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Web Optimization Workshop


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Doug will be presenting this workshop to the folks at SCORE in October.

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Web Optimization Workshop

  1. 1. Dayton Chapter of SCORE SCORE is a Resource Partner with the U.S. Small Business Administration.
  2. 2. Professional Business Counseling Live Your Dream. SCORE Can Help. Confidential business counseling/mentoring is done FREE of Charge. Call for an appointment : 937-225-2887 Federal Building Suite 104, 200 W. Second St. Dayton, Ohio 2
  3. 3. How To Optimize your Website on a Shoe-String Budget! 3
  4. 4. Why a proper website is important… <ul><li>The Internet has changed the way people learn about and shop for products and services. </li></ul><ul><li>In 2010, consumers begin the decision making process regarding their purchases by looking on the Internet. </li></ul><ul><li>To be competitive today, your website needs to easily be found online and offer convincing information. </li></ul>4
  5. 5. Nearly 75% of the US population uses the internet! 5
  6. 6. US Population / Internet Users Every year more and more people are using the web. Year Population Users % Pop. 6
  7. 7. US Internet Users by Age 7 Source: Pew Internet & American Life Project, December 2008
  8. 8. <ul><li>Choose a memorable domain name </li></ul><ul><li>Maintain simple navigation </li></ul><ul><li>Keep your content relevant to your product or service. </li></ul>Did you keep these things in mind when developing your website? 8
  9. 9. When you Purchased your Domain Name. . . <ul><li>Did you make sure you are the owner and administrator of your site? </li></ul><ul><li>Did you consider: .com, .net, .biz, .org, .us </li></ul><ul><li>Did you consider purchasing additional domains? </li></ul><ul><li>The most popular Domain Registries: </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>9
  10. 10. When Developing Content for your Site Did you . . . <ul><li>Keep the information relevant to the service or product you provide? </li></ul><ul><li>Explain how your products/services better benefit those seeking them out? </li></ul><ul><li>Keep content simple and to the point ? </li></ul>10
  11. 11. Case Study – 11
  12. 12. 80% of internet searches are on Google! 12
  13. 13. <ul><li> Search Engines (Google, Yahoo, Bing) </li></ul><ul><ul><li>Consumers use search engines to research and purchase products and services. </li></ul></ul><ul><ul><li>2 kinds of results: organic (natural) or paid results </li></ul></ul><ul><ul><li>Which is best? Organic </li></ul></ul><ul><ul><li>Organic results are gathered by search engines based on keyword match and links to the site. </li></ul></ul>Get Found Online 13
  14. 14. People click in the organic results 75% of the time! 14 Organic vs. Paid Results
  15. 15. Using Key Words for Organic Results <ul><li>Use keywords that describe your products and services. </li></ul><ul><li>Optimize keyword phrases within your site that have a higher a number of searches. </li></ul><ul><li>Review your competition’s online presence. Look at the top 10 sites (check out keyword phrases, etc). </li></ul>85% of searches are 2 words or more. 15
  16. 16. Use Keywords in title pages that describe content. 16
  17. 17. Optimize Search Engine Results through Directories and Link Building <ul><li>Submit your website to free submission directories: </li></ul><ul><ul><li>Google </li></ul></ul><ul><ul><li>Yahoo </li></ul></ul><ul><ul><li>BING </li></ul></ul><ul><ul><li>Yelp </li></ul></ul><ul><ul><li>Merchant Circle </li></ul></ul><ul><li>Link your site to other sites: </li></ul><ul><ul><li>Manufacturers/Suppliers </li></ul></ul><ul><ul><li>Companies that would use your services. </li></ul></ul><ul><ul><li>Communicate with others in your industry through blogs and social media (Facebook, Twitter and YouTube). </li></ul></ul>17
  18. 18. Use free tools to make your site more searchable : <ul><li>Submit site to Google. </li></ul><ul><li>Create a free Google Local Listing. </li></ul><ul><li>Create a coupon on Google Maps. </li></ul><ul><li>Add Google Analytics code to your site (tracks how your site is performing). </li></ul>18
  19. 19. 19
  20. 20. 20
  21. 21. Michael’s Salon Business Center Page Track your site’s performance on your Business Center Page 21
  22. 22. Create a Free Coupon on Google Local 22
  23. 23. Google Analytics 23
  24. 24. Test your Website <ul><li> </li></ul><ul><li> is a service that provides a basic overview of how your site ranks with similar sites. </li></ul><ul><li>It will provide you information on missing data and steps you should take to increase your site ranking. </li></ul>24
  25. 25. What grade do you think your site will receive? 24
  26. 26. Maintaining your Site’s Ranking <ul><li>You’ve done all of the right </li></ul><ul><li>things in building your site. </li></ul><ul><li>Search engines can easily </li></ul><ul><li>find you. </li></ul><ul><li>Now how do you stay on top? </li></ul>26
  27. 27. Get Sticky – hold the viewers interest. <ul><li>Keep people at your site. </li></ul><ul><li>Get return visitors to your site . </li></ul><ul><li>How to get sticky? </li></ul>27
  28. 28. Get Sticky tip # 1 Social Media <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Linkedin </li></ul><ul><li>YouTube </li></ul><ul><li>Use social media sites to increase your Search Engine Optimization ‘SEO’. </li></ul>28
  29. 29. Get Sticky tip # 2 Update your website regularly. <ul><li>Weekly updates are best. </li></ul><ul><li>One way to do this easily, is to add a blog to your website. </li></ul><ul><li>Blog about your products and services, blog about what your customers are saying about you, blog about your community and charitable organizations you work with. </li></ul><ul><li>*Be sure to use relevant key words in your blog!!! </li></ul>29
  30. 30. Get Sticky tip # 3 Increase your website traffic with video. <ul><li>Why videos are so successful in increasing SEO is simple: 80% of people are visual! </li></ul><ul><li>It’s easier to watch a 1–2 minute video online than to take the time to read data. </li></ul><ul><li>75% of web users watch streaming videos! </li></ul>Host a video on your site, and upload it to YouTube, Vimeo, etc. to increase SEO. 30
  31. 31. <ul><li>You only have 10 seconds </li></ul><ul><li>to capture your web visitors </li></ul><ul><li>attention. . . </li></ul><ul><li>you can do it with a video! </li></ul>31
  32. 32. <ul><li>Videos are 51 times more effective than text in websites. </li></ul>32
  33. 33. <ul><li>Customers sometimes doubt what we say about ourselves, but will believe other customers. </li></ul><ul><li>Videos enhance the online experience and educate the viewer about products and services. </li></ul>Get Sticky tip # 4 Video testimonials. . .why do consumers find them so powerful? 33
  34. 34. Get Sticky tip # 5 Publish your web address on everything. <ul><li>Letterhead </li></ul><ul><li>Invoices </li></ul><ul><li>Business Checks </li></ul><ul><li>Email signatures </li></ul><ul><li>On hold message </li></ul><ul><li>Retail bags </li></ul><ul><li>Business uniforms </li></ul><ul><li>Sales literature </li></ul><ul><li>Business Cards </li></ul>34
  35. 35. Thank you for taking part in our workshop. If you have any questions regarding this presentation, please contact: 35 Doug Wade Marketing Director Dayton Imaging Solutions 937-435-4411, ext. 207 [email_address]
  36. 36. Need Help? <ul><li>We offer FREE… </li></ul><ul><li>Pre-Business Counseling </li></ul><ul><li>Professional Business Workshops </li></ul><ul><li>Education & Training </li></ul><ul><li>Mentoring </li></ul>SCORE ® Counselors to America’s Small Business SCORE ® Can Help You Achieve Your Goal!
  37. 37. <ul><li>Successful and experienced executives acting as volunteers. </li></ul><ul><li>National Web site: </li></ul><ul><ul><li>Provides useful information and resources for small business. </li></ul></ul><ul><ul><li>Email mentoring </li></ul></ul><ul><li>Dayton Web site: </li></ul><ul><li>or call 937-225-2887 </li></ul><ul><ul><li>Seminars and workshops </li></ul></ul><ul><ul><li>Free Mentoring </li></ul></ul><ul><ul><li>One-on-one </li></ul></ul>About SCORE… 37