SEO and Inbound Marketing Strategy

06/06/2016

1.GoalIncrease % investors through the improvement of 10 Power’s online presence by the end of this year.

1.a Objectives1. Increase brand awareness by 30% at the end of this year through the improvement of its website, Social media accounts and

SEO.

1.b KPI’s:

Website & Blog

-Overall Website & Blog visits. -Blog home page visits (new or repeat visitors)

-Number of posts published, Top viewed posts, Average views per post-Average inbound links per post

-Average comments per post-Social shares per post

-New Blog leads & Lead Source breakdown-Conversion Rate (Visit to Lead-Lead to Investor)

-Email subscribers-Website & Blog Traffic Source Breakdowns (Social Media, Organic Search, Google AdWords, referrals)

Social Media

Facebook- Number of Fans and Average weekly Growth

-Posts per Day. # of Likes, # of Shares

-Service level &Response Time

Twitter-Number of followers

-Follower/ following ratio-Retweets

-@connects: both @replies and @mentions-Brand mentions

-URL mentions-Click through rates

SEO

-Search Traffic Performance -Keyword Ranking

-Keyword Click-Through-Rate -Avg. time on site/page

- Domain Authority &Page Page Authority

2.Target Personas

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3.Keywords:Choosing the right keywords is the first and most crucial step to a successful SEO campaign. Some of the current 10power’s keywords are “energy” (11 times), clean (7 times) renewable (6 times) Haiti (6 times) and climate (5 times). These data indicate that

10Power is not creating enough content nor positioning long tail keywords which are necessary to get the right customers and differentiate the website from its competitors.

3.a Keyword Theme Keyword theme is the main topic that would have all keywords in common. The theme should be specific with medium/high volume of

search and low/medium competition. According to the marketing goals, Keywords could be divided in three sections: First, “awareness” which positions keywords around the problem of energy in developing countries. Secondly, “consideration” that creates

content around different solutions to the problem, focusing in renewable energy and lastly “decision” which focus on explaining 10power business model to possible investors. The following is a list of potential keyword themes with high average of monthly

searches and medium to low organic competition (difficulty %).

AwarenessFocus on users interested in world issues, curious about what are the main problems in emerging and third world countries. The

ultimate world of these keywords are to create awareness that the problem exist and motivate users to find and share solutions.

Consideration

Focus on users seeking for solutions to energy issues in developing countries. These keywords should seek to educate people about the different ways to help workers in those countries, focusing in how renewable energy is a perfect way to deal with the mentioned

issues.

Decision

Addressed to users interested on investing in renewable energies and developing countries. These keywords would be included in content more related to the company, how to invest and what are the benefits about it.

3.b Keyword Qualifiers Qualifiers are words that add specificity to keywords theme and define intent. Adding qualifiers would give keywords more chances to appear in search engines as the competition would be lower and the audience more specific.

A combination of theme keywords with different qualifiers within the website content will optimize 10Powers website. Moreover, It is

ideal that 10Power prioritize the most important keywords for each step of the customer’s journey. The next is a list of long tail keywords ideas, their volume, difficulty (of ranking a keyword), opportunity (relative CTR) and potential (all metrics combined).

Time/Date e.g 2016, August

Intent e.g find, invest, define

Location San Francisco, Haiti, US, online

List top, best, main, current

3.c Keywords Examples

4.Content 10Power currently has only 13 pages indexed in Google. on the other had it has a Moz’s domain authority of only 9 over 100. The main reason behind this is that 10Power is not generating enough content which is necessary to improve user experience and create

value for visitors. Hence, we highly encourage 10Power to create new easy to navigate sections that guides the user through the different stages of the buyer’s journey. When it comes to SEO, more content is always better, as long as the content is relevant and

clearly structured within the website.

4.a SectionsAbout: It is a good practice to divide the About section in many subsections: Vision, Values, History, Our People (which is already created), Partners and Strategy.

Projects: Explanation of 10Power current and future projects (e.g Haiti), including pictures,files, testimonials,etc.

News: The website already has a news section within the homepage. However in order to improve the content optimization it should

be included as a different section.

Keyword Volume Difficulty Opportunity Potential Stage

Third World Problems 1,000 37 64 63 Awareness

Facts about Haiti 1,000 41 56 63 Awareness

renewable energy sources list 500 33 23 47 Consideration

Alternative Energy Companies 850 39 58 58 Decision

Social Impact: Clear and complete explanation of how renewable energy can have a positive impact in developing countries. This section could include videos, infographics and pictures.

Social Media: The header should include social media buttons, redirecting users to 10Power’s social media accounts (Twitter,

Instagram, Facebook and Youtube).

Blog: This is the most important section to improve SEO and develop user engagement through social media. Moreover, it is crucial to create fresh, unique and relevant content around 10Power’s keywords in order to better position the brand in search engines.

Besides, the blog most include all the chosen keywords and relevant content addressing each of the stages of the buyer’s journey (awareness, consideration and decision). We recommend to plan content by filling the table bellow before making any new post.

4.b Content Optimization.

Original ContentGoogle Algorithm identify and penalize non original content, even if the content is referenced to its original website. 10Power’s website currently has duplicated content from 4 different websites which results in removal of these content in search results. Moreover it is also convenient to use original pictures whenever is possible.

Word Count Content that have 250 words or less may not perform well in search engines. Along these lines, 10 Power currently has 5/13 pages with less than 250 words. Moreover blog post tittles should have less than 70 characters. The ideal blog post length (considering the length of the top result blogs for many keywords) is 1,600 words (or 7 minutes read time)

Persona Social Ally

Keyword Renewable Energy Projects

Stage Consideration

Benefit Ally is curious about current sustainable projects

Structure List

Tittle 10 Best Renewable Energy Projects from 2016

4.c Web Design A good design dramatically improve Online presence. According to Rand Fishkin design is 50% of the battle and it is crucial for SEO,

traffic, branding and conversion rates. Not only searchers but also users cares about how truth worthy is a brand and a website. When it comes to users, 94% of them find design elements more important than content when it comes to evaluate if they would trust

in a brand by just looking at its website.

5. On Page Optimization

The better 10pwr.com site structure, the better its chances of higher ranking in the search engines. Site Structure is all about

promoting a good user experience and showing users the way to convert into a lead.

5.a MetaDescriptionThe meta description can be used by search engines to show in the snippet, it’s the black piece of text shown beneath the URL. 10pwr.com currently uses a plugin that automate meta descriptions using the first sentence of every post. However an optimized

meta description should use relevant keywords to optimize every page and a higher percentage of CTR. Moreover a meta description should be shorter than 160 characters (which is not the case in any of 10Power’s pages). Lastly, some 10pwr.com’s

pages are missing any kind of meta description

5.b Anchor Text (in page links) Search engines use the descriptive text in the anchor of a link in order to help determine the relevancy and topical nature of the page

that it’s linking to. For instance if 10Power has lots of links with anchors such as “Solar Energy”, “Ecosystem Restoration”, or “Clean Energy”,then search engines will be able to recognize and understand the context of the target page. Both external links (those that

point external domains) and internal links (those that point to another page on the same webpage) are important for SEO.

10pwr.com currently has 3 broken external links and 6 internal links that are missing anchor text or alt text. Hence, it is important not only to fix them but also to add many more links within its new content.

5.c Image Optimization Images need both a title and a distinctive ALT-text to be recognized by search engines. None of the 29 images used in 10pwr.com have a title and most of them are missing an ALT-text.

5.d Page Titles A <title> tag tells both users and search engines what the topic of a particular page is. A title should effectively communicates the

topic of the page's content. Moreover, we encourage 10 Power to create different page titles for each page, instead of using the same title for a large group of similar pages (e.g news, projects. etc)

5.e SitemapA site map s a simple page on your site that displays the structure of a website, and usually consists of a hierarchical listing of the

pages on the site.Sitemaps can help robots index your content more thoroughly and quickly. We recommend 10 Power to install XML SiteMaps plugin which makes easy the process of updating the sitemap each time new content is added.

5.f Headings Headings helps search engines to recognize the different elements within a website and the importance of each of them. 10pwr.com

does not contain any H1 heading. H1 headings help indicate the important topics of your page to browsers. The website is also missing H2 headings which are important to define subtopics to search engines.

6. Social Media

Social Media content in general will have as a first objective to support the initiatives undertaken in 10 Power’s Blog. Secondly, each Social Media account (Twitter, YouTube, Instagram, LinkedIn Facebook) will include content tailored to the nature of each of them.

6.1 Youtube

We suggest to include videos with different purposes depending to the stage of the buyer journey that it intend to address. Stories

should engage, connect and entertain. Also, user’s appreciate production value specially when it comes to sharing in their Social Media accounts

6.2 TwitterFor Twitter, the content will Include news that call the attention to our target audience like important news about the industry. Using

tools like Google Trends, and Buzzsumo will be helpful to post about the content that generates the most interest for readers.

We also recommend to ad in original visuals to catch more attention.

Purposes of YouTube Video in buyer Journey

Awareness Consideration Decision• Target: Social Ally• Purpose: Show evidence to

people that there is a problem

that needs to be solved.-Example: Informational video with

numerical evidence of energy problem.

• Target: Social Ally &

Entrepreneur Emma• Purpose: Touch people’s

emotions.-Example: Video showing low life

quality standards in Haití

• Target: Entrepreneur Emma• Purpose: Showing investors latest

results while touching its emotions,

also explaining more deeply 10 Power’s business model is

appropriate in this stage-Example:

-Showing the change of children’s life before and after 10 Power presence in their

communities.-Showing a video of existing 10 Power’s

solar panels installed in Haiti and clear explanation of business model.

Regarding the hashtags (no more than two per tweet), they can be related to upcoming events in which 10 Power will participates.

Moreover, we intend to use surveys and questions to the public with the intention to generate more engagement with the audience. Finally, well developed tweets about 10 Power project’s progresses are ideal to build brand image.

LinkedIn:

This social media will be a powerful tool to reach potential investors for 10 Power and increase credibility and visibility. Content can include high quality videos explaining 10 Power’s business model

Facebook

Brand awareness will highly rely on this Social Media. Our strategy will be, 1) Show content that proves the need for support among our target.

2) Second, help people define themselves as Social Responsible to contribute with 10 Power; individuals find difficult to define themselves certain way, however, once they do it will be more committed to help.