Internet Lead Generation START with Your Own Web Site Matt Johnston, Santa Barbara Business College Mike McHugh, PlattForm Career College Association 2007
What s s The Big Deal? More Control Higher Quality Leads Consistent Lead Flow Better Costs Per Per Start
Improved Conversion Rate Sample Conversion Rates by Source Conversion Rate 10.00% 8.00% 6.00% 4.00% 2.00% 0.00% $102 CPS $90 CPS $1,237 CPS CPL Vendors PPC SEO Internet Lead Sources
How Do We Get There Introduction to Search Engine Marketing Search Engine Optimization Pay Per Per Click Advertising Summary & Conclusions Q & A
How Do We Get There Introduction to Search Engine Marketing Search Engine Optimization Pay Per Per Click Advertising Summary & Conclusions Q & A
About Search Engines Yahoo 24% Google 48% Other 9% Ask 3% AOL 6% MSN 10% Nielsen NetRatings Search Engine Ratings, July 2006
Search Engine Statistics US Searches in April: 7.3 Billion* Searches Per Session: 4.4** Source: Nielsen NetRatings Search Engine Ratings, July 2006 **http://seo.zunch.com/search_engine_usage_statistics.htm
Search Engine Results
Organic Results
Organic Results Unpaid Listings Search Engine Algorithm Control vs. Influence High Quality Traffic Estimated 75 80% of Clicks
Are the Results Magic? Spiders Crawl the Web Sites are Indexed Results Depend on Keyword(s)
Pay Per Per Click Results
Pay Per Per Click Results Paid Listings More Than Money Keyword Selection Estimated 20 25% 25% of Clicks
How Do We Get There Introduction to Search Engine Marketing Search Engine Optimization Pay Per Per Click Advertising Summary & Conclusions Q & A
Benefits of SEO FREE Leads Sustainable Lead Flow High Conversion Rate of Leads Brand Lift
How to Be Found Site Design and Structure Content Linking
Site Design and Structure Focus on User Experience Avoid Doorway Pages Use Keywords in URLs Good: www.school.com/lawrencecampus/hvac.asp asp Bad: www.school.com/campus?202/program=6.asp
Site Design and Structure Focus on User Experience Avoid Doorway Pages Use Keywords in URLs Length of Domain Ownership Utilize Site Maps
Content The More, The Better Roughly 250 Words is Ideal Make it Relevant Keep it Fresh Insert Keywords
Linking External Links Internal Links
External Links Other Sites Linking to You Votes of Popularity Focus on Relevant Sites Gradually Build
Internal Linking Links Within Your Site Make it Easy to Navigate Link Your Keywords Under Utilized Technique
Measuring Success Analytics Packages Identify Key Performance Indicators (KPI) Traffic Page Views Leads Conversion Rate (Visitor to Lead) Exit Points
How Do We Get There Introduction to Search Engine Marketing Search Engine Optimization Pay Per Per Click Advertising Summary & Conclusions Q & A
Determining Rankings Bid Amount Click Through Rate (CTR) Landing Page Score
Types of Keyword Matches Exact Match: Only the exact keyword you are bidding on
Exact Match Example Exact Match Keyword = flower pot Matches search terms (as entered by search user): flower pot Flower Pot Does not match search terms: plastic flower pot flower red pots for flowers pot flower
Types of Keyword Matches Exact Match Broad Match: Matches any usage of your keyword in the search
Broad Match Example Broad Match Keyword = flower pot Matches search terms (as entered by search user): flower pot pot flower Flower Pot plastic flower pot red pots for flowers flower pot sales Does not match search terms: flower sales
Types of Keyword Matches Exact Match Broad Match Phrase Match: Matches searches in the same order and case only
Phrase Match Example Phrase Match Keyword = flower pot Matches search terms (as entered by search user): flower pot Flower Pot plastic flower pot flower pot sales Does not match search terms: pot flower flower sales red pots for flowers flower big pot
Types of Keyword Matches Exact Match Broad Match Phrase Match
Brand Name Campaigns Trendy Topic Potential to Restrict Bids Search Engine Protections Controls Affiliate Marketing High Converting Keywords
Impact of Media Spending Impressions vs Media Spend $25,000 300 $20,000 250 $15,000 $10,000 200 150 100 Spend Impressions $5,000 50 $0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 0
Impact of Media Spending Impressions vs Media Spend $25,000 300 $20,000 250 $15,000 $10,000 200 150 100 Spend Impressions $5,000 50 $0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 0
What Should You Do? There is No Right Right Answer Factors to Consider Amount of Media Spending Trademark Status Lead Volume vs Efficiency Ability to Control Real Estate How Specific is Your Name?
Controlling Real Estate 45% of listings cannot generate a lead for the school
Controlling Real Estate
Keyword Campaigns Identify Targeted Keywords Brand Curricula Location Outcomes Determine Search Engines
Lead Capture Options School Web Site Mini Site Contact Page
School Web Site
School Web Site More Info Benefits Specific Domain Already Exists Negatives Too Much Info Shared Purpose Tracking Issues Too Many Chefs
Mini Site Example
Mini Sites Benefits SEM Focused Improved Conv. Built for Tracking Negatives Less School Info More Maintenance Can be Unnecessary
Contact Page Example
Two Page Contact Page
Contact Pages Benefits Single Purpose Easy Tracking Limited Options Quicker Build Negatives Limited Content Single Brand Only Lower Start Conv. Lower Quality Score
Measuring Success Clearly Define Goals Implement Tracking Identify Key Performance Indicators (KPI) CTR Conversion Rates Leads CPL CPS
How Do We Get There Introduction to Search Engine Marketing Search Engine Optimization Pay Per Per Click Advertising Summary & Conclusions Q & A
Summary & Conclusions Limitless Potential Underutilized by Schools Allows Greater Control Improved CPL And CPS It s not magic; it just takes work.
What Questions Do You Have?