SlideShare une entreprise Scribd logo
1  sur  43
Télécharger pour lire hors ligne
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.



"Location, Location, Location"
                                          "Information, information, information"
SOME FACTS TO CONSIDER

• 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

• 28% of Google searches are for a "product/service name", 9% are
  for a "brand name" and 5% are searches for a "company name".

• 85%* of all Web site traffic and 70%* of all online purchases
  originate from a search engine. (*Jupiter Research)

• Micro Commerce opportunities for new products and services
  will generate an estimated $60 bln in revenue per year by 2015
  according to Gartner. A micro purchase is a purchase valued at
  less than $5 and conducted electronically, where the settlement
  can be either prepaid, by subscription, on-the-spot, or invoiced.

• For More Facts Visit http://www.itfacts.biz
Site Building Process
Issues to Cover

  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.

•   SEO / SEM = A form of online marketing, Search Engine
    Optimization / Search Engine Marketing is the process of making
    a site and its content highly relevant for both search engines and
    searchers. Successful search marketing helps a site gain top
    positioning for relevant words and phrases.
Definitions



• PR = Page Rank a system for ranking web pages
  developed by Google - http://toolbar.google.com
• PPC = Pay Per Click online advertising payment model
  in which payment is based solely on qualifying click-
  through.
• CTR = Click Through Rate advertising term indicating
  the percentage of viewers who click on a banner
  advertisement and follow the link
• BLOGS = a frequent, chronological publication of
  personal thoughts and Web links
• RSS = Real Simple Syndication
Key internet marketing strategies




• Search engine optimization (SEO)
  - no cost per click
• Search engine marketing (SEM)
  - cost per click
Search engine optimization



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

How do organic search listings work?
• A spider or crawler which is a component of a SE gathers
  listings by automatically "crawling" the web
• The spider follows links to web pages, makes copies of the
  pages and stores them in the SE’s index
• Based on this data, the SE then indexes the pages and ranks
  the websites
• Major SEs that index pages using spiders: Google, Yahoo,
  AltaVista, MSN, AOL, Lycos
TOP Search Engines and Directories



• 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

1. Domain name strategies
   - domain names are traffic magnets
        > 63 million domain names registered
        > 4.7 million domain names registered 1st quarter 2004
   - choose a domain name that will increase your search engine
   ranking. How?
   - use keywords, location, advertising terms, product names
   - choose a keyword that is important for your business
Search engine optimization/cont’d



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

   “Link relevancy is critical in getting your site indexed by search engines”

   “A small number of inbound links from high-quality, relevant sites is
   more valuable than many links from low-traffic, irrelevant sites.”
Search engine optimization/cont’d



• 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




                        Choose your Keywords:
                        - Theme Related
                        - Popular
                        - Low Competition / Find Your
                        Niche Market
Search engine optimization/cont’d



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)

5. Meta description tags
   - displayed below the title in search results
   - use dynamic, promotional language
   - use keywords
Search engine optimisation/cont’d



Meta keywords tags
 - no longer carry weight with major SEs
 - a myth that meta keywords alone affect rankings

6. Alt tags
   - include keywords in your alt tags

7. Submit your website to SEs for indexing
   - submit your site to search engine directories,
   directory sites and portal sites
    - indexing takes time (~ 3 months)
Search engine optimization/cont’d



SEO - what is NOT recommended
Flash and shockwave - spiders do not pick up these files
Image only sites - spiders do not pick up images
Image maps - spiders cannot read image maps.
   Do not use them on your home page or critical pages.
Frames - only one page can be titled (titling is critical in search
   rankings)
   - If the spider cannot read the complete page (because of the
   frames), it will not be indexed properly.
   - Some spiders may not even read a frames web site
Misspellings, JavaScript or HTML errors (validate your code)
Search engine optimization/cont’d



PDF files - Although some search engines can
 index them, the pages must be interpreted
 into HTML and can lose much of their
 content.
 - place PDFs lower down in your site
Drop down menus – spiders cannot read them
 therefore make sure you have a SiteMap
Search engine optimization/cont’d



In summary… Make Search Engines work for you!!!
Critical elements
  - domain name, links, keywords, title, meta
  description, alt tags, submitting your website to SEs
  - keywords galore: include in page copy, title,
  description, domain name, ALT tags
No-nos
  - flash, image-only sites, image maps, frames,
  password protected pages, code errors
Search engine optimization/cont’d
How SEO elements affect organic listings




                                                 Title tag

                                     Meta description tag (or first para of
                                     text if no meta des has been added)

                                Keywords
Search engine marketing



What is search engine marketing (SEM)?
 SEM is the act of marketing a website via
 search engines by purchasing paid listings

What are paid listings?
 These are listings that search engines sell to
 advertisers, usually through paid placement or
 paid inclusion programs. In contrast, organic
 listings are not sold.
Search engine marketing/cont’d



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



• Usability driven information architecture
• Effective copywriting, dynamic content
  through SE friendly web portals, BLOGS,
  RSS
• Affiliate programs
• Email marketing and online newsletters
• Interactive customer relationships
• Web traffic analysis and web analytics
Conclusion on SEO and SEM



• If budget allows, undertake both SEO and
  SEM as SEM enables ROI tracking (leads and
  conversions)
• If budget is lower go for SEO
• Recommendation for
  - SEO for organic promotion
  - SEM for campaigns and international
  markets
Conclusion on SEO and SEM



     This is just the tip of the iceberg.

Search marketing is a new and cost effective
              promotion tool.

  Stay informed… and stay ahead of your
               competitor.
Special Offer from PerfectWebWare



• Two hours of no cost or obligation consultation
  for your business
• Free proof of concept and risk-free evaluation
• Free training
• Get proven results, quality and service
  The future of online business is here! Are you
  ready? Contact us to find out how we can
  help: contact@perfectwebware.com
• MORE STUFF if there is time left ….
     Else
• Q &A
What is a Brand? – Brand implementation principles




• What is a brand? “A product is made in a factory; a brand is made in the
  mind.”
Walter Landor - Founder, Landor Associates

Brand implementation principles
In order to translate the brand idea into a coherent experience and to vindicate
its promise:
• The media applications that “make it real” have to form a consistent, unified
impression and should always be closely linked to the company’s brand identity.
• The expectations generated by the brand should never be allowed to be
    invalidated by broken promises, inconsistent language or “out-of-character”
    visual presentation.
5 Metrics of a Strong Brand



The brand— as idea, promise and
•   experience—must fulfill five standards:
•   1. It must be relevant to a real or projected
•   need in the marketplace.
•   2. It must be deliverable—the company
•   must have the infrastructure, assets and
•   intellectual capital to fulfill the promise
•   and deliver value.
•   3. It must be credible—the company behind
•   the promise must be perceived as capable
•   of delivering it.
•   4. It must be differentiating—it must possess
•   some quality that distinguishes it from all
•   other competitively relevant brands.
•   5. It must be both inspired and
•   inspiring—it must motivate interest,
•   action and enthusiasm among
•   employees, shareholders and customers.
What is a Brand? – The three touch points of a brand




• 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




2. Appearance (“look and feel”)
• ”Look and feel” applies to a wide range
• of graphic design applications including
• corporate symbol and signature, color
• palette, packaging, business systems,
• architectural signs, product design and
• standard attire. These must be consistent
• with each other while clearly and recognizably
• expressing the brand positioning.
What is a Brand? – The three touch points of a brand




3. Language (“voice” or “tone and manner”)
• ”Tone and manner” or “voice” spans
• a company’s entire system of verbal
• communications—from ad copy, taglines,
• brand lines and slogans to internet
• content, press releases, white papers and
• product names. Tone and manner shapes
• every message our company sends.
• As with look and feel, these different
• verbal expressions must be consistent
• across all media, serve as a recognizable and
• faithful voice of the brand and speak in
• different “dialects,” in deference to its
• distinct audiences.
Brand – Message and mood


- 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




• Mold your online and offline presence into a
  creative brand that will impress your clients and
  stand out in a crowded marketplace.
Why is internet marketing important?



It gives companies the ability to:
• Drive high quality customers to their website
• Increase sales leads from customers looking for their
   products and services
• Build their brand online by communicating
   marketing messages to their target audience
• Increase their profile against their competitors
• Target a global and local audience via search engines
• Be accountable with ROI tracking (SEM)
SEM and the Buying Cycle

Campaign Goals and Objectives should line up with
the profile of the searcher.




While longer phrases tend to be further down the cycle,
short ones may be as well, brands, products, etc.
Know The Engine’s Creative Nuances:
Google.
•   Rewards CTR, but high CTR can sometimes dilute quality
•   Test your ROI for different creative

Overture.
•   Lower CTR may be acceptable but low Click Index can result in ad
    cancellation
•   Determine your volume, vs. prequal levels

FindWhat, Kanoodle, Enhance, etc….
•   Read the editorial guidelines
Share Data across PPC and Organic:
Organic keywords
•   Tell you how your site is found
•   Give you new PPC keywords to try



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:

Want to win in Search Engine Marketing?
Control risk through education, best practices, smart
  people, and appropriate use of effective technology, not
  just for tracking but for campaign optimization.
Do you want to be a survivor and a winner in the game of
   search engine marketing? Learn how the game is
   played. Campaign efficiency is not optional for search
   marketers, it is imperative.


Questions? e-mail contact@perfectwebware.com
The End




     THANK YOU !

Contenu connexe

Tendances (14)

Seo
SeoSeo
Seo
 
Seo ppt
Seo pptSeo ppt
Seo ppt
 
Search Engine Optimisation (Seo) And Search Engine Marketing
Search Engine Optimisation (Seo) And Search Engine MarketingSearch Engine Optimisation (Seo) And Search Engine Marketing
Search Engine Optimisation (Seo) And Search Engine Marketing
 
Seo
SeoSeo
Seo
 
Inbound Marketing Agency India | ISHAN-Tech
Inbound Marketing Agency India  | ISHAN-TechInbound Marketing Agency India  | ISHAN-Tech
Inbound Marketing Agency India | ISHAN-Tech
 
SEARCH ENGINE OPTIMIZATION
SEARCH ENGINE OPTIMIZATIONSEARCH ENGINE OPTIMIZATION
SEARCH ENGINE OPTIMIZATION
 
Seo & sem training
Seo & sem trainingSeo & sem training
Seo & sem training
 
Seo and sem
Seo and semSeo and sem
Seo and sem
 
Seo
SeoSeo
Seo
 
Seo PPT
Seo PPTSeo PPT
Seo PPT
 
Seo and Sem
Seo and SemSeo and Sem
Seo and Sem
 
Seo
SeoSeo
Seo
 
Seo
SeoSeo
Seo
 
Seo
SeoSeo
Seo
 

Similaire à Emarketing1 (19)

SEO.ppt
SEO.pptSEO.ppt
SEO.ppt
 
What is search engine optimization
What is search engine optimizationWhat is search engine optimization
What is search engine optimization
 
Seo Presentation for Beginners, Complete SEO ppt,
Seo Presentation for Beginners, Complete SEO ppt,Seo Presentation for Beginners, Complete SEO ppt,
Seo Presentation for Beginners, Complete SEO ppt,
 
emarketing.ppt
emarketing.pptemarketing.ppt
emarketing.ppt
 
Seo
SeoSeo
Seo
 
SEO training in hyderabad,vijawada,Guntur, pune,Bangalore,Chennai
SEO  training in hyderabad,vijawada,Guntur, pune,Bangalore,ChennaiSEO  training in hyderabad,vijawada,Guntur, pune,Bangalore,Chennai
SEO training in hyderabad,vijawada,Guntur, pune,Bangalore,Chennai
 
SEO Tutorial
SEO TutorialSEO Tutorial
SEO Tutorial
 
Complete SEO and SME
Complete SEO and SMEComplete SEO and SME
Complete SEO and SME
 
Search Engine Marketing
Search Engine MarketingSearch Engine Marketing
Search Engine Marketing
 
Seo
SeoSeo
Seo
 
Seo
SeoSeo
Seo
 
Seo
SeoSeo
Seo
 
SEO & SEM
SEO & SEMSEO & SEM
SEO & SEM
 
Seo e marketing | PromoteDial.com
Seo e marketing | PromoteDial.comSeo e marketing | PromoteDial.com
Seo e marketing | PromoteDial.com
 
Search engine optimization and marketing
Search engine optimization and marketingSearch engine optimization and marketing
Search engine optimization and marketing
 
Seo & ppc
Seo & ppcSeo & ppc
Seo & ppc
 
Seo
SeoSeo
Seo
 
SEO Tutorial
SEO TutorialSEO Tutorial
SEO Tutorial
 
Beginners guide to seo
Beginners guide to seoBeginners guide to seo
Beginners guide to seo
 

Dernier

7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 

Dernier (20)

7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 

Emarketing1

  • 1. Presents Strategies on How to Become a Creative and Profitable Online Presence! PerfectWebWare
  • 2. 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. "Location, Location, Location" "Information, information, information"
  • 3. SOME FACTS TO CONSIDER • 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.
  • 4. • Google - Searching 4,285,199,774 web pages • 28% of Google searches are for a "product/service name", 9% are for a "brand name" and 5% are searches for a "company name". • 85%* of all Web site traffic and 70%* of all online purchases originate from a search engine. (*Jupiter Research) • Micro Commerce opportunities for new products and services will generate an estimated $60 bln in revenue per year by 2015 according to Gartner. A micro purchase is a purchase valued at less than $5 and conducted electronically, where the settlement can be either prepaid, by subscription, on-the-spot, or invoiced. • For More Facts Visit http://www.itfacts.biz
  • 6. Issues to Cover Definitions SEO and SEM Strategies Brand Recognition and Identity Q&A
  • 7. 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. • SEO / SEM = A form of online marketing, Search Engine Optimization / Search Engine Marketing is the process of making a site and its content highly relevant for both search engines and searchers. Successful search marketing helps a site gain top positioning for relevant words and phrases.
  • 8. Definitions • PR = Page Rank a system for ranking web pages developed by Google - http://toolbar.google.com • PPC = Pay Per Click online advertising payment model in which payment is based solely on qualifying click- through. • CTR = Click Through Rate advertising term indicating the percentage of viewers who click on a banner advertisement and follow the link • BLOGS = a frequent, chronological publication of personal thoughts and Web links • RSS = Real Simple Syndication
  • 9. Key internet marketing strategies • Search engine optimization (SEO) - no cost per click • Search engine marketing (SEM) - cost per click
  • 10. Search engine optimization 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 How do organic search listings work? • A spider or crawler which is a component of a SE gathers listings by automatically "crawling" the web • The spider follows links to web pages, makes copies of the pages and stores them in the SE’s index • Based on this data, the SE then indexes the pages and ranks the websites • Major SEs that index pages using spiders: Google, Yahoo, AltaVista, MSN, AOL, Lycos
  • 11. TOP Search Engines and Directories • 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?
  • 12. Search engine optimization/cont’d SEO strategies/techniques 1. Domain name strategies - domain names are traffic magnets > 63 million domain names registered > 4.7 million domain names registered 1st quarter 2004 - choose a domain name that will increase your search engine ranking. How? - use keywords, location, advertising terms, product names - choose a keyword that is important for your business
  • 13. Search engine optimization/cont’d 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 “Link relevancy is critical in getting your site indexed by search engines” “A small number of inbound links from high-quality, relevant sites is more valuable than many links from low-traffic, irrelevant sites.”
  • 14. Search engine optimization/cont’d • 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
  • 15. Keywords / Phrases Suggestion Choose your Keywords: - Theme Related - Popular - Low Competition / Find Your Niche Market
  • 16. Search engine optimization/cont’d 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) 5. Meta description tags - displayed below the title in search results - use dynamic, promotional language - use keywords
  • 17. Search engine optimisation/cont’d Meta keywords tags - no longer carry weight with major SEs - a myth that meta keywords alone affect rankings 6. Alt tags - include keywords in your alt tags 7. Submit your website to SEs for indexing - submit your site to search engine directories, directory sites and portal sites - indexing takes time (~ 3 months)
  • 18. Search engine optimization/cont’d SEO - what is NOT recommended Flash and shockwave - spiders do not pick up these files Image only sites - spiders do not pick up images Image maps - spiders cannot read image maps. Do not use them on your home page or critical pages. Frames - only one page can be titled (titling is critical in search rankings) - If the spider cannot read the complete page (because of the frames), it will not be indexed properly. - Some spiders may not even read a frames web site Misspellings, JavaScript or HTML errors (validate your code)
  • 19. Search engine optimization/cont’d PDF files - Although some search engines can index them, the pages must be interpreted into HTML and can lose much of their content. - place PDFs lower down in your site Drop down menus – spiders cannot read them therefore make sure you have a SiteMap
  • 20. Search engine optimization/cont’d In summary… Make Search Engines work for you!!! Critical elements - domain name, links, keywords, title, meta description, alt tags, submitting your website to SEs - keywords galore: include in page copy, title, description, domain name, ALT tags No-nos - flash, image-only sites, image maps, frames, password protected pages, code errors
  • 21. Search engine optimization/cont’d How SEO elements affect organic listings Title tag Meta description tag (or first para of text if no meta des has been added) Keywords
  • 22. Search engine marketing What is search engine marketing (SEM)? SEM is the act of marketing a website via search engines by purchasing paid listings What are paid listings? These are listings that search engines sell to advertisers, usually through paid placement or paid inclusion programs. In contrast, organic listings are not sold.
  • 23. Search engine marketing/cont’d 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
  • 24. 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
  • 25. Search engine marketing/cont’d Paid placements - Google Paid placements
  • 26. Other internet marketing strategies • Usability driven information architecture • Effective copywriting, dynamic content through SE friendly web portals, BLOGS, RSS • Affiliate programs • Email marketing and online newsletters • Interactive customer relationships • Web traffic analysis and web analytics
  • 27. Conclusion on SEO and SEM • If budget allows, undertake both SEO and SEM as SEM enables ROI tracking (leads and conversions) • If budget is lower go for SEO • Recommendation for - SEO for organic promotion - SEM for campaigns and international markets
  • 28. Conclusion on SEO and SEM This is just the tip of the iceberg. Search marketing is a new and cost effective promotion tool. Stay informed… and stay ahead of your competitor.
  • 29. Special Offer from PerfectWebWare • Two hours of no cost or obligation consultation for your business • Free proof of concept and risk-free evaluation • Free training • Get proven results, quality and service The future of online business is here! Are you ready? Contact us to find out how we can help: contact@perfectwebware.com
  • 30. • MORE STUFF if there is time left …. Else • Q &A
  • 31. What is a Brand? – Brand implementation principles • What is a brand? “A product is made in a factory; a brand is made in the mind.” Walter Landor - Founder, Landor Associates Brand implementation principles In order to translate the brand idea into a coherent experience and to vindicate its promise: • The media applications that “make it real” have to form a consistent, unified impression and should always be closely linked to the company’s brand identity. • The expectations generated by the brand should never be allowed to be invalidated by broken promises, inconsistent language or “out-of-character” visual presentation.
  • 32. 5 Metrics of a Strong Brand The brand— as idea, promise and • experience—must fulfill five standards: • 1. It must be relevant to a real or projected • need in the marketplace. • 2. It must be deliverable—the company • must have the infrastructure, assets and • intellectual capital to fulfill the promise • and deliver value. • 3. It must be credible—the company behind • the promise must be perceived as capable • of delivering it. • 4. It must be differentiating—it must possess • some quality that distinguishes it from all • other competitively relevant brands. • 5. It must be both inspired and • inspiring—it must motivate interest, • action and enthusiasm among • employees, shareholders and customers.
  • 33. What is a Brand? – The three touch points of a brand • 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.
  • 34. What is a Brand? – The three touch points of a brand 2. Appearance (“look and feel”) • ”Look and feel” applies to a wide range • of graphic design applications including • corporate symbol and signature, color • palette, packaging, business systems, • architectural signs, product design and • standard attire. These must be consistent • with each other while clearly and recognizably • expressing the brand positioning.
  • 35. What is a Brand? – The three touch points of a brand 3. Language (“voice” or “tone and manner”) • ”Tone and manner” or “voice” spans • a company’s entire system of verbal • communications—from ad copy, taglines, • brand lines and slogans to internet • content, press releases, white papers and • product names. Tone and manner shapes • every message our company sends. • As with look and feel, these different • verbal expressions must be consistent • across all media, serve as a recognizable and • faithful voice of the brand and speak in • different “dialects,” in deference to its • distinct audiences.
  • 36. Brand – Message and mood - 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.
  • 37. What is a Brand? – Conclusion • Mold your online and offline presence into a creative brand that will impress your clients and stand out in a crowded marketplace.
  • 38. Why is internet marketing important? It gives companies the ability to: • Drive high quality customers to their website • Increase sales leads from customers looking for their products and services • Build their brand online by communicating marketing messages to their target audience • Increase their profile against their competitors • Target a global and local audience via search engines • Be accountable with ROI tracking (SEM)
  • 39. SEM and the Buying Cycle Campaign Goals and Objectives should line up with the profile of the searcher. While longer phrases tend to be further down the cycle, short ones may be as well, brands, products, etc.
  • 40. Know The Engine’s Creative Nuances: Google. • Rewards CTR, but high CTR can sometimes dilute quality • Test your ROI for different creative Overture. • Lower CTR may be acceptable but low Click Index can result in ad cancellation • Determine your volume, vs. prequal levels FindWhat, Kanoodle, Enhance, etc…. • Read the editorial guidelines
  • 41. Share Data across PPC and Organic: Organic keywords • Tell you how your site is found • Give you new PPC keywords to try 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
  • 42. Conclusion: Want to win in Search Engine Marketing? Control risk through education, best practices, smart people, and appropriate use of effective technology, not just for tracking but for campaign optimization. Do you want to be a survivor and a winner in the game of search engine marketing? Learn how the game is played. Campaign efficiency is not optional for search marketers, it is imperative. Questions? e-mail contact@perfectwebware.com
  • 43. The End THANK YOU !