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Broadband: Impact on the Business Bottom Line
Community Technology Solutions presents
[email protected] | http://broadband.uwex.edu | Twitter @WI_Broadband
Phone numbers for this meeting are:Toll: 847-413-3722Toll Free: 866-244-1377Passcode: 7560325#
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Agenda
PART 1: Importance of a web presence A few statistics to start us off
PART 2: A few basics of good web site designOr, why just being online isn’t good enough
PART 3: What is SEOAnd, what does it have to do with my online presence?
PART 4: What about Social Media?How Social Media fits into the mix
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PART 1: Importance of a web presence
Why should business have an online presence?
What makes an online presence strong?
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Why should a business be online?
• Higher media annual revenues • Increasing e-commerce sales • Word of mouth advertising• Customer relations• Customer acquisition
Sources: www.connectmn.org/sites/default/files/learn-sidebar-docs/mn_biz_2012.pdfSource: http://www.census.gov/econ/estats/2011/table4.xls
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Purchasing through Social Media
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Customer Acquisition through Social Media
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The Mobile Revolution
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E-Commerce and Mobile
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Online Presence Management
The process of presenting and drawing traffic to a personal or professional brand online; could include web sites, search engine optimization, paid or unpaid advertising and marketing, social media and more.
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Business Need=Issue
Online/Offline Consistency
SEO/SEM
Issues B:B, B:C, B:G Being found (online or offline) Selling goods/services/ideas/self Distinction in field (expert,
top of mind, trusted, etc.) Stakeholder/consumer updates Buy-in, promotion Customer support Crisis Communications Reputation Management
Tools
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Questions?
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PART 2: A few basics of good website design
• Design• Navigation/Usability• Keywords/content• Mobile/responsive• Social integration• Compliance
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Design
• You have only Seconds for Decision to Stay or Go
• Who is Your Audience – You must know!
• Page Speed (Load time) – see point #1
• Professional-Quality Photos
• Typography Matters & White Space is important
• Don’t Make Me Think!
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Navigation/Usability
• Consistent Navigation – style and placement
• Make navigation links obvious
• Do not use underlines except for links
• User testing before launch
• Don’t forget cross-browser & OS testing
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Keywords/Content• Again, know your audience.
• Keyword research – align with your objective
• Describe the benefits of your product/service
• Page Title and “meta” description
• Header (H1)
• Sub Headings, Short Paragraphs, Bulleted Lists
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Mobile Optimization and/or Responsive Design
• Again, know your audience• Know your current website visitor statistics• What are your options?– Mobile version of website?– Responsive Design?– XHTML or HTML5 Standards-Compliant website
• Budget ramifications
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Questions?
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PART 3: What is SEO?
• Definition
• SEO has Changed -- How and Why
• Keywords and SEO
• Additional components of SEO
• Ranking Factors
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What is SEO?
Search Engine Optimization (or SEO) can be defined as the process of affecting the visibility of a website in a search engine's unpaid ("organic") or paid (advertising) search results.
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How and Why SEO has Changed
• Google’s Universal Search Results• Just having a website is not enough!• You Can No Longer Ignore Social Media
(Especially, Google+)
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Google’s Universal Search Results
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Google’s Universal Search Results
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Keywords and SEO
• Keywords research is critical to SEO
• Content must include well-placed keywords
• Google’s use of keywords in ranking has changed
• Keyword search need not be daunting.
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Predictive Search
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Ranking Factors
http://searchengineland.com/seotable
http://backlinko.com/google-ranking-factors
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Questions?
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PART 4: What About Social Media?
Social media can loosely be defined as interaction among people in which they create, share, and/or exchange information and ideas in virtual communities and networks.
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So, what about social media?
Business
Social site 1: content
Social site 2: content
Social site 3: content
SEO Generation
Indexing
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Sometimes you eat the bear…
Sometimes the bear eats you.
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Creating a buzz
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…and a few more stats
• 81% : U.S. online consumers’ purchase decisions influenced by their friends’ social media posts
• 77% : consumers more likely to buy a new product after learning about it from friends or family.
• 72% : marketers that still don’t recognize and leverage the value of customer referrals
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…like what?
• LinkedIN • Blogs• User forums • Review sites • Video / photo hosting• eNewsletters• …
Issues B:B, B:C, B:G Being found (online or offline) Selling goods/services/ideas/self Distinction in field (expert,
top of mind, trusted, etc.) Stakeholder/consumer updates Buy-in, promotion Customer support Crisis Communications Reputation Management
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So, when do I see results?
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Summary
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Questions?
Archive: http://broadband.uwex.edu/resources/webinars
WebWise Design & Marketingwebwisedesign.com
UW-Extension Community Technology Solutions [email protected]
855-306-8050