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SEO and Your Website; What's Possible


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The search engine landscape has changed with the convergence of Search and Social. This two hour session looks at what is important today to the search engines and how businesses can best position their content and their social media strategy in an effort to provide value to their audience and increase branding, engagement and targeted traffic from their target audience. Build it and they will come does not apply to Digital Marketing. Beginning with the end in mind this session further discusses how to develop a strategy to drive leads to and through your website in the B2B world.

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SEO and Your Website; What's Possible

  1. 1. Search Engine Optimization &presents Your Website presented by Brian Bluff, President & Co-Founder Eddie Bluff, Vice President Key Accounts & Co-Founder
  2. 2. About Today…Download This Presentation on SlideShare.netWe’re here to help… •  After this presentation •  Consultations at your convenience
  3. 3. What We Will Cover Part 1: Search Engine Optimization (SEO) •  How has the Internet changed the way we do business? •  The Internet Marketing Landscape •  Determining online potential •  The convergence of Search and Social •  Internet marketing in more detail o  Mobile marketing o  Search Engine Optimization o  Blogging •  Social Media as a force multiplier •  ROI
  4. 4. What We Will Cover Part 2: •  Internet marketing overview •  Understanding website traffic •  Website performance metrics •  Mobile traffic is on the rise •  Website conversion •  Assessing the value of traffic •  The ideal Internet marketing program
  5. 5. How Products Used To Be Purchased I need a … Where do I get it? Shop Months Evaluate Negotiate Buy
  6. 6. … Today (In The Internet Era) I need a … Where do I get it? Online Shop Evaluate Negotiate Prospect contact Buy
  7. 7. The Internet Marketing Landscape
  8. 8. Search Engine Results Page (SERP)
  9. 9. Search Engine Market Share
  10. 10. Determining Online Potential
  11. 11. Keywords – What Your Site Is About •  Don’t let website designers pick keywords •  Align Content with words customers use •  Examine competitor’s keywords •  Position content in the path of prospects •  Provide clues about prospects’ concerns/questions •  Facilitates development of content important to potential customers
  12. 12. Twitter Search
  13. 13. Google Alerts
  14. 14. Convergence Of Search And Social
  15. 15. •  Influenced by: •  Quality of content •  Number of followers •  Tweet volume
  16. 16. •  Influenced by: o  Number of connections o  Profile updates o  Discussions created o  Popularity of discussions (comments)
  17. 17. Search Engine OptimizationRelevance•  Title tag•  Keywords and description•  H tags•  Content•  Alt tags
  18. 18. Why Links Are Important?Credibility•  Authority•  Incoming links are votes of confidence•  Links from related pages or sites•  Related anchor text
  19. 19. Credibility•  Social Signals (Author / Human/Social Authority)•  Twitter – authoritative people lend their authority to pages they tweet•  ReTweets are the new links
  20. 20. Local SearchGeneral Rule of ThumbIf a company can only survive (or thrive) locally… …then a portion of the people searching for the company’s products or services will refine their search using geographic modifiers Country, State/Province, City/Town/Village, Zip/Postal Code
  21. 21. Blogging Yesterday Today Tomorrow ???
  22. 22. Establish Credibility With Social Media Create Accounts (Name Claim) Grow Lead Discussion Networks Become the Participate In Expert Discussion Create Content Distribute Content
  23. 23. Establish Credibility With Social Media Create Accounts (Name Claim) Grow Lead Networks Discussion Become the Participate In Expert Discussion Create Content Distribute Content
  24. 24. Twitter LinkedIn YouTube SM Platforms Published Print Social Media Tech Facebook Maximize Media Paper Opportunities Email Campaign Published Multi-purpose Online Website Media Content Blog Engaging: Post Conference Market Sheet Presentation - fans - markets White Intranet/ - customers Paper eLiterature Press Application Release Note
  25. 25. Blogs = expert & support SEO Website Search (blog) Rank Engines Content Distribute Need Social Interaction Prospects Properties Branding
  26. 26. Google Analytics •  What is it? o  Website Traffic Measurement & Analysis Tool •  Where Do you get it? o  Free o  Webmaster to install
  27. 27. Google Analytics - Key Features Revenue/ Lead Generation Audience Audience Behavior Segmentation
  28. 28. Google Analytics - Revenue/Lead Generation
  29. 29. Google Analytics - Revenue/Lead Generation
  30. 30. Google Analytics - Audience Segmentation
  31. 31. Google Analytics: Audience Behavior Source Audience Interactions Value
  32. 32. Google Analytics -Audience Behavior
  33. 33. Webmaster Tools - Key features Organic Keyword External/ Page Internal Performance Links
  34. 34. Webmaster Tools
  35. 35. Webmaster Tools
  36. 36. Webmaster Tools
  37. 37. Webmaster Tools
  38. 38. What We Will Cover Part 2: Your Website •  Internet marketing overview •  Understanding website traffic •  Website performance metrics •  Mobile traffic is on the rise •  Website conversion •  Assessing the value of traffic •  The ideal Internet marketing program
  39. 39. Your Website As A Sales Funnel Vertical Websites Social Media 10,000 25% 12,500 12,500 Your Website 0.75% 0.75% 0.25% 1.0% 75 94 125 More Money 25% 67%
  40. 40. Website Traffic Sources •  Search o  Organic   Not provided (10 to 20%)   Branded (know you)   Non-branded (prospects) o  Paid •  Referral o  Other sites o  Directories o  Smaller search engines o  Wikipedia o  Associations •  Direct (know you) •  Social
  41. 41. “They Know You Traffic” Direct Name Search
  42. 42. “They Know You Traffic”•  If your name/URL is: o  Easy to spell – direct o  Hard to spell – search•  Manufacturers get more “they know you traffic”•  For the rest, expect about 25% of your traffic should know you – 75% prospects.•  GOAL: Increase prospect visitors
  43. 43. Non-Branded Search Engine Traffic •  Search engine non- branded organic traffic o  Filter out keywords containing company name •  Visitors use keywords that: o  Describe your offering o  Describe a problem Describe a solution
  44. 44. Importance Of First Impressions Website visitors can •  Bounce - leave after viewing one page or session times out o  Bounce rate •  Stick - view more than on page o  Does not include time spent on last page – no time stamp o  Average visit duration o  Average pages per visit
  45. 45. Bounce Rate – By Keyword & Landing Page
  46. 46. Visitor Behavior & Different Pages
  47. 47. Management By Bounce Rate Use bounce rate to increase online marketing ROI •  Organic traffic – improve landing page •  Pay Per Click – improve keyword selection, ad, and landing page •  Industrial directories –buy/no-buy decision, program scope, landing page
  48. 48. Non Bounce VisitsWhen visitors stick o  Spend 3 to 5 minutes on your site o  View 4 to 5 pagesData from 22 B2Bcompanies and 50,000visits
  49. 49. Importance of First Impressions If your bounce rate is high, fix it: o  Related headline o  Related image o  Show visitors they are in the right spot by serving their needs If you are paying for traffic:GOAL: Keep visitors on youro  Create landing pages viewing site, reading content andpages o  Write better ads o  Deep link to specific content o  Revise program o  Stop paying for (some) traffic GOAL: Keep visitors on your site, reading content and viewing pages
  50. 50. What about Search Engine Traffic
  51. 51. Search Engine Traffic – The Right Balance •  Despite what the stats say, we find that 86% of B2B traffic is from Google •  This is world wide traffic. •  Point: if your stats, different you may have a problem
  52. 52. Search Engine Traffic – The Right Balance •  “They know you traffic” VS. Prospect traffic –  3:1 ratio seems about right •  Depends on –  Strength of you brand –  Equipment in the field •  Point: Brand is what it is. Grow prospect traffic
  53. 53. B2B Mobile Visits On The Increase •  19 B2B Website •  Mostly manufacturers, some national distributors •  Date: •  1/20/12 – 2/19/12 •  1/20/11 – 2/19/11 •  Visits o  2012: 42,594 o  2011: 42,913 138% increase in mobile traffic from 2011 to 2012 across all sites
  54. 54. B2B Mobile Visitors… bounce at a 8% higher rate Visit 0.85 less pages Spend 29 seconds lessClearly the experience is not as good…
  55. 55. Not All Traffic Is Equal
  56. 56. Conversion Rates Should Be Understood How many contact us page visitors advanced in the sales process? •  Click to get (29%) o  73 phone number o  51 address •  40 Sent an email (9.25%) o  Is this good? o  What is your conversion rate? Two questions •  When proposing business deal, what are your chances of winning? •  What are the chances a visitor will become a lead?
  57. 57. Conversion and Last Click Attribution Multi-Channel Funnels Old rule of thumb: It takes seven touches to close a deal New rule of thumb: people don’t buy/ contact on the first visit Latent conversion causes bad decisions
  58. 58. Conversion and Last Click Attribution Associating success to source is not straight forward
  59. 59. Initiative – Online Marketing MixSituation o  Website recently redesigned o  Slowdown Q4 2008 – Q4 2009 o  Elements of marketing program staticGoal o  Reduce marketing spend o  Increase qualified traffic o  Increase leads, proposals, orders…
  60. 60. Comparing Traffic SourcesThe benefit of Experience Website Cost Per Visit Cost Per Sticky Visit Bounce Rate Contact Page Online Directories Cost Per Pay Per Click (PPC) Contact Page Visit Organic (SEO)
  61. 61. Comparing Traffic Sources Cost Per Visit $0.70 $2.06 $10.37 Organic traffic was the least expensive at the point closest to our goalCost •  37% less than PPCPer $1.49 $3.98 $15.37 •  83% less than DirectoriesStickyVisitCost PerContact $9.50 $14.99 $57.03Page Visit Dollars ($) Online Directory Pay Per Click (PPC) Organic (SEO) (bounce = 33.3%) (bounce = 53.2%) (bounce = 48.2%)
  62. 62. Plan – Reduce Costly/Under Performing Programs28% Decrease in Online Spending"• Refocused pay per click costs• Decreased or stopped directory spending
  63. 63. The Plan: Targeted Search Engine Initiatives August 2009 – July 2010 August 2008 – July 2009 208% Increase in traffic for “gear manufacturers”
  64. 64. Result: 32% Increase in Conversions" New business •  Increased does not •  50% first-time customers consider •  100% of new customers originated online phone calls 1500 leads/yr - phone, forms, & email from website 3x increase online inquires since started search marketing
  65. 65. Buyer Persona – What Users Expect
  66. 66. Laying Out Your Website To Convert•  Align site structure with personas and user testing results•  Visitors looking for Product A click on related images or links•  Use portal-like navigation•  Provide simple options •  Contact someone •  Go to the product page •  View related blogs •  View related white papers
  67. 67. Site Elements Must Satisfy Persona Needs Sales Personas 1)  Engineer 2)  R&D 3)  Buyer 4)  Sales & Affiliates 5)  Manager 6)  Co-Supplier HR PersonasGOAL: Keep visitors on your site, reading content and viewing 7) Employeepages 8) Applicant 9) Partner Corporate Personas 10) Community 11) Media
  68. 68. Ideal Internet Marketing ProgramCreate Engage ShareGOL: Keep visitors on your site, reading content and viewingpages Get Measure Found Test Adjust
  69. 69. Building Your Team This is your marketing staff " …but today needs these skills… " Hire not "
  70. 70. Plan For Success•  Vision: What does it look like when we are successful?•  Key Metrics: What can we measure to tell us we are successful?•  Strategies: How will we achieve these metrics?•  Actions: Who will do what when?
  71. 71. Questions??