Understanding SEO Beyond the Technical Jargon - Travis Low, Webmarketing123


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Understanding SEO Beyond the Technical Jargon

As a marketer, it's imperative that we know the foundational principles of Search Engine Optimization and how to evaluate our own efforts. This session will provide you with the tools and knowledge required to help you understand the benefits and failures of various SEO strategies.

* Travis Low, Director, Search Operations, Webmarketing123

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  • 1) Introduction of yourself 2) Introduction of the company 3) Announce the site analysis we provide for free 4) Announce our weekly free educational webinars – Get to them to our website.
  • About Clarisonic Part of the Sonic Care family. Clarisonic is a leading innovator in sonic skin care and the creator of the Clarisonic Skin Cleansing System The Clarisonic Skin Cleansing System is the first professional-caliber sonic skin care system for healthy, younger-looking skin. It has become the cleansing standard of renowned spas, leading dermatologists and beauty retailers nationwide. Clarisonic has been acknowledged as a beauty award winner by Women’s Health magazine and by retailers QVC and Sephora.
  • Clarisonic has been a juggernaut… We’ve been managing all of their search marketing since 2008 and results have been phenomenal. 2,200% revenue growth past 2 years #60 on Inc 500 list
  • Clarisonic products are sold through distributors and prestige retailers such as Sephora, Nordstrom, Saks Fifth Avenue, Ulta, Beauty.com and SkinStore.com. Clarisonic wanted a place where they could sell their products separate from the competition. The way to do that was directly to consumers.
  • Clarisonic had a web presence. But compared to the competition, it was not well positioned. The first step was to do a web assessment of its keywords and where it stood in relation to its competition. Keep in mind that 68% of searchers never get beyond page 1 of the search results, and only 17% of searchers actually click through to the 2 nd page of search results. In July of 2009, of its 22 non-branded identified keywords and keyword phrases, only 2 were above the fold on the first page of Google, only 1 was above the fold on the first page of Yahoo, and 3 for Bing. As for page one, Clarisonic ranked for 5 keywords on page 1 of Google, 1 for Yahoo, and 6 for Bing. 3 ranked between pages 2 and 3 of Google 7 ranked between pages 4 to 10 of Google 7 did not rank in the top 10 pages How did we choose these keywords.
  • The first thing we did was put the site through what we call the 5 Pillars of SEO…These are the Fundamentals of SEO. They are: (CLICK) Keyword Selection- Identify your highest impact keywords - and then strategically incorporate them into your site (CLICK) Site content- part of the site that visitors see (CLICK) Meta-content- the code behind each of your pages (CLICK) URLs – Unique links of the pages on your site (CLICK) Inbound links – Incorporating the keywords appropriately into the inbound links we point to your site from other carefully selected and relevant websites (CLICK) All these elements properly utilized will make for an extremely successful SEO campaign.
  • The first step in getting the most possible sales from SEO is getting your keywords right. That means narrowing down the ideal short list of keyphrases your sales prospects and customers use to find you. Keyword Expansion Tools: wordtracker, wordze, keyworddiscovery, Google’s SK tool Competitive Analysis - Scour competitors sites for missed keyword opportunities: spyfu, ispionage Customer Terminology - Talk to your sales team. What terminology do customers actually use? Not trade-show words or your internal language Analyze paid search data (our biggest goldmine), analytics data, internal site search, web logs. Which keywords bring best visitors? Stages of Sales-Cycle Evaluate keywords by stage of sales cycle Keyword leverage analysis to determine which keywords are at a critical inflection point in your rankings The number of, and competitiveness, of your keywords then helps us determine the optimal SEO strategy for your site.
  • This is where we conduct a competitive analysis where we look at the current rankings and monthly searches on keywords. As we mentioned, for purposes of confidentiality we are not able to show Clarisonic’s keyword analysis report. Here is an example of a good keyword competitive analysis report for baby furniture and related items. For example, baby furniture is a very popular term and NOT highly competitive in comparison to baby bouncers or baby bassinets. This means that it would not be very hard to get Company A B or C to the first page of Google.
  • You need to have keyword rich content on each of your webpages, especially your homepage “ If you don’t write about it, you’re not going to rank for it” Most Flash components cannot be read by search crawlers so you want to keep your flash elements to a minimum or have a html version of your website too. Keep your message simple and relevant to the reader while having essential keywords inserted. Most importantly, make sure it make grammatical sense. Search engines can tell when you are placing keywords on your page just to rank higher.
  • Content Siloing or Theme of your site. Internal links to other related content within the site. If you write about beauty and skin care and link to relevant content within your site about that, (CLICK) this essentially tells the search engines what theme of your site is about. On top of that, the inbound links you get from other beauty and skin care related sites, strengthens the theme and reinforces the authority of your website for search engines. As we discussed earlier, relevant inbound links are crucial to you site getting ranked higher.
  • Meta Content (CLICK) Title: the structure of your page titles will greatly help SEO efforts. Also, your page title will show up on SERP. (CLICK) Description: Your Meta Description essentially serves are your ad on Google. This is what users see on the search engines results page beneath your page title. (CLICK) Keywords: Having keywords in your meta content for completeness. Least understood aspects here are that you must have unique titles and meta content per page.
  • Keywords as part of your page title have the highest impact. (CLICK) If you want to brand your product/service, then putting your brand in the first position will be key. In the case of clarisonic, they wanted to use keywords related to their products first and their brand after so they chose to put the keywords ahead of their brand.
  • This is essentially your ad that shows up on searches. (CLICK) The short description you provide will be what consumers see in their searches on Google. (CLICK) On the actual page, this description can be found in your source code. meta name="description" content="Scientifically developed by Dr. Robb, our face and skin cleansers from Clarisonic are available with free ground shipping across continental United States." />
  • Overall the least important aspect of Meta content <meta name="keywords" content="Brush Head, Skin Care Brush, Facial brush, electric facial brush " /> This is unique on a per page basis.
  • Clarisonic had static pages and so we made sure keywords were placed in the URLs. http://www.clarisonic.com/us/shop/brush-heads.php For the important one..
  • One of the key ways to improve your rankings is by getting inbound links. This is a very time consuming, but very rewarding way of improving rankings. During the past 10 months, since the beginning of the process, we have added an additional 491 inbound links. These include: Blog/Target Demographic Link - http://www.tothemotherhood.com/ Non-Profit Sponsorship Campaign - http://www.totalbeauty.com/blogger_bca_campaign_page Geospecific Internet Directory- http://www.seattle24x7.com/dir.htm Company who endorses our product - http://www.laser-skincare.com/ National Shopping Directory Listing - http://www.ambradirectory.com/Shopping/ A Fashion Blogger - http://www.thefashionablehousewife.com/12/2009/clarisonic-mia-sonic-skin-cleansing-system/ # of links we have built over period of time. Kinds of site
  • SEO Organic Traffic Branded – 4th Q 2009 vs 1st Q 2010 Up 42.67% Non-branded – 4th Q 2009 vs 1st Q 2010 Up 42.46% Sales from Organic Search 4th Quarter 2008 vs 2009 – Increase 157% in $ sales 128% in unit sales 13% in average value per sale 1st Quarter 2009 vs 2010 – Increase 268% in $ sales 231% in unit sales 11% in average value per sale
  • If you have have the bandwidth, then this is the on going analysis you need to do SEO right. Benchmarking in Place Track Spider Crawls Move up in Ranks You should be seeing consistent upward movement Tweak the site If you are not seeing that upward movement, then you need to adjust the key areas that we discussed in the 5 pillars.
  • They were releasing a new product we needed to optimize for that product. It was a different type of product… a mini Clarisonic.. Travel facial cleaner.. We looked out on the next year.. How many other products are we going to offer to set up optimization for those key words. We continuously optimize for the keyword in the existing campaigns.. Looking for expansion on keyword..If people start calling it different names always keeping our fingers on the pulse for keyword selection.. They are spending more money on ppc.. Because it’s the fastest way to the first page.. They wanted double listing on the first page.. Like own two hotels on a las vegas .. You push you competitors down .,. More places to land on.. With cost per sale going down more bang for their buck…
  • Understanding SEO Beyond the Technical Jargon - Travis Low, Webmarketing123

    1. 1. <ul><li>Travis Low (@TravisLowSEO) </li></ul><ul><li>Director, Search Marketing </li></ul><ul><li>WebMarketing123.com </li></ul><ul><li>July 8, 2010 </li></ul>Understanding SEO Beyond The Technical Jargon
    2. 2. Outline 1. Clarisonic: The Company on a Mission 2. Five Fundamentals of SEO: Recipe for Success 3. How To Conduct Keyword Research 4. Web Traffic & Sales Results 5. Key Takeaways: SEO for YOU
    3. 5. Before SEO <ul><li>Sales Distribution: </li></ul><ul><ul><li>Products sold through network of distributors </li></ul></ul><ul><ul><li>Distributors sold other beauty products </li></ul></ul><ul><ul><li>Decision to ramp up in direct sales </li></ul></ul>
    4. 6. Before SEO <ul><li>Website Presence: </li></ul><ul><ul><li>5 non-branded keywords ranked page 1 of Google </li></ul></ul><ul><ul><li>10 ranked between pages 2 and 10 of Google </li></ul></ul><ul><ul><li>7 did not rank at all </li></ul></ul><ul><ul><li>Organic Search – Lacked structure </li></ul></ul><ul><ul><li>Perfect Candidate for Optimization </li></ul></ul>
    5. 7. The 5 Pillars SUCCESSFUL SEO CAMPAIGN
    6. 8. <ul><li>Critical Keyword Selection Steps </li></ul><ul><li>Keyword Expansion Tools </li></ul><ul><li>Competitive Analysis </li></ul><ul><li>Customer Terminology </li></ul><ul><li>Analyze Data </li></ul><ul><li>Stages of Sales Cycle </li></ul><ul><li>Keyword Leverage Analysis </li></ul>The 5 Pillars - #1 Keywords Keyword Research and Strategy
    7. 9. The 5 Pillars - #1 Keywords Keyword Selection <ul><li>Select a Representative Keyword Basket </li></ul>Face brush Brush Electric face brush Electric face brush for women <ul><li>Using Google Keyword External Tool </li></ul>
    8. 10. The 5 Pillars - #1 Keywords Google Keyword External Tool Step 1 : https://adwords.google.com/select/KeywordToolExternal Step 2 : Enter your keywords to get other keyword ideas
    9. 11. The 5 Pillars - #1 Keywords Google Keyword External Tool Output
    10. 12. The 5 Pillars - #1 Keywords Selecting the Best Keyword Variation   Screen clipping taken: 7/7/2010, 9:05 AM    
    11. 13. The 5 Pillars - #1 Keywords Competitive Analysis   Screen clipping taken: 7/7/2010, 11:03 AM    
    12. 14. The 5 Pillars - #2 Site Content More content that is relevant to your keywords   Screen clipping taken: 6/10/2010, 5:03 PM    
    13. 15. The 5 Pillars - #2 Site Content More content linking to other relevant pages within the site
    14. 16. The 5 Pillars - #3 Meta Content Consist of: a) <Page Title> b) <Description> c) <Keywords>
    15. 17. The 5 Pillars #3A Meta Content – Page Title Place keywords in first or second position of page title for highest impact
    16. 18. The 5 Pillars #3B Meta Content – Description Place keywords in description of page. Maximum number of characters is 150.
    17. 19. The 5 Pillars #3C Meta Content – Keywords Meta Keyword section has less impact.
    18. 20. The 5 Pillars - #4 Keywords in URL Where we placed keyword in Clarisonic’s URLs
    19. 21. The 5 Pillars - #5 Inbound Links Other related websites pointing to Clarisonic’s pages . Blog/Target Demographic Link - http://www.tothemotherhood.com/ Non-Profit Sponsorship Campaign - http://www.totalbeauty.com/blogger_bca_campaign_page Geospecific Internet Directory- http://www.seattle24x7.com/dir.htm Company who endorses our product - http://www.laser-skincare.com/ National Shopping Directory Listing - http://www.ambradirectory.com/Shopping/ A Fashion Blogger - http://www.thefashionablehousewife.com/12/2009/clarisonic-mia-sonic-skin-cleansing-system/
    20. 22. Clarisonic SEO Results After 6 Months <ul><li>Organic Traffic </li></ul><ul><ul><li>Branded – Q4 2009 vs Q1 2010 </li></ul></ul><ul><ul><ul><li>Up 42.67% </li></ul></ul></ul><ul><ul><li>Non-branded – Q4 2009 vs Q1 2010 </li></ul></ul><ul><ul><ul><li>Up 42.46% </li></ul></ul></ul><ul><li>Sales from Organic Search </li></ul><ul><li>Q4 2008 vs Q4 2009 - Increase </li></ul><ul><ul><li>157% sales increase </li></ul></ul><ul><ul><li>13% average value per sale increase </li></ul></ul><ul><li>Q1 2009 vs Q1 2010 - Increase </li></ul><ul><ul><li>268% sales increase </li></ul></ul><ul><ul><li>11% average value per sale increase </li></ul></ul>
    21. 23. Monthly Analysis <ul><li>Requirements: </li></ul><ul><li>Benchmarking in Place </li></ul><ul><li>Track Spider Crawls </li></ul><ul><li>Move up in Ranks </li></ul><ul><li>Tweak the site </li></ul>
    22. 24. Planning for the Long-Term <ul><li>1. Planting the seeds for new products </li></ul><ul><ul><li> - Begin optimization before new releases so we are well positioned when launched </li></ul></ul><ul><li>2. Keeping on the pulse of keyword selection </li></ul><ul><ul><li>- Quarterly review of targeted keywords to ensure qualified traffic </li></ul></ul>
    23. 25. Key Takeaways <ul><li>Begin optimization now. Capitalize on your core keywords before the competition does </li></ul><ul><li>Executing SEO correctly requires full time resources. To get results, like Clarisonic’s, takes a lot of work and expertise. </li></ul><ul><li>SEO is the most cost-efficient way to get more sales and leads for less money </li></ul>
    24. 26. Contact us for a detailed Custom SEO Analysis of your site. It Includes: 1. COMPETITIVE REPORT - Where you rank against your competition. 2. KEYWORD ANALYSIS - To show you other keywords people are using to search for your product/service. 3. SEARCH ENGINE FRIENDLINESS REPORT - Crawlability of Your Site. Thomas Lim (800) 619 1570 [email_address]
    25. 27. <ul><li>Clarisonic </li></ul><ul><li>Online Marketing Summit Attendees </li></ul>Thank You..