launch your brand: domain names, wordpress as a platform, local search and website redesign revealed
DESCRIPTION
An Entrepreneur's look at how to choose, register and retain a domain name, the advantages of using WordPress for websites (not just blogs), Key Word Research and Local SEO factors and a behind the curtain look at website redesign iteration that demonstrates the power of good web design.TRANSCRIPT
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LaunchCamp Boston, 2010
Search in the Website Lifecycle
Examining;– Domain Names– WordPress for Websites– Local SEO– Website Redesign
by Jim Spencer www.jbspartners.com
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Hi, I’m Jim.@fairminder
on Twitter for the last 2 years, 10 months, 2 days, 21 hours
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Here’s where you’ll find me.
• JBS Partners, since 2002• We are a web design & marketing firm.• Our web (.com) properties include:
–JBS Partners–Blog Wranglers–Web Page Advisor–Tweet Advisor
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Why is this worth your time?
• Affirm what you need to know• Common Sense• Simple and Effective
AND…
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Free chocolate when you ask questions. ;)
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Overview
• Domain Name screw ups to avoid• CMS. WordPress Works for Websites• SEO is GEO. (Local)• Design Process for All: KISS
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Choosing Your Domain Name is
The first Step In SEO.
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What’s in an URL?
TheRapistFinder.com is Therapist Finder.
PenisLand.com is Pen Island.
WhorePresents.com is Who Represents.
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You Registered What?
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www.collaborativedivorce.com
www.sfmcdonoughlaw.com
Which one would you choose?
A
B
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• Keep it 6 to 12 characters• Three words Maximum• No numbers or dashes• Understandable over a cell
phone• Memorable• .com is King
Domain Naming Tips
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Sound legitimate
www.BrooklineFamilyLaw.com
OR
www.ivkdlaw.com
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Key Word Rich Domain Tools
• www.MakeWords.com – prefix, suffix, root
• www.BustaName.com – combine keywords
• www.NameBoy.com – primary/secondary
• Bulk Domain Checker
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Domain Not Available?
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Know your max $$$ before making contact.
Use a broker who is not emotionally invested.
Use an escrow service (this is like real estate!)
Know what you are paying for.
The AfterMarket
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Resources for AfterMarket
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Moniker.com
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Domain Name Registration
• Like registering a car more than buying a car
• Longer registration good idea
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Keeping your Domain
• Renew 6 months before expiration• Register for 5-10 years• Like smoke detector batteries, review
regularly and keep up to date.• Buy .org, .net too• Plural, mis or alternate spellings
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Retain Account Access
• Registrant – person with photo ID(not organization or co. name)
• Admin – different email address
• Tech - yet another email address
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Your Domain name is a
valuable corporate asset.
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Ownership
• Make certain: YOU OWN YOUR DOMAINS• Know where your website is Hosted• Know the URL of the registrar• Know the username and passwords• Where do you store Corp. info for a decade?
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Choose ONE URL and stick with it
• WWW.BlogWranglers.com resolves to
http://BlogWranglers.com
• http://MPDailyFix.com resolves to WWW. MPDailyFix.com
301 Redirect. www is no longer necessary
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Be Happy!Be Happy!
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Benefits of your Asset
• Foundation of your web presence• Increases in Value• Build a portfolio with .org .net .us• Key words can bring traffic
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Build on a Strong Foundation
WordPress
Built w/ the owner in
mind.
DIY
Over 8k plug-ins
Over 73,500,000 downloads
Drupal
Built w/ the programmer
in mind.
Hire out
Over 3k plug-ins
Over 200, 000 active sites
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A Foundation to Build On
• Fundamental components are in place• Specialized functionality added via plugins• Very customizable using design Themes• Word type interface to keep content fresh• Usually simple to upgrade• Content and design are separate
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Search Benefits
• The HTML and CSS code is already valid• Search Engines can easily index• Duplicate content issues are handled• Friendly URLs• Allows for alt text and tags• Pingomatic – actively notify search engines
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WordPress for a Website?
Take advantage of the content management and publishing
platform of WordPress for websites, even when there is no blog.
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Wordpress.org/showcase
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http://wordpress.org/showcase/
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From Good to Great
• Install and Customize WordPress themes• Apply Custom Design• Configure • Add Content• Optimize
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Making Changes
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Plugins that Work
• All in One SEO Pack• Google XML Sitemaps• Yet Another Related Posts Plugin - YARPP• Contact Form 7• Subscribe to Comments• Share This• Google Analytics for WordPress• WordPress File Monitor• Akismet
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SEO
IS
GLOBAL
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GO
L O C A L
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SEO Best Practices
• On Page SEOKey Word ResearchMeta DataContent linkingImages
• Local SEO
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Key Word Discovery
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Google Keyword Tool
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Google Trends
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Meta Data
• Meta Title• Meta Description• Meta Key Words• Image Alt Title Attribute• Tool Tip• <address>
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KWR to sell Red Baseball Hats
• Think in Themes and Parallelism– Page URL– Meta Title– Headline or Page Heading– Content– Sub Headings– Image captions
• Alt title attributes• Tool Tip
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Red Baseball Caps
• www.domain.com/baseball-caps/red• Baseball cap, base ball hats, red sox, red hats• “RedSox Release new Red Baseball Cap Style”• Embroidered red baseball caps• Personalized red baseball caps• Papi sporting the latest red baseball cap
– Personalize red baseball cap worn by Papi– New red baseball cap
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Meta Titles
Meta Title
Meta Title
Unique Meta Title on every pageUse Keywords to inform, be clear, compel
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Internal Linking
• Keyword anchor text not “Click here” • Link to deep “Pillar” or “Evergreen”
content• Minimize # of links on a page (-25)• Link out to helpful, authoritative sites
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Image Optimization
• ff-375_xl.jpg or red-baseball-cap.jpg• Include useful caption under the
image• Use descriptive alt attribute text• Consider allowing Google Image
Search in WMT
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Local SEO comma formatted
• Company Name and Service,• Street,• Street Address,• City,• Province/State,• Zip code• Country• Use hCard format
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Address Code sample
• <div class="lsrfcontent"> <div class="address"> <div class="org"><a class="url" href="http://www.davidmihm.com">David Mihm, Inc.</a></div> <div class="adr"> <div class="street-address">1919 NW Quimby St<Br>Suite 402</div> <span class="locality">Portland</span>, <span class="region">OR</span> <span class="postal-code">97209</span> <div class="tel">(503) 560-2755</div> <div class="email"><a href="mailto:[email protected]">[email protected]</a></div> </div> </div> </div>
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Address Sample
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LocalSearchRegistration
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Fill out Each Section Available
• Consistent use of contact information• Also Include
– Photos– Videos– Service description– Coupons
www.GetListed.com
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Top Directories (not just Local)
• Yahoo Directory ($300)• Business.com ($300)• Joe Ant ($40)• Your Industry Directories
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Local Citations are NOT Links
• Company name and contact info on a local Charity event website
• Chamber of Commerce member listing
• Local paper or other media citation• All confirm/validate your location
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Links and Citations
• Quality .gov and .edu CAN trump .com• Quantity: More quality is better than less• Review Sites: Yelp, Merchant Circle,
CitySearch, Local, Angie’s List• Distance from Centroid
• http://google.com/LBC
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Design Iteration Revealed
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How we got to the final design
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First Mock Up
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Third Mock Up
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Fifth Mock Up
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Seventh Mock Up
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Final Design
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Factors of Revision
• Use of color• Position• Spacing• Simplicity• Eye Movement• Call to Action
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Launch
• Be smart about domain names• WordPress is a CMS king• Optimize your site• Be sure the design supports the
brand
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THANKS
This presentation will be available at www.jbspartners.com
www.slideshare.com
I look forward to connecting with you [email protected]
781-640-8874@fairminder