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Online Marketing: Strategies and Techniques- Part 4

David Sharpe

Presenter

David Sharpe

Technical Director for the Center for Online Evangelism

Conference

Recorded

  • November 11, 2015
    2:15 PM
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All right. So the last we ended on a kind of a scary note as we were talking about security. Did. Were there any any other issues about the security one thing. Somebody asked. And if you will remind me I'm going to show you behind the scenes of the Web site here in a little bit so if you remind me about the plugins. To to show you the security plugins. I'll be happy to do that. OK So we've got our domain name. Chosen. We've registered it. We have a hosting account. It's set up Wordpress is set up. Security is taking care of. We talked about a theme right. The need for ATHENE. As being something separate from Wordpress the software. All right. Going to talk about design considerations and these are a number of things that you need to have in mind as you start building. The site itself now with when I talking about building the site now I'm talking about the content that you add the things that you're going to change on the theme. Hopefully the thing that you've chosen has some the some customizing options and. So these are things that you're going to need to think about. Number one. Try to be current this is current best practices are something that change. Very regularly. What worked what looked really really good. In two thousand on a Web site. Looks like the year two thousand now. And just in case you forgot to check your calendar this morning we're in two thousand and fifteen. So whether sites designed in twenty fifteen. Should not look like they were designed in the year two thousand because users expectations have changed dramatically. And one of the things that you're going to see. As you look at sites. One of the things you can do is look at websites that are designed by. Companies that are in the Information Technology. Internet technology sectors. You will see some of the things that people are starting to expect I was mentioning the Web site that right. Has a company is W.R.I. Kate. That's right. COM And you can look at their Web site. It's mostly Grey's black white and gray. Which is kind of unusual you know we used to think you want all kinds of color and everything. The more subdued colors are just fine. And worse now seeing wide. Pages. You know where that. Where the images. And the text and so on go for margin the margin. And are in smaller chunks. And it's common noun to see a very long first page. The front main page may be. What we used to do. Maybe split between six or seven pages. So the design. Best practices are changing. And if you are stuck in twenty fifth. Seen or even worse in one thousand nine hundred five. Your users are going to judge you and your business. Based on that like I said earlier it's not fair but unfortunately. Given the the way we're bombarded with so much information. Your visitors have to have some kind of filter to tell whether your site is worth their attention. And one of the things they're going to do is if they're going to cut mentally be comparing it to other websites that. That they're familiar with. If you're just as not match up favorably. They're going to go away. Yes but I'm going to qualify that. There are designed factors and I wish I had a cite to show you as a bad example. But I didn't have time to find one. But we've all seen them. Where the page is split where there is a. It's three columns the old three column formats very very very popular. I don't know in the late ninety's early two thousand you had the narrow left hand column a wider block of text. And then another column over here on the side Nick still will see those. But it's kind of an old style. It also tends to clutter the page. Let me show you. Let's just go and take a look at rights. Page so that you can have a sense of what I'm talking about. All right. You see there's an image here that takes up the whole screen. This is called the hero image. So if you ever run across the term hero image now you know what it is. We've we've retained some language from the old print. Days. This line right here we still call the fold. Everything above it is above the fold. Things that are below this first screen. We call below the fold. And you'll notice that there's there's an image there with a little bit of text. And I'm. I see that this is not actually great there's some blues and browns in there but it's very subdued compared to some of the stuff you see. So they have a a page here with. You know it's work management project management and you can enter in your e-mail address and get started with a free account. If you scroll down. Try this you get. What's known as a slider or carousel. Where you can click here and see different. Different factors elements about the software. By the way I would avoid. There's a a common design thing right now is to put the sliders up here and above the fold. And you'll see the there auto It's kind of an auto place so that when you land on this page. You know it might look like this and then the scroll. Often about that fast. And pretty soon you're want to scream because you don't. There was one of those that you want to dip. To lead a little bit more. So even though designers love these the terrorist cells or sliders. You should not use it above the fold. It's just considered not best practices anymore other that. There's no reason for rankings or anything just for user satisfaction for the user experience. F O L D like a folded newspaper. It's it's kind of weird but it. Rate. Right here at the bottom of that first screen. Now you see the fold has moved up and now I'm I'm below the fold. And we don't. We don't do any distinguishing beyond that typically it's just above the fold and below the fold. And then this is this three call long. Thing with an icon and a little bit of information very common you'll see now in contemporary websites. There's a video there that you could watch some features. There's a cold action right there where you can get the app for your phone. An offer for a free book this is also it. A slider if you see down here every one of those dots indicates there's another slide. So you can just look at all those free ebooks they're offering. And when you click on that it'll take you to a page where it's going to ask you for your e-mail address and it will automatically track which book you are asking for and send you a link for it. It's a call to action. And you want to make sure that you've got calls to action on your website and it can be very simple is get the app. Download the free e-book. These are the things these are the things that are your most desired actions remember we talked very early on about what are your most desired actions. For the Web site for me one of the biggest things that I want for from a website I want to Informix my visitor and. I want to capture their name. Because once I have their name on my list. That's money in the bank. And it is for you as well. Regardless of whether you're selling mandarins or where the you are selling a home school course. Or anything else you want to build your list and will go into more detail in that minute. And then down here this is the footer area. And there's a lot of information in here now that used to be used to find that over here in the right hand side bar in those old three columns. Things. So this is. This is just kind of a quick review of what contemporary web design is looking at like. Now back to your question. There is no reason why you can't do this type of design. With pictures of old Barnes and then barnwood in that type of thing your images are going to be which you used to give it that old feel. Not design considerations because if you noticed as I scrolled through there the text was chunks. It's very easy to scan through that you have large headlines. Large sub. Headlines. You can get through it quickly. You don't need to win. When somebody sees a block of dense text paragraphs. You know four or five lines. They don't want to read that on the screen and. And it's getting worse as we spend so much time online. We're finding that studies are showing that brains are changing. And we do not sit and read on stay on the screen we do not sit and read. Like we used to on. If you. I've I'm finding too that I have a little hard time with reading print. Now. And it's kind of a. Because I've spent so much time now and for me that's the kind of a big deal because I've got something like five thousand books in my house and I've always been a a bookworm. But it's changed I spend so much time on the Internet it's changed my the way I read a bit. Those who are growing up as digital natives. Those who are growing up with these devices and so much exposure to the Internet and so on. They're also finding that the brains are wired differently now than they work. Years ago. So rather than sitting there and thinking it's not the way it ought to be of course it's not the way it ought to be but that's the way it is and we have to work with with what our visitors are experiencing. And make it work for them. Are So we've seen that website let's. OK. Mobile friendly. And when I talk about mobile friendly I'm. Mobile friendly is a term that you need to get from Mill your with it means a certain specific set of things that Google says it means. And it's not an option. Fifty percent or more of all search activity done online. Is done through a smartphone. Not a. I Pad. Not a laptop. Not a desktop. But one of these. And how many of you. How many of you've ever looked at a website on a on a smartphone. Most of the scene. Same than this year earlier this year we had an event that everybody dubbed mobile good. Where Google said. Any site that is not mobile friendly according to our rules will not get. It's going to suffer. In the search rankings. Search positioning. And they have a very specific set of things that they're they are looking for. And one of the main things is a mobile responsive theme. And so when you're looking at themes for your. Wordpress site. Make sure that it's mobile responsive now what I mean by that is that when somebody looks at it on a smartphone. They don't have to go. Scroll side leads to try to see the whole width of the page the whole page is resized and reformatted to fit in that little tiny piece of real estate. It's not shrunk down. It's. It's actually reformatted. So that this phone sees. You know as you're looking through there you see. Type that you can actually read. Not have to have a little microscope to see this little tiny specks of dust on the screen. And then you need to test it. Not all things that claim to be mobile responsive actually are so you want to check it out. And Google has a tool. A little place so you have to do is Google Google. Test mobile friendly. Something of that nature and. And it'll pop up there's a link that you can enter in your website and it will tell you how you score on the mobile friendly thing. This is where page loads bead is really important you want to make sure that the images that you put in are optimized for a for the web and. I'm going to say the easiest way to figure that out. Is go to Google and type in how do I optimize photos for my web site or something of that nature because there are many different tools and many different ways to go about doing it. But your images. When you shoot a picture and take it from your camera and load it right to the Web site. Get chances are that your photo is about four times too big and yet. The website tries to send the entire file. So you may be loading a picture that's that four times too big it takes four times as long to load and mobile users particularly don't have a whole lot of patience for that the air out of there. Very very quickly so Google has a tool to test your page load speed. And you want to make sure that you're getting your images. Particularly reformatted so that they don't slow it down. There's also some other things that you can run into but they don't typically cause a problem. Except when you have a developer that's working on a website for you and has a lot of javascript. Other little things. Bills and whistles that they've put in those can often slow down the site. If you're using just a basic Wordpress. You're probably OK. But it is something that you want to watch for because it's a critical component of being mobile friendly. This is not required but I would suggest strongly that you find a a theme that allows you to put a click to call button in there. Because many smartphone users when they're searching. They're ready to take some kind of action. They either want to go to a place. Very common young family Nutrition Center. I want to know where it is. And we were doing a search yesterday. Where is it. What are their hours. How do we get there. We were ready to take action. So if you have that click the call button on there the Smart Phone user when they'd lose the website all they have to do is click the button. Phone starts ringing. And hopefully it's your phone. There are some things. Oh. This one automated mobile pages project. A.M.P. Yes. Two different things. Are you guys from Ilya with what he's talking about. You've searched for some for a local business and up here in the right hand corner. You'll see a Baptist. Sometimes there's a picture of the business. Sometimes there's usually there some other kind of information in there. Very common with local searches. This is starting to get into a little advance. Search engine optimization and. But since you asked Will. Will know I had I didn't have it in there but it's global pulls that information out of information it knows about your business and. One of the best things that you can do is claim your go places listing and make sure it's optimized. And there are scary specific things that you need to do to it. But if you've claimed your Google. Every business gets this Google Places. Listing in. And it's just like. Google has a place where you. Where I can go leverage news about your business. Whether you know it's there or not and then other people are going to see it when they search whether you know it's there or not if you claim that lifting. You go in and say yes this is my hillside farms it's my business. And this is my listing. And they have a little way of verifying it. And you can make sure that your name address and phone number and all of that is precisely correct in precisely the same is it is on everywhere else that you have control over. And then that shows up and you can often might like I said just some of the information that's in there. It's going to show it. Most likely whether you've done this or not but unless you've claimed it. Number one you can't respond reviews if you haven't claimed it. So I can go on your on there and sale kinds of bad things about you and you can't do anything about it. If you've claimed it. Then you can respond to the reviews. Also you can do the optimization to make sure that the information that I see is is what you had in mind. The other one. Did you catch what he was asking about the other one you'll see a listing sometimes and then underneath it you'll see. Four to six. Subheadings that. That will be either departments within the business or some kind of subcategory in the business. This one's a little trickier. You can do things to make it more likely that those are going to show up they're called rich. Snippets. You can. You can set up your site so that it's more likely. But you can't actually force. Google to show those the last I checked now Google may have changed something this morning that I haven't had a chance to catch up on because they do this. I spent. Yeah. And that's what I was saying earlier you can't just create a page and then walk away from it. Well I subscribe to fourteen newsletters. And I spend about an hour every day. Their email. E-mail newsletter Well one of them moves from Google and others are from industry. People that the follow it very closely and have close connections with people within Google and and they run. There are people that run a number of Web sites and they watch the analytics and track things very closely. It makes a huge difference. And so you're going to see we're going to cover basic stuff there are basic things you can do but Google can change things overnight. Usually we have a little bit of morning. Once and while we don't. But the. The things that you can do for. The rich snippets. In the search results. You use a markup language called schema. So if you're interested in learning about those you can go to schema dot org. S C H E M A dot org And you can learn about how to how to set up those snippets within your site. And it increases the chance that Google's going to actually display them. But it's a kind of an advanced. I mean it's not the it's advanced not because it's hard to do. But because there's so many other things that you could do that would make a huge difference this is a nice thing it helps with click through rates. People see it. And they'll click through. And more often they'll go with. When you have those types of of snippets showing in the search. Listing. People will actually end up where they want to go rather than landing on your home page. And then trying to hunt and peck and find where they're supposed to be so hard. Yes. Well. Amy and Amy's working on it. I am is my content team leader she's she's a writer and. She's working on the same certification that I've got the SE of copywriter certification and this is all part of that training. And we're actually working on blending our S E O. And content. Departments a little bit more because as you'll see here in a few minutes content and a C.E.O. have a very very close relationship and. And it's become more and more important that they work together so she knows about it but some of the technical applications. Not yet. A.M.P.. This is going to be a game changer if it actually rolls out to the rest of the world. Right now as far as we know it's only on some news sites. But how to say this in without getting too technical. It's going to change the way. Mobile devices. See how Google sends information to mobile devices. And what's going to happen it's global is going to send a completely different page to a smartphone than what it is since to a desktop or laptop. The only thing is is that Google's not going to create the page. You have to create the page. It uses a completely different language called AM P H T M L. Which probably has more information than you want to know but. Your website is going to have to have this capacity if they roll this out because here's what's going to happen. There roll this out to the entire web. And I'm searching on my i Phone for a hillside farms. And if you aren't a peak compliant. Guess what. You're not even going to show up in my mobile search results. You could be number one page one for desktop searches. And not get anything for mobile. As far as we understand it now might have to qualify that because this is being recorded in by next week. Who knows what's actually going to be. But it looks like. Based on what we know right now this is what's going to happen. If you are not a M.P. compliant. Your site will not show up in mobile search results and remember. What they say fifty percent of all searches are done on smartphones now. That's a significant amount of traffic. Now. That's scary. But on the other hand it's good news because I can tell you that at least fifty percent of the people with Web sites out there don't even know that. Well it's probably more like eighty percent of the people with Web sites don't even know this exists yet. You know it. So now you can beat your competitors. By one very simple little fix. You have a Word Press site remember. This is one of the reasons I told you you need to just forget about most everything else and stick with Wordpress. There's a plugin. Remember oh tell you what the plugins where the little little chunks of software that can plug into the Wordpress engine and extend its capabilities. There is a plugin. That's a M.P. compliant make sure site compliant and it serves out. Sends out. Those pages. In that format. And one of the things that it's going to be really great for mobile users as far as I understand it because the whole formats going to be different and the page is going to load like lightning. And the information is streamlined. Very much streamline a lot of the extraneous stuff is stripped out of it. So instead of sitting there waiting to hunt and waiting for the page to load it's going to be right there. And so you have people that like to scream at the microwave to hurry up. They're going to love this because it's going to load. Really fast. Automated mobile pages. This is very sad. Yes. Yes. And this is what's going to. If Like I say if it's not compliant. It won't show up in any search that's done on a mobile phones. So significant as. Yes I haven't actually and had a chance to plug it in yet and play with it but my understanding is that once it's plugged in. There may be a few settings that you have to tinker with often with with plugins there is something you have to take her with just a little bit. But once the settings are set. It will automatically create the page in the appropriate format. Automated mobile pages. All right so this is an easy one but it's something that you're definitely going to have to do. How does a plugin work. It's. I'll show you in a minute what. What they look like. But it's just something that extends the capabilities of the original Wordpress engine and. It's like it's like adding a feature somebody says huh. Wordpress doesn't do what I wanted to do so they writes this little plug in set of scripts and loaded in there. Tell it to play nice with with Word Press. And then. Now Word Press has that new feature. So it's a way of of expanding. But at the same time. You don't have to elect a lot of Microsoft products where you. You have to take what they give you and it's becomes very bloated and resource hogs. You can pick and choose which of those features you want on your wordpress site. So it's. It's kind of nice. OK. Some things to avoid real quick and most of these I shouldn't have to tell you but I'm going to do it anyway. You guys remember when you click on a web page and there's this little flash movie that wants to play or some little animation that wants to play. And you can find the place to click to get away from it just to go find the address of the place you wanted to go find. Don't do that please. There are people still creating those types of pages. Even though the rest of the world hates them for it. Don't do it. In fact don't do any media that plays automatically of any kind. If you have a welcome video on your website please do not make it. Auto play. That's one of the most irritating things. Actually the most irritating thing is when you log on to see when you look. Go to somebody is Web site. And there's music this starts playing. That's got to be the most annoying thing. And it's a carryover from the one nine hundred ninety S. when. When we discovered that this capability existed in all of a sudden everybody's Web site. You had your loaded up and you'd hear the Jeopardy theme or something else playing a knee and just. It's why I don't have any hair. Cluttered pages. Did you notice that the Reich. Web site that I showed you didn't have a lot of clutter. Not a lot of dense text. You could tell where your eyes were supposed to look. You want that same kind of clean. Uncluttered easy to scan. Feeling on your website and just as a little aside whether you're interested. When there have been a lot of. I track ing studies done. And if you're interested you can get software you can. You can have people. You know do this kind of test on your Web site but this show that when somebody hits a Web site that I as a media draw into this area right here. And it. It varies depending on the site but maybe about a third of the page that quadrant there. That's where the I immediately goes to. Then it goes over into this area somewhat. And not too much down here. Your best design is some kind of an L. shape. Often. But remembered I goes here. And then here. So. Work with that trying not to know the words don't have a big blank space right here. And all of your text. Over here. All right. Any questions about building the site. To hosting a domain name. Wordpress any of that. Because we're ready to move to the next. To check the domain name I use. Name cheap. In a in the C H E A.P. dot com They're the registrar. Any website. Are any site that has a who is look up. Will do that and that's just you guys don't really need to know that I guess unless you want to find out who owns a domain. You can go to. And he says you can Google who is look up. And who is one word. W H I S. And then enter the domain name and it'll tell you where it's registered and some other information about it. So I've got something in my notes that obviously didn't make it to the slide. Can you see the importance of planning your site. Before you actually start building pages. OK. It's before you start anything even if you have a website already before you start changing things. Have it sketched out. Planted out. Make yourself a little little map of. What you want it to look like because once you start getting into here it's easy to get distracted. And forget what it was you had planned and. You can lose continuity. So plan it out ahead of time as much as you can. Were into the system. Systematic part of this this is now we're starting to get into the area that. That is going to be kind of a a systematic loop. We're going to take action. Observe the results analyze it. Get the feedback and change behavior accordingly. So the first thing that we want to cover is content and content. Is anything that you put on your website that can be a video it can be. Text. It can be audio. See what else could it be. Images photographs our work. You know anything any content that you are putting on there for the benefit of your visitors. Content is king. This is what makes or breaks your website in the long run. You will hear people saying things like search engine optimization is dead. It's not. It has just shifted to where content is the primary thing. If you ignore all of the technical things that I'm going to be telling you a little bit later. And you focus on providing content that meets the needs of your visitors. You will be far ahead of the game. So if there's only one thing that you can do. Your content is where you need to pay attention and put most of your resources. The rest of it is stacking the deck in your favor. But this is the one thing you have to do. Because if you don't. You just aren't going to get the results that you want. So there's some requirements that you need to keep in mind. Your content needs to be fresh. Now it is not true. As somebody assured me yesterday. Somebody assured me yesterday that the reason you wanted to always have fresh content was because Google. Always showed the most recent content at the top of its search results. It's not true. But Google likes to see that you have fresh content and it is showing up regularly. Now if you haven't been putting anything on your site and all of a sudden you put twenty pages on there. Tomorrow. You don't really want to do that you want to do it a little more gradually a little more consistently than that. And there really isn't a set time frame that I can give you I can't say you need to put up a new page every day or every two days. But you need to have continual content being added to the. The site. You know. There while there may be occasionally reasons to remove a page. Most of the time if you have been planning your site properly. You won't need to remove a page. But content doesn't just have to be a page I keep saying pages and I need to qualify that it doesn't have to be a page it could be a blog post. It could be adding a photo. I tend to talk in terms of pages because the commercial clients that I work with argues in content marketing strategies where they're going remember we talked about the long tail keywords. They're identifying their their search. Marketing team is a dent a fine. Long Tail keywords. And then they say Dave we need you to write an article a page. Based on this phrase that answers this question. And so I write write it based on that. And then it gets posted and now that's fresh new content. And the next time Google crawls through the Web site. They see it. By the way. I've I've alluded to this a couple of times but I should probably tell you specifically. Google has a piece of software called a spider. Or robot and it crawls through your Web site and looks at the. The technical things particular that will be talking about a little bit later. And determine this is how your site kind of gets scored. Determines where that. That's going to be placed in response to certain searches. So this is how Google knows they've got software that's out there little spiders. Think of it like a nest of spiders they're continually crawling through the web. Looking for information. Their front page. Their front page does not change much. Inside. What what I think of as inside the site they have a blog. And so they have regular content that they're posting to the blog. That's fresh content. So there are whole site doesn't need to change but something on the site should be getting improved or added to or. In those navigational links across the top of the page. Yes. And when I talk about changes and fresh content it doesn't mean that the entire web site has to be rude remodeled. Every week. It can be as simple as having a blog that. For your posting. Remember I talked about the curated content. Earlier sharing links from other places you found. What you're adding to your website does not have to be sales material. It can be information and fact it should be informative think in terms of of your site visitor. When they pick up their device or sit down at their computer and they open up Google they want. They have a burning question. And depending on how badly it hurts. It's more urgent. Some are murderer gent than others when they are searching for something that you can provide you want them to find you. And when they find you you want what they land on to be the answer exact answer to what they were looking for and. It may be a very short blog post it may O.B.L. entire web page. You know maybe two thousand word article. You have to kind of get inside your visitors head and have a clue of what are they looking for what's going to meet their need what's going to answer their burning question. And when they do that when they find it. And they like it. And they share it. Or they respond to it Google sees all these things happening and says I how your web page is relevant and makes a difference and. That's the. The next thing after talking about unique. Now. I said use curated content. But your entire website should not be curated content. Because Google looks for duplicate content out there. You're OK. If it's not all of your website and if you are linking back to the original source here or a. But Google needs to look at your website and see. Unique content that it's not going to find anywhere else. And I don't mean that that you show. Three ways to peel a pomegranate and. Nobody else is showing you how that's not what I'm eating by by unique. I mean ing that if you want to put up. A post in your blog or a video on how to peel pomegranate. It should be your words. It should be your process it doesn't matter so much if it's the same process but Google needs to look at it and not say Aha. That's that word for word. What's over here. So. My best knowledge on this is that Google looks at things in shingles that calls them shingles. For whatever reason of about six words. So you know if you have. If you have a page that has a lot of segments of six words that have been lifted from somewhere else. Google Google is going to say add diplomat content and. This page isn't very unique. And therefore it doesn't deserve a very high score. There's not a negative penalty. At this time for duplicate content there are some things that you can get a. You can get shoved down you know Google actually step on your site and push and push it down in the ratings. If you do some certain things and we'll talk about those. But duplicate content is not one of those it just it just will look at the page and say. It's not unique so they don't need to see it. Have you ever noticed when you are searching. At the bottom of page Google will say. In order to show you completely unique results we have not included some listings. You know it's kind of in medium size text at the bottom of the page. Those. And if you click on there you get more pages. Those are all duplicate content. So if you don't want your page to end up in that little graveyard there in the by. Autum try to keep from having too much duplicate content. Relevant. This is probably. I don't know they're all important but this one's critical. Relevance. Did it answer what they were searching for and we talked earlier and we were talking about the key word analysis that looking at the key word planning tool. What was the term organic fruits and vegetables that had so many searches. If I type in organic fruits and vegetables. For one thing it's my fault for being too vague and what I'm asking. But Google doesn't know for sure what to give it so it's going to give a diversity. There's a equerry like that they have this concept called Querrey deserves. Diversity or requires diversity. Because they don't know so they're going to give you a mix of organic fruits and vegetables. Techniques farming techniques they're going to add in something about why you should eat organic fruits and vegetables. They're going to give you a result about why organic fruits and vegetables are not worth their cost. It's going to give you a mix. Because it doesn't know for sure what you're what you're asking for. But if I wanted to know about how to grow organic fruits and vegetables. And I can't find it in there or I see your page. And I click on it and it turns out that it's. It's talking about why I shouldn't buy them. And that's not relevant to what I had in mind and so I I leave real quickly. Google sees all that and says that page is not so relevant anymore. For this type of query. It has to answer the burning question that the person had in mind when they opened up Google in the first place. So you have to become a mind reader. And also have a little bit of a clue of how Google. Tries to determine what. What results to give the person who's searching. It's a. Another reason to avoid those broad match keywords. Where it's impossible to tell what the intent is behind the search. If Google looks it at your page and pal people interact with the page and says it's not relevant. Then it's. It's not going to get a good position in search results. Any questions about about these three elements. Unfortunately it's a little bit vague on how you actually make fresh unique and relevant content. Because the answer to how you do it is. It depends. It all depends on your market who you're targeting. And how will you understand. The market that you're targeting. And just to take a little side trip on that if. Here's how the search behavior typically works you start out with that broad match. And you see some some variety in there and you see I had this one way down here that's what I was after. And so you click on that and as you're looking at that maybe you see. Oh that's the word that that. That means. So now you go back to the search box and you add in that word. And now Google says a ha. Now I have a clue. A little bit better idea what she's after. And so you get a different completely different set. And you may also egos talking about how the previous searches will influence the results that you get on your next search. And so you. You start refining it as you go along. So this is why you why you don't really want to get try to compete for those keywords to get thousands and thousands of searches there to bring. Yeah pretty soon you have ordered ten books instead of the one you started out just to see what the reviews are alike. I'm not going to bother with cookies too much because they are they aren't really relevant for what we're talking about there. They're more in involved with e-commerce. Where you are making direct sales. Off of your site. And it's a fairly advanced thing as well. No they don't use it's not cookie driven it's is based on their observation. And they're they're tracking of you and your search behavior. So. Because of that. Now there's there's only one way that I know of. And I was going to get the link at lunch time and I forgot to do it. So you'll just have to find it. When you get your ad words. When you get your Edwards account. Inside there. There is a place. And I'll include it in my. When I e-mail out of resources and NOTES. There's a place where you can go. Click on that link. And it will show you as close as possible. Not personalized results. It's. It's not pursue it it strips out all the personalized results but it doesn't account for the fact that the results he gets are going to be different from the result she gets. And from what he gets. It's going to be unbiased unfiltered. Results. It's about the best you can do. So I'll include that a link to where to find that within your Ad Words account. But that's the best you can do to figure out how everybody else is going to see it. Because even when you even the. The ways that you can strip. The personalized results. Google still returns the results based on location. It means that you're one of that percentage that Google gets every day that's absolutely unique and they have no clue what to do with the. You know once in a while there's there's still stuff out there that. That hasn't been indexed at least at least Google hasn't found it. Most often I think it's it's the fact that they don't understand what you're asking for and. Either you're too vague or you're too specific. For me it seems the problem when I run into it it seems that I'm too specific. And maybe my understanding of of this specific term is not quite right. See the title of this book The Art of a C.E.O.. It's not the science. Search engine optimization that it's Google it's not a science. So Google is a collection of algorithms. Software that is analyzing its And. The machine language learning the insulin ng. As it moves through its people who are reviewing site that as the spiders crawling through it will often flag. Sites for manual review and so Google has people to go and look at it. If it means software going and through. Going through and looking at your. Looking at your. And in a minute we'll look at what the what the spiders looking for. It's. It's just software that's looking for certain things. On the site. So that it can make a judgment about your site. So it's and even at that nobody knows for sure what Google is because I'm not sure that Google even those sometimes. But they're so fast. And in the information that they're collecting. It's mind boggling. It did make it in their plan. The structure of your content before you start creating it. And part of that is knowing what is what do you want to have happen. When somebody actually looks at your content. Every piece of content should have a purpose. Even if it's only to make you feel good that it's up there. At least be honest with yourself that you're that that's the reason you're putting it there. Plan your content structure. Before creating it and that's you know. Plan out what's the purpose of the page was the purpose of the blog post. What do I want to have happen when somebody reads this. And then it'll help you once you start actually creating the content. OK. Types of content. Web pages. You've all seen the web pages is just a file that shows up there on the screen with information. It should a web page should be very specific. It should. Other than the main page. Any page beyond that should answer a specific question. Don't try to cover. Soil pests. Diseases and natural hazards. All in one page of your gardening how to be a gardener website. Split these out in fact if you're going to talk about how to handle pests. Split out that stuff so that you have a page for cut worms. And you have a page for a fits. And you have a page. Effect you might have two pages for a fibs. But you should have very specific information on that page. Because remember we talked about the long tail. Keywords thing. And in a minute we're going to talk about optimization. And you'll see a little bit more about why and why that's important and that. That one page one concept is we call of the saw two were siloing. You're putting the continent silo. You know and like a green silo. It's got walls around it. One thing. Blog posts. Blog posts are usually something that is. Information. News and Events. An opinion. Something that doesn't necessarily fit real will in a page standalone page. It's a nice format for for talking about the harvest was really good this year. Or we're expecting to not have any very many mandarins this year because we've had a freeze in January just as they were getting ready to serve right printing. It may be a place to share recipes maybe every week you share a recipe about something. Another way to fix your produce something that you're growing preferably. So. It's. It's a little less formal typically in a blog is a good place to put that curated content that I was telling you about sharing. Oh I just read this really good book or. Here's another site that has good information about how to control pests in your work. No. That's the comment section. That's just come out. Back years ago. And it was at least twelve to fifteen years ago. Somebody came up with this really neat piece of software that let you put your journal. A diary online. Daily injuries without having to create a new web page and. They called the concept web logging so what you had was a web log and. It just became blog. Web blog and. It was designed like I said for a daily journal. And people started discovering that they could. They could build a website and use this blog format and comment on current events. And so it was. It was very will. It handle that kind of thing really will something happened today now I can. I can quit. Create a post about that. And boom there it is I don't have to do any design work everything's already formatted. It's very easy to type in and post it. You can go back and make corrections easily. And it really revolutionized the online world. So a blog nowadays. It can be everything from current events to opinions. You know there's people that. That have blogs about fashion. You know ice. They just start talking about fashion talking about entertainment. Movie reviews. Blog is is kind of a general term now for a. It's a tends to be a very dynamic. Thing where. It's a little it's a little less planned. Usually as in you know if you're going have a web page. If you're. If you want your Web site to be about how to be a gardener. You might have a whole structured. Section of pages. First you do this and. Next you do that and next you do this but you might also have a blog like like we're talking about with with Milton here and he's got a homesteading project that he's doing. If he documents that in a blog format. Today this is what we did. Next week we've got to start getting far wood in. It's just kind of a running commentary. Of what's going on it's. That's going to be fresh new unique. Because it's his experience and. If he structures his posts properly. It's going to be relevant to this search queries. This peep things that people are searching for. And since we're talking about blogs so I may as well just say it now. There is a resource that you should look at if you're interested at all and having an effective blog. And the site is boost. Blog. Traffic dot com. Boost. Blog. Traffic dot com. It's run by ed. Gentleman by the name of John Morrow. John is a. Thank you for quite a polluting. He's restricted to his wheelchair. And I think about all he can do is move his head. He's richer than all of us been the room put together. Because of his blogging. He has to dictate his blog post using Dragon Dictate. Voice recognition software. He's got courses and information on that site and anything that John Morrow says about blogging you should pay attention because he is considered one of the foremost authorities on blogging. And much of the information on his site is free. His blog posts he is constantly sending out e-mails. Notifying us about his new blog post and it's it's that. Ten Stupid mistakes that you're probably making with your web site. Kinds of stuff but it's really really good information. A whole education just on the free information that he's got on his site. So you should that's one of those sites that all have in the in the resources but I figured I may as we'll tell you about it now you need to look at what John's talking about and pay attention to it. Because this type of interaction this is what creates engagement with your visitors and Google looks at how engaged are people. How much are they sharing your content. Blog post. If they're well written and well designed they tend to get shared on social media. Google likes that. So it's a very viable form of marketing that that you should look at video marketing is one of the effect it is the most effective form of marketing. Out there. It doesn't matter if you're like me and can't stand to wait through a video. Where in the minority. Marketers professional marketers are saying overwhelmingly. The video is the one place that they get the best results. So think about what you can do with video. You do not have to have a big fancy camera like the guys from Little Light Studios that are here. This week. Something like this works just fine and. We'll be talking in the advance session will be talking more about video marketing. But. It's easy. Your videos shouldn't be more than three to five minutes long. They should be very to the point. You should script the Mount. So that you know what you're going to say before you turn the camera on. And it should be something that informs the visitor. Your site visitor about. Just like a web page. You're answering a burning question. Do that include a call to action and you should see a lot of activity on your site content upgrades and opt in bribes these are two forms of content that I will go in more depth when we start talking about email. So for the moment all you need to know is that they are involved with email marketing. Here's a resource that you should write down I again I'll include this in the resources. Better Life T.V. better life broadcasting you guys from Ilya with with better life. Our executive director. His parents are the ones that started that. And so we've got some nice connections with them and they have a resource now. Better health T V. It's live streaming Health Channel and. This is something that you should consider imbedding on your website because people will look at it. They'll see you as having something to add for lifestyle. Issues. It can be a fee if you integrate this into your website properly it can be an additional tool for outreach. Your business your website does not have to just be a business tool. It can also be an outreach tool. We consider the Internet to be the largest mission field in the world right now. No. Is it. I haven't had a chance to watch it. I haven't had a chance to watch it but I people tell me that it's excellent material and. Ed Wagner is. His parents are the ones that started this so he stays in close contact with them and we've been asking them for resources for because we deal so much with churches and schools and they're looking for information. But have a page. A lifestyle page on your website. Give you know give the lifestyle resources for people. If you. If you have them. Sold on the lifestyle issues they're going to come to you for the produce. They're going to have a hard time finding it. In other places. Maybe I should ask them to pay me to say this. This media was brought to you by audio Bruce a website dedicated to spreading God's word through free sermon audio. And much more. If you would like to know more about audio verse for you would like to listen to more sermon leave a visit. W W W dot. Audio verse. Dot org.

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