1. Search Marketing Strategies for 2011
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#wm123
@bradleywjoe

2. 2011 Online Marketing Objectives
• Increase Visibility on Search Engines
Goal 1
• Build Traffic to Site
Goal 2
• Maximize the Revenue Opportunity
Goal 3
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3. Search Marketing 2011 Roadmap
The Monthly
Planning
Social Media Process
and Search
Improving
Website
Conversions
Attracting the
Right Visitors
#wm123

4. Search Marketing 2011 Roadmap
The Monthly
Planning
Social Media Process
and Search
Improving
Website
Conversions
Attracting the
Right Visitors
#wm123

5. Where Searchers Click on the Results Page
#wm123

6. Keyword Search and Strategy
Critical Keyword Selection Steps
• Keyword Expansion Tools
• Competitive Analysis
• Customer Terminology
• Analyze Data
• Stages of Sales Cycle
• Keyword Leverage Analysis

7. The Importance of Keyword Selection
Solar Power
Solar Electric Systems
• Select a Representative Keyword Basket
Solar Power Products
• Using Google Keyword External Tool
Solar Cell

8. Keywords – Choosing Keywords
Google Keyword External Tool
Step 1: https://adwords.google.com/select/KeywordToolExternal
Step 2: Determine relevant keywords to your site
Step 3: Go after attainable keywords that are being searched
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9. Choosing the Right Keywords
Look for Keywords with Most Leverage
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10. The Keyword Selection Process
Where Do These Keywords Go?
Keyword Targeted URL
Solar Power Systems
Solar Electric Power http://www.solarpowercompany.com
Solar Power Products
Solar Power Mini Panels
Solar Power Revolving Panels http://www.solarpowercompany.com/panels
Shelter Covering Solar Panels
• Which keyword fits best to which page?
• What product do I want to sell the most of?
• What do I want my customer to do?
#wm123
@bradleywjoe

11. Search Marketing 2011 Roadmap
The Monthly
Planning
Social Media Process
and Search
Improving
Website
Conversions
Attracting the
Right Visitors
#wm123

12. Site Optimization
• On-page content optimization can be a
useful tactic, but only when used
strategically.
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13. Site Content – What Google Sees
If you don’t
write about it,
you’re not going
to rank for it.
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@bradleywjoe

14. Site Content – What Google Sees
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@bradleywjoe

15. Increasing Conversions
Usability Best Practices
• Assign Visual Priority
• Size and weight should represent relative importance
• Consider Visitor’s Eye-Path
• What will users notice and in what order?
• Clear Call To Action
• Clearly announce what you want users to do
• Make Steps Clear
• Clearly identify where user is and what they should do next
#wm123
@bradleywjoe

16. Search Marketing 2011 Roadmap
The Monthly
Planning
Social Media Process
and Search
Improving
Website
Conversions
Attracting the
Right Visitors
#wm123

17. The Importance of Social Media Today
Social Media: Is NOT about talking to Generation X or Y
Social media sites are communities based on common
interest where people go to get trusted information from
their peers or experts.

18. Social Marketing: Earning Its Place In The
Marketing Mix
50% of social networkers
consider information You + Me = We
shared on their networks
when making a purchasing Online social network
sing decision users are 3 times more
likely to trust
their peers’ opinions
over advertising
78% of consumers trust
peer recommendations
Source: viralblog.com in collaboration with IBMand Mashable.com
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@bradleywjoe

19. What Social Media Brings to the Table
• Increases brand awareness
• Builds community following
• Facilitates customer service
• Allows for research development and collaboration
• Helps build loyalty and trust behind your brand
• Offers direct sales opportunities
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@bradleywjoe

20. Integrating Social Media into Search Campaigns by
Organization Size
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@bradleywjoe

21. Social Media: Jumping Off Points
• BLOGS - Fresh, Unique Content
• SOCIAL MEDIA - Brand Building
- Facebook Fan Pages
- Twitter
- Yelp
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@bradleywjoe

22. How Social Media & SEO
Go Hand-in-Hand
The role of SEO for Social Media is to directly
influence discovery of social communities or content
via search.
• Social content can boost links to your website
• Improve qualified traffic
• Boost online sales/conversions
#wm123
@bradleywjoe

23. Search Marketing 2011 Roadmap
The Monthly
Planning
Social Media Process
and Search
Improving
Website
Conversions
Attracting the
Right Visitors
#wm123

24. The Monthly Re-Optimization Process
Requirements:
• Benchmarking in Place
• Track Spider Crawls
• Move up in Ranks
• Tweak the site

25. Measuring the Impact of Search Marketing
• Organic (Non-Paid) Traffic
• Non-paid best represents SEO efforts as all
visitors arrive at your site through organic search
• Non-Branded Traffic
• Brings you new customers who do not yet know
about your company, but are looking for the
products and services you offer
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26. Measuring ROI
• Set up Goals
• Define conversions
• Analyze which keywords are
leading to more conversions
• Observe where visitors
abandon the goal path
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27. Contact Us about Qualifying for a Complimentary Analysis
-Competitive Report: find out where you rank
against your top competitors and what tactics
they’re employing
-Opportunity Analysis: learn how to improve your
Digital Marketing Strategy and see how much
opportunity is available for your company
-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:
seo@webmarketing123.com
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@bradleywjoe