Building a web presence that will work for your business. Building a great website, Writing words people will read, Search engine optimization, Driving website traffic with links, Understanding social networking and Video marketing basics
2. Building a web
presence that
will work for
your business
ā¢ Building a great website
ā¢ Writing words people will read
ā¢ Search engine optimization
ā¢ Driving website trafļ¬c with links
ā¢ Understanding social networking
ā¢ Video marketing basics
4. First Impressions
According to Canadian researchers, it takes as little as 50 milliseconds (1/20th
of a second) for web users to form a ļ¬rst impression. In the blink of an eye,
web surfers make nearly instantaneous judgments of a website's "visual
appeal." Through the "halo effect", ļ¬rst impressions can colour subsequent
judgments of perceived credibility, usability, and can ultimately inļ¬uence our
purchasing decisions. Creating a fast-loading, visually appealing site can help
websites succeed.
Clearly, there is a connection between our emotional reaction to a webpage,
and our conscious thought process. Consumers apply both holistic (emotional)
and analytic (cognitive) judgment in the decision to buy a product. The
feelings you evoke in visitors through a clean, professional design can have a
lasting effect on their buying judgments.
If visitors like the look of your website, this positivism will spread to other
areas, such as the websiteās actual content. Most people like to be right in the
decisions that they make and will therefore continue to use a website that
made a good ļ¬rst impression, thus conļ¬rming that their initial decision was
correct.
5. First Impressions
According to Canadian researchers, it
takes 1/20th of a second for users to
form a first impression.
There is a connection between our
emotional reaction to a webpage, and
our conscious thought process.
If visitors like the look of your website,
this will spread to other areas, such as
the websiteās actual content.
6. you be the judge
ā¢ which site gives a better impression?
7. you be the judge
ā¢ which site gives a better impression?
9. STEP 1: Whatās the point?
Be clear about your reason for creating a website. Is it going to serve as an online
brochure for people who you hand your business cards to? Is it going to function
primarily as a tool to sell your product or service?
10. STEP 1: Whatās the point?
Be clear about your reason for creating a website. Is it going to serve as an online
brochure for people who you hand your business cards to? Is it going to function
primarily as a tool to sell your product or service?
What are your goals for the site?
ā¢ Generate sales
ā¢ Generate leads
ā¢ Customer Relationship Management (CRM)
14. STEP 1: Whatās the point?
Your goals should be:
ā¢ SPECIFIC: Describes what you want to accomplish
with as much detail as possible.
ā¢ REALISTIC: Goals you know you are actually capable
of obtaining.
ā¢ CHALLENGING: Takes energy and discipline to
accomplish rewarding goals.
ā¢ MEASURABLE: Describes your goals in terms that can
clearly be evaluated.
15. STEP 2: Why are you so special?
One of the biggest advantages of web marketing is the ability to focus
on very speciļ¬c target markets. Therefore it is very important to keep
your competitive advantage at the forefront when designing/
rebuilding a website.
16. STEP 2: Why are you so special?
One of the biggest advantages of web marketing is the ability to focus
on very speciļ¬c target markets. Therefore it is very important to keep
your competitive advantage at the forefront when designing/
rebuilding a website.
What is it that sets you apart from the rest?
17. STEP 2: Why are you so special?
One of the biggest advantages of web marketing is the ability to focus
on very speciļ¬c target markets. Therefore it is very important to keep
your competitive advantage at the forefront when designing/
rebuilding a website.
What is it that sets you apart from the rest?
How is that a beneļ¬t to the consumer?
18. Creating visually appealing
websites
4 goals in 30 seconds
Your homepage must communicate to new visitors:
What site they have arrived at
What benefits you offer them
Something about you and your latest
products or happenings
Their choices and how to get to the
most relevant section for them
19. Creating visually appealing
websites
4 goals in 30 seconds
Your homepage must communicate to new visitors:
What site they have arrived at WHO
What benefits you offer them
Something about you and your latest
products or happenings
Their choices and how to get to the
most relevant section for them
20. Creating visually appealing
websites
4 goals in 30 seconds
Your homepage must communicate to new visitors:
What site they have arrived at WHO
What benefits you offer them WHY
Something about you and your latest
products or happenings
Their choices and how to get to the
most relevant section for them
21. Creating visually appealing
websites
4 goals in 30 seconds
Your homepage must communicate to new visitors:
What site they have arrived at WHO
What benefits you offer them WHY
Something about you and your latest
products or happenings NEW/WHAT
Their choices and how to get to the
most relevant section for them
22. Creating visually appealing
websites
4 goals in 30 seconds
Your homepage must communicate to new visitors:
What site they have arrived at WHO
What benefits you offer them WHY
Something about you and your latest
products or happenings NEW/WHAT
Their choices and how to get to the NEXT
most relevant section for them
51. Tips on writing good web copy
Sell beneļ¬ts, not features
Why is it better to offer problem-solving information
than a straight sales pitch?
52. Tips on writing good web copy
Sell beneļ¬ts, not features
Why is it better to offer problem-solving information
than a straight sales pitch?
Because: Nobody who bought a drill wanted a drill.
They wanted a hole.
53. Tips on writing good web copy
Sell beneļ¬ts, not features
Answer: Whatās in it for me?
54. Tips on writing good web copy
Sell beneļ¬ts, not features
Answer: Whatās in it for me?
NOT
ā¢ We provide excellent customer service
ā¢ Our company has been around for 25 years
ā¢ Weāre a full-service resort
ā¢ The trips are the best of their kind
55. Tips on writing good web copy
Edit, edit, then edit some more
56. Tips on writing good web copy
Edit, edit, then edit some more
57. Tips on writing good web copy
Edit, edit, then edit some more
58. Tips on writing good web copy
Edit, edit, then edit some more
59. Tips on writing good web copy
Edit, edit, then edit some more
60. Tips on writing good web copy
Edit, edit, then edit some more
61. Tips on writing good web copy
Edit, edit, then edit some more
62. Tips on writing good web copy
Edit, edit, then edit some more
63. Tips on writing good web copy
Edit, edit, then edit some more
66. Tips on writing good web copy
1. Who is the content for? Whatās the value?
67. Tips on writing good web copy
1. Who is the content for? Whatās the value?
2. What are your keywords?
68. Tips on writing good web copy
1. Who is the content for? Whatās the value?
2. What are your keywords?
3. What other ideas are important?
69. Tips on writing good web copy
1. Who is the content for? Whatās the value?
2. What are your keywords?
3. What other ideas are important?
4. Any relevant internal content?
70. Tips on writing good web copy
1. Who is the content for? Whatās the value?
2. What are your keywords?
3. What other ideas are important?
4. Any relevant internal content?
5. Any relevant external content?
71. Tips on writing good web copy
1. Who is the content for? Whatās the value?
2. What are your keywords?
3. What other ideas are important?
4. Any relevant internal content?
5. Any relevant external content?
6. What do you want people to do next?
74. Understanding Search Engines
Search engines help people ļ¬nd information that is
relevant to the keywords used in their search.
To do this, search engines rely on programs called
āspiders,ā ācrawlersā or ārobots.ā
The search engine sends out a spider, It reads the
content and follows links to other pages within the
site
This information is collected in an index, or catalogue,
to be referenced against a future search query.
78. SEO Deļ¬ned
Become the best source for your keywords!
How?
1. Tell the search engines that you are the source:
- Titles, content, meta tags, etc....
79. SEO Deļ¬ned
Become the best source for your keywords!
How?
1. Tell the search engines that you are the source:
- Titles, content, meta tags, etc....
2. Have other people tell search engines that you are the source:
- Bookmarking, links, news stories, social networks, etc ...
84. STEP 1: Keyword Strategy
Brainstorm!
List all the names and words you use to
describe your location and experiences.
* Use the keyword discovery worksheet
85. STEP 1: Keyword Strategy
Organize your keywords
Product Category Experiences / Activities Demographic Location
Canoe trip river trip families Algoma
wilderness camping Chapleau Game
Preserve
Comparison Qualifier Benefits Action
easy canoe trip fully guided family fun download travel guide
87. STEP 1: Keyword Strategy
Research
Check your website search referrals
88. STEP 1: Keyword Strategy
Research
Check your website search referrals
Look at your site search
89. STEP 1: Keyword Strategy
Research
Check your website search referrals
Look at your site search
Analyse your competition
90. STEP 1: Keyword Strategy
Research
Check your website search referrals
Look at your site search
Analyse your competition
Consult keyword research tools
92. STEP 1: Keyword Strategy
Think like a customer!
1. What do your customers need? What problems are they trying to
solve? What words do they use to describe their needs and
problems?
2. What content do you have on your webpage that would satisfy
their search? What words would you search for to find that content?
3. How would you describe your product to a novice?
96. STEP 2: Incorporate Keywords
Keywords in Content
97. STEP 2: Incorporate Keywords
Keywords in Content
Headings - keywords found within headings are given higher weight
than elsewhere. Take advantage of the <h1> tag attribute. Tagging a
heading with the <h1> tag will emphasize its importance even further.
98. STEP 2: Incorporate Keywords
Keywords in Content
Headings - keywords found within headings are given higher weight
than elsewhere. Take advantage of the <h1> tag attribute. Tagging a
heading with the <h1> tag will emphasize its importance even further.
Opening text - Keywords that appear at the top of the page have
more impact than the text that follows.
99. STEP 2: Incorporate Keywords
Keywords in Content
Headings - keywords found within headings are given higher weight
than elsewhere. Take advantage of the <h1> tag attribute. Tagging a
heading with the <h1> tag will emphasize its importance even further.
Opening text - Keywords that appear at the top of the page have
more impact than the text that follows.
Emphasized text - Bold and italicized keywords stand out to a visitor,
so search engines give them somewhat more consideration too.
100. STEP 2: Incorporate Keywords
Keywords in Content
Headings - keywords found within headings are given higher weight
than elsewhere. Take advantage of the <h1> tag attribute. Tagging a
heading with the <h1> tag will emphasize its importance even further.
Opening text - Keywords that appear at the top of the page have
more impact than the text that follows.
Emphasized text - Bold and italicized keywords stand out to a visitor,
so search engines give them somewhat more consideration too.
All the rest - Keywords throughout your entire page are important, but
not as important as if they were in placements listed above.
105. Optimize your Images
1. Use Descriptive Filenames
Save your image with a word or short phrase that describes what is in
the image.
106. Optimize your Images
2. Use the ALT tag
Use keywords to describe your image in the ALT (alternative text) tag
Google Image Search will display the ALT tag text in each search result.
107. Optimize your Images
2. Use the ALT tag
Use keywords to describe your image in the ALT (alternative text) tag
Google Image Search will display the ALT tag text in each search result.
108. Optimize your Images
2. Use the ALT tag
Use keywords to describe your image in the ALT (alternative text) tag
Google Image Search will display the ALT tag text in each search result.
109. Optimize your Images
3. Use a Caption with your Image
Placing a small caption directly under, on top or on the side of your
image will help cue the search engines to the meaning of the image.
With a caption, you can be a little more descriptive about the picture than
with the ALT attribute, but again, make it ļ¬ow naturally.
110. Optimize your Images
3. Use a Caption with your Image
Placing a small caption directly under, on top or on the side of your
image will help cue the search engines to the meaning of the image.
With a caption, you can be a little more descriptive about the picture than
with the ALT attribute, but again, make it ļ¬ow naturally.
123. How to Gain Links
Must have link-worthy content
124. How to Gain Links
Must have link-worthy content
That is content that:
ā¢ Directly beneļ¬ts the reader
ā¢ Beneļ¬ts your own business
ā¢ Beneļ¬ts the website that will
link to you
126. How to Gain Links
Take part in online communities
127. How to Gain Links
Take part in online communities
Write and publish online articles/press releases
128. How to Gain Links
Take part in online communities
Write and publish online articles/press releases
Comment on blogs
129. How to Gain Links
Take part in online communities
Write and publish online articles/press releases
Comment on blogs
Mention your content on social networking sites
130. How to Gain Links
Take part in online communities
Write and publish online articles/press releases
Comment on blogs
Mention your content on social networking sites
Create a newsletter
131. How to Gain Links
Take part in online communities
Write and publish online articles/press releases
Comment on blogs
Mention your content on social networking sites
Create a newsletter
Allow people to share your content
188. WHY?
ā¢ Helps you stay current - If you want your
content to be seen as something that is hot and
fresh, you need to have it in the hottest and
freshest formatā¦ and thatās video.
ā¢ Itās where the people are - YouTube has over
two billion videos served per day.
ā¢ Helps you get discovered - Videos are easier
to rank then websites
ā¢ Helps sell products - According to comScore,
the number of online shoppers who watch online
retail product videos before buying a product
grew 40% from January 2008 to January of 2009.
198. THE STRATEGY
1. Concept - need a cool topic
2. Content not Ads - tell stories
3. Production - have the right equipment
4. Title & Description - need to motivate clicks
5. Distribution - take it to the people
199. IDEA FACTORY
ā¢ New or exceptional
ā¢ The adventure
ā¢ The famous
ā¢ People / locals
ā¢ The environment
ā¢ Travellerās transformation
ā¢ Who is behind the business