State of Internet Marketing 2012 – Session 3


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Session 3: Strategy and Analytics - Two Must Haves When it Comes to Online Success(Drafting Your Online Strategy and Measuring the Results - Hands On is also tacked onto this lesson)

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State of Internet Marketing 2012 – Session 3

  1. 1. Search Marketing and Analytics for the Small Business
  2. 2. Taking the Mystery Out of Search Marketing and Analytics• Understanding of search marketing and how to know what people are searching for• Encourage your input & questions• Take one thing that you can apply to your company• Learn to review and measure results using analytics. For the full presentation and handouts go to:
  3. 3. Who Uses Search Engines?• 50% of Americans use a search engine everyday.• 90% user a search engine at least once a month.• 29 million searchers per minute.• Online searches have replaced the Yellow Pages
  4. 4. What Search Engines Are Being Used?• 64% of people use Google• 14% of people use Bing• 16% of people use Yahoo!• 6% of people use other search engines.
  5. 5. Types of Searches• Information – How-To, News, Opinions• Produce Reviews – Pre-shopping• Products/Services – Ready to Buy• Entertainment – Music, Video, Games
  6. 6. How Do We Search?Keywords and Phrases• Bath Remodel• Kitchen Remodel• Remodeling Contractor in Kansas City• Remodeling Ideas• Good remodeling contractors in Kansas
  7. 7. How Do Search Engines Work?*There are over 200 factors Google uses to rank a website.
  8. 8. Understanding Search Results
  9. 9. How Do We Respond to Search Results? Top 3 Search Results receive 58% of all Clicks
  10. 10. What is Search Engine Optimization (SEO)? Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a website from search engines via natural (”organic” or “algorithmic”) search results.
  11. 11. What is Search Engine Marketing (SEM) ? Search engine marketing is using popular search engines such as Google, Bing and Yahoo! to market your products and services. Effective search engine marketing means that when a potential customer or client types in keywords matching what you offer they are greeted with your website.
  12. 12. What Factors Impact SEO?Pull in people who are searching for what youoffer by using:– Keywords/Content– Links (Internal/External)– Social Media– Effective Web Design that Converts Traffic
  13. 13. Website First Steps (Review)1. Domain Name ( or other Registrar)2. Website Hosting ( / Website Designer / Developer
  14. 14. Overview of Search Engine Algorithm 23.87% - Trust of the Host Domain 22.33% - Link Popularity 20.26% - Anchor Text of External Links to the Page 15.04% - On-Page Keyword Usage 6.91% - Registration & Hosting Data 6.29% - Traffic + CTR Data 5.30% - Social Graph Metrics
  15. 15. Why Should Small Businesses Care?• Be Found• Make Sales• Build a Client/Customer Database• Build a Community and Customer Loyalty
  16. 16. Importance of KeywordsKeywords are important because:• They tell the search engine what your website is about and what you do.• Enables people to find you.
  17. 17. How Do I Know What Keywords to Use?• Location• Types of Services or Products• Competition• Thesaurus / Synonyms• Google’s Keyword Tool• Google Trends and Insights
  18. 18. Google Keyword Suggestion Tool
  19. 19. Google Trends and Insights
  20. 20. Where Should You Put Keywords? • Content • Title tags • Meta tags • Anchor text When linking use keywords- keyword here • URL Extensions http://www.yourdomain/keyword
  21. 21. Example of An Optimized Page
  22. 22. Optimization TipsTitle Tags• Keyword Rich• Different on Every Page
  23. 23. Use Analytics to Track ProgressGoogle Analytics is FREE and provides a wealthof information.
  24. 24. Analytics Will Show Referring Sites
  25. 25. What Can We Learn From Google Analytics? • Visitor Data • Traffic Sources • Content Ideas • Goal Tracking • Ecommerce Tracking
  26. 26. Visitor Data• Who is coming to your website?• Where are they located geographically?• How often have they visited your website?• What computers and browsers are visitors using to gain access to your website?
  27. 27. Traffic Sources• How do people get your website?• Do they use search engines?• Are they being referred from other websites?• What keywords are visitors finding you under?
  28. 28. Content• What content attracts your readers?• What pages do they enter your website on?• What pages do they exit the most?
  29. 29. Goals• Do you have specific objectives with your website?• If so you can setup goals within Google Analytics and it will report when those objectives are achieved.• Goals can represent desired actions by users, registrations, downloads and even purchase goals.
  30. 30. EcommerceIf you sell items via your website you can gather a lot of data fromGoogle Analytics, such as – Average order value – Revenue – Popular items purchased.
  31. 31. A Little “Darby” Break
  32. 32. How to Get Started with Google Analytics?• Step 1: Sign Up for an Account• Step 2: Setup• Step 3: Install
  33. 33. Analytics - Must Have Reports• Audience Overview You can use the visitor data to show you how many visitors are new and how many are returning.• Traffic Sources Overview The traffic source report will help you to see where your visitors are coming from.• Organic Search Results This serves as your keyword report . It will show you what search terms your visitors are finding you under when searching search engines.
  34. 34. Recap of What We Have Learned• People use search engines to find things• Search engines read websites• Using keywords helps search engines read websites, and therefore rank them• Where to put these keywords
  35. 35. Search Engines Use Algorithms 23.87% - Trust of the Host Domain 22.33% - Link Popularity 20.26% - Anchor Text of External Links to the Page 15.04% - On-Page Keyword Usage 6.91% - Registration & Hosting Data 6.29% - Traffic + CTR Data 5.30% - Social Graph Metrics
  36. 36. Analytics Are Important• Without analytics you won’t know what works and what doesn’t.• Use them to educate yourself on your online traffic and consumers.
  37. 37. Random PhotoDarby hopes you enjoyed today’s presentation!
  38. 38. Time for Questions
  39. 39. For the full presentation and handouts go to: Please call or email with questions. Laura Lake 816.842.0100