Learn how to improve your website, get more quality visitors and make more money online through Internet Marketing and Search Engine Optimization (SEO).

2. Creating and Marketing a Website
Coryon Redd
coryon@batteries4less.com
Coryon.com
Presented by:
Nevada County Online
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3. PART 1 - We’re Ready to Roll!
What will be covered:
What a website is supposed to do and how to do it!
Real world examples and low hanging fruit.
Lots of references for you to learn on your own.
http://youtu.be/WilzG8w3nNg - Video Introduction to this PowerPoint
http://youtu.be/hF515-0Tduk - Succinct description of SEO
What won’t be covered:
How people make money with videos - cute cats and blended iPhones.
(Go watch “Will It Blend” on Youtube…)
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4. What is Internet Marketing?
Online marketing involves all efforts to
present your website in the most persuasive
way and drive traffic from a variety of
sources: search engines, other websites, pay
per click searches, email marketing, social
marketing and more.
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5. Why do Search Marketing?
• Wide audience reach
• Reach local audience
• Easy to learn and do on your own
• No cost per click for SEO
• Targeted traffic
• Highest conversion rates
• Good ROI
• http://youtu.be/DwZnzclAkHA - Watch
the video
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6. Set Goals for your Success
A better website
Learn it yourself
Top rankings on Google
More online traffic
More business
More profit
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7. • This is Google’s World!
• Over 65% of Market Share
• More reach than all other US search
engines combined!
• Google wants searchers to find most
relevant Web Result
• Google’s Webmaster Guidelines
• https://support.google.com/webmasters/bin/a
nswer.py?hl=en&answer=35769
• PageRank – Quality of incoming links
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8. Online Marketing Glossary
• SEM / SEO – Search Engine Marketing
• Organic vs. PPC – Pay Per Click
• Keyword – One keyword or phrase
• Landing Pages
• Tag –Title, headers (H1), meta tags
• SERP – Search Engine Results Page
• Google PageRank
• Linkjuice – External, internal links
• Wireframe
• ROI – Return On Investment
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9. Is my business ready to compete online?
Market Research
Do you have a product or service that people are
looking for?
Keyword research – Google Keyword Tool
Determine Products and Services
Do competitor research to help guide and inspire
you.
Determine Business Feasibility
Is being in business worth the risk? Can I do it?
Resources
Do I have enough time, knowledge, passion, work
ethic and money to succeed?
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10. Keyword Research
Keyword targets
What are people searching for?
What keywords / phrases are used most?
Find the most relevant keywords and build landing pages.
Keyword Tools – Google Keyword Tool and Google Trends
https://adwords.google.com/select/KeywordToolExternal
http://www.google.com/trends - See trends for keywords over time.
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11. Keyword Research Best Practices
Login with an email address used for a
Google Adwords Account.
Start searches look at related
keywords then narrow down
searches.
Look at Local (United States) Monthly Searches.
Check exact match on right hand side.
Download spreadsheet and edit in a spreadsheet program
like Excel.
Go back to keyword tool with more specific searches and
download again.
Create a keyword spreadsheet with groups of keywords
that will used for landing pages.
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12. Building Landing Pages
Landing pages = Focused, keyword-rich content
Figure out your landing pages in 4 easy steps:
1. Are there enough searches?
2. Are searches relevant to my business?
3. Are the landing pages logical?
4. Do I have time / money to build?
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13. Have an Internet Presence!
Effective websites are:
Built around how people search
Persuasive
Branded
Easy to use
Have something to say
Competitive in the marketplace
Socially active
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14. What do you want your web site to do for you?
• (Directly) sell your goods or services?
• Generate leads (potential sales)?
• (Simply) provide contact info?
• Interact with other Internet presence?
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15. Class exercise
What makes your business special?
Brainstorm a list of competitive advantages:
Years of experience
Unparalleled expertise
Friendly customer service – given!
Quality product
Attention to detail
Warranty and Guarantee
Discounts to qualified customers
The best, the brightest, the coolest…
http://youtu.be/CFHe04jj1rA
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16. How to build a website
What do you want to do and what is your budget?
Research your keywords and your market.
Use your competitors to make your website better.
Plan ahead. Create a wireframe and list what pages your
website should have.
How much time do you have?
What do you want to say?
Tools of the Trade – Wordpress, Joomla, Dreamweaver, etc.
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17. Website Organization Chart
Request sharing with Google docs by emailing coryon@gmail.com
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18. What is my supposed to do?
Website Sales Funnel
The start of the funnel –
Visitors getting to your
website.
The middle of the funnel –
Browse website and consider
sale.
The end of the funnel –
Call to action, shopping
cart, contact form, etc.
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19. The Secrets to Success on Google
Google will reward pages that are:
Keyword focused
Play by the rules of the game
Linked to from good websites
Content Rich
Updated regularly
Well designed
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20. Google PageRank
PageRank reflects the quantity and quality of
incoming links. Links vote for better websites.
In a typical website the homepage
will have the most PR. As you go
deeper into a website the PR
goes down.
Link Quality depends on:
• Keywords in links
searchengineguide.com/orbidex/2002/0207_orb1.html
• Number of links on page
• PR of linking page (scale of 0-10)
• Content of page – Is the link related, natural?
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21. Google PageRank
NoFollow DoFollow
What are nofollow vs. dofollow links?
In general, we don't follow them. This means that Google
does not transfer PageRank or anchor text across these links.
Essentially, using nofollow causes us to drop the target links
from our overall graph of the web. However, the target pages
may still appear in our index if other sites link to them
without using nofollow, or if the URLs are submitted to
Google in a Sitemap. Also, it's important to note that other
search engines may handle nofollow in slightly different ways.
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22. Google PageRank
Reference docs
searchengineland.com/what-is-google-pagerank-a-guide-for-
searchers-webmasters-11068 Simple explanation from Danny
Sullivan
www.search-this.com/pagerank-decoder/ - Visual tool to map
linking relationship
en.wikipedia.org/wiki/PageRank - Detailed explanation of
PageRank.
www.iprcom.com/papers/pagerank/index.html Older complex
explanation of PR
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23. Linking Strategies
Linking strategy in a nutshell –
• Examine competitor’s incoming links
• Identify topics and structure of websites
• Review current links to see where you could get links
• Let linking opportunities guide your content creation
• Request links with focus on quality links
• Also get lots of lower quality links – directories, etc.
• Follow up with quality links and track your work
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24. Write Good SEO Content
Write copy for website with keywords in mind
Keywords can tell you how users are thinking about your
business
Learn from competitors to write better
Use competitive advantages to create calls to action
Ex. Donlucas.com
Bargeconnection.com
Calsolareng.com
Veassociates.com
Batteries4less.com
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25. Competitor Research
Build a better website by
learning from your competitors
Search for your top keyword
targets on Google
Find competitor websites
Learn from competitors
– Find “Best of Breed” websites
– What can you do to improve your website?
– What mistakes can you avoid?
– Why are competitors on the top of Google?
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26. Create a Competitor Spreadsheet
• Address of website – ie. Domain.com
• Keyword and ranking on Google
• PageRank of homepage
• Number of pages in google index
– Google search for site:domain.com
– Pages with PageRank - site:domain.com/*
• Number of links in – Use Blekko.com
– Create a free account
– Search with domain.com /seo
• Notes about website – Content, presentation, features
& benefits, branding, taglines, blog, etc.
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27. Google Places
Local Search Listing
Add your business to Google Places
https://www.google.com/local/add/
• Edit your description
• Add a photos / videos, coupons
• Assign business categories
• Ask for reviews from customers
• Track your clicks
• Read my article in The Union
http://www.theunion.com/article/20090713/FEATURES/907139988
– Other sources for local listings – Bing Local Listing Center, Yahoo
Local, citysearch.com, yelp.com, insiderpages.com, angieslist.com, and
more.
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28. Google Places
Claim your Local Search Listing
Main Factors for Better Ranking
• Claim your listing
• Customize your listing
• Address in the city of the search
• List in the right categories
• Number of citations
• Linking to your webpage
• Customer reviews
• Keywords in business name
and Places page
Go to http://www.davidmihm.com/local-search-ranking-factors.shtml for more info
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29. Free Google Tools
Analytics www.google.com/analytics
Webmaster Tools www.google.com/webmasters
Docs docs.google.com/
Alerts www.google.com/alerts
Toolbar www.google.com/toolbar
Download then enable PageRank
More Tools www.google.com/options
- Calendar, Voice, Trends, Notebook, Groups, etc.
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30. What is Google Analytics?
Google Analytics is a free tool to measure website traffic and
usage.
Would you like to know:
• Where are your website visitors coming from?
• What keywords are they using to find your site?
• Which pages on your site work the best – and the worst?
• How much individual products sell?
• How to measure the success of your online marketing?
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31. Setting up Google Analytics
Google Analytics: Sign Up and Install Tracking Code
• Sign up
• Read help
o http://www.google.com/support/googleanalytics/?hl=en_US
• Install Analytics tracking code
o http://code.google.com/apis/analytics/docs/tracking/home.html
o Code is invisible on your site but should in included on all pages.
Settings: Goals, Filters, and User Access
• Goals – Set up goals for conversion points.
o Checkout, contact form, download whitepaper, etc.
• Filters - Remove your website usage from tracking.
• Invite Users – Either as admin or view reports only.
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32. Internet Marketing Resources
• Coryon.com Resources page
• Coryon.com/resources
• Discover what really works in optimization
• marketingexperiments.com
• SEMPO Learning Center
• sempo.org/learning_center/
• Online marketing magazines / articles
• practicalecommerce.com
• webpronews.com
• SEO Glossary
• seoglossary.com/
• SEOMoz article about Google Algorithm factors
• seomoz.org/article/search-ranking-factors
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33. THANK YOU
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