ibs16 - final...search engine optimization - keyword research and why size matters. 1/7/2016 5...
TRANSCRIPT
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The Core Essentials of Developing a Profitable Internet Marketing Campaign
JANUARY 19, 2016 || 10:00 AM – 11:00 AM
Presenter:
Chris Behan || Socius Marketing, Tampa, FL
Presentation Overview
• SEO
– Organic Results and How Google Works
– Keyword Research and Why Size Matters
– Common Myths
• Web Design: Traditional, Mobile, and Responsive
• Best Practices for Pay-Per-Click Advertising
• Remarketing Through Google's Display Network
• Social Media Marketing: Pay to Broaden Your Reach
• Key Takeaways
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Search Engine Optimization (SEO)- Organic Results and How Google Works
Organic Results75%
PPC Ads25%
Did You Know?
When you conduct a search in Google, you’re actually searching their copy of saved (aka cached) sets of information.
Google’s Stated Mission
To organize the world’s information (content) and make it universally accessible and useful (relevant).
Google’s Data Centers
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Prominently place content that is descriptive of
Who you are, What you do,
and Where you do it
Search Engine Optimization- Keyword Research and Why Size Matters
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Builder KeywordsSearch Volume
Construction Company 1,220,000
Home Builder 823,000
Home Designer 368,000
New Home Builder 135,000
Home Designs 110,000
Custom Builder 90,500
House Designs 74,000
Home Addition 60,500
House Plans 60,500
House Additions 54,000
Home Repairs 49,500
Room Additions 27,100
New Homes 22,200
Licensed Contractor 18,100
Remodeler KeywordsSearch Volume
Home Windows 673,000
Replacement Windows 368,000
Bathroom Remodeling 301,000
Metal Roofing 301,000
Home Remodeling 246,000
Vinyl Siding 246,000
Roofing Companies 201,000
Kitchen Remodeling 201,000
Kitchen Design 165,000
Remodeling Contractor 110,000
Cabinet Refacing 90,500
Remodeling Contractors 74,000
Home Remodeler 74,000
Kitchen Refinishing 40,500
Builder KeywordsSearch Volume
Construction Company 1,220,000
Home Builder 823,000
Home Designer 368,000
New Home Builder 135,000
Home Designs 110,000
Custom Builder 90,500
House Designs 74,000
Home Addition 60,500
House Plans 60,500
House Additions 54,000
Home Repairs 49,500
Room Additions 27,100
New Homes 22,200
Licensed Contractor 18,100
Remodeler KeywordsSearch Volume
Home Windows 673,000
Replacement Windows 368,000
Bathroom Remodeling 301,000
Metal Roofing 301,000
Home Remodeling 246,000
Vinyl Siding 246,000
Roofing Companies 201,000
Kitchen Remodeling 201,000
Kitchen Design 165,000
Remodeling Contractor 110,000
Cabinet Refacing 90,500
Remodeling Contractors 74,000
Home Remodeler 74,000
Kitchen Refinishing 40,500
3.11 million searches
every month
3.09 million searches
every month
Competitive Advantage: Size of a Site
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Size of Remodeling Websites # of Pages
Lennar.com 38,300
MiHomes.com 23,600
Pulte.com 19,300
MeritageHomes.com 16,600
KbHome.com 7,790
Beazer.com 3,210
Alure.com 2,420
RebornCabinets.com 1,120
ThompsonCreek.com 1,090
PowerHrg.com 686
ChampionWindow.com 507
What Others Are Doing:
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Google Instant Provides Insight
Google Instant is a search enhancement that shows results as you type. We are pushing the limits of our technology and infrastructure to help you get better search results, faster.
Related Searches Provide Insight As Well
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Related Searches
Based on search pattern and volume, Google tells you the ways in which people are researching online for similar keywords and phrases.
Journey Mapping: Replacement Windows
Warranty
Fills Out Form or Calls
Price
Location
Reviews
Benefits:
Noise Reduction
SEO Formula
To compete online, you need:
• Different pages with relevant info that matches search queries (aka keywords)
• Separate pages about each service
• Unique pages for each territory
Let's do the math:
X =
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Think of the various ways people search for your products/services
X
X
Think of the areas your company
operates in and where
you want to generate
leads from
=
=
X
X
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=
=
X
X
For Example:10 products/services x 10 areas = 100 different pages
Your site should have individual pagesfor each of these unique combinations
Search Engine Optimization- Common Myths
If content is king, then blogs will help my site rank, right?
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Builder KeywordsSearch Volume
Construction Company 1,220,000
Home Builder 823,000
Home Designer 368,000
New Home Builder 135,000
Home Designs 110,000
Custom Builder 90,500
House Designs 74,000
Home Addition 60,500
House Plans 60,500
House Additions 54,000
Home Repairs 49,500
Room Additions 27,100
New Homes 22,200
Licensed Contractor 18,100
Remodeler KeywordsSearch Volume
Home Windows 673,000
Replacement Windows 368,000
Bathroom Remodeling 301,000
Metal Roofing 301,000
Home Remodeling 246,000
Vinyl Siding 246,000
Roofing Companies 201,000
Kitchen Remodeling 201,000
Kitchen Design 165,000
Remodeling Contractor 110,000
Cabinet Refacing 90,500
Remodeling Contractors 74,000
Home Remodeler 74,000
Kitchen Refinishing 40,500
We searched all of these keywords and no blogs ranked on the 1st page of Google.
.com/Additions .com/AdditionsX2 .com/AdditionsX3
Duplicating content on your website is ok?
Google’s algorithm is always changing?
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Meta Keywords have no impact on SEO!
& Meta Descriptions DO NOT help with SEO, but can help a little bit with click-through rates.
Source: http://www.youtube.com/watch?v=jK7IPbnmvVU
Asking Matt Cutts - How much do you use the keywords meta tag in your main search results?
Questions to Ask Any SEO Company:
• Do you have industry experience and do you have a physical location(s)?
• Do you offer an "all-inclusive" package for $399/month?
• Will my website be hosted by a third party?
• Will you outsource my content or website design and development to a third party?
• How will you generate original content for my website?
Research yourself: Does their own company website rank organically for their services in their local territories?
SEO Recap
• Content is the key ranking variable
• Add original (not duplicate) and readable content (not an image) to your website on a consistent basis
• Note: Blogs don’t work for SEO like they used to
• Size matters
• Use variants of keywords and be descriptive of the different products and services you offer
• Build page to work with purpose
• Remember to be descriptive of Who you are, What you do, and Where you do it
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Web Design: Traditional
Web Design
Who You Are
What You Do
Where You Do it
http://www.RebornCabinets.com/
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Internal Page:http://www.reborncabinets.com/cabinet-refinishing.html
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Web Design: Mobile
Mobile Design
Your website should automatically detect if a visitor is coming to your site from a mobile browser and then dynamically serve them the mobile version of your site.
Google's Mobile-Friendly Update
On April 21, 2015, Google expanded their use of mobile-friendly websites in search results.
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Web Design: Responsive
Responsive Design: An alternative option to traditional and mobile which automatically resizes your website to fit the screen it’s being viewed on, allowing for flexibility across all platforms.
http://abcseamless.com/
Web Design & Development
• DON’T LET YOUR WEB COMPANY HOST YOUR SITE!
• Make sure you are the only ones that have access to the ownership of your URL
• Your site should be in an open-source content management system (CMS), like WordPress, in which you have full control and can make edits yourself
• If and when moving over pages into a new design, make sure to consider the URL naming conventions to protect how those pages rank in search engines
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Best Practices for Pay-Per-Click Advertising
Organic Results75%
PPC Ads25%
Organic Results25% of your budget
PPC Ads75% of budget
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Builder KeywordsSearch Volume
Construction Company 1,220,000
Home Builder 823,000
Home Designer 368,000
New Home Builder 135,000
Home Designs 110,000
Custom Builder 90,500
House Designs 74,000
Home Addition 60,500
House Plans 60,500
House Additions 54,000
Home Repairs 49,500
Room Additions 27,100
New Homes 22,200
Licensed Contractor 18,100
Remodeler KeywordsSearch Volume
Home Windows 673,000
Replacement Windows 368,000
Bathroom Remodeling 301,000
Metal Roofing 301,000
Home Remodeling 246,000
Vinyl Siding 246,000
Roofing Companies 201,000
Kitchen Remodeling 201,000
Kitchen Design 165,000
Remodeling Contractor 110,000
Cabinet Refacing 90,500
Remodeling Contractors 74,000
Home Remodeler 74,000
Kitchen Refinishing 40,500
6.2 million total searches are conducted each month for just these keywords
75% Organic = 4.65 million
25% PPC = 1.55 million
Pros of a Pay-Per-Click Campaign
• Quick to set up and drive traffic
• Specific product advertising: home additions, kitchen remodeling, replacement windows, walk-in tubs, vinyl siding, replacement siding, etc.
• Control over specific marketing messages that match what people are searching online
Pros of a Pay-Per-Click Campaign (Continued)
• Geo-targeting can be used to attract customers from profitable markets
• Your PPC campaign can be easily adjusted based on your marketing needs or managing seasonal promotions
• Real-time tracking is available to monitor optimal performance
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Cons of a Pay-Per-Click Campaign
• Only about 25% of all search traffic clicks on these ads
• PPC is like renting, whereas SEO is like owning a house, every dollar you put in goes toward the investment
• PPC does NOT contribute toward improving your SEO/organic rankings
• If your campaign is not managed properly, it can spiral out of control quickly and become costly
• If you don't have a robust set of negative keywords, you can get irrelevant traffic and leads
Your PPC Campaigns Should Contain Mobile-Specific Ads
• With mobile searches on the rise, it's important to have separate mobile-specific PPC ads
• There are roughly 2 billion PCs in the world and more than 5 billion mobile devices
• Globally, mobile traffic is about 30% of all internet activity
• Mobile ads should drive clicks to a phone #
Source: http://searchengineland.com/matt-cutts-mobile-queries-may-surpass-pc-year-186816
Properly Choosing a PPC Company
Essential Factors to Consider:
• Budget – You pay them to manage your budget properly, not to spend it
• Full Disclosure and Campaign Transparency - There should be shared reporting, and the money being allocated toward the Google AdWords spend should be separate from your monthly management fee
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Essential Factors to Consider (Continued)
• Exclusivity - The number of clients in the same territory should be limited
• Manual Evaluations - All nuances of the campaign(s) should be continuously monitored and improved by a real person, not a computer program
• Industry Experience - Continuous recommendations for improvement
Remarketing Through Google’s Display Network
Remarketing: A Second Chance
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How Remarketing Works
• Cookies can be adjusted to follow people for certain time periods:
• The default is 30 days and the maximum membership duration is 540 days
• For remarketing lists for search ads, the maximum membership duration is 180 days
• Good for brand exposure
https://support.google.com/adwords/answer/2454064?hl=en
Where Remarketing Ads Appear
Google's Display Network:
• Composed of MILLIONS of participating sites
• Offers affordable advertising and branding for automatically targeting previous site visitors
• Highly-targeted advertising:
• Nurture your prospects
• Reinforce your message to people who are more likely to buy
• Targeting options are available
• Create all types of ads: text, image, interactive, and video
Example of an Animated Remarketing Ad
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Social Media Marketing:Pay to Broaden Your Reach
Org
anic
Po
sts
on
Co
mp
any
Pag
e
Take Social Media a Step Further
6%
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Benefits of Facebook Advertising
Use Facebook's promoted posts and ads to boost brand awareness, increase likes/comments, and overall engagement
• Increase your fan base and # of likes on your page
• Build your engaged audience and become a community resource
The goal is to create action items to generate brand awareness that can lead to new leads
Bo
ost
ed P
ost
s in
New
s F
eed
Types of Facebook Demographics
Relationship
Interested inGeneration
Baby Boomers
Status
Parents
All Parents
Education
EDU Level Moms
Field of Study
Schools
Politics
Affiliation
Undergrad years Voter/Non
Work
Employers
Life Events
New Job
Job TitlesNew Relationship
Industries Engaged
Office Type Newlywed
Moved
Financial
Income Birthday
Net Worth
Languages
Home
Home Type English
Ownership Spanish
Home Value French
Dependents
Target Specific Demographics
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• Showcase work and designs
• Community involvement
• Creative links to your site
• Industry-related news/articles
• Interactive objectives: polls, votes, surveys
• Events/Shows
• Specials
• Seasonal tips
• Quotes
• Testimonials
• Sweepstakes
Types of Content for Posts and Ads
Sweepstakes:
Facebook Ad Campaign Results With a Budget of $75/Month:
FOR THE ENTIRE CAMPAIGN
(6-MONTH PERIOD)
TOTAL REACH223,200 PEOPLE
AVERAGE MONTHLY REACH
37,200 PEOPLE
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SummaryKey Takeaways
Summary of Key Takeaways
• SEO: Content is King and size matters. Use variances of keywords on separate pages within your website.
• Web Design: Incorporate various CTAs and industry credibility. BE MOBILE FRIENDLY! and make sure you ultimately own and/or have control of your website.
• PPC: Spend wisely and use remarketing to regain someone’s interest.
• Social Media: Don’t talk to yourself, pay to broaden your reach.
Chris BehanSocius Marketing
888.876.24872701 N. Rocky Point Dr. Suite 410Tampa, FL 33607www.SociusMarketing.com
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