SEO and Online Marketing
The New Rules For Business
2
Topics
 How do your business objectives relate to those of
the Search Engines?
 How to tell if your website has been p...
3
Your Online Marketing Objectives
In a nutshell:
 Drive more prospects to your website
 Convert a higher percentage of ...
4
Your Online Marketing Objectives
5
Actualizing Your Objectives
 More prospects to your website
– Better search ranking for strategic keywords
– More refer...
6
Actualizing Your Objectives
 Higher percentage of website visitors
converting into leads
– Improve website user experie...
7
Actualizing Your Objectives
 Higher percentage of leads converting into
sales
– Compelling use cases / business justifi...
8
9
6,332
10,625
14,413 15,723
19,443
26,145
31,221
37,453
4,160
5,788
6,714
7,167
8,793
10,386
12,465
13,125
$0
$10,000
$20...
10
In a nutshell:
 More advertisers
 More people clicking on ads
 Charge a higher CPC
Google’s Business Objectives
11
 Satisfy two stakeholders:
 Search users
– Provide the most “relevant” results
 Investors
– Generate more revenue fr...
12
What Search Engines Do
13
Website Content
Inbound Links
User Behavior
Ranking Factors Techniques
Keyword quantity / placement
Web 2.0, “brute for...
Trends...
14
15
Evolution of the SERP
(2009 model)
16
(2012 model)
17
(2014 model)
18
 Reciprocal links
 Link wheels
 Blog networks
 Article repositories
 Blog comments
 Auto-blogs
 Spun content
SEO...
19
Payday Loan
Hummingbird
Panda
Penguin
Venice
Caffeine
Vince
Dewey
Buffy
Big Daddy
Jagger
Gilligan
Bourbon . . .
2013
20...
20
Big brands favored vs. specialists
21
 Logged-in?
 Previous Search behavior
 Location
 Platform / browser
Personalized search results
22
 Phones & Tablets represent a
growing share of search and
browsing platforms
– 25% of Americans only access the Intern...
 Mobile-Ready:
– Mobile = now 28% of website visits, + 67% Y/Y
– Examples:
– http://www.getskeleton.com/
– http://electri...
24
Responsive Website Design
25
How
would you
like to
complete
this form
on your
smart
phone to
request
info on a
graduate
degree
program?
26
 Website audit
– Technical / Structure / Content
– Link profile
– Reputation profile
 Keyword research & page assignm...
27
 An effective website is a “portal” for its visitors
– Increase conversions and engagement offsets drop in
pages/visit...
28
The value of organic search rankings
29
What drives search rankings?
 Website content and structure
 Usage and placement of keywords
 Inbound links
 Social...
30
Social Engagement & Content
 Your website is your marketing hub.
 Social engagement drives website traffic and
conver...
31
Content Strategy
 All assets should be based on:
– Thought leadership for execs
– Demos, case studies and 3rd party va...
32
Content assets that work
 Blog posts
 Webinars – live and on-demand
 E-books
 White papers
 Video
 Case studies a...
33
 YMYL – Your Money or Your Life
– Potential impact on future health, wealth or happiness of users
 Financial info
 M...
34
 Press releases generate in-bound links
– But don’t boost search rankings like before
 Website Content – crisp, engag...
 Traffic
 This: instead of This:
 site:www.yoursite.com comes up empty
 Google Webmaster Tools
35
How to tell if your ...
36
Penalty or Algorithm Change?
37
Penalty or Algorithm Change?
38
Establish a marketing rhythm
39
Pay-Per-Click Advertising
 AdWords, Bing, Facebook, LinkedIn
 Challenges:
– Complex management platforms
– High cost ...
40
The Pitch
41
Run an
ad
42
Why?
43
How?
44
The
details
45
Give it a
go
 Two real-life Do-It-Yourself examples:
– Keyword Soup
– The Hallmark Shuffle
How to Lose Money on Pay-Per-Click
47
 Regional pest exterminator
 Average spend of $8,000 per month on
Google AdWords clicks
 AdWords account managed by ...
Before and After
Before After
% Spent on totally bogus keywords 24.7% 4.1%
48
 About $2,000 per month wasted on totally
b...
Keyword Soup Examples
 ants in my pants game
 how do ants move on those tiny legs
 alvin and the chipmunks
 swot analy...
More Keyword Soup Examples
 mortar and pestle
 powerpoint terminates suddenly
 where can I buy german roach
 how to ge...
Even More Keyword Soup
 do squirrels sleep
 what is the name for a female raccoon
 worlds biggest rat
 pictures of bed...
But it gets worse…
Before After
Click-Through-Rate 1.03% 3.55%
52
 Poor keyword choices lowers CTR
 Lower CTR reduces yo...
 The Backstory:
– B2B client provides Internet “plumbing”
– A competitor exits the business (later acquired)
– Client run...
54
55
56
imageneshermosas.com
57
estuimagen.com
58
 Adwords, Bing and LinkedIn PPC can attract
highly targeted traffic BUT platforms are tricky
– Competition is fierce, ...
Business development challenge
59
• Find the
good ones
• Close the
hot ones
• Tell the
story
• Craft the
message
Content M...
 Marketing Says:
– Sales isn’t following up on the leads we give them
– Sales won’t provide feedback on lead quality
– Ho...
61
 Manages the lead-to-sale process
 Complementary to CRM
 One-to-One marketing on a large scale
Marketing Automation ...
62
Source:
Gartner, Inc.
Gartner Magic Quadrant
63
 Web analytics at the individual level
 Business database integration
 Lead scoring
 List segmentation
 Drip email...
64
Price – Functionality / Scale
$$
Functionality / Scale
65
Hans Riemer
hjr@market-vantage.com
978-482-0131
Upcoming SlideShare
Loading in …5
×

SEO and Online Marketing - The New Rules for Business

361 views

Published on

Getting found on the Web used to be easy. You'd put up a website, fill it with keyword-rich content, cajole a few links out of your friends and partners, and there you were. SEO (Search Engine Optimization) was a relatively easy and profitable exercise.

Those days are over. Online marketing is now more important than ever, and the rules have changed. The old tricks not only don't work, they can be worse than doing nothing.

Today, the total number of active websites worldwide is approaching 1 Billion. That’s websites, not pages. The odds are against you and getting worse, and not just because of the numbers. Search engines have been sending free customers to your website for years, and they’re not going to give it away anymore.

In SEO and Online Marketing, we're going to take a look at this rapidly evolving landscape. You'll learn what's happening, why it's happening, and what your business needs to do now to compete and win.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
361
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

SEO and Online Marketing - The New Rules for Business

  1. 1. SEO and Online Marketing The New Rules For Business
  2. 2. 2 Topics  How do your business objectives relate to those of the Search Engines?  How to tell if your website has been penalized by Google  Converting more website visitors into leads  The overlap between SEO and PR  Strategies and pitfalls in Pay-Per-Click advertising, including some amusing case studies  The role of Marketing Automation in your business
  3. 3. 3 Your Online Marketing Objectives In a nutshell:  Drive more prospects to your website  Convert a higher percentage of website visitors into leads  Convert a higher percentage of leads into sales
  4. 4. 4 Your Online Marketing Objectives
  5. 5. 5 Actualizing Your Objectives  More prospects to your website – Better search ranking for strategic keywords – More referral traffic from other sites – Efficient on-line advertising / low CPC – Fewer “missed opportunities”
  6. 6. 6 Actualizing Your Objectives  Higher percentage of website visitors converting into leads – Improve website user experience – Attractive offers geared to the right audience – Reduce “friction”
  7. 7. 7 Actualizing Your Objectives  Higher percentage of leads converting into sales – Compelling use cases / business justification – Prompt follow-up – Effective lead nurturing
  8. 8. 8
  9. 9. 9 6,332 10,625 14,413 15,723 19,443 26,145 31,221 37,453 4,160 5,788 6,714 7,167 8,793 10,386 12,465 13,125 $0 $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000 2006 2007 2008 2009 2010 2011 2012 2013 Other / Motorola Display Network Google.com Yearly Revenue
  10. 10. 10 In a nutshell:  More advertisers  More people clicking on ads  Charge a higher CPC Google’s Business Objectives
  11. 11. 11  Satisfy two stakeholders:  Search users – Provide the most “relevant” results  Investors – Generate more revenue from ads  Not: “Push lots of traffic to your site so can make lots of money” Google’s Business Objectives
  12. 12. 12 What Search Engines Do
  13. 13. 13 Website Content Inbound Links User Behavior Ranking Factors Techniques Keyword quantity / placement Web 2.0, “brute force” Great content, interactive features Online Engagement & Quality Rating G+, LinkedIn, Twitter, BBB, Yelp, etc. Evolution of organic search rank
  14. 14. Trends... 14
  15. 15. 15 Evolution of the SERP (2009 model)
  16. 16. 16 (2012 model)
  17. 17. 17 (2014 model)
  18. 18. 18  Reciprocal links  Link wheels  Blog networks  Article repositories  Blog comments  Auto-blogs  Spun content SEO “tricks” make Google’s job harder
  19. 19. 19 Payday Loan Hummingbird Panda Penguin Venice Caffeine Vince Dewey Buffy Big Daddy Jagger Gilligan Bourbon . . . 2013 2012 2010 2008 2006 2004 So Google keeps tweaking
  20. 20. 20 Big brands favored vs. specialists
  21. 21. 21  Logged-in?  Previous Search behavior  Location  Platform / browser Personalized search results
  22. 22. 22  Phones & Tablets represent a growing share of search and browsing platforms – 25% of Americans only access the Internet via mobile devices (Forbes, 11/12/2013) – Mobile clicks outperform desktop clicks in terms of sales by as much as 3x (Wordstream) …and speaking of platforms…
  23. 23.  Mobile-Ready: – Mobile = now 28% of website visits, + 67% Y/Y – Examples: – http://www.getskeleton.com/ – http://electricpulp.com/ – http://www.impactdialing.com/ – http://www.salesforce.com/ Responsive website design
  24. 24. 24 Responsive Website Design
  25. 25. 25 How would you like to complete this form on your smart phone to request info on a graduate degree program?
  26. 26. 26  Website audit – Technical / Structure / Content – Link profile – Reputation profile  Keyword research & page assignments  On-page SEO – Titles, Descriptions, internal links, alt-tags, etc.  In-bound link building  Content development – website, blog  Social / market engagement A professional SEO process
  27. 27. 27  An effective website is a “portal” for its visitors – Increase conversions and engagement offsets drop in pages/visit and time-on-site – Self-service, site search, clear call-to-action, etc. – Examples:  http://www.redtailsolutions.com  http://www.freshbooks.com/  http://systemexperts.com/  https://www.surveymonkey.com/ Website best practices
  28. 28. 28 The value of organic search rankings
  29. 29. 29 What drives search rankings?  Website content and structure  Usage and placement of keywords  Inbound links  Social media engagement  Website visitor engagement
  30. 30. 30 Social Engagement & Content  Your website is your marketing hub.  Social engagement drives website traffic and conversions email
  31. 31. 31 Content Strategy  All assets should be based on: – Thought leadership for execs – Demos, case studies and 3rd party validation (e.g. testimonials) for decision makers – Tips and resources for customers
  32. 32. 32 Content assets that work  Blog posts  Webinars – live and on-demand  E-books  White papers  Video  Case studies and best practices  Presentations – Slideshare and Brainshark
  33. 33. 33  YMYL – Your Money or Your Life – Potential impact on future health, wealth or happiness of users  Financial info  Medical info  Legal info  E-A-T – Expertise / Authoritativeness / Trustworthiness – Positive vs Negative reputation  Site reviews  News articles  BBB ratings Google’s Quality Rater Guidelines Forbes.com – July 18, 2014
  34. 34. 34  Press releases generate in-bound links – But don’t boost search rankings like before  Website Content – crisp, engaging  Third-Party Web 2.0 Content / Reputation – Online industry publications – Review sites – Bloggers – Forums SEO and PR
  35. 35.  Traffic  This: instead of This:  site:www.yoursite.com comes up empty  Google Webmaster Tools 35 How to tell if your site got nuked
  36. 36. 36 Penalty or Algorithm Change?
  37. 37. 37 Penalty or Algorithm Change?
  38. 38. 38 Establish a marketing rhythm
  39. 39. 39 Pay-Per-Click Advertising  AdWords, Bing, Facebook, LinkedIn  Challenges: – Complex management platforms – High cost per click – Conversion rates  Most common failures: – Low-quality clicks – Low conversion rates
  40. 40. 40 The Pitch
  41. 41. 41 Run an ad
  42. 42. 42 Why?
  43. 43. 43 How?
  44. 44. 44 The details
  45. 45. 45 Give it a go
  46. 46.  Two real-life Do-It-Yourself examples: – Keyword Soup – The Hallmark Shuffle How to Lose Money on Pay-Per-Click
  47. 47. 47  Regional pest exterminator  Average spend of $8,000 per month on Google AdWords clicks  AdWords account managed by the business owner with help from Google until we took over in January, 2012 Keyword Soup
  48. 48. Before and After Before After % Spent on totally bogus keywords 24.7% 4.1% 48  About $2,000 per month wasted on totally bogus keywords
  49. 49. Keyword Soup Examples  ants in my pants game  how do ants move on those tiny legs  alvin and the chipmunks  swot analysis (about $8 per click!)  squirrel meat  1997 maxima power ant  bed bath and beyond 49 (Pests you didn’t know existed)
  50. 50. More Keyword Soup Examples  mortar and pestle  powerpoint terminates suddenly  where can I buy german roach  how to get taller  homeless man ant got no rent  i ant got no iphon 50 (So many needs, so little time)
  51. 51. Even More Keyword Soup  do squirrels sleep  what is the name for a female raccoon  worlds biggest rat  pictures of bedbugs  pictures of bedbug bites  are bedbugs asexual  aesop’s ants working all day long 51 (Pests for the intellectually curious)
  52. 52. But it gets worse… Before After Click-Through-Rate 1.03% 3.55% 52  Poor keyword choices lowers CTR  Lower CTR reduces your Quality Score  Reduced Quality Score increases cost per click
  53. 53.  The Backstory: – B2B client provides Internet “plumbing” – A competitor exits the business (later acquired) – Client runs ads for product name “Contendo”, offering a migration path Example #2 – The Hallmark Shuffle
  54. 54. 54
  55. 55. 55
  56. 56. 56 imageneshermosas.com
  57. 57. 57 estuimagen.com
  58. 58. 58  Adwords, Bing and LinkedIn PPC can attract highly targeted traffic BUT platforms are tricky – Competition is fierce, so clicks are expensive – Adwords default settings optimize Google’s income  Devote internal resources to develop great offers and assets to convert paid traffic into leads. Conversion is key! Online advertising recommendations
  59. 59. Business development challenge 59 • Find the good ones • Close the hot ones • Tell the story • Craft the message Content Media Marketing Automation Sales CRM
  60. 60.  Marketing Says: – Sales isn’t following up on the leads we give them – Sales won’t provide feedback on lead quality – How can I calculate the ROI of marketing programs? – I know we’re leaking prospects out of the funnel  Sales Says: – I waste a lot of time calling people who will never buy from me – Most of the “leads” I get from marketing are junk – I can’t afford to spend my time cold-calling marketing’s list, let alone record the results in the CRM! – Too many distractions, I’m struggling to focus my time on closing sales Marketing vs Sales
  61. 61. 61  Manages the lead-to-sale process  Complementary to CRM  One-to-One marketing on a large scale Marketing Automation Software
  62. 62. 62 Source: Gartner, Inc. Gartner Magic Quadrant
  63. 63. 63  Web analytics at the individual level  Business database integration  Lead scoring  List segmentation  Drip email campaigns  Create sequences via drag and drop  Create and host instrumented landing pages  CRM integration via connectors / API  Social media integration Key features to look for
  64. 64. 64 Price – Functionality / Scale $$ Functionality / Scale
  65. 65. 65 Hans Riemer hjr@market-vantage.com 978-482-0131

×