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
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Housekeeping Items
 Are the slides available?
 Yes! Please email seo@webmarketing123.com
 We want to hear from you!
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 Want to learn more?
 Contact us for a complimentary SEO Website Analysis.
Details at end of webinar.
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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
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Search Engine User Behavior
If you are not on the 1st page, you are invisible to most searchers
Source : Jupiter Research, 2010 #wm123
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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
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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
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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!
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Recommendation #1
Implement Google Webmaster
Tools…TODAY!
www.google.com/webmasters/tools
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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
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2: Keyword Optimization
Select a mix of both “head match” and “long tail” keywords
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2: Which Keywords Should I Optimize For?
Don’t forget about the long tail!
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2: How Many Keywords To Target Per Page?
Develop a “mapping” document that targets 3-5 keywords per page
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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/
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@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/
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3: Navigate the Eye
Encourage eye contact through the image subject
Courtesy of the Internet
Subjects are glancing towards
the call-to-action
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3: Simplify Your Forms
Shorter forms are best; really consider which information is critical
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3: Simplify Your Forms
Shorter forms are best; really consider which information is critical
Form is
minimal
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3: Simplify Your Forms
Shorter forms are best; really consider which information is critical
Automatic cursor
placement
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3: Simplify Your Forms
Shorter forms are best; really consider which information is critical
Trust signals
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3: Simplify Your Forms
Shorter forms are best; really consider which information is critical
Reassurance
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3: Simplify Your Forms
Shorter forms are best; really consider which information is critical
Clear wording on
submission button
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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/
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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
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4 The Best SEO Reporting
Measuring SEO effectiveness by identifying keywords that drove the
best conversions and sales
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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
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5: Keyword Rankings
Make measurements on a weekly, bi-weekly, or monthly basis
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5: Organic Search Traffic
Measures effectiveness of SEO program
Filter out “branded” traffic
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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
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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
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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?
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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.
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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
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