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

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 !

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)

A “customer” can be defined as:

consumer

client

member or subscriber

advertiser

investor

strategic partner

… blogger, media, employee, vendor, etc.

Websites, applications or experiences are often viewed as “projects” with a beginning, timeline, budget and an end. Strategy

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

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

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

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

Search Engine Optimization (SEO)

Usability

Internet Marketing are critical to the success of any website or 2.0 initiative.

Search engines dominate internet activity. SEO

Search engine optimization (SEO), Usability and Internet Marketing are critical to success of any web 2.0 initiative. SEO

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

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

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

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

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

Emerging technology will make EVERY type of internet asset searchable. Those that successfully harness this opportunity will dominate their competitors. SEO

Put yourself in the path of audiences your “offer” resonates with most for the best traction, conversion and ROI. SEO

Consider the 80/20 Rule: Optimize for 80% of the market and the rest will follow. SEO

Internet Search March 2008 Data Source: comScore

Search Queries March 2008

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

Every aspect of the prospect-to-user experience must be optimized with intent.

content

meta data

assets (product catalogs, video, software, etc)

media & publicity

internet marketing

SEO

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

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

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

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

It’s not about getting a million “hits”. SEO

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

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

You’ve lured your audience to your website, Now what do you do?

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

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

Leverage the user experience to further your mission:

Relationship and Affinity

Viral Marketing

Sales and Promotion partner/affiliate/reseller, etc.)

CONVERSION!

Usability

A conversion is an acceptance of an offer. Conversion

2 requirements for Conversion:

a clear offer

a prospect likely to accept the offer

Conversion

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

Convey deliberately throughout:

content

meta data

assets

media & publicity

internet marketing

Conversion

Conversion is all about improving your performance. Measurement is key to measuring and improving over time. Conversion

Questions? Email: info@karnerbluemarketing.com Conversion

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.