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THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
DRIVETIME
#OREdigital
Digital Workshop
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
DRIVETIME
#OREdigital
Agenda
● Why Do You Need Digital?
● Top 5 SEO Mistakes Businesses Make
● Are You Thinking Like Your Customers?
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
DRIVETIME
#OREdigital
Why Do You Need Digital Marketing?
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
DRIVETIME
#OREdigital
Allen Gebarowski
Multi-Media Marketing Manager
A.K.A. “Mr. Fix It”
Specialties: ● Radio● Broadcast TV● Cable TV● Print, ● Digital Display● SEO● SEM● Social Media
#OREdigital
agebarowski@oregonian.com503.294.4145
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
DRIVETIME
#OREdigital
The Traditional Consumer Three Step Mental Model
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
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The New Consumer Model
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
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88% of consumers research online before making a purchase decision.
The New Consumer Model
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
DRIVETIME
#OREdigital
The New Consumer Model
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
DRIVETIME
#OREdigital
Traditional Media Drives Online Action(s)
Nearly 3 in 4 consumers exposed to traditional advertising (within a traditional medium) later look up the product or brand online.
Types of media and actions taken following exposure to stimuli
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
DRIVETIME
#OREdigital
Top 5 SEO Mistakes
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
DRIVETIME
#OREdigital
John McPheeDirector of Search and Social
● Internet marketing extraordinaire for more than a decade
● Midwest Boy● BetterManagement.com - SAS-
owned company● OMG● Specialties: SEO, SEM, SMO
@jwmcpheejmcphee@oregonian.com
503-294-4057
A Quick Look at a Search Results Page
#OREdigital
A Quick Look at a Search Results Page
#OREdigital
Build a structurally sound website
Identify appropriate keywords
Create optimized website copy
Build backlinks to appropriate website pages
Utilize social media to increase social signals
#OREdigital
Elements that Make Up Good SEO
● Why can’t your site be crawled?
● You don’t have a website
● Lack of text (Ctrl + A tip, Google cache)
● Full Flash or iFrames
● Incorrect technical components (noindex/nofollow, robots.txt, XML sitemap)
#OREdigital
Your Site Can’t Be Crawled1.
● Keyword research is imperative
● Understand how your customers search for you
● Don’t just guess
● Tools○ Competitor sites○ Google Keyword Tool○ Google Suggest○ Google Related Searches○ Google AdWords
2. You Aren’t Using Words People Search For
#OREdigital
What to do with your keywords?
○ Identify one primary keyword per page
○ Keywords to be included in major tag elements:
■ Title tag: < 55 characters
■ Meta Description tag: < 165 characters
■ H1 tag (only 1 H1 tag per page)
■ ALT image tag
■ Image filename
3. You Haven’t Optimized Your Content Properly
#OREdigital
● Links come in different sizes○ Links from trusted sites are better than spammy sites○ Links that are more difficult to obtain will carry more
weight
● Links build credibility
● Links increase rankings
● Links should be mostly natural
#OREdigital
You’re Thinking About Link Building Too Much4.
Utilize resources to help you understand how Google works
● Google SEO starter guide
● Moz SEO Guide
● Google Webmaster Tools / Bing Webmaster Tools
● Google support
● Search Engine Land / Marketing Land
#OREdigital
You’re Not Learning How Google Works5.
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
DRIVETIME
#OREdigital
Are You Thinking Like Your
Customers?
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
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Jimmy Bogroff
Director of Digital Strategy
● Real job - dad to four awesome kids!
● HUGE Blazer Fan!!● OMG● Specialty: Digital Strategy
jbogroff@oregonian.com503.367.9001
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
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Can You Identify Your Audience?
THE OREGONIANOREGONLIVE
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HILLSBORO ARGUSTHIS WEEK
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Do You Know What’s On Their Mind?
By-lined by OREGONLIVE staff
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
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Then...
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Same Guy
Much Better
But Why?
Now.
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
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How Are Interest & Intent Identified?
Ad Interaction
Search
Comments
Location
Content Tags
Story Interactions
Social Sharing
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
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What Do You Know About Your Target Audience?
Start With How You Engage Online?
Discussion Points
✓Are Some of Your Online Interests More Intense or More Important to You?
✓Are You in a Different Mindset During Different Segment of Your “Clickstream”?
✓Are There Different Times of Day Where Something is More Interesting to You?
✓Are There Any Brands or Products That Are More Important to You?
✓How Do These Brands Align to Your Online Behaviors? Do They?
✓Does Your Behavior Change Depending Upon The Device You’re Using?
What Are You Most Enthusiastic About?
THE OREGONIANOREGONLIVE
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The New Multi-Screen World Understanding Cross-Platform Consumer Behavior
THE OREGONIANOREGONLIVE
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HILLSBORO ARGUSTHIS WEEK
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Audience Mindset: Entertain Me!
Social Example: ✓ YouTube Channel That Promotes Unique Story Around Your Brand,
Product Or ServiceContent Example:✓ Top 10 Getaways, Top 10 Undiscovered (X), Interactive Quiz About (X)
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
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Audience Mindset: Inform Me
Social Example: ✓ Facebook Content That Establishes You as a Category Expert, A Credible and
Trustworthy Source Content Example:✓ Marketing Offer of a Deep Discount, Landing Page Contains Further Details,
Necessary Product Information Page, Details, Pictures, etc.
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
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Audience Mindset: Context Matters
Articles
Video, Music
Social
THE OREGONIANOREGONLIVE
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HILLSBORO ARGUSTHIS WEEK
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Audience Mindset: Device Matters
THE OREGONIANOREGONLIVE
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HILLSBORO ARGUSTHIS WEEK
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Once They’re On Your Site
The User Experience• Consistent Across Mobile / Desktop / Tablet?
- What is the end result? - What is the payoff to the user?
• Optimized: No pinch, no pull, no grab!
Why Are They On Your Site?• Directions• Map / Location• Phone Call• Product / Research / Information• Entertainment
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
DRIVETIME
#OREdigital
How Do I Know? Google Analytics
Set up goals and conversion points to understand which campaigns are driving valuable audiences
By medium… …monitor response & track conversions
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
DRIVETIME
#OREdigital
How Do I Know? Google Analytics
Quick Tip - Getting better at Google Analytics:https://analyticsacademy.withgoogle.com/explorer
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
DRIVETIME
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What’s Trending? Google Trends
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
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Check Your Ad Copy - Ad Words Ad Preview Tool
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
DRIVETIME
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Find Inspiration! Moat
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
DRIVETIME
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Speakers
ALLENGEBAROWSKIagebarowski@oregonian.com
JOHNMCPHEE
jmcphee@oregonian.com
JIMMYBOGROFF
jbogroff@oregonian.com
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
DRIVETIME
#OREdigital
Recap● Your customers are searching for you
online - be there.
● Use words people use to search for you - be found.
● Get to know your audience - be aware.
THE OREGONIANOREGONLIVE
BEAVERTON LEADERFOREST GROVE LEADER
HILLSBORO ARGUSTHIS WEEK
DRIVETIME
#OREdigital
Thanks!
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