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Slide 1: This slide show was presented by Peter Kent on May 25th, 2005, for the Boulder Writer’s Alliance. The presentation is © Copyright Peter Kent. You may review this presentation, and forward to friends and colleagues, but must not use it for presentation purposes or any kind of publication, without the permission of Peter Kent. Peter Kent 720-771-3246 Peter@PeterKentConsulting.com www.PeterKentConsulting.com
Slide 2: Building an Online Marketing Strategy May 24th 2005 Peter Kent 720-771-3246 Peter@PeterKentConsulting.com
Slide 3: Why Have a Web Site?      Hand Out a Business Card Sell Offline Customer/Technical Support Provide General Company Information (a you’ve-got-to-have-it Web site) Sell Online
Slide 4: Hand Out a Business Card  Prominently Displayed URL …combined with…  Simple Web Site w/Contact Information
Slide 5: Sell Offline: W2S = Web to Store      4th Qtr 2004 Survey (ShopLocal.com) 83M People: Research Online, then … Spent $250 online Spent $400 offline Spent an additional $200 on products not researched 2005 Web2Store Benchmark Survey, The Dieringer Group
Slide 6: “W2S shoppers rely on the Internet nearly twice as much for local purchasing information compared to traditional shopping media, such as newspaper advertisements and inserts; local TV and radio ads; and other media”
Slide 7: “Off-Channel Shoppers”    Most Internet users are “off-channel” shoppers Spend more $ offline after online research, than online Almost half spend extra $ once in the store Forrester Research
Slide 9: Ways to Sell Online    Auctions – Primarily eBay Marketplaces – Amazon, PriceGrabber, Overstock.com, uBid.com, SmartBargains.com Your Own Site
Slide 10: Auctions    eBay Yahoo! Auctions Amazon Auctions “corvette”  Amazon: 31 (0 bids)  Yahoo: 55 (2 bids)  eBay: 20,887 (10,000 – 11,000 bids)  900 cars 
Slide 11: eBay       14,000,000 items listed right this moment! 7,000,000 will sell within the next few days 264,000 eBay Stores 1.7Bn listings/year (~50% sell) $44bn sales/year 61m active buyers
Slide 12: 34 Ways to Get People to Your Site 1. 2. 3. 1. 1. 2. 3. Build it and they will come Search Engine Optimization Pay Per Click "Banner" Advertising Trusted Feeds Advertise Through Existing Offline Ads Dedicated Offline Advertising Campaigns
Slide 13: 1. 2. 3. 4. 5. 6. 7. 8. Push People to the Site from Your Brickand-Mortar Store Offline PR **Directory Registration (Including Specialty Directories) **Link Placement *Reciprocal Linking Yellow Pages **Local Directories *Selling on eBay
Slide 14: 1. 2. 3. 4. 5. 6. 7. 8. 9. Direct Mail Shopping Directories **Community Marketing **Blogs – Your Own **Blogs – Other People’s * Affiliate Programs Coupon, Discount, & Freebie Sites *E-mail Newsletters – Your Own *E-mail Newsletters – Other People’s (?)
Slide 15: 1. 2. 3. 4. 5. 6. 7. 8. E-mail “Bulletins” *“Giveaways” on Other People’s Sites **Content Syndication *Product Syndication (wallpaper, utilities) Browser Toolbars Viral Marketing Specialty Directories (e.g., Knowledgestorm) Offline Promotional Tie-Ins
Slide 16: 1. 2. Customer Referrals In-Package Promotions
Slide 17: Push from Brick-and-Mortar
Slide 18: Local Directories
Slide 19: Shopping Directories
Slide 20: Toolbars
Slide 21: Community Marketing
Slide 22: Coupon, Discount, & Freebie Sites
Slide 23: Content Syndication
Slide 24: Viral Marketing
Slide 25: Specialty Directories
Slide 28: In-Package Promotions
Slide 29: SEO: You’ve Got a Problem     Few Web designers understand SEO There’s a lot of misinformation The Search Engine companies encourage misinformation Basic mistakes can ensure your site is not found
Slide 30: Which Search Systems Matter?       Google (=AOL, Earthlink, Netscape, Amazon, etc.) Yahoo! MSN Open Directory Project (=Google, AOL, 300+ others) Teoma/AskJeeves (=About.com, Mamma.com, etc.) = 99%+ of all searches
Slide 31: Other Search Engines Only two reasons: 1. 2. Specialty Search Engines Provide Links
Slide 32: Are You in the Google Index?   How many pages in a site?: site:bwa.org Particular page?: http://bwa.org/resources/index.htm
Slide 34: You Can Hurt SE Visibility      Frames Invisible Navigation Dynamic Sites, Generated from Database Session IDs Required Cookies
Slide 35: You Can Help SE Visibility       Understand the Keywords Use the Keywords! Simple Pages Text Links Site Maps 404 Pages
Slide 36: Frames    SE May not go through frame definition Each page indexed separately Can’t link to particular page  Real problem with Froogle, et. al.
Slide 43: Solution . . . Don’t use Frames! …. Or…. FRAME DEFINITION  Add TITLE  Add METAtags  Add <NOFRAME> with Indexable Content 
Slide 44: INTERNAL PAGES  Add TITLE  Add METAtags  Add simple text navigation  Use <a href="index.html" TARGET = "_top">Home</a> links
Slide 45: iframes  Add internal link to help SEs find documents <iframe src="page.html"><a href="page.html" target="_blank">Click here for more Rodent Racing information if your browser doesn't display content in this internal frame.</a></iframe>
Slide 46: Flash & Images     Quick and dirty way to create a Web site Search engines can’t read images Search engines often won’t read Flash If they do, don’t weight text well
Slide 48: Invisible Navigation     JavaScript scripts JavaScript links (href="javascript:void(0)" onclick=" ) Java Applets Flash
Slide 49: Finding Invisible Navigation . . .     Turn off JavaScript Turn off Java Look in source code Loading Java Applet msg
Slide 50: Solution …  Add Text Links … preferably near the top if large pages
Slide 51: Dynamic Web Pages  Sites can be totally invisible
Slide 53: Look at the URL http://www.cartoys.com/cartoys/category.cfm?&D
Slide 54: Search for Page…     Google Toolbar i button cache: Type URL site:domainname.com
Slide 62: Solution…     Create static pages Remove ? / # * % & Reduce parameters to one URL rewriting – mod_rewrite
Slide 63: Session IDs https://www.savingstreet.com/quickRegistrati =703E3D0DD00EC53B9A088A6D8B5800E0 Problems:  Won’t Index  Wrong Page
Slide 65: Solution…    Allow searchbots to crawl w/out session IDs Cloaking Cookies
Slide 66: Required Cookies  Turn off cookies and try moving around in site Searchbot must be able to receive page w/out accepting cookie! 
Slide 67: You Can Help SE Visibility       Simple Pages Understand the Keywords Use the Keywords! Text Links Site Maps 404 Pages
Slide 68: Pick the Right Keywords    Overture Google Wordtracker
Slide 70: You Need Content    Real text, not images Content rules Multiple pages, interlinked
Slide 71: Use the Keywords!  One or Two Phrases per Page          TITLE DESCRIPTION KEYWORDS <H> tags Bold Italic Bullets, etc. Title Case <STRONG>
Slide 72:   Keyword Prominence Keyword Density
Slide 73: CSS Vs. <H> H1 { font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 16px; font-weight: bold; color: #3D3D3D }
Slide 74: Other places for keywords…   ALT text Comments <!-- -->
Slide 75: Internal Links    Dense interlinking Site Map 404 with site map   Use keywords on links! No click here links
Slide 77: Site Structure     Keywords in domain names Keywords in filenames Keywords in directory names Flat directory structure
Slide 78: Remember LocalSearch    Include zip code, address, on every page Include address info in TITLE & DESCRIPTION Find other reasons to mention city name in content
Slide 81: Local Search – Register Your Business    Register with Yahoo! Register with Google MSN soon?
Slide 82: Entering the Search Engines    1: Submissions (sometimes) 2: Search Engines Find You 3: Paid Inclusion
Slide 83: Registration?    Registration often doesn’t work You need Links! “Paid Inclusion”?
Slide 84: www.lumbermansexchange.com www.LumbermansExchange.com www.LumbermansExchange.com
Slide 85: www.OrlyTheMatchmaker.com www.orlythematchmaker.com
Slide 86: www.horanandmcconaty.com www.HoranAndMcConaty.com www.HoranAndMcConaty.com
Slide 87: www.horanandmcconaty.com www.HoranAndMcConaty.com
Slide 88:   www.relaxtheback.com www.RelaxTheBack.com www.mallofamerica.com www.MallOfAmerica.com www.sanyolcd.com www.SanyoLCD.com www.sprintpcs.com www.SprintPCS.com      
Slide 89: http://PeterKentConsulting.com/slides/ Peter Kent 720-771-3246 Peter@PeterKentConsulting.com www.PeterKentConsulting.com