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How to Drive Relevant Traffic to Your 
Web Site 
STAND OUT FROM THE HERD
Agenda 
 Introductions 
 SEO Best Practices 
 PPC & Remarketing Best Practices 
We’ll email you a link to a free SEO au...
Show of Hands 
• B2B vs. B2C? 
• Ecommerce site? 
• Who reviews Web analytics? 
• Who is using SEO or PPC today?
Traditional Marketing 
• Direct Mail 
• Trade Shows 
• Telemarketing 
• Print Advertising 
 Low response rates 
 Expensi...
Marketing is Changing 
 Higher response rate 
 Low cost / High ROI 
 Open playing field 
 Easy to track 
Inbound ‐ Mag...
Why is Search Important? 
• 89% of people search before making any purchase decision 
• 75% of searchers never scroll past...
Organic ‐ SEO Paid ‐ PPC
Organic [SEO] & Sponsored [PPC] 
SEO Organic: 80% 
Relevance + Authority 
PPC: 20% 
Bid Value + Quality Score
Keywords 
The Foundation of Your Search Campaigns
Keywords – Search’s Bible 
List 20+ keywords and phrases your target customer might 
use to find your site 
• Branded vs. ...
Keywords – Short Tail & Long Tail
Keywords ‐ Local
What is SEO? 
The Process of optimizing a Web site to drive more relevant 
traffic in an organic way 
On‐Page Optimization...
How Does Google See Your Site?
How Does Google See Your Site?
On Page Factors‐ “Internet Marketing” 
Page Title 
URL 
HI Header 
Page Content
Typical Site 
No header, no value proposition 
Primary nav has no keywords. 
Side navigation is text‐based – 
Great!… 
… b...
Off‐Page SEO Drives Authority 
Use content to drive customer engagement, wherever the 
customer conversation is taking pla...
YouTube – 2nd Largest Search Engine! 
Do you Have Videos? 
• Create a YouTube channel 
• Choose your keywords 
• Name vide...
Content is KING 
• What content do I need to improve? 
• What content do I need to create? 
• How do I continually measure...
Do You Have a Content Strategy? 
• Look at competitors 
• Study your analytics 
• Target specific personas 
• Map their bu...
Buyer’s Journey – Content is King 
How? Where? 
When? 
Best?
New Site? – Bake SEO in! 
1. Mobile friendly with Responsive design 
2. CMS ( Content Management System) 
3. Keyword Disco...
Is it Working? 
• Use Analytics! 
• Competitive comparison 
• Google Page Rank (1‐10) 
• Alexa Rank (low is good) 
• Use a...
SEO Summary‐ Getting Found Organically 
• Target the right keywords 
• Make it easy for users to understand and navigate y...
What is Pay Per Click Advertising? 
Why PPC? 
 Reach 
 Cost 
 Timing 
 Guaranteed Visibility 
Google Text Ads 
Ads 
Go...
PPC‐ Typical AdWords Example 
• Ad Title (25 character limit) 
• Ad Text (35 character limit) 
• Display URL (35 character...
PPC Example: Lead Generation ROI 
$1,000 initial investment in PPC 
$1.00 CPC ≥ 1,000 clicks 
2% conversion rate = 20 Lead...
Where to Advertise? 
Google Ad Network Reaches >80% of Users 
Google Remarketing 
Other 
30% 
network 
70% 
Google Search ...
How Does Google Display Network Work? 
Prospects see your ad when they surf their favorite sites
How Does Banner RemarketingWork? 
Visit Your Web Site 
Get “Cookied” 
Follow visitors with your Ad 
“everywhere” 
Increase...
How Does Email RemarketingWork? 
Visit Your Web Site 
Places items in Cart or Form 
Abandons the Cart (65%) 
Send Recovery...
B2C Destination Page ‐ PPC Success 
Reader decides in <3 seconds if they re staying or moving on 
Landing Page Best 
Pract...
B2B Destination Page 
Landing Page Best 
Practices 
• Not your home page 
• Simple message 
• Clear design 
• Prominent Ca...
PPC ‐ Summary 
 FIT: Is PPC a good fit for my business? 
 Set Up: Set KPIs and Budget 
 Remarketing: Need banners and e...
PPC & SEO – Better Together ! 
• Dominate the 1st page real‐estate and push competitors down 
• Maximize conversions and R...
PPC & SEO Forrester Industry Insights 
Forrester analysed 77,000 B2C orders to determine the sources 
of most transactions...
Thank You 
OpenMoves Inc 
SEO /PPC 
Email Marketing 
Cart Abandonment 
Free SEO Audit 
amir@openmoves.com 
631.546.7779
Appendix ‐ Search Tools 
• Keywords: Discovery, planning, tracking 
– Google AdWords Keyword Planner 
– Google (and Bing) ...
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TAB SEO|PPC|Remarketing Presentation

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Presentation to The Alternative Board on SEO, PPC, and Remarketing best practices.

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TAB SEO|PPC|Remarketing Presentation

  1. 1. How to Drive Relevant Traffic to Your Web Site STAND OUT FROM THE HERD
  2. 2. Agenda  Introductions  SEO Best Practices  PPC & Remarketing Best Practices We’ll email you a link to a free SEO audit and the Presentation amir@openmoves.com
  3. 3. Show of Hands • B2B vs. B2C? • Ecommerce site? • Who reviews Web analytics? • Who is using SEO or PPC today?
  4. 4. Traditional Marketing • Direct Mail • Trade Shows • Telemarketing • Print Advertising  Low response rates  Expensive  Harder to track Outbound ‐ Loudspeaker
  5. 5. Marketing is Changing  Higher response rate  Low cost / High ROI  Open playing field  Easy to track Inbound ‐ Magnet • SEO • Pay Per Click • Blogging • Social Media • Email Think: Magnet ‐ not Loudspeaker
  6. 6. Why is Search Important? • 89% of people search before making any purchase decision • 75% of searchers never scroll past the first page of Google • 93% of all Internet traffic comes from a search engines
  7. 7. Organic ‐ SEO Paid ‐ PPC
  8. 8. Organic [SEO] & Sponsored [PPC] SEO Organic: 80% Relevance + Authority PPC: 20% Bid Value + Quality Score
  9. 9. Keywords The Foundation of Your Search Campaigns
  10. 10. Keywords – Search’s Bible List 20+ keywords and phrases your target customer might use to find your site • Branded vs. non‐branded • Check your analytics • Ask your customers! • Check what works for your competition • Use Google Adwords Keyword Planner
  11. 11. Keywords – Short Tail & Long Tail
  12. 12. Keywords ‐ Local
  13. 13. What is SEO? The Process of optimizing a Web site to drive more relevant traffic in an organic way On‐Page Optimization ‐ Relevance Make it easy for search engines to find, understand (relevance of page to specific topics/keywords), and to index your site Off‐Page Optimization – Authority Build authority by increasing the number of quality and relevant sites that link back to yours
  14. 14. How Does Google See Your Site?
  15. 15. How Does Google See Your Site?
  16. 16. On Page Factors‐ “Internet Marketing” Page Title URL HI Header Page Content
  17. 17. Typical Site No header, no value proposition Primary nav has no keywords. Side navigation is text‐based – Great!… … but could be prioritized rather than alphabetized. Products have Alt tags – Good .. But they can be even better optimized. Prominent in‐site search! Prominent email signup! Underused footer
  18. 18. Off‐Page SEO Drives Authority Use content to drive customer engagement, wherever the customer conversation is taking place • Relevant related sites • Blog – great bait • YouTube • Facebook • Twitter • Pinterest • Infographic
  19. 19. YouTube – 2nd Largest Search Engine! Do you Have Videos? • Create a YouTube channel • Choose your keywords • Name video file: KW + name of your business • Add a transcript of your video (with KW) • Embed the YouTube video on your website (better than uploading it directly to your website)
  20. 20. Content is KING • What content do I need to improve? • What content do I need to create? • How do I continually measure and improve my content? • How do I engage the user with SEO?
  21. 21. Do You Have a Content Strategy? • Look at competitors • Study your analytics • Target specific personas • Map their buyer’s journeys • Tailor content to users based on intent • Create early‐stage content (eg: “how to” vs “buy”) • Inform and entertain!
  22. 22. Buyer’s Journey – Content is King How? Where? When? Best?
  23. 23. New Site? – Bake SEO in! 1. Mobile friendly with Responsive design 2. CMS ( Content Management System) 3. Keyword Discovery and Content Strategy 4. Effective calls‐to‐action 5. Set up analytics and monitoring (GA, GWT) 6. Best practices in page template designs 7. Generate unique default values for on‐page elements 8. Crawlable code 9. Optimize images (filenames and size) 10. Get your canonicals in place 11. Optimize for page load time 12. Deploy 301s if URLs have changed
  24. 24. Is it Working? • Use Analytics! • Competitive comparison • Google Page Rank (1‐10) • Alexa Rank (low is good) • Use an SEO Platform?
  25. 25. SEO Summary‐ Getting Found Organically • Target the right keywords • Make it easy for users to understand and navigate your site • Make it easy for search engines to crawl your site • Local focus when appropriate • Develop authoritative and engaging content, with blogging, video, social media, content marketing and linking • Have patience – SEO is a lifestyle
  26. 26. What is Pay Per Click Advertising? Why PPC?  Reach  Cost  Timing  Guaranteed Visibility Google Text Ads Ads Google Shopping Organic Results
  27. 27. PPC‐ Typical AdWords Example • Ad Title (25 character limit) • Ad Text (35 character limit) • Display URL (35 character limit) • Landing page or Web Site
  28. 28. PPC Example: Lead Generation ROI $1,000 initial investment in PPC $1.00 CPC ≥ 1,000 clicks 2% conversion rate = 20 Leads 25% conversion rate = 5 Clients Average sale = $1,500 $1K investment returns $7.5K in sales
  29. 29. Where to Advertise? Google Ad Network Reaches >80% of Users Google Remarketing Other 30% network 70% Google Search Google Display Network
  30. 30. How Does Google Display Network Work? Prospects see your ad when they surf their favorite sites
  31. 31. How Does Banner RemarketingWork? Visit Your Web Site Get “Cookied” Follow visitors with your Ad “everywhere” Increase Direct & Assisted Conversions
  32. 32. How Does Email RemarketingWork? Visit Your Web Site Places items in Cart or Form Abandons the Cart (65%) Send Recovery Emails Recover Abandoners and Convert 10%‐20%
  33. 33. B2C Destination Page ‐ PPC Success Reader decides in <3 seconds if they re staying or moving on Landing Page Best Practices • Not your home page • Simple message • Clear design • Prominent Call To Action E‐Commerce Landing Pages
  34. 34. B2B Destination Page Landing Page Best Practices • Not your home page • Simple message • Clear design • Prominent Call To Action Lead Generation Landing Pages
  35. 35. PPC ‐ Summary  FIT: Is PPC a good fit for my business?  Set Up: Set KPIs and Budget  Remarketing: Need banners and emails  Destination Pages: Optimize for conversion  Results: Analyze & Optimize
  36. 36. PPC & SEO – Better Together ! • Dominate the 1st page real‐estate and push competitors down • Maximize conversions and ROI • Best insights for keywords • Watch out not to cannibalize yourself
  37. 37. PPC & SEO Forrester Industry Insights Forrester analysed 77,000 B2C orders to determine the sources of most transactions New Customers sources of transactions: • Direct ‐ 20% • SEO ‐ 16% • PPC ‐ 11% Existing Customers: • Direct – 20% • Email Marketing – 13% • SEO‐ 6% Social Media < 1% in generating transactions
  38. 38. Thank You OpenMoves Inc SEO /PPC Email Marketing Cart Abandonment Free SEO Audit amir@openmoves.com 631.546.7779
  39. 39. Appendix ‐ Search Tools • Keywords: Discovery, planning, tracking – Google AdWords Keyword Planner – Google (and Bing) Webmaster Tools – Other platforms, like Moz.com, Searchlight • Links – MajesticSEO http://www.majesticseo.com/ – Open Site Explorer (from Moz) http://www.opensiteexplorer.org/ – Other platforms • WordPress Plugins – http://yoast.com/wordpress/ – free version of SEO plugin is great from Chrome or Firefox • Screaming Frog – http://www.screamingfrog.co.uk/seo‐spider/ – Spider software – fantastic, powerful! ($160)

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