See Daniel Burstein, Director of Editorial Content, MECLABS, interview Jacob Baldwin, Search Engine Marketing Manager, and Christina Brownlee, Director of Marketing Communications, One Call Now, and answer questions from the audience!
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Insights on keyword research and customer personasSearch Marketing:
Presenters
Christina Brownlee
Director of Marketing Communications
One Call Now
@OneCallNow
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
Jacob Baldwin
Search Engine Marketing Manager
One Call Now
@OneCallNow
Join the conversation
#SherpaWebinar
Further Resources
Website Redesign: Message notification provider combines SEO with LPO, retargeting to drive 81% increase in conversion
Local SEO: How geotargeting keywords brought 333% more revenue
What is the Easiest Tactic to Improve SEO?
Content Marketing and SEO: The world doesn’t need another blog post
Marketing Research Chart: SEO most effective tactic for lead gen, but also among the most difficult
Challenge: Homepage before
Navigation
H1 tags wrong/missing
No long-tail, all very broad keywords targeted
Navigation
Calls to Action
Challenge: Vertical page before
No clear conversion path
H1 tags, keyword density lagging
Calls to Action
Navigation
Navigation
Navigation
11%
20%
20%
14%
44%
55%
38%
47%
27%
62%
72%
11%
17%
26%
27%
29%
31%
37%
39%
42%
48%
53%
Improving public relations
Increasing offline sales revenue
Integrating search marketing datawith CRM and other marketing systems
Integrating search marketinganalytics into a single dashboard
Increasing online sales revenue
Improving brand/productawareness or reputation
Integrating with social media
Achieving or increasing measurable ROI
Developing an effectiveand methodical strategy
Increasing lead generation
Increasing website traffic
Challenges from last 12 months Objectives for next 12 months
Increasing website traffic
Increasing lead gen
Develop a strategy
Increase measurable ROI
Integrate with Social Media
Improve Brand awareness
Increase online sales revenue
Integrate search marketing to a single dashboard
Integrate search marketing data with CRM or other systems
Increase offline sales revenue
Improve public relations
What is the most frustrating SEO challenge? What is the most important objective?
Challenges Objectives
Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530
“”– Jacob Baldwin
Adopted Mantra:
… the goal of marketing is not to persuade, it is to discover, educate and solve.
“Spock Project”: The four personas
www.openroadmedia.com
Humanistic Methodical Competitive Spontaneous
http://www.flickr.com/photos/kt http://www.flickr.com/photos/kthttp://www.flickr.com/photos/x-ray_delta_onehttp://www.flickr.com/photos/x-ray_delta_one
MARKETING DEPARTMENTS TRUST ATTASK
Visit attask.com/marketing
to learn how AtTask kills
the chaos of marketing
work.
Visit: MECLABS.com/LastChance
Agenda Announcement
Jacob Baldwin Save $100
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Before August 31
Audience: Vertical level
Education BusinessReligious
SportsEmergency Management
Other
Audience: Sub vertical level
Education
K12
Higher Ed
Private
Online
Audience: Personas
Education
K12
Audience: Personas
Education
Buy nowCase studies; white papers
Testimonials
Pricing information; Industry articles
Education
K12
Creating a page structure that accommodates customer interest
Audience
Targeting content for personas
http://www.flickr.com/photos/x-ray_delta_one
Targeting content for personas
http://www.flickr.com/photos/kt
Targeting content for personas
http://www.flickr.com/photos/x-ray_delta_one
Content Production: Blog post
Company-related content
Industry-related content
What percentage of your SEO budget is allocated to each of the following line items?
47%
22%
11%
14%
Staff salaries and staff-related expenses
Agency, consultancy, or otheroutsourced services
For-fee SEO marketing and analyticstools
Other expenses directly related to SEO
Source: ©2013 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded February 2013, N=583
Search Optimization
199.16% more traffic generated than 4 keyword searches
20.41% higher conversion rate than 3 word keyword searches
Stage 1: 5,000 Keywords from a consultant
List of 5,000 keywords from
consultant
http://www.flickr.com/photos/horiavarlan
Stage 2: Filter through keywords
Picked keywords based on:
∙ search traffic
∙ competition level
∙ relevancy to specific vertical
http://www.flickr.com/photos/aslakr
Stage 3: Monitor changes in performance levels
Monitor general keyword performance levels
Traffic Trendline for “Automated Calling System”
18 Month Period
Expanding Content Offering
Keyword Maps: Optimized Elements
Meta descriptions
Keyword Maps: Optimized Elements
“Meeting”
“Appointment”
“Conference” Use of strong tags to highlight keywords in the body copy
Keyword Maps: Optimized Elements
“Protect, Inform, Engage Students, Parents and Staff”
Page Title
Keyword Maps: Optimized Elements
Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more”
Image Alt Tags
Keyword Maps: Optimized Elements
Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more”
Use of H1 Tags
Keyword Maps: Optimized Elements
Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more”
URL Structure
Keyword Maps: Optimized Elements
Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more”
Keyword Density
Measuring Metrics
Remarketing Ads: Targeted ads, religion
Relevant picture
Vertical: Religious
Sub-vertical: Churches
Remarketing Ads: Targeted ads, education
Relevant picture
Vertical: Education
Sub-vertical: K-12
Remarketing Ads: Targeted ads, businesses
Relevant picture
Vertical: Business
Sub-vertical: Consumer relations
Vertical: None
Sub-vertical: None
Remarketing Ads: General banner ad
Relevant picture
Remarketing Ads: General banner ad
Relevant picture
Consistently the top performer!
Conversion Optimization: Call to action panel
7 Calls to Action 3 Calls to Action
Conversion Optimization: Call to action panel
6 Calls to Action 3 Calls to Action
Conversions nearly doubled(3,801 in 2011 vs. 6,902 in 2012)
Conversion Optimization: Call to action panel
6 Calls to Action 3 Calls to Action
Requests for a quote
3 Calls to Action 4 Calls to Action
Conversion Optimization: Call to action panel
Conversion Optimization
“The number of free trials remained high, and the number of RFQ completions began blowing last year’s numbers out of the water.”
– Jacob Baldwin
4 Calls to Action
Results: April 2011 – April 2012
Conversion activity 81%
Paid Search Traffic 48.7%
Organic Search 32.3%
Revenue from Web-related activity 24%
Overall traffic 9.3%
Top 3 Takeaways
1. Perfection is impossible
2. Driving online conversion is critical in building in conversion and lead attribution
3. Never compromise user experience for internal processes
1
2
3
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