What We Learned in 2013, What We Will Apply to 2014

C1 Partners Team

About C1 Partners –Established in 2004 –Re-Branded 2012 –Digital Marketing Web Development Advanced PPC Advanced SEO Social Media Strategy About C1 Partners

Founder –Dan Smink MBA Marketing Georgetown University Led Strategies for: –Centura –Covidien –McKesson –Thermo Fisher Grew Organizations From $25-$50 Million Core Experience: $1 Million to Greater Than $40 Billion Companies Founders

Founder Dan Stratford –MBA From Regis –Digital Marketing Experience Dex Media (Corporate Digital Team) LexisNexis Regional Consultant Google Certifications Certified Legal Education (CLE) Instructor –Digital Strategist at C1 Partners Founders

Tracking is So Easy & Affordable - Why aren't you tracking? Google Adwords/PPC –PPC Works –PPC & SEO Can be great together –PPC May Lose in The Short Run SEO Really Works Penalized Sites –How to Keep From Being Penalized –How to Recover –Should You Start Over? Agenda

Google Search Results: “ppc denver” Paid Results Organic Results Organic/Places Results Bid System Higher Bids = Higher Placement Relevance is a Factor What is Google Adwords

Google Adwords CAN Be Profitable Google Adwords CAN Help You Grow Your Business However… –In many cases it is NOT Profitable in the short run –In many cases it is a break-even acquisition play –In some cases it is an expected loss –In some cases it is a gamble –For some businesses it may never be profitable Adwords usually works best when part of an overall marketing strategy Preface

Challenges –Do it yourselfers waste % of budget towards unrelated clicks –Businesses that don’t track (or care) about ROI drive prices up Competing against good and bad PPC, can win against both Keys to Success Challenges & Opportunities

Keys to Success Research Before You Spend a Dime Experience – Hard to Beat Targeted Search Terms Targeted Ads (Not Necessarily Driving High CTR) Targeted Landing Pages Re-Targeting Display Tracking Results at Acquisition Level Keys to Success

Industry Average Results Cost Per Click = $5 Conversion to Lead Rate = 2.7% Cost/Lead = $ Sophisticated PPC Cost Per Click = $5 Conversion to Lead Rate = 10% Cost/Lead = $50 Cost Per 10% Close Rate $1,185 vs $500 Making Campaigns Profitable

Sophisticated PPC Cost Per Click = $5 Conversion to Lead Rate = 20% Cost/Lead = $25 Instead of $ Cost/Acq = $250 Results? Savings of 87% Your Competitors Cannot Compete, or You Cannot Compete Without an Optimized Campaign Making Campaigns Profitable

2 Case Studies Attorneys With $50+ CPC C1 Partners With $13 CPC Making Campaigns Profitable

Keys to Success Research & Plan Before You Spend a Dime Experience – Hard to Beat Targeted Search Terms Targeted Ads (Not Necessarily Driving High CTR) Targeted Landing Pages Consider Re-Targeting & Display Tracking Results at Acquisition Level Keys to Success

SEO Really Works… Unless You Get Penalized –How to Keep From Being Penalized –How to Recover –Should You Start Over? SEO

Results of Penalization –How to Keep From Being Penalized –How to Recover –Should You Start Over? SEO-Let’s Get The Bad Out of The Way

Results of Penalization –Traffic Tanks –Affects 30% to 90% of Revenue –Better Revisit Adwords! SEO-Let’s Get The Bad Out of The Way

What Do You Mean By “Penalty”? –Bad Links From Your Past Bad Links Links Going Away Faster Than You Can Acquire New Ones –Current Issues More bad links? Site Content Over Optimized Duplicate Content –Affects 30% to 90% of Revenue –Better Revisit Adwords! SEO-Let’s Get The Bad Out of The Way

How to Keep From Being Penalized –Do Not Over Optimize –Avoid Duplicate Content –Be Careful About Linking Programs That Seem To Good To Be True –Don’t Have Any Enemies SEO-Let’s Get The Bad Out of The Way

Penalized-Now What? –Recover Your Site Disavow Fix Content Add Good Content Add Goog Links Takes Time Takes Effort May Never Fully Recover –Start Over: New Domain? Big Pain May Seem Expensive May Be The More Profitable Route Especially if Your Domain Brand is Important SEO-Let’s Get The Bad Out of The Way

New Domain & Site Might be More Profitable Checkout My Blogpost SEO-Let’s Get The Bad Out of The Way

SEO Keys to Success Site architecture –Sitemap –Internal Linking –Navigation –URLs Lower Keyword Density –In site content –In title tags –In Description Tags –In Picture Names and Alt Tags –In Video Names and Descriptions Site Setup –Google Authorship –Blog –Local, Social Media Links –Analytics –Webmaster Tools On-Site SEO Factors

SEO Keys to Success Setup All of Your Web Properties –Local –Social –Google Authorship Social Media Efforts –Develop a Community, When Applicable –Participate in Comments & Blogs With Your Google+/Authorship Account –Share Your Content Biggest Factor Could Still be Link Building for Near Future –Quality, Not Quantity –Balanced Content for Links Naked Branded Keywords –Balanced No Follow & Follow –Balanced High PR/DA and low PR DA Off-Site SEO Factors

What Does Google Want? –The best experience for the searcher… –…so they come back. Backlinks Are a Vote/Reference –From Quality Sites –From Relevant Content –From Relevant Websites –Bad Backlinks Can Be Difficult to Overcome Social Media –Are you setup on Google +, Facebook, LinkedIn, Twitter and others? –Are you active in social media? Google & Other Properties –Google Plus –Google Authorship –Local Directories: Google, Yelp, Yahoo!, Bing & Others Off-Site Factors

C1 Partners SEO Results The Driver of These Results is On-Going Off- Site SEO, Primarily around diverse link building that includes proper timing, social signals and more. We never recommend Off-Site Only, but it appears to be a significant driver of results when applied to a well setup site.

C1 Partners SEO Results Quality Links Rank This 2 Month Old Site Ahead of 3 out of 4 of these PI Attorneys in a Very Competitive Market

One More Thing… Tracking At Conversion Level Even Phone Calls Messaging Matters Messaging That Engages Your Target Audience Message That is About Your Prospects First, You Second Messaging Improves Conversions Presentation Available on Website

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