Get Discovered Op/mizing Tools to Enhance Your Web Presence

Transcription

1 Get Discovered Op/mizing Tools to Enhance Your Web Presence Caitlin Kaluza Search Engine Marke/ng Manager Schipul The Web Marke/ng Company Photo credit: flickr.com/photos/viriyincy/ /

2 About Me

3 What We ll Go Over 1. Iden/fy Your Audience 2. Op/mize your Website 3. Produce Great Content 4. Op/mize Local Lis/ngs 5. Online Adver/sing 6. Measure Your Success

4 1) IDENTIFY YOUR AUDIENCE

5 Peter Drucker YOU CAN T MANAGE WHAT YOU DON T MEASURE

6 Set Up AnalyLcs Tracking Google.com/analytics

7 Why Google AnalyLcs? Free (with Google Account) Data from Google User Access Easy Exports

8 Dashboard DefiniLons Bounce Rate = only visited one page (then bounced ) <50% is a good bounce rate

9 Visitors Tab Average Schipul Client Mobile 5-7%

10 Traffic Sources Tab Healthy Search Engines Percent is 60% - 75%

11 Content Tab Look for non branded keywords, surprise keywords that are s/cking, misspellings and laymen s terms

12 Monitoring Tools Who s Talking About You? Google Alerts Tweet Beep Social Men/on Hootsuite

13 Research Your Target Audience Brainstorm: How will your target market search for you? Houston a)rac,ons, Houston things to do, Houston art gallery Are you targelng a geographic area? Houston, Texas, Sugarland, South Texas, Southwest

14 Free: adwords.google.com/select/ KeywordToolExternal Paid: Keyword SuggesLon Tools

15 Select 3 Key Phrases Three priorilzed terms: 1. Virginia plas/c surgeon (ery) 2. Cosme/c surgery Virginia 3. Virginia cosme/c surgery Austin-weston.com

16 2) OPTIMIZE YOUR WEBSITE

17 How Does a Search Engine Work? 1. Spider crawls content 2. Catalogs in index 3. Algorithm determines what shows for any search

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22 Search Engine RelaLonships

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24 What do Search Engines Look For? Readable Text Fresh, unique content Good site architecture Unique meta info Relevant inbound links

25 OPTIMIZING YOUR CONTENT

26 Content is King. Photo credit: flickr.com/photos/tryburn/

27 Keyword Density What is this page about? schipul.com/sem-tools

28 Incorporate Keywords 1. In your text 2. In your /tles 3. In alt tags 4. In links to other pages

29 Alt Tags = Good SEO and Good Karma Remember: Google is deaf & blind.

30 OpLmize Meta on Every Page Meta = tags on the back end that tell Google what your page is about

31 Keep Your Site Fresh New content ideas 1. Press releases 2. Articles 3. Events 4. News updates 5. Photo galleries 6. Interviews 7. Videos 8. Blogs 9. Podcasts 10. Whatever Photo credit: flickr.com/photos/calliope/

32 3) PRODUCE GREAT CONTENT

33 If YouTube were a search engine it would be #2 Video Tells the Story

34 Include keywords in descrip/on, tags Link back to your website Create playlists and add descrip/ons Closed Cap/ons OpLmizing Video for SEO

35 YouTube for Nonprofits YouTube.com/nonprofits Become an official nonprofit channel Click through call to ac/on Must be 501(c)(3)

36 Photo credit: Sarah Worthy Photos

37 Collect Addresses Keep Timing Consistent Try Weekends/ Off /me Share Tips, Deals Online Newsleaers

38 Online DonaLons PayPal ChipIn KickStarter.com IndieGoGo Crowdrise Fractured Atlas

39 Google Says Don t Be Evil Photo credit: flickr.com/photos/sometimes_sam/

40 QUICK BREAK!

41 4) OPTIMIZE LOCAL LISTINGS

42 11 Searches in One

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45 1. Claim & verify your listing 2. Fill out the entire profile 3. Ask for reviews Google Places

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47 Claim LocaLon LisLngs Bing Foursquare Gowalla Scavngr Yelp

48 5) ONLINE ADVERTISING

49 SEM vs. SEO

50 The Power of PPC

51 1. Create a paid placement budget 2. Campaign Set- up 3. Monitor and Tweak Campaign PPC Step by Step

52 Don t pick overly compe//ve keywords unless you have an unlimited budget Long Tail Keywords

53 1. If possible, put the keyword in the /tle 2. Use a Call- to- Ac/on 3. Consider ad tes/ng Campaign Set Up

54 Monitor and Tweak Campaign

55 PPC Things to Consider 1. Stay away from general terms unless your campaign is geo- targeted ex: plas,c surgery 2. Budget, ads, and keywords can be adjusted any/me 3. Link ads to the most relevant page on your site; don t dump everyone onto your home page.

56 Other Paid Placement Market: Millenials & Baby Boomers Less expensive Interface Issues More like a Billboard Great for events or social content Get crea/ve

57 6) MEASURE YOUR SUCCESS

58 1. Segment Traffic from Paid Search 2. Conversion Tracking 3. Are your dona/ons increasing? Track Your Success

59 Visits vs. Conversions 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 Newsleoer Sign Ups Is the phone ringing? Visits aren t everything are people conver/ng?

60 TheSEMBlog.com

61 Caitlin Kaluza Search Engine Marke/ng Manager? Schipul The Web Marke/ng Company schipul.com/qcait thesemblog.com