Transcript GET THE RESULTS

GET THE RESULTS
WEBSITE ARE THE EXTENSION OF
YOUR BUSINESS
NOT A NIGHTMARE
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GOALS
• BUSINESS GOALS – 1 YEAR, 5 YEARS
– INCREASE REVENUE
– INCREASE BRANDING
– BE UNIQUE
You website should aim towards the same goals.
Does it?
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Your WEBSITE isn’t static anymore
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1980 – having a website was all you needed.
1990 – having the coding loaded with keywords was
all you needed
2000 – having the keywords in a few places was all you
needed
2005 – placement of keywords in the correct tags was
all you needed
2010 – having socials and web2.0 was all that was
needed
2011 – having the right keywords in the content in ALL
Of your socials, emails, newsletters,website, etc..
Is now needed and then some
Two type of buyers you need to
reach
– Potential (if they knew you existed)
• Finds you via Search Engines, printed material, etc.
– Direct (know your URL)
• Found you via referrals, email with link, visited
business.
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The Landing Page
1. Is it Simple?
2. Does the heading HOOK the audience?
3. Is there an irresistible offer to bring the user
into the site?
1. Are you generating a client’s list?
4. Readability is it clustered? The font wrong
size? Etc.
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Target Audience Factors
Age
Gender
Income
Lifestyle
Language
Technology ability
Occupation
Reason to visit site
Education
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Lead Intelligence - Generator
• Use short forms to capture information.
• Great simple way, offer a e-book or PDF on
“how to” but to have it sent or open the link
to it, ask for name, and email.
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Search Trends
Some keywords are used more so than other times of the
year. For example, weddings is searched more often end
of December to February, then again in June.
Halloween costumes is searched end of August (in Texas)
till October 31
Find when a keyword is searched most often helps to know
when to use it in your social medias, and update to your site.
Google External keywords (must use a gmail account) will
allow you to search for trends.
Search Engine Optimization
SEO
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Search Engine Optimization (SEO)
• The overall means of your site being found.
• Elements include:
– Usability,
– Correct placement and use of keywords
– Validation of site
– Quality of site
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How is a site searched
• Googlebot processes each of the pages it
crawls in order to compile a massive index of
all the words it sees and their location on each
page. In addition, Google processes
information included in key content tags and
attributes, such as Title tags and ALT
attributes.
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Search Engine Show
Web Address is in Green
Title
Description
Web Address
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Keywords
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SEO - Keywords
Keywords are what a person would type in a
search engine such as Google or Yahoo.
#1 Mistake – owners don’t think like their clients
and choose the wrong keywords. You must
speak like your clients.
#2 Mistake – Keywords are not important in
the Meta Tags. They are very important in the
content.
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SEO - Keywords
Find most commonly used keywords
https://adwords.google.com/select/KeywordToolExternal
Learn what competitors are using for keywords.
http://www.keywordspy.com(limited trial)
http://www.ranks.nl/tools/spider.html Great to test keyword
density – the cloud is a good visual of words. If the keywords
you chose to have greater density isn’t then you know to go
back to your content and make changes.
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Keyword Opportunity Index
• The keywords and phrases that provide you
the best opportunity for your site to be found.
Step 1. Open up a spreadsheet label 6 columns
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Monthly Searches
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Go with Local Unless Market is World
Wide
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Competitive Search
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Direct Competition
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KEI – Keyword Effectiveness Index
Compares the number of searches for a keyword with the number of search
results to pinpoint which keywords are most effective for your campaign.
Monthly searches squared, divided by Raw competitiveness.
Or Columns B2/C
Example: austin limousine service
Monthly searches squared is 880 x 880= 774,000
Divided by 14200000=.054
The higher the KEI, the more popular your keywords are, and the less
competition they have. That means that you might have a better chance of
getting to the top.
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KOI- Keyword Opportunity Index
Takes into account the keywords popularity and the competition surrounding
it.
Monthly searches squared, divided by Direct Competition.
Or columns B2 x D
880 x 880=774,400 /1,050,000=.7375
Means: the higher the KOI the better the keyword since they are very
popular but have less competition.
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Keywords use in your website
• Prominence location on the page/in the coding
• Proximity closeness to others keywords/phrases
Density number of times used
Keyword Density
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SEO Rules
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SEO – Rule 1
Have a URL –Domain Name that contains at
least 1 keyword.
Susiesmay.com does not contain keywords if
Susie sells flowers. Instead Susiesflowers.com
would have at least 1 keyword.
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SEO - Rule 2
The title for each page should be unique
The title is located <head> section of the HTML
code for the site. It is what you see at the top of
the browser.
The title should contain 2-3 keywords and
around 65 characters in length.
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SEO Rule 3
Meta Tags – Description contains at least both
the primary and secondary keywords.
This should describe what the article is about
and should be around 150 characters long.
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SEO – Rule 4
• Content - Good Copy is critical
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Convey your message clearly
Organize the information logically
Write with personality (don't be boring)
Write with a purpose (each page doesn't just 'end')
Provide adequate whitespace for readability & easy
scanning
▫ Use grammatically correct content that has been spell
checked
▫ Write with enthusiasm using terminology the average
person would understand
▫ Use verbs and adjectives not just nouns (be descriptive)
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SEO – Rule 5
• Navigation – Make it simple, don’t make the
visitor have to think
This is one area that many people who build
websites are good at doing. Why?
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SEO – Rule 6
Informative Headings <h1> </h1> tags
H1 tags are the larger font same as if you were
creating an outline. I. II. Are greater in
importance than A. B. C.
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SEO – Rule 7
Linking – Use hyperlinks that are aiming at a
specific page of the site, and says more than
click here.
For example for a site that sells fireworks, a link
could from the home page to the product page
could say, We stock a wide variety with over
1000 types of fireworks in stock. Visit our
fireworks page to make your wish list for this
Fourth of July.
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SEO – Rule 8
Clean coding
validated – submit to http://validator.w3.org/
this tool will check the site for broken links, and
missing tags in the HTMl.
Use CSS rather than tables or flash. The Cascading
Styling Sheets allow for all the creative look and feel
of the site. Therefore the HTML coding is simple
and the copy is read by the bots/crawlers.
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SEO – Rule 9
Have links that are reputable and are relevant to
your site. This is what influences page ranking.
Google Crawlers scan page-based text Google
technology analyzes the full content of a page
and factors in fonts, subdivisions and the precise
location of each word. It also analyze the
content of neighboring web pages to ensure the
results returned are the most relevant to a
user's query.
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Test your Site now for how well it rates
Hubspot grader - http://websitegrader.com/
Content
• Content is relevant and up to date.
• Change at the minimum of every three
months – images and /or content.
• When changing update with keywords
relevant to the page.
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Blogs, Twitter, Facebook
• Helps promote site
• Good for changing content in a site
• Takes time to keep up with
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The one factor unchangeable
TIME
A website needs time to be active. The older sites that are
updated and have regular changes made will out rank other
sites.
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References
• HubSpot.com
• www.google.com
• “Get to the top on Google”, David Viney 2008
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Thank You
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