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2012 Search Marketing Agenda: What Every Small Business Needs to Know

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James Svoboda's 2012 Search Marketing Agenda Presentation from Star Tribu2012 Search Marketing Agenda from Star Tribune’s 2011 Small Business Search Marketing Summitne’s 2011 Small Business Search …

James Svoboda's 2012 Search Marketing Agenda Presentation from Star Tribu2012 Search Marketing Agenda from Star Tribune’s 2011 Small Business Search Marketing Summitne’s 2011 Small Business Search Marketing Summit.

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  • 1. The 2012 Search Marketing Agenda What Every Small Business Needs to Know James Svoboda WebRanking.com 2 November 2011 James Svoboda, November 2011 Download: www.WebRanking.com/presentations
  • 2. Who?• Managing Partner at WebRanking.com• Search Engine Optimization & Marketing since 1999 (1/3 of my life)• Co-Founder of the Minnesota Search Engine Marketing Association• Google AdWords Qualified and Microsoft adCenter Accredited• Sphinn.com Editor• Husband and Father from Eden Prairie, MNBut maybe more importantly… James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 3. I am a Small Business +1 = James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 4. What being a Small Business means to me: • Limited Time • Limited Resources • Limited Budget • Wear Many Different HatsCredit: tiredofh2o - flickr.com/photos/tiredofh2o/ James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 5. Search Engine Marketing isGreat for Small Businessesbecause… James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 6. It’s Always On. Day, Night, Weekends and Holidays.Credit: dawolf - flickr.com/photos/dawolf/ James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 7. Search Engines are the Yellow Pages of the 21st Century Only without the guilt of having to recycle something you never opened.Credit: Paul Jahn - flickr.com/photos/localmn/ James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 8. Search Engine Marketing is an Investment, Not an Expense.Credit: CraftyGoat - flickr.com/photos/craftygoat/ James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 9. When Done Right, Search Marketing Grows and GainsMomentum Over Time. James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 10. The Big 3 James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 11. Major Players: Google.com, Bing.com, and Yahoo.com(Yahoo is powered by Bing) James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 12. Normal Search Engine Results Page: Google James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 13. Normal Search Engine Results Page: Bing James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 14. Normal Search Engine Results Page: Yahoo James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 15. Search MarketingOpportunities forSmall Businesses James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 16. PPC Ads are Typically at the Top of the Search Page James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 17. PPC Ads are also on the Right Side of the Search Page James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 18. Search Marketing Opportunity: Organic “Free” Listings• Organic “Free” Listings are Located in the Middle of the Search Page James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 19. Local Business Listings are Found at the Top or Middle ofa Search Page with a Map James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 20. Local Business Listings are also Found in “Maps” SearchPages James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 21. PPC Ads are also Found in “Maps” Search PagesCredit: James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 22. Your Search MarketingEfforts Should Start… James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 23. With a Solid Foundation For Measuring Your Results (hint: web analytics)Credit: M4rvin - flickr.com/photos/yujin_it/ James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 24. Google Analytics. Get it Now! (psst, it’s FREE) James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 25. These Companies use Google Analytics: James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 26. Web Analytics can be Overwhelming. Where to start is often Unclear.Credit: wonkybutt - flickr.com/photos/wonkybutt/ James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 27. Start by Looking for Dinner Conversational PiecesCredit: Cedrics pics - flickr.com/photos/cedric1981/ James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 28. Dinner Topics:• Goals & Conversions – What sales and leads did you get?• Search Engine Traffic – Which keywords are interesting or popular?• Performing Keywords – Which turned into conversions?• Referring Traffic – What other sites sent you visitors? To which pages?• Paid Advertising – What has Google AdWords done for you lately?• Visitor Locations – What cities and states are visitors located in?• Mobile Traffic – Are your visitors using mobile or tablet devices?• Social Media – Are you getting traffic from social sites like Facebook, Twitter or LinkedIn? James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 29. What to Measure with Analytics: Goals & Conversions• Online Sales • Phone Calls• Leads and Quotes • Emails & Contact Forms• Appointment Requests • Event Registrations• Email Newsletter Signups • Social Media Shares & Likes• Blog Feed Subscriptions • Coupons and Special Offers• Downloads James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 30. What is the Total Profit and Life Time Value of YourConversions?• Sale of Product/Service A = $10 Profit GOOD• Sale of Product/Service B = $50 Profit BETTER• Sale of Product/Service C = $100 Profit BEST! Not all of your Products & Services will have the same Profit Margins. They will vary greatly. James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 31. Get to Know and Understand Your Conversion Rates!• 1 Sale out of every 100 Visits = 1% Conversion Rate• 5 Sale out of every 100 Visits = 5% Conversion Rate• 10 Sale out of every 100 Visits = 10% Conversion Rate Keywords & Traffic Sources do not all have the same Conversion Rates. They will vary greatly. James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 32. What Affects Conversion Rates?Positives Negatives• Easy to Find Contact Information • Hidden & Missing Contact Information• Clean & Simple • Cluttered & Disjointed• Straight Forward Navigation • Confusing & Poorly Named Navigation• Easy to Read Text • Small, White Text on a Dark Background• Selective Linking • Many Unnecessary Links• Relevant Images • Distracting Graphics• Supports Multiple Browsers • Does Not Function in Certain Browsers• Multiple Devices & Screen Sizes • Poor Display in Smart Phones & Tablets• Trust Signs like Privacy Policy & BBB • No Stated Terms & Policies Badge • No Portfolio or Pictures of Previous Work• Testimonials & Customer Reviews • Site Design Outdated or Below• Professional Designed Website Competition James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 33. First Impressions Matter!You’ll Spend Considerable Amount of Time andResources to Generate Search Engine Visitors…and Can Waste All That Work in Less Than 8 Seconds. James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 34. Flying Pie Pizzeria James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 35. Pizzicato James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 36. If You’re a New Customer, Which Would You Order From? James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 37. Friends will not tell youthat… Your Website Sucks!but Analytics will... James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 38. Use the Data That Web Analytics Provides to Help YouImprove Your Website’s Performance James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 39. Gaining a Clear Understanding of Analytics Takes TimeCredit: wonkybutt - flickr.com/photos/wonkybutt/ James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 40. Analytics Will Change How You View Your WebsiteCredit: Laura4Smith - flickr.com/photos/blushingmulberry/ James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 41. Narrow Your Focusand Targeting forBetter Results. James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 42. Location! Location! Location!Source: Search Engine Land - searchengineland.com/how-users-search-for-local-businesses-5-tips-to-optimize-local-listings-97612 James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 43. Targeting By Location• Where Are You Located? – Country – State – County – City – Zip code – Neighborhood – Street• Do You Drive to Customers? – How Far Are You Willing To Drive? – What Are These Areas You Will Service?• Do Your Customers Drive To You? – How Far do 80% of Your Customers Drive to Reach You? – What Are The Areas These Customers Come From? James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 44. Larger Area Than The Twin Cities? - 50 Mile Radius around Minneapolis James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 45. Entire Twin Cities? - 20 Mile Radius around Minneapolis James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 46. Primarily Minneapolis? James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 47. St. Paul James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 48. White Bear Lake James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 49. Eden Prairie James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 50. How Many Competitors Will You Be Fighting With forLocal Customers? (map: dentists) James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 51. Fewer Competitors = Larger Range. (map: cosmetic surgeons) James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 52. Same Industry, Wider View = Few Rural Competitors.(map: cosmetic surgeons) James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 53. Freeways, Highways & Customer Population Density WillDefine Your Range! James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 54. Keywords Are How SearchEngines Define You…and How Customers FindYou. James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 55. Service Provider Keyword List: Dentists Professional Title – Dentist • Industry/Specialty – Pediatric Dentist • Common/Unofficial – Kids Dentist Business Classification – Dental Practice • Industry/Specialty – Pediatric Dentistry • Common/Unofficial – Kids Dental Office Services Overview – Dental Services • Industry/Specialty – Pediatric Dental Care • Common/Unofficial – Kids Dental Check Up Specific Services – Tooth Removal • Industry/Specialty – Pediatric Dental Extraction • Common/Unofficial – Pull Kids TeethCredit: heraldpost - flickr.com/photos/heraldpost/ James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 56. Sales & Product Keyword List: Clothing Store Professional Title – Clothing Store • Industry/Specialty – Children’s Apparel Store • Common/Unofficial – Kids Clothes Store Product Overview – Clothing • Industry/Specialty – Children’s Apparel • Common/Unofficial – Kids Clothes Product Category – Shirts • Industry/Specialty – Children’s Long-Sleeved Shirts • Common/Unofficial – Warm Kids Shirts Specific Products – Nikes • Industry/Specialty – Children’s Nike Shoes • Common/Unofficial – Kids Nike SneakersCredit: Urban Shore - flickr.com/photos/urbanshore/ James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 57. Local Business “Map”Listings Stand Out inSearch Results and GetUsed… a Lot! James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 58. Search Marketing: Local Business “Map” Listings James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 59. Search Marketing: Local Business “Map” ListingsMajor Players:• Google Places• Bing Business Listings• Yahoo Local ListingsPrimary Keys for Local Map Listing “Rankings”:• Located in City• Targeted Category• Reviews• Business CitationsNotable Players That Feed into Local Business Listings:• Yelp.com• CitySearch.com• SuperPages.com• InsiderPages.com• JudysBook.com James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 60. Paid Search Advertisingfor Small Businessescan be Highly Effective James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 61. Specific Location Targeting + Exact Keyword Matching + Searcher Need = High ROI.Credit: williamhartz - flickr.com/photos/whartz/ James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 62. Search Marketing Opportunity: Pay-Per-Click Ads “PPC” Major Players: Google AdWords and Microsoft adCenter (Bing) James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 63. PPC can also be High Risk and High Reward.Credit: Picture Perfect Pose - flickr.com/photos/pictureperfectpose/ James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 64. Limit Your Risk When Building a PPC Campaign• Start With Google AdWords.• Measure Your Results with Analytics• Set a Low Initial Daily Budget• Use More Focused Keywords – “Kids Dentist” instead of just “Dentist”• Own Your Local Area First. – “Eden Prairie” instead of “Minneapolis”• Use Mostly Exact Match Keywords• Do Not Use Standard Broad Match Keywords James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 65. Search Engines Need Content and Content Needs SEO James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 66. Search Engine Optimization & Website Content make a Great PairCredit: Sean Choe - flickr.com/photos/bogomo/ James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 67. Blank Pages Don’t Generate Search Engine Traffic James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 68. Neither Do Large Pages with Many Different Topics James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 69. Wikipedia’s Search Engine Optimization Page Works James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 70. Ranking #1 in Google James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 71. Ranking #1 in Bing Too James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 72. And It’s a Large Page, but also Highly Themed James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 73. Example of Content for Small Business James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 74. The Power of Content Without SEO (would be better with seo) James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 75. Build Optimized Pages Full of Themed Content & SearchEngines Will Show You Love• Write compelling page copy that is easy to read.• Include professional & technical details, but don’t over do it.• Photos, graphics and infographics.• Videos.• Audio such as MP3s and Podcasts.• Downloads such as PDF, Word and Excel documents.• Maps and location information.• Reviews and testimonials.• Links to relevant pages on your website.• Links to relevant pages on other websites, but don’t over do it.• Add a moving call to action. James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 76. Search Engines LoveCollecting Data.Lots of it! James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 77. Google Wants To Be a Reflection of the Web Matt Cutts at WordCamp 2007: “We Want To Be a Reflection of the Web.”Credit: thekenyeung - flickr.com/photos/kyeung808/ James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 78. Google’s “Panda” Algorithm Updates – Focuses on Humans & Quality Google Starts Rolling Out “Panda” Algorithm Updates in February 2011.Credit: Thos003 - flickr.com/photos/thos003/ James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 79. Search Engine Results Starting to Reflect Popular “Social” Content SEOmoz Study: Correlation of Link Metrics vs. Social Signals – April 2011Source: SEOmoz - seomoz.org/blog/facebook-twitters-influence-google-search-rankings James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 80. What Does All This Mean? Get More Active Online. Starting Today! Here’s how… James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 81. Increase Your Online Publicityby Building & CultivatingLinks, Citations & Reviews James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 82. Yelp Provides Small Business Links, Citations & Reviews James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 83. This is a Good SEO Link James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 84. This is a Good Local Search Citation James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 85. These are Good Local Search Reviews James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 86. Remember That Pizza Restaurant from Earlier? MoreGood Local Search Reviews! James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 87. And The Other Pizza Restaurant? Reviews Not as Good. James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 88. Search Google to Find Good Sources of Links, Citations& Reviews James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 89. Search Engines AreGetting Social. James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 90. Social Signals like “Likes”, Shares, Tweets, Google +1’s, etc., Are Now Counting in Search Engine AlgorithmsCredit: fredcavazza - flickr.com/photos/fredcavazza/ James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 91. Build Your Social Army onFacebook, Twitter, LinkedIn, Google+, and more… James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 92. Give Your Visitors The Ability to Easily Share YourContent on Their Social Networks James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 93. Being a Non-Profit is LikeBeing a SmallBusiness, but Without theProfit. James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 94. The Minnesota Search Engine Marketing Association www.mnsearch.org James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 95. What being a Non-Profit means to me: • Limited Time • Limited Resources • Limited Budget • Volunteers Wear Many Different Hats James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 96. MnSearch: Outline of Search Marketing StrategyOrganic Search Engine Marketing Strategy• Competitive Analysis and Keyword Research• Website Content Planning• Information Architecture and Internal Linking Planning• Website and Event Promotion Planning• Create Timeline of Activities• Identify Needed Resources and Budget• Search Engine Traffic Targets and Projections• Benchmarking Based on Similar Non-Profit WebsitesPPC Search Engine Marketing Strategy• NONE – No Available Budget James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 97. MnSearch: Outline of Search Marketing StrategyLocal Search Marketing Strategy• Identify Official MnSearch Address• Create and Claim Local Directory Listings• Optimize Local Directory Listings• Create Structured Citations• Microformatting on MnSearch.org (Schema.org address, phone, etc.)Social Media Strategy• Twitter• LinkedIn• Facebook• Google+• Yelp• FourSquare• MnSearch Blog• External Search Marketing Bloggers James Svoboda, November 2011 Download: www.WebRanking.com/presentation
  • 98. Thank You! James Svoboda Managing Partner at WebRanking.com www.webranking.com Email: james.s@webranking.com Twitter: @Realicity LinkedIn: www.linkedin.com/in/realicityDownload This Presentation: http://www.webranking.com/presentation James Svoboda, November 2011 Download: www.WebRanking.com/presentation