Cherokee Nation Businesses
Search Engine Optimization RFP
1. Company Overview and Project Objectives
Cherokee Nation Businesses (CNB) is the economic engine of the Cherokee Nation,
the nation's second largest Indian tribe. CNB owns companies in the gaming,
hospitality, manufacturing, distribution, telecommunications, environmental
services, construction, healthcare services, real estate, security and defense, and
technology services industries. These businesses have yearly revenues of
approximately $500 million and profits of $100 million.
CNB plans to develop and replace the existing websites for all subsidiary
companies with more consistent designs, themes, and branding. The purpose of
this project is to optimize the search engine visibility of the company sites.
Most of the websites will provide information about the companies for potential
customers and business partners. However, in some cases, websites will be
constructed that focus on product sales. The links listed below provide a sampling
of the current CNB company websites.
B. Measures of Success
a. Maintain the highest level of search optimization integrity
b. Increase traffic by 50% to each website within 6 months of implementation
c. Improve search engine rankings such that, each site appears within the first
two pages of relevant searches
d. Vendor to define terms and methods of measurements
C. Websites in Scope
The scope of this project is the CNB parent company website, the 7 division
websites, and 10 company websites.
D. Technologies and Operations
CNB and its subsidiary companies use Microsoft Office SharePoint Server 2010
farms and SQL Server 2008 R2 for internal and external collaboration,
applications, and website content management. All websites are developed
and hosted internally by CNB. Website statistics are maintained for each site.
E. Expectations of Vendors
a. Review sites and provide consultation to ensure that the sites are designed
for peak Search Engine Optimization (SEO)
b. Consult with and mentor the CNB team to maintain the sites for ongoing
c. Submit all company sites to all search engines, DMOZ.org, Yahoo directory,
d. Research appropriate key phrases for each company website
e. Provide key phrase positioning reports
f. Optimize the key phrases
g. Create meta tags (title, keyword, and description) for each site
h. Create the robots.txt file, as needed
i. Build appropriate site maps to help search engines crawl CNB sites
j. Procure and build links, cross links, and thematic one-way links
k. Set up Google Analytics or SharePoint Analytics, as appropriate, with
l. Make other appropriate recommendations and implement with mutual
2. Methodology and Experience
A. Philosophy and Approach
Outline your company’s philosophy for search engine optimization and online
marketing in general, and give a generic outline of your typical approach to
improving a site’s traffic and rankings. Also, describe how your techniques
qualify as “white hat”, or follow the industry standard and best practices
preferred by the major search engines. Be sure to outline both immediate and
Provide the name, job title, expertise, and project responsibilities of the key
members of your SEO and online marketing teams that will most likely be
involved in the CNB project.
Provide a list of three clients, with contact information, for whom you have
completed or are currently working on SEO and/or online marketing projects
that best exemplify the full range of your capabilities and services. Be sure to
include statistics showing the impact of your services.
3. Natural Optimization Strategies
Outline your research offerings, including what data you will gather and what
impact the information will have on determining how you will proceed with
the CNB sites.
B. On-Page Optimization
Outline your actual on-page optimization offerings and describe the intended
impact each will have on the search performance of the CNB sites.
C. Ongoing Strategies
Outline your short-term and ongoing SEO and marketing campaign offerings
and describe the intended impact each will have on CNB website search
4. Paid Strategies
A. Pay-Per-Click Campaigns
Describe a typical Pay-Per-Click (PPC) campaign as run by your company,
including initial research, setup, and management services.
B. Paid Directory Submissions
Describe what paid directory submission services you provide, including your
approach and expected impact on the search performance of the CNB
5. Tracking and Reporting
Outline the information that is tracked when conducting an ongoing SEO
campaign, how these items are tracked, and what information will be reported to
Do you offer monthly program performance reviews indicating the program’s
growth? If so, please elaborate on the deliverables of the reviews.
A. Landing Page Creation
Outline your landing page optimization and promotion services. Be sure to
include your qualifications in each and how you typically group these services
to form a campaign.
B. Original Design Capabilities
Outline your original design capabilities and services as they relate to SEO and
marketing. Be sure to include your qualifications in each and how you typically
group these services to form a campaign.
C. Code Changes and Additions
Outline your capabilities for altering and implementing existing sites to
maximize a site’s impact and indexibility. Be sure to outline your approach in
determining what changes are necessary.
7. Proposed Budget and Schedule
Provide a complete list of all applicable services that would be a part of this CNB
project, with pricing and total hours for each, based on the information provided
in the RFP. If exact pricing and hours are not possible, please provide ranges for
Provide a schedule of milestones for the project, including the deliverables for
Be sure to include a sample contract showing any and all terms and conditions to
which the project will be subject, including more immediate efforts and ongoing