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BA 65 Hour 4 ~ Promoting Your Site
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Transcript

  • 1. Promoting Your Site Planning and Managing Your Business Web Site BA 65
  • 2.
    • “ If you are not romancing the customer…who is? .”
  • 3. Promotion
    • If you build it - they might come!
    • Failing to promote will waste investment
    • Do the leg work - Customer Demographics
      • Age, Sex, Income Bracket, Interests, Hobbies
    • Make logical decisions
      • Creativity Workshops - “self-improvement”
      • Model Railroad Trains - “toy train engines”
  • 4. Offline Marketing
    • Traditional Marketing Media
      • Print
      • Radio
      • Television
      • Car?
    • Not so Traditional
      • Add URL to email signature
    • Use your URL Everywhere!!
  • 5. Search Engines
    • Search engines promote your web site?
      • Maybe
    • 97% of people do not look beyond 1 st page
    • Top 10 Ranking Guaranteed! - NOT!
    • A search for every Engine
  • 6. Get Googled
    • Most popular on the Web
    • Fast and Accurate - with Integrity
    • Google Technology
    • Page Rank
      • The site with the most links coming in from the best sites win
    • Recalculate site rankings about once a month
    • 1,000,000,000+ links to process
  • 7. Get Indexed
    • No need to submit to Google if other sites link to it
    • Google Sandbox - is it real?
    • JavaScript, Flash, or convoluted code - No Luck
    • Links to related and non-competing areas
    • More than meta tags
    • Search with Google on your site - adsense
  • 8. SEO Using Site Content
    • Search Engine Optimization
    • No Tricks - or you get - No Treats
    • Latest tricks or good content
    • Keyword density
      • What is the right mix?
  • 9. Prepare Your Pages
    • HTML elements
    • Make sure accurate, relevant keywords appear on each page of your site
    • Match between your page and the potential visitor’s search
  • 10. Hook Visitor with a Great Title
    • Search engines use this to link to your site
    • Clearly state subject of page
    • Include most critical keywords on your page
  • 11. Use Meta Tags to Describe Your Page
    • Description and Keyword - Do not show in browser
    • Description - Complete, grammatically correct sentence/s
      • Displayed in the search engine results
    • Keyword - Laundry list of keywords and phrases that pull from the content of your pages
      • Misuse
  • 12. Use Heading Tags to Introduce Content
    • Heading tags good source of keywords
      • <h1-h6> tags instead of <p>
    • Use common sense and good writing technique as you develop your page
    • Pull major keywords out of each section and formulate a sensible heading with them
  • 13. Use Alt Attributes to Describe Images
    • Alt Attribute - Description or caption of the image
    • Hover pop-up - IE yes - Firefox No
      • Title attribute
    • Keywords can be in Alt Attribute
    • Accessibility First - married with keywords
  • 14. More on Keyword Spamming
    • Spamdexing - keyword stuffing
      • Repeat all of your keywords in the text, headings, and Alt attributes
    • Search engines are getting smarter
      • Too much of a good thing
    • Increase keyword density without damaging the readability of your page
    • Good content is what spiders & visitors crave
  • 15. Relevance Matters
    • Gaining momentum
    • Focus on topic and be relevant
    • Good article vs. junk content
    • Building credibility
    • Accurate and descriptive information
  • 16. Use Industry Terms
    • Jargon for your piece of the world
    • Don’t be afraid to use industry - specific words
    • Defined in content
    • Glossary - good for customers and keywords
    • Searching for industry-specific terms
    • Uniqueness of the phraseology often filters out irrelevant results
    • Better odds with search results
  • 17. Give Valuable Insight
    • Answer the question “Why?”
    • Valuable insight into your business and your industry
    • THE Expert
    • Customers will come back for more information if they see you as an expert
    • Building recognition and trust - customers will bookmark your site - the best positioning
  • 18. Explain
    • Process of doing business with you - answer the question “What’s involved?”
    • Demystify your business
    • Better than competition
    • Answer questions your customers ask
    • Soothe fears, overcome objections, remove confusion
  • 19. Instruct
    • Searching for information relating to a question - not an answer
    • Include as much “How To” information as you can put together
    • Document the customer “How do I…?”
    • Use other experts to help your customers
  • 20. Make Information Accessible
    • FAQ - Frequently Asked Questions
    • Glossary Page
    • How To Page - may be helpful
      • Common tasks that link the visitor to a separate page with specific information
      • Brand your name on printable documents
  • 21. Keep It Simple
    • Graphically intensive and heavily scripted site with lots of fancy navigation and eye candy - is not the way to go
    • Spiders want text - quickly
    • Blend of artistic talent and technical skill from an Internet perspective
    • Artist vs. Technicians
      • Consideration for the audience and environment
    • Use graphics, HTML, and scripting carefully
  • 22. Use Styles
    • Cascading Style Sheets (CSS)
    • Eliminate volumes of useless HTML
    • Define a series of default and named styles
    • Override the default style with “class”
    • Use a single style sheet
    • Making one change will affect whole site
  • 23. Avoid Frames
    • Frames and Navigation Area
    • Frames and Search Engines don’t mix
    • Framesets may hide your site from searching
    • Good for highly interactive sites like browser-based administrative interfaces
  • 24. Use Text Links
    • Web graphics for navigation disadvantages
      • Extra bandwidth - slower
      • Multiple trips to the server - slower
      • Broken image artifacts - user in a hurry
      • Search engines can’t do much with graphical links
    • Text links
      • Avoid performance disadvantages
      • Give search engines additional keywords to spider
    • Styles will spice up your Life! (not JavaSript)
  • 25. Use External File References
    • Consider using external file and referencing
    • Spiders don’t get tired of crawling
    • One change will affect whole site
    • Downside
      • Extra trip to browser
      • Brower cache may or may not help
    • Create .css file and reference in <Head> tag
    • Create .js file and reference in <Script> tag
  • 26. Avoid Pop-ups
    • Do you really need them?
    • Requires JavaScript if you want to control over window size and turn off navigation features
    • Spiders don’ follow links driven by JavaScript
    • Pop-up killers installed
  • 27. It’s Your Choice
    • Appearance vs. Ability to be found by Search Engines
    • Optimize your site to better your position in the Search Engines
    • Make your site the prime destination for anyone seeking information in your industry by providing volumes of high-quality, relevant content
    • Goal - deliver information in accessible format
  • 28. Do SEO Right the First Time
    • Save time and money!
    • Search engines are smart and don’t get fooled
    • “ Cool neat-o” site may not work
    • Often redoing a site is simply starting over
      • Getting rid of the garbage is not easy
    • A Web site that works is worth every penny you paid for it!
  • 29. Linking Campaigns
    • Links are important
    • Create a links page that provides something of interest to your customers
    • Links that relate - not compete
    • Penalized for linking to bad neighborhoods
    • Articles and “duplicate content penalty”
    • Submitting Press Release to PR Sites
      • Highly ranked site helps - you may have to pay
  • 30. Submitting Pages
    • Boring and frustrating and possibly a waste of your time
    • Each search engine is different and you may pay
    • Web Position software - can become outdated
    • Pay someone to do this? $$$
      • Web page optimization
      • Keywording
      • Submission
  • 31. Site Conversion and Incentives
    • So far we have discussed externally promoting your site from elsewhere
    • Converting visit to buy
    • What is your “desired response”?
      • Newsletter
      • Buying a product
  • 32.
    • “ There are three things that are important at Starbucks. Relationships is the first and the other two don't matter.”
    • Linda Thompson
    • Director-Starbucks Resource Center