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Stand OUT on the Internet
Guide from NexusLab
Are you thinking of getting a new website?
Planning a Website is a Long Process
– Set goals– Define your market– Write the content– Develop a structure– Create the design– Develop the website– Publish – Let the world know about it– Track results
– Define why and for what you need a website– Decide the type of the website– Be clear!
Set Goals
– Define who you want to target A website is a marketing tool– The profiles of your visitors should be as accurate as possible Right website for right people
Define Your Market
– Collect information you want to include Define information– Create copy Hire professional copywriters – Don’t forget the keywords Include keywords in the content
Write the Content
– Structure and Hierarchy Identify hierarchy– Easy navigation User-friendly menu
Develop a structure
– Create an overall concept and the theme– Decide the color scheme– Do not focus on being “cool”– The less the flesh, the better– For God’s sake, hire PROFESSIONALS!
Create the design
Why do I need professionals? Because you don’t want your website to look like this!
Create the design
– Coding – Domain Name and Hosting: – www.domain.com– www.godaddy.com– www.1and1.com– www.sedo.com – Testing
Develop the website and Publish
You are now done with your website but need to let the world know about it. Otherwise, what
is the whole point?!
Let the world know about it
What do you do, when you want to find something?
Obviously, you SEARCH
Website Marketing
• When you publish your website, it becomes available not only for visitors but also search engines.
• Search engines continuously send spiders and web crawlers to crawl your website and index it.
• Afterwards, your website appears in the search results among millions of others.
Appearing in Search Results
Ranking by GoogleGoogle ranks a website based on• Relevance• Importance• PageRankCheck: http://www.prchecker.info/
Ranking High in Search Results
Ranking High in Search ResultsOrganic done by SEO Paid done by PPC
S=searchE=engineO=optimization
–The process of improving web pages so they rank higher in search engines for your targeted keywords.
– The act of modifying a web site’s build, content, and inbound linking to increase its ranking in organic/natural (vs. paid), crawler-based listings of search engines
SEO: Welcome to the mysterious SEO world
SEO: Welcome to the mysterious SEO world
Pros•Higher return on investment•Long-term•Pay less•Organic Results are more clickable •High rank=more trust
Cons•2-3 months before visible results•Some of the websites are not search engine friendly•Can’t guarantee exact results
Step 1: Analyze your website
Step 2: Pay attention to the following factors –Find targeted keywords–Write titles for every page–Write descriptions for every page–Assure quality content
SEO: Website Optimization Processes
–Use keywords in the URLs –Write alt texts for images–Build inbound links with keywords as anchor texts–Create a sitemap–Continuously updated integrated blog –Create a privacy policy–Include robot.txt files in the source
SEO: Website Optimization Processes
Page Title
Alt-Tags
Navigation
Anchor Text
Visit the site
Site Map
SEO: Website Optimization Elements
Meta Description
Tag
Meta Title Tag
Meta Keyword
Tag
Go to View >Page Source or (Ctrl+U), to see current page’s source code
Meta Robots Tag
SEO: Website Optimization Elements
SEO: Website OptimizationXML Sitemap
–A Sitemap is an XML file that lists the URLs for a site–Makes it easier for users to navigate –Helps search engine crawlers to access all pages and links
Search engine spiders do not see the website like the common visitor.
Therefore, keep it optimized and systemized.
You can check how a search engine sees your website by using the following free tool: www.seo-browser.com
SEO: Website Optimization Elements
SEO: Blog Integrated with WebsiteRegular Posts on Blog
Writing relevant blog posts on regular basis has a great SEO effect.
–Many targeted keywords–Inbound link building– Better communication with your customers and partners–Platform for viral campaigns –Professional copywriters ready to help
How to Write a Great Blog PostHow to write a great blog post?
–Catchy Headlines–Short Posts –Build links–Be clear and unique
PP What? PPC!Pay Per Click (PPC) is an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system.
PP What? PPC!
Pros•Visitors you want•Price you want•Traffic from very specific key terms•Clear geography and demographics
Cons•Price is not fixed•85 % of people prefer organic results not sponsored links•Some keywords are too expansive
– Appear as “sponsored listings”– Bid on price per click– Typically have very good tracking tools and statistics– Ability to control ad text– Can set budgets and spending limits– Google AdWords and Overture are the two leaders
Popular Pay per Click Programs
Pay-Per-Click “Organic” SEO
• results in 1-2 days• easier to use• ability to turn on and off at any moment• generally more costly per visitor and per conversion• fewer impressions and exposure• easy to compete in highly competitive market space• can generate exposure on related sites (AdSense)• ability to target “local” markets• better for short-term and high-margin campaigns
•results take 2 weeks to 4 months• requires ongoing learning and experience to reap results• very difficult to control flow of traffic• generally more cost-effective, doesn’t penalize for more traffic• SERPs are more popular than sponsored ads• very difficult to compete in highly competitive market space• can generate exposure on related websites and directories• more difficult to target local markets• better for long-term and lower margin campaigns
PPC vs. SEO
Off-site optimization consists of anything that promotes your website
–Submit your website to Search Engines & Directories–Submit original Articles and Press Releases to special websites–Create and updates profiles in Social Media sites: Facebook, Twitter etc. –Quality link building–Conduct E-mail Marketing
Off-page Optimization Processes
Social media optimization (SMO) is the methodization of social media activity with the intent of attracting unique visitors to website content.
Social Media Optimization
Social media describes websites that allow users to share content, media, etc. Common examples are the popular social networking, bookmarking, content and network creation, video and photo sharing and other sites.
Community Engagement
Social Media OptimizationReferral Links
Brand RecognitionMore visitors traffic
Social Media is an amazing platform that helps you build your brand and promote your services and products
Social Media Optimization
Social Media Campaign Example:
Martini Moments
A social media campaign concept was developed for the Netherland market to remind people about Martini and create an emotional bondage with the brand.
The campaign was executed solely online using
• YouTube• Facebook• Hyves (a popular social network in the
Netherlands).
Social Media Optimization
As defined by Web Analytics Association:
Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
Web analytics provides data on the number of visitors, page views etc to gauge the popularity of the sites which will help to do the market research.
Toolswww.google.com/analyticswww.alexa.comhttp://web.analytics.yahoo.com/
Tracking Results: Web Analytics
Track Your SEO Results via Google Analytics It is a free service offered by Google that is able to generate
detailed statistics about your website.
Tracking Results: Web Analytics
•Track visits, pageviews, bounce rate and time•Research visitors profiles•Identify the best keywords and optimize•Identify the best traffic sources•Set conversion goals•Track AdWords and AdSense •Compare to other similar websites•Create custom reports
Tracking Results: Web AnalyticsCheck your website analytics with Alexa.com
-Ranking-Backlink amount-Fast and connected to Facebook
Tracking Results: Web Analytics
Benefits of web analytics• Monitor visits• Help to optimize your website• Create cost effective marketing plan
• Plan your website• Design and code cleverly• Go for excellent content• Optimize for search engines• Implement Internet Marketing strategy• Track results• Hire professionals
Conclusion
NexusLab, a Los-Angeles based Inc. 5000 website and software development firm, is there to provide you with customized web design, online marketing and search engine optimization solutions.
13425 Ventura Blvd., Suite 302
Sherman Oaks, CA 91423Toll Free: 877-990-1416Local: 818-990-1416Facsimile: 818-990-1418
Email: [email protected]
