search engine marketing and optimization seminar
TRANSCRIPT
SEO, Mobile, Local, Video Internet Marketing Tools for 2010
Ron Jones President/CEO - Symetri Internet Marketing
ClickZ / SEW Expert Columnist – SEM 101, SEM.edu
Author SEMPO Institute – Keyword Research Courses
[email protected] twitter.com/Ron_Jones linkedin.com/in/ronjonesjr
This Is My Bike
Wheel Components
Rims
Spokes
Hub
Your Website Is the Central Hub
Symetri Internet Marketing - Structure
user behavior
user experience
conversion
Online:
• SEO
• PPC
• Blogs
• Social
• Mobile
• Video
• Etc
Offline:
• TV
• Radio
Strategy (Goals / Planning/
Training)
Measure (Analytics)
Media
Campaigns (Drive to Site)
Internet Marketing Strategy
How will you measure success?
• Conversion Points
• Web to Store
• Loyalty Program
What are your business goals and objectives
Who is your customer
Strategy (Goals / Planning/
Training)
Web site Development Approach
Behavioral Design
• Persona Design
Visual Design
• Look and Feel
Technical Design
• Programming
• HTML
• Database Integration
Planned vs. Unplanned Behavior Design
Planned
Information Architecture Framework
Employees Interested
Public
All Content Objects
The sum of all published content:
Web, Lotus Notes, Databases,
Microsoft Office, Etc.
Suppliers
Customers
Partners
All Content Objects
The sum of all published content:
Web, Lotus Notes, Databases,
Microsoft Office, Etc.
Users
Unplanned
Information Environment
Users access the
right information
at the right time.
Users cannot find
the information
they need.
Site Performance
Persona Design
Personas are archetypal users of a website that
represent the needs of larger groups of users, in
terms of their goals and personal characteristics.
• They act as 'stand-ins' for real users and help guide
decisions about functionality and design
Personas identify the user motivations, expectations
and goals responsible for driving online behavior, and
bring users to life by giving them names, personalities
and often a photo
Drive to Site Campaigns
SEO – Search Engine Optimization
Paid Search Advertising or PPC
Social Media Marketing or WOM Advertising
Mobile Marketing
Video / Image Marketing
Traditional Marketing
Website
Media
Campaigns (Drive to Site)
Keyword Research
Social Media Sites
SEO
PPC
Your Website
Keyword Relevance
Keywords: Setting the Right Expectation
When we use “keywords” we set/reinforce searchers expectations
As marketers we then have the responsibility to deliver on that expectation
Right Keywords
Relevant Destination
Content Conversion
Wrong Keywords
Waste significant resources
May not reach the right audience
May attract visitors who will not convert
Keywords are Foundational to all Marketing Channels
Fundamental Building block for all online and offline marketing campaigns
• SEO
• PPC
• Mobile
• Local
• Social
• Video / Image
• Traditional Marketing
• Website
Strategic Concept – Buying Cycle
Initial Research
Refine Search
Content Research
Decision /
Conversion
Broad Search Terms
Narrow Search Terms
What is the time
span for your
product or service?
Keyword Research Process
• Find all possible keywords
Blue Sky
• Identify best performing keywords
Refine • Break down
into categories or themes
Categorize
• Test performance
Test
Keyword Tools
Suggestion Tools
• Google AdWords Keyword Tool
• Keyword Discovery
• Paid
• Free
• Wordtracker
• Paid
• Free
• Wordstream
• Paid
• Free
Forecast / Trend Tools
• Google Traffic Estimator
• Google Search Insights
• Google Trends
• Google Sets
Other Keyword Tools
• Local Keyword Lists
• SEOBook Keyword Tools
• Wordze
Google Keyword Tool
Keyword Discovery
Seasonality and Trends
Holidays, Special Events, Seasons, Economic Trends
Competition
Analyze your known competition
• Visit their web site (check metadata)
• What terms are they trying to optimize – did they miss anything?
Keyword Competition
• What is the average CPC?
• How popular are the keywords?
Resources
• www.compete.com
• www.ispionage.com
• www.spyfu.com
• www.keywordspy.com
SpyFu
Drive to Site Campaigns
SEO – Search Engine Optimization
Paid Search Advertising or PPC
Social Media Marketing or WOM Advertising
Mobile Marketing
Video / Image Marketing
Traditional Marketing
Website
Media
Campaigns (Drive to Site)
3 Pillars of SEO
Link
Building
Keyword Optimization
Search Engine Friendly Design
Crawlers: How they work
They follow links and read pages found
Text of pages is stored in an “index”
When you search, they look for pages with matching text
Google The Internet
Your Site
Search Engine Friendly Design
On page Optimization:
• URL: Domain, Directories, Filenames
• Page Titles
• Header Tags (<h1>, <h2>, etc.)
• Internal Links & Link Anchor Text
• Secondary: Meta Data, Keyword Density, Emphasis (font size, color, etc.)
Search Engine Submission & Saturation
• Submitting your Site (XML Sitemap or new ROR Sitemap via XML Feed
• Checking Search Engine Saturation (“site:” search command)
• Potential “Spider Traps”
On Page Features
url
html
h1, h2, h3
body
out anchors
bold
italic emphasize
meta description
meta keyword
alt text
title
Web Site Popularity
Link Popularity
• Internal Linking Structure
• Site Map
• Checking Link Popularity (“link:” search command)
• Identifying Good Link Partners
User Popularity
• Number of Unique Visitors
• How Many Pages / Visit
• How Much Time / Visit
• Percentage of Return Visitors
• Duration Between Return Visits
New SEO Considerations
Real Time Search
Behavioral Search
Image Search / Video Search
Google Instant
Local Search Marketing – Beyond the Yellow Pages
97 % of Consumers Use Web to Shop Locally
Consumers are Flocking to Google Maps
In 2009, 20% of all Google
Searches are related to Local
1 out of 13 SERPs returns Maps
results
Local Search Optimization
Consistency
Verified Business Listing Info
Domain and Business Name in Titles
Business name in Title Tags and Descriptions
Correct Categories in Listings in Directories
About Us and Contact Us Pages
Encourage Reward for Positive Reviews from Customers
Mobile Search
Nearly 35% of total mobile handsets are smartphones–computing power and
storage is similar to a desktop a few years back
Mobile is always connected
Mobile Internet usage is often time sensitive and location sensitive
A mobile user may be further down in the funnel of purchase cycle
Mobile User Purchasing Behavior
Mobile users are more about
finding than searching
Mobile users purchase based on
location & impulse
Smartphone use is led by Males
24‐35 making over $100K
Same demographic leads in
mobile shopping & coupon use
Video Optimization
24 hours of new video content are uploaded to YouTube every minute
• As much video content uploaded 24/7/365 as 1,440 cable TV channels
• As much video content uploaded a day as ABC, CBS, and NBC have broadcast
since 1978
• As much video content uploaded a week as 120,960 feature-length filmsSource
Importance and Relevance
“After determining the content of the video using our spidering technology,
Google then combines sophisticated text-matching techniques to find videos
that are both important and relevant to your search. Our technology examines
dozens of aspects of the video’s content (including number of hits and rating) to
determine if it’s a good match for your query.”
- Source: Google Video Help
Optimization Guidelines
Title: 120 characters
• Think of your title as a headline
• If you include brand name in title, it should go last
Description: 5,000 characters–
• Be as detailed as possible (short of entire transcript)
• Include URLs (with http://) to Playlist or website
Tags: 120 characters
• Be as detailed as possible
• Include: Brand, city, topics
Make it Memorable and Distinct
Symetri Internet Marketing - Structure
user behavior
user experience
conversion
Online:
• SEO
• PPC
• Blogs
• Social
• Mobile
• Video
• Etc
Offline:
• TV
• Radio
Strategy (Goals / Planning/
Training)
Measure (Analytics)
Media
Campaigns (Drive to Site)
Website is your Central Hub
SEO, Mobile, Local, Video Internet Marketing Tools for 2010
Ron Jones President/CEO - Symetri Internet Marketing
ClickZ / SEW Expert Columnist – SEM 101, SEM.edu
Author SEMPO Institute – Keyword Research Courses
[email protected] twitter.com/Ron_Jones linkedin.com/in/ronjonesjr