make q3 a picnic with fresh search strategy 061511_v3
TRANSCRIPT
Make Q3 a Picnic with Fresh Search StrategyPrepare and Initiate Site Re-Optimization Techniques for Better Business
Dial In: (484) 589-1011Access Code: 347-461-183
@webmarketing123
@TravisLowSEO
@bradleywjoe
#wm123
#wm123
Webinar Agenda
1 Bring the right visitors to your siteCarefully evaluate and select your keywords
2 Improve your website conversionsDrive visitors to interact and follow your conversion path!
3 Join the conversation in social mediaExtend your brand into social media by creating different campaign types
4 Secure a monthly planning processTake time at the month’s end to evaluate, tweak, and initiate new goals
#wm123
Webinar Agenda
1 Bring the right visitors to your siteCarefully evaluate and select your keywords
2 Improve your website conversionsDrive visitors to interact and follow your conversion path!
3 Join the conversation in social mediaExtend your brand into social media by creating different campaign types
4 Secure a monthly planning processTake time at the month’s end to evaluate, tweak, and initiate new goals
#wm123
Take steps to make sure you have selected the best, most optimal keywords for your site
1 Bring the right visitors to your site
• Utilize keyword expansion tools
o Google Keyword External Tool
https://adwords.google.com/select/KeywordToolExternal
• Dig into competitive analysis
• Incorporate customer terminology
#wm123
Leverage keywords to balance the strength of each webpage
1 Bring the right visitors to your site
• Engrain your keywords into specific pageso Spread out your keywords so that a few are optimized to each page
• Don’t forget to optimize your URLs with keywords
Keyword Targeted URL
Solar Power Systems
http://www.solarpowercompany.comSolar Electric Power
Solar Power Products
Solar Power Mini Panels
http://www.solarpowercompany.com/panelsSolar Power Revolving Panels
Shelter Covering Solar Panels
• Which keyword fits best to which page?
• What product do I want to sell the most of?
• What do I want my customer to do?
#wm123
Analyze and interpret your data to form further hypotheses and tests
1 Bring the right visitors to your site
• Keep your sales cycle in mind, including possible seasonality factors
• Determine relevant keywords to your site
• Go after attainable keywords that are being searched
• Know your audience and when they are likely to visit your site
#wm123
Webinar Agenda
1 Bring the right visitors to your siteCarefully evaluate and select your keywords
2 Improve your website conversionsDrive visitors to interact and follow your conversion path!
3 Join the conversation in social mediaExtend your brand into social media by creating different campaign types
4 Secure a monthly planning processTake time at the month’s end to evaluate, tweak, and initiate new goals
#wm123
Optimize site content with naturally written keyword scattering
2 Improve your website conversions
• Incorporate keywords in natural writing
• Optimize ~2 keywords per page
If you don’t write
about it, you’re not
going to rank for it.
#wm123
Enhance website user interface as a way to drive conversion activity
2 Improve your website conversions
• Evaluate visual priority on each page
• Capture your visitor’s eye path
• Simplify and direct the site navigation
#wm123
Exemplify your Call-to-Action for high impact
2 Improve your website conversions
• Banner ads
• Buttons
• Webpage ads
#wm123
Webinar Agenda
1 Bring the right visitors to your siteCarefully evaluate and select your keywords
2 Improve your website conversionsDrive visitors to interact and follow your conversion path!
3 Join the conversation in social mediaExtend your brand into social media by creating different campaign types
4 Secure a monthly planning processTake time at the month’s end to evaluate, tweak, and initiate new goals
#wm123
Create a variety of campaigns, test target demographic behavior
3 Join the conversation in social media
• Digital Coupons/Group Dealso Everyone loves coupons, especially if a game element is included
o New spin on an old marketing tool that proves its effectiveness
• User Generated Contests (UGC)
o People like to win!
o Will increase fan count
o Will increase connections as fans share with other fans
• Sweepstakes & Giveawayso Engage your fans–helps to increase your lead marketing email lists (can
capture email and date of birth)
• Viral campaignso Spread the word
Social networking continued to gain momentum throughout 2010,
with 9 out of every 10 U.S. Internet users now visiting a social
networking site each month. - Comscore, February 2011
#wm123
Build a following and community around your brand
3 Join the conversation in social media
• Increase brand awareness, conduct research
• Build loyalty and trust around product/service
• Initiate campaigns on an easy-to-use platform
• Reach a global audienceIt is clear that social
networking has
become an integral
part of the fabric of the
Internet and one that
is increasingly
becoming integrated
into the experience of
so many different
activities online…
Social networking
accounts for 14.4
percent of Americans’
online time.
- Comscore, February
2011
#wm123
Engage in various campaigns to see what works best for your brand and conversion goals
3 Join the conversation in social media
• Social media leads
• Engagement duration
• Bounce rate
• Membership increase
• Brand mentions
• Conversions
• Loyalty
• Virality
• Blog interaction
#wm123
Connect Social Media Marketing strategy with your SEO strategy
3 Join the conversation in social media
• SMO (Social Media Optimization) boosts sales and conversions
• Social content serves as an outside linking source to your website
• Improves website traffic through increased exposure to your target
demographic and interaction with your promotions/offerings
#wm123
Webinar Agenda
1 Bring the right visitors to your siteCarefully evaluate and select your keywords
2 Improve your website conversionsDrive visitors to interact and follow your conversion path!
3 Join the conversation in social mediaExtend your brand into social media by creating different campaign types
4 Secure a monthly planning processTake time at the month’s end to evaluate, tweak, and initiate new goals
#wm123
Start the re-optimizing process with benchmarking set in place
4 Secure a monthly planning process
• Measure the performance levels of your current
SEO campaigns in Google Analytics
• Measure PPC campaigns in Google Adwordso Ensure your Adwords and Analytics accounts
are synced for accurate data gathering
• Utilize social media tracking tools like Radian6
• Focus on core messagingo What are people saying about your brand?
o What is the % new vs. returning visitors on your site?
o What are the referring sites?
#wm123
Tweak your site content and optimize long-tail keywords
4 Secure a monthly planning process
• What are the key terms
searchers are using?
• How can you compete better
on less broad, more unique
terms?
• Utilize free tools to pinpoint
your areas of highest success
potential
• High competition on broad
terms
#wm123
Track your ROI for your campaigns: SEO, PPC, SMM
4 Secure a monthly planning process
• Social Mediao Custom iFrames attract membership growth
o Call-to-action buttons are measureable
• Searcho What shows up on your site is strongly linked to
what people are saying in the social media space
• Web analyticso Paid ads, organic search, and social media
presence are all intertwined
o Top notch optimization depends upon the
coordination of all 3
#wm123
Keep an eye on your competition
4 Secure a monthly planning process
• Check your rankings against your competitors
• Tools such as Compete.com allow you to compare: o Unique visitors
o Page views
o Daily Reach and Daily Attention
#wm123
Try out new tactics at the start of the quarter. Test out your hypotheses from your benchmark and see how you can do better.
4 Key Takeaways
• Evaluate the strengths and weaknesses in each of your current
search marketing campaigns
• Identify what is working well and what isn’t
• Get involved in social media to spread your brand across networks
• Take advantage of new avenues to test the field and move forward
with new information
Thank You!
#wm123
Thank you for your attendance today!
Contact Us for a Complimentary Digital Marketing Analysis
Custom Analysis includes:
- Digital Planning Session: learn how your business can drive revenue
growth through the web
-Competitive Report: find out where you rank against your top
competitors and what tactics they’re employing
- Website Analytics: detailing the keywords, sources, and referrals that
visitors are using to discover your website
- Search Engine Friendliness Report: crawl-ability analysis of your site
Please contact: