Presented by:
Raul Vielma
561-820-4277
Maximize, Measure & Make Digital Work for YOU
April 8,2011
RealSolutions.PalmBeachPost.com
John Garcia
561-820-4296
What you can expect to get out of this workshop
Free tools
The ins and outs of search
Ways to get your business a better position in search results
Basic analytics to understand your business/industry
Traffic terminology/sources
Website review
Strategies to increase traffic to your site
Online display advertising working for you
Metrics for success
2 2
SEARCH
Why
Anatomy
Claim your business
Measure traffic
4 4
Search Engine Marketing (SEM)
The most-used search engine sites give you access to 93% of the West Palm Beach
DMA adults online every month.
Source: 2010 Scarborough Report, Release 2 5
Pay Per Click = SEM
Organic = SEO
The Anatomy of a SERP (Search Engine Results Page) P
ay Per C
lick = S
EM
Google Maps
6
SEO Tips
1. Keep URLs short: No more than 255 characters
2. Make navigation easy: Along the top or top & left
3. Avoid too many clicks: No more than 4 clicks away from homepage
4. Flash: use sparingly (doesn’t show up on mobile device)
5. More info the better: at least 200-250 words of content
7
SEO Audit Tools
▀ Xinu Returns – a free web based SEO audit tool
▀ Dataopedia – a free web based SEO audit tool – with some
competitive data
▀ Yellowpipe Viewer – view your site through the eyes of a spider
▀ Link Examiner – an application that will crawl your site and find
broken links, redirects and more
▀ Google Webmaster Tools – provides detailed reports about your
pages’ visibility on Google
▀ SEObook – a firefox plug-in tool provides a holistic view of your
competitive landscape of search results
8
Relevancy & Ad Position
Quality Score is determined
by a combination of factors
including:
▀ Click-through-rate
(clicks divided by
impressions)
▀ Keyword and ad text
relevance
▀ Landing page quality
Maximum Cost per Click is
the highest dollar amount an
advertiser is willing to pay for
one click on their ad.
Quality Score Max Cost per Click
Ad Rank Which
Denotes Ad Position X
= Relevance Willingness to Pay
9
9
Ten places to claim your business
1. Google places: http://places.google.com/business
2. Bing Local: http://ssl.bing.com/listings/Listingcenter.aspx
3. Yahoo! Local: http://Listings.local.yahoo.com/basic.php
4. Yelp!: https://biz.yelp.com/claiming
5. FourSquare: http://foursquare.com/business/
6. Ask: http://www.ask.com/local
7. CitySearch: http://national.citysearch.com/profile/add_business.
8. YellowPages.com (Improve Your Listing): http://www.yellowpages.com/listing_feedback
9. Localeze: http://webapp.localeze.com/extranet/sign-up.aspx
10. Kudzu: https://register.kudzu.com/packageSelect.do
10
Claim your business on Google
11
Google Analytics
12
▀
▀
▀
▀
12
Traffic Metrics
13
• Number of times someone interacted with your website Visits
• Total number of pages viewed during specific time frame Page views
• Average number of pages viewed during a visit Page visits
• Percent of visits where someone immediately left your site
Bounce Rate
• Average time people stayed on your website Avg. time on site
• Percent of visits from new people visiting your site % new visits
13
Traffic Sources
14
• Google, Bing, etc. including organic and paid listings
• Email blasts, e-newsletters, etc.
• Other website with banner ads or affiliates
• People who type your web site address directly into the browser
Direct Traffic
Referring Sites
Search Engines
Other/ misc.
14
Look at your competition
Using sites like compete.com, you can see how your site is doing compared to your competition.
Source: compete.com 15
The New Shopping Paradigm
Sources: 1Forrester State of Retailing Online 2010; 2US Online Retail Forecast 2010 to 2015
80%
8%
yet only…
of retail sales occur online2
of consumers have used the Web for
researching information about products
and services1
16 16
WEBSITE
Why
Your business partner
Questions to ask
Strategies to enhance
17
Visitors who report great user experience are:
It has been said that…“Bad home pages (or landing pages) are where
good leads go to die”
A great user experience pays off
18
as likely to return to your site as likely to report enhanced brand opinion
as likely to report higher future likelihood to purchase
A great user experience builds trust and rapport even before you ever do business
Source: compete.com
18
Have you met your business partner?
19
Your website is working 24/7 to:
Losing market share in the digital world quickly translate into “real” market share loss.
19
Asking the fundamental questions
20
What is this website offering?
How does this site satisfy my needs?
Search/Research
Shop/Compare
Support
Now what?
What do I do
Where do I go
What do I read
20
Take the test?
Volunteer from the audience who would like to have their website evaluated
based on the previous points.
22
What is this website offering?
How does this site satisfy my needs?
Search/Research
Shop/Compare
Support Now what?
What do I do
Where do I go
What do I read
22
Strategies to differentiate yourself
▀ Newsletters
▀ Account / Log-in / Personalization!
▀ Online only specials / coupons (ex. sephora, chuck-e-cheese)
▀ Download brochure (IKEA)
▀ Special invitations, VIP offers
▀ Referral programs
▀ Social networking (facebook, twitter)
▀ Interactive location map/store locator
Give them a reason to give you their contact information.
23
generate leads and grow your audience
23
ONLINE ADVERTISING AND DISPLAY
Benefits
Terms
Examples
Metrics for Success
24 24
Benefits of Online Advertising
Guaranteed delivery – rates are based on how often your ad is seen
Brings users within ONE click of your website and information
Expands your audience reach
Measureable, trackable and beyond the click benefits
Flexible, dynamic and efficient
Branding Opportunities
25
25
My ad was delivered, now what?
Make
message/
creative
impactful
Make sure
where they land
is effective
Make the
experience
informative
Key word is
view-through
26
Four things can happen once an ad is delivered
Metrics for success
Key indicators for ad effectiveness
• View through
• Users search for more information after seeing an ad
Search Activity
• Increased foot traffic
• Increased calls
Offline Behavior
• Can be an impulse reaction to the creative
• Only 16% of all online users click Clicks
• Analyze before and after an online campaign
• Analyze bounce rate to landing page. Site Traffic
27
How valuable is online advertising?
In a four week period:
▀ Lift of 46% to advertisers web site
▀ Increase of 38% in search using advertiser’s branded terms
▀ Boost of 27% in online sales
▀ Additional 17% likelihood of buying at the physical store
Source: Comscore – How online advertising works: whither the click? Dec. 2008
28
Online study conducted by ComScore of 139 campaigns demonstrated the
value of online advertising beyond the actual “click”.
28
WRAPPING UP
Summary of topics
10 tips for
Search
Display
Collaborative Marketing
Next Time
29 29
Download Complete
▀ Claim your business to achieve better position in search results
▀ Monitoring your site traffic
▀ Optimize your website with the visitor in mind
▀ Pick a strategy to make your website stand out
▀ Extend your advertising to include online display
▀ Pay attention to ad results beyond the number of clicks
30 30
Download Complete: Search
31 31
Download Complete: Online Advertising
32 32
Collaborative Marketing
The most successful websites combine a strategic mix of media vehicles that will reach your
target audience. The key is to think it all through so the multiple channels work well together.
Search
Social media
Display
in print/online
Mobile
33
integration, integration, integration
33
Next time – Friday, April 15th
Think Outside the Banner What’s New & What’s Next
32
▀ Adoption of mobile devices
▀ Mobile Terms you need to know
▀ Who and what of mobile usage
▀ Mobile influence on consumers
▀ Social Media
QUESTIONS?
To download presentation go to: bit.ly/DDseries2
Homework
▀ Evaluate your existing mobile/social efforts
▀ Take a look at your site on a mobile device
▀ Ask friends, family, employees about their mobile or social media
habits
▀ Look at competition marketing – are they using social media in their
strategies
35
What’s next from The Palm Beach Post
36
SAVE THE DATE
Tuesday, May 17th
8:30am – 12 pm
Palm Beach Photographic Centre
Understand and capitalize on consumer buying habits
Top Related