Web123 Search Marketing Strategies for 2011

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  • 1. Search Marketing Strategies for 2011Audio: 213 286 1201Access code: 123-377-740Enter PIN # on your screen #wm123 @bradleywjoe
  • 2. 2011 Online Marketing Objectives • Increase Visibility on Search Engines Goal 1 • Build Traffic to Site Goal 2 • Maximize the Revenue Opportunity Goal 3 #wm123
  • 3. Search Marketing 2011 Roadmap The Monthly Planning Social Media Process and Search Improving Website ConversionsAttracting theRight Visitors #wm123
  • 4. Search Marketing 2011 Roadmap The Monthly Planning Social Media Process and Search Improving Website ConversionsAttracting theRight Visitors #wm123
  • 5. Where Searchers Click on the Results Page #wm123
  • 6. Keyword Search and StrategyCritical Keyword Selection Steps• Keyword Expansion Tools• Competitive Analysis• Customer Terminology• Analyze Data• Stages of Sales Cycle• Keyword Leverage Analysis
  • 7. The Importance of Keyword Selection Solar Power Solar Electric Systems• Select a Representative Keyword Basket Solar Power Products• Using Google Keyword External Tool Solar Cell
  • 8. Keywords – Choosing Keywords Google Keyword External ToolStep 1: https://adwords.google.com/select/KeywordToolExternalStep 2: Determine relevant keywords to your siteStep 3: Go after attainable keywords that are being searched #wm123
  • 9. Choosing the Right KeywordsLook for Keywords with Most Leverage #wm123
  • 10. The Keyword Selection Process Where Do These Keywords Go? Keyword Targeted URLSolar Power SystemsSolar Electric Power http://www.solarpowercompany.comSolar Power ProductsSolar Power Mini PanelsSolar Power Revolving Panels http://www.solarpowercompany.com/panelsShelter Covering Solar Panels • Which keyword fits best to which page? • What product do I want to sell the most of? • What do I want my customer to do? #wm123 @bradleywjoe
  • 11. Search Marketing 2011 Roadmap The Monthly Planning Social Media Process and Search Improving Website ConversionsAttracting theRight Visitors #wm123
  • 12. Site Optimization• On-page content optimization can be a useful tactic, but only when used strategically. #wm123
  • 13. Site Content – What Google SeesIf you don’twrite about it,you’re not goingto rank for it. #wm123 @bradleywjoe
  • 14. Site Content – What Google Sees #wm123 @bradleywjoe
  • 15. Increasing Conversions Usability Best Practices• Assign Visual Priority • Size and weight should represent relative importance• Consider Visitor’s Eye-Path • What will users notice and in what order?• Clear Call To Action • Clearly announce what you want users to do• Make Steps Clear • Clearly identify where user is and what they should do next #wm123 @bradleywjoe
  • 16. Search Marketing 2011 Roadmap The Monthly Planning Social Media Process and Search Improving Website ConversionsAttracting theRight Visitors #wm123
  • 17. The Importance of Social Media TodaySocial Media: Is NOT about talking to Generation X or Y Social media sites are communities based on common interest where people go to get trusted information from their peers or experts.
  • 18. Social Marketing: Earning Its Place In The Marketing Mix50% of social networkersconsider information You + Me = Weshared on their networkswhen making a purchasing Online social networksing decision users are 3 times more likely to trust their peers’ opinions over advertising 78% of consumers trust peer recommendations Source: viralblog.com in collaboration with IBMand Mashable.com #wm123 @bradleywjoe
  • 19. What Social Media Brings to the Table• Increases brand awareness• Builds community following• Facilitates customer service• Allows for research development and collaboration• Helps build loyalty and trust behind your brand• Offers direct sales opportunities #wm123 @bradleywjoe
  • 20. Integrating Social Media into Search Campaigns by Organization Size #wm123 @bradleywjoe
  • 21. Social Media: Jumping Off Points• BLOGS - Fresh, Unique Content• SOCIAL MEDIA - Brand Building- Facebook Fan Pages- Twitter- Yelp #wm123 @bradleywjoe
  • 22. How Social Media & SEO Go Hand-in-HandThe role of SEO for Social Media is to directlyinfluence discovery of social communities or contentvia search. • Social content can boost links to your website • Improve qualified traffic • Boost online sales/conversions #wm123 @bradleywjoe
  • 23. Search Marketing 2011 Roadmap The Monthly Planning Social Media Process and Search Improving Website ConversionsAttracting theRight Visitors #wm123
  • 24. The Monthly Re-Optimization ProcessRequirements:• Benchmarking in Place• Track Spider Crawls• Move up in Ranks• Tweak the site
  • 25. Measuring the Impact of Search Marketing• Organic (Non-Paid) Traffic • Non-paid best represents SEO efforts as all visitors arrive at your site through organic search• Non-Branded Traffic • Brings you new customers who do not yet know about your company, but are looking for the products and services you offer #wm123
  • 26. Measuring ROI• Set up Goals • Define conversions • Analyze which keywords are leading to more conversions • Observe where visitors abandon the goal path #wm123
  • 27. 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