2. Top Draw
• Online advertising agency since 1995
• Make websites that connect our
clients with their customers
• Right place. Right time. Online.
3. Agenda: Internet Marketing
• Why Internet Marketing?
• Practical applications for everyday business
• Overview:
• Search SEO/PPC
• Local
• Mobile
• Analytics: Metrics that matter
• Actionable takeaways
4. Why Internet Marketing?
• Top of Search = Top of Mind
• Sales, Leads, Info, Credibility
• 30 trillion URLs (pages) crawls 20
billion pages a day.
• 3B+ million searches/day (Google Only)
• 1.8 million first-time internet users/week
• 92% of all offline sales are a result of
online research
6. Capitalize on Sales & Leads: Search
• Imagine:
• You own a gas station
• You’d like to add a car wash for
extra recurring revenue.
• You don’t know anyone in
construction.
11. 58 searches/month
in Canada
~42% of clicks
~12% of clicks
~8% of clicks
~6% of clicks
12. Using Search: Cormode.com
• Delivers a 1+ quality lead/day for:
• Car wash construction 100+ other
key phrases
• Web leads convert higher
• AND…67 resumes per month.
“In one month alone, we closed five sales
that we can directly attribute to our
website. These sales contributed
significantly to our bottom line.”
— Ben Elzen, President Cormode & Dickson
13. Using Search: LJWelding.com
• Provides welding and pipe handling equipment
• Built a high performance website to tap into
online demand.
• Over 4 years, the website has driven over
5X increase in revenue.
“At the end of the day, we view this as the single best
marketing investment we could have made. It’s been
transformational for our business, turning us from a
local player into a company with global sales.”
- Ryan Holt, General Manager LJ Welding & Machine
16. Practical Applications: Sales & Leads
• People are looking for what you sell
everyday.
• Searches per month in Canada:
• ERP consultant 28
• Transportation logistics company 16
• Canadian life insurance companies 260
• Prefab steel buildings Canada 36
• Law firms in Edmonton 58
• Machine shop Edmonton 46
• Donate to charitable organization 16
• Edmonton downtown restaurants 590
19. Keyword Research
“Informed decision-making comes from a long
tradition of guessing and then blaming others for
inadequate results.”
- Scott Adams
Author of Dilbert Cartoons
20. Effective Keyword Research
ROI & Opportunity
How do your customers
describe/research our product or service?
21. Keywords that deliver ROI should be:
• Relevant to your business/page of content
• Search frequently
• Obtainable for your site to rank on
• Competitive Research: PageRank, Domain
Authority, number & strength of competitors
• Tip: 3+ word phrases:
= Conversion Competition
23. • Language your customer is
speaking
• Phrases for SEO/PPC
• Services/products to sell
• Blog content
• Social media ammo
• Opportunity/Gap in market
24. Other Keyword Research Tools:
• Soovle.com
• WordTracker.com
• Trellian’s KeywordDiscovery.com
• Google Trends
• Google Suggest
• Keywords within Analytics!!
• Segment organic & PPC phrases
31. Effective SEO Includes:
• Keyword research
• Proper site structure & architecture
• Proper keyword inclusion
• Fresh & unique content
• Authoritative & industry related links
• Social media integration
• Measuring, monitoring & testing
32. On Page Keyword Inclusion
• Page title tags
• Site navigation NOT
• Body copy Keyword
• META descriptions Stuffing!
• Headlines (H1, H2)
• ALT attributes for images
• URL structure
• Internal (anchor text) links
33. Title Tag
Meta
Navigation
Description
Headline
ALT Text
Body Copy
42. Capitalize on Sales & Leads: Mobile
• Imagine:
• You’re working on an oil rig
• You’ve had some equipment fail on you
and need new parts.
• Your traditional
supplier is
back-ordered
3 months.
43.
44. Capitalize on Sales & Leads: Mobile
• “Oilfield equipment” and other variations are
searched 91 times per month in Canada on
mobile devices.
• “Oilfield jobs” are searched 880 times per
month on mobile devices.
45. Capitalize on Sales & Leads: Mobile & Local
“We attribute 15%
of all new business
from search, mobile
and local traffic.”
- Karen Bodoano,
General Manager
46. Overview
Capitalize on Sales & Leads: Mobile
• Smartphone sales are expected to exceed
laptop & desktop computer sales combined
in 2012.
• From 18 typical Canadian companies, we
saw an average of 442% growth in mobile
users year over year.
• In 2012 Canadian companies can expect
~1/3 of their website users to be using
mobile devices.
51. Options for going Mobile?
1) Do nothing
2) Use a plug-in
3) Responsive Design
4) Separate desktop and mobile websites
For direction on what mobile solution might
work, check out www.topdraw.com/mobile
61. Metrics that matter!
• Can you measure online marketing?
• Yes, but which campaign worked the best
• What are metrics that really matter?
• Leads, phone calls, resumes, site visits
65. 4 Things To Do on Monday
1. Search: Does your website generate
leads/sales?
• Do you rank on key phrases for your
services/products?
• Do you have metrics that matter?
2. Social: Claim all your social media brands
• www.Knowem.com
66. 4 Things To Do on Monday
3. Local: Claim your local listing
• http://www.google.com/places/
4. Mobile: View your site on your mobile
phone
• Can you click the links, easy to read, contact
info?
• www.howtogomo.com
67. Thank You! Questions?
Ken Jurina
President & CEO Top Draw Inc.
ken@topdraw.com
@kenjurina
Download the presentation:
www.topdraw.com/presentations
