Ryan KellyFounder & CEO of Pear Analytics

Growing Your Business Using Search Marketing

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Growing Your Business Using Search Marketing

1. How big is search?2. Anatomy of a search page3. 3 Things You Need To Be Found4. How To Measure Success5. Creating Goals6. Design Tips for 20137. How to Spy on Competitors8. Critical Next Steps

Online is Growing Fastest

Search Represents Half

From Print to Online

Online Drives Traffic

Source:  Bain/IAB  2009  Marketer  survey;  Bain  Media  3.0  Study

The Explosion of Search

The Players in Search

The Anatomy of a Search Page

Paid  Ads  (PPC)

Paid  Ads  (PPC)Map  LisCngs  (SEO)

Map  LisCngs  (SEO)

Organic  LisCngs  (SEO)

3 Things You Need to be Found in Searches

1. Find the right keywords

2. Continually add content to your site / optimize for these words

3. Build trust and authority by sharing content on social sites.

How do you know things are working?

1. Traffic from search is increasing.

2. Non-Branded traffic exceeds branded traffic.

3. Goals are being completed.

What are goals?

Answer this question:

What’s the #1 thing you want visitors to do once they reach your website?

3 Design Tips to Enhance Goal Completion

1. Include a clear call-to-action on every page.2. Capture leads and nurture them by giving away something free.3. Consider responsive design.

What’s “responsive design” and why is it important?

Responsive design allows your website to “respond” to any mobile device (phone/tablet) and display the proper interface.

This leads to lower bounce rates and increased conversions for mobile visitors.

How do I know I need “responsive design” and what might it cost?

If your mobile visits as a percentage of all visits are approaching 20% or more, you should consider responsive design, which could cost you upwards of $2500 or more.

How to see what your competitors are doing

1. Compete.com

2. Spyfu.com

3. Keywordspy.com

4. Opensiteexplorer.org

Some other cool tools for Internet Marketing

1. Unbounce.com2. Lucidel.com

3. Mazeberry-express.com

4. Crazyegg.com

5. Qualaroo.com (formerly KISS Insights)

Critical Next Steps:1. Get a 3rd party evaluation of your website and the technology it uses.2. Determine if your site needs to be upgraded.3. Get fresh keyword research.4. Find out what your closest competitors are doing.5. Come up with a plan.

Q & A