The Internet

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It can be complicated:How Search Engines Rank Pages

© IRUN Solutions Ltd, 2008

SPIDER 'CHECKLIST' 1 1 8 1 4 1 1 11 1 1 1 1 1 1 25 1 1 1 22 1

Keyword used in URLWords separated using hyphen or underscore

Keyword in Page TitleKeyword used in META keywordsKeyword used in META description tagsKeyword used in Graphic NamesKeyword used in Graphic ALT tagsWord Count (500+ words)Distance spiders have to travel (code:text)Keyword in browser titleKeywords in boldKeyword prominence (in first 25 words)Keyword weight (4%-7% word density)Keyword variations in textKeyword in last paragraph of visible textKeyword in heading on pageLinking

Internal links on pageLinks to external pagesLinks with keyword in text or ALT TagKeyword frequency in 'anchor' textKeyword weight in 'anchor' textKeyword 'on page'

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Note: not all of these elements carry an equal weighting e.g. inbound links carry

greater importance

Ultimately it’s about…

1. Lead generation & conversion

2. Retention & relationship building

…making the phones ring

...and the winner is…

Recent Research 53% said they would be more likely to use a small business if they have a

professional looking website and email address.

9 out of 10 are more likely to choose a local supplier who uses a business email address as opposed to a personal one.

95% of consumers check a business' website before deciding to buy from a particular supplier.

FSB Magazine April/May 2008

The biggest challengeBeing heard, getting noticed and remembered…

What makes you special?

“Why should I do business with you, instead of any and every other option available to me, including the option of doing

absolutely nothing at all?”

Consider this… 76% of businesses with a web presence claim

to get no commercial benefit from their investment.

98% of UK businesses do not have any form of CRM system or regular customer communications.

JACK POT

Where is the business you are talking to?

INVISIBLE EMBARRASRED

NOT FOUND

A company without a website

What question does it raise in the prospects head? Is this company serious? Are they professional? Is there any substance? Have they got something to hide? Are they really backwards and disorganised?

Why should I waste time talking to them when I can find lots of information about a number of perfectly qualified companies who

claim to be able to solve my problem?

You are not getting found…

You may not care…

But what is happening to your competition, more business, higher prices, pick and

choose work…?

A company with a bad website

What question does it raise in the prospects head? Is this company serious? Are they professional? Is there any substance? Have they got something to hide? Are they really backwards and disorganised?

Why should I waste time talking to them when I can find lots of information about a number of perfectly qualified companies who

claim to be able to solve my problem?

This is worse than not being found.

Now you are putting prospective customers off and would probably be best advised shutting your website down completely.

Or just hoping no-one finds it?

A company with an OK credible website

What impression does this give a prospect? This company appears to be serious? They look reasonably professional? I have no reason to think they have no substance? They seem open? They seem organised?

Probably OK to do business with, but nothing really grabbed my attention so I will click away to look at a few more potential suppliers and

continue my search

This company will get more business than its pauper cousins with any prospect using the internet to do research, if they find the

site…

The only problem is what happens if the prospect lands on a ‘GOOD’ website?

A company with a ‘good’ website

What impression does this give a prospect? This company appears to be serious and professional? They have helped lots of people with problems like mine? They appear to be very solid and dependable? They are providing all the information I need and more besides? They seem organised and bang up to date?

Great! It looks like my problem has been solved, this company seems perfect, I have filled in their contact form and now await their telephone call

A good website will be found and hit all the right buttons with prospects…

The message will be clear, lots of up to date information, testimonials and case studies and

above all quick and easy ways for the prospect to make contact

Investment not cost

Dynamic ‘brochure site’?

Interactive Marketing tool?

Total business process integration?

Our solutions have to be based on the clients needs now, and into the future.

UK Plc – 4.3 million businesses

Estimated 10% of UK Businesses invest in business development

Estimated 50% of UK Businesses are totally invisible

Estimated 10% of UK Businesses have an online brochure

Estimated 30% of UK Businesses look like a tramp

Consider this…

76% of businesses with a web presence claim to get no commercial benefit from their investment.

95% of consumers check a business' website before deciding to buy from a particular supplier.

What did they do differently…

Identified their market(s) Were found Prospects engaged… Personalised response

Immediate auto-responder Link through to digital brochure Professionally presented email ‘sales letter’

Data immediately into Contact Management system Text / email notification Maintained communications

Asked for the order?…

How to RevolutioniseYour Marketing Communication

Social networking

Challenges

• How do you make money out of it?

• We don’t have the time

• We have real work to do

• Just the latest fad we should focus on…

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5 new released each week

375January 2009

BLIP.fm

Unknown release rate

3000May 2009

Covers four main areas

Networking Tools

Bookmarking Storage

Social Networking

Social Tools

Social Bookmarking

Social Storage

BLIP.fm

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Social Networks

YouAnn Steve Tom

Network limitations

Groups

You

Ann Steve

Tom

Groups

Online social networks

Join some online Social Networks

Now you’re a somebody!

Start conversations

People start following you

Build your community

What is Twitter?

What is Twitter?

Twitter - MicroBlogMy Blog

Twitter posts: (Tweets)Only 140 characters

Blog posts: (Articles)Unlimited length

SMS Messaging?

Meet youAt 12:00

Meet youAt 12:00

“Tweet” by mobile

Twitter - MicroBlogI’m at aBirthday

Party!

Think of it as a party!

It’s NOT about selling

Don’t Spam people!

It’s a community thing

Spreading the love

Building your own community

Trust, ear trumpets and fly fishing

Questions