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Similaire à Search3w_UofA_Presentation
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Search3w_UofA_Presentation
- 1. “We help the Web find Moishe’s Moving and Storage” Presented to: UofA MIS311 Date : March, 2012 By: Elchanan Rotstain
- 2. • The Web, Search Engines and Search Marketing • Search Engine Optimization (SEO) problems and common solutions • The Search3w solution and our D2S™ Site Wizard • AdWords and Pay Per Click (PPC) • Results and Search Engine Ranking Moishe's on: You Don't Mess with the Zohan: http://www.youtube.com/watch?v=eEy2LsvBE1M Introduction 2
- 3. The Web, Social Media, Information Store and Search • The Web Universe: -100+ Billion web pages - -Twitter, YouTube and FaceBook etc… - 80% Canadians use the Internet and 75% of all Internet Users – use it every day - 55% of all Internet users – 5+ hours/week • Search - “Life’s New Index Page.” • Google, Yahoo & Bing • Organic . Mobile , Paid Links, Maps (Local), Display Ads etc… • The Audience - Intelligent, Impatient Web-savvy The Web Search Market today 3
- 4. • Increase Traffic to the dealers and then follow up with Sales, • Gain an advantage over the competition. • Increase Model and Option Knowledge • Inform customers where dealers are located • Provide stakeholders (including media ) a positive image of the company, • Be measureable , accountable (ROI) • Be Nimble Search Query “Movers” – about 130 million results Web Marketing and Communications Objectives 4
- 5. SEO Voodoo and Google’s Real Time Search What is Google/Yahoo Search ? • Indexing, submissions, key words and meta tags • Real Time - spider-bots - morphological analysis, mathematics/algorithms, indexability and search engine engineering. • The “technical voodoo” is the how and why Search Position & Rank is determined. • Black Hat versus White hat SEO Black Hat SEO - is optimization with spam-dexing, hidden text and links, cloaked pages, link farming and tactics that function against search engines terms of service and can lead to temporary or permanent banning. Many companies rank poorly with search engines using bad or outdated optimization techniques through lack of knowledge. Search3w can fix these problems. White Hat SEO - search engine approved methods of optimization which result in long lasting results, higher ranking and positioning. 5 Search Query “New York Movers” – about 75 million results
- 6. Typical SEO Solutions and why they don’t work 1. Indexability The Big 3 do not recognize my website! = Inventory 1. Searchability Page Rank, and Position = Bring them to the store 1. Usability Visitors who do not BUY = Convince them to buy Why your website & products can’t be found? Common Optimization tactics (Typical solutions to SEO) 1. Indexability Submissions, and more submissions. 1. Searchability Adding / Editing Meta Tags for all products. 1. Usability Increasing advertising budget. Search Query “Mini Storage NYC” – about 4.8 million results 6
- 7. Moishe’s “New York Storage” Position 2007 until now Search Query “New York Storage” – about 680 million results Poor Ranking No Consistency over time The Problem: "One Picture is Worth Ten Thousand Words" 7
- 8. FlatRate “Storage” Position 2007 until now The Problem: "One Picture is Worth Ten Thousand Words" 8
- 9. Tools you need to optimize a website manually: • SEOmoz $99/month • WebCEO $299/year • Free online tools: http://www.mikes-marketing-tools.com/ http://www.bruceclay.com/ • Search Google: “free seo tools” “best seo tools” Search3w D2S™ is a site wizard that: 1. We Help the Web find you with – D2S™ • Organic search engine optimization (SEO) • Mobile Applications • Search Engine Marketing , PPC, Linking and Paid inclusion etc… 1. D2S™ - Enhances Usability, Search-ability, Funneling and Conversion rates within your website • Increases time spent (visitor retention) • Directs visitors to relevant pages and content • Sales conversion rates • Creates then submits new pages to search engines to increase site traffic Manually Optimization or Automation? 9
- 10. Search Solutions for Mobile Storage… So you want to be No.1 on Google, eh? • Find SEO firms that really know how spider-bots function or how Google algorithm(s) are built • Get the right tools • Knowledge of the mathematical algorithms with all the “Technical Voodoo” that results in first page ranking. • Apply with ‘White Hat’ standards only as well as W3C (World Wide Web Consortium) standards of accessibility. • Call the firm’s clients. Search Query “Local Movers NYC” – about 1.9 million results 10
- 11. The Search3w Solution for the self storage… 3 ways we optimize your entire website W1. HTML or Site Wizard Publish your entire site with SEO pages. W2. Expert Advice Search Engineer and Expert Knowledge W3. Site Usability Search3w - OBS Site Search solution Search3w’s - Site Wizard Code named: D2S™ 1. Static HTML SEO landing pages – 2. Printer Friendly Pages - 3. Mobile / WAP (Wireless Application Protocol) 11 Search Query “Self Storage New York” – about 28 million results
- 12. With D2S or without – Basic SEO elements D2S Input Files CONTENT ! Page Templates Shopping Carts -or- CMS Blogs, Press Releases & Other Sources of Content RSS Feeds Advertising D2S Google Algorithms Multiplexer Output Files: SiteMap.xml -and- XHTML Static Pages -or- New Website Unique Content Mobile Sub-Domain Pay-Per-Action Affiliate Code Fixing 404 errors 12
- 13. D2S™ with Static HTML - Very search engine friendly! http://www.flatrate.com/content.aspx?contentid=11§ionid=3&branch=new%20york http://www.flatrate.com/new-york-residential-overview.html Before – URL with Dynamic HTML After – URL with Static HTML 13
- 14. Google Maps positioning in the “A to J’s”? “Search3w delivers results” with Google Maps optimization. Example: Flat Rate Movers 14
- 15. Usability - Site Search optimized with OBS Site Search “OBS site search” Queries are fed back to the D2S system and Google analytics for further optimization. “OBS site search” and “D2S Site Wizard” generate pages to enhance usability, increase visitor retention & conversions (sales). 15 Intelligent Intuition System - Understands that searching for "overseas" means "air ", and "moving" is also "relocation"
- 16. Searching “crosover” on GM and ACURA Usability - Life without OBS Site Search 16
- 17. Searching “crosover” demo and real Usability - Life is good with OBS Site Search 17
- 18. D2S™ Static Publishing system - Advantages 18
- 19. Visibility Score of 2009 vs. 2010 (Explain what is Visibility Score) Consistency over time Long tail marketing The results: "One Picture is Worth Ten Thousand Words" 19
- 20. D2S™ Site Wizard – optimization & usability for Mobiles Two goals are essential for your website to be an effective mobile (smart device) sales tool: 1. People must be able to find it easily when they are searching Google in a mobile format. 2. Once they do, the site must function properly in mobile environment and your website has to provide what they are looking for, quickly and easily. Mobilization optimization of mobile sub domain – WAP technology 20Search Query “Storage Chicago” – about 42.5 million results
- 21. The Results of Search Engines Marketing Performance & Competitive Advantage Improve Branding, Sales, and Return On Investment. Reach, Expertise & Knowledge Off-Page Optimization, Social Networking and Links. Visionary research, Search Engine Methodologies and Proprietary Technologies - The web will find your business! Exceptional Technology, Reporting, Solutions and Pricing Self-Service Panel, Real-time reporting, analytics and Remedies. Realize an increased ROI as a result of SEO/SEM budgeting. Tools and Technical Support A team of search engine engineers and SEO/SEM experts to insure quick solutions and timely easy client access. 21