SEO Proposal for Northeast Moms and Babies

Search Engine Optimization (SEO) is a marketing strategy aimed at making your website pages visible to search engines, improving your site’s overall speed and performance, and increasing the amount of traffic coming to your site with the intention of converting that traffic into sales for your company. When potential customers type words into a search engine they are presented with a Search Engine Result Page (SERP) showing the best matches for those words. A SERP is comprised of the three types of results:

1. Organic results – a search engine (e.g. Google, Bing) uses its heuristics to evaluate websites as potential matches for the searched text and presents what it concludes are the best matches. The ever-increasing sophistication of these heuristics challenge us to adapt to ensure that your website is considered positively.
2. Local results – an array of data repositories contain business details that search engines utilize to enhance the SERP with local business matches. Registering with and maintaining data in these repositories is an important element of the SEO strategy for small businesses.
3. Sponsored/Paid – a SERP includes an area reserved for businesses that opt to pay for positioning in the results of a search. Let us know if you are interested in investing in this type of SEO.

We look forward to working with you to improve the visibility of your web site.

1. ORGANIC SEO

   Our business package includes all the basic elements of Organic SEO strategy including: the study of on page and off page optimization factors, analysis of three competitor websites, setting up tools as Google and Bing analytics, and submission to local directory listings. These techniques need to be regularly revised and refined as the main search engines regularly update their ranking criteria.

   Search Engines live and die by their ability to produce relevant results for their users. By employing specific guidelines they crawl through their huge databases of sites to identify the websites that are most relevant to the searcher’s keywords and phrases.

   1. ANALYSIS AND EVALUATION

      In order to move towards best positioning for your website we will work with you to ascertain information for your intended target. From there we can see what words are being searched, what your competitors are doing, and develop a strategy to move forward.

      1. SEO questionnaire

         We will provide a questionnaire for you to fill in. This will get you thinking about the competitive landscape; the more detail you can provide, the better. We will use this as a starting point to perform a thorough website analysis to evaluate site content, layout, linking structure in order to determine SEO factors to implement.

      2. Keywords/ Key phrase research and analysis

         We will thoroughly research keywords and key phrases for relevancy and competitiveness in order to settle on a target set that will bring in relevant traffic to the site. Working with you, we will help you figure out what keyword topics best identify your website content.

      3. Comprehensive website audit

         We will analyze website architecture, content, navigation, inbound and outbound links, meta tags, page speed, presence of html maps, user experience, etc. Recommendations for architecture will be presented to the client.

      4. SEO competitor analysis (3 competitors)

         We will use our SEO Tools to identify and analyze the top ranked sites competing for the keywords we identified and select keywords that interested site visitors would search for. Google sorts sites on the frequency of a variety of terms and key phrases linked together instead of on the frequency of a single term. This is called Latent Semantic Analysis. You will approve the final keyword/keyword phrase list.

   2. SEO ACTIVITIES IMPLEMENTATION (7 optimized pages)
      1. SEO focused copywriting/content optimization

         High quality content is one of the most important factors in SEO, which in turn will attract more authentic links from other sites. We will make adjustments to optimize your website’s content to enhance the keyword phrase density and distribution in a natural way. However, the goal is to write for people, not search engines. We will analyze and re-write content, in collaboration with you to follow search engines guidelines and create quality landing pages. Call to actions need to be present on each landing page.

      2. Keyword-rich friendly URL structure

         Navigation of a website is important for users and also for search engines.

         A friendly URL is a web address that is easy to read and includes words that describe the content of the webpage. This will help visitors remember the Web address and will also describe the page to search engines.

         Absolute links are also important in SEO. Search Engines give more importance to the links which are absolute rather than relative, factors which overall, positively influence search engine rankings. Renaming URLs could result in drop in rating and errors for a time, so this is carefully considered.

      3. Meta title, description, headings and keywords optimization

         We will update the Title, Keyword, Headings and Description tags for each individual page of your site.

         Meta tags are embedded in the code of your website and act as identifiers to the types of website search engines are crawling. This means we can target different key phrases for different pages and increase the levels of traffic by creating a greater range of key phrases.

      4. Image optimization - Alt tags, image resize and renaming

         All websites should comply with W3C standards (http://www.w3.org) and regulations for making sites accessible for people with hearing, motor, or visual disabilities. In order for websites to be accessible, every image on the page should have an ALT tag that describes the image. We will carefully adjust your image filename to include your main local keywords.

      5. HTML Validation

         We will verify the HTML code and fix any errors according to the Google standards.

      6. Structure data markup

         Data markup is code that we will insert into your website to help the search engines return more informative results for users. Schema markup helps your website rank better for all kinds of content types. There is markup language for organizations, websites, articles, etc.

      7. Internal linking structure and optimization

         Search engines use “spiders” to walk through a website on its way to collecting data about that site. Ideally, we should give the spider as many ways of reaching a page as possible – a couple of navigation bars, links from images, links from content, etc. This increases the chances of a page being reviewed and indexed. The easier and more convenient it is for search engines to get in and scan your website, the more traffic they are going to deliver. The pages that are to be promoted need to offer more entry points to spiders to ensure that these pages get indexed. By renaming the pages and the links within your website using your target keywords, we can increase the keyword density of your site allowing the search engine spiders to rank your pages a lot higher.

      8. Rich snippet creation

         Rich Snippets are additional pieces of information that the search engine is able to identify on the page. They are used to enhance the searcher's understanding of the value of that page. Depending on the page content, this information might include products or service information, site navigation breadcrumbs, customer reviews, and so on.

      9. Google Search Console setup

         We will create the Google webmaster accounts (or use an existing account), submit and verify the website, then submit sitemaps.

      10. Bing Webmaster tools setup

          We will create Bing webmaster accounts (or use an existing account), submit and verify the website, then submit sitemaps.

      11. Sitemaps Creation

          Sitemaps inform and direct search crawlers to the website pages, find out what pages are present and which have recently changed, and crawl your site accordingly. We will create the XML maps and upload to main search engines.

      12. Canonicalization and duplicate content analysis

          A canonical issue arises when a website can be accessed by search engines from several different URLs. This means that search engines can then potentially index your site under different URLs, resulting in the appearance of a site with duplicated content. A “canonical link” is an HTML element that helps prevent duplicate content issues. It does this by specifying the “canonical URL,” the “preferred” version of a web page. Using it well improves a site's SEO.

      13. Robots.txt & GoogleBot crawls optimization

          Search engines will look in your root domain for a special file named "robots.txt." The file tells the robot (spider) which files it may or may not consider for indexing.

      14. Performance analysis and tuning

          We will optimize server and page cache/compression which will improve user experience and page viewing.

      15. Google Analytics traffic analysis and reporting

          To demonstrate the effectiveness of your SEO campaign, we will generate an initial report and a 6 months report. These comprehensive reports show how well you rank on all of your targeted key phrases on Google and Bing search engines.

      16. Structuring your website for SEO

          Siloing a website means grouping related pages together, either structurally or through linking, to establish the site's keyword-based themes. Google's artificial intelligence algorithms evaluate websites based on this.

          Some of the restructuring items are listed below:
          -- Renaming urls
          -- Restructure menus. Services should be top menus.
          -- Add testimonials and SEO optimized content to all landing pages

   3. OFF Page SEO - ADVANCED SEO ACTIVITIES

      Off Page SEO simply tells Google what others think about your website. Most of the top search engines use link popularity in their ranking algorithms. Google uses it as one of its most important factors in ranking sites. These are links from other websites, which allows search engines spiders to easily travel from site to site, making it easier to categorize a website. Increasing the amount of quality inbound links to your site makes your site appear more important and more relevant to the search engines, resulting in a higher Page Rank and higher positions.

      1. Performance Analysis and Tuning

         We will create a report showing who's currently linking to a page on your site and who is linking to your competitor's site.

      2. Inbound Link Report

         We will create a report showing who's currently linking to a page on your site and who is linking to your competitor's site.

      3. Inbound Link building

         Links are a byproduct of having expert content worth linking to; they are earned. In order to improve your link popularity and earn better SEO rankings among the major search engines, you need to attract links to your website. We will offer recommendations for effective link building.

         Some of the off page techniques include: guest blogging, collaborate with influencers, press releases, paid social media ads, and so on..This is not included in this proposal.

2. LOCAL SEO

   The local business listings have never been more complex. The number one key to Local SEO is making sure your listing has a consistent NAP (name, address, phone number), enhancing the listings with photos, videos & promotions, and optimizing for easy readability and content.

   These are four major providers which spread data to Google Maps, Yahoo Local, Bing Local, Yelp, etc. If your business information is incorrect at any of these major providers, it may override what the major search engines have in their own database. And if your website is not included in the databases of these major providers, your business is not going to rank as well with the major search engines.

   There are several local submission providers and it is possible to move from one to the next to get to most of them. Our research has led us to the conclusion that the most accurate, fast and reliable submission for our clients is accomplished through Yext. Yext serves as a central point through which all other local submissions can be made, consistently and accurately.

   1. LOCAL LISTINGS ANALYSIS AND EVALUATION

      It is extremely important that your website display the most accurate and current information about your business. Specifically, your website should have listed (in text, not in a graphic): your business name, full address and phone number with area code (NAP). It is also important that NAP is correct across website directories like Google My Business, Bing Local, Yahoo Local, Yelp, etc.

      1. Initial Listing Scan

         We will provide you with a scan of the initial state of directory listings.

   2. LOCAL SEO ACTIVITIES IMPLEMENTATION
      1. Website changes

         We will make the necessary website changes regarding NAP, (normally changes in the header or footer).

      2. Local Structured Data Markup

         Data markup is code that we will insert into your website to help the search engines return more informative results for local users. There is markup language, local businesses, products, events, etc.

      3. Business information preparation

         We will prepare the business information necessary for directory submissions including business name, address, description, category, keywords to focus, business verification and other business related information.

      4. Yext Submission

         We will submit your business to over 65 local directories through Yext including Google My Business, Bing Local, Yahoo Local, Yelp, etc.

3. COSTS

   It is our goal to give you the most return on your investment. The costs associated with this proposal include:

   1. Organic SEO: $1000-$1300

      The range here allows room for more or less website restructuring (1.2.16) and the number of pages to be optimized.

   2. Local SEO: $550-$650

      This price includes a $425 charge for the Yext service for a year. The range allows room for more or less adjustments to the NAP and website changes if necessary (2.2.1)