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Get Discovered: Optimizing Tools to Enhance Your Web Presence
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Get Discovered: Optimizing Tools to Enhance Your Web Presence

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Spacetaker Artist Resource Center Workshop on Optimizing Tools to Enhance Your Web Presents for artists and arts organizations led by Caitlin Kaluza of Schipul, The Web Marketing Company. July 20, …

Spacetaker Artist Resource Center Workshop on Optimizing Tools to Enhance Your Web Presents for artists and arts organizations led by Caitlin Kaluza of Schipul, The Web Marketing Company. July 20, 2011

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  • It doesn’t matter if a million people come to your site if they never pick up the phone or make a donation or attend one of your events
  • Transcript

    • 1. Get DiscoveredOptimizing Tools to Enhance Your Web Presence
      Caitlin Kaluza
      Search Engine Marketing Manager
      Schipul – The Web Marketing Company
      Photo credit: flickr.com/photos/viriyincy/5149025243/
    • 2. About Me
    • 3. What We’ll Go Over
      Identify Your Audience
      Optimize your Website
      Produce Great Content
      Optimize Local Listings
      Online Advertising
      6. Measure Your Success
    • 4. 1) Identify Your Audience
    • 5. “You can’t Manage what you don’t measure”
      Peter Drucker
    • 6. Set Up Analytics Tracking
      Google.com/analytics
    • 7. Why Google Analytics?
      Free (with Google Account)
      Data from Google
      User Access
      Easy Exports
    • 8. Dashboard Definitions
      Bounce Rate = only visited one page (then “bounced”)<50% is a good bounce rate
    • 9. Visitors Tab
      Average Schipul Client Mobile 5-7%
    • 10. Traffic Sources Tab
      Healthy Search Engines Percent is 60% - 75%
    • 11. Content Tab
      Look for “non branded keywords,” surprise keywords that are sticking, misspellings and laymen’s terms
    • 12. Monitoring Tools
      Who’s Talking About You?
      Google Alerts
      Tweet Beep
      Social Mention
      Hootsuite
    • 13. Research Your Target Audience
      Brainstorm:
      • How will your target market search for you?Houston attractions, Houston things to do, Houston art gallery…
      • 14. Are you targeting a geographic area?Houston, Texas, Sugarland, South Texas, Southwest
    • Keyword Suggestion Tools
      Free:adwords.google.com/select/KeywordToolExternal
      Paid:www.wordtracker.com
    • 15. Select 3 Key Phrases
      Three prioritized terms:
      Virginia plastic surgeon (ery)
      Cosmetic surgery Virginia
      Virginia cosmetic surgery
      Austin-weston.com
    • 16. 2) Optimize your Website
    • 17. How Does a Search Engine Work?
      Spider crawls content
      Catalogs in index
      Algorithm determines what shows for any search
    • 18.
    • 19.
    • 20.
    • 21.
    • 22. Search Engine Relationships
      http://bruceclay.com/serc.htm
    • 23.
    • 24. What do Search Engines Look For?
      • Readable Text
      • 25. Fresh, unique content
      • 26. Good site architecture
      • 27. Unique meta info
      • 28. Relevant inbound links
      http://bruceclay.com/seo-hierarchy-of-needs.htm
    • 29. Optimizing Your Content
    • 30. Content is King.
      Photo credit: flickr.com/photos/tryburn/3625848985
    • 31. Keyword DensityWhat is this page about?
      schipul.com/sem-tools
    • 32. Incorporate Keywords
      In your text
      In your titles
      In alt tags
      In links to other pages
    • 33. Alt Tags = Good SEO and Good Karma
      Remember:
      Google is deaf & blind.
    • 34. Optimize Meta on Every Page
      Meta = tags on the back end that tell Google what your page is about
    • 35. Keep Your Site Fresh
      New content ideas
      Press releases
      Articles
      Events
      News updates
      Photo galleries
      Interviews
      Videos
      Blogs
      Podcasts
      Whatever
      Photo credit: flickr.com/photos/calliope/147056989
    • 36. 3) Produce Great Content
    • 37. Video Tells the Story
      If YouTube were a search engine it would be #2
    • 38. Optimizing Video for SEO
      Include keywords in description, tags
      Link back to your website
      Create playlists and add descriptions
      Closed Captions
    • 39. YouTube for Nonprofits
      YouTube.com/nonprofits
      Become an official “nonprofit” channel
      Click through call to action
      Must be 501(c)(3)
    • 40. Photos
      Photo credit: Sarah Worthy
    • 41. Online Newsletters
      Collect Email Addresses
      Keep Timing Consistent
      Try Weekends/ Off time
      Share Tips, Deals
    • 42. Online Donations
      PayPal
      ChipIn
      KickStarter.com
      IndieGoGo
      Crowdrise
      Fractured Atlas
    • 43. Google Says “Don’t Be Evil”
      Photo credit: flickr.com/photos/sometimes_sam/3650280087
    • 44. Quick Break!
    • 45. 4) Optimize local listings
    • 46. 11 Searches in One
    • 47.
    • 48.
    • 49. Google Places
      Claim & verify your listing
      Fill out the entire profile
      Ask for reviews
    • 50.
    • 51. Claim Location Listings
      Bing
      Foursquare
      Gowalla
      Scavngr
      Yelp
    • 52. 5) Online Advertising
    • 53. SEM vs. SEO
    • 54. The Power of PPC
    • 55. PPC Step by Step
      Create a paid placement budget
      Campaign Set-up
      Monitor and Tweak Campaign
    • 56. Long Tail Keywords
      Don’t pick overly competitive keywords unless you have an unlimited budget
    • 57. Campaign Set Up
      If possible, put the keyword in the title
      Use a Call-to-Action
      Consider ad testing
    • 58. Monitor and Tweak Campaign
    • 59. PPC Things to Consider
      Stay away from general terms unless your campaign is geo-targeted
      ex: plastic surgery
      Budget, ads, and keywords can be adjusted anytime
      Link ads to the most relevant page on your site; don’t dump everyone onto your home page.
    • 60. Other Paid Placement
      More like a Billboard
      Great for events or social content
      Get creative
      Market: Millenials & Baby Boomers
      Less expensive
      Interface Issues
    • 61. 6) Measure Your Success
    • 62. Track Your Success
      Segment Traffic from Paid Search
      Conversion Tracking
      Are your donations increasing?
    • 63. Visits vs. Conversions
      Visits aren’t everything – are people converting?
      Visits
      Visits from Search
      Non-branded keywords (keywords that don’t include your brand name)
      Visits from social media, YouTube, etc.
      Conversions
      Online contact forms
      Newsletter Sign Ups
      Is the phone ringing?
    • 64. TheSEMBlog.com
    • 65. Caitlin KaluzaSearch Engine Marketing ManagerSchipul – The Web Marketing Company
      ?
      schipul.com/qcait
      thesemblog.com

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