Advanced Web Authoring - SEM Proposal By Mary Pho s3135032
Dear Client,
As you are already aware, a well designed website alone is unable to attract an audience and is
basically quite useless to your business as no one knows about its existence out there on the World
Wide Web. Therefore your website needs more! If you want customers to come to your page, it‟s not
going to happen unless SEO & SEM are implemented. Below you will find a detailed report of your
current website and the areas in which will need work.
Overview
The website Mary Pho‟s Multimedia Portfolio is currently under construction and is scheduled to be
launched online within the next 2 weeks. In order to create an actual „presence‟ on the web for the
site and to attempt to draw the best possible number of visitors to the site; SEO and SEM should be
put into action immediately.
Goal
To implement acceptable “white hat” search engine optimization (SEO) techniques to rank the pages
as high as possible in search engine organic listing result pages to draw peers and potential clients to
the website.
Research
In order to understand the competitors better and use that to our advantage, preliminary research
was carried out on a list of possible keywords using Google Adwords: Keyword Tool.
Data collected:
Keywords Local Searches: Keywords Local Searches:
Aug 2009 Aug 2009
multimedia design 2900 multimedia designs 73
site design 22000 multimedia portfolio 210
web designers 18100 multimedia 110
advertising
web design 24600 website authoring 170
corporate identity 4400 multimedia designer 590
logo design 49500 multimedia web 170
design
graphic design 20100 multimedia websites 170
photographers 135000 interactive media 58
design
corporate identity 480
design
web and graphic 390
design
creative portfolio 320
multimedia 590
development
print media 260
advertising
corporate web design 480
local photographer 91
print media design 110
The terms on the left are highly popular searched words which means that for the newly built portfolio
site; it would very difficult for it to compete for a high ranking with such a high volume of returned
listings. Therefore it is a better idea to use the terms on the right; which are very similar words but
have less competition giving the site a much better chance at gaining a higher organic ranking.
Our Recommendations
Based on your specific needs, we have put together an initial list of what needs to be done.
Firstly, the basics of SEO must be applied to the pages of your website. Below are the main SEO
tools that need to be implemented.
Page title – Pages are named with the website name, the title of the page that is being viewed and
then a few more additional relevant keywords.
Metatags (Keywords & Description) – Keywords will be relevant, descriptive, and as unique as
possible while still trying to be appropriate to the content of the web page. Stop words (which are not
registered by search engines) will not be used. The description will include most if not all the
keywords and will try to encompass a lot of the words that are associated with user searches. There
will be an attempt to try and use more niche keywords (known as the long tail) rather than the most
obvious common ones that all competitors would have already used, in order to stand out from the
mass. However the words will not be too unusual as it still needs to be significant and come up in
certain searches. The location words (Melbourne, Australia) will also be included in the keywords as
this will eliminate a large portion of competition in the SERPs.
Alt tags – All images will have corresponding alt tags attached to it, so that it is user friendly towards
the visually impaired and the percentage of users who have the images turned off in their browser.
Also, this will support the possibility of the website being returned in the SERPs of specific image
searches as well as text searches.
Folder structure and file names – The names of each file will be relevant and will adhere to the
same consistent file naming conventions in order to improve file management. The hierarchy of files
will be kept to minimal levels and will carefully organised so that all files are located in easy to find
folders. This will be important to search engines as spiders will be able to crawl through the
directories at ease and efficiently.
Navigational links – There are links on every top level page to get to all other top level pages of the
website and all second level pages have links to all other pages of the website.
The navigation links are text based rather than flash based so that spiders can „read‟ them. The
internal links are based on keywords so this cross linking of pages assists the search engine spiders
in navigating efficiently throughout the site.
Headings and Body text – Headings such as H1, H2, H3 etc. will be used, with body text to include
keywords whenever possible to allow for search engines to pick up even more keywords.
Landing Pages – Besides the index.html page, two additional landing pages (home.html &
portfolio.html) will have varied and targeted metadata which is aimed at driving SERP listings and
traffic to specific areas of the site.
The following is an idea of what keywords you will expect us to use.
Website Overview
The main areas of the website are:
1. Information “about me” – to inform users about Mary‟s qualifications, work experience, and
other relevant details about me.
2. A way of allowing users to get in touch with Mary (“contact me”) if they have any queries.
3. Portfolio – to showcase past work and showcase my skills. This includes web, print, branding,
graphics, photography & motion design.
Page Title (home page)
Mary Pho - Multimedia Portfolio : Designer For Visual & Online Concepts Melbourne
Meta description
Melbourne multimedia designer Mary Pho develops creative visual communication concepts and
treatments in the form of web and graphic design, corporate web design, print media advertising,
website authoring, interactive media design, and is a local photographer. This is her creative
multimedia portfolio.
Keywords
Melbourne, Multimedia Designer, Corporate Web Design, Multimedia Development, Visual
Communication, Treatment, Innovative, Original, Creative, Concept, Web and Graphic Design,
Corporate Identity Design, Print Media Advertising, Website Authoring, Interactive Media Design,
Local Photographer, Online, Mary Pho, Australia
Besides the crucial SEO features that need to be included into your web pages; it is twice as
important to include a well thought out SEM strategy. As SEO will begin to take effect almost
instantaneously, SEM will need some more time before you notice higher traffic numbers to your
pages. Below are the most cost-effective SEM techniques we are suggesting. As they are free forms
of marketing without any up-front costs by you, we believe they are the best options for your type of
website.
Facebook
Popular social networking site Facebook is a massive network where the website can gain free
exposure. A Facebook group page with examples of work and contact details and most importantly, a
link to the website can be created to give the designer a presence amongst peers who will in turn
invite their peers to view the page, creating a spreading snowball effect. Very soon the link will be in
contact with friends of friends and so on.
Youtube
As the embedded videos on the website‟s motion pages link straight to youtube, it is important to put
a URL on the actual youtube video description to allow viewers to visit the portfolio website if they are
interested. As so much traffic passes through youtube around the world, it is vital that a connection is
created between the two to gain publicity.
Blogs
By providing cross linking between a number of different blogs will assist in generating more free
publicity towards drawing attention to the site.
MSN Messenger
The link to the website will be placed in the names of the client‟s friends and family in hope that
people on their contacts lists will be curious enough to click it and have a look at the site.
Budget
The breakdown of hours is as follows:
SEO
2 hours spent on additional analysis on competitors and research to make pages keyword
rich.
6 hours spent on creating and optimising page titles, metadata, links, headings/body text, alt
tags and file structure.
2 hours spent on creating effective landing pages.
SEM
10 hours researching for the best locations and submitting links on different networking sites,
blogs etc.
All work is due to be completed within a week.
Summary
We estimate that this project will require an initial budget of $500 to optimise the website for search
engines and an additional $1000 in 6 months time to review the SEM. During these 6 months you will
be able to monitor the success rate, and if you are satisfied with the results we are creating for you,
we can discuss further in-depth SEM options.
We look forward to hearing from you
Yours Sincerely,
Mary Pho