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

SEO, PPC & Analytics:
How To Drive Traffic To Your Website and Measure Results
Monica Wright
Director of Search Marketing
Hall Internet Marketing

12 years in business
Locally-owned
Design, development, content, search, user conversion and tools
Twitter @Hall_Web
About Hall Internet Marketing

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

Source: royalpingdom.com, Feb. 2010

Why Search? Source: Enquiro 86%

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.

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

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.

What is search marketing?

Google Says: Make pages for users, not engines

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

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

What about my LOCAL customers?

Linking Signals to Search Engines
Global Popularity, & “ TrustRank ”
Local/Topic-Specific Popularity
Link Anchor Text
Link “Neighborhood”
Social Media

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

Contextual Ads

Place for tough-to-rank-for keywords

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 } }

Creating Ads
Write clear, non-gimmicky copy (keep that for Facebook ads!)
Include your keywords
Use calls to action
Test, test, test

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…

Landing Page Testing Source: internetmarketing.com

Geo-targeting
Countries
States, Regions
Metropolitan areas
City/DMA
Custom areas

Ad Scheduling

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

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

Google Analytics
Need a Google account
Tracking code goes on your page
Custom Reports
Ties into Adwords

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

Referral Traffic

Content

Geography

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

Custom Segments See a report with practically any metric compared to practically any dimension

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?

Your customers have value
ROI: What does it MEAN?

ROI: Where are your customers coming from?

ROI: What is your Conversion Rate?

It’s all about visibility

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!

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

by Hall Internet Marketing

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