Ten Steps For Online Success

Presented by:

Mike Rosenberg

Vice President – EngineWorks, Inc.

www.engineworks.com

Board of Directors – SEMpdx

www.sempdx.org

Do What’s Right For Your Business

Don’t jump on the latest trend

unless it is right for your

business.

No Magic Formula

One solution will not work for everyone.

There is no black box solution.

You Need A Plan

1. Assess Your Opportunity

2. Keyword Research

3. Establish Success Metrics

4. Competitive Analysis

5. Create An Online Marketing Strategy

You Need A Plan

6. Become A Great Writer

7. Track Everything

8. Test & Optimize

9. Stay Educated

10. Repeat Steps 1 - 9

Online Marketing Primer

Online Marketing Primer

Search Engine Optimization (SEO)

Paid Search Marketing

Online Display Advertising

Social Media Marketing

Ten Steps For Online Success

Step 1: Assess Your Opportunity

• How much traffic does your site currently

receive?

• How much of your traffic converts to a customer?

• How much does your average conversion cost

you?

• What is your average conversion worth?

Search Engine Traffic Conversions Conversion Rate Revenue

Current*

Annualized 265,512 596 0.22% $675,279.92

Per Month (AVG) 22,126 50 0.22% $56,273.33

Forecast - Increased Traffic + Conversion*

Annualized 318,614 1,434 0.45% $1,624,484.19

Per Month (AVG) 26,551 119 0.45% $135,373.68

Annual Improvement $949,204.27

% Improvement

Per Month Improvement (AVG) $79,100.36

*Does not include: Data Needed:

Phone Conversions Ave. Yearly Traffic 265,512

Ancillary Revenue Ave. Yearly Conversions 596

Compounding Effect of Return Customers Ave. Conversion Revenue*

$1,133.02

Variables:

Conversion Rate 0.45%

Traffic Increase 1.20

20.00% 140.56% 100.47% 140.56%

Step 1: Assess Your Opportunity

Keyword Research Process:

1. Generate Seed Keywords

2. Research Search Volume & Competitiveness

3. Expand Keyword List

4. Select Productive Keywords

Step 2: Research Your Keywords

Get Started With:

• Mine Your Site

• Look at Your Competition

• Brainstorm

Generate Initial Seed Keyword

Expand Your Keyword List

Expand Your Keyword List

Tools:

• Google Keyword Tool -

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

• Wordtracker - http://freekeywords.wordtracker.com

• Keyword Discovery - http://www.keyworddiscovery.com

• Google Trends - http://www.google.com/trends

• Google Wonder Wheel - http://www.googlewonderwheel.com

Step 2: Select Final Keywords

Portland

Portland Oregon

Portland Oregon Events

Portland Oregon Marketing Events

Portland Oregon AMA Events

Case Study:Keyword Research Driving Marketing Mix

Traffic Driving Keywords

                     

  ORIGINAL KEYWORD FOCUS   SEARCH VOLUME   

  OPTIMIZED KEYWORDS   SEARCH VOLUME  

                     

  georgia garden   33,100   

  georgia golf   135,000  

  georgia gardens   18,100   

  georgia golf course   33,100  

  georgia nature center   880   

  georgia golf courses   18,100  

  georgia butterfly   880   

  georgia weddings   12,100  

  georgia butterflies   390   

  georgia conference center   12,100  

  ga butterflies   91   

  georgia conference centers   4,400  

  atlanta georgia gardens   90   

  georgia golf resort   2,740  

  georgia butterfly garden   73   

  georgia wedding location   1,900  

  butterfly garden georgia   73   

  georgia wedding locations   1,600  

  atlanta garden georgia   50   

  georgia golf resorts   1,600  

                     

      53,727  

       222,640

 

                     ►

Drive Messaging through All Channels

Pre-Optimized Messaging

Optimized Messaging

Search Engine Traffic Conversions Conversion Rate Revenue

Current*

Annualized 265,512 596 0.22% $675,279.92

Per Month (AVG) 22,126 50 0.22% $56,273.33

Forecast - Increased Traffic + Conversion*

Annualized 318,614 1,434 0.45% $1,624,484.19

Per Month (AVG) 26,551 119 0.45% $135,373.68

Annual Improvement $949,204.27

% Improvement

Per Month Improvement (AVG) $79,100.36

*Does not include: Data Needed:

Phone Conversions Ave. Yearly Traffic 265,512

Ancillary Revenue Ave. Yearly Conversions 596

Compounding Effect of Return Customers Ave. Conversion Revenue*

$1,133.02

Variables:

Conversion Rate 0.45%

Traffic Increase 1.20

20.00% 140.56% 100.47% 140.56%

Step 3: Establish Success Metrics

Step 3: Establish Success Metrics

YEARLY QUALIFIED SEARCHES

2.8 Million

NON-BRANDED SEARCH VISITS

2,160

Items To Consider:

• Level of Optimization

• Keyword Selection

• Inbound Links

• Social Media Presence

Step 4: Analyze Your Competition

Tools:

• Google - http://www.google.com

• SEMRush - http://www.semrush.com

• KeywordSpy - http://www.keywordspy.com

• SpyFu - http://www.spyfu.com

Step 4: Analyze Your Competition

Step 5: Develop Your Strategy

Search Engine Optimization

• Keyword Research & Analysis

• Competitive Analysis

• Search Engine Optimization Audits

• Optimization Consulting

• Optimized Content Development

• Link Building

Social Media Marketing

• Engaging Content Creation

• Optimized Press Releases

• Blog Strategy Development

• Blog Content Development

• Social Media Networking

Paid Search Marketing

• Pay-Per-Click Campaigns

• Paid Search Landing

Pages

• A/B & Multi-Variant

Testing

• Paid Inclusion

• Content Search Network

• Image & Display Ads

Step 5: Develop SEO Your Strategy

1. Improve Rankings

2. Increase Qualified Visitors

3. Generate More Conversions

Search Engine Optimization

Server Considerations, IA, URL Structure, Accessibility, Duplicate

Content

Search Engine Optimization

Title Tags, Meta Descriptions, Headings, Semantic Markup,

Content Optimization, Copywriting, Internal Linking, Images,

Alternative Media

Off-Page SEO / Link Building

Audits, Directory Submissions, Sponsored Content,

Traditional Link Building, Profile Development, Link Bait

Paid Search Marketing & Display

Keyword Research, Competitive Analysis, PPC, Display, Landing

Page Optimization, A/B Testing, Multi-Variant Testing, Comparison

Shopping

Paid Search StrategyCase Study: Liftopia

Strategy: Long Tail Approach

Ski Discount

Mt. Hood Discount

Mt. Hood Ski Discount

Mt. Hood Lift Tickets Discount

Timberline Weekend Lift Ticket Discount

Active Bid Management at Keyword Level

•Historical Performance (all-time)

•Monthly Performance (current & previous month)

•Weekly Performance (current week)

Ad Copy Updating & Testing

•A/B Testing

•Inclusion of Specific Deals in Ad Copy

•Different Results for Different Segments

Crested Butte Lift TicketCheap Lift Tickets at Crested ButteLimited Offer: Lift Ticket From $42www.Liftopia.com

Crested Butte Lift TicketSave Money at Crested Butte, CO.Limited Offer: Get 14% Off Sat/Sun!www.Liftopia.com

Liftopia Paid Search Case Study

•Decreased Cost-Per-Conversion Six Times (6x)

•Increased Conversion Rate Six Times (6x)

•400% Return-On-Ad-Spend

Oct Nov Dec Jan Feb Mar Apr0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%Conversion Rate

Oct Nov Dec Jan Feb Mar Apr-200%-100%

0%100%200%300%400%500%

Return-On-Ad-Spend (ROAS)

Oct Nov Dec Jan Feb Mar Apr $-

$10 $20 $30 $40 $50 $60 $70 $80

Cost-Per-Conversion

Social Media Marketing

Profile Development, Profile Management, Fan/Friend Mining,

Blog Optimization, Link Bait, SMM PPC, Contests, Performance

Reporting

Case Study: OMSI Space Gala

1. What is the Primary Goal?

• Individual Event Ticket Sales

2. What Else Matters?

• Participation from ‘New’ Attendees

• Communication with Donors

• SERP Real Estate

• Traffic to Event Page

3. How Do I Measure?

• Ticket Sales Report

• Google Analytics

• Audience Engagement

Course of Action

• Facebook Strategies

• Twitter Strategies

• LinkedIn Strategies

• Event/Calendar Sites

Social Media Strategy

OMSI Gala: Goals Surpassed

1. Sold Out the Event!

• Record Attendance

• Over $500,000 Raised

2. Created a New Donor Base

• 21% New Donors

3. Increase Visits to Official Gala Web Page

• 34% Increase in Total Visits Compared to Previous Year

• 278% Increase in Referral Visits Compared to Previous Year

4. Established Online Presence for the OMSI Gala Event

Step 6: Become A Great Writer

• Write Great Content!

• Make It Useful

• Temporal Relevancy

• Humans First

• Update Content Regularly

• Images, Video, Comments, Etc.

Step 7: Track Everything

• Organic Rankings

• Traffic

• Pageviews

• Time On Site

• Traffic Sources

• Goals

• Conversions

• Impressions

• Click through Rate

Step 8: Test & Optimize Your Performance

Step 9: Stay Educated

Resources:

• Search Engine Land- http://www.searchengineland.com

• SEOmoz - http://www.seomoz.org

• Search Marketing Expo - http://www.searchmarketingexpo.com

• SEMpdx Blog - http://www.sempdx.org/blog

• EngineWorks Blog - http://www.engineworks.com/blog

Step 9: Stay Educated

Step 10: Repeat Steps 1-9

Step 10: Repeat Steps 1-9

1. Assess Your Opportunity

2. Keyword Research

3. Establish Success Metrics

4. Competitive Analysis

5. Create An Online Marketing Strategy

Step 10: Repeat Steps 1-9

6. Become A Great Writer

7. Track Everything

8. Test & Optimize

9. Stay Educated

10. Repeat Steps 1 - 9

Thank You!

Presented by:

Mike Rosenberg – Vice President

EngineWorks, Inc.

www.engineworks.com

Twitter: MikeRosenberg

LinkedIn: linkedin.com/in/MikeJRosenberg