SEO, PPC & Analytics: How to Drive Traffic to Your Website and Measure Results
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Transcript of SEO, PPC & Analytics: How to Drive Traffic to Your Website and Measure Results
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SEO, PPC & Analytics:
How To Drive Traffic To Your Website and Measure Results
Monica Wright
Director of Search Marketing
Hall Internet Marketing
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• 12 years in business
• Locally-owned
• Design, development, content, search, user conversion and tools
• Twitter @Hall_Web
About Hall Internet Marketing
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What You’ll Learn Today
• Why and what is search marketing?
• Defining SEO, PPC and what it means
• The impact of local search
• What you can do with analytics
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Source: royalpingdom.com, Feb. 2010
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Why Search?
86%
Source: Enquiro
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Why Search?
• Brand Visibility:
– PPC ads as well as organic results are marketing message opportunities.
• Sales/Customer Acquisition:
– Be seen when prospects are looking for your type of product/service. Then take them to landing page.
• Targeted Lead Generation:
– Promote case studies, webinars, product announcements, etc.
• Reputation Management:
– Push down negative search results.
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Integrates with other marketing Site optimization
Direct Mail
White papers
Articles
Print advertising
Blog posts
Press releases (News)
Videos
Images
Events
Social media
Incorporate target keywords across all marketing channels
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What is search marketing? Some traffic you pay for:
– Pay-per-click ad campaigns: you build your campaigns around a
monthly ad budget
“Organic” you pay for, just not strictly with an ad budget … it’s time:
– Creating and maintaining content to give search engines and users a reason to visit
– Understanding how users find you through their own natural search behavior
– Growing your network of inbound links to increase traffic and demonstrate to search engines that you’re legit.
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What is search marketing?
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Google Says: Make pages for users, not engines
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ACCESSIBILITYUnique Content • Internal Link Architecture • URL Structure • Search Bot Accessibility
Navigation and Site Hierarchy • Site Maps • Server Response Codes
KEYWORDSOn-Page Targeting: URL’s Title Tag, Headlines, Text, Anchor Text
LINK BUILDINGOutreach Programs
Creating Link-Worthy Content
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ACCESSIBILITYUnique Content • Internal Link Architecture • URL Structure • Search Bot Accessibility
Navigation and Site Hierarchy • Site Maps • Server Response Codes
KEYWORDSOn-Page Targeting: URL’s Title Tag, Headlines, Text, Anchor Text
LINK BUILDINGOutreach Programs
Creating Link-Worthy Content
Conte
nt S
trate
gy Analytics
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What about my LOCAL customers?
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Linking Signals to Search Engines
• Global Popularity, & “TrustRank”
• Local/Topic-Specific Popularity
• Link Anchor Text
• Link “Neighborhood”
• Social Media
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Link Building Ideas
• Directories
• Get your customers to link to you
• Blogging & guest blogging
• Article writing
• Create content that encourages sharing
• Check out your competitors
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Contextual Ads
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Place for tough-to-rank-for keywords
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• Group like keywords into ad groups by subject
• Ad groups are organized into campaigns
• Campaigns can be organized around geotargeting, product area… whatever works best for you
KeywordsRed shoesRed tennis shoesRed NikesRed AdidasRed hiking shoesRed running shoes
Ad GroupsBlue ShoesGreen ShoesRed ShoesWhite ShoesBlack ShoesSilver Shoes
CampaignsBootsSocksShoes} }
Campaign Organization
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• Write clear, non-gimmicky copy (keep that for Facebook ads!)
• Include your keywords
• Use calls to action
• Test, test, test
Creating Ads
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• Where are your users in the conversion cycle?
• Get them close to the action you want them to complete
• Give them what they want
• Test: A/B, Multivariate…
Landing Pages
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Landing Page Testing
Source: internetmarketing.com
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• Countries
• States, Regions
• Metropolitan areas
• City/DMA
• Custom areas
Geo-targeting
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Ad Scheduling
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Your Audience
• Who is coming to your site
• When they got there
• How they got there
• Where they went when they got there
• What action (if any) they take
• Why? You'll need to infer
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What Analytics Won’t Do
• Doesn't make you perform better in search
• Doesn't fix all your problems
• Doesn't answer your questions for you
• Doesn't give you one true answer
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Google Analytics
•Need a Google account
•Tracking code goes on your page
• Custom Reports
• Ties into Adwords
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Allows us to see:
• Impact of email marketing
• Paid versus organic search traffic
• Best performing keywords
• Best performing referral sites (press, blog write-ups, social media efforts)
Google Analytics
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Referral Traffic
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Content
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Geography
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Photo:http://www.flickr.com/photos/29550316@N07/2790170831
• Fill out a contact form
• Sign up for newsletter
• View a demo
• Download a whitepaper
• Buy something
Goals
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Custom Segments
See a report with practicallyany metric compared to practically any dimension
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What does it MEAN?
• Why are people leaving?
• Ecommerce – Are people afraid to commit?
• Web forms – Are you asking too much info?
• Referrals – Where are people coming from? Twitter, LinkedIn...
• Now what?
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Your customers have value
ROI: What does it MEAN?
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ROI: Where are your customers coming from?
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ROI: What is your Conversion Rate?
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ROI: What is your Conversion Rate?
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It’s all about visibility
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• Blog - http://www.hallme.com/blog• Webinars every week:
http://www.hallme.com/search-marketing-webinars.php
• Follow us on Twitter: @hall_web @monicawright
Thank You!