Websites can be a powerful marketing tool when used alongside traditional media. They are beneficial for promoting products and services or informing audiences, but only if audiences are aware of and can easily find the site. There are three main approaches to marketing a website: organic search engine listings, paid search listings, and directory listings. It is recommended to use a combination of all three approaches for best results in search engine marketing. Proper on-page optimization techniques and off-page activities help improve organic search rankings.

2. Websites – A Marketing Tool
 Can be a powerful communication tool along
with traditional print & broadcast media
 Used to promote or sell products & services,
or to inform target audiences
 Sites are only beneficial if the audience is
aware of it or can easily find it
About 50% of browsers use search engines, the
other half type in the URL directly

3. Marketing Approach
 “Organic” search engine listings
○ Free listings provided by Google, Yahoo!, MSN
○ Utilize “spider” or “crawler” to index page content
 Search directory listings
○ Doesn’t use crawlers. Humans categorize and index
your site URL and a short description
○ Yahoo! is fee-based, Open Directory Project is free
 Paid listings - $$$
○ Called “pay-per-click” campaigns
○ Buy your way to the top of the search results page
○ Unlike organic, results are guaranteed

4. Marketing Approach
 Recommendation is
to follow a diversified
approach by using a
combination of all
three areas for the
best results.
 This is known as
Search Engine
Marketing (SEM)

5. Search Engine Introduction
 No guarantees with search engines
 Best practices and guidelines will help
 There are no specific details since they
could be exploited
 The process of analyzing and making
changes to a website to improve search
rankings is called Search Engine
Optimization, or SEO.

6. Search Engine Introduction
 Consider search
engines design
BEFORE building
site.
 But remember, a
website is intended
for HUMAN
audiences, not
search engines.

7. Organic Best Practices
 Research & select keywords/phrases
What people type into engines
One study shows 56% of searchers use 2-3 word
keyword phrases
 Keyword research tools:
○ Log analyzer software (e.g. WebTrends)
○ WordTracker.com ($)
○ Overture.com (free)
○ Google AdWords (free with account)
 Place keywords prominently in page copy,
titles, <META> description tags.

8. Organic Best Practices
 Design a user-friendly site that is searchable
• Use with caution: Javascript, flash, DHTML, frames,
cookies, session IDs, more than 3 URL parameters
• Always have 2 forms of navigation: user and search engine
• Avoid excessive URL depth: more than 3 to 4 levels
• Tailor search terms and web pages for your audience
• Site should have: Home, FAQ/Help, About Us, Contact Us,
Site Map, Links/Resources, Products/Services (when
appropriate)
• Each page needs a unique, focused title relevant to the
content and incorporates keywords. Don’t use company
name.
• Get links to your site on other RELEVANT sites.

9. Organic Best Practices
 Do NOT spam the search engines or
you could be banned!
• Keyword stacking or stuffing, unrelated keywords
• Hidden text and links, tiny text (under 10pt)
• Duplicating pages and sites (same content, different URLs)
• Doorway/Gateway/Ghost pages – overly optimized, well-
ranked pages that redirect to “real” site.
• Page redirects (with Refresh Meta tag)
• “Link farms” used to increase link popularity scores

10. Directory Listings Intro
 Before search engines, Yahoo! search
directory was the only game in town
 A “directory” differs from an “engine” in that it
doesn’t index web pages or content.
 Human editors review submitted site & put it
in a category/subcategory structure
 Only the URL and short description is
recorded
 Yahoo! is $300/year, Open Directory Project
is free (ODP feeds Google).

11. Directory Best Practices
 Choose a very
specific category and
subcategory in the
directory
 Locate your
competitors in the
directory
 Register with “second
tier” directories. They
offer specialty or
niche listings.

12. Paid Advertising Intro
 With pay-per-click (PPC), you pay each time
someone clicks on your ads
 Two major (& most expensive) players are
Overture (owned by Yahoo!) and Google
AdWords
 Smaller players are FindWhat, Espotting
 Start an account w/credit card, create word
ad, bid on ad keywords in auction
 Lots of ads? Mgmt tools available

13. PPC Best Practices
 Calculate what a “click” is worth to your
company before PPC campaign
 Be aware: about 20% of browsers don’t trust
ads and won’t click on them
 Review & follow PPC guidelines
Do not use superlatives (such as greatest,
largest, best, etc.), all capital letters, or
exclamation points.
Do not put contact information such as phone
numbers or e-mail addresses in the ad.
Make sure the ad matches the site content.

14. Sample Site Analysis

15. Sample Site Analysis

16. Sample Site Analysis
Page Area Description / Recommendation
Page Title All page titles are “Aegis Metal Framing.” Each page should have a
unique, focused title relevant to the content and should incorporate
specific keywords. Make the title read like a newspaper headline.
Don’t target your company name.
Section A These navigation buttons are graphics and will not be read by the
crawlers. Include a second, text navigation system at the bottom of
the page for the crawlers.
Section B This is the only text on the home page that the crawler can read.
Unfortunately it is a 9 point font. Some search engines consider
very small fonts (below 10 point) to be spam and will ignore it. The
font should be increased to 10 or 11 point.
Section C This is the site navigation menu. All items are graphics (rather than
text) and are ignored by the crawlers. Include a second, text
navigation system at the bottom of the page for the crawlers.
Section D This company contact information is important, but it isn’t indexed
since it is a graphic. This should be changed to plain text.

17. Resources
 Search engine syntax and extras
“site:www.yoursite.com”. Shows what the engine has
in the index for the site.
“define:your_word”. Searches web for definitions.
Built-in calculator. Type in your calculation on the
search bar and press Enter. (e.g. 7*25+33)
Package tracker. Enter your package tracking number
(FedEx, UPS, USPS) for a status.
Stock price check. Enter stock symbol.
Street maps. Type in US address w/ city or zip.
For a list of Google operators see:
http://www.google.com/help/operators.html

18. Resources
 Search engine guidelines
 Google: http://www.google.com/webmasters/guidelines.html
 Yahoo!: http://help.yahoo.com/help/us/ysearch/basics/basics-18.html
 MSN: http://search.msn.com/docs/siteowner.aspx?
t=SEARCH_WEBMASTER_REF_GuidelinesforOptimizingSite.htm
 Open Directory Project
 http://www.dmoz.org/
 Search Engine Watch – tips, articles, news
 http://www.searchenginewatch.com/