O X I E M | C O L U M B U S & S P R I N G F I E L D | T : 8 6 6 . 4 3 2 . 8 2 3 5 | O X I E M . C O M

Engaging Branding | Top Technology | Easy Manageability

> Sites that perform & convert visitors to customers

Holistic Web Marketing | Organic + Paid + QOV Metrics

> Continually-managed, for traffic and conversion

Connect | Convey | Converse With Audiences

> Active dialog that creates a bond and advocacy

Source:

comScore,

Jan. 10

Source:

eMarketer,

March 09

Source:

Society for New

Communications

Research,

March 09

Source:

Sapient

Interactive,

June 09

PAID

ORGANIC

• SEM

• Search Engine Marketing

• Integrating search engines across multiple aspects of your marketing strategies

• PPC

• Search Engine Advertising

• Using Google Adwords, Yahoo Search (CPC), etc.

• SEO

• Search Engine Optimization

• Optimizing content to appear high on search engine rankings

• SMO

• Social Media Optimization

• Optimizing your social media content to appear high on search engine rankings

• Algorithm – A mathematical formula used by search engines to determine which web

sites in their database to present in search results, in which order. While search engine

algorithms change regularly, primary on-page factors include keyword density and

source code optimization. The primary off-page factor is link popularity.

• Bounce Rate - Any visit where the visitor landed on any one page and did not view

another, regardless of how long they remained on the one page

• Conversion - A site visitor completes a desired action. Generally a download, signup,

purchase, etc.

• Inbound Links - A text or graphical hyperlink from one site to another. Google and

other search engines’ algorithms consider a site’s popularity based on the quality and

quantity of inbound links from relevant third party sites to help determine search

positioning.

• Landing Page - The page that appears when a potential customer clicks on an

advertisement or a search-engine result link. The page will usually display content that

is a logical extension of the advertisement or link

• Pay Per Click - System where an advertiser pays an agreed amount for each click

someone makes on a link leading to their web site. Also known as CPC (Cost Per Click)

or paid listings.

• Rank - How well a particular web page or web site is listed in a search engine results.

Generally, sites on the first page (or within the first 10 listings) generate significant

visibility and traffic. Overall, saying a page is "listed" only means that it can be found

within a search engine in response to a query, not that it necessarily ranks well for that

query. “Rank” is also referred to as “position”.

• Unique Visitor – Is a visitor that interacts with a site. They may interact more than

once, but within analytics reporting, they are only counted one time.

Target Traffic

Generated

ConversionQuality of

Visit

• Cost efficient requiring mostly time & expertise

• Once achieved, results tend to be long lasting

• Typically higher quality traffic (Page-views, Time-on-site, Bounce rate)

• Deeper keyword results depending on the keyword list

On-Page

Optimization

• Keyword rich text

• Headings

• Title tags

• Meta tags

• Calls to action

• URL structure

• Internal linking

• Much more!

Off-Page

Optimization

• Solid keyword list

• Linking strategies

• Anchor text

• Directory submission

• Keyword focused links

• Social media!

Building a Keyword List

• Think like a customer

• Include spelling mistakes and variations

• Include plural and singular versions

• Cast a wide net. Refine, refine, refine.

• Long tail theory

Tools:

adwords.google.com/select/KeywordToolExternal

freekeywords.wordtracker.com

websitegrader.com

Use Your Keywords Intelligently

• Use your top keyword phrases often in your site copy

• Use keyword text, not images for your site's navigation

• Use keywords in textual links. Not “click here” but “read our blog on cakes”

• Use keywords in page titles

Key to Success: Fresh, high-quality content!

Tactics:

• Blog

• Whitepapers

• E-books

• Sharable content on your website

Title Tags

Title tags are the descriptions located at the top of the visitor’s web browser, and

they’re a strong indication to Google what each page is about.

Heading Tags

Heading tags are typically the biggest lines of text found toward the top of each page

H1 H2

H3

H4

• Google.com/LocalBusinessCenter

• Local.yahoo.com

• Yelp Business Account

• Superpages.com

•Highly Targetable – Geotargeting targets searchers where they are

• Highly measurable

• Cost-effective when managed – pay only when a user clicks your ad

• Ability to daypart

• Ability to land users on keyword specific landing pages

• Multivariable testing to determine which ads are working best

Visit Google.com/AdWords to test a campaign

Tips

• Get creative with keywords – think in the mind

of the searcher

• Create keyword specific landing pages

• Use ad copy that is clear, well-written,

specific, and compelling

vs.

Relevant

Keywords

Landing

Pages

Engaging

Ad Text

• Take a quiz!

• Fill out a form

• Ask a question

• Watch a video

• Download a brochure or

whitepaper

• Request more info

TRADITIONAL

MARKETING

SEARCH ENGINE

OPTIMIZATION

SOCIAL

MEDIA

WEBSITE

Traditional

Marketing

Search

Engine

Optimization

Social Media

WEBSITE

• Integrate your top performing keywords

• Outbound Links – Link to others in your posts

• Offer RSS & Subscriptions buttons

• Headlines, Tags & Categories

• URL Structure

• www.yourblogsite.com/?p=123

• www.yourblogsite.com/2007/01/01/blog_entry_title_here

• Download the “All in One SEO” Pack for Wordpress

• Make sure you’re linking to your website in all profiles!

LinkedIn links

Facebook Fan Pages

Twitter bios

Delicious, Digg and other social bookmarking profiles

• Integrate keywords in your bios

• Use bit.ly to track and measure all links you are sharing

Remember, good content gets shared.

Are you making it easy for viewers to share?

Top Sites to Consider:

• Delicious

• Digg

• Technorati

• Facebook

• Twitter

• Google Buzz (maybe)

• Google’s local business Center

• Google AdWords Keyword tool

• Yelp

• Free directory listings

• Paid inclusions

Crystal Olig| colig@oxiem.com| 614.448.1812

@sparklegem

@oxiem facebook.com/oxiemmarketing blog.oxiem.com

Download this presentation at:

slideshare.net/oxiem

Bill Sterzenbach | bsterzenbach@oxiem.com

@bsterzenbach