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1#WinLocal godigitalmarketing.com 1
godigitalmarketing.com
Brand Building Besties: SEO & PPC Work Better Together
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Presenters
Jessie HochhalterSales & Strategy Enablement
Jerilyn Soncrant Product Manager
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Agenda
SEO: The foundation of building your brand online
Mobile enablement strategies
PPC: Using search ads to drive engagement
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godigitalmarketing.com
Laying the Foundation for Your Brand Online
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Consistency Is Perhaps the Most Important Factor
of consumers believe it’s important for businesses’ online experiences to be consistent with their in-store experience.
- G/O Digital, 2016
90 of consumers expect their customer experience to be consistent across all channels and devices used to interact with a brand.
-NJIT, 2014
%
76%
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Know Your Target Audience
• Learn who they are• Know how to speak to them• Know where to find them
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Optimize Your Website
User-friendly design always comes first• Must be mobile-friendly• Easily navigable pages
Site content should be a cornerstone• Accurate, consistent information• SEO-friendly descriptions and copy
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Win Locally With Consistent NAP InformationListing contact information on external sites is just as important as having it on your own.• Claim maps listings (Google, Yahoo, Bing, Yellow
Pages, etc)• Make sure you’re claiming for each location you have
• Important listing information:• Name• Address• Phone number• Email• Consistent business description
Ensure the information is the same across all sites.It sounds like a no-brainer, but you’d be surprised how often business descriptions differ.
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Mobile Adaptation Is Key
Mobile-FriendlyDesktop design that will render properly on mobile devices
Mobile-OptimizedNative mobile-user experience with buttons, larger fonts, etc.
Mobile-ResponsiveA single site created to respond to the functionality of the device it’s being viewed on
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The Importance of Brand-Aligned Content
of consumers say “authenticity of content” is the most influential factor to become a follower of a brand.80%
63% of consumers say they have engaged with disappointing brand content.
- Pardot, 2014
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Creating Topical Content
Meaningful content drives search results and improves web traffic. • Write for business-aligned topics as opposed to keywords
What kind content should you create?
Blogs Infographics Videos
Remember: All pages on your site have the potential to be the #1 result for any search query.
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Place External Content Strategically
Share industry-relevant content• On your own site• On your social channels
Contribute on others’ platforms• Press releases• Mentions on local news sites• Contributed articles or mentions
on relevant blogs/sites
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Actively Manage Your Online Reputation
• Set a monitoring system in place for responding to positive and negative reviews
• Develop a program to encourage reviews from current patrons
• Share positive reviews on social media
• Can you share even more positive experiences from your customers?
• Get creative with customer spotlight social posts or blogs!
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Social Media Supports Building Your Online BrandConsumers might encounter your brand first through social media, which means it needs to be on-brand and up-to-date just as much as your own site.
Develop your social persona• Who is your brand online?
Have a presence on all relevant social platforms• Where is your customer base most active?
Quality over quantity• Optimize your time and efforts by only selecting the
most relevant channels• If you try to be on every platform, you can’t keep up
with the quality and frequency needed for each one• If your customers aren’t there, it’s not worth your time
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Social Media Best Practices for Local Businesses
• Follow and engage with industry leaders and influencers
• Incorporate hashtags and current events into your social strategy
• Ask questions, post photos and engage with your audience
• Follow the 70/20/10 rule for what to post
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godigitalmarketing.com
PPC Improves Your Entire Presence
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Organic + Paid =
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Difference Between Organic & Paid Results
Organic Results• Results are ordered on the page based on things like
relevance to the search term and popularity (page rank)
• Text pulled directly from webpage based on query
Paid Results• Ads are ordered on the page based on a combination
of CPC and relevance (quality score)• Control message based on campaign set up (AdGroup,
location, time of day, etc.)
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Search Engine Page Results (SERP)
Org
anic
Spon
sore
d Li
nks 1 to 4 ads on
Premium positions
Up to 3 ads on bottom of
page
Ad Rank Algorithm, Free Results
No direct relation between algorithms
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Search Engine Page Results (SERP)
Org
anic
Spon
sore
d Li
nks 1 to 3 ads on
Premium positions
1 to 3 ads on bottom of
page
Ad Rank Algorithm, Free Results
No direct relation between algorithms
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Organic & Paid in the Customer Journey
Search“Planning a trip to Las Vegas”
ReadMagazine article about Las Vegas shows and nightlife
EmailFriend who lives in CA for advice
VisitVarious hotel sites to look at pictures and prices
Display Ads
Search“Planning a trip to Las Vegas”
Remarketing
VisitHotel website and book
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Organic & Paid in the Customer Journey
Return on InvestmentLow High
Low
High
Generic Keywords
Branded Keywords
“How to buy a car”
“Certified 2014 Honda Civic”
Lower ROI, but aimed
at creating awareness, expanding customer base, and increasing sales volumesHighest ROI, but low volume. Aimed at current customer base
Most often paid
Most often
organic
Volu
me
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Organic + Paid =
1. Your customers expect to find you at the top of the page
2. Control your message when customer is ready to purchase
3. Direct potential customers when they want to convert
4. Own and control more real estate with paid and organic
5. Organic = research Paid = high commercial intent
6. Paid + Organic: Drive more traffic
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1) Your Customer Expects to Find You
Heatmap Source: conversionxl.com 2016
¾ of consumers expect leading brands to be at the top of the page⅓ associate placement with a company’s prominence
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2) Control the Message
v.
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3) Direct Potential Customers
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4) Own and Control More Real Estate
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5) High Commercial Intent Keywords
Source: wordstream.com/articles/google-ads (2012)
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6) Paid and Organic Drive More Traffic
Advertisers that pause their search advertising campaigns sometimes cite concerns about how much of the traffic to the sites is truly incremental to clicks on natural search results.”“
Studies show search ads drive 89% incremental
traffic on average
For local SMBs, search ads drive 98% incremental traffic
on average
Source: Studies Show Search Ads Drive 89% Incremental Traffic, Research @ Google, July 21, 2013.
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godigitalmarketing.com
The Importance of Mobile
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The Mobile Revolution Is Already Here
1.5Bpeople withsmartphones globally
87%of millennials say their phone “never leaves their side”
50%people use mobile astheir primary device
5Bnext 5B will comeonline via mobile
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Mobile will account for 72% of total US ad spend by 2019
emarketer.com/Article/US-Digital-Ad-Spending-Will-Approach-60-Billion-This-Year-with-Retailers-Leading-Way/1012497
Mobile search ads Mobile display ads Mobile app ads
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Mobile Is All the Time
Google internal, 2014
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Mobile Changes the Way We Shop
40%38%
Research on smartphone
Then purchased via computer
Then purchased it offline
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Mobile Changes the Way We Shop
Consumers spend more than 15 hours per week on mobile research
93% of people who used mobile to research go on to make a purchase
74% of mobile consumers searched on mobile using a search engine
Google/Nielsen Mobile Path to Purchase custom study, November 2013
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LocalExtensions
CallExtensions
Mobile Sitelinks
MobilePreferred Creative
Mobile Changes the Way We Shop
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Mobile Changes the Way We Shop
Scooter Repair
On phone
8:30 am
Scooter Repair
On phone
11:14 pm
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How Does Mobile Fit into Your Strategy?
Lead Generation
Calls to Business
Mobile Commerce
CrossDevice
AppDownloads
Store Visits
Site Traffic
User Engagement
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Change Your Mindset and ROI Calculation
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Make Your Website Mobile Friendly
Since April 21, Google started using mobile friendliness as a ranking signal. This change can have a significant impact in our search results on mobile devices.
A mobile-friendly site may actually get you better SEO ranking on mobile.
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will leave your site if they cannot find information right away
61%
Source: Google Mobile Ads Blog
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Great mobile websites help drive sales and customer loyalty
74%are more likely to return to a website if it is mobile - friendly
are more likely to buy a product or service, if the website is mobile - friendly
67%
Source: Google Mobile Ads Blog
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Make It Easy for Your Customers to Convert
Which sitewould you
rather orderfrom?
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Mobile-Friendly SitesGetting started tips:
Homepage navigation should be clear and
mobile-friendly
Streamline the user’s ability to convert
Focus on usability & form factor on
every page
Ensure Site Search is present on every page
Keep form fields to the absolute minimum
Constantly analyze and optimize your mobile site
View all 25 Design Principles:static.googleusercontent.com
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Mobile-Friendly Sites: Webpage Speed
(7.083 seconds = avg load time for US retail mSites*)
*Source: www.businessinsider.com
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Mobile-Friendly Sites: Webpage Speed
abandon if a site takes >3 sec to load
40%expect a pageto load in <2 sec
47%say fast load timeis important tobrand loyalty
52%
Source: Kissmetrics
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Mobile-Friendly Sites: Webpage Speed
Compared to a page that loads in 1 second
-22%Pageviews
-22%Conversions
+50%bounce rate
View all 25 Design Principles:static.googleusercontent.com
seconds3
Source: http://conversionxl.com/
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google.com/webmasters/tools/mobile-friendly/
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developers.google.com/speed/pagespeed/insights/
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Q&A
Jessie HochhalterSales & Strategy Enablement
Jerilyn Soncrant Product Manager
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godigitalmarketing.com
Thank you!