pinehearst partners

Pinehearst Digital – Shrewsbury, Shropshire, Aberystwyth, West Wales

Pinehearst Digital Ltd

Remarketing: SEO//PPC//Email Marketing

White Label Solutions for Digital Marketing // Design // Development Companies

Where We’re Coming From Our methods are built off the back of almost 8 years of testing, of failures and great successes.

We know what works and what doesn’t work for your website or client. We also know the short

cuts that others take that invariably damage your website and brand in the long term. So this

why we have developed our own Search Engine Optimisation (SEO), Pay-Per-Click (PPC) and

Email Marketing methods to give our clients real business growth through sustainable and

qualified traffic.

It’s About Focusing on Sustainability

Although Google and other search engines constantly change the rules and make it difficult for

us. Rest assured that we are always keeping a close eye on your traffic uplift and sustainable

website revenue – metrics that really matter when it comes to your success online.

In SEO, it’s far too easy to focus on fluctuations in search engine ranking and not measure

what’s really going on with your website. At Pinehearst Digital we focus on delivering you new

market niches, sustainable and stable traffic, qualified visitors, higher average visitor spends,

and lower bounce rates.

It’s About a Strategic Approach Changes to search engine algorithms, your market, your competition and your customers are

constant threats to your business online. This is why we take a strategic approach to your SEO,

PPC or Email Marketing campaigns. It’s just not good enough in 2011 to build links in quantity

or create untargeted PPC campaigns. Success in digital marketing relies on a strategic

approach to acquiring and keeping customers. This is why we love working with like minded-

clients who are dedicated to running a living and breathing online channel and not merely a

billboard for their business.

How it Works As we expect more from our websites than just attractive design and expert development,

agencies and marketing companies are seeking to bring search engine marketing expertise to

add value to the attractive sites they produce.

As an agency owner or web development company, the decision to recruit or train to enhance

your existing development team may prove to be too costly a commitment to make. Will you

employ the right person for the role? Will you know exactly the type of person you are looking for

and will they be able to handle the demand from your clients?

Partnering with Pinehearst Digital will take those anxieties away from you and help you take that

first step into search engine marketing. We can provide internet marketing experiences that

either plug straight into your agency and work along side your existing development or design

team.

Our services can be completely 'white labelled' from the Website Health Checks we produce to

the proposals and analytics reports we write. We even provide you with sales materials and a

little training for you and your business development to help your offer search engine marketing

to your clients and prospects.

What We Provide All the services we provide and their costs are provided in this guide. However, we provide all of

the following things to help build your knowledge and access to our SEM skills and expertise.

White label proposals

We will provide you with an unbranded proposal

for each new client you look to take on. We will

include a summary of what we will deliver for your

client and what results we expect to gain.

Unbranded sales collateral

Struggle to up-sell on search engine marketing?

We will provide you and your sales team with

sales collateral to help explain the benefits behind

search engine marketing. We will also give you the

keys to our Wiki, which contains all the information

you need to read about the latest developments in

SEO, PPC or Email Marketing.

Dedicated specialist support

Your client will have a dedicated search engine

specialist to manage their account. They will be on

hand to answer any of your or your client’s queries

and questions.

Detailed, unbranded reports

Each 4 week cycle, we will provide you

unbranded SEO, PPC or Email Marketing reports,

which you can re-brand and send on to your

clients. The report will contain search volume

KPI’s, conversion analysis and a summary of all

the work we’ve carried out on their account.

Why Partner With Us? We take search engine marketing seriously and have dedicated ourselves to a chase life of

delivering sustainable growth online. We do this by providing the highest level of service

through tried and tested techniques and methods.

Interested? If you want to provide your clients and prospects with a complete search engine

marketing service, then outsource to a company you can trust to deliver only the highest level of

search engine marketing.

Proactive Campaign Management We view every new SEO, PPC or Email

Marketing project as a campaign, with

real business objectives and results.

Whether we are helping to re-launch a

new website or promote a product or

service we are either delivering growth in

traffic or an increase in revenue.

Our process begins with an exhaustive

audit of our client’s objectives, their offerings and the market they are in. We understand exactly the search

market we are entering into and the niches that will bring our client’s sustainable growth.

We then refine, monitor, test and measure everything that we do to help achieve our campaign objectives.

Once we have reached our objectives we then feedback everything we have learnt into new campaign

objectives, as we explore new niches, markets and even products.

Proactive Account Management We believe in delivering real growth for our clients by being proactive and ready to adapt to any change in

their search market. Markets are often in a constant state of flux and it’s necessary to monitor and adapt our

tactics to suit. We also feedback anything we have learnt to our clients that might help them change the way

they do business. By being proactive we like to think that we are entering in a two way partnership with our

clients, where we both constantly learn and adapt.

Campaign

Research

In-depth

Set Up

On-Going

&

Refining

Testing &

Analysis

Campaign

Feedback

The Businesses We’ve Work With E-Commerce

SEO, PPC & Email: Pinehearst Digital have worked with one of the UK’s largest online lingerie companies, the

UK’s leading outdoor trampoline and children’s toys company and women’s jewellery store.

Finance & Insurance

SEO & PPC: Pinehearst Digital has worked with some of the West Midland’s and Shropshire’s largest IFA’s

and Wealth Management Companies. We have also worked with local insurance companies and brokers.

Automotive

SEO, PPC & Email: Pinehearst Digital has delivered full service Search Engine Marketing for one of the UK’s

foremost publishers of automotive industry research and development.

Publishing

PPC & Digital Strategy: Working with one of the UK’s largest publishing companies, Pinehearst Digital have

delivered targeted PPC campaigns for promoting magazine events.

Solicitors & Employment Services

PPC & SEO: Pinehearst Digital have built and managed PPC campaigns for local independent solicitors for

campaigns running throughout the UK. We’ve also built and managed SEO campaigns for some of

Shropshire’s trust employment agencies.

Leisure & Hospitality

PPC, SEO, Email & Digital Strategy: Pinehearst Digital have developed the digital marketing strategy for one

of Shropshire’s most prestigious hotels. We’ve also worked for wineries in Western Australia.

Local Businesses

PPC, SEO & Email: We’ve worked with over 20 local businesses throughout Shropshire and West Wales

including, van hire companies, same day couriers, business coaches, hypnotists & graphic designers.

Pinehearst Digital - Packages

Search Engine Optimisation Search Engine optimisation (SEO): Strategies and tactics to improve a site’s

relevancy and authority for specific keywords in order to improve visibility within one

or more search engines

Search Engine Optimisation – Set Up

Basic SEO Set Up

Implement Google Analytics

Webmaster Tools set up

Site map creation

Claim Google Places listing

Pinehearst Training Guides & Wiki

This entry level SEO set up is essential to any business

serious about measuring how effective they are online. It is

also the first step in attracting visitors to a website. We

achieve this by claiming a site’s Google Places listing and

submitting a sitemap to Google and Yahoo! To let them know

the site exists.

£50

Keyword Research Pack In depth keyword research

Main page custom index titles

Struggle for words? This pack will uncover quality niche

terms, which will drive traffic to your site. Also included is a

basic mark-up of your main or category pages.

£200

Additional KW research vertical Grow your reach by appealing to new customers or clients

by uncovering keywords for a specific market, product or

service.

£100

(per vertical)

Technical Audit Pack 106 point website audit This site audit pack uncovers 106 treats or opportunities for

your website. The output is a report of development and

configuration recommendations to make your site more

attractive to a search engine.

£200

Competitor audit Uncover your competitor’s weaknesses with this indepth site

audit of one of your competitor’s websites.

£200

(p/ competitor)

Link profile analysis of you

+ 2 competitors

Want to know why your competitors have more authority than

you? This technical pack uncovers your competitor’s link

profiles and then compares them against your own.

£300

SEO Presentation Pack Presentation of results Have a personal presentation of your audit & research results £350

(Half day)

Pinehearst Partners agency training Learn how to up-sell search engine optimisation and

understand our methods. This programme is supported by

our guides & Wiki.

£350

(Half day)

SEO training day Know how to write good copy and how to build site authority £600

Search Engine Optimisation – On Going

Basic On Going SEO Full website monthly reporting

Directory submissions

RSS syndication

Link requests

Basic link building and directory submissions

will create you a limited halo of authority

around your site. It is the key to being indexed

and ranked effectively. This basic offering is

essential to any business online.

£150

Quality Content Pack Quality content articles

Submission to article directories

Link building between articles

This add on includes a minimum of 10 quality

articles written about your business each

month, submitted to article directories and high

authority content sites. We also link these

articles together.

*Per article – min 10 article p/month

£15*

(p/article)

Advanced Content Hub Pack Creation of 10 blog/social hub profiles Using the results of our keyword research we’ll

create you hubs of rich, relevant content on

popular social publishing platforms to promote

your business, services or products.

£50

(p/hub set up)

Monthly hub/social hub content We manage your social content hubs with new

and engaging content and update them at

least once a month.

*Per content piece – min 20 pieces p/month

£9*

What’s in our SEO Setup (One-off) Site Structure, Indexing and Markup

Our set up begins with a 106-point audit of a website, which gives us a series of actions that will

ensure the site and code is structured in such a way as to be as relevant as possible to the

business.

As a result of our in-depth keyword research and site audits, our SEO set up creates tightly

focused site structures, ensuring that every piece of content makes the most of the authority that

we build around the website.

Output What does this mean?

In depth action list to ensure the site structure and

content is profoundly relevant to search demand

We tell you exactly what you need to do to fix the

issues, not just some crummy report, an action list

Creation of xml sitemap feeds* and submission to the

major search engines

We’re telling the major search engines about every

page on your site, to help you get indexed

completely, and quickly

Setup of new webmaster tools accounts for Google,

Yahoo! And Bing

Choosing those terms that will make a difference to

your bottom line without being to highly competitive

to rank for

Competitor Audits* to show the relative strengths and

weaknesses of those currently dominating your

niches

It means that instead of cursing competitors you can

learn from them with an in-depth understanding of

what they’re doing well and what they’re doing

wrong.

*denotes a variable level of service dependent on package.

What’s in our On-Going SEO (monthly) Linkbuilding and New Content Whilst keyword analysis and an optimised site structure will ensure that a website is making the absolute

maximum available impact on-site, it’s effectiveness is highly dependent on a website’s existing authority.

Linkbuilding Strategy

Link building is the first critical step toward achieving a high site authority. Our link building process begins

by identifying the best linking partners for our clients. We then produce and distribute highly relevant articles,

and keyword rich content pieces to these partners and directories to build a halo of authority around each

site.

Output What does this mean?

Audit of existing possible linking partners and

directions to best harness these relationships for

ranking ability.

A clear list of relevant people to approach (or we’ll

do it) for links to you site.

Weekly and monthly activities to build relevant,

authoritative links – carried out under retainer.

Activities like:

• RSS syndication

• Guest content on relevant sites

• Directory submissions

• Industry-Relevant direct linking requests

• Social Bookmarking

• Syndication of new content (see below)

We know what we’re doing so we choose a blend of

these techniques each month that we think will have

the most impact. You? You just sit back and count

the orders.

Why Our Approach? We follow a very specific SEO strategy formation process, based on 3

critical pillars of SEO and honed from a decade of work in this field

across multiple industries and companies:

Visibility and Relevance are on-site only elements, the bedrock of a successful SEO campaign. Fuelled by

scientific keyword analysis, they are the practice of ensuring the website is not only easy for search engine

spiders to consume, but also that the technical page and site structure, internal linking and navigation

language are profoundly relevant to the searcher demand. This activity is often needed at setup and then at

longer intervals to identify and reposition for new opportunities

Authority is harder to come by and can be simplified as weaving yourself into the web. In practice, it's

acquiring natural, relevant links from authoritative sources whilst ensuring use of the correct target language

as the 'anchor' or clickable text. There are many methods to gain authority, not least creating content that's

irresistible to link to around your target themes, this authority-building activity must be ongoing to remain

effective.

Visibility

This is Google’s ability to crawl around

your site, gobbling up your content.

Loads of common mistakes can make

it really hard for Google to do this. We

help you get around them as part of

our setup process.

Search Engine Optimisation is a key long

term strategy in bringing visitors to your site

from search engines. Whilst the initial setup

work will ensure your site is focused on the

correct keyterms and structurally sound for

search, ongoing linkbuilding and content

development are critical to increasing traffic

Relevance

Relevance boils down to using the

most relevant and natural language on

your site, and structuring it so it’s

obvious what’s important. We help you

get this right at setup with our 100-point

technical audit

Authority

Authority really equals links but Google

wants more than that, you need to

become embedded in the web through

social media. This activity must be

ongoing to remain effective. We

generate links from relevant and

authoritative outlets across the web.


Pay-Per-Click Marketing Pay-Per-Click (PPC): Highly successful form of advertising, which allows a brand or

organisation to place bids for placement in search engine results pages or on

relevant websites. Costs are only incurred on a per click basis.

Pay Per Click Marketing

Basic PPC Generate relevant keywords Yes £49.99

Portfolio size <100

Ad group creation 10 Ad Groups

Ad text variations 20 unique text ads

Minimum media spend £10 Per Day

Account management Detailed reporting & daily optimisation 8p per click

Small Business PPC Generate relevant keywords Yes £349.99

Portfolio size <500




Image ads 1 image ad

Set up of landing page Basic set up of landing page

Conversion tracking Set up and installation of conversion tracking


Enterprise PPC Generate relevant keywords Yes £949.99

Portfolio size <2,000




Image ads 3 image or video ads

Set up of landing page Advanced set up of landing page

Click tracking & split testing Analytics tracking and landing page testing

Conversion tracking Set up and installation of conversion tracking


Benefits of PPC & Google AdWordsYou can use AdWords to advertise on Google.co.uk and across Google’s

network of search partners. You only pay Google or one of their search

partners for each time someone clicks on your ad. With AdWords you

can also adjust your creative, your keywords and your bids in real

maximise your return on investment

Be in Control

Choose your keywords, set a budget and choose the maximum amount you are willing to pay

for each click on your ad. Pinehearst Digital will monitor how well your campaigns perform and

adjust it to maximise your performance.

Be Creative

You can boost your relevancy and performance by displaying different ads for different

keywords and customising the landing page that users see when they click on your ad.

Be Targeted

Google AdWords not only lets you display your ads in different cities and regions, it also allows

you to schedule your ads on particular days of the week and at particular times of the day.

Be Seen

Imagine seeing your competitors in Google and not seeing your brand on t

Google AdWords gives you instant visibility in Google’s search engine results pages.

Get the Right Balance

On the whole, visitors are nine times more likely to click on your organic listing than they are to

click on your PPC ad. So be campa

80/20 split in your search engine marketing budget for SEO and PPC respectively.

Benefits of PPC & Google AdWords to advertise on Google.co.uk and across Google’s

network of search partners. You only pay Google or one of their search

partners for each time someone clicks on your ad. With AdWords you

can also adjust your creative, your keywords and your bids in real time to

maximise your return on investment



ximise your performance.



not only lets you display your ads in different cities and regions, it also allows


Imagine seeing your competitors in Google and not seeing your brand on the front page?



click on your PPC ad. So be campaign specific with your budget. We normally recommend an

80/20 split in your search engine marketing budget for SEO and PPC respectively.





not only lets you display your ads in different cities and regions, it also allows


he front page?



ign specific with your budget. We normally recommend an

Integrated PPC & SEO Approach Using pay per click (PPC) advertising needn’t be expensive. PPC allows you to choose and bid

on highly relevant long-tail keywords that have a high conversion rate. This frees valuable

resources to target more generic, competitive terms through search engine optimisation (SEO).

For example you may pay only 20p per click for “boutique hotel in Shrewsbury” and receive 80

clicks throughs and get 5 bookings, but concentrate on a SEO strategy for “Shrewsbury hotel”

to receive 800 click throughs and eight bookings.

PPC also uncovers new keyword opportunities, as it provides you with a great testing ground for

your SEO strategy. Within a few days you can tell whether your keywords are attracting the right

leads or sales for your website, allowing you can test demand for particular key phrases and

even products or services.

With the results of your PPC campaign you can also quickly optimise and test landing pages so

you don’t have to wait months for the traffic you would normally need for optimising with organic

results. You can create landing pages that are highly targeted and relevant, so when your

organic visitors land on your website you’ll convert them straight way.

Often it can take weeks or even months for websites to climb the rankings using SEO. You can

use PPC to give your website a boost whilst your SEO strategy builds pace. This is particularly

useful if you are launching a website for the first time, or re-launching a page that will take time

to be found and indexed by Google.

Using PPC can give a real boost to your visibility on the first page of Google’s Search Engine

Results pages. This is particularly important if you are competing for brand visibility when your

market is at its peak. Take florists for example. Valentine’s Day, Mothers Day and Christmas are

the most important times of the year for florists. With PPC they can pick up additional traffic by

appearing on the left and right hand sides of a search engine’s results page.


Email Marketing Email Marketing: Email marketing today is about building a relationship and providing

relevant and timely offers.

Email Marketing

Set-Up of Email Marketing Starter Small Business Enterprise

Professionally designed template 1 2 2

Sign-up form for your website Yes Yes Yes

Email Marketing Campaign Plan No No Yes

Tracking campaign set up Yes Yes Yes

Cost £249 £549 £949

On-Going Email Marketing Starter Small Business Enterprise

Per campaign send cost £6.99 £2.99 FREE

Per recipient cost 1p 0.5p 0.4p

Template revisions No Yes Yes

Reporting Basic Full Access Full Access + Expert

Commentary

Who sends the campaigns? You You Pinehearst

Campaign limit Per Send Cost 10,000 Up to 25,000

Cost Free! £549 £949

*Subscribers per month

Start Remarketing SEM & Email Today

Terms and Conditions – Client Work Only

"By signing the agreement, the 'Client' understands and accepts the following

conditions:

1. The 'Client' refers to the entity entering this agreement with Pinehearst.

Termination and Cancellation

2. Pinehearst may terminate your account at its sole discretion in the event of

serious breaches such as activities of an illegal or fraudulent nature, or any

activity considered not in keeping with the ‘goodwill’ of the service. These

include but are not limited to:

a) Spamming (sending unsolicited promotional electronic mail)

b) Obscene material, fraudulent or deceptive statements, threatening,

intimidating or harassing statements or material which violates the privacy

rights or property rights of others, or is likely to be defamatory of another

person.

3. Pinehearst reserves the right to terminate the connection/account at any

time if the service is used in a way in which Pinehearst deems inappropriate.

4. Upon the Client signing the Pinehearst contract the agreement is non

cancellable and no refund will be given. All monies will become due upon non

compliance by the Client. If the Client fails to remit a deposit after signing the

contract all monies will become due 14 days after the due date and in the

case of the deposits being paid there will be no refund under any

circumstances.

Limitation of Liability

5. Pinehearst will not be responsible for any pre-recorded, registered,

patented or copyrighted sounds, music, text, images etc that the Client wishes

to utilise on their website or in Search Engine listings generated by the Client

or by Pinehearst. This is at the sole risk of your company. You should seek

independent legal advice if you are unsure. Pinehearst will not be liable,

professionally or legally for any content of the website or search engine

listings.

6. Whilst all care is taken with system security, Pinehearst will not accept

responsibility for loss of data or security problems. This includes any loss that

could otherwise be deemed an ‘Act of God’. Pinehearst aims to take all the

care needed to prevent this, but takes no responsibility should this occur.

7. Pinehearst provides no guarantee regarding the availability of search

engine listings. The Client indemnifies Pinehearst against any losses resulting

from any failure or nonavailability of search engine listings created by

Pinehearst.

8. Pinehearst and its search engine optimisation service provides no

guarantee of any nature to the client, with respect to search engine rankings,

positioning and the resultant demand for, or sales of, the clients products or

services.

9. Pinehearst provides no guarantee of search engine registration, website

functionality or statistics where the service is hosted externally.

Payment Terms

10. All contracts are subject to the following payment terms upon signing the

contract:

a) Payment in full is required 30 days after initial set up work by Pinehearst.

b) All recurring payments are due monthly and terms are set at 30 days.

11. Pinehearst reserves the right to cease work due to non-payment of any

outstanding monies due to Pinehearst at any time.

12. The ‘Client’ agrees to pay all charges as incurred through usage of the

account within the specified period. Failure to do this may result in the account

being suspended and a ‘late fee’ or ‘set-up fee’.

13. Pinehearst reserves the right to charge a processing fee for hard copy tax

invoices or any fees including bank fees that we may incur during processing

your account.

14. Payment by Credit Card will attract no fees

15. Annual Charges. The annual charges for statistics/search engine

optimisation/management/media spend will automatically renew for

successive periods equal to the initial term. The client may cancel any

subsequent term by giving 90 days written notice prior to the expiry of that

term. The renewal will cover the same services as contained in this contract.

The balance of contract payment method that forms a part of this contract will

be used to process payments for any subsequent terms.

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