SEO & ANALYTICS TO INCREASE ONLINE SALES

Transcription

1 SEO & ANALYTICS TO INCREASE ONLINE SALES

2 ABOUT US Our goal at DigiVino is to provide affordable solutions for businesses in the wine world We serve as a bionic arm of your marketing department Our specialities include logo and label design, Web, mobile and social marketing, PR, SEO, video & We collaborate with you to capitalize on digital marketing to increase success Current client roster include among many others: Robert Keenan Winery, Avinodos, Gustavo, Vino Godfather, ewinery Solutions, Wine Elevation, Buhman Estate Vineyards, Vin2Glass and St. Helena Agricultural Services

3 - Google Analytics and Tracking - User Flows - Funnels - Social Tracking: Using INSIGHTS AGENDA

4 ACTIVITY

5 Think of a product or service you are highly motivated to sell. Describe it in 5 words or less with out using its name, SKU or your business name

6 Type those 5 (or fewer) words into Google See where your company appears in the results

7 Top 3 = Great Top 10 = Good First Page = Minimum Acceptable Other Pages = You need SEO!

8 Do same exercise with 3 other search engines (Bing, Yahoo, MSN, etc.)

9 SEO and GOOGLE ADWORDS

10 SEO REVIEW How might a wine lover find you without knowing the brand name? She or he might look in Google, Bing, Yahoo or other search engine for: Napa Valley Winery Buy Napa Wines Napa Wines Online Historic Winery

11 FINDINGS Do we find you with general search terms like these?

12 Your Site W W W KEY WORDS KEY PHRASES DESCRIBE YOUR SITE KEY WORDS + YOUR URL KEY PHRASES + YOUR URL DESCRIBE YOUR SITE + YOUR URL

13 To begin Select key phrases that appeal to your audience and fit your content Use free tools on Google Analytics to develop keyword list Test your phrases Do on- and off-page optimization Test your results Refine monthly DEVELOP KEY PHRASES

14 Google Adwords provides free tools to find key phrases. KEY PHRASES

15 PAID WORDS Most popular and the most generic terms are the most expensive Keyword Examples: Napa Valley Napa Cabernet Sauvignon Russian River Pinot Noir Boutique Winery Family-owned winery

16 GOOGLE ADWORDS Top 20 most expensive keywords in Google Adwords

17 ORGANIC Organic SEO means free search engine optimization. The alternative is paid advertising (i.e.: Google Adwords) You may use the adwords tool for free to identify your organic key phrases. The sweet spot is where there is high usage and low competition.

18 ON-PAGE Researched key phrases should populate your site: Page titles Image names, alt text, captions, descriptions Content Titles, subtitles, navigation titles Meta-tags (code) Links

19 OFF-PAGE Put your key words with your URL throughout the web: Comments Articles Videos Blogs Press releases Reviews Forum posts White papers Social media posts Business directories Directories Event calendars Online answers

20 <meta http-equiv="content-type" content="text/html; charset=iso "> <title>vineyards at the Historic Original Stone Winery in Napa Valley</ title><meta name="robots" content="noodp"><meta name="robots" content="noydir"> <center> <meta name="description" content="vineyards Winery"> <meta name="keywords" content="vineyards, winery, napa, valley, california, rich, rombauer, chardonnay, white, zinfandel, cabernet, sauvignon, reserve, port, champagne, sparkling"> WHITE HAT Use white hat techniques SEO takes an investment Done well it has a high ROI Done cheaply it can harm your sales

21 KEYWORD TRACKING

22 SEO SUCCESS Search Results on Common Terms Key Phrases PRE-SEO AFTER-SEO Top 10 / Top 25 Not in Top 200

23 Yr/Yr Organic Visits SEO RAMP-UP TIME (SEO takes 6-8 wks to take effect) FUNCTIONING SEO SEO SETUP PRE-SEO Percentage of organic visitor (i.e.: compared to direct visitors)

24 Visits vs. Conversions Many fly-by-night SEO vendors deliver huge increases in visitation But that matters not, if visitors don t buy What s your goal? Signups? Sales? Check conversions

25 TRACKING

26 WEB instant insights

27 USER FLOW

28 BROWSER & OS

29 WHERE ARE YOUR SALES ORIGINATING?

30 G-ANALYTICS SALES FUNNELS SEO See instructions in Appendix

31 SOCIAL TRACKING

32 SOCIAL MEDIA INSIGHTS

33 POST COMPARE..

34 DEMOGRAPHICS

35 OTHER SITES

36 DON T WORK IN THE DARK.

37 BREAK TIME!

38 BONUS ACTIVITY Walk thru how to set up a campaign list using Keyword Planner

39 GOOGLE ADWORDS Sign into Google Adwords Click Tools, then Keyword Planner

40 GOOGLE ADWORDS Click on Search for new Keyword and Ad Group Ideas Fill out which words to search, your URL, then click GET IDEAS

41 GOOGLE ADWORDS Search results all you to see the popularity/search results, the competition, and price Statistics in the table can help make your decision

42 GOOGLE ADWORDS Click the double arrows to add the words to your Plan When done, click Review Estimates

43 GOOGLE ADWORDS Review Estimates shows you a graph with Click, Impressions, Avg Positions, and Costs. Use this to set your Bid Click Save to Account when ready

44 GOOGLE ADWORDS If you already have a list of keywords and want to see their search volume, click Get Search Volume for List of Keywords or Group Them Into Ad Groups Enter the words one per line or separated by commas They will not be added to any existing campaign Click Get Search Volume

45 GOOGLE ADWORDS Get Traffic Estimates to see how a particular set of keywords will perform. Upload CSV file or type them in.

46 GOOGLE ADWORDS Results include: Clicks per day Impressions per day Cost per day Ad Position

47 BONUS ACTIVITY Set up a funnel for sales conversion tracking

48 STEP 1- CREATE A GOAL User login information Log in to Google Analytics. (analytics.google.com, login with ) Choose profile Click Admin Choose the Goals tab Click Create Goal. wwewewe as

49 STEP 1- CREATE A GOAL User login information Set the settings of the actual goal and sales funnel.

50 STEP 2- SETUP DESTINATION AND VALUE Under Destination, enter the URL of the last page in the sales funnel. Add a value to your conversion

51 STEP 3- CREATE FUNNEL Turn Funnel on Name each page of process Add URL of each step and page of purchase process in Screen/Page form field Start with Homepage, end with Confirmation Page URLs Required (yes) if you want to track certain behavior/ customer pattern

52 STEP 4- TRACK FUNNEL Use funnel visualization report to track customers process Takes time to collect data as users navigate through sales process

53 SALES FUNNELS Identify which channels are earning well See where users are falling out of the funnel Enhance campaigns based on results

54 APPENDIX

55 Questions? Contact us if you have questions When you have mastered today s strategies and are ready to take your digital media optimizing to the next level, we are here to help. DigiVino.com Napa, California (415) pamela@digivino.com