Google Is Your Storefront

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Why a web site is *the* essential marketing tool for your small business, and how to make it work for you.

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  • Online ad network Chitika this week broke down over 123 million impressions across their 60,000+ publisher network.
  • If time and budget is limited, focus on Google and the others will fall into place.
  • Search for “Chinese restaurant maynard ma” – 70-90% of first page results are non-search engine directories. Consider putting a very important directory mention on the back of your business card
  • In Maynard, there are two Chinese restaurants. China Ruby has a web site – ugly but functional and with a full menu. Oriental Delight has no web site. Which is a consumer searching Google more likely to choose?
  • Don’t throw away a valuable branding opportunity. Tells your prospects and customers who don’t know better that you don't have a web site.
  • Think TV commercials. Being pretty is important, but there’s a lot more to it.Here’s an extreme example.
  • What does this design tell you about the restaurant?
  • And what does this design tell you, in contrast?
  • Search engine optimization (SEO) is the practice of making your web site palatable and attractive to search engines. There is a large contingent of snake oil salesmen out there who will charge you lots of money to optimize your web site.
  • Consider the outliers.Eg. “tiki bar” in addition to “Chinese restaurant” The Adwords keyword tool provides local search volume for specified keywords, and expands a sample keyword with similar options. Google’s Search-based Keywords Tool – given a web site and a basic keyword, provides suggested keywords with traffic data. Enter your own web site or a competitor’s.
  • RE Tools: Find an SEO expert within your network and ask what tools they use or would suggest.
  • A “last updated” date of 8 years ago says it all.
  • P.F. Chang’s has at least four areas that provide opportunities for frequent updates.
  • EditMe is a great example of a tool that lets you manage a web site right from your browser. Other popular tools are Wordpress, Joomla and Drupal. Avoid the tools that come bundled when you buy your domain from a company like GoDaddy or Network Solutions – they’re usually terrible.
  • A house painter could have a section of the site where each major project is featured on a page. Before and after photos, a customer testimonial and case study of the most recent project featured on the home page. It's a great excuse for the painter to have an entire keyword-rich page of his site dedicated to maintenance and repair of period trim, for example.
  • A great example of this is P.F. Chang’s Chef’s Corner.
  • Google Is Your Storefront

    1. 1. Google is your storefront<br />Why your web site is the essential marketing tool<br />and what to do about it<br />Matt Wiseley<br />EditMe, LLC<br />matt@editme.com<br />www.editme.com<br />
    2. 2. The web is how consumers find stuff<br />Every year, the percentage of consumers relying on Internet search for local services increases substantially.<br />Surpassed 60% compared to use of a telephone directory in 2008.<br />
    3. 3. The web is how consumers find stuff<br />
    4. 4. Search engine market share<br />
    5. 5. Local search is still in its infancy<br />All non-Internet or mobile products and services we consume are by definition local.<br />Internet search is just starting to come around to the idea that most people are searching for something near them.<br />How?<br />Location awareness<br />Search engine business directories<br />Maps<br />
    6. 6. Directories & review sites own the first page<br />Popped up to fill the void left for years by search engines.<br />Frequently own the first page of results for a given business category.<br />Know what directories you’re in and what reviews have been posted.<br />Add yourself to any directory that comes up in a search for your business category.<br />Ask your happy customers to leave a review about your business.<br />
    7. 7. Not having a web site is like not having a name for your business<br />The number of small businesses without web sites largely contribute to need for directories.<br />Consumer demand for business web presence outpaced small business web adoption.<br />If your competitors have a web site and you don’t, what are you telling prospective customers?<br />
    8. 8. Your email address is your web site&apos;s business card<br />Consumers love local businesses who are willing to use email<br />A business email address is one of the best ways to promote your web site.<br />DO NOT use a comcast.net, verizon.net, gmail.com or other generic email address.<br />Included with your web site hosting, or available from free services. <br />
    9. 9. Please don’t design it yourself<br />Web design: Part art form, part science – not a technical skill.<br />Ask a web professional what they think about your site.<br />Ask your customers, too.<br />
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    12. 12. How to get found: SEO 101<br />1. Define your targets<br />2. Optimize your content<br />3. Build a link network<br />4. Analyze and repeat<br />
    13. 13. SEO 101 – 1. Define your targets<br />Determine what your target customer types into Google to find your product or service. These are called keywords.<br />Use the search engines themselves to test these.<br />Google Adwords External Keyword Tool (search for it)<br />Search-based Keyword Tool: google.com/sktool<br />
    14. 14. SEO 101 – 2. Optimize your content<br />If Google results were selected by humans, would they pick your site?<br />Important information needs to be in text, not graphics.<br />Name pages with relevant keywords and hyphens: www.chinaruby.com/chinese-restaurant-maynard.html<br />Use target keywords in page titles, headings, links and content.<br />META keyword tags are obsolete.<br />Do not try to fool the search engines.<br />
    15. 15. SEO 101 – 3. Build a link network<br />Search engines put a great deal of weight behind the number of relevant sites that link to yours.<br />Link building is the act of getting sites that talk about your target keywords to link to your site.<br />The hardest part of an SEO campaign.<br />Focus on authoritative content sites. Also leverage partners, customers, vendors, blogs, wikis, forums, press releases and social media.<br />Put exchanged links in content and in context, not on a “links” page. Ask for the same. <br />
    16. 16. SEO 101 – 4. Analyze and repeat<br />Use Google Analytics.<br />Check in monthly to gauge traffic sources and keywords.<br />Make targeted adjustments.<br />Consider going deep with an SEO tool like Rhino SEO, WebPosition or one of the hundreds of others.<br />More detail at http://editme.com/SearchTips<br />
    17. 17. Keep it fresh and current<br />Putting up a pretty 5-10 page web site with your contact information is step 1. You are not done!<br />Who wants to read a 2 year old magazine or newspaper?<br />Currency communicates success and provides opportunities for incentives.<br />Search engines love fresh content.<br />
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    20. 20. But I don’t know HTML!<br />No need.<br />Every web site should provide the ability to edit its content from any web browser.<br />If you&apos;re paying someone hourly to make edits, stop it.<br />
    21. 21. Content, content, content.<br />Don’t just replace content, add it.<br />More pages on your site means more opportunities for search engines and other web sites to link to yours.<br />Each page of your site is an SEO opportunity.<br />Doesn’t have to be a blog. Consider industry-appropriate reasons to continually add content.<br />
    22. 22. Use content to establish authority<br />You can&apos;t outsource the writing of great content for your business.<br />A contracted copywriter doesn&apos;t have the experience, passion and authority to be writing all of the copy for your web site.<br />Let your customers feel like they know you, and make prospects feel lucky for getting you on the phone if they call.<br />
    23. 23. We may have scratched the surface<br />A lot of other stuff to consider, if time allows.<br />Is a mobile site appropriate for your business?<br />Lead generation tools: email newsletters, white paper downloads.<br />Paid search advertising.<br />Business automation. How can your web site serve your customers?<br />What is your social media strategy?<br />
    24. 24. About EditMe<br />Manage your web site in minutes, and edit the content with a single click – by yourself or collaborating with a team.<br />The simplest way to create your web site. No technical skills required.<br />EditMe is a secure wiki. Add, edit and delete pages directly in your web browser – nothing to install.<br />Use EditMe for business web sites, private intranets, online communities, project team sites and more.<br />Self service starts at $5/mo. Professional services can also build and customize your site for you.<br />
    25. 25. Questions?<br />Matt Wiseley<br />EditMe, LLC<br />matt@editme.com<br />www.editme.com<br />

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