©2007 catalyst connection catalyst connection strategic internet marketing april 19, 2007 neal...
DESCRIPTION
©2007 Catalyst Connection Strategic Internet Marketing Strategic Internet Marketing is a planning process for effective Internet development, advertising, and marketing. –A process –A building block approach to ensure best practices are applied, options weighed, and a clear direction of goals are achieved. –Each task builds upon the previous task and collectively creates an implementation plan for execution. –Ultimately resulting in a more effective web site.TRANSCRIPT
©200
7 Ca
talys
t Con
nect
ion
CATALYST CONNECTIONStrategic Internet Marketing
April 19, 2007
Neal RabogliattiSr. E-Strategy Consultant
SEMPO Member
©200
7 Ca
talys
t Con
nect
ion
AGENDAWhat is Strategic Internet Marketing?Why is it important?Success stories!Phases of developing an Internet strategy?Considerations for developing an effective strategy!– Developing a strategic plan– Monitoring your results– Managing your content and campaigns– Search engine optimization
©200
7 Ca
talys
t Con
nect
ion
Strategic Internet MarketingStrategic Internet Marketing is a planning process for effective Internet development, advertising, and marketing.
– A process – A building block approach to ensure best practices are
applied, options weighed, and a clear direction of goals are achieved.
– Each task builds upon the previous task and collectively creates an implementation plan for execution.
– Ultimately resulting in a more effective web site.
©200
7 Ca
talys
t Con
nect
ion
Strategic Internet MarketingThe Wrong Approach!
©200
7 Ca
talys
t Con
nect
ion
Strategic Internet MarketingPut This Way…
Equals =
©200
7 Ca
talys
t Con
nect
ion
Strategic Internet MarketingPut This Way…
Equals =
©200
7 Ca
talys
t Con
nect
ion
Strategic Internet MarketingDeveloping an effective web site that drives visitors, leads and sales requires an understanding of components that are all interrelated. Strategic planning helps to organize and make decisions that affect the final deliverable.- Audience Identification - Keyword Research- Information Architecture - Layout & Design- Navigation Structure - Search Engine Optimization- Relevant Content - Conversion Techniques- Analytics - Content Management- Pay Search - Link Building
©200
7 Ca
talys
t Con
nect
ion
Strategic Internet MarketingDeveloping an effective web site that drives visitors, leads and sales requires an understanding of components that are all interrelated. Strategic planning helps to organize and make decisions that affect the final deliverable.- Audience Identification - Keyword Research- Information Architecture - Layout & Design- Navigation Structure - Search Engine Optimization- Relevant Content - Conversion Techniques- Analytics - Content Management- Pay Search - Link Building
©200
7 Ca
talys
t Con
nect
ion
Why is E-Strategy Important?Consider This…– More competitive market (International & domestic)– Cost avoidance ( scope creep, retrofitting)– Provides a built in checklist (nothing forgotten)– Better communications (to team members & audience)
• Less interpretation of goals, tasks, and content.– Results in more effective web site– Increases conversion of visitors to customers– Increases your ability to attract more potential customers
and better market in other areas.
©200
7 Ca
talys
t Con
nect
ion
Why is E-Strategy Important?E-Strategy applies industry best practices to ensure the final deliverable meets the goals and expectations of the business.
– A 2006 Study by Fathom/SEO shows that over 70% of most industrial related web sites do not effectively market themselves to their target audience or have search engine visibility.
– A.C. Neilson’s 2005 study shows that 95% of web users initiate their web usage with a search engine and that the majority of searchers look for keyword terms over specific company and organization names.
©200
7 Ca
talys
t Con
nect
ion
Why is E-Strategy Important?Simply Put:
• Provides better communication between client and developer
• Aligns the site more with the target audience’s needs and preferences
• Reduces risk by validating technical and functional features
• Reduces scope creep and development reworking• Improves Search Engine visibility• Gives you more control and power over marketing your
business!
©200
7 Ca
talys
t Con
nect
ion
Success StoriesSpecialty Tires Of America
Development of 2 Corporate Web SitesOver 160 Pages - 2 Interlinked SitesDistributor Extranet & Password ProtectedInventory ReportsMultiple Resource Sections
Outcome:35+ Keyword Page #1 RankingsIncrease of $500,000 in Sales Cost Avoidance PPC: $124,000
©200
7 Ca
talys
t Con
nect
ion
Success StoriesTIGG, Inc.
Development of Corporate WebOver 180 PagesActivated Carbon Resource Library
Outcome:30 Keyword Page #1 RankingsIncrease of $275,000 in SalesMajority of Leads Generated Through theWeb Site
©200
7 Ca
talys
t Con
nect
ion
Success StoriesGorell Industries
Development of 3 Corporate Web SitesOver 1200 PagesDealer Section / Extranet
Outcome:25 Keyword Page #1 RankingsIncrease of $250K in SalesCost Avoidance PPC $284,000
©200
7 Ca
talys
t Con
nect
ion
Success StoriesExcel Glass Company
Development of Corporate Web SiteOver 100 PagesDealer Section / Extranet
Outcome:27 Keyword Page #1 RankingsIncrease of $2.1 Million in SalesReduced PPC by $15,000
©200
7 Ca
talys
t Con
nect
ion
The E-Strategy Process
Phase 1: Goal
Phase 2: Discovery
Phase 3: Research
Phase 4: Compiling & Arranging
Phase 5: Review & Modify
Phase 6: Execute The Plan Develop The Site
Phase 7: Market - Monitor - Manage
©200
7 Ca
talys
t Con
nect
ion
E-Strategy Process | GoalDetermining The Project’s Goals & Outcomes The most important first step of building a strategy is to determine the goal or expected outcome of the initiative. Providing direction and a benchmark for tracking success.
Example: Build a web site to drive more leads and sales
But: Consider the path of getting there and after… Contingency: - Can we handle the inquires?
- How will we track?- What Analytics program will work best?
©200
7 Ca
talys
t Con
nect
ion
E-Strategy Process | DiscoveryDiscoveryA robust set of meetings to brainstorm, organize and evaluate
• Discuss and identify who is your target audiences (influencers – buyers)• What is your unique value proposition• What step in the sales cycle are your target customers (context)• Identify keyword phrases your audiences use• Discussion relationship between your product and services and the needs of
your customers• Arrange products, services and information into silos or buckets• Discuss branding and creative concepts for site• Discuss features and technical requirements and issues
©200
7 Ca
talys
t Con
nect
ion
E-Strategy Process | DiscoveryHelpful Tools ( Site Map or Flow Chart)
©200
7 Ca
talys
t Con
nect
ion
E-Strategy Process | DiscoveryHelpful Tools ( Project Plan)
©200
7 Ca
talys
t Con
nect
ion
E-Strategy Process | ResearchResearchIdentify and validate core aspects of the web site
• Conduct competitive research (features, functions, layout, and content)• Find out who your real competitors are on the Internet• Research keyword effectiveness• Identify top ranking site’s SEO formulas and inbound links• Research end users needs, desires, value added items• Evaluate Coding Languages, Platforms, etc.• Address pros and cons of features: Flash, Blog, Chat Room
©200
7 Ca
talys
t Con
nect
ion
E-Strategy Process | ResearchHelpful Tools ( On Line Keyword Research)
©200
7 Ca
talys
t Con
nect
ion
E-Strategy Process | Compiling & ArrangingPutting it all togetherNow is when the brain storming and discovery is combined with results from the research. The important issues need to be finalized and documented in order to complete the implementation plan.Flow Charts: site architecture (technical)Detail Screens: navigation, file naming, page layout, Creative Concepts, CSS standardsCreation of content inventory Documentation of features and technical ItemsMapping of keywords to site map
©200
7 Ca
talys
t Con
nect
ion
E-Strategy Process | Compiling & ArrangingMapping Keywords – They now become relevancy targets
©200
7 Ca
talys
t Con
nect
ion
E-Strategy Process | Compiling & ArrangingKeyword Parameters
©200
7 Ca
talys
t Con
nect
ion
E-Strategy Process | Review & ModifyReview & ModifyFinalizing the implementation plan
• Review the individual components of the plan• Verify and authorize all documents and recommendations• Discuss Selection of Web Developers and Hosting Companies• Modify Sections or Add Clarity to Implementation Plan
©200
7 Ca
talys
t Con
nect
ion
E-Strategy Process | ExecutionBuilding The SiteUsing the implementation plan to guide, build the HTML code and complete the physical web site. Remember…\
• Use clean code, avoid tricks and too much eye candy• Utilize CSS, Div Tags, good file structure• Post site to development server for all to review• Include good internal cross linking• Remember to include relevant META Tags, H1, Page Titles• Strive for 200+ words per page, focused on keyword• Employ good call outs to convert visitors to users• Start building quality inbound links
©200
7 Ca
talys
t Con
nect
ion
Marketing, Monitoring, ManagingMarketing The SiteUpon testing and launching the site….
• Register the web site (ONCE) with major search engines• Develop and register an XML site map (Google, Yahoo, MSN)• Continue to develop quality inbound links• Implement analytics• Learn how to use your content management program• Implement your PPC campaign• Remember it may take between 2-6 months for everything to fully
be realized by major search engines.
©200
7 Ca
talys
t Con
nect
ion
Marketing, Monitoring, ManagingMonitoring The SiteAnalytics Programs: These programs help to track and analyze who, when and where visitors use your web site. This is most important in tracking the hot and cold spots of your site, keyword effectiveness, conversion rates, and if your PPC campaign is really working.
©200
7 Ca
talys
t Con
nect
ion
Marketing, Monitoring, ManagingManaging The SiteAt some point you are going to need to change the content, an image some text. It is important you decide before the site goes live who and how you will manage the web site.
©200
7 Ca
talys
t Con
nect
ion
Search Engine OptimizationWhat is SEO Search Engine Optimization?
The process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search. The act of altering a web site so that it does well in the organic, crawler-based listings of search engines.
Simply put: Creating a site that is relevant to keyword searches, and is designed to be easily indexed and ranked by search engines.
©200
7 Ca
talys
t Con
nect
ion
Search Engine OptimizationWho are The Search Engines?
Crawler Based:
Google – 50%Yahoo – 20%MSN – 24%Ask – 4%Others – 2%
Social Media:
YouTubeFlickrDIGGDel.icio.us
©200
7 Ca
talys
t Con
nect
ion
Search Engine OptimizationWhat Do Search Engine Do?Search engine perform 3 tasks
1) Index site structure, pages and content
2) Follow Links, internal and external
3) Rank web sites according to relevancy
©200
7 Ca
talys
t Con
nect
ion
Search Engine Optimization
People See Your Site This Way
Search Engines See Your Site This Way
©200
7 Ca
talys
t Con
nect
ion
Search Engine OptimizationWhat Do Search Engine Do?
The Web Bot indexes or spiders the site by way of links. It makes a copy of the web site and puts it into a package that is sent back to the main database or catalog.
WEB BOT
WEB SITE
©200
7 Ca
talys
t Con
nect
ion
Search Engine OptimizationWhat Do Search Engine Do?
The catalog then filters web sites through a program that can compare web sites according to their collective relevancy to keywords used in a search.This is called the algorithm it considers:
Text Content Code & TagsInbound Links Age of DomainStructure Internal LinksMETA Themes Fresh Content & Updates
©200
7 Ca
talys
t Con
nect
ion
Search Engine OptimizationWhat Search Engines Like– Good quality unique text and content– Good quality inbound links from reputable web sites (anchor text)– Good file structure, formatting and clean coding– Focused discussion within a page (keyword focus)– Good cross linking of internal pages using hyper text that includes
keywords in the link or next to the link (anchor text)– No trickery or spamming– Good navigation to promote engine indexing– New and fresh content generated on a fairly regular basis.
©200
7 Ca
talys
t Con
nect
ion
Search Engine OptimizationWhat Search Engines Dislike– Duplicate Content (pages and domain names)– Dynamic content using session Ids and multiple parameters– Pages containing keyword stuffing - over optimization– Anything to trick the engine to believe the site is something its not– Pages with few text links and little text content– All graphic or flash based pages– Poor coding, body content showing up after line 150– Poor site usability and complicated navigation– Poorly formatted pages (no title tags, H1, or description tags)– Stale content or pages with little value to users
©200
7 Ca
talys
t Con
nect
ion
Search Engine OptimizationRelevancy
Search engines base their ranking algorithm with one objective in mind… Relevancy
Relevancy is the total sum of all the parts of page or site in relationship to the keyword phrase being searched.
Another concept for this would be the focus of your web page or consistence use of focused keyword phrase.
©200
7 Ca
talys
t Con
nect
ion
Search Engine OptimizationRelevancy On & Off The Page
On Page Relevancy Includes:– Page titles– Header tags– Keyword rich text (density, proximity)
Off Page Relevancy Includes:– Meta themes– Link popularity – Cross Linking– File Structure, Code, Age,
©200
7 Ca
talys
t Con
nect
ion
Search Engine OptimizationOn Page RelevancyPage Titles ( Concise keyword rich)80 Characters or less
Header Tags (<H1>)
Body Text Content: – Strive for 250 words per page.– Incorporate keywords 5-7% of body copy.– Incorporate text hyperlinks to other internal pages, use
keywords in link.
©200
7 Ca
talys
t Con
nect
ion
Search Engine OptimizationOff Page RelevancyMeta Themes: The overall theme of the combined elements
Link Popularity: Quality links from other web sites to your’s
File Structure, Code, Age,: Additional considerations that make a difference in final ranking.
©200
7 Ca
talys
t Con
nect
ion
META Themes
Each page is unique and therefore needs a unique META theme.
This Not This
Unique Theme
Unique Theme
Unique Theme
One Theme
©200
7 Ca
talys
t Con
nect
ion
Link PopularityThe inbound links from other web sites that act as a vote to the relevancy of your web site.– Quality above quantity– Reciprocals are counted but have little weight or effect– Anchor Text is important– Good neighborhoods (link hubs of experts)– Bad neighborhoods (link farms)– Natural increase over time– One link per domain name or IP address
©200
7 Ca
talys
t Con
nect
ion
File & Code StructureGood usability from a file, code and layout standpoint translate to a search friendly web site and thus help to increase indexing and ranking.– Clean file structure (no nested files)– Easy to navigate pages with text links– Properly formatted pages– Text should show up above line 150– Non Clogging coding: no jump menus, java script,
dynamic navigation, forms, etc.
©200
7 Ca
talys
t Con
nect
ion
E-Strategy
Thank YouNeal Rabogliatti
www.CatalystConnection.orgwww.Mfgpa.org