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Web123 4 Google SEO Secrets To Generate Quality Conversions-11-16-2011

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  • 1. 4 Google SEO Secrets To Generate Quality ConversionsStrategies for staying one step ahead of the restDial: +1 (470) 200-0300Access Code: 144-842-588 @webmarketing123 @bradleywjoe #wm123
  • 2. 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
  • 3. 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 Tying It Together5 360 tracking from keyword search to closed deal #wm123 @bradleywjoe
  • 4. 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
  • 5. Search Engine User Behavior If you are not on the 1st page, you are invisible to most searchers Source : Jupiter Research, 2010 #wm123 @bradleywjoe
  • 6. 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 Tying It Together5 360 tracking from keyword search to closed deal #wm123 @bradleywjoe
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. Recommendation #1Implement Google Webmaster Tools…TODAY! www.google.com/webmasters/tools #wm123 @bradleywjoe
  • 11. 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 Tying It Together5 360 tracking from keyword search to closed deal #wm123 @bradleywjoe
  • 12. 2: Keyword Optimization Investigate Google Insights to compare long-term trends: www.google.com/insights/search #wm123 @bradleywjoe
  • 13. 2: Keyword Optimization Select a mix of both “head match” and “long tail” keywords #wm123 @bradleywjoe
  • 14. 2: Which Keywords Should I Optimize For? Don’t forget about the long tail! #wm123 @bradleywjoe
  • 15. 2: How Many Keywords To Target Per Page? Develop a “mapping” document that targets 3-5 keywords per page #wm123 @bradleywjoe
  • 16. 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
  • 17. 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 Tying It Together5 360 tracking from keyword search to closed deal #wm123 @bradleywjoe
  • 18. 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
  • 19. 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
  • 20. 3: Simplify Your Forms Shorter forms are best; really consider which information is critical #wm123 @bradleywjoe
  • 21. 3: Simplify Your Forms Shorter forms are best; really consider which information is criticalForm isminimal #wm123 @bradleywjoe
  • 22. 3: Simplify Your Forms Shorter forms are best; really consider which information is criticalAutomatic cursorplacement #wm123 @bradleywjoe
  • 23. 3: Simplify Your Forms Shorter forms are best; really consider which information is critical Trust signals #wm123 @bradleywjoe
  • 24. 3: Simplify Your Forms Shorter forms are best; really consider which information is critical Reassurance #wm123 @bradleywjoe
  • 25. 3: Simplify Your Forms Shorter forms are best; really consider which information is criticalClear wording onsubmission button #wm123 @bradleywjoe
  • 26. 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
  • 27. 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 Tying It Together5 360 tracking from keyword search to closed deal #wm123 @bradleywjoe
  • 28. 4: Are Your Keywords Bringing You Conversions? Ensure you are ranking on the right keywords to bring the right leads #wm123 @bradleywjoe
  • 29. 4: Tie Your CRM to Your SEO Focus on the keywords that are driving converting trafficKeyword Success • Pinpoint the keywords that bring converted leads to your site and forms • Reference Keyword Selection • Reference Keyword Mapping • Carefully attribute an accurate lead source to each closed deal • Utilize an attribution management tool to measure the best performing keywords • Work to rank #1 on your top-converting keywords! #wm123 @bradleywjoe
  • 30. Recommendation #41. Look into your website analytics2. Identify Top Organic Keywords3. What is the conversion rate of top organic keywords? #wm123 @bradleywjoe
  • 31. 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 Tying It Together5 360 tracking from keyword search to closed deal #wm123 @bradleywjoe
  • 32. Connect the Dots:Tie all closed deals to their lead source. #wm123 @bradleywjoe
  • 33. 5: How Do I Measure ROI? Use website analytics to track goal completions #wm123 @bradleywjoe
  • 34. 5: How Do I Measure ROI? Online attribution management tools can close the loop from first touch to closed deal - Most marketers would attribute sales to last touch, i.e. “closers” - Marketing currently gets no credit for these! #wm123 @bradleywjoe
  • 35. 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?• Prove the ROI: Continue to demonstrate the ROI of digital marketing bymeasuring outcomes and reallocating budget to highest performingchannels. #wm123 @bradleywjoe
  • 36. Thank You!
  • 37. Contact Us about Qualifying for a Complimentary Analysis -Competitive Report: find out where you rank against your top competitors and what tactics they’re employing -Opportunity Analysis: learn how to improve your Digital Marketing Strategy and see how much opportunity is available for your company -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: seo@webmarketing123.com #wm123 @bradleywjoe