SEO, PPC & Analytics: How to Drive Traffic to Your Website and Measure Results

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SEO and PPC are two terms that are used a lot with regards to internet marketing, but how can you make them work for your website? In this discussion, we'll cover exactly what "search engine …

SEO and PPC are two terms that are used a lot with regards to internet marketing, but how can you make them work for your website? In this discussion, we'll cover exactly what "search engine optimization" means and a few things you can do to your site to potentially increase your search rankings; what "pay-per-click" advertising is and getting started with Google AdWords; and how to use Google Analytics to see what your visitors are doing when they get to your site.

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  • 1.
    • SEO, PPC & Analytics:
    • How To Drive Traffic To Your Website and Measure Results
    • Monica Wright
    • Director of Search Marketing
    • Hall Internet Marketing
  • 2.
    • 12 years in business
    • Locally-owned
    • Design, development, content, search, user conversion and tools
    • Twitter @Hall_Web
    About Hall Internet Marketing
  • 3. What You’ll Learn Today
    • Why and what is search marketing?
    • Defining SEO, PPC and what it means
    • The impact of local search
    • What you can do with analytics
  • 4.
    • Source: royalpingdom.com, Feb. 2010
  • 5. Why Search? Source: Enquiro 86%
  • 6. Why Search?
    • Brand Visibility:
      • PPC ads as well as organic results are marketing message opportunities.
    • Sales/Customer Acquisition:
      • Be seen when prospects are looking for your type of product/service. Then take them to landing page.
    • Targeted Lead Generation:
      • Promote case studies, webinars, product announcements, etc.
    • Reputation Management:
      • Push down negative search results.
  • 7. Integrates with other marketing
      • Site optimization
      • Direct Mail
      • White papers
      • Articles
      • Print advertising
      • Blog posts
      • Press releases (News)
      • Videos
      • Images
      • Events
      • Social media
    Incorporate target keywords across all marketing channels
  • 8. What is search marketing?
    • Some traffic you pay for:
      • Pay-per-click ad campaigns: you build your campaigns around a monthly ad budget
    • “ Organic” you pay for, just not strictly with an ad budget … it’s time :
      • Creating and maintaining content to give search engines and users a reason to visit
      • Understanding how users find you through their own natural search behavior
      • Growing your network of inbound links to increase traffic and demonstrate to search engines that you’ re legit.
  • 9.  
  • 10.  
  • 11. What is search marketing?
  • 12.  
  • 13. Google Says: Make pages for users, not engines
  • 14.  
  • 15. ACCESSIBILITY Unique Content • Internal Link Architecture • URL Structure • Search Bot Accessibility Navigation and Site Hierarchy • Site Maps • Server Response Codes LINK BUILDING Outreach Programs Creating Link-Worthy Content KEYWORDS On-Page Targeting: URL ’s Title Tag, Headlines, Text, Anchor Text
  • 16. ACCESSIBILITY Unique Content • Internal Link Architecture • URL Structure • Search Bot Accessibility Navigation and Site Hierarchy • Site Maps • Server Response Codes LINK BUILDING Outreach Programs Creating Link-Worthy Content Content Strategy Analytics KEYWORDS On-Page Targeting: URL ’s Title Tag, Headlines, Text, Anchor Text
  • 17. What about my LOCAL customers?
  • 18.  
  • 19.  
  • 20.  
  • 21.  
  • 22.  
  • 23.  
  • 24.  
  • 25. Linking Signals to Search Engines
    • Global Popularity, & “ TrustRank ”
    • Local/Topic-Specific Popularity
    • Link Anchor Text
    • Link “Neighborhood”
    • Social Media
  • 26. Link Building Ideas
    • Directories
    • Get your customers to link to you
    • Blogging & guest blogging
    • Article writing
    • Create content that encourages sharing
    • Check out your competitors
  • 27.  
  • 28.  
  • 29.  
  • 30. Contextual Ads
  • 31. Place for tough-to-rank-for keywords
  • 32. Campaign Organization
      • Group like keywords into ad groups by subject
      • Ad groups are organized into campaigns
      • Campaigns can be organized around geotargeting, product area… whatever works best for you
    Keywords Red shoes Red tennis shoes Red Nikes Red Adidas Red hiking shoes Red running shoes Ad Groups Blue Shoes Green Shoes Red Shoes White Shoes Black Shoes Silver Shoes Campaigns Boots Socks Shoes } }
  • 33. Creating Ads
      • Write clear, non-gimmicky copy (keep that for Facebook ads!)
      • Include your keywords
      • Use calls to action
      • Test, test, test
  • 34. Landing Pages
      • Where are your users in the conversion cycle?
      • Get them close to the action you want them to complete
      • Give them what they want
      • Test: A/B, Multivariate…
  • 35. Landing Page Testing Source: internetmarketing.com
  • 36. Geo-targeting
    • Countries
    • States, Regions
    • Metropolitan areas
    • City/DMA
    • Custom areas
  • 37. Ad Scheduling
  • 38.  
  • 39.  
  • 40. Your Audience
    • Who is coming to your site
    • When they got there
    • How they got there
    • Where they went when they got there
    • What action (if any) they take
    • Why? You'll need to infer
  • 41. What Analytics Won’t Do
    • Doesn't make you perform better in search
    • Doesn't fix all your problems
    • Doesn't answer your questions for you
    • Doesn't give you one true answer
  • 42. Google Analytics
    • Need a Google account
    • Tracking code goes on your page
    • Custom Reports
    • Ties into Adwords
  • 43.
    • Allows us to see:
    • Impact of email marketing
    • Paid versus organic search traffic
    • Best performing keywords
    • Best performing referral sites (press, blog write-ups, social media efforts)
    Google Analytics
  • 44. Referral Traffic
  • 45. Content
  • 46. Geography
  • 47. Photo: http://www.flickr.com/photos/29550316@N07/2790170831
    • Fill out a contact form
    • Sign up for newsletter
    • View a demo
    • Download a whitepaper
    • Buy something
    Goals
  • 48. Custom Segments See a report with practically any metric compared to practically any dimension
  • 49. What does it MEAN?
    • Why are people leaving?
    • Ecommerce –
    • Are people afraid to commit?
    • Web forms –
    • Are you asking too much info?
    • Referrals – Where are people coming from? Twitter, LinkedIn...
    • Now what?
  • 50.
    • Your customers have value
    ROI: What does it MEAN?
  • 51. ROI: Where are your customers coming from?
  • 52. ROI: What is your Conversion Rate?
  • 53. ROI: What is your Conversion Rate?
  • 54. It’s all about visibility
  • 55.  
  • 56.
    • Blog - http://www.hallme.com/blog
    • Webinars every week: http ://www.hallme.com/search-marketing-webinars.php
    • Follow us on Twitter: @hall_web
    • @monicawright
    Thank You!