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Building a Website with WordPress. Welcome to This Course. About the course About your instructor About you! Course resources ImpactOnlineMarketing /sell- wordpress Karen’s contact: karen@impactonlinemarketing.com (406) 529-8931. Why WordPress ?. WordPress.com vs. WordPress.org

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building a website with wordpress

Building a Website with WordPress

ImpactOnlineMarketing.com

welcome to this course
Welcome to This Course
  • About the course
  • About your instructor
  • About you!
  • Course resources
    • ImpactOnlineMarketing/sell-wordpress
  • Karen’s contact:
    • karen@impactonlinemarketing.com
    • (406) 529-8931

ImpactOnlineMarketing.com

why wordpress
Why WordPress?
  • WordPress.com vs. WordPress.org
    • Hosting
    • Ownership of content
  • Benefits of WordPress
    • Content Management System (CMS)
    • Manageable learning curve
    • Open source – plethora of plugins, tools, training
    • Very flexible
    • Huge adoption (25%+) – easy to find help!

ImpactOnlineMarketing.com

my approach
My Approach

Why we’re not diving right into building

  • Blueprint comes before construction
  • Driving to Orlando requires a map
  • Strategy needed before building a site
  • Planning on front-end heads off frustration & disappointment on back-end

ImpactOnlineMarketing.com

steps for building a website
Steps for Building a Website
  • The 3 legged stool
    • Technical
    • Design
    • Marketing
  • Why so many websites are “failures”
  • See 12 Steps handout (find it online)

ImpactOnlineMarketing.com

step 1 site objectives
Step 1: Site Objectives
  • Know where you are headed and why?
    • Making sales of products
    • Developing leads
    • Capturing email addresses for a mailing list
    • Earnings from Adsense / affiliate programs
    • Etc… Develop your goals

ImpactOnlineMarketing.com

step 2 determine demand
Step 2: Determine Demand
  • Important if you are building a revenue site
    • Is there sufficient interest in your topic?
    • Is there potential for enough traffic to return a positive ROI on your time and monetary investment?
  • Likely won’t apply to most of you here

ImpactOnlineMarketing.com

step 3 keyword research
Step 3: Keyword Research
  • What is a keyword?
  • Identifying best keyword vital to getting found
  • “Best” keywords:
    • Sufficient search volume to bring site traffic
    • Not too much competition (need to find words that have a good chance of ranking well)
  • More on keywords later…

ImpactOnlineMarketing.com

step 4 competitive review
Step 4: Competitive Review
  • What are your main competitive sites?
  • Which keywords are they trying to optimize?
  • What are they not doing well?
    • You can capitalize on things they are missing
  • After doing keyword research:
    • Visit sites that are ranking well for best keywords
    • Visit those sites’ ‘source code’ to “sleuth”

ImpactOnlineMarketing.com

step 5 build a site map
Step 5: Build a Site Map
  • Identify number of pages your site needs
    • To cover content you need
    • To leverage “hot” keywords
  • Select primary navigation tabs
    • What visitors are most likely to want to find
    • Align your best keywords to main nav pages
  • Organize secondary pages under primary tabs

ImpactOnlineMarketing.com

step 6 develop page blueprints
Step 6: Develop Page Blueprints
  • This is your outline for each website page
    • Goals
    • Primary keyword
    • Proposed URL extension
    • Proposed page title
    • Proposed page description
    • Proposed content (bullet points / outline only)
    • Proposed photos, graphics, other “additions”

ImpactOnlineMarketing.com

step 7 copywriting
Step 7: Copywriting
  • Use page blueprints to develop copy
    • Ideally 250+ words per page
    • Keyword used 1-2% density (1 - 2 times per 100 words)
    • Use keywords in subtitles
    • Use keywords in photo titles and alt tags
    • One anchor text keyword is ideal

ImpactOnlineMarketing.com

step 8 graphic design
Step 8: Graphic Design
  • NOW we’re ready to make the site “pretty”
    • Select a theme that works well with your website goals
    • Use colors and style consistent with your overall branding
    • Do not use excessive flash
    • Make sure site is consistent with offline look/feel
    • The “F Factor” – where visitor eyes go

ImpactOnlineMarketing.com

step 9 build out the site
Step 9: Build Out the Site
  • Develop the site by incorporating all the above
    • Set up all pages and organize
    • Add necessary and desired optional plugins
    • Install desired theme
    • Add in copy, graphic elements, etc.
    • Develop parallel mobile site (22% access)
      • Ideal option is to use a “responsive” theme that automatically resizes theme to fit mobile devices

ImpactOnlineMarketing.com

step 9 build out the site1
Step 9: Build Out the Site
  • Develop the site by incorporating all the above
    • Set up all pages and organize
    • Add necessary and desired optional plugins
    • Install desired theme
    • Add in copy, graphic elements, etc.
    • Develop parallel mobile site (22% access)
      • Ideal option is to use a “responsive” theme that automatically resizes theme to fit mobile devices

ImpactOnlineMarketing.com

steps 10 12 marketing tweeking
Steps 10-12: Marketing / Tweeking
  • A word about SEO: 3 main types
    • On-site (what we’ve been talking about)
    • In-bound links
    • Social validation
  • SEO is NOT “set it and forget it”
    • SEO is ongoing effort, especially with linking and social interactivity

ImpactOnlineMarketing.com

step 10 off site seo
Step 10: Off-site SEO
  • Inbound linking
    • Focus on links from “important” sites (PR 2+)
    • Page rank of sites is like a Richter scale
    • Link “exchanges” are worthless
    • Takes time and patience
    • Hiring “SEO” professionals can be dicey – many

use tactics to rank you that can get your site in

trouble with Google

ImpactOnlineMarketing.com

step 11 site promotion
Step 11: Site Promotion
  • Site promotion goes beyond SEO
    • Pay-per-click advertising (Google Adwords or Facebook)
    • Online press releases
    • Social media
    • Email marketing
    • Promote your online presence everywhere offline
    • Other promotional tactics as applicable for yourbusiness and its unique goals

ImpactOnlineMarketing.com

step 12 website analysis
Step 12: Website Analysis
  • Set up and use Google Analytics
    • Monthly monitoring at a minimum
    • Identify most visited pages
    • Identify pages NOT being visited
    • Know how long visitors are staying on your site
    • Know what your ‘bounce rate’ is
    • Know where you are getting your site visitors (organically, from PPC, referrals from other sites, etc)
    • Explore other metrics that are important to your site

ImpactOnlineMarketing.com

keyword research is vital
Keyword Research is VITAL
  • Ideal keywords
    • Sufficient volume
    • Not too much competition
  • Identifying volume
    • Google Keyword Planning Tool
    • Identify pages NOT being visited
  • Identifying competition
    • MozBar
      • Need PA and DA to be equal to or less than 40
      • Need TWO pages on 1st page of Google with this

ImpactOnlineMarketing.com

keyword research is vital1
Keyword Research is VITAL
  • Ideal keywords
    • Sufficient volume
    • Not too much competition
  • Identifying volume
    • Google Keyword Planning Tool
    • Identify pages NOT being visited
  • Identifying competition
    • MozBar
      • Need PA and DA to be equal to or less than 40
      • Need TWO pages on 1st page of Google with this

ImpactOnlineMarketing.com

build out your site map
Build Out Your Site Map
  • Planning your navigation
    • Identify all pages you KNOW you need on your site
      • Home page, About page, Contact page, Products page(s), Location info an map (if applicable), etc.
  • Identifying pages to leverage keywords
    • Build pages to get found by popular keywords
  • Create a Site Map (navigation plan)
    • Align a primary keyword to each applicable page

ImpactOnlineMarketing.com

build out page blueprints
Build Out Page Blueprints
  • Helps organize your thoughts
  • Helps identify where your keyword is used
  • Helps you know where you have sufficient content and where you still need more
    • Written content
    • Graphics, photographs, charts, maps, etc.
  • See sample blueprint page on website
    • ImpactOnlineMarketing.com/sell-wordpress
    • Dermatology EMR page (sample)

ImpactOnlineMarketing.com

homework for next week
Homework for Next Week
  • Do keyword research and select 5-7 strong keywords to use on your site
  • Select a domain name (do not buy yet)
    • Discount code available in class for $.99-$2.99
  • Prepare your Site Map
    • We will set up your site and use site map to start setting up pages next week
  • Be prepared to purchase hosting in class
    • Valid debit / credit card

ImpactOnlineMarketing.com