website marketing &...
TRANSCRIPT
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 [email protected]
• Download this Webinar at www.bowlinguniversity.net Just click on “Seminar Handouts” in the main menu.
