Online Marketing Optimization Essentials

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1 Online Marketing Optimization Essentials Bilal Saleh Principal Partner E-Nor Inc. May 20, 2014

2 Agenda 2 E-Nor Overview Search Engine Optimization (SEO) Paid search Web Analytics Q&A Graphics by:

3 Our Story Founded Analytics Framework Published Dallas & Brussels Presence Established Blog Launched Contributed to Official Google Blog NY & FL Presence Established GA & ecommerce ebooks Published Global Training Program Launched Dubai Presence Established

Contributed to Official Google Blog NY & FL Presence Established GA &

4 Our Offices UNITED STATES E-NOR HEADQUARTERS San Francisco Bay Area Los Angeles, CA New York, NY Tampa, FL Dallas, TX Columbus, OH Portland, OR EMEA Brussels, Belgium Dubai, UAE

5 Clients & References 5

6 Our Online Marketing Approach 6 NON-BRAND Measure, Analyze, Optimize

7 7 SEO Basics

8 8 Graphics by:

9 The King Of Search 9

10 Click Through Rate Matters 10

11 raison d'être Online, that is! 11 Why Do You Have A Website? Define Success Conversion Graphics by:

12 Traffic Types 12 Organic Search Graphics by: Paid Search

13 What is Search Engine Optimization? 13 Optimize Your Website For Search Engines Graphics by: To Send Target Audience

14 How Search Engines Work 14 Crawl Websites Index Pages Match Queries Rank Pages Serve Results Relevance (Popularity) Importance Graphics by:

15 Human Vs. Machine 15

16 Search Engine Pages Results (SERP) 16

17 Key SEO Terms 17 Anchor Text Alt Text Headings Inbound Links, Internal Links Keyword, Long-tail Keyword Meta Description Page Title PageRank SERP Title Tag

18 Search Engine Friendly Sites - Content 18 Index-able Content (HTML) <!DOCTYPE html> <html> <body> <h1>my First Heading</h1> <p>my first paragraph.</p> </body> </html> Graphics by:

19 Search Engine Friendly Sites - Links 19 Craw-able Links Home Page Page A Page B Orphan C Orphan D Problematic Elements Forms Javascripts Plug-in Flash No-follow Too many links Graphics by:

Forms Javascripts Plug-in Flash No-follow Too many links

20 Search Engine Friendly Sites - Keywords 20 Keywords Usage Target keywords should be index-able Retrieval & Ranking Impacted By: water boiling" vs. boiling water Spelling Punctuation Capitalization Keywords usage on the page determines relevance Keywords should be prominently used in titles, text, and meta data. Graphics by:

boiling water Spelling Punctuation Capitalization Keywords usage on the page determines

21 Types Of Optimization 21 On Page Off Page Graphics by:

22 22 On-Page Optimization

23 On-Page Optimization Title Tag Accurate and precise description of the page s content Critical for search engines and for user engagement Important Factor: Length: 65 to 75 characters Words position: Closer to the start for better ranking Use your business name when possible Strike a cord with the visitor 23 Graphics by:

24 On-Page Optimization Meta Description 24 Not used for ranking Your ad copy! Search Engine only displays the first 160 characters Graphics by:

25 On-Page Optimization URL Structure 25 Displayed in the search result Could improve user experience Added value if it includes query keyword(s) Shorter is better Graphics by:

26 On-Page Optimization Duplicate Content 26 Same Content Different URLs Canonical Content Duplicate contents under different URLs Could be penalized by search engines Use one URL per unique content Remedy: 301 redirect or Canonical tag Graphics by:

27 Factors That Impact Ranking 27 User Experience: Ease of use Navigation Clarity and understandability Relevance of information to query Call to action Design Multi-browser support Mobile support High quality original content Graphics by:

28 Factors That Impact Ranking - Content 28 Write content for your target audience, not for the Search Engine! Satisfy the search query INTENT High quality, relevant, engaging, original, authoritative Graphics by:

29 Google Hummingbird Friendly Content 29 Case Studies Evergreen Educational (How To) FAQ In Depth analysis Problem solving Social signals

30 Factors That Impact Ranking - Linking 30 Natural Links Internal Links Back Links Graphics by:

31 31 Off-Page Optimization

32 Off-Page Optimization 32 Social Networking Directory Submissions Social Bookmarking Article Submission Off-Page Optimization Photo Sharing Press Releases Blog Posting Forum Discussions

33 33 Recap

34 SEO Process 34 Keyword Research Strategy On-Page Optimization Execution E-Nor Implementation Product Optimization Microdata Canonical Tagging In-house Implementation Web Analytics Off -Page Optimization SEM * Often keywords clients have in mind are not necessarily the keywords that are highly searched for, qualified, and produce the highest conversions. Social Media Profiles Inbound Linking Associated Web Properties See SEO Touch Points Document

35 Search Engine Optimization -- Keywords 35 Volume: Actively searched for and has significant search volume Qualified: Recommended keywords fit business objectives Trend Data: Recommended keywords do not show decrease search volume overtime YOUR WEBSITE

36 SEO Reporting 36 Ranking: Google, Yahoo, Bing Traffic: Google Analytics Reports: Based on clients needs

37 37 Paid Search

38 Paid Search Overview 38 Gaining non-organic targeted traffic by purchasing ads on search engines Also known as Cost Per Click (CPC) Pay Per Click (PPC) Advertisers pay only when the ad is clicked on Competing Keywords are auctioned in real time, hence driving CPC for each keyword Factors impacting campaign success: Keyword selection Click cost Quality of ad copy

39 What is AdWords? 39

40 AdWords Optimization -- Research 40 Know Your Target Customers: (Persona) Needs, desires, emotions Where they shop/buy online Are they satisfied with what they buy from the competition (online reviews) Select Your Keywords: The bulk of your efforts goes here.. Identify the most relevant keywords people use for this product (use keywords tool) Long-tail keywords Know Your Competition: Ranking, Keywords, Ad copies 3 rd party spying tools Graphics by:

41 AdWords Optimization Landing Page 41 Page content must be relevant to the ad copy Simple and attractive offer Clear pricing options Clean design Clear Call To Action (CTA) Study your top competitors landing pages and offers A/B testing

42 AdWords Optimization -- Keywords 42 Use keywords planning tool Start with a small set (5 to 10) and use exact match Watch for click through Remove the one that are not clicked on Expand on the ones that are getting clicks and create variations Group related keywords into Ad Groups. For example: Buying Ad Group : buy, purchase, discount, offer, deal, etc. Researching Ad Group : review, how to, compare, etc.

43 AdWords Optimization - Segment 43 Segment your campaigns: Location Device Search Network Display Network Time Shift budget to high performing segments Graphics by:

44 AdWords Optimization Ad Copy 44 Must be relevant to the keyword set Beat the competition (price, feature, testimonials, etc.) Matches key messages in the landing page Create multiple copies and split test (A/B testing) Delete underperforming ads Create new ones with the intent to beat the performing ones Repeat

45 AdWords Optimization Quality Score 45 Relevance of ad copy, keywords, & landing page High Quality Score = High relevance Quality score per keyword, the higher the score, the lower the CPC

46 AdWords Optimization Analytics 46 Measure your campaign performance on regular basis Track Conversion against your goals Use measurements and conversion to refine your campaign Cultivate new keywords and use them for SEO Graphics by:

47 47 Measure, Analyze, Optimize

48 Digital Analytics 48 Measuring the digital experience for the sake of improving it A Marketers tool Detailed statistics about traffic & traffic sources Measures conversions & sales 48

49 Digital Analytics 49 Without it, you can NOT determine the effectiveness of your Customer online experience: bounces, repeat, behavior, conversion, etc. SEO markebng Social Buzz Lead GeneraBon Prospects Engagement Graphics by: 49

50 Digital Analytics Measurements Examples 50 Daily Users (new, returning) Bounce rate (page stickiness) Average Conversion Rate Top-visited pages Users behavior Time on site, return frequency, etc. Referral source/channel (organic/google) Geography, language, technology Site revenue, best selling products, average order value 50

51 51

52 52 USF Connect Attendees Get 10% Discount Use Code GA10

53 53 Thank You

Campaign Goals, Objectives and Timeline SEO & Pay Per Click Process SEO Case Studies SEO & PPC Strategy On Page SEO Off Page SEO Pricing Plans Why Us

Campaign Goals, Objectives and Timeline SEO & Pay Per Click Process SEO Case Studies SEO & PPC Strategy On Page SEO Off Page SEO Pricing Plans Why Us & Contact Generate organic search engine traffic to