Download Search Engine Marketing and Optimization Seminar

SEO, Mobile, Local, Video
Internet Marketing Tools for 2010
Ron Jones
President/CEO - Symetri Internet Marketing
ClickZ / SEW Expert Columnist – SEM 101, SEM.edu
Author SEMPO Institute – Keyword Research Courses
[email protected]
twitter.com/Ron_Jones
linkedin.com/in/ronjonesjr
This Is My Bike
Wheel Components

Rims

Spokes

Hub
Your Website Is the Central Hub
Symetri Internet Marketing - Structure
Strategy
(Goals / Planning/
Training)
Online:
• SEO
• PPC
• Blogs
• Social
• Mobile
• Video
• Etc
Media
Campaigns
(Drive to Site)
user behavior
user experience
conversion
Offline:
• Print
• TV
• Radio
Measure
(Analytics)
Internet Marketing Strategy

How will you measure success?
• Conversion Points
• Web to Store
• Loyalty Program

What are your business goals and objectives

Who is your customer
Strategy
(Goals / Planning/
Training)
Web site Development Approach

Behavioral Design
• Persona Design

Visual Design
• Look and Feel

Technical Design
• Programming
• HTML
• Database Integration
Planned vs. Unplanned Behavior Design
Unplanned
Information Environment
Planned
Information Architecture Framework
Users
Employees
Users cannot find
the information
they need.
Suppliers
Customers
Partners
Interested
Public
Users access the
right information
at the right time.
All Content Objects
All Content Objects
The sum of all published content:
Web, Lotus Notes, Databases,
Microsoft Office, Etc.
The sum of all published content:
Web, Lotus Notes, Databases,
Microsoft Office, Etc.
Site Performance
Persona Design

Personas are archetypal users of a website that
represent the needs of larger groups of users, in
terms of their goals and personal characteristics.
• They act as 'stand-ins' for real users and help guide
decisions about functionality and design

Personas identify the user motivations, expectations
and goals responsible for driving online behavior, and
bring users to life by giving them names, personalities
and often a photo
Drive to Site Campaigns

SEO – Search Engine Optimization

Paid Search Advertising or PPC

Social Media Marketing or WOM Advertising

Mobile Marketing

Video / Image Marketing

Traditional Marketing

Website
Media
Campaigns
(Drive to Site)
Keyword Research
Social Media Sites
SEO
Your Website
PPC
Keyword Relevance
Keywords: Setting the Right Expectation

When we use “keywords” we set/reinforce searchers expectations

As marketers we then have the responsibility to deliver on that expectation
Right
Keywords
Relevant
Destination
Content
Conversion
Wrong Keywords

Waste significant resources

May not reach the right audience

May attract visitors who will not convert
Keywords are Foundational to all Marketing Channels

Fundamental Building block for all online and offline marketing campaigns
• SEO
• PPC
• Mobile
• Local
• Social
• Video / Image
• Traditional Marketing
• Website
Strategic Concept – Buying Cycle
Initial
Research
Refine Search
Broad Search Terms
Narrow Search Terms
Content
Research
Decision /
Conversion
What is the time
span for your
product or service?
Keyword Research Process
• Find all
possible
keywords
Blue Sky
Refine
• Identify best
performing
keywords
• Break down
into categories
or themes
Categorize
Test
• Test
performance
Keyword Tools

Suggestion Tools

Forecast / Trend Tools
• Google AdWords Keyword Tool
• Google Traffic Estimator
• Keyword Discovery
• Google Search Insights
• Paid
• Google Trends
• Free
• Google Sets
• Wordtracker
• Paid
• Free
• Wordstream

Other Keyword Tools
• Local Keyword Lists
• Paid
• SEOBook Keyword Tools
• Free
• Wordze
Google Keyword Tool
Keyword Discovery
Seasonality and Trends

Holidays, Special Events, Seasons, Economic Trends
Competition

Analyze your known competition
• Visit their web site (check metadata)
• What terms are they trying to optimize – did they miss anything?

Keyword Competition
• What is the average CPC?
• How popular are the keywords?

Resources
• www.compete.com
• www.ispionage.com
• www.spyfu.com
• www.keywordspy.com
SpyFu
Drive to Site Campaigns

SEO – Search Engine Optimization

Paid Search Advertising or PPC

Social Media Marketing or WOM Advertising

Mobile Marketing

Video / Image Marketing

Traditional Marketing

Website
Media
Campaigns
(Drive to Site)
3 Pillars of SEO
Link
Building
Keyword Optimization
Search Engine Friendly Design
Crawlers: How they work

They follow links and read pages found

Text of pages is stored in an “index”

When you search, they look for pages with matching text
Your Site
Google
The Internet
Search Engine Friendly Design

On page Optimization:
•
•
•
•
•

URL: Domain, Directories, Filenames
Page Titles
Header Tags (<h1>, <h2>, etc.)
Internal Links & Link Anchor Text
Secondary: Meta Data, Keyword Density, Emphasis (font size, color, etc.)
Search Engine Submission & Saturation
• Submitting your Site (XML Sitemap or new ROR Sitemap via XML Feed
• Checking Search Engine Saturation (“site:” search command)
• Potential “Spider Traps”
On Page Features
title
url
alt text
bold
meta keyword
meta description
emphasize
italic
out anchors
html
body
h1, h2, h3
Web Site Popularity

Link Popularity
•
•
•
•

Internal Linking Structure
Site Map
Checking Link Popularity (“link:” search command)
Identifying Good Link Partners
User Popularity
•
•
•
•
•
Number of Unique Visitors
How Many Pages / Visit
How Much Time / Visit
Percentage of Return Visitors
Duration Between Return Visits
New SEO Considerations

Real Time Search

Behavioral Search

Image Search / Video Search

Google Instant
Local Search Marketing – Beyond the Yellow Pages
97 % of Consumers Use Web to Shop Locally
Consumers are Flocking to Google Maps

In 2009, 20% of all Google
Searches are related to Local

1 out of 13 SERPs returns Maps
results
Local Search Optimization

Consistency

Verified Business Listing Info

Domain and Business Name in Titles

Business name in Title Tags and Descriptions

Correct Categories in Listings in Directories

About Us and Contact Us Pages

Encourage Reward for Positive Reviews from Customers
Mobile Search

Nearly 35% of total mobile handsets are smartphones–computing power and
storage is similar to a desktop a few years back

Mobile is always connected

Mobile Internet usage is often time sensitive and location sensitive

A mobile user may be further down in the funnel of purchase cycle
Mobile User Purchasing Behavior

Mobile users are more about
finding than searching

Mobile users purchase based on
location & impulse

Smartphone use is led by Males
24‐35 making over $100K

Same demographic leads in
mobile shopping & coupon use
Video Optimization

24 hours of new video content are uploaded to YouTube every minute
• As much video content uploaded 24/7/365 as 1,440 cable TV channels
• As much video content uploaded a day as ABC, CBS, and NBC have broadcast
since 1978
• As much video content uploaded a week as 120,960 feature-length filmsSource
Importance and Relevance
“After determining the content of the video using our spidering technology,
Google then combines sophisticated text-matching techniques to find videos
that are both important and relevant to your search. Our technology examines
dozens of aspects of the video’s content (including number of hits and rating) to
determine if it’s a good match for your query.”
- Source: Google Video Help
Optimization Guidelines

Title: 120 characters
• Think of your title as a headline
• If you include brand name in title, it should go last

Description: 5,000 characters–
• Be as detailed as possible (short of entire transcript)
• Include URLs (with http://) to Playlist or website

Tags: 120 characters
• Be as detailed as possible
• Include: Brand, city, topics

Make it Memorable and Distinct
Symetri Internet Marketing - Structure
Strategy
(Goals / Planning/
Training)
Online:
• SEO
• PPC
• Blogs
• Social
• Mobile
• Video
• Etc
Media
Campaigns
(Drive to Site)
user behavior
user experience
conversion
Offline:
• Print
• TV
• Radio
Measure
(Analytics)
Website is your Central Hub
SEO, Mobile, Local, Video
Internet Marketing Tools for 2010
Ron Jones
President/CEO - Symetri Internet Marketing
ClickZ / SEW Expert Columnist – SEM 101, SEM.edu
Author SEMPO Institute – Keyword Research Courses
[email protected]
twitter.com/Ron_Jones
linkedin.com/in/ronjonesjr