Learn some key takeaways with regard to Search Engine Optimization and Website usability to jump start your online marketing program.

1. Digital Marketing
Getting the most from your Online Marketing
through
Search Engine Optimization
and Website Usability

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Who is Colleen Wright?
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 Digital Marketing Instructor for Five Years through Search Engine
Academy Northwest
 Online Marketer Since 1997
 Graduate of Portland State University
 Marketing
 Advertising Management
 Digital Marketing Consultant that has increased revenue for
many businesses small and large over the years

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Topics for Tonight’s Discussion
Search Engine Optimization
Website Usability Issues
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What is Digital Marketing?
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The Benefits of SEO
Visibility
You can achieve long term high rankings in the
search engine results pages by consistently
applying SEO to your pages
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Search Results Page
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The Benefits of SEO
Improve Sales
You will attract more of your target audience when
you rank high in SERPs, which can translate to
higher conversions
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Elements of SEO
Some On-Page Factors
 Domain Name
 Page Name
 Title Tag
 Meta Description
 Meta Keywords
 H1 Tag
 Bolded Text
 Link Text
 1% to 2% keyword density for Google

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Elements of SEO
Inbound Links
Authority Sites
Directories
Internet Press Releases
Article Marketing
Off-Page Factors

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Website Usability Issues

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Usability refers to:
 How quickly people can learn how to use
something
 How efficient they are while using it
 How memorable it is
 How error-prone it is
 How much users like using it
Website Usability Issues

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Biggest Causes of User Failure
Search
Information Architecture (IA)
Content
Product Information
Website Usability Issues

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Search
If your site has over 100 pages, you need
an onsite search engine
Check out: http://sitelevel.com/
Or Google has a Search Engine app
http://www.google.com/coop/cse/
Website Usability Issues
Biggest Causes of User Failure

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Information Architecture (IA)
 Navigation “Must Do’s”
 Keep your navigation consistent
throughout your site.
 Main navigation topics should
be static and should appear at
once.
 Don’t hide main navigation
items.
Website Usability Issues
Biggest Causes of User Failure

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Content
 Use common fonts sized at or above 10
points
 Avoid busy backgrounds
 Verdana is the most readable online font
and is the recommended font for use in
body text where readability is crucial.
Website Usability Issues
Biggest Causes of User Failure

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Product Information
One of the first things people want to know about a
product is the price. If it’s not readily available, people
assume it’s too high.
Don’t make people click to find the price. Showing an
estimated price is better than showing no price at all.
Disclose any extra fees.
Website Usability Issues
Biggest Causes of User Failure

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That Can Help You

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Tools that Can Help you
Google Keyword Tool - Free

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Tools that Can Help you
Webconfs.com - Free

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Tools that Can Help you
Thesaurus.com - Free

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Tools that Can Help you
SEO Automatic – Free

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Tools that Can Help you
SEOchat.com – Free

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Tools that Can Help you
Google Analytics – Free

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Contact Information
Colleen Wright
info@seotrainingnw.com
www.seotrainingnw.com

25. The Small Business Development Center is
partially funded by the U.S. Small Business
Administration and the Oregon Business
Development Department. All opinions,
conclusions or recommendations are those of the
author(s) and do not necessarily reflect the views
of the SBA or the OBDD.
Our Partners
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