SEO Services

2011

Arca Solutions, Inc.7004 Little River Turnpike

Suite O Annandale, VA 22003, USA

+1 800 634 4694 +1 703 914 0770

sales@arcasolutions.com

Contents

Search Engine Optimization (SEO) Introduction .......... 3

The Arca Solutions SEO Approach .......... 4

Keyword Research and Analysis .......... 5

Competitor Analysis .......... 5

URL Canonicalization and 301 Redirects .......... 6

Rankings and Reports .......... 7

Pricing and Packages .......... 8

Package Feature Outline .......... 8

Package Task Outline .......... 10

Common Questions .......... 11

Next Steps ..........12

Search Engine Optimization (SEO) Introduction

What is SEO?Search engine optimization is a method of getting your website to rank higher in search engines – such as Google, Yahoo! and Bing. An effective SEO campaign pairs on-site optimization with off-site tactics, which means that you update your site while building a port-folio of links back to your site from other websites to increase your rankings.

Why do I need Search Engine Optimiza-tion?Numerous studies have shown that the average Internet user only tends to look through the first couple of pages of search results for a given keyword or phrase before they stop and enter an alternative word or phrase that they think will garner better search results. Therefore, in order to gain any substantial search traffic, it is crucial to make sure that your site appears within the first couple of pages of results for your targeted keywords and phrases in major search engines. Of course, the higher your site ranks in search results, the more likely you are to draw traffic and each step closer to the first result has an exponential benefit toward that end.

Figure 2: Google Analytics

Figure 1: Google Analytics

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The Arca Solutions SEO ApproachDuring the course of our SEO campaigns, Arca So-lutions employs many techniques to maximize your website’s exposure and visibility. Whether your SEO campaign is in the hands of Arca Solutions or another service provider, it’s important to know that your ven-dor implements honest and credible SEO tactics into your site. One tenet we pride ourselves on is the use of industry best practices such as avoiding “black-hat” techniques, which are deceptive tactics that try to “dupe” search engines into thinking your content is more relevant and credible that it is. Such techniques are frowned upon by search engines and can result in a negatively impact rankings, or even a complete ban on your site, if found out.

By taking an honest approach to your site’s SEO, we ensure that you get the ranking you desire in the largest search engines such as Google, Bing and Yahoo! with-out the threat of getting removed or demoted.

Some of the techniques we make use of include:

Website AuditingIn order to understand how to achieve increased rank-ings, the current state of the website must be audited. Auditing your existing site provides our team with a concrete understanding of how we can overhaul and improve your website to achieve the maximum amount of optimization.

The website audit evaluates several factors for optimiza-tion, including: the current meta tag and title structure, sitemaps, analytics, webmaster tools, an analysis of existing content and heading structures, URL structure and canonicalization, age of the website and domain, number of backlinks and quality, number of indexed pages, and the internal linking structure of the website.

Figure 3: Google Analytics

Figure 4: Google Analytics

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Keyword Research and AnalysisTo generate the most search traffic to your website, it is essential to define a list of relevant keywords and phrases that your site should target. Once this list is defined, traffic is largely generated by the way these keywords are used and struc-tured within the site. Factors such as keyword density on individual pages can make a significant impact towards a site’s optimization, so it is important to find the balance in terms of placement of keywords to improve your ranking without keyword overkill where search engines may consider it less relevant. This is also referred to as “keyword stuffing.”

Competitor AnalysisWhen developing both your strategy and approach to SEO, it always helps to take a look at what your competitors are doing. Valuable information can be gathered from similar, competing sites in order to help target alternative or more niche-fo-cused keywords or phrases your competitors may be targeting.

Sitemaps, Analytics, and Webmaster Tools IntegrationGoogle offers many useful tools for monitoring your site’s search traffic and per-formance, but perhaps none as useful for webmasters as Google Analytics and Webmaster Tools. These tracking tools are free to use and show detailed analyti-cal statistics regarding the exposure, usage, and other relevant trends and growth patterns for your site. Sitemaps provide search engines information about the layout of your website and help ensure the accuracy of search engines in correctly indexing your site. Our SEO program helps you understand what a sitemap is, how search engines use them and most importantly, how to create them yourself!

Website OptimizationTo ensure the highest search rankings available, your website needs to be opti-mized to allow the search engines to correctly parse the information which you want to present to your audience. This can be done by ensuring that the structure of the site, in terms of the source code, is well-formed and correctly emphasizes key elements. The proper use of headings, titles, and other highlighting constructs provide the proper emphasis. Clean code which adheres to international stan-

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dards set by the World Wide Web Consortium (W3C) and compression wherever applicable will ensure that search engines can correctly parse your site.

URL Canonicalization and 301 RedirectsSearch engines frown upon duplicate content where one or more pages in a web-site are available from multiple addresses or contain similar or duplicate blocks of content. In the dynamic environment of the modern web, this is often unavoidable for the sake of design, usability, or functionality. Canonicalization is the act of redi-recting all of the alternate URLs for a document to the preferred URL. This will also entail making natural or “friendly” URLs to maximize keyword exposure in the URL.

Link BuildingLink building is an aggressive, ongoing campaign with the goal of getting as many links from other websites linking to your site as possible. Search engines are smart enough to realize that some links are more valuable than others so we focus on getting high-value links from authoritative sources ( sites that have a very good reputation for offering useful information or services) and many lower-value links, which can have a sizeable effect in aggregate, secondarily.

Just a few of the methods we use to building links include:

Directory SubmissionSubmissions to the most popular directory sites such as DMOZ and Yahoo! Direc-tory offer easily attainable links from trusted sources.

Social BookmarkingSubmissions to the most popular social bookmarking sites and article submission boards such as Digg and Reddit can generate large quantities of traffic.

Social MediaEstablishing a strong presence on major social media outlets such as Facebook, LinkedIn, Twitter and YouTube helps generate interest and hype about your site, and consequently, back links and traffic.

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Copy Writing and Article CreationThere are many things that are done to increase web presence, but the bottom line is that the best way to get reliable results from search engines is to have relevant, unique, and useful content. This can come in the form of news articles, how-to guides, countdown lists, blog entries or any other format – but the key is to keep gen-erating new content which people will find useful and refer back to. We generate these types of articles and blog entries in a way that maximizes keyword place-ment while still offering relevant content to peak user’s interest.

Rankings and ReportsTrack your progress with comprehensive statistics and analysis of several metrics related to your standings in traffic, search engine rankings, and more with monthly ranking reports.

Figure 5: Raven Tools

Figure 6: Raven Tools

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Pricing and Packages

Features

Site Audit

We will audit the website for inefficiencies, structural issues and keyword densities.

Site Optimization*

The markup structure in your site will be optimized including code optimization such as proper use of heading tags, title tags, alt attributes; file size optimiza-tion; filename optimization; W3C validation.

Google Webmaster Tools, Google Analytics, Google Sitemaps

Google Webmaster Tools and Google Analytics will be installed on your web-site to allow you to track site metrics. A Google Sitemap will be generated for your site and submitted to Google.

URL Optimization*

The URLs for your pages will be optimized to ensure search-engine friendly URLs as well as relevant keyword usage.

Meta Tag Integration

Relevant meta tags will be created and implemented on your site.

Monthly Ranking and Progress Report

Each month we will provide a detailed ranking report for the site.

Google +1 Button Integration

Google recognizes that word of mouth is still the most valuable type of promo-tion. That’s why Google has incorporated their “+1” feature in search results. When your site has been recommended by others, this will be reflected in search results. We will integrate a +1 button into your site so that users can start recommending it.

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Enterprise

Business

Starter

Features

Keyword Analysis

We will determine the most relevant and useful keywords to target.

Competitor Analysis

We will assess your competitors for relevant target keywords and strategy.

Social Bookmarking

We will submit your site to the largest social bookmarking sites and blog/ar-ticle submission boards.

Directory Submission

Your site will be submitted to major directories such as Yahoo! Directory and DMOZ.

Social Media

We will create presences for you on major social media sites such as Facebook, Twitter, and LinkedIn.

Link Building

We will implement and run your link-building campaign.

Local Search Listing

Your site will be submitted to local search directories.

Copy Writing/Article Creation**

We will provide relevant SEO copy to draw traffic to your site and increase your rankings.

Price $699per month

$1399per month

$1999per month

Note: Business and Enterprise plans require a six-month commitment.

*Markup structure optimization is limited to 15 pages of content on the Starter plan, 20 pages on the Business, or 30 pages on the Enterprise; Image optimization and renaming is limited to 40 images on the Starter, 70 on the Business, and 100 on the Enterprise.

**Copy Writing limited to creation of one article per week included with package. Additional copy writing can be added on for additional fees.

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Enterprise

Business

Starter

Package Task Outline

Month 1: Analysis and Initialization

•Site Audit• Initial Keyword and Competitor Analysis (Business/Enterprise Only)•HTML/XML Sitemap (Google Sitemaps)•Google Analytics/Webmaster Tools Integration•Google “+1” Integration (Business/Enterprise Only) • Initial Ranking Report •Meta Tag Integration

In the first month we perform the site analysis and integrate analysis and SEO tools such as Google Analytics, Google Webmaster Tools and Google Sitemaps, in addition to initial search engine submissions. For business and enterprise plans, we will also do initial competitor and keyword analysis.

Month 2: Optimization Initialization

• Image optimization and image file name optimization*•Markup structure optimization and validation•URL optimization•Monthly Ranking Report

In the second month, we will perform markup structure and url structure optimizations. We will also optimize your CSS/JavaScript and images which will also improve your sites loading speed.

Month 3: Campaign Initialization

•Canonicalization•Social Bookmarking•Directory and Article Submission•Monthly Ranking Report

In the third month, we will initiate your link building campaign through a combination of directory submission, article submission, forum posting, social bookmarking and other techniques.

Month 4-Beyond: Progress Evaluation/Campaign Continuation

•Local Directory Submission (Enterprise Only)•Ranking progress analysis•Link building•Monthly Ranking Report•Content Creation (Enterprise Only)

In the fourth month and beyond, we will continue to track your ranking progress and run your link-building campaign. At this point, we will also start local directory and business directory submissions and creating content for your blog or site to generate authoritative inbound links (Enterprise Only).

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Common QuestionsWhy do you require a six-month commitment on your “business” and “enterprise” packages?Unfortunately, there is no magic switch or button to push to turn on SEO and instantly have a great ranking and exposure. SEO is an ongoing process which can take weeks or even months before results start becoming apparent. We require six-month commitments on our business and enterprise plans to give ample time for our service to start showing real results.

We are of the theory that if you sign up for one month and don’t see anything happening in your rankings yet, you will be frustrated and perceive us as not doing our job, and we will be frustrated that we didn’t have a real chance to show you results. Of course, we understand that a six-month commitment can be a little overwhelming so we offer our starter package, without a commitment beyond a month, which can take care of most of the initial optimizations and “one-time fixes” and leave the campaigning aspect of it to you.

Can you guarantee number one rankings on Google, Bing, or Yahoo! ?Absolutely not, and anyone who can is either mistaken or outright lying. The truth of the matter is, no one can guarantee number one rankings on Google or other major search providers because it is reliant on these third-parties. Even Google explicitly says that “no one can guarantee a #1 ranking on Google.” 1 In fact, due to the number of parties which are indirectly involved in search engine placement (sites which provide links to your site, social network status, etc.) and the changing nature of the search engines themselves and their search-ing algorithms, we cannot make any specific guarantees related to positioning, click-thrus, conversions, or general account performance. We do, however, guarantee that your site will be better optimized to maximize your opportunity to rank well in search engines.

111 http://www.google.com/support/webmasters/bin/answer.py?answer=35291

Terms and ConditionsThe Arca Solutions SEO service agreement is for a term of no less than six months (for business or enterprise plans) or one month (for starter plans) and will be billed on a monthly basis in advance. Services may be added or updated at any time.

Arca Solutions offers no guarantees related to search engine positioning, click-thrus, conversions, or general account performance and will not hold liability for the financial loss or negative business connotations, explicit or implied, real or imagined, related to these services.

Next StepsWe are excited to talk with you about your goals for your site and help identify the best solution for you.

Please contact our sales representatives today to get started or to inquire about any questions you may have.

Arca Solutions, Inc.7004 Little River Turnpike Suite O Annandale, VA 22003, USA

+1 800 634 4694+1 703 914 0770

sales@arcasolutions.com

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