Marketing Strategies: Search Engine Placement
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eCommerce Marketing Strategies Rae Montgomery May 16-20, 2005 Oklahoma City, OK Marketing Strategies • Competitive Intelligence • Viral Marketing • Search Engine Placement Search Engine Placement Getting to the Top • Have a unique product • Offer good content and features • Get listed in regional and industry directories • Include address / phone # • Buy traffic Top Three Search Engines • Google • Yahoo • MSN How Search Engines Find Your Site 1. Search engine ‘Spider’ or ‘Crawler’ visits your site 2. Or you can register at search engines 3. Your site information is added to the search engine index 4. Search engine software finds your site in their index Resource: www.SearchEngineWatch.com How Search Engines Rank WebPages • Keywords in the <TITLE> tag • Placement of key words near the top of a webpage • Frequency of key words in relation to others on a webpage • Some look at link popularity • Some look at metatags • Pages could be excluded for spamming Title and Meta Tags <HTML> <HEAD> <TITLE>My Company Name(800)123-4567 and key words that describe company</TITLE> <META Name="description" Content="My company makes this or that. Put your 1024 character company or product description here"> </HEAD> <BODY>... www.larktoys.com Hands-on: Title Tags & Keywords Look at title tags & keywords on one of these sites: • www.ArtSuppliesOnline.com • www.OldWorldVenison.com • www.LenasLefse.com How Google Ranks WebPages • Link popularity • Page content Hands-on: Google PageRank Check the page rank of one of the following at: www.NicheBot.com/ranking Enter the keywords you think visitors will use. • www.ArtSuppliesOnline.com • www.OldWorldVenison.com • www.LenasLefse.com Hands-on: Link Popularity Check the link popularity of one of the following at: www.MarketLeap.com See what the most popular sites are in several categories • www.ArtSuppliesOnline.com • www.OldWorldVenison.com • www.LenasLefse.com Google Design Guidelines 1. Make a site with a clear hierarchy and text links. 2. Offer a site map. 3. Create a useful, information-rich site and write pages that clearly and accurately describe your content. 4. Think about the words users would type to find your pages, and make sure that your site actually includes those words within it. 5. Use text instead of images to display important content or links. Google Design Guidelines 6. Use TITLE and ALT tags that are descriptive. 7. Check for broken links. 8. If you use dynamic pages (i.e., the URL contains a '?'), be aware that not every search engine spider crawls dynamic pages as well as static pages. 9. Have fewer than 100 links/page. Source: www.google.com/intl/en/webmasters/guid elines.html Hands-On: Test your “findability” • From search engines Try Google Local http://local.google.com • Who links to your site? In Google type link:www.nameofmysite.com or “www.nameofmysite.com” Or use www.linkpopularity.com or www.marketleap.com Paid Advertising • Google Ad Words • Overture Step 1 to Create a Google Ad Click on… a. Advertising Programs b. Google Ad Words c. Sign Up Now – Click to Begin d. Choose Language & Location Save & Continue e. Choose Your Countries – Add Save & Continue Step 2 Create Ad Group a. b. c. d. e. f. Name this ad group: chocolate Headline: My Chocolate Description Line 1: candy Description Line 2: bars Display URL:www.mychocolate.com Destination URL: www.mychocolate.com g. CONTINUE Step 3 Choose Keywords & Cost a. Enter Keywords - Chocolate Save Keywords b. Choose the maximum per-click price you will pay c. Calculate Estimates Cost Per Click Keyword Examples $3.40 $2.21 $2.01 $1.69 $1.41 $0.18 $0.05 tennis shoes bed and breakfast houseboat chocolate turquoise jewelry wild rice birch bark basket Summary • Create a content-rich website • Help search engines find you • Buy traffic, if budget allows
