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What We Learned in 2013,

What We Will Apply to 2014

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C1 Partners Team

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• About C1 Partners– Established in 2004– Re-Branded 2012– Digital Marketing

• Web Development• Advanced PPC• Advanced SEO• Social Media Strategy

About C1 Partners

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• Founder– Dan Smink

• MBA Marketing Georgetown University• Led Strategies for:

– Centura– Covidien– McKesson– Thermo Fisher

• Grew Organizations From $25-$50 Million• Core Experience: $1 Million to Greater Than $40

Billion Companies

Founders

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Founder• Dan Stratford

– MBA From Regis– Digital Marketing Experience

• Dex Media (Corporate Digital Team)• LexisNexis Regional Consultant• Google Certifications• Certified Legal Education (CLE) Instructor

– Digital Strategist at C1 Partners

Founders

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• Tracking is So Easy & Affordable - Why aren't you tracking?

• Google Adwords/PPC– PPC Works– PPC & SEO Can be great together– PPC May Lose in The Short Run

• SEO Really Works• Penalized Sites

– How to Keep From Being Penalized– How to Recover– Should You Start Over?

Agenda

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Google Search Results:“ppc denver”• Paid Results• Organic Results• Organic/Places

Results

Bid System• Higher Bids = Higher

Placement• Relevance is a Factor

What is Google Adwords

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• Google Adwords CAN Be Profitable• Google Adwords CAN Help You Grow Your Business• However…

– In many cases it is NOT Profitable in the short run– In many cases it is a break-even acquisition play– In some cases it is an expected loss– In some cases it is a gamble– For some businesses it may never be profitable

• Adwords usually works best when part of an overall marketing strategy

Preface

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• Challenges– Do it yourselfers waste 40-

70% of budget towards unrelated clicks

– Businesses that don’t track (or care) about ROI drive prices up

• Competing against good and bad PPC, can win against both

• Keys to Success

Challenges & Opportunities

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Keys to Success• Research Before You Spend a Dime• Experience – Hard to Beat• Targeted Search Terms• Targeted Ads (Not Necessarily Driving

High CTR)• Targeted Landing Pages• Re-Targeting• Display• Tracking Results at Acquisition Level

Keys to Success

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Industry Average Results• Cost Per Click = $5• Conversion to Lead Rate = 2.7%• Cost/Lead = $185.19

Sophisticated PPC• Cost Per Click = $5• Conversion to Lead Rate = 10%• Cost/Lead = $50

Cost Per Acquisition @ 10% Close Rate• $1,185

vs• $500

Making Campaigns Profitable

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Sophisticated PPC• Cost Per Click = $5• Conversion to Lead Rate = 20%• Cost/Lead = $25 Instead of $185.19• Cost/Acq = $250

Results?• Savings of 87%• Your Competitors Cannot Compete,

or• You Cannot Compete Without an

Optimized Campaign

Making Campaigns Profitable

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2 Case Studies• Attorneys With $50+ CPC• C1 Partners With $13 CPC

Making Campaigns Profitable

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Keys to Success• Research & Plan Before You Spend a

Dime• Experience – Hard to Beat• Targeted Search Terms• Targeted Ads (Not Necessarily Driving

High CTR)• Targeted Landing Pages• Consider Re-Targeting & Display• Tracking Results at Acquisition Level

Keys to Success

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• SEO Really Works…• Unless You Get Penalized

– How to Keep From Being Penalized– How to Recover– Should You Start Over?

SEO

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• Results of Penalization– How to Keep From Being Penalized– How to Recover– Should You Start Over?

SEO-Let’s Get The Bad Out of The Way

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• Results of Penalization– Traffic Tanks

– Affects 30% to 90% of Revenue– Better Revisit Adwords!

SEO-Let’s Get The Bad Out of The Way

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• What Do You Mean By “Penalty”?– Bad Links From Your Past

• Bad Links• Links Going Away

Faster Than You Can Acquire New Ones

– Current Issues• More bad links?• Site Content Over

Optimized• Duplicate Content

– Affects 30% to 90% of Revenue

– Better Revisit Adwords!

SEO-Let’s Get The Bad Out of The Way

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How to Keep From Being Penalized– Do Not Over Optimize– Avoid Duplicate Content– Be Careful About Linking Programs That Seem

To Good To Be True– Don’t Have Any Enemies

SEO-Let’s Get The Bad Out of The Way

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• Penalized-Now What?– Recover Your Site

• Disavow• Fix Content• Add Good Content• Add Goog Links• Takes Time• Takes Effort• May Never Fully Recover

– Start Over: New Domain?• Big Pain• May Seem Expensive• May Be The More Profitable Route• Especially if Your Domain Brand is Important

SEO-Let’s Get The Bad Out of The Way

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New Domain & Site Might be More Profitable Checkout My Blogpost

http://www.c1-partners.com/blog/bid/192295/Impacted-by-Google-Algorithm-Update

SEO-Let’s Get The Bad Out of The Way

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$0.00

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Recovery ProfitRebuild Profit

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SEO Keys to Success

• Site architecture– Sitemap– Internal Linking– Navigation– URLs

• Lower Keyword Density– In site content– In title tags– In Description Tags– In Picture Names and Alt Tags– In Video Names and Descriptions

• Site Setup– Google Authorship– Blog– Local, Social Media Links– Analytics– Webmaster Tools

On-Site SEO Factors

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SEO Keys to Success

• Setup All of Your Web Properties– Local– Social– Google Authorship

• Social Media Efforts– Develop a Community, When Applicable– Participate in Comments & Blogs With Your Google+/Authorship Account– Share Your Content

• Biggest Factor Could Still be Link Building for Near Future– Quality, Not Quantity– Balanced Content for Links

• Naked• Branded• Keywords

– Balanced No Follow & Follow– Balanced High PR/DA and low PR DA

Off-Site SEO Factors

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• What Does Google Want?– The best experience for the

searcher…– …so they come back.

• Backlinks Are a Vote/Reference– From Quality Sites– From Relevant Content– From Relevant Websites– Bad Backlinks Can Be Difficult to Overcome

• Social Media– Are you setup on Google +, Facebook,

LinkedIn, Twitter and others?– Are you active in social media?

• Google & Other Properties– Google Plus– Google Authorship– Local Directories: Google, Yelp, Yahoo!, Bing &

Others

Off-Site Factors

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C1 Partners SEO Results

The Driver of These Results is On-Going Off-Site SEO, Primarily around diverse link building that includes proper timing, social signals and more.

We never recommend Off-Site Only, but it appears to be a significant driver of results when applied to a well setup site.

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C1 Partners SEO Results

Quality Links Rank This 2 Month Old Site Ahead of 3 out of 4 of these PI Attorneys in a Very Competitive Market

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One More Thing…

Tracking• At Conversion Level• Even Phone CallsMessaging Matters• Messaging That Engages Your

Target Audience• Message That is About Your

Prospects First, You Second• Messaging Improves ConversionsPresentation Available on Website

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Dan and Dan

C1 Partners

P: 303.501.1821

W: c1-partners.com

T: @c1partners

E: info@c1-partners.com

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