Web Marketing Basics for Small Business. Land s End Resort Marketing & Technology Conference September 20, 2011

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1 Web Marketing Basics for Small Business Land s End Resort Marketing & Technology Conference September 20, 2011

2 Web Marketing Fundamentals

3 Web Marketing Fundamentals

4 Web Marketing Fundamentals Search Engine Optimization Pay-per-click Advertising Web Analytics

5 What is SEO?

6 Why is it Important to Your Business? Lowest cost per visitor acquisition of any online marketing. Highest conversion rates, lowest cost per conversion. Research proves branding advantages of top rankings. Positioning opportunity vs. competitors.

7 SEO Facts 1 Google Currently has about 80% share of total searches on internet. 2 First ranking generates more traffic than #2, #3, and #4 combined.

8 SEO Facts

9 Brief History of SEO Text concentration, keyword meta tags, keyword stuffing Alta Vista number of links more than content drives ranking Google launches Instant indexing - Blogging platforms proliferate, changing web content Social factors evolve - search engines gain access to index Tweets from Twitter.

10 Search Engine Optimization Concept of Authority Keyword and page-based, not site based. Google has 200 primary factors, 10,000 sub-factors. Post-click behavior, social factors increasingly important.

12 Source: Elliance Search Engine Optimization

13 Reality of SEO Today Touches all aspects of your web presence. Even professionals have trouble keeping up. Anecdote Blog Today s Internet Marketing = Today s SEO Mobile, Social, Immediacy (News, Twitter), Google +

14 SEO Tips for Small Business 1 Consider a professional to create framework 2 Create authority content and use across impact points Web pages not enough blogs, Facebook, Twitter 3 Have professional, user-friendly site design and architecture

15 SEO Tips for Small Business Source: SEOMoz

16 SEO Tips for Small Business Source: SEOMoz

17 SEO Tips for Small Business Source: SEOMoz

18 Mobile Considerations Reality of SEO Today Size of mobile segment? Local listings Claimed? Local listings Accurate? Local listings Enhanced? Photos Videos Local listings Reviews monitored? Mobile site a need?

19 Web Marketing Fundamentals Search Engine Optimization Search Engine Marketing (SEM) Web Analytics

20 Search Engine Marketing (SEM) Also known and pay-per-click, paid search, CPC Much more than text ads today Mobile, Site targeting, Click-to-call More than straight bid Post-click, Ad performance Targeting Options Demographics, Location, Retargeting

21 Why SEM Is Important Most effective cost-per-visitor acquisition advertising Adds timing, road-blocking, and fill the gap tactics Opportunity for testing is endless keywords, pages Can target specific audiences Target people already in the buying cycle who are actively seeking a product/service - emergency plumber vs. plumber

22 Reality of SEM Today Not just straight bid Post-click performance Landing pages Ad copy testing critical Targeting options Demographics Dayparts Geography Devices

23 Reality of SEM Today

24 Tips for Small Business Owners Define your strategy Target, target, target Test, test, test Ads and landing pages Networks Targeting options Break out! Mobile Search & Content Networks

25 Tips for Small Business Owners Measure against conversions, not CTR, visits Measure profit per conversion (revenue minus cost) Base bids on target ROI

26 Tips for Small Business Owners Notes on Mobile Monitor traffic from mobile devices (see next section) Match ad spend to user behavior, segment size, segment type Use as testing for market changes for your business Consider mobile-optimized site, landing pages.

27 Web Marketing Fundamentals Search Engine Optimization Search Engine Marketing Web Analytics

28 What Is Web Analytics? Definition: Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. Types Site engagement and usability Advertising performance and effectiveness E-commerce performance

29 What Is Web Analytics? Google Analytics empowerment of small business Free, but not free Investments in good, actionable data Custom dashboards E-commerce integration & configuration Data management

30 Analytics: The Basics Page Views Visitors/Unique Visitors Bounce rate Pages viewed/visit Traffic sources

31 Analytics: The Basics

32 Analytics: The Basics

33 Analytics: Take It Up a Notch Advertising sources Cost-per-visit Conversion rate E-commerce

34 Analytics: Take It Up a Notch

35 Analytics: Advanced Analysis Custom Segments Multi-channel Analysis Site Alerts

36 Analytics: Advanced Analytics

37 Analytics: Advanced Analysis

38 Analytics: Advanced Analysis

39 Small Tips for Business Owners Determine your actionable information Think beyond the ranking, the visit Establish baselines and set goals Build reports or tools to measure against goals Integrate data into dashboards Google Analytics, Stats, Call Volume, etc. Use as needed, consistently think about timing make adjustments based on the info

40 Small Tips for Business Owners

41 Small Tips for Business Owners

42 Web Marketing Fundamentals Search Engine Optimization Pay-per-click Advertising Web Analytics

43 Get this presentation: twitter.com/apokrisis linkedin.com/in/kristenlindsey

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