Next Step Web Marketing was founded in 2008 by Brendan Kiel to help businesses improve the return on their web design investment. As co-founder of Top Shelf Design (www.topshelfdesign.net), a print and web design firm in Washington, DC, Kiel often faces questions from clients regarding the best use of their newly-designed web sites. Next Step Web Marketing answers this fundamental web marketing question: “What is the Next Step?”
Unfortunately, the web marketing industry remains difficult to navigate for the typical business owner. The proliferation of Search Engine Optimization (SEO) firms quickly followed the invention of the search engine. Typically prices vary widely, as do claims regarding success rates. Many providers are located overseas, and customer service remains sub-par.
Next Step seeks to effectively educate clients on the web marketing process, provide a quality service, and build an ongoing web marketing relationship that provides value to the client. In keeping with Kiel’s previous business ventures, Next Step Web Marketing is built on integrity, honesty and value to the small business client.
Next Step utilizes a targeted keyword approach to optimize a website. Rather than blindly adding “optimization” to a website, the process begins with selection of 5-8 target keywords. These keywords are typically 3-4 words in length, and combine a location and service, based on the idea that customers will typically search for a product or service in their area.
Using Google as an example, we know that Google rankings change very often. Google “robots” search through the web continuously, with an average “crawl” taking about three weeks. Therefore, the fluctuation in the rankings is based on three factors: changes to the client’s site, changes to competitor sites, and changes in the Google formula. For this reason, it is imperative to re-analyze each keyword at least
once per week, and make the necessary changes.
Next Step respects the search engines. Defending the integrity of a Google search is in the best interest of our clients. If the average internet searcher believes that Google will provide a listing of relevant results to any search, then he/she will continue to use Google. Therefore, we do not engage in techniques that “cheat” the system. We provide information to the search engine that makes sure that an internet searcher who will benefit from navigating to our client’s site has the opportunity to choose it from his/her search results.
Initial Report: After the initial research period, a report will be provided regarding traffic to the website, and opening rankings, and analysis.
Monthly Reporting: Client will receive a comprehensive report each week detailing traffic to the website over the previous week, a comparison of monthly search engine traffic over time, and a report of the current Google, Yahoo!, and MSN rankings of the targeted keywords.
Pricing for each is customized, based on the diffuculty in achieving high rankings for the client's industry and the scope of the marketing needs.
There is an initial three month agreement, after which our agreement becomes “month to month”. Should you decide to completely terminate our services, a future re-engagement will require a new three month agreement.
Prior to the beginning of each month, the client may elect to convert his/her account to “reporting only”. In this circumstance, Next Step would cease active optimization, but would continue to send the client a weekly report with detailed traffic and rankings data.