Digital Marketing & Sales Training. Part 1: SEO, Local, & AdWords Express Leadgenix & AG 431

Transcription

1 Digital Marketing & Sales Training Part 1: SEO, Local, & AdWords Express Leadgenix & AG 431

2 Introductions Andy Selcho AG Location Owner Dan Posner Partner Relationships Jamie Bates Director of Operations

3 Why are we here? For Questions or comments Please

4 Digital Marketing: What is it? The process of establishing a credible brand online to drive qualified traffic to a website that will ultimately convert and drive revenue. A conversion could be considered: Purchasing a product Filling out a lead form Contacting the business directly from contact info

5 Digital Marketing: How it works In order to establish a credible brand online, you have to offer something unique that is of value With millions of sites out there, what sets you apart? If you re not different, you won t succeed. So what is valuable?

6 SEO Search Engine Optimization This is the practice of optimizing a site so that it will rank well in search engines The better a site performs in search engines, the more traffic the search engine will refer to the site Can be broken into 3 categories: Organic Local Paid

7 SEO Search Engine Optimization Q: What is the job of a search engine? A: To provide the best possible result to users search queries QUICKLY & ACCURATELY

8 How Organic SEO Works Search engines attempt to establish credibility of a website Their goal is to predict the probability that a website contains the information a user is looking for

9 How Organic SEO Works Q: What are they looking for? A: Two Major Categories: Onsite Off-site (everything else)

10 How Onsite SEO Works *Some of this happens once, and some of this is on-going.* What is the website actually conveying to a search engine AND user: Is onsite content relevant for desired niche? Is there enough content? Is it unique? What about to the search engines alone? (behind the scenes) Meta information Crawler-friendly Site speed

11 How Onsite SEO Works *Some of this happens once, and some of this is on-going.* Meta information

12 How Off-site SEO Works Are other websites talking about you? Think of it as a popularity contest: PageRank Model (outdated) Content Links *This is an on-going process.* Are people talking about you? Social media SearchMetrics data

13

14 How Local SEO Works This is the practice of optimizing a site and 3 rd party map/review properties Purpose is to increase performance and drive more traffic to convert Typical conversions: Phone call Driving directions Read/leave reviews Visit the website

15 How Local SEO Works Search engines attempt to provide the best and most accurate real-world result to a search query As search engines cannot actually determine whether or not a place exists, there are several factors used to determine rankings: Onsite Off-site Verification Reviews Proximity

16 How Local SEO Works Onsite what the site actually says about the business is the first step in investigation Contact information (name, address, phone #) Onsite maps Additional mark-ups (Schema.org)

17 How Local SEO Works Off-site what other sites are saying about your business (verifying what your site says) Major directories (Yelp, Google Maps, Bing, Citysearch) Minor directories (city/region specific directories, etc.)

18 How Local SEO Works Verification major directories require verification to prove actual existence Automated phone verification Postcard verification Reviews what are actual people saying about you? How many people are reviewing you What they are saying about you Proximity are you physically close to the searcher? Mobile phones: GPS systems to pinpoint location Desktop/tablet: IP addresses with physical locations

19 How AdWords Express Works AdWords Express paying for a position on map listings Get immediate traffic and visibility Run promotions Show off reviews Built in call tracking Only pay-per-click (placements are generally pretty inexpensive)

20 How AdWords Express Works

21 Website Optimization User Experience Design Is the site visually pleasing? Is it clear to the user what they should do on the site? Does the visual design lead the user to action? Function Does the site load quickly? Do elements of the site work the way they should? Does the site respond in ways the user expects? Purpose Are users finding what they re looking for? Does the site provide the owner real value? Are conversions valuable?

22 Website Optimization User Experience

23 Digital Marketing: So What? Every business could use more leads, customers, clients, etc. Internet marketing is a relatively inexpensive way to acquire them SEO, as a long term strategy, will nearly always become the highest-producing and largest ROI marketing channel Combinations of online channels can provide the immediate and long-term solutions all businesses need

24 Reminder For Questions or comments Please