Presented by:

Raul Vielma

561-820-4277

rvielma@pbpost.com

Maximize, Measure & Make Digital Work for YOU

April 8,2011

RealSolutions.PalmBeachPost.com

John Garcia

561-820-4296

jgarcia@pbpost.com

What you can expect to get out of this workshop

Free tools

The ins and outs of search

Ways to get your business a better position in search results

Basic analytics to understand your business/industry

Traffic terminology/sources

Website review

Strategies to increase traffic to your site

Online display advertising working for you

Metrics for success

2 2

Maximize free tools

3 3

SEARCH

Why

Anatomy

Claim your business

Measure traffic

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Search Engine Marketing (SEM)

The most-used search engine sites give you access to 93% of the West Palm Beach

DMA adults online every month.

Source: 2010 Scarborough Report, Release 2 5

Pay Per Click = SEM

Organic = SEO

The Anatomy of a SERP (Search Engine Results Page) P

ay Per C

lick = S

EM

Google Maps

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SEO Tips

1. Keep URLs short: No more than 255 characters

2. Make navigation easy: Along the top or top & left

3. Avoid too many clicks: No more than 4 clicks away from homepage

4. Flash: use sparingly (doesn’t show up on mobile device)

5. More info the better: at least 200-250 words of content

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SEO Audit Tools

▀ Xinu Returns – a free web based SEO audit tool

▀ Dataopedia – a free web based SEO audit tool – with some

competitive data

▀ Yellowpipe Viewer – view your site through the eyes of a spider

▀ Link Examiner – an application that will crawl your site and find

broken links, redirects and more

▀ Google Webmaster Tools – provides detailed reports about your

pages’ visibility on Google

▀ SEObook – a firefox plug-in tool provides a holistic view of your

competitive landscape of search results

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Relevancy & Ad Position

Quality Score is determined

by a combination of factors

including:

▀ Click-through-rate

(clicks divided by

impressions)

▀ Keyword and ad text

relevance

▀ Landing page quality

Maximum Cost per Click is

the highest dollar amount an

advertiser is willing to pay for

one click on their ad.

Quality Score Max Cost per Click

Ad Rank Which

Denotes Ad Position X

= Relevance Willingness to Pay

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Ten places to claim your business

1. Google places: http://places.google.com/business

2. Bing Local: http://ssl.bing.com/listings/Listingcenter.aspx

3. Yahoo! Local: http://Listings.local.yahoo.com/basic.php

4. Yelp!: https://biz.yelp.com/claiming

5. FourSquare: http://foursquare.com/business/

6. Ask: http://www.ask.com/local

7. CitySearch: http://national.citysearch.com/profile/add_business.

8. YellowPages.com (Improve Your Listing): http://www.yellowpages.com/listing_feedback

9. Localeze: http://webapp.localeze.com/extranet/sign-up.aspx

10. Kudzu: https://register.kudzu.com/packageSelect.do

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Claim your business on Google

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Google Analytics

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▀

▀

▀

▀

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Traffic Metrics

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• Number of times someone interacted with your website Visits

• Total number of pages viewed during specific time frame Page views

• Average number of pages viewed during a visit Page visits

• Percent of visits where someone immediately left your site

Bounce Rate

• Average time people stayed on your website Avg. time on site

• Percent of visits from new people visiting your site % new visits

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Traffic Sources

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• Google, Bing, etc. including organic and paid listings

• Email blasts, e-newsletters, etc.

• Other website with banner ads or affiliates

• People who type your web site address directly into the browser

Direct Traffic

Referring Sites

Search Engines

Other/ misc.

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Look at your competition

Using sites like compete.com, you can see how your site is doing compared to your competition.

Source: compete.com 15

The New Shopping Paradigm

Sources: 1Forrester State of Retailing Online 2010; 2US Online Retail Forecast 2010 to 2015

80%

8%

yet only…

of retail sales occur online2

of consumers have used the Web for

researching information about products

and services1

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WEBSITE

Why

Your business partner

Questions to ask

Strategies to enhance

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Visitors who report great user experience are:

It has been said that…“Bad home pages (or landing pages) are where

good leads go to die”

A great user experience pays off

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as likely to return to your site as likely to report enhanced brand opinion

as likely to report higher future likelihood to purchase

A great user experience builds trust and rapport even before you ever do business

Source: compete.com

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Have you met your business partner?

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Your website is working 24/7 to:

Losing market share in the digital world quickly translate into “real” market share loss.

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Asking the fundamental questions

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What is this website offering?

How does this site satisfy my needs?

Search/Research

Shop/Compare

Support

Now what?

What do I do

Where do I go

What do I read

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Website designed to meet visitor needs

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Take the test?

Volunteer from the audience who would like to have their website evaluated

based on the previous points.

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What is this website offering?

How does this site satisfy my needs?

Search/Research

Shop/Compare

Support Now what?

What do I do

Where do I go

What do I read

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Strategies to differentiate yourself

▀ Newsletters

▀ Account / Log-in / Personalization!

▀ Online only specials / coupons (ex. sephora, chuck-e-cheese)

▀ Download brochure (IKEA)

▀ Special invitations, VIP offers

▀ Referral programs

▀ Social networking (facebook, twitter)

▀ Interactive location map/store locator

Give them a reason to give you their contact information.

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generate leads and grow your audience

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ONLINE ADVERTISING AND DISPLAY

Benefits

Terms

Examples

Metrics for Success

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Benefits of Online Advertising

Guaranteed delivery – rates are based on how often your ad is seen

Brings users within ONE click of your website and information

Expands your audience reach

Measureable, trackable and beyond the click benefits

Flexible, dynamic and efficient

Branding Opportunities

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My ad was delivered, now what?

Make

message/

creative

impactful

Make sure

where they land

is effective

Make the

experience

informative

Key word is

view-through

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Four things can happen once an ad is delivered

Metrics for success

Key indicators for ad effectiveness

• View through

• Users search for more information after seeing an ad

Search Activity

• Increased foot traffic

• Increased calls

Offline Behavior

• Can be an impulse reaction to the creative

• Only 16% of all online users click Clicks

• Analyze before and after an online campaign

• Analyze bounce rate to landing page. Site Traffic

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How valuable is online advertising?

In a four week period:

▀ Lift of 46% to advertisers web site

▀ Increase of 38% in search using advertiser’s branded terms

▀ Boost of 27% in online sales

▀ Additional 17% likelihood of buying at the physical store

Source: Comscore – How online advertising works: whither the click? Dec. 2008

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Online study conducted by ComScore of 139 campaigns demonstrated the

value of online advertising beyond the actual “click”.

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WRAPPING UP

Summary of topics

10 tips for

Search

Display

Collaborative Marketing

Next Time

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Download Complete

▀ Claim your business to achieve better position in search results

▀ Monitoring your site traffic

▀ Optimize your website with the visitor in mind

▀ Pick a strategy to make your website stand out

▀ Extend your advertising to include online display

▀ Pay attention to ad results beyond the number of clicks

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Download Complete: Search

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Download Complete: Online Advertising

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Collaborative Marketing

The most successful websites combine a strategic mix of media vehicles that will reach your

target audience. The key is to think it all through so the multiple channels work well together.

Search

Social media

Display

in print/online

Mobile

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integration, integration, integration

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Next time – Friday, April 15th

Think Outside the Banner What’s New & What’s Next

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▀ Adoption of mobile devices

▀ Mobile Terms you need to know

▀ Who and what of mobile usage

▀ Mobile influence on consumers

▀ Social Media

QUESTIONS?

To download presentation go to: bit.ly/DDseries2

Homework

▀ Evaluate your existing mobile/social efforts

▀ Take a look at your site on a mobile device

▀ Ask friends, family, employees about their mobile or social media

habits

▀ Look at competition marketing – are they using social media in their

strategies

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What’s next from The Palm Beach Post

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SAVE THE DATE

Tuesday, May 17th

8:30am – 12 pm

Palm Beach Photographic Centre

Understand and capitalize on consumer buying habits