Strategic Internet Marketing & Search Engine Optimization May 25, 2006 Neal Rabogliatti Sr. E-Strategy Consultant Catalyst connection Title Date

What is e-Strategy? e-Strategy is a strategic planning process used to improve the effectiveness and visibility of manufacturing web sites through optimization, targeted content development, internet marketing and advertising to attract potential targeted business and convert them to leads and sales. Title Date

What is Search Engine Optimization? SEO is a process of improving your web site’s search engine visibility through making it more relevant to specific terms (phrases) that your target audience will use in a search engine. Title Date

Why is e-Strategy Important? Internet is the leading resource for information on manufacturers and vendor selection. Successful web sites attract targeted visitors by being positioned well in search engines. Well developed sites convert visitors into prospects, leads and sales. Title Date

Why is it Important? The Internet has become increasingly more complex with additional competition both foreign and domestic. Your site depends on being seen by the right audience and providing the right information to make them take action. Title Date

Why is it Important? A new study released in 2005 by Fathom SEO finds that the majority of manufacturer web sites “miss the boat” when it comes to even the most basic search optimization techniques. This represents both a problem and an opportunity to manufacturers. Title Date

Why is it Important? Your company needs to leverage the Internet in a way that grows your business in sales and lead generation. Leveraging Internet Success isn’t an accident of chance… It’s a strategic plan! Title Date

Strategic Planning Developing a strategic plan includes: 1) Understanding your target audience 2) Focusing on a set of goals (target outcomes) 3) Conducting necessary research 4) Building a plan before building a site 5) Learning how the Internet rules works. 6) Putting the plan into action Title Date

Where to begin - Understanding Understanding your audience: Industries, Markets, Sales Cycles, Purchasing Understanding Communications: Who is buying and what is important to them? What information should you present? What action do you want them to take? Title Date

Focusing On Goals What outcomes do you want your site to accomplish? - Drive new customer leads and sales? - Open up new markets? - Allow online ordering, or check inventory? - Capture more market share? - Improve existing customer relationships? Title Date

Conducting Research Research provides valuable data to be implemented. - Developing keyword phrase list - Words customers use to find you - Competitive web site research - Seeing the real competition - Features and functionality - Extranets, Forms, Usability Title Date

Building A Plan Creating a flow chart to visually map out each page. Title Date

Building A Plan Map the chosen keywords to pages in the flow chart Title Date

Building A Plan Using the flowchart, keywords and audience identification: Develop content to support target keywords and audience interests Highlight innovation, credibility, quality and what makes you unique. Implement call to actions through the site. Make phone and address high visible on every page of the site. Title Date

Marketing the site - Register the site with major search engines. Actively secure quality in-bound links (on going) Identify good paid inclusions Monitor site’s ranking 2-6 months Build a pay-per-click campaign plan (optional) Title Date

Search Engine Optimization To develop a strategic plan you need to know how the search engine environment works. Title Date

Search Engines Title Date

People See Your Site This Way Search Engines See Your Site This Way Title Date

There are two things engines do to your web site Search Engines There are two things engines do to your web site 1) They index or view the pages of your site 2) They rank your site by the content of each page as to how relevant it is to a given search phrase. Title Date

Search Engines The Web Bot indexes or spiders the site by way of links. It makes a copy of the web site and puts it into a package that is sent back to the main database or catalog. WEB BOT WEB SITE Title Date

Search Engines The catalog then filters web sites through a program that can compare web sites according to their collective relevancy to keywords used in a search. This is called the algorithm it considers: Text Content Code & Tags Inbound Links Age of Domain Structure Internal Links META Themes Fresh Content & Updates Title Date

Relevancy! Search engines base their ranking algorithm with one objective in mind… Relevancy Relevancy is the total sum of all the parts of page or site in relationship to the keyword phrase being searched. Title Date

META Themes META Themes are overall collaboration of your META tags, text links, body copy, file names and codes. (Relevancy) Text / Content META Tags / HTML Codes Links (Inbound and internal) Page & Site Structure Title Date

Each page is unique and therefore needs a unique META theme. META Themes Each page is unique and therefore needs a unique META theme. This Not This One Theme Unique Theme Unique Theme Unique Theme Title Date

Body Copy Text Still the most important factor in determining web site ranking. Relevancy can be achieved through good text communication Strive for 250 words per page. Incorporate keywords 5-7% of body copy. Incorporate text hyperlinks to other internal pages, use keywords in link. Title Date

META Tags: Page Title Defining Theme of the page, first relevancy check a search engine sees. Focus on 1 keyword phrase No larger than 80 characters Keywords first, company name second. Title Date

META Tags: Description Tag Should focus on 1-3 keywords Should be no larger than 150 characters Content attracts users it shows up in the search engine results page . Title Date

META Tags: Keyword Tag Being used again! No larger than 1024 characters Use keywords in list, don’t repeat and don’t stuff words . Title Date

META Tags: Header Tag <h1> Single most important tag Every major search engine uses it Adds boldness to viewer and SE Must be <h1> not <h2> <h3> etc. Title Date

Site Structure & Page Layout Link Popularity Mechanicals These are technical items that help improve relevancy and improve page content. Site Maps Site Structure & Page Layout Link Popularity Title Date

It indexes every page of the site and links every page. Site Map For People: Provides a table of content for users who are looking for specific information and don’t want to browse. For Search Engines: It indexes every page of the site and links every page. Title Date

There really is a method to layout and navigation. Structure & Layout There really is a method to layout and navigation. Search engines easily read code not graphics. Most Search Engines focus on the first 250 lines of code. SE’s cannot parse data, complete forms, read graphics or login. Don’t nest tables or files. Title Date

Link Popularity Refers to the number of inbound links or links from other web site that come to your site. Very Important to Google Yahoo MSN. One way links (Not Reciprocal) Original link is from a relevant source. Keyword embedded in actual link. Linking site is well ranked in Search Engines. DO NOT USE LINK FARMS! Title Date

Pay Per Click Advertising PPC supports marketing awareness by buying top positions in search engines. Title Date

Pay Per Click Advertising Planning a Campaign You build a budget How much per click – how many clicks per month Must be in top 3 bidders to get top placement Create your advertising statement Think attention not search engine optimization Determine the landing page Monitor your campaign Title Date

Specialty Tires of America Success Stories Specialty Tires of America Launched August 2005 Ranks First Page 15+ Keywords Generates 7 Leads per day (avg.) Added a new distributor Supports existing distributors Title Date

Success Stories Gorell Industries Launched June 2004 Ranks First Page 22+ Keywords Generates 15 sales per day (avg.) Attributed to over $250,000 sales Reduced pay per click by $84K Title Date

Industrial Pump & Motor Success Stories Industrial Pump & Motor Launched June 2003 Ranks First Page 25+ Keywords Generates 15 sales per day (avg.) Attributed to over $50,000 sales Opened International Market Sales to Switzerland Sales to Germany Title Date

Success Stories Butler Winding Launched October 2004 Ranks First Page 25+ Keywords Generates 3 leads per day (avg.) Opened new unknown markets Strong Sales Leads University Research Labs Indian Markets Asian Markets Title Date

SEO Project Consulting Complete Web Implementation e-Strategy Services SEM Assessment SEO Project Consulting Complete Web Implementation Web & SEO Training Classes Maintenance Programs Title Date

Neal Rabogliatti e-strategy Catalyst Connection www.catalystconnection.org Assessments – Consulting – Training Optimization – PPC Campaign Planning Title Date