What we are going to cover today• Case
– The Client– Where to Start– Data Gathering
• Strategy– The 3 C’s Model– Initial Hypothesis– Goals & Objectives– Target Audience– Personas
• Tactics– SERPs
– SEO Components– Keyword Analysis– Coding & Content– Linkbuilding– Local Factors
• Metrics– Leading & Lagging
• The Future– Trends
The Client
Scenario:“we’re are looking for someone to help us increase sales can you help us?”
Where to Start
Start by defining the target market and then do some research.• Who do you want to reach?• What are their demographics?• What are their psycographics?• What are their technographics?
Where to Start
Start by defining the target market and then do some research.• Who do you want to reach?• What are their demographics?
– gender, race, age, home ownership, employment status, location, etc.
• What are their psycographics?– values, attitudes, interests, lifestyle, opinions
• What are their technographics?– ownership, use patterns, and attitudes toward information,
communication and entertainment
Where can you get data
Some good sources for data• http://siteanalytics.compete.com/bmwusa.com/ • https://www.google.com/adplanner/?
pli=1#siteSearch?uid=domain%253A%2520bmwusa.com&geo=US&lp=false
• http://www.forrester.com/empowered/tool_consumer.html• http://boardreader.com/s/bmw%20service%20san%20diego.html• https://adwords.google.com/select/KeywordToolExternal• http://www.google.com/insights/search/• http://www.google.com/analytics/• http://factfinder2.census.gov/faces/nav/jsf/pages/index.xhtml
On Strategy
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” – Sun Tzu
“Rowing harder doesn’t help if the boat is headed in the wrong direction.”– Kenichi Ohmae
The 3 C’s Model
Company Customers
Competitors
Company – Service and repair center in Escondido, CA focusing on BMW, Audi… Customers – All German Auto’s customers break into three segments… Competitors – Competition from dealers and other local service centers is…
Initial Hypothesis
All German Auto’s most critical business problem is:
Customer awareness.
Our initial hypothesis to solve All German Auto’s most critical business problem is:
Improve their local search engine rankings.
Initial Hypothesis
All German Auto’s most critical business problem is:
Customer awareness.
Our initial hypothesis to solve All German Auto’s most critical business problem is:
Improve their local search engine rankings.
Goals & Objectives
Goals:Show up on the first page of search resultsIncrease visits to our website and service appointments
Objectives:Primary – First page organic ranking for all primary keywords.Secondary – Increase service appointments online by 30%.
Target Audience
#1 Target CustomerDemographics – Single, female, Caucasian, age 25-34, college grad, earns $42-$65kPsychographics – values family, equality, social causes, imageTechnographics – uses iPhone, texts, only checks FB on her phone, watches TV vs internet
#2 Target CustomerDemographics – Married, male, Caucasian, age 35-42, masters, earns $50-$82kPsychographics – values family, friends, image, performance cars, politicsTechnographics – uses blackberry, texts, checks email on phone, watches prime time TV and surfs the internet on his desktop or iPad.
Personas
Tactics
Recommended Initiatives• Local Search Engine Optimization (SEO)• Pay-per-click marketing• Social Media Optimization
Tactics
• Local Search Engine Optimization (SEO)
Distribution of Clicks in SERPs
A "Blended" Local Result
A "Pure" Local Result
Primary SEO Components
source: SEOmoz
Keyword Analysis
• https://adwords.google.com/select/KeywordToolExterna• http://pro.seomoz.org/tools/keyword-difficulty• http://www.google.com/analytics/• http://www.google.com/insights/search/#
q=bmw%2Caudi%2Cmercedes&geo=US-CA-825&cmpt=q• http://www.carloan.com/keyvalue.html
Coding & Content
Linkbuilding
1. # of unique backlinks2. Link quality (location)3. # of C-classes4. Backlink trust (source)5. Content quality6. Anchor text & type7. Pagerankhttp://pro.seomoz.org/tools/keyword-difficultyhttp://www.opensiteexplorer.org/
Yelp, Places, Yahoo
• Local
FB, StU,Twitter,
Digg• Social
BBB, IntLibr.
Yahoo D• Directories
Blogs, Niche, Other
• General
Info G, Widgets,
Lists• Linkbait
Local Ranking Factors1. Physical Address in City of Search2. Manually Owner-verified Place Page3. Proper Category Associations4. Number of Traditional Citations5. Crawlable Address Matching Place
Page Address6. Authority of Website Homepage7. Quality of Inbound Links to Website8. Crawlable Phone Number Matching
Place Page Number9. Local Area Code on Place Page10. City, State in Places Landing Page
Titlehttp://maps.google.com/http://www.yelp.com/escondido-ca
MetricsLeading Indicators• The critical metrics which have a
direct impact on performance. Leading indicators can typically be adjusted to proactively change performance.
• Social Media– Engagement metrics on social media
• Search Engine Optimization– Organic search engine rankings
• Paid Advertising – PPC
– Click through rate
Lagging Indicators • The metrics which are the result of a
change in one or more leading indicators. Many times the lagging indicators are not unique to an industry or company. Lagging indicators can usually not be adjusted until after it is too late.
• Social Media
– Brand awareness
• Search Engine Optimization
– Traffic derived from organic search engine traffic
• Paid Advertising – PPC
– Conversion rate (sales)
Trends
• Mobile will dominate• QR and NFC will go mainstream• AR will become more prominent• Social will take over more of the SERPs
Trends
Trends
Trends
Trends
Q + A
We only have 1-2 opening for our internship program.Let me know by Oct 31 if you are interested.
http://twitter.com/geakersonhttp://www.facebook.com/geakersonhttp://www.linkedin.com/in/[email protected]