ibs 2015 - chris behan - the convergence of search …...kitchen remodeling 201,000 kitchen design...

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The Convergence of Search (SEO) & Social MediaJANUARY 21, 2015 || 1:00 – 2:00 PM

Presenter:

Chris Behan || Tampa, FL

The Brontosaurus…

…is actually an Apatosaurus!

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Al Gore invented the Internet!

The Al-Gore-osaurus

SEO (What Works)

Content is King & Size Matters

Dispelling SEO Myths• Blogs• Duplicate Content• Links • Google’s Algorithm

Social Media• Points of Convergence: On-Site & Off-Site Evidence• Facebook’s Promoted Posts & Paid Ads• Lookalike Audiences

Presentation Recap

Presentation Overview:

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Search Engine Optimization(What Works)

Organic Results80%

PPC Ads20%

Google’s Data Centers

Did You Know?When you conduct a search in Google, you’re actually searching their copy of saved (aka cached) sets of information.

Google’s Stated MissionTo organize the world’s information (content) and make it universally accessible and useful (relevant).

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Make sure your content is prominently placed and descriptive of W W W W !

Make sure your content is prominently placed and descriptive of W W W W !

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Builder KeywordsSearch Volume

Construction Company 1,220,000

Home Builder 823,000

Home Designer 368,000

New Home Builder 135,000

Home Designs 110,000

Custom Builder 90,500

House Designs 74,000

Home Addition 60,500

House Plans 60,500

House Additions 54,000

Home Repairs 49,500

Room Additions 27,100

New Homes 22,200

Licensed Contractor 18,100

Remodeler KeywordsSearch Volume

Home Windows 673,000

Replacement Windows 368,000

Bathroom Remodeling 301,000

Metal Roofing 301,000

Home Remodeling 246,000

Vinyl Siding 246,000

Roofing Companies 201,000

Kitchen Remodeling 201,000

Kitchen Design 165,000

Remodeling Contractor 110,000

Cabinet Refacing 90,500

Remodeling Contractors 74,000

Home Remodeler 74,000

Kitchen Refinishing 40,500










House Plans 60,500


Home Repairs 49,500


New Homes 22,200

















3.11 million searches

every month

3.09 million searches

every month

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Content is King!Content is King!

Content is King & Size Matters

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Size of Home Builder Websites # of pages

MiHomes.com 35,900

Beazer.com 10,700

KbHome.com 10,100

FischerHomes.com 3,000

GehanHomes.com 1,870

DanRyanBuilders.com 1,570

SimmonHomes.com 1,370

ParamountBuilders.com 356

Size of Remodeling Websites # of pages

ChampionWindow.com 1,530

DkiServices.com 1,450

Basments.com 1,140

Alure.com 1,120

ThompsonCreek.com 904

PowerHrg.com 739

TemoSunrooms.com 576

AmericanHomeDesign.com 547

X =

In order for your website to compete online, you need to have different pages containing relevant information that matches what people are searching for online.

Let’s do the math…

SEO Formula – Size Matters

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Think of the various ways people search for your products/services.

X

X

Think of the areas your company

operates in and where you

want to generate

leads from.

=

=

X

X

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=

=

X

X

For Example:

10 services x 10 areas = 100 different pages

There needs to be separate pages for each of these unique combinations.

Where Do All of These Pages Go?

Dropping Navs at the Top of Your Site

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Or Create a Bottom Dropping Nav

Articles, Additional Info, Service Areas, etc.

Dispelling SEO Myths

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If content is king, then blogs will help my site rank, right?

If content is king, then blogs will help my site rank, right?

Blogs Don’t Rank Well

www.example.com/blog or blog.example.com/

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House Plans 60,500


Home Repairs 49,500


New Homes 22,200

















We searched all of these keywords and no blogs ranked on the 1st page of Google.

.com/Additions .com/AdditionsX2 .com/AdditionsX3

Duplicating content on your website is ok?

Duplicating content on your website is ok?

.com/Additions .com/AdditionsX2 .com/AdditionsX3

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Link Building helps give your site power?

Once Upon a Time…

Examples:

In the beginning of 2011, Overstock.com & JCPenney were penalized for link spam.

Google manually adjusted their rankings and the websites fell to an average of page 70.

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Google’s algorithm is always changing?

Google’s algorithm is always changing?

There have been two major updates since 2012 and they only affected < 6% of all search queries.

Google doesn’t want you manipulating results!

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Recap of SEO

Content is the Key Ranking Variable

On a consistent basis, add original (not duplicate)

& readable content (not an image) to your site

Size Matters

Variants of Keywords

Be descriptive of the different services you offer

Build Pages to Work With Purpose

Who You Are

What You Do

Where You Do It

Whom You Are Trying to Appeal to

Social MediaPoints of Convergence

On-Site & Off-Site Evidence

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On-Site Evidence

It’s essential to incorporate social evidence on EVERY page within your website.

Credibility / Evidence That You’re Liked

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Off-Site Evidence

When conducting a branded search, the following can rank well:

• Facebook• YouTube• Google+ profile • Yelp• LinkedIn• Twitter• GuildQuality• BBB• Angie’s List• etc.

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Social Sites Rank for Branded Searches

Social Media should be used to bridge the gapbetween brand and consumer by building a digital community where clients can be engaged, informed, and connected.

Credibility | Trust | Loyalty | Reputation Management

Increasing Brand Awareness

Facebook’s Promoted Posts

& Paid Ads

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Stop Talking to Yourself!

Facebook’s promoted posts and paid ads allow you to boost brand awareness and increase overall engagement.

Promoted posts will only show up in the news feed

Ads show up in the right sidebar or in

the news feed

Promoted Posts & Paid Ads

Grow # of likes/fans/followers Increase Conversions

Increase visibility and broaden reach

Use CTA’s - learn more, sign up, register now, etc.

Promote brand awareness(Credibility, Trust, Loyalty, Rep Mngt)

Encourage clicks to site orspecial landing page(s)

Grow database of contactsSupport sweepstakescampaigns

Influence engagement and responses to posts

Also great for promoting seasonal offers & new homes

Before You Begin, Think About Your Goals:

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Step #1 – Use paid ads to increase your FB page likes and build credibility

Step #2 – Use promoted posts to engage/interact with the appropriate audience

Step #3 – Use paid ads to further increase conversions and grow your database

Be Mindful of What to do First

Types of Facebook Demographics

Relationship

Interested inGeneration

Baby Boomers

Status

Parents

All Parents

Education

EDU Level Moms

Field of Study

Schools

Politics

Affiliation

Undergrad years Voter/Non

Work

Employers

Life Events

New Job

Job TitlesNew Relationship

Industries Engaged

Office Type Newlywed

Moved

Financial

Income Birthday

Net Worth

Languages

Home

Home Type English

Ownership Spanish

Home Value French

Dependents

Target Specific Demographics!

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• Open houses, community openings, etc.

• Interaction objectives: polls, votes, surveys

• Showcase work and designs

• Community Involvement

• Creative link to website

• Holiday greetings

Types of Promoted Posts

• Quotes

• Testimonials

• Specials

• Seasonal tips

• Events

Actual Results from Promoted Posts

• Company ABC is paying $2/day: On October 1, they had 318 fans;by December 31, their fans grew to 659.106% increase

• Company XYZ is paying $5/day: On October 1, they had 1,099 fans;by December 31, their fans grew to 1,84567.8% increase

Use Paid Ads to Get More Conversions!

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Link to a Landing Page with a Form

Tip: After someone fills out the form, create a “thank you” page that they will be redirected to and put a unique tracking code on that page.

• 560,067 impressions

• 1,287 clicks

• $1,563 ad spend

• 350 conversions

• 27% conversion rate

= $4.47 CPL

Actual Results from a Home Makeover Giveaway CampaignData from July 18, 2014 through January 1, 2015

Lookalike Audiences

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#1 – Build your database

#2 – Import those contacts into Facebook

#3 – Facebook will then match those emails and create a similar audience (1-5% variant)

#4 – Promote posts and advertise to this lookalike audience to broaden your reach

In Closing…

Presentation Recap

Before you engage in any SEO campaign, consider your web design first.

Content is king and size matters – have separate pages on your website for each product/service and be descriptive of W W W W.

Make sure to have both on-site and off-site social evidence.

Leverage Facebook to boost brand awareness and increase overall engagement… but most importantly, grow your database and generate inexpensive leads.

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Don’t Fall

Asleep at the Wheel

More than 50%of your leads can be

generated online!

Chris Behan

Socius Marketing

813.282.8300

2701 N. Rocky Pt. Dr. #410

Tampa, FL 33607

Speaker Contact Info:

ibs 2015 - chris behan - the convergence of search …...kitchen remodeling 201,000 kitchen design...

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