Contenu connexe Plus de Stoney deGeyter (20) Destination Search Engine Marketing2. 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
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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
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