ecommerce marketing strategies rae montgomery may 16-20, 2005 oklahoma city, ok
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eCommerce Marketing Strategies
Rae MontgomeryMay 16-20, 2005Oklahoma City, OK
Marketing Strategies
• Competitive Intelligence• Viral Marketing• Search Engine Placement
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
• Yahoo
• MSN
How Search Engines Find Your Site
1. Search engine ‘Spider’ or ‘Crawler’ visits your site
2. Or you can register at search engines3. Your site information is added to the
search engine index4. Search engine software finds your site
in their index
Resource: www.SearchEngineWatch.com
How Search Engines Rank WebPages
• Keywords in the <TITLE> 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<HTML>
<HEAD><TITLE>My Company Name(800)123-4567
and key words that describe company</TITLE>
<META Name="description" Content="My company makes this or that. Put your 1024 character company or product description here"></HEAD><BODY>...
Hands-on: Title Tags & Keywords
Look at title tags & keywords on one of these sites:
• www.ArtSuppliesOnline.com• www.OldWorldVenison.com• www.LenasLefse.com
How Google Ranks WebPages
• Link popularity• Page content
Hands-on: Google PageRank
Check the page rank of one of the following at: www.NicheBot.com/ranking
Enter the keywords you think visitors will use.
• www.ArtSuppliesOnline.com• www.OldWorldVenison.com• www.LenasLefse.com
Hands-on: Link Popularity
Check the link popularity of one of the following at: www.MarketLeap.com
See what the most popular sites are in several categories
• www.ArtSuppliesOnline.com• www.OldWorldVenison.com• www.LenasLefse.com
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: www.google.com/intl/en/webmasters/guidelines.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: www.google.com/intl/en/webmasters/guidelines.html
Hands-On: Test your “findability”
• From search enginesTry Google Local http://local.google.com
• Who links to your site?In Google type
link:www.nameofmysite.com or “www.nameofmysite.com”
Or use www.linkpopularity.com or www.marketleap.com
Paid Advertising
• Google Ad Words• Overture
Step 1 to Create a Google Ad
Click on…a. Advertising Programsb. Google Ad Wordsc. Sign Up Now – Click to Begind. Choose Language & Location -
Save & Continuee. Choose Your Countries – Add - Save
& Continue
Step 2 Create Ad Group
a. Name this ad group: chocolateb. Headline: My Chocolatec. Description Line 1: candyd. Description Line 2: barse. Display URL:www.mychocolate.comf. Destination URL:
www.mychocolate.comg. CONTINUE
Step 3 Choose Keywords & Costa. Enter Keywords - Chocolate -
Save Keywordsb. Choose the maximum per-click
price you will payc. 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