Web Marketing Consulting

Web Marketing Consultant
SEO, AdWords & Analytics
Joe Seidler

Search Engine Web Marketing

Search Engine Web Marketing Overview
for Small to Medium Size Organizations

Web Marketing
• Search Engine Optimization (SEO) to bring you more prospects
• AdWords Advertising (PPC/CPC) to bring you more prospects
• Other Marketing Campaigns to bring you more prospects
Web Analytics to understand your prospects better

Website Conversion Rate Optimization
• Website conversion rate optimization to turn more prospects into customers

In order to answer these questions:
You need to do these things:
How do I increase website leads for the least cost?
Create a website that is ranked high by search engines (SEO).
How do I know what to improve on my website for better SEO?
Monitor website analytics and improve web site where indicated.
How do I get more traffic to my web site but stay within my budget?
Create a successful AdWords Campaign for the least cost.
How do I get fewer customers to leave my website before buying?
Analyze your site for conversion rate optimization using Google Analytics.

Contact me for a no obligation discussion:
Joe Seidler
Web Marketing Consultant
San Francisco Bay Area, California

(650) 996-4700

Joe Seidler - Web Marketing

Useful Links:
Great Web Marketing Books
Web Marketing ROI vs Cost
Web Analytics Tips

Comment from a satisfied client:

I never gave websites a lot of thought, so when Joe asked if I would like him to create one for my piano tuning business, I was skeptical. But we've been friends for a very long time, so I said yes. He asked me a few questions about my business, and he finished it quickly. I guess he's pretty good at what he does because if you search for "piano tuning baltimore" my site is listed first. And much to my surprise, I am getting a lot of business from the website. Joe is great.

Chuck C.

Search Engine Optimization (SEO)

When someone enters a search word or phrase into Google or Yahoo Search, where does your website place on the list of results? If it places high on the list (say the top 5-6), you probably receive a lot of clicks from these searches and people visit your website. If you place low (not even on the first page), you probably receive few leads. To improve your place on the search results list, you must understand how Google (and other) search engine companies create those results lists. It involves how well your website pages match the keyword or keyphrase that someone types in. So you need to analyze which keywords and keyphrases are important to you and then modify your website to best match those words and phrases. Tracking your web site analytics and statistics is crucial. SEO can lead to amazing results (like raising you from 100+ place to 5th place). That's search engine web marketing!

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AdWords Web Advertising

Examples of “pay per click” (PPC) advertising include Google AdWords Campaigns plus other options from Yahoo, etc. It is fairly easy to implement AdWords Campaigns and you only pay if someone clicks on your ad. The biggest issues that arise are whether you select the right keywords and phrases and how much you are paying for them. You can get good results, but all too often, you can pay almost double what is necessary. For example, half of your monthly AdWords Campaigns budget may bring in 90% of your leads, which means you are paying half for just 10% of your leads. You should balance your AdWords Campaigns and maximize your leads for the least cost.

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Other Web Marketing Campaigns –

These could include affiliate marketing, email and eNewsletter campaigns and banner ads. All of these vehicles can be measured for their effectiveness in bringing in leads. In fact, you can measure which type of campaign brings the most visitors who turn into customers. And then you can focus your marketing budget on the most effective campaigns. That’s ROI !!

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Website Conversion Rate Optimization

This is often overlooked. But what if after you spend a lot of effort and money getting people to your website, they don’t like what it looks like or don’t understand a particular important page and often leave the site before accomplishing your goal (i.e., buying your product or service or leaving their contact information)? This can all be measured and tested using website statistics and tracking tools leading to website changes that yield much better web site conversion rates of visitors into customers. Google's Website Optimizer tool makes it easy to perform A/B Tests and determine the ideal option to drive more customers.

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Google Analytics

Google Analytics (GA) is a free service offered by Google that generates detailed statistics about the visitors to a website. GA can track visitors from all referrers, including search engines, display advertising, pay-per-click networks, email marketing and digital collateral such as links within PDF documents. Integrated with AdWords, users can review online campaigns by tracking landing page quality and conversions (goals). Goals might include sales, lead generation, viewing a specific page, or downloading a particular file. These can also be monetized. By using GA, marketers can determine which ads are performing, and which are not, providing the information to optimise or cull campaigns. GA's approach is to show high level dashboard-type data for the casual user, and more in-depth data further into the report set. Through the use of GA analysis, poor performing pages can be identified using techniques such as funnel visualization, where visitors came from (referrers), how long they stayed and their geographical position. It also provides more advanced features, including custom visitor segmentation.

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