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Getting to the Top of Then – Fingers do the walking! Now – Google Results Marketing vs Optimization Search Engine Marketing • • • • • Google AdWords Pay-Per-Click Fast Impact Highly Targeted Expanded Reach with Google Partner Sites • Focus on a Larger Group of Key Phrases Search Engine Optimization • Long Term Investment • Un-Paid to Google • Focus on Specific Key Phrases for each page of your site • Local or National Focus • Includes Images, Videos, Blogs, Maps and More Marketing vs Optimization Which one should you focus on? Both! Your Competition is, and if they aren’t, you should be the first! Search Engine Optimization Long Term Investment – – – – – – Key Phrase Research Competition Research Site Structure Link Building Local Registrations & Reviews Social Media Impact Search Engine Optimization Key Phrase Research • Quality not Quantity – – Know what terms provide traffic and which do not. • “Dallas Animal Hospital” vs “Animal Hospitals in Dallas TX” – Which of these terms have more traffic? • Must be appropriate for your business – Develop Key Phrases appropriate for each Section or Page of your site. Search Engine Optimization Competition Research • Understand your Search Competition – Use your Key Phrase Research to determine your Search Competition • Important things to note about the Competition – Website Address (URL) – http://www.domainname.com/directory/pagename.html – Meta Page Title Tag – Content – Structure, Text, Videos, Images – Links – Who is linking to them, and who are they linking to? Search Engine Optimization Website Content & Structure • Larger sites must be organized well – Your home page should not link to every page on your site. • • • Smaller sites must be content rich and focused Use your Competition to determine the amount of content Avoid using “Click Here” for links – This is a lost opportunity, try using key phrase rich words for links. Search Engine Optimization Links to your Website • • • • • • • If Page A points to Page B, that is considered a “Vote” for Page B – Page B receives “Points” Show’s that you’re an expert Increases your trust with the search engines Should be “Natural” Be better than your competition Do NOT purchase links Understand the difference between Follow & No-Follow Tool Tip: www.opensiteexplorer.org is a great tool to see what sites are linking to you and your competition. Search Engine Optimization Local Registrations & Reviews Registering with Google Places is not enough! • Consistent • Up-to-date • Promote Reviews • Use Photos & Videos Search Engine Optimization The Social Media Impact – Why it “Might” be important! – – Google+ provides personal results Twitter re-tweets have made an impact during past tests Search Engine Optimization Search Engine Optimization for Mobile? Yes! – – – – – – Pay attention to the behavior of your current visitors Very beneficial for specific industries Think Local – According to Google, 95% of Mobile users have Local Intent Think Social – Great way to get referrals Take advantage of Review Sites (Yelp, Angies List, Yahoo) Make sure your blogs are mobile friendly Low Budget Ideas for Mobile SEO – Link to Google Maps – Use other 3rd Party Applications Search Engine Marketing Search Engine Marketing • Fast Impact • Highly Targeted • Expanded Reach with Google Partner Sites • Focus on a larger group of Key Phrases • Great exposure for all size businesses • Target specific devices – Mobile or Desktop • Based on a set budget • Pay-Per-Click • Pay-Per-Impression Search Engine Marketing Ads can appear on more than just Google Search Engine Marketing Many Different Ad Variations Search Engine Marketing Landing Pages – What Google Suggests • Relevant and Original Content – • Transparency – • Clear Purpose of the Page Easy to find contact information Ease of Use – Is it easy to find what you’re looking for? Search Engine Marketing Being #1 Should NOT be your Goal! Focus on: • ROI • Clicks • Conversions Search Engine Marketing Tracking Success Tracking Results • Search Optimization – – – • Key Phrase Placements Inbound Links Watch your Competitors This is an investment – you should get back more than what you put in! Search Marketing – – – – Focus on Conversions & ROI #1 is Not the Best for every Budget Monitor Ad Performance Ensure that your Landing Pages are Converting Tracking Success Tracking Tools • Search Optimization – – – – • Rank Checker (FireFox AddOn) Google Webmaster Tools Google Analytics SEMRush.com Search Marketing – – – Google AdWords Google Analytics Google AdWords Editor Thank You!
