netpeak-seo-2.0-en

Why do businesses order SEO services?
Businesses want to earn more money.
Businesses are not against paying some money to get more money.

What kind of services do businesses receive when they
order SEO from an agency?
All agencies offer various services related to SEO. All these services mostly have the same
name – SEO or website promotion. But services differ in their goals, in the way they are
executed and in the type of work done.
!
Netpeak offers [SEO 2.0], a unique service in the market that matches search engines’
recommendations and ranking and indexing strategies.

What SEO services are available on the market?
To diﬀerentiate SEO services, we'll divide them into two groups:
!
1. [SEO of the past].
2. [SEO of the present].
!
[SEO of the past] is still very popular in the market. Let's have a look at the
main diﬀerences between the two.

What does an agency that oﬀers [SEO of the past] do for
the client’s website in order to achieve the client’s goals?
Improve a website’s search engine ranking with predetermined queries.

Why is improving a website’s search engine ranking
with predetermined queries a misguided strategy?
To answer this question, it’s enough to know the search engine’s perspective:
!

What does an agency that offers [SEO of the present]
do for the client’s website in order to achieve the
client’s goals?
Improve a websites visibility* in targeted niches (determined by consumer needs),
and by utilizing search engine algorithms.
*A website’s visibility is indicated by the proportion of relevant and popular keywords that can be used to find the website in the search engine. In other
words, the more terms that can be used to find the website on the search engine results page, and the more universally used those terms are, the
more visibility a website has.

What’s the diﬀerence between [SEO of the past] and
[SEO of the present]?
[SEO of the past] caters to search engine robots. A website’s usability and comfort is
considered less important.
!
[SEO of the present] always has the user in mind. At the same time, search engines'
recommendations are implemented whenever possible.

What features does [SEO of the past] include?
1. Utilizing several keywords.
2. Writing SEO-copy based on these keywords.
3. Performing some minor on-site optimization.
4. Automating oﬀ-site optimization (i.e. buying backlinks).

1. Core enhancement: analysis and reﬁnement of the website's structure and the
creation of targeted pages for speciﬁc groups of search queries.
2. Technical website audit.
3. Working with content factors:
3.1. Paving the right direction for content improvement.
3.2. Increasing targeted page relevance for search queries.
What features does [SEO of the present] include?

4. Mitigating the technical problems on the website and ﬁxing them.
5. CRO (Conversion Rate Optimization).
6. Organic link building.
7. External backlink audit.
8. Working with commercially relevant factors: using search-engine-friendly markup to
get noticed by search robots.

9. Working with consumer behavior factors.
10. Working with social factors/social signals.
11. Paving the right direction for marketers and managers to eﬀectively improve their
project.
12. A deep web-analysis system based on KPI and ROI factors.

What is [SEO 2.0]?
[SEO 2.0] is a unique Netpeak's service.
!
[SEO 2.0] = [SEO of the present] + [Netpeak's values]
!
[Netpeak's values] = [Leading methods of improving sales] + [Making the client’s
participation in the project comfortable] + [Netpeak’s brand]

2. [Leading methods of improving sales]:
We use tested best practice methods to improve a client's business.
!
We unify the most successful practices and employ them in our client's business.
!
For example, with our [SEO 2.0] service,
our specialists implement guerilla marketing
tactics to ensure the client gets results.

3. [Making the client’s participation in the project
comfortable]:

[Netpeak’s brand] is all the cultivated principles that have been with our company since
2006, which have become integral features in our services:
1. ROI-oriented.
2. Modern work environment.
3. Streamlined business process.
4. A system that works.
5. Experience.
6. Transparency.
7. Synergy.
8. Non-stop education for our specialists.
9. Exclusive industry knowledge.
10. Focused approach.
Netpeak is online marketing for businesses.
4. [Netpeak’s brand]:

[SEO 2.0]
is a new generation of SEO that has been
developed with complete compliance to
search engine standards

Netpeak doesn't do SEO.
Netpeak does [SEO 2.0].
[SEO 2.0]

[SEO of the past]
vs
[SEO of the present]
in detail

Evolution of SEO
[SEO of the past] [SEO of the present]

[SEO of the past]
Rank
SEO copy
Bought backlinks
Simple optimization

•duplicate content removal
•improvement of content relevance
•ﬁxing noticeable technical mistakes
[SEO of the past]
Simple optimization

•relevant backlinks
•varying anchor text
•preference for temporary links
Bought backlinks
[SEO of the past]

1. Unreadable:
Copy is written for search robots, not for readability.
!
2. Copy does not oﬀer any valuable information:
The goal of the text is to contain required keywords. They do not answer any of the
reader’s questions and are virtually empty of value or any relevant meaning.
SEO copy
[SEO of the past]

Text for search engine robots:
SEO-texts
[SEO of the past]

1. Streaming for the top 10 spot in search results.
2. Working with a limited, unnatural keyword list.
3. The KPI is the website’s SERP (search engine results page) rank.
The conclusion of the campaign’s success is based on continuous rank tracking, where:
•TOP-1 position – excellent
•TOP-3 – good
•TOP-10 – OK
•> TOP-10 – bad
•> TOP-50 – very bad
Rank
[SEO of the past]

Optimization+
Organic link building
Content+
KPI, ROI
Semantics+
Error control
CRO
External factors audit
Commercially relevant factors
Behavioral factors
Social media factors
Cooperative work (client + agency)

Optimization+ has a heavier emphasis on on-site optimization. Its eﬀect on ROI-growth has
had a considerable increase.
!
Unlike [SEO of the past], [SEO of the present] takes into account that it’s not enough
to complete basic tasks inside the site and put all hopes into external factors (such as
backlinks).
Optimization+
Required monthly tasks to perform SEO

Along with the simple optimization of [SEO of the past], [SEO of the present]’s
technical audits add the following work:
Optimization+

Real backlinks to relevant websites:

Links+
A large part of the client’s budget was
allocated to automated, low quality
backlinks.
Even if backlinks are bought, their
quality is strictly controlled.

Spendings on SEO backlinks
Sendings on organic link building graphSpendings on bought backlinks graph
[SEO of the past]
[SEO of the past]

Designed for a structured and
interesting reading experience:
Content+

Copy designed for humans, not search robots:
Content+

Increasing the relevance of targeted pages.
Making sure the search engine knows exactly what the website is talking about.
Content+
Fair BearMarch
We make it clear that the
page is about a trading
exhibition, not just being
honest.
page is about marching,
not about the month.
page is about the animal,
not about carrying
something.

Paving the right direction for content improvement:
Content+
+

Spendings on creating content for SEO:
Content+
[SEO of the past]

1. Automatic tracking of standard KPIs for the online project; tracking of individual KPIs
for each speciﬁc facet of the project.
!
2. Accurate, strategically planned work for improving KPIs.
KPI/ROI

Evolution of goals:
From rank in [SEO of the past] To sales in [SEO of the present]
KPI/ROI

Web analytics:
1. Finding out the most eﬀective channels for attracting traﬃc.
2. Tracking assisted conversions.
3. Tracking the behavioral factors with the help of heat maps.
4. Analyzing social signals.
5. Analyzing the audience that comes through mobile devices.
6. E-commerce analysis.
KPI/ROI

Detailed keyword analysis:
1. Inﬂuence on website’s structure.
2. Creating targeted pages for speciﬁc groups of search queries.
Semantics+

Sizable growth of promoted keywords.
From dozens of keywords to thousands and tens of thousands.
Semantics+

With [SEO of the present], all targeted pages are monitored for misaligned website
visibility indicators and automatically adjusted for optimal search engine compliance.
Misguided work on targeted pages can bring down the website's visibility in search
engines:
1. Changed or deleted metadata.
2. Removed targeted pages.
3. De-indexed pages that should be indexed.
4. Supervising heading optimization.
5. Supervising the de-indexing of targeted pages from the SERP.
6. Supervising website availability.
7. Supervising dozens of miscellaneous mistakes that bring down a website’s visibility in
search engines.
Error control Mitigating emergent technical problems and ﬁnding quick solutions.

CRO - conversion rate optimization
!
Every step a user makes on a website can lead to an increase in sales.
To make this happen, we utilize conversion optimization.
!
With [SEO of the present], multiple paths are taken to increase a website’s
conversion rate.
!
For example:
1. Optimizing targeted pages for humans, not search robots.
2. Analyzing users’ behavior.
3. Interlinking to recommended products and services for increased sales.
CRO

1. Determining the project’s overall backlink quality.
2. Determining the backlinks that need to be removed.
3. Uncovering the most eﬀective competitor backlink strategies.
4. Creating a solid external project strategy based on research.
5. Removing search engine penalties.
External factors audit

1. Analyzing and determining the search queries that bring sales and creating an
appropriate promotional strategy.
2. Evaluating and improving the on-site optimization factors that affect the website’s
commercial relevance.
3. Refining product descriptions.
4. Recommendations for organizing your product categories.
5. Refining and adding necessary information to e-commerce websites.
6. Boosting the brand's authority.
7. Product analysis: recommendations for organizing your product categories and
creating on-site algorithms to easily find similar products.
Commercially relevant factors

Working with client behavioral factors:
Behavioral factors

Analyzing, improving and optimizing the website’s structure:
Behavioral factors
Convenient e-commerce
checkout
MindMap
Clear structure
Comfortable search
Lack of extra
information

!
1. Spreading visibility using social networks:
•Google+ shares
•Facebook shares
•Twitter retweets
•Other social signals
2. Evaluating social network content:
•Google+ +1s
•Facebook likes
•Other social signals
Social signals

With [SEO of the present], the client
should be ready for some work on his part,
and needs to be prepared when agency
specialists allocate tasks.
!
[SEO of the present] means the
company's marketer or business owner will
receive appropriate project guidance.
Cooperative work (client+agency)

The business owner must optimize business processes in order
to get the maximum eﬀect from [SEO of the present].

Initiative evolution:
!
In [SEO of the past] autonomous work was possible.
!
In [SEO of the present] the client's active involvement is required.
!
There will be little to no progress without initiative from the agency and involvement from the client.

Why is agency enthusiasm so important for SEO?
!
In most of cases, simple SEO consulting is useless because of the typical “gym syndrome”:
the client understands the need to develop a business but when it comes to doing
something by himself, the enthusiasm can disappear very quickly.
The client can continue paying monthly (SEO specialist will try to do the work that doesn’t
require client participation) but the eﬀectiveness of such work will be low.
Those who want to oﬀer great SEO services should behave like personal coaches in the
gym: not only telling client what to do but supervising the client’s cooperation.
[SEO 2.0] is the SEO service with initiative.

Time needed to get results from SEO

Hands-on work
The time spent on projects per specialist has increased by 100%

[SEO 2.0] is Netpeak's main service.
!
[SEO 2.0] includes [SEO of the present],
but also much more.

[SEO 2.0] = [SEO of the present] +
[Leading methods of improving sales] +
[Making the client’s participation in the
project comfortable] + [Netpeak’s brand]

[SEO 2.0] wouldn't have materialized without our SEO analytics department and our
study of search engine algorithms.
!
Some algorithms our specialists have developed:
1. Comparing the project’s copy to similar niche websites, in order to determine the copy’s
uniqueness.
2. Determining the commercial relevance of key phrases.
3. Algorithm for classifying pages by type.
4. Finding keywords that characterize the product or service.
5. Evaluating factors that inﬂuence website text relevancy.
From magic and shamanism to the scientiﬁc approach

[Leading methods of improving sales]
1. Guerilla marketing
2. Personalized triggered-response mailing
3. Guidance for the client’s copywriting department
4. E-commerce tools
5. Lead generation tools

With the help of the client dashboard,
Netpeak clients get all the current
information on the progress of their
project, and are able to look through
periodic project reports and gain
access to important statistical data.
!
The Netpeak Client Dashboard is meant
to give clients the advantage of
monitoring KPI (Key Performance
Indicators) achievements and getting
status updates from specialists.
Netpeak Client Dashboard
[Making the client’s participation in the project
comfortable]

Project work is directed towards increasing client revenue, not for achieving inutile SERP
(search engine results page) positions.
[Netpeak’s brand] – RIO-oriented

1. Multifaceted motivational system for agency specialists.
2. An internal standards system that helps prevent project mistakes based on human
factors.
3. Project Management Dashboard designed exclusively for Netpeak.
4. All the information about the project is gathered in one place. The specialist never
wastes time searching for necessary information.
5. Results-oriented teamwork management.
6. Project time is used for maximum eﬀectiveness to achieve optimal results.
7. Specialist time supervision using an online tracking system.
[Netpeak’s brand] – modern work environment

Netpeak's additional values: our clients

Netpeak's additional values: our ratings

Netpeak's additional values: certiﬁcations

1. We use technology that considerably improves SEO results and reduces extra spending
for businesses.
2. Our tools help to eﬀectively drive result without our specialists performing any
monotonous actions for each project.
3. Tracking systems allow our specialists to react quickly to critical errors during project
development:
3.1. Supervision over technical errors on targeted pages.
3.2. Supervision over the domain's operability.
3.3. Supervision over image optimization.
3.4. Supervision over YML-ﬁle accuracy for e-commerce projects.
3.5. Supervision over Google’s manual penalties presence.
[Netpeak’s brand] – automation

Netpeak Auditka
Internal audit service for on-site SEO.
Siberia
An in-house, non-public tool
used to eﬀectively place links
on an automatic basis.
IfTheyCall
A phone tracking system
that uses promo codes.
LTV-calculator
Future income evaluator.

Netpeak Spider
A tool for deep on-site SEO analysis.
Netpeak Checker
A tool for mass analysis and
website comparison.
Netpeak SERPer
A tool for tracking a website’s
position on the SERP.
Kamasutra
An internal service for the automatic
identiﬁcation of a website’s visibility
in search engines.

We have a set of algorithms for improving on-site optimization:

1. Our experience helps us eﬀectively achieve massive results for businesses of all sizes.
2. The experience that we accumulated while working with foreign projects helps us to
achieve results for businesses all over the world.
3. The experience of working with big projects in almost every niche allows us to deal
with tasks on all levels of diﬃculty.
[Netpeak’s brand] – experience

1. To achieve the best results for any business, we bring additional specialists to work on
the project when necessary.
2. To achieve an optimal level of performance for large projects, we create separate
departments that include specialists from various ﬁelds.
3. Our specialists are constantly put through seminars and workshops, and complete
additional certiﬁcations to maintain their elite status in the industry.
[Netpeak’s brand] – synergy

1. We have a private forum for specialists to constantly exchange knowledge and
information.
2. Weekly SEO gatherings where specialists study client cases and share their experience.
3. Specialized workshops and conferences.
4. Specialists attend Netpeak’s learning center to continuously improve their skillset.
[Netpeak’s brand] – specialist education

We have data for 15 million domains.
We can see 5 million search queries 95 million autocomplete suggestions.
Only Google knows more than we do.
[Netpeak’s brand] – exclusive industry knowledge

1. App department – designs services and apps that automate tasks and make our SEO
specialists’ work possible.
2. Web-development department – SEO audit integration for the client’s project.
3. Link building and guerrilla marketing department – responsible for organic link building
and guerrilla marketing.
4. Copywriting department – responsible content creation for targeted pages and
establishing a copywriting department for the client.
5. SEO tech and analytics department – tracks trends in website promotion and develops
new SEO technologies.
6. Management department – specialists responsible for managing clients’ online
projects.
[Netpeak’s brand] – focused approach

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