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






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

    • Promoting Your Site Planning and Managing Your Business Web Site BA 65
      • “ If you are not romancing the customer…who is? .”
    • 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”
    • Offline Marketing
      • Traditional Marketing Media
        • Print
        • Radio
        • Television
        • Car?
      • Not so Traditional
        • Add URL to email signature
      • Use your URL Everywhere!!
    • 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
    • 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
    • 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
    • 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?
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Relevance Matters
      • Gaining momentum
      • Focus on topic and be relevant
      • Good article vs. junk content
      • Building credibility
      • Accurate and descriptive information
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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)
    • 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
    • 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
    • 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
    • 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!
    • 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
    • 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
    • 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
      • “ 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