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1Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 1
Saturday, August 18, 2007
Marketing on the Internetvia Search Engine Marketing:
What You Need to Know Now
Leslie CarruthersPresident / CEOThe Search Guru
2Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 2
Today’s AgendaToday’s Agenda
Your Objectives
TSG Background / Philosophy
It’s all about your Business
Search Engine Optimization 101
Organic Search Do’s and Don’ts
Pay Per Click Search
Local Search
3Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 3
What do you want from today?What do you want from today?
?
4Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 4
Today’s Presenter: Leslie CarruthersToday’s Presenter: Leslie Carruthers
Ten years in Internet marketing, six years of Search Engine Marketing (SEM).
Trained by Heather Lloyd-Martin, pioneer of Search Engine Optimization (SEO) copywriting, and Detlev Johnson, a world-leading SEO technologist.
A skilled Webmaster and web developer
President of The Search Guru
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The Search Guru: Our Philosophy and The Search Guru: Our Philosophy and ApproachApproach
Vision: To help people grow their businesses, be successful and make a difference.
Mission & Core Values
Understanding your business
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The Search GuruThe Search Guru
Partial Client List:
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What is possible for your business:What is possible for your business:
Brookstone.com: conversion rates doubled in a key product category through copywriting over baseline data
ROI of 269% produced via natural/organic search campaign
81% increase in total monthly visitors over baseline data
72% increase in monthly search engine referrals over baseline data
1600% increase in visibility over baseline data 153% increase in inbound links over baseline
data
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Bottom Line: How often does your website Bottom Line: How often does your website enable a profitable interaction?enable a profitable interaction?
get people to call, or
send an email, or
request a quote/proposal.
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Is your website working for you? Is your website working for you?
Success factors for online marketing:
more traffic and
higher conversion.
Success metrics for websites:
making money and
saving money.
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What is important for websites now?What is important for websites now?
It is all about visibility and how to be found.
Search engines will control national and global marketing access.
Products and services will mainly be exposed by our websites.
Not on the first few pages?
Then no one will find you.
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Leaving sales on the table…Leaving sales on the table…
Each time a search is performed in a major engine there are two possible outcomes:
The searcher finds you or
the searcher finds your competitor.
Google alone fields over 91 million searches each day.
March 2006, based on comScore data
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Spidering Search EnginesSpidering Search Engines
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1. Always start with your business objectives.1. Always start with your business objectives.
SEO as a marketing strategy only works if it helps your business meet its objectives.
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1. Always start with your business objectives.1. Always start with your business objectives.
Protect your domain - follow best practices
Improve your firm’s visibility on the internet
Protect / enhance your brand
Increased traffic to your website, increased sales and market share
Turn your web-site into a highly productive sales channel
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2. Assessing your website2. Assessing your website
Age of your domain Size of the site Conversion flow Usability Accessibility Technical issues Products or lead generation
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3. Set benchmarks3. Set benchmarks
What are you tracking now? Benchmark reporting of current data Identify your success metrics Set budgets
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4. Identify your keyphrases4. Identify your keyphrases Set a strong foundation for your SEO efforts Don’t assume you know the language of
your prospects Keyphrase Research provides market
research you can apply to other areas of your business
Perform keyphrase research at last once a year
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5. Tactical level: implementing your SEO / SEM 5. Tactical level: implementing your SEO / SEM efforteffort
Natural / Organic optimization (SEO)
Pay Per Click campaigns (SEM)
Pay for Inclusion
Buzz Marketing
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Paid Listings
Organic Listings
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5. Tactical level: implementing your Organic 5. Tactical level: implementing your Organic SEO effortSEO effort
Making your website relevant for your prospects as well as the search engine spiders
Search engines respond to your efforts – traffic not immediate
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5. Tactical level: implementing your SEO 5. Tactical level: implementing your SEO efforteffort
On page and off page factors are considered: Keyphrases in title tag
Keyphrase use and placement in copy
Domain name & site architecture
html tags
Inbound links
Internal linking strategy
Navigation
Code development
Anchor text
History
22Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 22
5. Tactical level: implementing your 5. Tactical level: implementing your SEM effortSEM effort
Immediate source of traffic
Pay only when someone clicks on your ad
Set budget by day, week and month
Highly targeted
Geo targeting (choose the cities / states that will see your ads)
Detailed ROI (Return on Investment) reporting by keyphrase
23Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 23
Blogging:Blogging:
Develop a corporate personality Start a conversation with your audiences More and more journalists use blogs /
RSS (really simple syndication) when researching stories
Provide timely / cutting edge information Grow your website Blogs are Google’s golden child now Blog postings rank!
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Buzz Marketing:Buzz Marketing: Get others talking about you = inbound
links Online Public Relations – develop
relationships with influencers in your space
Attract the attention of media, prospects, influencers and more
Creates additional front doors to your web site
Helps drown out any possible negative press
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Conquering SEO scams - what not to doConquering SEO scams - what not to do
Beware, bad SEO can get you in trouble
Submit your site to 1,000 search engines
Guaranteed rankings
We know the search engine algorithms
We’ll get thousands of people to link to your site
Do-It-Yourself Syndrome
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What to focus on:What to focus on: Number of your pages Google, Yahoo!,
MSN, etc. list in their indexes.
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10
10
5
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Key factors:Key factors: Number of your pages Google, Yahoo!, MSN,
etc. list in their indexes.
Quality of listings on the Search Engine Results page (SERP).
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The Power of the Title: 1st ConversionThe Power of the Title: 1st Conversion
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Taking Title tags to the Next LevelTaking Title tags to the Next Level
Current Title tag:
<title>Positive Perceptions, LLC - Home</title>
Includes branding
Opportunities:
add keyphrases
add call to action
32 characters – 43 more to work with
31Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 31
Taking Title tags to the Next LevelTaking Title tags to the Next Level
Possible Title tag:
<title>Image consultants / personal stylist: choose Positive Perceptions today.</title>
Includes 2 keyphrases
“image consultants” (43 searches / day - Google)
“personal stylist” (12 searches / day - Google)
Includes branding
Includes call to action
32Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 32
Questions?Questions?
What Not to Do
SERP Quantity
SERP Quality
Power of the Title tag
?How are we doing?
What do you see for yourself so far?
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Key factors:Key factors: Number of your pages Google, Yahoo!, MSN,
etc. list in their indexes.
Quality of listings on the Search Engine Results page (SERP).
Text is important for spiders
34Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 34
Key factors:Key factors: Number of your pages Google, Yahoo!, MSN,
etc. list in their indexes.
Quality of listings on the Search Engine Results page (SERP).
Text is important for spiders
Keyphrase use and placement is critical
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Content Findings: relevanceContent Findings: relevance
Keyword
No. of searches / 24Hrs in Google
"personal shopping" 139
"image consulting" 45
"image consultants" 43
"personal shopper" 41
"image consultant" 37
"image management approach" 13
"wardrobe consultants for young teens" 13
"personal branding" 12
"personal shoppers" 12
"personal stylist" 12
"fashion consultant" 12
"what does an image consultant do" 12
"color consultant" 9
"personal stylists" 8
"image management" 7
"professional home organizers" 7
"fees for personal shoppers" 7
37Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 37
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neworder.vpweb.com
Business Services Individual services
Small Business Services
Home Office Services Other Custom Services
Bill Paying ServicesTailored To Your
Business
Tailored To Your Business
Time Management
Maintenance System Strategies
Computer Training
Tailored To Your Business
Filing SystemsQuickBooks,
Peachtree, etc.
Custom Systems
Process Audit
Additional service
39Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 39
neworder.vpweb.com
Business Services Individual services
Small Business Services
Home Office Services Other Custom Services
Bill Paying ServicesTailored To Your
Business
Tailored To Your Business
Time Management
Maintenance System Strategies
Computer Training
Tailored To Your Business
Filing SystemsQuickBooks,
Peachtree, etc.
Custom Systems
Process Audit
Additional service
40Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 40
neworder.vpweb.com
Business Services Individual services
Small Business Services
Home Office Services Other Custom Services
Bill Paying ServicesTailored To Your
Business
Tailored To Your Business
Time Management
Maintenance System Strategies
Computer Training
Tailored To Your Business
Filing SystemsQuickBooks,
Peachtree, etc.
Custom Systems
Process Audit
Additional service
41Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 41
neworder.vpweb.com
Business Services Individual services
Small Business Services
Home Office Services Other Custom Services
Bill Paying Services Custom Systems
Process Audit
Time Management
Maintenance System Strategies
Computer Training
Additional serviceFiling SystemsQuickBooks,
Peachtree, etc.
42Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 42
Moving down the Sales CycleMoving down the Sales Cycle
Capture traffic from niche keyphrases
Product, market and category pages present tremendous opportunities for increased traffic.
• General: “amish country” (131 searches per day in Google alone)
• Category: “Ohio bed and breakfast" (19 searches per day in Google alone)
• Niche: “cabins in amish country, ohio" (5 searches per day in Google alone)
• Add on sales: “amish country quilts” (5 searches per day in Google alone)
43Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 43
Questions?Questions?
Importance of Text
Choice and Placement of Keyphrases
?
How are we doing?
What do you see for yourself so far?
44Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 44
What is important now:What is important now:
Number of your pages Google, Yahoo!, MSN, etc. list in their indexes.
Quality of listings on the Search Engine Results page (SERP).
Text is important for spiders
Keyphrase use and placement is critical
Inbound links are a key factor
45Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 45
Website.com
non-competing, related website
non-competing, related website
non-competing, related website
non-competing, related website
non-competing, related website
non-competing, related website non-competing,
related website
non-competing, related website
non-competing, related website
46Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 46
Inbound link strategies:Inbound link strategies:
Blogs
Forums
Syndicated Content
Linkbait
Additional benefits:
online reputation management
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Anchor Text provides context for the link and is weighted by search engines
Anatomy of a LinkAnatomy of a Link
<a href=“http://www.Forbescom/”>image consulting for corporate executives.</a>
Anchor TextThe Link Address
“Forbes recommends Jill Haney for image consulting for corporate executives on the way up.”
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Writing anchor textWriting anchor text
Click here
or
Discover more about image consulting for individuals and corporations.
51Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 51
What is important now:What is important now:
Number of your pages Google, Yahoo!, MSN, etc. list in their indexes.
Quality of listings on the Search Engine Results page (SERP).
Text is important for spiders
Keyphrase use and placement is critical
Inbound links are a key factor
Best practices code development
52Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 52
What is important now:What is important now:
Number of your pages Google, Yahoo!, MSN, etc. list in their indexes.
Quality of listings on the Search Engine Results page (SERP).
Text is important for spiders
Keyphrase use and placement is critical
Inbound links are a key factor
Best practices code development
Best practices site architecture
53Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 5353
Local Search
Serving the neighborhood, region, Ohio and the Midwest
54Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 54
Serving the Local Market: Local SearchServing the Local Market: Local Search
On every page: Local phone number (area code) Address format
• StreetCity, State Zip+4
Include in copy: Name of City Abbreviated name of state Full name of state Name of county Name of Neighborhood (if applicable)
55Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 55
Serving the Local Market: Local SearchServing the Local Market: Local Search
Add a map and written directions to your location
Register / check your info at InfoUSA, Acxiom, iBegin Source
Submit to local and regional directories http://www.google.com/local/add http://listings.local.yahoo.com
56Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 56
Resources:Resources:
Ask.com guildelines: http://about.ask.com/en/docs/about/editorial_guidelines.shtml
Google guidelines: http://www.google.com/support/webmasters/bin/answer.py?answer=35769
MSN guidelines: http://search.msn.com/docs/siteowner.aspx?t=SEARCH_WEBMASTER_REF_GuidelinesforOptimizingSite.htm
Yahoo! guidelines: http://help.yahoo.com/help/us/ysearch/deletions/deletions-05.html
57Copyright 2006, TheSearchGuru.com.Leslie@TheSearchGuru.com 57
Resources:Resources:
Adwords blog: http://www.adwords.blogspot.com/
Yahoo! SEM blog: http://www.ysearchblog.com/
MSN SEM blog: http://blogs.msdn.com/login.aspx?ReturnUrl=%2fadcenter%2fdefault.aspx%2f
Google on SEOs: http://www.google.com/support/webmasters/bin/answer.py?answer=35291
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Resources:Resources:
Yahoo! SEM free keyphrase research tool: http://inventory.overture.com/d/searchinventory/suggestion/
Google Adwords free keyphrase research tool: https://adwords.google.com/select/KeywordToolExternal
WordTracker keyphrase research tool: http://www.WordTracker.com
KeyWord Discovery keyphrase research tool: http://www.KeyWordDiscovery.com