Search Engine Insights and Consulting

Search Strategy Recommendations

The Online Outcomes team takes a detailed look at your online environment in order to create a comprehensive search strategy.

Our Engagement Plan

1. Understanding your business
- Review of your business and competition
- Detailing Business Objectives
- Stakeholder Interviews
- Finalizing Starting Inputs about your business and online presence
2. Research
- “Lexicon discovery” (identifying keywords)
- Competitor phrase review
3. Recommendations Development

Establishing Essential KPIs

4. Recommendations Review
5. Implementation of Campaigns
6. Monitoring and Analysis
7. Further Recommendations Review and Revision
8. Ongoing Analysis, Testing and Optimization

Keyword Research

Search engine strategy success begins with an understanding of the vocabulary used by the customer. This success is continued with an understanding of the customer’s search intent. All too often with search campaigns, companies will commitment one or more of the following sins:

They will use internal language or terms that are meaningless to the customer.
They will not identify the search terms used by customer to describe the company’s products.
They will not align a value proposition with the customers’ intent

The Online Outcomes keyword research process - informed by an understanding of your business and the competitive landscape - will help you create paid or organic search initiatives that are connected to the lexicon of your customer and deliver an effective CTA.

Executive Coaching

It is unlikely that online is not now part of your business’ basic operations. And as a channel that can help reduce your cost of acquisition (CTA), cost to serve (CTS) and marketing expenses, online represents a tremendous opportunity to improve your bottom line.

However as a new discipline with its own jargon and processes, many executives do not have the basic knowledge to ensure they can manage of better outcomes from the channel.

The tailored Online Outcomes training program will help:

Make sense of web statistics such as hits, impressions, clicks and conversions
Explain the key elements that contribute to an effective online campaign
Direct paid search campaigns
Establish the basis of effective website analytics
Better manage vendor and web team initiatives

Sessions can be conducted as scheduled in-house sessions or as ad-hoc coaching sessions.

A Search Strategy that Succeeds

The Online Outcomes team has been working on the client side of the digital marketing arena for more than 10 years. In that time we have repeatedly experienced two common issues with many Search Engine Marketing firms:

Insufficient engagement and targets.
Finding prospects and generating clicks through to your website is the easy part of online search. But this is where many search marketing companies stop. The harder part is consistently qualifying leads and converting those leads into customers. You shoudn’t let search firms stop with a target number of impressions or a target numbers of clicks – for your business to succeed, you need to focus on conversions and the cost to acquire.

The “I have a hammer” school of business solutions.
Many search engine marketing firms have a limited set of tools in their toolbox and their client service extends only as far as those tools will allow them to go. They have a hammer and they go looking for nails. But what’s worse is that they don’t bother to learn your business before deploying their standard solution. The requirements of each business and client are unique – so why should a generic approach to the online channel make sense?

The Online Outcomes team is looking to be your partner in the development of your firm’s digital strategy and to help you find the online tactics best suited to your business objectives. Our Search Strategy Engagement Plan produces a detailed and granular view of your website and the competition based on research and an understanding of your business.

Contact us to get a FREE Analysis