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Lauren Monitz // Brand StrategyLauren Monitz // SEO &  PPCLauren Monitz // Graphic Design WorkLauren Monitz // PR & Writing Social Media Maven

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New site and need customers? Need more leads or more traffic?

Want better conversion rates?

 

SEM (Search Engine Marketing)- Search engine marketing is the sum of your ebusiness efforts, primarily SEO and PPC-identifying ways to increase your online footprint and directing targeted traffic to your site by establishing yourself in the web ecosystem.

SEO (Search Engine Optimization)- To those unfamiliar with Search Engine Optimization (SEO), the concept can be a confusing and foreign topic as agencies and people often have different explanations, strategies and processes which they believe SEO should be performed. Search engine optimization is the process of improving the volume and quality of traffic to a web site from search engines via natural "organic" (non-paid) search results with usually, the ultimate, high goal of reaching the first page on Google for a certain keyword. However, since the Google algorithms are always changing and evolving as sites and developers get more and more advanced no one can truly promise they will reach a certain position on Google or maintain the spot. SEO requires constant maintenance. Top sites are expected to be consistently providing new, fresh content and serve as the most educational tools out there. The best an SEO specialist can provide is current, up-to-date research on SEO best practices, techniques a good understanding of the fundamentals, and a good intuition for targeting and the right end-user. I can work within your budget to set the right plan for your site based on your goals. Realistic measures of success include improved conversion rates, better quality leads, increased website traffic and increased "staying power" through quality content instead of just achieving a certain position on Google.

Process:

Background analysis (what has been done already, both on site and offsite)

Keyword analysis- what your site is about vs. competition to establish goals and expectations

Establish a budget with realistic timeline/milestones for internal and external updates:

Internal: metatags, page headers and URLs, content creation, CSS/JavaScript validation, sitemaps, many others

Extermal: link partners, social media, directory submissions, guest posts, etc.

  • Pay Per Click (PPC)- Pay Per Click advertising are the sponsored ads found on Google. While it sounds uncomplicated upon first glance, there is much strategy involved to determine the correct keywords to purchase, the best copy to draw the desired clickthroughs and ultimately conversions, and how to set the bidding strategies. Much like the stock market, the Cost per click (CPC) of a word varies depending on the search engine and the level of competition for that particular keyword so the more specific you are, the more success you will have reaching the niche audience you desire. As a general guide, the following scale can be used to determine success rates, but keep in mind the value of your product- a $1000 item will have much fewer conversions than a $10 item simply for anxiety of purchase. Also, you should always be judging your success based on actual conversions, not just clicks because you want the right audience finding your offer.

    • A conversion rate of 4%+ is fantastic
    • A conversion rate of 3%+ is great
    • A conversion rate of 2%+ is very good
    • A conversion rate of 1%+ is good
    • A conversion rate of 0.5%+ is ok
    • A conversion rate of <0.5% is bad
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