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Web Site Marketing


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  • 1. Marketing Your Web Site How to draw visitors to your web site, and an introduction to Search Engine Optimization (SEO)
  • 2. 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:
  • 3. 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.
  • 4. 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
  • 5. 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
  • 6. Examples of PPC and Organic Search
  • 7. Search Engine PPC Components
  • 8. 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
  • 9. Generating Web Traffic
    • Every communication vehicle should drive people to your web site
  • 10. Sources of Web Site Traffic
  • 11. Prioritize Your Options
  • 12. Web Traffic Sources
  • 13. Search Engine Market Share (May 2011) United States: Google 84.58% Yahoo 8.13% Bing 5.38% 0.79% Other 1.12%
  • 14. 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!
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. Competitive Intelligence
  • 20. KW Tools: For
  • 21. KW Tools: WordTracker
  • 22. KW Tools: Google
  • 23. 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 for ratings on key measures
    • Bad Ideas:
      • Flash
      • Images as links
      • Frames
      • “ Stuffing” keywords
  • 24. 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:
  • 25. 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
  • 26. 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?
  • 27. 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