Web123 4 Google SEO Secrets To Generate Quality Conversions-11-16-2011
1. 4 Google SEO Secrets To Generate Quality Conversions
Strategies for staying one step ahead of the rest
Dial: +1 (470) 200-0300
Access Code: 144-842-588
@webmarketing123
@bradleywjoe
#wm123
2. Housekeeping Items
Are the slides available?
Yes! Please email seo@webmarketing123.com
We want to hear from you!
@webmarketing123
#wm123
facebook.com/webmarketing123
Want to learn more?
Contact us for a complimentary SEO Website Analysis.
Details at end of webinar.
#wm123
@bradleywjoe
3. Webinar Agenda
Getting Found By Search Engines
1 Learn how Google discovers, indexes, and ranks webpages
Choosing the Right Keywords
2 Understand your target audience for B2B and B2C sales
Generating Leads
3 Create landing pages that funnel your site traffic into conversions
Evaluating Your Lead Quality
4 Measure and track the quality of your lead generation
Tying It Together
5 360 tracking from keyword search to closed deal
#wm123
@bradleywjoe
4. What is at Stake
Search engine use is growing rapidly
Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
#wm123
@bradleywjoe
5. Search Engine User Behavior
If you are not on the 1st page, you are invisible to most searchers
Source : Jupiter Research, 2010 #wm123
@bradleywjoe
6. Webinar Agenda
Getting Found By Search Engines
1 Learn how Google discovers, indexes, and ranks webpages
Choosing the Right Keywords
2 Understand your target audience for B2B and B2C sales
Generating Leads
3 Create landing pages that funnel your site traffic into conversions
Evaluating Your Lead Quality
4 Measure and track the quality of your lead generation
Tying It Together
5 360 tracking from keyword search to closed deal
#wm123
@bradleywjoe
7. 1: How Do Search Spiders Crawl the Web?
Search bots follow links to get from page to page
Data Center
Home Page
Category Level Page
Product Level Page1
Product Level Page2
#wm123
@bradleywjoe
8. 1: How Do Search Spiders Crawl the Web?
Search bots follow links to get from page to page
• Crawling:
• Discovering new and updated
pages on the web
• Daily, weekly, monthly
• Indexing:
• Compiling data from crawls
into data centers
• Serving Results:
• Based on relevancy
• Over 200 factors considered
• Content, keywords, links
#wm123
@bradleywjoe
9. 1: How Do I Influence Google to Crawl My Site?
Several ways to positively influence search spiders to visit your site
• Reduce and/or eliminate the amount of duplicate
content
• Submit and verify an XML Sitemap through
Webmaster Tools
• Reduce the click-depth required to visit deeper
pages
• Earn more links!
#wm123
@bradleywjoe
11. Webinar Agenda
Getting Found By Search Engines
1 Learn how Google discovers, indexes, and ranks webpages
Choosing the Right Keywords
2 Understand your target audience for B2B and B2C sales
Generating Leads
3 Create landing pages that funnel your site traffic into conversions
Evaluating Your Lead Quality
4 Measure and track the quality of your lead generation
Tying It Together
5 360 tracking from keyword search to closed deal
#wm123
@bradleywjoe
12. 2: Keyword Optimization
Investigate Google Insights to compare long-term trends:
www.google.com/insights/search
#wm123
@bradleywjoe
13. 2: Keyword Optimization
Select a mix of both “head match” and “long tail” keywords
#wm123
@bradleywjoe
14. 2: Which Keywords Should I Optimize For?
Don’t forget about the long tail!
#wm123
@bradleywjoe
15. 2: How Many Keywords To Target Per Page?
Develop a “mapping” document that targets 3-5 keywords per page
#wm123
@bradleywjoe
16. Recommendation #2
Identify the top 5 keywords your
company needs to appear #1 on Google
for…and where you rank on them today.
http://blog.kissmetrics.com/keyword-research-part-1/
#wm123
@bradleywjoe
17. Webinar Agenda
Getting Found By Search Engines
1 Learn how Google discovers, indexes, and ranks webpages
Choosing the Right Keywords
2 Understand your target audience for B2B and B2C sales
Generating Leads
3 Create landing pages that funnel your site traffic into conversions
Evaluating Your Lead Quality
4 Measure and track the quality of your lead generation
Tying It Together
5 360 tracking from keyword search to closed deal
#wm123
@bradleywjoe
18. 3: How Can I Capture Attention?
Treat a hero image as a pointer to your call to action
• People tend to follow the eye path where the subject in the hero graphic
is looking
• Make your subject look at your ad creative if you want people to look at
it too
Courtesy of: http://usableworld.com.au/2009/03/16/you-look-where-they-look/
#wm123
@bradleywjoe
19. 3: Navigate the Eye
Encourage eye contact through the image subject
Courtesy of the Internet
Subjects are glancing towards
the call-to-action
#wm123
@bradleywjoe
20. 3: Simplify Your Forms
Shorter forms are best; really consider which information is critical
#wm123
@bradleywjoe
21. 3: Simplify Your Forms
Shorter forms are best; really consider which information is critical
Form is
minimal
#wm123
@bradleywjoe
22. 3: Simplify Your Forms
Shorter forms are best; really consider which information is critical
Automatic cursor
placement
#wm123
@bradleywjoe
23. 3: Simplify Your Forms
Shorter forms are best; really consider which information is critical
Trust signals
#wm123
@bradleywjoe
24. 3: Simplify Your Forms
Shorter forms are best; really consider which information is critical
Reassurance
#wm123
@bradleywjoe
25. 3: Simplify Your Forms
Shorter forms are best; really consider which information is critical
Clear wording on
submission button
#wm123
@bradleywjoe
26. Recommendation #3
1. Look into your website analytics
2. Identify “Top Landing Pages”
3. What is the conversion rate of these
pages?
www.google.com/analytics/
#wm123
@bradleywjoe
27. Webinar Agenda
Getting Found By Search Engines
1 Learn how Google discovers, indexes, and ranks webpages
Choosing the Right Keywords
2 Understand your target audience for B2B and B2C sales
Generating Leads
3 Create landing pages that funnel your site traffic into conversions
Evaluating Your Lead Quality
4 Measure and track the quality of your lead generation
Tying It Together
5 360 tracking from keyword search to closed deal
#wm123
@bradleywjoe
28. 4: Are Your Keywords Bringing You Conversions?
Ensure you are ranking on the right keywords to bring the right leads
#wm123
@bradleywjoe
29. 4: Tie Your CRM to Your SEO
Focus on the keywords that are driving converting traffic
Keyword Success
• Pinpoint the keywords that bring converted
leads to your site and forms
• Reference Keyword Selection
• Reference Keyword Mapping
• Carefully attribute an accurate lead source to
each closed deal
• Utilize an attribution management tool to
measure the best performing keywords
• Work to rank #1 on your top-converting
keywords!
#wm123
@bradleywjoe
30. Recommendation #4
1. Look into your website
analytics
2. Identify Top Organic Keywords
3. What is the conversion rate of
top organic keywords?
#wm123
@bradleywjoe
31. Webinar Agenda
Getting Found By Search Engines
1 Learn how Google discovers, indexes, and ranks webpages
Choosing the Right Keywords
2 Understand your target audience for B2B and B2C sales
Generating Leads
3 Create landing pages that funnel your site traffic into conversions
Evaluating Your Lead Quality
4 Measure and track the quality of your lead generation
Tying It Together
5 360 tracking from keyword search to closed deal
#wm123
@bradleywjoe
33. 5: How Do I Measure ROI?
Use website analytics to track goal completions
#wm123
@bradleywjoe
34. 5: How Do I Measure ROI?
Online attribution management tools can close the loop from first
touch to closed deal
- Most marketers would
attribute sales to last
touch, i.e. “closers”
- Marketing currently gets
no credit for these!
#wm123
@bradleywjoe
35. Tying It All Together
• Identify Where You Are Today: Digital marketing maturity varies by
industry and by company size. Where do you fall in this spectrum?
• The Next Immediate Step: Regardless of where your search marketing
program is today, what is the best next step you can take to push results
even further?
• Prove the ROI: Continue to demonstrate the ROI of digital marketing by
measuring outcomes and reallocating budget to highest performing
channels.
#wm123
@bradleywjoe
37. Contact Us about Qualifying for a Complimentary Analysis
-Competitive Report: find out where you rank against your top
competitors and what tactics they’re employing
-Opportunity Analysis: learn how to improve your Digital Marketing
Strategy and see how much opportunity is available for your company
-ROI Tracking: detailing the keywords and sources that visitors are using
to discover your website and if those visitors are converting into leads and
sales
Please contact:
seo@webmarketing123.com
#wm123
@bradleywjoe
