Tim Snyder, Vice President Of Marketing, OPEN MINDS Eron Cohen, Internet Marketer, Fuuzio Internet Marketing OPEN MINDS Planning & Innovation

Transcription

1 Tim Snyder, Vice President Of Marketing, OPEN MINDS Eron Cohen, Internet Marketer, Fuuzio Internet Marketing OPEN MINDS Planning & Innovation Institute June 6, 2012 / 1:15pm

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3 Why Is SEO (Search Engine Optimization) Important? Overview Of SEO Keywords, Backlinks, Content Best Practices In SEO Strategies & Techniques For SEO Success Group Discussion & Interaction 3

4 Why Is SEO Important? 4

5 96% Of Consumers Now Use The Internet Your target customer has evolved. Search rankings and online marketing strategies are impacting consumer behavior now more than ever. 93% Of Online Experiences Begin With A Search Engine Remember the first impression concept for sales (and relationship) success? Search engine results, online reviews, and your website are now the critical first impression that potential customers have of your business. 68% Of All Searchers Don t Go Past The First Page Of Search Results If your website isn t showing up on the first page of search results for the main keywords associated with your services, you practically don t exist. 5

6 Think about when YOU need to find information on something, at work or at home, what is the first thing YOU do? 6

7 yeah right. 7

8 90% of consumers in need of health-related services now use the internet to find, browse, or research options before making a purchasing decision. Which is why if you want anyone to find out anything about your business or services you need a website. Tips for sneaking out of a conference presentation on SEO 8

9 Most Popular Online Activities (By Age Group) Age: # #2 Search Search Search Search Search Search #3 Health Info Health Info Health Info Health Info Health Info Health Info #4 Social Media News News News News Shopping #5 Stream Videos Govt Websites Govt Websites #6 News Travel Reservations Travel Reservations Govt Websites #7 Shopping Stream Videos Shopping Travel Reservations Travel Reservations News Shopping Shopping Travel Reservations Govt Websites Govt Websites pewinternet.org Researching health care is now the 3 rd most popular online activity. 9

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11 Two Options: 1. Rank high on search results about the products and services they need (and you offer) 2. Hack into their computers and make your website their home page Since hacking could get us a ton of bad publicity (and jail time), we ll stick with ranking high on search results for the remainder of the presentation... 11

12 When YOU use a search engine, which results do YOU click on? 12

13 A joint eye tracking study conducted by eye tracking firm Eyetools and search marketing firms Enquiro and Did-it.com has shown that the vast majority of eye tracking activity during a search happens in a triangle at the top of the search results page indicating that the areas of maximum interest create a "golden triangle." 13

14 Depending on your services, the difference between these two rankings could mean hundreds of thousands in potential revenue. Position Click-Through Rate (CTR) Rank # % Rank # % Rank # % Rank #4 4.92% Rank #5 4.83% 14

15 Position Click-Through Rate (CTR) Example #1: National According to the Google Keyword Estimator tool, the phrase residential treatment center is searched approximately 60,200 times each month. Rank # % Rank # % Rank # % Rank #4 4.92% Rank #5 4.83% Ranking #1 in this term (and only this term) on Google would get your web site approximately 31,033 visitors a month. Ranking #5 in this term (and only this term) on Google would get your website approximately 2,907 visitors a month. Assuming your website (on average) converts 1% of these visitors into clients, and assuming your average revenue per client is $2,000, the following conclusion can be drawn: Ranking #1 Is Worth $620,660 Ranking #5 Is Worth $58,140 15

16 Position Click-Through Rate (CTR) Example #2: Local According to the Google Keyword Estimator tool, the phrase Florida rehabilitation centers is searched approximately 12,100 times each month. Rank # % Rank # % Rank # % Rank #4 4.92% Rank #5 4.83% Ranking #1 in this term (and only this term) on Google would get your web site approximately 6,238 visitors a month. Ranking #5 in this term (and only this term) on Google would get your website approximately 584 visitors a month. Assuming your website (on average) converts 1% of these visitors into clients, and assuming your average revenue per client is $2,000, the following conclusion can be drawn: Ranking #1 Is Worth $124,760 Ranking #5 Is Worth $11,680 16

17 Successful SEO results in new business and additional sales/revenue. More revenue makes executives look better and seem smarter. 17

18 Overview Of SEO 18

19 Technical Definition: Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. Typically, the earlier a site appears in the search results list, the more visitors it will receive from the search engine. My Definition: The most important pull marketing tactic in the history of the world. SEO is all about helping interested people find your website before they find your competitors. This means more revenue for your organization and not theirs. 19

20 Paid Ads (10% of clicks) Organic Results (SEO) (90% of clicks) 20

21 Think about what a user is going to type - Matt Cutts, Google Make your website reflect that as best you can. - Me 21

22 Eron can handle this part 22

23 The SEO Pyramid For optimal results, start with a strong base and work your way up. Only worry about these After you ve taken care of all of these 23

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25 2012 Executive Leadership Institute September 12-14, 2012 Gettysburg, Pennsylvania 2012 Technology & Informatics Institute October 17-18, 2012 Baltimore, Maryland 2013 Performance Management Institute February 14-15, 2013 Clearwater Beach, Florida 2013 Planning & Innovation Institute June 11-13, 2013 New Orleans, Louisiana 2013 Executive Leadership Institute September Gettysburg, Pennsylvania 25

26 The market intelligence to navigate. The management expertise to succeed. 20+ years of market intelligence & management consulting 500+ years of collective team experience 40,000+ executive subscribers York Street, Gettysburg, Pennsylvania