Saturday, August 27, 2011

Designing a Web Presence

Understanding web presence is like riding a bike; it is hard to grasp at first but once you understand the mechanics behind it you are flying.

Below is a diagram of the best practice steps towards creating a web presence for your business. This is one of the processes we will cover at our Learn + Do Online Marketing Series. Additionally at the series, we will not only explain what steps you need to take, but walk you through them in the session right then and there. If you like what you read and want to know more about the series call us at 519-265-4933 or email us at

Designing a Web Presence looks something like this:

The first step of creating a web presence is narrowing down your focus point; what do you want your company to be known for? To go about this, pick 5 words that you want your company to be found for when people are searching online (these will be your keyword groups). These words can be any of the different services or products your company has to offer.

For example, a sporting goods store may have the following keyword groups: tennis, running, hockey, baseball and Underarmour (if you carry a specific brand you can make this into a keyword group too). Make sure whatever you choose for your keyword groups that you have matching content on your website so you are not leading people to your site looking for something that you do not offer.

Then within each of these groups, create tightly related keywords (try and have at least 5 keywords in each group). For the sporting goods store and the tennis keyword group it may look like this:
Tennis Gear
Tennis Shoes
Tennis Racquets
Tennis Apparel
Tennis Balls
The next thing to do is to create a Google Profile (you must have a Google account in order to create a listing). With the majority of people moving away from Yellow Pages and towards Google to find local businesses it is important to have a listing. To create a Google Profile simply Google "Google Places", click on the appropriate link and follow the steps - it is easy. Below is an example of Intrigue's Google Profile.

The next step is to add Google Analytics into your business' website. Google Analytics is a tracking program that shows data from your site such as how many people come to your site, how many pages were viewed, and how long the average viewer is on your website. Google Analytics can give you good insight on how your website is being used and what pages need work. To sign up for Google Analytics, once again Google "Google Analytics" and follow the steps.

Below is an example of the kind of information Google Analytics has to offer.

After you add Google Analytics, wait about a month to allow the software to collect data for you. After 30 days it is time to analyze your information. For example, if the average time on a page is less than you expect, review the content on the page. Ask yourself questions like "Is the proper information displayed on this page?" or "Should I add visual aids on the page to increase engagement?"

Once you analyze all the results and make the adjustments, wait another time period and get ready to refine your strategy. Marketing is very much based on experimentation. One must consistently try new things until you find what works.

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