eCommerce Marketing Strategies Rae Montgomery May 16-20, 2005 Oklahoma City, OK

Marketing Strategies Competitive Intelligence Viral Marketing 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:

How Search Engines Rank WebPages Keywords in the 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 My Company Name(800) and key words that describe company...

Hands-on: Title Tags & Keywords Look at title tags & keywords on one of these sites:

How Google Ranks WebPages Link popularity Page content

Hands-on: Google PageRank Check the page rank of one of the following at: Enter the keywords you think visitors will use

Hands-on: Link Popularity Check the link popularity of one of the following at: See what the most popular sites are in several categories

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. Source: html

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: elines.html

Hands-On: Test your “findability” From search engines Try Google Local Who links to your site? In Google type link: or “ Or use or

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.Name this ad group: chocolate b.Headline: My Chocolate c.Description Line 1: candy d.Description Line 2: bars e.Display URL: f.Destination URL: 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 tennis shoes $2.21 bed and breakfast $2.01 houseboat $1.69 chocolate $1.41 turquoise jewelry $0.18 wild rice $0.05 birch bark basket

Summary Create a content-rich website Help search engines find you Buy traffic, if budget allows