R O O F S F O R L I V I N G 2 nd SEO – SEA - GA Oberursel September 30th 2009

R O O F S F O R L I V I N G 2nd wwworkshop Saturday, 19 September 2015 Page No. 2 Search Engine Marketing SEO, SEA, GA... wwwhat is it about? Example & some first results

wwwhat is it about?

R O O F S F O R L I V I N G 2nd wwworkshop Saturday, 19 September 2015 Page No. 4 Long term strategy 1 Long term approachIncrease trafficMeasure & strategic advice Transform visitors into customers Optimalize website - Improve user experience, - Target communication (landingpages) - Dynamic web copy > call to action - Spit page testing (AB / MVT) -> drive visitors to action More QUALITATIVE visits - Search Engine Marketing - Link building - Social Media - Affiliate markting Brand awareness and reputation - Online reputation management - Blogs / buzz monitoring - Online video optimization What are the GOALS? - 15% more online sales - 5 brochure requests / week newe addresses - 25% more visitors through SEO - Increase sales at max. CPA Measure ROI* - KPI’s / measure goals - Analyze & Report - Ajust and & optimalize - strategic advice -> improve the ROI of (online) marketing budget 2 34

R O O F S F O R L I V I N G 2nd wwworkshop Saturday, 19 September 2015 Page No. 5 Search Egine Optimisation „SEO“ Keyword Research Technical optimization On-Page optimization Linkbuildin g SERP Reports

R O O F S F O R L I V I N G 2nd wwworkshop Saturday, 19 September 2015 Page No. 6 Search Engine Advertising „SEA“ Defining relevant keywords –Business analysis –Competitor analysis Defining campaign type(s) –Branding campaign –Conversion focussed campaign Defining timing and click budget

R O O F S F O R L I V I N G 2nd wwworkshop Saturday, 19 September 2015 Page No. 7 Web analytics CampaignsEntryActionBehaviour

R O O F S F O R L I V I N G 2nd wwworkshop Saturday, 19 September 2015 Page No. 8 Customer life cycle funnel - Internal search engine - Content popularity - Clickpaths and navigation - Abandon shopping cart Relevance Interactivity Guidance ConversionRetention success factors KPI Captation Surfer Visitor Customer Loyal customers - Origin of traffic - Campaign analysis - Entry page analysis - Cost of visitor acquisition Visibility Attractiveness Accessibility success factors KPI - Completion analysis - Analysis of cross- & up-selling - Analysis of visit/purchase frequency - Cost of loyal customer acquisition Retention Continuity Engagement KPI Success Factors

Example

R O O F S F O R L I V I N G 2nd wwworkshop Saturday, 19 September 2015 Page No. 10 Search Engine Marketing KPI‘s First results Key findings FYI -Google Adwords campaigns = -March & April Jan, February & March SEO (only) started in July rd Google Adwords campaign together with SEO = October 2009 (test)

R O O F S F O R L I V I N G 2nd wwworkshop Saturday, 19 September 2015 Page No. 11 KPI‘s AttractionDirect, referral sites, SEO & SEA RetentionQuality parameters BehaviourPages visited UsabilityNavigation, links & call outs StickinessReturning visitors ConversionDownloads

R O O F S F O R L I V I N G 2nd wwworkshop Saturday, 19 September 2015 Page No. 12 Attraction „How did visitors find website?“

R O O F S F O R L I V I N G 2nd wwworkshop Saturday, 19 September 2015 Page No. 13 Attraction „How did visitors find website?“ 76% of visitors came by SEO (Q3 2009) SEA: boost in visitors Referral websites = stabalised Direc traffic: low but qualitative SEA Learning: SEO (= long term)and SEA (short term) to run simultanuous SEA for keywords difficult to have a top 3 ranking: « if natural search is difficult, buy the leads »

R O O F S F O R L I V I N G 2nd wwworkshop Saturday, 19 September 2015 Page No. 14 Attraction „How did visitors find website?“ There is a difference to be made between „branded“ search terms and „product “ search terms in SEO Branded search („MONIER“) = low bounce rate (15%) = good score non branded search (keywords like e.g. ‚roof tiles‘) = higher bounce rate (36%) = too high Learning = navigation and internal link building to be optimised within site! FYI top 5 product keywords were: 1.Concrete tiles 2.Roofing 3.Roofings 4.Roof outlet 5.Roof tile

R O O F S F O R L I V I N G 2nd wwworkshop Saturday, 19 September 2015 Page No. 15 Retention „Are visitors encouraged to visit website?“ „Quality parameters“: Page views per visit Bounce rate Average time on site Things to think about: High number of pages visited: or people are intereted or they did not found what they where looking for... SEA attrackts new visitors, but quality is lower (compared to direct trafic and organic ranking / SEO) Newsletters, banners, etc. give boost in visits: their loyalty (spontanuous revisiting site) is the real succes Source = Google Analytics

R O O F S F O R L I V I N G 2nd wwworkshop Saturday, 19 September 2015 Page No. 16 Behaviour „What pages were vistied, applications used?“ Most visited pages are product related (roof tiles), which is good More general non-product related pages („who is MONIER“, etc.) are almost not visited! Relevance? Application „image show“ has a high exit ratio = check userfriendlyness!

R O O F S F O R L I V I N G 2nd wwworkshop Saturday, 19 September 2015 Page No. 17 Usability „click through rates home page“

R O O F S F O R L I V I N G 2nd wwworkshop Saturday, 19 September 2015 Page No. 18 Usability „click through rates home page“ Navigation to be reconsidered: –Not from company perspective, –But from customer perspective (e.g. ‚renovation, building types, etc.) More call to action (e.g. pictures more prominent: „inspiration corner“) Links towards specific target audiences (roofer, architect, end- user) with specific info (link to existing pages)

R O O F S F O R L I V I N G 2nd wwworkshop Saturday, 19 September 2015 Page No. 19 Stickiness „returning visits“ Very low loyalty: only 22 % are returning visitors = 78% of visitors visit site only once!! Loyalty marketing tools to be implemented (certainly B2B): –Newsletter –Tell a friend –Blog / community –...

R O O F S F O R L I V I N G 2nd wwworkshop Saturday, 19 September 2015 Page No. 20 Conversion „what action(s) did visitors take“ Current possible conversions Belgian site: –Downloads (folders, CAD, specifications, etc.) –Look at film –Contacting us by contact form ( ) Make conversions measurable: in Google Analytics (e.g. also clicks on news item) FYI: a „conversion rate“ of 2,5% is acceptable: –Lower is rather poor (can be considered to be superflue/less prominent) –Higher than 5% is a real succes (a good feature/link).

R O O F S F O R L I V I N G Thank you