3. What are your Action Items?
Action Item Who is Responsible? Deadline
Action Items Plan
4. The percentage of consumers who
are using some sort of online
media to research local products
and services.
97
*User View Wave VII, BIA/Kelsey, 2010
5. The percentage of people who
use search engines to find
information about products and
services on a monthly basis.
92
*Search and email still top the list of most popular online activities, Pew Research Center, 2011
6. The Secret to Search Engines
What Do Search Engines Want? Money!
How Do They Get It?
• Give search users GREAT search and ad results
(relevant, valuable, fast, usable)
• Attract return search users
• Give return search users GREAT search and ad results
• Search users click ads & search engine gets paid
$29.8 Billion/Year Globally
• Repeat, repeat, repeat
• When was the last time you used Google?
7. The Secret to Search Engines
A Great Search Result Dissected
• Relevant to the Search Query
• Contains Lots of Mixed Content
• Text Content Is Easy to Read
• Loads Quickly
• Is Up-To-Date
• Is Mobile Friendly
• Has Clean Code
• Is Popular on the Web
• Is Popular in Social Media
8. The Secret to Search Engines
A Poor Search Result Dissected
• Lacks Relevance to Search Query
• Very Little Text, No Images or Video
• Text is Too Complicated to Read and Understand
• Is Slow to Load
• Hasn’t Been Updated in Five Years
• Is Built on Old Technology (Flash, Nonresponsive)
• Code has Problems
• Has No Links Pointing to It
• Has Very Little Presence on Social Media
9. The Secret to Search Engines
Good vs. Bad Search Results
• Good Search Results Provide Positive Experience for Searcher
• Reflects Positively on Search Engine and Website Serving
Result
• Searcher is Likely to Use Search Engine Again
• Searcher is Likely to Engage With Website Content
• Bad Search Results Make Searchers Frustrated
• Reflects Poorly on Both Search Engine and Website
• Searcher Likely to Use Search Engine Again Unless Results
Consistently Poor
• Searcher Likely to Leave Website In Under 30 Seconds and Not
Return
10. The percentage clicks that go
to the top five results on a
SERP (Search Engine Results
Page).
65
*Google Organic CTR Study 2014, Advanced Web Rankings
11. The percentage of Internet users
who click on the first unpaid result
on a SERP.
53
*Seeing Between the Lines...of the Search and the Click, Compete.com
13. Elements of Successful SEO
Optimize Pages, Not Sites
• Each Page Ranked Independently
• Independent Pages Can Be Linked for Better SEO
• Site Optimization Techniques Apply to Individual Pages
• i.e. Authorship in Footer, Clean Code, Quick Site Loading
• Create Cornerstone Content
• Link Related Pages & Articles to One Another
14. Elements of Successful SEO
Content
• Relevance To Search Query (Keyword Optimization)
• Text Content
• Keyword Density
• Minimum 300 Words
• H Tags
• Meta Data (Titles, Descriptions, Photo Tags)
• Permalink
• Multimedia Content (Pictures, Video)
• Uniqueness
28. The percentage of conversions
a typical website receives.
1-3
SteelHouse
29. Conversion Optimization (CRO)
Whywould you
invest so much time
and so many resources
into driving traffic to a
website that is not
optimized to turn more
visitors into customers?
31. Elements of Successful CRO
• Clear Value Proposition
• Clean Design (Not Too Much Clutter)
• Representative Images (Ideally of People)
• Video
• Features & Benefits Marketing Language
• Trust Factors (Reviews, Guarantees, Trustmarks)
• Strong Call to Action
• Measuring Tools
Conversion Optimization