Website Marketing & Strategy 6/28/2011

Transcription

1 Website Marketing & Strategy 6/28/2011

2 Website Marketing & Strategy Today s Agenda Website Strategy What is your main focus? Understanding human to web interaction. Home page layout Support your strategy. Getting Found What is SEO and why is it so important SEO Basics Measuring Results DIY vs. DIFM (Do it yourself vs. Do it for me)

3 Website Strategy What is my main focus? Ask yourself: What revenue source do I want to Push predominately on my website home page? Remember: When pushing your services you will have the opportunity to collect your website visitor data. Data is Gold! Birthday Parties League Play Family Bowling Packages Tournaments Youth Programs Open Bowling

4 Website Strategy Understanding Human to Web Interaction The eye reads from left to right. Conversions should take place on the right. Eye Tracking & Attention Heatmap

5 Website Strategy Understanding Human to Web Interaction Gaze Plot: Where the eye will move around on your site. Heat Map: What the eye is attracted to on your site. Try an Attention Heatmap Analysis Free analysis at: Premium Service:

6 Website Strategy Understanding Human to Web Interaction Webservices Template Share Buttons: Let visitors tell others about Your website. Big Buttons: Denotes main aspects Conversion Ad: Get s visitors contact info. Lower Ad: Lower less significant ad

7 Website Strategy Page Layout to Support Your Strategy My Strategy: 1. Get people into my center through the use of a coupon and collect visitor data for future target marketing. 2. Denote 4 main services leagues, tournaments, parties, youth programs 3. Convey location, pricing and hours of operation 4. Promote online party reservations.

8 Website Strategy Questions on Website Strategy?

9 Getting Found Search Engine Optimization What is SEO? Why is it important?

10 Marketers doing Marketing TV commercials, radio advertisements, telemarketing, print materials and mail campaigns All very expensive and only last as long as you pay for them

11 People Blocking Marketing

12 People don t need traditional marketing

13 Rethinking Marketing Outbound Marketing Direct Mail Blasts Print Ads TV/Radio ads Interruption Inbound Marketing SEO / SEM Social Media Viral Video and Photos Blogging Permission

14 Consumers Start in Google

15 What is SEM (Search Engine Marketing) SEO/Organic vs. PPC/Paid

16 Organic Search is Best! Pay Per Click 25% of Clicks Organic Results 75% of clicks FREE More Traffic Smarter People Longer Lasting

17 SEO Basics What and Why SEO refers to techniques that help your website rank higher in the organic/natural search results. This helps more people who are looking for your business find you.

18 How Does Google Decide?

19 How Does Google Decide? On Page Factors - Account for 25% of Rankings Off Page Factors - Account for 75% - Links!

20 Search Volume Choosing Keywords - How many times per month is the keyword searched Relevence - How many people that search the term will come to your bowling center Difficulty / Competition - Know your probability of getting to the first page of Google

21 On-Page SEO Potential customers see this Search engine robots see this

22 Page Title Visible On-Page SEO URL Heading Tags H1, H2, H3 Bold Text

23 Invisible On-Page SEO Description Keywords <meta name="keywords" content="bowling, cosmic bowling, league bowling" /> Alt text on image tags Alt= Join our list and get a $10 Coupon

24 Page Rank Off Page SEO - How important Google thinks your site is - 0 to 10 - Exponential scale Inbound Links - Web pages that link to you Link Anchor Text - The text that is in the link to your website

25 75% of SEO is Off-Page Recommendations from friends or business partners - social media, personal websites and blogs Link Building Tips A regular link to your site: Anchor Links (better): Lucky Bowling Lanes

26 Measurement Grade your website Get your score card and improve your websites marketability

27 DIY vs. DIFM DIY = Do it yourself DIFM = Do it for me

28 Doing SEO Yourself It s not rocket science. Content is King. Read a lot of blogs on the subject. Invest in tools such as SEO Tools at Start small and work your way up. Track, so you learn what works.

29 Hiring an SEO Consultant Do it for me They should be able to explain to you in simple language what determines rank Should explain everything to you Should require you to provide a lot of great content Check the consultants website in WebsiteGrader.com look for a score of 85 or greater. They should measure results in conversions or leads. They should not have cold called you for your business. Should have been found on the web. They will cost more than $2,000 / month.

30 Thank you! And as always contact us at BPAA for questions on SEO and any other website marketing needs. Heath Shults Download this Webinar at Just click on Seminar Handouts in the main menu.

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