Website Marketing &
Strategy
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. DIFMWebsite 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
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/
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:
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
Getting Found
Search Engine Optimization
What is SEO?
Search Engine Optimization
Marketers doing Marketing
•
TV commercials, radio advertisements, telemarketing, print materials and mail campaignsSearch Engine Optimization
People don’t need traditional marketing
Search Engine Optimization
Outbound Marketing
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Direct Mail•
Email Blasts•
Print Ads•
TV/Radio adsInbound Marketing
•
SEO / SEM•
Social Media•
Viral Video and Photos•
BloggingRethinking Marketing
Search Engine Optimization
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.Search Engine Optimization
Search Engine Optimization
•
On Page Factors- Account for 25% of Rankings
•
Off Page Factors- Account for 75%
- Links!
Search Engine Optimization
Choosing Keywords
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Search Volume- How many times per month is the keyword searched
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Relevence- How many people that search the term will come to your bowling center
•
Difficulty / CompetitionSearch Engine Optimization
On-Page SEO
• Potential customers see this
…
Search Engine Optimization
Visible On-Page SEO
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Page Title•
URL•
Heading TagsH1, H2, H3
Search Engine Optimization
Invisible On-Page SEO
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Description•
Keywords•
Alt text on image tagsAlt=“Join our email list and get a $10 Coupon” <meta name="keywords" content="bowling, cosmic bowling, league bowling" />
Search Engine Optimization
Off Page SEO
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Page Rank- How important Google thinks your site is
- 0 to 10
- Exponential scale
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Inbound Links- Web pages that link to you
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Link Anchor TextSearch Engine Optimization
75% of SEO is Off-Page
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Recommendations from friends or business partners- social media, personal websites and blogs
