Sem Workshop 201008 (Tin180 Com)
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http://tin180.com - Trang tin tức văn hóa lành mạnh

http://tin180.com - Trang tin tức văn hóa lành mạnh

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  • 1. Search Engine Marketing 101 October 2, 2008
  • 2.
    • Internet strategy
    • Website structure
    • A/B, Multivariate Testing
    • Traditional Media
    • Search Engine Optimization (SEO)
    • Search Engine Marketing (SEM)
    • Web 2.0, Social Media
    Agenda
  • 3. Your Takeaways
    • Better understanding of the power and potential of the internet to grow your business
    • New internet tactics to grow your business
    • Tools to drive more website traffic covert that traffic to sales
    • Conversion
  • 4. The Inernet
    • The Internet has and is rapidly changing the way we communicate.
  • 5. We Communicate
    • Email
    • Online Newspapers
    • Digital magazines
    • E-newsletters
    • Blogs
    • Video Conferencing
    • Digital Television
    • Social & Web 2.0
  • 6. We Do Business
    • The Internet is changing the way we do business.
  • 7. How We Do Business…
    • How we prospect
    • How we sell
    • How we deliver information
    • How we research
    • How we service customers
    • With whom we work
    • Without borders
    • Shifting work to customers
  • 8. The Internet in Perspective
    • “ 2/3rds of respondents to a recent survey said offline ads such as TV and direct mail drive them to search for a company online”
          • Internet Retailer Magazine
  • 9.
    • “… Officedepot.com conversion rate of 29.6% is more than a fourth larger than No. 2 1-800-flowers.com, at 20.9%”
    • Neilsen Online, July 08
  • 10.
    • “ Web sales account for 36% of total revenue this year, up from 31% for companies that mainly sell through catalogs.”
    • Direct Marketing News
  • 11.
    • Gap Inc. “ Web sales rose 11% while total sales fell by 5.44% and comparative store sales fell by 10%.”
    • Internet Retailer Magazine
  • 12.
    • “ With product videos on www.shoeline.com boosting conversion by 44% in a test, the retailer plans to expand the program this fall.”
    • Internet Retailer Magazine
  • 13.
    • “ Six-Year-Old News Story Causes United Airlines Stock to Plummet”
    • Google placed the wrong date on the news release. The stock plummeted 75% in minutes
    • Sept 7, 2008
  • 14.
    • “ Google recognizes 1 trillion unique URLs and adds more than 2 billion new pages of content every day.”
    • Google Press Release
  • 15. Your Internet Strategy
    • Study internet leaders and innovators
    • Apply tactics to your business
    • Make it easier for customers to do business with you
    • Customer centric
    • Integrate on-line and off-line
  • 16.
    • The Internet is changing our lives more dramatically and faster than virtually any other technology development in the history of the world
  • 17. Where are you going?
    • “ Would you please tell me which way I go from here?” asks Alice to the Cheshire Cat.
    • The Cat grins and answers, “That depends on where you want to get to.”
    • “ I don’t much care where” says the lost Alice.
    • “ Then” says the Cat “it doesn’t matter which way you go.”
    • Lewis Carroll, Alice in Wonderland
  • 18. Internet Strategy
    • What is your business strategy?
    • How does it relate to the internet?
    • Study internet winners
    • Research your competition
    • Aim to be the best
    • Innovate
    • Integrate with off-line strategy
  • 19. Internet Strategy
    • Your internet strategy defines how you build and manage your website and integrate SEM into your overall MARCOM program.
  • 20. Website Goals
    • Brochure-ware website
    • Leads
    • Sales
    • Cut sales cycle time
    • Cut cost of sales
    • Distribute literature, manuals
    • Make it easier to buy
    • Raise money
  • 21. Traffic Driving Tactics
    • Traditional Media
    • Search Engine Optimization
    • Search Engine Marketing
    • Viral and Gorilla marketing
  • 22. Traditional Media
    • Print advertising
    • Broadcast advertising
    • Direct mail
    • Yellow pages
    • Trade shows
    • There is direct correlation between traditional media advertising and website traffic.
  • 23. Search Engine Optimization
    • SEO is the art and science of designing web pages so search engines can find and rank them, ahead of your competition.
  • 24. Search Engine Optimization
    • SEO is time consuming and requires skill and experience not found in most companies, including web development companies.
  • 25. Search Engine Optimization
    • A well strategized and tactically implemented SEO program will pay for itself many times over.
  • 26. Search Engine % of Market
    • Google, Yahoo and MSN make up the lion’s share of the daily search volume.
    • Google 56.5% US share of search volume
    • Yahoo 23.3% US share of search volume
    • MSN 11.3% US share of search volume
    • AOL 4.5% US share of search volume
    • 95.6%
  • 27. In Google We Trust
    • Google is the number one ranked trusted company in the US
    • 2008 Edelman Trust Barometer
    • Harris Interactive Reputation Quotient Survey
    • July 08 – Google recognizes 1 trillion unique urls and is adding several billion new pages per day
    • Google was incorporated on Sept 4, 1998
  • 28. SEO – On Page Factors
    • Website platform
    • Website design & content
    • Meta keywords
    • Website description
    • Page titles
    • Alt tags
    • Same site hyperlinks
    • Site map
  • 29. SEO – Website Platform
    • Website Platform
        • ASP.Net, PHP, HTML SEO friendly
        • Flash, ColdFusion… not SEO friendly
        • Must be linear
        • Must be scalable
        • Content Managed System (CMS)
        • SEO-able
        • w3c standards
  • 30. SEO - Website Design
    • Targeted to audience
    • Different design rules than print media
    • Key information above-the-fold
    • Easy to navigate- user friendly
    • Fast loading
    • Minimal clicks
    • Consider using video
  • 31. SEO – Website Design 2
    • Creates an overall feel without calling too much attention to itself
    • Enables visitors to easily perform tasks
    • Reinforce your brand without seeming like an ad
  • 32.
    • Pay attention to keywords
    • Use consistent wording
    • Use benefit text and offers
    • Use call-to-action (CTA) verbs
    • Use logical, CTA page conclusions
    • Place CTA’s where eye-path ends
    SEO - Content
  • 33. SEO Content 2
    • Make CTA balloons jump off-the-page
    • Be tasteful
    • Use text hyperlinks
    • Keep it clean – don’t overdo hyperlinks
    • Use Ariel or other “web safe” typeface y
    • Print writing rules do not apply
    • Content is why visitors are coming to your website
  • 34. Multivariate Split Testing
    • Simultaneously test multiple variables for highest response.
    • The test tool automates the process by auto swapping each option and tracks results.
  • 35. Multivariate Website Testing
    • Can simultaneously test web page factors to boost sales, leads, opt-ins.
    • Makes use of statistical Taguchi methods to accelerate the test results.
    • Let the market decide your best web page options. No need for guesswork.
    • Click traffic can be expensive. Make the most of your website by boosting conversion.
    • Can be used to test off-line advertising before going to print.
  • 36. Test Elements
    • Headlines
    • Sub-headlines
    • Offers
    • Body Copy
    • Bullets
    • Guarantees
    • Lead Forms
    • Calls to Action
    • Order Pages
    • Testimonials
    • Price
    • Bonuses
    • Images
    • Graphics
    • Video
    • Audio
    • Fonts
    • Colors
  • 37. Statistics Identify Winners
    • Track confidence intervals and conversion percentage to find best options.
  • 38. Multivariate Test Case Study
    • Project Goal: Perform multivariate split testing to boost the web lead conversion rate for client website landing pages. Increase the lead conversion rate from less than 3% to 6% to 10% through text and graphics changes to optimized landing pages.
  • 39. Actual MV Test Results
    • Click to Lead Conversion rates
    • Before After
    • City/website A 3.19% 6.53%
    • City/website B 4.06% 6.52%
    • City/website C 2.42% 5.58%
    • City/website D 3.92% 10.35%
  • 40. Actual MV Test Results
    • Time Period 1/1 – 8/6 8/8 – 9/28
    • Clicks 22,179 4,992
    • Leads 707 326
    • Conv. Ratio 3.19% 6.53%
    • Cost/Lead $49.80 $23.77
    • Lead costs decreased by 52.27%
  • 41. SEO - Meta Keywords
    • Use them in text
    • Use multiple words for the same product, e.g. pants, trousers, slacks, breeches…
    • Devote page to high traffic keywords
    • Don’t make keyword assumptions
    • Research keywords
    • Code keywords properly
  • 42. Developing Keywords
    • Words that describe your business, products & services
    • General vs. specific
    • Short and Long tail
    • Study competitor websites
    • Use keyword search tools
      • http://adwords.google.com/select/KeywordToolExternal
  • 43. Phrase Match Keywords
    • Phrase Match keywords will trigger your ad for any query that includes your keyword or phrase in the exact sequence you specify.
    • Example: “used book” – will appear with “used book dealer” query but not “used paperback book”
  • 44. Exact Match Keywords
    • Exact Match is the most precise method for targeting keywords. Queries have to precisely match your keyword.
  • 45. Negative Match Keywords
    • Negative Match keywords prevent your listing from appearing when a search includes a keyword that you don’t want and is not relevant to your business.
  • 46. Embedded Match Keywords
    • Embedded Match is a sophisticated form of keyword matching that allows you to prevent your ad from appearing in relation to certain phrases or exact matches.
    • Example: When an advertiser sells merchandise related to a movie or book but not the actual book or movie.
  • 47. Broad Match Keywords
    • Broad Match is the default setting for your keywords. This means that your word will appear when other words are included in the query.
    • Example: used book will show up in “buy used book”, “used and rare book” etc. searches.
  • 48. Keyword Matching Options
    • For more information go to:
    • www.google.com/adwords/learningcenter
    • Keyword tools
    • http://adwords.google.com/select/KeywordToolExternal
    • www.wordtracker.com
    • www.vretoolbar.com/keywords
  • 49. Short vs. Long Tail Keywords
    • Short Keyword
    • High search volume
    • Increased visibility
    • Less qualified traffic
    • Lower conversion rate
    • Potential higher cost
    • Long Tail Keyword
    • Highly qualified traffic
    • Higher conversion rate
    • Lower cost
    • Low search volume
    • Identifying right keywords
  • 50. Same-Site Hyperlinking
    • Google believes that when one page links to another page it is effectively casting a vote for the other page. The more votes cast the more relevant a page must be.
    • Use Hyperlinks to: visit other pages, view images, download files, run media, activate Javascripts
  • 51. Hyperlink Tutorial
    • http://www.ironsider.ca/format_text/hyperlinks.htm
    • http – Hyper Text Transfer Protocol
    • WWW – Host name, World Wide Web
    • Ironsider – SLD Second Level Domain
    • .ca – TLD Top Level Domain
    • Descriptive text
    • <ahref=“www.ironsider.ca/format_text/hyperlinks.htm”><Creating Hyperlinks</a>
  • 52. Page Titles
    • Like book chapter titles
    • Help search engines better understand page content
    • Maximum recommended length is 70 characters
    • Title every page for optimal results
  • 53. Font Tags & CSS
    • FT’s not critical for Google
    • Good practice – other search engines
    • Use Cascading Style Sheets (CSS) to separate your website’s content from its appearance
  • 54. Alt Tags
    • Photo and image descriptions
    • Search engines can’t see images
    • Alt Tags assign text to an image
    • Give search engines a way to classify and validate content
  • 55. Site Map
    • Site Map - blueprint of your website.
    • Your developer can create it using a software program
    • Site Map is part of the Google algorithm
    • www.google.com/webmaster/tools/en/sitemap-generator.htm
    • l
  • 56. Blogs
    • Are popular now but are falling in popularity, on B2B sites
    • Costly and time consuming to keep up
    • Most have little readership or participation
    • Blogs help optimization
  • 57. RSS Feed
    • RSS feeds allows users to subscribe to your blog
    • Uses: weather, stock market, commodity prices, sports scores, news events, announcements
  • 58. What Not To Do
    • Don’t use hidden text
    • Don’t use doorway pages, cloaking and deceptive redirects
    • Don’t use automated submissions
    • Don’t use keyword stuffing
    • Don’t use content repetition
    • Don’t join link farms
    • Don’t get blacklisted
  • 59. SEM – Off-Page Factors
    • Inbound links
    • Pay-Per-Click
    • Google Maps
    • Affiliate partners
    • Directories
    • Article syndication
    • E-press releases
    • Banner Ads
    • Blogs
    • Social media
  • 60. Google PageRank (PR)
    • Google uses an extremely sophisticated and ever changing algorithm to rank websites and assign them a PageRank (PR rank) from 1 to 10.
  • 61. Google PageRank (PR)
    • PR 0 – 3: New websites and websites with minimal links
    • PR 4 – 5: Popular websites with a fair amount of inbound links
    • PR 6: Very popular websites with hundreds of quality links
    • PR 7 – 10: You need to be Amazon, Ebay, NY Times
  • 62. Organic Search Traffic
    • Over 70% of B2B buyers use a search engine at the start of their buying process
    • About 75% of B2B prospects click on organic results
    • Less than 19% of B2B buyers click on paid search ads
    • 77% of B2B prospects prefer Google
            • Machine Design Magazine Study
  • 63. Organic Search Placement
    • Organic search clicks by SERPS page placement chart
  • 64. Directories Free and Paid
    • Dmoz.org
    • JoeAnt.com
    • Jayde.com
    • Gimpsy.com
    • Illumirate.com
    • Skaffe.com
    • Xoron.com
    • Somuch.com
    • Websavvy.com
    • Dc2net.com
    • Re-quest.net
    • Netinsert.com
    • Galaxy.com
    • Mavicanet.com
    • Bizweb.com
    • Yeandi.com
  • 65. Inbound Links
    • Search Google for search terms
    • Find your competitor websitesFind websites linking to them
    • www.competitor-domain.com
    • Email them and ask for a reciprocal link exchange
  • 66. Inbound Links cont.
    • How many links do I need?
    • You need to have more inbound links than your competitor websites to outrank them
    • For one client we added more than 30,000 links in 12 months
  • 67. Pay-Per-Click (PPC)
    • Sponsored Listings
    • Live Auction
    • Position determined by bid price & number of clicks
    • Set up and manage campaigns
    • Run Google Analytics
  • 68. Geo-Targeting
    • By mile radius
    • By city, county, state
    • By zip code
    • Demographic targeting
  • 69. 3 rd Party Websites
    • Text ads on 3 rd party websites
    • Google 3 rd party ad program
    • No control over where ads appear
    • Lower quality clicks / leads
  • 70. E-press releases
    • Use to build links
    • Must be newsworthy
    • Use digital pr service
    • Which services depends on the release market: financial, sports, manufacturing etc.
  • 71. Syndicated Articles
    • aka article marketing
    • Generic, non-sales articles
    • Published articles create links
    • Traffic generating
    • Helps PR Rank
  • 72. Affiliate Partners
    • Pay partner per click to your website
    • Pay per transaction
    • Examples:
      • Amazon
      • Flowers.com
  • 73. Banner Ads
    • On 3 rd party websites
    • Pop-up ads
    • Pay on a CPM basis
    • Use for reach only
    • Low volume leads
    • Low quality leads
  • 74. Conclusion
    • It takes training, experience and time to do SEM right and to harness the Power of the Internet
    • SEM is part art and part science
  • 75. Conclusion
    • Download the PowerPoint at
    • www.brandspringsolutions.com
    • Contact me: [email_address]
    • Phone: 952-345-7262