SEO, PPC & Analytics:

How To Drive Traffic To Your Website and Measure Results

Monica Wright

Director of Search Marketing

Hall Internet Marketing

• 12 years in business

• Locally-owned

• Design, development, content, search, user conversion and tools

• Twitter @Hall_Web

About Hall Internet Marketing

What You’ll Learn Today

• Why and what is search marketing?

• Defining SEO, PPC and what it means

• The impact of local search

• What you can do with analytics

Source: royalpingdom.com, Feb. 2010

Why Search?

86%

Source: Enquiro

Why Search?

• Brand Visibility:

– PPC ads as well as organic results are marketing message opportunities.

• Sales/Customer Acquisition:

– Be seen when prospects are looking for your type of product/service. Then take them to landing page.

• Targeted Lead Generation:

– Promote case studies, webinars, product announcements, etc.

• Reputation Management:

– Push down negative search results.

Integrates with other marketing Site optimization

Direct Mail

White papers

Articles

Print advertising

Blog posts

Press releases (News)

Videos

Images

Events

Social media

Incorporate target keywords across all marketing channels

What is search marketing? Some traffic you pay for:

– Pay-per-click ad campaigns: you build your campaigns around a

monthly ad budget

“Organic” you pay for, just not strictly with an ad budget … it’s time:

– Creating and maintaining content to give search engines and users a reason to visit

– Understanding how users find you through their own natural search behavior

– Growing your network of inbound links to increase traffic and demonstrate to search engines that you’re legit.

What is search marketing?

Google Says: Make pages for users, not engines

ACCESSIBILITYUnique Content • Internal Link Architecture • URL Structure • Search Bot Accessibility

Navigation and Site Hierarchy • Site Maps • Server Response Codes

KEYWORDSOn-Page Targeting: URL’s Title Tag, Headlines, Text, Anchor Text

LINK BUILDINGOutreach Programs

Creating Link-Worthy Content

ACCESSIBILITYUnique Content • Internal Link Architecture • URL Structure • Search Bot Accessibility

Navigation and Site Hierarchy • Site Maps • Server Response Codes

KEYWORDSOn-Page Targeting: URL’s Title Tag, Headlines, Text, Anchor Text

LINK BUILDINGOutreach Programs

Creating Link-Worthy Content

Conte

nt S

trate

gy Analytics

What about my LOCAL customers?

Linking Signals to Search Engines

• Global Popularity, & “TrustRank”

• Local/Topic-Specific Popularity

• Link Anchor Text

• Link “Neighborhood”

• Social Media

Link Building Ideas

• Directories

• Get your customers to link to you

• Blogging & guest blogging

• Article writing

• Create content that encourages sharing

• Check out your competitors

Contextual Ads

Place for tough-to-rank-for keywords

• Group like keywords into ad groups by subject

• Ad groups are organized into campaigns

• Campaigns can be organized around geotargeting, product area… whatever works best for you

KeywordsRed shoesRed tennis shoesRed NikesRed AdidasRed hiking shoesRed running shoes

Ad GroupsBlue ShoesGreen ShoesRed ShoesWhite ShoesBlack ShoesSilver Shoes

CampaignsBootsSocksShoes} }

Campaign Organization

• Write clear, non-gimmicky copy (keep that for Facebook ads!)

• Include your keywords

• Use calls to action

• Test, test, test

Creating Ads

• Where are your users in the conversion cycle?

• Get them close to the action you want them to complete

• Give them what they want

• Test: A/B, Multivariate…

Landing Pages

Landing Page Testing

Source: internetmarketing.com

• Countries

• States, Regions

• Metropolitan areas

• City/DMA

• Custom areas

Geo-targeting

Ad Scheduling

Your Audience

• Who is coming to your site

• When they got there

• How they got there

• Where they went when they got there

• What action (if any) they take

• Why? You'll need to infer

What Analytics Won’t Do

• Doesn't make you perform better in search

• Doesn't fix all your problems

• Doesn't answer your questions for you

• Doesn't give you one true answer

Google Analytics

•Need a Google account

•Tracking code goes on your page

• Custom Reports

• Ties into Adwords

Allows us to see:

• Impact of email marketing

• Paid versus organic search traffic

• Best performing keywords

• Best performing referral sites (press, blog write-ups, social media efforts)

Google Analytics

Referral Traffic

Content

Geography

Photo:http://www.flickr.com/photos/29550316@N07/2790170831

• Fill out a contact form

• Sign up for newsletter

• View a demo

• Download a whitepaper

• Buy something

Goals

Custom Segments

See a report with practicallyany metric compared to practically any dimension

What does it MEAN?

• Why are people leaving?

• Ecommerce – Are people afraid to commit?

• Web forms – Are you asking too much info?

• Referrals – Where are people coming from? Twitter, LinkedIn...

• Now what?

Your customers have value

ROI: What does it MEAN?

ROI: Where are your customers coming from?

ROI: What is your Conversion Rate?

ROI: What is your Conversion Rate?

It’s all about visibility

• Blog - http://www.hallme.com/blog• Webinars every week:

http://www.hallme.com/search-marketing-webinars.php

• Follow us on Twitter: @hall_web @monicawright

Thank You!