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4 Google SEO Secrets To Generate Quality Conversions Strategies for staying one step ahead of the rest
Dial: +1 (470) 200-0300
Access Code: 144-842-588
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Are the slides available?
Yes! Please email [email protected]
We want to hear from you!
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Want to learn more?
Contact us for a complimentary SEO Website Analysis.
Details at end of webinar.
Housekeeping Items
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1 Getting Found By Search Engines Learn how Google discovers, indexes, and ranks webpages
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Generating Leads Create landing pages that funnel your site traffic into conversions
4 Evaluating Your Lead Quality Measure and track the quality of your lead generation
5 Tying It Together 360 tracking from keyword search to closed deal
Webinar Agenda
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What is at Stake Search engine use is growing rapidly
Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
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Source : Jupiter Research, 2010
If you are not on the 1st page, you are invisible to most searchers
Search Engine User Behavior
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1 Getting Found By Search Engines Learn how Google discovers, indexes, and ranks webpages
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Generating Leads Create landing pages that funnel your site traffic into conversions
4 Evaluating Your Lead Quality Measure and track the quality of your lead generation
5 Tying It Together 360 tracking from keyword search to closed deal
Webinar Agenda
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Search bots follow links to get from page to page
1: How Do Search Spiders Crawl the Web?
Home Page
Category Level Page
Product Level Page1
Product Level Page2
Data Center
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• Crawling:
• Discovering new and updated pages on the web • Daily, weekly, monthly
• Indexing:
• Compiling data from crawls into data centers
• Serving Results:
• Based on relevancy • Over 200 factors considered • Content, keywords, links
Search bots follow links to get from page to page
1: How Do Search Spiders Crawl the Web?
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Several ways to positively influence search spiders to visit your site
1: How Do I Influence Google to Crawl My Site?
• Reduce and/or eliminate the amount of duplicate
content
• Submit and verify an XML Sitemap through
Webmaster Tools
• Reduce the click-depth required to visit deeper
pages
• Earn more links!
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Recommendation #1
Implement Google Webmaster Tools…TODAY!
www.google.com/webmasters/tools
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@bradleywjoe
1 Getting Found By Search Engines Learn how Google discovers, indexes, and ranks webpages
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Generating Leads Create landing pages that funnel your site traffic into conversions
4 Evaluating Your Lead Quality Measure and track the quality of your lead generation
5 Tying It Together 360 tracking from keyword search to closed deal
Webinar Agenda
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@bradleywjoe
Investigate Google Insights to compare long-term trends: www.google.com/insights/search
2: Keyword Optimization
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Select a mix of both “head match” and “long tail” keywords
2: Keyword Optimization
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Don’t forget about the long tail!
2: Which Keywords Should I Optimize For?
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Develop a “mapping” document that targets 3-5 keywords per page
2: How Many Keywords To Target Per Page?
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Recommendation #2
Identify the top 5 keywords your company needs to appear #1 on Google for…and where you rank on them today.
http://blog.kissmetrics.com/keyword-research-part-1/
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@bradleywjoe
1 Getting Found By Search Engines Learn how Google discovers, indexes, and ranks webpages
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Generating Leads Create landing pages that funnel your site traffic into conversions
4 Evaluating Your Lead Quality Measure and track the quality of your lead generation
5 Tying It Together 360 tracking from keyword search to closed deal
Webinar Agenda
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@bradleywjoe
• People tend to follow the eye path where the subject in the hero graphic
is looking
• Make your subject look at your ad creative if you want people to look at
it too
3: How Can I Capture Attention? Treat a hero image as a pointer to your call to action
Courtesy of: http://usableworld.com.au/2009/03/16/you-look-where-they-look/
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3: Navigate the Eye Encourage eye contact through the image subject
Courtesy of the Internet
Subjects are glancing towards
the call-to-action
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3: Simplify Your Forms Shorter forms are best; really consider which information is critical
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3: Simplify Your Forms Shorter forms are best; really consider which information is critical
Form is
minimal
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3: Simplify Your Forms Shorter forms are best; really consider which information is critical
Automatic cursor
placement
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3: Simplify Your Forms Shorter forms are best; really consider which information is critical
Trust signals
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3: Simplify Your Forms Shorter forms are best; really consider which information is critical
Reassurance
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3: Simplify Your Forms Shorter forms are best; really consider which information is critical
Clear wording on
submission button
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Recommendation #3
1. Look into your website analytics
2. Identify “Top Landing Pages”
3. What is the conversion rate of these pages?
www.google.com/analytics/
#wm123
@bradleywjoe
1 Getting Found By Search Engines Learn how Google discovers, indexes, and ranks webpages
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Generating Leads Create landing pages that funnel your site traffic into conversions
4 Evaluating Your Lead Quality Measure and track the quality of your lead generation
5 Tying It Together 360 tracking from keyword search to closed deal
Webinar Agenda
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Ensure you are ranking on the right keywords to bring the right leads
4: Are Your Keywords Bringing You Conversions?
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Keyword Success
• Pinpoint the keywords that bring converted
leads to your site and forms
• Reference Keyword Selection
• Reference Keyword Mapping
• Carefully attribute an accurate lead source to
each closed deal
• Utilize an attribution management tool to
measure the best performing keywords
• Work to rank #1 on your top-converting
keywords!
Focus on the keywords that are driving converting traffic
4: Tie Your CRM to Your SEO
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Recommendation #4
1. Look into your website analytics
2. Identify Top Organic Keywords
3. What is the conversion rate of top organic keywords?
#wm123
@bradleywjoe
1 Getting Found By Search Engines Learn how Google discovers, indexes, and ranks webpages
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Generating Leads Create landing pages that funnel your site traffic into conversions
4 Evaluating Your Lead Quality Measure and track the quality of your lead generation
5 Tying It Together 360 tracking from keyword search to closed deal
Webinar Agenda
#wm123
@bradleywjoe
Connect the Dots: Tie all closed deals to their
lead source.
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Use website analytics to track goal completions
5: How Do I Measure ROI?
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Online attribution management tools can close the loop from first touch to closed deal
5: How Do I Measure ROI?
- Most marketers would
attribute sales to last
touch, i.e. “closers”
- Marketing currently gets
no credit for these!
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• Identify Where You Are Today: Digital marketing maturity varies by
industry and by company size. Where do you fall in this spectrum?
• The Next Immediate Step: Regardless of where your search marketing
program is today, what is the best next step you can take to push results
even further?
• Prove the ROI: Continue to demonstrate the ROI of digital marketing by
measuring outcomes and reallocating budget to highest performing
channels.
Tying It All Together
Thank You!
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Contact Us about Qualifying for a Complimentary Analysis
-Competitive Report: find out where you rank against your top
competitors and what tactics they’re employing
-Opportunity Analysis: learn how to improve your Digital Marketing
Strategy and see how much opportunity is available for your company
-ROI Tracking: detailing the keywords and sources that visitors are using
to discover your website and if those visitors are converting into leads and
sales
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