get your seo program into shape: beginner's guide to conversion success
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Get Your SEO Machine Into Shape! Beginner’s Guide For Conversion Success in Q1 Strategies for staying one step ahead of the rest
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Yes! Please email [email protected]
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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 Measuring Success How to monitor and improve your SEO results
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 Measuring Success How to monitor and improve your SEO results
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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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 Measuring Success How to monitor and improve your SEO results
Webinar Agenda
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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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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 Measuring Success How to monitor and improve you SEO results
Webinar Agenda
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• 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/
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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 Measuring Success How to monitor and improve your SEO results
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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Measuring SEO effectiveness by identifying keywords that drove the best conversions and sales
4 The Best SEO Reporting
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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?
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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 Measuring Success How to monitor and improve your SEO results
Webinar Agenda
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Why SEO matters
5: SEO is a Means to an End
Keyword
Rankings
Increased
Traffic
Lead and
Sales
1
2
3
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Make measurements on a weekly, bi-weekly, or monthly basis
5: Keyword Rankings
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Filter out “branded” traffic
Measures effectiveness of SEO program
5: Organic Search Traffic
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Set up Goals
• Define conversions for your business goals
• Set your goal values
• Analyze which keywords are leading to more
conversions and work to strengthen them in your
links and content
• Consider removing poor-performing keywords from
your campaign
• Observe where visitors abandon the goal path and
analyze the data to determine why
Ties SEO effectiveness to lead and sales flow
5: Goal Tracking
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On-Page Changes
Link Building
Tracking Spider Crawls
Monitoring Visitor Analytic Data
Measuring Improvement in Rankings, Site
Engagement, and Lead Flow
On a monthly basis, on and off-page optimizations need to work in tandem to drive continued success. Rely on analytics to guide decision making.
5: The SEO Process
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Key Action #3
1. What is the goal of your website (leads, form fill outs, sales)?
2. Can you identify the top 5 keywords that drove the most leads/sales last month?
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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?
• Achieve 2012 Marketing Goals: SEO is the most cost-efficient way to
generate qualified sales and leads. Take advantage of search demand for
your industry and leverage this to achieve your 2012 business plan goals.
Tying It All Together
Thank You!
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Contact Us about Qualifying for a Complimentary Analysis
- “Cost of the Problem” Analysis: Discover the cost of not
ranking in the top positions on search engines. How much
revenue is being lost to competitors with the best rankings?
- Competitive Report: Find out where you rank against your top
competitors and what tactics they’re employing
- 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: