Search Engines and

thumpinsplishInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 4 μήνες)

59 εμφανίσεις

Search Engines and

Social Media

Build Traffic and Customer Loyalty

Presented by: Greg
Petry
, President,
NetSource

Media

About
NetSource


Founded in 1995


Acquired
RVUSA.com

in 1999


Largest provider of RV Dealer websites


Began working with Trailer Dealers in 2009


Operate
TrailersUSA.com

and
HorseTrailersUSA.com


Nearly 50 Design Awards


Staff of 22 including 5 designers and 4 programmers


Full Service Online Agency offering everything from
Logo Design to
eCommerce

and Custom Programming


Search Engine Optimization (SEO)


What is SEO?


Organic


Natural or free listings in Search Engines
like Google, Bing, or Yahoo.


Organic listings are based on things like:


Page Construction


Page Content


Number of Sites Linking to them


Search Engine Optimization (SEO)


Pay
-
Per Click or PPC


Paid or Sponsored Listings
appearing at the top and sides of the Search
Engine Results Page (SERP)


PPC listings are based on thing like:


Page Construction


Page Content


Number of Sites Linking to them


Amount bid for the term


Relevance of both the ad and the destination page to
the search


The same factors for everyone else bidding on the term


Search Engine Optimization (SEO)


WARNING!!!

If you ask 20 different Search Engine Specialists
their opinion on the best way to optimize your
site you will likely get 20 or more opinions. Of
those , 30% or more will be wrong and many of
the right ones will be in conflict with each other

What Makes a good Search Engine
Specialist?


Google Certified


Avoids “Black Hat” techniques



T
he
intent is to look for shortcuts or loopholes that
would rank pages higher than they deserve to be
ranked, include keyword stuffing, link schemes, etc.


Employs “White Hat” techniques


I
mproves
the usability of the site, helps create great
content, make sites faster, etc., which is good for both
users and search engines
.


Has good references from customers


Doesn’t make wild promises


Search Engine Optimization (SEO)


Who Do You Want to Target?


Lookers vs. Buyers


Brand Specific vs. Type Specific


Where Do You Want to Target


Local vs. Regional or National


The lower the units value, the less likely buyers will be
willing to travel a long distance to purchase


Your local market will nearly always be your easiest
sale, so make sure that you do a good job of targeting
locally


Starting SEO


Understand where you are and where you
want to go


Use Google Analytics or Webmaster Tools to
understand what keywords and phrases that
your site is being found on now


Use tools like
SpyFu

www.spyfu.com

to see

what keywords your competitors are
appearing on in both paid and organic
searches

Starting SEO


Create a list of specific keywords and phrases you
want to show up on


Use Google Keyword Tools to find other relevant
words and phrases


Once your list is complete, Webmaster Tools can
help you determine search volume on all of the
words and phrases in your list


With all of that information, you can begin to
rank which keywords and phrases are most
important to you

“Short Tail”
vs

“Long Tail” Keywords


Short Tail: “Trailers” “Horse Trailers”


Long Tail: “
Featherlite

Horse Trailer in Texas”, “3
Horse Slant Load Trailers”


1
-
2 Word Phrases tend to be lookers


learning
and researching


3+ Word Phrases tend to be buyers


Page Optimization


On Page Elements that impact SEO:


Page Construction using HTML5 and CSS3


Title Tags


H Tags


Alt Tags


Page Description*


Description is important to sell searchers on your page,
but does not have a large impact on SEO rankings

Page Optimization


On Page Elements that impact SEO:


Type of Page Content


Page content must be relevant to and in harmony with
all of the other elements of the page


Note that for a long period of time, page content
played a minor role your rankings. Over the last 18
months, page content has become MUCH more
important


Links


The number of links, quality, and relevance of links are
very important

Page Optimization


Off Page Elements that impact SEO:


Page Load Speed


Quality of Inbound Links


Canonicalization of URLs


Presence of a properly formatted site map

Creating a Strategy


Create a basic map of the core pages for your
site


Pick 1
-
3 keywords or phrases to emphasize for
each page


Once you have your initial sitemap, create a
strategy for your inventory pages


Decide if you are going to focus on brands, types,
or both


Both is the best strategy if you can afford it

Creating a Strategy


Next, see what phrases that were important
to you that you don’t have a strategy for yet


Determine if you are going to create landing
pages or write blog articles to target them


Create a schedule for creating blog articles
and additional landing pages

Penguins and Pandas

Why do They Matter?


Google’s 2 most recent updates


Panda


February 2011


Penguin


April 2012

Panda Update


Significant Changes


Page Title importance


Page Layout


“Above the Fold” Content


Sitemaps


Crawl Error reporting in Webmaster Tools


More focus on local results


Improved recognition of Keyword Stuffing


Better ranking of Site Links


Penguin Update


Tighter Guidelines on content optimization


More emphasis on natural language content


More emphasis on Brand Name usage in both
Title Tags and content links


More emphasis on fresh content like blogs,
press releases, white papers, etc.


More localization of content to searchers
location

Googles

Roadmap


All current roads lead to more localization of
content


Becoming harder to optimize for out of area
searchers


Pushing towards more Pay Per Click
advertising to reach wide audience

Link Building


High Quality links from other websites will help
your pages have higher search rankings


Links must come from sites that have content
that is relevant to the content on the page they
link to


In other words, a link from a page on a popular
horse website to your horse trailers page is much
more valuable than a link from a local classified
sites home page to your home page

Link Building


Be careful to avoid “link farms” that sell you a link from a
non relevant site


Google penalizes these types of actions



Find Relevant sites that you can provide content or articles
to in exchange for a link back credit



Create great content or blog articles that other sites want
to link to



Press Releases are another great way to get relevant
inbound links

Search Engine Optimization

Questions?


10 minute Break

Pay Per Click
Advertising (PPC)

PPC

The Differences Between SEO and PPC:




You can influence SEO, But you have much more control over PPC



SEO costs tend to be “soft”


hard to directly tie an SEO expense to
a specific result



PPC costs tend to be “hard” much easier to tie costs to results



If you work at it, SEO can be free or very cheap other than your
time


PPC


Google
Adwords



Target Specific Keywords or phrases


Can advertise locally, regionally, or nationally


Cost is on a Per
-
Click basis


You establish a maximum daily budget and your
monthly spend will be within a few percent of that


Once your daily money runs out, your ads will not
appear until the next day.

PPC


Google
Adwords



Tools allow you to track exactly what your cost for
conversion for each keyword or phrase is



You can also buy display or banner ads on a Pay Per
1,000 impressions rate as well (CPM)



Text ads can be purchased to appear only in Google
searches or near relevant content on sites using the
Google
Adsense

network



Display ads do not appear in Google searches

PPC
-

Buying Ads


Originally, ads were placed based on who the
highest bidder was on a given keyword or
phrases


Today, a complex “quality score” is used to
weight each bid with a number of other
factors that may result in the highest bid not
being the first ad listed

PPC
-

Buying Ads


Elements of Quality Score


Relevance of keyword or phrase you are bidding
on to the searchers search term


Relevance of your ad text to the searchers search
term


Relevance of the ads destination page to both the
ad and the searchers search term


The Bounce
Rate
of the destination page from
previous searches


PPC
-

Buying Ads


How Google ranks your bid


Qscore

* Bid = Bid Ranking


An ad with a bid of $1.00 and a
Qscore

of 8 will be
ranked above an ad with a bid of $2.00 and a
Qscore

of 3


It is important to continually work on
improving your
Qscores

to maximize the
Return on Investment of your ads

PPC


Elements of a successful
AdWords

campaign


Keyword Research


Wide variety of Landing Pages


Brand Specific


Type Specific


Location Specific


Good Ad Copywriting


Conversion Tracking


Continual Experimentation and Testing

PPC Questions?

Social Media

Social Media


A Powerful way to increase the results of all of
your online marketing efforts



“Live” Content / Social Media


a Necessary Evil


Display your recent Facebook and Twitter posts on
your website
-

Search
Engines like sites with fresh
content


Social Content on your web site also invites site
visitors to engage with you socially by liking or
following you



Social Media


Our goal is not only to tie in our visitors to
everything we are doing, but to let them help
become evangelists for our company by sharing or
liking our posts



Becoming more powerful and important in
driving sales


Social Media


Posts that your “friend” base see as valuable are liked or shared with their
friend base, widening your companies reach



Likes create an endorsement of your company to their entire friend base



Live Content / Social Media Content Ideas


New or Special Inventory


Events you host/attend/sponsor


New Products / Services


New Deliveries with testimonials



Blogs


How to / Technical articles


Buying Guides


Industry Issues

SEO, PPC, and Social Media


Focus on Conversions instead of impressions



Try to make weekly blog and
facebook

posts.



Don’t post too frequently



Consider
hiring a Search Engine or Social
Marketing Professional that knows your industry
to maximize results

Questions?

Greg
Petry

NetSource

Media


TrailersUSA.com

/
HorsetrailersUSA.com

352
-
732
-
7700

greg@netsourceinc.com