the impact of effective web marketing
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@StoneyD
Stoney G deGeyter
@polepositionmkg
THE IMPACT OF EFFECTIVE WEB MARKETING
@StoneyD
Stoney G deGeyter
@polepositionmkg
THE CHALLENGES OF BUILDING A WEB PRESENCE
“Every two days, we create as much information as we did since the dawn of time to 2003.”--Eric Schmidt, TechCrunch, Aug. 2010
EFFECTIVE WEB MARKETING @StoneyD
The Web is a busy place
THE CHALLENGES OF BUILDING A WEB PRESENCE
EFFECTIVE WEB MARKETING @StoneyD
Web users lack focus
THE CHALLENGES OF BUILDING A WEB PRESENCE
EFFECTIVE WEB MARKETING @StoneyD
… and are highly distractible
Squirrel
THE CHALLENGES OF BUILDING A WEB PRESENCE
EFFECTIVE WEB MARKETING @StoneyD
Everyone is fighting for attention
THE CHALLENGES OF BUILDING A WEB PRESENCE
EFFECTIVE WEB MARKETING @StoneyD
Google is just looking for the winners
THE CHALLENGES OF BUILDING A WEB PRESENCE
@StoneyD
Stoney G deGeyter
@polepositionmkg
HOW WEB SEARCH WORKS
EFFECTIVE WEB MARKETING @StoneyD
Search engine market share
HOW WEB SEARCH WORKS
EFFECTIVE WEB MARKETING @StoneyD
How algorithms work
Content Social Shares
On Page SEO
Links
HOW WEB SEARCH WORKS
EFFECTIVE WEB MARKETING @StoneyD
Over 200 signals (back in 2009)
http://www.searchenginejournal.com/infographic-googles-200-ranking-factors/64316/
HOW WEB SEARCH WORKS
EFFECTIVE WEB MARKETING @StoneyD
Three main types of search results
HOW WEB SEARCH WORKS
Paid Results
Organic Results
Local Results
EFFECTIVE WEB MARKETING @StoneyD
SERP (Search Engine Results Page)
HOW WEB SEARCH WORKS
Paid ResultsPaid Results
Organic Results
Where’s Local?
EFFECTIVE WEB MARKETING @StoneyD
How search engines work
HOW WEB SEARCH WORKS
The “Pinocchio Effect”
Stra
tegy No Magic
Formulas
Kn
ow
led
ge Understand Algorithms
Imp
lem
enta
tio
n Quality & Common Sense
–Search engines just want to be “real” -- like us.
EFFECTIVE WEB MARKETING @StoneyD
$$$
Google’s algorithm in 1998
HOW WEB SEARCH WORKS
Keywords & Links
Site Architecture
Social Media & Content
Uniqueness & Value
Usability & Conversions
EFFECTIVE WEB MARKETING @StoneyD
Google’s algorithm in 2015
HOW WEB SEARCH WORKS
$$$
$$$
$$$
$$ $
Keywords & Links
Site Architecture
Social Media & Content
Uniqueness & Value
Usability & Conversions
@StoneyD
Stoney G deGeyter
@polepositionmkg
HOW WEB MARKETING WORKS
EFFECTIVE WEB MARKETING @StoneyD
People search for results, not products
HOW WEB MARKETING WORKS
EFFECTIVE WEB MARKETING @StoneyD
People search for benefits, not features
HOW WEB MARKETING WORKS
EFFECTIVE WEB MARKETING @StoneyD
People search for value, not price
HOW WEB MARKETING WORKS
EFFECTIVE WEB MARKETING @StoneyD
People search for solutions, not brands
Most potential customers don't know your company name… yet!
HOW WEB MARKETING WORKS
EFFECTIVE WEB MARKETING @StoneyD
Web marketing is vast
Web Marketing
On-Page Optimization
Local
Content
Usability
Conversions
Site Speed
Mobile Friendly
Links
Authority
Personalized Results
Site Architecture
Social Media
PPC
HOW WEB MARKETING WORKS
EFFECTIVE WEB MARKETING @StoneyD
Earns top search engine rankings
BENEFITS OF WEB MARKETING
EFFECTIVE WEB MARKETING @StoneyD
Brings in targeted traffic
BENEFITS OF WEB MARKETING
EFFECTIVE WEB MARKETING @StoneyD
Creates spectacular on-site experience
BENEFITS OF WEB MARKETING
This
NotThis
EFFECTIVE WEB MARKETING @StoneyD
Builds trust through excellence
BENEFITS OF WEB MARKETING
EFFECTIVE WEB MARKETING @StoneyD
Grows your exposure
BENEFITS OF WEB MARKETING
EFFECTIVE WEB MARKETING @StoneyD
Clears a path to conversions
BENEFITS OF WEB MARKETING
EFFECTIVE WEB MARKETING @StoneyD
Increases ROI
BENEFITS OF WEB MARKETING
EFFECTIVE WEB MARKETING @StoneyD
Establishes customer loyalty
BENEFITS OF WEB MARKETING
EFFECTIVE WEB MARKETING @StoneyD
Gains word of mouth
BENEFITS OF WEB MARKETING
EFFECTIVE WEB MARKETING @StoneyD
Increases branding
BENEFITS OF WEB MARKETING
EFFECTIVE WEB MARKETING @StoneyD
Builds authority
BENEFITS OF WEB MARKETING
EFFECTIVE WEB MARKETING @StoneyD
Thank
You!
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