Top 10 Tps to leaarn SEO
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Top 10 Tps to leaarn SEO
- 1. Page 1 Learn SEO Techniques Apixy infotech http://www.Apixyinfotech.com Learn SEO Techniques SEO Digital Marketing
- 2. Page 2 SEO Tips for Small Business Apixy infotech http://www.Apixyinfotech.com
- 3. Page 3 B2B Digital Marketing Newsletters PPC Email Social Media White Papers SEO Webinars Sponsorships Video Website Apixy infotech http://www.Apixyinfotech.com
- 4. Page 4 Forrester Research: 60% of marketers plan to take money away from traditional marketing and spend it on interactive ads instead 59% of that interactive spend will go towards SEO and PPC Digital Marketing Trends Apixy infotech http://www.Apixyinfotech.com
- 5. Page 5 SEO = Increased Conversions Source: Forbes Ad Effectiveness Survey June 2009 SEO is the most effective Online Marketing tactic for conversions 62% of B2B Marketers to Increase SEM Budgets in 2010 *eMarketer Apixy infotech http://www.Apixyinfotech.com
- 6. Page 6 Search marketing is an important step to create awareness, nurture and convert leads Search marketing is an ongoing strategy that must be refined over time Pre-Click SEO Apixy infotech http://www.Apixyinfotech.com
- 7. Page 7 What Happens With Poor SEO? What we see Apixy infotech http://www.Apixyinfotech.com
- 8. Page 8 What Happens With Poor SEO? Page Title: Stratford Hall | StratfordHall Meta Description: No meta description! Meta Keywords: business holiday cards, business greeting cards, business birthday cards Stratford Hall Sign In | Cart (0) Chat Now With a Rep Chat Now With a Rep! | Customer Service | Order Status * Holiday Cards + Best-Sellers + New + Recycled/Green * Spotlight Logo Holiday Cards + Best-Sellers + New + Recycled/Green * Identity Greetings * Thanksgiving * Calendars What search engines see: Stratford Hall has no ranking for “business holiday cards” first 5 pages on Google Account * Cart * My Account * My Saved Items * Order Status Offers * Free Catalog * Sign-Up for Special Offers * Take Our Survey Customer Service * Chat Now With a Rep! * About Us * Help & FAQ's * Contact Us * Sitemap Sitemap SIGN UP FOR SPECIAL OFFERS! Privacy & Security Terms & Conditions ©2010 Stratford Hall. All rights reserved. Apixy infotech http://www.Apixyinfotech.com
- 9. Page 9 What we see What Happens With Good SEO? Apixy infotech http://www.Apixyinfotech.com
- 10. Page 10 What we see What Happens With Good SEO? Apixy infotech http://www.Apixyinfotech.com
- 11. Page 11 What Happens With Good SEO? What search engines see: Page Title: Business Greeting Cards - Corporate Holiday Christmas Cards Meta Description: Business Christmas cards and Corporate Holiday cards personalized with custom imprint, company logos, printed photos, and more! Christmas Thank you cards for customers, clients, and family at discounted 10-40% off most retail prices. Meta Keywords: greeting cards business christmas cards corporate holiday custom bulk company personalized xmas photo thank you seasons HOME BIRTHDAY CARDS CHRISTMAS CARDS NEW YEARS CARDS PHOTO CARDS MORE... Assortment Packs Birth Announcements Business Holiday Cards Easter Cards Graduation Announcements Hanukkah Cards Invitations - Birthday Invitations - Holiday Moving Announcements New Years Cards Recycled Cards Thanksgiving Cards Valentine Cards Cards - Quick Stick Env. (866) 700-5030 ( 7am-7pm Central ) * Business Greeting Cards * Anniversary Cards * Birthday Cards * Business Appreciation Cards * Business Referral Cards * Congratulations Cards * Post Cards * Get Well Cards * Spanish Cards * See All Greeting cards for business including Corporate Holiday cards and xmas Season's Greetings Christmas cards. Welcome to CardsDirect Greetings! Looking for Holiday Greeting Cards for Business or Corporate use? CardsDirect is the Premier resource for Business Greeting Cards including holiday themes such as Corporate Christmas cards, Thanksgiving cards and bulk discount Greeting cards for all your business commerce, corporate, and personal needs. The simple fact is that Holiday Cards and Christmas seasons greetings with your company name and logo are a great way to put your name in front of your customers and clients, and a cost-effective way to advertise! Purchasing quality Holiday Christmas greetings for business from CardsDirect is smart, economical, and hassle free. We can professionally imprint company greeting cards and Holiday Cards with your business name and your company logo, choice of verse or a custom verse, and envelope return address in a variety of inks and foil stamp colors. Save up to 40% off on Bulk Christmas cards this holiday season. Christmas Cards to share and express your warmest wishes and care this holiday season. CardsDirect carries over 2,000 client Christmas cards. Offering personalized custom imprint, business logos, fast stick envelopes, hot foil stamps, and much more. This year show your commitment to your dedicated employees, faithful customers and clients, friends and family with one of our personalized Christmas cards or full color CardsDirect Photo cards. More Featured Cards: Business Greeting Cards Sending custom Business Greeting Cards is an affordable and excellent way to show your gratitude and acknowledge your customers with the extra attention they deserve. Our custom Corporate Greeting cards and Business Christmas cards include Thank you cards, Business Corporate Birthday cards, and Sympathy cards. Show your customers and clients your commitment to quality by ordering CardsDirect Business Greeting cards! Greeting Cards Catalog. 10-40% OFF Order Now and Save off manufacturer retail prices. © 1999-2010 CardsDirect LLC home about us contact us customer service site map privacy policy blog gift directory wedding invitations #1 on Google “holiday business cards” #1 on Google “holiday business cards” Apixy infotech http://www.Apixyinfotech.com
- 12. Page 12 Search Engine Optimization Definition of SEO: A set of methodologies that make it easier for search engines to find, index, categorize and rank web content. Apixy infotech http://www.Apixyinfotech.com
- 13. Page 13 Using keywords important to you, not customers Content is not reachable by search bots New content is not added periodically Content is not organized logically – according to themes/categories Keywords missing in content and text links Low quantity of relevant sites linking in Not monitoring KPIs and ongoing refinement Most Common SEO Mistakes Apixy infotech http://www.Apixyinfotech.com
- 14. Page 14 If it can be searched on it can be optimized Apixy infotech http://www.Apixyinfotech.com
- 15. Page 15 SEO Fundamentals Keywords Search Friendly Site Link Building Apixy infotech http://www.Apixyinfotech.com
- 16. Page 16 Keywords show intent: Broad Brands Specifics Keywords Research Consider Buy Search Sales Funnel Apixy infotech http://www.Apixyinfotech.com
- 17. Page 17 Find the keywords your customers use to find your products/services: Brainstorm based on solutions & customer needs Interview or survey customers Review current web analytics Poll sales & customer service staff Review competitor content Keywords Apixy infotech http://www.Apixyinfotech.com
- 18. Page 18 • Category • Popularity • Competition • Relevance Keyword Glossary Apixy infotech http://www.Apixyinfotech.com
- 19. Page 19 Keyword Optimization Optimize for 1-2 phrases per page • Title tags • Headings • Paragraph titles • Keywords in body copy • Anchor text in links • Image alt text Apixy infotech http://www.Apixyinfotech.com
- 20. Page 20 Make it easy for search engines Search Friendly Website Easy to find & revisit site Easy to crawl links Site Architectur e Apixy infotech http://www.Apixyinfotech.com
- 21. Page 21 Search Friendly Website Apixy infotech http://www.Apixyinfotech.com
- 22. Page 22 Avoid Crawling Issues Unnecessarily complex URLs & session ids Multiple URLs to duplicate content Temporary redirects Site navigation with Ajax, Flash, JavaScript Search Friendly Website Apixy infotech http://www.Apixyinfotech.com
- 23. Page 23 Make URLs search & user friendly Search Friendly Website Apixy infotech http://www.Apixyinfotech.com
- 24. Page 24 Avoid site navigation with Flash, Ajax or JavaScript Search Friendly Website Apixy infotech http://www.Apixyinfotech.com
- 25. Page 25 Search Friendly Website Fresh, themed content Logical site structure: categories, sub-categories Add new content regularly Source: webmasterworld.com Apixy infotech http://www.Apixyinfotech.com
- 26. Page 26 Digital Asset Optimization Including Social Media • Text • MS Office Docs • Images • Video • Blog/RSS • Media Coverage • Social News/Bookmark Optimize & Promote Apixy infotech http://www.Apixyinfotech.com
- 27. Page 27 Link Building Tips Use keywords in link text Yes: red widget No: click here Earn links with great content Promote on social networks Link up with marketing partners Cross link internally Embed links in news releases Social bookmark pickups Syndicate content via RSS Apixy infotech http://www.Apixyinfotech.com
- 28. Page 28 Link Building Tactics Apixy infotech http://www.Apixyinfotech.com
- 29. Page 29 Social Media Link Building Blog Apixy infotech http://www.Apixyinfotech.com
- 30. Page 30 KPIs to pay attention to: Pages indexed Crawling errors & Webmaster Tools Reports Rankings relative to your own site over time Inbound links: quantity, quality, longevity Keyword referrals from search Link traffic Social media citations & traffic Goal pages & conversions Search Analytics Apixy infotech http://www.Apixyinfotech.com
- 31. Page 31 POST CONVERSION OPTIMIZATION Apixy infotech http://www.Apixyinfotech.com
- 32. Page 32 …and ignite explosive revenue growth. “In our second year of using Marketo, we now drive significantly more sales opportunities with the same budget and have increased sales-ready leads by 400%.“ - John Watton, ShipServ VP Marketing and B2B Magazine 2009 Marketer of the Year ...to change the way marketing and sales work together… Prioritize and deliver high quality leads with less effort Understand and interact with the hottest leads Close more business faster Achieve smarter selling and higher win rates • Lowers risk and total cost of ownership More than 400 mid-market and enterprise companies use… • ‘Best Marketing Automation’ app by Salesforce customers, ‘08 … Marketo Lead Management and Marketo Sales Insight… • Uncompromising solutions for marketing and sales effectiveness Introduction to Marketo Apixy infotech http://www.Apixyinfotech.com
- 33. Page 33 Email Marketing Relevant Branded Permission Test First! Subject Lines Images Content Rendering Call-to-Action Apixy infotech http://www.Apixyinfotech.com
- 34. Page 34 Establish Permission Apixy infotech http://www.Apixyinfotech.com Pros Cons CAN-SPAM Only • Minimal effort • “Legal” in the eyes of government regulations • Grows your database quickly • Risks poor deliverability score and bad reputation • Despite database growth, relationship quality will not improve Single Opt-in Approach • Demonstrates a proactive concern for permission • Prospects might remember that they opted in • Increases deliverability and sender reputation scores • Still assumes that just because prospects requested information one time, they want to hear from you again Double Opt-in Approach • Demonstrates the most concern for privacy and relevancy • Subscribers truly want to hear from you • Increases deliverability rates and send reputation scores • Adds another layer of complexity and communication with potential subscribers • Risks losing subscribers in the confirmation process
- 35. Page 35 Content Mapping Apixy infotech http://www.Apixyinfotech.com Profiles Buying Stages Content 1.Map your existing content 2.Blank cells determine your content roadmap 3.Short content is good! (YouTube approach) 4.Test and optimize 5.Start small, think big and adapt quickly
- 36. Page 36 Call-to-Action Lead Scoring on Click-throughs, not Opens No Form or Pre-populated Form Progressive Profiling Apixy infotech http://www.Apixyinfotech.com
- 37. Page 37 What is Lead Nurturing? “The process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.” “The art of maintaining permission to stay in front of your buyers as they educate themselves.” Apixy infotech http://www.Apixyinfotech.com http://www.marketo.com/resources
- 38. Page 38 What Lead Nurturing is Not Sending out an e-newsletter on a semi-regular basis Randomly calling leads every six weeks to see if they are ready to buy Blasting your entire database with a new case study Offering content that promotes your company’s products and services Apixy infotech http://www.Apixyinfotech.com
- 39. Page 39 The ROI of Lead Nurturing Passed to Sales (<1 mo) Passed to Sales (>1 mo) Total Passed to Sales Cost per Sales Lead Without Nurturing 25% 8% 33% $195 With Nurturing 25% 25% 50% $130 Apixy infotech http://www.Apixyinfotech.com Source: Actual Marketo data; assumes $65 per prospect Marketo Results Prospect to Sales-Ready Lead Conversion Results: 50% more sales-ready leads from lead nurturing
- 40. Page 40 Four Kinds of Lead Nurturing Apixy infotech http://www.Apixyinfotech.com
- 41. Page 41 Lead Nurturing & Social Media Apixy infotech http://www.Apixyinfotech.com Listen Segment & Target Notify & Score Interact
- 42. Page 42 Lead Scoring Lead scoring is the process of ranking a lead’s level of interest and sales readiness according to a methodology agreed upon by both marketing and sales. “A 10% improvement in lead quality can result in a 40% improvement in sales productivity.” – Stu Schmidt, VP of Solution Sales at Cisco WebEx Apixy infotech http://www.Apixyinfotech.com
- 43. Page 43 Lead Scoring Demographic Scoring Activity Scoring Email Click-throughs Webinar views Website visits Social Media mentions + More Apixy infotech http://www.Apixyinfotech.com
- 44. Page 44 Lead Scoring Optimization Review scores of won and lost opportunities Look at leads that had high scores but did not turn into opportunities Look at scores by demographic segments Review online behaviors Apixy infotech http://www.Apixyinfotech.com
- 45. Page 45Apixy infotech http://www.Apixyinfotech.com Thank you
Notes de l'éditeur
- In B2B marketing, small changes can mean big differences to the success of marketing programs. But often, we put programs into place and consider them a success just because we meet plan goals, forgetting to take into consideration what more could have been gained if the campaign was optimized. The secret to getting the most out of your campaign is to optimize continually: pre-click, post-click, and post-conversion.
- http://www.emarketer.com/Article.aspx?R=1007131
- Just a brief introduction to Marketo. Marketo is the leading Marketing Automation provider, helping more than 400 mid-market and enterprise companies change the way marketing and sales work together. I’ve listed here one of my favorite quotes about Marketo, as shared by B2B Magazine’s Marketer of the Year, Jon Watton- he said that in their 2 nd year of using Marketo, they have increased sales read leads by 400% - without any increase in budget.
- At this point, there are just two steps left before marketers go back to hunting for the next set of leads. Send a thank you email for registering Pass the lead to sales For the B2B sales and marketing process to really be optimized, the marketer must not stop here. Email Marketing Develop buyer and customer personas and align them with the content in any email messages. Create multiple messages or use dynamic content to ensure the email is sent with information that is important to that persona. Use the same name and email address when sending to ensure the recipient recognizes the email sender. Also keep your emails in the same style as other branded content so the email feels familiar. Each email should have a call-to-action, typically in the form of a link, which will allow you to see if the message resonated with the recipient. Try to limit the number of calls to action so the recipient does not become overwhelmed or miss an important call-to-action. Go beyond following can-spam rules, ensuring that every recipient has opted-in to your email. Make sure to use A/B testing to find the right subject lines, images and content for your buyer personas. Test how emails will render in multiple email clients like Microsoft Outlook, Lotus Notes, Gmail and Hotmail. Also test to see how emails will render on mobile phones.
- The bare minimum is to follow the bare minimum of CAN-SPAM, and remarkably, quite a few companies use that strategy. I recommend using the right combination of Single Opt-in and Double Opt-in. Double opt-in is of course the best since it means prospects really want to hear from you; anytime the prospect may not remember giving you permission, I recommend using this approach. The risk with double opt-in is that people’s inboxes are overwhelmed, and you WILL lose out on potential subscribers simply because they get lost in the confirmation process. So, you will need to find the right balance of when to use single opt-in – and regardless, you need to always provide an option to unsubscribe and enforce that option. Regardless of which approach you take, Seth Godin, creator of the concept of Permission Marketing, has an important point to make about this. Since the goal email marketing is building a trusted relationship, you should focus not just on presumed or legalistic permission, but on providing value. As Seth says, real permission is defined as: if you stop showing up, people complain and they ask where you went.
- What is Lead Nurturing? “ The process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready” “ The art of maintaining permission to stay in front of your buyers as they educate themselves” Content needs to be good enough that they don’t unsubscribe or “emotionally unsubscribe”
- Dramatic ROI impact of doing lead nurturing. Actual results form a test in our database. What you see is pretty dramatic. Regardless of people are nurtured or not, 25% of our new leads are ready for sales. But what about the other 75%? Well, regardless some of them will turn to sales, but if we don't nurturing them less than 10% will turn into a sales ready lead. With lead nurturing we see this jump up to 25% leads. This means we pass 50% more leads causing 33% less cost per sales-ready lead.
- The four types of lead nurturing that every marketer should know are: Incoming Lead Processing- the way you handle new leads What should go to sales? Establish preferences Stay in Touch- how do I stay in touch over time? Match to buyers stage Match to the role Accelerators- how do I push someone along a little bit faster? Little nudges Behaviorally triggered, watches what the prospect does, what they look at, how often they visit your website Someone with stronger interest give them content faster and later stage Lead Lifecycle- other processes about moving them into the sales department and moving them back if the prospect is not ready for Sales. Lots of complexities to think about here, Once someone is sales ready, how do you want to follow-up with them? At Marketo, we break them into different a few different categories based on their company size, how active they are, etc. Allows for different type of sales follow-up Lead Lifecycle can also define the process for recycling leads that were improperly sent to sales that need to be recycled Together, these campaigns put in place all the necessary processes to help ensure a stream of more and better-qualified leads for the sales team. 10/01/13 ©2006 Marketo, Inc. CONFIDENTIAL
- Seed Nurturing: It starts with Listening: The conversations that happen in social media are really just another form of online body language. They can give as much information as someone's interest or intent as visiting your website. Capturing that information and using it to augment their profiles is the key to making this useful for your organization. Next, use this information to segment and target your prospect. By capturing and using their information to identify what content may be most useful to them will improve your chances of a longer term relationship with this prospect. Next, use this information to interact and score these prospects. Also, you'll be able to keep your sales reps updated on what is happening with their prospects in social media, allowing them to have more relevant conversations. Finally, social media is another way of interacting through our nurturing process- just like email, direct mail, or the phone. But why not social media? We have found this can be really useful for hot prospects who do not respond well to email. A direct message or email through a site like Linkedin may be a better way to connect, pending you send good content, nothing too salesy.
- Lead scoring can be even more important that lead nurturing. Remember, every time marketing sends a lead to sales you are engaging a high cost resource to interact- and that’s expensive. Read slide. In a world where sales can cost 20-30% of total revenue, lead scoring is very important.
- Demographics- Where the lead came from (pay per click hotter than a trade show) Title, company size, company, industry or other general demographics Bant criteria- budget, authority, need, and timing - this is hard to collect through online forms, so you need to collect some of this through what I’m going to talk about next – activity scoring Demographics share how interested in you are with the prospect, but activity scoring tells you how interested they are in you Activity- what they actually do to measure their interest and engagement do they open the email do they sign up for webinar do they read the blog do they visit pages on the website high value like free trial, a demo, or pricing talking about you social media Getting to the ideal lead score takes time and needs regular maintenance.
- Lead Scoring Optimization Review scores of won and lost opportunities. Were these scores where they should have been for these top prospects? Look at leads that had high scores that did not turn into opportunities. Could scoring be improved so that these did not end up appearing a top priority for sales even though they never turned into revenue? Look at scores by demographic segments like region, title, and company to see if demographic scoring is adjusting the score improperly. Look at online behaviors to see if the actions your best leads are taking are being reflected properly in the score.