This document provides an overview of a workshop on website and online marketing. The workshop outline includes understanding web terms, website design basics, domain name registration and hosting, promoting and driving traffic to a site, how search engines work, tips for email marketing campaigns, and social media marketing. The document defines common web terms and acronyms. It provides tips on website design best practices like managing images, naming pages, linking and tagging content. It also discusses promoting a website through search engine optimization, cross-linking to other sites, and submitting the site to search engines. Lastly, it gives examples of how companies have used social media sites like LinkedIn, Facebook, and YouTube to promote their brand.
The document discusses search engine optimization (SEO) objectives and techniques. The three main SEO objectives are: 1) having a website easily found by potential customers through search engines, 2) ranking above competitors in search results, and 3) keeping visitors on the website once they arrive. The document then explains SEO techniques like researching keywords, optimizing pages for keywords, and measuring results to improve rankings over time. Overall, the goal of SEO is to drive more relevant traffic to a website through search engine results.
Website Architecture Presentation from Web Strategy WorkshopsCharles Edmunds
This document discusses various aspects of web architecture including information architecture, usability, findability, URL structures, site architecture, and thematic siloing. It emphasizes that a successful web strategy focuses on prioritization by concentrating efforts on the 20% of content that generates 80% of results. Information architecture is defined and its importance discussed in organizing websites and intranets to support findability and usability. Various navigation and interface design best practices are presented. Thematic siloing of content into focused topics aligned with keywords is recommended for improved search engine optimization and user experience.
Linkbuilding Tools and Tactics - SES SingaporeJon Quinton
This document discusses various link building tools and tactics. It begins by suggesting thinking about brand messaging and USPs before worrying about links. It then discusses defining the audience by considering goals, messaging, style and whether to target new or existing customers. Next, it discusses discovering opportunities by analyzing what audiences are sharing on social media and finding common interests. It also provides tips on gathering existing content, using tools like Tweet Archivist and Google Docs to facilitate research. Finally, it discusses the importance of outreach, networking, finding influencers, offering value to others, and timing content launches strategically.
Copy of Search Engine Optimization presentation.
• Overview of Search Engine Optimization (SEO)
• Benefits of SEO
• Principles of search engine-friendly design
• Tips on how to apply SEO to your website
• How to avoid the biggest SEO pitfalls that could lower your rankings
• How social media can help boost your search engine ranking.
Creating, Curating, and Putting Great Content to UseVigLink
PostRelease was created to drive discovery of content by making content distribution scalable and measurable. It allows advertisers to create campaigns that are analyzed and placed on relevant sites. Publishers can install a single line of code to participate. The platform provides reporting for visitors, reads and clicks for advertisers and publishers. Placements are clearly disclosed as advertiser generated content.
The document discusses an information design challenge to redesign the IMDb website with limited time and resources and no client or stakeholders. It outlines some problems with the current IMDb site such as being top heavy and not supporting user behavior. The document then provides sketches and wireframes for a redesigned IMDb home page with descriptions of the key sections and goals to make the site more focused and clear while providing many options for users.
Portent webinar 1: Internet marketing 101Ian Lurie
This document discusses internet marketing strategies. It outlines building an audience through search engine optimization (SEO), pay-per-click (PPC) advertising, social media, and display media. The goal is to build a community around great content on a website. Marketers can then start the process again with a larger community and sell to that community through email marketing and site performance metrics like conversion rates. The key aspects discussed are using various online channels to reach an audience, producing significant content for that audience, and building a community through content and a quality site.
International SEO: How to Establish a Global Web Presence with a Localized FeelBusinessOnline
Expanding your online business? You may need a global web strategy. An effective strategy includes a content management system that can handle multiple languages/regions and a process for developing, localizing and promoting content within your targeted countries. Implementing International SEO strategies and tactics also helps increase traffic to your website from countries outside your home market in addition to increasing visibility/findability for locals in foreign markets.
The document discusses search engine optimization (SEO) objectives and techniques. The three main SEO objectives are: 1) having a website easily found by potential customers through search engines, 2) ranking above competitors in search results, and 3) keeping visitors on the website once they arrive. The document then explains SEO techniques like researching keywords, optimizing pages for keywords, and measuring results to improve rankings over time. Overall, the goal of SEO is to drive more relevant traffic to a website through search engine results.
Website Architecture Presentation from Web Strategy WorkshopsCharles Edmunds
This document discusses various aspects of web architecture including information architecture, usability, findability, URL structures, site architecture, and thematic siloing. It emphasizes that a successful web strategy focuses on prioritization by concentrating efforts on the 20% of content that generates 80% of results. Information architecture is defined and its importance discussed in organizing websites and intranets to support findability and usability. Various navigation and interface design best practices are presented. Thematic siloing of content into focused topics aligned with keywords is recommended for improved search engine optimization and user experience.
Linkbuilding Tools and Tactics - SES SingaporeJon Quinton
This document discusses various link building tools and tactics. It begins by suggesting thinking about brand messaging and USPs before worrying about links. It then discusses defining the audience by considering goals, messaging, style and whether to target new or existing customers. Next, it discusses discovering opportunities by analyzing what audiences are sharing on social media and finding common interests. It also provides tips on gathering existing content, using tools like Tweet Archivist and Google Docs to facilitate research. Finally, it discusses the importance of outreach, networking, finding influencers, offering value to others, and timing content launches strategically.
Copy of Search Engine Optimization presentation.
• Overview of Search Engine Optimization (SEO)
• Benefits of SEO
• Principles of search engine-friendly design
• Tips on how to apply SEO to your website
• How to avoid the biggest SEO pitfalls that could lower your rankings
• How social media can help boost your search engine ranking.
Creating, Curating, and Putting Great Content to UseVigLink
PostRelease was created to drive discovery of content by making content distribution scalable and measurable. It allows advertisers to create campaigns that are analyzed and placed on relevant sites. Publishers can install a single line of code to participate. The platform provides reporting for visitors, reads and clicks for advertisers and publishers. Placements are clearly disclosed as advertiser generated content.
The document discusses an information design challenge to redesign the IMDb website with limited time and resources and no client or stakeholders. It outlines some problems with the current IMDb site such as being top heavy and not supporting user behavior. The document then provides sketches and wireframes for a redesigned IMDb home page with descriptions of the key sections and goals to make the site more focused and clear while providing many options for users.
Portent webinar 1: Internet marketing 101Ian Lurie
This document discusses internet marketing strategies. It outlines building an audience through search engine optimization (SEO), pay-per-click (PPC) advertising, social media, and display media. The goal is to build a community around great content on a website. Marketers can then start the process again with a larger community and sell to that community through email marketing and site performance metrics like conversion rates. The key aspects discussed are using various online channels to reach an audience, producing significant content for that audience, and building a community through content and a quality site.
International SEO: How to Establish a Global Web Presence with a Localized FeelBusinessOnline
Expanding your online business? You may need a global web strategy. An effective strategy includes a content management system that can handle multiple languages/regions and a process for developing, localizing and promoting content within your targeted countries. Implementing International SEO strategies and tactics also helps increase traffic to your website from countries outside your home market in addition to increasing visibility/findability for locals in foreign markets.
Tapping Into The SEO Goldmine - The Customer NetworkBusinessOnline
Did you know your customers are your secret weapon for SEO? Join BusinessOnLine, and featured guest, Lithium Technologies, for an engaging discussion about the value delivered by online communities and the role they play in search engine optimization.
This document summarizes steps for creating an information market through conducting market research. It discusses analyzing demand and competitors, using keyword tools to explore topics, and shaping content by brainstorming keywords, analyzing search volume and competitor ads. Next steps covered include workshops on developing an editorial framework, designing an SEO-friendly site structure, and operations for writing, links, and measurement. The goal is to understand the information market and build a site that ranks well in search engines.
Video is quickly becoming an essential element of search engine marketing (SEM), and as technology continues to progress, the method for obtaining search rankings will evolve. Video has the potential to drive traffic and increase brand awareness—but marketers must first develop a clear understanding of how to optimize videos for Search Engines.
The document provides an internet marketing plan for a website called "Cover & Carry" that allows users to customize laptop bags, cell phone cases, and other electronic accessories using recycled fabrics. The plan includes developing the website with tailored paths for task-oriented and experiential users. It also outlines search engine optimization strategies through organic search and paid search (Google AdWords) using relevant keywords. Promotional strategies will utilize social media and contests.
Social Media and SEO have never been more intertwined than they are today. Not only are social media elements like Tweets and reviews making their way into search results, but Google’s new social search is a clear indicator that social media’s effect on search is going to continue to grow in importance. By aligning your social media campaign with SEO best practices and your optimization strategy, you not only maximize the ROI of your social media program, but you begin to set the foundation for future organic search success.
Bing Webmaster Tools Search and Social WebinarDuane Forrester
Duane Forrester has over 12 years of experience in SEO, having previously run SEO at MSN. He currently speaks at events on SEO topics, runs forums and blogs to provide guidance to webmasters on tools from Bing. He has helped large companies like Disney, GAP, and Walmart optimize their websites.
IW210 WCM for the Power User - how to use publishing technologies in the re...Chandima Kulathilake
In the case of developing a WCM (web content management) site the quite often overlooked factor is the interaction of the power users in the publishing and content creation process. In this session we will look at the planning stages of a real world WCM project to ensure that the WCM site is developed with features that are available for power users to publish and manage WCM sites. We will look at how to ensure that these are used in the correct context and demonstrate the different approaches and pros and cons of each approach.
1) The document discusses WordLift, a startup that provides tools to help with content findability, discovery, and SEO.
2) It describes WordLift's products and services, including content analysis, enrichment, and semantic tagging to help search engines understand content.
3) It presents WordLift 2.0, which aims to take WordPress navigation to a new level by providing a more structured content architecture and semantic-driven user interface to help users better engage with and discover content.
Cover & Carry - Internet Business Marketing PlanOwen Moore
Cover & Carry is a one-stop shop for protective coverings fit for any electronic device. We offer customized cases from preselected materials and designs, our company stands out by allowing
customers to create new products from their personal belongings.
A pure play business, Cover & Carry will have no bricks-and-mortar storefront and our manufacturer-direct model will focus on creating one-to-one relationships with customers. Our target is composed of heavy electronics users, from the young adults entering college or the workforce to the middle-aged professionals with multiple gadgets they want to cover. We hope to position Cover & Carry as as a high-quality, high-value brand, distinguishing ourselves through our personalized shopping experience and devotion to customer
service.
Understanding Search: Techniques for getting sound is a short explanation of how search engines determine their ranking and how you as a company can make changes to your website to increase your results. This presentation talks about SEO, and Web Analytics among other things.
Personalized Search - SMX Toronto 2010 - Rob Garner - iCrossingiCrossing
"Personalized Search - The Basics, Google Ethos, and Optimization" as presented by Rob Garner (@robgarner), Strategy Director, iCrossing, at the Search Marketing Expo (SMX) in Toronto, Canada on Friday, April 9, 2010.
Duane Forrester works at Bing as an expert on search engine optimization (SEO) and webmaster tools. He has over 12 years of experience in SEO, previously running SEO teams at MSN and helping large companies like Disney, Gap, and Walmart. He blogs and speaks regularly on SEO topics.
To dominate search engine results and be the top result when customers search online, businesses need to focus on search engine optimization (SEO). SEO requires developing relevant content that search engines can index across different formats and distributing it widely by building links from other sites. The types of content that can help with SEO include articles, videos, social media, reviews and more. Businesses should develop a content matrix to guide content creation across different formats and channels to improve their search engine rankings. Outreach and link building are also important SEO strategies to achieve high search results.
As the World Turns: How Trends are Affecting Marketing ProgramsIABC Houston
How will technology impact your business in 2011? Rob Bartlett and Susan Farrell share trends, tools and techniques to better help you manage your communications practice in changing times.
The document discusses various challenges that may arise at different stages of a marketing campaign and potential solutions to overcome those challenges. It covers roadblocks related to website traffic analytics, search engine optimization, content development, email marketing, mobile compatibility, and landing pages. For each roadblock, it provides a brief description and recommends tools or techniques to address the issue, such as using analytics tools to understand website visitors, geo-targeting strategies for location searches, and dedicated landing pages to increase lead generation.
This document provides guidance for small businesses on building a website in a cost-effective manner by setting realistic expectations, choosing the best design option, understanding the development process and people involved, and improving communication with the creative team. It compares do-it-yourself templates, freelance designers, and full-service agencies; outlines website development as a multi-step process; and offers tips on providing clear direction and feedback to save time and money.
This document provides information about Eugene Macarius and his expertise in search engine optimization (SEO). It discusses his background working in digital marketing roles and his current work managing digital marketing campaigns and mentoring students. It also outlines the importance of searchability and being found online through search engines. Key factors in SEO like on-page, off-page, technical, local, content and video optimization are defined. The document provides tips for immediately improving a business's SEO through domain registration, website optimization, content and keyword strategies, local listings, video and social media.
The document provides an overview of a digital marketing taster session that covers topics such as what is digital marketing, search engine optimization (SEO), and social media. The session is split into two hours, with the first hour covering introductions and definitions of key terms, and the second hour involving activities, discussion, and Q&A. Key aspects of digital marketing, SEO, and social media highlighted include the importance of having an online presence, using different online technologies and platforms, and developing a digital marketing strategy and plan.
This document outlines how to design a website, beginning with defining what a website is - a location on the World Wide Web containing pages like a home page and additional files. It discusses the importance of having a website and basic aspects of design like content, usability, appearance, and structure. It provides steps for making a website including choosing software, security, purpose, audience, domain name, page length, graphics, navigation, and quality. The conclusion reiterates the key points about designing and building a functional website.
This document provides an overview of designing a successful website for a medical practice. It discusses focusing website content on educating patients and selling the practice's services. Organizing content effectively and determining custom design versus templates is also covered. The presentation emphasizes making the website part of the overall business strategy through search engine optimization, social media, and adding new content regularly.
Tapping Into The SEO Goldmine - The Customer NetworkBusinessOnline
Did you know your customers are your secret weapon for SEO? Join BusinessOnLine, and featured guest, Lithium Technologies, for an engaging discussion about the value delivered by online communities and the role they play in search engine optimization.
This document summarizes steps for creating an information market through conducting market research. It discusses analyzing demand and competitors, using keyword tools to explore topics, and shaping content by brainstorming keywords, analyzing search volume and competitor ads. Next steps covered include workshops on developing an editorial framework, designing an SEO-friendly site structure, and operations for writing, links, and measurement. The goal is to understand the information market and build a site that ranks well in search engines.
Video is quickly becoming an essential element of search engine marketing (SEM), and as technology continues to progress, the method for obtaining search rankings will evolve. Video has the potential to drive traffic and increase brand awareness—but marketers must first develop a clear understanding of how to optimize videos for Search Engines.
The document provides an internet marketing plan for a website called "Cover & Carry" that allows users to customize laptop bags, cell phone cases, and other electronic accessories using recycled fabrics. The plan includes developing the website with tailored paths for task-oriented and experiential users. It also outlines search engine optimization strategies through organic search and paid search (Google AdWords) using relevant keywords. Promotional strategies will utilize social media and contests.
Social Media and SEO have never been more intertwined than they are today. Not only are social media elements like Tweets and reviews making their way into search results, but Google’s new social search is a clear indicator that social media’s effect on search is going to continue to grow in importance. By aligning your social media campaign with SEO best practices and your optimization strategy, you not only maximize the ROI of your social media program, but you begin to set the foundation for future organic search success.
Bing Webmaster Tools Search and Social WebinarDuane Forrester
Duane Forrester has over 12 years of experience in SEO, having previously run SEO at MSN. He currently speaks at events on SEO topics, runs forums and blogs to provide guidance to webmasters on tools from Bing. He has helped large companies like Disney, GAP, and Walmart optimize their websites.
IW210 WCM for the Power User - how to use publishing technologies in the re...Chandima Kulathilake
In the case of developing a WCM (web content management) site the quite often overlooked factor is the interaction of the power users in the publishing and content creation process. In this session we will look at the planning stages of a real world WCM project to ensure that the WCM site is developed with features that are available for power users to publish and manage WCM sites. We will look at how to ensure that these are used in the correct context and demonstrate the different approaches and pros and cons of each approach.
1) The document discusses WordLift, a startup that provides tools to help with content findability, discovery, and SEO.
2) It describes WordLift's products and services, including content analysis, enrichment, and semantic tagging to help search engines understand content.
3) It presents WordLift 2.0, which aims to take WordPress navigation to a new level by providing a more structured content architecture and semantic-driven user interface to help users better engage with and discover content.
Cover & Carry - Internet Business Marketing PlanOwen Moore
Cover & Carry is a one-stop shop for protective coverings fit for any electronic device. We offer customized cases from preselected materials and designs, our company stands out by allowing
customers to create new products from their personal belongings.
A pure play business, Cover & Carry will have no bricks-and-mortar storefront and our manufacturer-direct model will focus on creating one-to-one relationships with customers. Our target is composed of heavy electronics users, from the young adults entering college or the workforce to the middle-aged professionals with multiple gadgets they want to cover. We hope to position Cover & Carry as as a high-quality, high-value brand, distinguishing ourselves through our personalized shopping experience and devotion to customer
service.
Understanding Search: Techniques for getting sound is a short explanation of how search engines determine their ranking and how you as a company can make changes to your website to increase your results. This presentation talks about SEO, and Web Analytics among other things.
Personalized Search - SMX Toronto 2010 - Rob Garner - iCrossingiCrossing
"Personalized Search - The Basics, Google Ethos, and Optimization" as presented by Rob Garner (@robgarner), Strategy Director, iCrossing, at the Search Marketing Expo (SMX) in Toronto, Canada on Friday, April 9, 2010.
Duane Forrester works at Bing as an expert on search engine optimization (SEO) and webmaster tools. He has over 12 years of experience in SEO, previously running SEO teams at MSN and helping large companies like Disney, Gap, and Walmart. He blogs and speaks regularly on SEO topics.
To dominate search engine results and be the top result when customers search online, businesses need to focus on search engine optimization (SEO). SEO requires developing relevant content that search engines can index across different formats and distributing it widely by building links from other sites. The types of content that can help with SEO include articles, videos, social media, reviews and more. Businesses should develop a content matrix to guide content creation across different formats and channels to improve their search engine rankings. Outreach and link building are also important SEO strategies to achieve high search results.
As the World Turns: How Trends are Affecting Marketing ProgramsIABC Houston
How will technology impact your business in 2011? Rob Bartlett and Susan Farrell share trends, tools and techniques to better help you manage your communications practice in changing times.
The document discusses various challenges that may arise at different stages of a marketing campaign and potential solutions to overcome those challenges. It covers roadblocks related to website traffic analytics, search engine optimization, content development, email marketing, mobile compatibility, and landing pages. For each roadblock, it provides a brief description and recommends tools or techniques to address the issue, such as using analytics tools to understand website visitors, geo-targeting strategies for location searches, and dedicated landing pages to increase lead generation.
This document provides guidance for small businesses on building a website in a cost-effective manner by setting realistic expectations, choosing the best design option, understanding the development process and people involved, and improving communication with the creative team. It compares do-it-yourself templates, freelance designers, and full-service agencies; outlines website development as a multi-step process; and offers tips on providing clear direction and feedback to save time and money.
This document provides information about Eugene Macarius and his expertise in search engine optimization (SEO). It discusses his background working in digital marketing roles and his current work managing digital marketing campaigns and mentoring students. It also outlines the importance of searchability and being found online through search engines. Key factors in SEO like on-page, off-page, technical, local, content and video optimization are defined. The document provides tips for immediately improving a business's SEO through domain registration, website optimization, content and keyword strategies, local listings, video and social media.
The document provides an overview of a digital marketing taster session that covers topics such as what is digital marketing, search engine optimization (SEO), and social media. The session is split into two hours, with the first hour covering introductions and definitions of key terms, and the second hour involving activities, discussion, and Q&A. Key aspects of digital marketing, SEO, and social media highlighted include the importance of having an online presence, using different online technologies and platforms, and developing a digital marketing strategy and plan.
This document outlines how to design a website, beginning with defining what a website is - a location on the World Wide Web containing pages like a home page and additional files. It discusses the importance of having a website and basic aspects of design like content, usability, appearance, and structure. It provides steps for making a website including choosing software, security, purpose, audience, domain name, page length, graphics, navigation, and quality. The conclusion reiterates the key points about designing and building a functional website.
This document provides an overview of designing a successful website for a medical practice. It discusses focusing website content on educating patients and selling the practice's services. Organizing content effectively and determining custom design versus templates is also covered. The presentation emphasizes making the website part of the overall business strategy through search engine optimization, social media, and adding new content regularly.
Simple Photocentric Music Mix YouTube Thumbnail (1).pdfieveeraseo69
Are you looking for an SEO company to assist you improve your search engine rankings and increase traffic to your website? iEveera SEO can be useful. To help you increase your online exposure and draw more people to your website, we provide a variety of SEO services. To find out more about our offerings and how we can assist you in expanding your online business, contact us right away!
This document provides an overview of digital marketing and how to plan and execute a digital marketing strategy. It discusses common digital marketing models and the stages of discovery, definition, design, development, and delivery. It also covers analyzing website analytics, defining target audiences, creating user personas, understanding user goals, information architecture, content strategy, copywriting, and considerations for mobile. The overall document provides guidance on conceptualizing and implementing an effective digital marketing approach.
This document discusses best practices for web development and design. It emphasizes laying strong foundations by considering accessibility, usability, searchability and discoverability. Key recommendations include using standard conventions like bold text and bullet points, ensuring content is visible to search engines through metadata and alt tags, and testing sites thoroughly before launching. The document also covers opportunities and challenges of mobile development, such as small screens and navigation limitations on phones.
This document discusses web development and design, including considerations for accessibility, usability, searchability, and discoverability. It provides guidance on site structure like navigation, headers, footers, and layout. Other topics covered include search engine optimization, visual identity, content management systems, mobile development opportunities and challenges, and testing mobile sites on emulators.
This document provides information about Eugene Macarius, an expert in search engine optimization (SEO). It outlines his professional background and experience in digital marketing, including previous roles at Standard Chartered Bank and the Catholic Church in Singapore. It also describes his certifications and mentoring work. The document discusses the importance of searchability and being found online. It presents different ways people search for information and defines what searchability means. It provides an overview of how to analyze markets, audiences, competitors and develop branding and content strategies to improve a business's searchability.
Website design is a complex process that requires a combination of technical and creative skills. It's important to work with a team of professionals with experience in graphic design, UI/UX design, content creation, development and SEO.
This presentation will present insights into web user psychology, how to think about and write for the web, how to identify common content mistakes and how writing for the web will improve your search engine rankings.
Keeping Content Searchable In Google's WorldMartino Flynn
Search engines, specifically Google, are continually making changes to the their algorithms to improve user experience. With a greater emphasis on quality content and social media, the responsibility of search engine optimization (SEO) has begun to shift towards public relations.
The following presentation was given by our digital media supervisor, Bob Burch, at the Northeast Regional Conference for the Public Relations Society of America (PRSA) and teaches PR professionals the basics of SEO and how it applies to them.
The 9-Step No-Nonsense Checklist for a Killer WebsiteNabeel Adeni
This 9-Step Website Dev Checklist by Nabeel Adeni provides a comprehensive guide for developing a website.
It starts with defining goals and target audience, setting the scope of features and content, and seeking developers with relevant expertise.
The checklist emphasizes the website as a marketing tool, requiring effective content creation, SEO optimization, and clear calls-to-action.
It also covers the importance of design, selecting a robust CMS, ensuring mobile-friendliness, and planning for maintenance and future updates. Comparing quotes and setting aligned expectations regarding output and timelines are also crucial steps in the process.
30 e-Ssential e-Tips for Your Nonprofit: e-Strategy, e-Fundraising, e-Marketi...4Good.org
This webinar shares 30 essential tips on how your nonprofit can use the Internet effectively — to maximize fundraising, marketing, communication, volunteer recruitment, search engine optimization, advocacy, and much more. You’ll learn what people should be able to SEE and DO on your website. The session is quite interactive (and therefore fun!), including live analysis of audience members’ websites.
How to build an Enterprise Community was the discussion I lead at PodCamp Boston 2009 conference. This presentation exposes the 12 stage model for enterprise community building strategy.
This document discusses using digital marketing tactics for a business. It begins by outlining some common challenges businesses face from a marketing perspective, such as tight resources and the need to target the right segments. It then focuses on using digital tactics like content marketing, social media, search engine optimization, and email marketing to address these challenges in a cost-effective way. Specific tactics are recommended for B2B and B2C businesses. Challenges with various tactics are also discussed along with suggestions to overcome them. The document emphasizes starting with online tactics before adding offline efforts.
1. 9/30/2009
Objectives of this course…
• Fundamental understanding of how to
p o ote you bus ess o t e te et
promote your business on the internet.
• Provide overview of website design, common
terms, deployment considerations.
• Overview of cost effective ways to promote
your company online.
Website and Online Marketing
W b it d O li M k ti
Denise Reier, President / Owner
ADAGO Marketing
Workshop Outline
1. Understanding web terms
2.
2 Website design basics, Do s and Don ts
Website design basics Do’s and Don’ts
3. Domain name registration and hosting
4.
5.
Promoting and driving traffic to your site
Understanding how search engines work
(Google, Yahoo, MSN, etc)
(Google Yahoo MSN etc)
Section: 1
UNDERSTANDING WEB
6. Tips for effective email marketing campaigns
TERMINOLOGY
7. Security, privacy and anti‐spam laws
1
2. 9/30/2009
Common Terms and Acronyms
Term Definition / Use
URL Uniform Resource Locator. The internet address consisting of;
html
http://www.companyname.com/
HyperText Markup Language. This is the language (code) used to structure text and
Markup Language. This is the language (code) used to structure text and
multimedia documents and interpreted by web browsers. E.g.
http://www.biztechcenter.com/NewsAndArchives.html
Section: 2
Section: 2
meta
tag
Keywords and descriptions used within the html code, that is hidden from the user. Used by
search engines to appropriately categorize and describe whatever’s being searched.
WEBSITE DESIGN BASICS
SEM Search Engine Marketing. Combination of techniques and practices (SEO, PPC, PFI) with
search engines and directories, to promote your products and services.
SEO Search Engine Optimization. Combination of techniques to increase ranking among common
Search Engine Optimization Combination of techniques to increase ranking among common
search engines.
PPC Pay Per Click. Ads you place for your website with a search engine (e.g. Google). You bid the
amount you are willing to pay per click. The more you bid, the higher your add will appear in
the search results. Google AdWords is the most popular form of PPC for small businesses,
because it allows you to control your expenses by setting daily maximum for each ad.
PFI Pay For Inclusion. Online directories like Yahoo Directory
9 Things beginners should know about creating a
Do you need a website? website
Great websites: unique, useful, informative, engaging
• Importance of being on the Web
1. Keep the site content fresh and current
– 94% of decision maker research vendors online prior 2. Create a reason for the user to come back and promote your web
p y
to making a purchase. address EVERYWHERE!
3. Make sure all links work and don’t have pages that are empty or
– Credibility “under construction”
• A website can make a small business “bigger than life” 4. Make your images and photos small
5. Make sure your site is search‐engine friendly and continue to
• What type of website? optimize it for better search engine ranking
6. Cross‐link your site with other directories, associations, business
– Brochure‐ware to eCommerce
Brochure ware to eCommerce partners, social media networks…
partners social media networks
7. Use google analytics or other analytical tool
• Will you promote it? 8. Refine your site search terms and keywords and resubmit to the
search engines often
9. Get rid “90’s” habits ‐ counters, overly‐animated gifs, bad colors
(hot pink and black), etc.
2
3. 9/30/2009
Usability Considerations Managing Images
• Try to keep relevant information with in 2‐3 clicks and • Make images and photos as small as possible
most IMPORTANT information closest to the home page. – Decrease size and resolution
• 96dpi is common for the web
– Tools: Microsoft Paint (change size) Adobe Photoshop (size
Tools: Microsoft Paint (change size), Adobe Photoshop (size,
resolution), etc. Microsoft Publisher (both size and resolution)
1.2MB (that’s 1,286KB) 38KB file at 72dpi
file at 300dpi
Managing Images (cont’d) Content
• Different types of images used on the Web
– .jpg (good multi‐purpose image, common on the web. Good
• Make your copy relevant to your target
quality) audience
– .png ((good quality, can also have transparent background)
d li l h b k d)
– .gif (can make background transparent, more common that • Use meaningful words that describe what you
.png, but not quality is not as great do, for whom, and why they should care
– .bmp (usually larger image, quality is good, not as common on
the web) • Make sure you describe your product or service
• Add text to your Images (Alt Tag) relevant to the audience in words they will
– vs. SC0001IMG.JPG
relate to
relate to
• Use as few words as possible
• Avoid fluff
3
4. 9/30/2009
Name your Pages Linking and Tagging
• Make the .html file meaningful • Make sure ALL links work
– Index‐3.html vs. services.html
Index 3.html vs. services.html • If you have links in a flash or animation, make sure
y
there is a text‐version that provides the same
• Make sure each page has a title on the top of navigation
the browser • Use a sitemap
– You may need to change the html code to do this of – Not the kind you see, the invisible kind…
the web tool you’re using doesn’t do this – Tells search engines how and what to crawl and index
automatically!
t ti ll ! – Can help you skip over pages you may be working on ,
or sensitive information / content you’re not ready to
share
Test your Site
• Test your site with various web browsers;
– Internet Explorer (vs 6 and 7), Netscape, others.
Internet Explorer (vs 6 and 7), Netscape, others.
• Mobile devices?
Section: 3
– How important is it to be viewed on iPhone or
Blackberry?
DOMAIN NAME REGISTRATION
AND HOSTING CONSIDERATIONS
4
5. 9/30/2009
Domain Names Purchasing your Domain
• Domain name is the URL that is registered that represents your
website (e.g. adagomarketing.com) • First…is the domain you want, available?
• Domain name extensions;
• .com (company)
( ) • Direct domain purchasing options;
Direct domain purchasing options;
• .gov (government)
• .edu (education – Networksolutions.com
• .net (network)
• .org (non‐profit organization)
– Domainit.com
• .info (informational)
• .biz (business, not often used)
• Buy from Hosting Providers;
• .uk (United Kingdom….or similar for other countries)
– JustHost, Yahoo, GoDaddy, FatCow, etc.
y
• Domain names do not necessarily have to be your company
name, but it is helpful to build brand awareness. • Average cost $7‐10 first year, $20‐25 each there
thereafter.
The Top 10‐Best Web Hosting Sites
The Top 10‐ Hosting Providers
• Domain name registration? • My Preference (more features)
• Storage space? JustHost.com
• Bandwidth? – More robust features
• Email addresses?
E il dd ? – Extensible
– Fast servers
• Technical support?
– Great for eCommerce / Shopping cart
• Backup support? sites
• Design tools, templates or use • My Preference (simple site):
your own? Yahoo.com
• Ease of use? – Free site builder tools or use your own
• Shopping cart? – Basic add‐ons are free
• Blogs? – Awesome tech support (speaks English)
– Unlimited storage and bandwidth
U li it d t d b d idth
• Payment processing? – Reporting of site statistics
• search feature? – Easy search engine submission
• Forms or other custom features? – Integrated marketing features
• Are the add‐on features free or
Ala Carte?
http://www.thetop10bestwebhosting.com/
5
6. 9/30/2009
Promoting your website
• Optimize your web pages with meta tags
– Keywords (meaningful, and perhaps local geo)
Keywords (meaningful, and perhaps local geo)
– Descriptions
Section: 4
PROMOTING AND DRIVING TRAFFIC
TO YOUR SITE
Tip: Select “View / Source” from your web browser to see html code
Check out your competition!
Submit your site to Search Engines Cross‐
Cross‐link your site with others
• Many web hosting providers have easy feature • Associations
to accomplish this (e.g. Yahoo) • Industry trade groups
• Chamber of Commerce
Chamber of Commerce
• Partners / Alliances
• Social media networks (LinkedIn, Facebook,
others)
• Newsletters signup (make it meaningful and / or
educational))
• Promote a useful cause…”breast cancer”
6
7. 9/30/2009
How do you get on Google?
• No perfect science…
• Paid placements get top billing (PPC, PPI)
• Buy words (some are more expensive than others)
• Things to increase your chances that are free;
Section: 5 –
–
Sitemap file
Meta tags (keywords, descriptions and localization)
– Page titles
Page titles
THE MYSTERY OF SEARCH ENGINES – Page content
– Create new / fresh content and re‐submit often
Other Ranking Considerations…
• Content relevancy
– Are you describing your product / service relevant
Are you describing your product / service relevant
to the market you serve?
• Localization / geography
– Locally operated small businesses, can take
advantage of local searches
Section: 6
SOCIAL MEDIA MARKETING:
PUTTING IT TO WORK FOR YOU
7
8. 9/30/2009
Social Media Sites Social Media Examples – B2C
Social Media Examples –
• LinkedIn
– Professional network used for primarily for business • Absolut Vodka – Online Video on YouTube and Using
connections – 37M professionals. Easy to view profiles, get
connected, and recruit talent. Facebook to house their Top Bartender fan page.
• Facebook
– Not just for kids anymore – demographic of social network is
changing. Has nice privacy features. 30B views monthly! • BMW – Utilizing Facebook to promote their 1‐Series
• MySpace
– Still carries juvenile feel, but, like Facebook, becoming huge
Road Trip and they have created a Rampenfest Page
•
gathering
YouTube
for fans.
– Video‐based media, widely used by B2C and B2B companies.
• Twitter • Dunkin Donuts – That's right they've found value in
– Used for communication and conversing about key topics.
One of the fastest social media sites with over 3M messages social media and have set up a microblogging Twitter
per day. Must follow the twitter etiquette to be effective.
d f ll h b ff
Provides search engine to check your “buzz” level. account.
• Flickr
– Image and video hosting with online community features.
Widely used for bloggers as a photo database. As of Nov • E*Trade – Utilizes YouTube to promote online trading
2008, claims to have over 3B images.
platform.
Social Media Examples – B2B
Social Media Examples – B2B Example with Facebook
B2B Example with Facebook
• Social media marketing has not caught on as • Jeffrey Gitomer – Sales Evangelist
quickly in B2B business, but that’s changing... – 1,730 friends / connections
– 69% of B2B buyers use social media to “assist” in business
development and decision making
• In a recent study by KnowledgeStorm of B2B
technology decision makers:
– 90% Participate in Video
– 80% Participate in Blogs
80% Participate in Blogs
– 80% Participate in Wikis
– 69% Participate in Social Networks
– 53% Participate in Podcasts
8
9. 9/30/2009
Email marketing…
• Email marketing allows for the most careful aim of
your target
Section: 7 • The most cost effective marketing method
• Unsolicited email has approximately 5% return
pp y
TIPS FOR EFFECTIVE ONLINE • Permission‐based email has about 15+% return
MARKETING
2009 Top Email Service Providers Lists: Geographic / Demographic variables…
• Geographic
– consider the geographic level you will target (local, state, national,
international?)
– Can you classify them as rural, suburban, urban, or an mix of any of these?
y y , , , y
• Demographic
– What characteristics will your target market share that will differentiate
them from others?
– These variables should be measurable and can include any of the
following:
• Age gender
• Race • Resources available to help you define
• Ethnicity g p y g
the demographics of your target market.
• Income – U.S. Census Bureau
• Education – Consumer Spending Surveys
• Occupation – Business Expense Surveys
• Family size – American Factfinder
• Marital status – State and county Quick Facts
• Social class – EasiDemographics
9
10. 9/30/2009
Lists: Psychographics of your market…
• Psychographics help define characteristics of a group based on their
lifestyle, personality, and social class.
• One of the most popular surveys of psychographics is known as the VALS
(Value, Attitude, Lifestyle Surveys)
(Value Attitude Lifestyle Surveys)
– VALS place consumers into certain segments based on their responses to a
particular survey.
– There are eight segments that they may be placed into.
– These segments are then defined by certain characteristics and traits that they
share.
– For more information go to :
• http://www.sric‐bi.com/VALS/
• Zip Code Psychographics
Section: 8
– People with similar lifestyles tend to live in the vicinity of one another.
– Zip code psychographics can help you define characteristics of a region by just SECURITY, PRIVACY AND ANTI‐
SECURITY, PRIVACY AND ANTI‐
knowing its zip code
– For more information go to:
• http://cluster2.claritas.com/YAWYL/Default.wjsp?System=WL
SPAM LAWS
Anti‐
Anti‐Spam Laws
• But be aware anti‐spam laws, for a summary of
t ese a s go to
these laws go to:
– http://www.techlawjournal.com/cong106/spam/D
efault.htm
• Use unsubscribe and opt‐out in email
campaigns
Thank You
Thank You
www.adagomarketing.com
10