What is Search Engine Optimization (SEO)

SEO is the process of choosing targeted keyword phrases related to a site, and ensuring that the site ranks well when those keyword phrases are part of a Web search.

Optimization involves making pages readable to search engines and emphasizing key topics related to your content. Basic optimization may involve nothing more than ensuring that a site does not unnecessarily become part of the invisible Web (the portion of the Web not accessible through Web search engines). Advanced optimization may include significant research into every element of page design, site structure, and off-the-page criteria.

Before pages can be optimized, research must be done to determine which keywords to target. This involves finding relevant keywords, determining their popularity, assessing the amount of competition, and deciding which keywords can be best supported with quality content.

What is Search Engine Marketing (SEM)

SEM is the process of increasing your position rank in search engines by using specialized techniques in both organic/natural search engines and Pay Per Click search engines.

With SEM, you are using the keywords from SEO and building a campaign to make those keywords work for you. Not only will your site be optimized for search engine results, you will be steering potential customers to your site when those keywords are searched for.

An SEM budget has no limit. Companies can be conservative in their approach or can be very aggressive. Through deep analysis and a well designed campaign, SEM can give all the advantage a company needs to flourish on the World Wide Web.

Pay-Per-Click is an important element that combines two powerful concepts:

• You only advertise to people who are looking for what you have right now, and you only pay when they respond.
• Pricing is determined by an ongoing, real-time auction and any keywords that aren't converting to sales can be deleted to save money and focus on words that do convert to sales.

Website Analysis
Let Xylin do the work for you.  This package includes all the basic requirements to get your website off and running. This includes submissions to all the major search engine sites.  Getting your company listed in the search engines will give you the exposure you've been looking for.  This package is designed for new companies with limited budgets.  The Xylin team will optimize your budget and get you the best results for your money.

• Provide Xylin with a list of 5-10 keywords or phrases you want your website to come up for in the major search engines and we will give you a report showing your current rankings and where improvement is needed. We will also report how many times people are searching for a particular phrase during a one month period.
• For high organic or natural search engine results the website design needs to be “search engine friendly”. Xylin will complete an analysis of your home page and identify barriers with the current site architecture, meta data and content.
• Keyword Research to determine target phrases for maximum impact. The goal is to find keywords that are getting a large number of searches per month but have little competition from other websites. Xylin is able to find these keywords using specialized analytic tools.

Professional  Package
Enjoy all the benefits of the Start Up Package and the addition of Xylin's specialized strategies and analysis.  Xylin will enhance your site to give you the best opportunity to move up in search engine rankings.  This package is designed for companies that want to make their presence felt in major search engine rankings.   The Xylin team will give strategic recommendations on how to utilize their SEM budgets.

• Give Xylin a list of any keywords or phrases you want your website to come up for in the major search engines and we will create a benchmark report showing your current rankings and where improvement is needed. We will also report how many times people are searching for a particular phrase during a one month period.
• Xylin will complete an analysis of your home page and identify barriers with the current site architecture, meta data and content. For high organic or natural search engine results the website design needs to be “search engine friendly”.
• In depth keyword research to determine target phrases for maximum impact. The goal is to find keywords that are getting a large number of searches per month but have little competition from other websites. Xylin is able to find these keywords using specialized analytic tools.
• Set up pay-per-click accounts with Google and Yahoo so your ads will appear at the top of both of these search engines as well as AOL, AskJeeves, MSN, Alta Vista, InfoSpace, CNN.com, Netscape, CompuServe, Shopping.com and AT&T Worldnet.
• Write keyword ads for each target keyword or phrase for all PPC campaigns and submit for copy approval. The latest strategies for maximizing click through rates (CTR) and ROI are implemented for each campaign.
• Select customized landing pages for each keyword ad to improve conversion rates. The page a person is taken to needs to correlate directly with the keyword they searched for.
• Performance Analysis: On a regular basis, Xylin will monitor keyword and ad performance and make adjustments as necessary to maximize click through rate and ROI. Detailed ranking reports are provided documenting clicks, click-through rates and conversion rates.

Executive  Package
Once your company is established, don't let up.  With the Executive package, Xylin will get your website into the search engine rankings and apply effective and ethical optimization techniques to ensure high rankings on the major search engines. We will utilize every aspect of Search Engine Optimaztion and Search Engine Marketing to maintain high visibility for long periods of time.  This package is designed for companies that want to take full advantage of what SEO and SEM has to offer. Executive Package includes all areas of the Professional Package

• Xylin will complete a detailed analysis of your entire website and identify technical barriers with the current site architecture, meta data and content. For high organic or natural search engine results the website design needs to be “search engine friendly”.
• Research and Identify the search behavior of prospective customers with thorough keyword analysis and research.
• Strategic Keyword List generation.
• Organic or Natural keyword Optimization by developing search engine specific keyword specific pages. Organic optimization is achieved by developing keyword dense content, creating search engine friendly meta data for titles, description and tags.
• Search Engine Directory Submissions don manually to ensure compliance with each search engines particular rules and stipulations.
• Ethical link generation by identifying the correct search engine directory categories and rXylinurce websites appropriate for links to your website.
• Reports and perpetual monitoring of page submissions to determine adjustments for optimization, re-submitting pages only when needed and monthly reporting. Reports document your PPC campaign positions as well as your organic positions. Reports also include search engine rankings of your direct competition to determines your sites strengths and weaknesses as it pertains to each competitor's website.