5-point online marketing training regimen

@StoneyDStoney G deGeyter

@polepositionmkg

TITLE

5-POINT ONLINE MARKETING TRAINING REGIMEN @StoneyD

• @StoneyD• linkedin.com/in/stoneygd

Web PresenceOptimization

PolePositionMarketing.com

Stoney deGeyter

THIS IS ME I do this

Follow me

here

Read my book

Hire my team

WebM

arketingChecklist.com


There are three levels of existence

SurvivingThriving

Winning

Cons:• Loneliness• Poor health

Pros: • Minimal effort• Unlimited Netflix

Cons:• Takes effort• Will face obstacles

Pros: • Descent health• Balanced life

Cons:• Maximum effort• Involves severe pain

Pros: • Excellent health• Victory!

Introduction


In business everything is a competition

WinningLosing

Vs.

Introduction


HOW TO MAKE YOUR WEBSITE A CONTENDER


Website Architecture

TRAINING REGIMENSTEP 1:


Site architecture is your foundation

When the foundation suffers, the whole site

suffers.

Step 1: Website Architecture


Common problems with site architectureCRITICALMissing title tags

Missing meta descriptions

Duplicate content

Missing H1 tags

Slow loading pages

Poor mobile experience

Robot.txt issues

Crawl errors



Tools to access architecture issuesXenu Link Sleuth Google Search

Console Microsoft IIS

Screaming Frog Web Developer Toolbar Moz Analytics

Bing Webmaster Tools Wayback Machine Google Analytics



Keyword Research & Optimization



To find phrases to insert into content. To better understand searcher interest in a topic.To better understand searcher intent for any given phrase.

Old vs. new keyword researchStep 2: Keyword Research & Optimization


13 other uses for keyword research1. Topical niche

domination

2. Answering burning

questions

3. Making existing content

more robust

4. Learning your customers’ “language”

5. Improving your website’s

navigation

6. New product or service research

7. Finding high-volume

opportunities

8. Finding non-competitive, long-tail opportunities

9. Increasing click-throughs

from SERPs

Step 2: Keyword Research & Optimization


Old vs. new keyword optimization

To make sure targeted phrases are represented in your content.

To write content that represents searcher interest in a topic.Write content that outlines solutions searchers need.



Used Car

Hammer

Toilet

Transporter

Porcelain Waste Disposal

Receptacle

Sub-Molecular Teleportation

Device

Multi-directional Impact Insertion

Device

Pre-Owned Car

Write for your audience, not search engines

You Sell Customer Wants



Content



Every business is now in the publishing business

Consumers want more than a list of products to buy.

They want information that helps them buy the right products for their needs.

Step 3: Content


Build content that connectsCustomers Want…

Tips

Tutorials

Advice

Help

Instructions

Demonstrations

ComparisonsProduce the content your customers want on a regular basis.

…and they are more likely to buy from the

brands that provide it.

Step 3: Content


Great content creates exposure opportunitiesStep 3: Content


Great content creates exposure opportunitiesEvery piece of

content is a potential

entrance to your website.

Step 3: Content


Content + exposure = winning

Content helps establish you as an authority and builds up your brand recognition.

Google just wants to rank sites that searchers want.

Step 3: Content


Social Media



Content without promotion isStep 4: Social Media


Social media is about engagement

Create social profiles that will be followed.

Expand content reach into places it otherwise wouldn’t get noticed.

Increase engagement with your brand.

THE

ROLE

OF

THE

SOCI

AL M

EDIA

Step 4: Social Media


Socialize to give, not receive

Sharing and promoting content that is not yours.Sharing and promoting content that is yours.


80%

20%


Social improves factors search algorithms likeSocial media increases:

Exposure Searches Clicks Mentions Links

Google likey!



Usability



Getting visitors is pointless if they don’t stayStep 5: Usability


Make your site easy for your visitors

Key Point: Don’t make them think!

Easy to navigate

Clear calls to action

Simplified contact options

Minimum shopping hindrances

Step 5: Usability


Test to perfection

Image placementsButton colorsLink locations LayoutsFormsNavigation paths

Step 5: Usability


CONCLUSION


How to be a contender

Focus on visitor experience

Always engage your audience

Never stop improving

Website Architecture

Keyword Research

Content Social media Usability

Conclusion


WebMarketingChecklist.com

Thank You!