Demystifying SEO - Marin Media Suitemediasuite.marinij.com/.../2014/02/Demystifying_SEO... · Demystifying SEO October 8, 2013 . Big Solutions for Small Business ... Mastering SEO

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Demystifying SEO October 8, 2013


What is Search Engine Optimization?

SEO Is the process of helping websites and

pages show up higher in Google searches for specific keyword searches.

Can be done the right way and ways that are banned by Google’s terms of service.


Paid

Organic

Organic vs. Paid Search Results

94% of clicks are on Organic Search

Results

Only 6% on Paid Links


Why are searches so important? Google gets 80% of the searches

Google searches capture intent. You don’t search if you’re not looking for something.

More than 1/3 of Google searches are localized.

Showing up higher in an organic Google search will result in more leads for a business. (If you don’t show up, you’re invisible to the consumer)

So, what does showing up higher get you? Top organic result: 40% of clicks

#2 result: 20% of clicks

#3 result: 15% of clicks

Paid Ads: 6% of clicks

Everybody else is sharing the remaining LESS THAN 20%, and are losing out on business!

81% of clicks


Michael Turpin VP/CRO Bay Area News Group


Agenda

• The Days of Yore

• A billboard in the desert

• The Funnel: A Shared Perspective

• Demand Creation and Demand Fulfillment

• A Word About Search

• Three Essential Questions

• Conversion is the Holy Grail

• Pursue Alignment


The Days of Yore

• Back in the Day: Simply call up your print or cable representative and place an ad. People see the ad and call immediately depending on need. Failing that, they hopefully at least remember your brand.

• Today: Consumers are savvy. They check Google, Facebook, Yelp, etc to find businesses, research and compare. Increasingly, you cannot afford to ignore or be afraid of the internet – you must develop an online presence.


Holy Cow!


A Billboard in the Desert

Question:

• What is a billboard in the desert?

Answer:

• A website that no one ever gets to see



Demand Creation and Demand Fulfillment

•Demand Creation is more about ad views and changing perceptions than it is about clicks and driving immediate action

•One of the keys to Demand Creation is to engage the audience socially

•Demand Creation is a long-term strategy

•Demand Fulfillment is about pulling the consumer through the funnel.

• Keeping the problem and solution top of mind through nurturing and qualification tactics.

•Demand Fulfillment is a short term strategy


Demand Creation and Demand Fulfillment

•Demand Creation is about creating demand for what you offer. •Demand Creation is about educating the consumer. •Demand Creation is about planting the seed for future harvesting. •Tactics include:

• Launching a whole new category of business

• Introducing a new product • Promoting an existing product

to a new customer target

•Demand Fulfillment is about supplying what you offer to someone who has already decided to buy. •With Demand Fulfillment, the bottom of the funnel goal is to convince someone who is ready to purchase to do something specific.

• Fill out this form and someone will contact you

• Book an appointment • Click to call • Map to location (s)


Search is at the top and the bottom of the funnel

• Search is both Demand Creation and Demand Fulfillment • Top of the Funnel Search is about: General Product or Service

information gathering. Consumer is in Problem Identification Stage. • Bottom of the Funnel Search is about specific product or service

attributes: – Sizes – Color choices – Costs – Availability – Store hours – Location

• Consumer is in Problem Solution Stage. • Search terms often include the word “buy”


Over Half of Digital Advertising Spending in the US in 2012 is being

invested in Search Marketing

Source: 6SMarketing & Emarketer.com


Three essential questions 1. What do you want to say?

• What is your unique selling proposition? • What sets you apart? • What do you do that no one else does? • Why should the consumer buy this product or service from you? • Why should they act now?

2. Who are you trying to talk to? • Demographics • Psychographics (Behaviors) • Geography

3. What do you want them to do? • What action do you want them to take? • What does success look like to you for this campaign?


Conversion is the Holy Grail

• It’s not just about the click. It’s about getting the consumer to take the action that the client wants them to take and then tracking that.

• What do you want the consumer to do? • Fill out this form • Call my store • Come to this specific page on my website • Come back to my website • Come to my store • Buy this product or service

• Conversions are most often the most important thing. You can’t take anything else to the bank. Pursue the accountability.


Pursue Alignment

• All tactics must align with the action you want the consumer to take and there must be a landing page that aligns with that message and action.

• Using different marketing vendors for different stages of the funnel rarely creates alignment because there’s little incentive to do so.

http://www.google.com/url?sa=i&rct=j&q=alignment&source=images&cd=&cad=rja&docid=isVu3a-h-Fiy4M&tbnid=n4a5w7Y45-Z2mM:&ved=0CAUQjRw&url=http://ideationz.me/2011/02/15/the-wonders-of-alignment/&ei=m4QFUtmXH6qViQLIsICwBQ&bvm=bv.50500085,d.aWc&psig=AFQjCNGQwFq3v_WlsLh4jKyHGTkErWuzng&ust=1376179638655804



Jane Dean Digital Product Manager, Search

Bay Area News Group


On Site Off Site

SEO Process SEO is about showing up. Your online assets exist to show up; that is

why you built them and the role of SEO is to optimize this process.


Mastering SEO Can Be Complex


On Site - Optimization

Web Directory Submissions

Search Engine Submissions

Social Bookmarking Submissions

Local Listing Submissions

A comprehensive SEO strategy including on and offsite tactics will ensure that your site has the best possibility to be highly visible to prospective customers.

SEO Will Boost your Organic Listings Target your most important Keywords

Higher

Rank


Organic Search

There are 3 Fundamental Elements of SEO:

(On Site) Site Structure & Optimization • Review site issues (coding, linking, content, navigation, HTML and XML sitemap, (etc.) • Optimize a variety of static HTML pages; including creation of keyword-rich titles, meta descriptions and image alt text

(On Site) Content Creation & Optimization

• Re-write and optimize website marketing copy on targeted pages to attract traffic, convert site visitors and add value for users. Implement keywords into content.

(Off Site) Link Development & Optimization

• Directory and Search Engine Submissions • Article writing and distribution services • Social Bookmarking

Fundamental Elements of SEO It doesn’t have to be complicated


List and Claim your business It’s important to claim and update your listings with current and consistent information with the major search engines and local directories. The information in the local listings is what drives the map results. Submit to Google+ and Places, Bing and Yahoo.

Offsite –Claim your Local Listings


Page Rank is what Google uses to determine the importance (aka authority) of a web page relative to other sites on the Web. It’s one of many factors used to determine which pages appear prominently in search results. The major component that drives PageRank is the quality and quantity of backlinks to your site. You can check the PageRank and authority of your website using free tools, such as www.prchecker.com

PageRank & Backlinks are Important

*It is best to have high ranking sites deemed as having high authority linking to your site to gain the full benefit of their ranking

http://searchengineland.com/what-is-google-pagerank-a-guide-for-searchers-webmasters-11068


SEO Analysis – Where Does your Website Rank? Free Tools and more

1. PageRank Checker Enter URL to see Google’s Page Rank for the site. http://www.prchecker.info/

http://www.prchecker.info/


2. SearchEngineReports.net Keyword Rank Tool http://searchenginereports.net/ •Enter 10-15 keywords (w/ city specified) most important keywords for your business.

Where does your website rank for your most important keywords?:

http://searchenginereports.net/

http://searchenginereports.net/


What to Look For in choosing an SEO Provider Some useful questions to ask an include

Can you show me examples of your previous work and share some success stories?

Do you follow the Google Webmaster/Best Practices Guidelines?

Do you offer any online marketing services or advice to complement your organic search business? ( SEO typically takes 6-12 months)

Beware of claims that offer one and two month guarantees for first page

Do you offer on and off-site strategies?


What kind of results do you expect to see, and in what timeframe? How do you measure your success?

What's your experience in my industry?

What's your experience in my city?

What are your most important SEO techniques?

How long have you been in business?

How can I expect to communicate with you? Will you share with me all the changes you make to my site, and provide detailed information about your recommendations and the reasoning behind them?


Brian Kennett VP, AdTaxi Express Digital First Media


Putting it all together….


Your business location…are you “Open?”


SEO done right is like a big balloon …..


SEO simplified…..



36


37

Black Hat SEO: Tricks Google in some way

Creating fake web sites

Doorway pages

Hiding text behind pictures

Buying thousands of links from low-value web sites

Link exchanges that put my link on lots of other sites

White Hat SEO: Follows Google’s Terms of Service

Gives Google the information they need


38

Red Flags: Many SEO companies/agencies promise high search rankings, and have the

power to generate impressive results.

They often promise an organic ranking within a short timeframe: (IE: top 5 in the next 30 days)

They do this with massive volume and sketchy tactics because they don’t have respectable high PageRank sites.

Sites caught with black hat strategies get put in “Google Jail”, (de-listed or de-ranked).

J.C. Penney, BMW, Ricoh, Overstock, Forbes, and more have all used Black Hat SEO and been caught.


10/5/13 admin.austin.ownlocal.com/report/19274/70ed5bc8ccda580c33bc027617c855c2949b06f723bff17ce8bce6fd8dbd58a749bb5b1b867603a8dda8147ffa1f77a8f9…

admin.austin.ownlocal.com/report/19274/70ed5bc8ccda580c33bc027617c855c2949b06f723bff17ce8bce6fd8dbd58a749bb5b1b867603a8dda8147ffa1f77a8f9778… 1/2

Rank on August, 16 2013 Rank on September, 30 2013

Valmont Dental

Canonical Directory: Daily Camera

URL:http://www.valmontdental.com/dental-implants/

Text:Dental Implants in Boulder, CO

You've moved 3 positions!

Detailed Reporting is ESSENTIAL!

(Pictures or it didn’t happen!)


Get Your Own Website Audit Report

We are offering complimentary website audit reports to all attendees of our SEO Seminar. Learn your website rankings and how it stacks up to your competitors. To have your report run, call Peter Hottenstein with your URL and a list of your competitors. Then schedule a consultation to review your results.

415-382-7327


Thank you for attending

Learn more about our Search Solutions at http://mediasuite.marinij.com/digital-solutions/search/

If you are still “mystified” by SEO, it’s ok. We are here to help.

Please contact Digital Specialist, Peter Hottenstein, at

[email protected] or 415-382-7327

http://mediasuite.marinij.com/digital-solutions/search/



mailto:[email protected]

Demystifying SEO - Marin Media Suitemediasuite.marinij.com/.../2014/02/Demystifying_SEO... · Demystifying SEO October 8, 2013 . Big Solutions for Small Business ... Mastering SEO

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