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Increasing Your Website’s Effectiveness & Getting Results!!! - PowerPoint PPT Presentation


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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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Increasing Your Website’s Effectiveness & Getting Results!!!


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    Presentation Transcript
    1. Increasing Your Website’s Effectiveness & Getting Results!!!

    2. 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

    3. 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

    4. 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

    5. 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.

    6. Our platform

    7. clientsSite Manager

    8. Search Engine Optimization& Search Engine Marketing Wolfgang Jaegel Director & CTO Inetasia Solutions Ltd.

    9. 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.

    10. 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

    11. Relevance of Search Engines 4.5 billion searches done by US web surfers in July 2005

    12. 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

    13. 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??

    14. 75.8%move on after 2nd page of listings Relevance 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.

    15. 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

    16. Directory-Based Search Engine Basics - Directories

    17. 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

    18. Spider-Based Search Engine Basics - spiders

    19. Paid 10%-20% Organic 80%-90% Organic Listings VS Paid Placements

    20. 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.

    21. Organic Listings VS Paid Placements

    22. 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"

    23. 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.

    24. 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.

    25. Search Yahoo for … webtrends hosting Page 1 – 1st Position Ranking!!

    26. Search Google for … webtrends hosting Page 1 – 2rd Position Ranking!!

    27. Search MSN for … webtrends hosting Page 1 – 1st Position Ranking!!

    28. Elements of a successful SEO Campaign 1. Strategic keyword analysis 2. Strategic competitor and link analysis 3. On-page Optimization 4. Off-page Optimization

    29. A strong SEO Strategy combines Analysis with Optimization and Link Popularity Building for optimal Search Engine Ranking Results Elements of a successful SEO Campaign

    30. 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.

    31. 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!

    32. 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

    33. Daily Searches of Key Phrases for Villa Rentals Very competitive space…...

    34. Can I get into the top 10 of Google? Calculate the effort required & return using the Keyword Effective Index (KEI)……… low KEI = difficult

    35. Pay Per Click (PPC) fee for Villa Rentals Very expensive…...

    36. Competitor Research • Site Content • On-page Optimization effort - Backend - Frontend • Off-page Optimization effort - Inbound Link Universe - Directory Listings - Articles, Press Releases - Blogs, forums

    37. Competitor Research – Villa Rentals Well optimized sites and expensive PPC ads

    38. Competitor Research – Villa Rentals Well optimized sites and expensive PPC ads

    39. Competitor Research – Villa Rentals Well optimized sites and expensive PPC ads

    40. 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.

    41. 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

    42. 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.

    43. 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

    44. 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.”

    45. 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

    46. MyAsianVilla.come-marketing case study

    47. 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.

    48. 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

    49. 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

    50. Development using Inetasia’s Site Manager Search Engine Optimization & Marketing Web Analytics using WebTrends Customer Relationship Management using Salesforce.com Key Business Solutions