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First Things First: Information Architecture

Tuesday, September 28th, 2010

So many people jump feet first into creating a website without a clear idea of what their purpose is. They think, “This isn’t so hard. I’ll purchase a domain, hire a designer, add my subject matter, and boom done. Right?” Well … yes, but the order is all wrong.

Rather than choosing a design and trying to adjust your content to fit the pre-formed layout, you should identify your content first then create a custom mold to hold everything in the most logical, easy-to-navigate way possible. In other words, you should plan your information architecture.

Information architecture is an industry term that basically means website blueprint. Just as you wouldn’t build a house without a blueprint, you shouldn’t build a website without first organizing and planning your information architecture. Few ventures without a solid game plan are successful; a website is no different.

Here are five things to keep in mind when planning and organizing your information architecture to maximize the potential of your website’s success.

1. What is the goal of your website? Whether you are looking to sell products, secure a fan base for your new novel or create an online community for harmonica enthusiasts, you need to know where you’re trying to go with your site so you can make a plan to get there.

2. Who will be using your website? In order to create a clear, easy-to-navigate site for your users, you need to understand who they are and what they’re looking for.

3. What content will you be including on your site? Identify what you need to have as well as what you don’t need so that you can organize and layout your site to be of optimal use for your visitors.

4. How should your information be organized? Look at what your site is offering and work with your designer to plan the most logical, direct path for getting the information or products to your client. For example, if you’re selling pink bunny slippers, you want it to be super easy for your client to find their size, place the order and check out in your shopping cart without having to guess where to enter their payment information or shipping address.

5. Don’t you love it when a plan comes together? Once you get to the build phase, take comfort in the knowledge that you have developed a well thought out, organized blueprint for creating the exact site you have in mind.

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Tags: importance, information architecture, kevin dean, wsi
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Google Instant Good News for SEO

Tuesday, September 14th, 2010

In their endless pursuit of improving user experience and reducing the time it takes to complete an inquiry, Google has introduced a new search enhancement: Google Instant. A new, advanced search engine, Google Instant returns search results with each letter you type, thereby helping you refine your search as you enter your term, rather than refining by trial and error.

Turns out, the biggest drain on turnaround time for a search inquiry on plain old Google was user-centric in that the person conducting the search had to type in a phrase, hit enter, evaluate the results and refine their term as many times as necessary to get what they were looking for. With Google Instant, not only do word and phrase suggestions pop up, actual results are shown on the page as you enter your term and they change with each successive letter you type.

So, how is this good news for SEO? Well, as Google Instant helps users refine their searches to get exactly what they’re looking for, your chances of being connected to your ideal customers increases. You’ve already done the research to select the perfect keywords and phrases to attract the clients who would benefit most from your services, now Google Instant will help guide them to those keywords and phrases, even if they don’t come up with them on their own.

Another benefit is that the number of results a person will see based on a single search is going to multiply exponentially. Say with each letter you type, you see the top ten results. A five-letter word is exposing the user to 50 results along the way as opposed to the top ten they would have seen once they entered the entire word. The volume alone increases your chances of being seen.

Add to that the fact that, the countless people who use Google Instant while logged in get personalized results, your chances of connecting with your perfect potential client are higher than ever.

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Tags: google, instant good news, kevin dean, SEO, wsi
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Don’t Go Overboard with SEO Efforts

Tuesday, September 7th, 2010

When you first learn about search engine optimization, it’s easy to get caught up in all the new strategies and tactics you’re discovering. Finding out about different methods for attracting spiders and search engine robots can be exciting, especially for a new Internet marketing venture. However, it’s really important that you remember to be sparing in your SEO efforts. Too much of a good thing can actually be detrimental. What is known as “over optimization” can lead to a lower ranking on search engine results … the exact opposite of what you’re trying to accomplish.

As you probably already know, search engines such as Google and Yahoo implement programs that dispatch virtual creatures known as robots or spiders out to the Internet to gather information so that they can categorize and rank the millions of sites on the web. They then compile their findings so that they know where your site should appear in search results. Using proper headlines, keywords and anchors is integral in attracting the attention of the spiders and indicating what your sites topic and offerings are. Yet, if you overdo it, your efforts will backfire.

One thing to look out for is repetitive phrasing. Using the exact wording in your page title, H1 headline, sub-headlines and anchors can come across as spammy and send a signal to the robots that your site may not be valuable to viewers. Another common SEO-newbie mistake is creating too many cross-links. If every link on your website sends your visitor to another page on your site, the robots are going to catch on and most likely lower your rankings based on their findings.

The point is to make efforts at improving your search engine rankings without looking like you’re trying too hard. A site that comes across as standardized or obviously manipulated for optimization will have a negative effect on the spiders and will decrease your chances of being found via a web search. Definitely use SEO tactics; just be sure you find the proper balance.

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Tags: don't, efforts, kevin dean, overboard, SEO, wsi
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Build a Professional Internet Marketing Business – Webinar on Sept. 9

Sunday, September 5th, 2010

Are you a professional looking to start your own business?

Do you need help navigating the challenges and obstacles of starting your own company?

Could you use the support and structure of a franchise that teaches you the ins and outs of Internet marketing while allowing you the freedom to create and develop your own products?

Join me for a FREE one-hour webinar: Build a Professional Internet Marketing Business

This Thursday, September 9 at 12:00PM PDT. https://www1.gotomeeting.com/register/597913345.

If the rat race has got you down and you are looking to work for yourself in an intellectually challenging field providing continuing growth, this webinar is for you.

If the thought of going through the start-up phase for your own business is overwhelming, attend this webinar to learn how the marketing and product support of a WSI Franchise can kick start your Internet business and get your new career off the ground.

Eight years ago, after I got laid off from a successful senior management career in the electronics industry, I set out to start my own business. I found it difficult to package and communicate my experience, even when I knew I had extensive knowledge and skills to offer. Using the WSI products and marketing tools, I successfully created WSI Net Advantage (www.WSINetAdvantage.com), a professional Internet Marketing services company, a franchise under WSI Internet Consulting, based in Toronto, Canada.

The Internet is constantly growing and most businesses only scratch the surface when it comes to taking advantage of the power of the web. After joining WSI, I became one of the most informed people about Internet Marketing out there. I have grown my business consistently, year after year, with the marketing and product support provided by the WSI franchisor.

I created my own successful Internet business; in my webinar, Build a Professional Internet Marketing Business, I will teach you how to do the same. Click here to sign up: https://www1.gotomeeting.com/register/597913345

The hour you invest will provide you an inside view as to how I left the corporate world after 20 years and have been building my own successful business providing high value internet marketing and consulting solutions to help my clients achieve their business goals.

If you are looking for a new career in a high growth and exciting industry, then don’t miss this opportunity to get an inside view of how you can start up your own business quickly and successfully.

Join us for this one-hour webinar on Thursday, September 9, 2010 at 12:00 PM PDT.

Please visit https://www1.gotomeeting.com/register/597913345 to reserve your spot. You won’t want to miss this!

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Tags: build professional business in, internet marketing, kevin dean, wsi
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Small Business SEO: A List of What Not to Do

Tuesday, August 31st, 2010

Marketing an Internet business requires some tricky maneuvering. It’s important to understand and implement the basics of search engine optimization while understanding that creating a successful online presence is more than using the right keywords and creating spider-friendly websites.

The purpose of any Internet marketing strategy is to increase your online visibility while augmenting your company’s bank accounts. Your website needs to be at the top of search engine results as well as relevant and useful to your target market. So, how do you make sure that when potential clients search for the service you provide, it’s your company they go to first?

Presenting part two of a two-part series on the do’s and don’ts of small business marketing. In part one we offered a list of 5 Internet marketing do’s to increase your online visibility and keep your company and services at the forefront of potential customers’ minds. This week, the don’ts:

Don’t Spam. Not now, not ever. Spam includes bombarding customers and potential clients with unsolicited emails and materials, as well as inundating unrelated blogs, guest books and the like with links to your site.
2. Don’t procrastinate on implementing SEO efforts. No matter whether you’re launching a brand new site or upgrading an existing one, it’s never too soon to think SEO. Early on, develop a process to manage, monitor and upgrade your SEO efforts and stay up to date on current Internet marketing practices. Keep in close touch with the needs and wants of your client base so that you can focus your SEO efforts on what matters the most.
Don’t let an SEO company fully take the reins. In many cases, hiring a professional SEO company to manage your marketing is your best bet in maximizing the potential of your SEO efforts. However, don’t assign the task and consider it “handled.” Participate in the process and stay in close contact with your SEO advisors. They may know Internet marketing, but you know your clients. It is your job to make sure their needs and interests are kept at the forefront of every strategy implemented.
Don’t over-Flash. By now you are well acquainted with the search engine robots commonly known as spiders. Spiders are the ones in charge of assessing your site’s content and reporting it back to the search engines to establish your ranking in the results. If your website is completely designed in Flash or Java, the spiders won’t be able to read it and all the keyword research in the world won’t help you.
5. Don’t forget the importance of keywords. If you use overly general or inappropriate keywords, your site will be incorrectly assessed by robots and placed in the wrong search engine results lists. Also, remember to use keywords with an emphasis on buying over research-based ones. For example, “plumber” implies as search for someone to do plumbing tasks, “plumbing” implies more of a do-it-yourself search. (For more on this, see our post Using Keywords to Hit Your Target Market)

In an industry as complex and individualized as search engine optimization, there are literally thousands of specific strategies and practices to maximize your marketing efforts. Hopefully this list of don’ts, as well as last week’s list of do’s will get you started on the right path to your Internet business’ ultimate success.

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Tags: kevin dean, list, SEO, small business, what not to do, wsi
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5 Things You Should Do

Tuesday, August 24th, 2010

For entrepreneurs marketing an Internet business, understanding and implementing the basics of search engine optimization, as well as general marketing strategies, is an essential part of creating a successful online presence and a positive balance in your company’s bank account. The ultimate goal of any marketing effort, SEO based or not, is to widen your reach and increase your audience. If your company’s name isn’t the first one potential clients think of when they need the service you provide, it’s your competition who will get their business. So, how do you make sure that doesn’t happen?

This is part one of a two-part series on the dos and don’ts of small business marketing. First up: the do’s. Here is a list of 5 Internet marketing tips that will increase your online visibility and keep your company and services at the forefront of potential customers’ minds.

1. Expand your expertise. As an entrepreneur, you have to be well versed on much more than your products and area of expertise. In order to run and maintain a successful business, you need to understand the Internet’s marketing strategies and systems. We’re not suggesting that you have to be an SEO expert per se, but you should learn enough to give yourself a competitive edge. You can start by reading our post Why Search Engine Optimization is Vital to Your Success.

2. Build a better website. Start by taking an objective look at your website in comparison with your top competition’s websites. How does yours rank? If you’re not within the top two or three, it’s time for an upgrade. Try viewing your site through your customer’s eyes. If you were in the market for your product or services, what would you expect to see on a website advertising them?

3. Cater to your clientele. Always keep your clients in mind when creating your website or developing marketing strategies. As you learn more about SEO techniques, it’s easy to get caught up in trying to follow all of the marketing gurus’ rules and tips. Be sure to write any and all content for your clients first before worrying about, for example, getting the right percentage of keywords in your text. It’s your clients who are going to be paying for your services, not search engine robots.

4. Remember the robots. Just because we promote keeping your customer first in mind when developing marketing strategies doesn’t mean you cater to them only. Keywords, meta tags, proper link names and so forth are all important elements in creating a spider-friendly site that gets pushed to the top of search engine results. Use web analysis software to learn how search engines view your pages, set goals for increased views, and watch your progress as you achieve them.

5. Prepare to persevere. You should realize that creating a marketing plan that gets results is not an overnight affair. One of the most important elements in any business’ marketing strategy is patience. It takes time to research and develop strategies that work well and once they’re up and running, you’re still responsible for keeping them current and relevant for an ever changing market. Your customers will grow and develop over time and so should your business.

Internet marketing is an intricate business, but a little effort goes a long way. Good luck in your pursuits and check back for part two … the don’ts.

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Tags: five things, kevin dean, should do, to-do's, wsi
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Build a Professional Internet Marketing Business One-Hour Webinar August 26

Monday, August 23rd, 2010

Are you a professional looking to start your own business?

Do you need help navigating the challenges and obstacles of starting your own company?

Could you use the support and structure of a franchise that teaches you the ins and outs of Internet marketing while allowing you the freedom to create and develop your own products?

Join me for a FREE one-hour webinar: Build a Professional Internet Marketing Business

This Thursday, August 26 at 12:00PM PDT. https://www1.gotomeeting.com/register/761747360.

If the rat race has got you down and you are looking to work for yourself in an intellectually challenging field providing continuing growth, this webinar is for you.

Join us for this one-hour webinar on Thursday, August 26, 2010 at 12:00 PM PDT.

Please visit https://www1.gotomeeting.com/register/761747360 to reserve your spot. You won’t want to miss this!

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Tags: build, business, internet marketing, kevin dean, professional, webinar, wsi
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Build Your Business with Blogs

Tuesday, August 17th, 2010

Starting a business blog is a great way to market your company as well as create a rapport and relationship with your clientele. It’s quick, it’s easy and it gets results. You can stay active in the online community while establishing yourself as an expert in your industry.

Simply updating your blog on a regular basis will let your readers know that they can count on you for new information; and it will keep them coming back. It may sound daunting at first, but it’s a lot easier than you think. Because blogs are informal by nature, you can be more relaxed with your content than you can with a professional website. Of course, thorough, well-written articles on information that is relevant to your client base are fantastic, but don’t feel pressured to write a full-length piece every time you post. YouTube videos, helpful tips, or how-to articles are also great for posting. Just make your posts relevant and update them on a consistent basis.

Through writing a blog, you can stay current with your clients and develop a more humanized relationship with them. They’ll begin to think of you the blogger and not you, the anonymous company employee. Blogs also provide an avenue to drive increased traffic to your main website through links or articles about your products. That way you’re giving added value to your current customers while enticing your blog fans to try out your services, and thereby increasing your revenue. Win-win-win.

Offer your readers valuable tips and informative articles on a consistent basis to establish your blog as a leading resource for your industry. When you visit other blogs, be sure to make clever, insightful comments and link back to your blog. That way you further establish yourself in the online discussion, push even more traffic to your blog and draw more potential customers to your business.

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Tags: bloggin, build, business, wsi
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Building a Professional Business Webinar TODAY

Thursday, August 12th, 2010

Are you a professional looking to start your own Internet business?

Do you need help navigating the challenges and obstacles of starting your own company?

Could you use the support and structure of a franchise that teaches you the ins and outs of Internet marketing while allowing you the freedom to create and develop within your own area of expertise?

Join me for a FREE one-hour webinar: Build a Professional Internet Marketing Business

This Wednesday, August 11 at 12:00PM PDT. https://www1.gotomeeting.com/register/593513721.

I started WSI Net Advantage after I got laid off from a successful senior management career in the electronics industry. I set out to start my own business but found it difficult to package and communicate my experience, even when I knew I had extensive knowledge and skills to offer. Using the WSI products and marketing tools, I successfully created WSI Net Advantage (www.WSINetAdvantage.com), a professional Internet Marketing services company, a franchise under WSI Internet Consulting, based in Toronto Canada.

The Internet is constantly growing and most businesses only scratch the surface when it comes to taking advantage of the power of the web. After joining WSI, I became one of the most informed people about Internet Marketing out there. With the marketing and product support provided by the WSI franchisor, I have grown my business consistently, year after year.

If the rat race has got you down and you are looking to work for yourself in an intellectually challenging field providing continuing growth, this webinar is for you.

Join us for this one-hour webinar on Wednesday, August 11, 2010 at 12:00 PM PDT.

Please visit https://www1.gotomeeting.com/register/593513721 to reserve your spot. You won’t want to miss this!

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Tags: building, kevin dean, professional business, webinar, wsi
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WSI Net Advantage - Online Business Marketing Blog

Posts Tagged ‘wsi’

First Things First: Information Architecture

Google Instant Good News for SEO

Don’t Go Overboard with SEO Efforts

Build a Professional Internet Marketing Business – Webinar on Sept. 9

5 Things You Should Do

Build a Professional Internet Marketing Business One-Hour Webinar August 26

Building a Professional Business Webinar TODAY

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