Search engine marketing is the easiest way to gather qualified traffic leads from search engines, such as Google. Many companies who sell search marketing services to increase website traffic want you to believe that the secret to success is just that—a secret. The reality is that search engine ranking is dictated by two things only:

• Content – copy and page elements that can be indexed by search engines (leveraged with website search optimization)

• Popularity – a rating system that evaluates the relevancy of your website’s content by the number of links to your site and the perceived value of those properties

Biznet’s strategy for search marketing success begins with a thorough understanding of your business objectives and target audience. From this information, a comprehensive list of search keywords is identified and studied. Next, a list of online competitors is compiled and analyzed for strengths, weaknesses, opportunities, and threats (SWOT).

The results of this are used to develop a site improvement and optimization strategy that will include recommendations for content, keywords and functionality. Then, using Biznet’s team of expert developers, the needed work is completed.

After the successful launch of your optimized website, results are closely monitored. Website traffic is compared with pre-optimization reports. Further analysis reveals exactly where your website is listed and how it is ranked for each targeted keyword. This data shows successes and areas where improvement is still needed. New content is developed and keywords are refined.

After launch, efforts begin to increase popularity. Link requests are solicited and created through various online and offline efforts. Perhaps the best way to achieve popularity success is through launching a Social Media Marketing Campaign.

Demand Analysis
Competition Analysis
ROI Opportunity
Conversion Analysis
Site Optimization

Demand Analysis

When developing a sound web strategy, it is important to identify and quantify your target online audience. Biznet’s Demand Analysis service answers the following questions:

• What is the online demand for your products / services?
• What key words are used by your prospects?
• How many searches in the last 30 days?
• What is the average cost per qualified site visitor using sponsored search?
• What is an appropriate monthly advertising budget for Google, Yahoo and MSN?

We’ll provide you with a detailed key word report and analysis, demand statistics, and budgetary recommendations.

Competition Analysis

Once you’ve identified your online potential, you’ll want to know what your competitors are doing. Biznet’s Competition Analysis answers the following questions:

• Who are your competitors?
• How do they rank in popular search engines?
• Which Key words do they purchase?
• What is their unique value proposition?
• What are their Strengths, Weaknesses, Opportunities and Threats?
• What features or functionality does their site offer of notice?

You’ll receive a comprehensive strategy for improving your market share through enhanced form, function and marketing.

ROI Opportunity

Before investing more into your web initiative, know your return potential by asking the following:

• How many unique visitors does your site receive?
• How many of those visitors convert to customers?

If you know the average lifetime value of a customer and your investment to date, Biznet can calculate your current return estimates. Biznet will establish a process for measuring your website traffic, evaluate the results and provide reports showing actual ROI and future potential.

Biznet can calculate your organization’s web potential, even if you don’t yet have a website.

If you don’t have a site, we’ll use demand analysis data to forecast your return based on investment recommendations and specified conversion models.

Conversion Analysis

Whether for an existing site or future construction, conversion is the key to maximizing your potential. Biznet asks the following questions:

• How many visitors does your site attract?
• How many visitors become customers?
• What do they have in common?
• How can your site improve conversion?

Biznet will help you establish a process to quantify and measure visitors and customers and recommend solutions to maximize your conversion potential.

Site Optimization

To drive traffic to your website organically using popular search engines like Google, Yahoo!, and MSN, your site must be both relevant and popular.

• Does your website’s content match your marketing strategy?
• Will your content gain you the search engine ranking you desire?
• How popular is your site relative to your competitors?

An effective site optimization program addresses these issues through content development and programming, and implementation of a strategy for increasing popularity.

Biznet can provide an estimate for development of an SEO strategy upon completion of Demand and/or Competition Analysis.