The Search Engine Marketing Cycle - IC9design

bookkeeperquailInternet and Web Development

Nov 18, 2013 (3 years and 10 months ago)

85 views

SEO | Organic and PPC
Internet Marketing
Website Design & Dev



Use PPC campaign analytics to improve organic

rankings. Use PPC to test, then move to organic.

Find out which keywords competitors are bidding

on and using. Improve your campaign strategy.

Add PPC negative keywords to weed out unwanted

visits and rank. Save campaign cost and lower
bounce rate.

Find misspelled words and phrases and add them

to your PPC. Low cost, high return.

Assess keywords and phrases every 6 months. Keep

ones with low bounce rates, high avg time on site,
and high # of pages visited. Group the rest into a
disabled campaign.

Create goals to record conversion. Know where

your ROI is coming from.

Only send visitors to web pages that have the

content they searched for. NOT the home page.
Lower bounce rate, higher conversion.

Target geographic regions. A high number of spam

clicks come from the Middle East.

Increase inbound links. Ask clients, suppliers,


distributors, etc. to put a link on their site to
yours. Make sure the link is on a page with

content similar to yours.

Review analytics every few days to track for


opportunities and campaign improvements.

Develop a “Call To Action”. Provide all answers to

visitors. What is it? What’s in it for me? What do I
do about it?

Build landing pages that relate to PPC ads. These

individual pages provide the exact information a
visitor searched for and the reason they chose to
visit your site. Always include your call to action
to create a conversion and generate a lead.

Provide miniforms on call to action pages. Track


as a conversion. Minimize number of fields.

Check Network Locations in analytics for


opportunities to pull in a lead offline. See which
keyword or phrase brought them to your site.

Review analytics to fine-tune website page content

and flow order. Adjust and review again.

Check stats to develop new landing pages and

adjust or create new PPC campaigns to push

visitors to targeted pages.

Place adverts, graphics, and call to action items

in strategic locations. Check click rate and adjust
other page placements to conform.

Deliver eNewsletters to clients and leads. Personalize

and deliver directly to their inbox. Include links to
your site for more information and freebies.

Provide information in redundant ways: as web

written text on your site, as a downloadable PDF,
etc. Content to satisfy the masses.

Use analytics to decide on site navigation, page

count, and page depth.

Adjust design elements and site architecture per

analytics and visitor movement around site.

Use visuals whenever possible to present the same

info that is in the content.

Ensure content is written for web distribution. Short

2 sentence paragraphs, numbered lists, bulleted lists,
icons, correct contrast between colors, legible font,
content breaks with visuals, etc.

Chunk important information into learning


sections that are easy to absorb and remember.
Content organization is the key to successful

online campaigns.

Allow the visitor to drill down into deeper and

more descriptive content. Don’t push everything
to the first page. They will click for more info if
you lead them the right way.

Use a standard web layout so visitors don’t have to

relearn your site. Logo is top left, navigation across
the top or down the left. Content in middle and
right side, etc. You have 8 seconds to keep that

visitor, use it wisely.

Always have a way to capture your analytics.


Every page must have tracking code.

Let your SEO and Internet Marketing results

evolve your web presence.
The main goal here is to drive traffic to
your site based on the keywords and/or
phrases visitors searched for.
The main goal here is to create conversions
that generate leads/more business from the
traffic that was sent to your site.
At this stage, present your visitor with the
value and content they were searching for.
Offer them more than they anticipated.
Start over
The Search Engine Marketing Cycle