2009 Web Site Internet Marketing Slides

Marketing on the Internet Mary Anne Shew Business Vitality LLC www.BizVitality.com

What works today?

Your marketing goals drive your site and the tools you choose.

There are many tools and techniques—with more on the way.

Usability drives the user’s experience. Products & Services Home Page * * * * Main navigation items About Us Samples Clients/ Portfolio * * Contact Us * Service 1 Service 2

Results start with choosing good keywords / key phrases.

Keywords attract traffic from the search engines. Traffic comes to site more by chance than by design. Words your customers use to search Site gets lots of SE traffic.* *Site still has to convert visitors to buyers. Words your customers use to search Search engine traffic Words you use on your web site Words your customers use to search

HTML + Images + Text=Web Site Business Vitality LLC creates the perfect business web site the first time, every time. Call us today for a complimentary initial consultation! <html> <body> <img src=“bvlogo.gif”> Business Vitality LLC creates the perfect business web site the first time, every time. <p> Call us today for a complimentary initial consultation! <p> </body> </html> index.htm (Home Page file) B R O W S E R logo.gif pulls it together Viewer Sees Web Page HTML Code From the Web Server on Internet On Viewer’s Computer

The four basic steps to have a web site are… Domain Name Email Address Web Site Register a… Set up an… Sign up to host a…

… and create the web pages to go on it. Domain Name Email Address Web Site Email Signature File

Tag line

Web site name

Office/fax numbers

HTML: Title, Metatags, ALT parameters

Navigation

Text-based content

What the USER sees

Web Site Components Create pages.

Take advantage of free Google services for your site.

Get found by Google (and others). Domain Name Web Site Email Address Email Signature File

Tag line

Web site name

Office/fax numbers

Navigation

Text-based content

What the USER sees

Web Site Components Search Engines Links from Other Relevant Sites

Web sites

E-zines

Blogs

Social sites

Google

Yahoo

MSN

Word of Mouth You can control the “ovals.” You can’t control the rest.

Search engines are “just” huge online databases. quilting pattern Step 1 : User enters search terms Internet Step 2 : Internet transmits info to SE SE Database Search Google Database SEARCH RESULTS Free Quilt Patterns Free Quilt Patterns listing with over 800 hundred sites and thousands of free quilt patterns . www.freequilt pattern s.info/ - 101k - Jun 4, 2005 - Cached - Similar pages Step 3 : SE searches its database for relevant pages SE “spiders” send web site info to Database Step 4 : SE transmits search results back to user.

Keywords

Web pages

www. website1. com

Search finds the ‘right’ grain of sand. Keyword assessment ------------ Domain name Text content ‘ Title’ tags ‘ ALT’ tags ------------ Sometimes: ‘ Keyword’ tag ‘ Description’ tag INSIDE your site: Link popularity : Links from other sites pointing to a web page Link reputation : What other pages’ titles and links “say” about your page. Page importance (PageRank™) : Comparison of your site against others. External to your site: “ Search engine optimization means ensuring that your web pages are accessible to search engines and focused in ways that help improve the chances they will be found.” --Danny Sullivan, www.SearchEngineWatch.com And many factors they don’t tell us about!

In SEs as in life, it’s who knows you. www.Widgets.com Go to www.YourSite.com for great deals! www.StuffInfo.com Go to www.YourSite.com for great deals! www.YourSite.com Inbound Links We sell the greatest things since sliced bread! Check out: www.GadgetInfo.com and www.StuffInfo.com Outbound Links “ A sound, long term link development strategy is to develop links with a focus on human visitors and not search engines.” — www.SearchEngineNews.com www.GadgetInfo.com [More great info relevant to your site visitors] www.StuffInfo.com [More great info relevant to your site visitors]

Social networking is about relationships and information.

It all comes together, over time. Domain Name Web Site Email Address Email Signature File