haywood community college presentation: findability for small businesses
DESCRIPTION
This is a presentation that Ravenel Mansfield of Ravenel Consutling and Ty Hallock of TopFloorStudio did for Haywood Community.TRANSCRIPT
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Web Findability for Business OwnersGet Found > Convert > Analyze
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Local Search
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Google Universal Search
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Google Search Listings
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Piper Jaffray Research (2008)
• 30 percent of all queries contain a city, state or zip code.
• The Internet has now surpassed print Yellow Pages and newspaper as a primary source for local consumer service information.
• The adoption of smart phones will only add to these numbers; 27 percent of all mobile searches are for local information.
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Piper Jaffray Research (2008)
• Online consumers seek local information from two primary sources: search engines, such as Google, and Internet Yellow Pages (IYPs), such as City Search.
• Local results are usually marked on a street map with push pins or presented with some other identifier, helping them stand out.
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Google Places
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Yelp (data on this site feeds Bing and Yahoo)
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Yahoo Local
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Merchant Circle
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Bing Local
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Claiming Place Page / Local Listing
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Business Address in City of Search
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Associating Place Page with Proper Categories
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Off-Page / Off-Listing Criteria
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Customer Reviews
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Product / Service Keyword in Place Page Business Title
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Simple SEO Page Elements
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Biltmore
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Biltmore Page Elements
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Title Tag Example
Category Page Category Name | Get Brand 1, 2, 3, 4 & More | BurgerplaceGet CATEGORY NAME at Burgerplace. The freshest, most flavorable CATEGORY NAME & drinks at Burgerplace.com.
Sub-Category Page Sub-Category Name | Category Name | BurgerplaceGet SUB-CATEGORY NAME & CATEGORY NAME at Burgerplace. Find a location near you at Burgerplace.com.
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Biltmore Google View
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Tool Kit
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Tools we will cover in the next section
• Website Grader• Google Link Check• Alexa.com• Google Link Check• Chart Beat• Google Analytics• Google Docs > Forms
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WebsiteGrader.com
• Compare your website to your competition
• What grade is your copy oriented to?• Do you have a blog?• How many links back do you have?• Domain: Time to Expire• Alt Tags
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Alexa.com
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Analytics“You can’t manage what you can’t measure”
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Google Analytics & Stats
• Chart-beat for real time stats• Full suite of analytics• Use goals and funnels to track
conversions and referrals• Site Overlay is a very nice tool for
usability• See where people are coming from
geographically• Track your advertising campaigns with
Web Stats• Get a weekly report sent to you
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Collecting Data
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Google Docs > Forms
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Collecting Data
• Promotions, Contests, etc• E-newsletters• Blog Subscribers• Members• Surveys• Event attendees• Contact Database• Hot Leads
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User-Centered Design
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THE CENTRAL PREMISE OF USER CENTRED DESIGN IS THAT THE BEST DESIGNED PRODUCTS AND SERVICES RESULT FROM UNDERSTANDING THE NEEDS OF THE PEOPLE WHO WILL USE THEM. —Design Council
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Call to Actions
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Call to Actions
• Think subscribers not visitors• Common Call to Actions:
• Email to a friend • Social Book Marks• E-mail Newsletters• Forms for data collection• Purchase Items• Sign-up for events
• Call to Action techniques
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