sbmii digital marketing overview
DESCRIPTION
Learn some key takeaways with regard to Search Engine Optimization and Website usability to jump start your online marketing program.TRANSCRIPT
Digital MarketingGetting the most from your Online Marketing
through Search Engine Optimization
and Website Usability
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Who is Colleen Wright?
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Digital Marketing Instructor for Five Years through Search Engine Academy Northwest
Online Marketer Since 1997
Graduate of Portland State University
Marketing
Advertising Management
Digital Marketing Consultant that has increased revenue for many businesses small and large over the years
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Topics for Tonight’s Discussion
Search Engine Optimization
Website Usability Issues
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What is Digital Marketing?
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The Benefits of SEO
VisibilityYou can achieve long term high rankings in the
search engine results pages by consistently applying SEO to your pages
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Search Results Page
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The Benefits of SEO
Improve SalesYou will attract more of your target audience when
you rank high in SERPs, which can translate to higher conversions
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Elements of SEOSome On-Page Factors
Domain Name Page Name Title Tag Meta Description Meta Keywords H1 Tag Bolded Text Link Text 1% to 2% keyword density for Google
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Elements of SEO
Inbound LinksAuthority Sites
Directories
Internet Press Releases
Article Marketing
Off-Page Factors
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Website Usability Issues
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Usability refers to:
How quickly people can learn how to use something
How efficient they are while using it
How memorable it is
How error-prone it is
How much users like using it
Website Usability Issues
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Biggest Causes of User FailureSearchInformation Architecture (IA)ContentProduct Information
Website Usability Issues
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SearchIf your site has over 100 pages, you need an onsite search engineCheck out: http://sitelevel.com/ Or Google has a Search Engine app http://www.google.com/coop/cse/
Website Usability IssuesBiggest Causes of User Failure
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Information Architecture (IA) Navigation “Must Do’s”
Keep your navigation consistent throughout your site.
Main navigation topics should be static and should appear at once.
Don’t hide main navigation items.
Website Usability IssuesBiggest Causes of User Failure
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Content Use common fonts sized at or above 10 points
Avoid busy backgrounds
Verdana is the most readable online font and is the recommended font for use in body text where readability is crucial.
Website Usability IssuesBiggest Causes of User Failure
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Product InformationOne of the first things people want to know about a product is the price. If it’s not readily available, people assume it’s too high.
Don’t make people click to find the price. Showing an estimated price is better than showing no price at all.
Disclose any extra fees.
Website Usability IssuesBiggest Causes of User Failure
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That Can Help You
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Tools that Can Help youGoogle Keyword Tool - Free
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Tools that Can Help youWebconfs.com - Free
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Tools that Can Help youThesaurus.com - Free
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Tools that Can Help youSEO Automatic – Free
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Tools that Can Help youSEOchat.com – Free
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Tools that Can Help youGoogle Analytics – Free
The Small Business Development Center is partially funded by the U.S. Small Business
Administration and the Oregon Business Development Department. All opinions,
conclusions or recommendations are those of the author(s) and do not necessarily reflect the views
of the SBA or the OBDD.
Our Partners
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