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Integrating Seo Usability & Internet Marketing For Results Web 2.0 San Francisco
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Integrating Seo Usability & Internet Marketing For Results Web 2.0 San Francisco

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This is the presentation I delivered to a room of around 500 attendees at Web 2.0 SF April 2008 titled "Integrating SEO, Usability & Internet Marketing for High Performance & Results......

This is the presentation I delivered to a room of around 500 attendees at Web 2.0 SF April 2008 titled "Integrating SEO, Usability & Internet Marketing for High Performance & Results "

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  • 1. Integrating SEO, Usability & Internet Marketing for High Performance & Results Web 2.0 2008 San Francisco, CA Presented by: Rebecca Murtagh – Chief Strategist KARNER BLUE MARKETING, LLC – Your Virtual Marketing Partner !
  • 2.
    • The success of a real-world website or web app is not determined by cool design or technology, but its inherent ability to:
    • reach target audiences (SEO)
    • resonate with users (Usability)
    • sustain the business model (conversion)
  • 3.
    • A “customer” can be defined as:
    • consumer
    • client
    • member or subscriber
    • advertiser
    • investor
    • strategic partner
    • … blogger, media, employee, vendor, etc.
  • 4. Websites, applications or experiences are often viewed as “projects” with a beginning, timeline, budget and an end. Strategy
  • 5. SEO, usability and internet marketing are often introduced upon completion. As a result, they must be retrofitted later to support visibility and promotion to target audiences. This is not only counter-intuitive, but counter productive. Strategy
  • 6.
    • Every aspect of the prospect-to-user experience must be optimized with intent.
    • website architecture
    • user interface/experience
    • content
    • meta data
    • assets
    • media & publicity
    • internet marketing
    Strategy
  • 7. Viral marketing, search engine optimization and promotion are more effective, cost efficient, timely and supportive of conversion when integrated from conception, throughout the life of the mission. …especially in the Web 2.0 climate, where all aspects change continuously. Strategy
  • 8. A great idea cannot survive on vision alone. Customers must love it. It must impact the bottom line or it was just another great idea. Strategy
  • 9.
    • Search Engine Optimization (SEO)
    • Usability
    • Internet Marketing are critical to the success of any website or 2.0 initiative.
  • 10. Search engines dominate internet activity. SEO
  • 11. Search engine optimization (SEO), Usability and Internet Marketing are critical to success of any web 2.0 initiative. SEO
  • 12. Search engine optimization (SEO), Usability and Internet Marketing are critical to success of any web 2.0 initiative. No matter who your customer is. SEO
  • 13. Search engine optimization (SEO), Usability and Internet Marketing are critical to success of any web 2.0 initiative. No matter who your customer is. No matter what space you are in. SEO
  • 14.
    • There is no right or wrong way to approach Search engine optimization (SEO)…it is a matter of goals, proven methodology and tenacity .
    • Black hat
    • White hat
    • SEO for the REAL WORLD
    SEO
  • 15. How to you get in front of your audience if you don’t yet have a million users? Search Engine Optimize! WARNING: Optimization is far more than meta data. SEO
  • 16. If data is the “intel inside” you want to optimize all public data to be searchable. EVERY online extension must be “searchable” therefore search engine friendly. Optimization of websites, social media, press releases, blogs and articles are vital and powerful…when done correctly. SEO
  • 17. Emerging technology will make EVERY type of internet asset searchable. Those that successfully harness this opportunity will dominate their competitors. SEO
  • 18.  
  • 19.  
  • 20.  
  • 21.  
  • 22.  
  • 23. Put yourself in the path of audiences your “offer” resonates with most for the best traction, conversion and ROI. SEO
  • 24. Consider the 80/20 Rule: Optimize for 80% of the market and the rest will follow. SEO
  • 25. Internet Search March 2008 Data Source: comScore
  • 26. Search Queries March 2008
  • 27. True SEO cannot be “copied”. Your business, product or service is unique, therefore your website, user experience, publicity and marketing must be as well. Search engines index and rank the entire site, not just meta data. Nothing is achieved by trying to leverage another’s success…you must build your own …You WANT to build your own. SEO
  • 28.
    • Every aspect of the prospect-to-user experience must be optimized with intent.
    • website architecture
    • user interface/experience
    • content
    • meta data
    • assets (product catalogs, video, software, etc)
    • media & publicity
    • internet marketing
    SEO
  • 29.
    • Proven SEO metholodogies include:
    • competitive research & positioning (not copying)
    • keyword research & positioning
    • ONGOING content management
    • meta data optimization
    • formatting to maximize efforts…leverage best practices for widespread success.
    • (meta data, keyword saturation, links, etc.)
    SEO
  • 30. Search Engine algorhythms change, best practices sustain these changes over time, without putting your site risk of being blacklisted and will perform best for YOUR website. SEO
  • 31.
    • Optimization is far more than meta data. True SEO incorporates:
    • company mission
    • unique value proposition (USP)
    • pre-qualification of audience SEO is about putting yourself in the path of target audiences, inspire them to click, convert them to a “customer” and deliver a quality experience.
    SEO
  • 32.
    • No rest if you want success. Successful SEO requires measurement analysis and continual optimization.
    • Website Statistics
    • Google Analytics
    • Conversion Tracking
    • Optimize, Measure & Repeat (again and again)
    SEO
  • 33. It’s not about getting a million “hits”. SEO
  • 34. It’s not about getting a million “hits”. It’s about reaching qualified prospects most likely to “buy” what you are selling organically via search. SEO
  • 35. It’s not about getting a million “hits”. It’s about reaching qualified prospects most likely to “buy” what you are selling organically via search. The more targeted your message, the better the conversion… if you are prepared to make “the sale”. SEO
  • 36. You’ve lured your audience to your website, Now what do you do?
  • 37.
    • Directly influences your ability to:
    • Give your visitors what they want…as quickly as possible.
    • Promote engagement before they “bounce”
    • empowers user to control experience
    • empowers viral marketing
    • provides clear execution of desired outcome at ALL TIMES
    • promotes conversion
    Usability
  • 38.
    • Answer every conceivable question or objection leading to the conversion.
    • (whether it be a sale, enrollment, review, etc.)
    • Focus (mission)
    • Targeting (pre-qualify)
    • Differentiation (USP)
    • Price and/or Value
    • Engagement (Usability)
    • Requirements, Specifications, Terms, etc.
    Usability
  • 39.
    • Leverage the user experience to further your mission:
    • Relationship and Affinity
    • Viral Marketing
    • Sales and Promotion partner/affiliate/reseller, etc.)
    • CONVERSION!
    Usability
  • 40. A conversion is an acceptance of an offer. Conversion
  • 41.
    • 2 requirements for Conversion:
    • a clear offer
    • a prospect likely to accept the offer
    Conversion
  • 42. How will you make “the sale”? “ Customer is king” more than ever in Web 2.0 Your mission is to meeting the immediate and long-term needs of your audience. Websites remain the primary vehicle for reaching and serving the customer. Conversion
  • 43.
    • Convey deliberately throughout:
    • website architecture
    • user interface/experience
    • content
    • meta data
    • assets
    • media & publicity
    • internet marketing
    Conversion
  • 44. Conversion is all about improving your performance. Measurement is key to measuring and improving over time. Conversion
  • 45. Questions? Email: info@karnerbluemarketing.com Conversion
  • 46. Thank You It has been a pleasure being here with you today! Rebecca Murtagh KARNER BLUE MARKETING LLC Your Virtual Marketing Partner ! For a Copy of this presentation Simply give me your business card.