Advanced Web Authoring - SEM Proposal Dear Client,
By Mary Pho s3135032
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: Aug 2009 2900 22000 18100 24600 4400 49500 20100 135000 Keywords Local Searches: Aug 2009 73 210 110 170 590 170 170 58 480 390 320 590 260 480 91 110
multimedia design site design web designers web design corporate identity logo design graphic design photographers
multimedia designs multimedia portfolio multimedia advertising website authoring multimedia designer multimedia web design multimedia websites interactive media design corporate identity design web and graphic design creative portfolio multimedia development print media advertising corporate web design local photographer print media design
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