business

address, contact details, logo and photos to appear against

business name and/or keywords.

MMeta Tag: pieces of code that describe the content within a

web page so that search engines.

NNegative Keyword: additional keywords that, when typed into

search engines, exclude an ad from being triggered.

O / P-

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Glossary

QQuality Score: a score assigned by search engines to each of

your keywords, based on how relevant your keyword is to your

ad copy and to a user’s search query.

RRobot.txt file:afileprotectsspecificfiles(suchassecured

folders, administration pages or secure login pages) on your

website from being crawled and indexed by search engines.

SSitemap.XML file:thefilecontainingyoursitemap,which

is submitted to search engines in order to provide a menu

structure for your website, to assist in determining the

relevance of your website to a particular search.

Social Bookmarking: submitting articles, blogs and press

releases in social bookmarking sites like reddit and delicious.

TThematic Link Building: building related links to the website’s

services. It also involves gaining authoritative links from .edu

websites and .gov websites.

Title Tag: is a piece of code that determines a page’s title in

search engine results.

Tracking Code: pieces of code inserted behind URLs, linked

content or action buttons which allows the administrator to

track the actions that visitors take on their website.

U-

VVisitor Segmentation: identifying and selecting the

appropriate segmentation variables for use in learning

information regarding buyer behavior.

W / X / Y / Z-

For more information, visit our help section, email us, or call 1300 758 566 to talk to one of our consultants.

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Documents

Digital marketing services - · PDF fileDigital Marketing Services Packages Our SEO and SEM packages can be tailored to meet each customer’s unique requirements in order to guarantee