Intro to Web Marketing - sites, SEO and social media
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Intro to Web Marketing - sites, SEO and social media Intro to Web Marketing - sites, SEO and social media Presentation Transcript

  • Web 2.0: Your Site, SEO and Social Media Marketing
    MATI | Kelli Brown | December 2010
  • What we do:
    • Social Media
    • Search Engine Optimization (SEO)
    • Website Development in WordPress and Joomla!
    • Custom Facebook Tabs and Pages
    • Consulting
    • Strategy
    • Implementation
    • Maintenance
  • Web Marketing
    Building your business website
    What every business site needs
    Tools and skills for maintaining your site
    Get found - Search Engine Optimization
    Social Media Marketing
  • Do you need a website?
    Need: Profits come from advertising
    Good to have: You will benefit if:
    You sell a product/service online
    You marketing your product/service online
    Your clients aren’t bound by geography
    Your USP serves a niche market
    Optional: Your business is concrete and local
  • Building a website
    Three options:
    DIY: Build your own site – Weebly, Google Sites…
    Small budget: Template-based CMS site
    WordPress, Drupal, Joomla!
    Large budget: Custom look/feel, bespoke CMS
    Consider: Who will maintain the site?
    What is my expected ROI?
  • Site development process
    Sitemap
    Content
    Template
    Development
    Search Engine Optimization
    Launch
    Analytics and ongoing updates
  • Your business site needs
    Your own domain name
    Professional branding: logo, tagline, color scheme, typography - consistency
    Marketing content: services/products provided, target clients, company bio
    Shareable content: Tips and tricks, blog posts, videos, presentations, galleries
  • Business site sections
    Home page: Draw viewers in – 8 second rule
    Services/Products pages: Highlights the full range of products/services offered
    Clients/Partners pages: Offers testimonials and adds to credibility of company
    About page: Describes the company
    Contact page: Physical and web contact info
    Add a contact form to your site
    Blog: Regularly updated sharable content
  • Site navigation
    Error on the side of too simple
    Avoid flash like the plague
    Cater to mobile users
    Know your target market’s tech savvy
    Create a sitemap before you write content
    Learn from others – in market and out
  • Site content
    Write for humans, not search engines
    Be aware of synonyms – use them wisely
    More than 250 words, fewer than 1000 (600)
    Learn from your competition
    More short pages are better than few long ones
  • Site template
    Conforms to W3C standards
    Encourages viewers to interact/subscribe
    RSS feeds, newsletters, social bookmarking
    Error on too professional
    Uniform look and feel with logo, branding
  • Site development
    Use an open source CMS
    Makes updates easier
    Support all browsers (including IE6)
    Pick the least complicated CMS that meets your needs
    Pay for training to maintain your own site
  • Before you launch
    Have all content loaded
    Test and troubleshoot all bugs
    Test the shopping cart/contact form
    Practice updating/changing content
    Test it with your “target market”
  • Track your traffic
    Install Google Analytics
    Free at googleanalytics.com
    Tracks visitors, keywords, content and more
    Makes it easier to sell advertising
    Helps track goals and determine ROI
  • Welcome to beta
    Which keywords create most traffic?
    Which pages are most popular?
    Which content gets shared?
    Which pages are tough to navigate?
    What do clients complain about?
    What are clients searching for?
  • Search Engine Optimization (SEO)
    Based on many factors:
    Number of high-quality incoming links
    How old the domain name is
    Number of pages
    Amount of unique content
    Ease with which Google can index the site
    Speed of site loading
  • SEO: Things to remember
    If it’s human friendly, it’s SEO friendly
    Whitehat vs. Blackhat
    Never, ever try to fake it - ever
    You’re a webmaster – even if you don’t want to be – partner with the folks at Google
    Google.com/webmasters
  • SEO – a two-part approach
    Rank higher in search results
    Using keywords within content and tags correctly
    Having an SEO-friendly site
    Improve clickthrough rate
    Add a meta description with a call to action
    Keep titles clear and concise
  • Improving SEO
    Use a CMS – plugins enable SEO-friendly features
    Give good data to search engines:
    Clear, concise meta titles and descriptions
    XML sitemap and robots.txt files
    Keep your site SEO friendly:
    Text-based navigation and breadcrumbs
    Descriptive URLs and alt tags for graphic content
  • SEO changes in 2010
    Personalized search from Google
    Importance of user experience
    Growing investment in real-time search
    Value of incoming links from social sites
    Emphasis on speed of site loading
    Catering to mobile
    Flash and iPhones/iPads don’t mix
  • What hurts SEO
    Duplicate content
    Very small sites – less than five pages
    Untagged graphic content: pictures, video, flash, audio (always use an alt tag)
    Blackhat SEO: shadow domains
    Getting kicked out of Google
  • Web advertising & PPC
    Banner and button ads - desensitization
    PPC: Pay-per-click campaigns
    Show up in search results - sometimes
    Placed on content-specific websites
    Relevant keywords are expensive
    Rarely generates a net profit
    Excellent experiment for SEO keywords
  • Social Media Marketing
    Using free, web-based tools to generate interest and awareness in a company and its products and services
    Tools include:
    Blogging and RSS subscriptions
    Social networks: Facebook, LinkedIn, Twitter
    Media networks: YouTube, Flickr, SlideShare.net
  • Using social media
    Create sharable content regularly
    Post it to your site, allow users to subscribe
    Syndicate it using networks
    Increase traffic to it using bookmarking
    Track it using analytics
    Tailor the message to convert
  • Social media flow
    Video
    Audio
    Pictures
    Content
    Twitter
    LinkedIn
    Facebook
    Digg
    Deli.ciou.s
    StumbleUpon
  • Benefits of social media
    Improves search engine optimization
    Content is shared virally
    Inexpensive (but time consuming)
    Targets a specific market
    Appeals to broad demographic through search
  • Questions?
    Contact us at kelli@pixelpointpress.com
    Upcoming classes:
    Social Media Marketing
    Search Engine Optimization
    Hands-On WordPress: Build and Maintain Your Own WordPress Website
    Google Analytics
    Email Newsletter Marketing
    LinkedIn and Blogging for Lead Generation