This document summarizes key topics from a web marketing and design bootcamp presented by The Karcher Group. It discusses trends in areas like Facebook Graph Search, search engine results, and link building strategies. Design techniques covered include single page websites, infinite scrolling, large background images, Swiss or International Typographic style, and responsive design optimized for multiple devices. The document encourages integrating online and offline marketing and shifting budgets to online as search volumes continue growing.
9. + HOW TO BE SUCCESSFUL
• Make a Facebook page
• Get brand advocates to “Like”
• Develop ongoing “Like” campaigns
• Facebook advertising
• Integrate Facebook beyond the F logo
10. + WHEN?
• Rolling out over 2013
• Join the wait list
• Type a word into the current search
• Click “Get New Graph Search”
18. + U.S. Search Engines
• comScore provides monthly reports
• U.S. based searches
• Google, Bing, Yahoo, Ask, AOL
19.
20. + RESULTS
• Google has 67% of the market
• Showing annual growth
• Bing has 17%
• Recovered from a 2011-2012 drop
• Yahoo has 12%
• Three year low
21. + WHAT DOES IT MEAN?
• Google is still the top dog
• Bing is steady but isn‟t a force yet
• Bing is powering Facebook
• If Yahoo fades, it‟s Google Vs. Bing
23. + January comScore Data
• Google, Bing, Yahoo, Ask, AOL
• 2011: 16.950 billion searches
• 2012: 17.804 billion searches
• 2013: 19.484 billion searches
• Nearly 15% growth over 2 year period
24. + WHAT DOES IT MEAN?
• People are searching more
• Integrate offline marketing
• Web marketing for every organization
• Shift offline budgets to online
26. + INBOUND LINKS
• Help determine authority
• Similar to “Likes” on Facebook
27. + BAD LINKS
• Dun & Bradstreet
• Soliciting paid links
• JC Penny
• Buying and trading links
28. + MORE BAD LINKS
• Forbes
• Selling links
• Overstock.com
• Offered colleges discounts for links
• SearchEngineLand.com Infographic
29. + WATCH OUT!
• Excessive link acquisition at one time
• Global inbound links rather than text
• Links from same PR rating sites
• Links with the same anchor text
• “25 quality links guaranteed” = red flag
30. + WHAT TO DO
• Produce great content
• Promote content through social media
• Promote through your own site
• Identify strategic industry partners
31. WEB
DESIGN:
1. Single Page Design
2. Infinite Scrolling
3. Large Photo Backgrounds
4. Swiss Style
5. Responsive Design
33. + WHAT IS IT?
• Entire website on a single page
• Completely vertical layout
• Navigation jumps to different areas
of the same page
34. + WHY BOTHER?
• Mobile device friendly
• Never requires visitors to click a link to
get more information on the topic
• Scrolling is easy!
• Let‟s see it! Font Awesome
39. + WHAT IS IT?
• A hero image large enough to fill an
entire webpage
• Yep, an entire page
40. + WHY BOTHER?
• Attention grabbing marketing
• Sets an engaging tone for the rest of
the website
• Let‟s see it! Patagonia
• And again - JayBirdGear
42. + WHAT IS IT?
• AKA International Typographic Style
• Developed in the 1950‟s
• Emphasis on
cleanliness, readability, objectivity
• Includes things such as
grids, asymmetry, sans-serif fonts, large
photographic images, whitespace
• Uses Typography as a design element
43. + WHY BOTHER?
• Optimal readability
• Display lots of information without
being distracting
• Plays well with responsive design
• Great for business sites
• Let‟s see it! Microsoft
• And again - GE
45. + WHAT IS IT?
• A website optimized for ANY device
• Dynamically scales down and reorients
features and content based on device
dimensions
• Uses cutting-edge markup technology
46. + WHY BOTHER?
• Future-proof
• Eliminates the need to upkeep separate
desktop and mobile sites
• SEO – no duplicate content or separate page
URLs between devices
• Consistent user experience between devices
• Let‟s see it! Microsoft
• And again - GE