1/7/2016. Presentation Overview SEO. Web Design: Traditional, Mobile, and Responsive. Best Practices for Pay-Per-Click Advertising

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1 The Core Essentials of Developing a Profitable Internet Marketing Campaign JANUARY 19, :00 AM 11:00 AM Presenter: Chris Behan Socius Marketing, Tampa, FL Presentation Overview SEO Organic Results and How Google Works Keyword Research and Why Size Matters Common Myths Web Design: Traditional, Mobile, and Responsive Best Practices for Pay-Per-Click Advertising Remarketing Through Google's Display Network Social Media Marketing: Pay to Broaden Your Reach Key Takeaways 1

2 Search Engine Optimization (SEO) - Organic Results and How Google Works Organic Results 75% PPC Ads 25% Did You Know? When you conduct a search in Google, you re actually searching their copy of saved (aka cached) sets of information. Google s Data Centers Google s Stated Mission To organize the world s information (content) and make it universally accessible and useful (relevant). 2

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4 Prominently place content that is descriptive of Who you are, What you do, and Where you do it Search Engine Optimization - Keyword Research and Why Size Matters 4

5 Builder Keywords Search Volume Construction Company 1,220,000 Home Builder 823,000 Home Designer 368,000 New Home Builder 135,000 Home Designs 110,000 Custom Builder 90,500 House Designs 74,000 Home Addition 60,500 House Plans 60,500 House Additions 54,000 Home Repairs 49,500 Room Additions 27,100 New Homes 22,200 Licensed Contractor 18,100 Remodeler Keywords Search Volume Home Windows 673,000 Replacement Windows 368,000 Bathroom Remodeling 301,000 Metal Roofing 301,000 Home Remodeling 246,000 Vinyl Siding 246,000 Roofing Companies 201,000 Kitchen Remodeling 201,000 Kitchen Design 165,000 Remodeling Contractor 110,000 Cabinet Refacing 90,500 Remodeling Contractors 74,000 Home Remodeler 74,000 Kitchen Refinishing 40,500 Builder Keywords Search Volume Construction Company 1,220,000 Home Builder 823,000 Home Designer 368,000 New Home Builder 135,000 Home Designs 110,000 Custom Builder 3.11 million 90,500 House Designs 74,000 searches Home Addition 60,500 House Plans every month60,500 House Additions 54,000 Home Repairs 49,500 Room Additions 27,100 New Homes 22,200 Licensed Contractor 18,100 Remodeler Keywords Search Volume Home Windows 673,000 Replacement Windows 368,000 Bathroom Remodeling 301,000 Metal Roofing 301,000 Home Remodeling 246,000 Vinyl Siding 3.09 million 246,000 Roofing Companies 201,000 searches Kitchen Remodeling 201,000 Kitchen Design every month 165,000 Remodeling Contractor 110,000 Cabinet Refacing 90,500 Remodeling Contractors 74,000 Home Remodeler 74,000 Kitchen Refinishing 40,500 Competitive Advantage: Size of a Site 5

6 Size of Remodeling Websites # of Pages Lennar.com 38,300 MiHomes.com 23,600 Pulte.com 19,300 MeritageHomes.com 16,600 KbHome.com 7,790 Beazer.com 3,210 Alure.com 2,420 RebornCabinets.com 1,120 ThompsonCreek.com 1,090 PowerHrg.com 686 ChampionWindow.com 507 What Others Are Doing: 6

7 Google Instant Provides Insight Google Instant is a search enhancement that shows results as you type. We are pushing the limits of our technology and infrastructure to help you get better search results, faster. Related Searches Provide Insight As Well 7

8 Related Searches Based on search pattern and volume, Google tells you the ways in which people are researching online for similar keywords and phrases. Journey Mapping: Replacement Windows Fills Out Form or Calls Benefits: Noise Reduction Warranty Price Location Reviews SEO Formula To compete online, you need: Different pages with relevant info that matches search queries (aka keywords) Separate pages about each service Unique pages for each territory Let's do the math: X = 8

9 Think of the various ways people search for your products/services X X Think of the areas your company operates in and where you want to generate leads from X = X = 9

10 X = For Example: 10 products/services x 10 areas = 100 different pages Your site should have individual pages for each of these unique combinations X = Search Engine Optimization - Common Myths If content is king, then blogs will help my site rank, right? 10

11 Builder Keywords Search Volume Construction Company 1,220,000 Home Builder 823,000 Home Designer 368,000 New Home Builder 135,000 Home Designs 110,000 Custom Builder 90,500 House Designs 74,000 Home Addition 60,500 House Plans 60,500 House Additions 54,000 Home Repairs 49,500 Room Additions 27,100 New Homes 22,200 Licensed Contractor 18,100 Remodeler Keywords Search Volume Home Windows 673,000 Replacement Windows 368,000 Bathroom Remodeling 301,000 Metal Roofing 301,000 Home Remodeling 246,000 Vinyl Siding 246,000 Roofing Companies 201,000 Kitchen Remodeling 201,000 Kitchen Design 165,000 Remodeling Contractor 110,000 Cabinet Refacing 90,500 Remodeling Contractors 74,000 Home Remodeler 74,000 Kitchen Refinishing 40,500 We searched all of these keywords and no blogs ranked on the 1st page of Google. Duplicating content on your website is ok?.com/additions.com/additionsx2.com/additionsx3 Google s algorithm is always changing? 11

12 Asking Matt Cutts - How much do you use the keywords meta tag in your main search results? Meta Keywords have no impact on SEO! & Meta Descriptions DO NOT help with SEO, but can help a little bit with click-through rates. Source: Questions to Ask Any SEO Company: Do you have industry experience and do you have a physical location(s)? Do you offer an "all-inclusive" package for $399/month? Will my website be hosted by a third party? Will you outsource my content or website design and development to a third party? How will you generate original content for my website? Research yourself: Does their own company website rank organically for their services in their local territories? SEO Recap Content is the key ranking variable Add original (not duplicate) and readable content (not an image) to your website on a consistent basis Note: Blogs don t work for SEO like they used to Size matters Use variants of keywords and be descriptive of the different products and services you offer Build page to work with purpose Remember to be descriptive of Who you are, What you do, and Where you do it 12

13 Web Design: Traditional Web Design Who You Are What You Do Where You Do it 13

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17 Web Design: Mobile Mobile Design Your website should automatically detect if a visitor is coming to your site from a mobile browser and then dynamically serve them the mobile version of your site. Google's Mobile-Friendly Update On April 21, 2015, Google expanded their use of mobilefriendly websites in search results. 17

18 Web Design: Responsive Responsive Design: An alternative option to traditional and mobile which automatically resizes your website to fit the screen it s being viewed on, allowing for flexibility across all platforms. Web Design & Development DON T LET YOUR WEB COMPANY HOST YOUR SITE! Make sure you are the only ones that have access to the ownership of your URL Your site should be in an open-source content management system (CMS), like WordPress, in which you have full control and can make edits yourself If and when moving over pages into a new design, make sure to consider the URL naming conventions to protect how those pages rank in search engines 18

19 Best Practices for Pay-Per-Click Advertising Organic Results 75% PPC Ads 25% Organic Results 25% of your budget PPC Ads 75% of budget 19

20 Builder Keywords Search Volume Construction Company 1,220,000 Home Builder 823,000 Home Designer 368,000 New Home Builder 135,000 Home Designs 110,000 Custom Builder 90,500 House Designs 74,000 Home Addition 60,500 House Plans 60,500 House Additions 54,000 Home Repairs 49,500 Room Additions 27,100 New Homes 22,200 Licensed Contractor 18,100 Remodeler Keywords Search Volume Home Windows 673,000 Replacement Windows 368,000 Bathroom Remodeling 301,000 Metal Roofing 301,000 Home Remodeling 246,000 Vinyl Siding 246,000 Roofing Companies 201,000 Kitchen Remodeling 201,000 Kitchen Design 165,000 Remodeling Contractor 110,000 Cabinet Refacing 90,500 Remodeling Contractors 74,000 Home Remodeler 74,000 Kitchen Refinishing 40, million total searches are conducted each month for just these keywords 75% Organic = 4.65 million 25% PPC = 1.55 million Pros of a Pay-Per-Click Campaign Quick to set up and drive traffic Specific product advertising: home additions, kitchen remodeling, replacement windows, walk-in tubs, vinyl siding, replacement siding, etc. Control over specific marketing messages that match what people are searching online Pros of a Pay-Per-Click Campaign (Continued) Geo-targeting can be used to attract customers from profitable markets Your PPC campaign can be easily adjusted based on your marketing needs or managing seasonal promotions Real-time tracking is available to monitor optimal performance 20

21 Cons of a Pay-Per-Click Campaign Only about 25% of all search traffic clicks on these ads PPC is like renting, whereas SEO is like owning a house, every dollar you put in goes toward the investment PPC does NOT contribute toward improving your SEO/organic rankings If your campaign is not managed properly, it can spiral out of control quickly and become costly If you don't have a robust set of negative keywords, you can get irrelevant traffic and leads Your PPC Campaigns Should Contain Mobile-Specific Ads With mobile searches on the rise, it's important to have separate mobile-specific PPC ads There are roughly 2 billion PCs in the world and more than 5 billion mobile devices Globally, mobile traffic is about 30% of all internet activity Mobile ads should drive clicks to a phone # Source: Properly Choosing a PPC Company Essential Factors to Consider: Budget You pay them to manage your budget properly, not to spend it Full Disclosure and Campaign Transparency - There should be shared reporting, and the money being allocated toward the Google AdWords spend should be separate from your monthly management fee 21

22 Essential Factors to Consider (Continued) Exclusivity - The number of clients in the same territory should be limited Manual Evaluations - All nuances of the campaign(s) should be continuously monitored and improved by a real person, not a computer program Industry Experience - Continuous recommendations for improvement Remarketing Through Google s Display Network Remarketing: A Second Chance 22

23 How Remarketing Works Cookies can be adjusted to follow people for certain time periods: The default is 30 days and the maximum membership duration is 540 days For remarketing lists for search ads, the maximum membership duration is 180 days Good for brand exposure Where Remarketing Ads Appear Google's Display Network: Composed of MILLIONS of participating sites Offers affordable advertising and branding for automatically targeting previous site visitors Highly-targeted advertising: Nurture your prospects Reinforce your message to people who are more likely to buy Targeting options are available Create all types of ads: text, image, interactive, and video Example of an Animated Remarketing Ad 23

24 Social Media Marketing: Pay to Broaden Your Reach Organic Posts on Company Page Take Social Media a Step Further 6% 24

25 Benefits of Facebook Advertising Use Facebook's promoted posts and ads to boost brand awareness, increase likes/comments, and overall engagement Increase your fan base and # of likes on your page Build your engaged audience and become a community resource The goal is to create action items to generate brand awareness that can lead to new leads Boosted Posts in News Feed Target Specific Demographics Relationship Education Types of Facebook Demographics Interested in Status EDU Level Field of Study Schools Undergrad years Generation Parents Politics Baby Boomers All Parents Moms Affiliation Voter/Non Work Financial Employers Job Titles Industries Office Type Income Net Worth Life Events New Job New Relationship Engaged Newlywed Moved Birthday Home Home Type Ownership Home Value Dependents Languages English Spanish French 25

26 Types of Content for Posts and Ads Events/Shows Specials Seasonal tips Quotes Testimonials Sweepstakes Showcase work and designs Community involvement Creative links to your site Industry-related news/articles Interactive objectives: polls, votes, surveys Sweepstakes: Facebook Ad Campaign Results With a Budget of $75/Month: FOR THE ENTIRE CAMPAIGN (6-MONTH PERIOD) AVERAGE MONTHLY REACH 37,200 PEOPLE TOTAL REACH 223,200 PEOPLE 26

27 Summary Key Takeaways Summary of Key Takeaways SEO: Content is King and size matters. Use variances of keywords on separate pages within your website. Web Design: Incorporate various CTAs and industry credibility. BE MOBILE FRIENDLY! and make sure you ultimately own and/or have control of your website. PPC: Spend wisely and use remarketing to regain someone s interest. Social Media: Don t talk to yourself, pay to broaden your reach. Speaker Contact: Chris Behan Socius Marketing N. Rocky Point Dr. Suite 410 Tampa, FL