If your company is falling into one of these common traps, you’ll benefit from this 30 minute webinar.
Recent updates to the Google algorithm have outpaced your Search Engine Optimization. You’re behind the times- you’re getting penalized in the search rankings for the SEO you paid for in 2004
You’re not creating content, at least not content that generates ranking-boosting links and likes . Your team has the bandwidth to create content or syndicate it, but not both.
You don’t know which search terms are really performing for you, and so your conversion rates from search aren’t moving the needle.
Mike Turner, Webmarketing123’s Director of Business Development, will bring his humor and years of search marketing expertise to this high-impact, complimentary webinar.
1. Why Google Hates Your Website
Mike Turner
Director of Business Development
Webmarketing123
#webmarketing123
2. Digital Marketing Agency specializing in
SEO / PPC / Social Media / Website Design
Since 2004, we’ve employed a metrics-based
approach to converting online visibility into
measurable business results.
2012 WE’RE ONE OF THE FASTEST GROWING
PRIVATE U.S. COMPANIES
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3. Some Practical Matters
Yes! Just email
Are the slides available? seo@webmarketing123.com
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using #123webinar @webmarketing123
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Request a Complimentary SEO Assessment Today.
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4. Agenda
1 Does your SEO Foundation Suck?
2 How do I get Google to Like Me?
3 On-Page Optimization
4 Link Building Strategy
4 Live Site Analyses
#webmarketing123
5. Agenda
1 Does your SEO Foundation Suck?
2 How do I get Google to Like Me?
3 On-Page Optimization
4 Link Building Strategy
4 Live Site Analyses
#webmarketing123
6. Does your SEO Foundation Suck?
• How can I tell?
• Unsure of the keywords you are
targeting or if they are “good”
• No keyword mapping
• No concerted link building effort
• Not tracking keywords from source to
paying customer
• Little to no content generation efforts
that are consistent with keyword
mapping
• You have ever said the following:
“ We did SEO with that one consultant guy that one time”
“ Our design firm is taking care of that for us right? – We paid them for it!”
“ Don’t we have our internal team taking care of this along with the other 5
duties that they are responsible for?”
#webmarketing123
7. Get Your SEO Foundation Right!
• How can I tell?
• Conducted Keyword Expansion
starting with “low hanging fruit”
• Conducted keyword mapping
• Building links with a target in mind:
10-30 per month and report on this
• Tracking keywords from source to
paying customer and acting on that
intelligence
• Generating content based on
keyword “themes” that are
performing
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8. Google doesn’t hate your site, you just have
not made it easy for them to like you!
In fact they might not hate you as much as
you might think…
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9. How can I tell if Google is starting to like me?
• How can I tell?
• Step #1 Get Google Analytics
Installed
• Step #2 Get Google Webmaster
Tools Installed
• Step #3 Link the two together
• Google Webmaster Tools reports on
Impressions from an organic
perspective!
• Example: Say you rank on page 3 of
Google for “super awesome
“Identify Low Hanging Fruit”
keyword” but no one clicked on you –
Now you can tell
#webmarketing123
10. Who does Google Love? Why?
WHO WHY Google Keyword they
Rank for
Amazon.com Lost of supporting hand tools
keyword rich content
Wikipedia.com Lost of pages to Index Anything =(
Gotomeeting.com Teams who know how to online meetings
get Google to like them =)
Salesforce.com Lost of Inbound Links crm
#webmarketing123
11. Agenda
1 Does your SEO Foundation Suck?
2 How do I get Google to Like Me?
3 On-Page Optimization
4 Link Building Strategy
4 Live Site Analyses
#webmarketing123
12. What do I need to do to make Google like me?
Site Meta Content Inbound
Keywords URL’s
Content Content Siloing Links
Successful SEO Campaign
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13. Keyword Optimization
Keyword selection is important because it determines the course of
your campaign
• Best Practices
• Have a mix of both generic and
“long-tail” terms
• It’s not just about search volume
• Google your proposed search terms
to see if the sites ranking on page 1
are relevant to what your business
offers
• Expand on your keywords by finding
variations
• Look at your pages – Is there content
with target keywords?
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18. Webmarketing Report Card
Benefits:
• Get’s higher ups on the same page
• Requires agreement on core KPI’s
• No question where you are at and what needs improving
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19. Agenda
1 Does your SEO Foundation Suck?
2 How do I get Google to Like Me?
3 On-Page Optimization
4 Link Building Strategy
4 Live Site Analyses
#webmarketing123
21. On-Page Optimization
Meta Content Groups: B2B Lead Gen
Facebook
Include descriptive keywords and phrases in page titles
Keywords in the First or Second Position of the Page Title
Have the Greatest Impact!
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22. On-Page Optimization
Develop Content Silos
Consider your site’s thematic structure
• Thematically Group Pages Mobile
Around Keywords
SMB
Enterprise
• Link Pages Within The Same
Groups To Further Strengthen
Theme of Website
SMB Enterprise Mobile
• Search Engine Spiders Can
See a Theme Across Your Site
That Makes Sense
Other Relevant Internal Pages
#webmarketing123
23. Agenda
1 Does your SEO Foundation Suck?
2 How do I get Google to Like Me?
3 On-Page Optimization
4 Linking Building Strategy
4 Live Site Analyses
#webmarketing123
26. Three-Month Game Plan
Low Hanging Fruit
Press Releases
Source: http://www.prnewswire.com/news-releases/reed-exhibitions-
deploys-salesforce-chatter-company-wide-to-accelerate-enterprise-
collaboration-105335188.html
5
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27. Three-Month Game Plan
Low Hanging Fruit
Press Releases
Images & Alt-Text
Alt-text: “online presentation software”
5
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28. Three-Month Game Plan
Low Hanging Fruit
Press Releases
Images & Alt-Text
Guest Blogging
Google Search: “industry” guest blog
5
#webmarketing123
31. 2 Major Types of Tracking - B2B
• Crawl – Walk – Run
• Tracking form fill outs and
stopping there
• Tying source level and
keyword level data to forms
in CRM
• Pass/Map info as its
converted from a lead to
an opportunity and report
on closed won deals with
keyword level data
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32. Can you track revenue attributed to
specific search terms?
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33. Agenda
1 Keyword Research & Rankings
2 Keyword Mapping & Content Silos
3 On-Page Optimization
4 Link Building Strategy
4 Live Site Analyses
#webmarketing123
35. Cost of Not Ranking:
$2,700,000
monthly cost
multiplied by 12
months
= 32 million+/year
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36. WE ARE EXPERTS AT BUILDING TOP LINE REVENUE
GROWTH FOR GLOBAL ENTERPRISES WITH
TARGETED, COST-EFFECTIVE DIGITAL MARKETING
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37. Does this stuff really work?
• Example #1
Capital Equipment Manufacturer
• Total Investment: $437,000 – (SEO & PPC)
• Pipeline Revenue Generated: $5,913,716
• *Note: Closed loop on organic & PPC traffic from lead to
Opportunity in CRM
• Example #2
OEM
• Total Investment: $74,500 (SEO)
• Pipeline Revenue Generated: $2,601,694
• Revenue Generated: $228,232
• Closed Loop tracking
#webmarketing123
38. Thank you! We invite you to:
Download the 2012 State of Digital Marketing Report
Available on our homepage -
webmarketing123.com
Get a Consultation.
Attract more quality prospects
Talk to a digital marketing expert about your: Improve organic search rankings
Convert more leads
SEO/PPC/Social Media Marketing
Measurement/Analytics Approach
Lead Gen Effectiveness
Email – seo@webmarketing123
Connect with me – mike.t@webmarketing123.com
#webmarketing123
Hinweis der Redaktion
Client logos
Try to avoid picking non-specific terms like “software” / Instead, expand on the general terms to what your company does, like “mobile banking software,” to bring more relevant traffic to your siteThough search volume is important, you must take into account the quality of traffic coming into your site and the relevance of this keyword to your business.
There’s a big difference between each ranking position…
Write a press release around a release of a product, a milestone, or a company presence at an event. Syndicate your press release through a paid service like PR wire, business wire, or PR Web. Don’t be surprised that there’s a surcharge to have a live link in the press release. These sites are considered highly credible by Google, and your press release could be re-posted by tens or even hundreds or thousands of other websites.
Add keywords as alternative-text to photos. This is a best practice for webmasters, since some people use browser add-ons that block images, But there’s a two nuances here. The alt-text renders as a link- so you’ve created an internal link. Share the image (with the alt-text) with partner sites (corporate parent site, conference presenter site, local business directory site) and now you’ve got an external link. I use this example because this kind of opportunity happens year-round across your company, and you’ll want to increase the SEO-IQ of your team such that you’re not letting these go by.
Search for your field plus the words “guest blogger” and you’ll likely find more than a few site hosts eager to hear from you! It’s a lot of work to generate fresh content constantly, and bloggers are often very open to having guest posts. Giving samples or freebies to bloggers is also a standard practice.
This allows you to close the loop and actually optimize your SEO Campaign. Refocus efforts on the top performing keywords.
Before getting knee-deep in all the features Analytics offers, let’s remind ourselves of our over-arching intention. Our goal with Analytics to be able to draw a straight line from the many search queries that are relevant to my company, to know how many of those searchers we acquired, whether through organic, paid search, social media or other kinds of referral traffic, and then measuring the desired visitor behaviors and outcomes that happen on your website. Don’t get sidetracked with absolute numbers of visitors, clicks, social followers, pageviews or time on site. Once you are able to decide what are most essential elements to measure, create custom dashboards to display that information, and share that dashboard to members of various teams.
Join us for next week’s webinar about the SEO and Conversion Value of Video