Embed Size (px)
DESCRIPTION
Ever wonder why you’re not making more money online? In “Prescriptions for Online Success” The URL Dr. will cover why no one can find your website. From web design to simple search engine optimization, there are things that anyone can do to help their website get found online. But can your website sell a visitor once they are there? This seminar also covers best practices in web design and usability to make sure you’re converting visitors to customers. Learn the latest best practices and proven strategies to: Get Found Implement on-page search engine optimization (SEO) elements How to do keyword research Index your site with Google and Bing How to do off-page link building and why it’s important How to use content and why “Content is King” Convert Traffic Learn web design elements that convert How to appear trustworthy and credible online How to set yourself up as an authority. “Your Baby is Ugly” and what to do about it From Kim Butler, The URL Dr.
Citation preview
Prescriptions for Online Success
Contact Information
Kim Merritt-ButlerThe URL Dr.
facebook.com/theurldr
@theurldr
http://www.linkedin.com/in/kimmerrittbutler
www.theurldr.com/events
Upcoming Seminars
Visit: www.theurldr.com/resources
Agenda
1.Keywords2.Hosting3.Website Design for Conversion4.SEO – On Page5.SEO – Off Page6.Content7.Measuring Success
Keywords
Keywords
Keywords
Keywords are where every website and online marketing effort starts. (or should start)
Keywords
What are Keywords?Keywords are the single words or groups of words
that people use to search on the internet.
Keywords
Single Keywords
•very broad •more competition•used when consumers are fact finding
Keywords
Multiple Word Keywords
•two, three, and four word keywords are more specific•have less competition.•often used by searchers who know what they want and are ready to make a purchase
Keywords
How do we know which keywords to use?
We Do Keyword Research.
Keywords
Why Do Keyword Research?
• Drive qualified traffic to your website• Write web pages that address your prospect’s
needs and wants• PPC Campaigns• SEO Campaigns• Market research
Keywords
How to Make a Seed List• List words that describe your company• List words that describe your product or service• List product names, model numbers, brands• List category words that describe what you do• List words your customers use in describing your product or service• Look at competitor’s websites and see what keywords they are using• List synonyms that your customers may use• What words have visitors searched on your site• What words have visitors used to reach your site• Consider the questions your potential customers are asking – What
are they trying to accomplish?
Keywords
Keyword Research Tools
• Google Adwords Keyword Tool & Traffic Estimator: https://adwords.google.com/select/KeywordToolExternal
• WordTracker: https://freekeywords.wordtracker.com/
• Keyword Discovery: www.keyworddiscovery.com/search.html
• SEO Book Keyword Suggestion Tool: http://tools.seobook.com/keyword-tools/seobook/
Keywords
Keyword Research Tools
WordTracker: https://freekeywords.wordtracker.com/
Keywords
WordTracker: https://freekeywords.wordtracker.com/
Keywords
Keyword Research is Ongoing
• Continue to check keyword traffic counts on a regular basis• Add more keywords to your website and online marketing programs• Track the performance of your keywords with Google Analytics
Keywords
Hosting
Hosting
How Does Hosting Impact My Search Engine Results
Hosting
Google Has Stated:That although page load times and Google’s page speed algorithm impacts search rankings, it accounts for less than 1% of search queries.
Hosting
Webmasters Have Stated:• Keri Morgret from SEOmoz reported that a site with load time issues
saw “quite the drop in organic referrals from Google” when the page speed algorithm was pushed live.
• Work Coach Café reported a 40% growth in traffic after addressing site performance issues.
• Smartfurniture.com reported that rankings for 7 of its top 10 keywords improved after speed was increased.
Hosting
Page Load Time Tools:• Google Webmaster Tools• Google Analytics Site Speed Reports• Pingdom Website Speed Test: tools.pingdom.com/fpt/
Hosting
What Can I Do?• Don’t use a shared hosting account• Upgrade your hosting to a Virtual Private Server (VPS) or a dedicated
server (if you are a larger company)• Use a dedicated IP address• Optimize your images so they aren’t holding up the page loading
– sixrevisions.com/tools/8-excellent-tools-for-optimizing-your-images/
• Use Google’s and Yahoo’s suggestions:– https://developers.google.com/speed/pagespeed/– developer.yahoo.com/performance/rules.html
Keywords
Website Planning
Website Planning
Just like you have a business plan for your business…You need a web plan for your website.
Website Planning
Website Planning
If you don’t have a clear idea of where you’re going…Good Luck getting there.
Website Planning
What is the Goal of your Website?
•To sell products online•To schedule appointments•To drive people to a store•To collect leads•To educate•To ask for donations
Make goals specific and measurable so it’s easy to tell when you’ve achieved them.
Website Planning
How to Plan a Website Redesign
Download my Free eBook about website planning at www.theurldr.com/resources
Keywords
Website Design
Website Design
If you have a small business website, use:
Website Design
Learn WordPress in 2.5 hours
www.theurldr.com/training
Website Design
Basic Website Design Do’s & Don’ts
Download my Free eBook about web design do’s and don’tsat www.theurldr.com/resources
Website Design
From the Time a Visitor Lands onYour Website, You Have 5 Seconds:
5 •To tell visitors what you do•Convey you are credible and trustworthy•Lead them in a direction to what they want to know•Convey you are an expert in your field
Website Design
Home Page
Website Design
Landing PagesA landing page is a website page that allows you to capture a visitor’s information through a lead form that is targeted to specific traffic.
Website Design
Website Design
Why Use Landing Pages – The Story of Ashley
This is Ashley.
Ashley is an 11th grader that needs help with English.
Ashley’s mom goes online and does a search for English tutors.
She finds TakeLessons.com
Website Design
Website Design
Website Design
6 Deadly Sins of Landing Page Design
Tim AshPresident – SiteTunersOrganizer – Conversion Conference
Website Design
Sin #1 – Unclear call-to-action
Website Design
Website Design
Sin #2 – Asking for Too Much Information
Website Design
Website Design
Sin #3 Too Much
Text
Website Design
Sin #3 Too Much
Text
Website Design
Sin #3 Too Much
Text
Website Design
Website Design
Website Design
Website Design
Sin #4 – Too Many Choices
Website Design
Website Design
Sin #5 – Visual Distractions
Website Design
Website Design
Sin #6 – Lack of Credibility & Trust
Website Design
Sin #6 – Lack of Credibility & Trust
Keywords
Search Engine Optimization (SEO)
SEO
Why Can’t Anyone FindMy Website?
SEO
93% of online experiences start with a search engine
SEO
Keywords
SEO
Keywords
PPC(paid listings)
PPC(paid listings)
Organic(free listings)
Local(free listings)
SEO
70% of Search Users Click on Natural Listings
SEO
What factors influence where you come up in the rankings?
Online Page ElementsOff Line Page Elements
Keywords
SEO – On Page
SEO
Biggest On Page Element: Title Tag
SEO
Title Tag Elements:• Every page needs a unique title tag• Less than 70 characters / 5 to 12 words• Most important keywords first• No more than 3 keywords or keyword phrases
per page• If the brand or company name is used it
should be at the end• Remove filler words (and, a, an, the)
SEO
Title Tag:Sage Dining Services | The Flavor of Things to Come
SEO
SEO
SEO
Title Tag:Email Marketing Software Solutions from Constant Contact
Other On Page Elements:-H1, H2, H3 tags-content on the page-anchor text in hyperlinks-image names-alt tags in images-url address on the page
SEO
SEO
Yoast WordPress SEO Plugin
www.yoast.com/wordpress
Keywords
SEO – Off Page
SEO
Off Page Elements: Linking
SEO
Google’s Panda addresses low quality links and black hat SEO practices.
SEO
To See Who Is Linking to You
www.google.com/webmaster/tools
SEO
To See Who Is Linking to You
www.majesticseo.com
SEO
To See Who Is Linking to You
www.majesticseo.com
SEO
Find Linking Opportunities• Search Google for blogs: “top bike blogs”• Search Google for news, media sites and online magazines in
your industry or geographic area• Social media sites • Directories and review sites• Shopping sites• Who is linking to your competition?• What reference sites are in your industry?• Are you a member of any local or industry organizations:
BBB, chamber, trade assoc.• Where are your customers spending their time online?
SEO
Rules for Making a Link Request• Choose a good subject line – avoid using
the words “link request”• Be brief and to the point• Highlight the benefit to THEM• Show you’ve read and understand their site• Find the name of a real person to approach
www.wordtracker.com/academy/link-building
Keywords
Content
Content
On the Web..Content is King
Content
What Should You Right About?• What you know that they don’t• What you have access to that they don’t• Original isn’t required• Be interesting and relevant
Content
Ideas for Starter Content• Information, tips, tricks, practical advice• Questions asked by your customers• Links to:– Product or service reviews– Blogs (yours and others)– Websites (yours and others)– Relevant videos, photos, podcasts– Thought provoking discussions– Relevant news in your industry
Content
Ideas for Writing Content• Keep it short – Less is more• Focus on one main topic• Write one piece of content and repurpose
it• Make content easy to scan– Break up long paragraphs– Use bullet points– Use relevant images
Content
Ideas for Writing Content
•Use Your Keywords!!!!
Keywords
Measuring Success
Measuring Success
How do I know?
Measuring Success
Don’t spend money on it if you can’t measure it.
Measuring Success
Measuring Success
Measuring Success
Measuring Success
Measuring Success
www.google.com/webmasters/tools
Measuring Success
Measuring Success• Cost Per Acquisition – how much it costs to acquire a customer
(cost of online marketing divided by number of leads that become customers)
• Cost Per Lead – how much each lead costs (cost of online marketing divided by total number of leads)
• Conversion Rate – percentage of visitors who take your desired action: purchasing, filling out a lead form, registering, etc. (total number of visitors divided by the number of visitors who complete an action)
• Average Order Size – average gross sales of each order (total dollar volume of orders divided by total number of orders)
• Lifetime Customer Value – average gross dollars an individual customer spends with your company over the lifetime of being a customer (total gross sales of a single customer over months or years)
Resources
Free eBooks available at www.TheURLdr.com
Contact Information
Kim Merritt-ButlerThe URL Dr.
facebook.com/theurldr
@theurldr
http://www.linkedin.com/in/kimmerrittbutler
www.theurldr.com/events
Upcoming Seminars
Visit: www.theurldr.com/resources
