Creating a website , online hub , search engine optimization.

1. Digital Marketing Course
Interact Digital …
Building your Online Hub
Fall 2011
Lynchburg College
School of Business and Economics
Dr Ira Kaufman
©2011

3. Your Hub
• You own your position and content
• You connect the dots…the brain of your
strategy
• You link to related sites
• You drive traffic to it
• You generate action
• You collect data
• You build a reputation

4. Creating a Successful Hub
Part #1
• Great design: Stand out from the crowd, be unique, easy
to navigate; create a powerful brand identity.
• Call to action: Tell customers what to do and fast.
• Engaging content: Keep visitors on the site; upload
presentations; make search engine relevant
• Blog: Create your voice with constant unique content,
interaction, feed posts to home page
• Feed your site: Insert feeds from blog, social sites, RSS
• Lead capture: Capture leads via contact, download
coupon/ white paper,

5. Part #2
• Targeted landing pages: Tied to online ads in attempt
to squeeze in a sales pitch and monetize an action
• Embed video and photography: Movement and
beauty attract. YouTube # 2 search engine.
• Social Media integration: Add socials; use easy to
share buttons
• Analytics: Monitor and track all activity; respond to
trends.

6. Other keys to driving traffic
• Socially bookmark content – Add
content to social bookmarking sites
• QR Codes: Use QR codes to redirect
users to your hub

7. Social SEO=Relevance
• Traditional Search Engine Optimization
.
– Page rank (numeric value (1-10) based on internal
links
• http://checkpagerank.net/
• Google search (link::www.entwineinc.com )
– Match keywords to search results
http://www.googlekeywordtool.com/
– Anchor text (SEO Friendly text link is succinct and
relevant to the target page)
– HTML title tag
– Links from social profiles

9. Add Social Search
• Human authority (social/author rank,
Twitter position )
• Links retweeted /shared
• Add syndicated social content
• Crosslink within blog posts

10. Content Management
• Create rich content that promotes sharing
easily with friends, colleagues
• Encourage mashup (mix digital media-
graphics, audio, video, animation to create a
new work
• Reward conversation and engagement
• Include keywords in content updates
• Produce consistent updates
– Utilize staff resources through training
– Outsource updates through regular client input

11. Facebook Commerce
www.facebook.com/7ForAllMankind

12. About the Presenter
Ira Kaufman, President, Ira combines 30 years of rich experiences
with businesses and non-profits to guide them to leverage the power
of social media for marketing, recruitment and organizational
development. Ira collaborates with a team of experts to design
interactive environments to by integrating traditional advertising,
online marketing, public relations and social media. His strong values
and sensitivity to organization innovation and change are the
foundation of his work. Ira has a PhD in Marketing and serves as a
consultant, public speaker, and lecturer for companies and Senior
Executive programs. Currently Visiting Professor, Lynchburg College
School of Business and Economics.
LinkedIn: http://www.linkedin.com/in/irakaufman
Facebook: http://facebook.com/irakaufman
Twitter: http://twitter.com/ira9201
www.entwineinc.com