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Web Site Promotion Getting Found on the Web John J Toman Director, UTIA Information Technology

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1 Web Site Promotion Getting Found on the Web John J Toman Director, UTIA Information Technology

2 What is Web Site Promotion Myth 1: You’ve built it, so they will come Myth 1: You’ve built it, so they will come Myth 2: With so many millions of web pages out there they will never find my web site Myth 2: With so many millions of web pages out there they will never find my web site Myth 3: I advertised my web site once so I never have to touch it again Myth 3: I advertised my web site once so I never have to touch it again Myth 4: I need to promote my web site separately from my other marketing efforts Myth 4: I need to promote my web site separately from my other marketing efforts

3 Getting Found on the Web Integrating the web into your marketing plan Integrating the web into your marketing plan Register with search engines and directories Register with search engines and directories Increasing your visibility/popularity Increasing your visibility/popularity Using to attract and keep your customers Using to attract and keep your customers Evaluating the results Evaluating the results

4 Review Your Marketing Plan Who are my traditional customers? Who are my traditional customers? How do I currently market my products? How do I currently market my products? Are my web customers different from my traditional customers? Are my web customers different from my traditional customers? How will my web customers use my web site? How will my web customers use my web site? What are my web customers’ expectations? What are my web customers’ expectations? How can I promote my web site using traditional marketing tecniques? How can I promote my web site using traditional marketing tecniques?

5 Include URL in all Advertising Company letterhead Company letterhead Yellow Page listing Yellow Page listing Promotional items, pens, magnets, etc. Promotional items, pens, magnets, etc. Press releases Press releases Uniforms, shirts Uniforms, shirts Company cars and trucks Company cars and trucks Building signage Building signage

6 How Do People Find Information? People search for information differently People search for information differently Some will try typing the business name in the address bar directly Some will try typing the business name in the address bar directly Most will use a search engine Most will use a search engine Your Goal: optimize your web pages so they will be found by those looking for your product or service Your Goal: optimize your web pages so they will be found by those looking for your product or service

7 Search Engine vs Directory Search engines travel throughout the web via “spiders” to find and index web pages, i.e., Google, Inktomi Search engines travel throughout the web via “spiders” to find and index web pages, i.e., Google, Inktomi Directories are hierarchical catalogs of web pages review by people, i.e., Yahoo Directories are hierarchical catalogs of web pages review by people, i.e., Yahoo Search engines and directories may use different criteria to index the results Search engines and directories may use different criteria to index the results Getting top position in a search engine is not an exact science Getting top position in a search engine is not an exact science

8 Relevant Directories Yahoo: $299/freeYahoo: $299/free Add from directory location Add from directory location LookSmart: $per click (MSN, About, Inktomi, Search.com, Infospace)LookSmart: $per click (MSN, About, Inktomi, Search.com, Infospace) s/get_listed.jhtml s/get_listed.jhtml s/get_listed.jhtml s/get_listed.jhtml Open Directory Project: Free (AOL, Netscape, HotBot)Open Directory Project: Free (AOL, Netscape, HotBot)

9 Relevant Search Engines Altavista: FreeAltavista: Free Google: Free (Yahoo, AOL, Netscape)Google: Free (Yahoo, AOL, Netscape) FAST: Reseller, $34 (AlltheWeb, HotBot, Excite, WebCrawler, TerraLycos, DogPile)FAST: Reseller, $34 (AlltheWeb, HotBot, Excite, WebCrawler, TerraLycos, DogPile)

10 Relevant Search Engines Inktomi: Reseller, $39 (MSN, HotBot, About, LookSmart, Ovature)Inktomi: Reseller, $39 (MSN, HotBot, About, LookSmart, Ovature) Teoma: $30 (AskJeeves, Excite, InfoSpace, HotBot)Teoma: $30 (AskJeeves, Excite, InfoSpace, HotBot) AlltheWeb FreeAlltheWeb Free

11 Web Site Registration URL or Web Address URL or Web Address Meta Tags – information about information Meta Tags – information about information KeywordsKeywords DescriptionDescription Title Title Page Text Page Text Using “alt” tags Using “alt” tags

12 Keywords Choose about 10 keywords from your core business Choose about 10 keywords from your core business Look at your competitors Look at your competitors Ask your customers Ask your customers Review web logs Review web logs Keyword Trackers/”Suggesters” Keyword Trackers/”Suggesters”

13 Description Describes your web page Describes your web page Closely tied to content on the page Closely tied to content on the page Use as many keywords as possible and still be relevant Use as many keywords as possible and still be relevant Most search engines use the Description as the text displayed in results Most search engines use the Description as the text displayed in results

14 Web Site Title Displayed in blue bar on browser Displayed in blue bar on browser First line of search results First line of search results Concise statement of content on page Concise statement of content on page Use keywords Use keywords Web Site Title Here Web Site Title Here

15 Page Text Introductory text displayed the web page that your customer will read Introductory text displayed the web page that your customer will read Similar to the first paragraph of a chapter in a book Similar to the first paragraph of a chapter in a book Place important keywords toward top of page Place important keywords toward top of page Using a graphic only page will limit the number of keywords available on the page Using a graphic only page will limit the number of keywords available on the page

16 Using “alt” Tags Use “alt” tag to describe a picture Use “alt” tag to describe a picture Which is better? Which is better? Caution: Make sure the description used in the alt tag is relevant to the content of the picture

17 Registration Process Each search engine/directory may collect different information during registration Each search engine/directory may collect different information during registration Search Engines: Search Engines: Find the link for submitting your siteFind the link for submitting your site Fill in the URL and other information requestedFill in the URL and other information requested Directories: Directories: Navigate to proper category in directoryNavigate to proper category in directory Click “Add URL” linkClick “Add URL” link Complete information requestedComplete information requested

18 Search Results (Meta Tags) Search Hot Bot for: Bed and Breakfast Vermont Bed and Breakfast Vermont WEB RESULTS (Showing Results of 136,263) 1. Bed and Breakfast Inns ONLINE - BBOnline.com - Travel * Lodging * Bed... Bed & Breakfast Inns ONLINE: bed and breakfasts and country inns and 26 state bed and breakfast association web sites. Awarded INNSTAR's highest rating - 5 INNSTARS - July 1, KBBed and Breakfast Inns ONLINE - BBOnline.com - Travel * Lodging * Bed Three Bears at the Fountain Bed and Breakfast Stowe, Vermont bed-and-breakfast inn was built by the first couple married in Stowe. Features homemade breakfast, hot tub, and mountain views. - June 16, KBThree Bears at the Fountain Bed and Breakfast 3. Innkeeper Recipes and Cookbooks - Bed & Breakfast Inns ONLINE -... More than bed and breakfast innkeeper cooking recipes and dozens of cookbooks. - July 23, KBInnkeeper Recipes and Cookbooks - Bed & Breakfast Inns ONLINE -...

19 Search Results (Meta Tags)

20 Bed and Breakfast Inns ONLINE - BBOnline.com - Travel * Lodging * Bed and Breakfasts * Country Inns

21 Search Results (alt Tag)

22 Search Results (No Meta Tags) AltaVista found 1 result AltaVista found 1 result About Superior Music - Tennessee Page home] [tn links] [jobs] [tn local band links] Tennessee LINKS NASHVILLE MT JULIET LEBANON The Bluebird Cafe HEYSONGWRITER.COM Music City Blues The Nashville Scene City of Mt. Juliet Mt. Juliet Chamber... About Superior Music - Tennessee Page AltaVista found 1 result About Superior Music - Tennessee Page Search AltaVista for: Superior Music

23 Search Results (No Meta Tags) Superior Music - Tennessee Page

24 Search Results (Frames) Search Google for: Robertson County Fair Robertson County Fair Robertson County Fair Association Robertson County Fair Association - 2k - Cached - Similar pagesCachedSimilar pages Robertson County Fair Association Robertson County Fair Association Welcome to the "cyber" home of the Robertson County Fair. The 2003 fair will be our 136th Annual Fair. The fair is a place for old k - Cached - Similar pages [ More results from ]CachedSimilar pagesMore results from

25 Search Results (Frames)

26 Robertson County Fair Association This page uses frames, but your browser doesn't support them.

27 Cheating the System Hiding keywords in background Hiding keywords in background Repeating keywords out of context Repeating keywords out of context Hiding in HTML tags Hiding in HTML tags Multiple title tags Multiple title tags This is the Real Title This is the Real Title keyword1, keyword2, keyword3 keyword1, keyword2, keyword3 Keywords in HTML comment tags Keywords in HTML comment tags

28 Submission Services Offers to register up to 500 search engines Offers to register up to 500 search engines Submit the same information to every search engine. Submit the same information to every search engine. Will your site be submitted correctly to the engines? Will your site be submitted correctly to the engines? Can ultimately cost you more to undo any damage that may have been created Can ultimately cost you more to undo any damage that may have been created Paying for this service is usually a waste of money Paying for this service is usually a waste of money

29 Paying for Positioning Guaranteed higher ranking Guaranteed higher ranking Usually flat fee or pay per click Usually flat fee or pay per click Yahoo – Sponsorships Yahoo – Sponsorships Lycos Network – Small text ads Lycos Network – Small text ads AltaVista – Listing Enhancements AltaVista – Listing Enhancements Google – AdWords Google – AdWords

30 Portal/Doorway Pages Built around particular keyword or for a particular search engine Built around particular keyword or for a particular search engine Can use for individual products Can use for individual products Page “jumps” or provides link to real page Page “jumps” or provides link to real page Search engines discourage Search engines discourage May drop page or only index the main page May drop page or only index the main page Don’t waste time unless including real content, i.e., product pages Don’t waste time unless including real content, i.e., product pages

31 Excluding Pages from Search Search engine robots will try to index all pages on your web site Search engine robots will try to index all pages on your web site Can and should exclude certain pages, i.e., log files, cgi-bin, image folders Can and should exclude certain pages, i.e., log files, cgi-bin, image folders Create a robots.txt file on the server: Create a robots.txt file on the server: User-agent: * Disallow: / (listing of folders) Using a Meta Tag Using a Meta Tag

32 Link Popularity The number of sites that link to yours is an indication of the importance of your site The number of sites that link to yours is an indication of the importance of your site Critical to many search engines, i.e., Google Critical to many search engines, i.e., Google Maximize the number of links from relevant web sites Maximize the number of links from relevant web sites Free link popularity checkers will tell you how many sites are linked to you Free link popularity checkers will tell you how many sites are linked to you

33 Link Popularity Example Bed and Breakfast Online Bed and Breakfast Online Googles’s top listing Googles’s top listing Popularity Popularity MSN: 12,754MSN: 12,754 Google/Yahoo: 6,600Google/Yahoo: 6,600 AltaVista: 23,407AltaVista: 23,407 Can be major contributing factor for top ratings Can be major contributing factor for top ratings

34 Increasing Your Visibility (and Popularity) Banner/Link Exchange programs Banner/Link Exchange programs Niche Search Engines/Directories Niche Search Engines/Directories Professional OrganizationsProfessional Organizations Business DirectoriesBusiness Directories Web Malls/Rings/Auctions Web Malls/Rings/Auctions News Groups/LISTSERVS News Groups/LISTSERVS Affiliate programs Affiliate programs

35 Banner/Link Exchange Agreement between two or more parties to place links or banners on each other’s web pages Agreement between two or more parties to place links or banners on each other’s web pages Can be formal or informal agreementsCan be formal or informal agreements Includes paid or free exchangesIncludes paid or free exchanges Partners should be related to core businessPartners should be related to core business Goals Goals Bring additional customers to your web siteBring additional customers to your web site Increase your link popularityIncrease your link popularity

36 Banner / Link Exchange Programs Advantages Advantages Increased visibility / popularityIncreased visibility / popularity Targeted exchangesTargeted exchanges Tracking of resultsTracking of results Disadvantages Disadvantages Potential increased download timePotential increased download time Low click through ratesLow click through rates Loss of controlLoss of control Potential cost of banner adPotential cost of banner ad Can be form of spamCan be form of spam Read the fine print before signing up Read the fine print before signing up

37 Choosing an Exchange Program Large databases of qualified web sites Large databases of qualified web sites Automatic tracking of exchanges Automatic tracking of exchanges Trade links with complimentary sites Trade links with complimentary sites Ability to choose who to link with Ability to choose who to link with Statistics reporting of impressions and click throughs Statistics reporting of impressions and click throughs Pricing – needs to be affordable Pricing – needs to be affordable

38 Niche Search Engines/Directories Many specialty search engines and directories Many specialty search engines and directories Find complimentary sites and submit URL Find complimentary sites and submit URL Professional organizations may list web sites for members Professional organizations may list web sites for members Yahoo Directories good source Yahoo Directories good source

39 Web Malls/Auctions Grouping of “web shops” by category or search by particular product Grouping of “web shops” by category or search by particular product Can gain visibility through recognized name like Amazon, Yahoo, eBay Can gain visibility through recognized name like Amazon, Yahoo, eBay Most malls and auction charge for listing or fee on percentage of sale price Most malls and auction charge for listing or fee on percentage of sale price Effectiveness varies Effectiveness varies

40 Web Ring Groups of related web sites Groups of related web sites Linear navigation from site to site in a ring Linear navigation from site to site in a ring Ringmaster responsible for management and approval of sites Ringmaster responsible for management and approval of sites Loss of control of who is part of ring Loss of control of who is part of ring No guarantee of visits No guarantee of visits

41 News Groups/LISTSERVS Forums to discuss specific topics Forums to discuss specific topics Choose related groups/LISTERVES Choose related groups/LISTERVES Lurk for a while to get flavor Lurk for a while to get flavor Don’t blatantly advertise Don’t blatantly advertise Offer content of value and related to topic discussed Offer content of value and related to topic discussed Use a signature Use a signature

42 Signatures Subtle form of advertising Subtle form of advertising Easy to create in program Easy to create in program Include in all correspondence Include in all correspondence Customize for audience Customize for audience Include Include name, address, phone & fax numbersname, address, phone & fax numbers address address Web addressWeb address Custom messageCustom message

43 Affiliate Programs Provides additional avenue for sales Provides additional avenue for sales Affiliates advertise your product or service on their web site Affiliates advertise your product or service on their web site Pay a commission or fee to affiliate program and web site owner Pay a commission or fee to affiliate program and web site owner Affiliate provider manages entire program Affiliate provider manages entire program Loss of control with who advertises for you Loss of control with who advertises for you Affiliate may have site unrelated to your core business Affiliate may have site unrelated to your core business

44 Hints for Being Found Don’t attempt to cheat. Don’t attempt to cheat. Use all available meta tags Use all available meta tags Include as many keywords as possible in title, description, and page text Include as many keywords as possible in title, description, and page text Exchange links with complimentary sites Exchange links with complimentary sites Use other techniques as appropriate Use other techniques as appropriate Bottom line: There is no substitute for well written web pages Bottom line: There is no substitute for well written web pages

45 Marketing Web page must wait for customers to visit Web page must wait for customers to visit Proactive mechanism to keep your name in front of your customers Proactive mechanism to keep your name in front of your customers Notifying customers of specials, new products, events, etc. Notifying customers of specials, new products, events, etc.

46 Benefits of Marketing Many people now have Many people now have Excellent form of mass communication Excellent form of mass communication Quicker than traditional mail Quicker than traditional mail Relatively inexpensive Relatively inexpensive Can be personalized Can be personalized Results are measurable Results are measurable

47 Drawbacks of Marketing Everyone is doing it Everyone is doing it Potential for creating spam Potential for creating spam There is a cost – time There is a cost – time Privacy is an issue Privacy is an issue Not a substitute for other forms of marketing Not a substitute for other forms of marketing

48 A Word About Spam Spam angers people by costing them time Spam angers people by costing them time Effectiveness is sketchy Effectiveness is sketchy Legislation may ban unsolicited Legislation may ban unsolicited

49 Design Use the subject line to get their attention Use the subject line to get their attention Provide important information in the body of the message Provide important information in the body of the message Include links or coupon in the message to encourage action Include links or coupon in the message to encourage action Personalize the message for particular audience Personalize the message for particular audience Use your signature Use your signature HTML or Plain Text HTML or Plain Text

50 HTML Can include all HTML formatting Can include all HTML formatting Pictures and Graphics Pictures and Graphics Spyware issues Spyware issues Maintains brand identity Maintains brand identity Won’t show up in text only clients Won’t show up in text only clients

51 Plain Text Smaller in size Smaller in size Easy to create Easy to create Description is in the words Description is in the words Works with all clients Works with all clients

52 Keys to Effective Marketing Provide something valuable in the Provide something valuable in the Balance frequency of Balance frequency of Include use in privacy policy Include use in privacy policy Get their permission to send them Get their permission to send them Make it easy to unsubscribe from mailing list Make it easy to unsubscribe from mailing list Use a mailing list manager Use a mailing list manager Measure your results Measure your results

53 Mailing List Managers Create a group in your program Create a group in your program Programmed as part of your web site management system Programmed as part of your web site management system Free mailing list managers Free mailing list managers Commercial (pay) mailing list managers Commercial (pay) mailing list managers

54 Who is Using My Web Site? The “hit” myth The “hit” myth Why hits don’t matter Why hits don’t matter More accurate is unique visitors More accurate is unique visitors Want to know who was using web site and what they were doing Want to know who was using web site and what they were doing

55 Analyzing Your Web Logs Records usage of your web site Records usage of your web site Types of logs Types of logs Access LogAccess Log Referrer LogReferrer Log Error LogError Log Web host my combine logs Web host my combine logs

56 Web Log Example [27/Feb/2003:06:31: ] "GET /newsite/images/home2_r2_c1.gif HTTP/1.1" "http://www.heysongwriter.com/newsite/links.php?menu=affiliate" "Mozilla/4.0 (compatible; MSIE 5.5; MSN 2.5; Windows 98)" [27/Feb/2003:06:31: ] "GET /newsite/images/home2_r3_c1.gif HTTP/1.1" "http://www.heysongwriter.com/newsite/links.php?menu=affiliate" "Mozilla/4.0 (compatible; MSIE 5.5; MSN 2.5; Windows 98)" [27/Feb/2003:06:31: ] "GET /newsite/images/home2_r4_c1.gif HTTP/1.1" "http://www.heysongwriter.com/newsite/links.php?menu=affiliate" "Mozilla/4.0 (compatible; MSIE 5.5; MSN 2.5; Windows 98)" [27/Feb/2003:06:31: ] "GET /newsite/images/home2_r5_c1.gif HTTP/1.1" "http://www.heysongwriter.com/newsite/links.php?menu=affiliate" "Mozilla/4.0 (compatible; MSIE 5.5; MSN 2.5; Windows 98)" [27/Feb/2003:06:31: ] "GET /newsite/images/home2_r6_c1.gif HTTP/1.1" "http://www.heysongwriter.com/newsite/links.php?menu=affiliate" "Mozilla/4.0 (compatible; MSIE 5.5; MSN 2.5; Windows 98)" [27/Feb/2003:06:31: ] "GET /newsite/images/home2_r7_c1.gif HTTP/1.1" "http://www.heysongwriter.com/newsite/links.php?menu=affiliate" "Mozilla/4.0 (compatible; MSIE 5.5; MSN 2.5; Windows 98)"

57 Information from the Logs Number of visitors Number of visitors What they viewed What they viewed How long they stayed How long they stayed Where they came from Where they came from Keywords used to get to your site Keywords used to get to your site What search engines they are using What search engines they are using

58 Web Log Analyzers Generate reports from logs Generate reports from logs Trend analysis Trend analysis Freeware vs Commercial Freeware vs Commercial

59 Log Analyzer Output Search Terms Example

60 Getting Found - Summary Submit your web site and track your web position Submit your web site and track your web position Exchange links/banners and test your popularity Exchange links/banners and test your popularity Use to effectively market your web site and measure results Use to effectively market your web site and measure results Analyzing web logs for important user information and adjust web site accordingly Analyzing web logs for important user information and adjust web site accordingly

61 Questions?

62 Web Site Promotion Getting Found on the Web John J Toman Director, UTIA Information Technology

63


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