Change the World Marketing
Internet Marketing Course
Fairfield, IA 8-11/2011
By Ellen Finkelstein
Copyright, Ellen Finkelstein, Inc.
II. Create the Structure
Module 3: Choose and buy a domain name and host. Set up a site with
The next step is to choose a domain name. You have 3 choices: a domain name with your keywords, a
brand name (think Yahoo or Amazon) or one with your name.
Keyword domain Helps SEO, can sell it, more Impersonal, doesn’t create a
professional if you want to go connection with you
big (although Ford is pretty big)
Your name domain Creates a personal connection Hard to sell, may seem small and
(which people want), lets you less professional
become a well-known
personality. It’s ideal for authors,
Brand name Easier to sell, easier to Hard to choose the right one;
remember. May have coolness most short names are taken-may
value. have to buy one.
You can succeed with any of these 3!
GoDaddy.com is an easy place to start searching for a domain name. It suggests related options. Don’t
make a quick decision. Brainstorm lots of possibilities and check them out.
Guidelines for choosing a domain name
You shouldn’t have to spell it out when you say it to someone
It should be as short as possible
It should be easy to say
It should be easy to remember
If shouldn’t narrow down your options by being too specific
It should remind people of their problem, what they want, or your solution
It shouldn’t mislead people (they think it will be one thing but they get something else)
Register a domain name at GoDaddy.com
1. Go to the GoDaddy.com website and click on the Domains menu on the homepage.
2. Select "Register Domain" and follow the prompts to find an available domain name for your
website. Click the "Add and Proceed to Checkout" button when you find a domain to register.
3. Follow the online prompts from GoDaddy to complete your domain registration purchase. The
more years you register a domain for, the less expensive the per year rate will be.
4. Login at the GoDaddy home page with your new GoDaddy username and password that is set up
during the checkout process.
Buy hosting at GoDaddy.com
For beginners, it’s easiest to register your domain name and host your site at the same place. When you
register your domain name, also sign up for hosting. Buying for 2 years gets you a better price, but you
can purchase in 3-month blocks with automatic renewal.
Learn a little about GoDaddy’s interface and how to log in to the CPanel/Dashboard. You’ll get an e-
mail with instructions, but feel free to call them up if you have a question.
1. Log in.
2. Click MyAccount.
3. Click the Contact Support Link.
We’re going to create the entire website in WordPress.
No webmaster, you can do it yourself
Themes-the graphics are done for you, but it’s customizable to some extent (banner)
Can make it do anything: blog, membership site, sales site
WordPress is blogging software, but you can create an entire website with it. GoDaddy makes it easy.
Here are the steps from GoDaddy Help:
To install wordpress on your hosting account
1. Log in to your Account Manager.
2. From the Products section, click Web Hosting.
3. Next to the hosting account you want to use, click Launch.
4. On the Hosting Control Center home page, click View all apps.
5. Click WordPress.
6. Click Install Now!.
NOTE: The Install Now! button displays only when the selected value application is compatible
with one of more hosting plans in your account.
7. Select the domain name you want to use.
8. If you don't have a Go Daddy Community profile, enter a display name, agree to the
Community terms of service, and then click Next.
9. Enter a database description and password, and then click Next.
10. Choose an installation directory, and then click Next. NOTE: To install WordPress in your root
directory, leave this field empty.
11. Enter the Admin Name, Admin Password, Email and Blog Title for your WordPress
installation. Click Finish. The admin name should NOT be admin!
In GoDaddy, set up an e-mail account with your new domain, such as firstname.lastname@example.org. This
is a must for a business. No more Yahoo, gmail, or Hotmail accounts! Keep those for personal use.
WordPress has two components:
The blogging software – this is what you use each time you blog
The database that contains your content – this is on your site and you can access it at
GoDaddy.com. You should learn how to back it up. You should back it up regularly, perhaps
once per week.
Backup your WordPress database with GoDaddy:
1. Log in to your Account Manager.
2. From the Products section, click Web Hosting.
3. Next to the hosting account you want to use, click Launch.
4. In the Databases section of the Hosting Control Center, click the icon for the type of database
you want to backup.
5. Click the pencil icon next to the database you would like to back up to open its edit features.
6. Click the Backup icon in the menu bar.
7. Click OK to backup your database.
There’s also a plug-in you can use, but you’ll have to configure it.
Starting to use WordPress
Go to www.yourdomain.com/ wp-admin to see your dashboard. Look at all the settings to learn about it.
Things to do right away
Change the blog name and tagline: Admin Dashboard -> Settings -> General
Use “pretty” URLs. This is important for SEO and user-friendly URLs. Go to
Settings>Permanlinks. Use /%postname%/
Add ping services. A ping is a mechanism by which a weblog notifies a server that its content
has been updated. This helps your blog posts get indexed faster and helps you get a reasonable
amount of traffic. Settings>Writing. I’ll send you a list to add.
Add the recommended plug-ins
If you run into any problems, www.wordpress.org has tons of documentation that can help you.
1. You need to find a template to customize how your website looks. How to find templates. For
maximum flexibility, I use Atahualpa, which is a framework that lets you customize many
aspects of how WordPress looks. I recommend getting a custom banner designed. I also
recommend a 2-column template—one main column and a side column on the right. Here is a
list of sites that sell templates or offer free ones:
http://wordpress.org/extend/themes/ - wordpress.ORG itself has great free themes
http://www.premiumwptheme.net/best-free-wordpress-themes - Nice free themes
http://wpmu.org/category/themes/ - excellent resource of new themes
http://www.wordpressthemes.com/ - Premium themes
2. Add categories
3. Add an About page and custom menu. In the Dashboard, go to Appearance>Menus.
4. Activate Aksimet.
5. Edit your RSS settings. Settings > Reading and you can edit how many posts you want to show
in your RSS feed and whether they should show the full post or not. Now you want to burn your
feed with Feedburner. Feedburner will provide you with stats on your feeds and automatically
ping services so your new content is updated immediately along with a whole host of other
services. Once you have signed up to Feedburner, change your feed subscription link in your
theme. Place the code you get from Feedburner between the head tags.
6. Add some widgets to the right column – widgets are add-ins that go in your side column, such as
your sign-up form, links to social media, and more.
Making your site look like a site, not a blog
It’s best for your website to look like a website, not a blog. If all people see is your last post, they have
no way to know what the entire site is about. There are two ways to accomplish this.
Use a static home page.
This gives you a regular home page and you can add a link to the blog. You can add other pages as well.
Recommended pages are About, Contact, Testimonials, Products (or Estore), and Support. The pages
you add will depend on your business and your customers’ needs. To add a static home page, follow
1. Open your Dashboard.
2. Choose Pages> Add New.
3. Create a new page that will be your home page and publish it.
4. Choose Settings>Reading.
5. In the middle panel, under Front Page Displays, choose A Static Page.
6. From the Front Page drop-down list, choose the page you created.
Create a “sticky” post that always appears at the top
1. Create a post that will always appear first in your blog. It should function like a home page.
2. In the Publish panel, next Visibility, click Edit.
3. Check the Stick This Post to the Front Page check box.
4. Click OK.
5. Publish the post.
Recommended WordPress plugins:
1. Akismet in - comment spam filter
2. All in One SEO Pack- search engine optimization package
3. Broken link checker - Checks for broken links and missing images and notifies you on the
dashboard, and through e-mail
4. Google XML Sitemaps - XML site map generated special functions which will help Google,
Yahoo and Bing search engines better index your blog with them.
5. WordPress Database Backup – On-demand backup of your WordPress database.
6. Facebook Like Button Plugin – The new Facebook like button.
7. Facebook Comments for WordPress - allows visitors to comment
with their Facebook profile on that post.
8. Google Analytics-give you traffic and visitor statistics
9. Google Analyticator – adds the necessary Java code to use Google Analytics.
10. Yet Another Related Posts Plugin – Returns a list of related entries based on a unique
algorithm for display on your blog and RSS feeds. A templating feature allows customization
of the display.
1. Audio Player - a highly configurable, but the simple playMP3 audio player on your web
2. Dagon Design sitemap generator- This plugin creates a sitemap for your WordPress powered
3. Hana FLV player – allow you to post a video on the web and be able to play it.
4. Nofollow Free – Encourages visitors to comment on your web by clearing the nofollow tag
5. CommentLuv - Shows a link to the last post of the commenter’s blog to reward the reader
and encourage more comments
6. Content Slide Plugin – Displays a simple slideshow
7. MaxBlogPress Ping Optimizer – prevents your blog from being tagged as a ping spammer
8. SexyBookmarks – Adds list of common social bookmarking icons
9. WordPress.com Stats – track views and visibility.
10. Dean’s Permalink Migration – Allows you to safely change your permalink structure without
breaking the old links in the website, without hurting your google pagerank.
11. Exclude pages from navigation - Allows you to exclude pages from the primary navigation.
12. LessThanWeb Testimonials - Displays client testimonials in your website. Display them in a
page and/or in a sidebar widget. Supports segmenting testimonials into groups.
13. RB Internal Links - links to other blog posts, do not specify a complete URL. Using a user
interface to reduce or find the page you want to link to.
14. SEO Smart Links - smart Search Engine Optimization Links - intelligent
search engine, links to your site, in addition to customkeyword lists,
nofollow and more automated search engine optimization benefits.
15. Facebook Fan Box – showing a Facebook fan box
16. Facebook Comments for WordPress – Allows your visitors to comment on posts using their
17. Subscribe to Comments Now! - Read the reviews plugin Subscribe no comments in the
form, but you have to edit your template to insert. This plugin shows without modifying any
18. AntiVirus – Security solution as a smart, effectively plugin to protect your blog against
exploits and spam injections.
19. What Would Seth Godin Do – Create a message when new visitors come and another one for
20. Simple CAPTCHA – a simple captcha system for your comment system to prevent spam.
21. TweetMeme Retweet Button – Adds a button which easily lets you retweet your blog posts
22. Viper’s Video Quicktags – easily embed videos from YouTube, Vimeo and more
23. Widget Logic – Allows you to configure which widgets appear in the sidebar on specific
24. Subscribe to Comments Now! – Subscribe to Comments plugin has “subscribe without
commenting” form, but you must edit your template to insert it. This plugin displays this
form without the need to edit anything.
25. WordPress Firewall – Blocks suspicious-looking requests to WordPress.
26. WP Security Scan – Perform security scan of WordPress installation looking for suspicious
SEO in your blog posts
Long tail keywords are 3 or more words, easier to rank for, you get highly qualified traffic. Use decision
words, such as buy, join, start, find, get, review. Use Google Insights and the Google Keyword Tool.
Do SEO every 3 months or so
Use Google Analytics (or a WordPress plug-in for it). Each month, check which keywords people are
using to get to your site. Enhance those. Also, do a general keyword check using the Google keyword
tool to see which terms people are searching on and add those to your site.
Optimize each post for a particular keyword or phrase and its synonyms
Link to each page from another page, using the keywords, not just click here. So, “resume writing
services” would link to a page on that. You can do this with a menu page.
Make sure that your page names contain your keywords-you can set WordPress to use “pretty links”
You can have major and minor keywords. For your entire site, it could be “PowerPoint tips”-then start
each tip with that. PowerPoint Tip:, then the name of the tip, with your keywords for that tip. This is
what I did.
Use keywords in the page title (<title> tag), URL (if possible), folders, blog title, subheadings
(H1, H2, H3), and content, but don’t overdo it
Once or twice per 100 words.
Add to image filenames and <alt> text
Description metatags (look this up): Maximum 30 words, 150 characters. It shows up in search
results-write to get people to click
Keyword metatags: Maximum 10 keywords or phrases, all lowercase, comma separated
How to Create a post in WordPress
Creating a post in WordPress is really simple:
1. Login to the WordPress dashboard by visiting www.yourdomain.com/wp-admin
2. Click on ‘Add New’ from the ‘Posts’ menu once you are inside the WordPress admin panel
3. Give the post a title that will attract people to read the post. Use keywords for best SEO
4. Add the post content in the content section.
5. Add relevant tags for this post.
6. Add the post to the relevant category (Create a category if a relevant category doesn’t exist).
7. Complete the SEO form from your theme or SEO plug-in
8. Publish the post by clicking the Publish button.
Post Editing How Tos
To add a more tag in the post just position the cursor at the appropriate place then click on the
‘Insert More Tag’
To create a header text just select the text then chose the desired Heading style
To insert a bulleted list, click the Unordered List button. To create a bulleted list, click the
Ordered List button.
To save the post just click Save Draft anytime
To insert an image to the post, just click the Add an Image button
To add/embed YouTube video into your WordPress post , copy the embed code from YouTube
and paste it into your post in ‘HTML’ View. (It’s important that you paste the YouTube code in
‘HTML’ view and not the ‘Visual’ view)
Good Practice Tips
Save the post frequently (just in case something goes wrong and you lose power to your
Always preview the post before publishing to make sure it looks exactly the way you want it to
Check spelling and grammar. (Reading an article full of mistakes can be very annoying)
Do a proof reading and fix the grammatical errors if any.
Use the All in One SEO WordPress plugin or your theme’s SEO tool to optimize the post for
Keep posts fairly short unless it’s a tutorial.
Break up content into short paragraphs, lists, and headings. This is called chunking and is a basic
principle of web writing.
Break up a post into multiple posts if it’s too long. This will keep people coming back for more.
1. You should post at least weekly. More is more. If you can post more often, do so.
2. Be sure to approve comments quickly and reply when you can to start a conversation.
3. Ask people a question at the end of a blog post and invite them to answer it by posting a
comment. This gets readers involved.
4. Give people useful, actionable, interesting, entertaining content.
5. Ask people what they want. Don’t assume you know. Then give them what they want.
6. Don’t be afraid to give away your best information for free. The more you show your
knowledge, the more they will come back.