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  • -Though it’s 2010 and the reasons for having a website are obvious, make sure you define clear goals, objectives and expectations- Is it going to be a blog, an informational website or an e-commerce website?
  • -A website is a marketing tool, therefore, make sure you know who you want to target.-This will help you later on to plan the content and the design. You don’t want to put pink hearts on the website which targets business consultants, right?
  • Collect information you want to include Define what information you want your visitors to see and learn about youCreate copy If you do not have texts and can’t write them yourself, hire professional copywriters Don’t forget the keywords Make sure you include keywords in the content
  • Structure and Hierarchy Identify all pages you want to have, their interdependence and hierarchyEasy navigation Make sure your menu is user friendly. -Visitors should be able to easily navigate from one page to another and always be able to go back to Home
  • Some colors are more popular! Make sure you use boldness and contrast smartly Having a “cool” design might be too complicated for a user navigation and vision. Don’t make a flash website! It seems nice to a designer but not Search engines Probably your neighbor's kid who used to make websites is not the best choice
  • -Again, let the professionals do the coding part, so that you do not face problems later.-Choose an easy-to-remember domain name, which is a keyword for you as well. Don’t forget that .com is the most popular. You can buy from:-Hosting is important. Don’t pay for what you do not need but pay for reliability .- Make sure you check for all possible errors: spelling mistakes, images, broken links and visibility in different web browsers.
  • Search engines continuously send spiders and web crawlers (special programs) to crawl your website (understand what it is about) and index it.
  • -Relevance:Matching search term to the website content, taking into consideration the geography and web search history, as well as incoming links-PageRank: The ranking of websites by Google. It gets a value from 1 to 10. The higher the rank, the better.
  • S=search(someone searches online)E=engine(place or engine for search)O=optimization(Optimizing web site content which can be found)
  • ProsIt has better return on investment than any other spending on marketing campaign. The effect is long term. You spend less than you would spend other marketing activities.Most of the people click on organic results but not paid advertisements.The higher you are in search results, the more people trust you.ConsIt takes 2-3 months until you see results. Some of the websites are not search engine friendly. E.g. if you just want a several page website to tell about yourself, your services and address, it might not be easy to promote.Can’t guarantee exact results.
  • Step 2: Pay attention to the following factors (on-page optimization focuses on your web content and web structure)
  • Step 2: Pay attention to the following factors (on-page optimization focuses on your web content and web structure)
  • Earlier Google introduced Google Sitemap protocol that is now recognized by  Google, Bing, Yahoo and Ask.The presence of a sitemap file doesn’t guarantee that all of your pages will be indexed but it somehow gives a hint to search engine crawlers. By including it on the website, you make it easier for users to navigate. It helps search engine crawlers as well to access all pages and links.
  • Always keep in mind that the search engine spiders do not see the website like the common visitor. They don’t think it’s “cute” and bookmark it.That is why it is always important to keep it optimized and systemized.
  • Writing relevant blog posts on regular basis has a great SEO effect. You can include many targeted keywords, build inbound links, which will help your website to get crawled and perform better. You can have a better communication with your customers and partners.You can have more opportunities to come up with something fun and viral.There are many professional copyrighting services that are ready to help you.
  • Catchy HeadlinesWrite titles that will grab attention. Don’t forget to use keywords.Short Posts250 words in average is a good length. The reader must want to read till the end and not get bored and lost somewhere in the middleBuild linksDon’t be afraid of putting links and referring to your previous posts or website pages. Don’t try to hard but a link or two in a post is just perfect. Make sure you use keywords in the anchor text not the usual read more or click here to learn moreBe clear and uniqueExpress your ideas clearly. Write as you would talk, but check for grammar and other mistakes. Don’t copy or paraphrase other blogs. Create original content
  • ProsPPC is a easy way to target visitors you want with the price you want. You get traffic from very specific key terms. You are guaranteed to get exactly what you pay for, clicks from specific keywords.You can decide on the geography and demographics of the target audience. ConsIt is an advertising. You may pay 5 cents, 15 dollars or even more for specific keywords. 85 % of people prefer organic results not sponsored links. You may end up paying a lot only for ONE keyword.
  • PPC ads appear as “sponsored listings” Companies bid on price they are willing to pay “per click” Typically have very good tracking tools and statistics Ability to control ad text Can set budgets and spending limits Google AdWords and Overture are the two leaders
  • PPC results in 1-2 days easier for a novice or one without much knowledge of SEO ability to turn on and off at any moment generally more costly per visitor and per conversion fewer impressions and exposure easy to compete in highly competitive market space (but it will cost you) can generate exposure on related sites (AdSense) ability to target “local” markets better for short-term and high-margin campaignsSEOresults take 2 weeks to 4 months requires ongoing learning and experience to reap results very difficult to control flow of traffic generally more cost-effective, doesn’t penalize for more traffic SERPs are more popular than sponsored ads very difficult to compete in highly competitive market space can generate exposure on related websites and directories more difficult to target local markets better for long-term and lower margin campaigns
  • Submit your website to Search Engines & Directories (in prominent directories)Submit original Articles and Press Releases to special websitesCreate and updates profiles in Social Media sites: Facebook, Twitter etc. Quality link building (never buy, search engines penalize for that)Conduct E-mail Marketing
  • A social media campaign concept was developed for the Netherland market to remind people about Martini and create an emotional bondage with the brand. The campaign suggested to call all valuable and happy moments a Martini Moment.The campaign was executed solely online using YouTube, Facebook and Hyves (a popular social network in the Netherlands). A music video featuring a Dutch singer Caro Emerald was made. An Application was developed for Facebook, where people could share their greatest moments of 2009 with a Martini Moment gadget. A Fan page and a group where created for Facebook and Hyves, where people could share their experiences and learn about upcoming Martini Moment events. With no TV commercial, the company was able to raise brand recognition and make people feel connected with it. The Music Video went viral causing even people out of the Netherlands share it.
  • Track visits, pageviews, bounce rate and timeResearch visitors profilesIdentify the best keywords and optimize based on themIdentify and capitalize on the best traffic sources: -referring sites -direct traffic -organic search -PPC campaignsSet conversion goalsTrack AdWords and AdSenseCompare to other similar websitesCreate custom reports
  • SEO presentation

    1. 1. Stand OUTon the Internet Guide from NexusLab<br />
    2. 2. Are you thinking of getting a new website?<br />
    3. 3. Planning a Website is a Long Process<br /><ul><li>Set goals
    4. 4. Define your market
    5. 5. Write the content
    6. 6. Develop a structure
    7. 7. Create the design
    8. 8. Develop the website
    9. 9. Publish
    10. 10. Let the world know about it
    11. 11. Track results</li></li></ul><li><ul><li>Define why and for what you need a website
    12. 12. Decide the type of the website
    13. 13. Be clear!</li></ul>Set Goals<br />
    14. 14. <ul><li>Define who you want to target</li></ul> A website is a marketing tool<br /><ul><li>The profiles of your visitors should be as accurate as possible</li></ul> Right website for right people<br />Define Your Market<br />
    15. 15. <ul><li>Collect information you want to include</li></ul> Define information<br /><ul><li>Create copy</li></ul> Hire professional copywriters <br /><ul><li>Don’t forget the keywords</li></ul> Include keywords in the content <br />Write the Content<br />
    16. 16. <ul><li>Structure and Hierarchy </li></ul> Identify hierarchy<br /><ul><li>Easy navigation</li></ul> User-friendly menu<br />Develop a structure<br />
    17. 17. Create the design<br /><ul><li>Create an overall concept and the theme
    18. 18. Decide the color scheme
    19. 19. Do not focus on being “cool”
    20. 20. The less the flesh, the better
    21. 21. For God’s sake, hire PROFESSIONALS!</li></li></ul><li>Why do I need professionals?<br /> Because you don’t want your website to look like this!<br />Create the design<br />
    22. 22. Develop the website and Publish<br /><ul><li>Coding
    23. 23. Domain Name and Hosting:
    24. 24.
    25. 25.
    26. 26.
    27. 27.
    28. 28. Testing </li></li></ul><li>You are now done with your website but need to let the world know about it. Otherwise, what is the whole point?!<br />Let the world know about it<br />
    29. 29. What do you do, when you want to find something?<br />Obviously, you SEARCH<br />Website Marketing<br />
    30. 30. Appearing in Search Results<br />When you publish your website, it becomes available not only for visitors but also search engines.<br />Search engines continuously send spiders and web crawlers to crawl your website and index it.<br />Afterwards, your website appears in the search results among millions of others.<br />
    31. 31. Ranking High in Search Results<br />Ranking by Google<br />Google ranks a website based on<br />Relevance<br />Importance<br />PageRank<br />Check:<br />
    32. 32.
    33. 33. SEO: Welcome to the mysterious SEO world<br />S=search<br />E=engine<br />O=optimization<br /><ul><li>The process of improving web pages so they rank higher in search engines for your targeted keywords.
    34. 34. The act of modifying a web site’s build, content, and inbound linking to increase its ranking in organic/natural (vs. paid), crawler-based listings of search engines</li></li></ul><li>SEO: Welcome to the mysterious SEO world<br />
    35. 35. SEO: Website Optimization Processes<br />Step 1: Analyze your website<br />Step 2: Pay attention to the following factors <br /><ul><li>Find targeted keywords
    36. 36. Write titles for every page
    37. 37. Write descriptions for every page
    38. 38. Assure quality content</li></li></ul><li>SEO: Website Optimization Processes<br /><ul><li>Use keywords in the URLs
    39. 39. Write alt texts for images
    40. 40. Build inbound links with keywords as anchor texts
    41. 41. Create a sitemap
    42. 42. Continuously updated integrated blog
    43. 43. Create a privacy policy
    44. 44. Include robot.txt files in the source</li></li></ul><li>SEO: Website Optimization Elements<br />Page Title<br />Navigation<br />Alt-Tags<br />Anchor Text<br />Site Map<br />Visit the site <br />
    45. 45. SEO: Website Optimization Elements<br />Meta Description Tag<br />Meta Keyword<br />Tag<br />Meta Title Tag<br />Meta Robots Tag<br />Go to View >Page Source or(Ctrl+U), to see current page’s source code <br />
    46. 46. SEO: Website Optimization<br />XML Sitemap<br /><ul><li>A Sitemap is an XML file that lists the URLs for a site
    47. 47. Makes it easier for users to navigate
    48. 48. Helps search engine crawlers to access all pages and links </li></li></ul><li>SEO: Website Optimization Elements<br /> Search engine spiders do not see the website like the common visitor. <br /> Therefore, keep it optimized and systemized. <br /> You can check how a search engine sees your website by using the following free tool:<br />
    49. 49. SEO: Blog Integrated with Website<br />Regular Posts on Blog<br />Writing relevant blog posts on regular basis has a great SEO effect. <br /><ul><li>Many targeted keywords
    50. 50. Inbound link building
    51. 51. Better communication with your customers and partners
    52. 52. Platform for viral campaigns
    53. 53. Professional copywriters ready to help</li></li></ul><li>How to Write a Great Blog Post<br />How to write a great blog post?<br /><ul><li>Catchy Headlines
    54. 54. Short Posts
    55. 55. Build links
    56. 56. Be clear and unique</li></li></ul><li> PP What? PPC!<br />Pay Per Click (PPC) is an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system.<br />
    57. 57. PP What? PPC!<br />
    58. 58. Popular Pay per Click Programs<br /><ul><li>Appear as “sponsored listings”
    59. 59. Bid on price per click
    60. 60. Typically have very good tracking tools and statistics
    61. 61. Ability to control ad text
    62. 62. Can set budgets and spending limits
    63. 63. Google AdWords and Overture are the two leaders</li></li></ul><li>PPC vs. SEO<br />
    64. 64. Off-page Optimization Processes<br /> Off-site optimization consists of anything that promotes your website<br /><ul><li>Submit your website to Search Engines & Directories
    65. 65. Submit original Articles and Press Releases to special websites
    66. 66. Create and updates profiles in Social Media sites: Facebook, Twitter etc.
    67. 67. Quality link building
    68. 68. Conduct E-mail Marketing</li></li></ul><li>Social Media Optimization<br /> Social media optimization (SMO) is the methodization of social media activity with the intent of attracting unique visitors to website content. <br />Social media describes websites that allow users to share content, media, etc. Common examples are the popular social networking, bookmarking, content and network creation, video and photo sharing and other sites. <br />
    69. 69. Social Media Optimization<br />Referral Links<br />More visitors traffic<br />Brand Recognition<br />Community Engagement<br />
    70. 70. Social Media is an amazing platform that helps you build your brand and promote your services and products<br />Social Media Optimization<br />
    71. 71. Social Media Optimization<br />Social Media Campaign Example:<br />Martini Moments<br />A social media campaign concept was developed for the Netherland market to remind people about Martini and create an emotional bondage with the brand. <br /> The campaign was executed solely online using <br />YouTube<br />Facebook<br />Hyves (a popular social network in the Netherlands).<br />
    72. 72. Tracking Results: Web Analytics<br />As defined by Web Analytics Association:<br />Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.<br />Web analytics provides data on the number of visitors, page views etc to gauge the popularity of the sites which will help to do the market research.<br />Tools<br /><br /><br /><br />
    73. 73. Tracking Results: Web Analytics<br />Track Your SEO Results via Google Analytics<br /> It is a free service offered by Google that is able to generate detailed statistics about your website.<br /><ul><li>Track visits, pageviews, bounce rate and time
    74. 74. Research visitors profiles
    75. 75. Identify the best keywords and optimize
    76. 76. Identify the best traffic sources
    77. 77. Set conversion goals
    78. 78. Track AdWords and AdSense
    79. 79. Compare to other similar websites
    80. 80. Create custom reports</li></li></ul><li>Tracking Results: Web Analytics<br />Check your website analytics with<br />-Ranking<br />-Backlink amount<br />-Fast and connected to Facebook<br />
    81. 81. Tracking Results: Web Analytics<br />Benefits of web analytics<br /><ul><li>Monitor visits
    82. 82. Help to optimize your website
    83. 83. Create cost effective marketing plan</li></li></ul><li>Plan your website<br />Design and code cleverly<br />Go for excellent content<br />Optimize for search engines<br />Implement Internet Marketing strategy<br />Track results<br />Hire professionals<br />Conclusion<br />
    84. 84. NexusLab, a Los-Angeles based Inc. 5000 website and software development firm, is there to provide you with customized web design, online marketing and search engine optimization solutions.<br /> 13425 Ventura Blvd., Suite 302Sherman Oaks, CA 91423Toll Free: 877-990-1416Local: 818-990-1416Facsimile: 818-990-1418Email:<br />