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)

1. Search Marketing and Analytics
for the Small Business

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:
www.SmallBusinessMiracles.com/WBC

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. 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. Types of Searches
• Information – How-To, News, Opinions
• Produce Reviews – Pre-shopping
• Products/Services – Ready to Buy
• Entertainment – Music, Video, Games

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. How Do Search Engines Work?
*There are over 200 factors Google uses to rank a website.

8. Understanding Search Results

9. How Do We Respond to Search Results?
Top 3 Search Results receive 58% of all Clicks

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. 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. What Factors Impact SEO?
Pull in people who are searching for what you
offer by using:
– Keywords/Content
– Links (Internal/External)
– Social Media
– Effective Web Design that
Converts Traffic

13. Website First Steps (Review)
1. Domain Name (GoDaddy.com or other Registrar)
2. Website Hosting (GoDaddy.com / HostGator.com)
3. Website Designer / Developer

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. Why Should Small Businesses Care?
• Be Found
• Make Sales
• Build a Client/Customer Database
• Build a Community and Customer Loyalty

16. Importance of Keywords
Keywords are important because:
• They tell the search engine what your website is
about and what you do.
• Enables people to find you.

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. Google Keyword Suggestion Tool
https://adwords.google.com/o/KeywordTool

19. Google Trends and Insights
http://www.google.com/trends/

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. Example of An Optimized Page

22. Optimization Tips
Title Tags
• Keyword Rich
• Different on Every Page

23. Use Analytics to Track Progress
Google Analytics is FREE and provides a wealth
of information. http://analytics.google.com

24. Analytics Will Show Referring Sites

25. What Can We Learn From Google Analytics?
• Visitor Data
• Traffic Sources
• Content Ideas
• Goal Tracking
• Ecommerce Tracking

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. 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. Content
• What content attracts your readers?
• What pages do they enter your website on?
• What pages do they exit the most?

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. Ecommerce
If you sell items via your website you can gather a lot of data from
Google Analytics, such as
– Average order value
– Revenue
– Popular items purchased.

31. A Little “Darby” Break

32. How to Get Started with Google Analytics?
• Step 1: Sign Up for an Account
http://www.google.com/analytics/
• Step 2: Setup
• Step 3: Install

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. 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. 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. 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. Random Photo
Darby hopes you enjoyed today’s presentation!

38. Time for Questions

39. For the full presentation and handouts go to:
www.SmallBusinessMiracles.com/WBC
Please call or email with questions.
Laura Lake
816.842.0100
llake@smallbusinessmiracles.com