BRA "Survival of the Fittest" August 12, 2010 - Strengthening Your Website’s Presence through an Integrated Marketing Plan

•

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Your website is a critical component of your business. At a time when online competition has never been so fierce, it’s crucial to have a marketing plan for your website that drives results. This seminar, presented my Mike Duncan, CEO of Sage Island addresses the necessity of a well designed, innovative site, and how to properly market it through a hands on approach of planning, analysis, and optimization. Mike speaks to the art of SEO and PPC tactics and how to expand your brand on the web to drive results.

Technology

Tricks to Improve E-Commerce
Website Traffic
w w w. s l i d e s h a r e . n e t / s a g e i s l a n d

Mike Dunca n
Sage Island CEO
www.SageIsland.com

Keyword Research
Keyword Selection is Key
Careful keyword selection is the heart of the SEO campaign.

Research Keywords
Create a robust keyword portfolio of relevant keyword phrases that are
searched on by potential customers. You’ll begin with your input on what your
most important keywords are, then expand that list by cross-checking the list
against the search engines’ databases of actual keyword searches. This will
help target the right words - the ones that will actually deliver customers to your
website.

keyworddiscovery.com
wordtracker.com
overture.com
Google Adwords Keyword Tool
seobook.com
seomoz.org

SEO
Have a Strategy for your site and
optimize your content
• Use keyword research to determine how customers search

• Inject keywords into body copy, titles, and images

• Be sure that your site is user friendly and search engine
friendly. Your marketing efforts won’t help you if your
website makes it difficult for users to find the information
they want.
Ranking factors:
www.seomoz.org/article/search-ranking-factors
www.vaughns-1-pagers.com/internet/google-ranking-factors.htm

On Page Optimization
Optimize Website Meta

<TITLE>Skateboards - Warehouse Skateboards Skate Shop</TITLE>

<META NAME="Description" CONTENT="Biggest selection of skateboards,
skateboard decks, complete skateboards, skateboard wheels, skateboard trucks,
skateboards delivered right to your door!">

<META NAME="Keywords" CONTENT="skateboards,skateboard,complete
skateboards,skateboard decks,skateboard wheels,skateboard trucks,skate
decks,warehouse skateboards">

Search
Engine
Op.miza.on
Best
Prac.ces
h6p://www.sageisland.com/SEO-‐best.pdf

On Page Optimization
Optimize Website Content

On Page Optimization
Optimize Website Content

Text Matters!
The most important thing in search.

The entire process of search is text-based. The search
engines care about how much text, how it’s formatted,
and what it says.

Sitemap Submission
Google WebMaster Tools - www.google.com/webmasters/tools/
Bing (MSN) WebMaster Tools - www.bing.com/webmasters
Yahoo! Site Explorer - http://siteexplorer.search.yahoo.com

Create Sitemaps
www.gsitecrawler.com

Create a Robots.txt file and place in the root directory
www.yourdomain.com/robots.txt
User-agent: *
Disallow: /my-dirty-photos
Sitemap: http://www.domain.com/sitemap.xml

How does your site rank for SEO?

www.websitegrader.com

Link Building
Quality links is what you are after.

What is a Quality link?
Good Page Rank and relevant

Invest in a Paid Search
(pay-per-click) Campaign
• Paid search is a fast, cost effective, extremely targeted way to
increase visibility on the search engines.

• Even a small budget can be very effective if you use extremely
targeted keywords to avoid spending money on unqualified clicks.

• Write compelling ads targeted to your demographic to get attention.

Driving Relevant Traffic

Shopping Networks

Driving Relevant Traffic

Social Networks

What is Social Media Marketing
Many marketers think that doing a sponsorship on
MySpace or posting a one-off campaign channel on
YouTube is social media marketing

Not true.
Social Media is About Socializing!
It is about:
Weaving your content and messages into the social web
Joining the customer conversation
Making friends
Communicating with those friends
Listening to those friends
Measuring impact

w w w. s l i d e s h a r e . n e t / s a g e i s l a n d

Search Engine Optimization – Kristopher Jones
Get to the top on Google – David Viney
Landing Page Optimization – Tim Ash
Building Findable Websites – Aarron Walter

Mike Dunca n
Sage Island CEO
www.SageIsland.com

BRA "Survival of the Fittest" August 12, 2010 - Strengthening Your Website’s Presence through an Integrated Marketing Plan

We are excited to be a part of this special event featuring the area’s most successful people in business and technology, including our very own Mike Duncan. The expo, held at the new Wilmington Convention Center will include keynote speakers, seminars, and over 100 exhibitors. The event will help connect employees with new customers and will include an all start line up of educational internet marketing seminars. Mike is scheduled to speak on the 14th from 9:45 – 10:45 a.m. His seminar “Strengthening Your Web Site’s Presence through an Integrated Marketing Plan” will teach business owners the tactics behind growing an online brand.

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2. Tricks to Improve E-Commerce Website Traffic w w w. s l i d e s h a r e . n e t / s a g e i s l a n d Mike Dunca n Sage Island CEO www.SageIsland.com

3. Know your Customer

7. Know their Langauge

8. Keyword Research Keyword Selection is Key Careful keyword selection is the heart of the SEO campaign. Research Keywords Create a robust keyword portfolio of relevant keyword phrases that are searched on by potential customers. You’ll begin with your input on what your most important keywords are, then expand that list by cross-checking the list against the search engines’ databases of actual keyword searches. This will help target the right words - the ones that will actually deliver customers to your website. keyworddiscovery.com wordtracker.com overture.com Google Adwords Keyword Tool seobook.com seomoz.org

9. Open for Business -Driving Traffic-

10.

11. SEO Have a Strategy for your site and optimize your content • Use keyword research to determine how customers search • Inject keywords into body copy, titles, and images • Be sure that your site is user friendly and search engine friendly. Your marketing efforts won’t help you if your website makes it difficult for users to find the information they want. Ranking factors: www.seomoz.org/article/search-ranking-factors www.vaughns-1-pagers.com/internet/google-ranking-factors.htm

12.

13. On Page Optimization Optimize Website Meta <TITLE>Skateboards - Warehouse Skateboards Skate Shop</TITLE> <META NAME="Description" CONTENT="Biggest selection of skateboards, skateboard decks, complete skateboards, skateboard wheels, skateboard trucks, skateboards delivered right to your door!"> <META NAME="Keywords" CONTENT="skateboards,skateboard,complete skateboards,skateboard decks,skateboard wheels,skateboard trucks,skate decks,warehouse skateboards"> Search Engine Op.miza.on Best Prac.ces h6p://www.sageisland.com/SEO-‐best.pdf

14. On Page Optimization Optimize Website Content

15. On Page Optimization Optimize Website Content Text Matters! The most important thing in search. The entire process of search is text-based. The search engines care about how much text, how it’s formatted, and what it says.

16.

17.

18.

19. Sitemap Submission Google WebMaster Tools - www.google.com/webmasters/tools/ Bing (MSN) WebMaster Tools - www.bing.com/webmasters Yahoo! Site Explorer - http://siteexplorer.search.yahoo.com Create Sitemaps www.gsitecrawler.com Create a Robots.txt file and place in the root directory www.yourdomain.com/robots.txt User-agent: * Disallow: /my-dirty-photos Sitemap: http://www.domain.com/sitemap.xml

20. How does your site rank for SEO? www.websitegrader.com

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22. Driving Relevant Traffic Links

23. Link Building Quality links is what you are after. What is a Quality link? Good Page Rank and relevant

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26. Driving Relevant Traffic Paid Search

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28. Invest in a Paid Search (pay-per-click) Campaign • Paid search is a fast, cost effective, extremely targeted way to increase visibility on the search engines. • Even a small budget can be very effective if you use extremely targeted keywords to avoid spending money on unqualified clicks. • Write compelling ads targeted to your demographic to get attention.

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33. Driving Relevant Traffic Shopping Networks

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38. Driving Relevant Traffic Social Networks

39. What is Social Media Marketing Many marketers think that doing a sponsorship on MySpace or posting a one-off campaign channel on YouTube is social media marketing Not true. Social Media is About Socializing! It is about: Weaving your content and messages into the social web Joining the customer conversation Making friends Communicating with those friends Listening to those friends Measuring impact

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48. Customer Service

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53. Know the Numbers

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56. w w w. s l i d e s h a r e . n e t / s a g e i s l a n d Search Engine Optimization – Kristopher Jones Get to the top on Google – David Viney Landing Page Optimization – Tim Ash Building Findable Websites – Aarron Walter Mike Dunca n Sage Island CEO www.SageIsland.com

BRA "Survival of the Fittest" August 12, 2010 - Strengthening Your Website’s Presence through an Integrated Marketing Plan

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BRA "Survival of the Fittest" August 12, 2010 - Strengthening Your Website’s Presence through an Integrated Marketing Plan