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Good Evening
Welcome to
“Web Technology That Makes Money For You”
Help Yourself to the Refreshments.
Please Fill out the Questionnaires on Your Seats.
Web Technology That Makes Money For You
Presented by Rob Laporte of DISC, www.2DISC.com
Sponsored by: The Valley CDC, with Aisha
Munson The Pioneer Valley Enterprise
Commission, with Kate Haze Eastworks, with Milton Howard &
Will Bundy, www.eastworks.com
This Evening’s Plan
Pep Talk About the Speaker and DISC What this Seminar Will Not Cover Questions to the Audience Back to the Past
A Two Minute History of the Web 1995 - 97: Web Sites That don’t Make Money 1
This Evening’s Plan (cont.)
Why Some Web Sites Do and Will Make Money
Web Demographics The Goods: Search Engine
Tactics for Making Money Other Web Marketing
Tactics2
This Evening’s Plan (cont.)
Case Histories Back to the Present:
Why the Free Ride is Ending . . . Maybe
Patrick Rodriguez on Good (Profitable) Web Design 3
Fasten Your Seat Belts
A lot of information will be packed into a little time
4
Back to The Future
A Look Back from the Year 200,002
5
Who Are You Looking At?
Rob Laporte: Background and Future
6
DISC
Web Technology That Works for You
7
Patrick Rodriguez
From Database Connectivity to Graphic Design and Everything in Between -- with Excellence
8
Jessie Stricchiola
Search Engine Language Web Marketing Research The Rest in Time
9
Jan Reynolds
Graphic Design for Web & Print 20 Years Experience with Top
Corporations Many Awards
10
DISC: Technology That Works For You
Mark Baven, Copywriting, Manhattan style
11
DISC: Technology That Works For You
Rob Laporte DISC - Web Technology that Works for You Patrick Rodriguez, from database connectivity
to graphic design and everything in between -- with savoir faire
Jessie Stricchiola, search engine language Jan Reynolds, graphic design for web & print Mark Baven, Copywriting, Manhattan style 12
What this Seminar Will not Cover
Web Related Hardware and Software Details on How to Use the Search Engines
to Find Information Detailed Technical Matters Related to
Banner Ads, Emailers and Storefronts The Emphasis is on Search Engine Tactics
That Make Money
13
Who Are You?
14
Back to the Past
A One Minute History of the Web
1993 - 1997: Web Sites That don’t Make Money Web Sites Made by Techies, not
Marketing People15
Why Web Sites Can and Will Make Money
Demographics, Demographics, Demographics
Consumer BehaviorE-Commerce 16
Demographics: Users
28 to 50 Million Adult Americans on the Web Today
The Number of Internet Users Outside the US has Reached 23 Million and is Growing Annually at 70%.
Explosive Growth: Web Users Up by 30% in 4rth Q ‘97 17
Gender
Females Represent 38.7% of Web Users
Steady Upward Trend
18
Age
We Aren’t a Bunch of Skinny Teenagers: Average age is 35.1 years. 36.4% of Respondents are over 40.
19
Professions
Education-Related Fields (26.2%), Followed Closely by those in Computer (22.3%) and Professional (21.7%) Fields.
20
Education & Income
50.1% Have Obtained at Least One Degree
The Average Income was $52,500 (US), Continuing the Downward Trend Observed over the Last Few Surveys
21
Habits (or Addictions?)
87.9% of Web Users Access the Web Daily
26.4% Use the Web more than 20 Hours per Week.
90% of Web Users Believe the Web is “Indispensable”
22
Search Engines
Between 71% and 89% of Web Users use the Search Engines to Find Info, Products and Services on the Web
Other Sources of Web Addresses are Increasing
23
Feelings
Respondents report feeling more connected with people who share their hobbies (44.4%) and professions (32.7%) after coming online.
24
Objections
Across all groups of users, taking too long to download pages (i.e. "speed") is the most commonly experienced problem with the web (64.8% of respondents). 25
Consumer Behavior& E-Commerce
The Web is Becoming more
Mainstream, as surfers reflect the general population. 26
What Kinds of Businesses Can Profit Most from a Web Site?
All Can Get Some Benefit More info is a link away from a
business card, Yellow Page listing, newspaper ad, radio or TV ad, etc.
Don’t have to print and mail expensive paper brochures
Intranets, Extranets 27
What Kind of Businesses Can Profit Most from a Web Site?
Businesses that Sell Internationally, Nationally, or Regionally (Not Locally)
Niche Marketers (Products with Special Key Words)
It’s a Numbers Game: 1 Sale per American City or Massachusetts Town Could Make You Wealthy. 28
The Search Engines
What is a Search Engine? Search Engines Vs. Directories
What are the Present Search Engines?
Which Ones Matter Most?
29
What are the Present Search Engines?
Yahoo (Altavista to Hotbot)
Excite (AolNetFind, WebCrawler)
Infoseek (Search.com)
Lycos (NetGuide) Altavista
WebCrawler Hotbot Northernlight Looksmart Hundreds of lesser
Engines & Directories
Which Ones Matter Most?
31
From: www.searchenginewatch.com/reports/relevant.html
The Goods: Search Engine Tactics for Making Money (Take Notes Here!) Domain Names Lace Your Text with
Key Words & Phrases HTML Titles
Density of Keywords Put Most Important
Text on Top Don’t Put Key Words
in Graphic Form Links within Your Site 32
Header Sizes File Names Meta-Tags Alt Tags Frames Can Be
Lethal Register with all of
the Search Engines Check Your Ranking
Case Histories: DISC’s Customers
Perstorp Compounds, Inc www.perstrip.com
American English Programs of New Englandwww.crocker.com/~eflworld
Global School of Investigation www.pvteye.com
BarnesandNoble.com 33
Perstorp Compounds, Inc.www.perstrip.com; www.thermosets.com
34
American English Programs of New England.
35
Www.teflcertificate.com
Barnes & Noble Books
www.BarnesandNoble.com
37
Other Web Marketing Tactics
Reciprocal LinksBanner AdsOn-line Yellow PagesEmailersNewsletters
Back to the Present: Why the Free Ride is Ending It’s Too Good to Be True -- For
Much Longer. You have 1 to 2 years left.
Increasing Competition on the Web
More Specialists Like Me (but still very few presently)
The Cable TV Metaphor Databases and Hidden Pages Critical Mass, Uncritical Masses
39
Good (Profitable) Web Design
Consistency with Existing Marketing
Delivery of Value delivery of product/service customer experience
40
Good (Profitable) Web Design
Navigation scheme is crucial re-format your content for the Web readily available anchor points visual indication of content structure visual indication of user location,
always with access to anchor points41
What to Look for in a Web Designer / Consultant (in Addition to Good Writing and Graphic Design)
Strong Marketing Background Voracious Reader / Researcher Knows and Keeps up with Search Engine
Tactics and Web Marketing Focuses on Your Return on Investment in
Your Web Site Can Provide a Comprehensive Web
Marketing Plan 42
What to Do: Take Action Now
Implement Search Engine Tactics Immediately
Ask your Web Designer to Learn It and Do It
Call DISC: (413) 584-6500
43
A Few Good Links
www.cc.gatech.edu/gvu User Surveys - excellent, non-partisan statistics
www.yahoo.com/Computers_and_Internet/Internet/Statistics_and_Demographics -- more stats
www.iab.net -- the Internet Advertising Bureau; promotes the web, but good information.
www.wilsonweb.com -- about e-commerce, extensive lists of articles from various top sources.
www.webpromote.com 44
A Few Good Links
www.searchenginewatch.com - THE best page on search engines.
www.nua.ie -- EXCELLENT web marketing source, esp. for international issues. 45
Good Night
Thank You for Attending
“Web Web Technology That Makes Money for You”
Help Yourself to the Refreshments.
Please Fill out the Questionnaires on Your Seats.