Web Strategies That Really Work:
Leveraging SEO & Social Reach
February 17, 2010
Presented to: The Association Forum of Chicagoland
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
If people can’t find your association online…
You’re missing out on important opportunities. 4
Here’s the Key: Create a Strategy for Your Needs
Search Engine Optimization
Social Media Marketing
Let’s Take a Closer Look
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
SEO Breakdown: Optimization
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
• Optimization that deals with a website’s specific pages and
structure (navigation, tagging, content optimization, etc.)
• Optimization done outside of a website (syndication, social
sites, strategic linking, etc.)
• Usability is an extremely important website element that aids
user experience, maximizes conversions, and minimizes
Tools the Pros Use
Be data-driven - figure out what’s working…
and what’s not.
Google Keyword Tool
Google Insights for Search
Google Analytics: Tying Everything Together
• Optimize paid search
• Track Key Performance
• Improve website navigation
• Daily, weekly, and monthly
• Utilize funnels and filters to
streamline conversion paths
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
• 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.
Tools: Website Grader
Run an analysis of
your website and
compare your site
Tools: Google Insights for Search
Google Insights: Provides trending forecasts for keyword searches.
Writing Content for the Web: Tips for Success
Do your research
• Find the terms your audience is likely to use.
• 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.
• 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.
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
• 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
Social Media for Associations
Social Media Marketing is an Opportunity
• Promote user-generated content
• Create a platform for feedback
• Start conversations
• Create urgency around events/promotions
• Create informal social environment for association members
• Boosting SEO
• Maximized community growth
• Consistent communication
• Addressing the demands of your online users/members
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
• Increasing association and “brand” awareness
• Maintaining a competitive edge
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
Currently OEA has
Twitter and Flickr
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
Summary & Marcel Media 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
• Join the online conversation, if you haven’t already.
• Create a Social Media policy for professional networking and
o Don’t forget about the importance of privacy settings.
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Prepared by Marcel Media www.marcelmedia.com
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