Get DiscoveredOptimizing Tools to Enhance Your Web Presence<br />Caitlin Kaluza<br />Search Engine Marketing Manager<br />...
About Me<br />
What We’ll Go Over<br />Identify Your Audience<br />Optimize your Website<br />Produce Great Content<br />Optimize Local L...
1) Identify Your Audience<br />
“You can’t Manage what you don’t measure”<br />Peter Drucker<br />
Set Up Analytics Tracking<br />Google.com/analytics<br />
Why Google Analytics?<br />Free (with Google Account)<br />Data from Google<br />User Access<br />Easy Exports<br />
Dashboard Definitions<br />Bounce Rate = only visited one page (then “bounced”)<50% is a good bounce rate<br />
Visitors Tab<br />Average Schipul Client Mobile 5-7%<br />
Traffic Sources Tab<br />Healthy Search Engines Percent is 60% - 75%<br />
Content Tab<br />Look for “non branded keywords,” surprise keywords that are sticking, misspellings and laymen’s terms<br />
Monitoring Tools<br />Who’s Talking About You?<br />Google Alerts<br />Tweet Beep<br />Social Mention<br />Hootsuite<br />
Research Your Target Audience<br />Brainstorm:<br /><ul><li>How will your target market search for you?Houston attractions...
Are you targeting a geographic area?Houston, Texas, Sugarland, South Texas, Southwest</li></li></ul><li>Keyword Suggestion...
Select 3 Key Phrases<br />Three prioritized terms:<br />Virginia plastic surgeon (ery)<br />Cosmetic surgery Virginia<br /...
2) Optimize your Website<br />
How Does a Search Engine Work?<br />Spider crawls content<br />Catalogs in index<br />Algorithm determines what shows for ...
Search Engine Relationships<br />http://bruceclay.com/serc.htm <br />
What do Search Engines Look For?<br /><ul><li> Readable Text
 Fresh, unique content
 Good site architecture
 Unique meta info
 Relevant inbound links</li></ul>http://bruceclay.com/seo-hierarchy-of-needs.htm<br />
Optimizing Your Content<br />
Content is King.<br />Photo credit: flickr.com/photos/tryburn/3625848985<br />
Keyword DensityWhat is this page about?<br />schipul.com/sem-tools<br />
Incorporate Keywords<br />In your text<br />In your titles<br />In alt tags<br />In links to other pages<br />
Alt Tags = Good SEO and Good Karma<br />Remember:<br />Google is deaf & blind.<br />
Optimize Meta on Every Page<br />Meta = tags on the back end that tell Google what your page is about<br />
Keep Your Site Fresh<br />New content ideas<br />Press releases<br />Articles<br />Events<br />News updates<br />Photo gal...
3) Produce Great Content<br />
Video Tells the Story<br />If YouTube were a search engine it would be #2<br />
Optimizing Video for SEO<br />Include keywords in description, tags<br />Link back to your website<br />Create playlists a...
YouTube for Nonprofits<br />YouTube.com/nonprofits<br />Become an official “nonprofit” channel<br />Click through call to ...
Photos<br />Photo credit: Sarah Worthy<br />
Online Newsletters<br />Collect Email Addresses<br />Keep Timing Consistent<br />Try Weekends/ Off time<br />Share Tips, D...
Online Donations<br />PayPal<br />ChipIn<br />KickStarter.com<br />IndieGoGo<br />Crowdrise<br />Fractured Atlas<br />
Google Says “Don’t Be Evil”<br />Photo credit: flickr.com/photos/sometimes_sam/3650280087<br />
Quick Break!<br />
4) Optimize local listings<br />
11 Searches in One<br />
Google Places<br />Claim & verify your listing<br />Fill out the entire profile<br />Ask for reviews<br />
Claim Location Listings<br />Bing<br />Foursquare<br />Gowalla<br />Scavngr<br />Yelp<br />
5) Online Advertising<br />
SEM vs. SEO<br />
The Power of PPC<br />
PPC Step by Step<br />Create a paid placement budget<br />Campaign Set-up<br />Monitor and Tweak Campaign<br />
Long Tail Keywords<br />Don’t pick overly competitive keywords unless you have an unlimited budget<br />
Campaign Set Up<br />If possible, put the keyword in the title<br />Use a Call-to-Action<br />Consider ad testing<br />
Monitor and Tweak Campaign<br />
PPC Things to Consider<br />Stay away from general terms unless your campaign is geo-targeted<br />ex:  plastic surgery<br...
Other Paid Placement<br />More like a Billboard<br />Great for events or social content<br />Get creative<br />Market: Mil...
6) Measure Your Success<br />
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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, 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
  • Get Discovered: Optimizing Tools to Enhance Your Web Presence

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