website strategies for sm bs slideshare
DESCRIPTION
Strategies DO exist for small-to-medium businesses to maintain and enhance their web presence.TRANSCRIPT
Website strategies for SMBs,
2012 and beyondPresented by John Tully, dsm-llc and Todd Harrell TeamLogic IT
Websites have replaced “traditional” means for promoting company and
productsSignificant for SMBs because:– Levels the playing field– Raises visibility / Removes risk of
invisibility– Accommodates Gen Y / Millennials
3,000,000,000
3,000,000,000
600,000,000
20%=
600,000,000
Appearing on thefirst result page
hasbecome
“important”
Appearing on thefirst result page
hasbecome “critical”!
What can be done to improve rankings and
presence?• Ramp up SEO efforts
• Consider SEM/PPC
• Utilize Local Search options• Integrate Social
Media• Prepare for Mobile Web
SEO (Search Engine Optimization)
Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.
Source: Wikipedia
SEO
On
Page
Off
Page
SEO – On Page, #1
Follow the “rules”
SEO – On Page, #2
Develop relevant content
SEO – On Page, #3
Start & Maintain a
Blog
SEO – On Page, #4
Think about Microdata
SEO – Off Page, #1
Develop relevant
inbound links
SEM (Search Engine Marketing)
Search engine marketing, is a form of Internet marketing that seeks to promote websites by increasing their visibility in SERPs through the use of paid placement, contextual advertising, and paid inclusion.
Source: Wikipedia
SEM – #1
PPC advertising
SEM – #2
Banner ads
Local SearchGoogle and other search engines recognize the level of local search and will assist SMBs to achieve higher rankings for local solutions.
Social MediaThink of where your clients congregate and make it easy for them to share your stuff
Social Media – #1
B2C?
Social Media – #2
B2B?
Social Media – #3
Both / Either
Social Media – #4
TBD
Social Media – #5
Niche / Industry Specific
Are You Winning the Are You Winning the
Zero Moment Zero Moment of Truth?of Truth?
““Mobility” is Dramatically Mobility” is Dramatically Impacting Buying Impacting Buying
DecisionsDecisionsLocal Mobile Local Mobile
Search Search Surpasses Surpasses Desktop Desktop SearchSearch
The Rulebook Is The Rulebook Is ChangingChanging
70%2
Review Prior to Purchase
70%2
Review Prior to Purchase
79%3
Smartphone Utilization
79%3
Smartphone Utilization
54.3 MSmart Phones
Activated 1Q10
54.3 MSmart Phones
Activated 1Q10
2. “The New Info Shopper,” Penn, Schoen & Berland Associates, 20093. Google/Ipsos OTX MediaCT, “The Mobile Movement Study,” April 2011, N=5,000
You Must Be In The You Must Be In The GameGame
Leveraging the Leveraging the Zero Moment of TruthZero Moment of Truth
The Emergence of the Mobile WebThe Emergence of the Mobile Web
• Works Seamlessly on your Smart Phone’s web browser
• Separate but Connected Scaled down version of the full site to allow for easier loading, navigation
• Easy and QuickCators to the needs of the mobile phone user
Optimizing the Optimizing the ExperienceExperience
Conversations build relationshipsConversations build relationships
VisibilityVisibility
Optimizing the Optimizing the ExperienceExperience
Media RichMedia Rich
VisibilityVisibility
Conversations build relationshipsConversations build relationships
Optimizing the Optimizing the ExperienceExperience
InteractiveInteractive
Media RichMedia Rich
VisibilityVisibility
Conversations build relationshipsConversations build relationships
Optimizing the Optimizing the ExperienceExperience
Call To ActionCall To Action
InteractiveInteractive
Media RichMedia Rich
VisibilityVisibility
Conversations build relationshipsConversations build relationships
Optimizing the Optimizing the ExperienceExperience
Call To ActionCall To Action
InteractiveInteractive
Media RichMedia Rich
Linked to Social Media
Linked to Social Media
VisibilityVisibility
Conversations build relationshipsConversations build relationships
You Must Be In You Must Be In The GameThe Game
Takeaways• Environment is rapidly changing• Strategies DO exist for SMBs to
raise their profile• Those strategies needn’t be
expensive but are likely to be time consuming
• Tempus Fugit – don’t put these strategies off too long!
Thank you
Questions?