Using Search Engines to Market Your Business

www.Vectec.org151 Enterprise DriveNewport News, Virginia 23603

Tel: 757-243-8700Fax: 757-243-8701Email: [email protected]

Using Search Engines to Market Your Business

David HoegermanNovember 2010

http://www.vectec.org/



Overview• Keyword Research• Site Optimization• Link Building• Paid Search• Tracking Results• Tools/Resources Available




KEYWORD RESEARCH




Choosing the Right Keywords• Pick keywords that– People actually search for– Drive business goals

• Keywords give us insights– Where user is in buying process– Consumer demand




Evaluating Keywords

• “Photography”

• “Digital Cameras”

• “Digital vs. optical zoom”

• “Sony digital cameras”

• “Sony DSC W330”




Keyword Research• Sources– Your own business knowledge– Coworkers– Friends– Customers– Competitors– Research Tools




Keywords – Competitor Search

• Many websites still use the keywords meta tag which you can see

• Right click on the page and choose “View Source” for IE or “Page Source” for FF




Keyword Research Tools

• Google provides a free keyword research tool for finding good phrases

• Word Tracker offers a similar fee based service

adwords.google.com/select/KeywordToolExternal keywords.wordtracker.com


https://adwords.google.com/select/KeywordToolExternal

https://adwords.google.com/select/KeywordToolExternal

https://keywords.wordtracker.com/






Optimization

• Search engines scan a page and analyze it for important information

• Quality and Relevance• Links• Content• Site Architecture




Relevance

• Title• Headline• Links• Content• File name




Content Optimization

When visiting the area, why drive to a hotel when the Fife & Drum Inn is just a few short steps away? Our inn is conveniently located in the midst of everything you want to see and do. We are just 2 blocks from the WM admissions office and the historic colonial governors palace.

When visiting Colonial Williamsburg or The College of William & Mary, why drive to a hotel when the Fife & Drum Inn is just a few short steps away? Our inn is the most conveniently located Williamsburg bed and breakfast and is in the midst of everything you want to see and do. We are just 2 blocks from the WM admissions office and the historic colonial governors palace.


http://www.fifeanddruminn.com/historic-colonial/

http://www.fifeanddruminn.com/william-mary/

http://www.fifeanddruminn.com/about/






Sponsored Search

• All major search engines allow advertisers to purchase ads

• Segmented by– Search Query– Geographic– Demographics

• adwords.google.com• advertising.microsoft.com


http://adwords.google.com/

http://advertising.microsoft.com/



Locations and Languages• You can specify which geographic regions

you would like your ads to be displayed in– Country– State– Metro area– Distance from address– Custom area

• Search engines compare your computer’s IP address to a database




Networks and Devices• Traditional search– Google search – Search Partners

• Display Network – Selected Areas of the Display Network

• Devices – By wireless network or operating system




Creating Ads• Create ads which specifically target keywords– Headline: 25 Characters– Line 1: 35 Characters– Line 2: 35 Characters– Display URL: 35 Characters




Making Your Ad Stand Out

• Any words which appear in a user’s search term are put in bold.

• Use of special symbols ®

• Ratings

• Google Checkout

• Addresses / Geographically targeted ads




Good Ad Features• Includes targeted keywords• Call to action (find, buy, compare)• URL Capitalization– www.mydomain.com– www.MyDomain.com

• Differentiation– Price, shipping or service


http://www.mydomain.com/

http://www.mydomain.com/






Vertical Search• Local Listings

– ssl.bing.com/listings/ListingCenter.aspx– listings.local.yahoo.com– www.google.com/local/add/

• Products– google.com/base/– merchant.shopzilla.com– www.amazonservices.com/content/sell-on-amazon.htm

• Real Estate• News


https://ssl.bing.com/listings/ListingCenter.aspx

http://listings.local.yahoo.com/

http://www.google.com/local/add/

http://google.com/base/

http://merchant.shopzilla.com/

http://www.amazonservices.com/content/sell-on-amazon.htm



Putting it Together




Search Type Relationships

•Higher organic listings often result in improved sponsored listings

•Landing page relevance

•Higher organic listings often result in improved vertical listings

•Reviews from vertical listings often appear within organic & sponsored listings

•Sponsored listings appear within vertical and organic results




LINK BUILDING




Linking

Create good content, link to great content and great content will link to you.

About 30% of all sites make up the core - those that consistently share links and traffic. The rest are either

origination sites, termination sites or isolated sites.




Linking: Step 1

• Make sure your site is worth a link– Your site needs to do more than just sell products or services.– Examples of linkable content: how-to-articles, product reviews, tools,

tips, and so on.– New and unique content that is updated on a regular basis.




Linking: Step 2• Find out who links to you now– Yahoo link:www.yourwebaddress.com– Google link:www.yourwebaddress.com

Additional Resources• Link Popularity Check www.checkyourpopularity.com

• Marketleap www.marketleap.com/publinkpop/




Linking: Step 3

• Evaluate the quality of the links to your competitor– Google Toolbar - http://toolbar.google.com/

What is the Google Toolbar?The Google Toolbar can be used to see how Google ranks the site (scale runs from 1 to 10, with 10 being the highest)




Linking: Step 4• Contact potential link partners

– Send an email to each link partner with the following:• Provide a sample link and description of your company• The URL where you think your link should be placed• The URL of where you’ll be placing their link on your site

An Example:

I was reviewing the Technology In Virginia: Business page at http://www.technology.virginia.gov/TechVA/techinvabiz.cfm and noticed links to various CIT projects on this page. Below is a description of VECTEC for your consideration on this same page. As a state-wide resource for small businesses, this link should be very valuable for your web site visitors. Please call me if you'd like to discuss this further.

Sample Description:

The Virginia Electronic Commerce Technology Center assists small businesses, local governments and regional agencies with e-commerce training and consulting, web site design and development, online ordering, and education programs. Link: http://www.vectec.org




Linking Tips• Get Listed in Yahoo! Directory Submit

– http://search.yahoo.com/dir• Get Listed in Open Directory

– http://www.dmoz.com• Pursue two kinds of sources as you build links:

– Local relevant links– Topical links from similar business

• Quality should outweigh quantity




TRACKING RESULTS




Metrics• This may seem self evident, but monitoring

customer behavior does us no good in and of itself

• Actionable Data– What goes right? (Repeat and Capitalize)– What goes wrong? (Fix or Eliminate) – Eliminate the guess work by tracking marketing efforts.– Maximize your revenue and ROI.




“Regular” Stats Programs

• 30 day visitor tracking

Can give track number of hits and visitors as well as some navigational and referral data.




Aggregated Tracking• Tracking Key Performance Indicators on overall

site usage gives us general trend information– “we have more visitors this month than last”– “visitors are spending more time on our site”– “the most popular area of the site is _____”




Advanced Tracking• Most professional reporting packages track sales,

conversions, and advertising campaigns in much greater detail.

• Can track a visitor over the course of years.

• Better information gives the business owner the ability to make better decisions.




Segmentation Tools

• With reports that allow greater segmentation, we can focus on characteristics of core customers




Goal Tracking

• Many analytical programs allow site owners to customize goal tracking.• Segmented by source for ROI Analysis• Segmented by keyword




Goal Tracking

• Many analytical programs allow site owners to customize goal tracking.

• Segmented by source• Goal Funnel Analysis




Resources• www.omniture.com• www.google.com/analytics

• adwords.google.com• advertising.microsoft.com

• www.vectec.org/resources


http://www.omniture.com/

http://www.google.com/analytics

http://adwords.google.com/

http://advertising.microsoft.com/

http://www.vectec.org/resources



Questions

CONTACT INFO:David Hoegerman

[email protected]













Supplemental Information• I’ve included many slides showing examples of

how some content is “optimized” for search engines. The process involves making minor revisions to content to ensure keywords are included and adding links to other pages within the text.




When visiting the area, why drive to a hotel when the Fife & Drum Inn is just a few short steps away? Our inn is conveniently located in the midst of everything you want to see and do. We are just 2 blocks from the WM admissions office and the historic colonial governors palace.

When visiting Colonial Williamsburg or The College of William & Mary, why drive to a hotel when the Fife & Drum Inn is just a few short steps away? Our inn is the most conveniently located Williamsburg bed and breakfast and is in the midst of everything you want to see and do. We are just 2 blocks from the WM admissions office and the historic colonial governors palace


http://www.fifeanddruminn.com/historic-colonial/

http://www.fifeanddruminn.com/william-mary/

http://www.fifeanddruminn.com/about/



Our patients come to us from several sources which include Family Dentists, friends of patients, other family members in treatment, co-workers, our "in-house" marketing program, and referring insurance companies. We are ready to greet you when you contact us, and would be pleased to be your orthodontic provider.

Our patients come to us for braces or orthodontist services from several sources which include Family Dentists, friends of patients, other family members in treatment, co-workers, our "in-house" marketing program, and referring insurance companies. We are ready to greet you when you contact us, and would be pleased to be your orthodontic provider in either our Hampton or Virginia Beach office.


http://www.towncenterbraces.com/braces/

http://www.towncenterbraces.com/dr_waitkus/

http://www.towncenterbraces.com/hampton/

http://www.towncenterbraces.com/virginia_beach/



Breathe Healthy® masks utilize the state of the art, hospital safe, non allergenic, Aegis hi-tech performance antimicrobial treatment that lasts for the life of the mask. They have been tested by a leading lab to filter down to 1.0 micron, and when adjusted to fit snugly, help to protect against irritants and effluents from coughs and sneezes (which, of course, could contain flu viruses) and many of the particles that pollute the air (all 1.0 micron or larger).

Breathe Healthy® germ and allergy masks utilize the state of the art, hospital safe, non allergenic, Aegis hi-tech performance antimicrobial treatment that lasts for the life of the mask. They have been tested by a leading lab to filter down to 1.0 micron, and when adjusted to fit snugly, help to protect against pollen, dust, pet hair & dander, allergens, mold spores, many bacteria, effluents from coughs and sneezes (which, of course, could contain flu viruses) and many of the particles that pollute the air (all 1.0 micron or larger).


http://www.breathehealthy.com/about-our-masks/uses/allergy-masks.html

http://www.breathehealthy.com/about-our-masks/antimicrobial-masks.html

http://www.breathehealthy.com/about-our-masks/uses/pollen-masks.html

http://www.breathehealthy.com/about-our-masks/uses.html

http://www.breathehealthy.com/about-our-masks/uses/grooming-masks.html

http://www.breathehealthy.com/about-our-masks/uses/allergy-masks.html

http://www.breathehealthy.com/about-our-masks/antimicrobial-masks.html

http://www.breathehealthy.com/about-our-masks/uses/flu-masks/55.html



Find out more!

Find more information on:• Virginia Eastern Shore Blog – This is where we get to brag about all the wonderful

happenings here! (boating, the arts, real estate, ect.)

• Virginia Eastern Shore Portal – A business listing / directory of all there is to do on the Eastern Shore.• Restaurants• Hotels• Attractions


http://www.easternshorevablog.com/

http://www.easternshorevablog.com/category/boating/

http://www.easternshorevablog.com/category/the-arts/

http://www.easternshorevablog.com/category/real-estate/

http://www.virginiaeasternshoreportal.com/

http://www.virginiaeasternshoreportal.com/restaurants/

http://www.virginiaeasternshoreportal.com/lodging/hotels/

http://www.virginiaeasternshoreportal.com/attractions



Blue Heron can help you define and locate your ideal property. So whatever lifestyle you‚ve been dreaming of-be it beach front or historic home - just click a button and Blue Heron will take you there!

Blue Heron can help you define and locate your ideal property. So whatever coastal property lifestyle you‚ve been dreaming of-be it beach, boating, golf resort, waterfront estate, small town, country, or historic home - just click a button and Blue Heron will take you there!


http://www.blueheronva.com/capecharles/

http://www.blueheronva.com/beach_front_property/

http://www.blueheronva.com/boating_properties/

http://www.blueheronva.com/golf_course_home/

http://www.blueheronva.com/waterfront_real_estate/

http://www.blueheronva.com/historic_real_estate/



Whitley's "Home-Cooked" peanuts have a wonderful, crunchy freshness and distinctive flavor because our peanuts are still made the old-fashioned way-hand cooked, slowly roasted to perfection. We choose only the highest quality, super extra-large peanuts which are hand selected for their size and freshness. Each batch is individually cooked with proven, traditional recipes to ensure the crisp, fresh flavor and unique taste for which our peanuts are famous.

Whitley's "Home-Cooked" peanuts have a wonderful, crunchy freshness and distinctive flavor because our peanuts are still made the old-fashioned way-hand cooked, slowly roasted to perfection. We choose only the highest quality, super extra-large Virginia peanuts which are hand selected for their size and freshness. Each batch is individually cooked with proven, traditional recipes to ensure the crisp, fresh flavor and unique taste for which our peanuts are famous.


http://www.whitleyspeanut.com/prod_detail_list/Roasted_in_the_Shell_Peanuts/

http://www.whitleyspeanut.com/prod_detail_list/Virginia_Peanuts/



To be roasted in the shell, peanuts are cooked at medium heat for about 15 minutes. They may be plain roasted or seasoned roasted-in-the-shell. To season peanuts in the shell - prior to roasting- the peanuts are washed and then the seasonings, which are dissolved in water, are forced through the shells by a pressure process.

To be roasted in the shell, Virginia peanuts are cooked at medium heat for about 15 minutes. They may be plain roasted or seasoned roasted-in-the-shell. To season peanuts in the shell - prior to roasting- the Virginia peanuts are washed and then the seasonings, which are dissolved in water, are forced through the shells by a pressure process.


http://www.virginiapeanuts.com/roasted-peanuts/

http://www.virginiapeanuts.com/

http://www.virginiapeanuts.com/peanut-types/

http://www.virginiapeanuts.com/



Reliance Staffing provides a highly selective matching of qualified employees to businesses throughout the Hampton Roads area. Employers depend on us. The best candidates aspire to join our ranks. How can we help you?

Reliance Staffing provides a highly selective matching of qualified temporary, temp-to-hire and permanent employees to businesses throughout the Hampton Roads area. Employers depend on us. The best candidates aspire to join our ranks. Staffing offices are located in Newport News, Chesapeake, Suffolk and Virginia Beach. How can we help you?


http://reliancestaffing.com/employee-services

http://reliancestaffing.com/newportNews/

http://reliancestaffing.com/chesapeake/

http://reliancestaffing.com/suffolk/

http://reliancestaffing.com/virginiaBeach/



This site contains easy-access video guides that provide compact information and training. Each segment has a video, between 3 and 5 minutes long. Controls to start, pause, stop, and adjust volume are located just below the viewing window.

This site contains easy-access video guides that provide compact information and training. Each segment has a video, between 3 and 5 minutes long. Controls to start, pause, stop, and adjust volume are located just below the viewing window. • Planning Ahead for Deployment• Financing Your Business• Contracting and Certification• From Boots to Business


http://www.vetbizresourcecenter.com/deploy.html

http://www.vetbizresourcecenter.com/financing.html

http://www.vetbizresourcecenter.com/certification.html

http://www.vetbizresourcecenter.com/transition.html



COATSsql has been designed by insiders of the Staffing Service industry. The system represents years of long term commitment and ongoing product improvement, development and research. While we believe we have one of the best human resource software products on the market, we do not intend to stop here.

COATSsql staffing software has been designed by insiders of the Staffing Service industry. The system represents years of long term commitment and ongoing product improvement, development and research. While we believe we have one of the best human resource software products on the market, we do not intend to stop here.


http://coatssql.com/

http://coatssql.com/



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Using Search Engines to Market Your Business