Monday, March 06, 2006

Competitive Analysis

A competitive analysis is a formal evaluation in which you review the businesses of one or more companies that compete, directly or indirectly, with your own.Online, competitors have access to each other's company information and marketing materials that they might not be able to gather as easily in the offline world. This allows for even greater opportunities to benefit from competitive analysis data.But how can companies improve by analyzing their competitors? And what is the best way to implement a thorough competitive analysis?

Benefits of conducting a competitive analysis

The benefits of conducting a competitive analysis include:

  • You will identify WHO you are competing against. You will be able to assess the threat levels presented by other companies in your market.
  • You will identify your own weaknesses. Companies who do not pay attention to their competitors may not understand just what they are doing wrong because they have no frame of reference. Studying your competitors offers you a perfect opportunity to find out how you can better serve your customers.
  • Once you've identified those weaknesses, you'll be able to improve your business in a number of ways. The order in which those improvements should be implemented will often be dictated by the analyses of your competitors. For example, if all of the other companies sharing your target market have a certain feature considered essential to that market, this will be one of the first things you will want to remedy.
  • You will also identify your strengths. By comparing your own online presence to those of your direct competitors, you will discover what sets your business apart from theirs. These qualities can then be emphasized in your marketing efforts.
  • Additionally, you will be able to identify or confirm your Unique Value Proposition (UVP). Your UVP is the single most important element of your business that sets you apart from your competitors. Do you have the largest catalog of products? The lowest prices? The (quantifiably) best customer service? Competitive analysis will help you develop your UVP and test the validity of the claims you make about your business.
  • You will be able to determine what factors drive success in your market space. These may vary greatly from market to market, and may not be what you originally expected.
  • You will identify what specific actions you need to take in order to improve your competitive position.

Wednesday, February 22, 2006

Direct E-mail Marketing

Direct E-mail Marketing Do not think “SPAM” when you hear “direct email marketing.” Good firms understand that sending well crafted email messages to “targeted” email lists offers relationship marketing benefits. The fact is that your customers will appreciate you if you send them high-quality, personalized content. While it might be surprising to many companies that the first step in a DEM campaign is often narrowing an existing list, the reason is clear: you need to be focused to be successful.

Good Direct Email Marketing Compliments Your Total Marketing Plan The best results are achieved if you think of direct email marketing as an integral piece of your larger marketing plan. Thus, you should work with an agency that brings experience in all areas of marketing and Internet consulting. Our graphic design professionals, copy writers, and web developers utilize proven best practices that quickly engage the email recipient’s interest in your product, service, or message. Your audience will be captivated by your custom, personalized, image-rich emails, each with strong calls to action that motivate recipients to act.

Measure, Analyze, and Refine
Managing your email distribution lists and campaign results has never been this easy. Our email marketing solution allows you to manage multiple lists from one account and target specific demographics within a given list. Recipients can easily refer-a-friend to your list or unsubscribe.

You can't improve what you don't measure. Our direct email marketing technology tracks metrics for readership, click through rates, response levels and polling results. This adds up to quality business intelligence that allows us to refine our email messages and improve customer perception.

Search Engine Optimization (SEO) – Organic Search

Search engine optimization (SEO) is the process of analyzing your site and modifying it to enable search engines to read it, understand it and index (or catalog) it correctly. This is not rewriting the site or changing the look and feel. It is subtle changes, adding or modifying inconspicuous visible and invisible text so that the search engines can read the site. SEO is not 'spamming' the search engines - it is simply helping the search engines help you.

The need for SEO has become acute in the past few years. Web sites are being created with Java, Flash and images all of which search engines can not understand and ignore. If the content of your website is ignored by the search engines then they can't index your site, If your site isn't indexed then no one will find your site by searching for it in Google, Yahoo, MSN, etc. If no one can find your site then your hard work and money spent creating the site is in vain.

Search engines don't like this either, they want to provide the best possible results to visitors and if they can't index a website for any reason they may be missing great content that searchers are looking for. In fact SEO is so important;
Google provides guidelines for choosing a SEO service.

Search Engine Optimization = Qualified Traffic Our clients have seen a 250% increase in revenues in as little as 3 months.
more information

Search engine optimization (SEO) is the science of making a website ‘search engine friendly.’ The objective of SEO is to increase web site visibility and qualified traffic by ranking highly within organic search engine results for keyword phrases relating to your site content.

Organic Search = 60% of Clicks Organic search is a critical part of any search engine marketing campaign and accounts for 60% of all clicks.

Search Engine Visibility = Qualified Visitors The basic steps of SEO involve getting all your site pages indexed by the search engines, figuring out what search terms or keywords searchers are using and then optimizing the content of your site to match these keywords.

Qualified Visitors = Sales SEO is undertaken to get highly qualified traffic to visit your site. This type of visitor is much more likely to convert into a customer. By conversion we mean to achieve the goal of your website whether that is online sales, offline sales, sales leads, branding, or to inform or persuade.

Customized Search Engine Optimization Campaign Your SEO campaigns will be customized for your business and include competitive analysis, keyword analysis, technical optimization, content optimization, link strategy and monthly maintenance.
* Competitive Analysis You need to understand your high ranking competitors and determine what they are doing to achieve that position.
* Keyword Analysis You need to know what words or phrases searchers are using to find your business. Your campaign should target these keyword phrases.
* Technical Optimization You need to get your complete site indexed and eliminate problems related to pop-up windows, flash or frame sites, JavaScript navigation, ineffective redirects, visitor passwords, wrong robot controls, or dynamic URL issues.
* Content Optimization High quality, relevant content plays a major role in successful search engine marketing and is important for both your site visitors and the search engine spiders.
* Link Strategy Links are very important for search engine optimization and is a key component of high rankings.
* Monthly Maintenance Your search engine optimization campaign will need to be monitored and revised on an on-going basis. This is a normal part of an SEO Campaign.

eCommerce Search Engine Optimization

eCommerce is a booming industry! Make sure you are fully optimizing the potential of your eCommerce website. We are on the leading edge of search engine optimization for eCommerce sites and we are constantly developing new techniques to meet the challenges of our clients.

If your eCommerce shopping cart solution is not performing or if you are spending all your profits on your PPC campaign let us help.We can:

Drive Natural Search Engine Traffic to Your Site eCommerce search engine optimization can make your shopping cart more spider friendly and raise your visibility in the search engines. We will ensure all your pages are accessible to the search engine spiders and that all your products appear in the organic search results. Some shopping carts are difficult for search engines to spider, we will ensure your site is deep-indexed by the major search engine spiders and ensure your product and category pages are indexed by Yahoo, Google, and Teoma.

Drive Paid Search Engine Traffic to Your Site If you're not already using PPC to drive traffic to your site we can help you set up and run an effective eCommerce search engine marketing campaign to maximize your revenues while minimizing your outlay. If you already run a PPC campaign, we can help ensure you get the maximum return on your PPC investment.

Shopping Engine Feeds In order to lessen your reliance on organic (non-paid) search engine results placement we will also supply data feeds to one or more of the major shopping engines. Shopping engines allow visitors to compare prices and features of products, when they find a product they like they can access the suppliers website and make an order. Traffic from shopping engines is highly targeted and is either researching a purchase or purchasing.
For more information on shopping engines click here.

Ensure The Traffic Converts There may be hundreds of sites on the Internet selling exactly the same good as you are, sometimes it takes a third party to notice the road blocks on your site that will cause a visitor to hit the back button and go elsewhere. Any one of these can stop someone parting with their credit card number:
Is your shopping cart too difficult to use?
Is it obvious how to check out?
Do you display the shipping and sales tax rates?
Do you come across as trustworthy?

Monitor Conversions Do you know where your sales are coming from, or perhaps you're getting plenty of traffic but no sales - do you know why. We provide eCommerce tracking applications to all our SEO eCommerce clients! Using this software you can determine where you are getting the best return on your eCommerce search engine marketing investment.

You don't have to guess where your sales are coming from. By using our, using
Campaign Tracking and eCommerce Tracking you will have all the answers!

Directory Submission Service Within the search engines high ranking sites usually have a high quantity of incoming links from quality sites within their industry. These links play an important part in how search engines such as Google determine which sites are most relevant for specific search terms. Having higher relevance will enable your site to have a higher ranking.

Tuesday, February 21, 2006

Search Engine Marketing Services

Current Pay Per Click Campaign Review We will review your current paid placement campaign and make suggestions and recommendations on your unique business conditions.

Competitive Analysis We will review the paid placement strategies of your competition for specific targeted keyword phrases and make suggestions and recommendations on your unique industry conditions.

Keyword Analysis We will research specific search terms and keyword phrases for your business.
Market Analysis We will match keyword phrases to your targeted market and develop a bidding strategy to achieve results.

Landing Page We will develop specific landing pages for your web site to help you get you immediate message across.

Advertising and Brand Development We will develop exciting advertising content to communicate your brand and marketing message.

Finance and Budget Management Because it is a complicated bidding environment we will help you monitor and fine tune you’re spending and keep it cost effective.

Paid Placement Account Management We will help you with your strategic Internet marketing plan and all aspects of your paid search engine marketing campaign including timing strategy, and trend analysis.

What is Affiliate Marketing?

Affiliate marketing is internet marketing that allows websites to share traffic and revenue using banner and text advertisements. Merchants who sell goods and services online pay commissions to website owners (Affiliates) for sending traffic to their site. Affiliates can earn and are paid commissions when one of the following events occur:

Cost Per Sale (CPA) A visitor referred by the Affiliate purchases goods and services from the Merchant. This payment structure is referred to as - cost-per-sale or cost per acquisition (cpa).

Cost Per Lead (CPL) A visitor referred by the Affiliate completes a form on the Merchants website. This is payment structure is referred to as - cost per lead (cpl).

Cost Per Click (CPC) A visitor to the Affiliates website clicks on a Merchants banner and visits the Merchants website. This payment structure is referred to as - cost per click (CPC).

Cost Per 1000 Impressions (CPM) Merchants pay a set rate for the display of one thousand of their banners/advertisements. This payment structure is referred to as - cost per 1000 impressions (cpm).

Monday, February 20, 2006

SEO News Sites

Search Engine Optimization Process

Overall, the Search Engine Optimization process can be described by the following
seven steps:

  1. Website Analysis: In-depth analysis of the client’s website in order to fully optimize the content, structure and traffic flow. Access to detailed web log files are crucial in this stage
  2. Keywords Optimization: Identify, compare and select ultimate keywords/phrases. The stage involves extensive analysis of the competitor’s web sites, meta tags and submitted keywords/phrases.
  3. Meta Tags & Web Page Optimization: Meta tags are generated based on the selected key word/phrases and placed on the pages of the client’s web site.
  4. Submission of Web Pages: Optimized web pages are submitted to leading search engines and categories for top placements and positioning.
  5. Link Optimization: Add relevant external inbound links and outbound links to and from other websites. Link Optimization is also a significant factor in Search Engine Optimization. We have learnt from our experience that if websites links are properly optimized that can result into top search engine positioning and placement.
  6. Reporting: There are many types of reports, but for the most part these reports can be segmented into 5 basic groups.
    • Search Engine Ranking / Positioning Report: Lists all keywords by search engines and their respective ranking. The detailed reports include ranking for root and branch pages.
    • Search Engine Original Ranking: Reports current ranking compared to ranking prior to the SEO campaign for each keywords.
    • Search Engine Submission Report: Lists the last time submissions were made to each of the search engines. The detailed reports include specific submission information to the directories.
    • Search Engine Link Report: Lists all new external inbound links from other websites and external outbound links to other websites.
    • Search Engine Maintenance Report: Journals all activities associated with a SEO campaign.
7. Maintenance: Analyze results and revise tactics to maintain or improve search engine positioning.

Optimization work continues long after the optimized site is launched. The continued areas of effort fall into 4 basic categories.
    • Analysis and revision of page optimization: The competitive environment is a moving target. To maintain top ranking, SEO Analysts must evaluate the results and make tactical modifications based on performance observations.
    • Adaptation to search engine algorithm changes: Search engines are constantly modifying their ranking algorithms. It is not unusual to see several changes each year for each search engine. These changes must be identified and analyzed in order to maintain top rankings.
    • External link structure maintenance: Over time, websites change their design. These changes can affect or “break” inbound or outbound external links which can adversely affect website ranking.
    • Continued submissions to search engines: Over time, search engines “clean house” and drop older site pages from their database. Sometimes pages are dropped inadvertently. Whether purposely or not, search engines must be monitored continually to be sure website pages are properly indexed or resubmit pages that have been dropped. To improve positioning or placement in search engines, web pages should be re-submitted over the period of time.

What is pay per click?

There are several search engines which will rank your web site according to how much you are prepared to pay them. These are usually set up on a Pay Per Click (PPC) basis i.e. you pay a set amount of money every time someone searches for keywords, or key phrases on which you are bidding, and clicks on your link to visit your site. The higher your bid, the higher your site is placed. Sites which work in this way include Overture (formerly called Goto) Espotting and Find What. Traffic from PPC search engines is very targeted and as such, you can expect higher click through's and conversion rates. Pay per click is a very controllable way of marketing your site. You may change your bids up or down at a moment's notice and you can set limits of how much you will pay each month. If no one clicks on your listing, you don't pay a penny, yet your site's entry is still seen by the people using these sites. They soon get to recognize your name thus establishing branding of your company's name and its services.

Why use a pay per click management service?
Getting to the top of search engines using pay per click is fast and guaranteed but at the same time it can be time consuming and expensive. For instance - At the time of publishing this site, the top bid for the keyword "loans" on Overture UK is £4.37. The fourth bid (24hour-loans) is £4.27, the fifth bid is £3.90 (Britannia) and sixth bid is £3.26. 24hour-loans is overbidding by 37p per click and Britannia by 64p! Savings per 1,000 clicks for 24 hours-loans is £370 and Britannia would save £640. High volume keywords like "loans" would easily generate over 1,000 clicks per week. In a year both sites could be spending an extra £52,250! That's just one example how our management service could save you money. Take the above example again - the top bid of £4.37 per click is beyond the means of most small businesses. Our keyword analysis will help you identify related high volume related keywords at a fraction of the cost! For overpayment read: this is money misspent that could have been saved or devoted elsewhere to boost the overall marketing effort! Many large sites are bidding for hundreds, if not thousands of search phrases, so it doesn't take an Einstein to figure that all this may aggregate to a serious waste of money! Of course, monitoring and modifying loads of ever changing bids manually can be a daunting chore, especially in view of PPC engines' typically cludgy bid management interfaces. Luckily, it's exactly this number crunching type of task where companies like ourselves excel.

Why do my paid listings need optimizing?
Even PPC needs optimizing - It's has always been the case that half of a real search engine optimizer's job was in understanding and selecting keywords. Not just obvious keywords, but the real gems that bring the highest ROI. Maximize your return by using our expertise and dedication. Our service will actively seek out hundreds of highly targeted phrases that result in more visitors at a lower cost. We will electronically monitor competitor’s bid so that you can always stay on top. Each keyword is monitored 24 hours a day, 7 days a week in order to minimize the risk of overbidding. In most cases our service will pay for itself in the first month.

What is Link Popularity?

Link Popularity means how much you are known on the internet which can be measured how many sites or web pages linked to you. Link popularity is a measure of both the quantity and quality of sites that link to your site. Link Popularity is the number of on the On-topic quality hyperlinks pointed to your web site or Webpage.

It is important for top search engine ranking that website should have theme based quality links from sites which are related to it so that even the user who is searching for the required information can come to the right place. We understand this and keep this in mind while preparing the link building campaign for your site. In our all campaigns we provide complete report where your links have been placed with the exact location of the same. close window

We use a variety of anchor text and actual description of the theme of the site to create the links for the site so that the relevancy of the link is maintained and natural link building is done for the site. We provide two types of links services:-

Theme based One-Way Links:
In order to have a site maintain its ranking it should have higher number of inbound links than outbound links. One-way links is the best way to have inbound links without giving out links from the site to outside sites.In our one way relevant link building campaign we get a link for your website without giving a link out of your site. One way links are the best way to increase the link popularity of the site and get theme based relevant links for natural search engine optimization of the site.

Reciprocal Links:
There is no doubt that one way links are the best for increasing link popularity of a site but the budget for this needs to be the be high therefore another way which if done with care can also yield results is reciprocal link building of the site.In this we exchange links on your behalf with other related websites and take care that no bad site of link from any bad neighbourhood gets exchanged.We try to get the maximum links exchanged with related theme based sites and use a variety of anchor text.We also keep in mind that we do Link Exchange for 4 to 6 targeted categories related to your web site.

Search Engine Optimization

Search engine optimization is the act of making ones website content more search engine friendly to make it rank higher. Submit Express specializes in the optimization of websites in competitive markets. We will research your keywords and optimize your site based on the most searched keywords in your industry and drive relevant traffic to your site via the major search engines and directories.