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Get Your SEO Machine Into Shape!
Beginner’s Guide For Conversion Success in Q1
Strategies for staying one step ahead of the rest

Dial: +1 (415) 363-0078
Access Code: 644-516-082




                                                    @webmarketing123
                                                    @bradleywjoe
                                                    #wm123
Housekeeping Items

 Are the slides available?
    Yes! Please email seo@webmarketing123.com

 We want to hear from you!
       @webmarketing123
       #wm123
       facebook.com/webmarketing123

 Want to learn more?
    Contact us for a complimentary SEO Website Analysis.
   Details at end of webinar.


                                                     #wm123
                                                     @bradleywjoe
Webinar Agenda

    Getting Found By Search Engines
1   Learn how Google discovers, indexes, and ranks webpages


    Choosing the Right Keywords
2   Understand your target audience for B2B and B2C sales


    Generating Leads
3   Create landing pages that funnel your site traffic into conversions


    Evaluating Your Lead Quality
4   Measure and track the quality of your lead generation


    Measuring Success
5   How to monitor and improve your SEO results


                                                                          #wm123
                                                                          @bradleywjoe
What is at Stake
  Search engine use is growing rapidly


               Currently, there are more
                     than 3 billion
               searches/day on Google




                                           Courtesy: SEOmoz

                                                    #wm123
                                                    @bradleywjoe
Search Engine User Behavior
  If you are not on the 1st page, you are invisible to most searchers




                                          Source : Jupiter Research, 2010   #wm123
                                                                            @bradleywjoe
Webinar Agenda

    Getting Found By Search Engines
1   Learn how Google discovers, indexes, and ranks webpages


    Choosing the Right Keywords
2   Understand your target audience for B2B and B2C sales


    Generating Leads
3   Create landing pages that funnel your site traffic into conversions


    Evaluating Your Lead Quality
4   Measure and track the quality of your lead generation


    Measuring Success
5   How to monitor and improve your SEO results


                                                                          #wm123
                                                                          @bradleywjoe
1: How Do Search Spiders Crawl the Web?
  Search bots follow links to get from page to page




                                                                   Data Center



                              Home Page




                                   Category Level Page



                                          Product Level Page1



                                                   Product Level Page2


                                                                         #wm123
                                                                         @bradleywjoe
1: How Do Search Spiders Crawl the Web?
  Search bots follow links to get from page to page


                                         • Crawling:

                                              • Discovering new and updated
                                              pages on the web
                                              • Daily, weekly, monthly

                                         • Indexing:

                                              • Compiling data from crawls
                                              into data centers

                                         • Serving Results:

                                              • Based on relevancy
                                              • Over 200 factors considered
                                              • Content, keywords, links

                                                                #wm123
                                                                @bradleywjoe
1: How Do I Influence Google to Crawl My Site?
   Several ways to positively influence search spiders to visit your site


• Reduce and/or eliminate the amount of duplicate
content


• Submit and verify an XML Sitemap through
Webmaster Tools


• Reduce the click-depth required to visit deeper
pages


• Earn more links!



                                                                #wm123
                                                                @bradleywjoe
Recommendation #1

Implement Google Webmaster
      Tools…TODAY!

     www.google.com/webmasters/tools




                                       #wm123
                                       @bradleywjoe
Webinar Agenda

    Getting Found By Search Engines
1   Learn how Google discovers, indexes, and ranks webpages


    Choosing the Right Keywords
2   Understand your target audience for B2B and B2C sales


    Generating Leads
3   Create landing pages that funnel your site traffic into conversions


    Evaluating Your Lead Quality
4   Measure and track the quality of your lead generation


    Measuring Success
5   How to monitor and improve your SEO results


                                                                          #wm123
                                                                          @bradleywjoe
2: Keyword Optimization
  Investigate Google Insights to compare long-term trends:
  www.google.com/insights/search




                                                             #wm123
                                                             @bradleywjoe
2: Keyword Optimization
  Select a mix of both “head match” and “long tail” keywords




                                                               #wm123
                                                               @bradleywjoe
2: Which Keywords Should I Optimize For?
  Don’t forget about the long tail!




                                           #wm123
                                           @bradleywjoe
2: How Many Keywords To Target Per Page?
  Develop a “mapping” document that targets 3-5 keywords per page




                                                         #wm123
                                                         @bradleywjoe
Recommendation #2

    Identify the top 5 keywords your
company needs to appear #1 on Google
for…and where you rank on them today.

      http://blog.kissmetrics.com/keyword-research-part-1/




                                                             #wm123
                                                             @bradleywjoe
Webinar Agenda

    Getting Found By Search Engines
1   Learn how Google discovers, indexes, and ranks webpages


    Choosing the Right Keywords
2   Understand your target audience for B2B and B2C sales


    Generating Leads
3   Create landing pages that funnel your site traffic into conversions


    Evaluating Your Lead Quality
4   Measure and track the quality of your lead generation


    Measuring Success
5   How to monitor and improve you SEO results


                                                                          #wm123
                                                                          @bradleywjoe
3: How Can I Capture Attention?
     Treat a hero image as a pointer to your call to action


• People tend to follow the eye path where the subject in the hero graphic
is looking


• Make your subject look at your ad creative if you want people to look at
it too




           Courtesy of: http://usableworld.com.au/2009/03/16/you-look-where-they-look/



                                                                                         #wm123
                                                                                         @bradleywjoe
3: Navigate the Eye
  Encourage eye contact through the image subject




                                                    Courtesy of the Internet


              Subjects are glancing towards
              the call-to-action




                                                                #wm123
                                                                @bradleywjoe
3: Simplify Your Forms
  Shorter forms are best; really consider which information is critical




                                                               #wm123
                                                               @bradleywjoe
3: Simplify Your Forms
  Shorter forms are best; really consider which information is critical




Form is
minimal




                                                               #wm123
                                                               @bradleywjoe
3: Simplify Your Forms
   Shorter forms are best; really consider which information is critical




Automatic cursor
placement




                                                                #wm123
                                                                @bradleywjoe
3: Simplify Your Forms
  Shorter forms are best; really consider which information is critical




                                        Trust signals




                                                               #wm123
                                                               @bradleywjoe
3: Simplify Your Forms
  Shorter forms are best; really consider which information is critical




                                                           Reassurance




                                                               #wm123
                                                               @bradleywjoe
3: Simplify Your Forms
      Shorter forms are best; really consider which information is critical




Clear wording on
submission button




                                                                   #wm123
                                                                   @bradleywjoe
Recommendation #3

1. Look into your website analytics
2. Identify “Top Landing Pages”
3. What is the conversion rate of these
   pages?

           www.google.com/analytics/



                                       #wm123
                                       @bradleywjoe
Webinar Agenda

    Getting Found By Search Engines
1   Learn how Google discovers, indexes, and ranks webpages


    Choosing the Right Keywords
2   Understand your target audience for B2B and B2C sales


    Generating Leads
3   Create landing pages that funnel your site traffic into conversions


    Evaluating Your Lead Quality
4   Measure and track the quality of your lead generation


    Measuring Success
5   How to monitor and improve your SEO results


                                                                          #wm123
                                                                          @bradleywjoe
4: Are Your Keywords Bringing You Conversions?
  Ensure you are ranking on the right keywords to bring the right leads




                                                             #wm123
                                                             @bradleywjoe
4 The Best SEO Reporting
  Measuring SEO effectiveness by identifying keywords that drove the
  best conversions and sales




                                                          #wm123
                                                          @bradleywjoe
Recommendation #4

1. Look into your website
   analytics
2. Identify Top Organic Keywords
3. What is the conversion rate of
   top organic keywords?



                              #wm123
                              @bradleywjoe
Webinar Agenda

    Getting Found By Search Engines
1   Learn how Google discovers, indexes, and ranks webpages


    Choosing the Right Keywords
2   Understand your target audience for B2B and B2C sales


    Generating Leads
3   Create landing pages that funnel your site traffic into conversions


    Evaluating Your Lead Quality
4   Measure and track the quality of your lead generation


    Measuring Success
5   How to monitor and improve your SEO results


                                                                          #wm123
                                                                          @bradleywjoe
5: SEO is a Means to an End
  Why SEO matters




 1
     Keyword
     Rankings
                    2
                        Increased
                          Traffic
                                    3
                                        Lead and
                                         Sales
                                           #wm123
                                           @bradleywjoe
5: Keyword Rankings
  Make measurements on a weekly, bi-weekly, or monthly basis




                                                         #wm123
                                                         @bradleywjoe
5: Organic Search Traffic
        Measures effectiveness of SEO program




Filter out “branded” traffic

                                                #wm123
                                                @bradleywjoe
5: Goal Tracking
       Ties SEO effectiveness to lead and sales flow


Set up Goals

   •   Define conversions for your business goals

   •   Set your goal values

   •   Analyze which keywords are leading to more
       conversions and work to strengthen them in your
       links and content

   •   Consider removing poor-performing keywords from
       your campaign

   •   Observe where visitors abandon the goal path and
       analyze the data to determine why



                                                          #wm123
                                                          @bradleywjoe
5: The SEO Process
  On a monthly basis, on and off-page optimizations need to work in
  tandem to drive continued success. Rely on analytics to guide
  decision making.



                                On-Page Changes



                Measuring
              Improvement in
               Rankings, Site                       Link Building
             Engagement, and
                Lead Flow




                    Monitoring Visitor     Tracking Spider
                     Analytic Data             Crawls

                                                                    #wm123
                                                                    @bradleywjoe
Key Action #3

1. What is the goal of your website
   (leads, form fill outs, sales)?
2. Can you identify the top 5 keywords
   that drove the most leads/sales last
   month?


                                      #wm123
                                      @bradleywjoe
Tying It All Together


• Identify Where You Are Today: Digital marketing maturity varies by
industry and by company size. Where do you fall in this spectrum?



• The Next Immediate Step: Regardless of where your search marketing
program is today, what is the best next step you can take to push results
even further?



• Achieve 2012 Marketing Goals: SEO is the most cost-efficient way to
generate qualified sales and leads. Take advantage of search demand for
your industry and leverage this to achieve your 2012 business plan goals.



                                                                        #wm123
                                                                        @bradleywjoe
Thank You!
Contact Us about Qualifying for a Complimentary Analysis

 - “Cost of the Problem” Analysis: Discover the cost of not
 ranking in the top positions on search engines. How much
 revenue is being lost to competitors with the best rankings?



 - Competitive Report: Find out where you rank against your top
 competitors and what tactics they’re employing



 - ROI Tracking: Detailing the keywords and sources that visitors
 are using to discover your website and if those visitors are
 converting into leads and sales


                       Please contact:
           contact@webmarketing123.com
                                                                    #wm123
                                                                    @bradleywjoe

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Get Your SEO Program into Shape: Beginner's Guide to Conversion Success

  • 1. Get Your SEO Machine Into Shape! Beginner’s Guide For Conversion Success in Q1 Strategies for staying one step ahead of the rest Dial: +1 (415) 363-0078 Access Code: 644-516-082 @webmarketing123 @bradleywjoe #wm123
  • 2. Housekeeping Items  Are the slides available?  Yes! Please email seo@webmarketing123.com  We want to hear from you! @webmarketing123 #wm123 facebook.com/webmarketing123  Want to learn more?  Contact us for a complimentary SEO Website Analysis. Details at end of webinar. #wm123 @bradleywjoe
  • 3. Webinar Agenda Getting Found By Search Engines 1 Learn how Google discovers, indexes, and ranks webpages Choosing the Right Keywords 2 Understand your target audience for B2B and B2C sales Generating Leads 3 Create landing pages that funnel your site traffic into conversions Evaluating Your Lead Quality 4 Measure and track the quality of your lead generation Measuring Success 5 How to monitor and improve your SEO results #wm123 @bradleywjoe
  • 4. What is at Stake Search engine use is growing rapidly Currently, there are more than 3 billion searches/day on Google Courtesy: SEOmoz #wm123 @bradleywjoe
  • 5. Search Engine User Behavior If you are not on the 1st page, you are invisible to most searchers Source : Jupiter Research, 2010 #wm123 @bradleywjoe
  • 6. Webinar Agenda Getting Found By Search Engines 1 Learn how Google discovers, indexes, and ranks webpages Choosing the Right Keywords 2 Understand your target audience for B2B and B2C sales Generating Leads 3 Create landing pages that funnel your site traffic into conversions Evaluating Your Lead Quality 4 Measure and track the quality of your lead generation Measuring Success 5 How to monitor and improve your SEO results #wm123 @bradleywjoe
  • 7. 1: How Do Search Spiders Crawl the Web? Search bots follow links to get from page to page Data Center Home Page Category Level Page Product Level Page1 Product Level Page2 #wm123 @bradleywjoe
  • 8. 1: How Do Search Spiders Crawl the Web? Search bots follow links to get from page to page • Crawling: • Discovering new and updated pages on the web • Daily, weekly, monthly • Indexing: • Compiling data from crawls into data centers • Serving Results: • Based on relevancy • Over 200 factors considered • Content, keywords, links #wm123 @bradleywjoe
  • 9. 1: How Do I Influence Google to Crawl My Site? Several ways to positively influence search spiders to visit your site • Reduce and/or eliminate the amount of duplicate content • Submit and verify an XML Sitemap through Webmaster Tools • Reduce the click-depth required to visit deeper pages • Earn more links! #wm123 @bradleywjoe
  • 10. Recommendation #1 Implement Google Webmaster Tools…TODAY! www.google.com/webmasters/tools #wm123 @bradleywjoe
  • 11. Webinar Agenda Getting Found By Search Engines 1 Learn how Google discovers, indexes, and ranks webpages Choosing the Right Keywords 2 Understand your target audience for B2B and B2C sales Generating Leads 3 Create landing pages that funnel your site traffic into conversions Evaluating Your Lead Quality 4 Measure and track the quality of your lead generation Measuring Success 5 How to monitor and improve your SEO results #wm123 @bradleywjoe
  • 12. 2: Keyword Optimization Investigate Google Insights to compare long-term trends: www.google.com/insights/search #wm123 @bradleywjoe
  • 13. 2: Keyword Optimization Select a mix of both “head match” and “long tail” keywords #wm123 @bradleywjoe
  • 14. 2: Which Keywords Should I Optimize For? Don’t forget about the long tail! #wm123 @bradleywjoe
  • 15. 2: How Many Keywords To Target Per Page? Develop a “mapping” document that targets 3-5 keywords per page #wm123 @bradleywjoe
  • 16. Recommendation #2 Identify the top 5 keywords your company needs to appear #1 on Google for…and where you rank on them today. http://blog.kissmetrics.com/keyword-research-part-1/ #wm123 @bradleywjoe
  • 17. Webinar Agenda Getting Found By Search Engines 1 Learn how Google discovers, indexes, and ranks webpages Choosing the Right Keywords 2 Understand your target audience for B2B and B2C sales Generating Leads 3 Create landing pages that funnel your site traffic into conversions Evaluating Your Lead Quality 4 Measure and track the quality of your lead generation Measuring Success 5 How to monitor and improve you SEO results #wm123 @bradleywjoe
  • 18. 3: How Can I Capture Attention? Treat a hero image as a pointer to your call to action • People tend to follow the eye path where the subject in the hero graphic is looking • Make your subject look at your ad creative if you want people to look at it too Courtesy of: http://usableworld.com.au/2009/03/16/you-look-where-they-look/ #wm123 @bradleywjoe
  • 19. 3: Navigate the Eye Encourage eye contact through the image subject Courtesy of the Internet Subjects are glancing towards the call-to-action #wm123 @bradleywjoe
  • 20. 3: Simplify Your Forms Shorter forms are best; really consider which information is critical #wm123 @bradleywjoe
  • 21. 3: Simplify Your Forms Shorter forms are best; really consider which information is critical Form is minimal #wm123 @bradleywjoe
  • 22. 3: Simplify Your Forms Shorter forms are best; really consider which information is critical Automatic cursor placement #wm123 @bradleywjoe
  • 23. 3: Simplify Your Forms Shorter forms are best; really consider which information is critical Trust signals #wm123 @bradleywjoe
  • 24. 3: Simplify Your Forms Shorter forms are best; really consider which information is critical Reassurance #wm123 @bradleywjoe
  • 25. 3: Simplify Your Forms Shorter forms are best; really consider which information is critical Clear wording on submission button #wm123 @bradleywjoe
  • 26. Recommendation #3 1. Look into your website analytics 2. Identify “Top Landing Pages” 3. What is the conversion rate of these pages? www.google.com/analytics/ #wm123 @bradleywjoe
  • 27. Webinar Agenda Getting Found By Search Engines 1 Learn how Google discovers, indexes, and ranks webpages Choosing the Right Keywords 2 Understand your target audience for B2B and B2C sales Generating Leads 3 Create landing pages that funnel your site traffic into conversions Evaluating Your Lead Quality 4 Measure and track the quality of your lead generation Measuring Success 5 How to monitor and improve your SEO results #wm123 @bradleywjoe
  • 28. 4: Are Your Keywords Bringing You Conversions? Ensure you are ranking on the right keywords to bring the right leads #wm123 @bradleywjoe
  • 29. 4 The Best SEO Reporting Measuring SEO effectiveness by identifying keywords that drove the best conversions and sales #wm123 @bradleywjoe
  • 30. Recommendation #4 1. Look into your website analytics 2. Identify Top Organic Keywords 3. What is the conversion rate of top organic keywords? #wm123 @bradleywjoe
  • 31. Webinar Agenda Getting Found By Search Engines 1 Learn how Google discovers, indexes, and ranks webpages Choosing the Right Keywords 2 Understand your target audience for B2B and B2C sales Generating Leads 3 Create landing pages that funnel your site traffic into conversions Evaluating Your Lead Quality 4 Measure and track the quality of your lead generation Measuring Success 5 How to monitor and improve your SEO results #wm123 @bradleywjoe
  • 32. 5: SEO is a Means to an End Why SEO matters 1 Keyword Rankings 2 Increased Traffic 3 Lead and Sales #wm123 @bradleywjoe
  • 33. 5: Keyword Rankings Make measurements on a weekly, bi-weekly, or monthly basis #wm123 @bradleywjoe
  • 34. 5: Organic Search Traffic Measures effectiveness of SEO program Filter out “branded” traffic #wm123 @bradleywjoe
  • 35. 5: Goal Tracking Ties SEO effectiveness to lead and sales flow Set up Goals • Define conversions for your business goals • Set your goal values • Analyze which keywords are leading to more conversions and work to strengthen them in your links and content • Consider removing poor-performing keywords from your campaign • Observe where visitors abandon the goal path and analyze the data to determine why #wm123 @bradleywjoe
  • 36. 5: The SEO Process On a monthly basis, on and off-page optimizations need to work in tandem to drive continued success. Rely on analytics to guide decision making. On-Page Changes Measuring Improvement in Rankings, Site Link Building Engagement, and Lead Flow Monitoring Visitor Tracking Spider Analytic Data Crawls #wm123 @bradleywjoe
  • 37. Key Action #3 1. What is the goal of your website (leads, form fill outs, sales)? 2. Can you identify the top 5 keywords that drove the most leads/sales last month? #wm123 @bradleywjoe
  • 38. Tying It All Together • Identify Where You Are Today: Digital marketing maturity varies by industry and by company size. Where do you fall in this spectrum? • The Next Immediate Step: Regardless of where your search marketing program is today, what is the best next step you can take to push results even further? • Achieve 2012 Marketing Goals: SEO is the most cost-efficient way to generate qualified sales and leads. Take advantage of search demand for your industry and leverage this to achieve your 2012 business plan goals. #wm123 @bradleywjoe
  • 40. Contact Us about Qualifying for a Complimentary Analysis - “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? - Competitive Report: Find out where you rank against your top competitors and what tactics they’re employing - ROI Tracking: Detailing the keywords and sources that visitors are using to discover your website and if those visitors are converting into leads and sales Please contact: contact@webmarketing123.com #wm123 @bradleywjoe