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BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
BA 65 Hour 4 ~ Promoting Your Site
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BA 65 Hour 4 ~ Promoting Your Site

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

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