presents

presented by

Search Engine Optimization & Your Website

Brian Bluff, President & Co-Founder

Eddie Bluff, Vice President Key Accounts & Co-Founder

About Today…

Download This Presentation on SlideShare.net

We’re here to help… •  After this presentation •  Consultations at your convenience

What We Will Cover

Part 1: Search Engine Optimization (SEO) •  How has the Internet changed the way we do business? •  The Internet Marketing Landscape •  Determining online potential •  The convergence of Search and Social •  Internet marketing in more detail o  Mobile marketing o  Search Engine Optimization o  Blogging

•  Social Media as a force multiplier •  ROI

What We Will Cover

Part 2: •  Internet marketing overview •  Understanding website traffic

•  Website performance metrics •  Mobile traffic is on the rise

•  Website conversion

•  Assessing the value of traffic •  The ideal Internet marketing program

How Products Used To Be Purchased

I need a …

Where do I get it?

Shop

Evaluate

Negotiate

Buy

Months

… Today (In The Internet Era)

I need a …

Where do I get it?

Shop

Evaluate

Negotiate

Buy

Online

Prospect contact

The Internet Marketing Landscape

Search Engine Results Page (SERP)

Search Engine Market Share

Determining Online Potential

•  Don’t let website designers pick keywords •  Align Content with words customers use •  Examine competitor’s keywords •  Position content in the path of prospects •  Provide clues about prospects’ concerns/questions •  Facilitates development of content important to

potential customers

Keywords – What Your Site Is About

Twitter Search

Google Alerts

Convergence Of Search And Social

•  Influenced by: •  Quality of content •  Number of followers •  Tweet volume

•  Influenced by: o  Number of connections o  Profile updates o  Discussions created o  Popularity of discussions

(comments)

Search Engine Optimization

Relevance •  Title tag •  Keywords and

description •  H tags •  Content •  Alt tags

Credibility •  Authority •  Incoming links are

votes of confidence •  Links from related

pages or sites •  Related anchor text

Why Links Are Important?

Credibility •  Social Signals (Author /

Human/Social Authority) •  Twitter – authoritative people

lend their authority to pages they tweet

•  ReTweets are the new links

General Rule of Thumb

If a company can only survive (or thrive) locally…

…then a portion of the people searching for the company’s products or services will refine their search using geographic modifiers

Country, State/Province, City/Town/Village, Zip/Postal Code

Local Search

Yesterday Today Tomorrow

???

Blogging

Establish Credibility With Social Media

Become the Expert

Create Accounts (Name Claim) Grow

Networks

Create Content

Distribute Content

Participate In Discussion

Lead Discussion

Become the Expert

Establish Credibility With Social Media

Create Accounts (Name Claim) Grow

Networks

Create Content

Distribute Content

Lead Discussion

Participate In Discussion

SM Platforms

Social Media

Published Online Media

Market Sheet

White Paper

Press Release

Application Note

Intranet/ eLiterature

Conference Presentation

Website

Tech Paper

Published Print

Media

Blog Post

Maximize Opportunities

Multi-purpose Content

Engaging:

- fans

- markets

- customers

Facebook

LinkedIn Twitter

YouTube

Email Campaign

Blogs = expert & support SEO

Social Properties

Distribute

Prospects Interaction

Branding

Search Engines

Website (blog)

Content Rank

Nee

d

Google Analytics

•  What is it? o  Website Traffic Measurement & Analysis Tool

•  Where Do you get it? o  Free o  Webmaster to install

Google Analytics - Key Features

Revenue/ Lead

Generation

Audience Segmentation

Audience Behavior

Google Analytics - Revenue/Lead Generation

Google Analytics - Revenue/Lead Generation

Google Analytics - Audience Segmentation

Source Audience Interactions Value

Google Analytics: Audience Behavior

Google Analytics - Audience Behavior

Webmaster Tools - Key features

Organic Keyword

External/Internal Links

Page Performance

Webmaster Tools

Webmaster Tools

Webmaster Tools

Webmaster Tools

What We Will Cover

Part 2: Your Website •  Internet marketing overview •  Understanding website traffic

•  Website performance metrics •  Mobile traffic is on the rise

•  Website conversion

•  Assessing the value of traffic •  The ideal Internet marketing program

Your

Web

site

Social Media

0.75%

75

10,000

More Money

0.75%

94

12,500 25%

25%

1.0%

125

12,500

0.25%

67%

Vertical Websites

Your Website As A Sales Funnel

Website Traffic Sources

•  Search o  Organic

  Not provided (10 to 20%)   Branded (know you)   Non-branded (prospects)

o  Paid •  Referral

o  Other sites o  Directories o  Smaller search engines o  Wikipedia o  Associations

•  Direct (know you) •  Social

“They Know You Traffic”

Direct

Name Search

“They Know You Traffic”

•  If your name/URL is: o  Easy to spell – direct o  Hard to spell – search

•  Manufacturers get more “they know you traffic”

•  For the rest, expect about 25% of your traffic should know you – 75% prospects.

•  GOAL: Increase prospect visitors

Non-Branded Search Engine Traffic

•  Search engine non-branded organic traffic o  Filter out keywords

containing company name

•  Visitors use keywords that: o  Describe your

offering o  Describe a problem

Describe a solution

Importance Of First Impressions

Website visitors can •  Bounce - leave after viewing one

page or session times out o  Bounce rate

•  Stick - view more than on page o  Does not include time spent on last

page – no time stamp o  Average visit duration o  Average pages per visit

Bounce Rate – By Keyword & Landing Page

Visitor Behavior & Different Pages

Management By Bounce Rate

Use bounce rate to increase online marketing ROI •  Organic traffic –

improve landing page

•  Pay Per Click – improve keyword selection, ad, and landing page

•  Industrial directories –buy/no-buy decision, program scope, landing page

Non Bounce Visits

When visitors stick o  Spend 3 to 5

minutes on your site

o  View 4 to 5 pages

Data from 22 B2B companies and 50,000 visits

GOAL: Keep visitors on your site, reading content and viewing pages

Importance of First Impressions

If your bounce rate is high, fix it: o  Related headline o  Related image o  Show visitors they are in the right

spot by serving their needs

If you are paying for traffic: o  Create landing pages o  Write better ads o  Deep link to specific content o  Revise program o  Stop paying for (some) traffic

GOAL: Keep visitors on your site, reading content and viewing pages

What about Search Engine Traffic

Search Engine Traffic – The Right Balance

•  Despite what the stats say, we find that 86% of B2B traffic is from Google

•  This is world wide traffic.

•  Point: if your stats, different you may have a problem

Search Engine Traffic – The Right Balance

•  “They know you traffic” VS. Prospect traffic –  3:1 ratio seems about right

•  Depends on

–  Strength of you brand –  Equipment in the field

•  Point: Brand is what it is. Grow prospect traffic

B2B Mobile Visits On The Increase

•  19 B2B Website •  Mostly manufacturers,

some national distributors •  Date:

•  1/20/12 – 2/19/12 •  1/20/11 – 2/19/11

•  Visits o  2012: 42,594 o  2011: 42,913

138% increase in mobile traffic from 2011 to 2012 across all sites

B2B Mobile Visitors…

Visit 0.85 less pages Spend 29

seconds less

bounce at a 8% higher rate

Clearly the experience is not as good…

Not All Traffic Is Equal

Conversion Rates Should Be Understood

How many contact us page visitors advanced in the sales process? •  Click to get (29%)

o  73 phone number o  51 address

•  40 Sent an email (9.25%) o  Is this good? o  What is your conversion

rate?

Two questions •  When proposing business deal,

what are your chances of winning?

•  What are the chances a visitor will become a lead?

Conversion and Last Click Attribution

Old rule of thumb: It takes seven touches to close a deal

New rule of thumb: people don’t buy/contact on the first visit Latent conversion causes bad decisions

Multi-Channel Funnels

Conversion and Last Click Attribution

Associating success to source is not straight forward

Initiative – Online Marketing Mix

Situation o  Website recently redesigned o  Slowdown Q4 2008 – Q4 2009 o  Elements of marketing program static

Goal o  Reduce marketing spend o  Increase qualified traffic o  Increase leads, proposals, orders…

The benefit of Experience

Online Directories

Contact Page

Website Cost Per Visit

Bounce Rate

Cost Per Sticky Visit

Cost Per Contact Page

Visit Organic (SEO)

Pay Per Click (PPC)

Comparing Traffic Sources

Online Directory (bounce = 33.3%)

Organic (SEO) (bounce = 48.2%)

Pay Per Click (PPC) (bounce = 53.2%)

Dollars ($)

Cost Per Visit $10.37 $2.06 $0.70

Cost Per Sticky Visit

$15.37 $3.98 $1.49

Cost Per Contact Page Visit

$57.03 $14.99 $9.50

Organic traffic was the least expensive at the point closest to our goal •  37% less than PPC •  83% less than Directories

Comparing Traffic Sources

28% Decrease in Online Spending"

• Refocused pay per click costs

• Decreased or stopped directory spending

Plan – Reduce Costly/Under Performing Programs

The Plan: Targeted Search Engine Initiatives

208% Increase in traffic for “gear manufacturers”

August 2008 – July 2009

August 2009 – July 2010

Result: 32% Increase in Conversions"

New business •  Increased •  50% first-time customers •  100% of new customers

originated online

1500 leads/yr - phone, forms, & email from website 3x increase online inquires since started search marketing

does not consider phone calls

Buyer Persona – What Users Expect

Laying Out Your Website To Convert

•  Align site structure with personas and user testing results •  Visitors looking for Product A click on related images or links •  Use portal-like navigation

•  Provide simple options •  Contact someone

•  Go to the product page

•  View related blogs •  View related white papers

GOAL: Keep visitors on your site, reading content and viewing pages

Sales Personas 1)  Engineer 2)  R&D 3)  Buyer 4)  Sales & Affiliates 5)  Manager 6)  Co-Supplier

HR Personas

7) Employee 8) Applicant 9) Partner

Corporate Personas

10) Community 11) Media

Site Elements Must Satisfy Persona Needs

GOL: Keep visitors on your site, reading content and viewing pages

Create

Share

Get Found

Engage

Measure Test

Adjust

Ideal Internet Marketing Program

This is your marketing staff "

…but today needs these skills… "

Hire not "

Building Your Team

Plan For Success

•  Vision: What does it look like when we are successful?

•  Key Metrics: What can we measure to tell us we are successful?

•  Strategies: How will we achieve these metrics?

•  Actions: Who will do what when?

Questions??