Lecture Four

1
Lecture Four

• Ian Harris
• Entrepreneurial Champion

2
Search Engines are Key (Part Three of Three)

• Lecture Aim To prove that search engines are key
  to the overall success of a businesses website /
  eCommerce implementation solution

3
Lecture Objectives

• To briefly discuss the links between this lecture
  and lecture 1
• To give a brief overview of the links between
  lectures 2, 3 4
• You will learn the importance of search engine
  directory listing including areas such as the
  most effective ways of getting indexed by a SE,
  the identification of key phrases, the
  optimisation of a website using the right
  keywords and phrases along with the principle of
  Wordtracker in conjunction with right keywords
  and phrases
• Will also consider and look at the concepts and
  features of a Web positioning software such as
  WebPosition Gold
• We will also examine paid search engine services
  along with banner ads, paid placement options,
  paid inclusion options, paid submission options
  and pay-per-click
• You will also learn the concepts of Spamdexing
  which is included as the donts of search
  engines with the final sections of this lecture
• Finally we will bring it all together and discuss
  the concepts of traditional versus online
  promotional methods, search engine criteria and
  take a look at and learn from an example of best
  practice from an Internet business based in
  Aberystwyth called Formula Framed

4
Content

• To briefly discuss the links between this lecture
  and lecture 1
• To give a brief overview of the links between
  lectures 2, 3 4
• The Importance of a Search Engine Directory
  Listing
• Most Effective Ways of Getting Indexed by SEs
• Identify Key Phrases
• Optimising Your Website Using the Right Keywords
  and Phrases
• Principles of Wordtracker
• Web Positioning Software
• Paid Search Engine Services
• NPD Findings
• The Donts of Search Engines
• Bringing it all together Traditional Versus
  Online Promotional Methods
• Bringing it all together Search Engine Ranking
  Criteria
• Bringing it all together An Example of Best
  Practice from an Internet business based in
  Aberystwyth called Formula Framed

5
Links with Lecture One

• Referring to slides 21 through to 26 within
  Lecture One What Makes a Good Website?
• The overall design of a Website will
  significantly affect the way in which it relates
  to Search Engine listing. Following the Good
  criteria will help with good placement. Not
  following them will result in poor results in
  relation to search engine position!

6
Links between Lectures Two, Three and Four

• Lecture Two aimed to introduce the What of
  Search Engines
• Lecture Four will now conclude the How Search
  Engines can be used to benefit a businesses
  Website presence

7
The Importance of a Search Engine Directory
Listing

• Most Effective Ways of Getting Indexed by SEs
• ID of a Key Phrase
• Optimising Your Website Using the Right Keywords
  Phrases
• Principles of Wordtracker
• Web Positioning Software
• Free Search Engine Submissions (please refer to
  lecture 2!)
• Paid Search Engine Services
• Banner Ads
• Paid Placement
• Paid Inclusion
• Paid Submission
• Pay-Per-Click

8
Most Effective Ways of Getting Indexed by SEs

• Identify Key Phrases
• Optimise for Key Phrases
• Meta Tags
• Page Text
• Link Popularity

Source http//www.outfront.net/tutorials_02/busin
ess/se_intro1.htm
9
Identify Key Phrases

• Try to think like your users and decide on key
  phrases they would type into a search engine when
  looking for your product or service
• You should try to limit key phrases to around
  five to seven per page that you intend to
  optimise
• Key phrase selection is extremely important,
  number one rankings won't increase your traffic
  if nobody searches for the terms you are ranking
  under. However, the WWW is quite big and with
  experimentation it would not really matter what
  key phrases got you to the top of a search
  engine as long as they did!
• There are online tools to help you determine
  which key phrases are being used by searchers,
  such as the one on Overture
• You can also find out which search terms your own
  website's visitors have been using to find your
  site, through your traffic statistics
• If you can see that you are getting traffic from
  one search engine for a key phrase that you are
  not showing up under on another, then you can
  work on improving your ranking under that key
  phrase
• Additionally, if you find that you have a number
  one position for a key phrase that brings you no
  traffic, you can replace the phrase for another
  in the optimisation of your pages

Source http//www.outfront.net/tutorials_02/busin
ess/se_intro1.htm
10
Identify Key Phrases

• The results of searching for a key phrase on
  overture.com containing the word flight gave
  the following results

Source http//inventory.overture.com/d/searchinve
ntory/suggestion/
11
Optimising Your Website Using the Right Keywords
Phrases

• The Four Principle of Keyword Success
• Prominence (The position of keywords on a web
  page relative to other text)
• Proximity (How close keywords are to each other
  on a web page)
• Density (The percentage of keywords in
  relationship to other non-keyword text on a
  web page)
• Frequency (The number of times a keyword is
  repeated on a web page)

12
Optimising Your Website Using the Right Keywords
Phrases

• From your title, keywords, meta tags, and text,
  to your overall site design, your keywords will
  play a very important role when optimising your
  site
• If your site doesn't rank in the top 10 or 20
  when doing a keyword search at the top search
  engines, your target audience won't be able to
  find you
• A search for Persian Rugs on Google (August 2003)
  returned 77,900 results
• About 80 percent of all web site traffic
  originates from the eight major search engines
• Most people will go to a search engine, type in a
  keyword or keyword phrase and look through the
  top 10 - 20 results
• Most of the time they'll find what they're
  looking for in the first 10 results
• The percentage of click throughs are even smaller
• Listing near the top and grabbing the attention
  of your target audience is the top priority - In
  the trade this is called above the fold if
  you can aim to be above the fold!

Source http//www.superb.net/
13
Optimising Your Website Using the Right Keywords
Phrases

• Choosing keywords is one of the core activities
  when implementing a search engines placement
  strategy
• A number 1 position for a keyword or phrase
  nobody uses is worthless, while a 2nd page
  position on a popular phrase can be like gold
• The first stage in deciding which phrases to
  target are to brainstorm words and phrases which
  are relevant to your business
• Ask colleagues, friends and employees what words
  they associate with your business and what
  phrases they would expect to use to find your
  site on a search engine
• Collate this list into a master list on a
  spreadsheet, for use later in Wordtracker

Source http//www.topwebsite.co.uk/keywords.shtml

14
Optimising Your Website Using the Right Keywords
Phrases

• The next keywords step is to identify what
  phrases are used by other similar web sites to
  attract visitors
• Input some of the main phrases you already have
  into a search engine and look at the sites which
  are returned in the results
• Using View Source to see their page code you will
  be able to identify the 'Meta Keywords' tag near
  the top of the page and identify generic phrases
  which may be appropriate for your site
• Do not copy code or trade mark names from other
  sites
• Add any keywords identified to your master list
• A good keywords tool for identifying further
  potential keywords is Wordtracker which does this
  work for you by identifying similar sites,
  extracting their keywords and sorting them for you

Source http//www.topwebsite.co.uk/keywords.shtml

15
Optimising Your Website Using the Right Keywords
Phrases

• In your Internet Browser Click on View (on the
  Tool Bar) and then click Source

Source Nolan, RJ, 2000
16
Optimising Your Website Using the Right Keywords
Phrases

• The Source code will look something like that
  highlighted in the sample code opposite

Source Nolan, RJ, 2000
17
Optimising Your Website Using the Right Keywords
Phrases

• Once you have a list of potential keywords for
  your site it makes sense to grade them to enable
  you to pick the best
• There are 3 potential indicators which combine to
  give the best phrases to target which consists of
  checking each phrase for the following
• How popular is the phrase using the GoTo Keyword
  Tool which shows the number of searches for that
  phrase in the previous month
• The competitiveness of the phrase using the
  number of pages targeting that phrase at
  AltaVista
• The market value of the phrase using the cost
  price of the number 1 position at Overture, a pay
  per click search engine
• It may then be possible to condense the master
  keyword list into 10 or 12 phrases which best sum
  up the business and provides you with the best
  keywords to use for your Website

Source http//www.topwebsite.co.uk/keywords.shtml

18
Principles of Wordtracker
Source http//www.wordtracker.com/
19
Principles of Wordtracker
Source http//www.wordtracker.com/
20
Principles of Wordtracker
Source http//www.wordtracker.com/
21
Principles of Wordtracker
Source http//www.wordtracker.com/
22
Principles of Wordtracker
Source http//www.wordtracker.com/
23
Principles of Wordtracker
Source http//www.wordtracker.com/
24
Web Positioning Software

• As well as the tools suggested so far. Another
  must have utility is the award-winning product
  called WebPositionGold, http//www.web-gold.net/
  developed by FirstPlace Software which can help
  you improve your listings by
• Generating HTML pages that are designed to rank
  near the top of the search results
• Analysing your existing Web pages and gives
  plain-English advice on how to improve them
• Includes a simple, built-in HTML editor for fast
  and easy changes
• Assisting in uploading your new and changed pages
• Submits your pages to the major search engines
  automatically
• Reporting your positions on each search engine
  for each keyword you are targeting
• Tracking the number of visitors to your site,
  where they came from, and what keywords they used
  to find you
• The key to optimising your web site is to be
  flexible to making changes to your web site that
  will help optimise it for the search engines.
  Above all, constantly be improving on the above

Source http//www.superb.net/
Further Resources http//www.goodkeywords.com
(Free keywords software utility) http//www.go
ogle.com/addurl.html (Google keyword
tool) http//www.excite.com/info/add_url_form
(Excite keyword tool)
25
Paid Search Engine Services

• Banner Ads
• Paid Placement
• Paid Inclusion
• Paid Submission
• Net Worth of Paid Services
• Pay Per Click

Source http//www.emage-emarketing.com/022802.htm
l
26
Paid Search Engine Services

• Banner Ads. All major search engines, like Yahoo!
  and AltaVista, carry banner ads that are linked
  with keywords. You can buy either graphical
  banners or text banners that appear on
  search-results screens when keywords that you
  purchase are entered for searches. These highly
  targeted ads often generate higher than average
  clickthrough rates
• Banner advertising has a low response rate as a
  rule, often not yielding more than 2 visitors per
  thousand banner impressions, so what are banners
  good for and how can you get the most out of
  banner ads
• Despite the relatively poor value of banners for
  driving traffic, and despite banners being a good
  way to burn cash for little direct result, banner
  adverts can indeed be worthwhile for certain
  businesses to consider and to use
• For while the direct response rate to banners is
  less than 1, the top research shows that a
  banner advertising campaign can raise brand
  awareness by 5 or 6.  If you are building a
  brand name on the internet then banner ads are
  highly effective

Source http//www.emage-emarketing.com/022802.htm
l
Source http//www.webmarketingplus.co.uk/promotio
ns/banner_ads.html
27
Paid Search Engine Services

• Banner Ads. It should not really surprise anyone
  that banners do not tend to generate high
  click-thru ratios.  A banner is generally
  appearing on a page someone is interested in (why
  else are they there) offering a very brief
  invitation to the unknown
• Banner ads are so commonplace that they become
  almost invisible, about as noticeable as the
  menubar on your browser. Even when they are
  noticed we are likely to finish whatever we are
  doing and reading before even thinking of
  checking out a banner
• However, the branding effect, the way a name from
  a banner ad can slip into our consciousness, that
  works well still, although it generally takes
  good design and a handful of exposures for a
  banner ad to work its full magic

Source http//www.webmarketingplus.co.uk/promotio
ns/banner_ads.html
28
Paid Search Engine Services

• The following is an example of a banner ad on
  BTs free email
• service Talk21

Source http//www.talk21.com
29
Paid Search Engine Services

• Paid Placement. Several major search engines sell
  listings outside the editorial space. These
  listings usually appear above editorial links, at
  the bottom of editorial content, or as sidebars
  to the left or right of a page. Ask Jeeves,
  Google and Netscape Search all offer paid
  placement ads
• Paid Inclusion. Paying for inclusion will get you
  a listing within the editorial results, but
  unlike paid placement, it won't guarantee a
  particular position in the main search results.
  Being more deeply listed can increase your site's
  chances to appear more in response to a wide
  range of searches. It's like buying more tickets
  in the search engine lottery

Source http//www.emage-emarketing.com/022802.htm
l
30
Paid Search Engine Services

• An example of paid placement can be seen below
  (circled) in Google.com as Sponsored Links a
  search for search engine provided these results

Source http//www.google.com/
31
Paid Search Engine Services

• Paid Submission. This is simply paying for faster
  review and possible inclusion. If you submit a
  relevant site, you can get listed as quickly as
  two days from submission, as opposed to several
  weeks or even months if you were taking the
  free options available. LookSmart and Yahoo!
  are among the directories that offer paid
  submission services. The Yahoo! submission fee
  recently became a recurring annual fee for
  commercial site. On LookSmart you can also pay to
  add your site to another category or to change
  the description of your listing
• Net Worth of Paid Services. A chart is available
  at http//www.emage-emarketing.com/022802.html
  which looks at each of the paid services offered
  by the major search engines and details their
  cost, how much exposure you can get and if it is
  considered it a worthwhile investment. It is too
  large for inclusion in these slides!

Source http//www.emage-emarketing.com/022802.htm
l
32
Paid Search Engine Services

• Pay Per Click. The Internet's best pay-per-click
  search engines is...
• Overture http//www.overture.com/
• Overture is the world's leading provider of
  Pay-For-Performance search on the Internet and
  reaches more than 80 of active Internet users.
  When you advertise in Overture Premium
  Listings(TM), your business appears in the top
  U.S. search sites such as
• MSN
• Yahoo!
• InfoSpace
• Lycos
• AltaVista
• Netscape
• And more...
• According to the Jupiter Media Metrix "Online
  Advertising Effectiveness" study, advertisers
  receive the highest return-on- investment (ROI)
  from pay-for-placement search when compared to
  other forms of advertising. Every month over 200
  million highly targeted sales leads use PPCSEs
  like Overture.com to find products to purchase on
  the Web

Source http//www.outfront.net/tutorials_02/busin
ess/ppc1.htm
33
Paid Search Engine Services

• Pay Per Click. Some search engines - like
  Overture, FindWhat, and now Google - allow
  advertisers to pay only when there is a
  clickthrough to their site. Advertisers bid on
  positioning for different keywords (the higher
  you bid, the higher your place, and each time
  there is a clickthrough, the advertiser pays the
  price they've bid. What is also significant here
  is that these engines are now reselling their top
  results to other to other search engines. For
  instance, bidding on the top three positions on
  Overture will get you seen on almost every other
  major search engine

Source http//www.emage-emarketing.com/022802.htm
l

• PPCSEs allow you to tap into the searches
  occurring in your industry and put your site
  directly in front of customers searching for what
  you're selling. You set your budget, set the
  price you are willing to pay for each sales lead,
  and pay only when your customers click through to
  your site. You are guaranteed to receive "hot
  prospects" because you only pay for performance -
  pre-qualified clicks and visitors

Source http//www.outfront.net/tutorials_02/busin
ess/ppc1.htm
34
Paid Search Engine Services

• The reason that PPCSEs like Overture.com generate
  such impressive results is because they allow you
  to pay for performance in the form of precisely
  targeted visitors to your website - people who
  are actively looking for exactly what you are
  offering
• So, the strategy is to drive traffic to your
  website by bidding on keywords that are related
  to your product
• The more precise the keyword, the better results
  you'll have, and the less you'll pay to acquire
  each new sale
• Think like the person who is using a search
  engine to find products like yours and discover
  which keywords they will use

Source http//www.outfront.net/tutorials_02/busin
ess/ppc1.htm
35
Paid Search Engine Services

• One of the smartest and safest marketing
  strategies that any business owner can utilise is
  the strategy of only paying for performance. One
  of the most effective online strategies for
  generating sales is by attracting targeted
  traffic to your website and converting them to
  sales with the "Pay-Per-Click" Search Engines
  (PPCSEs)
• Use these general rules for successful marketing
  with the PPCSEs
• Stay away from the general keywords that are very
  popular and expensive
• "Cast a wide net" of laser-focused keywords that
  are more targeted, cost less, and offer a higher
  conversion rate. A "Win-Win-Win" situation
• Get your visitors to RESPOND

Source http//www.outfront.net/tutorials_02/busin
ess/ppc1.htm
36
NPD Findings
Source NPD, January 2001.
Other useful Resources How Big is the Internet
Statistics http//www.waller.co.uk/web.htm UK
Internet Statistics http//www.scotti-internet-ma
rketing.co.uk/
37
Did You Know?

• According to a survey done by Georgia Tech, 85
  of Internet users find websites through links
  from other sites. This method is only a couple of
  percentage points behind search engines, which
  were found to be the way 87 of users find
  websites.

Source http//www.emage-emarketing.com/052902.htm
l
38
The Donts of Search Engines

• Definition of Spamdexing
• Excessive manipulation to influence search engine
  rankings, often for pages which contain little or
  no relevant content
• Search engine spamming often gets confused with
  legitimate search engine optimisation (SEO).
  While there is much grey area between the two
  extremes, in their most clear cut forms the terms
  are very different. Spamming involves getting a
  site more exposure than it deserves for its
  keywords, leading to unsatisfactory search
  experiences
• As we have learnt already optimisation involves
  getting a site the exposure it deserves on the
  most targeted keywords, leading to satisfactory
  search experiences

Source http//www.marketingterms.com/dictionary/s
earch_engine_spam/
39
The Donts of Search Engines

• Examples of Spamdexing
• Use text that is a  slightly different in colour
  than the background colour to hide words
• Use text that is the same colour as the
  background to 'hide' words. Also note, if you are
  setting a background colour to a table cell, make
  sure that any text you put inside the cell is not
  also the same colour as the page background
  colour
• Repeat a keyword over and over again in your meta
  tag content.. As a general rule, use no word in
  this area more than three times in the
  description meta and in the keyword meta
• Create a title like "web design, web design, web
  design.. etc". Not only is this Spam, but it is
  so visually unappealing that very few people will
  click on your link anyway
• Create a page which is stuffed with keyword
  content so far down the page that it is unlikely
  anyone will ever scroll down that far. This
  technique is especially abused by people who rely
  on splash pages for their index page. However,
  the technique is easy to spot, and it is clearly
  Spam

Source http//www.outfront.net/tutorials_02/busin
ess/sespamming.htm
40
The Donts of Search Engines

• Examples of Spamdexing
• Create a plain page specifically designed to rank
  highly, and then once indexed, upload a different
  page to your server
• Put misleading words on your page in the hope you
  will attract visitors looking for another topic.
  (example - Monica Lewinsky)
• Submit a page to the search engines that, once
  loaded, automatically redirects to a page of
  differing content
• Create a page that prohibits the user from using
  the browser's back button to return to the search
  engine results. You may encounter this if using a
  JavaScript redirect, but with a little savvy
  coding, the problem can be easily overcome
• Go overboard with doorway pages. Use a reasonable
  approach. For example, an 8 page site with 30
  doorway pages would be Spam. When deciding how
  many doorway pages to use, use a reasonable and
  common sense approach. For information on Doorway
  Pages please see http//spider-food.net/doorway-p
  ages.html

Source http//www.outfront.net/tutorials_02/busin
ess/sespamming.htm
41
The Donts of Search Engines

• Examples of Spamdexing
• Submit multiple versions of the same page to the
  search engines over and over again. Also, check
  with each engine to see how many pages are
  allowed per day
• Submit pages which contain keyword filled
  'sentences' that make no sense.  Believe it or
  not, some search engines can actually tell if you
  are using complete sentences
• Create a page with so many keywords on it that it
  is obvious the page is Spam. For example, if your
  page contains 500 words and the word "fishing" is
  repeated 50 times, it's rather obvious you are
  spamming the engines.  The spiders can calculate
  the ratios faster than any human
• Put umpteen gazillion 1x1 transparent gifs on
  your page and assign them all with the same ALT
  text. This is rather easy to detect
• If you do use a transparent gif in this manner,
  make sure you do not specify the dimensions of
  the graphic in your code
• Put multiple versions of your Title Tag in the
  HTML code. For a while spammers were enjoying
  success with this, but the search engines quickly
  caught on, and it is now considered Spam

Source http//www.outfront.net/tutorials_02/busin
ess/sespamming.htm
42
Bringing it all together Traditional Versus
Online Promotional Methods
Source Bergman, Dr T.P, pp 242, 2002.
43
Bringing it all together Search Engine Ranking
Criteria

•    
• When considering your Web presence and building
  your Website it would be worth noting the
  following when you are trying to bring it all
  together
• Many of the ranking criteria for all the search
  sites, with the majority of the search sites
  considering most or all of the criteria that
  follow
• Keyword presence in URL
• Keyword density in keyword META tag
• Keyword density in description META tag
• Keyword density in title
• Keyword presence in headings
• Keyword presence in image alt terms
• Keyword presence in link text
• Keyword presence in body text
• Site popularity

Source Bergman, Dr T.P, pp 251, 2002.
44
Bringing it all together An Example of Best
Practice

• A series of questions with regard to search
  engines and related technology were posed to a
  company based in Aberystwyth. Below are the
  questions asked along with the answers given
• What did you consider before selecting your Web
  Host?
• Cost was the most important thing to the
  business, but not to the sacrifice of quality, I
  spent a lot of time looking around for the right
  package. I also put a lot of emphasis on personal
  recommendations by people who had used and were
  very happy with the host. The most important
  thing is that the site is there all the time. A
  99.9 uptime guarantee is very good. The control
  panel was important, and the package of the
  hosting, it had to have everything and more. I
  would say though that personal recommendations by
  people are probably more valuable than anything

Source Paul Mccann (Proprietor) -
http//www.formulaframed.com
45
Bringing it all together An Example of Best
Practice

• Do you use Alt Tags with images in your code?
• Yes, it would be stupid not to, the site
  automatically adds alt tags to all the product
  pictures, and anything else like header, logo etc
  all has alt tags
• How do you ensure your website is optimised for
  search engines?
• The business uses a very good product called
  WebPosition Gold. WPG is what is commonly used by
  a lot of Web professionals. It is a very good
  tool. It will analyse the page and tell you
  everything it needs to be better for the
  particular SE. The software is backed by a
  knowledge base, basically any changes in the
  search engine algorithms and how they index
  pages, is reflected within the software. All the
  search engines have pages telling you how you can
  rank better and how they work, but trawling
  through them all is a full time job. The
  knowledge base is exactly that, and it keeps the
  software fully updated. Although the knowledge
  base is on subscription basis

Source Paul Mccann (Proprietor) -
http//www.formulaframed.com
46
Bringing it all together An Example of Best
Practice

• Which SE's do / did you register with and why?
• I registered with all the major search engines
  for the first 6 months of the sites life, however
  I do not do that now, unless I make any major
  changes to the site, then I will let them all
  know that my site needs re-indexing again. Once
  you are into the SE crawler list you will be
  continually crawled on a regular basis. I find
  that my site is appearing in all kinds of small
  search engines all the time. This is because the
  search engine has probably found the site through
  a link from another site. It is important to have
  the links coming in. This will bring all the
  search engines and spiders to your site
• How do you ensure Link Popularity?
• I have a links page on my site, which allows
  people to add there own links. It also asks for
  reciprocal links. I also use a piece of software
  called Arelis Link manager, this will find me
  sites that might want to link to me based on if
  they link to competitors etc. I then send the
  sites a personal email asking if they would place
  a link on there site and telling them they are
  welcome to place a link on my own site if they
  want. I am also setting up an affiliate scheme
  which will bring in a lot of links to the site,
  and non reciprocal links which help you to rank
  higher

Source Paul Mccann (Proprietor) -
http//www.formulaframed.com
47
Bringing it all together An Example of Best
Practice

• Do you have many reciprocal links? Do you know
  how many?
• There are tons of free tools that tell you how
  many links you have coming into your site, Last
  count the Website had 485 links coming into the
  site, according to the top 5 search engines. This
  however is changing all the time and going up.
  Only a very small amount are reciprocal out-going
  links. It is not the amount of links but the
  quality of the link, the quality of the source
  and the amount of links you have coming in as
  oppose to going out
• What did you find was key to getting indexed by
  SE's
• As mentioned above, links to your site will
  bring the SE's. If you have never submitted your
  site, but had a lot of links coming into your
  site, you would soon be spidered, although it can
  take months to start regularly appearing in
  search engines

Source Paul Mccann (Proprietor) -
http//www.formulaframed.com
48
Bringing it all together An Example of Best
Practice

• How did you go about Identifying your key phrases
  / key words?
• I guessed a few, and I am still constantly
  changing my keywords etc to try and find better
  ones. Two tips I have used is an online service
  called wordtracker www.wordtracker.com this tells
  you about keyword activity and how popular your
  keywords are and suggests other similar keywords
  that people have used. It has a limited free
  version and a good paid version, where you can
  pay for daily, weekly, monthly access. Another
  tip is to use google adwords. During the building
  of your "add campaign" you get to pick your
  'keywords' Google then gives you a predicted cost
  on how popular your keyword is, and a count. This
  is an excellent tool for fine tuning keywords. It
  is also free as you don't pay for your google
  adwords account until the add is live, so you can
  build as many as you want without setting them
  live

Source Paul Mccann (Proprietor) -
http//www.formulaframed.com
49
Bringing it all together An Example of Best
Practice

• Do you use Banner Ads? If yes - why? If no why?
• No I do not use banner adds, I have advertised
  with them before, and the return is very low, the
  amount of views that are turned into clicks is
  low and the amount of sales is even lower. Banner
  adds will have there place but are not the
  advertising miracle everyone once thought they
  were. I do not have banners on my site for the
  same reason, my audience is limited and the
  amount of money I could charge makes unviable.
  Also they detract from the site, a nice banner
  free site looks better. The only exception is
  that some shopping portals the business is listed
  in require that I show a small banner back to
  there site which I have done in the past, and may
  do again if i can tastefully add them to the look
  of the site. Of course displaying them brings in
  traffic from that shopping portal
• Do you ever use or considered using Paid
  placement i.e. Several majorsearch engines sell
  listings outside the editorial space?
• Yes I have used Google Adwords and it is very
  good, If i had the resources I would also use
  overture and e-spotting. These are the top 3
  PPCSE ads and I would use all of them. I had good
  visitor numbers from Google but it does cost a
  small fortune

Source Paul Mccann (Proprietor) -
http//www.formulaframed.com
50
Bringing it all together An Example of Best
Practice

• Do you ever use or considered using Paid
  Inclusion i.e. Paying forinclusion will get you
  a listing within the editorial results, but
  unlikepaid placement, it won't guarantee a
  particular position in the main search results
• No I wouldn't use paid inclusion, a lot of
  people just use software which does not give you
  a good reputation with the SE. (WPG has a built
  in submitter too, which is SE friendly and I use
  that) If you wanted to get your site indexed
  quickly then the Yahoo and Altavista paid
  inclusion is probably the best to use and makes
  sure your pages are spidered everyday and so are
  providing relevant results, this does work well
  for some sites, but it is not something I have
  used

Source Paul Mccann (Proprietor) -
http//www.formulaframed.com
51
Bringing it all together An Example of Best
Practice

• What pay-per-click strategies do you use / if any
  / and why?
• Google Adwords, you pay for results. The other
  two major ones mentioned before (Yahoo
  Altavista) require you to 'load' your account
  with money. I prefer to pay after the results.
  However all are good and worth pursuing if a
  small business has the resources and funding
  available
• What affects do common words have on your ranking
  status?
• None that I have found, but my subject is quite
  specialist and people are pretty clear about what
  they are searching for
• What eMarketing strategies have you tried?
• Google Adwords
• Links
• Sponsorship
• SE optimisation
• Banners
• offline advertising

Source Paul Mccann (Proprietor) -
http//www.formulaframed.com
52
Bringing it all together An Example of Best
Practice

• What basically works for Formula Framed?
• At the moment I am still learning, links have
  boosted sales, being listed on shopping
  portals/sites, listed in specific links pages
  have all helped. Having the right keywords
  targeted. For the future I have a few things that
  should really help, an affiliate scheme,
  currently being listed on www.dealtime.co.uk as
  well as the altura network which provide content
  for shopping portals and branded sites such as
  catalogue city, yahoo shopping and many many
  more. Offline advertising is very important and
  something I am introducing now. Sponsoring motor
  sport based competitions, has bought a lot of
  traffic to the site also. It is a constantly
  changing environment, trying to find new links to
  the site and better coverage. I spread the word
  in forums and on peoples newsletters if they
  allow me too

Source Paul Mccann (Proprietor) -
http//www.formulaframed.com
53
Bringing it all together An Example of Best
Practice

• What has been successful, not successful and
  downright failures for Formula Framed?
• Google Adwords - successful, but the costs mount
  up quickly
• Links - very good and free marketing
• Sponsorship - Free advertising in return for
  products has raised brand awareness and the site
  in general. i also sponsored a major rally
  newsletter which was not very successful at all.
• SE optimisation - never a failure, although the
  right keywords to target are not always possible
  and it was a lot of hard work and took a long
  time to pay off
• Banners - In return for goods/stock worked ok,
  but glad i didn't pay the going rates, would have
  definitely been a failure
• Offline advertising - Mixed results and has to be
  targeted - some has been total waste of time and
  some has been good

Source Paul Mccann (Proprietor) -
http//www.formulaframed.com
54
Summary of Learning Outcomes

• We examined the links between the various
  lectures
• You will have learnt the importance of search
  engine directory listings including areas such as
  the most effective ways of getting indexed by a
  SE, the identification of key phrases, the
  optimisation of a website using the right
  keywords and phrases along with the principle of
  Wordtracker in conjunction with right keywords
  and phrases
• We also considered the concepts and features of a
  Web positioning software such as WebPosition Gold
  which will have led to you having a deeper
  understanding of this
• We also examined paid search engine services
  along with banner ads, paid placement options,
  paid inclusion options, paid submission options
  and pay-per-click and the principles involved
  with these
• You will also have learnt the important concepts
  of Spamdexing and what not to do when
  submitting a website to a search engine
• Finally we brought it all together to discuss the
  concepts of traditional versus online promotional
  methods, search engine criteria and took a look
  at and learnt from an example of best practice
  from the Internet business based in Aberystwyth
  called Formula Framed

55
Assessment Question

• With the use of appropriate references please
  describe in your own words the importance of
  Optimising Your Website Using the Right Keywords
  Phrases and the overall success this may or may
  not have to a businesses website?

56
References and Useful URLs
Bergman, Dr Thomas P 2002, The Essential Guide
to Web Strategy for Entrepreneurs, Prentice
Hall http//answers.google.com/answers/main http/
/catalogs.google.com/ http//cyberatlas.internet.c
om/markets/retailing/article/0,,6061_2105901,00.ht
mltable (Useful Internet Statistics) http//froo
gle.google.com/ http//getdotted.com/ (Domain
Name Registration Service) http//groups.google.co
m/ http//images.google.com/ http//labs.google.co
m/ http//searchengineshowdown.com/stats/dead.shtm
http//searchengineshowdown.com/stats/freshness.s
html (Data from May 17th 2003 by Greg R
Notess) http//searchengineshowdown.com/stats/over
lap.shtml http//searchengineshowdown.com/stats/s
ize.shtml http//searchengineshowdown.com/stats/u
nique.shtml http//spider-food.net/doorway-pages.
html http//topsearchengines.increase-link-popular
ity.com/ (Most Important SEs for
Businesses) http//uk2.net/ (Domain Name
Registration Service) http//www.altavista.com/cgi
-bin/query?pgddurl http//www.clickz.com/mkt/emk
t_strat/archives.php (Excellent Archive of
eMarketing Strategies) http//www.computeruser.co
m/resources/dictionary/noframes/nf.domains.html
(Domain Suffixes) http//www.domainnameregistratio
n.me.uk/ (Domain Name Registration
Service) http//www.easyspace.com/ (Domain Name
Registration Service) http//www.emage-emarketing.
com/022802.html http//www.emarketingassociation.
com/ http//www.excite.com (Search Engine)
57
References and Useful URLs
http//www.excite.com/info/add_url_form (Excite
keyword tool) http//www.formulaframed.com
(Example of best practice) http//www.forrester.co
m/home/ (Forrester Research Inc) http//www.goodke
ywords.com (Free keywords software
utility) http//www.google.co.uk (Search
Engine) http//www.google.com (Search
Engine) http//www.google.com/addurl.html
http//www.google.com/options/buttons.html http/
/www.google.com/options/index.html
http//www.highrankings.com/ http//www.internet
s.com/suk.htm (UK Databases) http//www.marketing
terms.com/dictionary/search_engine/ (Useful
Dictionary of Terms) http//www.mydomain.com/
(Domain Name Registration Service) http//www.net2
.co.uk/ (Domain Name Registration
Service) http//www.nic.uk/RegisteringYourDomainNa
me/ChoosingYourDomainName/ (Nominet The UK
Internet Name Organisation) http//www.nic.uk/Regi
steringYourDomainName/ChoosingARegistrationAgentis
p/ (Nominet The UK Internet Name
Organisation) http//www.norid.no/domenenavnbaser/
domreg-alpha.html http//www.northernlight.com
(Search Engine) http//www.northernlight.com/docs/
glossary_help_terms_s.html (Useful Dictionary of
Terms) http//www.onestat.com/ http//www.onestat.
com/html/aboutus_pressbox12.html
http//www.outfront.net/tutorials_02/business/se_
intro1.htm http//www.outfront.net/tutorials_02/bu
siness/sespamming.htm http//www.overture.com
http//www.scotti-internet-marketing.co.uk/ (UK
Internet Statistics) http//www.searchengineshowd
own.com/features/google/dbanalysis.shtml
http//www.searchenginewatch.com/ (Excellent
resource covering many facets of search engines)
58
References and Useful URLs
http//www.searchenginewatch.com/reports/article.p
hp/2156441 (March 2002, SE Reach in 7
European Countries) http//www.searchenginewatch.c
om/searchday/article.php/2197801 (Search Engine
Tracking System Launched) http//www.searchengine
watch.com/searchday/article.php/2198931
http//www.searchthingy.com/search.asp (Top Ten
Search Engines) http//www.seoconsultants.com/stat
istics/2003/05.asp (Top 50 Referring Domains for
May2003) http//www.squirrelnet.com/search/top20.h
tm (Top 20 SEs) http//www.statistics.gov.uk/
(UK National Statistics Office) http//www.statmar
ket.com/ (Accurate internet statistics) http//www
.superb.net/ http//www.top10links.com/google.php
?sourcegoogle (Top 10 of many categories) http//
www.topwebsite.co.uk/keywords.shtml
http//www.topwebsite.co.uk/links.shtml (An
enormous array of Website Resources)
http//www.topwebsite.co.uk/search.shtml http//w
ww.topwebsite.co.uk/submitting.shtml (Top Web
Search Engine Guide) http//www.w3.org/ (World
Wide Web Consortium Web Standards
Resource) http//www.waller.co.uk/web.htm (How
Big is the Internet Statistics) http//www.web100.
com/ (Visit a top site, read it rate
it) http//www.webmarketingplus.co.uk/market_resea
rch/uk_search_use.html (Top UK Websites
(2000) http//www.webopedia.com/TERM/s/search_engi
ne.html (Useful Dictionary of Terms)
http//www.wordtracker.com/ http//www.yahoo.co.
uk (Directory) http//www.yahoo.com
(Directory) http//www.yourhtmlsource.com/
(Excellent Resource) http//www.yourhtmlsource.com
/promotion/searchengines.html (Top Search Engines
and Directories Reviewed) http//www.yourhtmlsour
ce.com/promotion/searchengineschart.html (SE
Charts)
59
Glossary of Terms

• Please refer to the following references to help
  you understand
• IT terms used throughout all of the lectures
• http//www.marketingterms.com/ (Internet
  Marketing Dictionary and Acronyms)
• http//www.xetg.com/articles/search_engine_secrets
  /glossary.shtml (Xtreme eMarketing Techniques and
• Guide)
• http//www.activemarketingtips.com/amthome/dict.ht
  m (Essential Tips for Marketing Success)
• http//www.atwebo.com/glossary.htm (_at_WEBO
  eMarketing Glossary)
• http//www.matisse.net/files/glossary.html
  (General IT Glossary of Terms)
• http//www.animatedsoftware.com/statglos/statglos.
  htm (Internet Glossary of Statistical Terms)
• http//www.weihenstephan.de/schlind/genglos.html
  (A Hypermedia Glossary of Genetic Terms)
• http//www.webopedia.com/ (The only online
  dictionary and search engine you need for
  computer and
• Internet technology)
• http//www.grantasticdesigns.com/glossary.html
  (Glossary of Graphic Design and Web Page Design
• Terms)
• http//www.walthowe.com/glossary/ (Glossary of
  Internet Terms)
• http//www.wwli.com/translation/netglos/glossary/g
  lossary.html (Internet Terms)
• http//www.sharpened.net/glossary/index.php
  (Glossary of Computer and Internet Terms).
• http//www.lib.berkeley.edu/TeachingLib/Guides/Int
  ernet/Glossary.html (Glossary of Internet and Web