The Whitmore Group LLC. (TWG) - SEO/PPC Proposal
www.whitmoregroupllc.com

Market

  • Target Location: San Diego Metro and Surrounding San Diego County
  • Target Audience: Homeowners and landlords in the target area who are looking to purchase granite countertops in the kitchen, bathroom or outside BBQ areas. Also, people who are unsure of what type of natural stone countertop is right for them. In addition, TWG would like to attract strategic relationshiops with small-to-medium residential construction companies in San Diego county.

Objective
To drive more relevant web traffic (local San Diego) to the website. Generate incoming phone calls and/or inquiries via the contact form.

Methodology

  • Build Incoming Links: industry related websites, review competitors' links
  • Keyword Term Development: descriptions, keywords and titles
  • Initial Reporting: current ranking of primary and secondary keyword terms
  • Redevelop META Tags: descriptions, keywords and titles
  • Search Engines/Directories Submissions: free search engines and paid directories
  • PPC Campaigns: Overture Network with Google AdWords to follow

Build Incoming Links

Work with TWG to find relevant industry categories and similar service sites on the internet. Once primary categories are selected, we will find sites to place URL link to your website. As the number of related websites that have incoming links to your site, your website will appear more important and popular and increase your rank (especially in Google). We will also analyze your competitors' incoming links and get a link to your site when available.

Keyword Term Development

Review current monthly search volumes of related keywords to get initial list of keywords. Work with TWG to develop a primary set of keywords which summarize different ways relevant traffic would find the website. These words will be used in the Titles, Body Text, Text Links and ALT tags for images. Keyword density and relevancy improve natural search results.

  • Primary Keyword Terms:
    San Diego - Granite, Granite Countertops, Granite Slabs, Countertops, Limestone, Marble, Granite Wholesaler
  • Secondary Keyword Terms:
    Orange County - Granite, Granite Countertops, Granite Slabs, Countertops, Limestone, Marble, Granite Wholesaler
    Southern California - Granite, Granite Countertops, Granite Slabs, Countertops, Limestone, Marble, Granite Wholesaler

Initial Reporting

  • Reports of current natural "organic" search ranking for primary and secondary keyword terms in major search engines (Google, Yahoo/AltaVista, MSN, Inktomi, Lycos, AllTheWeb) to identify areas needing improvement.

  • Report containing the number of HTML pages currently being indexed by the major search engines compared to the total number of eligible HTML pages in the site. Identifies Search Engines which require additional attention

HTML Page Redevelopment

  • Analyze primary keyword term density on existing pages and rewriting copy where necessary to improve keyword placement and density.
  • Work with TWG to develop additional HTML content pages created to cover keyword topics which aren't performing well.
  • Develop text-based links with underperforming keywords to new content pages
  • Develop a plain-text site map

Redevelop META Tags

Using the new primary and secondary keyword terms we will rewrite (or create for the 1st time) the META tags on each page of your website. The META tags include a title, a description, and keywords. The title is what appears at the top of the browser and as the title of most search results. The description is used by some search engines to display under the title of the website while others use the actual site text as the description. Finally the keywords META tag is used by some search engines to know what that HTML page is about.

Search Engines/Directories Submission

There is a little known difference between search engines and search directories. Search engines are usually "free-inclusion" meaning there is no fee to be listed within the site (ex. Google). Other "paid-inclusion" directories require an annual fee to be included within their results (Ex. Yahoo! Directory). Some services such as Yahoo! offer both "free-inclusion" search engine and a categorized "paid-inclusion" directory. Being listed in a large directory like Yahoo! can improve rankings in other search engines.

  • Submit to Paid Inclusion Directories: Yahoo! ($299/yr.)
  • Submit to Free Inclusion Search Engines: DMOZ.org, Google - and 20+ other top search engines. Manual submission only, automated services can penalize your website!

PPC Campaigns

Pay for Performance links are found in most major search engines through the Overture Network (Yahoo!, MSN and others) or Google AdWords (Google and partners). This is a quick way to get TWG website directly to the top of search engines results above the natural "organic" listing. This can especially be utilized with keywords that don't perform well depending on the price value from existing competition. With keywords that are performing well, it gives the searcher reinforcement of your company's reputability because you are in both the natural and sponsored links.

  • Overture Network - $50 Initial Deposit. $0.10 per click minimum. Top 5 Bids are included in the search results throughout the network. Price for Top 5 Bids are based upon existing competitors' bids.
    • Competition is very low currently for Primary Keywords (San Diego)
  • Google AdWords - Advertising fees are charged at the end of each month. A monthly/daily budget can be set. Ranking is based upon a Maximum Bid and how well your ad has done in the past (How many past searchers have chosen to click your ad).
    • Competition is very low currently for Primary Keywords (San Diego)

Monthly review of keyword performance with summaries of which keywords led to valid lead conversions (phone call leads may require "How did you find us?" to track internet leads if other advertising is being done)