Strategy & Budgeting
Search Engine Marketing
Armed with the research from the preceding steps, we can develop the strategy for your search engine marketing program. Our goal is to determine where the best opportunities for generating sales or qualified leads at the lowest cost lie. This is all part of our process to create plans tailored to your company rather than just assuming that actions taken for another client will work well for your site and industry.
With this in mind, our second major consultation with you is to discuss our findings in regards to the popularity and competitiveness for your primary keywords and phrases. We utilize some of the aforementioned reports, as well as an initial ranking report that shows how well your site currently ranks for your key search terms in the most important search engines.
Our goal now is to utilize these reports to determine which avenues of optimization and promotion you want to pursue given your marketing goals, time frame, and budget.
At Captiva, we do not try to force every client into one all encompassing program. Rather we provide a plan with estimated costs and prioritize the options based on where we feel you will get the most "bang for your buck."