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Online Marketing Presentation

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Slideshow that I use for a half-day workshop discussing good web design, natural seo, local search and a touch of social media.

Published in: Business, Technology, Design
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Online Marketing Presentation

  1. 1. Introduction to Online Marketing Web design, search engine optimization, social media and more.
  2. 2. Site Design/Userability <ul><li>Good, clean web site design DOES matter! </li></ul><ul><li>How intuitive is your web site designed and set up? </li></ul><ul><li>Have you minimized the number of clicks to key ‘call to actions’? </li></ul><ul><li>Is your site the BEST it can be? </li></ul><ul><li>Are you addressing all your site visitors needs? </li></ul><ul><li>Are your online competitors doing anything you are not? </li></ul><ul><li>CONTENT IS KING! </li></ul>
  3. 3. Good and Not So Good www.utahskihomes.com
  4. 4. Good and Not So Good www.ski-utah-rentals.com
  5. 5. Good and Not So Good www.drivingskillsforlife.com
  6. 6. Good and Not So Good www.drivingskills.on.ca
  7. 7. Why You Should Care About SEO? As can be clearly seen the first position gets about 42% of the click-throughs. Position 2 receives a staggering 70% less click-throughs and only receives roughly 12% of all traffic. Position 3 receives only 8% and thereby drops about 28% compared to position 2. The rest of the positions show a gradual decrease in click-through percentage, whilst the bottom position generates more traffic than position 9.
  8. 8. Segments of Search Engine Results Page (SERP)
  9. 9. Local Search – getlisted.org
  10. 10. Keyword Research <ul><li>What is keyword research? </li></ul><ul><li>Why is keyword research important? </li></ul><ul><li>How to select keyword phrases? </li></ul><ul><li>How many do I select? </li></ul><ul><li>What tools do I use? </li></ul>Google AdWords Keyword Tool https://adwords.google.com/select/KeywordToolExternal
  11. 11. Baseline Assessment <ul><li>Where is your site at now? </li></ul><ul><li>Run Web Site Grader – websitegrader.com </li></ul><ul><li>Install Google Analytics </li></ul><ul><li>Is your site currently indexed by the Search Engines? Yahoo: “SITE:www.windhill.com” </li></ul><ul><li>How many back/inlinks does my domain have? Yahoo: “LINK:www.windhill.com” </li></ul><ul><li>Where is your site currently in the Search Engine Results Pages? http://www.seomoz.org/rank-checker </li></ul><ul><li>How about your online competition? </li></ul><ul><li>Who ranks near the top for your keyword phrases? </li></ul><ul><li>How many pages do they have indexed and how many backlinks? </li></ul><ul><li>Visit their web site. What are they doing that you are not? How does their site look? Look at their on-page efforts? </li></ul>
  12. 12. Natural/Organic Optimization <ul><li>On Page Factors – (15% of the value) </li></ul><ul><li>Title Tag, META Tags, ALT Tags </li></ul><ul><li>Visible Text </li></ul><ul><li>Navigation Links </li></ul><ul><li>Header Tags </li></ul><ul><li>Keywords in URLS (www.windhill.com/web-site-design/nh/) vs. (www.windhill.com/search.asp?cat=21) </li></ul><ul><li>Off Page Factors – (85% of the value) </li></ul><ul><li>Back/In Links – other web sites linking or pointing to your web pages </li></ul><ul><li>Black Hat SEO </li></ul><ul><li>Keyword Stuffing </li></ul><ul><li>Invisible Text </li></ul>The graph above was created by www.seomoz.org .
  13. 13. Pay Per Click (PPC) <ul><li>The Major Players </li></ul><ul><li>Google Adwords – adwords.google.com </li></ul><ul><li>Yahoo! Search Advertising – searchmarketing.yahoo.com </li></ul><ul><li>Microsoft adCenter – adcenter.microsoft.com </li></ul><ul><li>Advantages </li></ul><ul><li>Immediate Traffic </li></ul><ul><li>Control Spending </li></ul><ul><li>Test Keyword Phrases for Organic/Natural SEO </li></ul><ul><li>Disadvantages </li></ul><ul><li>Can get expensive, quickly </li></ul><ul><li>Subject to click fraud </li></ul>
  14. 14. Blogging & Wordpress <ul><li>Wordpress </li></ul><ul><li>Open Source = free, highly supported and extendable </li></ul><ul><li>Can be used as the platform for your entire web site </li></ul><ul><li>Allows site owner to manage, update and maintain their own web site </li></ul><ul><li>Integrates very well with social media sites like Twitter, Facebook </li></ul><ul><li>Allows people to subscribe via e-mail or RSS feeds </li></ul><ul><li>Very search engine friendly out of the box </li></ul><ul><li>Search engines like to see fresh, new content generated by blogs systems like Wordpress </li></ul><ul><li>Each post is a new page of content </li></ul>
  15. 15. Social Media <ul><li>You become part publisher/part business owner </li></ul><ul><li>Facebook – 4 th most popular web site </li></ul><ul><li>LinkedIn – business networking site </li></ul><ul><li>Twitter – ‘micro blogging’ allows only 140 characters at a time </li></ul><ul><li>YouTube – video sharing site owned by Google </li></ul>

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