launch your brand: domain names, wordpress as a platform, local search and website redesign revealed
DESCRIPTION
An Entrepreneur's look at how to choose, register and retain a domain name, the advantages of using WordPress for websites (not just blogs), Key Word Research and Local SEO factors and a behind the curtain look at website redesign iteration that demonstrates the power of good web design.TRANSCRIPT
LaunchCamp Boston, 2010
Search in the Website Lifecycle
Examining;– Domain Names– WordPress for Websites– Local SEO– Website Redesign
by Jim Spencer www.jbspartners.com
Hi, I’m Jim.@fairminder
on Twitter for the last 2 years, 10 months, 2 days, 21 hours
Here’s where you’ll find me.
• JBS Partners, since 2002• We are a web design & marketing firm.• Our web (.com) properties include:
–JBS Partners–Blog Wranglers–Web Page Advisor–Tweet Advisor
Why is this worth your time?
• Affirm what you need to know• Common Sense• Simple and Effective
AND…
Free chocolate when you ask questions. ;)
Overview
• Domain Name screw ups to avoid• CMS. WordPress Works for Websites• SEO is GEO. (Local)• Design Process for All: KISS
Choosing Your Domain Name is
The first Step In SEO.
What’s in an URL?
TheRapistFinder.com is Therapist Finder.
PenisLand.com is Pen Island.
WhorePresents.com is Who Represents.
You Registered What?
www.collaborativedivorce.com
www.sfmcdonoughlaw.com
Which one would you choose?
A
B
• Keep it 6 to 12 characters• Three words Maximum• No numbers or dashes• Understandable over a cell
phone• Memorable• .com is King
Domain Naming Tips
Sound legitimate
www.BrooklineFamilyLaw.com
OR
www.ivkdlaw.com
Key Word Rich Domain Tools
• www.MakeWords.com – prefix, suffix, root
• www.BustaName.com – combine keywords
• www.NameBoy.com – primary/secondary
• Bulk Domain Checker
Domain Not Available?
Know your max $$$ before making contact.
Use a broker who is not emotionally invested.
Use an escrow service (this is like real estate!)
Know what you are paying for.
The AfterMarket
Resources for AfterMarket
Moniker.com
Domain Name Registration
• Like registering a car more than buying a car
• Longer registration good idea
Keeping your Domain
• Renew 6 months before expiration• Register for 5-10 years• Like smoke detector batteries, review
regularly and keep up to date.• Buy .org, .net too• Plural, mis or alternate spellings
Retain Account Access
• Registrant – person with photo ID(not organization or co. name)
• Admin – different email address
• Tech - yet another email address
Your Domain name is a
valuable corporate asset.
Ownership
• Make certain: YOU OWN YOUR DOMAINS• Know where your website is Hosted• Know the URL of the registrar• Know the username and passwords• Where do you store Corp. info for a decade?
Choose ONE URL and stick with it
• WWW.BlogWranglers.com resolves to
http://BlogWranglers.com
• http://MPDailyFix.com resolves to WWW. MPDailyFix.com
301 Redirect. www is no longer necessary
Be Happy!Be Happy!
Benefits of your Asset
• Foundation of your web presence• Increases in Value• Build a portfolio with .org .net .us• Key words can bring traffic
Build on a Strong Foundation
WordPress
Built w/ the owner in
mind.
DIY
Over 8k plug-ins
Over 73,500,000 downloads
Drupal
Built w/ the programmer
in mind.
Hire out
Over 3k plug-ins
Over 200, 000 active sites
A Foundation to Build On
• Fundamental components are in place• Specialized functionality added via plugins• Very customizable using design Themes• Word type interface to keep content fresh• Usually simple to upgrade• Content and design are separate
Search Benefits
• The HTML and CSS code is already valid• Search Engines can easily index• Duplicate content issues are handled• Friendly URLs• Allows for alt text and tags• Pingomatic – actively notify search engines
WordPress for a Website?
Take advantage of the content management and publishing
platform of WordPress for websites, even when there is no blog.
Wordpress.org/showcase
http://wordpress.org/showcase/
From Good to Great
• Install and Customize WordPress themes• Apply Custom Design• Configure • Add Content• Optimize
Making Changes
Plugins that Work
• All in One SEO Pack• Google XML Sitemaps• Yet Another Related Posts Plugin - YARPP• Contact Form 7• Subscribe to Comments• Share This• Google Analytics for WordPress• WordPress File Monitor• Akismet
SEO
IS
GLOBAL
GO
L O C A L
SEO Best Practices
• On Page SEOKey Word ResearchMeta DataContent linkingImages
• Local SEO
Key Word Discovery
Google Keyword Tool
Google Trends
Meta Data
• Meta Title• Meta Description• Meta Key Words• Image Alt Title Attribute• Tool Tip• <address>
KWR to sell Red Baseball Hats
• Think in Themes and Parallelism– Page URL– Meta Title– Headline or Page Heading– Content– Sub Headings– Image captions
• Alt title attributes• Tool Tip
Red Baseball Caps
• www.domain.com/baseball-caps/red• Baseball cap, base ball hats, red sox, red hats• “RedSox Release new Red Baseball Cap Style”• Embroidered red baseball caps• Personalized red baseball caps• Papi sporting the latest red baseball cap
– Personalize red baseball cap worn by Papi– New red baseball cap
Meta Titles
Meta Title
Meta Title
Unique Meta Title on every pageUse Keywords to inform, be clear, compel
Internal Linking
• Keyword anchor text not “Click here” • Link to deep “Pillar” or “Evergreen”
content• Minimize # of links on a page (-25)• Link out to helpful, authoritative sites
Image Optimization
• ff-375_xl.jpg or red-baseball-cap.jpg• Include useful caption under the
image• Use descriptive alt attribute text• Consider allowing Google Image
Search in WMT
Local SEO comma formatted
• Company Name and Service,• Street,• Street Address,• City,• Province/State,• Zip code• Country• Use hCard format
Address Code sample
• <div class="lsrfcontent"> <div class="address"> <div class="org"><a class="url" href="http://www.davidmihm.com">David Mihm, Inc.</a></div> <div class="adr"> <div class="street-address">1919 NW Quimby St<Br>Suite 402</div> <span class="locality">Portland</span>, <span class="region">OR</span> <span class="postal-code">97209</span> <div class="tel">(503) 560-2755</div> <div class="email"><a href="mailto:[email protected]">[email protected]</a></div> </div> </div> </div>
Address Sample
LocalSearchRegistration
Fill out Each Section Available
• Consistent use of contact information• Also Include
– Photos– Videos– Service description– Coupons
www.GetListed.com
Top Directories (not just Local)
• Yahoo Directory ($300)• Business.com ($300)• Joe Ant ($40)• Your Industry Directories
Local Citations are NOT Links
• Company name and contact info on a local Charity event website
• Chamber of Commerce member listing
• Local paper or other media citation• All confirm/validate your location
Links and Citations
• Quality .gov and .edu CAN trump .com• Quantity: More quality is better than less• Review Sites: Yelp, Merchant Circle,
CitySearch, Local, Angie’s List• Distance from Centroid
• http://google.com/LBC
Design Iteration Revealed
How we got to the final design
First Mock Up
Third Mock Up
Fifth Mock Up
Seventh Mock Up
Final Design
Factors of Revision
• Use of color• Position• Spacing• Simplicity• Eye Movement• Call to Action
Launch
• Be smart about domain names• WordPress is a CMS king• Optimize your site• Be sure the design supports the
brand
THANKS
This presentation will be available at www.jbspartners.com
www.slideshare.com
I look forward to connecting with you [email protected]
781-640-8874@fairminder