Web123 Search Marketing Strategies for 2011

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Search Marketing Strategies for 2011

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2011 Online Marketing Objectives

Goal 1

• Increase Visibility on Search Engines

Goal 2

• Build Traffic to Site

Goal 3

• Maximize the Revenue Opportunity

Search Marketing 2011 Roadmap

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Attracting the Right Visitors

Improving Website Conversions

Social Media and Search

The Monthly Planning Process

Where Searchers Click on the Results Page

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Critical Keyword Selection Steps

• Keyword Expansion Tools

• Competitive Analysis

• Customer Terminology

• Analyze Data

• Stages of Sales Cycle

• Keyword Leverage Analysis

Keyword Search and Strategy

The Importance of Keyword Selection

• Select a Representative Keyword Basket

Solar Electric Systems

Solar Power

Solar Power Products

Solar Cell

• Using Google Keyword External Tool

Keywords – Choosing Keywords Google Keyword External Tool

Step 1: https://adwords.google.com/select/KeywordToolExternal

Step 2: Determine relevant keywords to your site

Step 3: Go after attainable keywords that are being searched

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Look for Keywords with Most Leverage

Choosing the Right Keywords

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Keyword Targeted URL

Solar Power Systems

http://www.solarpowercompany.com Solar Electric Power

Solar Power Products

Solar Power Mini Panels

http://www.solarpowercompany.com/panels Solar Power Revolving Panels

Shelter Covering Solar Panels

• Which keyword fits best to which page?

• What product do I want to sell the most of?

• What do I want my customer to do?

Where Do These Keywords Go?

The Keyword Selection Process


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Site Optimization

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• On-page content optimization can be a useful tactic, but only when used strategically.

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Site Content – What Google Sees

If you don’t write about it, you’re not going to rank for it.

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Site Content – What Google Sees

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Usability Best Practices

Increasing Conversions

• Assign Visual Priority • Size and weight should represent relative importance

• Consider Visitor’s Eye-Path • What will users notice and in what order?

• Clear Call To Action • Clearly announce what you want users to do

• Make Steps Clear • Clearly identify where user is and what they should do next


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The Importance of Social Media Today

Social Media: Is NOT about talking to Generation X or Y

Social media sites are communities based on common

interest where people go to get trusted information from

their peers or experts.

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Social Marketing: Earning Its Place In The Marketing Mix

50% of social networkers

consider information

shared on their networks

when making a purchasing

sing decision

Source: viralblog.com in collaboration with IBMand Mashable.com

You + Me = We

Online social network

users are 3 times more

likely to trust

their peers’ opinions

over advertising

78% of consumers trust

peer recommendations

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What Social Media Brings to the Table

• Increases brand awareness

• Builds community following

• Facilitates customer service

• Allows for research development and collaboration

• Helps build loyalty and trust behind your brand

• Offers direct sales opportunities

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Integrating Social Media into Search Campaigns by Organization Size

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Social Media: Jumping Off Points

• BLOGS - Fresh, Unique Content

• SOCIAL MEDIA - Brand Building

- Facebook Fan Pages

- Twitter

- Yelp

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How Social Media & SEO Go Hand-in-Hand

The role of SEO for Social Media is to directly influence discovery of social communities or content via search.

• Social content can boost links to your website

• Improve qualified traffic

• Boost online sales/conversions


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Requirements:

• Benchmarking in Place

• Track Spider Crawls

• Move up in Ranks

• Tweak the site

The Monthly Re-Optimization Process

Measuring the Impact of Search Marketing

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• Organic (Non-Paid) Traffic • Non-paid best represents SEO efforts as all visitors arrive at your site through organic search

• Non-Branded Traffic • Brings you new customers who do not yet know about your company, but are looking for the products and services you offer

Measuring ROI

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• Set up Goals • Define conversions • Analyze which keywords are leading to more conversions • Observe where visitors abandon the goal path

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Contact Us about Qualifying for a Complimentary Analysis

-Competitive Report: find out where you rank against your top competitors and what tactics they’re employing

-Opportunity Analysis: learn how to improve your Digital Marketing Strategy and see how much opportunity is available for your company

-ROI Tracking: detailing the keywords and sources that visitors are using to discover your website and if those visitors are converting into leads and sales

Please contact:

[email protected]

Web123 Search Marketing Strategies for 2011

Technology

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