Promoting Your Small Business Effectively
Through the Web
CMP 819
Search Engine Optimization (SEO) Links & Checklist
Textbook Resources - http://www.susansweeney.com/marketing.html
The checklist below is based upon the web design practices implemented by Prof. Kimball since 2003 to present on various web sites at the college, including ITI (450+ pp.) , TechLEAP, WDCE (300+ pp.), and the Rockville Campus Writing Center web sites, and commercial and association web sites.
The SEO checklist below resulted in a 47.8% enrollment increase in computer training courses upon launch, and a 42.2% annual open enrollment increase for the ITI in the first year, reversing two years of enrollment declines. Since then, enrollment increases have averaged 15% per year. Other programs Summer Youth and "Ed2Go" also enjoyed ubstantial enrollment increases -- some as high as a 90% -- in the first semester after SEO techniques were introduced.
The list is suggestive, not necessarily inclusive. There are as many checklists are there are strategies and opinions about implementing SEO. This one has worked. Add to it as you gain experience.
| Item | Tips/Discussion | Resources |
|---|---|---|
| Redesign Your Web Site | - URL - Reserved Name |
|
| "KISS" Web Sites To Maximize Searchability |
"Clean Code" "Minimize" Technology - Search = "text" - Site Users - Graphics, Multimedia |
Web Site Types - Organization-Driven - Technology-Driven - Database - Driven - User/Visitor Friendly |
| An Accessible Web Site is a "Clean" Web Site | Role of Federal 508 Web Accessibility Rules and "Clean Coded" web sites | Federal 508 Web Accessibility Guidelines |
| Keywords | - Market research - ask your customers - List Primary Keywords - Group Keywords by: -- Products -- Services -- Geographic Locations -- Brand names, trademarks |
|
| Secondary Keywords | If your keywords are highly competitive on the web, make a list of secondary key words and phrases. See | |
| Marketing Strategy | Develop a Marketing Strategy. Which of the strategies below are you going to use? | |
| Pay-To-Play | - Google AdWords - Yahoo Marketing - MSN adCenter |
|
| Sample Giveaways | ||
| Coupons & Discounts | ||
| News & Events Calendar | Very Helpful! Requires managing the site | |
| "Stickiness" Elements | - News - Blogs - RSS Feeds |
|
| Tip of the Day / Week / Featured Product | ||
| Viral Marketing | Consumer Referrals - Feedback - Recommend this site - Newsletter - "Pass it On" Viral Marketing |
- Emails
|
| Permission Marketing | Get the customer's email address!! Use This! |
- Email forms - Contact Us - Would you like more information? - Would you like updates? |
| Link Strategies | Sweeney, Ch. 16 | |
| Meta-Indexes | - Subject-related lists - Geo-related - "Alaska" - Industry-related lists - "Plastic Surgeons" |
Search directory, list, index, table, resource, reference, guide - Free |
| Affiliate Programs | www.webposition.com | |
| Blogs | Wordpress.org | |
Textbook - 101 Ways to Promote Your Web Site, Susan Sweeney, Sixth Ed., © 2006 Maximum Press, ISBN 1-931644-46-2
Companion web site - http://www.maxpress.com, 1016e, sat
Textbook Resources - http://www.susansweeney.com/marketing.html