Maximizing Online Visibility: Marketing vs. Optimization Strategies for Effective Growth

1. Getting to the Top of

2. Then – Fingers do the walking!

3. Now – Google Results

4. Marketing vs Optimization Search Engine Marketing • Google AdWords • Pay-Per-Click • Fast Impact • Highly Targeted • Expanded Reach with Google Partner Sites • Focus on a Larger Group of Key Phrases Search Engine Optimization • Long Term Investment • Un-Paid to Google • Focus on Specific Key Phrases for each page of your site • Local or National Focus • Includes Images, Videos, Blogs, Maps and More

5. Marketing vs Optimization Which one should you focus on? Both! • Your Competition is, • and if they aren’t, you should be the first!

6. Search Engine Optimization Long Term Investment • Key Phrase Research • Competition Research • Site Structure • Link Building • Local Registrations & Reviews • Social Media Impact

7. Search Engine Optimization Key Phrase Research • Quality not Quantity – • Know what terms provide traffic and which do not. • “Dallas Animal Hospital” vs “Animal Hospitals in Dallas TX” • Which of these terms have more traffic? • Must be appropriate for your business • Develop Key Phrases appropriate for each Section or Page of your site.

8. Search Engine Optimization Competition Research • Understand your Search Competition • Use your Key Phrase Research to determine your Search Competition • Important things to note about the Competition • Website Address (URL) – http://www.domainname.com/directory/pagename.html • Meta Page Title Tag • Content – Structure, Text, Videos, Images • Links – Who is linking to them, and who are they linking to?

9. Search Engine Optimization Website Content & Structure • Larger sites must be organized well • Your home page should not link to every page on your site. • Smaller sites must be content rich and focused • Use your Competition to determine the amount of content • Avoid using “Click Here” for links • This is a lost opportunity, try using key phrase rich words for links.

10. Search Engine Optimization Links to your Website • If Page A points to Page B, that is considered a “Vote” for Page B • Page B receives “Points” • Show’s that you’re an expert • Increases your trust with the search engines • Should be “Natural” • Be better than your competition • Do NOT purchase links • Understand the difference between Follow & No-Follow Tool Tip: www.opensiteexplorer.org is a great tool to see what sites are linking to you and your competition.

11. Search Engine Optimization Local Registrations & Reviews Registering with Google Places is not enough! • Consistent • Up-to-date • Promote Reviews • Use Photos & Videos

12. Search Engine Optimization The Social Media Impact – Why it “Might” be important! • Google+ provides personal results • Twitter re-tweets have made an impact during past tests

13. Search Engine Optimization Search Engine Optimization for Mobile? Yes! • Pay attention to the behavior of your current visitors • Very beneficial for specific industries • Think Local – According to Google, 95% of Mobile users have Local Intent • Think Social – Great way to get referrals • Take advantage of Review Sites (Yelp, Angies List, Yahoo) • Make sure your blogs are mobile friendly Low Budget Ideas for Mobile SEO • Link to Google Maps • Use other 3rd Party Applications

14. Search Engine Marketing Search Engine Marketing • Fast Impact • Highly Targeted • Expanded Reach with Google Partner Sites • Focus on a larger group of Key Phrases • Great exposure for all size businesses • Target specific devices – Mobile or Desktop • Based on a set budget • Pay-Per-Click • Pay-Per-Impression

15. Search Engine Marketing Ads can appear on more than just Google

16. Search Engine Marketing Many Different Ad Variations

17. Search Engine Marketing Landing Pages – What Google Suggests • Relevant and Original Content • Clear Purpose of the Page • Transparency • Easy to find contact information • Ease of Use • Is it easy to find what you’re looking for?

18. Search Engine Marketing Being #1 Should NOT be your Goal! • Focus on: • ROI • Clicks • Conversions

19. Search Engine Marketing

20. Tracking Success Tracking Results • Search Optimization • Key Phrase Placements • Inbound Links • Watch your Competitors • Search Marketing • Focus on Conversions & ROI • #1 is Not the Best for every Budget • Monitor Ad Performance • Ensure that your Landing Pages are Converting This is an investment – you should get back more than what you put in!

21. Tracking Success Tracking Tools • Search Optimization • Rank Checker (FireFox Add-On) • Google Webmaster Tools • Google Analytics • SEMRush.com • Search Marketing • Google AdWords • Google Analytics • Google AdWords Editor

22. Thank You!