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McDougall Interactive SEO Presentation 2010

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  • 1. John McDougall 978-283-0043 [email_address] Increasing Website ROI
  • 2. Web Marketing since 1995
    • Search Engine Optimization
    • Social Media Marketing
    • Paid Search Marketing
    • Conversion Enhancements
    • Link Building
    • SEO / SMO Public Relations
    • Advanced Analytics
  • 3. www.deeperclicks.com Our Blog
  • 4. Clients
  • 5. Sample Ranks
    • Art Colleges #1
    • Christian College #2
    • Christian Colleges #5
    • Christian Music College #1
    • Saxophones #1
    • Hearing Aids #1
    • Tuna Fishing #3
    • Golf Clubs #3
    • Commercial Painting #1
    • Golf Resorts NH #3
  • 6.
    • Quarter 1, Princeton Windrows Leads
    • Source/Total Received
    • Internet:                                      Word of Mouth: Advertising: Live in Area: Resident Referral: Direct Mail/Response: Drive By: Family in Area: Family Friend:
    Web vs. Traditional Marketing 62                                      41 24 18 13 11 8 6 1
  • 7. Project Management Software
  • 8. Best Online Ad Award 2009
  • 9. In the News
    • 1.2 million visitors in 3 months
    • Rock Bottom Golf
    • #308 of top 500 internet retailers
    • Internetretailer.com
    • Optimization sales grew over 100%
    • Due to McDougall Interactive
    • 2008 vs. 2007
    • http://www.internetretailer.com/dailyNews.asp?id=29063
  • 10.
    • Your website is
    • the center of all
    • marketing
    • activities
    • Public Relations
    • Direct Mail
    • Ads
    • Radio
    • TV
  • 11. Traditional Media is in Trouble
  • 12. Forrester Predicts
  • 13. Enhancing Website Profits
    • #1 Increase Conversions
    • #2 Adjust pricing and offerings
    • #3 Drive Traffic (Not enough alone)
    • No matter where the traffic comes from, knowing what customers are doing on your site and having an integrated strategy is essential.
    • Website Questionnaire
  • 14. Search Engine Optimization
  • 15. Natural Results (Organic)
  • 16. Create “Silos” For Your Content
    • Groups of pages about a topic help you rank better than a single page
    Blue Widgets Green Widgets Fuzzy Blue Widgets Bumpy Blue Widgets Cool Green Widgets Hot Green Widgets
  • 17. Keyword Research
  • 18. Text Optimization
  • 19. Search Engine Ranking Reports
  • 20. Visitors Trend Indicates Weekends Sales for Green Widgets saw a spike at 207 The newly launched Red Widget product received 1,516 visits Advanced Website Traffic Analysis
  • 21.
    • E-mail campaigns brought good traffic to the site with high conversion rate
    • People coming from Golfetail Blog have better conversion rate when compared to traffic from other referrers
    Traffic Sources Website 355 visits Blog 258 visits 1.2% Conv. Blog contribution to website Traffic Sources – Blog Value
  • 22. Conversion Analysis
  • 23. Top 15 Landing Pages
    • The ‘Deposit Rates’ section has a high bounce and exit rate
    • The ‘personal - banking’ services section of the site has a high level of engagement
    Page Entrances Avg.Page views % Bounce Rate Avg. Time (in mins) % Exit /home 59,740 1.7 53.0% 3.2 58.9% /e-branch/ 1,774 2.0 43.0% 3.0 48.9% /locations-and-hours/ 395 1.8 71.9% 1.5 56.8% /rates/deposit-rates.aspx 227 1.7 74.4% 2.0 60.5% /commercial-banking/online-banking.aspx 176 2.5 35.8% 2.7 39.7% /small-business-banking/online-banking.aspx 163 2.0 46.0% 2.4 50.2% /about-us/career-center/default.aspx 140 2.8 5.0% 0.4 35.9% /personal-banking/personal-checking.aspx 105 3.1 41.0% 1.8 32.6% /contact-us.aspx 100 2.1 55.0% 1.6 48.1% /personal-banking/consumer-borrowing/mortgages.aspx 86 4.0 17.4% 1.1 25.2% /personal-banking/ 58 4.2 22.4% 1.2 23.9% /about-us/ 40 3.5 37.5% 0.8 28.6% /small-business-banking/ 37 2.5 16.2% 1.3 39.4% /e-branch/mortgage-loan-services.aspx 34 2.8 61.8% 0.8 36.2% /rates/consumer-loan-rates.aspx 31 1.3 83.9% 0.9 79.5%
  • 24. 67% 21% 33.7% 7.1% 4.4% 4.8% Step Conversion Overall Conversion 18,335 6,170 1,298 874 813 2.3% 422 52% 34% Conversion Funnel Tracking 93% Visits To Web Site Shopping Cart Checkout Checkout Shipping Order Confirmation Checkout Payment
  • 25. 361 Visits 0.53% CTR 56% Bounce Rate 43 Visits 0.06% CTR 75% Bounce Rate 313 Visits 0.46% CTR 3% Bounce Rate 448 Visits 0.55% CTR 4% Bounce Rate 174 Visits 0.26% CTR 54% Bounce Rate 162 Visits 0.24% CTR 50% Bounce Rate 594 Visits 0.88% CTR 3% Bounce Rate 22 Visits 0.03% CTR 0% Bounce Rate 606 Visits 0.90% CTR 32% Bounce Rate 573 Visits 0.85% CTR 44% Bounce Rate 10 Visits 0.01% CTR 0% Bounce Rate 53 Visits 0.08% CTR 100% Bounce Rate Best Poor Banner Performance
  • 26. 48.1% 48.1% 13.4% 13.4% 9.1% 9.1% 3.7% 3.7% 3.2% 3.2% 2.5% 2.5% 1.2% These can be replaced by Clickable Banners Navigation Summary
    • The bounce rate and the exit rate came down drastically after the launch of SFS Site
    • ‘ Tuitions’ is the most popular section on the Financial Aid page
    % Clicks from ‘Financial Aid’ to most popular links Visits = 1,004 Views = 1,431 Bounce Rate = 31% Exit Rate = 6%
  • 27. Link Building What Is A Link?
    • A letter of recommendation
    • A vote of confidence
    Your Website Site A Site B Site C
  • 28. Link Bait
  • 29. Directory Submission
  • 30. News Release Writing & Submission
  • 31. Article Writing & Submission
  • 32. Social Media
  • 33.  
  • 34.  
  • 35. Viral Video Blog
  • 36. Primary Monthly Activities Search Engine Optimization Link Building / PR Analytics / Conversions Social Media
  • 37. Our Website: www.mcdia.com Our Blog: www.deeperclicks.com