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Website marketing


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Website marketing

  1. 1. Website Marketing Presented By Jeff Yette Sales Engineer Slic Network Solutions Presenter: Jeff Yette
  2. 2. Slides available online Presenter: Jeff Yette
  3. 3. Who is this guy? Director of Sales & Marketing Slic Network Solutions since 1998 Independent Developer (Websites since 1997)5 Years as Graphic Design Director for a 3 publication newspaper (Won a few awards for design) Attended SUNY Potsdam for Fine Art/Graphic Design Presenter: Jeff Yette
  4. 4. What is SEO?Search engine optimization (SEO) is the processof improving the visibility of a website/web page in search engines via the "natural" or un-paid ("organic) search results. Presenter: Jeff Yette
  5. 5. Look before you leapBefore you can put together a SEO strategy, measure what you have first. Google Analytics Alexa Presenter: Jeff Yette
  6. 6. Google Analytics Presenter: Jeff Yette
  7. 7. Google Analytics Uses a “snippet” of code added to each page of your website that allows Google to collect stats about visitors<script type="text/javascript">var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." :"http://www.");document.write(unescape("%3Cscript src=" + gaJsHost + ""));</script><script type="text/javascript">try {var pageTracker = _gat._getTracker("UA-4480215-2");pageTracker._trackPageview();} catch(err) {}</script> Presenter: Jeff Yette
  8. 8. Google Analytics What does it track? Visitors (habits & technology used)Traffic Sources (where they are from & how they found me) Content - (what is being viewed) Goals - (is the site working for me) Presenter: Jeff Yette
  9. 9. Google Analytics – Visitor Habits How many visitors? How long do they stay on my site? What pages are they viewing? New vs Returning visitors? Presenter: Jeff Yette
  10. 10. Google Analytics - Technology What browsers are they using? 2011 2011 Presenter: Jeff Yette
  11. 11. Google Analytics - Resolutions What is their screen resolution? (1033) 1024 x 768 is the current “standard” Approximately 900 x 700 viewable Presenter: Jeff Yette
  12. 12. Google Analytics – Mobile? Am I getting mobile users? Presenter: Jeff Yette
  13. 13. Google Analytics - TrafficWhere are my visitors coming from? Direct | Referring Links | Search Engines Presenter: Jeff Yette
  14. 14. Google Analytics - KeywordsWhat keywords are they using to find me? Presenter: Jeff Yette
  15. 15. AlexaMust “Claim” your siteReceive ConfirmationEmailView stats similar toGoogle Analytics Presenter: Jeff Yette
  16. 16. is 51/100 ranked by Presenter: Jeff Yette
  17. 17.•Facebook Fan Page•Mobile Web Site • Did you know that more than 73 million Americans have smartphones and they search online for local businesses?•Domain Authority - 4/10•Sitemap File•Main Heading•Number of Pages Found•Image Descriptions•Site Title•Site Description•Site Keywords Presenter: Jeff Yette
  18. 18. Keywords, Keywords, KeywordsKeywords must have relevance and popularityPlaced in virtually every aspect of your site: ● Page Titles ● Descriptions (150 words) ● Content (use <h1> tags) ● URLs ● Image names & Alt textBEWARE: Deliberate overuse of keywords on your site – a practice known as “keyword-stuffing” may actually decrease your SEO as many search engines are programmed toignore these sites. Presenter: Jeff Yette
  19. 19. Look through your customers eyes Use words & phrases your target audience uses “Bird watching” vs. “orthinology”Consider: ● Common mispellings ● Word Stemming: orthinologist, orthinolgy, etc. ● Synonyms ● Location/GEO modifers: “New York Bird Watching” Presenter: Jeff Yette
  20. 20. Use ToolsSEO Book Keyword Suggest Tool Keyword Suggest Logs Point Keyword Suggest Tool Presenter: Jeff Yette
  21. 21. Where does my page rank? Presenter: Jeff Yette
  22. 22. Links Internal & External LinksThe more words (keywords & phrases) that point to a page, themore likely that page is to appear in search results when users runa query for those terms.External Links: Contact webmasters of related non-competingsites for reciprocal link opportunities. Make personal contact, notthrough an annoying automated link spammer (which will usuallybe ignored). How do you tell if a potential link partner site is well regarded? Googles Web browser toolbar offers a PageRank. A link from a site with a PageRank of 10 can is valuable, while a link from a site with zero is worthless. Presenter: Jeff Yette
  23. 23. Create a Sitemap A simple file often called sitemap.xml used by search engines to “spider” your site.<?xml version="1.0" encoding="UTF-8"?><urlset xmlns=""> <url> <loc></loc> <lastmod>2011-03-01</lastmod> <changefreq>monthly</changefreq> <priority>0.8</priority> </url></urlset> Presenter: Jeff Yette
  24. 24. Create a SitemapAn actual website that list all of the page links onyour site usually in outline format: Home Products Product 1 Product 2 Contact The fewer clicks a viewer has to make to get to relevant content the better! Presenter: Jeff Yette
  25. 25. Avoid Flash & Large Images It looks pretty, but does NOTHING for SEO.●Not indexed (searchable) by search engines●Not compatible in all browsers (will not work on iPhones & iPads) Google and other search engines give sites with fast load times higher page rankings. Presenter: Jeff Yette
  26. 26. Content is KING!Your content needs to be fresh -- updating regularly and often iscrucial for increasing traffic.One way to ensure that your site gets new content on a frequentbasis is to integrate a blog. "Get the owner or CEO blogging. It’s priceless!" ~ the Search Engine JournalOwner/executive blogs are excellent way to: ● Reach out to clients ● Create more opportunities for internal and external linking ● Giving your site a more personal voice Presenter: Jeff Yette
  27. 27. Make Sure They Can Find You Tell search engines your website exist. Google Webmaster ToolsYahoo Presenter: Jeff Yette
  28. 28. Social NetworkingBlogging is just the first step.Distribute links to fresh content on your site acrossappropriate social networking platforms.Whether displayed on your companys account, orrecommended, re-tweeted, and re-distributed bysomeone else, this strategy exponentially multiplies thenumber of places where visitors will view your links. Presenter: Jeff Yette
  29. 29. Social NetworkingBlogging is just the first step.Distribute links to fresh content on your site acrossappropriate social networking platforms.Whether displayed on your companys account, orrecommended, re-tweeted, and re-distributed bysomeone else, this strategy exponentially multiplies thenumber of places where visitors will view your links. Facebook & Facebook Places – Twitter – Google Places Linked In – Four Square – YouTube Presenter: Jeff Yette
  30. 30. Conversation RateThe ratio of people viewing your website compared to the numberof those who take the desired action – reach the goalThe most common type of conversion is a URL Destination goal - apage that visitors see only once they have completed an activity.Examples: For an account sign-up, this might be the “Thank Youfor signing up” page. For a purchase, this might be the receiptpage.Most goals require some type of form. Presenter: Jeff Yette
  31. 31. Wash – Rinse - RepeatGive SEO changes 2 -3 months to make an impact Check analytic quarterly Make necessary adjustments Presenter: Jeff Yette
  32. 32. While You WaitGoogle Webmaster Central YouTube Channel High Rankings SEO Community Forum Presenter: Jeff Yette
  33. 33. Thank You! Your feedback is appreciatedPlease send comments & follow-up questions to: Presenter: Jeff Yette