Web Site Marketing
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Web Site Marketing






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    Web Site Marketing Web Site Marketing Presentation Transcript

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