Download to read offline
![SEO Organic: 80%
Relevance + Authority
Organic [SEO] & Sponsored [PPC]
PPC: 20%
Bid Value + Quality Score](https://image.slidesharecdn.com/om-sem-presentation-hia-2015-150526003841-lva1-app6892/85/OpenMoves-Seminar-on-SEO-PPC-at-HIA-2015-7-320.jpg)
Uploaded byOpenMoves
OpenMoves Seminar on SEO & PPC at HIA 2015
The document discusses strategies for driving relevant traffic to websites through SEO, PPC, and content marketing, highlighting the importance of keyword optimization and mobile readiness. It emphasizes the effectiveness of inbound marketing methods, such as blogging and social media, compared to traditional marketing approaches. Additionally, it addresses the significance of remarketing and analytics in evaluating and optimizing digital marketing efforts.
OpenMoves Seminar on SEO & PPC at HIA 2015
- 1.
- 2. Agenda Why? SEO ‐Best Practices PPC & Remarketing Best Practices Q & A Instant SEO Audit for one of your sites
- 3. Traditional Marketing • Direct Mail • Trade Shows •Telemarketing • Print Advertising Low response rates Expensive Harder to track Outbound ‐ Loudspeaker
- 4. Marketing in 2015 Think: Magnet ‐ not Loudspeaker Higher response rate Low cost / High ROI Open playing field Easy to track • SEO • Pay Per Click • Blogging • Social Media • Email Inbound ‐ Magnet
- 5. 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
- 6.
- 7.
- 8.
- 9. Keywords – What Are Yours? 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
- 10.
- 11.
- 12. On‐Page Optimization ‐ Relevance Make it easy for search engines to find, understand (relevance of page to specific topics/keywords), and to indexyour site Off‐Page Optimization – Authority Build authority by increasing the number of quality and relevant sites that link back to yours The Process of optimizing a Web site to drive more relevant traffic in an organic way What is SEO?
- 13.
- 14.
- 15.
- 16. Mobile First – Ready or Not! • Mobile web users have overtaken desktop in 2015 •Google prefers “mobile‐friendly” sites in mobile searches (4/21) • Considering a new site or overhaul? Plan for mobile first • Don’t panic – review your analytics and plan ahead
- 17. Use content to drive engagement, wherever the customer conversation is taking place • Related sites • Blog –great bait • YouTube • Facebook • Twitter • Pinterest • Infographic Off‐Page SEO Builds Your Authority
- 18. Local SEO • Build effective location pages and location finder • Ensure consistency of NAP (Name, Address, Phone) •Establish a consistent branded presence throughout the web • Optimize local social profiles (Google, Yelp, Bing, etc) • Optimize local listings and directories • Consider an automated platform such as YEXT or SinglePlatform
- 19.
- 20. • In terms of search, bigger than Bing, Yahoo, Ask, AOL combined •6 Billion hours of video viewed per month • How good is your YouTube channel? • How many Videos do you have? • SEO Videos: KW, Transcript, • Embed the YouTube video on your website (better than uploading it directly to your website) YouTube 2nd Largest Search Engine!
- 21. Content is KING – What’s Your Content Strategy? • Look at competitors •Study your analytics • Target specific personas • Map buyers’ journeys • Tailor content to users based on intent • Create early‐stage content (eg: “how to” vs “buy”) • Inform and entertain!
- 22.
- 23. Is it Working? • Use Analytics! • Competitive comparison •Google Page Rank (1‐10) • Alexa Rank (low is good) • Use an SEO Platform?
- 24. SEO Summary‐ Get Found Organically • Target the right keywords •Make it easy for users and SERPS to understand your site • Local focus when appropriate • Develop engaging content, with blogging, video, social media, and linking • Plan for mobile • Have patience – SEO is a lifestyle
- 25.
- 26. Why? Reach Cost Timing Guaranteed Visibility PPC‐ What and Why? Google Shopping Organic Results Google Text Ads
- 27. • Display URL (35 character limit) • Ad Text (35 character limit) •Ad Title (25 character limit) PPC‐ Typical AdWords Example • Landing page or Web Site
- 28. $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 PPC Example: Lead Generation ROI
- 29.
- 30.
- 31.
- 32. Remarketing – Similar Audiences • Reach people similar to your audiences •Based on shared interests and characteristics of people in your Display Network • The more characteristics and interests ‐ the better similar audiences works • Takes the guesswork out of your search for new audiences
- 33.
- 34. Destination Page ‐ PPC Success Landing Page Best Practices • Not your home page •Simple message • Clear design • Mobile Friendly • Prominent Call To Action Reader decides in <3 seconds if they re staying or moving on E‐Commerce Landing Pages
- 35. B2B Destination Page Landing Page Best Practices • Not your home page • Simple message •Clear design • Mobile Friendly • Prominent Call To Action Lead Generation Landing Pages
- 36. FIT: Is PPC a good fit for your business? Set Up: Set KPIs and Budget Remarketing? Need banners and emails Destination Pages: Optimize for conversion Results: Analyze & Optimize PPC ‐ Summary
- 37. PPC & SEO – Better Together ! • Dominate the 1stpage real‐estate and push competitors down • Maximize conversions and ROI • Great insight for keywords • Watch out not to cannibalize yourself
- 38. 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
- 39.
- 40. 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)
- 41. Call Tracking – Benefits • For any site that encourages phone calls •Track the source of the calls • Your analytics may be lacking important data if your prospects call you