What we do if the client already has a website.
It is important if your potential client already has a website, to go into the meeting with some ammunition. To accomplish we use an online grading system called Website grader.
Website Grader is a free SEO tool that measures the marketing effectiveness of a website. It provides a score that incorporates things like website traffic, SEO, social popularity and other technical factors. It also provides some basic advice on how the website can be improved from a marketing perspective.
Simply add the url of your customer website and your email if you want to be sent the report. Quite often your potential client’s website will also have a link to who built it so I also run a report for them to.
If the report produces a score under 50 then you can improve their website greatly.
Once the report is completed you will have a lot of things you can suggest to fix their site for much better results or suggest a complete rebuild with WordPress.
The very first thing you will see is the score.
A website grade of under 50 means that of the hundreds of thousands of websites that have previously been evaluated, the algorithm has calculated that the site scores higher than the % of them in terms of its marketing effectiveness. The algorithm uses a proprietary blend of over 50 different variables, including search engine data, website structure, approximate traffic, site performance, and others.
A score under 50 means that you have every chance of helping this business with their website.
Important: Remember to also grade the company that built the website if possible as this will also give you the response to the client saying they will use their website developer to improve their site. Most times they will score poorly as well.
1. On Page SEO
On-Page SEO is the process of placing your selected keywords in the right places on your web pages. On-page SEO involves changing page titles, headings, content, and URLs to improve search engine rankings.
A. Meta Data
Lots of web sites will have either none or they will use the same keywords and descriptions on every page. Lots of people say these are not important and while they are not given as much relevance as in the past that does not mean they are not important.
We believe that though the search engines don’t weigh keywords as heavily as they used to, they’re still important to get right. By using a high number of keywords, it is possible that you are diluting the effect of your most important keywords. We would suggest keeping the keywords to 10 or less.
B. Heading Summary
Similar to how newspapers and magazines use headings and sub-headings to help readers, websites can use special tags in their HTML. These tags not only help human readers read the content, they also help search engine spiders better understand the content on a page and what is most important. It is generally a good idea to use heading tags to help signal to the search engines, what the web page is about.
C. Image Summary
Images are a great way to enhance a website from a user’s perspective. However, it is important to note that search engine crawlers cannot really “see” images. So, if you have lots of images that contain textual content within the image itself, this content will not be seen by the crawlers.
HTML helps address this issue by providing a way to specify the textual content for an image using the “alt” attribute. The alt attribute allows web pages to assign specific text as the “alternative” content for images for those that cannot view the images themselves. This can be search engine crawlers or text-only web browsers.
Another way to improve the visibility of the site is to name the images properly. An image called about is not doing the site any favor. Renaming the image to about-quentin-brown or who ever the site belongs to would be a lot more beneficial. Also add some alt text.
D. Interior Page Analysis: # Pages Processed
They look at a few other pages on your website to see how well they are optimized. This sort of interior page analysis can reveal exciting opportunities for you to target specific keywords or visitors. You can then create landing pages optimized towards converting those visitors into customers.
You will find that most of the interior pages do not have separate keywords and descriptions which again gives you the opportunity to improve their visibility and ranking.
E. Readability Level: College Undergraduate
This score measures the approximate level of education necessary to read and understand the web page content. In most cases, the content should be made to be simple so that a majority of the target audience can understand it. The best result is secondary or under.
2. Off-Page SEO
One of the most important factors here is the permanent redirect.
Permanent Redirect Not Found
Search engines may think www.yourdomain.com and yourdomain.com are two different sites. You should set up a permanent redirect (technically called a “301 redirect”) between these sites. Once you do that, you will get full search engine credit for your work on these sites.
Remember don’t get bamboozled. Most host will allow both when you set up the hosting so just do the redirect.
The next results which are:
Google PageRank Google Indexed Pages Last Google Crawl Date Traffic Rank by Alexa
Are fairly self explanatory and cannot be effected by you directly so we do not consider them too much. As you improve the other sections that can be directly edited by you then these will improve.
One of the most important measures for a website is how many other sites link to it. The more links the better. Having links to your website from authoritative resources on the Internet helps you rank higher in search engines since these links are an indication that your website is trustworthy and contains good content.
The next three grades are simply accomplished by submitting their site.
DMOZ Directory Yahoo! Directory ZoomInfo
Blogging makes sense from a marketing perspective. You’ll be leveraging the shift from outbound to inbound marketing and interacting with your customers in new ways. A blog lets you meet your customers more directly than sending out brochures or an email campaign. It changes your website from a brochure that most people look at once to something that people interact with and come back to.
If your potential client is not using blogging here is another great opportunity to help them get better visibility and rankings in the search engines.
We will look at this later.
Blogging for Business is Digital Real Estate
One of the best ways to keep the interest of customers and prospects is to add a consistent stream of content on the site.
Remember Content is King.
This does not have to be too technical and should be in a conversational style. It could be a special you have going, a tip on how to use your products and much more.
Now you probably may not know what a RSS feed is but simply put it is a system which processes your posts into a format that people can then enter into a RSS reader and so many people may read your posts through a reader but not actually visit your site.
So this is the feed that your site produces http://webmarketingforprofit.com.au/feed/ which just looks like a bunch of code however buy using one of googles services you can change you feed to look like this. http://feeds2.feedburner.com/WebMarketingForProfit
It looks a lot nicer and now you can submit this feed to all sorts of directories to bring even more traffic. Plus you get stats on number of subscribers.
So these are just a few tactics we use to drive lots of traffic to your site and engage your prospects and customers.
4. Social Mediasphere
Making sure that your client has an extensive web presence outside of your own website is important. It increases the chances that your prospects will find your company when they are online since there are more web pages that contain information about your company.
Using software again to bookmark all the pages and posts as you create them will again increase the visibility of the site and also give them greater Search Engine rankings.
TIME! It takes a lot of time and effort to visit one Social Network after another and then bookmark all of your web pages using their individual systems. Social Bookmarking services are usually free to join, and are easy to use -but if you really want to maximize your use of them, you need a way to be able to bookmark your web pages as quickly and easily as possible.
At this point I hope you can see a huge number of different possibilities that this grading system is offering you.
Other Services you can offer.
- Upgrade their site to a wordpress system
- Add Google analytics
- Add audios and video
- Create a weekly, fortnightly or monthly newsletter
- Add posts to their blog
- and so much more…….
5. Converting Qualified Visitors to Leads
Visitors to your site are nice, but you probably want to convert qualified, interested visitors into actual customers.
There are a number of ways to increase your conversion efficiency, turning more qualified visitors into prospects, leads, and eventually customers.
The best way is to make all your content have a call to action. Get a name and email address or get the sale. This is why we need lots of different forms of content like posts so we can use different ways to achieve this.
So as you can see by first running the grader on your potential client’s website you will get a lot of information to enable you to help them improve their website and conversion process considerably.
We usually suggest to the client that we convert their site to a WordPress system as this will enable us to alter all these components automatically.
Alternatively we will suggest we set up a parallel site concentrating on the blogging side of marketing and compete with their current site.
Offline Link Building
It is no secret that the best way to promote your business is to do it all the time. Still, may companies spend all their money promoting themselves online, but give no thought to the millions of people who never see that promotion. Promotion ideas for small businesses need to go far beyond the online world. Real world face time is just as critical as anything you do online. Appropriate offline link building is an integral part of any successful business plan.
Using this audit type system can be your point of difference from all the other companies trying to get business in your area.