10 Things You Can Do Today to Improve Your Website Results Tomorrow

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10 Things You Can Do Today to Improve Your
Website Results Tomorrow
Brian Offenberger a/k/a RSS Ray
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About Brian Offenberger
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Brian Offenberger

• Host of Online Marketing with RSS Ray and owner
  of BizGrowth Search Engine Solutions
• Certified in search engine marketing, paid
  search, web analytics, email marketing and online
  testing

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What Is A Website?

• A website is a collection of related web pages,
  just like a family is a collection of connected
  individuals.

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What Can A Website Do?

• Attract prospects
• Retain customers
• Sell things
• Generate leads

• Present information
• Create a community
• Deliver news
• Present information

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Website Limitations

• Interaction with the website visitor
• A store with no help
• Technology
• Flash
• Video
• Animation

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Website Performance 2-3
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10 Things To Make It Better
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1-Forecast Your Results

• What do you expect?
• When do you expect it?
• What will you measure to determine results?
• How often will you inspect results?

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2-Get Content Indexed

• All content pages should be indexed
• Make sure your web pages are indexed
• (sitewww.YourWebsite.com)
• (https//www.google.com/webmasters/tools/sitestat
  us)

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3-Select Your Keywords

• Keywords are words and phrases that people use to
  find solutions to their needs and problems
• Search Engines use keywords to find, classify and
  rank your webpages

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3-Keywords (continued)

• Headlines, webpage copy, tags
• Selection tools
• gthttps//adwords.google.com/select/KeywordToolExt
  ernal
• gtwww.wordtracker.com
• gtwww.KeywordDiscoveryTool.com

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4-Optimize Your Content

• Make your content appealing to others
• Use keywords in content
• Update content frequently

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5-Attract Links To Your Site

• Links are like signs on the internet pointing a
  visitor from one place to another
• 3 types of links internal, external and
  reciprocal

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5-Attract Links (cont)

• Links can send you customers and are highly used
  by Google to naturally rank websites
• Links have authority levels

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5-Attract Links (cont)

• Check out how many incoming recognized links your
  site has
• (linkwww.YourWebSite.com)

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6-Build Your List

• Your most valuable business asset is your
  customer and prospect list
• Names, addresses, email info, EVERYTHINGyou
  cant know too much

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6-Build Your List (cont.)

• Email address collection - a standard business
  practice
• Obtain email addresses online through use of
  giveaways and information

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6-Build Your List

• You build your list with the purpose of
  communicating with your list
• Teleseminars, webinars, email marketing, direct
  mail, RSS feeds

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7-Measure Your Results

• Websites and online marketing offer you
  unprecedented opportunities for customer behavior
  data
• The above statement holds true when measuring
  marketing effectiveness

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7-Measure Your Results (cont)

• Invest in and understand web analytics
• Failure to do so is a loss of profits
• Failure to understand is a tax on profits

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7-Measure Your Results (cont)

• Where do visitors come from?
• What do they do on your site?
• Which offers are most compelling?
• What is most profitable?

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7-Measure Your Results (cont.)

• Excellent Learning Resource
• The Web Analytics Association
• Online Marketing with RSS Ray archives

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8-Provide Separating Reasons To Do Business With
You

• Why should I buy from you?
• Avoid me toosif your competitor can say me
  too, you havent given a separating reason to
  buy from you

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8-Separating Reasons (cont)

• Be bold and have easy to understand separating
  elements
• Separating elements must bring value to customers

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9-Multi Channel Lead Generation

• Most businesses use 1 or 2 channels of lead
  generation
• Google rewards multi channel marketers

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9-Multi Channel Lead Generation

• Organic search
• Paid marketing
• Social media marketing

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9-Multi Channel Lead Generation

• Permission based email marketing
• Joint venture marketing
• Content target advertising

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10-Build Trust With Visitors

• Lack of trust is 1 of the 4 top reasons people do
  not buy
• If they do not trust you, they will not buy from
  you
• Trust building improves conversions an average of
  14

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10-Build Trust With Visitors

• Money-back
• Free trials
• Testimonials
• Case studies

• Privacy policy
• Anti-spam policy
• Terms of use
• Return policy

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10-Build Trust With Visitors
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Bonus Tip 1-Test, Test, Test

• Page titles
• Paid search ads
• Channel effectiveness
• Placements

• Landing pages
• Email marketing messages
• Offers

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Bonus Tip 2-Give Lookers Reasons to Stay
Connected

• Not everyone that comes to the site is ready to
  buy
• Youve already expended some marketing dollars to
  get them to the site

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Bonus Tip 2-Keep the Lookers

• Your objective should be to keep lookers
  engaged with your company until they are ready to
  buy
• Keep them engaged by either getting their contact
  info or giving them reasons for repeat visits

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Bonus Tip 3-Free Online Marketing Tools

• http//www.bizgrowthseo.com/free_seo_control_tools
  .php

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Free Online Marketing Tools

• See what Google sees (spider simulator)
• Site popularity and rankings
• Link building tools
• Website performance measurement tools

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Summary

• Find qualified prospects
• Convert prospects into desired actions
• Measure for maximum results
• Test to discover what works
• Communicate to increase lifetime customer value

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Questions
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Contact Brian Offenberger

• Bizgrowth Search Engine Solutions
• www.BizGrowthSeo.com
• Brian_at_BizGrowthSeo.com
• 602-412-3168

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Online Marketing Radio Show

• Online Marketing with RSS Ray
• Live Wednesday at 1pm EST
• www.wsRadio.com
• Podcast Feed
• http//www.wsradio.com/podcasts/107.xml

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Thank You

• Have a great experience at SEMA 2007!