Is Your Website Being Found?


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Bulletproof presented our services and story to the Calgary Chamber of Commerce. We covered the importance of having a trusted IT business adviser and how we serve the business community of Calgary and Red Deer

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Is Your Website Being Found?

  1. 1. Is Your Website Being Found? Market to the World and the World will be Your Market. (tm) (tm)
  2. 2. Today Mostly about what you can do to your own website. I will also touch base on off page optimization.
  3. 3. Before Optimization Before you spend one penny or one minute on website search optimization – make sure that your website is prepared to receive visitors and convert the visitors to new business. Understand where your current visitors are coming from.
  4. 4. I Got a Billion Visitors <ul><li>But nobody became my customer </li></ul>Getting traffic to your website is only a small portion of achieving goals. Your website has to be prepared to convert visitors to potentials... Quality traffic is more important than quantity.
  5. 5. My Website <ul><li>Doesn't Get any visitors </li></ul><ul><li>Doesn't Generate any New Business </li></ul><ul><ul><li>How do you know who visits your website </li></ul></ul><ul><ul><ul><li>Analytics </li></ul></ul></ul><ul><ul><li>How do you convert visitors to potential clients? </li></ul></ul><ul><ul><ul><li>Conversion Goals </li></ul></ul></ul>
  6. 6. Google Analytics <ul><li>Help you understand </li></ul><ul><ul><li>Unique Visits </li></ul></ul><ul><ul><li>Pageviews </li></ul></ul><ul><ul><li>Bounce Rate </li></ul></ul><ul><ul><li>Avg. Time on Site </li></ul></ul><ul><ul><li>Keywords </li></ul></ul>
  7. 7. Goals <ul><li>What to you need people to do when they come to your website? </li></ul><ul><ul><li>Download a report? </li></ul></ul><ul><ul><li>Subscribe to email? </li></ul></ul><ul><ul><li>Request a Proposal? </li></ul></ul><ul><ul><li>Buy a product? </li></ul></ul>Is your goal conversion clear and easy to follow? Do you have a bold call to action?
  8. 8. Just Because You Build It <ul><li>Doesn't mean they will come. </li></ul><ul><ul><li>Your success with optimization in part is impacted by your competitors online. </li></ul></ul><ul><ul><li>Niche products and services may be easier to get “performing” than say “mortgage agent” </li></ul></ul><ul><ul><ul><li>Demographics Count - </li></ul></ul></ul><ul><ul><ul><ul><li>Target Your actual market. You may get fewer visitors, but they are more likely to convert to customers. </li></ul></ul></ul></ul>
  9. 9. On Page Optimization <ul><li>Keyword Research </li></ul><ul><li>Title Tag </li></ul><ul><li>Meta Tags </li></ul><ul><li>Headlines </li></ul><ul><li>Written content optimization </li></ul><ul><li>Internal Linking </li></ul><ul><li>URL / document names </li></ul><ul><li>Site Map / Google Site Map </li></ul><ul><li>Install Google Analytics </li></ul><ul><li>Google Webmaster Tools </li></ul>
  10. 10. Keyword Research <ul><li>Research what you think people will search </li></ul><ul><li>Review top performing sites </li></ul><ul><ul><li>Meta, Titles, content </li></ul></ul><ul><ul><li>signs of optimization? </li></ul></ul><ul><li>Review your direct competitors </li></ul><ul><li>Abundant free tools online. Search SEO tools. </li></ul><ul><li>Free software – </li></ul><ul><li>Buy Software - WEBCEO </li></ul><ul><li>Setup an Adwords account – Google knows a bit about words. </li></ul>
  11. 11. How to View Source... <ul><li>Visit the website </li></ul><ul><li>Right mouse click to show menu (place mouse over website content) </li></ul><ul><li>On menu, select “View Source” or “View Page Source” </li></ul><ul><li>You need to be able to view source to review your meta tags or your competitors tags. </li></ul>
  12. 12. Title Tags
  13. 13. Meta Tags <ul><li>Only visible in source of website </li></ul><ul><li>Should be made unique for each page </li></ul><ul><li>Title & Desc. are most important </li></ul><ul><li>CMS vs. Static Website </li></ul>
  14. 14. Headlines <ul><li><h1>Headline</h1> </li></ul><ul><li>Welcome to my website... </li></ul><ul><ul><li>Not very valuable </li></ul></ul><ul><li>Use keywords and phrases in headlines </li></ul><ul><li>Use <hx> tags (define with style sheet) </li></ul>
  15. 15. Written Content Optimization <ul><li>Use your keywords and phrases in your content. </li></ul><ul><li>Teach the search engine... </li></ul><ul><ul><li>Emphasis on words </li></ul></ul><ul><ul><ul><li>bold, italic, underline </li></ul></ul></ul><ul><li>Address & service area (local search results) </li></ul><ul><li>Use image Alternative Text for keyword placement </li></ul><ul><li>Use your footer and side bars </li></ul>
  16. 16. Internal Linking <ul><li>Link to pages within your own website from your content. </li></ul><ul><li>Use keywords and phrases in your “Anchor Text” </li></ul><ul><li>Anchor text is the phrase that becomes the clickable link. </li></ul><ul><ul><li>Good Link, shown </li></ul></ul><ul><ul><li>Not so good... “click here...” </li></ul></ul>
  17. 17. URL / Doc Names <ul><li>Not so good </li></ul><ul><ul><li>page_1.html </li></ul></ul><ul><ul><li>mybusiness.html </li></ul></ul><ul><ul><li>aboutus.html </li></ul></ul><ul><ul><li>contactus.html </li></ul></ul>Can you guess what these pages are for? or what business they are for?
  18. 18. URL / Doc Names <ul><li>Document names with meaning; </li></ul><ul><ul><li>website_video_spokesperson_service_calgary.php </li></ul></ul><ul><ul><li>video_marketing_talking_head_walk_on_video.php </li></ul></ul><ul><ul><li>talent_search_video_spokesperson.php </li></ul></ul>
  19. 19. Site Map / Google Site Map <ul><li>Site map link from footer (search engine friendly) </li></ul><ul><li>Overcomes bad site navigation (flash menu, java, ajax etc.) </li></ul><ul><li>Helps to ensure that the pages on your site are indexed by spiders. </li></ul>
  20. 20. SEO Browser <ul><li>Check your site to see if it is Search Engine Friendly... </li></ul><ul><ul><li>Is your navigation visible? </li></ul></ul><ul><ul><li>Is your website content visible? </li></ul></ul><ul><ul><li>Are you links visible? </li></ul></ul><ul><li>Search Engine Friendly website </li></ul><ul><ul><li>Visible text. </li></ul></ul><ul><ul><li>Visible menu text & links. </li></ul></ul><ul><ul><li>Balance text/words with design. </li></ul></ul>What you see on the internet is not what search engines see...
  21. 21. Before SEO What You See... What Search Engines See...
  22. 22. After SEO What You See... What Search Engines See...
  23. 23. Off Page Optimization <ul><li>We teach search engines, like Google, what our website is all about. </li></ul>Who links to your website, from their website, and what words do they use in the link? How many people link to you? Are the topics relevant?
  24. 24. Check Your Site <ul><li>Visit </li></ul><ul><li>Search </li></ul><ul><ul><li> </li></ul></ul><ul><li>Number of indexed pages </li></ul><ul><li>Number of “inlinks” </li></ul>
  25. 25. Link Building <ul><li>Blogging </li></ul><ul><li>Micro-Blogging </li></ul><ul><li>Directories </li></ul><ul><li>Article Writing </li></ul><ul><li>Press Release (online) </li></ul><ul><li>Social Networking </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Ning </li></ul></ul>
  26. 26. Measure Your Success <ul><li>Google Analytics </li></ul><ul><li>Heat Mapping </li></ul><ul><li>Conversion Tracking </li></ul>
  27. 27. Thank You eKzact, “market to the world” slogan & VideoSpokes are all Trademarks of eKzact Solutions Inc. Download this presentation at our blog; Protected: Are People Finding You on the Net? Download Password is calgaryentrepreneur Fee – Please subscribe to our BLOG when you are there ;-)