THE BROAD "SIGNPOSTING" MODELS ARE SUGGESTED AS "TYPICAL" ON-LINE SEARCH ENGINE DEVELOPMENT STRATEGIES

"Niche-Market Positioning Model"

This plan is suitable for companies that are in very focused, niche categories, often representing less "brand competitive" areas on the Internet (such as sites for pens, comics, antiquarian watches, other types of collectibles, specialist art categories, clubs and associations, etc).

Also, companies wishing to initially test market their search engine positioning strategies often use this category in the early phase of their website online brand development. The typical cost for initial set-up under this model is around US$4,500 For each month of on-going maintenance and enhancement with each of the major search engine, the fee is US$600 per month for the first year.

"Branded Competitive Category Model"

This category is one in which the "off-line" market for brands in the category is very well developed, but where the "on-line" is still in early stages of competitive brand development.

Many companies in this category can be established well know brands in the "bricks and mortar" market, but have not yet developed their websites into the potentially major marketing promotional and e-commerce instruments they should be.

Websites here tend to be in the first phase of development and tend to be more focused on supporting offline strategies, are usually mostly informational and are therefore low on customer relationship management, executable functions and visitor pro-activity.

The cost for initial set-up under this model (based on 50-100 keywords/phrases) is US$6,500. The required on-going enhancement and maintenance fees for a typical ¡…100 keyword phrases¡¨ program are US$950 per month for the 1st quarter and US$1,250 per month.

"Market Domination Model"

This promotional service provides large enterprises and Internet-active corporations with the ultimate in a comprehensive market positioning strategy online. This strategy is designed to achieve the maximum possible number of premium "keywords/phrase" page positions across the major search engines. As a result, significant traffic is directed away from competitor websites and towards yours.

For many Internet categories this need for on-line "domination" is the defining reality of the web. Companies now have to fight for on-line traffic and must treat the enhancing of their competitive presence as on-going process.

Competitors here are very active online and are typically already well positioned to take traffic and customers away from other on-line players whose websites are under-developed or not key strategies in their brand's development. Most clients in this category have multi-brands, sub-brands and variants in their e-commerce offerings and are major B2B and B2C operators.

The cost for initial set-up for around ¡…150 to 200 keywords¡¨ is US$8,500. The fees for a typical 200 keywords optimization and on-going maintenance plan under this model are US$1,000 per month for the 1st quarter; US$1,250 per month for the 2nd quarter; and US$1,750 per month for the 3rd and 4th quarter (and then on-going).

Note: Computations for larger placement of over 200 keywords will be made on a case-by-case basis.

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