Web Site Advantage      Online Marketing             It’s more than SEO! These slides and more can be found at http://min....
Tony McCreath                        Software Engineer                        Website Developer                     Search...
Lots of money and little return, soWHY HAVE A WEBSITE?
Australian Searches per Month • “Metal Detectors”                                           These are      1,900          ...
Let’s do it backwardsSTARTING AT THE END
What are your True Goals?• Sell Stuff   • Customer Loyalty• Get Leads    • Brand Awareness               • Support Custome...
How are your Goals Achieved?•   Online Purchase   • Always push visitors•   Email Contact       towards your Goals•   Phon...
Who Are your Customers?• Put yourself in their shoes• Design for them
What are they looking for?    Information                 Do Research•   Answers to Questions    •   Search Phrases•   Sol...
Give them what they want•   Answers•   Solutions•   Product Information•   Guides•   Tutorials•   Informative Content•   G...
Why You?•   What Makes You Different?•   The Cheapest•   The Best Service•   Unique Selling Point•   Free Coffee•   Trust•...
Why not you?•   Not User Friendly•   Poor Quality Content•   Irrelevant Content•   Lack of Trust•   Who are you?•   Data C...
Now you’re ready toDESIGN YOUR WEBSITE
Focus on Needs not Wants    Needs•   Contact Form•   Phone Number•   Informational Pages•   Products•   Easy Shopping•   U...
Design to Sell•   Make it Easy to Contact you•   Add Call To Actions•   Provide Incentives•   Address Concerns•   Create T...
If you build it, they will not comePROMOTE YOURSELF
How you get found                         Referrals   Search                Social                Advertising             ...
Link Building• Referral Traffic       •   Local Business Directories• Helps Search Ranking   •   Suppliers                ...
Being Social•   Facebook          • Needs Interaction•   Twitter           • Needs a human face•   Google+•   Forums•   Q&...
AdvertisingShopping Organic              http://min.to/shopping
Advertising  Places Organic              http://min.to/places
Advertising•   Pay Per Click (PPC)•   Clicks from 10c to $10•   Finely targetable•   Instant•   Continuing Cost•   Don’t t...
Organic Results• Search Term Match   • Same words on the                        website• Importance          • Quality Inc...
And keep Improving•   Fix Errors•   Get More links•   Better Content•   Test Variations•   Monitor for Issues•   Analyse D...
Thank You                           Tony McCreath                       Web Site Advantage                Questions?      ...
SEO 101•   Content             •   Keyword Analysis•   Titles Tags         •   Link Building•   Meta Descriptions   •   Fi...
Tools•   Google Keyword Tool      • SEOmoz       Affiliate Links•   Google Webmaster Tools   • Raven SEO Tools•   Google A...
Enhancing Search Results                      Title TagGoogle+ Author       Meta Description                              ...
Chose Your System• Off the Shelf CMS                  •   WordPress  Quick, Cheap, Tested,              •   Free eCommerce...
Chose Your Team•   Do it yourself       • Verify Portfolios•   Small Developer      • Verify Testimonials•   A Firm       ...
Develop In Stages•   Live Now•   CMS Soon•   eCommerce later•   Keep Improving•   Avoid Feature creep•   Pay for changes  ...
Going Live• Don’t disappear             • Google Analytics• Monitor                     • Google Webmaster Tools• Fix issu...
Universal Search•   Places•   Shopping•   Images•   Videos•   News•   Social                                            ht...
Personalised Search•   They know where you’ve been•   They know where you are•   They know what you like•   They know who ...
Choose your Battles• What quality keywords    • High traffic low  can you win in?            competition• Find Low Hanging...
Online Marketing Presentation
Upcoming SlideShare
Loading in …5
×

Online Marketing Presentation

2,861 views

Published on

Online Marketing introduction for Small to Medium Businesses in Australia.

Published in: Technology, Design, Business
  • I made this presentation in a conference on the 7th May 2012.

    It's aim is to focus on the real reason why businesses spend money on a website. And that is to make money.

    This reason is often lost in the development process. This presentation tries to bring the focus back while also providing answers on how to reach the identified goals. It doesn't go into technical details, it was only for half an hour. If you would like to know more then post your question here, search the internet or hunt me down.

    I'm always happy to answer questions.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Online Marketing Presentation

  1. 1. Web Site Advantage Online Marketing It’s more than SEO! These slides and more can be found at http://min.to/slides
  2. 2. Tony McCreath Software Engineer Website Developer Search Engine Optimisation Online Marketinghttp://min.to/tony
  3. 3. Lots of money and little return, soWHY HAVE A WEBSITE?
  4. 4. Australian Searches per Month • “Metal Detectors” These are 1,900 potential • Metal detector phrases customers! 8,097 • Metal detector related market 29,695Based on around 1,000 identified search terms and data from the Google Keyword Tool http://min.to/keywordtool
  5. 5. Let’s do it backwardsSTARTING AT THE END
  6. 6. What are your True Goals?• Sell Stuff • Customer Loyalty• Get Leads • Brand Awareness • Support Customers http://min.to/goals
  7. 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. 8. Who Are your Customers?• Put yourself in their shoes• Design for them
  9. 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. 10. Give them what they want• Answers• Solutions• Product Information• Guides• Tutorials• Informative Content• Great Content• Original Content• Use their Words
  11. 11. Why You?• What Makes You Different?• The Cheapest• The Best Service• Unique Selling Point• Free Coffee• Trust• Testimonials• Awards
  12. 12. Why not you?• Not User Friendly• Poor Quality Content• Irrelevant Content• Lack of Trust• Who are you?• Data Confidentially• Data Security• Uncertainties
  13. 13. Now you’re ready toDESIGN YOUR WEBSITE
  14. 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. 15. Design to Sell• Make it Easy to Contact you• Add Call To Actions• Provide Incentives• Address Concerns• Create Trust• Show Secure
  16. 16. If you build it, they will not comePROMOTE YOURSELF
  17. 17. How you get found Referrals Search Social Advertising Networking OutboundNewslettersFliers Word of MouthNewspaper Ads Business CardsRadio Ads Events & ShowsTV Ads
  18. 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. 19. Being Social• Facebook • Needs Interaction• Twitter • Needs a human face• Google+• Forums• Q&A Sites• Blogging• Pinterest
  20. 20. AdvertisingShopping Organic http://min.to/shopping
  21. 21. Advertising Places Organic http://min.to/places
  22. 22. 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
  23. 23. 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
  24. 24. And keep Improving• Fix Errors• Get More links• Better Content• Test Variations• Monitor for Issues• Analyse Data• Try New Ideas
  25. 25. Thank You Tony McCreath Web Site Advantage Questions? tony@WebsiteAdvantage.com.auhttp://min.to/slides http://WebsiteAdvantage.com.au
  26. 26. 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
  27. 27. 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
  28. 28. Enhancing Search Results Title TagGoogle+ Author Meta Description Breadcrumbs Review Ratings http://min.to/titles http://min.to/descriptions
  29. 29. 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
  30. 30. 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
  31. 31. 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?
  32. 32. Going Live• Don’t disappear • Google Analytics• Monitor • Google Webmaster Tools• Fix issues http://min.to/moving http://min.to/monitoring
  33. 33. Universal Search• Places• Shopping• Images• Videos• News• Social http://min.to/places http://min.to/shopping
  34. 34. 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!!!!!!
  35. 35. 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

×