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

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

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

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

25. Fresh, unique content

26. Good site architecture

27. Unique meta info

28. Relevant inbound linkshttp://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

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

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