The 5 key components covered in the Search Engine Marketing Plan are: Market Analysis, Search Engine Marketing Strategy, Web Site Analysis and Conversions Enhancements, Implementation Plan & Review Process and Delivery. The plan outline includes the following:

	Market Analysis Overview
	The market analysis section covers the online market analysis of the clients' business niche, a SWOT analysis (strengths, weaknesses, opportunities and threads) and an online competitive analysis.
	- Online Market Analysis Determines the market trends and characteristics, market size and market position of the clients' products, services and web site. - Strengths, Weaknesses and Threats Determines the strengths and weaknesses of the clients, products or services, and identifies any technology and competitive threats that may impact the clients' goals and objectives. - Online Competitive Analysis Conducts an online competitive analysis that includes a review of the clients' 3 major online competitors in the search marketing space and evaluates their online offerings (products and services), pricing, merchandising strategy, online market position, search engine marketing strategy and media mix, online visibility and web site effectiveness/conversion rate. - Online Opportunity Determines the search engine marketing opportunity, including the number of searches per month performed on the clients' business keyword phrases.
	Search Engine Marketing Strategy
	The search marketing strategy section of the plan covers the mission statement for the online business, measurable client goals and objectives, budget, the target market segments and focus, online products or services positioning, current and future search media mix, search engine visibility and strategy. This section also explores the integration with offline marketing activities.
	Web Site Analysis and Conversion Enhancements
	The Web Site Analysis and Conversion Enhancements section provides an expert review of the conversion capability, content and usability of the clients' web site. The review covers the following areas: - Content and messaging. - Site architecture and navigation. - Information architecture/hierarchy. - Visual design/Presentation and layout. - Web site usability. - Web site functionality. - Customer communication and   feedback. - Consistency. - Trust and confidence building. - Overall user experience. - Error handling. - Technology.
	Search Engine Marketing Implementation Plan and ROI
	Based on the findings from the previous sections, Advanced Media Productions will prepare a Search Engine Marketing Implementation Plan that defines the search engine marketing strategy, optimum mix of search media, web site content and functionality to give the clients' web site and search engine marketing program the maximum online visibility, conversion rate and ROI. Depending on the clients' goals and budget the plan will describe the detailed implementation and estimated cost of the following areas of search engine marketing: - Creative development, e.g. text ads   and special landing page development. - Web site development or conversion   enhancements. - Keyword research and selection. - Search engine optimization and   directory submission. - Paid search (submission text ads to   paid search ad networks and product   feeds to shopping comparison search   engines). - Internet Yellow Page submission. - Search engine marketing campaign   implementation, ongoing campaign   management and cost. - Return on investment projections.
	Review Process and Delivery
	The online market research competitive analysis, strategic positioning and the development of the search engine marketing implementation plan are performed by our experienced search engine marketing experts and web development staff who have years of experience in search engine marketing and web site development. The process is as follows: 1. Review of the clients' business     objectives and goals. 2. Initial visit to the clients' web site     and the search engines to start the     evaluation. 3. Preparation and delivery of a written     20-25 page Search Engine Marketing     Plan. 4. 60-minute follow-up session by     phone to review the plan.

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