The document outlines a search engine optimization plan for Great American Power to improve its organic search rankings. The plan focuses on best SEO practices like on-site optimization, link building, monitoring rankings. It recommends redesigning the website with SEO in mind, and incorporating social media like blogs, Facebook, and Twitter. The 3 phase plan includes strategic redesign, SEO implementation, and ongoing optimization through content updates and monitoring.

1. Great American Power
Search Engine Optimization Plan
June 20, 2013

2. Overview
• Great American Power has requested
help in improving its organic search
rankings for the corporate web site,
www.greatamericanpower.com.
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3. WDC recommends a Search Engine
Optimization (SEO) plan that focuses on:
 Incorporating best SEO practices within the site.
 Building link popularity through off-site efforts.
 Continuously monitoring and optimizing based on rankings
results.
 Planning site redesign with a SEO focus.
 Incorporating Blog/Facebook and Twitter communication
plan.

4. Search Engine Optimization
• Search engine optimization (SEO) is a set of methodologies aimed at
improving the visibility of a website and achieving high rankings in
Search Engine such including Google/Bing and syndicated sites.
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Paid
Listings
Organic
Listings

5. Organic Search Rationale
• Improving your search engine rankings is
important, as studies have shown that:
 60% of clicks come from organic search listings, while 40%
come from paid search listings.
 Over 60% of users click on the top 3 organic listings
 Less than half of all users search onto page two and almost
never go as deep as page three.
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Source: Elliance, June 2012

6. Search Engine Optimization
• Search engines utilize proprietary algorithms that look
at a number of different factors to determine how sites
rank.
• SEO experts agree that the following factors are
important to your rank:
Site structure and design
Domain and URL directories / Header tags
Meta tags – Title, Description, Keyword and Alt tags
Keyword Density within page copy
Internal linking within a website
Inbound links – External links directed back to your
site.
Social Weight and Presence.
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7. SEO 101

8. GAP SEO Report Card

9. SEO Recommendation
• Redesign and start from scratch.
 Cost Effective
“Quick fix” would not have enough time to
gain traction
 Launching Social Media coupled with
Platform change considered double
whammy

10. SEO Plan
• Employ a methodical, phased SEO
approach:
Phase I: Strategic Redesign/SEO
Implementation
Phase II: Blog/Facebook Business
Page/Twitter
Phase III: Monitoring and Optimization
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11. SEO Plan
Phase I: Strategic Redesign/SEO
Implementation
– Define client goals, objectives & create detailed project plan and
timeline.
– Identified SEO opportunities and to begin planning for any site
redesign.
– Establish tracking protocol.
– Researched and finalize relevant keyword list, utilized information
from paid search to select a combination of high volume and high
lead generating keywords.
– Ran benchmark SEO report to establish a baseline.
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12. Goals For A Winning Web Site
 Make the site easy to use
 Build credibility with your visitor and earn
their trust
 Improve search engine visibility & site
relevance
 Create obvious site paths that correspond
to users goals
 Increase the results / conversions
from your site
 Increase repeat visits
 Mobile Mobile Mobile 12

13. Website Redesign
Detailed assessment and recommendations in 9 areas:
 Site design and layout
 Site navigation
 Search engine compatibility/Mobile Responsiveness
 Site copy
 Conversion Path Resolution
 Call-to-action Placement
 Product/Service Descriptions
 Cross-sell & Up-sell Devices (partner offers?)
 Testing Opportunities (Lead form – MVT, a/b)
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14. SEO Plan
Phase I: SEO Implementation
 Provide recommended URL structures that incorporate keywords to
include sub domains for Pennsylvania and 10 target cities.
pennsylvania.greatamericanpower.com/pottsville.htm
 Revise title, meta, alt and header tags.
 Provide copy edits that incorporate primary keywords and give
recommendations for anchor text links.
 Develop optimized content pages for primary and secondary
keyword phrases where applicable.
 Submit site to free engines/directories and all applicable verticals.
 Identify and determine strategy for paid engines, directories and
verticals.
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15. SEO Plan
Phase II: Blog/Facebook Business Page/Twitter
Create a “energy savings” blog with Word Press
Convert existing Fan page to Business page with
relative content and content schedule
Create a Twitter posting schedule and linking strategy

16. Blog

17. Facebook Business

18. Twitter

19. SEO Plan
Phase III: Monitoring & Ongoing Optimization
 Monitor performance and optimize campaign against goals/objectives
 Ongoing analysis, recommendations, and campaign improvements
 Monthly Organic Reporting & Continual Optimization to maintain rankings
 Provide Blog content 2/3 – month,Twitter feeds 2 to 4 month
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20. Next Steps
• Evaluate and select design firm
• Establish site structure and conversion
goals
• Commission site map architecture based
on SEO best practices and “bleeding
edge assessment”
• Create Facebook business page
• 4-6 weeks

21. Local Buzz?
• Local Buzz is the optimisation of local listings
and maps in search engines and major sites
such as Google Places, Bing Local, Facebook
Places, and Foursquare.

22. • Local listings are geographically relevant and more
targeted to customers. And because of this, local
listings in Google Places, Bing Local, Facebook Places
and Foursquare gain more online traffic, check-ins and
conversions.
• Virtual Office
– 1500 Market Street, 12th Floor, East Tower,
Philadelphia, Pennsylvania, 19102
• $119/ month