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Heather Robertson - Digital Communications Consultant
Give a person a fish and you feed them for day. Teach that person to use the Internet and they won’t bother you for weeks!
GROW YOUR BUSINESS BY USING THE RIGHT WEB TOOLSHeather RobertsonDigital Communications Consultant
Online Business needs...
Heather Robertson - Digital Communications Consultant
Compelling website+
Traffic
What we will cover..
Heather Robertson - Digital Communications Consultant
How do search engines find websites? What exactly is Search Engine
Optimization and Search Engine Marketing?
Free tools/Important Things you should be aware of
How does Social Media fit in? Analytics and Evaluation
It’s simply not enough to say ...if we build it - they will come
If your customers can’t find you on the internet –
then your business can’t grow.
Heather Robertson - Digital Communications Consultant
How do get drive traffic?
Heather Robertson - Digital Communications Consultant
Unpaid SearchPaid Ads
Social Media
How do Search Engines Work?
Search Engines are all about content
And they use ‘keywords’ to match the customer’s query to relevant websites
Heather Robertson - Digital Communications Consultant
Keywords ...
the words used by the visitor to identify a problem
define user search habits
By effectively using keywords, both users and search engines will know what your site is about.
Heather Robertson - Digital Communications Consultant
Where are those keywords?
Most come from your own business knowledge
But search engines also have tools
Heather Robertson - Digital Communications Consultant
Google AdWords Keyword Tool
Heather Robertson - Digital Communications Consultant
boats for sale
What are the keywords visitors are using? Real Time Results
Heather Robertson - Digital Communications Consultant
Search Engine Results Page
Heather Robertson - Digital Communications Consultant
Keywords
Unpaid Results
Paid Ads
Using keywords in SEO
Heather Robertson - Digital Communications Consultant
Title Tag
Description Tag
Title
Description
SEO Techniques
Tagging Web Directories
Both free and paid Links from other sites
And not just any site – avoid ‘spam’
and ‘porn’ sites Designing ‘Search Engine Friendly’ Sites
– i.e.. no flash; H1&H2 tags
Heather Robertson - Digital Communications Consultant
Search Engine Marketing
Pay-per-Click Ads on..
Search Engine Results PageContent Network
Heather Robertson - Digital Communications Consultant
Paid Ads on the SERP
Heather Robertson - Digital Communications Consultant
Keywords
Organic Search Results
Paid Ads
Content Advertising
Heather Robertson - Digital Communications Consultant
Keywords
Organic Search Results
Paid Ads
A Typical Pay-per-Click Ad
Business theme Rent out docks
Keywords: marina slips; docks; rent docks; slips in
Muskoka; close to Toronto; Ad:
Spend the Summer on the WaterMarina Slips for Rent. Great Rates
Great Location. 1 hour from GTA
Heathersmarina.com/marinaslips4rent
Heather Robertson - Digital Communications Consultant
Google Ad Words Account
Heather Robertson - Digital Communications Consultant
Quick Re-cap
Unpaid results – SEOKeywordsLinkingWeb directoriesWeb content
Paid results – SEM Ad Words – Content Ads
Heather Robertson - Digital Communications Consultant
Social Media
Heather Robertson - Digital Communications Consultant
Social Media
Heather Robertson - Digital Communications Consultant
Social Media
Heather Robertson - Digital Communications Consultant
Keywords
Are you getting results?
Heather Robertson - Digital Communications Consultant
Lessons Learned
Remember a visitor becomes a user
and then a customer. So, focus on your customer!
Heather Robertson - Digital Communications Consultant
Thanks for listening
Heather Robertson - Digital Communications Consultant
Resources
Google Tools: Ad Words – adwordgoogle.com | Analytics – google.com/analytics | Keyword Search Tool –
adwords.google.com/select/KeywordToolExternal |
Yahoo Tools: Paid Search – advertising.yahoo.com | Keyword – searchmarketing.yahoo.com
Bing Tools: Paid Search – advertising.microsoft.com |
Books: Search Engine Optimization for Dummies
Pay Per Click: Search Engine Marketing for Dummies
The Findability Formula – Heather Lutz
E-Zines: Internet Marketing for Business Owners – Jarom Adair
Rick Layzell: YouTube.com – Search Yamaha
Heather Robertson - Digital Communications Consultant
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