The Website Marketing Pro

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Anyone serious about a meaningful online business presence today needs Search Engine Optimization Services. With millions of web sites designed and published everyday in all kind of languages and topics, a long term and sustainable website marketing strategy is crucial.

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The Website Marketing Pro

  1. 1. Dick Ingersoll
  2. 2. What is Internet Marketing? <ul><li>Generating sales and/or capturing leads from customers that are searching on the Internet </li></ul><ul><li>Traditionally it was “search engine optimization” </li></ul><ul><ul><li>Build a site </li></ul></ul><ul><ul><li>Apply the black art of indexing, links, meta-tags, directories, etc. </li></ul></ul><ul><ul><li>Hope it shows up in Google someday </li></ul></ul><ul><ul><li>Hope it shows up with the right keywords (what people are typing in when they search) </li></ul></ul><ul><li>Grown to include Pay Per Click </li></ul><ul><ul><li>Google’s Adwords (3 line ads that show up on the right of search engine results) </li></ul></ul><ul><ul><li>Microsoft’s Adcenter </li></ul></ul><ul><ul><li>Yahoo’s search marketing (Overture) </li></ul></ul><ul><ul><li>Build ads around keywords and pay for everyone that clicks the ad and visits your site </li></ul></ul><ul><li>The future is Social networking sites </li></ul>
  3. 3. Why Use Search Engine Optimization? Higher clicks for each search term Free traffic
  4. 4. What Causes Bad Experiences with Search Engine Optimization? <ul><li>Often sites are never even “indexed” at all! Google doesn’t even know they exist </li></ul><ul><li>After sites get indexed, they are usually not indexed by the search terms the web site owner would like </li></ul><ul><li>Web site owners have no idea what search terms would really be best to drive traffic </li></ul><ul><li>Fresh content is important, but hard to keep up with and organize </li></ul><ul><li>Backlinks are hard to come by </li></ul><ul><li>Domain age </li></ul><ul><li>It’s hard work, tedious and time consuming! </li></ul><ul><li>No one really understands how Google decides who gets listed and in what order. </li></ul>
  5. 5. Why Use Pay Per Click? <ul><li>Very Fast </li></ul><ul><ul><li>Search engine optimization can take weeks, months or even years to show results </li></ul></ul><ul><ul><li>You can be promoting your site, and getting targeted visitors in hours (sometimes minutes) </li></ul></ul><ul><li>Provides a path for search engine optimization </li></ul><ul><ul><li>How do you know what terms you should optimize for? </li></ul></ul><ul><ul><li>Which searches are your money makers? </li></ul></ul><ul><li>When done correctly, can yield highly profitable results </li></ul>
  6. 6. Why Use Pay Per Click? (cont’d) <ul><li>Great testing platform and can be highly targeted </li></ul><ul><ul><li>Time of day </li></ul></ul><ul><ul><li>Geographic area </li></ul></ul><ul><ul><li>Keywords and phrases </li></ul></ul><ul><ul><li>Content network </li></ul></ul><ul><ul><li>Placement campaigns </li></ul></ul><ul><li>Immediate feedback </li></ul><ul><li>You know what you’re getting for your money – complete opposite of the yellow pages, tracking opportunities are plentiful </li></ul><ul><li>Your competition is already using it </li></ul>
  7. 7. Why Do People Have Bad Experiences With PPC? <ul><li>They don’t do it for a living! </li></ul><ul><ul><li>It’s very powerful, and doing it well is very complex </li></ul></ul><ul><li>Google’s rules, tips/tricks </li></ul><ul><ul><li>Relevance </li></ul></ul><ul><ul><li>Keyword grouping </li></ul></ul><ul><ul><ul><li>10 keywords in one big adgroup as opposed to thousands in individual adgroups </li></ul></ul></ul><ul><ul><li>Quality score </li></ul></ul><ul><li>Landing pages are not targeted; often ads go right to the home page </li></ul><ul><li>Click through rate </li></ul><ul><ul><li>Initial tips and tricks (capitalization) </li></ul></ul>
  8. 8. <ul><li>Keyword research </li></ul><ul><ul><li>If you’re running 10 keywords, I would be running 3,000 </li></ul></ul><ul><li>Ad testing </li></ul><ul><li>Conversion tracking </li></ul><ul><li>Tools – too expensive </li></ul><ul><li>Bid management </li></ul><ul><li>Broad match </li></ul><ul><li>Content Network </li></ul><ul><li>Geographic Targeting </li></ul><ul><li>Lead tracking and generation – effective opt-in’s etc. </li></ul><ul><li>Ad scheduling (times of day) </li></ul>Why Do People Have Bad Experiences With PPC? (cont’d)
  9. 9. How Can We Solve Problems with Search Engine Optimization? <ul><li>After sites get indexed, they are usually not indexed by the search terms the web site owner would like </li></ul><ul><li>Use traditional “on page” methods </li></ul><ul><li>Use the one known way to influence search engine placement – link building (e.g. “click here” example) </li></ul><ul><li>Web site owners have no idea what search terms would really be best to drive traffic </li></ul><ul><li>Use PPC results </li></ul><ul><li>Build landing pages for each keyword </li></ul>Often sites are never even “indexed” at all! Google doesn’t even know they exist <ul><li>Use well known and proven tricks to get indexed such as article marketing, craigslist, adsense placement, blog pinging etc. </li></ul>
  10. 10. How Can We Solve Problems with Search Engine Optimization? (cont’d) <ul><li>Backlinks are hard to come by </li></ul><ul><li>Use management company that includes backlink services through article marketing and social bookmarking </li></ul><ul><li>Must use a tool to be effective! </li></ul>Fresh content <ul><li>Set up a blog </li></ul>Domain age <ul><li>Purchase domains (great tools for searching) </li></ul>No one really understands how Google decides who gets listed and in what order
  11. 11. How Can We Solve PPC Problems? <ul><li>Google’s rules, tips/tricks: </li></ul><ul><ul><li>Relevance </li></ul></ul><ul><ul><ul><li>Overall site content </li></ul></ul></ul><ul><ul><ul><li>Create targeted landing pages for each search term category </li></ul></ul></ul><ul><ul><ul><li>Can build a silo site first (if appropriate) </li></ul></ul></ul><ul><ul><li>Keyword grouping </li></ul></ul><ul><ul><ul><li>Only 3 Keywords per ad group (same KW, different match types) </li></ul></ul></ul><ul><ul><li>Quality score </li></ul></ul><ul><ul><ul><li>Keyword density </li></ul></ul></ul><ul><ul><ul><li>Content </li></ul></ul></ul><ul><ul><ul><li>Links to privacy, disclosure, about us, contact us, and external authority links </li></ul></ul></ul>
  12. 12. How Can We Solve PPC Problems? (cont’d) <ul><li>Landing pages </li></ul><ul><ul><li>Dynamic landing pages </li></ul></ul><ul><ul><li>Quality score guidelines </li></ul></ul><ul><ul><li>Target the customer’s conversation </li></ul></ul><ul><li>Click through rate </li></ul><ul><ul><li>Capitalization </li></ul></ul><ul><ul><ul><li>“ Get Your Free Trial Here” can get up to twice the number of clicks as “Get your free trial here” </li></ul></ul></ul><ul><ul><li>Include search term in ad text </li></ul></ul><ul><ul><li>Change URL to reflect search term </li></ul></ul><ul><ul><li>TEST </li></ul></ul><ul><li>Keyword research – Tools and competitor research </li></ul>
  13. 13. <ul><li>Ad testing – split test every adgroup every day </li></ul><ul><ul><li>What’s the one thing you know for certain about these two ad titles? </li></ul></ul><ul><li>Conversion tracking </li></ul><ul><li>Tools – use a ppc management service like us! (tool cost spread among clients) </li></ul><ul><ul><li>$1,000’s /year in tool costs </li></ul></ul><ul><li>Bid management – Mass adjustments using tools </li></ul><ul><li>Broad match – Use and track every match type </li></ul><ul><li>Content Network – Tracking, site targeted placement </li></ul><ul><li>Geographic targeting – USE IT </li></ul>How Can We Solve PPC Problems? (cont’d) Bronchitis Problems? Learn how to quickly get over your Bronchitis naturally & safely. www.bronchitis_problems.com Bronchitis Problems Advice and information to help Bronchitis sufferers. www.bronchitis.com
  14. 14. Social Networking Sites <ul><li>Sites where users dictate the content and/or the popularity/ visibility of that content </li></ul><ul><li>Number of daily visitors is skyrocketing </li></ul><ul><li>MySpace had more traffic in 2007 than Google </li></ul><ul><li>Already, FaceBook has reached Google traffic levels </li></ul><ul><li>YouTube gets twice as much traffic as Google </li></ul><ul><li>These sites are DOUBLING every 6 months; FaceBook adds 1 million visitors/week </li></ul><ul><li>In a typical month </li></ul><ul><ul><li>30% of everyone that goes online worldwide visits MySpace </li></ul></ul><ul><ul><li>29% visit FaceBook </li></ul></ul><ul><ul><li>35% visit YouTube </li></ul></ul>
  15. 15. Social Networking Sites (cont’d) <ul><li>It’s not just kids discussing what they’re going to wear to the prom </li></ul><ul><ul><li>Over 50% of MySpace users are older than 35 </li></ul></ul><ul><ul><li>FaceBook even has 100k users older than 64 </li></ul></ul><ul><li>This is the new frontier </li></ul><ul><li>Traditional marketing will not survive here </li></ul><ul><li>Incredible opportunities for first mover advantage </li></ul>
  16. 16. How to Dominate Your Market <ul><li>Understand your customer’s searching behavior </li></ul><ul><ul><li>What problem are they trying to solve </li></ul></ul><ul><ul><li>What’s the conversation they’re having with themselves? </li></ul></ul><ul><li>Decide how to track conversions (leads, sales etc.) </li></ul><ul><li>Decide on autoresponders and set them up </li></ul><ul><li>Keyword research </li></ul><ul><ul><li>Brainstorm core ones </li></ul></ul><ul><ul><li>“ Spy” on competition </li></ul></ul><ul><ul><li>Let loose the tools </li></ul></ul><ul><li>Group keywords by landing page (conversation type) </li></ul><ul><li>Build landing pages following quality score criteria closely, or use silo site </li></ul>
  17. 17. How to Dominate Your Market (cont’d) <ul><li>Set up a blog </li></ul><ul><li>Set up Adwords campaign </li></ul><ul><li>Monitor, test etc. </li></ul><ul><ul><li>Split test every day </li></ul></ul><ul><ul><li>Adjust bids every day </li></ul></ul><ul><ul><li>Delete non-performing keywords every day </li></ul></ul><ul><li>As soon as we find a “money term” start search engine optimization process </li></ul><ul><ul><li>Examine domain name </li></ul></ul><ul><ul><li>Market 2-3 articles per week (or even more!) </li></ul></ul><ul><ul><li>Blog postings at least 3 times per week (outsource) </li></ul></ul><ul><ul><li>Forum postings </li></ul></ul><ul><ul><li>Yahoo answers </li></ul></ul><ul><ul><li>Blog postings (other people’s) </li></ul></ul><ul><li>Possibly move most successful terms to Yahoo and MSN </li></ul><ul><li>90 days, then repeat </li></ul>
  18. 18. Services Offered <ul><li>Initial consultation </li></ul><ul><ul><li>Build a plan to dominate your market </li></ul></ul><ul><li>PPC Services </li></ul><ul><ul><li>Manage your web designer to implement plan (or provide one at extra cost) </li></ul></ul><ul><ul><li>Keyword research – both general and competitor analysis – using all tools </li></ul></ul><ul><ul><li>Ad groups set up with no more than 3 keywords in each ad group, and all keywords categorized by “customer conversation” </li></ul></ul><ul><ul><li>Initial ads set up with keywords in the ad text, correct capitalization etc. </li></ul></ul><ul><ul><li>Split testing ads for EVERY ad group, EVERY day </li></ul></ul><ul><ul><li>Content network campaign set up and tracking </li></ul></ul><ul><ul><li>Site placement campaign set up and tracking </li></ul></ul><ul><ul><li>Daily bid optimization </li></ul></ul><ul><ul><li>Your campaign reviewed and tweaked EVERY day </li></ul></ul><ul><ul><li>Auto-responder set up </li></ul></ul>
  19. 19. Services Offered – SEO <ul><li>SEO Services </li></ul><ul><ul><li>4 articles (500–750 words)/month written (more can be added at $50 per article) </li></ul></ul><ul><ul><li>Article submission to 200–1000 article directories for every article – Builds thousands of links with optimized “anchor text” </li></ul></ul><ul><ul><ul><li>Highly specialized, no duplicate content penalties! </li></ul></ul></ul><ul><ul><li>Link building in forums, blogs and Yahoo answers EVERY day </li></ul></ul><ul><ul><li>Social bookmarking of articles and blog posts EVERY day </li></ul></ul><ul><ul><li>Monthly consultation with web designer to insure appropriate on page elements. </li></ul></ul><ul><ul><li>Set up your blog </li></ul></ul><ul><ul><li>2–4 blog posts per week (your blog) </li></ul></ul>
  20. 20. Services Offered – Other <ul><li>For every customer: </li></ul><ul><ul><li>Weekly and monthly status reports </li></ul></ul><ul><ul><li>Auto responder set up and maintenance ($50/month value) </li></ul></ul><ul><ul><li>Unlimited phone and email consultations </li></ul></ul><ul><ul><li>Continuously updated expertise – coming soon… Facebook and the new Internet! Within 3 months, Facebook will be included with SEO services </li></ul></ul><ul><ul><li>100% money back guarantee </li></ul></ul><ul><ul><li>Month to month – no long-term contract </li></ul></ul>
  21. 21. What Will This Cost? Initial Consultation FREE Initial set-up fee paid to The Website Marketing Pro – Building your plan to dominate your market $450 – 650 PPC charges paid to Google, MSN, Yahoo – ROI tracking; theoretically, you pay only for clicks that bring you sales or leads Variable (Range: $.05–1.00; average $.25–.50) Monthly fees paid to The Website Marketing Pro Manage pay-per-click: Under $250/month in Adwords spending From $251–450/month in Adwords spending From $451–850/month in Adwords spending From $851–2000/month in Adwords spending > $2000/month in Adwords spending Manage search engine optimization: $99/month $199/month $249/month $299/month Ask for quote $600 monthly add-on For both PPC and SEO services 10% discount
  22. 22. Contact Us <ul><li>Contact: The Website Marketing Pro </li></ul><ul><li>http://www.TheWebsiteMarketingPro.com </li></ul><ul><li>http://www.linkedin.com/in/thewebsitemarketingpro </li></ul><ul><li>Office(at)TheWebsiteMarketingPro.com </li></ul><ul><li>Phone: 877-571-3630 </li></ul>
  23. 23. Thank You

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