Generating Traffic

1
Generating Traffic

• Chapter 15

2
Chapter 15

• Helping Prospects Find You
• Driving Prospects to Your Site
• Integrated Marketing System
• Online
• Offline

3
Helping Prospects Find You

• Domain Name
• Keyword selection
• Host Service
• Search-Engines

• Pay-per-Click
• Reciprocal Links covered in Affinity section
• Special-Interest Directories

4
Domain Name

• Brand Identity
• Online context
• Keyword relevance

5
Domain Name importance

• Retail
• Location, location, location
• Name, name, name
• Name and Address

6
Top US Brands

• RANK BRAND VALUE (billions)
• COCA-COLA 69.6
• MICROSOFT 64.1
• IBM 51.2
• GE 41.3
• INTEL 30.9
• NOKIA 30.0
• DISNEY 29.3
• McDONALD'S 26.4
• MARLBORO 24.2
• MERCEDES 21.0

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Internet Brands

• Must invest in its use
• Top Internet brands (by computer users)
• Microsoft.com
• Amazon.com
• Netscape.com
• AOL.com
• Ebay.com

8
Naming guidance

• Brand
• Easy to remember
• Easy to spell / type
• Easy to say
• Describes product/company
• Unique (of course)

9
Long, clunk domain names
10
Naming guidance

• Avoid homonyms and difficult spellings
• Short is better
• Use the company not the product
• Use a word or phrase related to the company name

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Naming guidance

• Avoid word / number plays
• Avoid extensions (aol.com/domain name)
• Use .com

12
Invest in your brand

• Advertising
• Legal protection
• Register variations
• Renew your URL

13
Keyword selection

• www.wordtracker.com see CD for more suggestions

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Keyword selection - wordtracker
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Keyword selection - wordtracker
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Keyword selection wordtracker
17
Host Service

• Correct domain name
• Speed

18
Search Engines

• Definition
• Robot spider
• Indexing
• Keywords
• Paid versus Free
• Ranking criteria

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Search Engines

• Top Yahoo Searches 2003
• 1. KaZaA     2. Harry Potter   3. American
  Idol    
• 4. Britney Spears    5. 50 Cent 6. Eminem  
• 7. WWE 8. Paris Hilton  9. NASCAR
• 10. Christina Aguilera
• Lycos weekly report

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Search Engines
21
Search Engines who powers who?
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Search Engines who powers who?
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Search Engines who powers who?
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Search Engine How to

• Choose keywords and tweak your site for the
  search engines.
• Submit to the major search engines
• Submit to the major indexes
• Writing the site description you submit to Yahoo
  is the single most important step you will ever
  take during site promotion
• Consider paying for hits

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Paid Placement
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Paid Placementgoogle.com

• Cost
• Minimum fee
• Auction pricing approach
• Additional placement factors
• Keywords
• Targeting
• Top position every time? -NO

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Paid Placementgoogle.com - TIPS

• Spend
• Show your ads more often ()
• Increase the maximum cost-per-click
• Optimize click-through rate (higher ranking)
• Get better results to have better results!

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Paid Placementgoogle.com - TIPS

• Target your audience
• Create compelling ads
• Link to relevant content
• Select specific keywords
• Specific is better than general (less click
  throughs)

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Optimization tips from google

• Keyword variations
• Spellings and plurals
• Change Keyword matching options
• Broad match
• Phrase match
• Exact match
• Negative keyword

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Optimization tips from google

• Advertisements
• Include keywords in text or title
• Use a clear style
• Test multiple ads
• Use a strong call-to-action
• Send users to strong landing pages
• Track conversion by creative