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Website Marketing

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Presentation by David Moreton (Circle Interactive), given at seminar 02/07/2009

Presentation by David Moreton (Circle Interactive), given at seminar 02/07/2009

Published in: Business, News & Politics

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Transcript

  • 1. Website MarketingDavid MoretonJuly 2009
  • 2. What do we mean by Website Marketing?
    Brand Extension
    Search Engine Marketing
    Integration with Business Process
  • 3. Brand Extension
    Attention spans are shorter online
    Create the right impression online
    Good web design is crucial
    Structure content for your users
    Provide clear paths to information
    Provide channels for interaction
  • 4. Search Engine Marketing
    PPC
    SEO
    Link Building
  • 5. Pay Per Click
    Google AdWords
    Pay only for clicks that bring visitors
    Monitor the traffic from these
    Put values on outcomes from this traffic
    Work out your ROI
  • 6. Search Engine Optimisation
    Structure your site well
    Key Search Phrases
    Make your content relevant and interesting
    Keep adding content
    Use Google Analytics to inform decisions about your site
  • 7. Link Building
    Inbound links add to your Page Rank
    Links from relevant sites are worth more
    Never buy links to improve page rank
    Use blogs and social media
    Provide “linkbait” on your site
    Generate good PR
    It’s hard work.
  • 8. Business Process
  • 9. How to build a good website
    Use a CMS (e.g. Drupal)
    Keep your content fresh
    Track what your users do
    Change things that don’t work
    Treat it as a work in progress
  • 10. Summary
    Make it look good
    Make sure people can find it
    Engage with the medium

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