MicroShare LLC. Web Series Seminar Prepared for October 28th, 2009
MicroShare LLC’s mission is to provide our customers with the most functional solution to fulfill their organizational goals. Through client interaction and attention to detail, we ensure that our consulting efforts provide tangible value to our customers by aligning information technology with their business strategies. We strive to exceed our client’s expectations. Mission Statement
Agenda Introductions Search Engine Optimization (SEO) Search Engine Marketing (SEM) Social Media Q & A
What you will learn today? An understanding of different methods for driving traffic to your Web-Site. SEO / SEM tools available to you. Which strategy is appropriate for you. How Social Media fits into your Web-Marketing Strategy.
What is Search Engine Optimization? SEO is the process of improving organic rankings in search engine results. Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being adverts. SEO is not based on a pay per visitor or click model.
Statistics for Web Strategy 42% of search users click the top-ranking link. 8% click second-ranking link 62% of search users click a link on the first page 77% of search users choose organic over paid listing when searching, 67% choose organic search when purchasing. When the searcher is purchasing, organic click-through generates 25% higher conversion rates than equivalent Pay-Per-Click click-through. 40% of SEO campaigns aware of their ROI achieve returns in excess of 500%, while only 22% of PPC campaigns were able to achieve this value.
SEO Best Practices Link Exchange Campaign Keyword Analysis Competitive Analysis Create a “Related Links” page Create “Link to us” Best sites to exchange links Use standard E-Mail template Use WordTracker to help come up with a list of two to four word phrases. 100 Keywords initially. Search Ranking Who is your competition. What is your competitor doing? Where does he rank? Why? Submit your site to; Open Directory Project Yahoo, Google, Bing, about.com etc. Plus industry specific. Submit Site to SE Include Keyword Where? In the title H1 and H2 First paragraph Text of links Link to each page from your Site-Map, and from each page to your home page. Also Crosslink same topics. Links Optimize every page
Monitor your Progress Monitor your site traffic – It contains a wealth of information Check to see that all new pages are indexed in google Check your sites ranking on your chosen keywords once a month. Regularly check your incoming links as part of your campaign.
SEO Tools Google Alerts Google Analytics Adwords Word Tracker SEO Digger – Hijack keywords your competitor uses
What is Search Engine Marketing? SEM is the process of promoting websites by increasing their visibility in search engines through the use of paid placement, contextual advertising, and or paid inclusion. Popular SEM Pay Per Click (PPC) Providers; Google Adwords Yahoo Search Marketing Bing (Microsoft AD Center)
Adwords Introduction to AdWords Google’s Ad Distribution Network Benefits of AdWords Online Advertising Stats and Trends Basic AdWords Features
Introduction to Adwords Typical search page
What can Adwords do my business Get you found by the largest search engine audience in the world. Deliver low cost lead generation/ customer acquisition. Complement your “Organic” search engine results. Generate near instant results. Help you launch a new site or previously un-marketed site. Opportunistic marketing and product promotions. Deliver an outstanding return on investment.
How do I use Adwords? Choose the Keywords or Key phrases to sponsor. Write Ads. Control where and to whom your Ads are delivered. Get almost instant feedback on how your Ads are received. Monitor conversion rates. Adjust and fine tune based upon results. Control budgets.
What Google Can do for advertisers Advertising on Google can help an advertiser meet many objectives Determining, measuring, and tracking metrics helps ensure success
Benefits of Adwords No minimum spend You choose your own maximum daily spending limit (daily budget) Choose how much you want to pay per click for every keyword Pay Google for users who click on your ad More cost-effective than Yellow Pages, Banner Ads & Direct Mail* Conversion tracking = real-time return-on-investment data
How PPC pricing typically works Bid per click Advertiser A $1.00 Rank 1 Advertiser B $0.75 Rank 2 Advertiser C $0.50 Rank 3
How Google Adwords refined the process
Quality Score “The quality score is determined by the keyword’s click through rate (CTR), relevance of Ad text, historical keyword performance and other relevancy factors” Quality score is critical to your ROI. Therefore these 4 key factors are critical to your success. 1. CTR 2. Relevance of Ad text 3. Historical Keyword Performance 4. “Other relevancy factors…” Understand Google’s passion for relevancy. A Googlebot will visit your site within 30 seconds of placing an Ad, so it would seem that they are checking landing pages for what they deem good Web practice (relevance to keyword, Ad, lack of pop-ups etc..).
Selecting Keywords Brainstorm Keywords & Phrases – Check your own server logs Product names, brand names, model numbers, codes Use Google’s Keyword Suggestion Tool Think laterally – misspellings, hyphenated phrases, quirky phrases, even URLS! Think problem and solution Ask Customers Check Competitor sites Meta data
Landing Pages Should be designed for Keywords/ Ad groups/ Ads Content should match the promise of the Ad Should contain “substantial relevant content” Can you rapidly build and tweak these pages in order to fine-tune results? Should be easily navigable Should conform with Google’s guidelines for site layout in order to maximize Quality Score
Bidding Strategy Beware “Happy clickers”! Ignore your ego. You need a good CTR so bid high enough to achieve it. As your Quality Score rises you can probably reduce your bid.
Tracking & Managing Campaigns CTR does not equal ROI. Conversions must be measured (Sales, Leads, Sign-ups, Page Views & “Others”). All conversions can be assigned values. Actual Sales Values can also be tracked. How Google tracks conversions.
Online Advertising Stats & Trends
40% Search Search Advertising is Far More Cost Effective Search Advertising is cheap and effective vs. other ad methods Source: Piper Jeffery & Co.
Search Now the Largest Share of Online Ads % Online Advertising Revenue Growth of Search: Marketers are voting with their dollars Other Rich Media Sponsorships
Search now the most dominant form of online advertising
Benefits of AdWords: High ROI Sample Budget A business may receive substantially more than one thousand clicks, since AdWords discounts the price of each click, but for this example, we’ll assume they get exactly one thousand clicks for their budget. If 10% of these clicks convert into sales, this would produce 100 sales. If the average sale amount is one hundred dollars, the initial one thousand dollar investment will have returned ten thousand dollars in sales.
Basic Features of AdWords Cost-per-click pricing Ad impressions & click-through rates Language & location targeting
Basic Definition: CPC CPC: cost-per-click
Click:The action a user takes to select your ad and be taken to your website.
Google charges the advertiser when a user clicks on your ad
A sample AdWords ad The Destination Website
Basic Definition: CTR Clicks Impressions = CTR (expressed as %) CTR: clickthrough rate Impression:The appearance of your ad on Google or one of our partner sites
CTR Examples 20 clicks 1000 impressions Example Advertiser A: = 0.02 = 2% 3 clicks 100 impressions Example Advertiser B: = 0.03 = 3% CTR is how Google measures relevance
Benefits of AdWords – Location & Language Targeting Targeting options:you can target ads by location and language
Regional/Local, Country, Global & Customized Targeting
Roughly 40 different language targeting options to choose from
Region/City Targeting Examples When should you use regional targeting? Example: you have local flower shops in the San Francisco Bay Area Example: you run a restaurant in Chicago
Country Targeting When should you use country targeting?
Use if you have national or global customers
Example:you ship to the U.S. only. Target your campaign to the U.S.
If you have a global business, give your campaigns global exposure Example:If you sell DVDs and have worldwide distribution, you should target your campaign to all countries Global Targeting
Customized Targeting Use Customized Targeting to target highly specific areas For example, to reach customers located in an area that cannot be targeted accurately using region or city targeting Example: pizza delivery service
10 Step Success Plan Evaluate the potential and likely costs, competition and set realistic goals and targets Think like a customer and come up with a big list of Keywords/Key phrases break down your keywords into small, tightly focused clusters (Ad groups) and match to highly relevant Ads Brainstorm Ads Choose or create landing pages that match keywords/ groups / Ad Set up a tracking system Split-test Ads, refine constantly – apply lessons learned (not just to the Web) Delete keywords that don’t perform / recreate with new Ad before forgetting Keep brainstorming new keywords Keep monitoring your conversation rates at every stage – including repeat Visitors – keep improving – have I mentioned ROI yet? (Perrymarshall.com - contains a wealth of PPC information)
SMM: Social Media Marketing Why How Where The 4 Cs
HOW can I fit more into my day? With the right tools… your just making notes! Ping.fm: visit 1 website to update social networks of your choice including Twitter, Myspace, Linkedin, etc. Tweetlater: schedule your tweets Social Oomph: schedule your tweets & social media monitoring via email.
WHY Social Media Marketing? High search engine rankings Connect with customers & separate yourself from the competition (engagement). Improve your website: Add urgency & “now” with daily specials, upcoming events, etc. Get found by Social Media Searchers EASY! Most of this stuff can be done from your phone. FREE!
Social Media Strategy Relevant Search Google Search Local Search When was the last time you got out a phone book? New customers are searching for you and don’t know it! Wordpress, Youtube videos & Linkedin get preferred treatment in Google! Twitter Facebook LinkedIN Youtube Etc. Give your regular customers reasons to keep you front of mind! Today’s specials are… CRM “Regulars” Twitter & Youtube are “location based” Improved website! CRM New Customers Widgets display your Twitter “tweets” on your website’s homepage! Embed Youtube videos right on your site or blog! Separate your biz from the competition! Tell your story in your words (video)!
SMM Spike: Blog stats example
SMM Spike: Tagging
4 Cs to successful SMM Commit: Expect to keep this up for a long time! KEY: Make it part of your routine! Communicate: 2 ways, don’t just broadcast interact! Concise: keep it short & sweet! Move discussions to email or phone. Consistent: regular updates work best! Once a day (up to 4 times?) for Twitter & Facebook, Update blogs once a week.