OpenMoves Seminar on SEO & PPC at HIA 2015
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How to Drive Relevant Traffic to Your Web Site Amir Chitayat‐ Partner Brian Cooper‐ Director of SEM
Transcript of OpenMoves Seminar on SEO & PPC at HIA 2015
How to Drive Relevant Trafficto Your Web Site
Amir Chitayat‐ PartnerBrian Cooper‐ Director of SEM
Agenda
Why? SEO ‐ Best Practices PPC & Remarketing Best Practices
Q & A Instant SEO Audit
for one of your sites
Traditional Marketing
• Direct Mail
• Trade Shows
• Telemarketing
• Print Advertising
Low response rates Expensive Harder to track
Outbound ‐ Loudspeaker
Marketing in 2015
Think: Magnet ‐ not Loudspeaker
Higher response rate Low cost / High ROI Open playing field Easy to track
• SEO• Pay Per Click• Blogging• Social Media• Email
Inbound ‐Magnet
Why is Search Important?
• 89% of people search beforemaking any purchase decision
• 75% of searchers never scroll past the first page of Google• 93% of all Internet traffic comes from a search engines
Organic ‐ SEO Paid ‐ PPC
SEO Organic: 80% Relevance + Authority
Organic [SEO] & Sponsored [PPC]
PPC: 20% Bid Value + Quality Score
Keywords
The Foundation of Your SEO & PPC Campaigns
Keywords – What Are Yours?
List 20+ keywords and phrases your target customer might use to find your site
• Branded vs. non‐branded• Check your analytics• Ask your customers! • Check what works for your competition• Use Google Adwords Keyword Planner
Keywords – Short Tail & Long Tail
Keywords ‐ Local
On‐Page Optimization ‐ RelevanceMake it easy for search engines to find, understand (relevance of page to specific topics/keywords), and to index your site
Off‐Page Optimization – AuthorityBuild authority by increasing the number of quality and relevant sites that link back to yours
The Process of optimizing a Web site to drive more relevanttraffic in an organic way
What is SEO?
How Does Google See Your Site?
How Does Google See Your Site?
On Page Factors‐ “Internet Marketing”
Page Title
URL
HI Header
Page Content
Mobile First – Ready or Not!
• Mobile web users have overtaken desktop in 2015
• Google prefers “mobile‐friendly” sites in mobile searches (4/21)
• Considering a new site or overhaul? Plan for mobile first
• Don’t panic – review your analytics and plan ahead
Use content to drive engagement, wherever the customer conversation is taking place
• Related sites
• Blog – great bait
• YouTube
• Infographic
Off‐Page SEO Builds Your Authority
Local SEO
• Build effective location pages and location finder
• Ensure consistency of NAP (Name, Address, Phone)
• Establish a consistent branded presence throughout the web
• Optimize local social profiles (Google, Yelp, Bing, etc)
• Optimize local listings and directories
• Consider an automated platform such as YEXT or SinglePlatform
QuestionTeens and Tweens were asked
“ Which search engine do you use the most?”
AnswerGenerally summed up with another question:
“Why would I want to read something when I can watch a video about it?”
Do You YouTube?
• In terms of search, bigger than Bing, Yahoo, Ask, AOL combined
• 6 Billion hours of video viewed per month
• How good is your YouTube channel?
• How many Videos do you have?
• SEO Videos: KW, Transcript,
• Embed the YouTube video on your website (better than uploading it directly to your website)
YouTube 2nd Largest Search Engine!
Content is KING – What’s Your Content Strategy?
• Look at competitors
• Study your analytics
• Target specific personas
• Map buyers’ journeys
• Tailor content to users based on intent
• Create early‐stage content (eg: “how to” vs “buy”)
• Inform and entertain!
Typical Buyer’s JourneyHow? Where?
When?Best?
Is it Working?
• Use Analytics!
• Competitive comparison• Google Page Rank (1‐10)• Alexa Rank (low is good)
• Use an SEO Platform?
SEO Summary‐ Get Found Organically
• Target the right keywords• Make it easy for users and SERPS to understand your site• Local focus when appropriate• Develop engaging content, with blogging, video, social
media, and linking• Plan for mobile• Have patience – SEO is a lifestyle
Pay‐Per‐Click Advertising
Why? Reach
Cost
Timing
Guaranteed Visibility
PPC‐What and Why?
Google Shopping
Organic Results
Google Text Ads
• Display URL (35 character limit)
• Ad Text (35 character limit)
• Ad Title (25 character limit)
PPC‐ Typical AdWords Example
• Landing page or Web Site
$1,000 initial investment in PPC
$1.00 CPC ≥ 1,000 clicks
2% conversion rate = 20 Leads
25% conversion rate = 5 Clients
Average sale = $1,500
$1K investment returns $7.5K in sales
PPC Example: Lead Generation ROI
Google Remarketing
network
Other30%
70%
Where to Advertise?Google Ad Network Reaches >80% of Users
Google Search
Google Display Network
How Does Google Display Network Work?
Prospects see your ad when they surf their favorite sites
How Does Banner Remarketing Work?
Visit Your Web Site
Increase Direct & Assisted Conversions
Get “Cookied”
Follow visitors with your Ad “everywhere”
Remarketing – Similar Audiences
• Reach people similar to your audiences
• Based on shared interests and characteristics of people in your Display Network
• The more characteristics and interests ‐ the better similar audiences works
• Takes the guesswork out of your search for new audiences
How Does Email Remarketing Work?
Visit Your Web Site
Recover Abandoners and Convert 10%‐20%
Places items in Cart or Form
Abandons the Cart (65%)
Send Recovery Emails
Destination Page ‐ PPC Success
Landing Page Best Practices
• Not your home page• Simple message• Clear design• Mobile Friendly• Prominent Call To Action
Reader decides in <3 seconds if they re staying or moving on
E‐Commerce Landing Pages
B2B Destination Page
Landing Page Best Practices
• Not your home page• Simple message• Clear design• Mobile Friendly• Prominent Call To Action
Lead Generation Landing Pages
FIT: Is PPC a good fit for your business?
Set Up: Set KPIs and Budget
Remarketing? Need banners and emails
Destination Pages: Optimize for conversion
Results: Analyze & Optimize
PPC ‐ Summary
PPC & SEO – Better Together !
• Dominate the 1st page real‐estate and push competitors down
• Maximize conversions and ROI
• Great insight for keywords
• Watch out not to cannibalize yourself
PPC & SEO Forrester Industry Insights
Forrester analysed 77,000 B2C orders to determine the sources of most transactions
New Customers sources of transactions:• Direct ‐ 20%• SEO ‐ 16%• PPC ‐ 11%
Existing Customers:• Direct – 20%• Email Marketing – 13%• SEO‐ 6%
Social Media < 1% in generating transactions
Appendix ‐ Search Tools• Keywords: Discovery, planning, tracking
– Google AdWords Keyword Planner– Google (and Bing) Webmaster Tools– Other platforms, like Moz.com, Searchlight
• Links– MajesticSEO http://www.majesticseo.com/– Open Site Explorer (from Moz) http://www.opensiteexplorer.org/– Other platforms
• WordPress Plugins– http://yoast.com/wordpress/– free version of SEO plugin is great from Chrome or Firefox
• Screaming Frog– http://www.screamingfrog.co.uk/seo‐spider/– Spider software – fantastic, powerful! ($160)
Call Tracking – Benefits
• For any site that encourages phone calls
• Track the source of the calls
• Your analytics may be lacking important data if your prospects call you
