SEO isn't about "getting" top rankings. Getting rankings leaves open the implication that you're achieving a result that you don't necessarily deserve. Destination SEM focuses on building a website that is truly exceptional in meeting your audience's needs and actually earns top search engine positions.

1. Destination Search Engine Marketing
SEO Without Compromise!
© Copyright 2008 Stoney deGeyter

2. Why do you deserve to be #1?
 Lowest prices
 Better customer service
 Been in business longer
 No one does it better
© Copyright 2008 Stoney deGeyter

3. What is Destination SEM?
“The process of building a website to
become a desired destination point for
those looking for the product, service or
information you provide.”
© Copyright 2008 Stoney deGeyter

4. What do you get from exposure?
Destination Sites:
Most Sites:
More traffic
Traffic
Increased sales
Sales
Repeat customers
Repeat customers
Lots of word of mouth
Word of mouth
© Copyright 2008 Stoney deGeyter

5. Traffic doesn’t create customers
 With a Destination Website you can…
 Drive traffic
 Improve conversions
 Make your site “sticky”
 Create word of mouth
 Improve ROI
 Build loyalty
 Generate repeat customers
Don’t be one of a million.
Be one in a million.
© Copyright 2008 Stoney deGeyter

6. Stand out in a sea of thousands
© Copyright 2008 Stoney deGeyter

7. What makes you stand out?
 You provide something that
cannot be found anywhere else
 Unique (find a niche)
 Interesting (be different)
 Compelling (new info)
 Valuable (expert resource)
© Copyright 2008 Stoney deGeyter

8. Help them believe in you!
 Offer something special
 Content
 Presentation
 Interaction
 Resources
 On-site experience
If you are doing what hundreds of others are doing,
yet providing no unique offerings…
You don't deserve to be #1.
© Copyright 2008 Stoney deGeyter

9. Not just marketing as usual
 Strong on- and off-page SEO
 Excellent on-page customer performance
 Exceptional off-page marketing exposure
 Superb business and customer satisfaction
Don’t compromise…
…rankings for conversions
…or conversions for rankings.
© Copyright 2008 Stoney deGeyter

10. Seven Building Blocks of
a Destination Website
123
4567
© Copyright 2008 Stoney deGeyter

11. 123
Expert information 4567
 Don’t underestimate value of
good content
 Less isn’t always more
 More expert knowledge
 More opportunities to persuade
 More pertinent info to make sale
 No content for sake of content
 Always judge the audience’s needs
 Avoid optimized text overkill
© Copyright 2008 Stoney deGeyter

12. 123
Types of expert info 4567
 Sales/marketing copy
 Non-marketing information
 Product comparisons
 Product reviews
 Tips & tutorials
 Helpful opinions
 Company & executive
background info
 “Ask the Expert” section
Use expert info to establish trust.
© Copyright 2008 Stoney deGeyter

13. 123
Usability 4567
 Poor usability = poor user experience
 Poor navigation
 Confusing site layout
 Lost calls to action
 Little internal linking
 Poor user experience = visitor loss
 Create path of least resistance
 Visitor loss = fewer sales
 Keep them on the page
 Create fewest steps to info and conversion
© Copyright 2008 Stoney deGeyter

14. 123
Website design 4567
 Usable visually appealing
 Must be as good as the worst in your
industry
 Should be as good as or better than
the best in your industry
 Poor design lacks credibility
 Lower buyer confidence
 Looks like a hobby site
© Copyright 2008 Stoney deGeyter

15. 123
Unique value proposition 4567
 No UVP? No business being in business!
 UVP answers, “Why you?”
 Low prices & customer service are not unique
 What makes you remarkable?
 Unlimited customer support
 Hassle-free returns
 Proprietary products
 Free shipping
 More experts available?
Find a unique way of doing what you do.
© Copyright 2008 Stoney deGeyter

16. 123
Time and presence 4567
 Can’t become an “authority” overnight
 Two ways to get authority
 You can buy exposure with money
 You can earn it through time
 Credibility
 Relationships built
 Business ties established
 Customers served
 Testimonials received
Longevity isn’t necessary to be successful.
But it certainly does help.
© Copyright 2008 Stoney deGeyter

17. 123
Voice 4567
 Set yourself apart
 Create a unique personality
 Resonate with target audience
 Unique perspective
Brutally honest
Snarky
Humorous 


 Down to earth
 Flowery
 Serious
 Never corporate
 Thoughtful
 Whimsical
 Be consistent throughout site
© Copyright 2008 Stoney deGeyter

18. 1+2 +3
Trust and credibility 4567
+++=
 Essential for success
 All else means nothing without it
 All help build it
 How to build trust
 Return calls and emails
 Keep information secure
 Promote open communication
 Put the customer first
 Exceed expectations
© Copyright 2008 Stoney deGeyter

19. Being a “Destination” is Essential
 Each year
 Competition gets stiffer
 Search engines get smarter
 To stay #1
 You have to be the best of the
best on all levels.
 Key Point:
Destination search engine
marketing is not about
achieving top placement…
It’s about deserving it.
© Copyright 2008 Stoney deGeyter

20. Thank You!
PolePositionMarketing.com
© Copyright 2008 Stoney deGeyter