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Increasing Your Website’s Effectiveness & Getting Results!!! 13.00-13:15 : Welcoming Remarks 13:15-14:15 : Search Engine Marketing 14:15-15:00 : Webtrends 15:00-15:15 : Coffee Break 15:15-16:15 : WebTrends 16:15-16:45 : Case Study – MyAsianVilla.com 16:45-17:00 : Q&A

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Presentation Transcript
agenda
13.00-13:15 : Welcoming Remarks

13:15-14:15 : Search Engine Marketing

14:15-15:00 : Webtrends

15:00-15:15 : Coffee Break

15:15-16:15 : WebTrends

16:15-16:45 : Case Study – MyAsianVilla.com

16:45-17:00 : Q&A

17:00 : Closing Remarks

Agenda
slide3
Inetasia background
  • Founded 1998
  • A Thai company approved by the Board of Investment (BOI)
  • Member of Software Park and the Department of Export Promotion
  • Represented Thailand at COMDEX Las Vegas 2001
  • Microsoft Gold Partner in Collaborative Solutions for 2002, 2003, 2004 and 2005
  • WebTrends Distributor for South East Asia - 2005
  • Present in Bangkok, Hong Kong & Singapore
slide4
Team & Standards
  • 40 professionals located in Bangkok development center
  • Large number of Microsoft Certified Professionals – MCSEs, MCDBAs, MCSDs
  • Dedicated Creative Team, Database Team, Quality Assurance Team with skilled Systems Analysts, Business and Marketing Professionals providing value -added services.
  • CMM certification in progress (expect to achieve CMM Level 3 in 2006)
  • Adhere to International Coding Standards
slide5
skill set

Languages: ASP.NET, VB.NET, C#, CGI, HTML, XML, WML, CHTML, ASP

Databases: MS SQL, MySQL, Access, Oracle

Packages: PhotoShop, Flash, Oracle Forms

OS: Win NT, Win2000, Win2003

Inetasia sees .NET development as the way forward and has committed significant time and resources to developing practical expertise in this area of our business.

search engine optimization search engine marketing

Search Engine Optimization& Search Engine Marketing

Wolfgang Jaegel

Director & CTO

Inetasia Solutions Ltd.

relevance of search engines
Relevance of Search Engines

Search Engines Top Consumer Choice

"How America Searches: Online Shopping“

A study conducted by Harris Interactive and

launched by icrossing, revealed that adult shoppers

who research products online before making a purchase decision

rely on search engines more than other tools.

relevance of search engines10
SEMPO (Search Engine Marketing Professionals):

4 Billion US$ spent on Search Engine Marketing in 2004

9.6 Billion US$ spent total Internet Marketing in 2004

Internet Marketing shows 33% annual increase

Direct Marketing Association:

Top methods to drive traffic to websites

Search Engine Positioning 66%

Email marketing 54%

Relevance of Search Engines
relevance of search engines11
Relevance of Search Engines

4.5 billion searches done by US web surfers in July 2005

relevance of search engines12
How much money is spent online?

(According to Forrester Research Report)

$ 95,700,000,000was spent online in 2003

Projected online spending in 2008 will grow to $229 billion!

Jupiter Research

Searching on Search Engines is one of the main uses

of the Internet for 79% of users!

Relevance of Search Engines
relevance of search engines13
Relevance of Search Engines

comScore: which Searchers are more likely to buy?

Likelihood of buying online

MSN users 48%

Google users 42%

Yahoo users 31%

AOL users 3%

(GS) Implication??

relevance of search engines14
75.8%move on after 2nd page of listingsRelevance of Search Engines

If searchers don’t find what they’re looking for, at what point do they move on?

After first few entries21.2%

After first page26.3%

3.7%After whole list

After more than three pages8.4%

After two pages27.9%

After three pages12.5%

Source: SearchEngineWatch June 2005.

search engine basics
Employ editors to review submitted listings and assess websites

Finding the most appropriate keyword phrases for your site with keyword analysis

Carefully written directory descriptions utilizing your most important keyword phrases and geared toward each directory's specified criteria

Category analysis to ensure your site is submitted to the most appropriate category in each directory

Website popularity

Search Engine Basics

Search Engines fall into 2 distinct categories

  • Directory-Based
search engine basics17
Employ complex mathematical algorithms in an attempt to assess websites

Search engine friendly design, Meta Tags, sitemap and coding

Keyword density and proximity in visible and invisible areas of the site

Optimized file, site navigation and directory names

Proper link popularity building

Search Engine Basics

2) Spider-Based

organic listings vs paid placements20
Organic Listings VS Paid Placements
  • More searchers click the natural search engine results versus the pay per click ads, so you'll get much more traffic for less.
  • 4 out of 5 clicks originate from organic search engine listings.

(Jupiter Research)

One of the biggest factors to improving your rankings with natural search engine optimization is by boosting your "Link Popularity"

  • By acquiring quality links that point to your web site.
  • These links give lasting results by giving you top rankings and traffic from the search engines.
  • The links will provide a significant boost in long term traffic.
organic listings vs paid placements22
Organic Listings VS Paid Placements
  • More searchers click the natural search engine results versus the pay per click ads, so you'll get much more traffic for less.
  • 4 out of 5 clicks originate from organic search engine listings.

(Jupiter Research)

One of the biggest factors to improving your rankings with natural search engine optimization is by boosting your "Link Popularity"

organic listings vs paid placements23
Organic Listings VS Paid Placements

Advantages of Pay Per Click

  • It will provide you with an immediate boost of qualified visitors, lead and sales giving you fast results within just hours or days.
  • The best option if you seek fast results and a good return on investment while you are waiting for your Search Engine Optimization (SEO) program to "ramp up."
  • As a short term strategy pay per click gives you the clear advantage over SEO.
organic listings vs paid placements24
Organic Listings VS Paid Placements

Disadvantages of Pay Per Click

  • Cost involved depends on the market demand for your keywords and clicks.
  • Your PPC campaign can generate traffic but can cost hundreds, even thousands per day.
  • With various optimization strategies you can lower your costs, but over the long term natural search engine optimization will give you a higher return on your marketing dollar.
search yahoo for webtrends hosting
Search Yahoo for … webtrends hosting

Page 1 – 1st Position Ranking!!

search google for webtrends hosting
Search Google for … webtrends hosting

Page 1 – 2rd Position Ranking!!

search msn for webtrends hosting
Search MSN for … webtrends hosting

Page 1 – 1st Position Ranking!!

slide28
Elements of a successful SEO Campaign

1. Strategic keyword analysis

2. Strategic competitor and link analysis

3. On-page Optimization

4. Off-page Optimization

elements of a successful seo campaign
A strong SEO Strategy combines Analysis with Optimization and Link Popularity Building for optimal Search Engine Ranking ResultsElements of a successful SEO Campaign
strategic keyword analysis
Strategic Keyword Analysis
  • Given the millions of documents indexed in the Web and possible ways to interpret a single keyword can be misleading.
  • Most people use phrases of 2 to 4 words when searching.
  • People have learned that just typing in one keyword in a search will get them thousands of records they might not need.
  • Therefore, they combine two or three keywords in their searches.
strategic keyword analysis31
Too broad- Keywords characterized by this trait are words or phrases that offer a too wide variety of search results.

Too specific- Keywords are so specific that very few, if any, visitors use them.

Wrong Audience- Keywords that do not properly represent a product and/or service will attract non-relevant visitors.

Strategic Keyword Analysis

Choosing the wrong Keywords can be devastating!

strategic keyword analysis32
Strategic Keyword Analysis
  • Target site analysis
  • Log file analysis
  • Competitive site analysis
  • Brainstorm keywords
  • Related words
  • Synonym analysis
  • Word popularity
  • Market conditions
  • Relevance to business
slide34
Can I get into the top 10 of Google?

Calculate the effort required & return using the Keyword Effective Index (KEI)………

low KEI = difficult

slide36
Competitor Research
  • Site Content
  • On-page Optimization effort

- Backend

- Frontend

  • Off-page Optimization effort

- Inbound Link Universe

- Directory Listings

- Articles, Press Releases

- Blogs, forums

slide37
Competitor Research – Villa Rentals

Well optimized sites and expensive PPC ads

slide38
Competitor Research – Villa Rentals

Well optimized sites and expensive PPC ads

slide39
Competitor Research – Villa Rentals

Well optimized sites and expensive PPC ads

strategic link analysis
Strategic Link Analysis

The major search engines place more emphasis on off-page factors such as Link Popularity in their ranking algorithms to determine how important your site is in order to rank it high.

page optimization
Complete analysis and optimization of the code for incompatible, wrongly placed or missing tags and elements

Optimized title, meta tags folder and file names, and other parts of the code

Copy editing and optimization of existing content of the site including Alt Text, Title Attributes, Anchor text and more

Optimized Navigation

Optimized physical size of graphics and pictures

Page Optimization
link popularity building
Link Popularity Building

The search engines and those that program the search engine algorithms are not stupid.

They are used to search engine spammers trying to cheat their way into getting a high ranking. Because of this, the search engines are not just looking for the number of links that point to a site.

The most important is the quality of those links

.

It is important to understand that all links are not created equal. The search engines evaluate the incoming links on various parameters to determine the value of each site linking to you.

link popularity building43
Some important aspects search engines evaluate are:Link Popularity Building
  • PageRank of the linking webpage
  • total outgoing links on the linking webpage
  • industry relevance of the linking website
  • page relevance
  • keywords in anchor text
  • Reciprocal or one-way link
  • IP Classes of the 2 linked domains
monitoring and maintenance
Sites are constantly being added to and dropped from the index

Your competition changes their strategy and search engine optimization efforts, bumping them higher up in the rankings

Search engines change their algorithms, causing everyone to shift in rank.

Monitoring and Maintenance

Finally, rankings will constantly change due to the following;

“It is important to keep an eye out for these changes and react to them.”

agenda45
13.00-13:15 : Welcoming Remarks

13:15-14:15 : Search Engine Marketing

14:15-15:00 : Webtrends

15:00-15:15 : Coffee Break

15:15-16:15 : WebTrends

16:15-16:45 : Case Study – MyAsianVilla.com

16:45-17:00 : Q&A

17:00 : Closing Remarks

Agenda
business opportunity
Market research on villa rentals in Asia shows:

Business Opportunity

  • Some regions have very crowded on-line arena (>40 sites), in others it is non-existent.
  • Some claim huge portfolio, only small portion offered on-line.
  • Almost no-one offers real-time bookings, very few offer on-line payment facilities, or even a search facility.
  • Low response levels to enquiries (about 50%), whether for guest or potential owner client.
internet marketing research
Internet Marketing research on villa rentals in Asia shows:

Internet Marketing Research

  • High number of daily searches for relevant keyphrases

Holiday villas, villa holidays, phuket villas, villa rentals

  • PPC costs very high, US$ 10 for targeted keyphrases

Phuket villas, Phuket villa rentals

  • Main Competitors with good optimization strategy

Phuket.com, phuketland.com

myasianvilla com solution
MyAsianVilla.com would like to:

MyAsianVilla.com Solution

  • Attract both property owners & vacationing guests through high search engine rankings
  • Implement real-time search functionality in flash
  • Provide full e-commerce system & integration – availability checking, book, & pay online
  • Offer sophisticated reporting for owners & management
  • Analyze traffic and consumer behaviour on the website
key business solutions
Development using Inetasia’s Site Manager

Search Engine Optimization & Marketing

Web Analytics using WebTrends

Customer Relationship Management using Salesforce.com

Key Business Solutions
site manager content manager
Collaborative content management & editorial control without programming

Site Manager – Content Manager

  • Create content - add, edit & delete pages of various file formats (.asp, .aspx, htm, .jsp, .php)
  • User friendly MS Word-like environment
  • Dreamweaver template integration
  • Automated workflow (save, publish & deploy)
  • Save time through version control and roll back features
search engine optimization
Started in September 24th 2005?

No pre-existing SEO initiatives….no where to go but up….

What is our goal?

1st page ranking on Google, MSN and Yahoo for sought after key word phrases such as “Phuket Villas”, “villa rentals”, “luxury holiday villas” and more …

How long will it take?

3 to 6 months

Search Engine Optimization
slide61
Search for… Phuket Villa Rentals

Page 1 – 2nd Position Ranking!!

slide62
Search for… Holiday Villas in Phuket

Page 1 – 2nd Position Ranking!!

web analytics using webtrends
Initial Focus Areas

Visual Path Analysis

Content Effectiveness

Audience Segmentation

Search Engine Results

Will expand utility as the solution evolves….

Web Analytics using WebTrends
web analytics using web trends visual path analysis
Web Analytics using Web TrendsVisual Path Analysis
  • Visually interpret entry & exit routes
  • Compare assumed with actual visitor behaviour
  • Optimise conversion rates
web analytics using web trends content effectiveness
Web Analytics using Web TrendsContent Effectiveness
  • Gauge content effect
  • Evaluate specific pages
  • Determine ROI of a page
web analytics using web trends audience segmentation
Web Analytics using Web TrendsAudience Segmentation
  • Key to customer loyalty is segmentation
  • Different objectives, preferences & habits
  • Relational database uncovers and analyses
web analytics using web trends campaign performance
Web Analytics using Web TrendsCampaign Performance
  • On-line, e-mail, affiliates & partners
  • Drilldown through campaign hierarchy
  • Analysis of response and conversions
web analytics using web trends search engine results
Web Analytics using Web TrendsSearch Engine Results
  • Differentiates PPC and organic results
  • Examine results by search engine and phrase
  • Integrate cost and web data for ROI
customer relationship management salesforce com
Server-side solution, only requires compatible browser

Point-and-click customisation

Configure fields, pages, & relationships

Upgrades retain integration

Customer Relationship ManagementSalesforce.com
salesforce com account management
Company-wide access to all account data via on-line repository

Integrated account history details of all customer history & interactions in one place

Account hierarchy defines relationships between account e.g. multiple subsidiaries or divisions

Team account management defines everyone involved in managing an account

Salesforce.comAccount Management
salesforce com lead management
Branded online lead capture forms

Personalized and tailored auto-response e-mails

Lead tracking helps you monitor leads end-to-end from creation to conversion.

Establish standard lead qualification processes

Salesforce.comLead Management
conclusion
Development using Inetasia’s Site Manager

Search Engine Optimization & Marketing

Web Analytics using WebTrends

Customer Relationship Management using Salesforce.com

Will be tracking results over the next 6 months for the next set of seminars…

Conclusion
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