SEO, Mobile, Local, Video Internet Marketing Tools for 2010

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1 SEO, Mobile, Local, Video Internet Marketing Tools for 2010 Ron Jones President/CEO - Symetri Internet Marketing ClickZ / SEW Expert Columnist SEM 101, SEM.edu Author SEMPO Institute Keyword Research Courses twitter.com/ron_jones linkedin.com/in/ronjonesjr

2 This Is My Bike

3 Wheel Components Rims Spokes Hub

4 Your Website Is the Central Hub

5 Symetri Internet Marketing - Structure Strategy (Goals / Planning/ Training) Online: SEO PPC Blogs Social Mobile Video Etc Offline: Print TV Radio Media Campaigns (Drive to Site) user behavior user experience conversion Measure (Analytics)

6 Internet Marketing Strategy How will you measure success? Conversion Points Web to Store Loyalty Program What are your business goals and objectives Who is your customer Strategy (Goals / Planning/ Training)

7 Web site Development Approach Behavioral Design Persona Design Visual Design Look and Feel Technical Design Programming HTML Database Integration

8 Planned vs. Unplanned Behavior Design Unplanned Information Environment Planned Information Architecture Framework Users Employees Suppliers Customers Partners Interested Public Users cannot find the information they need. Users access the right information at the right time. All Content Objects All Content Objects The sum of all published content: Web, Lotus Notes, Databases, Microsoft Office, Etc. The sum of all published content: Web, Lotus Notes, Databases, Microsoft Office, Etc.

9 Site Performance

10 Persona Design Personas are archetypal users of a website that represent the needs of larger groups of users, in terms of their goals and personal characteristics. They act as 'stand-ins' for real users and help guide decisions about functionality and design Personas identify the user motivations, expectations and goals responsible for driving online behavior, and bring users to life by giving them names, personalities and often a photo

11 Drive to Site Campaigns SEO Search Engine Optimization Paid Search Advertising or PPC Social Media Marketing or WOM Advertising Mobile Marketing Video / Image Marketing Traditional Marketing Website Media Campaigns (Drive to Site)

12 Keyword Research Social Media Sites SEO PPC Your Website Keyword Relevance

13 Keywords: Setting the Right Expectation When we use keywords we set/reinforce searchers expectations As marketers we then have the responsibility to deliver on that expectation Right Keywords Relevant Destination Content Conversion

14 Wrong Keywords Waste significant resources May not reach the right audience May attract visitors who will not convert

15 Keywords are Foundational to all Marketing Channels Fundamental Building block for all online and offline marketing campaigns SEO PPC Mobile Local Social Video / Image Traditional Marketing Website

16 Strategic Concept Buying Cycle Initial Research Broad Search Terms Refine Search Narrow Search Terms Content Research Decision / Conversion What is the time span for your product or service?

17 Keyword Research Process Find all possible keywords Blue Sky Refine Identify best performing keywords Break down into categories or themes Categorize Test Test performance

18 Keyword Tools Suggestion Tools Google AdWords Keyword Tool Keyword Discovery Paid Free Wordtracker Paid Free Wordstream Paid Free Forecast / Trend Tools Google Traffic Estimator Google Search Insights Google Trends Google Sets Other Keyword Tools Local Keyword Lists SEOBook Keyword Tools Wordze

19 Google Keyword Tool

20 Keyword Discovery

21 Seasonality and Trends Holidays, Special Events, Seasons, Economic Trends

22 Competition Analyze your known competition Visit their web site (check metadata) What terms are they trying to optimize did they miss anything? Keyword Competition What is the average CPC? How popular are the keywords? Resources

23 SpyFu

24 Drive to Site Campaigns SEO Search Engine Optimization Paid Search Advertising or PPC Social Media Marketing or WOM Advertising Mobile Marketing Video / Image Marketing Traditional Marketing Website Media Campaigns (Drive to Site)

25 3 Pillars of SEO Link Building Keyword Optimization Search Engine Friendly Design

26 Crawlers: How they work They follow links and read pages found Text of pages is stored in an index When you search, they look for pages with matching text Your Site Google The Internet

27 Search Engine Friendly Design On page Optimization: URL: Domain, Directories, Filenames Page Titles Header Tags (<h1>, <h2>, etc.) Internal Links & Link Anchor Text Secondary: Meta Data, Keyword Density, Emphasis (font size, color, etc.) Search Engine Submission & Saturation Submitting your Site (XML Sitemap or new ROR Sitemap via XML Feed Checking Search Engine Saturation ( site: search command) Potential Spider Traps

28 On Page Features title url alt text bold body html meta keyword meta description emphasize italic out anchors h1, h2, h3

29 Web Site Popularity Link Popularity Internal Linking Structure Site Map Checking Link Popularity ( link: search command) Identifying Good Link Partners User Popularity Number of Unique Visitors How Many Pages / Visit How Much Time / Visit Percentage of Return Visitors Duration Between Return Visits

30 New SEO Considerations Real Time Search Behavioral Search Image Search / Video Search Google Instant

31

32

33 Local Search Marketing Beyond the Yellow Pages

34 97 % of Consumers Use Web to Shop Locally

35 Consumers are Flocking to Google Maps In 2009, 20% of all Google Searches are related to Local 1 out of 13 SERPs returns Maps results

36

37

38 Local Search Optimization Consistency Verified Business Listing Info Domain and Business Name in Titles Business name in Title Tags and Descriptions Correct Categories in Listings in Directories About Us and Contact Us Pages Encourage Reward for Positive Reviews from Customers

39 Mobile Search Nearly 35% of total mobile handsets are smartphones computing power and storage is similar to a desktop a few years back Mobile is always connected Mobile Internet usage is often time sensitive and location sensitive A mobile user may be further down in the funnel of purchase cycle

40 Mobile User Purchasing Behavior Mobile users are more about finding than searching Mobile users purchase based on location & impulse Smartphone use is led by Males making over $100K Same demographic leads in mobile shopping & coupon use

41 Video Optimization 24 hours of new video content are uploaded to YouTube every minute As much video content uploaded 24/7/365 as 1,440 cable TV channels As much video content uploaded a day as ABC, CBS, and NBC have broadcast since 1978 As much video content uploaded a week as 120,960 feature-length filmssource

42 Importance and Relevance After determining the content of the video using our spidering technology, Google then combines sophisticated text-matching techniques to find videos that are both important and relevant to your search. Our technology examines dozens of aspects of the video s content (including number of hits and rating) to determine if it s a good match for your query. - Source: Google Video Help

43 Optimization Guidelines Title: 120 characters Think of your title as a headline If you include brand name in title, it should go last Description: 5,000 characters Be as detailed as possible (short of entire transcript) Include URLs (with to Playlist or website Tags: 120 characters Be as detailed as possible Include: Brand, city, topics Make it Memorable and Distinct

44 Symetri Internet Marketing - Structure Strategy (Goals / Planning/ Training) Online: SEO PPC Blogs Social Mobile Video Etc Offline: Print TV Radio Media Campaigns (Drive to Site) user behavior user experience conversion Measure (Analytics)

45 Website is your Central Hub

46 SEO, Mobile, Local, Video Internet Marketing Tools for 2010 Ron Jones President/CEO - Symetri Internet Marketing ClickZ / SEW Expert Columnist SEM 101, SEM.edu Author SEMPO Institute Keyword Research Courses twitter.com/ron_jones linkedin.com/in/ronjonesjr

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