4/20/2011. Optima Worldwide Limited Optima Worldwide Limited Optima Worldwide Limited

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1 4/20/ WEB PRESENCE MANAGEMENT Managing An Effective Online Presence May, Mark Claypool CEO of Optima Worldwide, Select Tech (SOP MD) Founder of Work, Former Executive Director NABC, I-CAR Education Foundation, National Director of Development SkillsUSA Co-Founder of the Collision Industry Foundation Over 27 Years Of Experience in Workforce Development, Business/Education Partnerships, Apprenticeships, Project Management Services, IT and Web Presence Management Contributing Editor- Body Shop Business Magazine SkillsUSA World Team Leader- World Skills Championships What We ll Cover Today The only purpose of having a website First impressions are everything Avoiding Flash Having contact information prominent Having a Call to Action Search Engine Optimization (SEO) Content is King 1

2 4/20/ What We ll Cover Today Code quality Duplicate content and multiple sites/pages Search Engine Marketing Social Media Management (Facebook/Twitter) What Is The Purpose Of Having A Website? A Foundational Understanding What Is The Purpose Of Having A Website? 1 Goal and 1 Goal Only Driving Traffic To Your Door 2

3 4/20/ Driving Traffic To Your Door Nothing Else Matters Anything Else Is A Waste Of $ As such, your presence online must be managed properly Design-Optimization-Social Media First Impressions Are Everything You have about a nanosecond to make a first impression Must be striking Must have a WOW factor Avoid FLASH! FLASH! Invisible to search engines Current Flash sites don t work well, or at all on any touchscreen device, and Apple (iphone, ipad) has chosen not to attempt to deal with this issue Many people block Flash 3

4 4/20/ Avoid FLASH! What Google and iphone s/ipad s see What people see Avoid FLASH! What Google and iphone s/ipad s see What people see How Do They Contact You? Don t make people have to search for your contact information 4

5 4/20/ Have A Call To Action SEO What is It? Search Engine Optimization: Optimizing your site to get to the top of Google and other search engines, or as close to the top as possible, in order to increase traffic the site receives from search engines SEO is the process of taking a page built by people and making it easily consumable for other people AND search engine robots. SEO What is It? Search Engine Optimization: The vast majority of web traffic comes from search engines, particularly 3 main ones- Google (64%), Yahoo (18%) and Bing (12%) SEO involves researching keywords and phrases relevant to your business as well as understanding what search queries people might use to find the services you provide True SEO involves measuring traffic to your site to find out what s working, eliminate what s not 5

6 4/20/ SEO What is It? Search Engine Optimization: Search engines CRAWL the web They search for TEXT This is not Field of Dreams Just because you build it doesn t mean people will come to it! Search Engine Optimization SEO is a science unto itself Few developers really know optimization, though they say they do SEO 101- URL s, Title Tags, Keywords, Backlinks SEO Why Bother? More site traffic = more customers! Your competitors are doing it, or will 42% of people click on the #1 search result Compare to 2.9% for the #10 result Not on page 1? You re invisible SORRY 6

7 4/20/ August, 2010 Issue Content Is King! Keyword Rich Not The Way You Would Word Things For Brochures auto body YOUR TOWN Content Is King! Keyword Rich 7

8 collision repair warren mi 16-4/20/ Keyword Google Bing auto body detroit mi - - body shop detroit mi - - collision repair detroit mi auto body dearborn mi - - body shop dearborn mi - - collision repair dearborn mi auto body Macomb Township mi - - body shop Macomb Township mi - - collision repair Macomb Township mi 10 8 auto body marysville mi - - body shop marysville mi 1 - collision repair marysville mi 3 2 auto body northville mi - - body shop northville mi 3 - collision repair northville mi 17 7 auto body roseville mi - - body shop roseville mi - - collision repair roseville mi auto body southfield mi - - body shop southfield mi 99 - collision repair southfield mi 1 4 auto body warren mi - - body shop warren mi - - 8

9 4/20/ Stat Jun '10 May '10 Jun '09 Search Engine Traffic Search Terms Used to Get to Site Bounce Rate (Lower = Better) 29% 29% 71% Pages/Visit AvgTime on Site % of Pageviews Home Page (Lower = Better) 27% 28% 53% % of Pageviews 38% 36% 17% Locations % of Pageview's Begin 5.2% 5.7% 2% Repairs "Estimate" Page Visits

10 4/20/ Title Tags SEO Changing At Sonic Speed Google Instant Algorithm s Change we have to use our best, educated analysis of how it works and constantly pay attention to changes Microsoft now powers Yahoo as of 8/10 Google Caffeine made results "50% fresher as of 6/10 In 2009 Google officially declared meta keywords irrelevant Etc. etc.! SEO Optimized HTML Good Code Bad Code 10

11 4/20/ Duplicate Content Duplicate Content Can Hurt Your Rankings or Get Your Site Blacklisted Changes to a website take days for search engines to recognize SEM Instant Gratification SEM: Search Engine Marketing Paying Google to place your ad at the top of search results Costs $ $2.00+ per click, depending on competition Generates traffic today Excellent way to supplement an SEO campaign We write ad copy, measure conversion rates, optimize landing pages 11

12 4/20/ Optima Worldwide Limited 12

13 4/20/ Why Social Media Marketing Because most of your customer/client base is likely on Facebook, Twitter, etc. and use YouTube Optima Worldwide Limited Why Social Media Marketing Facebook alone has over 600 million active users and adds over 500K new users every day Twitter has over 75 million users who Tweet more than 50 million times a day Optima Worldwide Limited Why Social Media Marketing Optima Worldwide Limited 13

14 4/20/ Why Social Media Marketing The incredible growth of these networks undeniably tells us that there is a strong desire to connect with other people around common themes and interests This provides business (YOU) with a whole new avenue for branding, communicating, relationship building and selling online Optima Worldwide Limited Why Social Media Marketing The POWER to define and control a BRAND is SHIFTING from corporations and institutions to INDIVIDUALS and COMMUNITIES. Optima Worldwide Limited Why Social Media Marketing Traditional marketing Monologue has become a Dialogue Optima Worldwide Limited 14

15 4/20/ Why Social Media Marketing We re Moving From Pay To Play To Play To Play Optima Worldwide Limited Why Social Media Marketing Optima Worldwide Limited Optima Worldwide Limited 15

16 4/20/ Setting Up Your Accounts For Success Facebook Optima Worldwide Limited Setting Up Your Accounts For Success Twitter Optima Worldwide Limited 16

17 4/20/ Setting Up Your Accounts For Success Twitter Optima Worldwide Limited Setting Up Your Accounts For Success Twitter Optima Worldwide Limited Setting Up Your Accounts For Success Twitter Optima Worldwide Limited 17

18 4/20/ Securing Fans/Followers Promote it on your home page Optima Worldwide Limited Securing Fans/Followers Make up a flyer that is included in your paperwork upon delivery of the vehicle Optima Worldwide Limited Development of Content If you post nothing but advertising no one will follow you Car care tips, Driving Tips, Local Events, Time Change, School Closings, Fun Facts, Funny Stuff. Prom, 1 st Responders Fresh stuff (minimum twice daily for Twitter, once a week for Facebook) Weekly specials on Twitter Monthly specials on Facebook Optima Worldwide Limited 18

19 4/20/ Link Them All Together For Social Media Marketing (SMM) purposes, link them all together, your website, Facebook and Twitter pages If Time Allows Let s Look At Some of Your Pages Questions? 19

20 4/20/ Web Presence Management 1 Goal and 1 Goal Only Driving Traffic To Your Door Mark Claypool Optima s Web Presence Management Services Optima Worldwide Limited Website Design and Development Free analysis of your existing site Domain name research and registration services Full time design team Affordable pre-designed templates Custom built sites fully optimized for search engines Optima Worldwide Limited 20

21 4/20/ Premium Templates Optima Worldwide Limited Custom Website Design Services Optima Worldwide Limited Website Hosting Low monthly hosting fees, only $14.95 Hosted On Optima Worldwide s servers Optima Worldwide Limited 21

22 4/20/ Search Engine Optimization (SEO) If potential customers can t find you online, why waste the time and money? Optima Worldwide specializes in SEO Mike Anderson s former Wagonwork site- now generating appointments per week Wagonwork website traffic up 60% in 45 days Optima Worldwide Limited Social Media Management Building brand awareness Facebook and Twitter management- Who has the time? Optima Worldwide does it for you Weekly Facebook posts, customized with specials you provide Two Twitter posts per day during the week Fully integrated with your website Set up: $295 Monthly: $95 Optima Worldwide Limited Web Presence Management 1 Goal and 1 Goal Only Driving Traffic To Your Door Mark Claypool