Creating and Marketing a Business Website

Coryon ReddThe Accessible Expert at Coryon.comcoryon@gmail.com888-886-6115Facebook.com/coryonmarketing

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What will be Covered:

Part 1Getting started in Internet MarketingWhy search marketing is importantWhat makes a great website?

Part 2Picking the best keywordsBuilding a great websiteInternet Marketing tools and referencesFree evaluation and follow up at Coryon.com

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Part 1 – Getting Started in Internet Marketing

What is Internet Marketing?Internet Marketing involves all efforts to present your website in the most persuasive way and drive traffic from a variety of sources: search engines, other websites, pay per click searches, social marketing, email marketing, and more.

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Why do Search Marketing?

• Wide audience reach• Reach local audience• Easy to learn and do on your own• No cost per click for SEO• Targeted traffic• Highest conversion rates• Good ROI

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Internet Marketing Terms

• SEM / SEO – Search Engine Marketing• Organic vs. PPC – Pay Per Click• Keyword – One keyword or phrase• Landing Pages• Tag –Title, headers (H1), meta tags• SERP – Search Engine Results Page• Google PageRank • Linkjuice – External, internal links• Wireframe• ROI – Return On Investment

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• This is Google’s World!• Over 65% of Market Share• Google wants searchers to find most

relevant Web Results• Google’s Webmaster Guidelines

http://www.google.com/webmasters/ • PageRank - Google’s Quality Score of a

Website (scale of 0-10)

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Consider your Marketing Mix

Offline – Word of mouth, sales calls, trade shows, brochures, direct mail, print advertising, etc.

Online – Website, Facebook, blogging, Google search, Linkedin, Twitter, email, etc.

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What Makes You Special?

Brainstorm a list of Competitive Advantages:

Years of experienceUnparalleled expertiseFamily friendlyHighly recommendedQuality goods and servicesAttention to detailWarranty and GuaranteeDiscounts to qualified customersThe best, the brightest, the coolest…

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What makes a Great Website?

Effective websites are:

• Built around how people search• Persuasive• Branded• Easy to use• Have something to say• Competitive in the marketplace• Socially active

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Set Goals for your Success

A better websiteLearn it yourselfTop rankings on GoogleMore online trafficMore businessMore profit

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Part 2 - Getting Started in Internet Marketing

What is my website supposed to do?How to build the better websiteKeyword research with Google Keyword ToolSecrets to getting better Google rankingInternet Marketing tools and references

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What is my Website Supposed to Do?Website Sales Funnel

The end of the funnel – Call to action, book now, contact form, etc.

The start of the funnel – Visitors getting to your website.

The middle of the funnel – Browse website and consider sale.

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What do you want your Website to Do?Calls to Action

• (Directly) sell your goods or services• Generate leads (potential sales)• (Simply) provide contact info• Be social – blog, Facebook, interact• Generate phone calls

Create clear calls of action to:

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How to Build a Website

What do you want to do and what is your budget?Research your keywords and your market.

Google keyword toolUse your competitors to make your website better.Plan ahead.

Create a wireframe and plan website organization.How much time do you have?What do you want to say?

Tools of the Trade – Wordpress, Joomla, Dreamweaver, etc.

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Keyword Research

Keyword targetsMarket research What are people searching for?

What keywords / phrases are used most?Find the most relevant keywords and build landing

pages.

Keyword Tools – Google Keyword Tool and Google Trendshttps://adwords.google.com/select/KeywordToolExternal http://www.google.com/trends - See trends for keywords over

time.

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Keyword Research:How to use Google Keyword Tool

Look at Local (United States) Monthly Searches.Check exact match on right hand side.Download spreadsheet and edit in a spreadsheet program

like Excel.Go back to keyword tool with more specific searches and

download again.Create a keyword spreadsheet with groups of keywords

that will used for landing pages.

Login with an email address used for a Google Adwords Account.

Start broad then narrow down searches.

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Google Loves Landing Pages

Landing pages = Focused, keyword-rich content

Figure out your landing pages in 4 easy steps:1. Are there enough searches?2. Are searches relevant to my business?3. Are the landing pages logical? 4. Do I have time / money to build?

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The Secrets to Success on Google

Google will reward pages that are:• Keyword focused with good landing pages• Play by the rules of the game• Linked to from quality websites• Content rich• Updated regularly• Well designed• Socially active

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Free Google Tools

Analytics www.google.com/analytics

Webmaster Tools www.google.com/webmasters

Docs docs.google.com/

Alerts www.google.com/alerts

Toolbar www.google.com/toolbar Download then enable PageRank

More Tools www.google.com/options - Calendar, Voice, Trends, Gmail, Groups,

etc.

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Other Marketing Tools

Blekko.com www.blekko.comSearch with domain.com /domainlinks to see incoming links

Spyfu www.spyfu.comGoogle Search site:domain.com

site:domain.com/*Quantcast www.quantcast.comLinkedIn Answers www.linkedin.com/answers

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More Internet Marketing Resources• Learn more and get a FREE website evaluation at Coryon.com

• www.coryon.com• SEMPO Learning Center

• www.sempo.org/learning_center/• Discover what really works in optimization

• marketingexperiments.com • Online marketing magazines / articles

• www.practicalecommerce.com• www.webpronews.com

• SEO Term Glossary• www.seoglossary.com/

• Articles about Google Algorithm factors• www.accuracast.com/seo-weekly/ranking-factors.php• www.seomoz.org/article/search-ranking-factors

THANK YOU

THANK YOU