website marketing &...

Website Marketing &

Strategy 6/28/2011

Website Marketing & Strategy

Website Strategy • What is your main focus?

• Understanding human to web interaction.

• Home page layout – Support your strategy.

Today’s Agenda

Getting Found • What is SEO and why is it so

important

• SEO Basics

• Measuring Results

• DIY vs. DIFM (Do it yourself vs. Do it for me)

Website Strategy

Ask yourself: What revenue source do I want to

Push predominately on my website

home page?

• Birthday Parties

• League Play

• Family Bowling Packages

• Tournaments

• Youth Programs

• Open Bowling

What is my main focus?

Remember: When pushing your services you will

have the opportunity to collect your

website visitor data. Data is Gold!

Website Strategy

The eye reads from left to right. Conversions should take place on the right.

Understanding Human to Web Interaction

Eye Tracking & Attention Heatmap

Website Strategy

Understanding Human to Web Interaction Gaze Plot: Where the eye will

move around on your site.

Heat Map: What the eye is

attracted to on your site.

Try an Attention Heatmap Analysis Free analysis at: http://www.feng-gui.com/

Premium Service: http://www.attentionwizard.com/

Website Strategy

Webservices Template

Understanding Human to Web Interaction

Share Buttons:

Let visitors tell others about

Your website.

Conversion Ad:

Get’s visitors contact info.

Lower Ad:

Lower less significant ad

Big Buttons:

Denotes main aspects

Website Strategy

Page Layout to Support Your Strategy

My Strategy: 1. Get people into my center

through the use of a coupon

and collect visitor data for future

target marketing.

2. Denote 4 main services –

leagues, tournaments, parties,

youth programs

3. Convey location, pricing and

hours of operation

4. Promote online party

reservations.

Website Strategy

Questions on Website Strategy?

Getting Found

Search Engine Optimization

What is SEO?

Why is it important?

Search Engine Optimization

Marketers doing Marketing

• TV commercials, radio advertisements, telemarketing, print materials and mail campaigns

• All very expensive and only last as long as you pay for them

Search Engine Optimization

People Blocking Marketing

People don’t need traditional marketing

Search Engine Optimization

Search Engine Optimization

Outbound Marketing

• Direct Mail

• Email Blasts

• Print Ads

• TV/Radio ads

Inbound Marketing

• SEO / SEM

• Social Media

• Viral Video and Photos

• Blogging

Rethinking Marketing

Interruption Permission

Search Engine Optimization

Consumers Start in Google

Search Engine Optimization

What is SEM (Search Engine Marketing)

SEO/Organic vs. PPC/Paid

Search Engine Optimization

Organic Search is Best!

Organic Results

75% of clicks

Pay Per Click – 25% of Clicks • FREE

• More Traffic

• Smarter People

• Longer Lasting

Search Engine Optimization

SEO Basics

What and Why

• SEO refers to techniques that help your website rank higher in the organic/natural search results.

• This helps more people who are looking for your business find you.

Search Engine Optimization

How Does Google Decide?

Search Engine Optimization

• On Page Factors

- Account for 25% of Rankings

• Off Page Factors

- Account for 75%

- Links!

How Does Google Decide?

Search Engine Optimization

Choosing Keywords • Search Volume

- How many times per month is the keyword searched

• Relevence

- How many people that search the term will come to your bowling center

• Difficulty / Competition

- Know your probability of getting to the first page of Google

Search Engine Optimization

On-Page SEO

• Potential customers see this… • Search engine robots see this…

Search Engine Optimization

Visible On-Page SEO • Page Title

• URL

• Heading Tags H1, H2, H3

• Bold Text

Search Engine Optimization

Invisible On-Page SEO

• Description

• Keywords

• Alt text on image tags

Alt=“Join our email list and get a $10 Coupon”

<meta name="keywords" content="bowling, cosmic bowling, league bowling" />

Search Engine Optimization

Off Page SEO • Page Rank

- How important Google thinks your site is

- 0 to 10

- Exponential scale

• Inbound Links

- Web pages that link to you

• Link Anchor Text

- The text that is in the link to your website

Search Engine Optimization

75% of SEO is Off-Page • Recommendations from friends or business partners

- social media, personal websites and blogs

Link Building Tips • A regular link to your site: www.LuckyBowlingLanes.com

• Anchor Links (better): Lucky Bowling Lanes

Search Engine Optimization

Measurement

Grade your website – www.WebsiteGrader.com

• Get your score card and improve your websites marketability

Search Engine Optimization

DIY vs. DIFM • DIY = Do it yourself

• DIFM = Do it for me

Search Engine Optimization

Doing SEO Yourself • It’s not rocket science.

• Content is King.

• Read a lot of blogs on the subject.

• Invest in tools such as SEO Tools at www.Hubspot.com

• Start small and work your way up.

• Track, so you learn what works.

Search Engine Optimization

Hiring an SEO Consultant – Do it for me • They should be able to explain to you in simple language what determines

rank

• Should explain everything to you

• Should require you to provide a lot of great content

• Check the consultants website in WebsiteGrader.com – look for a score of 85 or greater.

• They should measure results in conversions or leads.

• They should not have cold called you for your business. Should have been found on the web.

• They will cost more than $2,000 / month.

Search Engine Optimization

Thank you! And as always contact us at BPAA

for questions on SEO and any other website marketing needs.

• Heath Shults heath@bpaa.com

• Download this Webinar at www.bowlinguniversity.net Just click on “Seminar Handouts” in the main menu.