Gooddoggymarketing

Website Development Overview Workshop

Don’t Just Build a site…Optimize it!

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Who am I…

• My name is Robert Hermann Founder and CEO of Good Doggy Marketing

• I learned online marketing in the highly competitive Global Marketing arena; applying the most cutting edge Marketing from the worlds top Marketers.

• Author of “Robert Hermann’s Guide to Marketing Your Business Online in Toronto”

• Platinum Member in Good Standing of The Local Internet Marketers Association (LIMA).

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Do I Really Need a Website?

• Over 1 BILLION Local Searches performed online EVERY month!!

(And growing over 50% a year.)• 80% of people first search online before making a

purchase… • …(vs) using yellow pages, newspapers, traditional

“offline” methods.• The Internet is the future because that is where

you’re customers are looking for you.

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Can They Find You Online?

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Keywords = Visibility

• Keywords are the terms Your customers are using to find Your products and services online.

• If You don’t know how they are looking for You, You’re making their job of finding You TOO HARD!

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Keywords…the Language of Sales!

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Picking Your Domain Name…

Your domain name should correspond with your main business keyword.

Pick your main service and type it into:https://adwords.google.com/select/KeywordToolExternal

To see related search phrases.

EG: www,torontomovers.com if you are a moving company (specialty services can be turned into sub niches & Blog posts).

Sub-Niching Your Market• Apartment Movers• Pool Table Movers• Piano Movers• Out Of Province Movers• Surrounding Cities… Richmond Hill,

Markham, Mississauga• “Locales” in a city… Uptown, Forest Hill,

The Beaches, Downtown

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Buying My Domain

• Domain names can be bought at companies such as Go Daddy, Host Gator, or Brain Host for under $25 for 2 years (always do a search for coupon code before purchasing).

• Always buy your domain name for 2 yrs or more, as you will rank higher with Google.

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Where to Host my site?

You can host your site for under $10 per month at any of the 3 companies mentioned:• Go Daddy• Host Gator• Brain Host

Host your site with a recognized web hosting company to avoid downtime!

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My Website…Build or Buy?

This decision hinges on these factors…

• What type of site do I need?

• Do I have more time, or more Money?

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What Type of Site do I Need

Most local business owners need a very straight forward site that You can build, or get built for under $1000 very quickly!

Exceptions:• E-commerce sites(Your site does your

sales for you).• Authority site(Your site is your credibility in

a professional marketplace).

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Time VS Money

This is a question you need to ask and answer yourself…honestly!• Lots of spare time with no money = You

build it!• Some spare time, with some spare money

= You source the design, art work and content and outsource someone to put it together for you.

• No time with money = Hire a designer.

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Building My Site…

Word Press, Word Press, Word Press…WP

• WP is FREE!• WP installs with a push of a button on any

of the Hosting sites I mentioned.• WP is Loved by Google!• WP has plugins that create what you want

without touching the code.

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Yes…Still Word Press!

• WP is a wysiwyg (pronounced wizzy wig) editor which means “What You See Is What You Get”…very user friendly!

• WP has over 500,000 tutorials on its’ use in You Tube alone!

• WP connects seamlessly to Social media.• WP is a blogging platform, so it is

designed to be updated easily!

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Word Press ThemesA theme is your design, the way your site is going to look, there are 2 kinds:• Free• Premium ($20-$200)

Type WP Themes into Google to find thousands of themes both Free and Premium to chose from.

Use the Internet as a theme guide for your site…look around and see what you like.

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Graphic Resources

Graphics and artwork can be found by typing Royalty Free Photos into Google.

• You will find hundreds of sites that have FREE, or inexpensive artwork that you can legally download and use on your site.

• Create a folder in My Pictures labeled website graphics.

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Out Sourcing Guide

Outsourcing: “is often viewed as involving the contracting out of a business function.”

Resources:• Odesk: www.odesk.com• FreeLancer: www.freelancer.com/• Elance: www.elance.com/

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OutsourcingCreate an account with one of the mentioned sites and pick the work category you want done:

EG: Web design-each site has different names for it’s categories.

Post the work you want done and people worldwide will bid on your job.

You deposit funds with the site and when your work is done, you OK the site to pay the contractor.

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A Designer…

Keep your site simple to start…and I still suggest WP because of the ease that you can update periodically without having to pay your designer.

You should not be paying more than $1000 for a simple straightforward 5 page site!

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Site Pages You Need

• Main Keyword/Home page• About Us• Contact Us• Blog• Privacy Policy

Other pages on your site are optional to start.

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On Each Page

• Keep all pertinent info above the fold• Prominently display Your contact info• Have more than one method of contact• Have a “Call to Action”• Personalize it with Your picture, or a group

shot of employees• Have a testimonial from a previous client,

or a personal one from a friend.

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Steps to Success

These are the steps You Must follow to make Your site effective…

If You are Outsourcing parts of your site creation, or the whole thing, You must give these directions to The person/company that is doing the work!

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Optimization of Site Tags

• Meta Tag Optimization• Alt Tag Optimization• Anchor Text Optimization• Heading Text Decoration

• These Must line up with the keywords you are Targeting for each page (Geo-Target)

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Google “Normal” Search• Use Your Keywords

– Keywords in your site’s…– Title tags, meta tags, header tag, image “alt

tag”, and the page’s content– Make it natural.

• And Get Links To Your Website– Local Directories, Articles, Web 2.0, Blogs,

Online Video, Online Press Releases, Online Classifieds, Other Websites, Social Bookmarks.

– The most links wins!!Gooddoggymarketing

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Set Up Webmaster Tools

• Your site must be verified with each of the search engines webmaster tools.

• Google Webmaster Tools• Yahoo Webmaster Tools• Bing Webmaster Tools• These services allow you to diagnose

and analyze things on your site, that regular website analytics can not…

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Install Analytics• Tracking your website visitors is a must.• Google Analytics is FREE…• Go all out and track important actions on

your website like Contact Form Submissions, Downloads, Purchases and Page views.

• This will help you understand how your visitors interact with your site and help improve your Conversion Rates.

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Optimization of Robots.TXT

• Robots.TXT is basically a traffic cop for spiders and web crawlers.

• You need to indicate which part of your server is off limits to which bots and which parts you want indexed.

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Optimization of sitemap.xml

• Use a sitemap.xml tool to crawl your site and make a xml sitemap.

• Upload your sitemap from your webmaster tools to each Search Engine.

• This allows Search Engines to Crawl your site more efficiently.

• If you add to your site regularly do this periodically to help Search Engines index all of your pages on your Site.

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Acquire the Social URLS of Your Domain Name

• We all know how important Social Media Marketing is, so make it easy for people to find, interact and spread the word about you by owning the Social URLS of your domain name.

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Setup Your Local Business Listings

• Set this FREE service up in Google, Yahoo & Bing Local!

• This is the only way you are going to show up in local searches…Which by the way is how Mobile searches are being done!

• Verify your listings!!!

“Local” Search

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Three “Local Search” Secrets

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1. Use Your Keywords

2. Get Listed in Local Directories – www.Local.com– www.dmoz.com– www.MerchantCircle.com

3. Get Reviews in Local Review Sites– www.Kudzu.com– www.Yelp.com– www.InsiderPages.com

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Congratulations!!!

You now have a fully running, optimized website…