SEM Proposal

Document Sample
SEM Proposal
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


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