Stage 1- Scope of Work

Search Engine Optimization (SEO)

Technical Website Audit

• Page Speed Analysis
• URL Analysis
• Images Analysis
• Page Code Analysis
• Social Media Analysis
• Mobile-Friendliness Analysis
• Page Link Analysis
• Root Domain Link Analysis

Positive Digital PR & Content Development (Articles)

Total of 12 search engine optimized and keyword driven Articles will be written covering various topics such as Forest City’s key developments, events, attractions and many more. Our content writers will work closely with you to determine the monthly articles that will be published.

Keyword Research & Relevancy

Search engines try to provide the most relevant results to a searcher’s query. We will be doing an in depth research on google trends to identify out various keywords that have higher search queries and compile these search queries keywords into optimizing your website’s text content to continuously improve organic Search Relevancy.

UX/UI & Bounce Rate

Websites with high bounce rate will be ranked lowly by Google. We will examine Forest City’s new website UX (user interface design) and UI (user interface design) and provide you with design and content architecture changes based on analytics to improve website retention rate and reduce bounce rate.

Internal Link Building

In addition to improving search engine indexing, expanding website content architecture and PageRank. Internal Links also help to boost keywords with clear, concise and relevant use of anchor texts and anchor texts variations.

Various Off-page Ranking Factors

While what’s on Forest City’s website is important for SEO, what’s off the website is just as important. Your site’s quality is largely determined by the quality of the sites linking to it. Thus, it is extremely important to analyze the backlink profile of your site and identify opportunities for improvement. We’ll review it from many angles, including:

•     How popular your website currently is compared to the competition?
•     Are you getting backlinks from popular websites?
•     Are you gaining or losing popularity over time?
•     Is your website trustworthy?
•     How many domains link to you?
•     What is the Page Authority and Domain Authority?
•     How is your social engagement?

Page Authority measures the predictive ranking strength of a single page, Domain Authority measures the strength of entire domains or subdomains. Currently http://forestcitycgpv.com/ Domain Authority is at 38/100 and Page Authority is at 32/100

http://forestcitycgpv.com/ DA/PA Report

Backlink Building, Social Bookmarking & Reduce Spam Clutter

Backlinks (also known as inbound links) are links from other websites that are directed towards Forest City’s website. The number of backlinks is an indication of the popularity or importance of that website but quality of backlinks are equally important, excessive backlinks from websites that has a high spam score will negatively impact Forest City’s ranking. Backlinks are important for SEO because Google and other search engines will give more credit to websites that have a high number of quality backlinks.

• On Page Optimization
• URL Mapping & Rewriting
• URL Canonicalization Check
• Title Tag Optimization
• Meta Tags Optimization
• Keyword Density, Proximity & Prominence Check
• Anchor Text & Alt Tag Optimization
• SEO Header Tag Optimization

http://forestcitycgpv.com/ Spam Score Breakdown:

Schema markup

Schema markup is code (semantic vocabulary) that you put on your website to help the search engines return more informative results for users.

Tagged Images

Images tagged with descriptive text alt attribute to improve keywords indexing for images used on the website

Social Media Integration and 404 pages

Integrating social media sharing mechanism through out Forest City’s new website & revamping 404 pages which displays better link architecture (sitemap.xml)

Monthly Ranking Reports

After a keyword list has been established and approved by Forest City, we will generate a baseline ranking report to determine our starting point. This ranking report will be followed by monthly or quarterly reports to track the progress of the SEO campaign.

Optimized Business Listings

Creating optimized listings of your business on the major search engines and other high-profile sites, including industry-specific websites, is a highly effective SEO strategy and will lead to higher rankings in search engines for your target keywords.

Auditing Accessibility

This part of the audit looks at how search engines are currently able to access your website. We want to make sure the basics are there and nothing is impeding the engines from crawling the pages. We’ll review the following:

• Robots.txt
• Robots meta tag
• HTTP status codes
• XML sitemaps
• Site architecture

Stage 2

Search Engine Marketing (SEM) Strategy

Google Search & Display Network

Pay-Per-Click Campaigns

Earlier in our proposal we have explained how Forest City is in an unique and advantageous position compared to it’s competitors as Forest City digital marketing campaign are able to cover a wider range of topics and ad groups such as Shopping, Restaurants, Education, Leisure & Tourism etc. compared to it’s competitors. The best SEM strategy moving forward is developing various micro-websites (landing pages) for each specific industry (property, shopping, restaurants, tourism etc.). Each micro-websites are designed and custom tailored with different sales funnel, messaging and promotions. Each micro-websites will have different Ad-group keywords, demographic and budget (based on Forest City’s priority). This strategy will be able to achieve the optimum relevancy and conversion rate.

Stage 2 – Scope of Work

Search Engine Marketing (SEM)

Market Research and Conceptualization

We will work with you closely to formulate various digital marketing campaign based on specific industries (property, shopping, restaurants, tourism etc.) and work out your monthly and yearly action plan that involves promotions, events, public relationship.

Micro-site / Landing Pages

Once each industries marketing campaign has been determined, we will then design Micro-sites for each campaign that focuses on sales funnel and conversions.

Segmentation

Ad groups, ad types, ad sets and individual ads for each campaign will be develop. Different audiences will be grouped together based on similar characteristics so that each ad shown is as relevant as possible. Improve click-through rate (CTR) and Quality Score by splitting up your ad groups into smaller, more relevant ad groups, which help you create more targeted ad text and landing pages.

Keyword Research 

In depth research on trends and search patterns of your targetted demographics. Aside from formulating a comprehensive list of valuable keywords, we will also be focusing on conversational search terms, long-tail, low-cost and highly relevant keywords. We will be continiously testing each keyword and phrases as well as adding Negative Keywords to improve campaign relevancy and reduce wasted spending.

For example 1 keyword will have thousands of variations and phrases to formulate.

Copywriting

We will then have our copywriters curate perfectly persuasive messages for each audience and ad segment to yet again maximize relevancy and clickthrough rates. We will implement specific language that will draw in relevant clicks.

Bid Optimization

Our team will review your campaign performance in real time. Ads that are performing well will see increases in their budget allocation, while poor performers will be reduced or even eliminated. Bid optimization will occur across all ad channels, audiences, and keywords. We will use the bidding strategy best aligned with the identified KPIs of the campaign, whether that be Cost per Click (CPC), Cost per Thousand Impressions (CPM), or Cost per Acquisition (CPA).

Display Ads and Remarketing

Outside of Google Search Network, there is also Google Display Network. Google partners with millions of sites world wide in banner/display advertising. Through sophisticated online targeting tactics, we can deliver your brand message to the right consumer at the right time. We will use a combination of the tactics below to best target your consumer. Eye catching banners with animations will be designed for each campaigns and we will research which websites is best to advertise these banners.

• Contextual Targeting – We show your ads exactly when the audience is consuming content contextually relevant to your product
• Interest Categories – We reach your target audience, showing them relevant messages across the web
• Remarketing – We will keep track of users who have visited your website or has shown interest through search and display banner advertising for brand reinforcement

Reporting

We provide monthly reports including valuable campaign metrics and results, as well as a summary of all the optimizations and insights we have done from the previous month. We will let you know which adgroups, ads, and keywords are performing the best, and what we are doing to deliver the most conversions.