Internet marketing through search engine placement is about more than just seeing your website listed among the top ranked sites in popular search engines. Your marketing plan should not just focus on the quantity of listings and hits, but should be focused on finding you quality leads. It does you no good to have vistors to your site that have no interest in what you are providing.

There are so many things that contribute to a successful web site, especially if the site provides products and/or services on the web. A well designed, easy to navigate website is very important; but if the site is not recognized and ranked high by the search engines, all of the work has been in vain. Over 80% of visitors are utilizing the major search engines and directories to find sites on the Internet. With such an overwhelming number of people using the search engines as tools, it is essential for your business that all potential customers can find your web site

In order to assist your company or organziation in developing these quality leads, RNR Hosting will take the time needed to understand your company, mission and goals, the place in your company fills in your industry and how your competitors are marketing themselves. After understanding your particular needs and goals, we can develop a plan to help you take advantage of the best opportunities in internet marketing, developing a complete but scalable plan, customized for you in order to meet your goals, at the best possible price.

Keyword analysis is the foundation for the entire program of internet marketing and web site optimization we preform for your company. We have a three part plan that allows us to understand which terms can best be used to market your company, and how your competitors are marketing themselves.

Part 1: Keyword Identification

We will start off the process of indentifing keywords for marketing your firm by asking you to provide us a list of words and phrases you think identify your company to your clients and customers. Some questions to consider in seeking keywords and phrases are:

1. What are your best products in terms of sales and profits?
2. What products are your fastest growing?
3. Which products have the greatest appeal or popularity?
4. Which terms are too generic for your products or services?
5. Are there industry specific terms that we should consider?
6. Are there any major competitors with generic brand names?
7. Are there any common misspellings of your products?
8. Are there complementary products to consider?
9. Is your product used in a process that could be targeted?
10. What are typical applications for your products or services?
11. Who is your target market?

RNR Hosting uses these suggestions provided by you as a starting point, but then go beyond this point by researching how people are searching for your type of company and the products and services you provide. Typically we find three or four times as many relevant keywords or phrases after we research how people are actually searching for your products and services. We will review your product line and services offered and create a list of potential keywords and phrases.

Part 2: Keyword Popularity Measurement

Once we have developed a listing of keywords and phrases, we will research how these keywords and phrases are used in searches in popular search engines such as Yahoo, Google and Alta Vista. It serves no purpose at all to create keywords and phrases that you think might describe your products and services, but that people simply do not use to search. For example, a review for an internet web hosting company would identify the following keyword popularity measurments: (# is estimated searches per month as reported by major search engines)

Our research will allow us to show you the popularity of the keywords and phrases and see which combinations will create the greatest number of quality leads. We will work with you during this entire process to make sure our results are in harmony with your desires and goals.

Part 3: How are your competitors using keywords and phrases to market themselves.

The final step in our process is to review the competition that exists for these keywords or phrases. The goal is to find highly searched keywords and phrases in which your site will be able to rank high within the main search engines. Many firms use a computer program to anaylize this information; while we feel that this is a useful tool, we will go beyond this step with a personalized analysis done by a professional in internet marketing. After all, computers will not be searching for your products and services, a person will.

Our experience in developing effective keywords and phrases using both the best technical tools available in addition to our personal attention and partnership with your organization will provide you with the best possible return on investment for your advertising budget.

We are proud of the fact that every site that we have designed enjoys a significant number of top rankings and plays a major role in each client's marketing program. We achieve these results because we don't view ourselves as a web site design company, but as a provider of complete internet marketing programs.

Our process:

1. Perform a thorough keyword analysis to determine the architecture and themed content areas for the site.
2. Create an optimized, properly linked web site compliant with the ranking systems of the major search engines. Creating your meta tags, text and text location on your pages for top placement - getting you ahead of the competition.
3. Hand submit the web site properly to the major directories and search engines.
4. Implement a link building program to improve the sites link popularity, the primary external factor affecting a sites ranking status.
5. Create and implement a keyword buying or “pay per click” advertising campaign to supplement the optimization program.
   

Conceptually, pay per click advertising offers one of the most dynamic forms of promotion ever created. With a proper bid management program, it can provide an ROI that out performs just about every other form of promotion. Since you only pay when someone visits your site, you can think of it as running an advertisement where you only had to pay for the people who read it.

Captiva will help you navigate through all of the choices to design a bid management program that will work best for your company. We have been working with these programs since their inception and have developed numerous bid management processes to make them run more efficiently.

For the most part, the largest PPC formats exist in Overture, Google Adwords, and the LookSmart Directory. All of these work differently and allow you varying amounts of control over your search terms and costs per click.

Primary benefits of Pay Per Click Optimization

• Top positions on the page are typically reserved for PPC sponsors.
• Traffic can often be sent to a page other than your home page
• Low start up costs
• Quick processing time allows it to be used for promotions and such
• Allows one to target lower search volume phrases inexpensively

Many people have concerns about using PPC advertising as they feel that the cost per click is too high or that it just is not a reliable system. For that reason, it is nice to compare the costs to your other forms of marketing. What is your cost per lead from trade advertising, direct mail, trade shows, etc..?

We typically charge a one-time fee based on the number of keywords/phrases that you have to set up each program. This fee would include:

• Strategy formulation (related to your keyword ranking analysis)
• Determination of target page within your site for each keyword
• Advertising copy for each listing
• Entry and modification of submissions

There is then a monthly fee to pay for the advertising and the constant monitoring of the program to make sure that it is achieving its goals. This monitoring would include updating bids, monitoring traffic per keyword/phrase, creating new messages for under performing keywords/phrases, adding keywords/phrases as they become available, monitoring ROI, and updating clients as to changes in the market.

When we provide a custom tailored estimate to your company, we will break down the costs for various parts of the marketing program. It is important to note, however, that every element of an SEO campaign works in conjunction with the other elements to provide a comprehensive, synergistic approach to internet marketing. It is not enough to simply “optimize” one's web pages if the corresponding link popularity, site structure, or target phrases have not also been fine tuned. This is the major difference between “professional optimization” and “canned optimization.”

All of this being said, our typical fees for a one time optimization of a web site run from about $500 to $1,000 and takes about one month to complete.

Monthly Program: Search Engine Promotion and Marketing
It is important to note that search engine marketing is not a one time process. Search engines constantly tweak their algorithms, the competitive landscape for search terms increases every day, and supplier relationships are constantly changing due to acquisitions and other strategic factors.

For this reason and so that we can better measure our results, we typically ask clients to engage in a monthly program that often includes analyzing one's rankings and traffic, maintaining algorithm compliance, building links, and managing all pay per click advertising.

Starter Program
Although designing a comprehensive program will typically provide the best ROI for a client, we often start with pay-per-click advertising programs to get people more comfortable with the world of search engine marketing. Programs can be created to meet just about any budget and many companies achieve incredible results with a budget as low as $100 a month.

We take pride in being able to help companies in a wide variety of budget categories. Our clients range from global corporations to small family owned companies.