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BE FOUND. BE ENGAGED. BE SUCCESSFUL. MarketingProfs Makeover: Optimize Your Website To Increase Search Visibility and Attract Qualified Visitors Presented by: Marc Engelsman June 14, 2011. Why optimize?. Source: iProspect 2007. Why Optimize?. Digital pull is better than push

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BE FOUND

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  1. BE FOUND BE ENGAGED BE SUCCESSFUL

  2. MarketingProfs Makeover: Optimize Your Website To Increase Search Visibility and Attract Qualified Visitors Presented by: Marc Engelsman June 14, 2011

  3. Why optimize? Source: iProspect 2007

  4. Why Optimize? Digital pull is better than push • Pre-qualified • Pre-disposed • Ready to act

  5. Keys to Successful SEO Strategy

  6. Keyword Selection How much competition (large, authority sites) is there for the particular keyword? How closely does the keyword match your product/service offering, messaging, goals and objectives? Marketing/Brand Relevance Optimization Opportunity Recommended Keywords Competition Search Frequency Is there already a logical place on the site to optimize for the particular keyword? How many people are searching on the particular keyword?

  7. Free Keyword Research Tools • https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&__o=te&ideaRequestType=KEYWORD_IDEAS#search.none • Keyword Tool and Traffic Estimator to identify competitive phrases and search frequencies • http://www.google.com/insights/search/# • Compare search patterns across specific regions, categories, time frames and properties

  8. Free Keyword Research Tools • http://www.google.com/trends • See what keywords people are searching for by region and timeframe • www.google.com/adplanner • Media planning tool to identify websites your target customers are likely to visit • Good for competitive intelligence

  9. Tags in Your Page Coding Title Tags • Text in the top of the browser when visiting a website Meta Description Tags • Text shown in search results underneath the site URL Both tags entered in the website source code

  10. Optimized Content Best Practices One keyword per page 250 words “visible” page content 3-5 keyword mentions • Placement in top 1/3 of page • Use in headers (H1 tags) and sub-heads (H2 and H3 tags)

  11. Links and Link Building Quality Link = • One that comes from an industry relevant website • Appears on a website that is recognized by the search engines as an authority site, and • Is embedded on a keyword rather than on your company name or URL. Links on a keyword should point to the page on your site that is optimized for that keyword.

  12. Content Marketing for Link Building Straight Link Requests Directory Submissions Press Release Optimization & Distribution Internal Link Upgrades Article Optimization & Submission Partnership Outreach Social Media Outreach & Campaigns

  13. Free Links Research Tool • http://siteexplorer.search.yahoo.com/ • External links • Internal links • Competitors’ links

  14. Importance Inverse to Implementation Source: SEOmoz 2011

  15. Live Examples

  16. Keys to Successful Analytics

  17. Google Analytics: Traffic Sources

  18. Google Analytics: Traffic Sources

  19. Google Analytics: Goals

  20. Google Analytics: Goals Cart through Sale Funnel Analysis

  21. Google Analytics: In Page Analytics

  22. Other Tools to Gain Insights • www.feedbackroulette.com • www.4qsurvey.com • www.getclicky.com

  23. Questions, Contact and Connect Marc Engelsman Twitter: @Marc_Engelsman LinkedIn: www.linkedin.com/in/marcengelsman mengelsman@digitalbrandexpressions.com Or Call Toll Free: 866/651-6767

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