Internet Marketing Barbara Weathers, M.A. Campus College Chair University of Phoenix, Springfield Campus
So you have a Website – Now what?? Built it and they will come will NOT work.
So what will?? • Build it correctly • Search engine placement both natural and paid • Banner advertising • E-mail marketing • Web Analytics
Types of Websites • Static or HTML - web pages that are not changed before being displayed in a web browser • Dynamic – when accessed a program generates instructions to call up and construct the dynamic pages, usually created from a database
Dynamic Websites and Search Engines • Not all Search Engines can index dynamic sites. Ways to help: • Use static URLs to reference dynamic content • Link to dynamic URLs from static URL content, ie. develop a static HTML site map, link to other high quality sites or even better have them link to you. • Pay for inclusion - AltaVista, Ask Jeeves/TEOMA, FAST, and Inktomi
How Search Engines Rank Websites Through algorithms (a set of rules): • Keyword frequency and location • Incoming links from relevant quality sites • URL, webpage title, meta tags • Quality content that gives genuine value • Properly working website without errors
Search Engine Placement Tips • Pick targeted key words based upon consumer search patterns • Position keywords in HTML title tag, copy headlines, high up on the page • Relevant copy – search engines look for words NOT graphics • ALWAYS have an HTML sitemap • Don’t frame linked websites
Tips Continued • Build high quality links, especially incoming, even if you have to pay for them • DON’T use automated search engine submission software – hand submit once and let the spiders find you • Be patient – it takes a while to develop natural placement sometime 5-6 months • Don't obsess over your ranking
Learn More • http://www.searchenginewatch.com • http://www.freepint.com/gary/direct.htm • http://www.searchengineguide.com/searchengines.html • http://www.infogrid.com/ • http://www.allsearchengines.com/ • http://help.yahoo.com/help/us/ysearch/slurp/index.html
Pay Per Click • Every major search engine with significant traffic accepts paid listings • They allow you to ‘bid’ on certain keywords which is called "pay-per-click" (PPC) or a "cost-per-click" (CPC) • Overture – Yahoo, MSN, AllTheWeb, AltaVista • Google’s AdWords – AOL, AskJeeves, Netscape, Teoma
Banner Ads • Usually priced by Impression (CRM) Although they don't measure the effectiveness of a branding campaign, they do measure how many visitors were exposed to it • The typical click-through-rate is something under 1 percent, and click-through rates significantly higher than that are very rare • Think of it as Brand Exposure – like a billboard • What websites does your target market visit??
E-mail Marketing vs. SPAM • E-mail is still the best way to reach a mass online audience of current or potential customers. • The question that remains unanswered is when is it overstepping the bounds to become SPAM?? • The definition of SPAM varies depending upon who you ask. How do you define SPAM?
CAN-SPAM CAN-SPAM Act of 2003 • It bans false or misleading header information • It prohibits deceptive subject lines • It requires that your email give recipients an opt-out method • It requires that commercial email be identified as an advertisement and include the sender's valid physical postal address
Where to get e-mails • Customer database – Do you keep records on your customer? • Think of ways to collect e-mails of potential customers. • E-Newsletter • Register to win • Trade shows
Web Analytics • Measuring the success of Internet Marketing campaigns • Need a web analytics tool – WebTrends, Hitbox • Two types – server log file and page tags • Both have strengths and weaknesses • Visit www.webtrends.com and/or www.websitestory.com for more information
Log Files • The server stores visitor information in files with the .log extension. Here is how the log file records a single request to a Web server: • 220.127.116.11 - - [03/Jan/2001:15:20:06 -0800] "GET /Inauguration.htm HTTP/1.0" 200 8788 "http://www.democrats.com/" "Mozilla/3.0 WebTV/1.2 (compatible; MSIE 2.0)"
Server Log Files Tell You • Which pages get the most traffic - and the least. • What sites are referring visitors to you. • Which pages visitors look at. • What browsers and operating systems are most popular with visitors. • When search engine spiders and directory editors visit.
Questions?? Word of advice – monitor what is successful and what is not. Internet Marketing can be expensive use it wisely .