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Search Engine Optimization& Online Marketing<br />Recommendations for Berkshire Grain<br />Joe Wallace<br />10/12/2009<br />
Agenda<br /><ul><li>Overview
Organic Search Engine Optimization
Code Optimization
Content Optimization
Link Optimization
Search Engine Advertising Optimization
Campaign Optimization
Landing Page Optimization
Summary
Recommendations
Next Steps</li></li></ul><li>Organic Search Engine Optimization<br />Search Engine Advertising<br />
Overview<br /><ul><li>Organic Search Engine Optimization</li></ul>Improving search engine rankings for targeted keywords (...
Overview<br />Search Engine Marketing is…<br /><ul><li>Targeted exclusively to desired audience
Measurable and verifiable
Relatively low-cost compared to other campaigns
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SEO Overview for Berkshire Grains

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Transcript of "SEO Overview for Berkshire Grains"

  1. 1. Search Engine Optimization& Online Marketing<br />Recommendations for Berkshire Grain<br />Joe Wallace<br />10/12/2009<br />
  2. 2. Agenda<br /><ul><li>Overview
  3. 3. Organic Search Engine Optimization
  4. 4. Code Optimization
  5. 5. Content Optimization
  6. 6. Link Optimization
  7. 7. Search Engine Advertising Optimization
  8. 8. Campaign Optimization
  9. 9. Landing Page Optimization
  10. 10. Summary
  11. 11. Recommendations
  12. 12. Next Steps</li></li></ul><li>Organic Search Engine Optimization<br />Search Engine Advertising<br />
  13. 13. Overview<br /><ul><li>Organic Search Engine Optimization</li></ul>Improving search engine rankings for targeted keywords (key phrases) on organic (unpaid) listings<br /><ul><li>Search Engine Advertising Optimization</li></ul>Improving leads, reducing costs-per-click, and improving conversion rates for paid keyword advertisements on search engine advertising platforms (Google AdWords, Yahoo Search Marketing, Microsoft AdCenter, etc.)<br />
  14. 14. Overview<br />Search Engine Marketing is…<br /><ul><li>Targeted exclusively to desired audience
  15. 15. Measurable and verifiable
  16. 16. Relatively low-cost compared to other campaigns
  17. 17. The best for branding (Largest reach for cost)
  18. 18. Able to be improved at any time
  19. 19. Proven to be both effective and cost-effective</li></ul>For these reasons, SEM is the best form of marketing.<br />
  20. 20. Organic SEO<br />Code Optimization<br /><ul><li>Keywords </li></ul>(organic vs. advertised)<br /><ul><li>Meta Tags & Header Tags
  21. 21. Architecture
  22. 22. Page Layout
  23. 23. Linking Strategies
  24. 24. Competitive Analysis</li></ul>Organic SEO is a Holistic Process Involving Every Aspect of Your Site<br />Tip:<br />Website redesigns greatly improve search engine rankings. Content updates and new sections help too.<br />
  25. 25. Organic SEO<br />Content Optimization<br /><ul><li>Keyword Focus: Page-based, Site-based
  26. 26. Keyword Density
  27. 27. Architecture
  28. 28. Linking Strategies: Internal & External
  29. 29. Competitive Analysis</li></ul>Key Point: It is important to allow somebody trained in SEO to optimize your content to ensure the entire site is as effective as it can be.<br />“Content is King”<br />Google<br />
  30. 30. Organic SEO<br />Link Optimization<br /><ul><li>Internal Linking Strategy
  31. 31. Incorporates architecture and content
  32. 32. Use of anchor text and headers help
  33. 33. Best practices provide best results
  34. 34. External Linking Strategy
  35. 35. Online public relations
  36. 36. Viral campaigns
  37. 37. Social media</li></ul>External linking strategies take time and effort. They can be looked at like online public relations. <br />
  38. 38. Search Engine Advertising<br /><ul><li>Pay for traffic based on search query
  39. 39. Search Engine / Search Network / Content Network
  40. 40. Broad, phrase, or exact keyword searches
  41. 41. Campaign organization and keyword focus
  42. 42. Geographic targeting
  43. 43. A/B testing
  44. 44. Landing page optimization
  45. 45. Analysis & Optimization($)</li></ul>Advertising Platforms Include<br /><ul><li>Google AdWords
  46. 46. Yahoo Search Marketing
  47. 47. Microsoft AdCenter</li></ul>Banner Ads Worth Considering<br />
  48. 48. Search Engine Advertising<br />Landing Page Optimization<br /><ul><li>Landing page purpose: Quick, fast, exact info based on search / keyword
  49. 49. Call to action
  50. 50. Up-sell, promo codes
  51. 51. A/B testing
  52. 52. Click pattern analysis
  53. 53. Analysis & Optimization($)</li></li></ul><li>Summary<br />Organic Search Engine Optimization<br /><ul><li>Code, Content, Linking Strategies
  54. 54. Ongoing Content Updates & Linking Strategies</li></ul>Search Engine Advertising<br /><ul><li>Campaign Setup, Geographic Targeting, Budgeting
  55. 55. Landing Page Optimization</li></ul>Organic & Advertising Analysis & Optimization<br />Ongoing Content, Links, & Advertising Optimization<br />Reports & Recommendations<br />
  56. 56. Next Steps<br />Keyword Selection Process<br /><ul><li>Choose one keyword to describe your company
  57. 57. Choose two more for the core of your business
  58. 58. Any other keywords should be descriptive of your most important (profitable) products or services
  59. 59. Prioritize based on profit (and results, once data is obtained for analysis)
  60. 60. Important not to choose too many keywords
  61. 61. Organic vs. advertised keywords</li></li></ul><li>Next Steps<br />Advertising Selection Process<br /><ul><li>Google AdWords: Best overall solution.
  62. 62. Most traffic, best targeting, best reporting platform.
  63. 63. Best results but it costs more per click.
  64. 64. Yahoo Search Marketing: Quickly becoming 3rd</li></ul>place by platform capabilities as well as traffic.<br /><ul><li>Microsoft AdCenter: 2nd best platform, but poor </li></ul>historical performance; traffic increasing.<br />
  65. 65. Next Steps<br />Site Development & Google Sites Limitations<br /><ul><li>Google Sites limits SEO capabilities because of its Content Management System (CMS). Meta tags cannot be added (only basic meta tags available). Site architecture, layout, and linking structure suffer and cannot be optimized.
  66. 66. Most SEO techniques – particularly the most effective ones – cannot be used with Google Sites.
  67. 67. If Google Sites must be used, the most beneficial work would be content optimization, linking strategies, and advertising.</li></li></ul><li>Next Steps<br />Organic<br />One-Time SEO Services<br />One-time analysis, optimization, and recommendations for future self-optimization<br />1<br />Ongoing<br />Ongoing SEO Services<br />More complete services – plus link building campaigns and ongoing analysis, reports, and optimization based on results data<br />2<br />Advertising<br />+ Cost of Advertising<br />Ongoing SEO & Advertising Services<br />More complete services – plus link building campaigns, advertising optimization, and ongoing analysis, reports, and optimization based on results data<br />3<br />Website<br />Ongoing SEO, Advertising, & Website<br />Comprehensive SEM services including analysis, organic and ad optimization, website redesign, ongoing analysis, and reporting<br />4<br />
  68. 68. Organic<br /><ul><li>Keyword research
  69. 69. Competitive analysis
  70. 70. Baseline reporting
  71. 71. Metatag development
  72. 72. Content optimization
  73. 73. On-site link optimization
  74. 74. Search engine and directory submittal
  75. 75. Online publication research
  76. 76. Link strategy development</li></ul>Ongoing<br /><ul><li>Org: Online publication outreach
  77. 77. Org: Link strategy content development and publication
  78. 78. Org: Reporting, analysis, and optimization
  79. 79. Ads: Click path analysis and optimization
  80. 80. Ads: A/B testing for ads and landing pages
  81. 81. Ads: Budget optimization</li></ul>Advertising<br /><ul><li>Current campaign analysis
  82. 82. Keyword cost research and selection
  83. 83. Campaign development
  84. 84. Advertisement development and A/B testing setup
  85. 85. Budget optimization
  86. 86. Landing page development and A/B testing setup</li></ul>Website<br /><ul><li>Website redesign
  87. 87. Recipe page development
  88. 88. Architecture and webpage layout optimization
  89. 89. HTML email template design
  90. 90. And many of the missing items from the Organic section that cannot be done via Google Sites</li>
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