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SBMII Digital Marketing Overview
1. Digital Marketing
Getting the most from your Online Marketing
through
Search Engine Optimization
and Website Usability
2. 2
Who is Colleen Wright?
2
Digital Marketing Instructor for Five Years through Search Engine
Academy Northwest
Online Marketer Since 1997
Graduate of Portland State University
Marketing
Advertising Management
Digital Marketing Consultant that has increased revenue for
many businesses small and large over the years
5. 5
The Benefits of SEO
Visibility
You can achieve long term high rankings in the
search engine results pages by consistently
applying SEO to your pages
9
7. 7
The Benefits of SEO
Improve Sales
You will attract more of your target audience when
you rank high in SERPs, which can translate to
higher conversions
10
8. 8
Elements of SEO
Some On-Page Factors
Domain Name
Page Name
Title Tag
Meta Description
Meta Keywords
H1 Tag
Bolded Text
Link Text
1% to 2% keyword density for Google
9. 9
Elements of SEO
Inbound Links
Authority Sites
Directories
Internet Press Releases
Article Marketing
Off-Page Factors
11. 11
Usability refers to:
How quickly people can learn how to use
something
How efficient they are while using it
How memorable it is
How error-prone it is
How much users like using it
Website Usability Issues
12. 12
Biggest Causes of User Failure
Search
Information Architecture (IA)
Content
Product Information
Website Usability Issues
13. 13
Search
If your site has over 100 pages, you need
an onsite search engine
Check out: http://sitelevel.com/
Or Google has a Search Engine app
http://www.google.com/coop/cse/
Website Usability Issues
Biggest Causes of User Failure
14. 14
Information Architecture (IA)
Navigation “Must Do’s”
Keep your navigation consistent
throughout your site.
Main navigation topics should
be static and should appear at
once.
Don’t hide main navigation
items.
Website Usability Issues
Biggest Causes of User Failure
15. 15
Content
Use common fonts sized at or above 10
points
Avoid busy backgrounds
Verdana is the most readable online font
and is the recommended font for use in
body text where readability is crucial.
Website Usability Issues
Biggest Causes of User Failure
16. 16
Product Information
One of the first things people want to know about a
product is the price. If it’s not readily available, people
assume it’s too high.
Don’t make people click to find the price. Showing an
estimated price is better than showing no price at all.
Disclose any extra fees.
Website Usability Issues
Biggest Causes of User Failure
25. The Small Business Development Center is
partially funded by the U.S. Small Business
Administration and the Oregon Business
Development Department. All opinions,
conclusions or recommendations are those of the
author(s) and do not necessarily reflect the views
of the SBA or the OBDD.
Our Partners
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