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Webinar Agenda
1. Internet Marketing 101
2. Search Engine Optimisation – So what?
3. Search Engine Optimization Basics
4. Pay per Click Marketing4. Pay per Click Marketing
5. Web Analytics with Google Analytics
6. Social Media Marketing
7. Recap
8. Q & A
1- Internet Marketing 101
• Search Engine Result Page - SERP
• SEO vs. PPC
• What is a Snippet• What is a Snippet
• Web Analytics
• Why Internet Marketing for Schools?
Search Engine Result Page - SERP
• The page which is returned by a search engine once
a search is conducted
What is a Snippet?
•Search Engines display a small sample of the
webpage content -- the "snippet" to give users
relevant information about what they'll find on your
webpage.
•Providing a rich description in your snippets help •Providing a rich description in your snippets help
your click through rates and your visit conversion
rates.
What is Web Analytics?
• "Web Analytics is the measurement, collection,
analysis and reporting of Internet data for the
purposes of understanding and optimizing Web
usage.“ Source - Wikipedia
Continuous Website
Optimization Process
Why Internet Marketing for Schools?
• Growing trend – there is an increasing tendency for prospective students to use the internet to research educational programs
• Lower Cost per Lead – the cost per internet lead is much lower than other traditional mediums such as print, radio and television
• Superior Lead Data –• Superior Lead Data – key information can be gathered prior to contacting your leads with a web form
• Quick optimization – because you can measure results in real time, you can refine your marketing quickly and more intelligently
2- Search Engine Optimization – So what?
• Why Search Engine Optimization?
• Why should you be on top on the SERP?
• Heat Map on 1st SERP
• % of Clicks on Organic Listings• % of Clicks on Organic Listings
Why Search Engine Optimization?
• According to Comscore, approximately 78% of SERP
clicks are on organic listings and 22% on paid listings
• It is perceived by internet users that organic listings
are more credible and are more likely to find the are more credible and are more likely to find the
information (content) that they are seeking.
Why should you be on top on the SERP?
• The higher up you appear on a search results page,
the more 'free' traffic you will generate
• The top organic link in the SERP gets over 50% of all
the organic listing clicksthe organic listing clicks
• The first SERP gets over 95% of all the organic listing
clicks
% of Clicks on Organic Listings
SERP
PositionStudy 1 Study 2 Study 3 Study 4 Average
1 42.3% 49.0% 56.8% 56.4% 51.1%
2 11.9% 13.0% 14.0% 13.5% 13.1%
3 8.4% 10.0% 10.0% 9.8% 9.6%
4 6.0% 5.0% 4.1% 4.0% 4.8%
5 4.9% 5.0% 4.4% 4.7% 4.7%
6 4.0% 4.0% 3.3% 3.3% 3.6%
7 3.4% 2.0% 0.4% 0.4% 1.5%
% of clicks
7 3.4% 2.0% 0.4% 0.4% 1.5%
8 3.0% 3.0% 2.6% 2.9% 2.9%
9 2.8% 2.0% 1.1% 1.5% 1.8%
10 3.0% 3.0% 2.2% 2.6% 2.7%
TOP 10 89.7% 96.0% 98.9% 98.9% 95.9%
11 or more 10.3% 4.0% 1.1% 1.1% 4.1%
Study 1: AOL - 2006
Study 2: SearchLightDigital.com
Study 3: Journal of the American Society for Information Science and Technology, Cornell University 2008
Study 4: Journal of the American Society for Information Science and Technology, Cornell University 2009
3- Search Engine Optimization Basics
• SEO Definition
• On and Off Page Optimisation
• Page Rank
• Link Building Tactics
• Why Keyword Research?
SEO Definition
• SEO refers to the effort for your website to rank well
for certain keywords or key phrases in the organic
listings or “Free” listings on the search engines result
page
• SEO generates organic traffic to your site
• SEO = FREE LISTINGS compared to Sponsored Pay per
Click Ads
On Page and Off Page Optimization
On Page:
–URL
–Title Tag
–H1 Tag
Off Page:
–Press Releases
–Social Networking Sites (Facebook, Youtube, Blogs, RSS...)–H1 Tag
–Description Tag
–Keyword Tag
–Page Content
–Keyword Density
(Facebook, Youtube, Blogs, RSS...)
–Directory Listings
–Link Exchanges
Link Building Tactics
• Press Releases
• Paid Directories
• Reciprocal Directories
• Free Directories• Free Directories
• Deep Link Directories
• Search Engine Submissions
• Forum Participation
• Articles and Newsletters
Why Keyword Research?
• Keywords are critical for the development of SEO, PPC
campaigns and site content
• Establish which keywords provide a good balance
between popularity and competitiveness
• Determine which keywords generate the most leads
• Determine which keywords provide the highest ROI
• Find out what keywords are used to research your
courses
What is Pay per Click Marketing?
• Pay-Per-Click advertising is a means of advertising on
the Internet where the advertiser pays a certain
amount of money each time someone clicks on their
ad and is taken to a page on their website
• 3 major pay per click providers• 3 major pay per click providers
– Google Adwords
– Yahoo Sponsored Search
– Microsoft Ad Center
Pay per Click Benefits
• Generate Instant Traffic and Results
• Use PPC Campaigns to identify new keywords you
should be including in your SEO Campaigns
• You can pause them, change them, increase or • You can pause them, change them, increase or
decrease the budget, control the landing page, set
the target market (geographic)
• PPC campaigns are your Keyword R&D Efforts
5- Web Analytics with Google Analytics
• Why Google Analytics?
• Google Analytics Configuration Basics
• Sample Google Analytics Dashboard
• Enable Conversion Tracking: Setup Goals• Enable Conversion Tracking: Setup Goals
• Track Various Website Traffic Segments
• Measure your Website Conversion Rate
• Keyword Conversion Report
• Lead Generation Key Performance Indicators
Why Google Analytics?
• Google Analytics is Free and Widely used
• Measure your Marketing ROI
• Understand which keywords your visitors are searching to get to your site
• Monitor the impact of all your internet marketing campaigns including:
• Pay per click campaigns• Pay per click campaigns
• Search Engine Optimization
• Print Advertising
• Referral sites
• E-mail Newsletters
• Social Media
• Etc…
• This will allow you to understand which content of your website is most visited
Google Analytics Configuration Basics
• Install Google Analytics Tracking Code on all pages
• Enable Conversion Tracking: Setup Goals
• Create IP filters for internal traffic
• Create various Website Profiles to track specific • Create various Website Profiles to track specific
website traffic: Organic, Paid, Newspapers, Email, Etc.
Enable Conversion Tracking: Setup Goals
• All websites need to have a defined goal to be completed by its visitors
• For schools that goal could be a “web lead” or “Internet lead”“Internet lead”
• A web lead is a prospective student who contacts you through your website.
• The student fills a form or sends an e-mail
Measure your Website Conversion Rate
• The number of internet
leads your website
generates divided by the
number of visits your
website received for the
same period. This is a same period. This is a
critical Key Performance
Indicator
Lead Generation Key Performance Indicators
• Conversion Rate by: Source, Medium, Campaign &
Keywords
• Average Cost per Lead
• Average Time to Respond to Email Inquiries• Average Time to Respond to Email Inquiries
• Landing Page Bounce Rate
• Ratio of New to Returning Visitor
• % of Time Spent Segments
• % of Click Depth Segments
For more on KPIs visit: www.webanalyticsdemystified.com
Social Media – so what?
• Allows you to listen and/or influence what people are
saying about you
• Can help generate a viral effect
• Makes it easy for people to refer to you and talk• Makes it easy for people to refer to you and talk
about you
Possible Social Media Diagram
School
Flickr
School
WebsiteYouTube
Student Facebook
Profile
School Facebook
Groups
Recap
• Internet Marketing Diagram
• Critical Steps to Increase Internet Leads
• Free Internet Marketing Audit• Free Internet Marketing Audit
Critical Steps to Increase Internet Leads
• Step 1 - Install Google Analytics to start tracking
• Step 2 – Optimize your site using On Page and Off Page
SEO techniques
• Step 3 – Use PPC Campaigns to generate instant traffic • Step 3 – Use PPC Campaigns to generate instant traffic
and leads from keywords your are not ranking well for
Sign up for your Free Internet Marketing Audit
• Page Rank
• Number of pages indexed
• Number of inbound links
• Rank of your website for your program keywords
• Recommendations to increase the performance of
your Internet lead flow
• Are you measuring the ROI of your internet
marketing?
• Are you using Google Analytics properly?
• And much, much more!