IvesTech Search Engineering - Why it Used to works - w/me at the Helm ! - Smart - Search

Monday, January 29, 2007

IvesTech Search Engineering - Why it Used to works - w/me at the Helm !

... till Ivestech dishonored their contract, cancelled backpay and in so doing committed a felony as well as losing license to my Intellectual Capital... update 3-27-2007

My Search Engineering

The analysis and service that we do in the beginning with accounts is designed to give accounts an idea of the extensive focus we provide for them.

It's an indepth scan of their market (and changes), the mainstream 'keys' and marketing 'incidences' by which a prospect finds their site, even if that is via articles written about their radio announcements. On the other hand, it shows affiliate marketing, newsletter marketing, PPC activity, references to external marketing from radio, TV and much more.

It goes further with detailed competitive profiles showing each company's strategy, and typically includes in the marketing, competitive acquisition of each competitors paid keywords and their complete sponsor ad text. We also go after trade-marking like 'Hillsboro Hyundai'... for any dealer with Hyundai's in Hillsboro'... or more direct and clever.

In addition to (1) trade-marking, (2) Competitive ad profiling, we also leverage (3) extensive 'Longtail' marketing - the bits and pieces that today often ad up to more than the leaders (less of more) - the emerging real markets of 2007 and beyond.

The foundation of what we do is to not only pinpoint the market, but significantly lower costs, improve ad placement (center vs. side), and most importantly, amplify conversion into multiple channels of response (and publication) at your website.

Landing pages for the majority of ads that lower costs and improve reception

Matching ads sponsor-to-landing page to improve conversion

Dynamic industry/need content (in addition to your own)

Valuable RSS information 'feeds' - The lastest Updates - this is a business
almost in itself - 2nd sydication channel)

Thus our diffentiators are that:

We are not only more aggressive and pin-pointed in finding the best proven and relevant keys (currently under the 80/20 rule) competitively, that includes leveraging longtail marketing.... but

ALL the things we do (landing pages, feeds, dynamic content, tracking) to insure better reception/conversion/fulfillment/feed on the first visit and 'dynamically' get the prospect to revisit for follow-on sales.

My General Market Proposal

For these services that are proven to be more effective and the secondary syndication (revisits), it is a service that is easily worth $Xk a month to manage bw. Y-ZK/mo worth of PPC spend. Even if that doubles the apparent PPC cost, the difference in initial conversion rate (ex: did you know that.....?) and the effective total conversions (from revisits stimulated from the sydicated publication of new feed items directly to the prospect's browser).... is easily a great deal.

To help get the client started, and show our committment, we offer the service component to building this strategy, based on a 50% discounted rate for a short test period (say 3 months), that includes a 'performance' bonus based on either discretion of the customer (or some target, say 75% of the estimates, adjusted for localization) targeted to be the other 50% of our standard service charge. We 'expect' our customers to offer more for exceptional performance.

Compared to a retainer and a monthly percentage of the PPC spend (that does little to provide incentive to seek the most cost effective spend), this proposal offers minimal risk (pin-point targeting and better conversion) and significant incentive for IvesTech Search Engineering to promote the max. cost effective visibility combined with the best conversion rates, driven by our attempts to deliver exceptional results!

Search Engine Optimization - Natural Search:

The same analysis reveals the strategy to achieve long term, the most prominent strategy in natural search.

For SEO On-Page optimization, it shows which keys and spread (Count, priority and proximity of keys on a page) are needed for each of the major search engines

For SEO inbound links, it identifies the most influential and meaningful links on competitor sites to target (with better and more relevant) influencing better links to your site. That's why you typically implement SEO after SEM activities (as you not only get more immediate response with PPC, but you also need to build the relevant content as linkbait to get more important sites to link to you.

technorati tags: seo, ppc, sem, overture, adwords, longtail, landing_pages, RSS, dynamic_content, relevant_content