Online Marketing Presentation
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The document provides an overview of the advantages of having a website and strategies for online marketing. It discusses determining goals and target customers, designing the website around customer needs, and promoting the site through search engine optimization, social media, advertising, and link building. Ongoing improvement is emphasized through analytics, testing, and adapting strategies. Tools are recommended for tasks like keyword research, link building, and monitoring progress.
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Online Marketing Presentation
- 1. Web Site Advantage Online Marketing It’s more than SEO! These slides and more can be found at http://min.to/slides
- 2. Tony McCreath Software Engineer Website Developer Search Engine Optimisation Online Marketing http://min.to/tony
- 3. Lots of money and little return, so WHY HAVE A WEBSITE?
- 4. Australian Searches per Month • “Metal Detectors” These are 1,900 potential • Metal detector phrases customers! 8,097 • Metal detector related market 29,695 Based on around 1,000 identified search terms and data from the Google Keyword Tool http://min.to/keywordtool
- 5. Let’s do it backwards STARTING AT THE END
- 6. What are your True Goals? • Sell Stuff • Customer Loyalty • Get Leads • Brand Awareness • Support Customers http://min.to/goals
- 7. How are your Goals Achieved? • Online Purchase • Always push visitors • Email Contact towards your Goals • Phone Call • People have their own • Walk In preferred ways …
- 8. Who Are your Customers? • Put yourself in their shoes • Design for them
- 9. What are they looking for? Information Do Research • Answers to Questions • Search Phrases • Solutions to Problems • Popularity • To Learn/Research • Competition • To Compare • Conversion Rate • To Buy Google Keyword Tool http://min.to/keywordtool
- 10. Give them what they want • Answers • Solutions • Product Information • Guides • Tutorials • Informative Content • Great Content • Original Content • Use their Words
- 11. Why You? • What Makes You Different? • The Cheapest • The Best Service • Unique Selling Point • Free Coffee • Trust • Testimonials • Awards
- 12. Why not you? • Not User Friendly • Poor Quality Content • Irrelevant Content • Lack of Trust • Who are you? • Data Confidentially • Data Security • Uncertainties
- 13. Now you’re ready to DESIGN YOUR WEBSITE
- 14. Focus on Needs not Wants Needs • Contact Form • Phone Number • Informational Pages • Products • Easy Shopping • User Friendly • Search Engine Visibility Wants • Flashy Stuff • What other websites have • Continually adding new wants • Lots of small (irrelevant) changes • Complex Stuff
- 15. Design to Sell • Make it Easy to Contact you • Add Call To Actions • Provide Incentives • Address Concerns • Create Trust • Show Secure
- 16. If you build it, they will not come PROMOTE YOURSELF
- 17. How you get found Referrals Search Social Advertising Networking Outbound Newsletters Fliers Word of Mouth Newspaper Ads Business Cards Radio Ads Events & Shows TV Ads
- 18. Link Building • Referral Traffic • Local Business Directories • Helps Search Ranking • Suppliers • Related Businesses • Sharable Content • Social (Forums…) • 1 million links for $10 • Link Networks http://min.to/linkbuilding
- 19. Being Social • Facebook • Needs Interaction • Twitter • Needs a human face • Google+ • Forums • Q&A Sites • Blogging • Pinterest
- 21. Advertising Shopping Organic http://min.to/shopping
- 22. Advertising Places Organic http://min.to/places
- 23. Advertising • Pay Per Click (PPC) • Clicks from 10c to $10 • Finely targetable • Instant • Continuing Cost • Don’t throw money away • Free Start-up Vouchers • Also Facebook, Twitter… http://min.to/adwords
- 24. Organic Results • Search Term Match • Same words on the website • Importance • Quality Incoming Link Authority Ranking • Visible Content • SEO Code • Rich Snippets • Great SEO Code Author Ratings http://min.to/keywordtool http://min.to/linkbuilding
- 25. And keep Improving • Fix Errors • Get More links • Better Content • Test Variations • Monitor for Issues • Analyse Data • Try New Ideas
- 26. Thank You Tony McCreath Web Site Advantage Questions? tony@WebsiteAdvantage.com.au http://min.to/slides http://WebsiteAdvantage.com.au
- 27. SEO 101 • Content • Keyword Analysis • Titles Tags • Link Building • Meta Descriptions • Find & Fix Broken Links • Content • Social Media • Link Text • Competitor Analysis • Image Alt Text • Friendly URLs • Rich Snippets • Content http://min.to/titles http://min.to/descriptions http://min.to/linkbuilding
- 28. Tools • Google Keyword Tool • SEOmoz Affiliate Links • Google Webmaster Tools • Raven SEO Tools • Google Analytics • HootSuite (Social) • Google Alerts • My Online Tools • My Online Articles http://min.to/tools
- 29. Enhancing Search Results Title Tag Google+ Author Meta Description Breadcrumbs Review Ratings http://min.to/titles http://min.to/descriptions
- 30. Chose Your System • Off the Shelf CMS • WordPress Quick, Cheap, Tested, • Free eCommerce Feature Rich, • Paid eCommerce Developers, Restricted • Fully Custom • Custom Website Slow, Expensive, Buggy, Feature Poor, Fully Configurable • Built-in SEO http://min.to/systems
- 31. Chose Your Team • Do it yourself • Verify Portfolios • Small Developer • Verify Testimonials • A Firm • Verify Location • Copywriter • Graphic Designer • Online Marketer • SEO http://min.to/team
- 32. Develop In Stages • Live Now • CMS Soon • eCommerce later • Keep Improving • Avoid Feature creep • Pay for changes CLIENT: What would it take for you to add this feature to the site? ME: Money. CLIENT: Um … what else? ME: Cash. CLIENT: I’m not getting this for free, am I?
- 33. Going Live • Don’t disappear • Google Analytics • Monitor • Google Webmaster Tools • Fix issues http://min.to/moving http://min.to/monitoring
- 34. Universal Search • Places • Shopping • Images • Videos • News • Social http://min.to/places http://min.to/shopping
- 35. Personalised Search • They know where you’ve been • They know where you are • They know what you like • They know who you hang out with • Results fluctuate • What you see is not what others see!!!!!!
- 36. Choose your Battles • What quality keywords • High traffic low can you win in? competition • Find Low Hanging Fruit • Already have some results • Do the easy rewarding • Places, Content stuff
Editor's Notes
- Note down the link to get hold if these slides and more later. SEO is just a part of Online Marketing. SEO is focused on getting a good Google position. Making your website work for you covers a lot more than that.
- A lot of people who have websites that just gather dust. If you make your website work for you then you will get return on your investment.
- These are just estimates. A top ranking website gets around 7,000 Australian visits per month from Google
- Let’s work out what the final goals are first then work back to find out how to achieve them
- It’s not being #1, having a cool website, to tell people how great you are. Left: primary goals. Right: secondary goals.
- Some of the main ways to reach your goals.
- Personas. Demographics (age, affluence, interests, location…). Put yourself in their shoes.
- Information they want. How to find out.
- No difference then price is the decider. Have to state why your service is the best. Free shipping. Guarantee. Brand awareness. What value added services are you not telling people – free coffee.
- Do you exist? Business name, phone number, address, abn. Unknowns: freight, in stock, secure…
- Call To Actions: Buy Now, Call. Incentives: Time limits, bonuses, while stock lasts. Concerns: Shipping Price, Privacy, Delivery Times, Guarantee, Support, Payment Options. Trust: You exist, Secure Badges, Privacy.
- Outreach. Social: Forums, Q&A, Signatures.
- Causes Traffic. Reputation Management. Branding. Author, Friend based Ranking.
- Universal Search. 33% click on top organic listing, few on adverts. Enhanced listings (top organic has address). Organic: based on merit.
- Localised results.
- Google AdWords. AdWords Express (Places) has poor results. Facebook has good demographic control.
- I’ve covered what you need to do already. This is SEO. It takes time. Target what you can get (low hanging fruit).
- Typos. Broken links.
- Search Result Emulator. Redirect Generator. PageRank Checker. 404 Checker.
- Complex features may require custom. Avoid custom if you can.
- DIY: own time, own skills.
- 301 redirects.
- When checking your ranking, watch out.
- Strengthen keywords that already cause traffic. Places, directory listing.