Search Engine Marketing | SEM Process

SEM Process | SEO Services | PPC Management | Additional SEM Services | Anvil Brochure

Services: Process

Since 2000, Anvil has perfected its search engine marketing service offering. The entire search engine marketing process is broken down into three phases: research, launch and maintenance, outlined below. For more information, visit our services section outlining specific services by discipline: search engine optimization (SEO), pay-per-click (PPC) management and additional services.

Research
The research phase provides an opportunity to set initial benchmarks for key metrics and associated search engine marketing strategies required to achieve desired goals. The first phase of research explores overall site visibility, as benchmarked against competitors. The second phase assesses site features, content and optimization. The third phase provides detailed keyword research for both search engine optimization (SEO) and pay-per-click (PPC) programs. The final component of the research phase is a detailed optimization report.

Launch
Once a Web site is properly optimized (see research phase above), launch efforts can begin. Starting with URL submission to popular search engines via free listings and pay-for-inclusion (PFI), Anvil ensures the Web site is spidered and indexed. The site is also submitted to popular directories. A link development campaign is initiated to drive traffic and further boost visibility in search engines. If the Web site objective includes lead generation or sales, PPC programs are initiated to compliment SEO and PFI efforts.

Maintenance
Once the launch phase is completed, monthly ongoing efforts begin. The baseline maintenance program includes SEO, PFI, PPC and ROI tracking and reporting. For SEO and PFI efforts, Anvil continually monitors visibility in organic search results and makes site optimization recommendations to further improve visibility. Ongoing PPC activities include bid management and ROI analysis. Optional services include affiliate and email marketing program development as well as shopping engine and blog management. Anvil also consults on site development, online public relations support, Webinars and Web surveys.