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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