Online, everything's a competition. If your website isn’t healthy enough to compete, you lose, which can be detrimental to the profitability and viability of your business. If you want your business to win the online marketing race — or at least place in the top 10 — you have to train for it, just as you would if you were preparing for an actual, physical race. In this session, I will provide you with a five-point training regimen that will help you whip your WordPress website into shape and make it a true contender in online marketing. 1. Learn what website architecture issues to look for and what tools will help you detect them 2. Discover the role of keyword research in today’s online marketing landscape and how to properly optimize content 3. Understand content’s role in online competition 4. Learn social media’s threefold role in your website’s health and how it impacts search rankings 5. Know what usability issues you should be testing to make using your site effortless for visitors

1. @StoneyD
Stoney G deGeyter
@polepositionmkg
TITLE

2. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
• @StoneyD
• linkedin.com/in/stoneygd
Web Presence
Optimization
PolePositionMarketing.com
Stoney deGeyter
THIS IS
ME
WebMarketingChecklist.com

3. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
There are three levels of existence
Cons:
• Loneliness
• Poor health
Pros:
• Minimal effort
• Unlimited Netflix
Cons:
• Takes effort
• Will face obstacles
Pros:
• Descent health
• Balanced life
Cons:
• Maximum effort
• Involves severe pain
Pros:
• Excellent health
• Victory!
Introduction

4. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
In business everything is a competition
Vs.
Introduction

5. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
HOW TO MAKE YOUR WEBSITE A
CONTENDER

6. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
Website Architecture
TRAINING REGIMEN
STEP 1:

7. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
Site architecture is your foundation
When the foundation
suffers, the whole
site suffers.
Step 1: Website Architecture

8. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
Common problems with site architecture
CRITICAL
Missing title tags
Missing meta descriptions
Duplicate content
Missing H1 tags
Slow loading pages
Poor mobile experience
Robot.txt issues
Crawl errors
IMPORTANT
Broken links
Missing alt tags
Sitemap issues
Pagination
Canonical tags
Cross-device page rendering
Structured data
Internal links
OTHER
Too long/short title tags
Too long/short meta descriptions
Missing Hx tags
Pages not redirecting
Step 1: Website Architecture

9. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
Tools to access architecture issues
Xenu Link Sleuth
Google Search
Console
Microsoft IIS Screaming Frog
Web Developer
Toolbar
Moz Analytics
Bing Webmaster
Tools
Wayback
Machine
Google Analytics
Step 1: Website Architecture

10. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
Keyword Research
& Optimization
TRAINING REGIMEN
STEP 2:

11. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
To find phrases to
insert into content.
To better understand
searcher interest in
a topic.
To better understand
searcher intent for
any given phrase.
Old vs. new keyword research
Step 2: Keyword Research & Optimization

12. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
13 other uses for keyword research
1. Topical niche
domination
2. Answering
burning questions
3. Making existing
content more
robust
4. Learning your
customers’
“language”
5. Improving your
website’s
navigation
6. New product or
service research
7. Finding high-
volume
opportunities
8. Finding non-
competitive, long-
tail opportunities
9. Increasing click-
throughs from
SERPs
10. Understanding
the searchers’
needs
11. Delivering
searchers to the
most relevant
pages
12. Assessing your
competition
13. Establishing
expectations of
success
Step 2: Keyword Research & Optimization

13. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
Old vs. new keyword optimization
To make sure
targeted phrases are
represented in your
content.
To write content that
represents searcher
interest in a topic.
Write content that
outlines solutions
searchers need.
Step 2: Keyword Research & Optimization

14. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
Used Car
Hammer
Toilet
Transporter
Porcelain Waste
Disposal
Receptacle
Sub-Molecular
Teleportation
Device
Multi-directional
Impact Insertion
Device
Pre-Owned Car
Write for your audience, not search engines
You Sell Customer
Wants
Step 2: Keyword Research & Optimization

15. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
Content
TRAINING REGIMEN
STEP 3:

16. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
Every business is now in the publishing business
 Consumers want more than
a list of products to buy.
 They want information that
helps them buy the right
products for their needs.
Step 3: Content

17. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
Build content that connects
Customers
Want…
Tips
Tutorials
Advice
Help
Instructions
Demonstrations
Comparisons
Produce the content your customers want on a regular basis.
…and they are more
likely to buy from the
brands that provide it.
Step 3: Content

18. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
Great content creates exposure opportunities
Step 3: Content

19. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
Great content creates exposure opportunities
Step 3: Content

20. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
Great content creates exposure opportunities
Every piece of
content is a
potential
entrance to your
website.
Step 3: Content

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Content + exposure = winning
Content helps establish you as an authority
and builds up your brand recognition.
Google just wants to rank sites that
searchers want.
Step 3: Content

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Social Media
TRAINING REGIMEN
STEP 4:

23. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
Content without promotion is
Step 4: Social Media

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Social media is about engagement
Create social profiles that will be
followed.
Expand content reach into places it
otherwise wouldn’t get noticed.
Increase engagement with your brand.
THEROLEOFTHESOCIALMEDIA
Step 4: Social Media

25. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
Socialize to give, not receive
Step 4: Social Media
80%
20%

26. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
Social improves factors search algorithms like
Social media increases:
 Exposure
 Searches
 Clicks
 Mentions
 Links
Google likey!
Step 4: Social Media

27. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
Usability
TRAINING REGIMEN
STEP 5:

28. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
Getting visitors is pointless if they don’t stay
Step 5: Usability

29. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
Make your site easy for your visitors
Key Point: Don’t make them think!
Easy to navigate
Clear calls to action
Simplified contact options
Minimum shopping hindrances
Step 5: Usability

30. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
Test to perfection
Image placements
Button colors
Link locations
Layouts
Forms
Navigation paths
Step 5: Usability

31. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
CONCLUSION

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How to be a contender
Focus on visitor
experience
Always engage your
audience
Never stop
improving
Website
Architecture
Keyword
Research
Content Social media Usability
Conclusion

33. 5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD
WebMarketingChecklist.com
Thank
You!