Get DiscoveredOptimizing Tools to Enhance Your Web Presence
Caitlin KaluzaSearch Engine Marketing ManagerSchipul – The Web Marketing Company Photo credit: flickr.com/photos/viriyincy/5149025243/
About Me
1. Identify Your Audience2. Optimize your Website3. Produce Great Content4. Optimize Local Listings5. Online Advertising6. Measure Your Success
What We’ll Go Over
1) IDENTIFY YOUR AUDIENCE
“YOU CAN’T MANAGE WHAT YOU DON’T MEASURE”
Peter Drucker
Google.com/analytics
Set Up Analytics Tracking
• Free (with Google Account)
• Data from Google• User Access• Easy Exports
Why Google Analytics?
Dashboard Definitions
Bounce Rate = only visited one page (then “bounced”)<50% is a good bounce rate
Visitors Tab
Average Schipul Client Mobile 5-7%
Traffic Sources Tab
Healthy Search Engines Percent is 60% - 75%
Content Tab
Look for “non branded keywords,” surprise keywords that are sticking, misspellings and laymen’s terms
Who’s Talking About You?• Google Alerts• Tweet Beep• Social Mention• Hootsuite
Monitoring Tools
Brainstorm:• How will your target market search for you?
Houston attractions, Houston things to do, Houston art gallery…
• Are you targeting a geographic area?Houston, Texas, Sugarland, South Texas, Southwest
Research Your Target Audience
Free: adwords.google.com/select/KeywordToolExternalPaid: www.wordtracker.com
Keyword Suggestion Tools
Three prioritized terms:1. Virginia plastic surgeon (ery)2. Cosmetic surgery Virginia3. Virginia cosmetic surgery
Select 3 Key Phrases
Austin-weston.com
2) OPTIMIZE YOUR WEBSITE
How Does a Search Engine Work?
1. Spider crawls content
2. Catalogs in index
3. Algorithm determines what shows for any search
http://bruceclay.com/serc.htm
Search Engine Relationships
http://bruceclay.com/seo-hierarchy-of-needs.htm
• Readable Text• Fresh, unique content• Good site architecture• Unique meta info• Relevant inbound links
What do Search Engines Look For?
OPTIMIZING YOUR CONTENT
Photo credit: flickr.com/photos/tryburn/3625848985
Content is King.
schipul.com/sem-tools
Keyword DensityWhat is this page about?
Incorporate Keywords
1. In your text2. In your titles3. In alt tags4. In links to other pages
Alt Tags = Good SEO and Good Karma
Remember:Google is deaf & blind.
Optimize Meta on Every Page
Meta = tags on the back end that tell Google what your page is about
New content ideas1. Press
releases2. Articles3. Events4. News
updates5. Photo
galleries6. Interviews7. Videos8. Blogs9. Podcasts10. Whatever
Photo credit: flickr.com/photos/calliope/147056989
Keep Your Site Fresh
3) PRODUCE GREAT CONTENT
If YouTube were a search engine it would be #2
Video Tells the Story
• Include keywords in description, tags
• Link back to your website
• Create playlists and add descriptions
• Closed Captions
Optimizing Video for SEO
YouTube.com/nonprofits
• Become an official “nonprofit” channel
• Click through call to action• Must be 501(c)(3)
YouTube for Nonprofits
Photos
Photo credit: Sarah Worthy
Online Newsletters
• Collect Email Addresses
• Keep Timing Consistent
• Try Weekends/ Off time
• Share Tips, Deals
• PayPal• ChipIn• KickStarter.com• IndieGoGo• Crowdrise• Fractured Atlas
Online Donations
Photo credit: flickr.com/photos/sometimes_sam/3650280087
Google Says “Don’t Be Evil”
QUICK BREAK!
4) OPTIMIZE LOCAL LISTINGS
11 Searches in One
1. Claim & verify your listing
2. Fill out the entire profile
3. Ask for reviews
Google Places
• Bing• Foursquare• Gowalla• Scavngr• Yelp
Claim Location Listings
5) ONLINE ADVERTISING
SEM vs. SEO
The Power of PPC
PPC Step by Step
1. Create a paid placement budget
2. Campaign Set-up3. Monitor and
Tweak Campaign
Don’t pick overly competitive keywords unless you have an unlimited budget
Long Tail Keywords
1. If possible, put the keyword in the title
2. Use a Call-to-Action3. Consider ad testing
Campaign Set Up
Monitor and Tweak Campaign
1. Stay away from general terms unless your campaign is geo-targetedex: plastic surgery
2. Budget, ads, and keywords can be adjusted anytime
3. Link ads to the most relevant page on your site; don’t dump everyone onto your home page.
PPC Things to Consider
• Market: Millenials & Baby Boomers
• Less expensive• Interface Issues
• More like a Billboard• Great for events or
social content• Get creative
Other Paid Placement
6) MEASURE YOUR SUCCESS
1. Segment Traffic from Paid Search
2. Conversion Tracking
3. Are your donations increasing?
Track Your Success
• Visits– Visits from Search– Non-branded keywords
(keywords that don’t include your brand name)
– Visits from social media, YouTube, etc.
• Conversions– Online contact forms– Newsletter Sign Ups– Is the phone ringing?
Visits vs. Conversions
Visits aren’t everything – are people converting?
TheSEMBlog.com
schipul.com/qcaitthesemblog.com
Caitlin KaluzaSearch Engine Marketing Manager
Schipul – The Web Marketing Company
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