Feb 24, 2015
Thank you for being here today!
Portsmouth, NH
Presenter:
Dave CurrierSEO/PPC Manager, @vital_design.
Dave Currier@vital_dave
1 Your Website Platform
2 Tools and Trials
3 SEO Basics
4 PPC Basics
5 Optimization
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Q&A
CONTENToverview
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Budgets
Budget Ranges I’ll be touching on
$500 +/Mo
Some Funding/Marketing
Budget
$
$0 - $500/Mo
Small “Do-It-Yourself” Startups
$
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WordPress Highlights
Ease of Use – Anyone on your team can publish content on a WordPress site which means your whole team can contribute to your inbound marketing strategy.
SEO – Most SEO best practices are built into the core of WordPress, and the WordPress SEO plugin further extends SEO capabilities.
Plugins – Just about anything you want to do can be accomplished with a plugin. Galleries, signup forms, analytics, A/B testing, etc
Security – WordPress security plugins make it one the most secure products out there. If there’s an issue, it gets fixed quickly.
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SEO Tools w/Trials
Moz – 30 day• Keyword ranking• Site crawls• SEO analysis toolsAdvanced Web Ranking – 30 Day• Keyword ranking• Site crawls• SEO analysis toolsAdvanced Web Ranking Cloud – 30 Day• Keyword ranking• Site crawls• SEO analysis toolsHubSpot – 30 Day• Keyword ranking• Site crawls• SEO analysis tools
United
since 1928
Moz AnalyticsLets you track keywords, makes sure your site adheres to the latest SEO best Practices, gives you
competitor insight and allows you to use the most comprehensive backlink database in existence.
Best Bang For Your BuckWhich Software Should You Pay For?
1 Keyword Research – Target the right words and phrases to drive traffic
2 Create Content – Write new pages that target yourYour keywords and answer user queries.
3 Build Links To Content – Guest blogging, skyscraping, Reaching out to webmasters, and social sharing.
4 Measure Success – Use analytics and other software to Track your SEO success. Make improvements as necessary.
The roadmap to a successful strategy is fairly simple
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Hit These Main On-Page Attributes SUse Moz’s on-page grader
Moz will tell you what you need to improve.
1 Keyword Research – Use the same keyword list as your SEO. Use Google’s suggested ad groups and use modified broad match or Phrase match types.
2 Create Landing Pages – Make sure that each ad group has its Own landing page.
3 Write Compelling Ads – Write at least 3 ads per ad group – At least 1 should use dynamic keyword insertion.
4Maximize Your Budget – Run your campaign for a few days and Shut off poorly performing ad groups. Run a top vs other report and Increase bids where it will improve CTR.
Basic PPC Campaign Setup
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1 Match Types – Use broad match modifier to get the highest qualityScore, which brings your CPC down and ranks your ad higher.
2 Increase Bids – Make sure to increase bids anywhere you have A high “top vs other” CTR.
3 Go for 2% – Your CTR should be around 2% (or higher). Shut off Ad groups not performing at this level.
4 Campaign Type Matters – Use Search “all features”
Pro Tips
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1 Review Analytics – Create new content, move content around, Try new user experiences out. Apply what’s working across your site.
2 Re-evaluate Competitors – How do you stack up? Have theychanged their strategy? Find ways to compete at their level.
3 Review Conversions – Are you getting any specific feedback? Are your customers asking questions you could be answering with content?
How to Optimize
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