2. WHO IS EKG?
EKG, Inc. is a New-York based insurance and
financial consulting agency. The firm has over 3000
employees, and has been in business since 1985.
The firm specializes in providing insurance products
and services to small-to-medium sized
businesses, and upper-middle class individuals.
3. WHO USES EKG?
EKG targets upper-middle class individuals, as well
as small to medium sized businesses.
We recommend separate, and specific, strategies
when reaching out to each target market, as each
has separate and distinct needs when it comes to
the services needed from EKG.
4. CREATING AN ONLINE PRESENCE
We recommend a
reorganized website in
which all traffic will be
directed to
Develop a website
architecture to help
build website
5. SEARCH ENGINE OPTIMIZATION
Search engine optimization is the process of
affecting the visibility of a website in a search
engine’s organic search results.
When potential customers search for insurance
companies online, EKG needs to be highly visible
We recommend using terms that are popular on
search and have relevance to EKG products
6. SEARCH ENGINE OPTIMIZATION, CONT.
We recommend EKG
focusing advertising
dollars where there
is regional interest
for certain products
8. PAY PER CLICK
Pay Per Click is an advertising model used to direct
traffic to websites, where advertisers pay every time
the ad is clicked
We recommend using a PPC campaign that uses
similar terms to the SEO campaign to promote their
website
Using keywords similar to the SEO campaign will
have both the organic and the ad results show up in
search
9. KEY PERFORMANCE INDICATORS
How well did the campaign do in terms of reach and
impressions?
How many times was the ad delivered?
How many times did the web site or web page show up
in organic search results?
How many times was the ad or search result
clicked on?
What was the click-through rate for search?
What was the click-through rate for PPC?
How much time is being spent on the site?
How many visitors purchased a service?
How many of those came from either search or ad?
