search_engine_marketing

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Page 2: Introduction Page 3: Service Plans Page 4: Overview Page 5: Glossary Page 7: What Happens Next? Page 8: Monthly Reports Page 8: Statistics Page 10: The Results Page 13: FAQ’s Page 14: Client Profile Form Page 15: Standing Order Mandate Form

Introduction
Please note: Although with our Services your web site has a much improved chance of success in the search engines, it will depend greatly on the nature of your business/web site as to the rankings you will achieve. There are no guarantees of success with any Search Engine Marketing campaign but we can guarantee that we will carry out all work as promised and strive to optimise your site’s visibility in the Search Engines. All services are offered utilising search engines that allow free submission to their listings. Page 1

Did you know that over 80% of commercial web traffic is derived from search engines? 55% of internet purchases start from a search engine but 95% of people don't go beyond the first 2 - 3 pages of a search.... Search Engine Marketing is an essential step in developing your potential customer's awareness that your business's website actually exists. Without an active and on-going search engine marketing campaign, then your site may as well be invisible. Having a website without running a search engine marketing campaign is a bit like having a car without an engine - it may look very nice but no-one will see it unless you actually tell people your address, so they can pop round and check it out. Actively obtaining web traffic through search engine marketing however, is a bit like a having a salesman working for you 24 hours a day, 7 days a week, 365 days a year! Hyperlinx offer 3 search engine management solutions to ensure your business has the best possible rankings within the search engines. Standard Service Advanced Service Premiere Service Please see the Services and Overview Page for more detailed information.

Hyperlinx Search Engine Management offer 3 search engine optimisation solutions:
Please note: Although with our Services your web site has a much improved chance of success in the search engines, it will depend greatly on the nature of your business/web site as to the rankings you will achieve. There are no guarantees of success with any Search Engine Marketing campaign but we can guarantee that we will carry out all work as promised and strive to optimise your site’s visibility in the Search Engines. All services are offered utilising search engines that allow free submission to their listings. Page 2

The Standard Service provides a good base for acquiring search engine listings. It includes the primary elements that are required by most search engines before they will index (list) your Web site. After your Web site has been optimised with the correct elements it will be submitted for the duration of three months. Basic statistics are also provided to track the success of your Web site, along with a Surf Report every month. We will upload this to your own Report site which will be setup on your webspace after the initial 3 month period. The Advanced Service incorporates all the elements of the Standard Service, but along with a more concentrated use of specific keywords that are used to promote your Web site. We do this by creating different sets of meta-tags to be used throughout the site and the use of doorway pages. 2 Doorway pages will be created to mirror the general look and feel of your site and will concentrate on particular keywords or search phrases. They will have all the elements required to be ‘found’ in the search engines. The package includes the Links page feature that involves creating shared links between web sites which tend to generate traffic and assist with search engine positioning. Advanced Statistics (Renewable annually at £105.75 inc VAT) are also provided to track the success of your Web site, along with a Surf Report every month.

Standard Service

Advanced Service

The Premiere Service has been developed to encompass all the key essential components to successful Web Site Promotion. With ongoing support and advice for future developments, the package includes all the features of the Advanced Service with enhanced keyword promotion via 5 doorway pages instead of just 2, links page, frequent site submissions, monthly Surf Reports, Advanced On-Line Statistics (Renewable annually at £105.75 inc VAT) and constant analysing. In addition to this will be the purchase, hosting and creation of 2 extra domains designed to look like your main site, but have content carefully structured to work in the best possible way to gain high rankings in the search engines. A great deal of time and effort will be used in research and development with this service and we will be constantly be monitoring and fine-tuning your site to keep up to date with the ever changing search engine rules, in order to achieve the best possible positions for you. An explanation of the terms used (in italics) can be found in the Glossary page.

Premiere Service

Overview
Please note: Although with our Services your web site has a much improved chance of success in the search engines, it will depend greatly on the nature of your business/web site as to the rankings you will achieve. There are no guarantees of success with any Search Engine Marketing campaign but we can guarantee that we will carry out all work as promised and strive to optimise your site’s visibility in the Search Engines. All services are offered utilising search engines that allow free submission to their listings. Page 3

Hyperlinx Search Engine Management offer 3 search engine optimisation solutions. Please see the table below for a summary of each service’s features.

Standard
Meta-Tag Optimisation Custom Meta-Tags Doorway Pages Links Page Extra Domain Names Mirror Sites Search Engine Submissions Search Engine Submissions of Doorway Pages Search Engine Submissions of Mirror Sites On-Line Statistical Reports Advanced On-Line Statistical Reports (Renewable annually at £105.75 inc VAT) On-Line Surf Report (After Month 3) Meta-Tag Maintenance On-Going Site Re-Tuning / Maintenance Initial Set Up Monthly Fee £500.00 + VAT £95.00 + VAT

Advanced

Premiere

2

5

2 2

£700.00 + VAT £175.00 + VAT

£950.00 + VAT £250.00 + VAT

Glossary
Please note: Although with our Services your web site has a much improved chance of success in the search engines, it will depend greatly on the nature of your business/web site as to the rankings you will achieve. There are no guarantees of success with any Search Engine Marketing campaign but we can guarantee that we will carry out all work as promised and strive to optimise your site’s visibility in the Search Engines. All services are offered utilising search engines that allow free submission to their listings. Page 4

Meta-Tags
Meta-tags are hidden within the code of your web-site and are an essential first step to increase your chances of improved search engine positions. These contain: Keywords - a list of keywords relevant to your business Description – One or two sentences that sum up your business Title – Your business title including a few keywords

Custom Meta-Tags
We can create different sets of meta-tags and carefully choose on which pages to add them. They will be developed in close relation to your specific keyword requirements. All the relevant pages on your web-site will be optimised with the meta-tags.

Doorway Pages
Doorway pages are extra hidden pages linked to your web site that are targeted to emphasise particular keywords or search phrases. These mirror the general look & feel of your site but have all the essential elements required to be ‘found’ in search engines.

Links Page
Having a number of other web-sites linked to and from your site can help increase traffic and improve rankings in search engines.

Extra Domain Names
The purchase and set up of carefully chosen “keyworded” extra domain names that will direct to your Mirror Sites. (See below) The domain names will be chosen to contain keywords specifically targeting your business.

Mirror Sites
Mirror sites are designed and set up to look like your main web-site, with all navigation pointing to your main site, but will have content carefully created incorporating enhanced use of keywords / key phrases to improve your visibilty in the search engines.

Search Engine Submission
Regular manual submission to major search engines (where free submission is available) and automated submission to the many hundreds of smaller ones to boost and maintain rankings. During the first initial 3 months, (dependent on Service package chosen) the search submission will be intensified to establish your site in the engines. After the first 3 months, regular submissions (frequency dependent on Service package chosen) will help maintain and increase your site’s positions. NB Many major search engines such as Yahoo and MSN are now asking for a fee for consideration for inclusion to their listings. Further information available from us on request.

Search Engine Submission of Doorway Pages / Mirror Sites
Regular manual submission of doorway pages / mirror sites to all the major search engines (where free submission is available) and automated submission to the many hundreds of smaller ones to boost and maintain rankings of these traffic-generating solutions. During the first initial 3 months, (dependent on Service package chosen) the search submission will be intensified to establish your site in the engines. After the first 3 months, regular submissions (frequency dependent on Service package chosen) will help maintain and increase your site’s positions.

Standard On-Line Statistical Reports
A basic Statistical Report package - details of number of visitors to your site, their location, Operating System & browser types etc.

Advanced On-Line Statistical Reports

(Renewable annually at £105.75 inc VAT)

A more comprehensive and detailed Statistical Report package including: Statistics for multiple pages within your site ( 3 maximum ) Total number of visitors from launch date Unique visitors per month and day / week (of that month) Unique visitor’s geographical locations Unique visitors via Referrers (search engines and Web sites) The number of visitors using a search engine to find your site Top keywords used to find your site
Please note: Although with our Services your web site has a much improved chance of success in the search engines, it will depend greatly on the nature of your business/web site as to the rankings you will achieve. There are no guarantees of success with any Search Engine Marketing campaign but we can guarantee that we will carry out all work as promised and strive to optimise your site’s visibility in the Search Engines. All services are offered utilising search engines that allow free submission to their listings. Page 5

Summary for each month

On-Line Surf Report
After Month 3, we will compile a detailed Surf Report that you can access on-line. This will indicate the positioning of certain keywords, phrases and pages in selected major search engines.

Meta-Tag Maintenance
Checking the meta-tags regularly for optimum performance in the search engines and making changes where necessary.

On-Going Site Re-Tuning / Maintenance
Checking the meta-tags, doorway pages and extra domains (where applicable) regularly for optimum performance in the search engines and making changes where necessary. Plus monthly re-tuning of doorway pages and extra domains with up-to-date search engine rules and introducing any new techniques that may affect your web site’s positioning.

Please note: Although with our Services your web site has a much improved chance of success in the search engines, it will depend greatly on the nature of your business/web site as to the rankings you will achieve. There are no guarantees of success with any Search Engine Marketing campaign but we can guarantee that we will carry out all work as promised and strive to optimise your site’s visibility in the Search Engines. All services are offered utilising search engines that allow free submission to their listings. Page 6

Search Engine Management – what happens next?
Before we start the campaign on your website, we will run an initial start of service report to assess your website's performance within the major search engines and use it as a measure to subsequent reports once we have started our campaign. Then we will optimise your site and create the meta-tags to make it search engine friendly and begin the process of submitting (telling the search engines about your website) to all the major and hundreds of minor search engines. This is an on-going campaign using market intelligence with highly effective repeated manual and automated submission techniques - plus good old-fashioned analysing, re-adjusting and fine-tuning. Because search engines have literally thousands of websites submitted to them on a daily basis, there can be a long waiting time for them to check your site for possible suitability or relevance to their listings. Some can take up to 6 months to review your site. For this reason, we will not report any results to you for the first 3 months but rest assured, we will be working away in the background getting your website established in the rankings. We will contact you again at the end of month 3, when we will begin running monthly reports to compare with the initial report ran at the beginning of your campaign, and place them in a Report website set up on your domain. You can access and monitor your results here month by month and a link to your online statistics will also be included here. As the search engine work progresses over time we will expect to see the number of visitors to your website increase - increasing your business profile (and hopefully turnover!) We will continue to promote your website within the search engines and monitor the progress for you from month to month, keeping you up to date on a regular basis via the Report site and email.

Please note: Although with our Services your web site has a much improved chance of success in the search engines, it will depend greatly on the nature of your business/web site as to the rankings you will achieve. There are no guarantees of success with any Search Engine Marketing campaign but we can guarantee that we will carry out all work as promised and strive to optimise your site’s visibility in the Search Engines. All services are offered utilising search engines that allow free submission to their listings. Page 7

Surf Reports
The monthly reports, though they may look complicated at first, are very easy to understand. It basically lists the major search engines, with the results you would expect if you typed in a word or phrase in the "Search" box of that engine, in this example, Google. If you look at the report below (just using one search engine, Google as an example – a normal report would show results for many engines), and on the left you'll see a list of various keywords or phrases relevant to your business. You'll see that if someone typed in "wholesale fruit and veg surrey" on Google, then this client’s site will be at the top of the list at number 1 ( Under "Position" section). The "Last Position" section will show you the position of that keyword the last time a report was run. The "Change" section will tell you how many positions that keyword or phrase has jumped up or down in the rankings. Improvements in rankings will be shown in blue ...+24, for example, or a keyword slipping down the ranking will be shown in red ... -12. A reading of 30+ means as this was not found in the first 30 positions on the last run, then an increase of at least 29 is recorded. This is the maximum increase that can be shown. A Surf Report will be run for multiple search engines every month. We will upload this to your own Report site which will be set-up on your webspace after the initial 3 month period. A link to your statistics will also be placed here.

Google
Keyword Position Page Cheesman Brothers 1 1 Cheesman Brothers 2 1 wholesale fruit and 1 1 veg uk wholesale fruit and 1 1 NA veg surrey fruit & vegetables 1 1 1 guildford fruit & vegetables 2 1 2 guildford veg sussex uk 3 1 3 fresh fruit uk Not in first 30. Not in first 3. NA fresh vegetables 1 1 1 surrey fresh vegetables 2 1 2 surrey fruit and veg deliveries 1 1 1 guildford surrey fruit and veg deliveries 16 2 1 guildford surrey fruit and veg suppliers 1 1 1 surrey uk pre-prepared 1 1 1 vegetables uk pre-prepared 2 1 NA vegetables uk fruit & veg guildford 1 1 1 surrey Last Position 1 2 NA Change URL 0 0 30+ 30+ 0 0 0 NA 0 0 0 -15 0 0 29+ 0 www.cheesmans.co.uk/ www.cheesmans.co.uk/contactus.html www.cheesmans.co.uk/&e=6807 www.cheesmans.co.uk/ www.cheesmans.co.uk/ www.cheesmans.co.uk/testimonials.html www.cheesmans.co.uk/fruit_vegetables.html No pages found. www.cheesmans.co.uk/fruit_vegetables.html www.cheesmans.co.uk/testimonials.html www.cheesmans.co.uk/testimonials.html www.cheesmans.co.uk/testimonials.html www.cheesmans.co.uk/ www.cheesmans.co.uk/ www.cheesmans.co.uk/aboutus.html www.cheesmans.co.uk/fruit_vegetables.html

Please note: Although with our Services your web site has a much improved chance of success in the search engines, it will depend greatly on the nature of your business/web site as to the rankings you will achieve. There are no guarantees of success with any Search Engine Marketing campaign but we can guarantee that we will carry out all work as promised and strive to optimise your site’s visibility in the Search Engines. All services are offered utilising search engines that allow free submission to their listings. Page 8

Statistics
Statistics are an invaluable tool within any search engine campaign, to analyse how many people are viewing your website, which search engine they came from and which search terms they typed into the search box to find your site. Technical information, such as the browser or operating system used by your visitors is also interesting to be aware of. Hyperlinx offer 2 types of statistics with their search engine management packages:

Standard On-Line Statistical Reports (Standard Service)
A basic Statistical Report package - details of number of visitors to your site, their location, Operating System & browser types etc.

Advanced On-Line Statistical Reports (Standard and Premiere Service)
(Renewable annually at £105.75 inc VAT)

A more comprehensive and detailed Statistical Report package including:
Statistics for multiple pages within your site ( 3 maximum ) Total number of visitors from launch date Unique visitors per month and day / week (of that month) Unique visitor’s geographical locations Unique visitors via Referrers (search engines and Web sites) The number of visitors using a search engine to find your site Top search engines used to find your site Top keywords used to find your site Summary for each month

Below is an example of a page from the Advanced Statistics package

A link to your statistics is placed in your Report site which will be set-up on your webspace after the initial 3 month period alongside your Surf Reports.

Please note: Although with our Services your web site has a much improved chance of success in the search engines, it will depend greatly on the nature of your business/web site as to the rankings you will achieve. There are no guarantees of success with any Search Engine Marketing campaign but we can guarantee that we will carry out all work as promised and strive to optimise your site’s visibility in the Search Engines. All services are offered utilising search engines that allow free submission to their listings. Page 9

The Results
We have carried out many successful campaigns for a wide variety of clients with the majority of them seeing a marked increase in website traffic resulting in an increase in business. The graphs below show how our Search Engine Management service has dramatically improved the listings for these particular clients over a period of time. These results are generated by us using a range of search phrases and keywords which are applied to most of the major search engines on our client’s monthly surf reports.

Sitsmart Ltd – seating solutions for the office and home office.

400 350

No. of Listings

300 250 200 150 100 50 0 Month 1 3 19 28 40 41 41 Month 3 35 112 134 182 201 214 Month 6 32 97 129 176 193 207 Month 12 47 149 220 323 356 370

First Place Rankings: Top 5: Top 10: Top 20: Top 30: Total:

Sitsmart had a few listings in the search engines, but not enough to help their business when we began working with them. As you can see, we have significantly improved this client’s positions.

Access Garage Doors & Gates – supply all types of garage door and accessories
200 150

No. of Listings

100 50 0

Month 1 7 23 29 35 37 38

Month 3 16 75 89 114 132 130

Month 6 15 71 95 122 138 141

Month 12 23 71 103 149 180 182

First Place Rankings: Top 5: Top 10: Top 20: Top 30: Total:

Please note: Although with our Services your web site has a much improved chance of success in the search engines, it will depend greatly on the nature of your business/web site as to the rankings you will achieve. There are no guarantees of success with any Search Engine Marketing campaign but we can guarantee that we will carry out all work as promised and strive to optimise your site’s visibility in the Search Engines. All services are offered utilising search engines that allow free submission to their listings. Page 10

Access Garage Doors also had a few listings in the search engines but again, our campaign has significantly improved their results.

Cheesman Brothers – supply wholesale fruit and vegetables.
300 250

No. of Listings

200 150 100 50 0

Month 1 0 0 0 0 0 0

Month 3 74 137 145 150 157 159

Month 6 88 170 178 193 198 200

Month 12 101 191 212 251 253 254

First Place Rankings: Top 5: Top 10: Top 20: Top 30: Total:

The Cheesman Brothers website had only just been created and therefore wasn't listed at all when we started the search engine campaign for them. Now they are very visible and have reported a vast increase in business as a result.

Wines Select – wine and champagne gifts.
200

No. of LIstings

150

100

50

0 First Place Rankings: Top 5: Top 10: Top 20: Top 30: Total:

Month 1 0 0 0 4 10 10

Month 3 9 23 34 42 47 58

Month 6 16 55 62 71 77 87

Month 12 24 89 120 147 160 162

Wines Select website was a fairly new site so they had a few listings when we started our campaign. The results after month12 speak for themselves.

Please note: Although with our Services your web site has a much improved chance of success in the search engines, it will depend greatly on the nature of your business/web site as to the rankings you will achieve. There are no guarantees of success with any Search Engine Marketing campaign but we can guarantee that we will carry out all work as promised and strive to optimise your site’s visibility in the Search Engines. All services are offered utilising search engines that allow free submission to their listings. Page 11

SB Consulting – recruitment to the medical profession.
160 140

No. of Listings

120 100 80 60 40 20 0 Month 1 0 0 0 0 0 0 Month 3 10 45 77 92 99 100 Month 6 6 63 104 128 129 132 Month 12 15 60 101 131 146 146

First Place Rankings: Top 5: Top 10: Top 20: Top 30: Total:

SB Consulting’s brand new website showing impressive results after the first 12 months of our SEM campaign.

Please note: Although with our Services your web site has a much improved chance of success in the search engines, it will depend greatly on the nature of your business/web site as to the rankings you will achieve. There are no guarantees of success with any Search Engine Marketing campaign but we can guarantee that we will carry out all work as promised and strive to optimise your site’s visibility in the Search Engines. All services are offered utilising search engines that allow free submission to their listings. Page 12

Search Engine Marketing – an explanation.
Getting your website listed in the major search engines such as Google and Alta Vista can be a long, seemingly hit-and-miss process trying to keep up with each engine’s ever changing individual criteria used to calculate their rankings. What Hyperlinx Ltd will do for you is an on-going campaign using market intelligence and up-to-date knowledge of search engines. Initially we will run a test report to gauge your site’s positions within the engines prior to the start of our campaign. (This will be used later to compare with newer reports) Your site will then be optimised using appropriate keywords and meta-tags and will be regularly submitted to over 300 search engines. We do use specialist software, but most of the time just plain old fashioned checking, analysing, adjusting & re-adjusting, reporting and refining the site code throughout the campaign to achieve listings and improve upon existing listings. Because Search Engines have literally thousands of websites submitted to them on a daily basis, there can be a long waiting time for them to even check your site for possible suitability or relevance to their listings. Some major Search Engines such as Lycos or Google can take up to 6 months to even look at your site to check for possible free inclusion to their listings, never mind achieve high rankings. This is one of the reasons we don't run our first full report until we are at least 3 months into the campaign, when sites gradually start to appear on the engines. Patience is the keyword in SEM as your site slowly creeps up the rankings. We have client’s sites we have been working on that achieved top 10 positions within the 3 month period on some search terms, within certain engines, while others that have taken a lot longer. As you'll see when we get the monthly surf reports running regularly, the listings will go up (and down) monthly. Many of the major engines such as Yahoo and MSN have now abandoned "free" inclusion to their listings and are instead charging annual fees of up to £199 a year with no guarantee of a listing, let alone high positions for your site in their searches. There are ways round this though, but there are no guarantees of success. What works for one engine may not work for another and what tricks work one month may not the next on the same engine. Whilst there are no guarantees of success, we can guarantee, however, the extensive work we will carry out in order to increase your site’s chances of success in the engines. Another factor to be taken into consideration is that the nature of your business and your competition's search engine campaign, and how much they are spending to achieve results, will affect yours. For example, if you are a lion tamer in Iceland you'll probably quite easily get into the top 10 of most engines for people typing "lion tamer iceland" into the searches. If you are an accountant in America, you’ll probably have a few million other companies trying to get above you in the engines and spending a lot of money to achieve this. For example, let’s assume you run an estate agents business in Horsham called “Acme Property”. If you were to type in "property" to search for your site within a search engine it will not be as fruitful (ie your site listed in the Top 30 pages) as typing in "acme property sussex" because there are many companies worldwide competing with you and selling the same product as you, who are also running a search engine campaign trying to get into the elusive Top 30. It sounds obvious but only 30 company’s websites worldwide can achieve this! Visit this website to see one of our client's report sites www.sbconsulting.co.uk/reports/ and compare the initial first report run before the campaign started and the most recent report some 2 years later. The monthly reports show the slow process as each month new engines start to list the website and search terms gradually get listed.

Please note: Although with our Services your web site has a much improved chance of success in the search engines, it will depend greatly on the nature of your business/web site as to the rankings you will achieve. There are no guarantees of success with any Search Engine Marketing campaign but we can guarantee that we will carry out all work as promised and strive to optimise your site’s visibility in the Search Engines. All services are offered utilising search engines that allow free submission to their listings. Page 13

Client Profile Form
To help us help you, would you please take a moment to fill in the following…

Company Name Web Site Address Contact Name Contact E-mail
Please list 15 “keywords” or “key phrases” that describe the nature of your business or web site. Think of words or phrases that a person would type into a search facility when looking for your type of business/web site on the internet. 1. 2. 3. 4. 5. 6. 7. 8. Please compose 1 or 2 sentences that sum up your business/web site 9. 10. 11. 12. 13. 14. 15.

Please write a brief description of the services or products you are promoting on your web site to give us a better understanding of the nature of your business.

Please note: Although with our Services your web site has a much improved chance of success in the search engines, it will depend greatly on the nature of your business/web site as to the rankings you will achieve. There are no guarantees of success with any Search Engine Marketing campaign but we can guarantee that we will carry out all work as promised and strive to optimise your site’s visibility in the Search Engines. All services are offered utilising search engines that allow free submission to their listings. Page 14

Standing Order Mandate Form
Please complete this form and send it to your bank

BANK STANDING ORDER MANDATE To: The Manager Name of Bank:

Address of Bank:

Postcode: Please pay to: Hyperlinx Lloyds TSB 1, West Street Horsham West Sussex RH12 1PA Monthly Payments: Amount: From Date:
( and on this date monthly until cancelled )

Sort Code: 30-94-41 Account Number: 03455023 Account Name: HYPERLINX

To Date: Until Cancelled

Debit Account Number:

Sort Code:

ACCOUNT NAME: SIGNATURE: DATE:
Please note the bank will not undertake to: 1) Make any reference to Value Added Tax or intermediate element 2) Advise payee’s address to beneficiary 3) Advise of inability to pay 4) Request beneficiary of receipt of payment

Please note: Although with our Services your web site has a much improved chance of success in the search engines, it will depend greatly on the nature of your business/web site as to the rankings you will achieve. There are no guarantees of success with any Search Engine Marketing campaign but we can guarantee that we will carry out all work as promised and strive to optimise your site’s visibility in the Search Engines. All services are offered utilising search engines that allow free submission to their listings. Page 15


				
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