Website & SEO Strategies

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1 Website & SEO Strategies Kristen Schmid Mark Fitzsimmons

2 2 Agenda A look at what is on today s menu Introduction Learn More about SWC Technology Partners Digital Marketing Strategy Review what channels appear to be most valuable in 2016

3 3 Web Design Examine the types of websites are out there and the pros & cons of each Demonstration View modern websites to see what is trending today SEO Learn what drives SEO and view a case study in optimization Closing Review questions and provide directions to learn more

4 Managed Services Software Solutions Digital Marketing Infrastructure Solutions SWC is a leading provider of innovative technology solutions for the mid-market. For more than 35 years, SWC has excelled at providing strategic guidance and delivering best-in-class solutions tailored to fit growing organizations.

5 Marketing Services to elevate your brand and make an impression Websites SEO / SEM Graphics & Copy Videography Photography Marketing CRM Salesforce & MS Dynamics Social Media

7 7 Lead Source Preferences which lead sources have become more important? Inbound Outbound Source: HubSpot, 2014 State of Inbound Marketing

8 Marketing Spend what channels will have continued investment? Inbound 100% 80% Outbound 60% 40% 20% 0% -20% % Change -40% Channel Social Media Online Display SEO/PPC Public Direct Mail Events Print Radio/TV Other Relations Source: Selligent, 2016 Marketing Trends

9 9 Digital Marketing Roadmap how to build your digital marketing strategy Online Advertising PPC, Display & Retargeting Social Media Organic & Paid Content Marketing Blogs, Whitepapers, Infographics, etc. Marketing Dynamic campaigns focused on target segments Website & SEO Responsive, Optimized Design and Maintenance

10 10 Search in the Sales Process some stats you may not know 78% of US Internet Users Research Products & Services Online 86% of surveyed business executives perform product research on tablets 72% of surveyed business executives perform product research on smart phones The average B2B Buyer is through 57% of the purchase decision before engaging the supplier sales representative. 1 Exceptional Social Media and Marketing Statistics for 2014, Webbiquity, April IDG Global Mobile 2014 Survey, IDG, The Digital Evolution in B2B Marketing, Google & Corporate Executive Board Company, 2012

11 11 B2B vs. B2C identifying the difference Complex Products Frequent Transactions Fewer Buyers More Customers Multiple People Involved In Buying Decision Shorter Sales Cycle Relationships Are Key Engagement Is Key

12 12 B2B vs. B2C identifying the difference Get on the Vendor Short List Generate a Sale Relationships Are Key Engagement Is Key

13 13 Stanford Research: Web Credibility 46% of people judge the credibility of a company based upon the design of its website BOOSTS Third Party Validation Credentials & Expertise Physical Location People Easy to Connect LOWERS Design Purpose Mismatch Difficult to Use Not Recently Updated Too Many Advertisements Errors

14 14 Challenge: How Old is Your Website? B2B: Does The Site Demonstrate Credibility? B2C: Do You Know Where To Buy?

18 18 Watch Steve Ballmer s Keynote at WPC

21 21 Website Types what's your website? Starter Site Microsite Corporate Site Transactional Site Inexpensive, homemade Basic Presence Limited SEO Professionally Built Clear Conversion Objectives Moderate SEO Professional, Robust Site Basic Integrations Marketing Hub Interactive and Integrated E-Commerce Friendly Portal/Advanced CMS

22 22 Colors Aa Typography Imagery Consistency Complexity Usability Microsite Microsites and Landing Pages are often used to generate targeted conversions

23 Corporate Website fully responsive websites that rank Page Design Mobile-friendliness is key to all design in 2016 Functionality Required interactive elements and integrations Content Required interactive elements and integrations

24 Transactional Websites Preferred Meals engaged SWC to rebrand and build a custom website with a more user friendly experience

25 25 Why Upgrade? key reasons to update your website Conversion Users are not performing the desired activities due to limitations or poor user experience Flexibility Cost to maintain or update content is prohibitive, often requiring developer involvement Perception Aged content or layout does not demonstrate capabilities or provide a positive brand experience Responsiveness Website is not built to display on mobile or tablet devices

26 26 How Frequently Should I Update My Site? Time Resources SEO Rankings Credibility Accuracy

27 Content builds relationships. Relationships are built on trust. Trust drives revenue. Andrew Davis

28 28 WE RE MODIFIERS

29 29 What Are Search Engines?

30 30 SEO: Google = Kleenex a global platform with a massive reach Source: Google

31 31 What is a SERP? SEARCH ENGINE RESULTS PAGE (SERP)

32 32 Anatomy of a SERP SERP (Search Engine Results Page) Search Term # of Search Results Paid Search (PPC) PPC Receives 15% Clicks Organic Receives 85% Clicks Organic Search (10 Listings)

33 33 Anatomy of a SERP

34 Anatomy of a SERP (Post-March) 34 Paid Search (PPC) No longer contains PPC ads Organic Search Listings Paid Search (PPC)

35 35 Anatomy of a SERP (Post-March) Paid Search (PPC) Organic Search Listings

36 36 What is SEO? SEO stands for Search Engine Optimization

37 37 Factors Influencing SEO

38 38 Why Consider SEO? 95% OF SEARCH ENGINE TRAFFIC ORIGINATES FROM PAGE 1 LISTINGS

39 39 Why You Should Consider SEO The average click-through rate (CTR) a web site listing receives depends on where that site is organically ranked on the search engine result page (SERP). #1 = 36.4% #2 = 12.5% #3 = 9.5% #1 Organic Ranking is equivalent to the combined SE traffic sites ranked #2-#5 Moving from position #2 to #1 can increase your visits x 3! Data Provided By Optify.net

40 40 How Effective Can SEO Be? At SWC, we not only provide SEO services to our clients, we credit a lot of our own online success as a result of it.

41 How Effective Can SEO Be? Before SWC invested in SEO 41

42 How Effective Can SEO Be? 42 SWC decided to invest in SEO...

43 How Effective Can SEO Be? after SWC invested in SEO 43

44 44 SWC s SEO Service SWC is focused on driving strong SEO through analysis, strategic guidance and performance accountability

45 SWC s SEO Service key analysis activities for your website 45 ANALYSIS Keyword Analysis Competitive Analysis Traffic Pattern Analysis Site Performance & Benchmarking Site Design Analysis Referral Analysis

46 46 SWC s SEO Service providing strategic guidance for our partners SEO efforts begin with capturing data and reviewing metrics but real success is found when that information is used to develop and execute insightful and meaningful business At SWC we view our role as an active partner that works in a collaborative way to parse through our findings and help shape actions that are going to improve the trajectory of the business. strategies.

47 47 SWC s SEO Service proving performance accountability to our clients Productive business relationships are formed with a clear sense of accountability. With the inception of any SEO engagement SWC works with our client to establish clear, meaningful and realistic performance metrics. In the time that follows SWC documents our progress against these metrics within a standard monthly report.

48 48 SWC s SEO Service Discover Manage Recommend Discover Analyze Meet to discover business challenges, goals and purpose Analyze Forensically examine current website s keywords, technical factors and competition Recommend Develop a comprehensive action plan to build a foundation for future online marketing efforts Manage Ensure execution of action items and provide ongoing reporting and recommendations

49 How does your website stack up? GIVE YOURSELF ONE POINT FOR EVERY YES Does your website exhibit your organization s credibility? Is brand messaging accurate and consistent across your site? Does your navigation reflect the path a user should take? Are there calls to action driving users to provide information? Is your website user-friendly on mobile devices? Do your pages take less than three seconds to load? Are you tracking visits and engagement on your site? Does your site integrate with other marketing efforts (e.g. , social media)? Can non-technical users edit content and generate new pages? Does your site appear in search engines for core keywords? Do you regularly publish site content that brings visitors? HOW DID YOU DO? 9-11: Nice Job! 5-8: Consider Review 0-4: Refresh Needed In need of a website review or refresh? Contact SWC Technology Partners at or visit swcdigital.com to learn more and improve your digital impressions.

50 Upcoming Events Webinar: Online Marketing with Dynamics CRM Luncheon Oak Brook: Online Marketing with Dynamics CRM Luncheon Oak Brook: 21 Unified Communications - Skype Register at SWC.com/events

51 Thank You Question & Answer SWC Technology Partners Kristen Schmid Mark Fitzsimmons

Elliott Baretz Vice President Mark Fitzsimmons Search Engine Architect Sarah Derry Social Media Specialist. 2014 SWC Technology Partners

Elliott Baretz Vice President Mark Fitzsimmons Search Engine Architect Sarah Derry Social Media Specialist Agenda SWC Overview Digital Design Case Studies What Is SEO Q&A About SWC Technology Partners