gravitate | digital marketing for local business

The New Era of Digital Marketing

Download Presentation @ http://gravit.co/dmpres

By Matt Malone, July 2012

2.4 Billion People on the Internet

They need to be able to find you too.

You need to be able to find your target consumer.

Competing on the Internet is Fierce!

In 1998, there were only 9,800 Google searches for the year.

Today it pushes 5 billion per day!

View real-time stats at http://www.worldometers.info/

Has EVERYONE Gone Social?

66% of all adults are connected to one or more social media platform.

Companies spent over $1.5 Billion marketing their social media sites in 2011.

Source and really cool infographic on this: http://mashable.com/2012/03/09/social-media-demographics/

The Google Rules

Stats via Silicon Valley Insider: http://gravit.co/8s

Focus marketing efforts toward Google. The rest will follow.

Meaning: If you rank well on Google you’ll do well in Bing & Yahoo too!

Organic Search Gets More Clicks

Focus your effort where the majority of clicks come from.

Click Thru Rate for Google Page 1

1. 18.2%2. 10.0%3. 7.2%4. 4.8%5. 3.1%6. 2.8%7. 1.9%8. 1.7%9. 1.5%10.1.0%

Resource: Slingshot SEO Study on CTR: http://gravit.co/92

Image via iheartwallstreet.com: http://gravit.co/wylie

Attention Business Owners

90% of online commercial searches result in offline brick and mortar purchases. Businesses have substituted the internet and local search for phone books and most print advertising. (comScore)

YOU CUSTOMERS

The Internet

Recipe of a Digital Marketing Pie?

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Search Engine Optimization

Content

Optimization

Social Media

Paid

Adverti

sing

Conversion Analysis

Strategic

Evaluation &

Consulting

Which components best speak to your target audience?

Tip: It takes more than just SEO.

Competitive Analysis

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• Identify ‘online’ competitors

• Identify key metrics (ranking factors)

• Compare how you stack up

Search Engine Optimization

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Search Engine Optimization

• Verify spiders can crawl your site. Include an updated XML sitemap and robots.txt.

• Make sure the internal link structure passes “link-juice” evenly throughout the site.

• Is it even indexed with Google?

• Do you have duplicate content, poor use of meta tags, or a spammy link profile?

Technical Term...seriously.

Content: Identify Topics, Copywriting & Optimizing

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Search Engine Optimization

Content

Optimization

• Verify content speaks to your unique consumer AND to search engines.

• Limit pages to just 1 or 2 topics.

• Make sure there is text on every page.

• Create a plan for ongoing, consistant page creation.

Building Relationships with Social Media

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Search Engine Optimization

Content

Optimization

Social Media

• Does it even make sense for you?

• Create content calendars and posting schedules.

• Promote EVERYTHING you do. New pages, new awards, company events, customer appreciation, etc.

Paid Advertising

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Search Engine Optimization

Content

Optimization

Social Media

Paid

Adverti

sing

• Organic competition is too stiff.

• Need results immediately.

• Brand validity is important to your company.

Optimize for Conversions

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Search Engine Optimization

Content

Optimization

Social Media

Paid

Adverti

sing

Conversion Analysis

• Track conversions, clicks, and sales funnel.

• Set up split testing to identify better calls to action.

Evaluate and Re-Strategize

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Analy

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Search Engine Optimization

Content

Optimization

Social Media

Paid

Adverti

sing

Conversion Analysis

Strategic

Evaluation &

Consulting

• Study analytics and confirm what’s working.

• Provide recommendations

Formulating a Digital Plan

1. Understand your current online situation

Time to get REAL!

Compare Ranking Metrics

2. See how you measure up against your competition.

Twin Star vs

Columbiavs

On Pointvs

IQ C.U.vs

Lacamas

Ranking Factors Worth Comparing

1. Domain/Page Authority2. Canonicalization3. Number of Pages Indexed4. Page Speed Load Time5. Optimized Title Tags6. Optimized Image Alt Tags7. Semantic URL Structure8. Number of Outgoing Links9. Limited Topics per Page10. Number of Backlinks

10 Things to Look For(Not necessarily in this order.)

Resource: Google’s official guide to SEO. http://goo.gl/RNxlp

Other Ranking Considerations

Social Media and Website Rankings

Local Search Marketing

• Local Directories

• Google+ Local (formerly known as Google Places)

Resource: Google Places Ranking Factors via Search Engine Land: http://goo.gl/gxf4s

Questions?