Haywood Community College Presentation: Findability for Small Businesses

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This is a presentation that Ravenel Mansfield of Ravenel Consutling and Ty Hallock of TopFloorStudio did for Haywood Community.

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  • 04/23/09
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  • Haywood Community College Presentation: Findability for Small Businesses

    1. 1. Web Findability for Business Owners Get Found > Convert > Analyze
    2. 2. Local Search
    3. 3. Google Universal Search
    4. 4. Google Search Listings
    5. 5. Piper Jaffray Research (2008) <ul><li>30 percent of all queries contain a city, state or zip code. </li></ul><ul><li>The Internet has now surpassed print Yellow Pages and newspaper as a primary source for local consumer service information. </li></ul><ul><li>The adoption of smart phones will only add to these numbers; 27 percent of all mobile searches are for local information. </li></ul>
    6. 6. Piper Jaffray Research (2008) <ul><li>Online consumers seek local information from two primary sources: search engines, such as Google, and Internet Yellow Pages (IYPs), such as City Search. </li></ul><ul><li>Local results are usually marked on a street map with push pins or presented with some other identifier, helping them stand out. </li></ul>
    7. 7. Google Places
    8. 8. Yelp  (data on this site feeds Bing and Yahoo)
    9. 9. Yahoo Local
    10. 10. Merchant Circle
    11. 11. Bing Local
    12. 12. Claiming Place Page / Local Listing
    13. 13. Business Address in City of Search
    14. 14. Associating Place Page with Proper Categories
    15. 15. Off-Page / Off-Listing Criteria
    16. 16. Customer Reviews
    17. 17. Product / Service Keyword in Place Page Business Title
    18. 18. Simple SEO Page Elements
    19. 19. Biltmore
    20. 20. Biltmore Page Elements
    21. 21. Title Tag Example Category Page Category Name | Get Brand 1, 2, 3, 4 & More | Burgerplace Get CATEGORY NAME at Burgerplace. The freshest, most flavorable CATEGORY NAME & drinks at Burgerplace.com. Sub-Category Page Sub-Category Name | Category Name | Burgerplace Get SUB-CATEGORY NAME & CATEGORY NAME at Burgerplace. Find a location near you at Burgerplace.com.
    22. 22. Biltmore Google View
    23. 23. Tool Kit
    24. 24. Tools we will cover in the next section <ul><li>Website Grader </li></ul><ul><li>Google Link Check </li></ul><ul><li>Alexa.com </li></ul><ul><li>Google Link Check </li></ul><ul><li>Chart Beat </li></ul><ul><li>Google Analytics </li></ul><ul><li>Google Docs > Forms </li></ul>
    25. 25. WebsiteGrader.com <ul><li>Compare your website to your competition </li></ul><ul><li>What grade is your copy oriented to? </li></ul><ul><li>Do you have a blog? </li></ul><ul><li>How many links back do you have? </li></ul><ul><li>Domain: Time to Expire </li></ul><ul><li>Alt Tags </li></ul>
    26. 27. Alexa.com
    27. 29. Analytics “ You can’t manage what you can’t measure”
    28. 30. Google Analytics & Stats <ul><li>Chart-beat for real time stats </li></ul><ul><li>Full suite of analytics </li></ul><ul><li>Use goals and funnels to track conversions and referrals </li></ul><ul><li>Site Overlay is a very nice tool for usability </li></ul><ul><li>See where people are coming from geographically </li></ul><ul><li>Track your advertising campaigns with Web Stats </li></ul><ul><li>Get a weekly report sent to you </li></ul>
    29. 31. Collecting Data
    30. 32. Google Docs > Forms
    31. 33. Collecting Data <ul><li>Promotions, Contests, etc </li></ul><ul><li>E-newsletters </li></ul><ul><li>Blog Subscribers </li></ul><ul><li>Members </li></ul><ul><li>Surveys </li></ul><ul><li>Event attendees </li></ul><ul><li>Contact Database </li></ul><ul><li>Hot Leads </li></ul>
    32. 34. User-Centered Design
    33. 35. THE CENTRAL PREMISE OF USER CENTRED DESIGN IS THAT THE BEST DESIGNED PRODUCTS AND SERVICES RESULT FROM UNDERSTANDING THE NEEDS OF THE PEOPLE WHO WILL USE THEM. —Design Council
    34. 37. Call to Actions
    35. 38. Call to Actions <ul><li>Think subscribers not visitors </li></ul><ul><li>Common Call to Actions: </li></ul><ul><ul><li>Email to a friend </li></ul></ul><ul><ul><li>Social Book Marks </li></ul></ul><ul><ul><li>E-mail Newsletters </li></ul></ul><ul><ul><li>Forms for data collection </li></ul></ul><ul><ul><li>Purchase Items </li></ul></ul><ul><ul><li>Sign-up for events </li></ul></ul><ul><li>Call to Action techniques </li></ul>
    36. 43. For documents from today including list of tools check: facebook.com/topfloorstudio/

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