BA 65 Hour 4 ~ Promoting Your Site

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Information about BA 65 Hour 4 ~ Promoting Your Site
Education

Published on November 23, 2009

Author: dpd

Source: slideshare.net

Promoting Your Site Planning and Managing Your Business Web Site BA 65

“ If you are not romancing the customer…who is? .”

“ If you are not romancing the customer…who is? .”

Promotion If you build it - they might come! Failing to promote will waste investment Do the leg work - Customer Demographics Age, Sex, Income Bracket, Interests, Hobbies Make logical decisions Creativity Workshops - “self-improvement” Model Railroad Trains - “toy train engines”

If you build it - they might come!

Failing to promote will waste investment

Do the leg work - Customer Demographics

Age, Sex, Income Bracket, Interests, Hobbies

Make logical decisions

Creativity Workshops - “self-improvement”

Model Railroad Trains - “toy train engines”

Offline Marketing Traditional Marketing Media Print Radio Television Car? Not so Traditional Add URL to email signature Use your URL Everywhere!!

Traditional Marketing Media

Print

Radio

Television

Car?

Not so Traditional

Add URL to email signature

Use your URL Everywhere!!

Search Engines Search engines promote your web site? Maybe 97% of people do not look beyond 1 st page Top 10 Ranking Guaranteed! - NOT! A search for every Engine

Search engines promote your web site?

Maybe

97% of people do not look beyond 1 st page

Top 10 Ranking Guaranteed! - NOT!

A search for every Engine

Get Googled Most popular on the Web Fast and Accurate - with Integrity Google Technology Page Rank The site with the most links coming in from the best sites win Recalculate site rankings about once a month 1,000,000,000+ links to process

Most popular on the Web

Fast and Accurate - with Integrity

Google Technology

Page Rank

The site with the most links coming in from the best sites win

Recalculate site rankings about once a month

1,000,000,000+ links to process

Get Indexed No need to submit to Google if other sites link to it Google Sandbox - is it real? JavaScript, Flash, or convoluted code - No Luck Links to related and non-competing areas More than meta tags Search with Google on your site - adsense

No need to submit to Google if other sites link to it

Google Sandbox - is it real?

JavaScript, Flash, or convoluted code - No Luck

Links to related and non-competing areas

More than meta tags

Search with Google on your site - adsense

SEO Using Site Content Search Engine Optimization No Tricks - or you get - No Treats Latest tricks or good content Keyword density What is the right mix?

Search Engine Optimization

No Tricks - or you get - No Treats

Latest tricks or good content

Keyword density

What is the right mix?

Prepare Your Pages HTML elements Make sure accurate, relevant keywords appear on each page of your site Match between your page and the potential visitor’s search

HTML elements

Make sure accurate, relevant keywords appear on each page of your site

Match between your page and the potential visitor’s search

Hook Visitor with a Great Title Search engines use this to link to your site Clearly state subject of page Include most critical keywords on your page

Search engines use this to link to your site

Clearly state subject of page

Include most critical keywords on your page

Use Meta Tags to Describe Your Page Description and Keyword - Do not show in browser Description - Complete, grammatically correct sentence/s Displayed in the search engine results Keyword - Laundry list of keywords and phrases that pull from the content of your pages Misuse

Description and Keyword - Do not show in browser

Description - Complete, grammatically correct sentence/s

Displayed in the search engine results

Keyword - Laundry list of keywords and phrases that pull from the content of your pages

Misuse

Use Heading Tags to Introduce Content Heading tags good source of keywords <h1-h6> tags instead of <p> Use common sense and good writing technique as you develop your page Pull major keywords out of each section and formulate a sensible heading with them

Heading tags good source of keywords

<h1-h6> tags instead of <p>

Use common sense and good writing technique as you develop your page

Pull major keywords out of each section and formulate a sensible heading with them

Use Alt Attributes to Describe Images Alt Attribute - Description or caption of the image Hover pop-up - IE yes - Firefox No Title attribute Keywords can be in Alt Attribute Accessibility First - married with keywords

Alt Attribute - Description or caption of the image

Hover pop-up - IE yes - Firefox No

Title attribute

Keywords can be in Alt Attribute

Accessibility First - married with keywords

More on Keyword Spamming Spamdexing - keyword stuffing Repeat all of your keywords in the text, headings, and Alt attributes Search engines are getting smarter Too much of a good thing Increase keyword density without damaging the readability of your page Good content is what spiders & visitors crave

Spamdexing - keyword stuffing

Repeat all of your keywords in the text, headings, and Alt attributes

Search engines are getting smarter

Too much of a good thing

Increase keyword density without damaging the readability of your page

Good content is what spiders & visitors crave

Relevance Matters Gaining momentum Focus on topic and be relevant Good article vs. junk content Building credibility Accurate and descriptive information

Gaining momentum

Focus on topic and be relevant

Good article vs. junk content

Building credibility

Accurate and descriptive information

Use Industry Terms Jargon for your piece of the world Don’t be afraid to use industry - specific words Defined in content Glossary - good for customers and keywords Searching for industry-specific terms Uniqueness of the phraseology often filters out irrelevant results Better odds with search results

Jargon for your piece of the world

Don’t be afraid to use industry - specific words

Defined in content

Glossary - good for customers and keywords

Searching for industry-specific terms

Uniqueness of the phraseology often filters out irrelevant results

Better odds with search results

Give Valuable Insight Answer the question “Why?” Valuable insight into your business and your industry THE Expert Customers will come back for more information if they see you as an expert Building recognition and trust - customers will bookmark your site - the best positioning

Answer the question “Why?”

Valuable insight into your business and your industry

THE Expert

Customers will come back for more information if they see you as an expert

Building recognition and trust - customers will bookmark your site - the best positioning

Explain Process of doing business with you - answer the question “What’s involved?” Demystify your business Better than competition Answer questions your customers ask Soothe fears, overcome objections, remove confusion

Process of doing business with you - answer the question “What’s involved?”

Demystify your business

Better than competition

Answer questions your customers ask

Soothe fears, overcome objections, remove confusion

Instruct Searching for information relating to a question - not an answer Include as much “How To” information as you can put together Document the customer “How do I…?” Use other experts to help your customers

Searching for information relating to a question - not an answer

Include as much “How To” information as you can put together

Document the customer “How do I…?”

Use other experts to help your customers

Make Information Accessible FAQ - Frequently Asked Questions Glossary Page How To Page - may be helpful Common tasks that link the visitor to a separate page with specific information Brand your name on printable documents

FAQ - Frequently Asked Questions

Glossary Page

How To Page - may be helpful

Common tasks that link the visitor to a separate page with specific information

Brand your name on printable documents

Keep It Simple Graphically intensive and heavily scripted site with lots of fancy navigation and eye candy - is not the way to go Spiders want text - quickly Blend of artistic talent and technical skill from an Internet perspective Artist vs. Technicians Consideration for the audience and environment Use graphics, HTML, and scripting carefully

Graphically intensive and heavily scripted site with lots of fancy navigation and eye candy - is not the way to go

Spiders want text - quickly

Blend of artistic talent and technical skill from an Internet perspective

Artist vs. Technicians

Consideration for the audience and environment

Use graphics, HTML, and scripting carefully

Use Styles Cascading Style Sheets (CSS) Eliminate volumes of useless HTML Define a series of default and named styles Override the default style with “class” Use a single style sheet Making one change will affect whole site

Cascading Style Sheets (CSS)

Eliminate volumes of useless HTML

Define a series of default and named styles

Override the default style with “class”

Use a single style sheet

Making one change will affect whole site

Avoid Frames Frames and Navigation Area Frames and Search Engines don’t mix Framesets may hide your site from searching Good for highly interactive sites like browser-based administrative interfaces

Frames and Navigation Area

Frames and Search Engines don’t mix

Framesets may hide your site from searching

Good for highly interactive sites like browser-based administrative interfaces

Use Text Links Web graphics for navigation disadvantages Extra bandwidth - slower Multiple trips to the server - slower Broken image artifacts - user in a hurry Search engines can’t do much with graphical links Text links Avoid performance disadvantages Give search engines additional keywords to spider Styles will spice up your Life! (not JavaSript)

Web graphics for navigation disadvantages

Extra bandwidth - slower

Multiple trips to the server - slower

Broken image artifacts - user in a hurry

Search engines can’t do much with graphical links

Text links

Avoid performance disadvantages

Give search engines additional keywords to spider

Styles will spice up your Life! (not JavaSript)

Use External File References Consider using external file and referencing Spiders don’t get tired of crawling One change will affect whole site Downside Extra trip to browser Brower cache may or may not help Create .css file and reference in <Head> tag Create .js file and reference in <Script> tag

Consider using external file and referencing

Spiders don’t get tired of crawling

One change will affect whole site

Downside

Extra trip to browser

Brower cache may or may not help

Create .css file and reference in <Head> tag

Create .js file and reference in <Script> tag

Avoid Pop-ups Do you really need them? Requires JavaScript if you want to control over window size and turn off navigation features Spiders don’ follow links driven by JavaScript Pop-up killers installed

Do you really need them?

Requires JavaScript if you want to control over window size and turn off navigation features

Spiders don’ follow links driven by JavaScript

Pop-up killers installed

It’s Your Choice Appearance vs. Ability to be found by Search Engines Optimize your site to better your position in the Search Engines Make your site the prime destination for anyone seeking information in your industry by providing volumes of high-quality, relevant content Goal - deliver information in accessible format

Appearance vs. Ability to be found by Search Engines

Optimize your site to better your position in the Search Engines

Make your site the prime destination for anyone seeking information in your industry by providing volumes of high-quality, relevant content

Goal - deliver information in accessible format

Do SEO Right the First Time Save time and money! Search engines are smart and don’t get fooled “ Cool neat-o” site may not work Often redoing a site is simply starting over Getting rid of the garbage is not easy A Web site that works is worth every penny you paid for it!

Save time and money!

Search engines are smart and don’t get fooled

“ Cool neat-o” site may not work

Often redoing a site is simply starting over

Getting rid of the garbage is not easy

A Web site that works is worth every penny you paid for it!

Linking Campaigns Links are important Create a links page that provides something of interest to your customers Links that relate - not compete Penalized for linking to bad neighborhoods Articles and “duplicate content penalty” Submitting Press Release to PR Sites Highly ranked site helps - you may have to pay

Links are important

Create a links page that provides something of interest to your customers

Links that relate - not compete

Penalized for linking to bad neighborhoods

Articles and “duplicate content penalty”

Submitting Press Release to PR Sites

Highly ranked site helps - you may have to pay

Submitting Pages Boring and frustrating and possibly a waste of your time Each search engine is different and you may pay Web Position software - can become outdated Pay someone to do this? $$$ Web page optimization Keywording Submission

Boring and frustrating and possibly a waste of your time

Each search engine is different and you may pay

Web Position software - can become outdated

Pay someone to do this? $$$

Web page optimization

Keywording

Submission

Site Conversion and Incentives So far we have discussed externally promoting your site from elsewhere Converting visit to buy What is your “desired response”? Newsletter Buying a product

So far we have discussed externally promoting your site from elsewhere

Converting visit to buy

What is your “desired response”?

Newsletter

Buying a product

“ There are three things that are important at Starbucks. Relationships is the first and the other two don't matter.” Linda Thompson Director-Starbucks Resource Center

“ There are three things that are important at Starbucks. Relationships is the first and the other two don't matter.”

Linda Thompson

Director-Starbucks Resource Center

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