How to Make an Impact with Your Presence on the Web


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This presentation was given at the Kauai Health & Wellness Association Expo in 2007. The presentation was designed to guide and inform expo participants on the basics of building an effective web presence.

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How to Make an Impact with Your Presence on the Web

  1. 1. Your Presence on the Web Presented by: Michelle Harrington October 12, 2007 © Copyright 2007
  2. 2. Overview <ul><li>What is a Search Engine? </li></ul><ul><li>What is Search Engine Optimization? </li></ul><ul><li>Search Engine Success on a Limited Budget </li></ul><ul><ul><ul><li>Keyword Research </li></ul></ul></ul><ul><ul><ul><li>Title & Description Tags </li></ul></ul></ul><ul><ul><ul><li>Keyword-rich copy </li></ul></ul></ul><ul><ul><ul><li>Customer Focused Content </li></ul></ul></ul><ul><ul><ul><li>Link Building </li></ul></ul></ul><ul><ul><ul><li>Directory Submissions </li></ul></ul></ul><ul><ul><ul><li>Social Media </li></ul></ul></ul><ul><ul><ul><li>Website Tools & Resources </li></ul></ul></ul><ul><li>Questions & Answers </li></ul>© Copyright 2007 Emagine Website Design
  3. 3. What is a Search Engine? <ul><li>A search engine is an </li></ul><ul><li>information retrieval system </li></ul><ul><li>designed to help find information </li></ul><ul><li>stored on a computer system. </li></ul><ul><li>Search engines help to minimize </li></ul><ul><li>the time it takes to find </li></ul><ul><li>Information. </li></ul><ul><li>Examples: Google, Yahoo!, MSN </li></ul>© Copyright 2007 Emagine Website Design
  4. 4. <ul><li>According to Google there are </li></ul><ul><li>roughly 8.5 billion web pages on the </li></ul><ul><li>internet. </li></ul><ul><li>How do I make my website </li></ul><ul><li>STAND OUT in such a crowd? </li></ul><ul><li>Making sure your website can be found in </li></ul><ul><li>the Search Engines is a good place to start. </li></ul>© Copyright 2007 Emagine Website Design
  5. 5. What IS Search Engine Optimization? <ul><li>Search Engine Optimization also known as SEO </li></ul><ul><li>is the process of making your website as visible </li></ul><ul><li>as it can be to the search engines and ultimately </li></ul><ul><li>to your customers. </li></ul>© Copyright 2007 Emagine Website Design
  6. 6. A Solid SEO Campaign includes… <ul><li>Keyword research </li></ul><ul><li>Unique Title & Description Tags </li></ul><ul><li>Keyword-rich copy and headlines </li></ul><ul><li>Link Building </li></ul>
  7. 7. What SEO is NOT… <ul><li>A secret, magic formula </li></ul><ul><li>Meta Keyword Tags </li></ul><ul><li>Keyword stuffed copy </li></ul><ul><li>Hidden keywords on the page </li></ul><ul><li>Search engine submissions </li></ul><ul><li>A guarantee of #1 rankings </li></ul><ul><li> There is never a guarantee where your site will rank or </li></ul><ul><ul><li>for how long. Search Engine algorithms are frequently </li></ul></ul><ul><ul><li>improved and updated to deliver the most relevant and </li></ul></ul><ul><ul><li>accurate search results. </li></ul></ul>© Copyright 2007 Emagine Website Design
  8. 8. Organic vs. Paid Rankings
  9. 9. How to Rank Well in the Search Engines on a limited budget… © Copyright 2007 Emagine Website Design
  10. 10. Keyword Research <ul><li>Searchers use keywords/phrases to find what they are looking for in </li></ul><ul><li>search engines. You need to find out what your clients/potential </li></ul><ul><li>clients are searching for. </li></ul><ul><li>Effective keyword research requires the following: </li></ul><ul><li>Knowledge of your Industry/field and common sense </li></ul><ul><li>Awareness of who your target market is… Age? Gender? Economic status? What is important to them? Where do they live? </li></ul><ul><li>Brainstorm a list of terms used to describe your business/service/product/geographical region. </li></ul><ul><li>Real Data. Find out what your customers are REALLY searching for. Use a keyword research tool like </li></ul>© Copyright 2007 Emagine Website Design
  11. 11. How to Choose Keyword Phrases <ul><li>Refine your keyword list based on the following: </li></ul><ul><ul><li>Most relevant Term must be relevant to your business? Will this Term bring in highly targeted (audience targeting) traffic? </li></ul></ul><ul><ul><li>Most specific Is Term specific? </li></ul></ul><ul><ul><li>Most search volume Will this Term bring in solid volumes of traffic? </li></ul></ul>© Copyright 2007 Emagine Website Design
  12. 13. Keyword Research
  13. 14. Title & Description Tags <ul><li>Unique title & description tag for every page </li></ul><ul><li>Use your targeted keywords first and then company name </li></ul><ul><li>Title Tag should be 8-10 words maximum </li></ul><ul><li>Description Tag can be a sentence or two. Don’t repeat title but do incorporate appropriate keywords that describe that pages’ content. </li></ul>© Copyright 2007 Emagine Website Design
  14. 18. Using Your Targeted Keywords in the Website Copy <ul><li>Target 3-5 keyword phrases per page </li></ul><ul><li>Combine keywords together to make keyword phrases </li></ul><ul><li>Use keywords in the site navigation where feasible </li></ul><ul><li>Use keywords in headlines to break up long blocks of copy. </li></ul><ul><li>Don’t over do it! </li></ul>© Copyright 2007 Emagine Website Design
  15. 19. Examples of ways to infuse keywords into your copy © Copyright 2007 Emagine Website Design Before: If you’d like to contact us, fill out this brief form below… … this exquisite resort offers the best amenities and ocean views in Hawaii. Our center is located… After: If you’d like to contact us for help with your upcoming visit to Kauai , please fill out our Kauai Vacation Planner request form below. … this exquisite Kauai beach front resort offers the best amenities and ocean views in Hawaii. Our Kauai Health and Wellness Center is located…
  16. 20. Customer Focused Content It’s not all about you! <ul><li>Know who your customer is </li></ul><ul><li>Speak to what they want & need </li></ul><ul><li>Make an emotional connection with your customers </li></ul><ul><li>Make your website memorable and compelling. </li></ul><ul><li>Want to know how your website measures up? Find out how customer focused your website copy is by using the WeWe Calculator: </li></ul>© Copyright 2007 Emagine Website Design
  17. 21. Link Building <ul><li>What is a link & why do I need them? </li></ul><ul><li>A link is essentially a Vote for your website – it </li></ul><ul><li>lets the search engines and users know that </li></ul><ul><li>your site has valuable information. </li></ul><ul><li>Search Engines rank sites in part on the </li></ul><ul><li>number of incoming links (or votes) a website </li></ul><ul><li>has. </li></ul>© Copyright 2007 Emagine Website Design
  18. 22. Quality Links <ul><li>Not All Links are Created Equal! </li></ul><ul><li>A Quality link is one that comes from a website that is relevant to your site content or regional location or would be considered useful to your site visitors </li></ul><ul><li>Be aware of companies trying to sell you “junk” or cheap links and don’t buy into linking schemes which connect you to “bad neighborhoods”. </li></ul><ul><li>Obtain quality links that make sense! </li></ul>© Copyright 2007 Emagine Website Design
  19. 23. Reciprocal Linking <ul><li>A Reciprocal link is when I link to your website and you </li></ul><ul><li>link to mine. </li></ul><ul><li>Reciprocal Links should make sense (relevancy) </li></ul><ul><li>Reciprocal Links work well for businesses that are </li></ul><ul><li>complementary to each other (not competing) but have </li></ul><ul><li>similarities in their target markets and/or are located in the same </li></ul><ul><li>geographical region. For example, a massage therapist and a </li></ul><ul><li>yoga practitioner on Kauai exchanging links makes sense. </li></ul>© Copyright 2007 Emagine Website Design
  20. 24. Link Anchor Text <ul><li>Link anchor text are the words used to create the </li></ul><ul><li>hyperlink, which are usually underlined. The anchor text… </li></ul><ul><ul><li>Should be descriptive </li></ul></ul><ul><ul><li>Should incorporate keyword phrases </li></ul></ul><ul><li>Example: </li></ul><ul><li>Use </li></ul><ul><li>Kauai Personal Trainer – Fitness Training Tailored Just for You! </li></ul><ul><li>Instead of the company name…. </li></ul><ul><li>Bob Bicep’s House of Pain </li></ul>© Copyright 2007 Emagine Website Design
  21. 25. Linking Within Your Own Site <ul><li>Intra-site linking are the links within your site used to help users navigate through your information </li></ul><ul><li>Use text and graphical links to the areas of your site that generate the most revenue from the main page of the site (in addition to the navigation menu). </li></ul><ul><li>Feature links to other pages within the copy </li></ul><ul><li>Use descriptive menu titles that employ your targeted keywords. For instance… </li></ul><ul><ul><ul><li>Use “Massage Therapies” instead of just “Therapies” </li></ul></ul></ul><ul><ul><ul><li>Use “Nutritional Counseling Services” instead of just “Services” </li></ul></ul></ul>© Copyright 2007 Emagine Website Design
  22. 26. <ul><li>Provide more than </li></ul><ul><li>one way for </li></ul><ul><li>customers to find </li></ul><ul><li>what they are </li></ul><ul><li>looking for. </li></ul><ul><li>Feature the things </li></ul><ul><li>that generate the </li></ul><ul><li>most revenue on </li></ul><ul><li>the main page </li></ul><ul><li>prominently. </li></ul>
  23. 27. Directories <ul><li>Internet directories are compiled by </li></ul><ul><li>humans who organize websites by </li></ul><ul><li>subject into categories. If you submit your </li></ul><ul><li>website to an Internet directory, your </li></ul><ul><li>website will be visited by real people who </li></ul><ul><li>can decide whether they include your </li></ul><ul><li>website or not. </li></ul>© Copyright 2007 Emagine Website Design
  24. 28. More on Directories… <ul><li>Can be free or fee-based </li></ul><ul><li>There are generic and topic Specific Directories </li></ul><ul><li>Directories rank well with the search engines as they are considered to be a resource. A link pointing to your site from a directory is typically given more weight than other links. </li></ul><ul><li>Do your own directory submissions or pay a directory submission service. Suggested services include or </li></ul><ul><li>Find directories by doing searches on your field or topic For example a search for “health and wellness directory” will provide a list of directories on this subject. Submit your website to the appropriate category and be sure to include your keywords in the title. </li></ul>© Copyright 2007 Emagine Website Design
  25. 29. Recommended Directories: <ul><li>Best of the Web ( $79/year </li></ul><ul><li> $199/year </li></ul><ul><li> </li></ul><ul><li>Yahoo!Local ( </li></ul>© Copyright 2007 Emagine Website Design
  26. 30. Local Directories <ul><li>Hawaii Health Guide $150/year ( </li></ul><ul><li>Hawaii Visitors Bureau ( Choose the Health & Fitness Section </li></ul><ul><li> (Free) </li></ul><ul><li>County’s Vacation Directory (Free) ( </li></ul>© Copyright 2007 Emagine Website Design
  27. 31. Create a listing for your business on Google Maps
  28. 32. Social Media <ul><li>Social media describes the online technologies </li></ul><ul><li>and practices that people use to share content, </li></ul><ul><li>opinions, insights, experiences, perspectives </li></ul><ul><li>and media. </li></ul><ul><li>Social media can take many different forms, </li></ul><ul><li>including text, images, audio, and video. The </li></ul><ul><li>social media sites typically use tools like </li></ul><ul><li>message boards, forums, podcasts, bookmarks, </li></ul><ul><li>communities and weblogs. </li></ul>© Copyright 2007 Emagine Website Design
  29. 33. Why is Social Media Important? <ul><li>Has your business been Yelped? is just one of many social media sites that provide opportunities for people to share their experiences and reviews of businesses, stores, restaurants and more online. </li></ul><ul><li>By monitoring what is being said on Social Media sites about your business you can find out what you are doing well and what needs improvement. </li></ul><ul><li>Customers might not be filling out your comment cards but they very well may be talking about you on or on any number of other social media sites. </li></ul><ul><li>Stay informed on how your business is being received. Do a Google search for your business to find out what people are saying. </li></ul>© Copyright 2007 Emagine Website Design
  30. 34. Website Tools <ul><li>Website tester – Evaluate the optimization (or lack thereof) of your website. </li></ul><ul><li>( http:// ) </li></ul><ul><li>Search engine placement checker ( http:// /verify/ ) </li></ul><ul><li>Website Grader - Measure the marketing effectiveness of your website. ( http:// / ) </li></ul><ul><li>Keyword Research – </li></ul><ul><li> or . </li></ul><ul><li>Google’s Site Maps & Webmaster Tools </li></ul><ul><li>A great way to make sure that Google knows about all the pages of your website. Google’s Webmaster tools offer you insight into how Google looks at your site including how many pages are indexed, how many links it sees and if there are any crawling errors. </li></ul><ul><li>Google Analytics A free software used to collect data about your website’s traffic and performance. Find how many visitors you had, where they came from and what searches they used to find you. </li></ul><ul><li>Yahoo! Site Explorer </li></ul><ul><li>Similar to Google’s Webmaster Tools, Explorer offers valuable information about your site. </li></ul>© Copyright 2007 Emagine Website Design
  31. 35. Website Resources <ul><li>Buy The Small Business Guide to Search Marketing </li></ul><ul><li>by Jennifer Laycock ($79) </li></ul><ul><li>This ebook will not only teach you about keyword </li></ul><ul><li>research, search engine optimization, link building, pay </li></ul><ul><li>per click advertising and viral marketing techniques – </li></ul><ul><li>pretty much everything you need to know about how to </li></ul><ul><li>market your small business online. </li></ul><ul><li> </li></ul>© Copyright 2007 Emagine Website Design
  32. 36. Remember… <ul><li>Focus on your customer </li></ul><ul><li>Make a long term commitment to keep evolving your website </li></ul><ul><li>Add content that will be of value to your customers </li></ul><ul><li>SEO isn’t rocket science, it just requires time, some common sense and a willingness to work through the process one step at a time. </li></ul><ul><li>Look for ways to improve and promote your website through the use of press release, articles and linking with other sites. </li></ul><ul><li>Put your website address on everything! </li></ul>© Copyright 2007 Emagine Website Design
  33. 38. <ul><li>About Your Speaker </li></ul><ul><li>Michelle Harrington an Island resident for over 22 years, started out as a hobbyist building </li></ul><ul><li>websites when the world wide web was in its infancy in 1995. Through intensive online </li></ul><ul><li>study, mentoring and tutoring with colleagues, web and design professionals Michelle </li></ul><ul><li>honed her technical and design skills and then launched Emagine Website Design in 2001. </li></ul><ul><li>Emagine now serves over 50 clients with website management and internet marketing services. </li></ul><ul><li>Emagine focuses on providing website design, development and marketing services to small to </li></ul><ul><li>medium sized businesses and organizations on the island of Kauai. A strong believer in doing it </li></ul><ul><li>right from the inception, each of Michelle’s clients benefit from her unique blend of artistry, attention </li></ul><ul><li>to detail and technical know-how. </li></ul><ul><li>Some of Emagine’s recent clients include the Kauai Chamber of Commerce, Kauai Economic </li></ul><ul><li>Development Board (KEDB), Leadership Kauai, Photo Spectrum and Kauai Realty. </li></ul><ul><li>Prior to creating Emagine Website Design, Michelle’s work experience included hotel group </li></ul><ul><li>sales, marketing, managing a small building material supply company, managing residential and </li></ul><ul><li>commercial construction projects, managing a small Kauai shopping center, and a contract position </li></ul><ul><li>with the local utility company to create and administer their Residential Energy Wise programs. </li></ul><ul><li>In addition to operating her own business, Michelle also teaches Computer Technology to </li></ul><ul><li>the 4th, 5th and 6th grades at Kula Elementary. </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul>Contact Info: Michelle Harrington, Emagine Website Design P.O. Box 1792 Lihue, Kauai, HI 96766 (808) 823-8051