LocalTek has created this presentation to give the basics of the initial components to think of when building your small business website. A second presentation focused on Social Media will be coming up in April. This presentation focuses on what is happening in the small business marketing arena, how broadband and mobile has changed marketing and what to think of when doing local search optimization for a business.

2. Agenda
 Marketing Today
 What does Online Marketing Include
 Where to Begin
 Websites
 Search Engine Optimization
 Holistic Marketing
 Case Studies
 Summary and Next Seminar Details

3. Our Company
 18 Years of Online Business Success
 Strong Community Focus
 Dedicated To Growing Locally
 Online Marketing Success
 International Recognition
 Technical Jobs In Rural Missouri

4. The Problem
Yet Businesses
Continue to Spend
 Online Media has far
their Marketing
surpassed print Dollars in the same
 Print Yellowpages usage has Mix as Before!!!
significantly declined
 Newspaper circulation 46
continues to drop 37
40
significantly
36
35
34
Internet
Newspaper
24 24
21
20
2004 2005 2006 2007 2008

5. Technology Shift
If you don’t alter the way you do
business, you risk not being around
long enough to have to worry about it

6. Broadband Market
“Broadband penetration in
 Government has funded the U.S. is continuing to
grow and is now stands at
broadband deployments in 90 percent of U.S.
rural areas households that have a
computer at home. With over
 Big River Broadband driving 80.3 million broadband
broadband to previously subscribers in the
underserved areas locally nation, computer ownership
is at the heart of broadband
divide.” Source GigaOm.com

7. Mobile Broadband
 85% of mobile devices were data
enabled in 2012
 Mobile search grew 400% in 2012
 Over 1/3 of all mobile searches
have LOCAL intent
 Over 60% visit a store after
searching on mobile
 This does not even count what
comes from APPS!

8. It’s All Just Games Right?
2 Years ago Instagram and Pinterest did not
even make the list
Information Provided by the United States Post Office – Survival Guide Volume 5 / Issue 3

9. Search Marketing Stats
 68 percent of all search done
on Google
 93 percent of online
experiences begin with search
engines
 95 percent of mobile browser
search is through Google

10. What Does Online
Marketing Include
 Domain Name  Social Media
 Web Hosting  Video
 Website  Blogs
 Local Directories  Email Marketing
 Search Engine Optimization  Pay Per Click
 Content Management Systems  Mobile Devices

11. Domain Name
 It all starts with your name
 Look at it like real estate selection
 Bad neighborhoods: .info, .biz, .mobi
 Good neighborhoods: .net, .ME, .co
 Great neighborhood: .COM
 Radio friendly and memorable

12. Domain Name
 This is your BRAND  Newspaper ads
 Business cards  Billboards
 Brochures  Anywhere you want
people to easily remember
 Menus
how to find you!
 T-Shirts
 But wait, there is one
 Radio everyone misses…

13. Email Branding
 E-mail address
(Brand your messages)
 Don’t hide behind your
provider with @yahoo.com,
@gmail.com, @aol.com, etc.
 Domain Name (Make your address memorable)

14. Your Website
 This is your Storefront
 Don’t let this be an afterthought
 It is NOT a one time thing
 Determine what you want your
visitors to do when they get there
 If it is never found its like locking
your door
 Easy to manage key, you do not
need to be an engineer!

15. Shouldn’t It Be Easier?
 Legacy and PC focused web development firms focused on
overly complicated solutions
 Customers had to know HTML, CSS, and other technical
items to add a simple page to a site
 This allowed development companies to charge hundreds of
dollars for a single page to be added to a website

16. Content Management System
 Frontpage, Dreamweaver, HTML,
these are either old or not
needed for the business owner
 Joomla, Drupal, Wordpress, these
are the tools of today
 Wordpress is far and above the
most widely deployed and
easiest to use

17. Web Development Trends

18. Wordpress – Isn’t it for Blogs?
 Wordpress is NOT just for blogging
 Wordpress.com is the free
blogging platform the general
public uses, do not mistake it for a
full featured business website
 A business website is a Wordpress
install of its own, and has
completely customized layouts

19. Wordpress Dashboard

20. Wordpress – Adding Pages

21. Wordpress – Adding Pages

22. Wordpress – Plugins
 10,000s of thousands of
features
 Paid and free
 Evaluating functions with
various themes important
 Keeping updated important

23. Adding Pictures

24. Adding Pictures

25. Call To Action
 Make people do something
 Want them to call, make sure
your phone number is obvious
 Want them to give you an
email address or go to your
contact form, TELL THEM!
 Make it easy to buy or do
business with you

26. Free Website vs Paying Someone
 Free does not save money
 Gives bad perception of what
online marketing can do
 Everyone has a cousins
brothers dog that says that
they can build websites
 Losing visitors to
competitors, negative impact
rather than no impact at all

27. Unforeseen Negatives
 In many cases limited to a set
list of templates
 Duplicate content hurts search
engine rankings
 Impossible to move to new
web hosting provider
 Ads across your site, potentially
from competitors

28. Unforeseen Negatives
 Custom features? Oh you
wanted a special feature?
 Unprofessional look and feel
 Lack of usability due to lack of
research on how people act
on websites
 Not focused on call to action
to get people to act

29. Unforeseen Negatives
 Yourbusiness.FreeWebProvider.com is
bad, YourDomainName.com is good
 Opportunity Cost
 And what about SEO?

30. Local Search Directories
 No reason to wait for next print
Yellowpages update
 Google+ Local , Bing
Local, Yahoo Local, all used
directly from mobile phones
 Important to claim
listing, associate
website, optimize for business
terms
 Reviews and citations drive
rankings as well

31. Local Search Directories

32. Pay Per Click Advertising
 Very effective way to drive very
targeted visitors to website rapidly
 Long term best to focus on
“organic” search listings
 Clicks can range from pennies to
dozens of dollars
 Google Adsense, Bing, Yahoo, all
solid options
 Can target regionally or nationally

33. Pay Per Click Advertising

34. Organic Search
 These are the listings that most
people click on
 Comes from proper optimization of
website content
 Not a one time effort
 Analyzing how people search for
you in tools matters, it lets you know
how people look for your type of
business
 This is marketing today, search
controls where people go

35. What Matters?
 Page titles
 Blogs
 Links from other websites
 Internal linking
 Content keywords

36. What Matters?
 Mobile optimization
 Social media interaction
 Site speed
 Proper analytics of how people search
 Reviews
 What doesn’t matter? Meta description and
keywords for rankings
 Have I mentioned not a one time thing?

37. Page Titles
 Page titles
 Product titles
 Blog titles
 Home page title
 If you go to a website and the main page is
“Home” and the Menu page is “Menu” that is
bad
 Titles should be related to business and local
area

38. Blogging
 Google loves blogs
 Blogs are not “My cat did this today”
 Great chance to talk about your value
 More content in search engines means more
visitors to your website
 Use along side social media for a multiplier
effect
 Sites that have blogs have 434% more indexed
pages (Source: SearchEngineJournal.com)

39. External Links
 The more links from other websites the more
search engines see your website as important
 When someone links to you anchor text
matters, anchor text is the words in the link
 Linking to more than just the homepage is
important
 Links need to be natural, meaning the anchor
text should not always be the same words
 Spam links are bad, don’t buy them!
 Links from relevant local resources are useful for
targeted visitors

40. Internal Links
 Usability is key, proper internal website links are
very important
 No page should be more than 3 clicks from
home page
 Anchor text matters here as well
 Make sure if a product or service is mentioned
a link to its page is included
 Search engines pay attention to this as well

41. Content Keywords
 What is your business about?
 Researching online tools for how people actually
search for you is important
 Do not “stuff” keywords
 Spammy content is recognized by Google and will
get your site de-indexed
 Quality information, that is not duplicate
content, can be written and will show search
engines what you are about and increase your
relevance

42. Mobile Optimization
 Less than 20 percent of
businesses have a mobile
optimized website
 Google strongly recommends
a mobile focus
 Large percentages of local
search traffic are from mobile
 Fast loading, responsive
design for tablets for
smartphones

43. Website Analytics
 Monitoring visits is key
 Understanding how they got there and what
they did
 Bounce rate, Pages per visit, keywords
 Actions after landing
 Google Analytics free but useful tool

44. Website Analytics

45. Holistic Marketing
 Now that you have a proper website, proper
domain name, and online presence what do
you do?
 Make it work everywhere. Billboards. Radio.
Newspaper. Magazines.
 Menus. Brochures. Business Cards.
 Social media and your website name should
be used everywhere possible. People are more
likely to remember 2 words than an address
and a phone number

46. Bad Case Study
Richards Brothers Seafood

47. Richards Brothers Seafood’s Site Review
Flash is a Deterrent:
Cursor
Animation, Bubbles, Moving Fish
Graphics

48. Richards Brothers Seafood’s Site Review
Page viewers
Length deters
Remember you want
to brand YOURSELF

49. Richards Brothers Seafood’s Site Review
Navigation:
Posted at
Bottom of every
page
Page Titles
Domain Name

50. Richards Brothers Seafood’s Site Review
Google Search
for Farmington
Mo Chocolates
Text within the site
should be in text
format. Google
cannot read content
in Picture format.

51. Richards Brothers Seafood’s Site Review
Image tagging:
Random No. vs.
Naming
ctf02_20pc
Formatting issues and
missing pictures give a bad
impression

52. Good Case Study

53. Case Study
 Pre-2011 less than 300 visitors
a month
 Site was focused on “pretty”
rather than performance
 Less than 10 brochures sent
per month
 Most marketing dollars spent
on billboards and legacy
marketing

54. Case Study
 Initial work focused on Call
to Action, getting people to
get a brochure
 Focus was put on creating
more content with search
friendly titles
 Analyzing how people
search for vacations and
tourism in area
 Marketing dollars focused
on online advertising

55. Case Study
 Images optimized to drive
more visual impact
 Facebook, Twitter, Instagram
all focused on driving
additional brand awareness
and targeted visitors
 Monthly SEO friendly content
added to drive long
term, targeted visitors

56. Results
 Visitors have increased from
less than 300 a month to
greater than 3000 per month
 More than 500 search terms
drive traffic per month
 From less than 10 per month to
10 per day at times

57. Results

58. In Closing
 This is Marketing Today
 It Cannot be an Afterthought
 Holistic Marketing Plan a Must
 Make Sure you Attend April 4th Session
on Social Media