What Is SEO
Search Engine Optimization (SEO) is often considered the more technical part of Web marketing. This is true because SEO does help in the promotion of sites and at the same time it requires some technical knowledge – at least familiarity with basic HTML. SEO is sometimes also called SEO copyrighting because most of the techniques that are used to promote sites in search engines deal with text. Generally, SEO can be defined as the activity of optimizing Web pages or whole sites in order to make them more search engine-friendly, thus getting higher positions in search results.
One of the basic truths in SEO is that even if you do all the things that are necessary to do, this does not automatically guarantee you top ratings but if you neglect basic rules, this certainly will not go unnoticed. Also, if you set realistic goals – i.e to get into the top 30 results in Google for a particular keyword, rather than be the number one for 10 keywords in 5 search engines, you will feel happier and more satisfied with your results.
Although SEO helps to increase the traffic to one’s site, SEO is not advertising. Of course, you can be included in paid search results for given keywords but basically the idea behind the SEO techniques is to get top placement because your site is relevant to a particular search term, not because you pay.
SEO can be a 30-minute job or a permanent activity. Sometimes it is enough to do some generic SEO in order to get high in search engines – for instance, if you are a leader for rare keywords, then you do not have a lot to do in order to get decent placement. But in most cases, if you really want to be at the top, you need to pay special attention to SEO and devote significant amounts of time and effort to it. Even if you plan to do some basic SEO, it is essential that you understand how search engines work and which items are most important in SEO.
1. How Search Engines Work
The first basic truth you need to learn about SEO is that search engines are not humans. While this might be obvious for everybody, the differences between how humans and search engines view web pages aren’t. Unlike humans, search engines are text-driven. Although technology advances rapidly, search engines are far from intelligent creatures that can feel the beauty of a cool design or enjoy the sounds and movement in movies. Instead, search engines crawl the Web, looking at particular site items (mainly text) to get an idea what a site is about. This brief explanation is not the most precise because as we will see next, search engines perform several activities in order to deliver search results – crawling, indexing, processing,calculating relevancy, and retrieving.
First, search engines crawl the Web to see what is there. This task is performed by e piece of software, called a crawler or a spider (or Googlebot, as is the case with Google). Spiders follow links from one page to another and index everything they find on their way. Having in mind the number of pages on the Web (over 20 billion), it is impossible for a spider to visit a site daily just to see if a new page has appeared or if an existing page has been modified. Sometimes crawlers will not visit your site for a month or two, so during this time your SEO efforts will not be rewarded. But there is nothing you can do about it, so just keep quiet.
What you can do is to check what a crawler sees from your site. As already mentioned, crawlers are not humans and they do not see images, Flash movies, JavaScript, frames, password-protected pages and directories, so if you have tons of these on your site, you’d better run the Spider Simulator below to see if these goodies are viewable by the spider. If they are not viewable, they will not be spidered, not indexed, not processed, etc. – in a word they will be non-existent for search engines.
After a page is crawled, the next step is to index its content. The indexed page is stored in a giant database, from where it can later be retrieved. Essentially, the process of indexing is identifying the words and expressions that best describe the page and assigning the page to particular keywords. For a human it will not be possible to process such amounts of information but generally search engines deal just fine with this task. Sometimes they might not get the meaning of a page right but if you help them by optimizing it, it will be easier for them to classify your pages correctly and for you – to get higher rankings.
When a search request comes, the search engine processes it – i.e. it compares the search string in the search request with the indexed pages in the database. Since it is likely that more than one pages (practically it is millions of pages) contains the search string, the search engine starts calculating the relevancy of each of the pages in its index to the search string.
There are various algorithms to calculate relevancy. Each of these algorithms has different relative weights for common factors like keyword density, links, or metatags. That is why different search engines give different search results pages for the same search string. What is more, it is a known fact that all major search engines, like Yahoo!, Google, MSN, etc. periodically change their algorithms and if you want to keep at the top, you also need to adapt your pages to the latest changes. This is one reason (the other is your competitors) to devote permanent efforts to SEO, if you’d like to be at the top.
The last step in search engines’ activity is retrieving the results. Basically, it is nothing more than simply displaying them in the browser – i.e. the endless pages of search results that are sorted from the most relevant to the least relevant sites.
2. Differences Between the Major Search Engines
Although the basic principle of operation of all search engines is the same, the minor differences between them lead to major changes in results relevancy. For different search engines different factors are important. There were times, when SEO experts joked that the algorithms of Bing are intentionally made just the opposite of those of Google. While this might have a grain of truth, it is a matter a fact that the major search engines like different stuff and if you plan to conquer more than one of them, you need to optimize carefully.
There are many examples of the differences between search engines. For instance, for Yahoo! and Bing, on-page keyword factors are of primary importance, while for Google links are very, very important. Also, for Google sites are like wine – the older, the better, while Yahoo! generally has no expressed preference towards sites and domains with tradition (i.e. older ones). Thus you might need more time till your site gets mature to be admitted to the top in Google, than in Yahoo!.
As industries shift away from traditional mass media and place a greater focus on more targeted and measurable means for gaining new customers, companies must redefine their business goals and apply online strategies designed to achieve them.That is where we come in!
Website Design and DevelopmentBlastoff PR. has developed hundreds of websites for companies in all types of industries. We apply best practices and create search engine friendly websites that are designed to convertnew visitors into customers.Our capabilities include:
XHTML, CSS, Flash, PHP, JavaScript, W3C ComplianceWeb 2.0 designs Social networking sitesFull e-commerce platforms Content management systems Blogs iPhone applications …and much more!Schedule a FREE consultation
Search Engine Optimization
Organic search engine optimization is one of the most important long term investments you can make for the future of your brand. Blastoff PR. is one of the most reputable SEO companies around.
Pay Per Click Advertising
PPC advertising is a great way to increase immediate traffic to your website. When properly managed and with sound strategies, PPC will produce a very positive ROI. Blastoff PR. performs in-depth competitor analysis and industry research for each client. Using that information along with powerful bid management tools, we ensure that your campaign will drive greater volumes of qualified traffic.
Social Media Marketing
Social media is one of the fastest growing online strategies for companies to enhance marketing, PR, and customer interaction. Most companies still do not utilize the power of the social web to stay in touch with current and potential clients. Our dedicated team of social media experts can offer training and consulting or manage your entire social media account.
Email Marketing
We specialize in list acquisition, email design, promotions, tracking and reporting services. We synchronize our clients email campaigns with their CRM database in order to track results and ROI.
Behavioral Retargeting
Did you know that 98% of people leave a website without converting? We get them back! Using proprietary technology we’re able to deliver your message to visitors after they have left your site as they surf the Web. Your display ads will appear to them as they surf their favorite internet sites – everything from popular news sites, social networking sites, to various blogs and informational sites. These are not pop-ups; these are advertisements that customers would normally see as they visit these web pages; only instead of a random ad being displayed, a targeted ad specifically for them will be shown. Let us show you how it works.
Affiliate Marketing
Affiliate Marketing is an Internet-based marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate’s marketing efforts. Affiliate marketing overlaps with other Internet marketing methods to some degree, because affiliates often use regular advertising methods. Those methods include organic search engine optimization, paid search engine marketing, e-mail marketing, and in some sense display advertising. This can be an extremely powerful performance based model to increase new business leads.
Search Engines Today
Search engine algorithms change regularly and Blastoff PR. ensures the company is aware of the latest developments in SEO. Unlike many SEO firms who use outdated strategies and techniques, IMI is aware of what search engines value the most today. Several of the newest developments include:
•Increasing website speed and performance to achieve higher ranks
•Prioritizing high quality links over a high quantity of links
•Conducting accurate keyword analysis by ascertaining keyword data is consistent across multiple research tools (e.g. Wordtracker and Keyword Discovery)
•Differing weight of inbound links (e.g. page rank is most positively affected by text-immersed link rather than footer links)
We closely follow the Google guidelines, which are disseminated each quarter, but have many other ways of obtaining proprietary information regarding the search engine behavior as well. Our team regularly attends major search marketing workshops and stays in constant communication with other industry experts to collaborate and keep up-to-date with the newest and most effective SEO techniques. Using this type of information, our engineers are often able to update clients’ SEO campaigns before new updates to Google’s algorithm are implemented-shielding clients from falling in ranks. IMI applies knowledge of this sort to all current and future SEO campaigns.
Analytics and Reporting
All SEO campaigns are continually monitored, analyzed, and adjusted to achieve the best results possible. We prepare detailed monthly reports that include a campaign summary analysis, highlights, top rankings, and analytics information. Upon request, we can generate campaign reports weekly, bi-weekly, and on-demand. In addition, our key team members are available for in-person strategy meetings as needed by the client.
Reporting will be based on the analytics of the websites involved, along with information provided by the search engines themselves, such as Google Webmaster Tools. This data is combined in tandem with our knowledge and experience within the industry to provide direct and pertinent reporting, as well as identify recommendations.
Why We are Good at Search Engine Optimization
Our SEO team has decades of combined experience. Team credentials include Search Engine Workshop certifications; Google Adwords and Yahoo certifications; PMP certifications; UNIX certifications; Computer Engineering degrees; acclaimed SEO speakers and bloggers; and certified speakers with PubCon and SMX Internet Marketing Conferences.
PPC Management
Search engine marketing (a.k.a. pay-per-click advertising) is one of the
best ways to drive immediate results through online marketing campaigns.
It allows clients to allot a specific monthly marketing budget for their online
ads that are geo-targeted, continually monitored and highly optimized.
Our Experience
Blastoff PR. has experience managing all sizes of PPC
campaigns including global efforts in multiple languages. Blastoff PR takes into account the differences in culture and business practices from region to region to maximize performance. We apply search engine marketing best practices to ensure the best possible return on investment.
Our Approach & Strategy
Our sophisticated approach to search engine marketing takes many things into account. Everything starts with defining clear goals, objectives and milestones. Extensive research in done prior to launching any campaign so that our team has an intimate understanding of your business, your industry, and your competition. Our approach includes but is not limited to:
•Comprehensive Analysis
•Integration with Sophisticated Bid Management Tools
•Keyword Research, Analysis, and Application
•Ad Copy and Landing Page Optimization
•Content, Retargeting, and Banner Campaigns
•Continual Management, Analysis, and Optimization
Pay Per Click Management Pricing
For all Search Engine Marketing Campaigns, Blastoff PR. follows a traditional pricing model with a management fee as a percent of the month spend (10% to 20% depending on spend). We also have packages for flat fee models and performance models depending on the scope of the project and other services provided.
Social Media Optimization
Social media is currently one of the fastest growing online marketing strategies. Social media creates a fusion between marketing, PR, advertising, and true customer interaction.
For a brand to begin social media, they must first understand their business goals, then design a strategy that will support them. Like other Internet marketing efforts,
social media is an investment in the long term online visibility.
Blastoff PR. provides cutting edge social media marketing packages that can be offered as full implementation and management, or as consulting. The packages are designed to encourage the client to make the commitment to improve the brand’s exposure on the social web.
What is Social Media All About ?
To engage in social media, a company must:
Discover where their target audience is on the social web. To do this, there is a certain amount of research involved. Blastoff PR. begins the process by consulting with the client to learn more about the business and industry. We then use various research tactics to design to perfect strategy
for the brand.
Listen to what people are saying about the industry or topics related to the brand. This is an ongoing part of any well-managed social media effort. Listening also comes in handy when you build a solid social media foundation and your customers start not only paying attention, but interacting with you. That’s when you have achieved initial success.
What is Social Media All About ?
Engage your audience in conversation and get involved in the communication. This can also be part of an effective online reputation management program. When your audience realizes that you are willing to communicate with them directly, the process will build trust. You can start by having a blog and feeding these articles to profiles on Facebook, Linked In, and Twitter. You should also consider providing video content to your blog and social platforms. We can help!
Provide value to the audience to build relevance and become a trusted source of information. That value can come in the form of blogs, videos, articles, resources, tips, or any kind of interesting content. The more you give them, the more engaged your followers will be. Blastoff PR. can help the client develop this content but encourages a high level of involvement because this is the opportunity to show your customers that you are an expert in your field.
Video Optimization and Marketing
One of the best ways to take your social media marketing efforts to the next level and create a truly “viral” result is by having custom technology nobody else has! Blastoff PR. can develop all kinds of applications from the most basic interface to highly sophisticated interactive platforms. We have experience building:
Facebook Applications
Mobile Applications for iPhone, Blackberry, and Android (examples available upon request)
Supporting Microsites and Landing Pages
Our Approach
At Blastoff PR. we approach social media like any major marketing strategy. The fundamentals behind social media are nothing new, we simple have the technology for better, faster, and more transparent customer interaction. Our approach and process includes:
Discovery and Marketing Research
Industry and Competitive Analysis
Extensive Project Planning (example plans available upon request)
Messaging
Defining Roles and Responsibilities
Project Implementation and Management
Analytics and Reporting
Messaging
Contact us today for a FREE consultation on how to improve your visibility and interaction on the social web. Learn about how we manage social media campaigns.
Social Media Pricing
Our pricing structure for social media is based upon the estimated hours involved in planning and management. Campaigns range is cost due to project size and scope. Our social media consulting packages start at $2,000 per month. Full management packages start at $2,500 per month. We also plan, build and deliver full social media marketing plans that the client can then implement in-house. These plans start at $10,000.
Affiliate Marketing
The goal of the Blastoff PR. Affiliate Marketing division is to generate quality leads and sales for clients on a performance basis:
pay only for successful sales and leads that make you money.
With so many different methods of online advertising available today, it can be difficult to figure out what types will benefit you. With affiliate marketing, IMI can extend the reach of your existing PPC, SEO and SMO campaigns beyond where major brands can reach. Affiliates, using many different methods of promotion, will drive traffic to your web site that converts into sales and leads. IMI manages the entire process from start to finish,
with the goal being your continued growth and success.
How Does Affiliate Marketing Work?
The process starts with research into your market and your company goals. Through this analysis, IMI will work with you to create a desired commission level that fits with your own sales metrics to create a profitable campaign. Once you are ready to start, IMI can develop custom affiliate creative for banners, widgets, text links and more to arm affiliates with the tools they need to succeed. Further, IMI can work closely with your company to develop exclusive affiliate promotions that will drive converting traffic to your site.
Why Should You Work With Blastoff PR.?
We actively seek to understand the big picture for your company – whether it is making the greatest back-end profit, increasing exposure and capturing customers or just driving leads. With quick program turnaround, performance incentives, broad reach into the market and a vested interest in maximizing your ROI, IMI works harder than any firm to bring you the return you need at an attractive price.
I’m a business owner. Do I need to invest in online marketing?
Absolutely! Regardless of your product or service, you can be certain that your competition is already maintaining an active presence on the internet. A functional website has the potential to expose your business to a marketing base of millions of unique individuals each and every day. If you want to stay ahead of the competition, online marketing needs to be a crucial part of your advertising strategy.
I already have a website. Isn’t that enough?
A website is an excellent start. How, the current state of internet marketing shows that it is not enough. A website has no value is no one visits it. A few years ago, pop-ups or banner ads would have been enough to drive traffic to yours site. Yet these modes of advertising have quickly become outdated as they are shown to be ignored by the majority of your potential customers. When an online user is looking for a product or service, they use major search engines such as Bing, Yahoo, and Google. This is why SEO is now the most relevant and cost effective solution for marketing your business on the Web.
What is SEO?
Search Engine Optimization (SEO) is the process of bringing a website to the top of major online search engines. When a business website has been optimized, online users searching for that particular service or product are more likely to find that website instead of a competitor. We use a proprietary, multi-pronged strategy to drive traffic to your business website. META tags, content creation, and targeted key phrases are only a few of the tools we use to build your customer base and increase your revenue!
I own a local business. Do I still need SEO?
Yes! The simple truth is that many of your potential customers are no longer using the local yellow pages to find a business. They are using the major search engines. Whether you are a local photographer catering to a specific neighborhood, or an entrepreneur building a global customer base, we can launch geo-targeted marketing campaign designed to put your website in front of the people who are looking for YOUR product or service!
Shouldn’t I handle SEO in-house?
While many larger corporations hire in-house SEO teams, this is often not a cost effective solution for small to mid sized businesses. SEO is a rapidly evolving industry, with constantly shifting demands to get results. Our company is made up of dozens of web developers, programmers, designers, and content writers. It is our business to stay up-to-date with the changing needs and demands of the online marketing industry. Because we work with several clients, we are able to save you money while providing the same result or better than an in-house SEO team could.
Isn’t it easier/cheaper to go with Pay Per Click (PPC) advertising?
Not necessarily. Pay per click advertisements are a way for search engines to create additional revenue. However, they aren’t always the best options. Since PPC ads charge on a “per click” basis, business owners end up paying a hefty amount for increased traffic. We charge a flat fee for our SEO services, offering the same result at a reduced cost. All of our SEO packages include a listed of key phrases targeted to your business and region. By paying a flat rate for bulk key phrases, you’ll likely be saving more money when creating a greater result. PPC ads are usually linked to one or only a few search engines. Our services target ALL of the major search engines on the web, such as Bing, Yahoo, and Google.
So what can your company do for my business?
In short, we can help your business grow. Our team of dedicated professionals will create and launch a custom marketing campaign geared to drive traffic to YOUR website and customers to YOUR business! We will continue to monitor and adjust your marketing campaign to make sure that your website is exposed to as many people as possible.
When will I see results?
You should begin to see increased rankings without the first three to five weeks of a six month campaign. However, every search engine is different, so times may vary slightly. Please remember that we will continue to monitor and adjust your campaign as needed to ensure you continue to see improved ranks throughout the process.
Do I need to give you access to my website?
No. Our team of writers and developers will custom design a marketing site for you. This marketing site will direct all visitors and interested parties to your original business website.
What is the return on investment?
Since we’re often asked, we make our best guess as to how much profit a campaign may generate based upon a number of factors. Clearly however, this is a projection for illustrative purposes only and should not be relied upon when considering purchase. The campaign will provide exposure, but the conversion from prospects to sales is an unknown factor, so there is no way to accurately calculate a profit projection.
Are the top placements exclusive to Top of the First Page?
The number of top placements are a total of all commonly held Internet Optimization Companies.
