Web Site Marketing


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Web Site Marketing

  1. 1. Marketing Your Web Site How to draw visitors to your web site, and an introduction to Search Engine Optimization (SEO)
  2. 2. Drawing Clients to Your Site <ul><li>Only three fundamental ways to draw clients: </li></ul><ul><ul><li>1. DIRECT – Client types your URL into a browser </li></ul></ul><ul><ul><li>2. REFERRING SITES –Client selects a link from another site </li></ul></ul><ul><ul><li>3. SEARCH ENGINE – Client finds your site in a search Measure: www.google.com/analytics/features.html </li></ul></ul>
  3. 3. Direct <ul><ul><li>Client types your URL into browser …. generally after seeing it in off-line media: </li></ul></ul><ul><ul><li>such as business cards, brochures, presentations, and ads in magazines, newspapers, etc. </li></ul></ul>
  4. 4. Referring Site <ul><li>Client selects a link in another site but not as a result of a search </li></ul><ul><ul><li>Examples of sources: </li></ul></ul><ul><ul><ul><ul><ul><li>Blogs </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Twitter </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>RSS Feeds </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>LinkedIn </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Facebook </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Links on other web pages </li></ul></ul></ul></ul></ul>
  5. 5. Search Engine <ul><li>The c lient finds you by searching on a term for which you place well in the search engine (one of your “keywords”), or on a term that brings up your paid ad: </li></ul><ul><li>Where the search engine results page rates you highly, this is called an “ organic search ” result. Modifying your web pages to improve your organic search result is commonly called “search engine optimization,” or SEO. </li></ul><ul><li>Ads are generally pay-per-click (PPC), that is, you pay the ad carrier each time a visitor to that page “clicks through” to your site </li></ul>
  6. 6. Examples of PPC and Organic Search
  7. 7. Search Engine PPC Components
  8. 8. Compare Methods <ul><li>Advantages and Disadvantages: </li></ul>How Effective Technology Required Time for results % Effective Done By Cost $0 - $5,000 Direct Off-Line Marketing Low – medium Low 2 – 6 weeks 10% Owner 100% Low - medium Referring Sites Referring Sites Low – medium Medium 2 – 6 weeks 10% Owner 100% Low Search Engines PPC Medium - high Medium Immediate 10% Owner – with training Low Organic Search - SEO High Very High 3 – 6 months 70% Professional * *Owner Words High
  9. 9. Generating Web Traffic <ul><li>Every communication vehicle should drive people to your web site </li></ul>
  10. 10. Sources of Web Site Traffic
  11. 11. Prioritize Your Options
  12. 12. Web Traffic Sources
  13. 13. Search Engine Market Share (May 2011) United States: Google 84.58% Yahoo 8.13% Bing 5.38% Ask.com 0.79% Other 1.12%
  14. 14. What is Search Engine Optimization? <ul><li>Search Engine Optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results for targeted keywords. </li></ul><ul><li>Wikipedia </li></ul><ul><li>To achieve good rankings: </li></ul><ul><li>Develop great content and a site has value to others </li></ul><ul><li>Follow SEO best practices </li></ul><ul><li>Encourage other sites to link to you </li></ul><ul><li>Monitor your results </li></ul><ul><li>Note – SEO is most effectively done WHEN the site is being constructed and not afterward! </li></ul>
  15. 15. Page Rank <ul><li>Represents the importance of a page to Search Engines </li></ul><ul><li>Is evaluated on a 0-10 logarithmic scale </li></ul><ul><li>Measures the quantity and importance of links pointing to a page </li></ul><ul><li>Where is my PageRank? - Google toolbar </li></ul>
  16. 16. Web Site Best Practices for SEO <ul><li>Develop effective target keywords </li></ul><ul><li>Optimize pages </li></ul><ul><li>Use a clear navigation system so that most or all pages are indexed </li></ul><ul><li>Use targeted keywords in page titles, meta descriptions, filenames and directory names, text links to other pages within your site </li></ul><ul><li>Get indexed by the search engines </li></ul><ul><li>Acquire links on high-rank pages </li></ul><ul><li>Track usage statistics </li></ul>
  17. 17. Select Target Keywords for SEO <ul><ul><li>Sources of keyword ideas include: </li></ul></ul><ul><ul><ul><li>Brainstorming </li></ul></ul></ul><ul><ul><ul><li>Analyzing competitive sites </li></ul></ul></ul><ul><ul><ul><li>Employing various online tools </li></ul></ul></ul><ul><ul><ul><li>Use two or three word phrases </li></ul></ul></ul><ul><ul><ul><li>Keywords must be relevant to your business </li></ul></ul></ul><ul><ul><ul><li>Use terms popular with searchers </li></ul></ul></ul><ul><ul><ul><li>Check the competition for those keywords </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Their page rank </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>How many of their pages are indexed </li></ul></ul></ul></ul></ul>
  18. 18. Brainstorming SEO Words <ul><li>Make a list of 50 terms that your prospective customers might use to find your site </li></ul><ul><li>Sources can include: </li></ul><ul><ul><li>Product names/ company name </li></ul></ul><ul><ul><li>Search engine suggested terms </li></ul></ul><ul><ul><li>Results for strategic key phrases </li></ul></ul><ul><ul><li>Search your niche </li></ul></ul><ul><ul><li>Try your location/ geography </li></ul></ul>
  19. 19. Competitive Intelligence
  20. 20. KW Tools: SemRush.com For jasperengines.com:
  21. 21. KW Tools: WordTracker http://freekeywords.wordtracker.com
  22. 22. KW Tools: Google https://adwords.google.com/select/KeywordToolExternal
  23. 23. Optimize Pages <ul><li>Good Ideas: </li></ul><ul><ul><li>Unique Page Titles: <title>SEO - Your Company </title> </li></ul></ul><ul><ul><li>H1 Heading Tags: <h1> SCORE Workshop </h1> </li></ul></ul><ul><ul><li>Body Copy: Keyword dense, 200-250 words </li></ul></ul><ul><ul><li>Use cascading style sheets (CSS) </li></ul></ul><ul><ul><li>See www.basicwebsitereview.com for ratings on key measures </li></ul></ul><ul><li>Bad Ideas: </li></ul><ul><ul><li>Flash </li></ul></ul><ul><ul><li>Images as links </li></ul></ul><ul><ul><li>Frames </li></ul></ul><ul><ul><li>“ Stuffing” keywords </li></ul></ul>
  24. 24. Building Links <ul><li>Internal Links </li></ul><ul><ul><ul><li>Home page should link to your most important pages </li></ul></ul></ul><ul><ul><ul><li>No more than 100 links per page </li></ul></ul></ul><ul><ul><ul><li>Avoid “Click Here” </li></ul></ul></ul><ul><li>External Links </li></ul><ul><ul><ul><li>From quality, relevant sources </li></ul></ul></ul><ul><ul><ul><li>Search engine listing: </li></ul></ul></ul>
  25. 25. Track Metrics <ul><li>Use Google Analytics </li></ul><ul><ul><li>Keywords on Traffic Report - Search Engine Referrals </li></ul></ul><ul><ul><li>Rank for Keywords - check in Search Engines </li></ul></ul><ul><ul><li>No. of pages indexed </li></ul></ul><ul><ul><li>PageRank of home page </li></ul></ul>
  26. 26. SEO vs. PPC SEO (Organic search) Pay-Per-Click <ul><li>Referred to most often </li></ul><ul><li>Free, earned on merit </li></ul><ul><li>Difficult to get ranked </li></ul><ul><li>Referred to less often </li></ul><ul><li>Always paying </li></ul><ul><li>Easy to get ranked </li></ul>Should you do both?
  27. 27. PPC Issues <ul><li>Make sure you are getting value in ad cost </li></ul><ul><li>Don’t use one-word keywords </li></ul><ul><li>Make sure ads match keywords </li></ul><ul><li>You may get lots of impressions but no clicks through </li></ul><ul><li>You may get lots of clicks but no sales </li></ul>