VI.+Search+Engine+Optimization


 *  Search Engine Optimization **

 **The Concept:**

SEO is a short term (acronym) for "Search Engine Optimization." It is one of the internet marketing strategies to get your company and the website visible on a search engine website like Google or Bing. Generally speaking, the ideal goal is to get the higher ranks on the search engine website.

It involves setting the actual search term or a keyword that is relevant to your company, website, and the products that people might find interesting, preferably your target audience. Optimizing your website contents and posts so that they include the specific keywords is important. It also may involve editing your website's HTML sources codes. The key is to get the keywords linked with your website to turn up on the search engines.

It would be a helpful tool that can potentially improve marketing your company and its website, but it has to be considered carefully as it may have a risk of damaging your website structure as well as the reputation of your company name. Researching into potential risks is as important as potential advantages.

**Applying our strategy: **

With the concept in mind, maintaining SEO for Kingpin is especially important because it is an online-based company that is heavily dependent upon online users. Although there are plenty of online delivery services existing, we would like Kingpin to become a high ranked search result for the specific target audience, especially for male adults, since Kingpin is an online delivery service especially designed for men.

According to Google's "Search Engine Optimization Starter Guide", we need the fair knowledge and familiarity of javascript and HTML in order to properly use SEO. Google makes clear statements that they are not taking any money to increase site ranks on the search results, other than the space for "Sponsored Link" for paid advertisements. It is advised that we need a unique title included on our page so it could be a top result when searched for. The guide lines from Google say that "the contents of the title tag will usually appear in the first line of the results."

"Kingpin" is quite a unique word so it would be easy to get the higher page for people who type in "kingpin" in a search engine. However, since we are not only targeting the people who already know the company's name, it would be also important to include general yet relevant words like "online delivery, grocery for men"; "supplies for men"; or "online shopping for men" etc.

Our primary goal is to get the brand awareness in organic ways and drawing the traffic. Since we are fairly new to the market and has limited experience, we could get helps from the websites that are specialized in Search Engine Marketing, such as []. They consult the status of the website run by company, find the relevant search optimized design, and help us make the right decisions to increase the search engine ranking and the traffic of the website. The offer different serbice designs for the different characteristics of the website. Our website (Kingpin) can be categorized as shopping website, so our primary decision would be "Product feed optimization." ( []) Currently, the Kingpin website is on pre-release and in the process of trying to get potential customers by convincing them to subscribe their e-mail accounts. The ultimate goal is to get around 200 e-mail accounts before the website releases officially. In order to accomplish the goal, drawing the audience to look at our website as much as it could is important, therefore increasing the growth of traffic of the website would be the first ultimate goal.

**Google Analytics**  In order to track, evaluate and optimize the website, we have set the account for the Google Analytics. It has not been activated yet as the Kingpin website is not released yet, but once it gets released we would be able to track and measure the visitors from all referrals including search engines, e-mails, and other online marketing strategies we have created and get the statistical figures for them. When we get the report back from Google Analytics, we would be able to evaluate our performance on SEO and affiliate marketing strategies, that would help us to organize and optimize our website for better results.