Inbound Marketing and Management

As you develop a web presence with the intention of reaching & interacting with a large number of people there are several guidelines to keep in mind.   This is a highlights list, which would need to become more comprehensive as you define your web project in greater depth. As the project develops your goals and priorities will need to be clarified and possible strategies discussed.  If you opt to use custom design or eAction plans, we will work through this together to choose strategies and tactics that will deliver the best results.

1. Work to define the reason your site exists – it’s purpose – in 15 words or less.  Is it to build a brand, sell something, or capture names/leads? Or something else?
2. Keep your use of Flash content to a minimum.  As there is very little related to the Flash files that can be read by the search engine bots. That means the search engine has not idea what that flash os about.  Many people are not aware that Flash is not readable by the search engines nor can they perform OCR on graphics (yet).
3. The search engines look for and read meta tags, alt tags, the body text, footers, and even comments in the code. Take the time to address all of these items and use keywords which you target audience will use. Never try to fool the search engines by using "fake" keywords in tags, alt text, or in comments in an attempt to draw traffic through the search engines.  Never.  It will get your site banned.
4. A targeted keyword vocabulary for your endeavor needs to be developed for use as content is added, leading the search engines to recognize your site as containing the thing that is more important than anything else – RELEVANT CONTENT.
5. Branding is important for most companies, but for new brands no one knows them and will not search for them.  Using industry terms related to your product or service is critical.
6. A concerted effort to have other quality sites link back to your site will be a goal. With a number of other sites linking back to your site, the search engines will regard your site as authoritative regarding the subject matter on your site, resulting in a higher organic search engine ranking.
7. Effective websites have “calls to action” on each page. It is best to offer your site visitor multiple opportunities to confirm their interest. Often this is accomplished by offering relevant, detailed information in a downloadable pdf format at no charge. This enables the prospect to become engaged into the initial stages of the sales funnel. Managing these requests for information with an automated follow up autoresponder email sequence can lead to the number of exposures necessary to convert a suspect to a prospect to a customer. Calls to action within the autoresponder campaigns can themselves help move your future client through the sales funnel process in a progressive planned manner.  

We can do all this for you.

Once your site is ready to publish there is a process to getting it found and treated well by the search engines.

Quick process overview:

This optimization process starts with a web site as the hub of a growing internet presence:

1. Initial Assessment
2. Keyword Research, Evaluation, & alignment
3. Competitive Analysis
4. Recommendations
5. Site(s) development &/or content refinement
6. Sitemap
7. RSS  (really simple syndication aka “feeds”)
8. Search Engine & Directory updates/submission
9. Social Media expansion
10. Social bookmarking
11. Blogs & Press Release
12. Articles
13. Backlinks
14. Monthly Reports & recommendations
15. Rinse & repeat .

Note that process step 9 starts the expansion into social media.  The OnlyWEBS philosophy for helping you grow is built on the concept of a growth engine that reaches out to “results drivers” that make your business/endeavor happen.  We have settled on the HubSpot platform as the best overall tool suite on which to do this.