This document summarizes key topics from a web marketing and design bootcamp presented by The Karcher Group. It discusses trends in areas like Facebook Graph Search, search engine results, and link building strategies. Design techniques covered include single page websites, infinite scrolling, large background images, Swiss or International Typographic style, and responsive design optimized for multiple devices. The document encourages integrating online and offline marketing and shifting budgets to online as search volumes continue growing.

1. THE
KARCHER
GROUP
+ WEB MARKETING & WEB DESIGN

2. WELCOME!
• Jon Dulac – Web Marketing Strategist
• Andrew Husted – Development Team Lead
• tkg.com/breakfast-bootcamp-2013

3. WEB
MARKETING:
1. Facebook Graph Search
2. Multiple Listings for One Website
3. Top Search Engines
4. U.S. Search Volume Trends
5. Link Building

4. 1.
Facebook
Graph Search

5. + WHAT IS IT?
• Searching Facebook pages
• People
• Businesses
• Places
• Not websites

6. + WHAT IS IT?
• Multiple layers of searching
• Geographic
• Gender
• Relationship status

8. + CHALLENGES
• Personal privacy settings limit reach
• Users need to „Like” more

9. + HOW TO BE SUCCESSFUL
• Make a Facebook page
• Get brand advocates to “Like”
• Develop ongoing “Like” campaigns
• Facebook advertising
• Integrate Facebook beyond the F logo

10. + WHEN?
• Rolling out over 2013
• Join the wait list
• Type a word into the current search
• Click “Get New Graph Search”

11. 2.
Multiple Listings
for One Website

12. + WHAT CHANGED?
• Multiple listings from same domain
• Started October 2012
• Example: Eramet Marietta

13. + YOUTUBE
• Multiple Videos

14. + PINTEREST
• Followers
• Following
• Specific boards

15. + LINKEDIN
• Main business page
• Specific business product pages

16. + YELLOWPAGES
• Multiple business locations

17. 3.
Top
Search Engines

18. + U.S. Search Engines
• comScore provides monthly reports
• U.S. based searches
• Google, Bing, Yahoo, Ask, AOL

20. + RESULTS
• Google has 67% of the market
• Showing annual growth
• Bing has 17%
• Recovered from a 2011-2012 drop
• Yahoo has 12%
• Three year low

21. + WHAT DOES IT MEAN?
• Google is still the top dog
• Bing is steady but isn‟t a force yet
• Bing is powering Facebook
• If Yahoo fades, it‟s Google Vs. Bing

22. 4.
U.S. Search
Volume Trends

23. + January comScore Data
• Google, Bing, Yahoo, Ask, AOL
• 2011: 16.950 billion searches
• 2012: 17.804 billion searches
• 2013: 19.484 billion searches
• Nearly 15% growth over 2 year period

24. + WHAT DOES IT MEAN?
• People are searching more
• Integrate offline marketing
• Web marketing for every organization
• Shift offline budgets to online

25. 5.
Link
Building

26. + INBOUND LINKS
• Help determine authority
• Similar to “Likes” on Facebook

27. + BAD LINKS
• Dun & Bradstreet
• Soliciting paid links
• JC Penny
• Buying and trading links

28. + MORE BAD LINKS
• Forbes
• Selling links
• Overstock.com
• Offered colleges discounts for links
• SearchEngineLand.com Infographic

29. + WATCH OUT!
• Excessive link acquisition at one time
• Global inbound links rather than text
• Links from same PR rating sites
• Links with the same anchor text
• “25 quality links guaranteed” = red flag

30. + WHAT TO DO
• Produce great content
• Promote content through social media
• Promote through your own site
• Identify strategic industry partners

31. WEB
DESIGN:
1. Single Page Design
2. Infinite Scrolling
3. Large Photo Backgrounds
4. Swiss Style
5. Responsive Design

32. 1.
Single
Page Design

33. + WHAT IS IT?
• Entire website on a single page
• Completely vertical layout
• Navigation jumps to different areas
of the same page

34. + WHY BOTHER?
• Mobile device friendly
• Never requires visitors to click a link to
get more information on the topic
• Scrolling is easy!
• Let‟s see it! Font Awesome

35. 2.
Infinite ∞
Scrolling

36. + WHAT IS IT?
• A results listing without paging
• Uses AJAX technology to find and
display the next set of results before
you get to the bottom

37. + WHY BOTHER?
• No need to click to the next page
• No page loading
• Scrolling is easy!
• Let‟s see it! Google

38. 3.
Large
Background Images

39. + WHAT IS IT?
• A hero image large enough to fill an
entire webpage
• Yep, an entire page

40. + WHY BOTHER?
• Attention grabbing marketing
• Sets an engaging tone for the rest of
the website
• Let‟s see it! Patagonia
• And again - JayBirdGear

41. 4.
Swiss
Style Design

42. + WHAT IS IT?
• AKA International Typographic Style
• Developed in the 1950‟s
• Emphasis on
cleanliness, readability, objectivity
• Includes things such as
grids, asymmetry, sans-serif fonts, large
photographic images, whitespace
• Uses Typography as a design element

43. + WHY BOTHER?
• Optimal readability
• Display lots of information without
being distracting
• Plays well with responsive design
• Great for business sites
• Let‟s see it! Microsoft
• And again - GE

44. 5.
Responsive
Design

45. + WHAT IS IT?
• A website optimized for ANY device
• Dynamically scales down and reorients
features and content based on device
dimensions
• Uses cutting-edge markup technology

46. + WHY BOTHER?
• Future-proof
• Eliminates the need to upkeep separate
desktop and mobile sites
• SEO – no duplicate content or separate page
URLs between devices
• Consistent user experience between devices
• Let‟s see it! Microsoft
• And again - GE

47. Questions?
• Learn more at our blog - TKgenius.com