Creating and Marketing a Business Website


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Creating and Marketing a Business Website

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  • 80% of online purchases start with a web search. Google focused – 69% of market share Keyword targeting focuses the right customers to the right pages on your site Google “seal of approval” – #1 position = confidence in your business - SEO campaign ROI calculator
  • Wireframe - – single page wireframe template - example of full site wireframe Don’ t Make Me Think: Billboard design: Fact of Life #1 – We don’t read pages, we scan them. 1. We’re usually in a hurry Save as much time as possible, must keep them moving toward the end result of what they want to obtain… much like sharks need to keep moving. 2. Know that we don’t NEED to read everything. We just need the bits that will give us the necessary information to keep our interest and the rest is irrelevant. 3. We’re good at it Force of habit… our normal routine with almost everything we read involves scanning. Fact of Life #2 – We don’t make optimal choices; we sacrifice - Choose the first reasonable option. (They don’t compare options; they take the first reasonable plan that comes to mind.) 1. We’re usually in a hurry 2. There’s not much of a penalty Call To Action: CSS: detailed article about CSS and SEO. Covers topics such as rearranging page content for spiders, making pages more crawlable - Design the perfect product page - Design the best check out pages Top Ten Web Design Mistakes of 2005 step by step tutorial - list of many resources for building a website - Usability is an important goal of any website - tutorial and in depth look at usability principles
  • List of Google guidelines explained in detail with examples and references. - Google’s webmaster guide. Google's explanation of how it does ranking.
  • Pages that Google believes are important pages receive a higher PageRank and are more likely to appear at the top of the search results. Example of CBW link buying. Nokia batteries, Nextel batteries Content – good neighbor hood bad neighbor hood Related content, same industry website, .edu website, directory, Reciprocal links are good to a point. Estimate that over 100 plus recip links loose value - Google’s explanation of PR - ILQ tool - this can be used to check sites for which we are requesting reciprocal links
  • Open browser and ask for volunteer for keywords. focus on related keywords ratio between searches (cellphone vs cell phone) if a page doesn’t exist - you can build it - Free keyword research tool. - google external tool very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
  • – used instead of yellow pages Searches with a town name will often trigger google maps listing barbeque colfax, ca wine nevada city, ca plumbing nevada city, ca
  • – used instead of yellow pages Searches with a town name will often trigger google maps listing barbeque colfax, ca wine nevada city, ca plumbing nevada city, ca
  • Creating and Marketing a Business Website

    1. 2. Coryon Redd [email_address] Nevada County Online Business Strategies Group Creating and Marketing a Business Website
    2. 3. Build your Online Presence Effective websites are: Persuasive Branded Easy to use Competitive in the marketplace Have something to say Built around how people search Socially active
    3. 4. <ul><li>(Directly) sell your goods or services? </li></ul><ul><li>Generate leads (potential sales)? </li></ul><ul><li>(Simply) provide contact info? </li></ul><ul><li>Be social – blog, Facebook, interact. </li></ul>What do you want your web site to do for you? Create clear calls of action to:
    4. 5. <ul><li>Wide audience reach </li></ul><ul><li>Reach local audience </li></ul><ul><li>Easy to learn and do on your own </li></ul><ul><li>No cost per click for SEO </li></ul><ul><li>Targeted traffic </li></ul><ul><li>Highest conversion rates </li></ul><ul><li>Good ROI </li></ul>Why do Search Marketing?
    5. 6. Set Goals for your Success A better website Learn it yourself Top rankings on Google More online traffic More business More profit
    6. 7. How to build a website What do you want to do and what is your budget? Research your keywords and your market. Use your competitors to make your website better. Plan ahead. Create a wireframe and list what pages your website should have. How much time do you have? What do you want to say? Build a website – Wordpress, Joomla, Dreamweaver, etc.
    7. 8. <ul><li>This is Google’s World! </li></ul><ul><li>72% Market Share </li></ul><ul><li>Google wants searchers to find most relevant Web Results </li></ul><ul><li>Google’s Webmaster Guidelines </li></ul><ul><li>PageRank </li></ul>
    8. 9. <ul><li>Important Factors </li></ul><ul><li>Keywords in links </li></ul><ul><li>PR of linking page </li></ul><ul><li>Content of page – Is the link related, natural? </li></ul><ul><li>Number of links on page </li></ul><ul><li>Reciprocal links </li></ul>Google PageRank PageRank reflects the quantity and quality of incoming links. Links vote for better websites. In a typical website the homepage will have the most PR. As you go deeper into a website the PR goes down.
    9. 10. Building Landing Pages <ul><li>Landing pages = Focused, keyword-rich content </li></ul><ul><li>Figure out your landing pages in 4 easy steps: </li></ul><ul><ul><li>Are there enough searches? </li></ul></ul><ul><ul><li>Are searches relevant to my business? </li></ul></ul><ul><ul><li>Are the landing pages logical? </li></ul></ul><ul><ul><li>Do I have time / money to build? </li></ul></ul>
    10. 11. <ul><ul><li>Write copy for website with keywords in mind </li></ul></ul><ul><ul><li>Keywords can tell you how users are thinking about your business </li></ul></ul><ul><ul><li>Learn from competitors to write better </li></ul></ul><ul><ul><li>Use competitive advantages to create calls to action </li></ul></ul><ul><ul><li>Ex. </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>Write Good SEO Content
    11. 12. <ul><li>Google Places </li></ul><ul><li>Claim your Local Search Listing </li></ul>Main Factors for Better Ranking <ul><li>Claim your listing </li></ul><ul><li>Customize your listing </li></ul><ul><li>Address in the city of the search </li></ul><ul><li>List in the right categories </li></ul><ul><li>Number of citations </li></ul><ul><li>Linking to your webpage </li></ul><ul><li>Customer reviews </li></ul><ul><li>Tag your listing - $25/month </li></ul><ul><li>Keywords in business name </li></ul><ul><ul><li>and Places page </li></ul></ul>Go to for more info
    12. 13. <ul><li>Google Places </li></ul><ul><li>Local Search Listing </li></ul><ul><li>Add your business to Google Places </li></ul><ul><li>Edit your description </li></ul><ul><li>Add a photos / videos, coupons </li></ul><ul><li>Assign business categories </li></ul><ul><li>Ask for reviews from customers </li></ul><ul><li>Track your clicks </li></ul><ul><li>Read my article in The Union </li></ul><ul><li>Other sources for local listings – Bing Local Listing Center, Yahoo Local,,,,, and more. </li></ul>
    13. 14. THANK YOU