craft council workshop
TRANSCRIPT
Today’s Objective
• Understand the responsibilities of website ownership
• Elements of a good a website
• How to create and measure traffic to your website
• Web development process and you role in it
• Start and maintain your blog
MANAGING YOUR WEB SITE
Managing Your Web Site
• Domain Extension
• Domain Registrar
• Domain Registration and Renewal
• Whois Lookup
• Domain Record
Domain Extension
High level
.info
.biz
.mobi
.travel
Other
.us
.co.uk
.ca
.au
.de
etc.
Country Specific
.com
.net
.org
Web Hosting
Web HostWeb DeveloperWork Station
Global UsersInternet
Web Hosting
Ask About:• Response times
• Storage space
• Email accounts
• Reliability
• Compatibility
• FTP access
• Statistics
Legal Issues
• Copyright
• Disclaimers and Terms of Use
• Privacy
• Protecting Trademarks
CREATING YOUR WEBSITE
What is Your Objective for Your Website?
• Build your brand
• Service your clients
• Provide information
• Sell products/services
• Gather Information
• None of the above
• All of the above
What is a good website?
???? ?? ?
Elements of a Successful Web Site
Total Online Experience
DESIG
N
CO
NTEN
T
FUN
CTIO
NA
LITY
NA
VIGA
TION
MEASUREMENT
SEAR
CH
ENG
INE
RESU
LTS
SOC
IAL &
E-MA
RK
ETING
Elements of a Successful Web Site
Total Online Experience
DESIG
N
CO
NTEN
T
FUN
CTIO
NA
LITY
NA
VIGA
TION
MEASUREMENT
SEAR
CH
ENG
INE
RESU
LTS
SOC
IAL &
E-MA
RK
ETING
Where the Eyes Go First
Jacob Nielsen Study
Design
Levels
Colour
Font
Images
Design
Levels
Colour
Font
Images
Screen Resolution
Fonts
VERDANA (12 pt Bold) The quick, brown fox (12 pt) The quick, brown fox (10pt) The quick, brown fox (8pt)
ARIAL (12 pt Bold) The quick, brown fox (12 pt) The quick, brown fox (10pt) The quick, brown fox (8pt)
COMIC SANS (12 pt Bold)
The quick, brown fox (12 pt) The quick, brown fox (10 pt) The quick, brown fox (8 pt)
Fonts
Navigation
Main
Secondary
Bread Crumbs
Footer
Site Map
Site Search
Internal Links
Navigation
Navigation
Main
Drop Down
Secondary
Site Search
Hot (Internal) Links
• Put yourself in the reader’s position
• Use the right keywords
• Write meaningful headlines
• Write as if it is a teaser (short)
• Use the appropriate presentation method
• Help readers read down the page
Content is King
• Create space on the screen
• Say it as simply as possible
• Layer it
• Watch out for typing errors
• A picture speaks more than a 1,000 words
Content is King
Localization
Translation
Adaptation
Design / Colour
Special Landing PagesJewellery ?Jewelry ?
Landing Pages
Functionality
Web Development Process
1. Discovery 2. Content 3. Navigation 4. Design
5. Programming 6. Testing 7. Marketing 8. Maintenance
Measurement
• Visits
• Unique visitors
• Page views
• URLs viewed
• Referrers
• Search Engines
• Conversion Rate
Google Analytics
ONLINE MARKETING
Inbound and Outbound Marketing
Search Engine Traffic
Direct Traffic
Advertising
Online Advertising
Viral
E-News
Blogging
Social Media
Search Engine Marketing
Search Engine Optimization
(SE0)
Pay-
per-
Click (PPC)
Directory Listings
Link Building
Search Engine Optimization
Content
SEM: Do the Basics First
Submit your Site
SEM: Do the Basics First
Establish Keywords
Google Keyword Tool
Structure of a Web Page
Title
Navigation Body TextContaining Units of Information
Images
Alt TagsCall to Action
Meta
Content
Body of
Page
Description
Key Words (Meta Tags)
Natural (Organic) Listings
PAGE TITLEPAGE DESCRIPTION
SEO for Natural Listings
• Think like a Search Engine
• Follow the Right Steps
• Storyboard each Page
SEO Planning: Storyboard
Search Engine Marketing (SEM)Search Engine Optimization
(SE0) Pay-
per-
Click (PPC)
Directory Listings
Link Building
Search Engine Optimization
Content
Pay-per-Click Search Engine Marketing
PPC: The Long Tail
• Buying keywords that are less popular but have a higher chance of converting to actual business / sales.
Well Searched Craft Phrases on Google
• Christmas Crafts
• Furniture arts and crafts
• Crafts store
• Art crafts
• Homemade crafts
• Native crafts
• Culture arts
Pay-per-Click SEM
• Google AdWords
Pay-per-Click SEM
Google AdSense
Link Building
• Many search engines use this as #1 ranking factor
• Quality of link is important
• Use internal links
• Avoid Link Farms
Blogs
Free Blog Sites
Blogger.com
Wordpress.com
Typepad.com
Livejournal.com
Set up Gmail Account
Blogger.com
RESOURCES
