This document provides guidance on driving relevant traffic to websites through search engine optimization (SEO) and pay-per-click (PPC) advertising. It discusses developing keywords, optimizing webpages on- and off-page for SEO, creating engaging content, and setting up effective PPC campaigns and landing pages. Data shows that SEO and PPC together are more effective at generating new customers and transactions than either channel alone. Proper use of analytics is also emphasized for measuring success.

1. How to Drive Relevant Traffic to Your
Web Site
STAND OUT FROM THE HERD

2. Agenda
 Introductions
 SEO Best Practices
 PPC & Remarketing Best Practices
We’ll email you a link to a free SEO audit
and the Presentation
amir@openmoves.com

3. Show of Hands
• B2B vs. B2C?
• Ecommerce site?
• Who reviews Web analytics?
• Who is using SEO or PPC today?

4. Traditional Marketing
• Direct Mail
• Trade Shows
• Telemarketing
• Print Advertising
 Low response rates
 Expensive
 Harder to track
Outbound ‐ Loudspeaker

5. Marketing is Changing
 Higher response rate
 Low cost / High ROI
 Open playing field
 Easy to track
Inbound ‐ Magnet
• SEO
• Pay Per Click
• Blogging
• Social Media
• Email
Think: Magnet ‐ not Loudspeaker

6. 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

7. Organic ‐ SEO Paid ‐ PPC

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

9. Keywords
The Foundation of Your Search Campaigns

10. Keywords – Search’s Bible
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

11. Keywords – Short Tail & Long Tail

12. Keywords ‐ Local

13. What is SEO?
The Process of optimizing a Web site to drive more relevant
traffic in an organic way
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

14. How Does Google See Your Site?

15. How Does Google See Your Site?

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

17. Typical Site
No header, no value proposition
Primary nav has no keywords.
Side navigation is text‐based –
Great!…
… but could be prioritized
rather than alphabetized.
Products have Alt tags – Good
.. But they can be even better
optimized.
Prominent in‐site search!
Prominent email signup!
Underused footer

18. Off‐Page SEO Drives Authority
Use content to drive customer engagement, wherever the
customer conversation is taking place
• Relevant related sites
• Blog – great bait
• YouTube
• Facebook
• Twitter
• Pinterest
• Infographic

19. YouTube – 2nd Largest Search Engine!
Do you Have Videos?
• Create a YouTube channel
• Choose your keywords
• Name video file: KW + name of your business
• Add a transcript of your video (with KW)
• Embed the YouTube video on your website
(better than uploading it directly to your
website)

20. Content is KING
• What content do I need to improve?
• What content do I need to create?
• How do I continually measure and improve
my content?
• How do I engage the user with SEO?

21. Do You Have a Content Strategy?
• Look at competitors
• Study your analytics
• Target specific personas
• Map their buyer’s journeys
• Tailor content to users based on intent
• Create early‐stage content (eg: “how to” vs “buy”)
• Inform and entertain!

22. Buyer’s Journey – Content is King
How? Where?
When?
Best?

23. New Site? – Bake SEO in!
1. Mobile friendly with Responsive design
2. CMS ( Content Management System)
3. Keyword Discovery and Content Strategy
4. Effective calls‐to‐action
5. Set up analytics and monitoring (GA, GWT)
6. Best practices in page template designs
7. Generate unique default values for on‐page elements
8. Crawlable code
9. Optimize images (filenames and size)
10. Get your canonicals in place
11. Optimize for page load time
12. Deploy 301s if URLs have changed

24. Is it Working?
• Use Analytics!
• Competitive comparison
• Google Page Rank (1‐10)
• Alexa Rank (low is good)
• Use an SEO Platform?

25. SEO Summary‐ Getting Found Organically
• Target the right keywords
• Make it easy for users to understand and navigate your site
• Make it easy for search engines to crawl your site
• Local focus when appropriate
• Develop authoritative and engaging content, with blogging,
video, social media, content marketing and linking
• Have patience – SEO is a lifestyle

26. What is Pay Per Click Advertising?
Why PPC?
 Reach
 Cost
 Timing
 Guaranteed Visibility
Google Text Ads
Ads
Google Shopping
Organic Results

27. PPC‐ Typical AdWords Example
• Ad Title (25 character limit)
• Ad Text (35 character limit)
• Display URL (35 character limit)
• Landing page or Web Site

28. PPC Example: Lead Generation ROI
$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

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

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

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

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

33. B2C Destination Page ‐ PPC Success
Reader decides in <3 seconds if they re staying or moving on
Landing Page Best
Practices
• Not your home page
• Simple message
• Clear design
• Prominent Call To Action
E‐Commerce Landing Pages

34. B2B Destination Page
Landing Page Best
Practices
• Not your home page
• Simple message
• Clear design
• Prominent Call To Action
Lead Generation Landing Pages

35. PPC ‐ Summary
 FIT: Is PPC a good fit for my business?
 Set Up: Set KPIs and Budget
 Remarketing: Need banners and emails
 Destination Pages: Optimize for conversion
 Results: Analyze & Optimize

36. PPC & SEO – Better Together !
• Dominate the 1st page real‐estate and push competitors down
• Maximize conversions and ROI
• Best insights for keywords
• Watch out not to cannibalize yourself

37. 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

38. Thank You
OpenMoves Inc
SEO /PPC
Email Marketing
Cart Abandonment
Free SEO Audit
amir@openmoves.com
631.546.7779

39. 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)