Search Engine Marketing
SEO + Blogs + Social Media Content More Links More Traffic
Blogs
SEO Inbound Links Fans/Subscribers Traffic
Social Media
Content Friends/Fans Even More Links Even More Traffic
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Blogs Benefits of Blogging Increased presence in major search engines like Yahoo! and Google A way for you to speak directly, openly and honestly with your customer Another channel to promote your brand and company Build personal, long-lasting relationships with your customers that foster trust Sets you apart from competition Excellent PR tool--the media calls YOU, not your competition Articulate your viewpoints, knowledge & expertise pertaining to your industry Inexpensive to set up, operate and maintain 3
When To Start Blogging • Before you have a product or service • Before you have a web site • Before you have anything!!! All you need is to know who your target market is & to create a few ideas!
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Blogging Ideas • • • • • • •
List of ideas, trends, or thoughts List of useful links or tools Answer questions received Ask your followers questions Comment on other blogs/web sites Turn release or article into blog post Share an experience 5
Search Engine Optimization (SEO) What is SEO? Search engine optimization (SEO) is the process of improving the volume and quality of visitors to a web site from search engines (Google, Yahoo, MSN, etc.) through “Natural” or “Organic” search results. • There is no magic solution to SEO • It takes “real” work, time, and patience • Should be maintained for lifetime of the site
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Search Engine Optimization (SEO) Why is SEO Important? •
The Golden Triangle Study –
Most eye activity on a search page was the top left, forming a Golden Triangle (Enquiro Study)
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SEO pulls more traffic than PPC • •
75% Clicks from “Natural” or “Organic” 25% Clicks from “Paid” or Sponsored ads
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Studies show: 54% of buyers rely primarily on search engines when trying to find a product to purchase online (Jupiter Consumer Study)
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Sites on first page of “Organic” listings are perceived to be an authority—assists w/creating online branding
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SEO gives better ROI than any other marketing
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No bidding wars or click fraud with SEO
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Search Engine Optimization (SEO) Benefits of SEO Boost targeted visitors which equals higher conversions Achieve higher web site rankings on search engines for your targeted keywords Search engines crawl your site more often Increase the number of pages on your site that are indexed by search engines Reach millions of people globally who could potentially become customers Multiply incoming links to your site More visibility and accessibility of your business Make your site authoritative 8
Search Engine Optimization (SEO) Your customers see your Advertisement or Listing when they Search
Credit card processing
Natural or Organic listings ( From SEO Work )
Google places your Ad (Paid or PPC Results) 9
Search Engine Optimization (SEO) Keyword or Key Phrase Selection Always the first step - Keyword selection can make or break SEO Campaign Keyword Selection Search Volume = High Relevance = High Competition = Low
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Search Engine Optimization (SEO) Analyze Your Competition • You want to know the probability of getting on the first page of Google • SEO strength of Top 10 web sites on Google for selected keywords • PageRank of Top 10 web sites
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Search Engine Optimization (SEO) 25% of SEO = On page Visible SEO
• Page Title • URL • H1, H2, H3 Tags • Page Text & Bold 12
Search Engine Optimization (SEO) 25% of SEO = On page Invisible SEO
• Keywords Meta Keywords = professional search engine marketing company, seo services, Internet marketing
• Description • Image Alt Text
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Search Engine Optimization (SEO) 75% of SEO = Off page Link Building Links are “recommendations” or “votes” for your site (they power most of SEO)
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A link: www.nureachlglobal.com Anchor Text: Internet Marketing (Use of Keyword) Link should be from trusted websites • • • • • •
Blogs/Forums/Wikis (magnet for links) International/Local Directories Sites that are relevant or compliment your site (Partners) Social Bookmarking Social Media (press releases, articles, videos, etc.) Create a useful tool
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Search Engine Optimization (SEO) Directories
Local Directory submission
Yellow Pages Submission
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Search Engine Optimization (SEO) Link Popularity Building One Way Links : A site links to B site but there is no link from B to A
A
B
Website
Website
Two Way Links : A site links to B site and B site links back to A site
A
B
Website
Website
Three Way Links : A site links to B site and B site is asked to link back to C site (main site being promoted)
A
B
Website
Website
C Main Website 16
Social Media & Social Networking What is Social Networking? Similar to a business networking event or social cocktail party but without constraints of space and time. It is about: • Building relationships • Starting conversation & creating word-of-mouth or “Buzz” • Answering questions/helping others • Asking questions/trusting recommendations or advice from others 17
Social Media & Social Networking What is Social Media? Use of Internet technology to connect with people socially and generate publicity through online communities. Social Media is the most effective way to publish & promote content: News Releases PowerPoint Presentations Viral Videos Blogging Social Bookmarking Articles RSS Feeds PodcastseBooks 18
Social Media & Social Networking Benefits of Social Media Marketing Excellent for reputation management Build recognizable identity or branding of your products or services Create “Buzz” or online conversations about products or services Another way to form relationships with customers, prospects, employees, business, partners, or colleagues Reach millions of people globally who could potentially become customers Multiply incoming links to your site Achieve higher search engine rankings More visibility and accessibility of your business 19
Social Media & Social Networking Promoting Your Content
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Measuring Results Use analytics software to learn what works • Track number of daily/weekly/monthly visitors. • What sources are visitors coming in from? • How many visitors are converting to leads or customers? • Which keywords or phrases are converting?
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Outsourcing Internet Marketing Internet marketing is not rocket science. However, it is a extremely time consuming, wearisome, sometimes puzzling activity, yet an inescapable task that needs to be continued for the lifetime of the website. Keep it in-house if: • Small non-competitive niche industry • Very large company with a TEAM of experienced SEO/Social Media professionals • Complex or proprietary business objectives which are confidential in nature
In all other cases, outsource.
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