Increase Profits & Grow Your Hosting Business In Today’s Competitive Market Troy McCasland, VP Business Development, Attracta

Partner for Growth and Profits• Small business is where the action is

• Grow and profit by tightly integrating SaaS 3rd party aplications using cPanel Plug-ins

• SEO Tools are one of the best choices

• Your Hosting + cPanel Plug-ins + ISVs = Synergy

– Time to Market Advantage

– Costs Savings

– Higher Profits & More Customers

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Small Business Impact on

Hosting Industry is HUGE• Represent 99.7 percent of all employer firms*

• In the U.S. there are 29.6 million

• In 2008 there were 627,200 new businesses,595,600 business closures and 43,546 bankruptcies

• Over half don’t yet have a website**

*Source: U.S. Small Business Administration Office of Advocacy, September 2009

** Ben Fisher, Hosting News, 2010

 

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More Than Half of Your Customers’ Sites Have 20 Pages or Less

* Source : Attracta.com; sample of over 45,000 customers

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Growth Stage

Toward end of stage• Prices normally fall

• Dev costs have been removed

• Profits reach their peak

• Sales volume has createdeconomies of scale

Characteristics• Sales grow at an increasing rate

• Large companies may acquiresmall, pioneering firms

• Many competitors entering market

• Profits are healthy

Promotion Emphasis• Heavy brand advertising

• Integration of value-addedservices a key goal

• Differences between brands

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Maturity StageCharacteristics• Sales continue to increase but at

a decreasing rate

• Increased product differentiation

• More value-added services; product lines and widened or extended

• Heavy promotions to both resellers and end users are required

• Marketplace approaching saturation

• An emphasis on product style rather than function

• Marginal competitors begin dropping out of the market

• Prices and profits begin to fall

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Value-Added Services• Merchant Accounts / Payment Solutions

• Shopping Carts

• Website Design

• Content Management

• Messaging / Collaboration – MS Exchange, VOIP

• CRM – SugarCRM

• Back up services

• Marketing Services- Website Submission – SubmitIt.com - SEO Tools- PPC - E-mail Marketing – SendGrid.com

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SEO Tools Are One The Best Value-Added Service for Hosts • Huge Market Demand

– Internet Advertising Projected to be $51 billion by 2012*– In 2009 The Entire Hosting Industry generated only $18.3 billion

• Can Be Tightly Integrated using Plug-ins

• Scales

• Low Price Point

• Best Way to Generate Affordable Traffic

• Reduces churn – sticky, makes customers more loyal,less likely to go out of business, switch hosts.

• Low Hanging Fruit

*Source – IDC, 2008

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Most Website Traffic Comes From Search Engines*

* Source: 2008 Velvet Blues case study

70%

11%

19%

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98% of All Searches Begin at Google, Yahoo, Bing and Ask

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75% of Users Click Organic Search Results vs. Paid Listings*

* Source : 2008 article in SEOMOZ

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The Giants Are Just Starting to Offer Integrated SEO Tools

• GoDaddy

• Endurance

• Hostway

• Hostgator

• BlueHost

• Network Solutions

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Google’s SEO GuidelinesCan Be Automated Using Tools

• Accurate, unique Page Titles

• Accurate, unique Meta Description Tags

• Utilize current XML and HTML site maps

• Notify Google of mobile sites

• Use Robots.txt correctly

• Promote your website in the right way

– Back links from content relevant sites

– Social Media

• Use good anchor text – internal and external

• Optimize Images

• Use H1 Tags

• Use Free Google Webmaster Tools

May Be Difficult to Automate

• Include Keywords in URLs

• Create simple directory structures

– Avoid deep nested sites /dir1/dir2/dir3

– Use descriptive directory namesexample: /maui/condos

• Provide one version of a URL to reach a document

• Intuitive navigation

• Be aware of and use rel=“nofollow” on some links

• Have a useful “404” page – load HTML sitemap

• Target content at users, not search engines

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XML Sitemap• Protocol Created by Google in 2005 and adopted by Yahoo and

MSFT in 2006

• www.sitemap.org - Protocol 0.90

• Provides search engines with an easier way to crawl the web

• Sitemaps files are XML files with a list of URLs • Six types of specialized Sitemaps

– Geo– Mobile– Images– News– Video– Code Search

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XML Sitemaps Above and Beyond the Crawl of Duty*

• Sitemaps Solve two problems– Coverage / Deep Web– Freshness

• Case Study involving Amazon, CNN & Pubmedcentral.nih.gov

– About half of the sites pages were indexed by Sitemaps the other half through discovery

• Conclusions– Sitemaps help large sites get

more pages indexed quicker– Sitemaps help new sites get

indexed immediately

Google Search Main Pipeline Architecture

*Source: Google, UCLA White Paper, 2009

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Sample XML Sitemaps<?xml version="1.0" encoding="UTF-8"?><urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"><url><loc>http://www.example.com/</loc><lastmod>2005-01-01</lastmod><changefreq>monthly</changefreq><priority>0.8</priority></url><url>...<url></urlset>

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Robots.txt• Use the Sitemap directive

• Proper use of disallows

Example: www.google.com/robots.txt

User-agent: *

Disallow: /images/

Disallow: /search

Sitemap: http://www.gstatic.com/s2/sitemaps/profiles-sitemap.xml

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Local SEO• Tectonic shift in search

• Impacting many businesses and consumers not just local

• Huge opportunity for you to enhance brick & mortars’ online presence

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cPanel Plug-in User Benefits• Saves time with auto

registration• Improves users experience

with auto installation, robots.txt• Install multiple domains at

once• Automatically detects redirects

and sub-domains to properly configure account

• Single-sign-on allows access to Saas Application from inside cPanel without having to setup and maintain separate login/passwords

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cPanel Plug-in Host Benefits • Time to market advantage –

SEO Enable every website in just 1 minute.

• Cost savings • Higher adoption rate• Higher revenue per user• Lower support costs• Increased customer

satisfaction• Lower Churn• Increased Profits

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The Time to Act is Now!• Leverage your investment in cPanel using Plugins • Integrate 3rd party SaaS tools• Make your hosting SEO enabled.• Grow you business and become more profitable

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Thank You

Contact me anytime:

Troy McCasland, VP Business DevelopmentTroy@Attracta.comwww.linkedin.com/in/troymccasland (619) 804-3028 cell

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