#SLCSEM members Elisabeth Osmeloski (@elisabethos, @sengineland ) - Allison Schwam ( @schwamee ) - Rebecca Babicz (@bebabz @seocom) - Maria Corcoran ( @mariacorcoran )

1. What You Need To Know About
Online Marketing
presented by #SLCSEM members:
Elisabeth Osmeloski, elisabeth@SearchEngineLand.com @elisabethos
Rebecca Babicz, rebecca@SEO.com @bebabz
Allison Schwam, SundanceCatalog.com @schwamee
Maria Corcoran, Adobe, mcorcora@adobe.com @mariacorcoran

2. getting started
http://www.slcsem.org @SLCSEM

3. simple answer....
yes, of course! if you...
• want customers to find you
• want customers to learn more about your services
• call you for an appointment / reservation
• sell products directly online

4. unlike a romantic comedy...
... building a website doesn't
always result in a happy ending...
• websites can be costly
• websites need maintenance
• websites can be a pain to update

5. basic website needs
•
• design should reflect positively on your brand
• easily communicate who you are:
o Who (About us)
o What (Homepage)
o When & Where (Location & Hours, Contact info )
o Why (Should they trust you?)
• accessible & usable for the greatest majority of users, W3C
compliance
• adhere to best practices for SEO / search engine guidelines
• encourage others to share / talk about your business

6. thinking local...

7. What Is SEO?
SEO = Search Engine Optimization

8. Basic SEO
Elements

9. Search Engine Results Page
Search
Query Google Places
Paid
Search Ad
with Seller
Reviews &
Sitelinks
SEO
Listing
Paid Search Ads

10. Paid Search
Paying for your website to have a position on the search results page (SERP) of a
search engine (ie Google). For each visitor that clicks on your link you are
charged at a cost per click (CPC) rate in a bidding auction.
Benefits:
• Only pay when you drive traffic to your site
• Select the search queries you deem relevant to your business
• Control over the advertising message
• Real-time control over advertising spend
• Lots of performance data

11. Paid Search Components
Keywords: Match types & negatives
Account Structure: Campaigns & ad groups
Ad Copy: 70 characters & testing
Landing Pages: Relevant & conversion oriented
Tools: Save time & prioritize projects
Performance Data: Daily monitoring, testing & optimizations

12. Keyword Details
• Search Query = an inquiry submitted to a search engine
• Keyword = word or words in a PPC account with a bid, landing page & ad
• Keyword Negative = word or words that block ads from appearing
• Match Type = exact, phrase, broad & now broad match modifier

13. Ad Copy
“A/B Testing”: evenly
rotate 2 versions of an ad
Location
Extension
Reviews

14. Quality Score
The Search Engines calculate a Quality Score for each keyword. They look at a
variety of factors to measure how relevant the keyword is to the ad text and to a
user's search query. A keyword's Quality Score updates frequently and is closely
related to its performance. In general, a high Quality Score means that the keyword
will trigger ads in a higher position and at a lower cost-per-click (CPC).

15. My Advice
• Set a low budget
• Use exact match keywords at first
• Turn off the Display Network
• Use geographic targeting (City/State)
• Use Google Extensions (Location, Phone, Sitelinks)
• Hire a local SEM expert to do campaign set up

16. Content/Blogging/Social Media/PR
Rebecca Babicz/ PR Coordinator

17. Creating Content
Your Business is a Newspaper
and you're the journalist.

18. The power of Blogs
A website will receive 55%
more traffic if you have a
blog.

19. Types of Content

20. Where to find Ideas
"Good artists borrow. great artists steal."

21. Writing for the Web

22. Clickable Title
Good Imagery
Subtitles
Shareable
Bullets

23. Clickable Titles
100- 118
characters

24. Social Media

25. Goals for Social Media
Goal #1: Raise Brand Awareness
Goal #2: Increase Website Traffic
Goal #3: Increase Amount of Time Visitor
Spends on Website
Goal #4: Convert Visitors to Customers

26. Build Your Following

27. social media platforms

28. Public Relations
Blogging, social media and content = Brand Promotion
Public Relations= Brand Trust

29. McDonald's

30. You can do it!
Twitter: @Bebabz

31. Using Analytics to drive Success
http://www.slcsem.org @SLCSEM

32. What is Analytics

33. Before implementing Analytics
• Properly Set Goals
o SMARTER
• Avoid Fake or
Misleading Goals
• Document your
website's path to
success
• Understand your
customer

34. Planning and attention to details matter
• How is your website
structured?
o Have you set your
customer up for
conversion?
• Plan your analytics
implementation based
on your KPIs

35. Measurement Timelines
• Let your data define your
timelines
• Set correct expectations
with yourself and other
stakeholders
• Don't spend time chasing
Unicorns

36. Reporting and Analysis
What is the question you are trying to answer?
Traffic Reports Conversion Reports
Visit trending Conversion Funnel
Bounce Rates Pathing
Pathing Fall out Reporting
Referring Domains Micro-conversion tracking
Device Report Lead Generation
Keyword Reports Non Performing Assets

37. Don't Get Stuck in Data Paralysis

38. Online Marketing Providers to get you
started
Search Engine Marketing Local Social Analytics References
Google Adwords Google places Twitter Google Analytics SLC SEM
Bing Adcenter Yelp 4Square Core Metrics/IBM Search Engine Land
SEO.com Citysearch Google + Omniture/Adobe SEOMoz
BrightEdge UrbanSpoon Facebook Webtrends Google Blogs
Additional Tools -
Raven Tools
Localeeze
Conductor
Google Keyword tool, conversion optimizer