PresentsStrategies to create a Profitable Online Presence!TheSeoPortal SEO Services Company
Offline / OnlineOffline, bustling crowds pass by yourplace of business. Some of the passerbytraffic notices you and walks in."Location, Location, Location"Online, people search for information.Millions of people. Each searchesalone."Information, information, information"
SOME FACTS TO CONSIDER• According to qSearch,approximately 85% of the USInternet population conductsat least one search at the topengines each month(compared to 73% of the U.Kon-line population).Canadians conductedapproximately 575 mlnsearches last April, while 1.2bln US searches made in May2012 .
• Google - Searching 4,285,199,774 web pages• 28% of Google searches are for a "product/service name", 9% arefor a "brand name" and 5% are searches for a "company name".• 85%* of all Web site traffic and 70%* of all online purchasesoriginate from a search engine. (*Jupiter Research)• Micro Commerce opportunities for new products and serviceswill generate an estimated $60 bln in revenue per year by 2015according to Gartner. A micro purchase is a purchase valued atless than $5 and conducted electronically, where the settlementcan be either prepaid, by subscription, on-the-spot, or invoiced.• For More Facts Visit http://www.itfacts.biz
Issue we CoverDefinitionsSEO and SEM StrategiesBrand Recognition and IdentityQ&A
Definitions• SE = Search Engine is a tool that enables users to locate information on theWorld Wide Web. Search engines use keywords entered by users to find Websites which contain the information sought.• Web Directory = a search service that arranges the web pages it knows aboutinto categories and subcategories. Often picked by human beings for inclusionin the categories.• SEO / SEM = A form of online marketing, Search EngineOptimization / Search Engine Marketing is the process of makinga site and its content highly relevant for both search engines andsearchers. Successful search marketing helps a site gain toppositioning for relevant words and phrases.
Definitions• PR = Page Rank a system for ranking web pagesdeveloped by Google - http://toolbar.google.com• PPC = Pay Per Click online advertising payment modelin which payment is based solely on qualifying click-through.• CTR = Click Through Rate advertising term indicatingthe percentage of viewers who click on a banneradvertisement and follow the link• BLOGS = a frequent, chronological publication ofpersonal thoughts and Web links• RSS = Real Simple Syndication
Key internet marketing strategies• Search engine optimization (SEO)- no cost per click• Pay Per Click Advertising(PPC)- cost per click
Search engine optimizationWhat is SEO?SEO is the act of modifying a website to increase its rankingin organic (vs paid), crawler-based listings of search enginesHow do organic search listings work?• A spider or crawler which is a component of a SE gatherslistings by automatically "crawling" the web• The spider follows links to web pages, makes copies of thepages and stores them in the SE’s index• Based on this data, the SE then indexes the pages and ranksthe websites• Major SEs that index pages using spiders: Google, Yahoo,AltaVista, MSN, AOL, Lycos
TOP Search Engines and Directories• The TOP 8:1. Google2. Yahoo3. MSN4. AOL5. Altavista6. Infoseek7. Lycos8. Exciterepresent 88.86% of all search engines.• Web Directory – Yahoo, DMOZ, LookSmart• What SE and Directories do you use?
Search engine optimization/cont’dSEO strategies/techniques1. Domain name strategies- domain names are traffic magnets> 63 million domain names registered> 4.7 million domain names registered 1st quarter 2012- choose a domain name that will increase your search engineranking. How?- use keywords, location, advertising terms, product names- choose a keyword that is important for your business
Search engine optimization/cont’d2. Linking strategies- the text in the links should include keywords- the more inbound links the higher the SE ranking- if the site linking to you is already indexed, spiders will also receive yoursite- quality of inbound links is critical- how to increase links: a) creative content / copywriting b) good outboundlinks c) target a list of sites from which you can request inbound links- links for the sake of links can damage your search rankings“Link relevancy is critical in getting your site indexed by search engines”“A small number of inbound links from high-quality, relevant sites ismore valuable than many links from low-traffic, irrelevant sites.”
Search engine optimization/cont’d• 3. Keywords- the most important in optimizing rankings- research what keywords are people searching for using toolse.g. Wordtracker (www.wordtracker.com)- keywords are words that appear the most in a page- the spider chooses the appropriate keywords for each page,then sends them back to its SE- your web site will then be indexed based on your keywords- can be key phrases or a single keyword- do not use common words eg ‘the’ ‘and’ ‘of’: spiders ignorethem- write keyword-rich text- balance keyword-rich and readability- always have text in your page: at least 100 words
Search engine optimization/cont’d4. Title tags- important in optimizing rankings- the first thing that a search engine displays on a searchreturn- must keywords in title to be ranked no. 1- should have the exact keyword you use for the page- every single web page must have its own title tag- you can use up to 65 characters - examplehttp://www.ebay.com/ (title is littered with keywords)5. Meta description tags- displayed below the title in search results- use dynamic, promotional language- use keywords
Search engine optimisation/cont’dMeta keywords tags- no longer carry weight with major SEs- a myth that meta keywords alone affect rankings6. Alt tags- include keywords in your alt tags7. Submit your website to SEs for indexing- submit your site to search engine directories,directory sites and portal sites- indexing takes time (~ 1 months)
Search engine optimization/cont’dPDF files - Although some search engines canindex them, the pages must be interpretedinto HTML and can lose much of theircontent.- place PDFs lower down in your siteDrop down menus – spiders cannot read themtherefore make sure you have a SiteMap
Search engine optimization/cont’dIn summary… Make Search Engines work for you!!!Critical elements- domain name, links, keywords, title, metadescription, alt tags, submitting your website to SEs- keywords galore: include in page copy, title,description, domain name, ALT tagsNo-nos- flash, image-only sites, image maps, frames,password protected pages, code errors
Search engine optimization/cont’dHow SEO elements affect organic listingsTitle tagMeta description tag (or first para oftext if no meta des has been added)Keywords
Search engine marketingWhat is PPC Marketing (PPC)?PPC is the act of marketing a website onsearch engines by purchasing paid listingsWhat are paid listings?These are listings that search engines sell toadvertisers, usually through paid placement orpaid inclusion programs. In contrast, organiclistings are not sold.
Search engine marketing/cont’dPaid listings:1. Paid inclusions- Advertising programs where pages are guaranteedto be included in a search engines index in exchangefor payment- no guaranteed ranking- payment made on a Cost Per Click (CPC) basisAdvertisers pay to be included in the directory on aCPC basis or per-url fee basis with no guarantee ofspecific placement
Search engine marketing/cont’d2. Paid placements- Advertising programs where listings areguaranteed to appear in organic listings- the higher the fee, the higher the ranking- eg sponsored links and Google’s Ad words- can be purchased from a portal or a search network- search networks are often set up in an auctionenvironment where keywords and phrases areassociated with a cost-per-click (CPC) fee.- Google and Overture are the largest networks
Other internet marketing strategies• Usability driven information architecture• Effective copywriting, dynamic contentthrough SE friendly web portals, BLOGS,RSS• Affiliate programs• Email marketing and online newsletters• Interactive customer relationships• Web traffic analysis and web analytics
Conclusion on SEO and PPC• If budget allows, undertake both SEO andPPC as PPC enables ROI tracking (leads andconversions)• If budget is lower go for SEO• Recommendation for- SEO for organic promotion- PPC for instant campaigns and internationalmarkets
Conclusion on SEO and PPCThis is just the tip of the iceberg.Search marketing is a new and cost effectivepromotion tool.Stay informed… and stay ahead of yourcompetitor.
Special Offer from TheSeoPortal• Two hours of no cost or obligation consultationfor your business• Free proof of concept and risk-free evaluation• Free training• Get proven results, quality and serviceThe future of online business is here! Are youready? Contact us to find out how we canhelp: firstname.lastname@example.org
• MORE STUFF if there is time left ….Else• Q &A
What is a Brand? – Brand implementation principles• What is a brand? “A product is made in a factory; a brand is made in themind.”Walter Landor - Founder, Landor AssociatesBrand implementation principlesIn order to translate the brand idea into a coherent experience and to vindicateits promise:• The media applications that “make it real” have to form a consistent, unifiedimpression and should always be closely linked to the company’s brand identity.• The expectations generated by the brand should never be allowed to beinvalidated by broken promises, inconsistent language or “out-of-character”visual presentation.
5 Metrics of a Strong BrandThe brand— as idea, promise and• experience—must fulfill five standards:• 1. It must be relevant to a real or projected• need in the marketplace.• 2. It must be deliverable—the company• must have the infrastructure, assets and• intellectual capital to fulfill the promise• and deliver value.• 3. It must be credible—the company behind• the promise must be perceived as capable• of delivering it.• 4. It must be differentiating—it must possess• some quality that distinguishes it from all• other competitively relevant brands.• 5. It must be both inspired and• inspiring—it must motivate interest,• action and enthusiasm among• employees, shareholders and customers.
What is a Brand? – The three touch points of a brand• There are three fundamental touch points between a brand and the market:1. Behavior• Brand behavior is the associate code• of conduct toward clients, the public,• the financial community, the corporation• and each other. It must be manifest in• everything we do, from the way the• phones are answered in a call center to• choices about the kinds of philanthropic• programs with which we choose to align.• Brand behavior is the brand brought to• life in the most vital, social and personal• way. Our actions as a company and• the actions of our associates will have• to vindicate our promises at every turn,• creating and sustaining a complete brand• experience for our clients.
What is a Brand? – The three touch points of a brand2. Appearance (“look and feel”)• ”Look and feel” applies to a wide range• of graphic design applications including• corporate symbol and signature, color• palette, packaging, business systems,• architectural signs, product design and• standard attire. These must be consistent• with each other while clearly and recognizably• expressing the brand positioning.
What is a Brand? – The three touch points of a brand3. Language (“voice” or “tone and manner”)• ”Tone and manner” or “voice” spans• a company’s entire system of verbal• communications—from ad copy, taglines,• brand lines and slogans to internet• content, press releases, white papers and• product names. Tone and manner shapes• every message our company sends.• As with look and feel, these different• verbal expressions must be consistent• across all media, serve as a recognizable and• faithful voice of the brand and speak in• different “dialects,” in deference to its• distinct audiences.
Brand – Message and mood- Be confident. Quietly. Our messageshould be understated, subtle, not boastful.Our voice is one of partner, not seller. Thisis not about making claims; it’s about whowe are.- Be understated. The dramaticunderstatement of underpromising andoverdelivering is the tone to strive for.Find it.- Be clean and crisp. Use elegant, simplebut effective communication. Visually andverbally, less is more.- Be conversational. The message shouldspeak with people, not talk at them.You are their partner, share our messagewith them.- Be respectful and non-promotional.Engage the reader by speaking in acommon language. No chest-beatingor competitor-bashing. Avoid jargon.- Be benefit-driven. How does this productor service enhance people’s lives? Talkabout the benefit.- Be global. Do not usemetaphors or sports analogies. Considertranslations and image selection with aworld view in mind.- Be sensitive. Not all cultures in theglobal village share the same values. Forexample, subtle humor is a wonderful toolto use but humor “here” isn’t necessarilyhumor “there.” Also consider facialexpressions and body language in theimages you select.- Be sure. Test the visual and verbal contentwith the target audience to be sure thatyou’re communicating what you want tocommunicate.Every copy direction, every visual cueshould do double duty— both fulfillingthe goal of each assignment as well ascommunicating the brand promise.If it isn’t building brand value, then it isstealing from it. There is no neutral positionon the brand value scale!- Obtain approval. All ads, literature andother external marketing communicationmaterials must be reviewed and approvedbefore they are submitted for finalproduction or publication.
What is a Brand? – Conclusion• Mold your online and offline presence into acreative brand that will impress your clients andstand out in a crowded marketplace.
Why is internet marketing important?It gives companies the ability to:• Drive high quality customers to their website• Increase sales leads from customers looking for theirproducts and services• Build their brand online by communicatingmarketing messages to their target audience• Increase their profile against their competitors• Target a global and local audience via search engines• Be accountable with ROI tracking (SEM)
SEM and the Buying CycleCampaign Goals and Objectives should line up withthe profile of the searcher.While longer phrases tend to be further down the cycle,short ones may be as well, brands, products, etc.
Know The Engine’s Creative Nuances:Google.• Rewards CTR, but high CTR can sometimes dilute quality• Test your ROI for different creativeOverture.• Lower CTR may be acceptable but low Click Index can result in adcancellation• Determine your volume, vs. prequal levelsFindWhat, Kanoodle, Enhance, etc….• Read the editorial guidelines
Share Data across PPC and Organic:Organic keywords• Tell you how your site is found• Give you new PPC keywords to tryPPC keywords.• Knowing what converts when you pay gives you a goal for organicpages. 70% of people click on the organic listings• Tune your site for both kinds of traffic
Conclusion:Want to win in Search Engine Marketing?Control risk through education, best practices, smartpeople, and appropriate use of effective technology, notjust for tracking but for campaign optimization.Do you want to be a survivor and a winner in the game ofsearch engine marketing? Learn how the game isplayed. Campaign efficiency is not optional for searchmarketers, it is imperative.Questions? e-mail email@example.com