Presentation Transcript

1. Using Search Engines to Market Your Business

   David Hoegerman November 2010
2. Overview Keyword Research Site Optimization Link Building Paid Search Tracking Results Tools/Resources Available
3. KeyWord Research
4. Choosing the Right Keywords Pick keywords that People actually search for Drive business goals Keywords give us insights Where user is in buying process Consumer demand
5. Evaluating Keywords “Photography” “Digital Cameras” “Digital vs. optical zoom” “Sony digital cameras” “Sony DSC W330”
6. Keyword Research Sources Your own business knowledge Coworkers Friends Customers Competitors Research Tools
7. Keywords – Competitor Search Many websites still use the keywords meta tag which you can see Right click on the page and choose “View Source” for IE or “Page Source” for FF
8. Keyword Research Tools Google provides a free keyword research tool for finding good phrases Word Tracker offers a similar fee based service adwords.google.com/select/KeywordToolExternal keywords.wordtracker.com
9. Optimization Search engines scan a page and analyze it for important information Quality and Relevance Links Content Site Architecture
10. Relevance Title Headline Links Content File name
11. Content Optimization When visiting the area, why drive to a hotel when the Fife & Drum Inn is just a few short steps away? Our inn is conveniently located in the midst of everything you want to see and do. We are just 2 blocks from the WM admissions office and the historic colonial governors palace. When visiting Colonial Williamsburg or The College of William & Mary, why drive to a hotel when the Fife & Drum Inn is just a few short steps away? Our inn is the most conveniently located Williamsburg bed and breakfast and is in the midst of everything you want to see and do. We are just 2 blocks from the WM admissions office and the historic colonial governors palace.
12. Sponsored Search All major search engines allow advertisers to purchase ads Segmented by Search Query Geographic Demographics adwords.google.com advertising.microsoft.com
13. Locations and Languages You can specify which geographic regions you would like your ads to be displayed in Country State Metro area Distance from address Custom area Search engines compare your computer’s IP address to a database
14. Networks and Devices Traditional search Google search Search Partners Display Network Selected Areas of the Display Network Devices By wireless network or operating system
15. Creating Ads Create ads which specifically target keywords Headline: 25 Characters Line 1: 35 Characters Line 2: 35 Characters Display URL: 35 Characters
16. Making Your Ad Stand Out Any words which appear in a user’s search term are put in bold. Use of special symbols ® Ratings Google Checkout Addresses / Geographically targeted ads
17. Good Ad Features Includes targeted keywords Call to action (find, buy, compare) URL Capitalization www.mydomain.com www.MyDomain.com Differentiation Price, shipping or service
18. Vertical Search Local Listings ssl.bing.com/listings/ListingCenter.aspx listings.local.yahoo.com www.google.com/local/add/ Products google.com/base/ merchant.shopzilla.com www.amazonservices.com/content/sell-on-amazon.htm Real Estate News
19. Putting it Together
20. Search Type Relationships Higher organic listings often result in improved sponsored listings Landing page relevance Reviews from vertical listings often appear within organic & sponsored listings Sponsored listings appear within vertical and organic results Higher organic listings often result in improved vertical listings
21. Link Building
22. Linking Create good content, link to great content and great content will link to you. About 30% of all sites make up the core - those that consistently share links and traffic. The rest are either origination sites, termination sites or isolated sites.
23. Linking: Step 1 Make sure your site is worth a link Your site needs to do more than just sell products or services. Examples of linkable content: how-to-articles, product reviews, tools, tips, and so on. New and unique content that is updated on a regular basis.
24. Linking: Step 2 Find out who links to you now Yahoo link:www.yourwebaddress.com Google link:www.yourwebaddress.com Additional Resources Link Popularity Check www.checkyourpopularity.com Marketleap www.marketleap.com/publinkpop/
25. Linking: Step 3 Evaluate the quality of the links to your competitor Google Toolbar - http://toolbar.google.com/ What is the Google Toolbar? The Google Toolbar can be used to see how Google ranks the site (scale runs from 1 to 10, with 10 being the highest)
26. Linking: Step 4 Contact potential link partners Send an email to each link partner with the following: Provide a sample link and description of your company The URL where you think your link should be placed The URL of where you’ll be placing their link on your site An Example: I was reviewing the Technology In Virginia: Business page at http://www.technology.virginia.gov/TechVA/techinvabiz.cfmand noticed links to various CIT projects on this page. Below is a description of VECTEC for your consideration on this same page. As a state-wide resource for small businesses, this link should be very valuable for your web site visitors. Please call me if you'd like to discuss this further. Sample Description: The Virginia Electronic Commerce Technology Center assists small businesses, local governments and regional agencies with e-commerce training and consulting, web site design and development, online ordering, and education programs. Link: http://www.vectec.org
27. Linking Tips Get Listed in Yahoo! Directory Submit http://search.yahoo.com/dir Get Listed in Open Directory http://www.dmoz.com Pursue two kinds of sources as you build links: Local relevant links Topical links from similar business Quality should outweigh quantity
28. Tracking Results
29. Metrics This may seem self evident, but monitoring customer behavior does us no good in and of itself Actionable Data What goes right? (Repeat and Capitalize) What goes wrong? (Fix or Eliminate) Eliminate the guess work by tracking marketing efforts. Maximize your revenue and ROI.
30. “Regular” Stats Programs 30 day visitor tracking Can give track number of hits and visitors as well as some navigational and referral data.
31. Aggregated Tracking Tracking Key Performance Indicators on overall site usage gives us general trend information “we have more visitors this month than last” “visitors are spending more time on our site” “the most popular area of the site is _____”
32. Advanced Tracking Most professional reporting packages track sales, conversions, and advertising campaigns in much greater detail. Can track a visitor over the course of years. Better information gives the business owner the ability to make better decisions.
33. Segmentation Tools With reports that allow greater segmentation, we can focus on characteristics of core customers
34. Goal Tracking Many analytical programs allow site owners to customize goal tracking. Segmented by source for ROI Analysis Segmented by keyword
35. Goal Tracking Many analytical programs allow site owners to customize goal tracking. Segmented by source Goal Funnel Analysis
36. Resources www.omniture.com www.google.com/analytics adwords.google.com advertising.microsoft.com www.vectec.org/resources
37. Questions CONTACT INFO: David Hoegerman david@vectec.org
38. Supplemental Information I’ve included many slides showing examples of how some content is “optimized” for search engines. The process involves making minor revisions to content to ensure keywords are included and adding links to other pages within the text.
39. When visiting the area, why drive to a hotel when the Fife & Drum Inn is just a few short steps away? Our inn is conveniently located in the midst of everything you want to see and do. We are just 2 blocks from the WM admissions office and the historic colonial governors palace. When visiting Colonial Williamsburg or The College of William & Mary, why drive to a hotel when the Fife & Drum Inn is just a few short steps away? Our inn is the most conveniently located Williamsburg bed and breakfast and is in the midst of everything you want to see and do. We are just 2 blocks from the WM admissions office and the historic colonial governors palace
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