2. 2 (Client) RFP Requirements 1. SEO for full site and mobile optimized site (when applicable) a. (Client).com full and mobile site b. (Client)global.com full site only 2. Architectural review of (Client) websites a. (Client).com b. (Client)global.com 3. SEO support for International sites a. (Client).com and future UK, Canada and Australia sites b. Content may be the same on International sites as (Client) 4. Provide list of recommended keywords for (Client).com a. Segment keywords based on audience b. Which terms should we target for members/consumers, benefits managers (clients), brokers or doctors? c. Which keywords should pertain to all audiences? 5. Keyword and Meta data review of (Client).com a. Review keywords and meta data on current pages b. If a more relevant keyword is identified, provide recommendations for alternative keywords. 6. Content optimization a. Option 1: SEO training is provided by the SEO vendor b. Option 2: The vendor optimizes all (Client) content. 7. Link building a. Identify specific opportunities for internal link building within (Client) web assets b. Identify specific opportunities for external link building with (Client) social media channels c. Identify specific opportunities for external link building with industry partners, bloggers, etc. 8. Duplicate content review a. Review (Client) web assets, including blogs and social media channels to determine duplicate 9.Implementation a. Vendor responsible for implementation of: meta data, URLs, linking building, and keyword integrated content b. Vendor will be responsible for Google Webmaster Tools maintenance, canonical taimplementation due to duplicate content, XML sitemap, diagnosis of crawling or indexing issues
3. (Agency) Alignment to RFP Requirements (Agency) Offerings RFP Requirements #1 #2 #3 #4 #5 #6 #7 #8 #9 Website and Mobile Architecture Analysis/ Audit X X X X X X X X Audience Intent Analysis X Content Personality Profile X X Content Audit X X On Page Keyword Optimization X X Ongoing Web Presence Optimization X X X X X X X X X Content Framework Templates X X X Content Creation- Train (Client) to Create Content Internally X X Content Creation Done by (Agency) X X
4. 4 (AGENCY) SOLUTIONS: Content Strategy Content Personality Profile Content Audit Content Framework/Templates Content Creation Our Strategic Solutions for (Client): Addresses 1A, 1B, 2A, 2B, 3A, 3B, 4A, 4B, 4C, 5A, 5B, 6A, 6B, 6C, 7A, 8A, 8B, 9A, 9B of RFP Requirements (Agency) conducted high-level site architecture and content analyses of the www.(Client).com website. Two overarching needs emerged from the findings, the need for: clear, concise content that speaks to the users intent and target specific calls to action; and a better understanding of the target audiences online behavior, intent and digital touchpoints where (Client) should be present. WEB PRESENCE OPTIMIZATION (THE NEW ERA SEO) TARGET AUDIENCE INTENT (RELEVANT CONTENT) CONTENT STRATEGY (THE FOUNDATION) (AGENCY) SOLUTIONS: Website and Mobile Architecture Analysis/Audit Web Presence Optimization Audience Intent Analysis Onpage Keyword Optimizaiton The strategic solutions outlined below will act as a roadmap to reaching (Client) company goals. (Agency)s strategic approach aligns to three digital initiatives- web presence optimization, content strategy and audience intent. Each digital initiative aligns with (Agency) strategic solutions.
5. 5 Executive Summary Search engine optimization (SEO) as we know it is dead. With Googles Penguin, Panda and Farmer updates, individuals attempting to outsmart the system incur tremendous brand and equity risk. Algorithms and human beings now work hand in hand to ensure content is relevant, fresh and engaging. This is why (Client) has a tremendous opportunity to refresh content, not only so its domain stays relevant within the index, but so it can provide real value to brokers, members, doctors, job applicants and all target audiences, leading to conversions for (Client).
6. 6 (Agency) uses a Forrester Research tried and tested methodology for evaluating and making technology recommendations. We are often asked by clients about what technology needs to be implemented in order to leapfrog competitorsthe problem is, this is the wrong question. Our Methodology & Process People Who is our target audience & what are their needs/wants? Objectives What are we (and the audi- ence) trying to accomplish? Strategies How will we accomplish our objectives? Tactics Which tactics will we deploy to meet our strategic objectives? Measurement How will we measure our success? TECHNOLOGY/TACTICS Reach audiences on their terms with the most relevant information possible. Which tactics/tools/technologies will we deploy to meet our strategic objectives? MEASUREMENT How do we define success? Awareness? Senti- ment? E-mail sign-ups? Shares? +1s? Likes? Fans? All of the above? How will we measure our success? PEOPLE Develop deep understanding of decision-makers across the current audience. Who is our target audience and what are their needs/wants? OBJECTIVES How do our objectives differ across audiences? What are we (and the audience) trying to accomplish? STRATEGIES How do we communicate our message effectively? How will we accomplish our objectives? Put simply, its all about how people find and interact with your website through the power of Search, how site design and good usability lead users down the path of Conversion, and how a Brand experience is created online that extends your brand promise and encourages people to talk about you.
7. 7 PEOPLE Who is our target audience & what are their needs/wants? What digital channels do they use? What information related to vision plans do they seek? What do they say about (Client), (Client) competitors or the vision care industry as a whole? How can we engage the familiar customer while attempting to attract the attention of those unfamiliar with the brand? OBJECTIVES What are we (and the audience) trying to accomplish? STRATEGY How will we accomplish our objectives? What conversations can we initiate with HR managers and brokers to help us achieve our business goals? How can we get target audiences involved? TACTICS Which tactics/tools/technologies will we deploy to meet our strategic objectives? How will existing properties need to be optimized or edited to make them more effective? MEASUREMENT How will we measure our success? Methodological Approach: (Client)
8. 8 Fact: 90% of online Americans search the internet for health resources. Harris Poll, 2010.
9. 9 WEB PRESENCE OPTIMIZATION Search engine optimization (SEO) as we know it is dead. . Being effective online means more than just having a website. It even means more than just having a website that ranks well in search engines. Its about creating a presence that promotes a consistent and interconnected experience for customers and prospects. Its about helping you Be Found. A quality web presence strategy helps reinvigorate low sales, staves off expensive ad campaigns and can be the stepping stone needed to play against larger competition. Its not about chasing the latest tricks and tactics, or striving for a possibly unattainable number one ranking. (Agency) has never been about that. We look beyond the obvious, beyond even existing web properties.(Agency) creates complete web presence optimization plans that not only get web content found by discovery engines, but make sure that content is properly displayed. Once found and easily accessed, (Agency) works with you clients to create such valuable content that authority, trust and loyalty are the result. Technical Architecture On-page Optimization Remarkable Content Link Cultivation Actively Engaged Remove Obstacles SEO Best Practices Conversion Optimization Content Marketing Social Planning Optimize Consumerize Humanize Relevant-eyes Tactics Objectives Less control More control
10. 10 Web presence optimization has a single goal: attract a higher volume of relevant users to key pages of the website dependent on audience intent. In todays world, that requires a mixture of enhancing site performance, optimizing key elements and improving the overall relevance and usefulness of the site as a whole. Improving your sites reputation within search engines can have a dramatic impact on your business. According to ComScore, 78% of users click on organic search results; 70% of searchers do not go beyond the first page of listings provided by a search engine (Jupiter Research), underscoring the need for a solid strategy to obtain first-page rankings on a vast and varied range of key terms. With a lack of optimized content, its difficult to find sustainable traffic from organic search, increasing the reliance on paid media initiatives. Onsite Web Presence Optimization
11. 11 CONTENT/KEYWORD MATCHING Does your content match the way people are searching for information? QUALITY OF CONTENT Is the information you provide useful and remark- able? CONTEXTUAL ANALYSIS Does your content present a cohesive message and provide an excellent experience? LINK CULTIVATION ANALYSIS Do the links to your site represent an opportunity or a liability? DEVICE COMPATIBILITY Is your content accessible to everyone on every device? LOCAL APPEAL Do local searches find your local relevant con- tent? SOCIAL LANDSCAPE Are people engaging with and sharing elements of your brand with their own network? Website and Mobile Architecture Analysis/Audit Addresses 1A, 1B, 2A, 2B, 3A, 3B, 4A, 4B, 4C, 5A, 5B, 6A, 6B, 6C, 7A, 8A, 8B of RFP Requirements The single most important owned media property of a company is their own website and mobile site. (Agency) has developed a proprietary process for analyzing and modifying the structure and content of your website to maximiz