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Destination Search Engine Marketing




                                   SEO Without Compromise!
© Copyright 2008 Stoney...
Why do you deserve to be #1?
            Lowest prices

            Better customer service


            Been in busin...
What is Destination SEM?
      “The process of building a website to
      become a desired destination point for
      th...
What do you get from exposure?
                                   Destination Sites:
      Most Sites:
                   ...
Traffic doesn’t create customers
            With a Destination Website you can…
                Drive traffic
         ...
Stand out in a sea of thousands




© Copyright 2008 Stoney deGeyter
What makes you stand out?
            You provide something that
             cannot be found anywhere else
             ...
Help them believe in you!
            Offer something special
                Content
                Presentation
    ...
Not just marketing as usual
            Strong on- and off-page SEO
            Excellent on-page customer performance
 ...
Seven Building Blocks of
              a Destination Website



                                   123
                   ...
123
     Expert information                                   4567

          Don’t underestimate value of
           goo...
123
     Types of expert info                              4567
          Sales/marketing copy
          Non-marketing i...
123
     Usability                                              4567
          Poor usability = poor user experience
    ...
123
     Website design                                     4567

          Usable                  visually appealing
  ...
123
     Unique value proposition                           4567

          No UVP? No business being in business!
     ...
123
     Time and presence                                        4567

          Can’t become an “authority” overnight
 ...
123
     Voice                                                4567

          Set yourself apart
              Create a ...
1+2 +3
     Trust and credibility                         4567
                                                   +++=



...
Being a “Destination” is Essential
           Each year
                     Competition gets stiffer
                  ...
Thank You!




                                   PolePositionMarketing.com
© Copyright 2008 Stoney deGeyter
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Destination Search Engine Marketing

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SEO isn't about "getting" top rankings. Getting rankings leaves open the implication that you're achieving a result that you don't necessarily deserve. Destination SEM focuses on building a website that is truly exceptional in meeting your audience's needs and actually earns top search engine positions.

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Transcript of "Destination Search Engine Marketing"

  1. 1. Destination Search Engine Marketing SEO Without Compromise! © Copyright 2008 Stoney deGeyter
  2. 2. Why do you deserve to be #1?  Lowest prices  Better customer service  Been in business longer  No one does it better © Copyright 2008 Stoney deGeyter
  3. 3. What is Destination SEM? “The process of building a website to become a desired destination point for those looking for the product, service or information you provide.” © Copyright 2008 Stoney deGeyter
  4. 4. What do you get from exposure? Destination Sites: Most Sites: More traffic Traffic Increased sales Sales Repeat customers Repeat customers Lots of word of mouth Word of mouth © Copyright 2008 Stoney deGeyter
  5. 5. Traffic doesn’t create customers  With a Destination Website you can…  Drive traffic  Improve conversions  Make your site “sticky”  Create word of mouth  Improve ROI  Build loyalty  Generate repeat customers Don’t be one of a million. Be one in a million. © Copyright 2008 Stoney deGeyter
  6. 6. Stand out in a sea of thousands © Copyright 2008 Stoney deGeyter
  7. 7. What makes you stand out?  You provide something that cannot be found anywhere else  Unique (find a niche)  Interesting (be different)  Compelling (new info)  Valuable (expert resource) © Copyright 2008 Stoney deGeyter
  8. 8. Help them believe in you!  Offer something special  Content  Presentation  Interaction  Resources  On-site experience If you are doing what hundreds of others are doing, yet providing no unique offerings… You don't deserve to be #1. © Copyright 2008 Stoney deGeyter
  9. 9. Not just marketing as usual  Strong on- and off-page SEO  Excellent on-page customer performance  Exceptional off-page marketing exposure  Superb business and customer satisfaction Don’t compromise… …rankings for conversions …or conversions for rankings. © Copyright 2008 Stoney deGeyter
  10. 10. Seven Building Blocks of a Destination Website 123 4567 © Copyright 2008 Stoney deGeyter
  11. 11. 123 Expert information 4567  Don’t underestimate value of good content  Less isn’t always more  More expert knowledge  More opportunities to persuade  More pertinent info to make sale  No content for sake of content  Always judge the audience’s needs  Avoid optimized text overkill © Copyright 2008 Stoney deGeyter
  12. 12. 123 Types of expert info 4567  Sales/marketing copy  Non-marketing information  Product comparisons  Product reviews  Tips & tutorials  Helpful opinions  Company & executive background info  “Ask the Expert” section Use expert info to establish trust. © Copyright 2008 Stoney deGeyter
  13. 13. 123 Usability 4567  Poor usability = poor user experience  Poor navigation  Confusing site layout  Lost calls to action  Little internal linking  Poor user experience = visitor loss  Create path of least resistance  Visitor loss = fewer sales  Keep them on the page  Create fewest steps to info and conversion © Copyright 2008 Stoney deGeyter
  14. 14. 123 Website design 4567  Usable visually appealing  Must be as good as the worst in your industry  Should be as good as or better than the best in your industry  Poor design lacks credibility  Lower buyer confidence  Looks like a hobby site © Copyright 2008 Stoney deGeyter
  15. 15. 123 Unique value proposition 4567  No UVP? No business being in business!  UVP answers, “Why you?”  Low prices & customer service are not unique  What makes you remarkable?  Unlimited customer support  Hassle-free returns  Proprietary products  Free shipping  More experts available? Find a unique way of doing what you do. © Copyright 2008 Stoney deGeyter
  16. 16. 123 Time and presence 4567  Can’t become an “authority” overnight  Two ways to get authority  You can buy exposure with money  You can earn it through time  Credibility  Relationships built  Business ties established  Customers served  Testimonials received Longevity isn’t necessary to be successful. But it certainly does help. © Copyright 2008 Stoney deGeyter
  17. 17. 123 Voice 4567  Set yourself apart  Create a unique personality  Resonate with target audience  Unique perspective Brutally honest Snarky Humorous     Down to earth  Flowery  Serious  Never corporate  Thoughtful  Whimsical  Be consistent throughout site © Copyright 2008 Stoney deGeyter
  18. 18. 1+2 +3 Trust and credibility 4567 +++=  Essential for success  All else means nothing without it  All help build it  How to build trust  Return calls and emails  Keep information secure  Promote open communication  Put the customer first  Exceed expectations © Copyright 2008 Stoney deGeyter
  19. 19. Being a “Destination” is Essential  Each year  Competition gets stiffer  Search engines get smarter  To stay #1  You have to be the best of the best on all levels.  Key Point: Destination search engine marketing is not about achieving top placement… It’s about deserving it. © Copyright 2008 Stoney deGeyter
  20. 20. Thank You! PolePositionMarketing.com © Copyright 2008 Stoney deGeyter

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