State of Internet Marketing 2012 – Session 3

Search Marketing and Analytics for the Small Business

Taking the Mystery Out of Search Marketing and Analytics

• Understanding of search marketing and how to know what people are searching for

• Encourage your input & questions

• Take one thing that you can apply to your company

• Learn to review and measure results using analytics.

For the full presentation and handouts go to:www.SmallBusinessMiracles.com/WBC

Who Uses Search Engines?

• 50% of Americans use a search engine everyday.

• 90% user a search engine at least once a month.

• 29 million searchers per minute.

• Online searches have replaced the Yellow Pages

What Search Engines Are Being Used?

• 64% of people use Google• 14% of people use Bing• 16% of people use Yahoo!• 6% of people use other search engines.

Types of Searches

• Information – How-To, News, Opinions• Produce Reviews – Pre-shopping • Products/Services – Ready to Buy• Entertainment – Music, Video, Games

How Do We Search?

Keywords and Phrases

• Bath Remodel• Kitchen Remodel• Remodeling Contractor in Kansas City• Remodeling Ideas• Good remodeling contractors in Kansas

How Do Search Engines Work?

*There are over 200 factors Google uses to rank a website.

Understanding Search Results

How Do We Respond to Search Results?

Top 3 Search Results receive 58% of all Clicks

What is Search Engine Optimization (SEO)?

Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a website from search engines via natural (”organic” or “algorithmic”) search results.

What is Search Engine Marketing (SEM) ?

Search engine marketing is using popular search engines such as Google, Bing and Yahoo! to market your products and services.

Effective search engine marketing means that when a potential customer or client types in keywords matching what you offer they are greeted with your website.

What Factors Impact SEO?

Pull in people who are searching for what you offer by using:

– Keywords/Content– Links (Internal/External)– Social Media– Effective Web Design that

Converts Traffic

Website First Steps (Review)

1. Domain Name (GoDaddy.com or other Registrar)

2. Website Hosting (GoDaddy.com / HostGator.com)

3. Website Designer / Developer

Overview of Search Engine Algorithm

23.87% - Trust of the Host Domain

22.33% - Link Popularity

20.26% - Anchor Text of External Links to the Page

15.04% - On-Page Keyword Usage

6.91% - Registration & Hosting Data

6.29% - Traffic + CTR Data

5.30% - Social Graph Metrics

Why Should Small Businesses Care?

• Be Found• Make Sales• Build a Client/Customer Database• Build a Community and Customer Loyalty

Importance of Keywords

Keywords are important because:

• They tell the search engine what your website is about and what you do.

• Enables people to find you.

How Do I Know What Keywords to Use?

• Location• Types of Services or Products• Competition• Thesaurus / Synonyms• Google’s Keyword Tool• Google Trends and Insights

Google Keyword Suggestion Tool

https://adwords.google.com/o/KeywordTool

Google Trends and Insights

http://www.google.com/trends/

Where Should You Put Keywords?

• Content

• Title tags

• Meta tags

• Anchor textWhen linking use keywords- keyword here

• URL Extensionshttp://www.yourdomain/keyword

Example of An Optimized Page

Optimization Tips

Title Tags

• Keyword Rich• Different on Every Page

Use Analytics to Track Progress

Google Analytics is FREE and provides a wealth of information. http://analytics.google.com

Analytics Will Show Referring Sites

What Can We Learn From Google Analytics?

• Visitor Data• Traffic Sources• Content Ideas• Goal Tracking• Ecommerce Tracking

Visitor Data

• Who is coming to your website?• Where are they located geographically?• How often have they visited your website? • What computers and browsers are visitors using to gain access

to your website?

Traffic Sources

• How do people get your website?• Do they use search engines? • Are they being referred from other websites?• What keywords are visitors finding you under?

Content

• What content attracts your readers?• What pages do they enter your website on?• What pages do they exit the most?

Goals

• Do you have specific objectives with your website?• If so you can setup goals within Google Analytics and it will report

when those objectives are achieved. • Goals can represent desired actions by users, registrations,

downloads and even purchase goals.

Ecommerce

If you sell items via your website you can gather a lot of data from Google Analytics, such as

– Average order value– Revenue– Popular items purchased.

A Little “Darby” Break

How to Get Started with Google Analytics?

• Step 1: Sign Up for an Account http://www.google.com/analytics/

• Step 2: Setup

• Step 3: Install

Analytics - Must Have Reports

• Audience OverviewYou can use the visitor data to show you how many visitors are new and how many are returning.

• Traffic Sources OverviewThe traffic source report will help you to see where your visitors are coming from.

• Organic Search ResultsThis serves as your keyword report . It will show you what search terms your visitors are finding you under when searching search engines. 

Recap of What We Have Learned

• People use search engines to find things

• Search engines read websites

• Using keywords helps search engines read websites, and therefore rank them

• Where to put these keywords

Search Engines Use Algorithms

23.87% - Trust of the Host Domain

22.33% - Link Popularity

20.26% - Anchor Text of External Links to the Page

15.04% - On-Page Keyword Usage

6.91% - Registration & Hosting Data

6.29% - Traffic + CTR Data

5.30% - Social Graph Metrics

Analytics Are Important

• Without analytics you won’t know what works and what doesn’t.

• Use them to educate yourself on your online traffic and consumers.

Random Photo

Darby hopes you enjoyed today’s presentation!

Time for Questions

Laura Lake816.842.0100llake@smallbusinessmiracles.com

Please call or email with questions.

For the full presentation and handouts go to:www.SmallBusinessMiracles.com/WBC