Enterprise Search Engine Marketing by Senziant

Senziant’s Enterprise Search Engine Marketing (SEM) program was created for companies who want to outsource all of their online marketing functions to Senziant and for those with large web properties or multi-lingual domains. It encompasses the creation, implementation, management, and measurement of SEM programs that scale across a variety of business units, geographies, budgets, local languages, search engines, and target audiences. At the core of this program, search marketing processes are fused with sales, marketing, and web management activities in order to drive leads, sales, and traffic to your web properties.

The three main pillars of Enterprise Search Engine Marketing include:

Search Engine Optimization
Paid Search Engine Advertising known as “Pay per Click”
Site architecture, usability and conversion – namely, converting campaign visitors into opportunities such as leads, sales, or whatever metric your company needs.

Search marketing at the enterprise level requires world class tools and software solutions to assist in large scale data management , competitive regression analysis (what makes a competitor’s site “work”), campaign management, and veritable ROI analysis at scale. Senziant provides all this to you, then creates and deploys campaigns that are well planned and effective right out of the gate.

We start by looking at your company and becoming as familiar with your needs as we are our own so that we may understand the unique problems and obstacles that you face. Then, we use our proprietary tools and best in class processes to analyze the online marketplace and craft a successful blueprint that is tailored to the needs of your company

Additionally, Senziant fuses its needs for online marketing success into the business processes, communication, and coordination structure for your teams and stakeholders. Finally, Senziant works to ensure that our primary mission of knowledge transfer is firmly built into all communications, documents, reporting, and meetings to ensure that you succeed in the ongoing application of Senziant defined best practices at the enterprise level.

Enterprise Search Engine Marketing Activities (use internal linking on-page)

1.0 Kickoff and Strategy Meeting
1.1 SEO Analysis, Ranking and Benchmarking Reports
1.2 Keyword Research
1.3 Competitive Research
1.4 On-Page Keyword Optimization
1.5 Link Building
1.6 Landing Pages + Lead Capture Forms
1.7 Press Release Distribution
1.8 Blog Training
1.9 Social Media Marketing
1.10 Regular Strategy Meetings
1.11 Google AdWords PPC Management
1.12 Monthly Reports
1.13 Staying in Touch with Your Consultant

1.0 Kickoff and Strategy Meeting

The kickoff meeting is a discovery phase which provides Senziant with the opportunity to understand your business and your marketing goals. The goal of this meeting is to develop a business focused foundation to answer the basic question of “why are we investing in this project?” and to gather data necessary to build the armature of a successful online marketing campaign. This kick off meeting is typically conducted on Senziant’s toll free conference call bridge and will last for about 90 minutes. All team members are invited to attend.

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1.1 SEO Analysis, Ranking and Benchmarking Reports

At the start of the engagement, Senziant will run a series of reports to benchmark current web metrics for all your web properties. These include the following:

Ranking Report
SEO Analysis
Internet Visibility and Audit
Competitive Analysis (up to 10 competitors)

The Ranking Report will show your existing rankings in the major search engines for your targeted keywords. This report will be provided to you by email and will help you gauge progress as the process develops. As we work together, we will be looking to closely tie increased lead generation or sales in with increased rankings.

In addition , Senziant will analyze your website to ensure it follows best practices in terms of SEO and lead generation. This report is the foundation of the SEO Analysis Report. Following best practices enables search engines to crawl and index your website in the most efficient manner possible.

This analysis includes:

Examining website code to ensure there are no issues that may prevent search engine crawlers from properly indexing your website
Inspection of site navigational structure to ensure search crawlers and visitors are able to efficiently get to every page in less than 3 clicks. Senziant will also conduct a content analysis of your website pages to determine whether or not the content on each page supports your selected keywords (step 1.2). The goal is to ensure your keywords are present at an optimum level across each of your pages. What’s more, Senziant is always very interested to see what percentage of your pages are actually in Google’s main index.
Senziant will also audit and report on your current internet footprint, paying attention to the quality and quantity of backlinks pointing to your website. Links are the “fuel” that helps drive high rankings. This report will also include detailed information on your current indexing, search positioning, referring keywords, and other valuable benchmarking metrics. This will also serve to ensure that Senziant does not disrupt any productive keyword rankings.
By working with you to identify your top online competitors, we will be able to understand the keywords they are targeting and the websites that link back to them. This analysis enables Senziant to develop a plan that will outrank your competition and help you to rank in the top ten results for your selected keywords. If you are engaging us to manage paid search (PPC) on your behalf, our competitive research will also include a full review of your competitors’ PPC activities using advanced PPC monitoring and reporting tools.

1.2 Keyword Research

Keyword research is a critical component in ensuring a successful campaign. The goal of our keyword research is to identify keywords that meet the following criteria:

Relevance – The probability that someone who searches for these keywords will make an inquiry on your website and buy your products and services.
Difficulty – The difficulty in breaking into the top ten rankings on Google.
Volume – The number of searches being done for each of the respective keywords within your targeted geographical area.

1.3 Competitive Research

1.4 On-Page Keyword Optimization

On-page optimization is comprised of all necessary adjustments to your website to incorporate selected keywords into various on-page elements such as page titles, headers, and body copy. Your existing code/CMS will also be updated so it is more search engine friendly.

After conferring with you, Senziant may seek to adjust your navigation structure to help enable higher conversion rates through increased intuitiveness and added visual calls to action. All changes are made only upon your review and approval.

Senziant assumes your CMS enables quick copy changes and ease of implementation. Senziant has worked with the following CMS in the last year: Ektron, Sitecore, Sitefinity, Kentico, Dot Net Nuke, Joomla, Drupal, Hubspot, Mambo, and Wordpress.

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1.5 Link Building

Senziant will work with you to generate inbound links from online directories, social media websites, press release outlets, and other niche targeted websites. The main objective with link building efforts is to increase the number of overall links that point to your website. If desirable, Senziant will work with complementary websites that relate to your business in attempts to get them to link to your website.

For each additional link from a relevant or complementary website to your site, a “nod” will be given by the search engine to you and this will improve your overall organic search ranking for your targeted keywords. The greater the number of these inbound links to your website, the greater the chances of your website ranking higher in organic search results. The major search engines look for the proper balance between quality links and quantity of links – a balance that Senziant will meet.

Along with getting related and complementary websites to link back to you, Senziant will submit your website to paid directories (e.g. business.com) and niche directories (e.g. dmoz.org). Senziant will also build links from social networking websites (Facebook, Digg, Stumbleupon, del.icio.us, etc). Paid links will only be purchased with your prior approval and will be returned for reimbursement to you in 60 days.

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1.6 Landing Pages + Lead Capture Forms

Senziant will work with you to create landing pages that follow industry best practices and are designed to drive results. Each of these landing pages will have the appropriate copy and forms, along with an associated offer that will engage the visitor and compel them to complete the landing page form element. These landing pages will be part of the site’s interior subpage navigation and part of any PPC designated landing pages.

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1.7 Press Release Distribution

Senziant will work with your company to optimize each of your press releases. Each will target certain keywords which will have been chosen based on their likelihood to drive quality inbound traffic and links to your web assets. The optimized press releases will be distributed over appropriate news distribution and wire services. Online press release distribution is a proven method of garnering more attention for your website.

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1.8 Blog Training

Blogs are proven to be an effective channel to build a loyal following, connect with potential customers, and establish credibility. Blog articles can drive inbound links and further help with organic rankings. Each blog post that is created and optimized essentially serves to increase the amount of “internet real estate” your corporate web site owns. Therefore, creating, optimizing and publishing blog content will help ensure a steady stream of new visitors to your site. The search engines, particularly Google, are quite fond of fresh, relevant blog posts.

Presenting your visitors with calls to action and solid offers will help fill your inbound lead pipeline. Senziant will work with you to implement a blogging strategy such as establishing a blog theme, target audience, targeted content and keywords, frequency, and blog analytics.

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1.9 Social Media Marketing

The goal of social media marketing is to complement ongoing content and lead generating activities by building community, brand awareness, and thought leadership. In other words, you’ve already engaged your customers on the business level with your website, marketing efforts, and blog. With social media, you can further engage them in a more interactive, personalized manner.

Senziant will work with your company to establish your online presence across various social media websites such as Facebook, Twitter, LinkedIn, Digg, Stumbleupon, etc. . We will monitor activity around these social networks and continue to feed content into the network to continuously engage your audience. Thus, content generated around each of the social networks will help drive inbound links and improve organic rankings.

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1.10 Regular Strategy Meetings

Based on needs and plan, we can hold regular meetings with you using GotoMeeting and/or our toll free phone line on a regular basis. These meetings are typically held every two weeks (or whatever frequency that you decide on). During this time, we will discuss action items on the agenda that relates to driving increased rankings, traffic, and conversions for your company.

The goal of these meetings will be to review all reports, completed activities, and to plan for upcoming activities. Together, we will also review your traffic so that we may identify content and campaigns that resulted in conversions. We will use this information to identify patterns, strategize for adjustments, and implement a plan for upcoming activities.

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1.11 Google AdWords PPC Management

Senziant will work with you to launch a PPC campaign in Google Adwords. Keywords identified in the Keyword Research step will be leveraged as a foundation. Senziant will work with you to develop ad messaging, landing page copy, and associated offers. PPC campaign activities include keyword research, campaign and ad configuration, landing page copy and offer recommendations, ongoing adjustments, and regular tracking and reporting. Successful PPC campaigns are built on split testing and multi-variate page element testing in order to constantly generate proven ads, messaging, calls to action, and landing pages in front of your paid traffic.

If desirable, successful campaigns can be exported with our assistance to other major PPC programs like Yahoo! Search and MSN Ad Center. Senziant also has extensive experience with other PPC programs including, but not limited to, Facebook, Ask.com, Google Partners, Business.com, Adbrite, and many niche vertical search engines.

Our goal at Senziant is always to strive to attempt the tapping streams of targeted traffic at or below the market price, thus daily management is a key component in our PPC management strategy.

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1.12 Monthly Reports

Senziant will provide detailed monthly reports around all SEO and PPC activities. SEO reports include: ranking improvement for targeted keywords, inbound links, organic referrer keywords, blog activity, and social media activity tracking. PPC reports will include: cost per click, click through rates, top keywords by clicks, cost and conversion, impression share (market share), and a search query report. Depending on the metrics your company needs, Senziant can tailor reports to meet the required need.

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1.13 Consultant Availability

Senziant will appoint a dedicated account manager to work on your account. Senziant’s account manager will pull additional resources into work on the account as needed. Your account manager will be available from 8am ET to 6pm EST M-F. Emails during these hours are answered within the business day. Phone calls are returned within 4 hours. Senziant’s activities are fully transparent, and you can log into your custom client portal at any time to see the latest activities that we are conducting on your behalf.

To learn more about how Enterprise Search Engine Marketing can benefit your company and receive your free case study, fill out the simple form on the right side of this page. We will respond promptly.

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