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    Assc Forum SEO preso Assc Forum SEO preso Presentation Transcript

    • Web Strategies That Really Work: Leveraging SEO & Social Reach February 17, 2010 Presented to: The Association Forum of Chicagoland 1
    • Kelly Cutler: Marcel Media Kelly Cutler, CEO and Co-Founder of Marcel Media • 12 years of internet and marketing experience • Certified Google AdWords Professional • Young Entrepreneurs Organization (EO) Member • Chicago Internet Marketing Association (CIMA) Member • Search Engine Marketing Professionals (SEMPO) Member 2
    • If people can’t find your association online… 3
    • You’re missing out on important opportunities. 4
    • 5
    • Here’s the Key: Create a Strategy for Your Needs Search Engine Optimization Social Media Marketing 6
    • Let’s Take a Closer Look Search Engine Optimization (SEO)… 7
    • SEO: Here’s the Big Picture… SEO is not about having the magic touch… there’s no fairy dust involved 8
    • SEO is about usability, authority and creating compelling website content 9
    • SEO Breakdown: Optimization Onpage Offpage 10
    • Search Engine Optimization SEO is the process of improving the volume or quality of traffic to a website from search engines via "natural" or “organic” search results. Onpage SEO • Optimization that deals with a website’s specific pages and structure (navigation, tagging, content optimization, etc.) Offpage SEO • Optimization done outside of a website (syndication, social sites, strategic linking, etc.) Usability • Usability is an extremely important website element that aids user experience, maximizes conversions, and minimizes bounce rate. 11
    • Tools the Pros Use Be data-driven - figure out what’s working… and what’s not. 12
    • Tools Google Analytics • http://www.google.com/analytics/index.html Google Keyword Tool • http://www.google.com/sktool/# Compete.com • http://compete.com/ Website Grader • http://websitegrader.com/ Google Insights for Search • http://www.google.com/insights/search/# 13
    • Google Analytics: Tying Everything Together • Optimize paid search campaigns • Track Key Performance Indicators (KPIs) • Improve website navigation and usability • Daily, weekly, and monthly reporting capabilities • Utilize funnels and filters to streamline conversion paths 14
    • Tracking & Analysis: Key Performance Indicators Pages per Visit • Average number of pages viewed during a visit to your site - repeated views of a single page are counted Average Time on Site • Average duration of a visit to your site Percent New Visits • Percentage of visits by people who had never visited your site before Bounce Rate: • Percentage of single-page visits (i.e. visits in which the person left your site from the entrance page). Over 60% is below is standard. 40%-60% is ideal. Below 40% is optimal. 15
    • Tools: Website Grader Run an analysis of your website and compare your site with competing associations’ sites http://website.grader.com/ 16
    • Tools: Google Insights for Search Google Insights: Provides trending forecasts for keyword searches. http://www.google.com/insights/search/# 17
    • Writing Content for the Web: Tips for Success Do your research • Find the terms your audience is likely to use. Be Specific • Content should be written for a specific purpose and should be focused on one subject. o Multiple topics should be broken out into separate pages, 250-500 words are best. Use Keywords • Build your page around the top 2 or 3 ideal search phrases. o The average search term is 3 words long, so use longer phrases and alternate keywords or use synonyms. 18
    • Press Release Optimization: Tips for Success Write for your audience • Have a clear message Research terms and use strategic keyword placement • Use Google’s keyword tool and incorporate search terms into the headline and lead paragraph Incorporate Links • Add links intended to help people find related content Use Social Tools • Generate buzz among online communities/groups/networks Create a Distribution Strategy • Use news wires such as Business Wire and PRWeb, then publish press releases on your own website to maximize SEO efforts 19
    • Social Media for Associations 20
    • Social Media Marketing is an Opportunity Strategy • Promote user-generated content • Create a platform for feedback • Start conversations • Create urgency around events/promotions • Create informal social environment for association members Benefits • Boosting SEO • Maximized community growth • Consistent communication • Addressing the demands of your online users/members 21
    • The Value of Social Media Through social media, associations are able to actively and consistently target their members. Social Media Advantages: • Engagement: a step beyond search • Increasing online visibility • SEO (search engine optimization) • Promoting new products and services • Finding new trends within the specific verticals (what members want) • Increasing association and “brand” awareness • Maintaining a competitive edge 22
    • Ohio Education Association (OEA) Example The Ohio Education Association (OEA) put out a memo in Fall of 2008 strongly advising teachers to completely and totally avoid social networking sites. They have since revised their protocol and created a professional standard for social networking Currently OEA has Twitter and Flickr profiles: Source: http://www.ohea.org 23
    • The Solution Don’t ignore the conversation, join it and stay in front of it! *Send your employees a “Getting Started with Social Media” guide, this sets the stage for success. *Create a process for handling feedback (both positive and negative). 24
    • Summary & Marcel Media Tips Optimization Tips • Utilize tools/resources that gauge online performance. • Determine what a conversion means to your site. o Is it a form completion, a newsletter sign-up, etc…? • Examine website usability. o How easily can members or prospective members find important information? • Join the online conversation, if you haven’t already. • Create a Social Media policy for professional networking and interaction. o Don’t forget about the importance of privacy settings. 25
    • Thank you! Questions? Kelly Cutler 312.280.1974 kelly@marcelmedia.com Jim Grillo 630.916.8000 ext. 3 jim@hereschicago.com Prepared by Marcel Media www.marcelmedia.com CONFIDENTIAL. This document is for The Association Forum of Chicagoland. 445 West Erie t. 312.255.8044 All material and information herein is not to be reproduced, disseminated, or Suite 211 f. 866.643.7506 used in any other way without express consent of Marcel Media. Chicago, Illinois 60654