Spider markeng You may have heard of guerilla marke/ng, but let’s take a look at spider marke/ng and how it can help you sell — online and oﬄine.
Search spider • A search spider is a computer program that browses the web in a methodical, automated manner in order to index (create a list of) the content of web pages. • This process is called web crawling or spidering. • Search engines use spidering and the resul3ng index as a means of lis3ng web pages in search results that contain informa3on likely to answer the ques3on posed in a search.
Keywords & keyphrases • Keywords and keyphrases are words or groups of words that a user would type into a search engine to ﬁnd a web page. • Properly using keywords and keyphrases creates a link between a company or person and services provided. • If you do not idenfy keywords and keyphrases on your site, you are less likely to be found and rarely will you rank on page one of search-‐engine results.
Validate content • Keywords and keyphrases added to the programming of the site is called meta tagging. • Your site gains valida/on when the meta tags match keywords and keyphrases used in the site’s page text and image ﬁle names. • If you do not idenfy the keywords and keyphrases of your site, the search engines may have to guess at the purpose of your site.
Build a spider web • You can build a web of links by linking your keywords to other sites and linking other sites to your site. • Add links to and from social-‐ media accounts, personal sites, other business sites, and partner sites. • This eﬀort gives the spider a lot of places to go that validate your site and the content within it. • If you do not have links to and from quality sources, your message is not validated. Search engines have to take your word for it that you have a quality site and this is compared to other sites who have established track records.
Establish yourself • Establish yourself and your company as an authority on a topic. Your keywords are associated with this topic. • Use your keywords in your social pos3ngs and link to other authorita/ve sources to create a rela3onship between you, the third-‐party site, and the keywords. • Use your keywords when you post comments to other blogs. • Use your keywords in your Google proﬁle, avatar, and other iden3ﬁca3on accounts. • If you link to and from other sources and do not reference your keywords, search engines will have a diﬃcult me associang you with your keywords.
Current content • Search engines rank more-‐current content higher than aged, outdated content. • The more oOen you post and the more current the content is that you post, the higher you will rank. • As you rank higher, your associa3on with those keywords gain more valida3on. • If your site is never updated, even with simple content such as press releases, you will fall in search-‐engine results when other more-‐current sites are favored.
Build in-‐bound links (backlinks) • Link full keywords, keyphrases, and sentences back to your site from other sites where the same keywords and keyphrases are used (e.g., partner sites). • Post customer tes3monials and encourage the author to link to that tes3monial from their site. • Create a standard signature with a link to your site and use it when you post comments at blog sites that use similar keywords. • Post messages to your social-‐ media accounts that link to relevant pages (deep links) at your site, partner sites, and customer sites. • In-‐bound links are one way that the search engines validate you as an authoritave source. Without these, they will favor other sites that do have validaon.
Build outbound links • Link keywords and keyphrases to other sites that use the same keywords. • Link keywords and keyphrases to customer and partner sites. • Post tes3monials at your site and link to the author’s site. Most sites do a poor job of creang proper links. Good example: • Click here to read about Spider Trainers’ services. Bad example: • Click here to read about Spider Trainers’ services.
Everywhere the spiders go, there you are! You don’t have to be just another site that does no marke3ng. Establish relevant keywords. Use the keywords generously and appropriately within your site. Build links on keywords and keyphrases to and from other sites. Post content to your site regularly. Post content to social media sites and reference your keyword with links to your site or other sites that use similar keywords.
Successful markeng A successful online store is far more than products dropped into a storefront — it’s an all-‐inclusive solu3on based upon strategy, marke3ng, and goals to reach new customers.
Where good ideas are put to great use. email@example.com www.spidertrainers.com