MARKETING AND PROMOTIONAL PLAN FOR

MONSTER VINTAGE

For reference, please refer to our Introduction to Search Engines (www.fasttrackdesigns.com/marketing/searchengines.html) which will introduce you to terminology, useful statistics, and give you a general overview of the current state of Search Engine Marketing. The following is a tailored plan for promoting the Monster Vintage web site in a budget-conscious, maximally effective way, over a period of 2 months.

STEP 1: In-Depth Research, $250

We will do in-depth research in order to accomplish 2 goals:

• Determine Keywords. Specifically, we will be targeting niche keywords that people are searching on but that don't have much competition yet. We will also do lateral keyword searches to find other keywords that mean the same thing. We will focus on searches made on Google and Yahoo, but will compare these keyword results to what we see being searched for and found on the other major search engines.
• Develop a Report on the Competition. We will analyze 2 high-ranking competition's web sites to determine what techniques they are using to rank highly. We will look at who is linking to their sites and determine what opportunities there are to get quality links from these sources to your site. Note that increasing your links from other sites makes a big difference to your rankings.

STEP 2:

Option A: Make your framed site search engine friendly, $100

· Add code to the index page so that a search engine spider can find descriptions of and links into the rest of the site (impossible without actually putting descriptions and links inside the <noframe> tag of your frameset).

· Add code to all pages that a user might find in a search engine, so that when a user clicks on one of these internal pages of your site from a search engine, the site will "reframe" itself automatically. This code is short but does involve a small change (to reflect the name of the page) on every page.

Option B: Redesign your site with new dHTML techniques to replace the functionality of frames, $600

STEP 3: Establish Links from other sites to your site

According to Google, competition like rustyzipper.com has 146 links pointing to their site. You have no links currently pointing to your site. It is critical that we start getting links to your site, since this affects your rankings on most search engines a lot.

My Suggestion: Either you or we can use the information we find out in my In-Depth research to pursue possibilities of link exchanges and other ways of getting links from as many sites as we can.

STEP 4: Submission to Google, $150, $125 for each additional keyword per doorway page

It is important to have at least one doorway page when we submit to Google. This doorway page will be optimized for the best keyword determined in my in-depth research. This page will be optimized specifically for Google, corresponding as closely as possible with Google's current high-ranking algorithms for keyword frequency, prominence, weight, etc. It will be analyzed next to its competition’s high-ranking web pages, and tracked closely to see how its rank changes over the weeks.

Depending on what my research turns up, it could be that additional doorway pages may prove very useful. Because of the way search engines rank pages, the rule of thumb is only to put one keyword per doorway page -- try to target two different ones and neither will rank well. So if we determine any other really good niche keywords, we will want to have doorway pages optimized for Google for these also.

STEP 5: Submission to Yahoo, $399

This submission includes Yahoo’s $299 fee for commercial site 7-day review, plus $100 for me to research and submit your web site to the best category within Yahoo and to achieve a good listing within that category. Doorway pages are of no use to Yahoo, since humans review your submissions. Instead, we will use trade techniques to write a description optimized for Yahoo's known editing process, so that they list your site in a way that most effectively targets buyers of the right kind. We will run my final, optimized description by you so that you can evaluate how it represents your business, and we can make changes to this description if necessary.