Website Marketing      Presented By        Jeff Yette     Sales Engineer Slic Network Solutions                          P...
Slides available onlinehttp://www.slideshare.net/jeffyette                            Presenter: Jeff Yette
Who is this guy?                  Director of Sales & Marketing               Slic Network Solutions since 1998           ...
What is SEO?Search engine optimization (SEO) is the processof improving the visibility of a website/web page in       sear...
Look before you leapBefore you can put together a SEO strategy,       measure what you have first.             Google Anal...
Google Analytics                   Presenter: Jeff Yette
Google Analytics            Uses a “snippet” of code added to          each page of your website that allows           Goo...
Google Analytics                  What does it track?           Visitors (habits & technology used)Traffic Sources (where ...
Google Analytics – Visitor Habits         How many visitors?   How long do they stay on my site?    What pages are they vi...
Google Analytics - Technology       What browsers are they using?    2011     2011                                       P...
Google Analytics - Resolutions       What is their screen resolution?  (1033) 1024 x 768 is the current “standard”      Ap...
Google Analytics – Mobile?     Am I getting mobile users?                                  Presenter: Jeff Yette
Google Analytics - TrafficWhere are my visitors coming from?  Direct | Referring Links | Search Engines                   ...
Google Analytics - KeywordsWhat keywords are they using to find me?                                 Presenter: Jeff Yette
AlexaMust “Claim” your siteReceive ConfirmationEmailView stats similar toGoogle Analytics                                P...
FreeGrader.comwww.slic.com is 51/100 ranked by FreeGrader.com                                            Presenter: Jeff Y...
FreeGrader.com•Facebook Fan Page•Mobile Web Site  • Did you know that more than 73 million Americans have    smartphones a...
Keywords, Keywords, KeywordsKeywords must have relevance and popularityPlaced in virtually every aspect of your site:   ● ...
Look through your customers eyes Use words & phrases your target audience uses        “Bird watching” vs. “orthinology”Con...
Use ToolsSEO Book  http://tools.seobook.com/general/keyword/Overture Keyword Suggest   http://inventory.overture.com/d/sea...
Where does my page rank?http://www.thumbshots.com/Products/ThumbshotsImages/Ranking.aspx                                  ...
Links                    Internal & External LinksThe more words (keywords & phrases) that point to a page, themore likely...
Create a Sitemap   A simple file often called sitemap.xml used by        search engines to “spider” your site.<?xml versio...
Create a SitemapAn actual website that list all of the page links onyour site usually in outline format:        Home      ...
Avoid Flash & Large Images      It looks pretty, but does NOTHING for SEO.●Not indexed (searchable) by search engines●Not ...
Content is KING!Your content needs to be fresh -- updating regularly and often iscrucial for increasing traffic.One way to...
Make Sure They Can Find You     Tell search engines your website exist.              Google Webmaster ToolsYahoo    http:/...
Social NetworkingBlogging is just the first step.Distribute links to fresh content on your site acrossappropriate social n...
Social NetworkingBlogging is just the first step.Distribute links to fresh content on your site acrossappropriate social n...
Conversation RateThe ratio of people viewing your website compared to the numberof those who take the desired action – rea...
Wash – Rinse - RepeatGive SEO changes 2 -3 months      to make an impact   Check analytic quarterly Make necessary adjustm...
While You WaitGoogle Webmaster Central YouTube Channel  High Rankings SEO Community Forum                                P...
Thank You!         Your feedback is appreciatedPlease send comments & follow-up questions to:         sales@slic.com      ...
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Website marketing

  1. 1. Website Marketing Presented By Jeff Yette Sales Engineer Slic Network Solutions Presenter: Jeff Yette
  2. 2. Slides available onlinehttp://www.slideshare.net/jeffyette Presenter: Jeff Yette
  3. 3. Who is this guy? Director of Sales & Marketing Slic Network Solutions since 1998 Independent Developer (Websites since 1997)5 Years as Graphic Design Director for a 3 publication newspaper (Won a few awards for design) Attended SUNY Potsdam for Fine Art/Graphic Design Presenter: Jeff Yette
  4. 4. What is SEO?Search engine optimization (SEO) is the processof improving the visibility of a website/web page in search engines via the "natural" or un-paid ("organic) search results. Presenter: Jeff Yette
  5. 5. Look before you leapBefore you can put together a SEO strategy, measure what you have first. Google Analytics Alexa FreeGrader.com Presenter: Jeff Yette
  6. 6. Google Analytics Presenter: Jeff Yette
  7. 7. Google Analytics Uses a “snippet” of code added to each page of your website that allows Google to collect stats about visitors<script type="text/javascript">var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." :"http://www.");document.write(unescape("%3Cscript src=" + gaJsHost + "google-analytics.com/ga.jstype=text/javascript%3E%3C/script%3E"));</script><script type="text/javascript">try {var pageTracker = _gat._getTracker("UA-4480215-2");pageTracker._trackPageview();} catch(err) {}</script> Presenter: Jeff Yette
  8. 8. Google Analytics What does it track? Visitors (habits & technology used)Traffic Sources (where they are from & how they found me) Content - (what is being viewed) Goals - (is the site working for me) Presenter: Jeff Yette
  9. 9. Google Analytics – Visitor Habits How many visitors? How long do they stay on my site? What pages are they viewing? New vs Returning visitors? Presenter: Jeff Yette
  10. 10. Google Analytics - Technology What browsers are they using? 2011 2011 Presenter: Jeff Yette
  11. 11. Google Analytics - Resolutions What is their screen resolution? (1033) 1024 x 768 is the current “standard” Approximately 900 x 700 viewable Presenter: Jeff Yette
  12. 12. Google Analytics – Mobile? Am I getting mobile users? Presenter: Jeff Yette
  13. 13. Google Analytics - TrafficWhere are my visitors coming from? Direct | Referring Links | Search Engines Presenter: Jeff Yette
  14. 14. Google Analytics - KeywordsWhat keywords are they using to find me? Presenter: Jeff Yette
  15. 15. AlexaMust “Claim” your siteReceive ConfirmationEmailView stats similar toGoogle Analytics Presenter: Jeff Yette
  16. 16. FreeGrader.comwww.slic.com is 51/100 ranked by FreeGrader.com Presenter: Jeff Yette
  17. 17. FreeGrader.com•Facebook Fan Page•Mobile Web Site • Did you know that more than 73 million Americans have smartphones and they search online for local businesses?•Domain Authority - 4/10•Sitemap File•Main Heading•Number of Pages Found•Image Descriptions•Site Title•Site Description•Site Keywords Presenter: Jeff Yette
  18. 18. Keywords, Keywords, KeywordsKeywords must have relevance and popularityPlaced in virtually every aspect of your site: ● Page Titles ● Descriptions (150 words) ● Content (use <h1> tags) ● URLs ● Image names & Alt textBEWARE: Deliberate overuse of keywords on your site – a practice known as “keyword-stuffing” may actually decrease your SEO as many search engines are programmed toignore these sites. Presenter: Jeff Yette
  19. 19. Look through your customers eyes Use words & phrases your target audience uses “Bird watching” vs. “orthinology”Consider: ● Common mispellings ● Word Stemming: orthinologist, orthinolgy, etc. ● Synonyms ● Location/GEO modifers: “New York Bird Watching” Presenter: Jeff Yette
  20. 20. Use ToolsSEO Book http://tools.seobook.com/general/keyword/Overture Keyword Suggest http://inventory.overture.com/d/searchinventory/suggestion/SEO Tool Keyword Suggest http://www.seochat.com/seo-tools/keyword-suggestions-overture/SEO Logs http://www.seologs.com/keyword-suggestion.htmlDigital Point Keyword Suggest Tool http://www.digitalpoint.com/tools/suggestion/ Presenter: Jeff Yette
  21. 21. Where does my page rank?http://www.thumbshots.com/Products/ThumbshotsImages/Ranking.aspx Presenter: Jeff Yette
  22. 22. Links Internal & External LinksThe more words (keywords & phrases) that point to a page, themore likely that page is to appear in search results when users runa query for those terms.External Links: Contact webmasters of related non-competingsites for reciprocal link opportunities. Make personal contact, notthrough an annoying automated link spammer (which will usuallybe ignored). How do you tell if a potential link partner site is well regarded? Googles Web browser toolbar offers a PageRank. A link from a site with a PageRank of 10 can is valuable, while a link from a site with zero is worthless. Presenter: Jeff Yette
  23. 23. Create a Sitemap A simple file often called sitemap.xml used by search engines to “spider” your site.<?xml version="1.0" encoding="UTF-8"?><urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <url> <loc>http://www.mywebsite.com/index.html</loc> <lastmod>2011-03-01</lastmod> <changefreq>monthly</changefreq> <priority>0.8</priority> </url></urlset> Presenter: Jeff Yette
  24. 24. Create a SitemapAn actual website that list all of the page links onyour site usually in outline format: Home Products Product 1 Product 2 Contact The fewer clicks a viewer has to make to get to relevant content the better! Presenter: Jeff Yette
  25. 25. Avoid Flash & Large Images It looks pretty, but does NOTHING for SEO.●Not indexed (searchable) by search engines●Not compatible in all browsers (will not work on iPhones & iPads) Google and other search engines give sites with fast load times higher page rankings. http://pagespeed.googlelabs.com/ Presenter: Jeff Yette
  26. 26. Content is KING!Your content needs to be fresh -- updating regularly and often iscrucial for increasing traffic.One way to ensure that your site gets new content on a frequentbasis is to integrate a blog. "Get the owner or CEO blogging. It’s priceless!" ~ the Search Engine JournalOwner/executive blogs are excellent way to: ● Reach out to clients ● Create more opportunities for internal and external linking ● Giving your site a more personal voice Presenter: Jeff Yette
  27. 27. Make Sure They Can Find You Tell search engines your website exist. Google Webmaster ToolsYahoo http://siteexplorer.search.yahoo.com/submitGoogle http://www.google.com/addurl/Bing http://www.bing.com/webmaster/SubmitSitePage.aspxDMOZ http://www.dmoz.org/add.html Presenter: Jeff Yette
  28. 28. Social NetworkingBlogging is just the first step.Distribute links to fresh content on your site acrossappropriate social networking platforms.Whether displayed on your companys account, orrecommended, re-tweeted, and re-distributed bysomeone else, this strategy exponentially multiplies thenumber of places where visitors will view your links. Presenter: Jeff Yette
  29. 29. Social NetworkingBlogging is just the first step.Distribute links to fresh content on your site acrossappropriate social networking platforms.Whether displayed on your companys account, orrecommended, re-tweeted, and re-distributed bysomeone else, this strategy exponentially multiplies thenumber of places where visitors will view your links. Facebook & Facebook Places – Twitter – Google Places Linked In – Four Square – YouTube Presenter: Jeff Yette
  30. 30. Conversation RateThe ratio of people viewing your website compared to the numberof those who take the desired action – reach the goalThe most common type of conversion is a URL Destination goal - apage that visitors see only once they have completed an activity.Examples: For an account sign-up, this might be the “Thank Youfor signing up” page. For a purchase, this might be the receiptpage.Most goals require some type of form. Presenter: Jeff Yette
  31. 31. Wash – Rinse - RepeatGive SEO changes 2 -3 months to make an impact Check analytic quarterly Make necessary adjustments Presenter: Jeff Yette
  32. 32. While You WaitGoogle Webmaster Central YouTube Channel High Rankings SEO Community Forum Presenter: Jeff Yette
  33. 33. Thank You! Your feedback is appreciatedPlease send comments & follow-up questions to: sales@slic.com Presenter: Jeff Yette
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