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  2. Goals for your Business and Website • BUSINESS GOALS – 1 YEAR, 5 YEARS • INCREASE REVENUE • INCREASE BRANDING • BE UNIQUE • You website should aim towards the same goals. • Does it?

  3. Who is your Target Audience Refer to the specifics of a particular user in a specific circumstance. • Age • Gender • Income • Lifestyle • Language • Technology ability • Occupation • Reason to visit site • Education

  4. Two groups within each target audience: • Potential (if they knew you existed) • Finds you via Search Engines, printed material, etc. • Direct (know you URL) • Found you via referrals, email with link, visited business.

  5. Know your Audience then Build your Site • Site Architect (Navigation - Links) • Layout and Design • Content • Interactivity – forms/galleries • Graphics • Colors • Font • Errors • Browser Compatibility

  6. Ingredients to a Healthy Website • Content Management • Blog, Twitter, Facebook • Lead Intelligence • Landing (home) Page • SEO

  7. Content Management • Content is relevant and up to date. • Change at the minimum of every three months – images and /or content. • When changing update with keywords relevant to the page. Use a KEYWORDtool to find ones that fit your business. • Content should be no less than 200 words and no more than 400 words per page.

  8. Social MediaBlogs, Twitter, Facebook, Linken • Helps promote site • Good for changing content in a site • Takes time to keep up with

  9. Lead Intelligence - Generator • Use short forms to capture information. • Great simple way, offer a e-book or PDF on “how to” but to have it sent or open the link to it, ask for name, and email.

  10. The Landing Page • Is it Simple? • Does the heading HOOK the audience? • Is there an irresistible offer to bring the user into the site? • Are you generating leads? • Use short forms to capture information. • Great simple way, offer a e-book or PDF on “how to” but to have it sent or open the link to it, ask for name, and email. • Readability is it clustered? The font wrong size? Etc.

  11. SEOHow a Site is ‘indexed’ • Googlebot processes each of the pages it crawls in order to compile a massive index of all the words it sees and their location on each page. • In addition, Google processes information included in key content tags and attributes, such as Title tags and ALT attributes.

  12. SEO is the Culmination of: • Correct placement and use of keywords • Title tag • Description Meta tag • Domain Name (URL – Web Address) • Keyword Meta tag • Headings Tag • Alt Tags – images • Validation of site- validated by W3C, Google validator • Content – spell check and readability • Usability – user friendly • Speed of loading • Robot command • Sitemap.xml

  13. How Searches Work Title MetaDescription Web Address

  14. Keywords

  15. SEO - Keywords Keywords are what a person would type in a search engine such as Google or Yahoo. #1 Mistake – owners don’t think like their clients and choose the wrong keywords. You must speak like your clients. #2 Mistake – Keywords are not important in the Meta Tags. They are very important in the content.

  16. SEO - Keywords Find most commonly used keywords. Learn what competitors are using for keywords. (limited trial) Great to test keyword density – the cloud is a good visual of words. If the keywords you chose to have greater density isn’t then you know to go back to your content and make changes.

  17. Keywords to use • The keywords and phrases that provide you the best opportunity for your site to be found. Step 1. Open up a spreadsheet label 6 columns

  18. Monthly Searches Open up

  19. Go with Local Unless Market is World Wide


  21. Competitive Search Find out globally what you are up against for competition

  22. Direct Competition Identify competition that uses the same exact phrase as you type in the google search bar: allinanchor: then your search phrase

  23. KEI – Keyword Effectiveness Index Compares the number of searches for a keyword with the number of search results to pinpoint which keywords are most effective for your campaign. Monthly searches squared, divided by Raw competitiveness. Or Columns B2/C Example: austin limousine service Monthly searches squared is 880 x 880= 774,000 Divided by 14200000=.054 The higher the KEI, the more popular your keywords are, and the less competition they have. That means that you might have a better chance of getting to the top.


  25. KOI- Keyword Opportunity Index Takes into account the keywords popularity and the competition surrounding it. Monthly searches squared, divided by Direct Competition. Or columns B2 / D 880 x 880=774,400 /1,050,000=.7375 Means: the higher the KOI the better the keyword since they are very popular but have less competition.


  27. Keywords use in your website • Prominence location on the page/in the coding • Proximity closeness to others keywords/phrases • Density number of times used

  28. Title Tag The title for each page should be unique The title is located <head> section of the HTML code for the site. It is what you see at the top of the browser. The title should contain 2-3 keywords. 10 – 64 characters in length, Google ignores anything over 100.

  29. Description Tag Description Meta Tag contains at least both the primary and secondary keywords. Place most important keywords in the first part. Total length including spaces should not exceed 149 characters. Write the description tag for humans to read. Each page relevant to the information use words such as free, on sale if possible.

  30. Domain Name Have a URL –Domain Name that contains at least 1 keyword. does not contain keywords if Susie sells flowers. Instead would have at least 1 keyword.

  31. Keywords Though not used by many search engines, it is necessary to add an Meta tag for them. General rule: 4 -8, make them phrases instead of single words, and separate with commas. Place them at least once in the content Example: bassets hounds for sale, dogs for sale in bastrop tx, puppies for sale in bastrop tx, • Test you site for keyword cloud

  32. Headings Informative Headings <h1> </h1> tags H1 tags are the larger font same as if you were creating an outline. I. II. Should be relevant and contain keywords

  33. Alt Tags Alt tags are given to images. They should be descriptive giving meaning to the image. Search engines can not read images. Do not consider this a means to overload with keywords – the result could trigger spam filters. Alt tags were designed to offer non visual users a means of ‘picturing the image’ when read.

  34. Robot Command As a Meta Tag<meta name="robots" content="INDEX, FOLLOW"/> so crawlers can index (read your site)

  35. Validate World Wide Web Consortium aka W3C Validates the coding of a site, it does not check for broken links, but invalid code syntaxes. These can cause the bots to slow down or even abort the indexing process. W3c sets the coding standards for the industry Validate your site W3C

  36. Usability Testing This is a very intense testing process. A simple quick process is to rate the site. This link will open a pdf check list for each important element of a website Rate your site

  37. Site Map There are two types of site maps – the one that the search engines are looking for, and the one that the users are looking for. • Search engine site maps tell the crawlers what pages are related to the site. To generate the sitemap.xml go to • They are uploaded to the server as ‘sitemap.xml format. This site map should be submitted to Google through the webmaster tools. • Get a google account - you can go to to create an account – its free, If you have an account, then go to the webmaster link. • Add your site, you can then verify it with Google but after the site is added you can look in the left side and see a link that says site configuration. Click on that, then click on sitemaps. This is where you upload the sitemap.xml file.

  38. Simple Test to Further Validate To help with validations is to know if your links are working. Take the Broken Link Test This test will look at the entire site for multitudes of elements. Grade My Site Speed Test This will give a comparison to other sites. You can load multiple pages to test the different pages. Test My Speed another tester – more intense Speed

  39. How to Check the progress of your site Best source Google Analytics Google analytics will give you more information than you need, it will tell you how your site is being found, where it is being found from, how long visitors stay, what page they go to, etc. If you are using adwords it will track the activity from the campaigns as well

  40. Internet Marketing Marketing on line – ways to increase traffic • Submit URL to search engines • Use Google Adwords (Pay per Click) The ads on search pages. Usually to the right of a search page. • Use Google Adsense( Free) Places Google searches on your site. • Email – send out emails to potential buyers use freebies to get them to go to your site again. • Craigs list postings • Keep site current – add new content, update links, images, etc. • Post in Blogs, Facebook, etc.

  41. Marketing Networking - referrals Printed ads – newspaper, magazines, trade journals, phone books Other advertising – billboards, Magnetic signs, vehicle packaging, direct mailing, business cards Sponsor events, volunteer for events, become active in an organization – Rotary, DBA, BNG, Etc.

  42. Building your own Site Almost any on line web building program will work to some extent. Look into: Yahoo for small businesses Go Daddy – Website Tonight Homestead Cautions: limited creativity, limited size shopping carts, Monthly fees in addition to hosting and domain fees.

  43. Time A website needs time to be active. The older sites that are updated and have regular changes made will out rank other sites. The one factor unchangeable

  44. References • • • “Get to the top on Google”, David Viney 2008

  45. Thank You