Get DiscoveredOptimizing Tools to Enhance Your Web Presence

Caitlin KaluzaSearch Engine Marketing ManagerSchipul – The Web Marketing Company Photo credit: flickr.com/photos/viriyincy/5149025243/

About Me

1. Identify Your Audience2. Optimize your Website3. Produce Great Content4. Optimize Local Listings5. Online Advertising6. Measure Your Success

What We’ll Go Over

1) IDENTIFY YOUR AUDIENCE

“YOU CAN’T MANAGE WHAT YOU DON’T MEASURE”

Peter Drucker

Google.com/analytics

Set Up Analytics Tracking

• Free (with Google Account)

• Data from Google• User Access• Easy Exports

Why Google Analytics?

Dashboard Definitions

Bounce Rate = only visited one page (then “bounced”)<50% is a good bounce rate

Visitors Tab

Average Schipul Client Mobile 5-7%

Traffic Sources Tab

Healthy Search Engines Percent is 60% - 75%

Content Tab

Look for “non branded keywords,” surprise keywords that are sticking, misspellings and laymen’s terms

Who’s Talking About You?• Google Alerts• Tweet Beep• Social Mention• Hootsuite

Monitoring Tools

Brainstorm:• How will your target market search for you?

Houston attractions, Houston things to do, Houston art gallery…

• Are you targeting a geographic area?Houston, Texas, Sugarland, South Texas, Southwest

Research Your Target Audience

Free: adwords.google.com/select/KeywordToolExternalPaid: www.wordtracker.com

Keyword Suggestion Tools

Three prioritized terms:1. Virginia plastic surgeon (ery)2. Cosmetic surgery Virginia3. Virginia cosmetic surgery

Select 3 Key Phrases

Austin-weston.com

2) OPTIMIZE YOUR WEBSITE

How Does a Search Engine Work?

1. Spider crawls content

2. Catalogs in index

3. Algorithm determines what shows for any search

http://bruceclay.com/serc.htm

Search Engine Relationships

http://bruceclay.com/seo-hierarchy-of-needs.htm

• Readable Text• Fresh, unique content• Good site architecture• Unique meta info• Relevant inbound links

What do Search Engines Look For?

OPTIMIZING YOUR CONTENT

Photo credit: flickr.com/photos/tryburn/3625848985

Content is King.

schipul.com/sem-tools

Keyword DensityWhat is this page about?

Incorporate Keywords

1. In your text2. In your titles3. In alt tags4. In links to other pages

Alt Tags = Good SEO and Good Karma

Remember:Google is deaf & blind.

Optimize Meta on Every Page

Meta = tags on the back end that tell Google what your page is about

New content ideas1. Press

releases2. Articles3. Events4. News

updates5. Photo

galleries6. Interviews7. Videos8. Blogs9. Podcasts10. Whatever

Photo credit: flickr.com/photos/calliope/147056989

Keep Your Site Fresh

3) PRODUCE GREAT CONTENT

If YouTube were a search engine it would be #2

Video Tells the Story

• Include keywords in description, tags

• Link back to your website

• Create playlists and add descriptions

• Closed Captions

Optimizing Video for SEO

YouTube.com/nonprofits

• Become an official “nonprofit” channel

• Click through call to action• Must be 501(c)(3)

YouTube for Nonprofits

Photos

Photo credit: Sarah Worthy

Online Newsletters

• Collect Email Addresses

• Keep Timing Consistent

• Try Weekends/ Off time

• Share Tips, Deals

• PayPal• ChipIn• KickStarter.com• IndieGoGo• Crowdrise• Fractured Atlas

Online Donations

Photo credit: flickr.com/photos/sometimes_sam/3650280087

Google Says “Don’t Be Evil”

QUICK BREAK!

4) OPTIMIZE LOCAL LISTINGS

11 Searches in One

1. Claim & verify your listing

2. Fill out the entire profile

3. Ask for reviews

Google Places

• Bing• Foursquare• Gowalla• Scavngr• Yelp

Claim Location Listings

5) ONLINE ADVERTISING

SEM vs. SEO

The Power of PPC

PPC Step by Step

1. Create a paid placement budget

2. Campaign Set-up3. Monitor and

Tweak Campaign

Don’t pick overly competitive keywords unless you have an unlimited budget

Long Tail Keywords

1. If possible, put the keyword in the title

2. Use a Call-to-Action3. Consider ad testing

Campaign Set Up

Monitor and Tweak Campaign

1. Stay away from general terms unless your campaign is geo-targetedex: plastic surgery

2. Budget, ads, and keywords can be adjusted anytime

3. Link ads to the most relevant page on your site; don’t dump everyone onto your home page.

PPC Things to Consider

• Market: Millenials & Baby Boomers

• Less expensive• Interface Issues

• More like a Billboard• Great for events or

social content• Get creative

Other Paid Placement

6) MEASURE YOUR SUCCESS

1. Segment Traffic from Paid Search

2. Conversion Tracking

3. Are your donations increasing?

Track Your Success

• Visits– Visits from Search– Non-branded keywords

(keywords that don’t include your brand name)

– Visits from social media, YouTube, etc.

• Conversions– Online contact forms– Newsletter Sign Ups– Is the phone ringing?

Visits vs. Conversions

Visits aren’t everything – are people converting?

TheSEMBlog.com

schipul.com/qcaitthesemblog.com

Caitlin KaluzaSearch Engine Marketing Manager

Schipul – The Web Marketing Company

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