James Svoboda's 2012 Search Marketing Agenda Presentation from Star Tribu2012 Search Marketing Agenda from Star Tribune’s 2011 Small Business Search Marketing Summitne’s 2011 Small Business Search Marketing Summit.
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2012 Search Marketing Agenda: What Every Small Business Needs to Know
1. The 2012 Search Marketing Agenda
What Every Small Business Needs to Know
James Svoboda
WebRanking.com
2 November 2011
James Svoboda, November 2011
Download: www.WebRanking.com/presentations
2. Who?
• Managing Partner at WebRanking.com
• Search Engine Optimization & Marketing
since 1999 (1/3 of my life)
• Co-Founder of the Minnesota Search Engine
Marketing Association
• Google AdWords Qualified and Microsoft
adCenter Accredited
• Sphinn.com Editor
• Husband and Father from Eden Prairie, MN
But maybe more importantly…
James Svoboda, November 2011
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3. I am a Small Business
+1 =
James Svoboda, November 2011
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4. What being a Small Business means to me:
• Limited Time
• Limited Resources
• Limited Budget
• Wear Many Different Hats
Credit: tiredofh2o - flickr.com/photos/tiredofh2o/
James Svoboda, November 2011
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5. Search Engine Marketing is
Great for Small Businesses
because…
James Svoboda, November 2011
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6. It’s Always On.
Day, Night, Weekends and Holidays.
Credit: dawolf - flickr.com/photos/dawolf/
James Svoboda, November 2011
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7. Search Engines are the Yellow Pages of the 21st Century
Only without the guilt of having to recycle something you never opened.
Credit: Paul Jahn - flickr.com/photos/localmn/
James Svoboda, November 2011
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8. Search Engine Marketing is an Investment, Not an Expense.
Credit: CraftyGoat - flickr.com/photos/craftygoat/
James Svoboda, November 2011
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9. When Done Right, Search Marketing Grows and Gains
Momentum Over Time.
James Svoboda, November 2011
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10. The Big 3
James Svoboda, November 2011
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11. Major Players: Google.com, Bing.com, and Yahoo.com
(Yahoo is powered by Bing)
James Svoboda, November 2011
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12. Normal Search Engine Results Page: Google
James Svoboda, November 2011
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13. Normal Search Engine Results Page: Bing
James Svoboda, November 2011
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14. Normal Search Engine Results Page: Yahoo
James Svoboda, November 2011
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16. PPC Ads are Typically at the Top of the Search Page
James Svoboda, November 2011
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17. PPC Ads are also on the Right Side of the Search Page
James Svoboda, November 2011
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18. Search Marketing Opportunity: Organic “Free” Listings
• Organic “Free” Listings are Located in the Middle of the Search Page
James Svoboda, November 2011
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19. Local Business Listings are Found at the Top or Middle of
a Search Page with a Map
James Svoboda, November 2011
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20. Local Business Listings are also Found in “Maps” Search
Pages
James Svoboda, November 2011
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21. PPC Ads are also Found in “Maps” Search Pages
Credit:
James Svoboda, November 2011
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23. With a Solid Foundation For Measuring Your Results
(hint: web analytics)
Credit: M4rvin - flickr.com/photos/yujin_it/
James Svoboda, November 2011
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24. Google Analytics. Get it Now! (psst, it’s FREE)
James Svoboda, November 2011
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25. These Companies use Google Analytics:
James Svoboda, November 2011
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26. Web Analytics can be Overwhelming. Where to start is
often Unclear.
Credit: wonkybutt - flickr.com/photos/wonkybutt/
James Svoboda, November 2011
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27. Start by Looking for Dinner Conversational Pieces
Credit: Cedric's pics - flickr.com/photos/cedric1981/
James Svoboda, November 2011
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28. Dinner Topics:
• Goals & Conversions – What sales and leads did you get?
• Search Engine Traffic – Which keywords are interesting or popular?
• Performing Keywords – Which turned into conversions?
• Referring Traffic – What other sites sent you visitors? To which pages?
• Paid Advertising – What has Google AdWords done for you lately?
• Visitor Locations – What cities and states are visitors located in?
• Mobile Traffic – Are your visitors using mobile or tablet devices?
• Social Media – Are you getting traffic from social sites like Facebook, Twitter or
LinkedIn?
James Svoboda, November 2011
Download: www.WebRanking.com/presentation
29. What to Measure with Analytics: Goals & Conversions
• Online Sales • Phone Calls
• Leads and Quotes • Emails & Contact Forms
• Appointment Requests • Event Registrations
• Email Newsletter Signups • Social Media Shares & Likes
• Blog Feed Subscriptions • Coupons and Special Offers
• Downloads
James Svoboda, November 2011
Download: www.WebRanking.com/presentation
30. What is the Total Profit and Life Time Value of Your
Conversions?
• Sale of Product/Service A = $10 Profit GOOD
• Sale of Product/Service B = $50 Profit BETTER
• Sale of Product/Service C = $100 Profit BEST!
Not all of your Products & Services will have the same Profit
Margins. They will vary greatly.
James Svoboda, November 2011
Download: www.WebRanking.com/presentation
31. Get to Know and Understand Your Conversion Rates!
• 1 Sale out of every 100 Visits = 1% Conversion Rate
• 5 Sale out of every 100 Visits = 5% Conversion Rate
• 10 Sale out of every 100 Visits = 10% Conversion Rate
Keywords & Traffic Sources do not all have the same
Conversion Rates. They will vary greatly.
James Svoboda, November 2011
Download: www.WebRanking.com/presentation
32. What Affects Conversion Rates?
Positives Negatives
• Easy to Find Contact Information • Hidden & Missing Contact Information
• Clean & Simple • Cluttered & Disjointed
• Straight Forward Navigation • Confusing & Poorly Named Navigation
• Easy to Read Text • Small, White Text on a Dark Background
• Selective Linking • Many Unnecessary Links
• Relevant Images • Distracting Graphics
• Supports Multiple Browsers • Does Not Function in Certain Browsers
• Multiple Devices & Screen Sizes • Poor Display in Smart Phones & Tablets
• Trust Signs like Privacy Policy & BBB • No Stated Terms & Policies
Badge
• No Portfolio or Pictures of Previous Work
• Testimonials & Customer Reviews
• Site Design Outdated or Below
• Professional Designed Website Competition
James Svoboda, November 2011
Download: www.WebRanking.com/presentation
33. First Impressions Matter!
You’ll Spend Considerable Amount of Time and
Resources to Generate Search Engine Visitors…
and Can Waste All That Work in Less Than 8 Seconds.
James Svoboda, November 2011
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34. Flying Pie Pizzeria
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35. Pizzicato
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36. If You’re a New Customer, Which Would You Order From?
James Svoboda, November 2011
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37. Friends will not tell you
that…
Your Website Sucks!
but Analytics will...
James Svoboda, November 2011
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38. Use the Data That Web Analytics Provides to Help You
Improve Your Website’s Performance
James Svoboda, November 2011
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39. Gaining a Clear Understanding of Analytics Takes Time
Credit: wonkybutt - flickr.com/photos/wonkybutt/
James Svoboda, November 2011
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40. Analytics Will Change How You View Your Website
Credit: Laura4Smith - flickr.com/photos/blushingmulberry/
James Svoboda, November 2011
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41. Narrow Your Focus
and Targeting for
Better Results.
James Svoboda, November 2011
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42. Location! Location! Location!
Source: Search Engine Land - searchengineland.com/how-users-search-for-local-businesses-5-tips-to-optimize-local-listings-97612
James Svoboda, November 2011
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43. Targeting By Location
• Where Are You Located?
– Country
– State
– County
– City
– Zip code
– Neighborhood
– Street
• Do You Drive to Customers?
– How Far Are You Willing To Drive?
– What Are These Areas You Will Service?
• Do Your Customers Drive To You?
– How Far do 80% of Your Customers Drive to Reach You?
– What Are The Areas These Customers Come From?
James Svoboda, November 2011
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44. Larger Area Than The Twin Cities? - 50 Mile Radius around Minneapolis
James Svoboda, November 2011
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45. Entire Twin Cities? - 20 Mile Radius around Minneapolis
James Svoboda, November 2011
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46. Primarily Minneapolis?
James Svoboda, November 2011
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47. St. Paul
James Svoboda, November 2011
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48. White Bear Lake
James Svoboda, November 2011
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49. Eden Prairie
James Svoboda, November 2011
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50. How Many Competitors Will You Be Fighting With for
Local Customers? (map: dentists)
James Svoboda, November 2011
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51. Fewer Competitors = Larger Range. (map: cosmetic surgeons)
James Svoboda, November 2011
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52. Same Industry, Wider View = Few Rural Competitors.
(map: cosmetic surgeons)
James Svoboda, November 2011
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53. Freeways, Highways & Customer Population Density Will
Define Your Range!
James Svoboda, November 2011
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54. Keywords Are How Search
Engines Define You…
and How Customers Find
You.
James Svoboda, November 2011
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55. Service Provider Keyword List: Dentists
Professional Title – Dentist
• Industry/Specialty – Pediatric Dentist
• Common/Unofficial – Kids Dentist
Business Classification – Dental Practice
• Industry/Specialty – Pediatric Dentistry
• Common/Unofficial – Kids Dental Office
Services Overview – Dental Services
• Industry/Specialty – Pediatric Dental Care
• Common/Unofficial – Kids Dental Check Up
Specific Services – Tooth Removal
• Industry/Specialty – Pediatric Dental
Extraction
• Common/Unofficial – Pull Kids Teeth
Credit: heraldpost - flickr.com/photos/heraldpost/
James Svoboda, November 2011
Download: www.WebRanking.com/presentation
56. Sales & Product Keyword List: Clothing Store
Professional Title – Clothing Store
• Industry/Specialty – Children’s Apparel Store
• Common/Unofficial – Kids Clothes Store
Product Overview – Clothing
• Industry/Specialty – Children’s Apparel
• Common/Unofficial – Kids Clothes
Product Category – Shirts
• Industry/Specialty – Children’s Long-Sleeved
Shirts
• Common/Unofficial – Warm Kids Shirts
Specific Products – Nikes
• Industry/Specialty – Children’s Nike Shoes
• Common/Unofficial – Kids Nike Sneakers
Credit: Urban Shore - flickr.com/photos/urbanshore/
James Svoboda, November 2011
Download: www.WebRanking.com/presentation
57. Local Business “Map”
Listings Stand Out in
Search Results and Get
Used… a Lot!
James Svoboda, November 2011
Download: www.WebRanking.com/presentation
58. Search Marketing: Local Business “Map” Listings
James Svoboda, November 2011
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59. Search Marketing: Local Business “Map” Listings
Major Players:
• Google Places
• Bing Business Listings
• Yahoo Local Listings
Primary Keys for Local Map Listing “Rankings”:
• Located in City
• Targeted Category
• Reviews
• Business Citations
Notable Players That Feed into Local Business Listings:
• Yelp.com
• CitySearch.com
• SuperPages.com
• InsiderPages.com
• JudysBook.com
James Svoboda, November 2011
Download: www.WebRanking.com/presentation
60. Paid Search Advertising
for Small Businesses
can be Highly Effective
James Svoboda, November 2011
Download: www.WebRanking.com/presentation
61. Specific Location Targeting + Exact Keyword Matching +
Searcher Need = High ROI.
Credit: williamhartz - flickr.com/photos/whartz/
James Svoboda, November 2011
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62. Search Marketing Opportunity: Pay-Per-Click Ads “PPC”
Major Players: Google AdWords and Microsoft adCenter (Bing)
James Svoboda, November 2011
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63. PPC can also be High Risk and High Reward.
Credit: Picture Perfect Pose - flickr.com/photos/pictureperfectpose/
James Svoboda, November 2011
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64. Limit Your Risk When Building a PPC Campaign
• Start With Google AdWords.
• Measure Your Results with Analytics
• Set a Low Initial Daily Budget
• Use More Focused Keywords
– “Kids Dentist” instead of just “Dentist”
• Own Your Local Area First.
– “Eden Prairie” instead of “Minneapolis”
• Use Mostly Exact Match Keywords
• Do Not Use Standard Broad Match Keywords
James Svoboda, November 2011
Download: www.WebRanking.com/presentation
65. Search Engines Need Content
and
Content Needs SEO
James Svoboda, November 2011
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66. Search Engine Optimization & Website Content make a
Great Pair
Credit: Sean Choe - flickr.com/photos/bogomo/
James Svoboda, November 2011
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67. Blank Pages Don’t Generate Search Engine Traffic
James Svoboda, November 2011
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68. Neither Do Large Pages with Many Different Topics
James Svoboda, November 2011
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69. Wikipedia’s Search Engine Optimization Page Works
James Svoboda, November 2011
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70. Ranking #1 in Google
James Svoboda, November 2011
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71. Ranking #1 in Bing Too
James Svoboda, November 2011
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72. And It’s a Large Page, but also Highly Themed
James Svoboda, November 2011
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73. Example of Content for Small Business
James Svoboda, November 2011
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74. The Power of Content Without SEO (would be better with seo)
James Svoboda, November 2011
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75. Build Optimized Pages Full of Themed Content & Search
Engines Will Show You Love
• Write compelling page copy that is easy to read.
• Include professional & technical details, but don’t over
do it.
• Photos, graphics and infographics.
• Videos.
• Audio such as MP3s and Podcasts.
• Downloads such as PDF, Word and Excel documents.
• Maps and location information.
• Reviews and testimonials.
• Links to relevant pages on your website.
• Links to relevant pages on other websites, but don’t
over do it.
• Add a moving call to action.
James Svoboda, November 2011
Download: www.WebRanking.com/presentation
77. Google Wants To Be a Reflection of the Web
Matt Cutts at WordCamp 2007: “We Want To Be a Reflection of the Web.”
Credit: thekenyeung - flickr.com/photos/kyeung808/
James Svoboda, November 2011
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78. Google’s “Panda” Algorithm Updates – Focuses on
Humans & Quality
Google Starts Rolling Out “Panda” Algorithm Updates in February 2011.
Credit: Thos003 - flickr.com/photos/thos003/
James Svoboda, November 2011
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79. Search Engine Results Starting to Reflect Popular
“Social” Content
SEOmoz Study: Correlation of Link Metrics vs. Social Signals – April 2011
Source: SEOmoz - seomoz.org/blog/facebook-twitters-influence-google-search-rankings
James Svoboda, November 2011
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80. What Does All This Mean?
Get More Active Online.
Starting Today!
Here’s how…
James Svoboda, November 2011
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81. Increase Your Online Publicity
by Building & Cultivating
Links, Citations & Reviews
James Svoboda, November 2011
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82. Yelp Provides Small Business Links, Citations & Reviews
James Svoboda, November 2011
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83. This is a Good SEO Link
James Svoboda, November 2011
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84. This is a Good Local Search Citation
James Svoboda, November 2011
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85. These are Good Local Search Reviews
James Svoboda, November 2011
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86. Remember That Pizza Restaurant from Earlier? More
Good Local Search Reviews!
James Svoboda, November 2011
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87. And The Other Pizza Restaurant? Reviews Not as Good.
James Svoboda, November 2011
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88. Search Google to Find Good Sources of Links, Citations
& Reviews
James Svoboda, November 2011
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89. Search Engines Are
Getting Social.
James Svoboda, November 2011
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90. Social Signals like “Likes”, Shares, Tweets, Google
+1’s, etc., Are Now Counting in Search Engine Algorithms
Credit: fredcavazza - flickr.com/photos/fredcavazza/
James Svoboda, November 2011
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91. Build Your Social Army on
Facebook, Twitter, LinkedIn, Google+, and more…
James Svoboda, November 2011
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92. Give Your Visitors The Ability to Easily Share Your
Content on Their Social Networks
James Svoboda, November 2011
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93. Being a Non-Profit is Like
Being a Small
Business, but Without the
Profit.
James Svoboda, November 2011
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94. The Minnesota Search Engine Marketing Association
www.mnsearch.org
James Svoboda, November 2011
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95. What being a Non-Profit means to me:
• Limited Time
• Limited Resources
• Limited Budget
• Volunteers Wear Many Different Hats
James Svoboda, November 2011
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96. MnSearch: Outline of Search Marketing Strategy
Organic Search Engine Marketing Strategy
• Competitive Analysis and Keyword Research
• Website Content Planning
• Information Architecture and Internal Linking Planning
• Website and Event Promotion Planning
• Create Timeline of Activities
• Identify Needed Resources and Budget
• Search Engine Traffic Targets and Projections
• Benchmarking Based on Similar Non-Profit Websites
PPC Search Engine Marketing Strategy
• NONE – No Available Budget
James Svoboda, November 2011
Download: www.WebRanking.com/presentation
97. MnSearch: Outline of Search Marketing Strategy
Local Search Marketing Strategy
• Identify Official MnSearch Address
• Create and Claim Local Directory Listings
• Optimize Local Directory Listings
• Create Structured Citations
• Microformatting on MnSearch.org (Schema.org address, phone, etc.)
Social Media Strategy
• Twitter
• LinkedIn
• Facebook
• Google+
• Yelp
• FourSquare
• MnSearch Blog
• External Search Marketing Bloggers
James Svoboda, November 2011
Download: www.WebRanking.com/presentation
98. Thank You!
James Svoboda
Managing Partner at WebRanking.com
www.webranking.com
Email: james.s@webranking.com
Twitter: @Realicity
LinkedIn: www.linkedin.com/in/realicity
Download This Presentation:
http://www.webranking.com/presentation
James Svoboda, November 2011
Download: www.WebRanking.com/presentation