newparkcreative.com

@newparkcreative

Google offers powerful platforms and functions to

help deliver visitors to your website.

The conversion of leads to sales is on you.

Control it. Leverage it.

Social Media

Google or Bing Search

Directory Listings (Yellow Pages, Yelp…)

The website is one of many places a potential customer

may interact with your brand online. Search is one of many

ways in which a customer finds your website..

Review Sites

Forums

Industry or Interest Sites

News Publications

Pay attention to how your brand is represented online.

Google your organization. What do you find?

Vocabulary Refresh

SEO or Search Engine Optimization

Optimizing your website to rank higher in search.

Rank

The number in which your website appears in the

search results on Google.

Keyword

Word or phrase entered by a user to search for

content via Google, Bing, or other search engine.

Words or phrases used within your website pages to

help associate your content with a specific topic.

Content

Text, images, videos – all the “stuff” that your

website is comprised of.

PPC or Pay per Click

Form of advertisement where you bid to display at

the top of a Google search results page. You pay

only when a user clicks on the ad.

CPC or Cost per Click

The price you pay when a user clicks on your

advertisement.

Engagement

When a user interacts with your advertisement or

content. They click it, share it, comment on it.

Conversion

The user takes action on your website such as

calling, filling out a contact form, donation,

purchase of product – anything that would

convert leads to sales.

• Get listed!

• It’s free and provides users access

to your business information and

website.

• Control what users see when they

search for your business.

Make it easy for potential customers

• Appear in local searches for your product or service

automatically.

• Appear in organic search results for your company.

• Provide information about your business hours, services

• Customers can leave reviews and book services right

from your profile

Organic Search

We can’t all be #1

• Your website will rank differently for each keyword or

phrase a user types in.

• You may rank #1 for a customer searching your brand

name, but #25 for a customer searching for a service you

offer.

Search your rankings.

Google Algorithm

Google AlgorithmGoogle uses an algorithm to stack your website

against thousands of other sites to determine the

most valuable result for a given keyword.

SITE SPEEDCheck yours here.

MOBILEFRIENDLY

Check yours here.

MOBILEFRIENDLY

Check yours here.

INTENT OF SEARCHWhat words are users entering with intent to

find your product?

KEYWORD RICH COPYDoes your website use language that reflects

these terms?

“Our Hartford CT marketing services are

the best in town. If you’re thinking of

hiring CT Marketing Services Please

contact the Hartford CT marketing

services office at… “

BEST PRACTICES

Keep it neat & tidy.Google likes to see keywords and content

organized neatly and by topic.

Don’t go crazy.Keywords are important for search engines but

genuine copy creates trust with the customer.

Find a balanced approach.

STRATEGYInvest in keyword research and a strategy that

makes sense for the goals of your organization.

SITE STRUCTURE

OK but I really want to be #1

• Start today by evaluating your website for quality

content, site speed, structure, etc.

• Ensure your website is listed correctly on as many third

party directory sites as possible.

• Build an SEO strategy around specific keywords

Be Realistic

• Your website is in competition with an endless sea of

other sites. Those organizations are investing in SEO,

ongoing, and so should you.

• Results build over time. It may take a few months for

your SEO work to produce results. Keep at it!

Paid Search

• Pay-per-click or PPC advertising displays your

business at the top of Google search results.

• You decide your keywords, budget, audience

demographic and then bid to display your ad.

• You pay each time a potential customer clicks

on the advertisement

Google Ads – Types of Ads

• Search Network – Ads show up in Google search results.

• Hone in on customers searching for specific goods or services.

• Wide range of options on targeting and keyword adjustment

• Display Network - integrates your ads into carefully chosen websites,

where it can reach users while they shop, browse or read.

• Brand Awareness

• Reaching a large audience

Search Network Ads

Hone in on customers searching for specific

goods or services.

Ensure customers searching for your brand are

able to find you.

Wide range of options for targeting and

keyword adjustment.

Display Network Ads

Integrates your ads into carefully chosen

websites, where they reach users while

they shop, browse or read.

Great for brand awareness and reaching

a larger, more broad audience.

Video Ads

Advertise content within videos on YouTube and across

the Google Display Network.

App Ads

Promote your application(s) across Google’s

largest properties including Search, Google Play,

YouTube, and the Google Display Network.

Set goals

Know your audience

Write great ad copy

Set a realistic budget

Pay attention

Get better over time

So you’ve got some leads.

Your website is a sales tool.Does the customer experience on your website

reflect the customer experience they’d receive if

you were selling face-to-face?

LANDING PAGES

VISUAL HIERARCHY

THE CTA(call to action)

THE CTA(call to action)

FUNCTIONALITYWhat do you experience when

you visit your website?

CONTENTMake it a priority, not an afterthought.

Be helpful

Help users buy – don’t sell to them.

Create content that engages them and offers them

something of value.

Gain their trust by offering your expertise.

Be Yourself

Warm up those leads by writing content that is genuine

and reflects the customer experience they can expect

when working with your organization.

Hire a writer

Copy should speak to the lowest common denominator –

do not assume that the user understands your industry

specific lingo.

The content carries the voice of your brand. How do you

want to sound to potential customers?

Google Analytics

• Install Google Analytics on your website ASAP.

• Learn about your website traffic (audience) and makechanges to your strategy based on data.

Google Analytics - Interface• It’s Free

• It’s constantly running, collecting data for you

• Integrates with other apps and platforms for better performance monitoring

• Link to Google Ads for better reporting and insights

• Learn user behaviors

• Understand your audience

• Age, gender, etc.

• Location

• Access point, browser, device

• Understand platforms to target and what kind of content to write

• Set Goals

Understand your audienceLearn the inner structure of your website to see

whether it is accomplishing its purpose or not.

Next StepsComplete the audit.

Set goals and create a strategy that includes

improvements to your website and/or integration

of Google platforms.

Thank you!www.newparkcreative.com/blog

@newparkcreative

Carrianne@newparkcreative.com