Kelly Cutler of Marcel Media presented strategies for leveraging search engine optimization (SEO) and social media to drive traffic to association websites. She emphasized the importance of creating an online strategy and optimizing websites for usability and searchability. Cutler outlined SEO best practices like on-page and off-page optimization as well as tools for analysis. She also discussed using social media to engage members and boost online visibility, noting that associations should guide online conversations rather than ignore them. Cutler stressed testing strategies and determining key metrics to improve an organization's online performance.

1. Web Strategies That Really Work:
Leveraging SEO & Social Reach
February 17, 2010
Presented to: The Association Forum of Chicagoland
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2. Kelly Cutler: Marcel Media
Kelly Cutler, CEO and Co-Founder of Marcel Media
• 12 years of internet and marketing experience
• Certified Google AdWords Professional
• Young Entrepreneurs Organization (EO) Member
• Chicago Internet Marketing Association (CIMA) Member
• Search Engine Marketing Professionals
(SEMPO) Member
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3. If people can’t find your association online…
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4. You’re missing out on important opportunities. 4

5. 5

6. Here’s the Key: Create a Strategy for Your Needs
Search Engine Optimization
Social Media Marketing
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7. Let’s Take a Closer Look
Search Engine
Optimization (SEO)…
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8. SEO: Here’s the Big Picture…
SEO is not about having the magic touch… there’s no
fairy dust involved 8

9. SEO is about usability, authority and creating
compelling website content
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10. SEO Breakdown: Optimization
Onpage
Offpage
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11. Search Engine Optimization
SEO is the process of improving the volume or quality of traffic to
a website from search engines via "natural" or “organic” search
results.
Onpage SEO
• Optimization that deals with a website’s specific pages and
structure (navigation, tagging, content optimization, etc.)
Offpage SEO
• Optimization done outside of a website (syndication, social
sites, strategic linking, etc.)
Usability
• Usability is an extremely important website element that aids
user experience, maximizes conversions, and minimizes
bounce rate.
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12. Tools the Pros Use
Be data-driven - figure out what’s working…
and what’s not.
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13. Tools
Google Analytics
• http://www.google.com/analytics/index.html
Google Keyword Tool
• http://www.google.com/sktool/#
Compete.com
• http://compete.com/
Website Grader
• http://websitegrader.com/
Google Insights for Search
• http://www.google.com/insights/search/#
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14. Google Analytics: Tying Everything Together
• Optimize paid search
campaigns
• Track Key Performance
Indicators (KPIs)
• Improve website navigation
and usability
• Daily, weekly, and monthly
reporting capabilities
• Utilize funnels and filters to
streamline conversion paths
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15. Tracking & Analysis: Key Performance Indicators
Pages per Visit
• Average number of pages viewed during a visit to your site -
repeated views of a single page are counted
Average Time on Site
• Average duration of a visit to your site
Percent New Visits
• Percentage of visits by people
who had never visited your site before
Bounce Rate:
• Percentage of single-page visits (i.e. visits in which the person
left your site from the entrance page). Over 60% is below is
standard. 40%-60% is ideal. Below 40% is optimal.
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16. Tools: Website Grader
Run an analysis of
your website and
compare your site
with competing
associations’ sites
http://website.grader.com/
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17. Tools: Google Insights for Search
Google Insights: Provides trending forecasts for keyword searches.
http://www.google.com/insights/search/#
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18. Writing Content for the Web: Tips for Success
Do your research
• Find the terms your audience is likely to use.
Be Specific
• Content should be written for a specific purpose and should
be focused on one subject.
o Multiple topics should be broken out into separate pages,
250-500 words are best.
Use Keywords
• Build your page around the top 2 or 3 ideal search phrases.
o The average search term is 3 words long, so use longer
phrases and alternate keywords or use synonyms.
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19. Press Release Optimization: Tips for Success
Write for your audience
• Have a clear message
Research terms and use strategic keyword placement
• Use Google’s keyword tool and incorporate search terms into
the headline and lead paragraph
Incorporate Links
• Add links intended to help people find related content
Use Social Tools
• Generate buzz among online communities/groups/networks
Create a Distribution Strategy
• Use news wires such as Business Wire and PRWeb, then
publish press releases on your own website to maximize SEO
efforts
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20. Social Media for Associations
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21. Social Media Marketing is an Opportunity
Strategy
• Promote user-generated content
• Create a platform for feedback
• Start conversations
• Create urgency around events/promotions
• Create informal social environment for association members
Benefits
• Boosting SEO
• Maximized community growth
• Consistent communication
• Addressing the demands of your online users/members
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22. The Value of Social Media
Through social media, associations are able to actively and
consistently target their members.
Social Media Advantages:
• Engagement: a step beyond search
• Increasing online visibility
• SEO (search engine optimization)
• Promoting new products and services
• Finding new trends within the specific verticals (what
members want)
• Increasing association and “brand” awareness
• Maintaining a competitive edge
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23. Ohio Education Association (OEA) Example
The Ohio Education
Association (OEA) put out a
memo in Fall of 2008 strongly
advising teachers to
completely and totally avoid
social networking sites.
They have since revised their
protocol and created a
professional standard for
social networking
Currently OEA has
Twitter and Flickr
profiles:
Source: http://www.ohea.org
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24. The Solution
Don’t ignore the conversation, join it and stay in
front of it!
*Send your employees a “Getting Started with Social Media”
guide, this sets the stage for success.
*Create a process for handling feedback (both positive and
negative).
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25. Summary & Marcel Media Tips
Optimization Tips
• Utilize tools/resources that gauge online performance.
• Determine what a conversion means to your site.
o Is it a form completion, a newsletter sign-up, etc…?
• Examine website usability.
o How easily can members or prospective members find important
information?
• Join the online conversation, if you haven’t already.
• Create a Social Media policy for professional networking and
interaction.
o Don’t forget about the importance of privacy settings.
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26. Thank you!
Questions?
Kelly Cutler
312.280.1974
kelly@marcelmedia.com
Jim Grillo
630.916.8000 ext. 3
jim@hereschicago.com
Prepared by Marcel Media www.marcelmedia.com
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