The search engine landscape has changed with the convergence of Search and Social. This two hour session looks at what is important today to the search engines and how businesses can best position their content and their social media strategy in an effort to provide value to their audience and increase branding, engagement and targeted traffic from their target audience. Build it and they will come does not apply to Digital Marketing. Beginning with the end in mind this session further discusses how to develop a strategy to drive leads to and through your website in the B2B world.

1. Search Engine Optimization &
presents
Your Website
presented by
Brian Bluff, President & Co-Founder
Eddie Bluff, Vice President Key
Accounts & Co-Founder

2. About Today…
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• After this presentation
• Consultations at your convenience

3. 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

4. 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

5. How Products Used To Be Purchased
I need a …
Where do I get it?
Shop
Months
Evaluate
Negotiate
Buy

6. … Today (In The Internet Era)
I need a …
Where do I get it?
Online
Shop
Evaluate
Negotiate
Prospect contact
Buy

7. The Internet Marketing Landscape

8. Search Engine Results Page (SERP)

9. Search Engine Market Share

10. Determining Online Potential

11. Keywords – What Your Site Is About
• 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

13. Twitter Search

14. Google Alerts

15. Convergence Of Search And Social

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

18. • Influenced by:
o Number of connections
o Profile updates
o Discussions created
o Popularity of discussions
(comments)

19. Search Engine Optimization
Relevance
• Title tag
• Keywords and
description
• H tags
• Content
• Alt tags

20. Why Links Are Important?
Credibility
• Authority
• Incoming links are
votes of confidence
• Links from related
pages or sites
• Related anchor text

21. Credibility
• Social Signals (Author /
Human/Social Authority)
• Twitter – authoritative people
lend their authority to pages
they tweet
• ReTweets are the new links

22. Local Search
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

23. Blogging
Yesterday Today Tomorrow
???

24. Establish Credibility With Social Media
Create
Accounts
(Name Claim)
Grow
Lead
Discussion Networks
Become
the
Participate In Expert
Discussion
Create
Content
Distribute
Content

25. Establish Credibility With Social Media
Create
Accounts
(Name Claim) Grow
Lead Networks
Discussion
Become
the
Participate In Expert
Discussion
Create
Content
Distribute
Content

26. Twitter
LinkedIn
YouTube
SM
Platforms
Published
Print
Social
Media
Tech
Facebook
Maximize Media
Paper
Opportunities Email
Campaign
Published
Multi-purpose Online
Website
Media
Content
Blog
Engaging: Post
Conference
Market
Sheet
Presentation
- fans
- markets
White
Intranet/
- customers Paper
eLiterature
Press
Application
Release
Note

27. Blogs = expert & support SEO
Website
Search
(blog) Rank
Engines
Content
Distribute
Need
Social Interaction
Prospects
Properties
Branding

28. Google Analytics
• What is it?
o Website Traffic Measurement & Analysis Tool
• Where Do you get it?
o Free
o Webmaster to install

29. Google Analytics - Key Features
Revenue/
Lead
Generation
Audience Audience
Behavior
Segmentation

30. Google Analytics - Revenue/Lead Generation

31. Google Analytics - Revenue/Lead Generation

32. Google Analytics - Audience Segmentation

33. Google Analytics: Audience Behavior
Source Audience Interactions Value

34. Google Analytics -
Audience Behavior

36. Webmaster Tools - Key features
Organic
Keyword
External/
Page
Internal
Performance
Links

37. Webmaster Tools

38. Webmaster Tools

39. Webmaster Tools

40. Webmaster Tools

41. 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

42. Your Website As A Sales Funnel
Vertical
Websites Social
Media
10,000 25% 12,500 12,500
Your Website
0.75% 0.75% 0.25% 1.0%
75 94 125
More Money 25% 67%

43. 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

44. “They Know You Traffic”
Direct
Name Search

45. “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

46. 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

47. 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

48. Bounce Rate – By Keyword & Landing Page

49. Visitor Behavior & Different Pages

50. 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

51. 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

52. 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:
GOAL: Keep visitors on youro Create landing pages
viewing
site, reading content and
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

53. What about Search Engine Traffic

54. 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

55. 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

56. 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

57. B2B Mobile Visitors…
bounce at a
8% higher
rate
Visit 0.85 less
pages
Spend 29
seconds less
Clearly the experience is not as good…

58. Not All Traffic Is Equal

59. 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?

60. Conversion and Last Click Attribution
Multi-Channel Funnels
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

61. Conversion and Last Click Attribution
Associating success to source
is not straight forward

62. 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…

63. Comparing Traffic Sources
The benefit of Experience
Website
Cost Per Visit
Cost Per Sticky Visit
Bounce Rate
Contact Page
Online Directories Cost Per
Pay Per Click (PPC) Contact Page
Visit
Organic (SEO)

64. Comparing Traffic Sources
Cost Per
Visit $0.70 $2.06 $10.37 Organic traffic was the least
expensive at the point closest
to our goal
Cost • 37% less than PPC
Per $1.49 $3.98 $15.37 • 83% less than Directories
Sticky
Visit
Cost Per
Contact $9.50 $14.99 $57.03
Page Visit
Dollars ($)
Online Directory Pay Per Click (PPC) Organic (SEO)
(bounce = 33.3%) (bounce = 53.2%) (bounce = 48.2%)

65. Plan – Reduce Costly/Under Performing Programs
28% Decrease in Online Spending"
• Refocused pay per
click costs
• Decreased or
stopped directory
spending

66. The Plan: Targeted Search Engine Initiatives
August 2009 – July 2010
August 2008 – July 2009
208% Increase in traffic for
“gear manufacturers”

67. Result: 32% Increase in Conversions"
New business
• Increased
does not • 50% first-time customers
consider • 100% of new customers
originated online
phone
calls 1500 leads/yr - phone, forms, &
email from website
3x increase online inquires
since started search marketing

68. Buyer Persona – What Users Expect

69. 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

70. Site Elements Must Satisfy Persona Needs
Sales Personas
1) Engineer
2) R&D
3) Buyer
4) Sales & Affiliates
5) Manager
6) Co-Supplier
HR Personas
GOAL: Keep visitors on your site, reading content and viewing
7) Employee
pages
8) Applicant
9) Partner
Corporate
Personas
10) Community
11) Media

71. Ideal Internet Marketing Program
Create Engage
Share
GOL: Keep visitors on your site, reading content and viewing
pages
Get Measure
Found Test
Adjust

72. Building Your Team
This is your marketing
staff "
…but today needs
these skills… "
Hire not "

73. 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?

74. Questions??