ibs16 - final...search engine optimization - keyword research and why size matters. 1/7/2016 5...

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The Core Essentials of Developing a Profitable Internet Marketing Campaign

JANUARY 19, 2016 || 10:00 AM – 11:00 AM

Presenter:

Chris Behan || Socius Marketing, Tampa, FL

Presentation Overview

• SEO

– Organic Results and How Google Works

– Keyword Research and Why Size Matters

– Common Myths

• Web Design: Traditional, Mobile, and Responsive

• Best Practices for Pay-Per-Click Advertising

• Remarketing Through Google's Display Network

• Social Media Marketing: Pay to Broaden Your Reach

• Key Takeaways

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Search Engine Optimization (SEO)- Organic Results and How Google Works

Organic Results75%

PPC Ads25%

Did You Know?

When you conduct a search in Google, you’re actually searching their copy of saved (aka cached) sets of information.

Google’s Stated Mission

To organize the world’s information (content) and make it universally accessible and useful (relevant).

Google’s Data Centers

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Prominently place content that is descriptive of

Who you are, What you do,

and Where you do it

Search Engine Optimization- Keyword Research and Why Size Matters

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Builder KeywordsSearch Volume

Construction Company 1,220,000

Home Builder 823,000

Home Designer 368,000

New Home Builder 135,000

Home Designs 110,000

Custom Builder 90,500

House Designs 74,000

Home Addition 60,500

House Plans 60,500

House Additions 54,000

Home Repairs 49,500

Room Additions 27,100

New Homes 22,200

Licensed Contractor 18,100

Remodeler KeywordsSearch Volume

Home Windows 673,000

Replacement Windows 368,000

Bathroom Remodeling 301,000

Metal Roofing 301,000

Home Remodeling 246,000

Vinyl Siding 246,000

Roofing Companies 201,000

Kitchen Remodeling 201,000

Kitchen Design 165,000

Remodeling Contractor 110,000

Cabinet Refacing 90,500

Remodeling Contractors 74,000

Home Remodeler 74,000

Kitchen Refinishing 40,500










House Plans 60,500


Home Repairs 49,500


New Homes 22,200

















3.11 million searches

every month

3.09 million searches

every month

Competitive Advantage: Size of a Site

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Size of Remodeling Websites # of Pages

Lennar.com 38,300

MiHomes.com 23,600

Pulte.com 19,300

MeritageHomes.com 16,600

KbHome.com 7,790

Beazer.com 3,210

Alure.com 2,420

RebornCabinets.com 1,120

ThompsonCreek.com 1,090

PowerHrg.com 686

ChampionWindow.com 507

What Others Are Doing:

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Google Instant Provides Insight

Google Instant is a search enhancement that shows results as you type. We are pushing the limits of our technology and infrastructure to help you get better search results, faster.

Related Searches Provide Insight As Well

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Related Searches

Based on search pattern and volume, Google tells you the ways in which people are researching online for similar keywords and phrases.

Journey Mapping: Replacement Windows

Warranty

Fills Out Form or Calls

Price

Location

Reviews

Benefits:

Noise Reduction

SEO Formula

To compete online, you need:

• Different pages with relevant info that matches search queries (aka keywords)

• Separate pages about each service

• Unique pages for each territory

Let's do the math:

X =

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Think of the various ways people search for your products/services

X

X

Think of the areas your company

operates in and where

you want to generate

leads from

=

=

X

X

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=

=

X

X

For Example:10 products/services x 10 areas = 100 different pages

Your site should have individual pagesfor each of these unique combinations

Search Engine Optimization- Common Myths

If content is king, then blogs will help my site rank, right?

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House Plans 60,500


Home Repairs 49,500


New Homes 22,200

















We searched all of these keywords and no blogs ranked on the 1st page of Google.

.com/Additions .com/AdditionsX2 .com/AdditionsX3

Duplicating content on your website is ok?

Google’s algorithm is always changing?

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Meta Keywords have no impact on SEO!

& Meta Descriptions DO NOT help with SEO, but can help a little bit with click-through rates.

Source: http://www.youtube.com/watch?v=jK7IPbnmvVU

Asking Matt Cutts - How much do you use the keywords meta tag in your main search results?

Questions to Ask Any SEO Company:

• Do you have industry experience and do you have a physical location(s)?

• Do you offer an "all-inclusive" package for $399/month?

• Will my website be hosted by a third party?

• Will you outsource my content or website design and development to a third party?

• How will you generate original content for my website?

Research yourself: Does their own company website rank organically for their services in their local territories?

SEO Recap

• Content is the key ranking variable

• Add original (not duplicate) and readable content (not an image) to your website on a consistent basis

• Note: Blogs don’t work for SEO like they used to

• Size matters

• Use variants of keywords and be descriptive of the different products and services you offer

• Build page to work with purpose

• Remember to be descriptive of Who you are, What you do, and Where you do it

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Web Design: Traditional

Web Design

Who You Are

What You Do

Where You Do it

http://www.RebornCabinets.com/

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Internal Page:http://www.reborncabinets.com/cabinet-refinishing.html

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Web Design: Mobile

Mobile Design

Your website should automatically detect if a visitor is coming to your site from a mobile browser and then dynamically serve them the mobile version of your site.

Google's Mobile-Friendly Update

On April 21, 2015, Google expanded their use of mobile-friendly websites in search results.

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Web Design: Responsive

Responsive Design: An alternative option to traditional and mobile which automatically resizes your website to fit the screen it’s being viewed on, allowing for flexibility across all platforms.

http://abcseamless.com/

Web Design & Development

• DON’T LET YOUR WEB COMPANY HOST YOUR SITE!

• Make sure you are the only ones that have access to the ownership of your URL

• Your site should be in an open-source content management system (CMS), like WordPress, in which you have full control and can make edits yourself

• If and when moving over pages into a new design, make sure to consider the URL naming conventions to protect how those pages rank in search engines

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Best Practices for Pay-Per-Click Advertising

Organic Results75%

PPC Ads25%

Organic Results25% of your budget

PPC Ads75% of budget

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House Plans 60,500


Home Repairs 49,500


New Homes 22,200

















6.2 million total searches are conducted each month for just these keywords

75% Organic = 4.65 million

25% PPC = 1.55 million

Pros of a Pay-Per-Click Campaign

• Quick to set up and drive traffic

• Specific product advertising: home additions, kitchen remodeling, replacement windows, walk-in tubs, vinyl siding, replacement siding, etc.

• Control over specific marketing messages that match what people are searching online

Pros of a Pay-Per-Click Campaign (Continued)

• Geo-targeting can be used to attract customers from profitable markets

• Your PPC campaign can be easily adjusted based on your marketing needs or managing seasonal promotions

• Real-time tracking is available to monitor optimal performance

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Cons of a Pay-Per-Click Campaign

• Only about 25% of all search traffic clicks on these ads

• PPC is like renting, whereas SEO is like owning a house, every dollar you put in goes toward the investment

• PPC does NOT contribute toward improving your SEO/organic rankings

• If your campaign is not managed properly, it can spiral out of control quickly and become costly

• If you don't have a robust set of negative keywords, you can get irrelevant traffic and leads

Your PPC Campaigns Should Contain Mobile-Specific Ads

• With mobile searches on the rise, it's important to have separate mobile-specific PPC ads

• There are roughly 2 billion PCs in the world and more than 5 billion mobile devices

• Globally, mobile traffic is about 30% of all internet activity

• Mobile ads should drive clicks to a phone #

Source: http://searchengineland.com/matt-cutts-mobile-queries-may-surpass-pc-year-186816

Properly Choosing a PPC Company

Essential Factors to Consider:

• Budget – You pay them to manage your budget properly, not to spend it

• Full Disclosure and Campaign Transparency - There should be shared reporting, and the money being allocated toward the Google AdWords spend should be separate from your monthly management fee

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Essential Factors to Consider (Continued)

• Exclusivity - The number of clients in the same territory should be limited

• Manual Evaluations - All nuances of the campaign(s) should be continuously monitored and improved by a real person, not a computer program

• Industry Experience - Continuous recommendations for improvement

Remarketing Through Google’s Display Network

Remarketing: A Second Chance

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How Remarketing Works

• Cookies can be adjusted to follow people for certain time periods:

• The default is 30 days and the maximum membership duration is 540 days

• For remarketing lists for search ads, the maximum membership duration is 180 days

• Good for brand exposure

https://support.google.com/adwords/answer/2454064?hl=en

Where Remarketing Ads Appear

Google's Display Network:

• Composed of MILLIONS of participating sites

• Offers affordable advertising and branding for automatically targeting previous site visitors

• Highly-targeted advertising:

• Nurture your prospects

• Reinforce your message to people who are more likely to buy

• Targeting options are available

• Create all types of ads: text, image, interactive, and video

Example of an Animated Remarketing Ad

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Social Media Marketing:Pay to Broaden Your Reach

Org

anic

Po

sts

on

Co

mp

any

Pag

e

Take Social Media a Step Further

6%

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Benefits of Facebook Advertising

Use Facebook's promoted posts and ads to boost brand awareness, increase likes/comments, and overall engagement

• Increase your fan base and # of likes on your page

• Build your engaged audience and become a community resource

The goal is to create action items to generate brand awareness that can lead to new leads

Bo

ost

ed P

ost

s in

New

s F

eed

Types of Facebook Demographics

Relationship

Interested inGeneration

Baby Boomers

Status

Parents

All Parents

Education

EDU Level Moms

Field of Study

Schools

Politics

Affiliation

Undergrad years Voter/Non

Work

Employers

Life Events

New Job

Job TitlesNew Relationship

Industries Engaged

Office Type Newlywed

Moved

Financial

Income Birthday

Net Worth

Languages

Home

Home Type English

Ownership Spanish

Home Value French

Dependents

Target Specific Demographics

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• Showcase work and designs

• Community involvement

• Creative links to your site

• Industry-related news/articles

• Interactive objectives: polls, votes, surveys

• Events/Shows

• Specials

• Seasonal tips

• Quotes

• Testimonials

• Sweepstakes

Types of Content for Posts and Ads

Sweepstakes:

Facebook Ad Campaign Results With a Budget of $75/Month:

FOR THE ENTIRE CAMPAIGN

(6-MONTH PERIOD)

TOTAL REACH223,200 PEOPLE

AVERAGE MONTHLY REACH

37,200 PEOPLE

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SummaryKey Takeaways

Summary of Key Takeaways

• SEO: Content is King and size matters. Use variances of keywords on separate pages within your website.

• Web Design: Incorporate various CTAs and industry credibility. BE MOBILE FRIENDLY! and make sure you ultimately own and/or have control of your website.

• PPC: Spend wisely and use remarketing to regain someone’s interest.

• Social Media: Don’t talk to yourself, pay to broaden your reach.

Chris BehanSocius Marketing

888.876.24872701 N. Rocky Point Dr. Suite 410Tampa, FL 33607www.SociusMarketing.com

Speaker Contact:

ibs16 - final...search engine optimization - keyword research and why size matters. 1/7/2016 5...

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