Making Overtures 2010 Digital Marketing: Getting Found Getting Cutomers Keeping in Touch Twitter: susanhallam Web: Blog: LinkedIn: susanhallam

Making Overtures 2010 A copy of this presentation Client Area Making Overtures Password: music

Making Overtures 2010 Who are your customers? ●Who is the decision maker? ●End user ●Promoters ●Agents ●Funders ●What do they need to know? ●How might they discover you?

Making Overtures 2010 Getting Found in Google

Making Overtures 2010 Google Search Results

Making Overtures 2010 Your Online Reputation

Making Overtures 2010 How do search engines work? A search engine is made of three basic components: A Spider or Robot An automated browser, it searches the web for new websites, or changes to websites, and then strips out the text content A Storage System or Database A record of all the pages viewed by the Spider A Matching Process or Relevancy Algorithm The rules that tell the search engine how to determine what would be relevant to your search

Making Overtures 2010 Jazz Quartet Dublin

Making Overtures 2010 Jazz Quartet Dublin

Making Overtures 2010 Title Tag

Making Overtures 2010 Improving Title Tags

Making Overtures 2010 Title Summary ●Google indexes every page individually ●Every page can have it’s own specific title ●First words most important (left to right) ●Consider whether company names needs optimising or not ●Avoid stop words, dead words (Welcome, Home, the, of..) ●Keyword density

Making Overtures 2010 Keyword Rich Content

Making Overtures 2010 It’s not just your website...

Making Overtures 2010 Text in YouTube

Making Overtures 2010 Inbound Linking

Making Overtures 2010

In a nutshell ●Build a site that’s easy for the search engines to find and process ●Write words that customers will use to find your site ●Get important websites in similar topical communities to link to you ●Search Engine Friendly ●Keyword Rich ●Inbound Linkage Strategy

Making Overtures 2010 Web Design

Making Overtures 2010 What’s wrong with this site? (Keeping in mind it ranks 2 nd in Google for Jazz Vocalist!)

Making Overtures 2010 Design: Print vs Web

Making Overtures 2010 Mystery Navigation

Making Overtures 2010 Call to Action

Making Overtures 2010 I don’t know you...yet Am I ready to buy from you?

Making Overtures 2010 What do you do?

Making Overtures

Making Overtures 2010 Assess your content ●25 word statement: what do you do ●Clear Call to Action: most desired response ●Benefits led copy ●Quality of your copywriting: KISS ●Recent content & up to date ●Easy to contact ●Comprehensive information ●Legal compliance ●Testimonials / Location Map

Making Overtures 2010 Your Visitor Data

Making Overtures 2010 Digital Marketing: Getting Found Getting Cutomers Keeping in Touch Twitter: susanhallam Web: Blog: LinkedIn: susanhallam