How to Increase Hosting Company Profits and Capture Market Share


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Increase Profits, Capture Market Share and Reduce Churn by Integrating SEO Tools - Workshop at cPanel Conference October 5th, 2010 by Troy McCasland

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  • There’s a tectonic shift happening in search today that changing the way search results are displayed creating a Tsunami wave of new business coming online. It’s obsoleting the yellow pages, and creating a huge opportunity for everyone in this room. The change I’m talking about is local search search. Local search on the desktop, and more importatly local search on mobile devices. It’s giving small business who aren’t yet online a reason to have web site like never before.
  • To understand Why 3rd party services are so important NOW we have to look at the market from 10K foot point of view
  • As the market shifted to the Growth Stage we saw sales increase at an increasing rate, and a flurry of acquisitions by Viero, Inerliant, and Interland.
  • As we approach the Mature stage of the shared hosting product life cycle prices had dropped dramatically. No longer can we charge $50/mo. Hosting is a comodoity. Product differentiations is paramount. Finding new and innovative additional services becomes critical to success.
  • Ok, so now everyone should be convinced we need move beyond selling disc spaces, bandwidth, the number of POP accounts and shopping carts. There a many 3rd party services we can offer
  • Still not convinced, you need to add SEO tools, then let’s look at what the big boys are doing..
  • Ok, so now that you know you need to make your hosting SEO friendly and differentiate your services to grow and increase profits the question becomes where do I start? The first thing you need look for is a tool provider who provides ethical, White HAT SEO Toots that doesnt violate anyone's terms of service…Black Hat not good
  • XML Sitemaps are an important part of SEO and should be part of hosting infrastructure just like e-mail, disc space and backups. The protocol is relatively new.
  • Last year, Google and UCL authored a white paper on Sitemaps, titled Above and Beyond the Crawl of Dutty. What they found, is ….
  • This is what a sitemap looks like. Pretty simple to create for a web developer, working on small site, you need a tool if you are inexperienced or working on a large database driven sites….. Google makes python Sitemap creation tool, but it’s difficult to install and use and doesn’t have a revenue model you can capitalize on. Sitemaps are submitted in one of two way
  • Every site you host should have Robots.txt file using the Sitemap directive. This an abreviated version of Google’s robots.txt file. All the big sites have robot.txt files that look like this, that use the sitemap directive. How many people know if their own site has a robot.txt file? That’s OK, you are not alone. Most site we look at don’t. Ok, of those who have robot.txt files, how many are using the sitemap directive? Again, very common. Most people don’t but this a an easy thing you can automate using cPanel plug ins make your hosting SEO enabled.
  • Local SEO is impacting more than just local businesses and local consumers….
  • Using cPanel Plugins to deliver 3rd party SaaS tools helps your customers. It….
  • One of our partners spent 9 months and six figures integrating our tools. How long do you think it takes make your hosting SEO friendly using a cPanel Plugin……? About 9 seconds? How much do you think it costs? Not only is it free, but it pays. It generates immediate revenue.
  • How to Increase Hosting Company Profits and Capture Market Share

    1. 1. Increase Profits & Grow Your Hosting Business In Today’s Competitive Market Troy McCasland, VP Business Development, Attracta
    2. 2. Partner for Growth and Profits • Small business is where the action is • Grow and profit by tightly integrating SaaS 3rd party aplications using cPanel Plug-ins • SEO Tools are one of the best choices • Your Hosting + cPanel Plug-ins + ISVs = Synergy – Time to Market Advantage – Costs Savings – Higher Profits & More Customers
    3. 3. Small Business Impact on Hosting Industry is HUGE • Represent 99.7 percent of all employer firms* • In the U.S. there are 29.6 million • In 2008 there were 627,200 new businesses, 595,600 business closures and 43,546 bankruptcies • Over half don’t yet have a website** *Source: U.S. Small Business Administration Office of Advocacy, September 2009 ** Ben Fisher, Hosting News, 2010
    4. 4. More Than Half of Your Customers’ Sites Have 20 Pages or Less * Source :; sample of over 45,000 customers
    5. 5. Growth Stage Toward end of stage • Prices normally fall • Dev costs have been removed • Profits reach their peak • Sales volume has created economies of scale Characteristics • Sales grow at an increasing rate • Large companies may acquire small, pioneering firms • Many competitors entering market • Profits are healthy Promotion Emphasis • Heavy brand advertising • Integration of value-added services a key goal • Differences between brands
    6. 6. Maturity Stage Characteristics • Sales continue to increase but at a decreasing rate • Increased product differentiation • More value-added services; product lines and widened or extended • Heavy promotions to both resellers and end users are required • Marketplace approaching saturation • An emphasis on product style rather than function • Marginal competitors begin dropping out of the market • Prices and profits begin to fall
    7. 7. Value-Added Services • Merchant Accounts / Payment Solutions • Shopping Carts • Website Design • Content Management • Messaging / Collaboration – MS Exchange, VOIP • CRM – SugarCRM • Back up services • Marketing Services - Website Submission – - SEO Tools - PPC - E-mail Marketing –
    8. 8. SEO Tools Are One The Best Value-Added Service for Hosts • Huge Market Demand – Internet Advertising Projected to be $51 billion by 2012* – In 2009 The Entire Hosting Industry generated only $18.3 billion • Can Be Tightly Integrated using Plug-ins • Scales • Low Price Point • Best Way to Generate Affordable Traffic • Reduces churn – sticky, makes customers more loyal, less likely to go out of business, switch hosts. • Low Hanging Fruit *Source – IDC, 2008
    9. 9. Most Website Traffic Comes From Search Engines* * Source: 2008 Velvet Blues case study 70% 11% 19%
    10. 10. 98% of All Searches Begin at Google, Yahoo, Bing and Ask
    11. 11. 75% of Users Click Organic Search Results vs. Paid Listings* * Source : 2008 article in SEOMOZ
    12. 12. The Giants Are Just Starting to Offer Integrated SEO Tools • GoDaddy • Endurance • Hostway • Hostgator • BlueHost • Network Solutions
    13. 13. Google’s SEO Guidelines Can Be Automated Using Tools • Accurate, unique Page Titles • Accurate, unique Meta Description Tags • Utilize current XML and HTML site maps • Notify Google of mobile sites • Use Robots.txt correctly • Promote your website in the right way – Back links from content relevant sites – Social Media • Use good anchor text – internal and external • Optimize Images • Use H1 Tags • Use Free Google Webmaster Tools May Be Difficult to Automate • Include Keywords in URLs • Create simple directory structures – Avoid deep nested sites /dir1/dir2/dir3 – Use descriptive directory names example: /maui/condos • Provide one version of a URL to reach a document • Intuitive navigation • Be aware of and use rel=“nofollow” on some links • Have a useful “404” page – load HTML sitemap • Target content at users, not search engines
    14. 14. XML Sitemap • Protocol Created by Google in 2005 and adopted by Yahoo and MSFT in 2006 • - Protocol 0.90 • Provides search engines with an easier way to crawl the web • Sitemaps files are XML files with a list of URLs • Six types of specialized Sitemaps – Geo – Mobile – Images – News – Video – Code Search
    15. 15. XML Sitemaps Above and Beyond the Crawl of Duty* • Sitemaps Solve two problems – Coverage / Deep Web – Freshness • Case Study involving Amazon, CNN & – About half of the sites pages were indexed by Sitemaps the other half through discovery • Conclusions – Sitemaps help large sites get more pages indexed quicker – Sitemaps help new sites get indexed immediately Google Search Main Pipeline Architecture *Source: Google, UCLA White Paper, 2009
    16. 16. Sample XML Sitemaps <?xml version="1.0" encoding="UTF-8"?> <urlset xmlns= " .9"> <url> <loc></loc> <lastmod>2005-01-01</lastmod> <changefreq>monthly</changefreq> <priority>0.8</priority> </url> <url> ... <url> </urlset>
    17. 17. Robots.txt • Use the Sitemap directive • Proper use of disallows Example: User-agent: * Disallow: /images/ Disallow: /search Sitemap:
    18. 18. Local SEO • Tectonic shift in search • Impacting many businesses and consumers not just local • Huge opportunity for you to enhance brick & mortars’ online presence
    19. 19. cPanel Plug-in User Benefits • Saves time with auto registration • Improves users experience with auto installation, robots.txt • Install multiple domains at once • Automatically detects redirects and sub-domains to properly configure account • Single-sign-on allows access to Saas Application from inside cPanel without having to setup and maintain separate login/passwords
    20. 20. cPanel Plug-in Host Benefits • Time to market advantage – SEO Enable every website in just 1 minute. • Cost savings • Higher adoption rate • Higher revenue per user • Lower support costs • Increased customer satisfaction • Lower Churn • Increased Profits
    21. 21. The Time to Act is Now! • Leverage your investment in cPanel using Plugins • Integrate 3rd party SaaS tools • Make your hosting SEO enabled. • Grow you business and become more profitable
    22. 22. Thank You Contact me anytime: Troy McCasland, VP Business Development (619) 804-3028 cell