Among the most often overlooked online success strategies of all, keeping your website active is equally important for attracting search engines, and visitors as well. From posting new blog articles to keeping an eye on analytics and engaging with your online connections, activity is fundamental to opening building a solid foundation for success. Without it, you simply have a web-sign.
To answer that question, let's look at the present state of your site. Does it have a healthy number of inbound links? Are your website visitors the prospects you want to connect with, or at least their influencers? Where does your site currently rank for your target keyword phrases? What’s your competitive landscape? Do visitors fill out your forms or travel through a sales funnel in prep of making contact? Does your site reflect visitor needs?
At KAYAK, we evaluate websites based on their technical structure, user experience, and activity level. It’s when these three aspects are working in unison that both rankings and visitor quality improve and opportunities present themselves. Scores are affected not only by your activity, but those of your competitors as well. Based out of a possible 100 points, a score of 70 or greater – and maintaining it – is the goal.
KAYAK can work with your team on foundation-building activities via retainer, covering these website maintenance/activity areas:
Generally speaking, we refer to these as Inbound Marketing Activities. And, they can be broken down into three distinct phases: Get Found (SEO-related), Get Prospects (Social-related) and Get Leads (Marketing-related). For those sites early in the foundation-building process, we focus on Get Found aspect of these activities. For more advacned sites, we can divide our attention across all three.
Given the knowledge and effort required to deploy activities towards lead generation and maintaining good website scores, KAYAK provides support, coaching and consulting services to our clients via retainer.
The coaching component begins at 8 hours per month (6 coaching, 2 consulting) along with 20 hours of dedicated inbound marketing staff time (plus additional 10-hour blocks as required) to monitor and refine the various technical and marketing aspects of your site. We work closely with you as a member of your team to help you deliver a consistent message and optimize your visitor experience in every reasonable way possible, within the budgeted time available.
Inbound Marketing Activities and Consulting are provided on a minimum 6-month term. KAYAK’s Inbound Marketing Retainers auto-renew. Because, when activity declines, so do your opportunities. Retainer holidays are not permitted. Auto-renew is quarterly after initial term. No-fault cancellation available after 6 months. We recognize that the unexpected happens. If it does, and we cannot find an alternative solution, we'll release you from the retainer as per our standard terms of service.
Top of the Funnel (TOFU): your prospect's research/awareness phase.
Middle of the Funnel (MOFU): your prospect's evaluation/investigation phase.
Bottom of the Funnel (BOFU): your prospect's qualification/purchase phase.