building blocks of web presence

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Building Blocks of Web Presence A Primer in Establishing Powerful Internet Presence By Jeffrey M. Mims

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Page 1: Building Blocks of Web Presence

Building Blocks ofWeb Presence

A Primer in Establishing Powerful Internet Presence

By Jeffrey M. Mims

Page 2: Building Blocks of Web Presence

What is Web Presence?

•More than a “Web Site”

•Incorporates the Power of People

•Lightning Fast Communication

•Well Organized Materials – Easy to Use

•Instant Access to Tools & Information

Page 3: Building Blocks of Web Presence

Is your Web Site…

A Powerful Business Cash Machine?

A Road Sign to Nowhere?

Page 4: Building Blocks of Web Presence

Class Objectives1. Identify Differences between Web Sites and

Web Presence

2.Get Familiar with Basic Web Technologies

3.Understand the Components of a Successful Web Project

4.Examine the State of the Internet Economy

Page 5: Building Blocks of Web Presence

Class Objectives1.Learn the Basic Tools

2.Become Familiar with Online Resources

3.Discover the Possibilities

4.Discuss Various Types of Web Sites

5.Discuss Monetization Strategies

Page 6: Building Blocks of Web Presence

What is a Web Site?

• A Bunch of Web Pages (html files)

• Some Images

• Some copy

• Other elements: design, navigation, animation, video, databases, etc..

Page 7: Building Blocks of Web Presence

How Does it Work?1. You buy space on a computer that allows public Internet access

2. You buy a domain name and point it to the Internet address of that computer (your web server)

3. You copy web files to the server, typically using FTP

4. Web server software on the computer responds to requests at that address by delivering any files requested

5. A client uses a web browser to connect to your server, sometimes by typing the name, but more commonly clicking a link in another page

6. The client (browser) requests a page, parses the contents, and requests other files (images and such). The connection is closed between each request. The browser then interprets the HTML and renders a page

Page 8: Building Blocks of Web Presence

You have a web site… now what?• While it may seem technical and difficult to

understand for some, the technology is very simple and hasn’t changed that much since 1993. (Client side technology has evolved a lot, but the server side hasn’t change too much)

• Lots and lots of technical people you can use to work on the technology aspect

BUT…

• The existence of your web site does not mean people are ever going to find it

• The technical aspects of web development should be the LEAST of your concerns as a business owner

Page 9: Building Blocks of Web Presence

What is Missing?

People (Customers)

Interaction

Income

Page 10: Building Blocks of Web Presence

How is Web Presence Different?

Traffic

Page 11: Building Blocks of Web Presence

How is Web Presence Different?

TrafficSales / Conversions

Page 12: Building Blocks of Web Presence

Web Site with No Traffic

Waste of Time

Page 13: Building Blocks of Web Presence

Traffic with no Sales/Revenue

Waste of Bandwidth

Page 14: Building Blocks of Web Presence

Web Sites are Easy to Create

• Hundreds of tools available to build a web site

• Minimal Skill is Required

• You don’t need fancy graphics.

• So why do you need a professional?

Page 15: Building Blocks of Web Presence

Remember this?

Page 16: Building Blocks of Web Presence

Not Just any Traffic

• If you can’t monetize traffic it’s just a waste of resources.

• Traffic costs money in some form...

• Advertising

• Time

Page 17: Building Blocks of Web Presence

You don’t want to buy?

Stop Wasting my Bandwidth!

Page 18: Building Blocks of Web Presence

Ways to Monetize Traffic

1.Sell Advertising

2.Sell Affiliate Products

3.Sell your own Products & Services

Page 19: Building Blocks of Web Presence

How to get the Right Traffic?

1.Market Research

2.Keyword Research

3.Spy on Competitors

4.Test

5.Test More

Page 20: Building Blocks of Web Presence

Most Common Process

1. Create a Product

2. Build a Web Site

3. Wait for Results…

4. Try to Optimize (Pick Keywords)

5. Wait for Results…

6. Hire a Professional to Fix the Mess

7. Professional Makes More of a Mess

8. Hire another Professional Who Starts Over

Page 21: Building Blocks of Web Presence

What’s Missing?

RESULTS?1. Is there a market for the product?

2. What keywords are people searching for?

3. Is the site build around those keywords?

4. Do people who search those keywords BUY, or are they browsers only?

5. Massive Waste of Resources

Page 22: Building Blocks of Web Presence

SolutionStart at the Beginning

1. Determine the Market BEFORE Building the Product or Service

2. Perform Keyword Research to Understand What People are Searching For

3. Check Competition to See if it’s Viable

4. Build the Site Around Proper Keywords

5. Optimize for those Keywords

6. Advertise with those Keywords

Page 23: Building Blocks of Web Presence

Professionals Only• These steps require BUSINESS PROFESSIONALS

• Must be able to grasp the market behind the company, not just write HTML

• Must have the ability to test campaigns

• Must understand the Internet Marketing landscape

• Must possess thorough knowledge of Search Engine Optimization & Search Engine Marketing

• Must know the industry professionals

Page 24: Building Blocks of Web Presence

Why is this so hard to find?• People who possess all these skills rarely offer them

to other companies, except for a great deal of money. They focus on their own companies.

• BUT, more resources means faster growth

• I’m offering these services to build collaborative partnerships with my clients so collectively we have even more resources available

• In the Internet marketing world, no one needs to be a competitor. We can all be partners.

Page 25: Building Blocks of Web Presence

What you CAN find…

• Technical Skills – lots of technical people out there that can design and build web pages & graphics

• SEO Scams – thousands of SEO companies promising “First Page Google Listings”

• Online courses in Internet Marketing that are almost guaranteed to fail (there are some exceptions)

• A million ways to spend money promoting your site, when with a little more knowledge you could have done better for free

Page 26: Building Blocks of Web Presence

Warning: Internet Marketing on your own is Overwhelming

Opportunities to market online are truly endless• There are thousands of sites you could be posting to

• There are thousands of potential partners that could be marketing for you using their resources instead of yours

• Every day there are 100 ways to build your business that you must ignore because you don’t have enough resources to do it all

• It can be a difficult business, requiring much testing.

• Testing often means frequent failure and adaptation

• Things can change instantly, requiring a total revamp of your business.

Page 27: Building Blocks of Web Presence

How are we different?

• Every single web site I build follows the steps you’re going to see.

• Most failures come from not following these steps

• It took a great deal of time and effort to fully understand why these steps are necessary in this precise order

Page 28: Building Blocks of Web Presence

So what do we do exactly?Step 1: Understand your Business and Future Goals

• Become familiar with the market you sell into and your current customers

• Understand your current product/service offerings

• Learn your areas of expertise that could translate into online specialties

• If possible, assess the desires of your customers

Page 29: Building Blocks of Web Presence

Research, Research, ResearchStep 2: Market Research

• Examine the online market for your products and services

• Look into competitors selling in the same space

• Assess product delivery mechanisms, price points, demographics, and other necessary information

• Determine applicable monetization strategies

• Make a determination to what extent the online market is viable for your products/services

Page 30: Building Blocks of Web Presence

Did I mention Research?Step 3: Keyword Research

• Understand how your customers would search for a site like yours and find related keywords

• Use online tools to assess the traffic on keywords derived from your market area

• Determine how competitive various keywords are, based on total results and ad pricing

• Verify keyword strategies using other tools

• Pick the best keywords for your site

Page 31: Building Blocks of Web Presence

Build a Basic SiteStep 4: Build the Site

• Acquire a domain name, hosting, e-commerce software, and other elements as necessary

• Create graphics for the web site

• Build the site’s navigation structure

• Incorporate proper on-page SEO techniques to begin the process of ranking the site

• Assemble the first draft web site

Page 32: Building Blocks of Web Presence

MonetizeStep 5: Implement Monetization Strategy

• Implement necessary strategies to monetize the site

• May Include:• Advertising: adSense, affiliates (CPA), banners (CPM)

• Affiliate products/offers

• Drop ship merchandise

• Online store for existing products/services

• Information products

• Create ads, sales copy, and email campaigns

Page 33: Building Blocks of Web Presence

AdvertiseStep 6: Create an Advertising Campaign

• First campaign is usually PPC for testing purposes

• We want to assess the actual traffic costs and user reaction to the site

• If products are available this helps determine initial conversion rate

• If no products are available we funnel traffic into an email list

Page 34: Building Blocks of Web Presence

TrafficStep 7: Determine Traffic Strategies

• Use market research and PPC results to determine viable traffic sources• PPC ads, CPM ads, CPA ads

• Organic search (optimize for search engine results)

• Social media marketing

• Joint Venture Partners

• Offline methods

• Re-evaluate keywords for keyword conversion rates

Page 35: Building Blocks of Web Presence

SEO: OptimizeStep 8: Optimize for Search Engines

• Once on-page SEO is refined and we’ve found viable keywords that generate enough traffic AND convert, we can spend the time and money optimizing

• Identify sources for one-way external links

• Identify reciprocal linking opportunities

• Begin creating content (articles, video, etc)

• Submit content using best practices

Page 36: Building Blocks of Web Presence

Social MediaStep 9: Optimize for Social Media

• Social media gets much more traffic than the search engines, and often that traffic DOES convert.

• Create a plan to become an integral participant in the online marketplace for your niche

• Establish a presence in the key social media web sites and groups (Facebook groups for example)

• Leverage the power of large groups to draw traffic

• Utilize social bookmarking to establish incoming links

Page 37: Building Blocks of Web Presence

Test, Adjust,Test AgainStep 10: Test

• Test everything (this is an ongoing process)

• Split test sales letters and squeeze pages to improve conversion or opt-in rates

• Split test ads to improve click through rates (CTR)

• Test conversion on long-tail keywords to find best converting traffic sources

• Utilize analytics to make determinations about existing patterns

Page 38: Building Blocks of Web Presence

Monitor, Support, & Test…Step 11: Maintenance

• Continue to test and improve (did I mention that testing was important?)

• Monitor site’s performance and plan upgrades as necessary to accommodate traffic

• Monitor for changes on key sites that may impact traffic (Google Search, adWords, Yahoo, content sharing sites, etc)

• Continue adding content and links to site and network for on and off-page SEO

Page 39: Building Blocks of Web Presence

Important HTML Terminology• HTML Tag

• Link

• Anchor Text

• Heading Tags

• Title Tag

Page 40: Building Blocks of Web Presence

HTML Tags• Markup Language – Used to “mark-up” text

• Tag names enclosed in < >

• Tags take the form of:

• <tag>Text to Modify</tag>

• tag is the name of the tag

• <tag> is the beginning tag

• </tag> is the ending tag

Page 41: Building Blocks of Web Presence

Basic HTML Tags1. Page Title: <title>

2. Heading: <h1>, <h2>, <h3>, …

3. Paragraph: <p>

4. Link Break: <br>

5. Anchor (link): <a>

- Typically seen as: <a href=“filename”>

E.g. If you want to apply Heading-1 formatting to the sentence“Welcome to my site” you’d use the following:

<h1>Welcome to my site</h1>

Page 42: Building Blocks of Web Presence

HTML Example<html>

<head><title>Building Blocks Example Page</title>

</head><body>

<h1>Building Blocks Page</h1>

<p>For an example of a bad link for Building Blocks<a href=“dest.html”>Click Here</a></p><p>

<a href=“dest.html”>View the Building Blocks good link</a>.

</p></body>

</html>

Page 43: Building Blocks of Web Presence

HTML Example

Page 44: Building Blocks of Web Presence

HTML Example<html>

<head><title>Building Blocks Example Page</title>

</head><body>

<h1>Building Blocks Page</h1>

<p>For an example of a bad link for Building Blocks<a href=“dest.html”>Click Here</a></p><p>

<a href=“dest.html”>View the Building Blocks good link</a>.

</p></body>

</html>

Page 45: Building Blocks of Web Presence

Advertising Terminology• Impressions

• Clicks

• PPC – Pay Per Click

• CPM – Cost per Thousand Impressions

• CPA – Cost per Action

• CTR – Click Through Rate (clicks impressions)

• Advertising Metrics – Track Performance

• Separate Video

Page 46: Building Blocks of Web Presence

Links, Links, Links• A link to your site is like a vote for your site

• This is how the search engines determine your popularity

• It is important what terms are inside the anchor text. That’s the text that’s underlined as part of the link

Your Site

Articles

Directories

Affiliates

Videos

ContentSharing

Book-marks

Blogs

ReviewsComments

NicheSite

Page 47: Building Blocks of Web Presence

Link Caveats• One-way (incoming) links count for more than reciprocal

(two-way) links

• Some links are “no-follow” and don’t count toward your ranking, but they still may generate traffic

• The more reputation or page rank a page has, the more valuable its outbound links are

• Different for each search engine

• Directories and some bookmarking sites may have less value even with high page rank/reputation

Page 48: Building Blocks of Web Presence

Keys to Getting a Site to Rank• On-Page Factors:

• Keywords in title, H1 tags, and text toward top of page

• Internal links contain keywords in anchor text

• Off-Page Factors:

• One-way Incoming links w/ keywords in anchor text

• Content on external sites that ranks (articles, etc)

• Quality sites (high degree of trust) providing links

• For Google – Being recent is paramount

Page 49: Building Blocks of Web Presence

Video Marketing

Video IS the 800-pound Gorilla

Page 50: Building Blocks of Web Presence

Video Ranks Well

• Google spent over $1.65B to buy YouTube in Oct 2006 – Guess what video ranks best in Google results?

• Videos in search results (tags are important)

• In 2007 – 70% of US viewing audience watched online video – 123M people

• Views on YouTube and other sites

Page 51: Building Blocks of Web Presence

State of the Internet

• E-commerce continues to grow

• More and more businesses operate exclusively online

• More people are searching Google even for local needs instead of turning to the phone book.

• People crave connection and social interaction – They are finding it online

Page 52: Building Blocks of Web Presence

Web 2.0

• A Web (Internet) platform that allows users to contribute their own voice to improve the quality of the experience for other users.

• It goes beyond a simple web page.

• It adds interaction such as chatting, blogging (web-log writing), commenting, forums, ratings/reviews, voting, and the sharing of content, bookmarks, and other data.

Page 53: Building Blocks of Web Presence

The Future is Social Interaction

• There is no doubt that the web continues to move toward more and more social interaction

• Societies of like-minded people are forming online. Some of these groups are millions strong, occupying a specific niche

• There is HUGE marketing potential in these groups, but you must know how to harness the power effectively

• There is HUGE risk if you play dirty or you attempt to market to these groups incorrectly

Page 54: Building Blocks of Web Presence

So How Can We Help?• Custom Solutions

• We take you from wherever you are to wherever you want to go online

• Web Presence Packages

• Everything you need in a discounted package, starting from the beginning

• Training

• Specialized classes to help you learn the process along the way

Page 55: Building Blocks of Web Presence

Web Presence Packages• Assisted Package

• We do the research and get you started

• We build the site

• You create and manage all the content

• Managed Package

• We do the research and build the site

• We get you started on content

• We manage your ppc ad campaign

Page 56: Building Blocks of Web Presence

Web Presence Affiliate Program

• Earn $500 for each new Web Presence customer you refer (restrictions apply).

• Earn $50 for each Advanced Class Referral

Page 57: Building Blocks of Web Presence

Video• We can also help with the creation and

promotion of online video

• We utilize tools and practices that can save you hundreds, even thousands of hours

• With some simple knowledge, you could be creating online video for your company in a very short time

Page 58: Building Blocks of Web Presence

Social Marketing• As part of our services, we formulate a plan for

social marketing that mitigates the risks, but still delivers huge marketing potential for your specific industry.

• Online social media marketing philosophies work best for top-quality products and services that cater to niche markets

• To do well, must have excellent customer service policies (refunds, guarantees, testimonials, etc)

Page 59: Building Blocks of Web Presence

Web Presence PackagesFor more information go to:

WebPresencePower.com

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