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STAND OUT FROM THE HERD How to Drive Relevant Traffic to Your Web Site
STAND OUT FROM THE HERD
How to Drive Relevant Traffic to Your Web Site
Agenda
Introductions SEO Best Practices PPC & Remarketing Best Practices
We’ll email you a link to a free SEO audit and the Presentation
Show of Hands
• B2B vs. B2C?• Ecommerce site? • Who reviews Web analytics?• Who is using SEO or PPC today?
Traditional Marketing
• Direct Mail
• Trade Shows
• Telemarketing
• Print Advertising
Low response rates Expensive Harder to track
Outbound ‐ Loudspeaker
Marketing is Changing
Think: Magnet ‐ not Loudspeaker
Higher response rate Low cost / High ROI Open playing field Easy to track
• SEO• Pay Per Click• Blogging• Social Media• Email
Inbound ‐Magnet
Why is Search Important?
• 89% of people search beforemaking any purchase decision• 75% of searchers never scroll past the first page of Google• 93% of all Internet traffic comes from a search engines
Organic ‐ SEO Paid ‐ PPC
SEO Organic: 80% Relevance + Authority
Organic [SEO] & Sponsored [PPC]
PPC: 20% Bid Value + Quality Score
Keywords
The Foundation of Your Search Campaigns
Keywords – Search’s Bible
List 20+ keywords and phrases your target customer might use to find your site
• Branded vs. non‐branded• Check your analytics• Ask your customers! • Check what works for your competition• Use Google Adwords Keyword Planner
Keywords – Short Tail & Long Tail
Keywords ‐ Local
On‐Page Optimization ‐ RelevanceMake it easy for search engines to find, understand (relevance of page to specific topics/keywords), and to index your site
Off‐Page Optimization – AuthorityBuild authority by increasing the number of quality and relevant sites that link back to yours
The Process of optimizing a Web site to drive more relevanttraffic in an organic way
What is SEO?
How Does Google See Your Site?
How Does Google See Your Site?
On Page Factors‐ “Internet Marketing”
Page Title
URL
HI Header
Page Content
Typical Site
No header, no value propositionPrimary nav has no keywords.
Side navigation is text‐based –Great!…
… but could be prioritized rather than alphabetized.
Products have Alt tags – Good.. But they can be even better optimized.
Prominent in‐site search!
Prominent email signup!
Underused footer
Use content to drive customer engagement, wherever the customer conversation is taking place
• Relevant related sites
• Blog – great bait
• YouTube
• Infographic
Off‐Page SEO Drives Authority
Do you Have Videos?
• Create a YouTube channel
• Choose your keywords
• Name video file: KW + name of your business
• Add a transcript of your video (with KW)
• Embed the YouTube video on your website (better than uploading it directly to your website)
YouTube – 2nd Largest Search Engine!
• What content do I need to improve?
• What content do I need to create?
• How do I continually measure and improve my content?
• How do I engage the user with SEO?
Content is KING
Do You Have a Content Strategy?
• Look at competitors
• Study your analytics
• Target specific personas
• Map their buyer’s journeys
• Tailor content to users based on intent
• Create early‐stage content (eg: “how to” vs “buy”)
• Inform and entertain!
Buyer’s Journey – Content is KingHow? Where?
When?Best?
New Site? – Bake SEO in!
1. Mobile friendly with Responsive design2. CMS ( Content Management System) 3. Keyword Discovery and Content Strategy4. Effective calls‐to‐action5. Set up analytics and monitoring (GA, GWT)6. Best practices in page template designs7. Generate unique default values for on‐page elements8. Crawlable code9. Optimize images (filenames and size)10. Get your canonicals in place11. Optimize for page load time12. Deploy 301s if URLs have changed
Is it Working?
• Use Analytics!
• Competitive comparison• Google Page Rank (1‐10)• Alexa Rank (low is good)
• Use an SEO Platform?
SEO Summary‐ Getting Found Organically
• Target the right keywords• Make it easy for users to understand and navigate your site• Make it easy for search engines to crawl your site• Local focus when appropriate• Develop authoritative and engaging content, with blogging,
video, social media, content marketing and linking• Have patience – SEO is a lifestyle
Why PPC? Reach
Cost
Timing
Guaranteed Visibility
What is Pay Per Click Advertising?
Google Shopping
Organic Results
Google Text Ads Ads
• Display URL (35 character limit)
• Ad Text (35 character limit)
• Ad Title (25 character limit)
PPC‐ Typical AdWords Example
• Landing page or Web Site
$1,000 initial investment in PPC
$1.00 CPC ≥ 1,000 clicks
2% conversion rate = 20 Leads
25% conversion rate = 5 Clients
Average sale = $1,500
$1K investment returns $7.5K in sales
PPC Example: Lead Generation ROI
Google Remarketing
network
Other30%
70%
Where to Advertise?Google Ad Network Reaches >80% of Users
Google Search
Google Display Network
How Does Google Display Network Work?
Prospects see your ad when they surf their favorite sites
How Does Banner Remarketing Work?
Visit Your Web Site
Increase Direct & Assisted Conversions
Get “Cookied”
Follow visitors with your Ad “everywhere”
How Does Email Remarketing Work?
Visit Your Web Site
Recover Abandoners and Convert 10%‐20%
Places items in Cart or Form
Abandons the Cart (65%)
Send Recovery Emails
B2C Destination Page ‐ PPC Success
Landing Page Best Practices
• Not your home page• Simple message• Clear design• Prominent Call To Action
Reader decides in <3 seconds if they re staying or moving on
E‐Commerce Landing Pages
B2B Destination Page
Landing Page Best Practices
• Not your home page• Simple message• Clear design• Prominent Call To Action
Lead Generation Landing Pages
FIT: Is PPC a good fit for my business?
Set Up: Set KPIs and Budget
Remarketing: Need banners and emails
Destination Pages: Optimize for conversion
Results: Analyze & Optimize
PPC ‐ Summary
PPC & SEO – Better Together !
• Dominate the 1st page real‐estate and push competitors down
• Maximize conversions and ROI
• Best insights for keywords
• Watch out not to cannibalize yourself
PPC & SEO Forrester Industry Insights
Forrester analysed 77,000 B2C orders to determine the sources of most transactions
New Customers sources of transactions:• Direct ‐ 20%• SEO ‐ 16%• PPC ‐ 11%
Existing Customers:• Direct – 20%• Email Marketing – 13%• SEO‐ 6%
Social Media < 1% in generating transactions
OpenMoves IncSEO /PPC
Email Marketing
Cart Abandonment
Free SEO Audit
631.546.7779
Thank You
Appendix ‐ Search Tools• Keywords: Discovery, planning, tracking
– Google AdWords Keyword Planner– Google (and Bing) Webmaster Tools– Other platforms, like Moz.com, Searchlight
• Links– MajesticSEO http://www.majesticseo.com/– Open Site Explorer (from Moz) http://www.opensiteexplorer.org/– Other platforms
• WordPress Plugins– http://yoast.com/wordpress/– free version of SEO plugin is great from Chrome or Firefox
• Screaming Frog– http://www.screamingfrog.co.uk/seo‐spider/– Spider software – fantastic, powerful! ($160)
