Generating a Buzz with Successful Search Engine Marketing

About Kentico and Wakefly

Wakefly is a marketing agency specializing in lead generation and conversion tools to deliver a high ROI for your business.Founded in 2003Award winning team2004 - 2009 Horizon Interactive Awards Kentico Certified Partner

Kentico CMS for ASP.Net is a cost effective, feature rich and easy to use CMS. Founded in 2002Current Version 5.0

Agenda

Introductionto Online Marketing

Search Engine

Optimizationand

Kentico

PPC + Landing Pages

andKentico

Social Media

Marketing and

Kentico

Introduction to SEM

First Generation Second Generation Third Generation

Introduction to Online Marketing

Online Marketing is about adapting your online presence andweb assets to enhance your brand online, increase website traffic and increaselead conversion.

“The goal is to increase the number of qualified visitors to your website, and convert them into leads for you or distributors with a proven methodology”

Online Marketing comprises of- Organic Search (SEO) Paid Search (PPC) & Landing Pages Social Media Marketing

Why Pursue Online Marketing

Online Marketing is used to drive:

• Qualified Traffic and Leads

• Brand Marketing

• Product Testing

• Customer Feedback

• Reputation Management

• Community Building

How does a CMS Help

To succeed with Online Marketing, you need to:

• Generate Optimized Content on an Ongoing Basis

• Create Landing Pages for your Offers

• Engage Visitors (Blogs, Forums)

• Leverage Your Content off your Site (Social Media)

• Monitor and Refine Your Content

• Keep Building More Content

Kentico is a CMS that “enables” you to succeed with online marketing.

Search Engine Optimization Topics

What is SEO?

What do Search

Engines Look For?

Optimizing Your Site

Measuring Success

Case Study

Online Marketing Components

Two Components of the Search Results:

1)Organic Results

2)Paid Results

Social Media Component:

Why Optimize?

Position Clicks (%)1 56.362 13.453 9.824 4.735 3.276 0.367 2.918 1.459 2.55

http://www.cs.cornell.edu/People/tj/publications/granka_etal_04a.pdf

Quick Fact: Through a search engine marketing combination of pay-per-click and search engine optimization, FLIR Systems was able to increase leads by 400% while cutting costs in half.www.wakefly.com/FLIR

What Do Search Engines Look For?

Keywords! Proper Coding

Fresh, Original , Relevant Content

Internal Linking

Structure

Driving Results...

SEO results can be achieved by: 1) On page optimization

• Content

- Start with Titles and Meta Tags

• Internal Linking Structure

• Sitemap

2) Off page optimization

3) When selecting keywords, consider:

1) Relevance

2) Tracking Search Volume

3) Low-Medium Competition

Keyword Research

Build a list of keywords where the intent of the searcher is clear.

Gauge the competition and search volume for each keyword.

Kentico: 14,800 high comp

Kentico CMS: 3,600 high comp

Asp.net CMS: 18,100 high comp

On-Page Optimization

After determining the keyword target:

1. Place it into your page title

Good

Not-So-Good

Introduce keywords into Title:

Kentico CMS Implementation, Consulting, Training, and Maintenance

HomeCompany NameTag Line

Kentico Implementation from WakeflyKentico CMS

2. And naturally weave it into the body copy.

Good

On-Page Optimization

Kentico CMS

Wakefly is a Certified Gold Kentico solution and hosting partner. If you are considering Kentico as a CMS for your website, we offer free CMS consultation to make sure you select a CMS that will meet your needs. If you have already decided on or are currently using Kentico, we offer full implementation, support, maintenance, and development.

Kentico CMS allows you to manage and update your website with ease. Offering a rich feature set that includes WYSIWYG editing, customizable workflow and versioning, scheduling, and social media tools, among many others, Kentico provides the all-in-one, flexible, affordable content management solution you need to develop and manage your website.

If you would like to learn more about how Wakefly can help you successfully implement and manage Kentico on your website, just complete our contact form and one of our Kentico consultants will contact you. You can also call us at +1.508.616.2042 to discuss your Kentico needs.

Related Kentico services:Kentico demo Kentico implementationKentico customizationKentico maintenance and supportKentico implementation: Decision Resources case studyKentico implementation: Lumension case study

http://www.wakefly.com/Partners/cms-partners/kentico-cms.aspx

3. Use your CMS and weave the keyword into the URL.

Good

http://www._______.com/gettingstarted/index.aspx?id=87

Not-So-Good

On-Page Optimization

4. To help build a theme, round it out with:

• Meta description and keywords

description" content="Wakefly, a Kentico solution and hosting partner, is here to meet all of your Kentico CMS needs."

• Link titles and image ALT tags

On-Page Optimization

"Description" content="Wakefly, a Kentico solution and hosting partner, is here to meet all of your Kentico CMS needs."

"Keywords" content="kentico, kentico cms, kentico software, kentico content management, kentico cms 4.0, wakefly, kentico partner"

<a href="/lp/KenticoDemoRequest.aspx" title="kentico demo"><img alt="kentico logo"

Quick Fact

By implementing just these few on-page optimization changes, Wakefly currently ranks #10 on page 1 of Google search results.

Kentico Implementation from WakeflyConsidering the Kentico CMS for your website? Rely on Wakefly to efficiently implement Kentico on your website.www.wakefly.com/lp/kentico-implementation.aspx

Measuring the results of your search engine optimization:

• Analytics is a must – it’s free! (www.google.com/analytics)

• Are you tracking more relevant visitors arriving to your websites?

• Are visitors arriving from more referring sites?• Are visitors arriving in greater numbers from major

search engines?• Is your percentage of search engine traffic

increasing?• Are your driving new conversions – leads, sign-ups,

sales?• Is your ranking for keywords increasing?

Measuring Results

CMS – Editing

CMS – SEO

CMS – SEO

Introductionto PPC

Pursuing PPC

Components for Success

Landing Pages

Pay Per Click (PPC) and Landing Pages Agenda

Pay-per-click is one of the most targeted forms of marketing ever devised.

• Affordability• Targeting • Trackability

Pay-per-click (PPC) is an inbound marketing method where short advertisements are placed in search engine results and through content distribution networks on similarly themed websites.

A user clicks on an ad that in turn directs them to the sponsoring site.

PPC

PPC Ad Networks

Major PPC Ad Networks include:• Google Adwords• MSN Ad Center• Yahoo! Search Marketing• Ask.com

A landing page is a page on your site that is set up to appear when a browser clicks on a pay-per-click advertisement or organic search result. The goal of a landing page tends to be to convert visitors into leads.

Landing Page

A Working Definition...

At a High Level

1. Form

2. C2A

3. Alt. Contact

4. Navigation

5. Headline6. Body

Copy

7. Quick Points

8. Image

Best Practices

...

Continuity of message

• Call to action• Short form

Keep it concise

FLIR Case Study

“Information Request”

Outperformed 2:1

“DEMO Request”

Measuring the results of your landing page optimization efforts:

• Analytics is a must – it’s free! (www.google.com/analytics)

• Are you tracking more relevant visitors arriving to your landing page?

• Where are these visitors arriving from?

• Are your driving new conversions – leads, sign-ups, sales?

Measuring Results

Social Media

A Definition of Social

Media

Social Media and ROI

Leading Social Media

Sites

A Simple Strategy

Showcased

Core Success

Principles and

Takeaways

Social Media

Social Media: A Definition

• Sharing Opinions, Perspectives• Text, images, audio and video• Where: blogs, platform sites, etc

Typology:

• Blogs• Forums• Podcasts• vLogs (video blogs!)• Wikis

The Major Players

UNIQUE VISITORS LAST MONTH*:

YouTube: 80 million

Facebook: 79 million

Wikipedia: 73 million

Wordpress: 56 million

Linkedin: 21 million

Twitter: 6 million

* source: quantcast.com /US visitors

Why Blog?

Blogs…• Establish Credibility

• Your Are the Expert• Builds Loyalty and Following

• Community• Feedback

• Helps with SEO• Drive Inbound Links

Content Ideas

Content Ideas…

• Interesting, Entertaining, Though Provoking Posts About Your Industry

• Industry Trends Important To Your Business• Tips, How-To, Customer Showcases• Trade Show & Event Previews• Charitable Activities, Office News

Social Media Tools

Other Built-In Modules:

Other Built-In Modules to Drive Online Marketing Results and User Engagement:

• News• Blogs• Forums• Events• Polls

Kentico and Online Marketing Facts

• Clear cut principles and best practices• Kentico is a feature rich platform• Streamlines Content Generation Activities• Enforces SEO Best Practices• Dedicated Landing Pages to Maximize Conversion• Various Social Media Modules Built-In

Follow Kentico and Online Marketing Best Practices to Drive Results

Questions

Kentico– http://www.kentico.com

Wakefly – http://www.wakefly.com