Intro to Web Marketing - sites, SEO and social media


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Intro to Web Marketing - sites, SEO and social media

  1. 1. Web 2.0: Your Site, SEO and Social Media Marketing<br />MATI | Kelli Brown | December 2010<br />
  2. 2. What we do:<br /><ul><li>Social Media
  3. 3. Search Engine Optimization (SEO)
  4. 4. Website Development in WordPress and Joomla!
  5. 5. Custom Facebook Tabs and Pages
  6. 6. Consulting
  7. 7. Strategy
  8. 8. Implementation
  9. 9. Maintenance</li></li></ul><li>Web Marketing<br />Building your business website<br />What every business site needs<br />Tools and skills for maintaining your site<br />Get found - Search Engine Optimization<br />Social Media Marketing<br />
  10. 10. Do you need a website?<br />Need: Profits come from advertising<br />Good to have: You will benefit if:<br />You sell a product/service online<br />You marketing your product/service online<br />Your clients aren’t bound by geography<br />Your USP serves a niche market<br />Optional: Your business is concrete and local<br />
  11. 11. Building a website<br />Three options:<br />DIY: Build your own site – Weebly, Google Sites…<br />Small budget: Template-based CMS site<br />WordPress, Drupal, Joomla!<br />Large budget: Custom look/feel, bespoke CMS<br />Consider: Who will maintain the site?<br />What is my expected ROI?<br />
  12. 12. Site development process<br />Sitemap<br />Content<br />Template<br />Development<br />Search Engine Optimization<br />Launch<br />Analytics and ongoing updates<br />
  13. 13. Your business site needs<br />Your own domain name<br />Professional branding: logo, tagline, color scheme, typography - consistency<br />Marketing content: services/products provided, target clients, company bio<br />Shareable content: Tips and tricks, blog posts, videos, presentations, galleries<br />
  14. 14. Business site sections<br />Home page: Draw viewers in – 8 second rule<br />Services/Products pages: Highlights the full range of products/services offered<br />Clients/Partners pages: Offers testimonials and adds to credibility of company<br />About page: Describes the company<br />Contact page: Physical and web contact info<br />Add a contact form to your site<br />Blog: Regularly updated sharable content<br />
  15. 15. Site navigation<br />Error on the side of too simple<br />Avoid flash like the plague<br />Cater to mobile users<br />Know your target market’s tech savvy<br />Create a sitemap before you write content<br />Learn from others – in market and out<br />
  16. 16. Site content<br />Write for humans, not search engines<br />Be aware of synonyms – use them wisely<br />More than 250 words, fewer than 1000 (600)<br />Learn from your competition<br />More short pages are better than few long ones<br />
  17. 17. Site template<br />Conforms to W3C standards<br />Encourages viewers to interact/subscribe<br />RSS feeds, newsletters, social bookmarking<br />Error on too professional<br />Uniform look and feel with logo, branding<br />
  18. 18. Site development<br />Use an open source CMS<br />Makes updates easier<br />Support all browsers (including IE6)<br />Pick the least complicated CMS that meets your needs<br />Pay for training to maintain your own site<br />
  19. 19. Before you launch<br />Have all content loaded<br />Test and troubleshoot all bugs<br />Test the shopping cart/contact form<br />Practice updating/changing content<br />Test it with your “target market”<br />
  20. 20. Track your traffic<br />Install Google Analytics<br />Free at<br />Tracks visitors, keywords, content and more<br />Makes it easier to sell advertising<br />Helps track goals and determine ROI<br />
  21. 21. Welcome to beta<br />Which keywords create most traffic?<br />Which pages are most popular?<br />Which content gets shared?<br />Which pages are tough to navigate?<br />What do clients complain about?<br />What are clients searching for?<br />
  22. 22. Search Engine Optimization (SEO)<br />Based on many factors:<br />Number of high-quality incoming links<br />How old the domain name is<br />Number of pages<br />Amount of unique content<br />Ease with which Google can index the site<br />Speed of site loading<br />
  23. 23. SEO: Things to remember<br />If it’s human friendly, it’s SEO friendly<br />Whitehat vs. Blackhat<br />Never, ever try to fake it - ever<br />You’re a webmaster – even if you don’t want to be – partner with the folks at Google<br /><br />
  24. 24. SEO – a two-part approach<br />Rank higher in search results<br />Using keywords within content and tags correctly<br />Having an SEO-friendly site<br />Improve clickthrough rate<br />Add a meta description with a call to action<br />Keep titles clear and concise<br />
  25. 25. Improving SEO<br />Use a CMS – plugins enable SEO-friendly features<br />Give good data to search engines:<br />Clear, concise meta titles and descriptions<br />XML sitemap and robots.txt files<br />Keep your site SEO friendly:<br />Text-based navigation and breadcrumbs<br />Descriptive URLs and alt tags for graphic content<br />
  26. 26. SEO changes in 2010<br />Personalized search from Google<br />Importance of user experience<br />Growing investment in real-time search<br />Value of incoming links from social sites<br />Emphasis on speed of site loading<br />Catering to mobile<br />Flash and iPhones/iPads don’t mix<br />
  27. 27. What hurts SEO<br />Duplicate content<br />Very small sites – less than five pages<br />Untagged graphic content: pictures, video, flash, audio (always use an alt tag)<br />Blackhat SEO: shadow domains<br />Getting kicked out of Google<br />
  28. 28. Web advertising & PPC<br />Banner and button ads - desensitization<br />PPC: Pay-per-click campaigns<br />Show up in search results - sometimes<br />Placed on content-specific websites<br />Relevant keywords are expensive<br />Rarely generates a net profit<br />Excellent experiment for SEO keywords<br />
  29. 29. Social Media Marketing<br />Using free, web-based tools to generate interest and awareness in a company and its products and services<br />Tools include:<br />Blogging and RSS subscriptions<br />Social networks: Facebook, LinkedIn, Twitter<br />Media networks: YouTube, Flickr,<br />
  30. 30. Using social media<br />Create sharable content regularly<br />Post it to your site, allow users to subscribe<br />Syndicate it using networks<br />Increase traffic to it using bookmarking<br />Track it using analytics<br />Tailor the message to convert<br />
  31. 31. Social media flow<br />Video<br />Audio<br />Pictures<br />Content<br />Twitter<br />LinkedIn<br />Facebook<br />Digg<br />Deli.ciou.s<br />StumbleUpon<br />
  32. 32. Benefits of social media<br />Improves search engine optimization<br />Content is shared virally<br />Inexpensive (but time consuming)<br />Targets a specific market<br />Appeals to broad demographic through search<br />
  33. 33. Questions?<br />Contact us at<br />Upcoming classes:<br />Social Media Marketing<br />Search Engine Optimization<br />Hands-On WordPress: Build and Maintain Your Own WordPress Website<br />Google Analytics<br />Email Newsletter Marketing<br />LinkedIn and Blogging for Lead Generation<br />