Final assignment

Web stragedy for Pro IT


Prezi:





Detailed information:


Pro IT OÜ

Background

Pro IT OÜ is a small Estonian company that was situated in 2009. The company currently offers IT maintenance and development services to business clients from different areas. Additionally, Pro IT recently started to cooperate with Vmware to provide companies with server virtualization services.
Currently, a large proportion of Pro IT profit stems from one-time projects, but the target is to establish a loyal customer base that would provide Pro IT with regular income (monthly revenues for maintenance).
Unfortunately, Estonian market is relatively small and competition is tough. Most of the companies operating in the area of IT services are microenterprises with up to 2 employees, but there are a number of large organizations such as Elion, IT Grupp or Net Group as well. Due to tough competition, Pro IT struggles to attract new customers.
Most of the existing customers have been acquired through personal connections and the personal reputation of the owner has been the main factor for attracting new customers. However, Pro IT has been on the market for a few years by now and it is time for the company to focus more strongly on expansion plans.
The long-term aim of Pro IT is to focus mainly on hotels or accommodation facilities and move more towards long tail business, because this would help Pro IT do distinguish itself from competitors. In long run, specialization on hotels would hopefully become a strong sales argument and allow Pro IT to use international hotel chains to develop outside Estonia. Nevertheless, before moving to the international level, Pro IT must strengthen its presence on the local Estonian market.

Purpose

The purpose of the following is to compose a web strategy for Pro IT OÜ that would enable the company to attract new long-term customers. Current work will concentrate mainly on SEO optimization that would help to increase the visibility of the company on web. In addition, the following will suggest how to improve presence in social media and propose a mobile solution.

WEB strategy for Pro IT OÜ

1. SEO Optimization

Analysis of the existing

Pro IT has invested much into creating a homepage (www.proit.ee), but it seems that only a small proportion of the potential of this page is currently in use. Most importantly the homepage as well as the company have little visibility on web.

Current visibility in search engines

When using search word:
‘Pro it’: 1st on neti.ee (most popular Estonian search engine), google.ee, google.com. Not among the top in yahoo.com.
‘IT hooldus’ (IT maintenance in Estonian): neti.ee among the first 5 hits. google.com, google.ee, yahoo.com not among first 100 hits.

Results from site analytics

v http://www.alexa.com/siteinfo/proit.ee# - no information on Pro IT website
v http://www.analyticsdigger.org/ - no information on Pro IT website
v http://www.seoprofiler.com/analyze/proit.ee?pid= - almost no information on Pro IT website
v http://tagcrowd.com/ results:
http://tagcrowd.com/pdf/1330373958_cloud.pdf
Tagcloud brings out mainly irrelevant words (possibly because Estonian language is not available).
v http://www.scrubtheweb.com/cgi-bin/webtools/meta-check.cgi- results for www.proit.ee:
Low Google page rank
<title>ProIT</title>

Titleis 5characters in length which is "too few characters" for what we consider to be a "search engine friendly" Web page.
<meta name="description" content="PRO IT OÜ IT Hooldus ning IT Arendus teenused">

Meta descriptionis 45characters in length which is "too few characters" for what we consider to be a "search engine friendly" Web page
<meta name="keywords" content="IT Hooldus IT Arendus Cisco HP VMWare Infotehnoloogia it college it support">

Meta keywordsis 75characters in length which is "acceptable".
Example search engine listing:

ProIT
PRO IT OÜ IT Hooldus ning IT Arendus teenused
http://www.proit.ee/

Actual meta description tag currently shown by google:
„Värskelt müügile ilmunud ajakirjas ”Arvutimaailm” leidub muu lugemisvara seas kaPro ITOÜ ideedegeneraatori Hannes Mulla artikkel Cisco innovaatilise...“
The displayed text is a random old news text from homepage.

Proposals for Search Engine Optimization

Improve meta information by using the following meta information:
Title Tag (max 60 characters): Pro IT - professionaalsed IT hooldus- ja arendusteenused
Meta Charset Tag: English - windows-1252
Meta Language Tag: Estonian
Meta description tag (max 150 characters):Professionaalne IT hooldus- ja arendusteenus ettevõtetele: IT audit, arvutite, serverite ja võrkude hooldus, virtualiseerimine, seadmete müük. “
Meta Keywords Tag (814 characters):„IT Audit, Hooldus, Arendus, Viirusetõrje, Serverite hooldus, Arvutivõrgud, Wi-Fi, LAN, VPN, Virtualiseerimine, Cisco Network, Juniper Network, Fortinet Network“

When using the proposed meta information the code would be the following for:

Standard HTML:
<meta http-equiv="Content-Type" content="text/html; charset=windows-1252">
<title>Pro IT - professionaalsed IT hooldus- ja arendusteenused</title>
<meta http-equiv="Content-Language" content="et">
<meta name="description" content="Professionaalne IT hooldus- ja arendusteenus ettevõtetele: IT audit, arvutite, serverite ja võrkude hooldus, virtualiseerimine, seadmete müük.">
<meta name="keywords" content="IT Audit, Hooldus, Arendus, Viirusetõrje, Serverite hooldus, Arvutivõrgud, Wi-Fi, LAN, VPN, Virtualiseerimine, Cisco Network, Juniper Network, Fortinet Network">

XHTML:

<meta http-equiv="Content-Type" content="text/html; charset=windows-1252" />
<title>Pro IT - professionaalsed IT hooldus- ja arendusteenused</title>
<meta http-equiv="Content-Language" content="et" />
<meta name="description" content="Professionaalne IT hooldus- ja arendusteenus ettevõtetele: IT audit, arvutite, serverite ja võrkude hooldus, virtualiseerimine, seadmete müük." />
<meta name="keywords" content="IT Audit, Hooldus, Arendus, Viirusetõrje, Serverite hooldus, Arvutivõrgud, Wi-Fi, LAN, VPN, Virtualiseerimine, Cisco Network, Juniper Network, Fortinet Network" />

This is how Pro IT homepage would be presented by search engines after applying the proposed meta information changes:
Pro IT - professionaalsed IT hooldus- ja arendusteenused
Professionaalne IT hooldus- ja arendusteenus ettevõtetele:
IT audit, arvutite, serverite ja võrkude hooldus, virtualiseerimine, seadmete müük.

To maximise the use of meta information further analysis about key words should be conducted. It would be useful to find out for which keywords Pro IT homepage is ranked high and which keywords would give the best results.

Free tools like https://adwords.google.com and http://www.analyticsdigger.org/ do not give enough information. Therefore, it would be useful to try for example www.alexa.com or http://www.wordtracker.com/.

Additional suggestions for increasing visibility in SEs


v Add Pro IT to other free listings in addition to local listing http://www.neti.ee/cgi-bin/teema/ARI/Arvutifirmad/Tugi/. For example, free listing page http://listings.local.yahoo.com/ and web directory http://www.dmoz.org/.
v Create a Wikipedia page in the local Wikipedia http://et.wikipedia.org/wiki/Esileht or in global Wikipedia http://en.wikipedia.org/wiki/Main_Page.

2. PPC (pay per clic) solution


As the services of Pro IT are directed only to business clients, Facebook is probably not as efficient advertising medium as Google Adwords. Currently most of the Estonian Facebook users belong to the younger age groups, which is not the main target audience (http://www.socialbakers.com/facebook-statistics/estonia). Thus, Google Adwords would be smarter use of limited budget.
Sample AD:
Google_AD_for_ProIT.JPG

3. Social Media Marketing


Till now, Pro IT has used mainly traditional media for advertising and discarded social media. As stated above, Pro IT has only a Facebook account, but is not actively using it. Hence, there is much room for improvement.
Suggestions:
Start by creating a Twitter and Pinterest account. Twitter has not gained much popularity in Estonia yet and Pinterest is still a relatively new social medium, but the number of users is continuously increasing. Both of the previously named sites can be used as additional information sharing channels and complement the existing Facebook page and official homepage.
When the information sharing network has been set up, the next necessary step would be to create shareable and attractive content, such as news about new exciting technological solutions, projects, IT-related news, special offers, surveys etc.
As an additional option, Pro IT could start its own YouTube channel, whereto upload, for example promotional viral videos connected to the services offered by Pro IT. Created videos should be tagged and linked to the company homepage and social media pages.
As Pro IT is offering virtualization services, it would be fun to use augmented reality solutions on the homepage as well.
To make Pro IT sites more prosumer friendly, some options for the customers to give feedback about services and related issues should be created: an interactive board on for example.
All the social media pages of Pro IT should definitely be indicated on homepage.

4. Mobile component


Suggestion for a mobile application:
Pro IT would benefit from a mobile application that has similar logic to a calendar diary.
  • The app could be used by Pro IT service men as well as clients.
  • Includes contact information and map of the location
  • The app would give an overview of all the maintenance and development works already done or planned for the future.
  • These diary entries would provide information about the nature, purpose or reason of the work and its time of execution.
  • The app would provide clients as well as technicians with an overview of what has already been done and what is planned for the future.
  • Includes a help guide for clients that helps to solve simpler problems
  • This information would be inserted by the service technician, but it could also allow the clients to insert requests for maintenance.