1. Strategic Internet Marketing & Search Engine Optimization May 25, 2006
Neal Rabogliatti
Sr. E-Strategy Consultant
Catalyst connection
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2. 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.
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3. 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.
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4. 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.
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5. 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.
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6. 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.
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7. 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!
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8. 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
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9. 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?
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10. 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?
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11. 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
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12. Building A Plan Creating a flow chart to visually map out each page.
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13. Building A Plan Map the chosen keywords to pages in the flow chart
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14. 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.
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15. 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)
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16. Search Engine Optimization
To develop a strategic plan you need to know how the search engine environment works.
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17. Search Engines
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18. People See Your Site This Way Search Engines See Your Site This Way
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19. 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.
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20. 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
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21. 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
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22. 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.
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23. 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
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24. 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
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25. 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.
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26. 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.
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27. 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 .
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28. META Tags: Keyword Tag Being used again!
No larger than 1024 characters
Use keywords in list, don’t repeat and don’t stuff words .
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29. 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.
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30. 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
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31. 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.
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32. 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.
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33. 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!
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34. Pay Per Click Advertising
PPC supports marketing awareness by buying top positions in search engines.
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35. 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
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36. 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
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37. 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
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38. 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
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39. 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
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40. SEO Project Consulting Complete Web Implementation
e-Strategy Services
SEM Assessment
SEO Project Consulting
Complete Web Implementation
Web & SEO Training Classes
Maintenance Programs
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41. Neal Rabogliatti e-strategy Catalyst Connection
Assessments – Consulting – Training
Optimization – PPC Campaign Planning
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