Documents
Resources
Learning Center
Upload
Plans & pricing Sign in
Sign Out

Marketing Your Site

VIEWS: 2 PAGES: 30

  • pg 1
									Marketing Your Site: Search
Engines, Links & PPC Ads
                  NMSU Extension Service
     Enhancing Economic Prosperity In New Mexico’s
       Frontier Communities Through E-Commerce
Mesalands Community College         Tucumcari, NM      9/8/05
                  Jan Zimmerman, Author
      Marketing on the Internet 6th Ed., Maximum Press
           Watermelon Mountain Web Marketing
   4614 Sixth St. NW              Albuquerque, NM 87107
info@watermelonweb.com                          505-344-4230

                    © 2005 Watermelon Mountain Web         1
                               Marketing
Search Engines vs. Directories
• SE Necessary But Not Sufficient
• Directories use categories
  – Anywho.com AT&T White/Yellow Pages
  – Superpages.com (GTE Yellow Pages)
  – DMOZ.com (Open Directory Project)
    InfoSpace Yellow Pages & Map
  – MapQuest
• Search engines use content
  – keywords or links
               © 2005 Watermelon Mountain Web   2
                          Marketing
Search Engine Market Share
      June/July 2005
  Google      47.0%         46.2%
  Yahoo       22.3%         22.5%
  MSN         12.5%         12.6%
  AOL          5.5%           5.4%
  – Google gets 80% of B2B searches
  – Choose search engines by audience
            © 2005 Watermelon Mountain Web   3
                       Marketing
Search Engine Relationships
      www.bruceclay.com



                       DMOZ




           www.bruceclay.com




                       overture



         © 2005 Watermelon Mountain Web   4
                    Marketing
Get through the Search Engine Maze:
       3 DIY Must-Have Sites
•   google.com/addurl/?continue=/addurl
•   search.yahoo.com/info/submit.html
•   dmoz.org/add.html
•   others are “gravy”
•   don’t need 100,000
    search engines

               © 2005 Watermelon Mountain Web   5
                          Marketing
“Natural” Search Engine
       Ranking
   Need first page of results to be noticed
   Different search engines have different
    rules
    - Keywords & tags for Yahoo
    - Even different keyword-based engines
      weigh things differently
    - Inbound links for Google

              © 2005 Watermelon Mountain Web   6
                         Marketing
Improve Ranking on Most Engines
   Select good search terms
    – Wordtracker.com
    – Overture.com
    – Check competitor keywords (>view>source)
   Extra “points” for keywords in links,
    navigation, headings, subheads
   No tricks
    – No hidden keywords or “magic” pixels
    – Don’t overpopulate with high keyword density

                   © 2005 Watermelon Mountain Web    7
                              Marketing
Keywords Tool: Free Trial or Paid
        www.wordtracker.com




           © 2005 Watermelon Mountain Web   8
                      Marketing
Interpreting Word Tracker
          Results
                                   KEI                 24    Competing
Keyword                                        Count
                                   Analysis            Hrs   ..

old west vacations                   442.531     119    34          32
                                                                         • Will YOUR
large family vacation rentals         15.538      43    12         119     audience use this
new mexico tourist attractions        12.800      24     7          45
affordable weekend getaway s
                                      12.770     104    30         847
                                                                           term?
romantic
western vacations                     11.772     195    56        3230   • Re-check by
new mexico santa fe cabins             9.000       3     1           1
sk i new mexico                        7.122     239    68        8020     typing word into
santa fe bed and break fast            5.192      53    15         541
santa fe lodging                       4.942      65    19         855
                                                                           search engine to
guest houses santa fe new mexico       4.000       2     1           0     make sure
historic new mexico                    3.661      62    18        1050
hotels santa fe new mexico             3.281      44    13         590     businesses like
new mexico bed breakfast               3.059      55    16         989
historic vacations                     2.822      39    11         539
                                                                           yours appear.
southwest vacations                    2.046     158    45       12200
family friendly vacations              1.659      36    10         781
new mexico lodging                     1.500     120    34        9600

                                   © 2005 Watermelon Mountain Web                        9
                                              Marketing
      Overture.com
http://inventory.overture.com/d/
  searchinventory/suggestion/




          © 2005 Watermelon Mountain Web   10
                     Marketing
Basic Approach (except Google)
• View>Source on high-ranking competitors
• Use metatags to improve ranking
• Optimize pages
• Submit individual pages when possible
• Check position, tweak & re-submit if
  needed
• No need for monthly re-submissions
              © 2005 Watermelon Mountain Web   11
                         Marketing
          Meta-Tag Guidelines
• Items that appear in source code for search engines to
  review. Use View > Source
• Keyword tag: maximum 30
• Optimize pages for 4-5 search terms each
• Title: 5-7 words including 2 search terms
   – Put business name at end after a colon
• Page Description: max. 256 characters, with 4 terms
• <Alt> Tags appear when hover over photos; use same 4
  search terms

                       © 2005 Watermelon Mountain Web   12
                                  Marketing
                      Good Metatags
                  www.lunarcow.com
•   <title>Lunar Cow :: Results Driven Design in Web, Print and Multimedia.</title>
•   <meta name="Description" content="Professional Web Design, Web Design Company, Web
    Design Services - LunarCow.com Lunar Cow Design improves business opportunities for clients by
    developing powerful New Media communication tools. Lunar Cow offers services in Web, print and
    motion graphics.">
•   <meta name="Keywords" content="Professional Web Design, Web Design Company, Web Design
    Services - LunarCow.com,web design, web site design, web page design, web design company, flash
    web design, web design services, web design and development, internet marketing, online marketing,
    internet marketing service, internet marketing consultant, internet marketing solution, internet
    marketing plan, internet market strategy, web design firm, web site design company, web page design
    company, flash web site design, best web site design, best web design, design web site, design, web
    page, web site design firm, online branding, internet branding, corporate branding, marketing, online,
    brochure design, ecommerce development, e-commerce development, business to business ecommerce,
    business to business e-commerce, motion graphics, internet extranet intranet, print design, technology
    integration, ohio">

                                    © 2005 Watermelon Mountain Web                             13
                                               Marketing
What Search Engines Don’t See
 •   Frames                        • Database contents
 •   Pictures                        whose URLs have a
 •   Flash                           ? & or = (use
                                     special database
 •   Splash pages                    search and
 •   Dynamically-                    shopping search
     generated or some               engines)
     active server pages
     (.asp, .jsp)
                  © 2005 Watermelon Mountain Web    14
                             Marketing
     Make Your Site Search
       Engine-Friendly
•   Avoid “not-seen” errors on prior page
•   Put text above photos
•   Use linkable footers on every page
•   Site index
•   Outbound links page
•   If you have a database-driven site, ask
    developers to feed Google an XML index
    https://www.google.com/webmasters/sitemaps/login

                    © 2005 Watermelon Mountain Web     15
                               Marketing
   Identify Specialty Search
    Engines & Directories
• Meta-indexes (e.g. allsearchengines.com)
• Shopping search engines
  – shopping.yahoo.com
  – froogle.google.com
• Price comparison sites
  – shopping.com
  – buyersindex.com
              © 2005 Watermelon Mountain Web   16
                         Marketing
Arabian Horse Directory
    www.arabianinsite.com




        © 2005 Watermelon Mountain Web   17
                   Marketing
Cowboy Search Engine
    www.cowboy.com




      © 2005 Watermelon Mountain Web   18
                 Marketing
Google Ranking: Special Case
• Need inbound links from high Google-ranked
  sites that share a keyword
• Google Page Rank >5 (toolbar.google.com)
• Alexa Traffic Rank (alexa.com)
• To view links (yours or competitors)
  – On Google: link:www.website.com
  – Linkpopularity.com or Linkstoyou.com
• Internal and outbound links also count
                © 2005 Watermelon Mountain Web   19
                           Marketing
Spider To Check Inbound Links
   www.linkstoyou.com/checklinks.htm




            © 2005 Watermelon Mountain Web   20
                       Marketing
          Inbound Linking
   Find Your Audience Online
   Check Competitors’ Links
   Check Google & Alexa rank
   Remember directories, maps, yellow
    pages
   Send email request
   Be selective about reciprocal links
   Avoid
    – Free-For-All Link Sites
    – Link Exchange Services
    – Web Rings or Alliances
                     © 2005 Watermelon Mountain Web   21
                                Marketing
  Other Ways to Increase
     Google Rankings
• Inbound links from blogs
• Press releases online with links
• Links from .org and .edu sites
  – Check all the organizations you belong to
  – Check all trade shows or fairs where you
    exhibit
  – Check local, regional, state sites
              © 2005 Watermelon Mountain Web   22
                         Marketing
 Other Online Advertising
• Pay-Per-Click (PPC)
  – Some shopping sites, some directories and secondary
    search engines, Yahoo Express
• Pay-Per-Action (PPA)
  – Some commissions or affiliates in this category
• Sponsorships of others’ newsletters
• Banner Ads
  – Click-through rates average <0.8% for banners
  – Use for branding and exposure
  – Banner Ad Exchanges - most 2:1; not well targeted

                   © 2005 Watermelon Mountain Web         23
                              Marketing
Google AdWords PPC
   adwords.google.com




       © 2005 Watermelon Mountain Web   24
                  Marketing
Overture PPC Program
    www.overture.com




      © 2005 Watermelon Mountain Web   25
                 Marketing
 Google Adwords Vs. Overture
• Feeds AOL, Netscape,                • Feeds Yahoo, Alta Vista,
  Lycos, others                         MSN (temporarily), others
• Content sites (AdSense)             • Content sites (Content Match)
• 5¢ minimum PPC                      • 15¢ minimum PPC
• Set daily ad limit                  • Set monthly ad limit
• Can track conversion rate           • Can track conversion rate
• Geographical and language           • Local, Yahoo shopping, travel
  targeting                             targeting
• CPM option by impression            • Not as much budget control
• Graphic ad option
                     © 2005 Watermelon Mountain Web             26
                                Marketing
Writing A Good Google Ad
•   Like writing a classified
•   First line 25 characters
•   Second line 35 characters
•   Third line 35 characters
•   Include search term in ad
•   The more specific the ad, the better
•   Select right landing page
•   Include benefit or call to action
                  © 2005 Watermelon Mountain Web   27
                             Marketing
Bidding Strategies for PPC
• Google appearance based on
  clickthroughs as well as bid price;
  Overture based on bid price only
• 2nd-4th position may have better
  conversion rates that 1st position
• Do not pay more per click (or
  cost/conversion) than a sale is worth!
              © 2005 Watermelon Mountain Web   28
                         Marketing
Don’t Go Broke with PPC
     • Conversion code allows you to see what
       % of visits from an ad/search term
       result in a sale or other call to action.
       Can put on thank you page.
     • Revise to reach a click-through rate of
       at least 1% (5% or better preferred)
     • Look for conversion rate of 2-4%
     • Be “ruthless” about deleting terms and
       ads that don’t work.


         © 2005 Watermelon Mountain Web     29
                    Marketing
            Exercises
• Go to Word Tracker or Overture to
  select some good search terms for your
  site
• Write several Google Ads using that
  search term


             © 2005 Watermelon Mountain Web   30
                        Marketing

								
To top