How to Drive Relevant Traffic to Your Web Site - Seminar on 5/15 to the HIA group in NY by Amir Chitayat and Brian Cooper from OpenMoves. Slide also has a link to a free instant SEO audit @HIA_LI , @OpenMoves

1. How to Drive Relevant Traffic
to Your Web Site
Amir Chitayat‐ Partner
Brian Cooper‐ Director of SEM

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. Organic ‐ SEO Paid ‐ PPC

7. SEO Organic: 80%
Relevance + Authority
Organic [SEO] & Sponsored [PPC]
PPC: 20%
Bid Value + Quality Score

8. Keywords
The Foundation of Your SEO & PPC Campaigns

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. Keywords – Short Tail & Long Tail

11. Keywords ‐ Local

12. On‐Page Optimization ‐ Relevance
Make it easy for search engines to find, understand (relevance of
page to specific topics/keywords), and to index your 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. How Does Google See Your Site?

14. How Does Google See Your Site?

15. On Page Factors‐ “Internet Marketing”
Page Title
URL
HI Header
Page Content

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. Question
Teens and Tweens were asked
“ Which search engine do you use the most?”
Answer
Generally summed up with another question:
“Why would I want to read something when I can
watch a video about it?”
Do You YouTube?

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. Typical Buyer’s Journey
How? Where?
When?
Best?

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. Pay‐Per‐Click Advertising

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. Google Remarketing
network
Other
30%
70%
Where to Advertise?
Google Ad Network Reaches >80% of Users
Google Search
Google Display Network

30. How Does Google Display Network Work?
Prospects seeyour ad when they surf their favorite sites

31. How Does Banner Remarketing Work?
Visit Your Web Site
Increase Direct & Assisted
Conversions
Get “Cookied”
Follow visitors with your Ad
“everywhere”

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. How Does Email Remarketing Work?
Visit Your Web Site
Recover Abandoners and
Convert 10%‐20%
Places items in Cart or Form
Abandons the Cart (65%)
Send Recovery Emails

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 1st page 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. Thank You!
SEO /PPC/Remarketing
Free SEO Audit
HIA Booth #602
info@openmoves.com
631.546.7779

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