Search Marketing Services

Search engines are a great way to find new customers. With over 100 million searches conducted each day, there is unlimited opportunity to intersect with potential customers at the exact moment in time they are seeking your products, services or content.

One to One specializes in helping organizations navigate the challenges of creating and implementing a cost effective search engine marketing program. With a flow through process that identifies the right keywords and phrases, optimizes your site and then builds and submits XML feeds, One to One focuses on delivering you higher-quality traffic that produces a better return on your search investment.  Our three primary search engine marketing competencies are Site-Side Optimization, Paid Search, and Paid Inclusion.

Site-Side Optimization

Site-Side Optimization consists of three things: Keyword Research; Site Assessment/Modifications; and Submission. One to One’s search team conducts a detailed analysis of your market space and competition to identify the most relevant keywords that will produce the targeted traffic you desire.

This research is then used in the assessment of your site. Each page is analyzed and recommendations are prepared for improving the page title, META tags and description as well as suggestions for increasing page rank. Once your site is ready, One to One will then manage the process of submitting it to the search engines and directories. Activities Include:

• Keyword investigation.  Takes into account keyword terms/phrases utilized by clients target audience; keyword terms/phrases competitors are optimizing against; keyword term/phrase popularity; engine popularity; estimated traffic yield of keyword terms/phrases.
• Site architecture and design analysis.  One to One will review the client website to assess its relevant search engine design characteristics.
• Content and meta data revisions.
• Search engine and directory submission plan development.

Paid Placement

Paid placement is the search engine marketing strategy that involves bidding for search engine rankings against competitors.  Managing bids for keywords and phrases at engines like Google, Yahoo!, and MSN is becoming an increasingly important part of online marketing.   One to One utilizes industry leading bid management technology and processes to help our clients control search engine rankings based on critical metrics such as ROI, revenue and cost per acquisition in addition to standard types of ranking controls such as desired position, cost per click and click-through rate. Activities include:

• Keyword research and selection
• Campaign development, submission and optimization
• Search Engine editorial and pricing approvals
• Search Engine insertion orders and trafficking
• Bid Management
• Tracking, reporting and conversion/ROI analysis by keyword, campaign and SKU

Paid Inclusion

For web sites with large databases of dynamically-generated content or products that would benefit from exposure to search engines, paid inclusion programs offer a fixed Cost Per Click (CPC) pricing scheme that guarantees indexing within the search engines, but not ranking. Ranking is based on relevance of the content submitted. One to One optimizes the fields in your content feed for optimal search engine relevance in conformance with each search engine algorithms.  Activities Include:

• Review feed data for content and field lengths and clean up as needed
• Optimize feed text using calls to action and compelling copy
• Create an optimized feed based on individual search engine best practices
• Submit feeds for inclusion in most widely used paid inclusion engines (i.e., Inktomi, Overture Trusted Feed, & Ask Jeeves)