Danielle Leitch, Executive Vice President, Client Strategy ...

April 30, 2009Building an EffectiveDigital it Storefrontt

Introduction: SpeakerDanielle LeitchExecutive Vice PresidentDLeitch@morevisibility.com561-620-9682620 www.MoreVisibility.com

Introduction: Company Background– MoreVisibility founded in 1999 … RecognizedLeader from Inception– Named to INC. 500/5000 in 2005, 2006, 2007,and 2008– Full Service Interactive Marketing Agency– Google Analytics Authorized Consultants– Google AdWords ds Certified ed Agency &Individually AdWords Certified

Table of Contents– Explanation of SEO vs. SEM– Search Landscape– Search Engine Optimization (SEO) –“natural” / “organic” search– Local Search Tactics– Social Media Opportunities– Search Engine Marketing (SEM) –“sponsored” / paid search– Tracking Results -- Analytics–Q&A

SEO vs. SEM

Why Is SearchRelevant to Business?

Search Engine Market Share(USA)

What Is Search Engine Optimization?– Organic Search results are about relevance –search engines are not paid for organic search.– Optimization is the process by which you makeyour site more search engine “friendly”.– Slow & Steady Process: can take months or years.– Optimize to improve volume and quality of trafficfor targeted keywords.– Search Engine “algorithms” change and there areno guarantees of continued indexing by engines.– Algorithms vary but SEO best practices remain thesame…

What Is Involved in SEO?- Technical, Design, Content and MarketingOptimization i Focus- Onsite vs. Offsite SEO- Top Considerations:• Modify a site's coding, presentation, and structure.• Fix problems that could prevent spidering.• Keyword research and targeting.• Unique, keyword-rich rich content.• Make the site more appealing to users.• Link in. Link out. It’s a viral world.• It’s a gradual, long-term process. Never, nevergive up (or in this case, stop) optimizing.

Onsite and Offsite SEO• Site Architecture• Backend Coding• Crawlable Navigation• Flash & FramesSearch Engine Optimization (SEO)Best Practices• Keywords•MetaDataMeta-Data• On-Page Text• Inbound Links• Blogs• Social Media

Search Engine Optimization (SEO)Best Practices• Always be “White Hat”• “Black Hat”– Improper redirects– Duplicate content– Link farms– Keyword “stuffing” (overly repetitious)i – Hidden text on page• Results are long-term, no overnightsuccess

Common SEO Misconceptions“…All I need to do is to add my key phrases in thekeyword meta-tag…”tag…”This is False – there is a lot more to Search Engine Optimization:• Proper “Site Architecture”• Text- vs. Image-Based Navigation• Content / Keyword Optimization• Off-Site SEO Work• No “Black Hat” SEO Techniques

Common SEO Misconceptions“…Search Engine Optimization makes my site look bad…”This is False – SEO does not have to make your website lookbad – proper SEO work will have a positive visual effect on your site

Common SEO Misconceptions“…If I don’t do any / If I quit my Google PPC Campaign(s),Google will drop my natural / organic rankings…”This is False – the two are unrelated from a ranking standpoint

The Art of Keyword TargetingWhat is Keyword Targeting?MoreVisibility currently recommend no more than 1-2keywords targeted per page. This means the focus of thepage is much narrower and the search engines will give itmore weight toward its specific topic or theme.

Keyword Research & Selection• Critical to a successful program and achieving results• Keywords drive variety of Search Optimization &Marketing efforts• High relevancy to content on site/pages is vital• Keywords in paid search can vary from those you selectfor your site’s natural search optimization efforts• Increase number of qualified visitors – Not Just Traffic• What are your customers actually searching forversus your company’s (in-house) terminology?• Where have you already realized success in SEO?• How can you maximize your SEM ad budget foroptimal ROI?

Keyword Density of On-Page Contenthttp://tools.morevisibility.com/keyword-density/

LOCAL SEARCH – SEO or SEMReach new customerson Google Maps and Google.comTARGET your ads &REACH the right audienceWorks great for businesses of any sizePeople search Google Mapsfor a business just like yours

Local Submissions:Directories and City Guides• Determine Most Valuable Placement– Location– Geographic targeting preferences– Service portfolio• Create Custom Business Profile(optional Enhanced listings)City GuidesCounty or Government Tourism BoardsArea NewspapersLocal News PortalsOnline Classified Listings, where appropriateOnline Telephone Directories and ListingsBusiness Bureaus and ChambersLocal Weather Outlets, etc.

Local Submissions:Mapping Services

SEO SUPPLEMENT:Yahoo Paid Inclusion– Exclusive Yahoo Natural / Paid Search HybridPaid Inclusion ProgramMoreVisibility is a Certified Yahoo Ambassador• Advanced d submission i technique• Content driven; submit pages not keywords• Hybrid between Organic and Paid Search– Cost-per-click fees apply– Benefits of Paid Inclusion• Faster results then “true” organic listings• Lower cost, fixed rate CPC with established budget• Highly qualified trafficSites must be pre approved by Yahoo and need to beSites must be pre-approved by Yahoo and need to becontent rich without duplicate content.

Social Media – Value for SEOAddtl Real Estate in Search Results- More Positions- Branding- (Competitive) ProductRelated KWsMultiple Search Results- Pages- Profiles- Groups-Notes- Apps

Social Media in Action!Social Networking – YouTube – Embedding a Video

Social Media in Action!

Social Media in Action!Social Networking - LinkedInGreat online business networking platform

Social Media in Action!Social Networking - TwitterIf prospects & customers use it – shouldn’t you?

Social Media in Action!Social Networking - Flickr

SEO vs. SEM

Search Engine Marketing (SEM)aka: Paid Search – SponsoredSearch/Listings – SEM – Paid Placement– Deliver quality site visitors at “Per Click” cost• Keyword driven results – National, Geo, and Demo-Targeting• Ability to control ads/positions/costs/• Control page you drive traffic to• Auction style environment (bid against competitors)– Variety of sources to fit any budget andbusiness• Google, Yahoo, MSN, Business.com, Ask.com,Facebook, Local Engines, Contextual, etc.

Fundamentals of SEM– Keywords (Match type – Broad, Phrase, Exactor “negative” words)– Ad Copy– Landing Pages (specific conversion-orientedpages)– Bidding Strategies– Click-Through Rate / Quality Score– Geography / Geo-Targeting (States, Cities,Radius Selection)

Conversion-OrientedLanding Pages

Analytics – Tracking Results• Generates detailed statistics about the visitors to awebsite.• Optimize advertisement and marketing campaignsthrough the analysis of data - where the visitorsoriginated from, how long they stayed on the websiteand their geographical location.• Track Conversions, user behavior, etc. from bothSEM and SEO efforts, as well as the direct traffic to yourURL.• Option to declare a value to each lead, if desired.

Google Analytics – Tracking SiteAtiit Activity and dG Goal lC Conversion– What happens once the user gets to your site?– Website visitor behavior allows for ROI analysis, especiallycritical in paid search campaigns.

Additional Site Analytics Data

Summary• Always employ “Best Practices”• Implement Local /Regional tactics ti whereoffered and applicable to your business• Build or refine website with SEO in mind(long-term)• Engage with customers through Social Media• Manage SEM campaigns effectively– Utilize all options – supplement for SEO• Employ analytics data in decision-making– Track ROI– Determine best online strategy and budget

FREE WEBSITE VISIBILITY REPORTwww.MoreVisibility.com/RCAWe will look at your site and analyze where it appearswithin the major Search Engines todayOTHER RESOURCES / TOOLS:www.google.com/analyticshttps://adwords.google.com/select/KeywordToolExternalwww.wordtracker.comwww.morevisibility.com/seoblogibilit blwww.morevisibility.com/semblog

THANK YOU RCADanielle LeitchExecutive Vice PresidentDLeitch@MoreVisibility.com561-620-9682Connectwww.linkedin.com/in/danielleleitch