Your Organization Has a Website. Now what? 3 Ways to Increase Performance


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Three ways to Increase Website Performance
1. Content
2. Search Engine Optimization
3. Social Media

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Your Organization Has a Website. Now what? 3 Ways to Increase Performance

  1. 1. Your Organization Has a Website. Now What? 3 Ways to Increase Performance Presented by: Glenn Melvin, President 1
  2. 2. Who am I? I’m Glenn • Glenn Melvin, President of Christian Marketing Institute • Website design, SEO and Internet marketing firm • Certified SEO professional • enKap-online FDA compliance info provider • Webinars, training content, etc.. • 10 years in pharma industry-publications, marketing and conference company
  3. 3. 3 Ways to Increase Website Performance • 1. Content • 2. Search Engine Optimization (SEO) • 3. Social Media 3
  4. 4. Content • #1 Way to Increase Website Performance 4
  5. 5. Types of Content • • • • • • • Press releases White papers Case studies Video clips Podcasts Powerpoint presentations Blog 5
  6. 6. Google Owns 70+% of the world’s search market 6
  7. 7. Google • Why do I need content on our website? • Wants our websites to be a content rich experience for visitors • Relevance and authority • Original • Frequency • Then, page rankings 7
  8. 8. Google as Regulatory Body • Google Panda-2011-removed poor quality or content thin sites from the top of Google’s results pages. • Is designed to reduce rankings for low quality sites • Low quality sites- low-value added for users, copy content from other websites or sites that are just not very useful • Provide better rankings for high quality sites-sites with original content and information • What is Google afraid of? 8
  9. 9. What’s a Blog? • Short informative articles/posts (800 words or less) where the author: • Shares their experiences, knowledge • Information • Focus on niche interests and topics of interest. • Find the information need and fill it Enables you to stay on page 1 9
  10. 10. Benefits of Blogs • The most bang for the marketing buck on a limited budget • Blogging causes your website to change, which causes the spiders to crawl it again to index the page. It will get you more traffic and more links. • People love tips, tricks and lists. Customers will read and share them. 10
  11. 11. Blogs Work: Numbers Tell Story • 57% of companies using blogs reported that they acquired customers from leads generated directly from their blogs • 55% more website visitors for companies that blog 11
  12. 12. Content Rules • Content-sales pitch-ineffective • Focus the content on your target audience • Determining the niche. Your prospects/customer’s information needs 12
  13. 13. People are interested in reading? • How do you determine what people are interested in reading about or searching for? • Google Keyword planner tool 13
  14. 14. Subject Matter Expert • Publishing consistent content enables you to be the Subject Matter Expert • Credibility • Authority • The Person to turn to… What’s the alternative? Show vs. Tell 14
  15. 15. Feeding the Search Engines • Content marketing works by providing fresh material for the search engines to index, thereby keeping your website in the queue that feeds the search engine results pages and helping your website attain page 1 ranking of Google search results • Once you’re there… • Page 2 15
  16. 16. Content Marketing…The Competition • Content Marketing differentiates you from your competition… • We are the only… • We specialize in… 16
  17. 17. Importance of Visual Content Marketing • Adding this “rich snippets” information to your Google search listings draws the eye, and can increase your listings' click-through rates by 30% • Use visual content (photos, video, etc.) whenever possible 17
  18. 18. Search Engine Optimization (SEO) • #2 Way to Increase Website Performance 18
  19. 19. SEO-This Presentation • • • • • Review some basic concepts, show examples Free information resources Simple, free implementation tools to get started Take back home and get started Can do yourself-time • *Information source-Tampa SEO Training Academy 19
  20. 20. Getting Your Website Found Online • Search Engine Optimization (SEO)-The “Secret Sauce” to getting your website found online • MOST CRITICAL IMPLEMENTATION STRATEGY 20
  21. 21. SEO Explained (1 of 2) • Search Engine Optimization (SEO) • Makes it easier for search engines (Google) to locate and index a site for the appropriate keywords • Strategies and techniques used to increase the quality and volume of visitors to a website • Helps a website achieve a higher ranking with the major search engines (Google) when certain keywords and phrases are put in the search field 21
  22. 22. SEO Explained (2 of 2) • The art and science of publishing and marketing content in a way that brings significant profitable and targeted traffic to your website • Is the application of techniques that make websites and web content more findable for particular keywords being searched on by search engine users • Is a component (one of the most important) of Internet marketing 22
  23. 23. Google Search Engine Search Engine 23
  24. 24. Why Do SEO? • Search Engine Optimization (SEO)-provides: – Markets your website – Competitive advantage – One of the best investments of your marketing $$$-long term – Purchasing online real estate – Increasing your digital “foot print” – Putting your org in front of customers/prospects 24
  25. 25. SEO Objective 25
  26. 26. Sites Who Don’t Have SEO • Your org may be saturated with competition and all of them have websites • If your pages aren’t optimized, search engines (Google, Bing and Yahoo!) may be passing over your website in order to display your competitor’s websites. • May hurt your biz, potential clients are searching for your products/services, you may not show up on rankings 26
  27. 27. Page 2 And the result is… 27
  28. 28. SEO Implementation • Keyword Research-Backbone of SEO • 1St thing you do to successfully implement SEO • Free tool 28
  29. 29. 29
  30. 30. Google Keyword Planner • Google’s new keyword research tool aimed at helping your business choose the best keywords to optimize and advertise for. • Get search volume, which provides you with monthly online search volume, keyword competition and CPC for each keyword. • Looking for high volume and low competition keywords 30
  31. 31. Google Keyword Planner • *Keyword ideas • Take 5-6 keyword phrases and get started with those • Choose keyword phrases that are fair to high usage, but with low competition for search results 31
  32. 32. • • • • • • • • • Free Easy to use *SEO friendly-SEO Yoast plugin Allows you to integrate a blog on your site Open source-60 million+ users Easily customizable Integrates easily with PayPal/Credit card processors 2000+ options for website designs building/moving your website 32
  33. 33. SEO Basics-Google Analytics What Google Analytics does… 33
  34. 34. Social Media • #3 Way to Increase Website Performance 34
  35. 35. Social Media Defined • “Social media are digital platforms used for engagement and content delivery” - Meredith Gould, The Social Media Gospel 35
  36. 36. The Nerve Center • Your website is your org’s information hub • Drive traffic to your website. You are in control. • Social media (Facebook, YouTube, Linkedin, etc.) serve as distribution channels 36
  37. 37. Social Media • Social Media transforms people from content readers into publishers. 37
  38. 38. Why do Social Media? • Allows us to become an industry authority and expert • It’s now an accepted part of any company’s marketing initiatives • If you’re not doing it, you’re losing prospects and opportunities! • The fastest growing population using social media are 45 – 54 year olds - 55% of this age group does some sort of social media *Information courtesy of Tampa SEO Academy 38
  39. 39. Linkedin • 200 million active users • Seen as Business-to-Business (B2B) channel • 75 of Fortune 100 companies use Linkedin as its corporate hiring solution • Validation 39
  40. 40. Linkedin: What We Did • What we did on Linkedin Graphic-GMP, GLP and GCP Training Content • Created groups 2009 • Posted content • Poured the foundation for a community • Largest group in our biz niche-3K+ • Control of who is in the group, content sent out to group 40
  41. 41. • • • • • • • • 1 billion active users 1 trillion page views per month 425 million mobile users 20 minutes spent per visit Viewed as Business to Consumer channel Google has declared Facebook is the most visited site on the Internet Generates 3.2b likes and comments daily Users that access Facebook on mobile devices are twice as active compared to non-mobile users 41
  42. 42. Twitter • • • • • • 140 character tweets 465 million accounts 1 million accounts added daily 340 million tweets per day 4,000 tweets per second 60% of users access via mobile device 42
  43. 43. Google and YouTube • Google Owns YouTube • Videos are 50x more likely to appear on the first page of search results than any given text page, but… 43
  44. 44. Why Use Videos? “…Videos-effective in reaching audio-visual learners, those who retain information by hearing and seeing, listening and watching.” “YouTube is perfect for finding instructional videos about setting up and using social media.” - Meredith Gould, The Social Media Gospel 44
  45. 45. Social Media Implementation • Time and Goal Dependent • Publish regularly scheduled blog posts containing original content that is useful to your audience, and add links to the posts on your social media profiles. This will drive traffic to your site. • Set Google alerts for news relevant to your business and your market, and tweet/post those links on your profiles – this is a way of aggregating / curating content for your followers. • Post daily – anything from questions from your followers (FAQ) to sharing someone else’s content. 45
  46. 46. What do I do first? • Consider the following below: • What do you want to happen as a result of using social media • Who do we most want to reach? • How will we know we’ve suceeded? • Example of an action plan: Write a weekly blog, post it on your website, and take an excerpt of the blog and post to several groups on Linkedin • Develop a following of people on Facebook, Linkedin, Twitter, etc… who are interested in you or your products/services 46
  47. 47. Social Media & SEO 47
  48. 48. Social Media Biz Benefits • Social media works by providing a platform (or several!) where businesses can: • Reach an ever-expanding network of followers • Build up a database of users who actually want information on their products and services (email) • Drive traffic to their website • Increase the searchability of their website through use of keywords and other “get found” tactics • Engage with their current and prospective customers • Get feedback on products and services • Conduct research on customer needs and wants 48
  49. 49. Faith Providing a Framework For Using Social Media • “Believing in Gospel teachings calls us to model what we believe while using social media by offering helpful information, providing comfort, sharing joy, and engaging in conversations that build and unite, rather than tear down or divide the people of God.” • “Social media provides a means for sharing faith as well as modeling Christian life beyond the building we call church.” - Meredith Gould, The Social Media Gospel 49
  50. 50. Social Media Responsibility 50
  51. 51. Online Postings Reflect • • • • • • • Values Maturity Professionalism Character Personality Habits But…. 51
  52. 52. Job Seekers Beware • "Your first impression isn't made with a firm handshake—it's with a Google search," says Dan Schawbel, the author of "Me 2.0.” • Everything we do…with millions of people with smart phones….can be put on social media 52
  53. 53. Be Careful • Lawyers and Investigators use social media in civil and criminal matters 53
  54. 54. Social Media Requires: Requires to be successful: • Commitment • Vision • Simple plan 54
  55. 55. Summary • 3 things to do: Formula that gets results • Write content-search engines require it, help us market your company/expertise • Use SEO for search engines/people to locate your content • Social Media to distribute content 55
  56. 56. Jeremiah 29:11 For I know the plans I have for you,” declares the Lord, “plans to prosper you and not to harm you, plans to give you hope and a future.” 56
  57. 57. Contact Us • • • • • • • • For more information on: Internet marketing/Social media Website design Getting your website found online through Search Engine Optimization (SEO) Business consulting services Glenn Melvin 561-308-3093 57