Get Your SEO Program into Shape: Beginner's Guide to Conversion Success
 

Get Your SEO Program into Shape: Beginner's Guide to Conversion Success

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Get Your SEO Program into Shape: Beginner's Guide to Conversion Success Get Your SEO Program into Shape: Beginner's Guide to Conversion Success Presentation Transcript

  • Get Your SEO Machine Into Shape!Beginner’s Guide For Conversion Success in Q1Strategies for staying one step ahead of the restDial: +1 (415) 363-0078Access Code: 644-516-082 @webmarketing123 @bradleywjoe #wm123
  • Housekeeping Items Are the slides available?  Yes! Please email seo@webmarketing123.com We want to hear from you! @webmarketing123 #wm123 facebook.com/webmarketing123 Want to learn more?  Contact us for a complimentary SEO Website Analysis. Details at end of webinar. #wm123 @bradleywjoe
  • Webinar Agenda Getting Found By Search Engines1 Learn how Google discovers, indexes, and ranks webpages Choosing the Right Keywords2 Understand your target audience for B2B and B2C sales Generating Leads3 Create landing pages that funnel your site traffic into conversions Evaluating Your Lead Quality4 Measure and track the quality of your lead generation Measuring Success5 How to monitor and improve your SEO results #wm123 @bradleywjoe View slide
  • What is at Stake Search engine use is growing rapidly Currently, there are more than 3 billion searches/day on Google Courtesy: SEOmoz #wm123 @bradleywjoe View slide
  • Search Engine User Behavior If you are not on the 1st page, you are invisible to most searchers Source : Jupiter Research, 2010 #wm123 @bradleywjoe
  • Webinar Agenda Getting Found By Search Engines1 Learn how Google discovers, indexes, and ranks webpages Choosing the Right Keywords2 Understand your target audience for B2B and B2C sales Generating Leads3 Create landing pages that funnel your site traffic into conversions Evaluating Your Lead Quality4 Measure and track the quality of your lead generation Measuring Success5 How to monitor and improve your SEO results #wm123 @bradleywjoe
  • 1: How Do Search Spiders Crawl the Web? Search bots follow links to get from page to page Data Center Home Page Category Level Page Product Level Page1 Product Level Page2 #wm123 @bradleywjoe
  • 1: How Do Search Spiders Crawl the Web? Search bots follow links to get from page to page • Crawling: • Discovering new and updated pages on the web • Daily, weekly, monthly • Indexing: • Compiling data from crawls into data centers • Serving Results: • Based on relevancy • Over 200 factors considered • Content, keywords, links #wm123 @bradleywjoe
  • 1: How Do I Influence Google to Crawl My Site? Several ways to positively influence search spiders to visit your site• Reduce and/or eliminate the amount of duplicatecontent• Submit and verify an XML Sitemap throughWebmaster Tools• Reduce the click-depth required to visit deeperpages• Earn more links! #wm123 @bradleywjoe
  • Recommendation #1Implement Google Webmaster Tools…TODAY! www.google.com/webmasters/tools #wm123 @bradleywjoe
  • Webinar Agenda Getting Found By Search Engines1 Learn how Google discovers, indexes, and ranks webpages Choosing the Right Keywords2 Understand your target audience for B2B and B2C sales Generating Leads3 Create landing pages that funnel your site traffic into conversions Evaluating Your Lead Quality4 Measure and track the quality of your lead generation Measuring Success5 How to monitor and improve your SEO results #wm123 @bradleywjoe
  • 2: Keyword Optimization Investigate Google Insights to compare long-term trends: www.google.com/insights/search #wm123 @bradleywjoe
  • 2: Keyword Optimization Select a mix of both “head match” and “long tail” keywords #wm123 @bradleywjoe
  • 2: Which Keywords Should I Optimize For? Don’t forget about the long tail! #wm123 @bradleywjoe
  • 2: How Many Keywords To Target Per Page? Develop a “mapping” document that targets 3-5 keywords per page #wm123 @bradleywjoe
  • Recommendation #2 Identify the top 5 keywords yourcompany needs to appear #1 on Googlefor…and where you rank on them today. http://blog.kissmetrics.com/keyword-research-part-1/ #wm123 @bradleywjoe
  • Webinar Agenda Getting Found By Search Engines1 Learn how Google discovers, indexes, and ranks webpages Choosing the Right Keywords2 Understand your target audience for B2B and B2C sales Generating Leads3 Create landing pages that funnel your site traffic into conversions Evaluating Your Lead Quality4 Measure and track the quality of your lead generation Measuring Success5 How to monitor and improve you SEO results #wm123 @bradleywjoe
  • 3: How Can I Capture Attention? Treat a hero image as a pointer to your call to action• People tend to follow the eye path where the subject in the hero graphicis looking• Make your subject look at your ad creative if you want people to look atit too Courtesy of: http://usableworld.com.au/2009/03/16/you-look-where-they-look/ #wm123 @bradleywjoe
  • 3: Navigate the Eye Encourage eye contact through the image subject Courtesy of the Internet Subjects are glancing towards the call-to-action #wm123 @bradleywjoe
  • 3: Simplify Your Forms Shorter forms are best; really consider which information is critical #wm123 @bradleywjoe
  • 3: Simplify Your Forms Shorter forms are best; really consider which information is criticalForm isminimal #wm123 @bradleywjoe
  • 3: Simplify Your Forms Shorter forms are best; really consider which information is criticalAutomatic cursorplacement #wm123 @bradleywjoe
  • 3: Simplify Your Forms Shorter forms are best; really consider which information is critical Trust signals #wm123 @bradleywjoe
  • 3: Simplify Your Forms Shorter forms are best; really consider which information is critical Reassurance #wm123 @bradleywjoe
  • 3: Simplify Your Forms Shorter forms are best; really consider which information is criticalClear wording onsubmission button #wm123 @bradleywjoe
  • Recommendation #31. Look into your website analytics2. Identify “Top Landing Pages”3. What is the conversion rate of these pages? www.google.com/analytics/ #wm123 @bradleywjoe
  • Webinar Agenda Getting Found By Search Engines1 Learn how Google discovers, indexes, and ranks webpages Choosing the Right Keywords2 Understand your target audience for B2B and B2C sales Generating Leads3 Create landing pages that funnel your site traffic into conversions Evaluating Your Lead Quality4 Measure and track the quality of your lead generation Measuring Success5 How to monitor and improve your SEO results #wm123 @bradleywjoe
  • 4: Are Your Keywords Bringing You Conversions? Ensure you are ranking on the right keywords to bring the right leads #wm123 @bradleywjoe
  • 4 The Best SEO Reporting Measuring SEO effectiveness by identifying keywords that drove the best conversions and sales #wm123 @bradleywjoe
  • Recommendation #41. Look into your website analytics2. Identify Top Organic Keywords3. What is the conversion rate of top organic keywords? #wm123 @bradleywjoe
  • Webinar Agenda Getting Found By Search Engines1 Learn how Google discovers, indexes, and ranks webpages Choosing the Right Keywords2 Understand your target audience for B2B and B2C sales Generating Leads3 Create landing pages that funnel your site traffic into conversions Evaluating Your Lead Quality4 Measure and track the quality of your lead generation Measuring Success5 How to monitor and improve your SEO results #wm123 @bradleywjoe
  • 5: SEO is a Means to an End Why SEO matters 1 Keyword Rankings 2 Increased Traffic 3 Lead and Sales #wm123 @bradleywjoe
  • 5: Keyword Rankings Make measurements on a weekly, bi-weekly, or monthly basis #wm123 @bradleywjoe
  • 5: Organic Search Traffic Measures effectiveness of SEO programFilter out “branded” traffic #wm123 @bradleywjoe
  • 5: Goal Tracking Ties SEO effectiveness to lead and sales flowSet up Goals • Define conversions for your business goals • Set your goal values • Analyze which keywords are leading to more conversions and work to strengthen them in your links and content • Consider removing poor-performing keywords from your campaign • Observe where visitors abandon the goal path and analyze the data to determine why #wm123 @bradleywjoe
  • 5: The SEO Process On a monthly basis, on and off-page optimizations need to work in tandem to drive continued success. Rely on analytics to guide decision making. On-Page Changes Measuring Improvement in Rankings, Site Link Building Engagement, and Lead Flow Monitoring Visitor Tracking Spider Analytic Data Crawls #wm123 @bradleywjoe
  • Key Action #31. What is the goal of your website (leads, form fill outs, sales)?2. Can you identify the top 5 keywords that drove the most leads/sales last month? #wm123 @bradleywjoe
  • Tying It All Together• Identify Where You Are Today: Digital marketing maturity varies byindustry and by company size. Where do you fall in this spectrum?• The Next Immediate Step: Regardless of where your search marketingprogram is today, what is the best next step you can take to push resultseven further?• Achieve 2012 Marketing Goals: SEO is the most cost-efficient way togenerate qualified sales and leads. Take advantage of search demand foryour industry and leverage this to achieve your 2012 business plan goals. #wm123 @bradleywjoe
  • Thank You!
  • Contact Us about Qualifying for a Complimentary Analysis - “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? - Competitive Report: Find out where you rank against your top competitors and what tactics they’re employing - ROI Tracking: Detailing the keywords and sources that visitors are using to discover your website and if those visitors are converting into leads and sales Please contact: contact@webmarketing123.com #wm123 @bradleywjoe