The document outlines strategies for increasing web traffic using Google and Bing webmaster tools, emphasizing the importance of following guidelines to avoid penalties. It discusses the elimination of duplicate content through proper redirects and the creation of sitemaps to identify issues. Additionally, it covers best practices for PPC advertising, email marketing, and local search optimization to enhance online visibility.

1. Get More Web Traffic Jonathan Hochman September 16, 2009 Boston Marriott Newton

2. Google Webmaster Tools and Bing Webmaster Center Nathan Buggia, Microsoft Vanessa Fox, Ex-Google

3. Which to use? Google is the leader. As free services, neither is guaranteed to be complete. Use both to ensure maximum insight.

4. Bans and penalties Sites that violate Webmaster Guidelines, may be banned or penalized. Bans might be reported, but often not. GWT provides a reinclusion request form. Cleanup before requesting forgiveness. Document cleanup steps and disclose who did what.

5. Example of a penalty notice

6. Bing Webmaster Center

7. Indexing problems

8. Search Impact of Malware

11. http://googleonlinesecurity.blogspot.com/2009/08/malware-statistics-update.html

12. NY Times Breached http://www.nytimes.com/2009/09/15/technology/internet/15adco.html

13. Broken Links

14. Defective or Missing Tag Sets

15. Rhea Explains Duplicate Content http://www.searchenginejournal.com/google-pagerank-play-doh/5504/

16. Duplicate Content Duped pages often have the same titles and meta descriptions.

17. Eliminating Duplicate Content Standardize domains using 301 redirects. Set your www or non-www domain preference in GWT. Instead of 301 redirects, the <link rel=“canonical” href=“…” /> tag can help. http://www.hochmanconsultants.com/articles/redirect-multiple-domains.shtml

18. Eliminating Duplicate Content

19. Sitemap.XML Benefits Won’t magically improve rankings if the site is already crawlable . Making a sitemap.xml file may reveal: Broken links Orphan pages Duplicate content Pages that should be excluded Get specific feedback/stats

20. GSiteCrawler Sitemap Generator http://gsitecrawler.com

21. Xenu Link Sleuth

22. SEO Tools – Firefox Add Ons Toolbar PageRank Alexa rating Highlight nofollow links

23. NoScript for Firefox Protects your computer from bad software View web pages as a search engine does

24. More FireFox Add Ons Disable CSS, JS Disable meta redirects Turn off images Many more goodies Diagnose redirect issues

25. PPC and Promotion Everybody loves SEO for free traffic. Is time and effort free? SEO can be a great long term strategy Natural search rankings are a bonanza, not an obligation. -> For fastest results, pay for traffic.

26. Do paid listings influence naturals search results? No : good search engines don’t care if you join their paid program Sometimes : Yahoo! Search Submit sells their non-sponsored results. Yes : anything that increases exposure of a site may help generate new links. Every snowman begins with a snowball.

27. Three Most Important PPC Ideas 80% of market participants don’t track cost per sale, and don’t know the value of a customer. Get those numbers, then adjust your bids to make risk free money. More than ad creative and offer, who sees your ad determines success or failure. If PPC isn’t working, you’re probably targeting the wrong people. Be specific. Advertise on your branded terms.

28. When does 1 + 1 = 3? Being listed in both the natural and sponsored results improves Click Through Rate for both types of listings. Traffic is influenced not only by rankings, but also by the number and quality of impressions.

29. SiteLinks

30. Another type of Sitelinks

31. How to Get Sitelinks Easily crawled, structured navigation High natural search traffic for multiple pages on the site Trust factors Inbound links from trusted sites Outbound links only point to trusted sites Established site (age) http://www.hochmanconsultants.com/articles/sitelinks.shtml

32. Email Marketing I hate newsletter “spam”. But, I am not the typical web user. If somebody buys from you, keep in touch. It can be profitable to “buy” the customer. When cost of the first sale exceeds margin, email marketing is essential.

33. Email Marketing Tactics Outlook is a bad way to email a list. Use an email marketing service to: Facilitate legal compliance Track results Provide a convenient unsubscribe feature Repurpose content to make newsletters Give value to receive value

34. Spot the email

35. Payment Processing Use the same Google Checkout login as AdWords to get an eye-catching logo:

36. Local Search Address on website, even in footer of every page Claim your listings SEMNE will discuss Local Search in November