ELEVATESEO. INTERNET TRAFFIC SALES TEAM PRODUCT INFOSHEETS. JUNE V1.0 WEBSITE RANKING STATS. Internet Traffic

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1 SALES TEAM PRODUCT INFOSHEETS. JUNE V1.0 1 INTERNET TRAFFIC Internet Traffic Most of your internet traffic will be provided from the major search engines. Social Media services and other referring websites will also provide traffic but the primary method of most internet users to find services, products or information is to use a search engine. As the following graph illustrates, appearing higher than your relative competition on these search engines can drive huge amount of traffic to your site: CLICK-THROUGH RATE (CTR) WEBSITE RANKING STATS nd Page 3rd Page SEARCH ENGINE PAGE POSITIONS The popular search engines work hard to ensure that the results they return to a user s query are relevant. The success/popularity of a search engine is purely based on its ability to provide its users the results they want to see. Search engines are like signposts on a road, pointing users in the direction of the location of sites they need to visit. If a search engine cannot find your website, see what it s all about and rank it against your competition for a search query then you will be hard pushed to gain traffic. 1

2 1 Internet Traffic (continued) StatCounter ( ) provides up to date information on the usage of the major search engines. The below graph reflects the relative market share they received over the first 4 months of this year: INTERNET TRAFFIC DATA SOURCE: STAT COUNTER Google Bing Yahoo! AOL Ask Jeeves 3.16% 0.19% 0.04% 10.07% MARKET SHARE 85.74% THE MAJOR SEARCH ENGINES 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2 TARGETED KEYWORDS Targeted Keywords Elevate SEO concentrates the majority of its efforts on Google ranking however we also achieve great results on Bing and Yahoo as well. One of the first considerations for a new campaign are the keywords that will be targeted. The words that users type into search engines to find your specific service, product or information hold incredible value. Getting this right is the first part of a good SEO campaign. It is very easy to look at your website and pick out very generic search terms, but will these result in conversions for you? The Elevate team will be looking to provide you a range of keywords that will provide targeted traffic to your website. We ask all of our clients to submit an initial briefing document that allows you to suggest Keywords as a starting point however before we begin our work we will appraise these and provide adjustments in accordance to your campaign success criteria. 2 ELEVATESEO SALES TEAM PRODUCT INFOSHEETS

3 21 TARGETED KEYWORDS Targeted Keywords (continued) If you were a Plumber from Ealing would you really want to be found under the search query Plumber nationwide? Would you not prefer to be found under boiler repairs Ealing? Specific or targeted search queries are often called longtail. Users using longtail search queries tend to reflect the position that a user in their buying cycle. A user searching for Jeans is probably just browsing, but a user searching for Levi inch is probably ready to buy! Longtail search queries obviously have lower search volumes but typically offer a more targeted response with less competition. Longtail search queries also still make up 70% of all search queries: NUMBER OF MONTHLY SEARCHES Millions 100K 10K Thousands Hundreds Tens <5 FAT HEAD 18.5% Top 100 Keywords Top 500 Keywords Top 1000 Keywords CHUNKY MIDDLE 11.5% Top 10,000 Keywords NUMBER OF KEYWORDS ( % of Search Traffic ) THE SEARCH DEMAND CURVE LONG TAIL 70% Search engines are clever but due to the wealth of information online they must follow a pattern of interrogation on a website to be able to decide which is the most relevant for a specific search query. This pattern scores a website through a wide range of criteria called ranking factors before being able to order it against other results it finds. Understanding the major considerations of this pattern of interrogation or Algorithm allow the Elevate team to increase your score and your position against your competition. There are two major facets to good SEO, On Page and Off Page. Elevate consider both elements to provide you the best possible ranking increases. 3 ELEVATESEO SALES TEAM PRODUCT INFOSHEETS

4 3 CODING 4 CONTENT OnPage Optimisation As the name suggests on page optimisation considers your website itself. Both the coding and the content are of equal importance when considering OnPage optimisation. Coding Most modern websites are well built and as such their construct will allow the search engines crawlers or spiders (programmes deployed by the search engines to gather information about your website) to find all the information that your website has to offer. If, however your website is poorly made you may find that certain information is hard to identify, classify or even locate. At times, you may also find that your CMS creates duplicate pages of content or canonical links. These are duplicate pages with different URLS, most modern website software won t allow this to happen but it s worth checking as the search engines dislike this in a big way. The load speed of your website, its compatibility with major mobile and desktop browsers and its security are also all considered by the major search engines. Content Your website content offers the search engines its first real idea of what you offer and this content will start to build your score on a specific search phrase. As such it is very important to ensure that your content reflects your product or service correctly. It is also important to be aware that the content is not just the words you see on a webpage, it is also: The URLS of your page The various description tags that are coded into your website The references that are applied to image or video content held on your site Copying content from a competitor or duplicating parts of your content from page to page is a bad idea. The search engines are not fond of duplicate content and can devalue pages that contain any. In fact, the average website that finds its way onto the first page of Google contains 1890 words! Your SEO team will be advising you of any shortfalls that they see in your website construct or content before embarking on any further work. A poorly built or populated website can rank well but the timeframes to achieve success are often extended and we will advise of this before we get started. If Onsite work is required we will request access details to the website and move forward with these required changes over the first month of your campaign. If things are all in good order though we will use this time to move the offsite optimisation part of your campaign forward. 4 ELEVATESEO SALES TEAM PRODUCT INFOSHEETS

5 5 LINK BUILDING Link Building As we have already mentioned the search engines deploy Crawlers or Spiders to run through and index websites. To get a better understanding on off-page optimisation we need to consider how these programmes travel from site to site. A website is made up of its pages and these are all linked from the websites navigation structure (Home, About us etc.). Most if not all websites and even its individual pages also have links to and from other website pages. The Spiders use these links to jump from site to site and believe it or not can access most the internet s documentation in this way. Keeping this is mind, it is sensible to assume that links you place on your website to other sources of information or links to your site from other pages will be relevant to your information. A big part of the algorithm that the search engines use today is based on the volume and relevance of these links. A key tool of the Elevate team is to ensure that your website is linked from relevant third party websites and that the volume of these links are always increasing with consistency to keep you ahead of your competitor s efforts to be found above you. Think of links to your sites as votes of confidence from other sources, it is sensible to assume that they would not link to you if they did not think it was worthwhile. Now imagine that your website has 10 votes and your competitor has 100, if you were a search engine which website would you think was worthier of a higher rank? The volume and relevance of these links is incredibly important however we must also consider the popularity or authority of these linked websites. As we have already discussed the search engines success is based on its ability to provide relevant information to its users. As such, a websites traffic history is important to the search engines as popular websites are surely very relevant to users. The relative popularity of a website establishes its authority and high authority websites not only rank well themselves but links from them carry more weight than links from low authority websites. Its a bit like a top football manager being linked with a young striker from an unknown club. The manager s authority makes the footballing world take note of this young player and as such he becomes more appealing to other scouts and clubs. If your website is linked to from a high authority, relevant website the search engines take note and you become more visible in the search engines. To summarise this, off page optimisation is primarily based on: Linking from third party websites Making sure these links are relevant Making sure these links are from sites that hold authority Done well and done consistently this process will increase your ranking, increase your traffic and increase your own sites authority. 5 ELEVATESEO SALES TEAM PRODUCT INFOSHEETS

6 6 RESULTS An elevate SEO campaign considers each of these elements in tandem however SEO is an inexact science. Elevate SEO are able to guarantee rank progression however we are not able to guarantee specific results. The Algorithms the search engines use to rank a website are not advertised and are always changing. As such the Elevate team are always trying new techniques to promote websites and to a degree there is an element of trial and error in this process. This methodology does however allow us to react quickly to changes in the ranking algorithm and keep your site one step ahead. If we consider the history of search engine evolution for a minute we can get a better feel as to why this process is important: The birth of Search engine marketing was in the mid 90 s and the algorithm used by the major search engines was far simpler. By submitting your website to the search engines for inclusion, populating your website with the correct content and coded content and even stuffing your website with additional keywords would normally be enough to see you ranking well. The simplicity of this system was taken advantage of by many early marketers and search results started to become irrelevant and unpopular. The obvious evolution of this was that the search engines had to make changes. Their users were getting frustrated by seeing non-relevant results and as such their own popularity was suffering. By 2004 the changes to the algorithms had started to consider linking, traffic statistics and evolved content considerations. As a direct result the SEO community started to mass buys links, fake site traffic and hide content in the coding of the client s websites to gain ranks. This process has been cyclical ever since, the search engines make changes and the SEO marketers make adjustments to their tactics to help their customers. The Future of SEO tactics are uncertain however working with a professional team means that you should remain one step ahead of the game as these changes happen. 6 ELEVATESEO SALES TEAM PRODUCT INFOSHEETS

7 7 REPORTS & SUMMARY Reporting Your elevate SEO team will be able to provide you with a good idea of the relative competitiveness of your market place after some initial keyword research and competitor analysis. You will also be provided a real time transparent view of your results through the SEO dashboard: Not only will this allow you to monitor progress and ensure you are keeping an eye on your return on investment we are also on hand to give you a call back on a per request basis to chat you through the campaign. Package Summary The Elevate packages are also all charged on a per Month basis with no contractual tie in. We are incredibly confident in our approach and understanding on the SEO landscape however appreciate that the bottom line is important to our clients. If you are looking for a hardworking, well informed SEO team with a flexible approach and proven track record then we believe that Elevate SEO is the right choice for you. See next page for package details: 7 ELEVATESEO SALES TEAM PRODUCT INFOSHEETS

8 7 REPORTS & SUMMARY 8 ELEVATESEO SALES TEAM PRODUCT INFOSHEETS