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Making Overtures 2010
Digital Marketing:
Getting FoundGetting CutomersKeeping in Touch
Twitter: susanhallam
Web: www.hallam.biz
Blog: www.hallam.biz/blog
LinkedIn: susanhallam
Email: Susan@Hallam.biz
Making Overtures 2010
A copy of this presentation
www.hallam.biz
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
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 2nd 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...yetAm I ready to buy from you?
Making Overtures 2010
What do you do?
Making Overtures 2010
www.websiteoptimization.com
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 FoundGetting CutomersKeeping in Touch
Twitter: susanhallam
Web: www.hallam.biz
Blog: www.hallam.biz/blog
LinkedIn: susanhallam
Email: Susan@Hallam.biz
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