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Search Marketing Strategies for 2011
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2011 Online Marketing Objectives
Goal 1
• Increase Visibility on Search Engines
Goal 2
• Build Traffic to Site
Goal 3
• Maximize the Revenue Opportunity
Search Marketing 2011 Roadmap
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Attracting the Right Visitors
Improving Website Conversions
Social Media and Search
The Monthly Planning Process
Search Marketing 2011 Roadmap
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Attracting the Right Visitors
Improving Website Conversions
Social Media and Search
The Monthly Planning Process
Where Searchers Click on the Results Page
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Critical Keyword Selection Steps
• Keyword Expansion Tools
• Competitive Analysis
• Customer Terminology
• Analyze Data
• Stages of Sales Cycle
• Keyword Leverage Analysis
Keyword Search and Strategy
The Importance of Keyword Selection
• Select a Representative Keyword Basket
Solar Electric Systems
Solar Power
Solar Power Products
Solar Cell
• Using Google Keyword External Tool
Keywords – Choosing Keywords Google Keyword External Tool
Step 1: https://adwords.google.com/select/KeywordToolExternal
Step 2: Determine relevant keywords to your site
Step 3: Go after attainable keywords that are being searched
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Look for Keywords with Most Leverage
Choosing the Right Keywords
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Keyword Targeted URL
Solar Power Systems
http://www.solarpowercompany.com Solar Electric Power
Solar Power Products
Solar Power Mini Panels
http://www.solarpowercompany.com/panels Solar Power Revolving Panels
Shelter Covering Solar Panels
• Which keyword fits best to which page?
• What product do I want to sell the most of?
• What do I want my customer to do?
Where Do These Keywords Go?
The Keyword Selection Process
Search Marketing 2011 Roadmap
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Attracting the Right Visitors
Improving Website Conversions
Social Media and Search
The Monthly Planning Process
Site Optimization
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• On-page content optimization can be a useful tactic, but only when used strategically.
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Site Content – What Google Sees
If you don’t write about it, you’re not going to rank for it.
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Site Content – What Google Sees
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Usability Best Practices
Increasing Conversions
• Assign Visual Priority • Size and weight should represent relative importance
• Consider Visitor’s Eye-Path • What will users notice and in what order?
• Clear Call To Action • Clearly announce what you want users to do
• Make Steps Clear • Clearly identify where user is and what they should do next
Search Marketing 2011 Roadmap
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Attracting the Right Visitors
Improving Website Conversions
Social Media and Search
The Monthly Planning Process
The Importance of Social Media Today
Social Media: Is NOT about talking to Generation X or Y
Social media sites are communities based on common
interest where people go to get trusted information from
their peers or experts.
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Social Marketing: Earning Its Place In The Marketing Mix
50% of social networkers
consider information
shared on their networks
when making a purchasing
sing decision
Source: viralblog.com in collaboration with IBMand Mashable.com
You + Me = We
Online social network
users are 3 times more
likely to trust
their peers’ opinions
over advertising
78% of consumers trust
peer recommendations
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What Social Media Brings to the Table
• Increases brand awareness
• Builds community following
• Facilitates customer service
• Allows for research development and collaboration
• Helps build loyalty and trust behind your brand
• Offers direct sales opportunities
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Integrating Social Media into Search Campaigns by Organization Size
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Social Media: Jumping Off Points
• BLOGS - Fresh, Unique Content
• SOCIAL MEDIA - Brand Building
- Facebook Fan Pages
- Yelp
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How Social Media & SEO Go Hand-in-Hand
The role of SEO for Social Media is to directly influence discovery of social communities or content via search.
• Social content can boost links to your website
• Improve qualified traffic
• Boost online sales/conversions
Search Marketing 2011 Roadmap
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Attracting the Right Visitors
Improving Website Conversions
Social Media and Search
The Monthly Planning Process
Requirements:
• Benchmarking in Place
• Track Spider Crawls
• Move up in Ranks
• Tweak the site
The Monthly Re-Optimization Process
Measuring the Impact of Search Marketing
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• Organic (Non-Paid) Traffic • Non-paid best represents SEO efforts as all visitors arrive at your site through organic search
• Non-Branded Traffic • Brings you new customers who do not yet know about your company, but are looking for the products and services you offer
Measuring ROI
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• Set up Goals • Define conversions • Analyze which keywords are leading to more conversions • Observe where visitors abandon the goal path
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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
Please contact:
