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Search Engine Optimization, or "SEO", is one of the most cost-effective and popular ways to leverage the capabilities of the search engine technologies to a client's advantage. SEO is capable of providing a long term advantage to client Internet marketing efforts, if the optimization effort is well performed.

Our Consulting has become a premier provider of SEO consulting services because of one factor: an overwhelming track record of client success.

We use a practical and repeatable SEO methodology to achieve client success.

Our SEO methodology is comprised of several easy-to-understand steps, each of which adds significant value to the SEO effort.

The first phase of the our Search Engine Optimization Methodology is the Measurement phase. During this phase, our SEO experts perform several measurements in order to develop a performance baseline and collect information for analysis.

Working with the client, our consultants identify the key search phrases that the client perceives as the most relevant to his or her enterprise. Our consultants also perform Internet traffic analysis to determine the Website's current ranking (page position) on the leading search engines: Google, Yahoo!, MSN, and Ask.com. The traffic analysis is also used to identify additional search phrases that are used to reach the client's Website. The identification and analysis of these additional search phrases is essential to the SEO effort as they become key components in the upgrade of the client Website. The next phase in the SEO effort is the Assessment phase. The goal of the Assessment phase is to determine if design and layout of the client Website utilizes the Best Practices valued by the search engine providers.

This SEO assessment is performed by reviewing the code and content of each page on the client Website. This detailed review allows the consultant to determine the degree of compliance with the SEO Best Practices used by the search engines to rank all Websites.

The criteria and Best Practices used to rank any given Website are quite easy to evaluate because the SEO criteria is very specific. Evaluations are not subjective. A particular page either embodies each of the SEO Best Practices or it does not. It is simply a "pass-fail" test based on approximately eighteen (18) specific criteria. At the conclusion of the Measurement and Assessment phases, we produce an SEO Assessment Report for the client's use. This report details the findings of both phases and puts forward specific recommendations for the improvement of SEO performance.

Our SEO Assessment Report has been widely praised by several clients. The characteristics of the Assessment Report that have won such praise are:

• The Assessment Report is specific – it presents both the detailed findings and recommendations for remedial action
• The Assessment Report is actionable – the recommended remedies are extremely detailed, often including code sample and pseudo code
• The Assessment Report is understandable – senior marketing executives have praised the Assessment Reports for their ability to achieve effective knowledge transfer. This enables senior executives to consider SEO factors when evaluating Website designs and functionality.
• The Assessment Report is complete – the Assessment Report also includes a comprehensive work plan that illustrates the estimated time and cost associated with the recommended remedial actions.

Pay-per-Click (PPC) and Search Engine Optimization (SEO) are very closely related and not mutually exclusive. Both PPC and SEO have different goals and investment profiles and present the client with a number on Internet marketing options. When used in tandem, SEO and PPC can bring the client dramatic improvements in their Internet marketing results. PPC allows the client to chose certain key search phrases and build a search engine marketing campaign around them. PPC campaigns can easily be designed and timed to align with other advertising or promotional events and give the client the opportunity to achieve mutual support of each campaign.

The critical components of a successful PPC campaign include the following:

• Identification of the most cost-effective search phrases
• Defining a PPC campaign budget and bidding strategy
• Establishing a "sticky" landing page that leverages the optimum blend of visual appeal and informational content to draw the searcher deeper into the site

The essence of the PPC campaign is the selection of the appropriate search phrases. Our PPC campaign management approach begins with a comprehensive Internet search engine traffic analysis. The goals of the analysis are twofold: first, identify the search phrases that offer the best blend of Keyword Effectiveness, and develop information to support the appropriate bidding strategy. Novait's PPC campaign management engagements have all leveraged this initial traffic analysis to the clients' benefit.

Once the search phrases are identified and the relative costs identified and considered, we assist the client in the PPC campaign budget definition. The definition of the budget takes into account the following considerations:

• PPC campaign duration
• Coordination with other promotions
• Desired Cost-per-Conversion
• Budget Burn Rate – should spending be set on a daily, weekly, or monthly basis?