Why a web site is *the* essential marketing tool for your small business, and how to make it work for you.

1. Google is your storefront Why your web site is the essential marketing tool and what to do about it Matt Wiseley EditMe, LLC matt@editme.com www.editme.com

2. The web is how consumers find stuff Every year, the percentage of consumers relying on Internet search for local services increases substantially. Surpassed 60% compared to use of a telephone directory in 2008.

3. The web is how consumers find stuff

4. Search engine market share

5. Local search is still in its infancy All non-Internet or mobile products and services we consume are by definition local. Internet search is just starting to come around to the idea that most people are searching for something near them. How? Location awareness Search engine business directories Maps

6. Directories & review sites own the first page Popped up to fill the void left for years by search engines. Frequently own the first page of results for a given business category. Know what directories you’re in and what reviews have been posted. Add yourself to any directory that comes up in a search for your business category. Ask your happy customers to leave a review about your business.

7. Not having a web site is like not having a name for your business The number of small businesses without web sites largely contribute to need for directories. Consumer demand for business web presence outpaced small business web adoption. If your competitors have a web site and you don’t, what are you telling prospective customers?

8. Your email address is your web site's business card Consumers love local businesses who are willing to use email A business email address is one of the best ways to promote your web site. DO NOT use a comcast.net, verizon.net, gmail.com or other generic email address. Included with your web site hosting, or available from free services.

9. Please don’t design it yourself Web design: Part art form, part science – not a technical skill. Ask a web professional what they think about your site. Ask your customers, too.

12. How to get found: SEO 101 1. Define your targets 2. Optimize your content 3. Build a link network 4. Analyze and repeat

13. SEO 101 – 1. Define your targets Determine what your target customer types into Google to find your product or service. These are called keywords. Use the search engines themselves to test these. Google Adwords External Keyword Tool (search for it) Search-based Keyword Tool: google.com/sktool

14. SEO 101 – 2. Optimize your content If Google results were selected by humans, would they pick your site? Important information needs to be in text, not graphics. Name pages with relevant keywords and hyphens: www.chinaruby.com/chinese-restaurant-maynard.html Use target keywords in page titles, headings, links and content. META keyword tags are obsolete. Do not try to fool the search engines.

15. SEO 101 – 3. Build a link network Search engines put a great deal of weight behind the number of relevant sites that link to yours. Link building is the act of getting sites that talk about your target keywords to link to your site. The hardest part of an SEO campaign. Focus on authoritative content sites. Also leverage partners, customers, vendors, blogs, wikis, forums, press releases and social media. Put exchanged links in content and in context, not on a “links” page. Ask for the same.

16. SEO 101 – 4. Analyze and repeat Use Google Analytics. Check in monthly to gauge traffic sources and keywords. Make targeted adjustments. Consider going deep with an SEO tool like Rhino SEO, WebPosition or one of the hundreds of others. More detail at http://editme.com/SearchTips

17. Keep it fresh and current Putting up a pretty 5-10 page web site with your contact information is step 1. You are not done! Who wants to read a 2 year old magazine or newspaper? Currency communicates success and provides opportunities for incentives. Search engines love fresh content.

20. But I don’t know HTML! No need. Every web site should provide the ability to edit its content from any web browser. If you're paying someone hourly to make edits, stop it.

21. Content, content, content. Don’t just replace content, add it. More pages on your site means more opportunities for search engines and other web sites to link to yours. Each page of your site is an SEO opportunity. Doesn’t have to be a blog. Consider industry-appropriate reasons to continually add content.

22. Use content to establish authority You can't outsource the writing of great content for your business. A contracted copywriter doesn't have the experience, passion and authority to be writing all of the copy for your web site. Let your customers feel like they know you, and make prospects feel lucky for getting you on the phone if they call.

23. We may have scratched the surface A lot of other stuff to consider, if time allows. Is a mobile site appropriate for your business? Lead generation tools: email newsletters, white paper downloads. Paid search advertising. Business automation. How can your web site serve your customers? What is your social media strategy?

24. About EditMe Manage your web site in minutes, and edit the content with a single click – by yourself or collaborating with a team. The simplest way to create your web site. No technical skills required. EditMe is a secure wiki. Add, edit and delete pages directly in your web browser – nothing to install. Use EditMe for business web sites, private intranets, online communities, project team sites and more. Self service starts at $5/mo. Professional services can also build and customize your site for you.

25. Questions? Matt Wiseley EditMe, LLC matt@editme.com www.editme.com