Search Engine Marketing

SEO/Blogs/Social Media An Introduction To Inbound Marketing Presented by: Mirna Bard Principal/Internet Marketing Consultant Inbound Marketing is Essential Outbound Marketing • Telemarketing • Tradeshows • Print Advertising • Direct Mail • Email Blasts • TV/Radio Ads VS. Inbound Marketing • SEO/SEM • Blogging • Social Media • RSS • Free Tools/Trials • Viral Videos With Inbound Marketing prospects find you and are already interested in what you are selling. 21/03/09 2 SEO + Blogs + Social Media Content More Links More Traffic Blogs SEO Inbound Links Fans/Subscribers Traffic Social Media Content Friends/Fans Even More Links Even More Traffic 21/03/09 3 Blogs Benefits of Blogging  Increased presence in major search engines like Yahoo! and Google  A way for you to speak directly, openly and honestly with your customer  Another channel to promote your brand and company  Build personal, long-lasting relationships with your customers that foster trust  Sets you apart from competition  Excellent PR tool--the media calls YOU, not your competition  Articulate your viewpoints, knowledge & expertise pertaining to your industry  Inexpensive to set up, operate and maintain 21/03/09 4 When To Start Blogging • Before you have a product or service • Before you have a web site • Before you have anything!!! All you need is to know who your target market is & to create a few ideas! 21/03/09 5 Blogging Ideas • • • • • • • List of ideas, trends, or thoughts List of useful links or tools Answer questions received Ask your followers questions Comment on other blogs/web sites Turn release or article into blog post Share an experience 6 21/03/09 Search Engine Optimization (SEO) What is SEO? Search engine optimization (SEO) is the process of improving the volume and quality of visitors to a web site from search engines (Google, Yahoo, MSN, etc.) through “Natural” or “Organic” search results. • There is no magic solution to SEO • It takes “real” work, time, and patience • Should be maintained for lifetime of the site 21/03/09 7 Search Engine Optimization (SEO) Why is SEO Important? • The Golden Triangle Study – Most eye activity on a search page was the top left, forming a Golden Triangle (Enquiro Study) SEO pulls more traffic than PPC • • 75% Clicks from “Natural” or “Organic” 25% Clicks from “Paid” or Sponsored ads – • Studies show: 54% of buyers rely primarily on search engines when trying to find a product to purchase online (Jupiter Consumer Study) Sites on first page of “Organic” listings are perceived to be an authority—assists w/creating online branding SEO gives better ROI than any other marketing No bidding wars or click fraud with SEO • • • 21/03/09 8 Search Engine Optimization (SEO) Benefits of SEO  Boost targeted visitors which equals higher conversions  Achieve higher web site rankings on search engines for your targeted keywords  Search engines crawl your site more often  Increase the number of pages on your site that are indexed by search engines  Reach millions of people globally who could potentially become customers  Multiply incoming links to your site  More visibility and accessibility of your business  Make your site authoritative 21/03/09 9 Search Engine Optimization (SEO) Your customers see your Advertisement or Listing when they Search Credit card processing Natural or Organic listings ( From SEO Work ) 21/03/09 Google places your Ad (Paid or PPC Results) 10 Search Engine Optimization (SEO) Keyword or Key Phrase Selection Always the first step - Keyword selection can make or break SEO Campaign Keyword Selection Search Volume = High  Relevance = High  Competition = Low 21/03/09 11 Search Engine Optimization (SEO) Analyze Your Competition • You want to know the probability of getting on the first page of Google • SEO strength of Top 10 web sites on Google for selected keywords • PageRank of Top 10 web sites 21/03/09 12 Search Engine Optimization (SEO) 25% of SEO = On page Visible SEO • Page Title • URL • H1, H2, H3 Tags • Page Text & Bold 21/03/09 13 Search Engine Optimization (SEO) 25% of SEO = On page Invisible SEO • Keywords Meta Keywords = professional search engine marketing company, seo services, Internet marketing • Description • Image Alt Text 21/03/09 14 Search Engine Optimization (SEO) 75% of SEO = Off page Link Building Links are “recommendations” or “votes” for your site (they power most of SEO) • • • A link: www.nureachlglobal.com Anchor Text: Internet Marketing (Use of Keyword) Link should be from trusted websites • • • • • • Blogs/Forums/Wikis (magnet for links) International/Local Directories Sites that are relevant or compliment your site (Partners) Social Bookmarking Social Media (press releases, articles, videos, etc.) Create a useful tool 21/03/09 15 Search Engine Optimization (SEO) Directories Local Directory submission Yellow Pages Submission 21/03/09 16 Search Engine Optimization (SEO) Link Popularity Building One Way Links : A site links to B site but there is no link from B to A A Website B Website Two Way Links : A site links to B site and B site links back to A site A Website B Website Three Way Links : A site links to B site and B site is asked to link back to C site (main site being promoted)‫‏‬ A Website 21/03/09 B Website C Main Website 17 Social Media & Social Networking What is Social Networking? Similar to a business networking event or social cocktail party but without constraints of space and time. It is about: • Building relationships • Starting conversation & creating word-of-mouth or “Buzz” • Answering questions/helping others • Asking questions/trusting recommendations or advice from others 21/03/09 18 Social Media & Social Networking What is Social Media? Use of Internet technology to connect with people socially and generate publicity through online communities. Social Media is the most effective way to publish & promote content: News Releases PowerPoint Presentations Viral Videos Blogging Social Bookmarking Articles RSS Feeds Podcasts 21/03/09eBooks 19 Social Media & Social Networking Benefits of Social Media Marketing  Excellent for reputation management  Build recognizable identity or branding of your products or services  Create “Buzz” or online conversations about products or services  Another way to form relationships with customers, prospects, employees, business, partners, or colleagues  Reach millions of people globally who could potentially become customers  Multiply incoming links to your site  Achieve higher search engine rankings  More visibility and accessibility of your business 21/03/09 20 Social Media & Social Networking Promoting Your Content 21/03/09 21 Measuring Results Use analytics software to learn what works • Track number of daily/weekly/monthly visitors. • What sources are visitors coming in from? • How many visitors are converting to leads or customers? • Which keywords or phrases are converting? 21/03/09 22 Outsourcing Internet Marketing Internet marketing is not rocket science. However, it is a extremely time consuming, wearisome, sometimes puzzling activity, yet an inescapable task that needs to be continued for the lifetime of the website. Keep it in-house if: • Small non-competitive niche industry • Very large company with a TEAM of experienced SEO/Social Media professionals • Complex or proprietary business objectives which are confidential in nature In all other cases, outsource. 21/03/09 23 Who is NuReach Global? NuReach Global is the best source of dependable and ethical Search Engine Marketing and social media services in So-Cal. Our Internet Marketing experts specialize in search engine optimization, Pay per Click Advertising management, and Social Media Marketing as well as web site consulting and training. The NuReach Global Advantage  Ethical „White-hat‟ search engine optimization techniques  Highly reliable, personalized service  No SEO secrets  We educate our clients on the entire Internet marketing process  Unparalleled industry knowledge and experience  We focus on getting you targeted traffic  Affordable SEO, Social Media, and PPC services 21/03/09 24 Connect With Us http://tinyurl.com/nureachglobal @nureachglobal http://www.fastpitchonline.com/MirnaBard/ http://www.linkedin.com/in/mirnabard 21/03/09 25 Contact Us Website: www.nureachglobal.com Email: sales@nureachglobal.com Phone: 714-557-1775 21/03/09 26