Get Discovered: Optimizing Tools to Enhance Your Web Presence

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/

About Me

What We’ll Go Over
Identify Your Audience
Optimize your Website
Produce Great Content
Optimize Local Listings
Online Advertising
6. Measure Your Success

1) Identify Your Audience

“You can’t Manage what you don’t measure”
Peter Drucker

Set Up Analytics Tracking
Google.com/analytics

Why Google Analytics?
Free (with Google Account)
Data from Google
User Access
Easy Exports

Dashboard Definitions
Bounce Rate = only visited one page (then “bounced”)<50% is a good bounce rate

Visitors Tab
Average Schipul Client Mobile 5-7%

Traffic Sources Tab
Healthy Search Engines Percent is 60% - 75%

Content Tab
Look for “non branded keywords,” surprise keywords that are sticking, misspellings and laymen’s terms

Monitoring Tools
Who’s Talking About You?
Google Alerts
Tweet Beep
Social Mention
Hootsuite

Research Your Target Audience
Brainstorm:
How will your target market search for you?Houston attractions, Houston things to do, Houston art gallery…
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

Select 3 Key Phrases
Three prioritized terms:
Virginia plastic surgeon (ery)
Cosmetic surgery Virginia
Virginia cosmetic surgery
Austin-weston.com

2) Optimize your Website

How Does a Search Engine Work?
Spider crawls content
Catalogs in index
Algorithm determines what shows for any search

Search Engine Relationships
http://bruceclay.com/serc.htm

What do Search Engines Look For?
Readable Text
Fresh, unique content
Good site architecture
Unique meta info
Relevant inbound links
http://bruceclay.com/seo-hierarchy-of-needs.htm

Optimizing Your Content

Content is King.
Photo credit: flickr.com/photos/tryburn/3625848985

Keyword DensityWhat is this page about?
schipul.com/sem-tools

Incorporate Keywords
In your text
In your titles
In alt tags
In links to other pages

Alt Tags = Good SEO and Good Karma
Remember:
Google is deaf & blind.

Optimize Meta on Every Page
Meta = tags on the back end that tell Google what your page is about

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

3) Produce Great Content

Video Tells the Story
If YouTube were a search engine it would be #2

Optimizing Video for SEO
Include keywords in description, tags
Link back to your website
Create playlists and add descriptions
Closed Captions

YouTube for Nonprofits
YouTube.com/nonprofits
Become an official “nonprofit” channel
Click through call to action
Must be 501(c)(3)

Photos
Photo credit: Sarah Worthy

Online Newsletters
Collect Email Addresses
Keep Timing Consistent
Try Weekends/ Off time
Share Tips, Deals

Online Donations
PayPal
ChipIn
KickStarter.com
IndieGoGo
Crowdrise
Fractured Atlas

Google Says “Don’t Be Evil”
Photo credit: flickr.com/photos/sometimes_sam/3650280087

Quick Break!

4) Optimize local listings

11 Searches in One

Google Places
Claim & verify your listing
Fill out the entire profile
Ask for reviews

Claim Location Listings
Bing
Foursquare
Gowalla
Scavngr
Yelp

5) Online Advertising

SEM vs. SEO

The Power of PPC

PPC Step by Step
Create a paid placement budget
Campaign Set-up
Monitor and Tweak Campaign

Long Tail Keywords
Don’t pick overly competitive keywords unless you have an unlimited budget

Campaign Set Up
If possible, put the keyword in the title
Use a Call-to-Action
Consider ad testing

Monitor and Tweak Campaign

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.

Other Paid Placement
More like a Billboard
Great for events or social content
Get creative
Market: Millenials & Baby Boomers
Less expensive
Interface Issues

6) Measure Your Success

Track Your Success
Segment Traffic from Paid Search
Conversion Tracking
Are your donations increasing?

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?

TheSEMBlog.com

Caitlin KaluzaSearch Engine Marketing ManagerSchipul – The Web Marketing Company
?
schipul.com/qcait
thesemblog.com

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