Destination Search Engine Marketing

© Copyright 2008 Stoney deGeyter

SEO Without Compromise!

Destination Search Engine Marketing


Lowest prices

Better customer service

Been in business longer

No one does it better

Why do you deserve to be #1?


“The process of building a website to become a desired destination point for those looking for the product, service or information you provide.”

What is Destination SEM?


Most Sites:

Traffic

Sales

Repeat customers

Word of mouth

What do you get from exposure?

Destination Sites:More traffic

Increased sales

Repeat customers

Lots of word of mouth


With a Destination Website you can… Drive traffic Improve conversions Make your site “sticky” Create word of mouth Improve ROI Build loyalty Generate repeat customers

Traffic doesn’t create customers

Don’t be one of a million.Be one in a million.


Stand out in a sea of thousands


You provide something that cannot be found anywhere else

Unique (find a niche)

Interesting (be different)

Compelling (new info)

Valuable (expert resource)

What makes you stand out?


If you are doing what hundreds of others are doing, yet providing no unique offerings…

You don't deserve to be #1.

Offer something special

Content

Presentation

Interaction

Resources

On-site experience

Help them believe in you!


Strong on- and off-page SEO Excellent on-page customer performance Exceptional off-page marketing exposure Superb business and customer satisfaction

Not just marketing as usual

Don’t compromise… …rankings for conversions…or conversions for rankings.


Seven Building Blocks of a

Destination Website

4 5 61 2

73


Expert information Don’t underestimate value of

good content Less isn’t always more

More expert knowledge More opportunities to persuade More pertinent info to make sale

No content for sake of content Always judge the audience’s needs Avoid optimized text overkill

1 2 34 5 6 7


Sales/marketing copy Non-marketing information

Product comparisons Product reviews Tips & tutorials Helpful opinions Company & executive

background info “Ask the Expert” section

Types of expert info

Use expert info to establish trust.

1 2 34 5 6 7


Poor usability = poor user experience Poor navigation Confusing site layout Lost calls to action Little internal linking

Poor user experience = visitor loss Create path of least resistance

Visitor loss = fewer sales Keep them on the page Create fewest steps to info and conversion

Usability1 2 3

4 5 6 7


Website design

Usable visually appealing Must be as good as the worst in your

industry Should be as good as or better than

the best in your industry

Poor design lacks credibility Lower buyer confidence Looks like a hobby site

1 2 34 5 6 7


Unique value proposition

No UVP? No business being in business! UVP answers, “Why you?”

Low prices & customer service are not unique

What makes you remarkable? Unlimited customer support Hassle-free returns Proprietary products Free shipping More experts available?

Find a unique way of doing what you do.

1 2 34 5 6 7


Can’t become an “authority” overnight Two ways to get authority

You can buy exposure with money You can earn it through time

Credibility Relationships built Business ties established Customers served Testimonials received

Time and presence

Longevity isn’t necessary to be successful.But it certainly does help.

1 2 34 5 6 7


Voice

Set yourself apart Create a unique personality Resonate with target audience

Unique perspective

Be consistent throughout site

Humorous Serious Whimsical

Snarky Flowery Thoughtful

Brutally honest Down to earth Never corporate

1 2 34 5 6 7


Trust and credibility

Essential for success All else means nothing without it All help build it

How to build trust Return calls and emails Keep information secure Promote open communication Put the customer first Exceed expectations

1 2 34 5 6 7

+ +

+ + + =


Each year Competition gets stiffer Search engines get smarter

To stay #1 You have to be the best of the

best on all levels.

Key Point:

Being a “Destination” is Essential

Destination search enginemarketing is not aboutachieving top placement… It’s about deserving it.


Thank You!

PolePositionMarketing.com

Technology

Destination Search Engine Marketing