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Search Engine Marketing

Search Engine Marketing. Learn How to Make Your Web Site Generate New Customers. Why Should I Market My Business Online?. Percent of searches done with intent to buy:. Of all local searches: 8 out of 10 will call or visit a store 6 out of 10 will make a purchase.

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Search Engine Marketing

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  1. Search Engine Marketing Learn How to Make Your Web Site Generate New Customers

  2. Why Should I Market My Business Online? Percent of searches done with intent to buy: Of all local searches: • 8 out of 10 will call or visit a store • 6 out of 10 will make a purchase © Copyright 2009 Network Solutions. All rights reserved.

  3. Why Should I Market My Business Online? • Highest ROI compared to other marketing methods • Your site can bring you new leads 24 hours a day! Cost per lead Search Marketing yields the lowest cost per leadfor your business! Lead cost can be staggering with traditional marketing methods Source: Piper Jaffray & Co. © Copyright 2009 Network Solutions. All rights reserved.

  4. Your Search Marketing Strategy • Build Content - SEO • Identify profitable keywords • Create content pages around those keywords • Build Backlinks - SEO • Use forums, blogs, directories, articles • Launch Your Pay-Per-Click Campaign • Google® and Yahoo!® are the major players • Set up, analyze, tweak, repeat • Analyze Results • Monitor organic listings and SEO activities • Watch PPC ads daily and trend key metrics • Repeat • Search Engine Marketing is an ongoing process © Copyright 2009 Network Solutions. All rights reserved.

  5. Build Content – First Identify Profitable Keywords • Learning from the Yellow Pages • Do you advertise in the Yellow Pages? • Why? http://www.istockphoto.com/file_closeup/isolated-objects/5837723-phone-book.php?id=5837723 © Copyright 2009 Network Solutions. All rights reserved.

  6. Build Content - Identify Profitable Keywords Research Phase Getting Better! Keywords: Dentist Office Shopping Phase Getting Better! Keywords: Dentist Office in Fairfax, VA Buying Phase BEST! Keywords: Cosmetic Dentist in Fairfax, VA © Copyright 2009 Network Solutions. All rights reserved.

  7. Build Content – Key On-Page Elements • Title Tag – very important for ranking • Description Tag – compel a user to click • Keyword Tag – misspellings, relevant words • Headline – tell the user what the page is about • Alt Text – describe images • Body Copy – 250 words or more • Links – text is best Pretty vs. Smart: Which one wins? © Copyright 2009 Network Solutions. All rights reserved.

  8. Building Backlinks for SEO Link Link Your Web Site Link Link Links Provide TestimonialsMore Testimonials = Higher Ranking Therefore Links Provide Higher Rankings! © Copyright 2009 Network Solutions. All rights reserved.

  9. Building Backlinks – How Do You Get Them? 1 2 3 Ask for Them Directories Press Releases 4 5 Articles Web 2.0 © Copyright 2009 Network Solutions. All rights reserved.

  10. Pay-Per-Click – An Important Part of Your Strategy! When PPC and organic listings share a search result page you can expect: • 45% increase in “call to action” taken • 45% increase in orders • 43% more page views • 40% more visitors • 38% more time spent on site Source: iCrossing, Search Synergy Natural and Paid Search Symbiosis, March 2007 © Copyright 2009 Network Solutions. All rights reserved.

  11. Benefits of Pay-Per-Click Advertising • Targeted advertising • You only pay when people visit • Immediate results • Tracking of investment return • Improved user experience • You control your costs © Copyright 2009 Network Solutions. All rights reserved.

  12. Track Activities That Lead to New Customers • Google Analytics - free: http://Analytics.Google.com • Who’s Calling®? • GotVMail® • Network Solutions® Reporting Platform • See which keywords work best • Keep tabs on your budget • Track any conversions – even phone calls! • You can track all of your marketing – online and offline © Copyright 2009 Network Solutions. All rights reserved.

  13. Repeat the Process! • Right now, there are scores of Web sites being built that will compete directly with you. Are you ready for them? © Copyright 2009 Network Solutions. All rights reserved.

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