Advanced Search Marketing-Final Project

PowerPoint Presentation

Search Marketing Program: FrankieBoy PhotographyLindsay Creswell | May 22nd , 2016Advanced Search Marketing | University College

LearnEngageSelectCollaborate

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Adventure photography - what are you waiting for, adventure lives in you.

FrankieBoy Photography Overviewhttps://frankieboyphotography.smugmug.com

About

Search Marketing Project Specializes in unique color heavy HDR edits. Sells travel photography and astrophotography prints. Recently started marketing photography services. Develop a strategy to continuously improve and build SEO. Create a PPC campaign to learn more about the audience and to help market the new services offered. Hire an outside search consultant to assist with strategy and implementation.

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Target website overview: FrankieBoy PhotographyURL: https://frankieboyphotography.smugmug.comAbout FrankieBoy PhotographyAbout Search Marketing Approach 2

Describe the current online buyers journeyConsumers in need of photography services go through a buying cycle that begins with learning, engaging, selecting, and ends with collaboration. Current Online Buyers Journey https://frankieboyphotography.smugmug.com

Website Goal #1: Leads Finding new customers and followers is the primary goal of the FrankieBoy Photography website.

Learn: Photography customers first learn about what type of photography services they are in need of.

Engage: Photography customers then engage several photographers to find one that fits their specific needs.

Select: Photography customers then select a photographer. Collaboration: Photography customers & Photographer collaborate in person.

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The FrankieBoy Photography website has 3 main goals; 1.) Leads 2.) Awareness, & 3.) Online & Offline Sales.

This assignment and the SEO strategy will focus mainly on website goal: Leads. The reason for this is that the owner would like to start getting hired for his services locally in Colorado. He has had success with offline sales with regard to his available prints and would like to refocus his website on acquisition and retention.

In order to generate leads the goal of the website is to get consumers to research FrankieBoy Photography and then fill out a contact form on the website or tap to call on their mobile phones.

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Significance of Buyers Journey Analysis for planning search marketing campaigns and a summary of the findingsSignificance of Buyers Journey AnalysisThe Buyers Journey Analysis provides insight on what types of keywords and search marketing approaches are best for the different goals of a website. This analysis helped the website owner understand why informational keywords are best suited for generating leads on FrankieBoy photography. The analysis also provides important insight on the best ways to measure the websites success. Understanding that the consumers quickly move from the learn to engage stage (Moran and Hunt 2015, 132) highlighted the importance of the contact form and adding a tap to call option for mobile users. Knowing that the website goal is to generate leads is the first step into understanding how to measure the success of the website through contact form conversions. The analysis also helped the owner of the website choose the target for his first search campaign, engagement photography services.

Summary of FindingsCurrent SEO ranking for any of the suggested keywords turns up as 0 for both Google & Bing. Current Google Analytics strategy is not linked with Google Adwords and does not provide any data on keyword traffic. FrankieBoy Photography could potentially generate $19,800 yearly from the current missed opportunities.

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+Website Goal: Leads-Priorities for keywords: Informational (high), Navigational (Medium), and Transactional (Low)-Conversions: Contact Forms & Tap to Call4

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Search Marketing Goals

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-Search Marketing Goals (Based on what you learned in SEO report and missed opportunities analysis)6

Strategy: Organic

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Based on buyers journey analysis, present strategic ideas to achieve outlined goals for the stages you are focused on optimizeing for organic & for paid (1 slide each)Images taken from Google Image search .7

Strategy: Paid

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Project Approach

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Proposed approach (completely in-house or a mix of outsourced and in-house. Note: You cannot choose to outsource the whole thing) and risks to consider with your chosen approach. +Combination 9

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Link Building Strategy

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ReferencesFrankieBoy Photography. 2016. Contact Page. FrankieBoy Photography Website. Accessed April 2, 2016. https://frankieboyphotography.smugmug.com/ABOUT-FBP.

Google. 2016. FrankieBoy Photography Google Analytics. Google Analytics Center. Last Modified April 2. Accessed April 1, 2016. https://analytics.google.com/analytics/web/#report/defaultid a62308483w97345569p101468581/.

Moran, Mike, and Bill Hunt. 2015. Search Engine Marketing, Inc.: Driving Search Traffic to Your Companys Website. Upper Saddle River, NJ: IBM Press.

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