Let’s look at an example SEO strategy for a therapist specializing in bereavement in Philadelphia, PA. Our first step is to think of terms customers might search for that would have low levels of competition so that we can get some results right away.

We would avoid optimizing for generic terms like:

• Therapist in PA
• Therapy in PA
• Bereavement therapist

The problem with the above terms is that the first two are generic with no specialty stated, and the third term is not geographically specific. Knowing proximity plays a key role in the sales process, we should be more specific about the location. The competition for these generic terms would be to too high, and we also might not attract the type of visitor that is likely to convert to a sale.

We would instead look at long-tailed terms with corresponding landing pages that might better engage customers such as:

• Therapist specializing in grief in Philadelphia
• Grief therapist in Philadelphia
• Bereavement therapist Philadelphia Blue Cross insurance

In the above examples, we are more specific with the therapy type and location which means the terms are less competitive and our customers are less likely to return to their search results after finding us. We also mention insurance in the last example, and we know through our research that proximity and affordability are the top two factors for purchase decisions in therapy programs.

Rate: $2,500 per month (varies)

Service: Our packages depend on what your business goals are. We have created over 1,000 landing pages for some businesses we have worked for, and as few as 50 pages for other businesses. Whether you need 50 landing pages or over 5,000, we would be happy to work with you.

We will help you through keyword research to determine what landing pages should be created. Often, we develop a set of pages for long-tailed search terms with variations for price or location variables.

We will begin by discussing your business goals and looking at your current website using online analysis tools including Google Analytics.

Next, we take a look at your competitors using online tools such as SEMRush. We will start tracking your search ranking versus your top competitors.

Improved search ranking is an ongoing process. There was once a time when the most important ranking factor was inbound links to your website. Today, it’s more about user behavior. Google wants to know if someone searches for a term then stop on your website, or if they bounce from your website and return to their search result. If they stop searching after finding your website, this can help your ranking. If visitors always bounce and return to their search results, Google then thinks “this is not the page people want when they search this term.”

Therefore, we will create landing pages specific to longer search terms (called, “long-tail terms”) which will bring the customer to the right page on your website. It’s also easier to compete when we use these long-tailed terms.

Consider an example of a hardware store. You might want to pay for Google Ads targeting people searching for “hammers.” So think about your user experience- when you click on the Google Ad for hammers; do you want to go to the homepage of the hardware store and then have to search for hammers, or do you want to go to their page for hammers?

Surprisingly, most businesses link their digital ads to their home page. This is usually a huge mistake. Try searching your competitors’ ads now- if they are making this mistake, we can use this to our advantage.

For every main category of ad you want to place we will make a corresponding landing page that gives the customer exactly what they want. We will track effectiveness and ensure your Google Ad spend is giving you the return on investment you want.

Rate: $6,000 setup + 10% of spend

Service: Our rate for overseeing your Google or Microsoft spend is generally $6,000 for set up plus 10% of your monthly spend. Set up includes:

• Writing your ads
• Creating new landing pages that correspond to ads landed on
• Dynamic ad creation
• Setting up conversion goals including code injection on your website for tracking
• A/B testing your ads, A/B testing our ad landing pages on your website
• Making informed decisions about adjusting your spend with you based on data
• Daily review of your spend
• Weekly reports detailing overall spend, conversions, impressions, clicks, and more

Depending on your product or service, we might also recommend social media advertising.

Some of the strategies with SEM overlap with SEO. We will also make specific landing pages for your ads that relate to the search term.