The document provides tips for making websites more effective at converting visitors into buyers. It discusses optimizing the home page, landing pages, navigation, site search, and registration processes. Key recommendations include clearly displaying your brand on the home page, mirroring ad text on landing pages, using intuitive navigation labels, ensuring high-quality search results, and making registration optional rather than mandatory.

1. Search MarketingDavid LiemSenior Consultant, Happy Marketerdavid@happymarketer.comTwitter - @daveliem

2. Our Clients

3. David’s Profile

14. ATTENTION…is fleeting.

16. Our Job is to Create…Relevance ContentContext

17. Search MarketingDavid LiemSenior Consultant, Happy Marketerdavid@happymarketer.comTwitter - @daveliem

18. Most Helpful = Most Relevant

19. Search Marketing is Cost Effective

20. 3 Simple Things …What Is Search MarketingThe Most Important Thing About ItHow To Sell Search Marketing To Your Boss

21. My Fictional Clients TodayAcme Cosmetics InternationalOne of the fastest growing companies in the sectorKiller Product:HeadSprout!Finally a solution for hair loss treatment

22. What Is Search Marketing?

23. What Is Search Marketing?Driving prospects from search engines to your website

24. What’s In the Search Results Page?

25. Natural Search Results10 Relevant Results / LinksWebsitesVideosImagesNewsShoppingBased on quality of content, can’t be bought

26. Sponsored Links6-11 Ads on the Top/SideKnown as Search AdvertisingAdvertisers bid on different keywordsOnly pay when someone clicks (PPC)

27. What Is Search Marketing?Get Better Rankings(SEO)Show More Targeted Ads(SEM)

28. The Most Important Thing About Search Marketing

30. Picking The Right KeywordsThe keywords you select, defineYour costsYour competitionYour resultsYour ROIYour brand valueYour success on search engines

31. Case Study: HeadSprout!Good KeywordsHair loss treatmentsHair loss serumBaldnessBaldness solutionsHair growth cosmeticsBad Keywords

32. Hair

33. Treatment

34. Shampoo

35. Serums

36. Beta carotineWhat Make Good KeywordsProblems your customers faceSolutions your customers are looking forBuzz words & industry specific wordsPopular (enough searches)

37. What Makes Bad KeywordsGeneric, broad phrases (e.g. health tips)Most single word phrases (e.g. hair or bald)Too few searchesWords that aren’t in the customer’s dictionaryAnything with a celebrity’s name in it

38. Your Must Have KeywordsYour company nameYour brand namesYour management teamYour proprietary IPIt’s not optional to market to these keywords!

39. Selling Search Marketing To Your Boss

40. Everybody Has a Boss

41. Selling Search Marketing …Bring out your …PJMAS

42. 5 Ways To Sell It InternallyPJMASPride – Paint a picture of #1Jealousy – Show competitorsMoney – Cheaper than offlineAwe – Show ‘em other expertsStatistics – Real search statistics

43. Statistics – Most Powerfulhttps://adwords.google.com/select/KeywordToolExternal

44. 3 Simple Things … RecapWhat Is Search MarketingGetting relevant traffic from search enginesThe Most Important Thing About ItPicking good keywords, avoiding badHow To Sell Search Marketing To Your BossBring out your PJAMS, back up with statistics

45. Google Analytics

46. If a tree falls in a forest …And no one is there to hear it …Does it make a sound?

47. The Need for Web AnalyticsIf you have a lot of activities dedicated to sending traffic to your site …But you can’t accurately measure the results of those activities …Did that effort just go to waste??

48. “If you can’t measure it, you can’t manage it.”

49. What is Google Analytics?

50. Provides Answers to Difficult Questions

51. Powerful Features in a Simple UIMap Overlay

52. Goal Tracking

53. AdWords Integration

54. Internal Site Search

55. Benchmarking

56. Funnel VisualizationHow Google Analytics Works

57. Web Analytics Principles

58. Visitor (or Absolute Unique Visitor)A visitor is uniquely identified by a Google Analytics visitor cookie

59. VisitA visit (or session) is a period of interaction between a browser and website. Closing the browser or staying inactive for 30 minutes ends the session.

60. PageviewA pageview is counted every time a page on your website loads

61. Pageviews, Visits & Visitors

62. New vs Returning VisitorsNew Visitors have visited for the first timeRepeat Visitors have previously visited the site

63. Bounce RateA bounce occurs when a visitor only views one pageThe bounce rate is the percentage of visitors who left after viewing just one page.

64. Time on Site

65. Google Analytics Tracking Code (GATC)

66. Traffic Report – Measure SEM, SEO & SMO

67. Content Report – Measure How Compelling

68. What Does A Tagged URL Look Like?http://www.kittensupply.com/?utm_source=youtube&utm_medium=social&utm_campaign=cutestkitten

69. Google Analytics URL BuilderGoogle Has a Free URL builder tool to track campaigns effectively - http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578

70. What is a Goal?A URL Destination goalA Time on Site goalA Pages/Visit goal

71. Examples of Goals

72. Goals in Reports

73. Funnels – Why Define Them?A series of pages through which a visitor must pass before reaching the goalA funnel allows you to:Examine where visitors enter and exit the conversion processEliminate bottlenecks in your processIdentify which site paths lead to most goal completionsUse your findings to test changes on the site

74. Search Engine OptimizationKarateSEO© is Happy Marketer’s SEO Methodology for Medium/Large Businesses

75. What is Search Engine Optimization?Search Engine Optimization is the process of creating or updating a website to improve the site’s ranking in organic search results, with the objective of increasing the volume of quality traffic. This must be done on-page (site architecture, link structure, content, keywords, title tags, etc.) and off page (link building.)

76. Recap – SEO vs SEM

77. SEO – Trusted So Much More!

78. How to Kill The Google Spider

79. Flash Websites

80. Sites with Frames

81. URLs / Page Titles that don’t change

82. Complicated LinksURLs with 2+ dynamic parameters: http://www.thedailyanchor.com/page.php?id=4&CK=34rr&User=%Tom% Pages with more than 100 unique links to other pages on the site (spiders may not follow each link.)

83. Things That Will Confuse A Spider‘Deep Linked’ PagesPages requiring a “Session ID” or Cookie to enable navigation “frames”

84. Things That Will Kill A Spider (1 of 2)Pages accessible only via a select form and submit buttonPages requiring a drop down menu to access themDocuments accessible only via a search box Documents blocked purposefully

85. Things That Will Kill A Spider (1 of 2)Pages requiring a login.Pages that re-direct before showing content Having an excessively slow page load time. (Greater than 30 seconds)

86. Spiders Hate Black Hat SEOReciprocal Link TradingCloakingPromoting Keywords not related to your Web SiteKeyword StackingKeyword StuffingHidden TextTiny TextHidden Links

87. Spiders Hate Black Hat SEOArtificial Link FarmsRedirectsMirror or Duplicate PagesDoorway Pages, Gateway Pages or Hallway PagesDomain spam & Mirror SitesTypo spam and CybersquattingAutomated Blog Spam

89. KarateSEO© - The Six FactorsKeywords ArchitectureRelevant Content Authority & External LinksTrouble SignsExperience on Site

90. Search Engine MarketingOnline Advertising Trends & Stats

92. Search – Largest shareGrowth Of Search: Marketers Voting With Their DollarsSearch most dominant form of web advertising3X growth every year since 200145 searches per month, per user

93. Search – Most Cost Effective

94. What is Google AdWords

95. Sample Ads on Google Search

96. … And The Google Content Network

97. Sample Ads on Content Network

98. Your Campaign Structure

99. Sample Campaign – Flower Shop

100. Sample Campaign – Hotel in London

101. The Sweet Spot for Keywords

102. Why use AdWords?

103. Highly TargetedOnly shows on relevant searches or content

104. Vast Reach & AudienceReach billions of people, across the world – with just one advertising platform#1 search engine in 17 out of 20 countries measuredYour customerssearch Google in their own language“Google is arguably the most global commercial Web site ever built.”– John Yunker, Chief Analyst, Byte Level Research

105. Affordable & Cost ControlNo minimum spendYou decide the daily budgetChoose how much to pay for each keywordOnly pay when users click your adMore cost effective than Banner ads, Direct mail, Offline advertisingCompletely trackable – Shows how profitable each keyword is

106. Fast & FlexibleStart advertising within 15 minutesStart & Stop whenever you wantUnlimited changes, no chargesTarget ads by location, language & topicAbility to test multiple ads at once

107. AdWords Terminologies

108. A Typical Text Ad Ad Title (25 character limit) Ad Text (35 character limit) Display URL (35 character limit)

109. ClicksPeople who click on your advertisementsCost you $$$, everytime somebody clicks

110. ImpressionsNumber of times you ad showsOn Google SearchContent Partners (Gmail, NY Times, About.com etc)Popular keywords: 1000s of impressions/dayRare keywords: <100 impressions/month

111. CTR – Click Through RateFor every 100 people that see your adHow many click it?Example1000 impressions34 clicks3.4% CTR

112. CPC – Cost Per ClickWhen somebody clicks on your adYou payBetween SGD .02 and SGD 20 (every time)Different CPC for search, content & placement

113. Conversions – the Magic JuiceConversionAn action by your website visitor that makes you money (E.g. Sale or Email opt-in)Conversion RateFor every 100 visitors, how many conversionsCost Per ConversionHow many $$$ does it cost per conversion?

114. Google Adwords Tool: Priceless!https://adwords.google.com/select/KeywordToolExternal

115. How to set your SEM Budget

116. The right expectation for your budgetVery much depends on your keyword competitionCost of Ads $$: #1 Google, #2 Yahoo #3 Bing etc…If possible, proportionally match to seasonal businessSeasonal adjustments? More competitive on off-season periods?Degree of exposure?Continuously optimizing?

117. Calculating your SEM budget:No. of SalesConversion Rate (%)No. ofVisitorsCost Per Click ($)Budget

118. Calculating your SEM budget: An ExampleYour marketing goal is to sell 1000 Creative Sounds Systems globally every monthCPC for “Creative Sound Systems” = $1.16Your website converts2%of its visitorsEach sale would cost $58 or 1 sale per 50 visitors1000 systems sold would cost you $5800/ month

119. Facebook.com/happymarketer

120. “Create Relevance” David LiemSenior Consultant, Happy Marketerdavid@happymarketer.comTwitter - @daveliem

121. Effective WebsitesSeven ways to convert visitors into buyers

122. 1. Make The Home Page Useful

123. Reaffirm your brand and site purposeAssure the visitor that they have landed at the right site - clearly display your brand and any unique selling points.

124. Avoid long introductions as customers will seek this information in the ‘about us’ section.Find the optimal page layoutShow visitors a clean and easy to understand homepage which isn’t cluttered and has all relevant information available on the top of the page.Test product promotionsMirror any offers promoted in your offline advertising, and let customers know of any compelling deals.

125. Popular or seasonal products that are profitable for you should be visible on the homepage.Make it easy to navigate furtherYou want visitors to proceed beyond your homepage.

126. With so many potential routes a visitor could take, make sure they don’t get lost.

127. Options on where to navigate next should be clear and simple e.g. using site search, top/side navigation, and/or product links.1. Top Tips for Home PagesReaffirm your brand and site purpose: Assure the visitor that they have landed at the right site - clearly display your brand and any unique selling points. Avoid long introductions as customers will seek this information in the ‘about us’ section. Find the optimal page layout: Show visitors a clean and easy to understand homepage which isn’t cluttered and has all relevant information available on the top of the page. Test product promotions: Mirror any offers promoted in your offline advertising, and let customers know of any compelling deals. Popular or seasonal products that are profitable for you should be visible on the homepage.Make it easy to navigate further: You want visitors to proceed beyond your homepage. With so many potential routes a visitor could take, make sure they don’t get lost. Options on where to navigate next should be clear and simple e.g. using site search, top/side navigation, and/or product links.

128. 2. Bring Me To The Right Page

129. Link ads to the right pageProduct-specific ads and keywords should link to product specific pages;

130. More general ads about a product or service category should link to more general pages.

131. Avoid directing visitors to search results pages.Mirror your ad titleTry mirroring the headline or title of your ad on your landing page – this way, the customer will feel immediately reassured they’ve been directed to the right page.Ensure selling points are visibleIf you include compelling prices, special offers or delivery options in your ad text, a customer will expect to see these on your site.

132. Make sure selling points from your ad are clearly visible on your landing page.2. Top Tips for Landing PagesLink ads to the right page: Product-specific ads and keywords should link to specific pages; More general ads about a product or service category should link to more general pages. Mirror your ad title: Try mirroring the headline or title of your ad on your landing page – this way, the customer will feel immediately reassured they’ve been directed to the right page.Ensure selling points are visible: If you include compelling prices, special offers or delivery options in your ad text, a customer will expect to see these on your site. Ensure selling points from your ad are visible on your landing page.

133. 3. Help Me Navigate

134. Make product/service categories visiblePeople need to see how to navigate in order to do so.

135. Use clear labels/titles to show what products and services you offer.

136. Build a navigation structure that is intuitive and not too complex.Use easy-to-understand termsWhen labeling the product/service categories you offer, make sure you use terms that your customers will understand and find appealing.

137. Avoid jargon where possible.Highlight where to go nextHelp the user understand how they can get from A to B in the easiest possible way.

138. Experiment with call to action buttons, or click-able links and images to find out what works best to direct the customer onwards.3. Top Tips for NavigationMake product/service categories visible: People need to see how to navigate in order to do so. Use clear labels/titles that show what product and service categories you offer. Build a navigation structure that is intuitive and not too complex.Use easy-to-understand terms: When labeling the product/service categories you offer, make sure you use terms that your customers will understand and find appealing. Avoid jargon where possible.Highlight where to go next: Help the user understand how they can get from A to B in the easiest possible way. Experiment with call to action buttons, or click-able links and images to find out what works best to direct the customer onwards.

139. 4. Give Me The Right Search Results

140. Check quality of resultsIs your site’s search function working well?

141. Ensure visitors are getting relevant results, even when they search on synonyms or misspellings. Make site search visibleVisitors to your site should be able to see, at a glance, where to search.

142. Consider enlarging your search box or making it more prominent.

143. Ideally 27 characters wide.Allow customers to sort resultsPeople like to be able to sort through search results. Allow visitors to order what they see by anything from price or popularity to colour, style etc.

144. Lay out search results clearlyEnsure visitors can glance through search results and compare listings easily to decide where to click next. 4. Top Tips for Site SearchCheck quality of results: Is your site’s search function working well? Ensure visitors are getting relevant results, even when they search on synonyms or misspellings. Make site search visible: Visitors to your site should be able to see, at a glance, where to search. Consider enlarging your search box or making it more prominent.Allow customers to sort results: People like to be able to sort through search results. Allow visitors to order what they see by anything from price or popularity to colour, style etc.Lay out search results clearly: Ensure visitors can glance through search results and compare listings easily to decide where to click next.

145. 5. Make Registration Optional

146. Allow purchase without registrationLet customers buy from you without creating an account.

147. You can still capture details like their email address in your payment details form;

148. You can also offer them the opportunity to register post-sale.Make registration easyTry to reduce the amount of information required to register.

149. Stick to the details you really need.Highlight the benefitsIf you want to encourage customers to register, let them know how this will benefit them.5. Top Tips for RegistrationAllow purchase without registration: Let customers buy from you without creating an account. You can still capture details like their email address in your payment details form; you can also offer them the opportunity to register post-sale.Make registration easy: Try to reduce the amount of information required to register. Stick to the details you really need.Highlight the benefits: If you want to encourage customers to register, let them know how this will benefit them.

150. 6. Make It Easy To Enquire

151. Don’t ask for unnecessary detailsReduce the number of fields and steps in your checkout or enquiry process. Only ask the customer for information that’s really needed.Show transparent stepsUse a status bar to show what stage a customer is at in the checkout process.

152. This sets expectations and makes the process seem manageable. Expedite the processHelp the customer to complete forms by auto-populating fields where possible e.g. suggesting a delivery address based on the billing address in a checkout form.Avoid distractionsYou may want to remove advertising and unnecessary navigation bars from your checkout process.

153. Minimize distractions that might lead a customer to move elsewhere.6. Top Tips for EnquiriesDon’t ask for unnecessary details: Reduce the number of fields and steps in your checkout or enquiry process. Only ask the customer for information that’s really needed.Show transparent steps: Use a status bar to show what stage a customer is at in the checkout process. This sets expectations and makes the process seem manageable. Expedite the process: Help the customer to complete forms by auto-populating fields where possible e.g. suggesting a delivery address based on the billing address in a checkout form.Avoid distractions: You may want to remove advertising and unnecessary navigation bars from your checkout process. Minimize distractions that might lead a customer to move elsewhere.

154. 7. Reassure Me

155. Offer transparency on risks & priceBe transparent about total costs and inform customers early on about any extra charges.

156. It can also be beneficial in the checkout process to offer downloadable information.Clarify what happens after purchaseMake sure a customer knows how long the next step will take.

157. You should have immediate online email confirmation, and set expectations for an offline reply.Offer securityMake sure your pages are secure, and include known symbols to indicate this e.g. padlock symbol.

158. Ensure there’s a privacy policy, billing policy and compliance policy clearly accessible.7. Top Tips To ReassureOffer transparency on risks & price: Be transparent about total costs and inform customers early on about any extra charges. It can also be beneficial in the checkout process to offer downloadable information.Clarify what happens after purchase: Make sure a customer knows how long the next step will take. You should have immediate online email confirmation, and set expectations for an offline reply.Offer security: Make sure your pages are secure, and include known symbols to indicate this e.g. padlock symbol. Ensure there’s a privacy policy, billing policy and compliance policy clearly accessible.

159. Website PrinciplesHome pageLanding PageNavigation Site SearchRegistrationEnquiry FormsTrust

160. Social Media MarketingHow it will completely transform your business

161. Social Media OutlineSocial Media Success StoriesOnline Reputation Management (ORM) Tools KPI’s for Social Media CampaignsSocial Media Measurement Tools B2B MarketingBlog Marketing Twitter MarketingFacebook MarketingViral MarketingWhat / What Not to Outsource in Social Media

162. Land of Govt Campaigns

163. City of Brotherly Love

168. Consumer power

169. Social Media Success in Asia

170. The results? 3 millionsocial media views19,000 Likes9000 comments88thmost watched video on Youtube.

171. Online Reputation Tools

174. websitegrader.com/site/www.idrc.org.sg/

177. Alexa

178. YoutubeMarketing

179. Viral Videoshttp://www.blendtec.com/willitblend/

180. Setting up a Youtube channel

181. Objectives Brand awarenessRecruitment Product Training Product advertising Direct Sales

182. Customer experienceAir Asia

183. DemonstrationCnet - Product and service demo

184. Video BlogsAsk a Ninja

185. Ads and Viral Videos

186. Facebook MarketingGroups, Pages, and Website Integration

187. Customer Servicehttp://www.facebook.com/AirAsia

188. How to Make an Engaging Fan PageWelcome PageSocial Profiles and Contact InformationTestimonial PageNewsletter and Opt-In FormSecret Membership AreaContests and Special EventsArticle LinksJob BoardAnalytics

189. #1 Welcome Page

190. #2 Social Profiles and Contact Information

191. #3 Testimonial Page

192. #4 Newsletter and Opt-In Form

193. #5 Secret Membership Area

194. #6 Contests and Special Events

195. #7 Article Links

196. #8 Job Board

197. #9 AnalyticsYou can track the interactions on each of your FBML pages using Google AnalyticsDecide which tabs should stay or which should go

198. Pringles

199. ASPCA

200. Pepsi

201. Integrating Facebook to your WebsiteWidgets – Promote your fan pageOpen Graph - Enables you to integrate your web pages into the social graph.

202. Twitter MarketingBuild your business one tweet at time

203. Twitter Marketing Made EasySign up at Twitter.com. It’s free!Create a profile for your business.Use the search feature to find messages about your company, products, or services.

204. Take Action!Click the Reply button.Send the person who posted the message a brief helpful response.Look at the next message you found about your company or products.Repeat steps 1 through 3.

205. B2B Marketing

206. B2B Marketing Tips Be a thought leader Blog, publish articles on other sites, speak, videos, podcast, discussion forumsCollaborate with others in your industryShare expertise/content for better customer experienceBe HumanOnline + Offline Networking

207. KPI’s for Social Media Campaigns

208. Company Website & Blogs Metrics Number of posts, comments Audience growth—unique and repeat visits Number of conversions – Adwords, site goalsConversion rate Subscribers Incoming links Technorati, Alltop and other directory listings SEO improvements, keyword rankings, and # ranked words The Definitive Guide to B2B Social Media, by Marketo

209. Social Media Networking MetricsQuantitative Fans, followers, page viewsAuthorityVelocityChannel performanceConversionsComments/postsPages ranking on search enginesROI on Money and Time spent

210. Social Media Networking MetricsQualitativeInfluencer sharing behavior Quality of conversationEnhancement of relationships with key audiencesEnhancement of company reputationIdentification & value of InfluencersFan likelihood to promote or offline event etc

211. Measurement ToolsFacebook, Twitter, YouTube, Listening Tools

212. Facebook Insights

213. Facebook Insights

214. Facebook Insights

215. Twitter Toolshttp://www.wchingya.com/2009/03/killer-apps-for-successful-network-in.html

216. Twitter Clients

217. Lots of other quality tools to choose!http://www.interactiveinsightsgroup.com/blog1/social-media-metrics-superlist-measurement-roi-key-statistics-resources/orhttp://bit.ly/SMtools

218. Blog Marketing

219. Types of BlogsWordpress

220. Types of BlogsBlogger

221. Types of Blogstumblr

222. Types of BlogsPosterousInternal Blogs (Integrated with Website)Fits into the look & feel of your websiteNo any additional expenses for domain names and hostingBuilt-in audience of your website visitorsTone should be similar to website content’s toneLinks from other bloggers help your PageRankMore content helps increase your SEO, as the size of your site increases

223. External blogHosted on it’s own domain or Blogger / WordpressGives the blog its own identity, separate from siteCan have a different tone & purpose from the main websiteAim to reach a new audience Expand your company branding by making it edgier, more fun or less fun! Lots of extra effort in marketing a brand new website

224. Company Blog Lessonshttp://www.blogsouthwest.com/

225. Relevant Content to Specific Interests

226. Viral Marketing

227. Viral MarketingMake people feel something (joy, love, hate)Do something unexpectedDo not try to make advertisements Have a great storyAllow Sharing, comments, downloading and embeddinghttp://mashable.com/2010/05/12/cheeseburger-ceo-on-memes/

228. Outsourcing Social Media Projects

229. Outsourcing Social MediaWhat Should You Outsource?Any technical that doesn’t require your personality or involvement. Facebook/Twitter, Automated MessagesSo What Shouldn’t You Outsource?The bottom line is that social media networking is about the conversation—so don’t outsource that!