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Presents Strategies On How To Become A Creative and Profitable Online Presence!
Presents Strategies On How To Become A Creative and Profitable Online Presence!
PerfectWebWare
Offline / Online
Offline, bustling crowds pass by your Online, people search for information.
place of business. Some of the passerby Millions of people. Each searches
traffic notices you and walks in. alone.
• According to qSearch,
approximately 85% of the
Canadian Internet population
conducts at least one search at
the top engines each month
(compared to 73% of the U.S.
on-line population).
Canadians conducted
approximately 575 mln
searches last April, while 1.2
bln US searches made in May
2004.
• Google - Searching 4,285,199,774 web pages
• 85%* of all Web site traffic and 70%* of all online purchases
originate from a search engine. (*Jupiter Research)
Definitions
SEO and SEM Strategies
Brand Recognition and Identity
Q&A
Definitions
• SE = Search Engine is a tool that enables users to locate information on the
World Wide Web. Search engines use keywords entered by users to find Web
sites which contain the information sought.
• Web Directory = a search service that arranges the web pages it knows about
into categories and subcategories. Often picked by human beings for inclusion
in the categories.
What is SEO?
SEO is the act of modifying a website to increase its ranking
in organic (vs paid), crawler-based listings of search engines
• The TOP 8:
1. Google
2. Yahoo
3. MSN
4. AOL
5. Altavista
6. Infoseek
7. Lycos
8. Excite
represent 88.86% of all search engines.
• Web Directory – Yahoo, DMOZ, LookSmart
• What SE and Directories do you use?
Search engine optimization/cont’d
SEO strategies/techniques
2. Linking strategies
- the text in the links should include keywords
- the more inbound links the higher the SE ranking
- if the site linking to you is already indexed, spiders will also receive your
site
- quality of inbound links is critical
- how to increase links: a) creative content / copywriting b) good outbound
links c) target a list of sites from which you can request inbound links
- links for the sake of links can damage your search rankings
• 3. Keywords
- the most important in optimizing rankings
- research what keywords are people searching for using tools
e.g. Wordtracker (www.wordtracker.com)
- keywords are words that appear the most in a page
- the spider chooses the appropriate keywords for each page,
then sends them back to its SE
- your web site will then be indexed based on your keywords
- can be key phrases or a single keyword
- do not use common words eg ‘the’ ‘and’ ‘of’: spiders ignore
them
- write keyword-rich text
- balance keyword-rich and readability
- always have text in your page: at least 100 words
Keywords / Phrases Suggestion
4. Title tags
- important in optimizing rankings
- the first thing that a search engine displays on a search
return
- must keywords in title to be ranked no. 1
- should have the exact keyword you use for the page
- every single web page must have its own title tag
- you can use up to 65 characters - example
http://www.ebay.com/ (title is littered with keywords)
6. Alt tags
- include keywords in your alt tags
Title tag
Keywords
Search engine marketing
Paid listings:
1. Paid inclusions
- Advertising programs where pages are guaranteed
to be included in a search engine's index in exchange
for payment
- no guaranteed ranking
- payment made on a Cost Per Click (CPC) basis
Advertisers pay to be included in the directory on a
CPC basis or per-url fee basis with no guarantee of
specific placement
Search engine marketing/cont’d
2. Paid placements
- Advertising programs where listings are
guaranteed to appear in organic listings
- the higher the fee, the higher the ranking
- eg sponsored links and Google’s Ad words
- can be purchased from a portal or a search
network
- search networks are often set up in an auction
environment where keywords and phrases are
associated with a cost-per-click (CPC) fee.
- Google and Overture are the largest networks
Search engine marketing/cont’d
Paid placements - Google
Paid placements
Other internet marketing strategies
• There are three fundamental touch points between a brand and the market:
1. Behavior
• Brand behavior is the associate code
• of conduct toward clients, the public,
• the financial community, the corporation
• and each other. It must be manifest in
• everything we do, from the way the
• phones are answered in a call center to
• choices about the kinds of philanthropic
• programs with which we choose to align.
• Brand behavior is the brand brought to
• life in the most vital, social and personal
• way. Our actions as a company and
• the actions of our associates will have
• to vindicate our promises at every turn,
• creating and sustaining a complete brand
• experience for our clients.
What is a Brand? – The three touch points of a brand
- Be confident. Quietly. Our message - Be global. Do not use - Obtain approval. All ads, literature and
should be understated, subtle, not boastful. metaphors or sports analogies. Consider other external marketing communication
Our voice is one of partner, not seller. This translations and image selection with a materials must be reviewed and approved
is not about making claims; it’s about who world view in mind. before they are submitted for final
we are. - Be sensitive. Not all cultures in the production or publication.
- Be understated. The dramatic global village share the same values. For
understatement of underpromising and example, subtle humor is a wonderful tool
overdelivering is the tone to strive for. to use but humor “here” isn’t necessarily
Find it. humor “there.” Also consider facial
- Be clean and crisp. Use elegant, simple expressions and body language in the
but effective communication. Visually and images you select.
verbally, less is more. - Be sure. Test the visual and verbal content
- Be conversational. The message should with the target audience to be sure that
speak with people, not talk at them. you’re communicating what you want to
You are their partner, share our message communicate.
with them. Every copy direction, every visual cue
- Be respectful and non-promotional. should do double duty— both fulfilling
Engage the reader by speaking in a the goal of each assignment as well as
common language. No chest-beating communicating the brand promise.
or competitor-bashing. Avoid jargon. If it isn’t building brand value, then it is
- Be benefit-driven. How does this product stealing from it. There is no neutral position
or service enhance people’s lives? Talk on the brand value scale!
about the benefit.
What is a Brand? – Conclusion
Overture.
• Lower CTR may be acceptable but low Click Index can result in ad
cancellation
• Determine your volume, vs. prequal levels
PPC keywords.
• Knowing what converts when you pay gives you a goal for organic
pages. 70% of people click on the organic listings
• Tune your site for both kinds of traffic
Conclusion:
THANK YOU !