Lecture 3: EMarketing

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Lecture 3E-Marketing
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Your Desired Results
Results 1-15 of about 4720690 containing
"digital camera"
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Web Site Ranking

• 14 of all Internet traffic in the US goes to
  1,900 search and directory sites -- Hitwises
  June 2004 report
• Generally speaking, top 10-20 sites get 90 of
  the traffic from search engines, and the rest
  gets very little traffic
• There are many ways to improve your site ranking
  in different types of search engines

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Types of Search Engines
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1-1 Global Search Engines
Share Of Searches February 2004
Source comScore Media Metrix qSearch service
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1-2 SEO Techniques

• Keywords selection and Web page optimization
• Inclusion of informative content
• Getting listed in search engines and directories
• Cross linking with similar sites
• Use of PPC services

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1-3 Keywords Selection

• digital camera drivers
• digital camera memory
• olympus digital camera
• kodak digital camera
• fuji digital camera
• hp digital camera
• coolpix 775 specific model
• minolta s304
• ls443 kodak
• digital cameras plural
• digitalcamera typo
• digitale kamera German

• digital camera
• shop digital camera
• digital camera ratings
• new digital camera
• digital camera reviews
• cheap digital camera
• smallest digital camera
• snap digital camera
• mp3 digital camera
• digital camera problems
• digital camera help
• digital camera instruction

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1-4 Use of Keywords

• The more specific, the better, e.g. digital
  camera under 100
• Use one keyword/phrase for each Web page
• Use it multiple times in a readable way page
  title, headline, page URL, domain name, file
  name, and image Alt tag
• Put it near the beginning of a page, sentence,
  paragraph, or HTML tag
• Avoid keyword stuffing or meaningless repetition,
  which is considered spamming

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1-5 Keywords Example
digital camera help
purchasing and using
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1-6 Branding Guidelines

• Keywords are BAD choices for branding, e.g. Best
  Seattle Coffee (vs. Starbucks Coffee),
  Computer.com (now owned by Office Depot)
• Use a distinctive company, product, or service
  name, e.g. Dell, Celestica, Intel
• Use a name that suggests what you do, e.g. Red
  Lobster, WebTV, Planet Hollywood
• Use common words in uncommon ways, e.g. Diesel
  jeans, Time magazine, Monster.com
• Need to register multiple domain names some as
  keywords, and some as brand names

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1-7 Web Page Optimization

• Each web page should concentrate on the
• following (in order of importance)
• one keyword or keyword phrase matching the page
  content
• most frequently used by the target audience and
• has the least number of competing pages in the
  search engines

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1-8 Informative Content

• The Future of Web Panel, May 2003 Paul Gardi,
  Senior VP Search, Ask Jeeves Dr. Gary Flake,
  Chief Science Officer, Overture Inc. and Tim
  Cadogen, Senior VP Search, Yahoo! Inc. Moderator
  Danny Sullivan, Editor of Search Engine Watch
  Conclusion Search engines are using AI to
  become as human as possible. So your best
  strategy is to make your Web pages as humanly
  readable as possible.

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1-9 Getting Listed in Search Engines

• Follow the individual search engine guidelines
  and submit your site URL manually
• Get your site linked to an existing site or a
  blog/Weblog that is visited frequently by search
  engines (e.g. RSS feed)

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1-10 Cross Linking

• Quantity of Links - A link from page A to page B
  is a vote or recommendation for page B. So
  get as many links to your site as possible.
• Quality of Links A vote from an authoritative
  source should carry more weight than one from
  unknown source. Get your site links by popular
  sites is better than the unpopular ones.

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1-11 Cross Linking Example

• HRD Gateway
• Few keywords on homepage
• But still listed as the 5th and 6th listings in
  Google for international hrd because of cross
  linking
• Google PageRank 6

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1-12 Use of PPC Services
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Types of Search Engines
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2-1 The Big Three
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2-2 Directory Listings

• Yahoo! charges a 299 fee for reviewing and
  listing your commercial Web site
• Looksmart offers free directory listing for
  noncommercial sites via Zeal commercial listing
  is via pay-per-click service
• Dmoz is free but can take a long time to get
  listed sign up as the category editor to get
  your site listed if necessary

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Types of Search Engines
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3-1 Shopping Sites

• Amazon.com keywords search, reviews,
  sponsorship, affiliate links, and conventional
  marketing campaigns
• eBay keywords search, bidding psychology,
  rarity or popularity of goods offered
• Craigslist local market targeting, timing of
  posting, ability to meet in person

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Types of Search Engines
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4-1 Industry Specific

• Very focused listing
• Based on different categories location,
  industry, business type, type of goods and
  services, price, etc.

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Four SEO Bonuses
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Bonus 1 Review Articles

• Write reviews about your products and services
  for listing in search engines

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Bonus 2 Image Link

• Image search is the 2nd most popular category at
  Google
• Name your image with keywords

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Bonus 3 Usenet Posting and Your Own Google Groups
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Bonus 4 Online News Release

• A quick way to get a top listing in the News
  section
• Many blogs work the same way

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Pay-Per-Click PPC

• Pay-Per-Click (PPC) or Paid Placement
• Two main services
• Adwords, by Google
• Overture, by Yahoo!

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AdWords at Google
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AdWords Closeup
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How to Set the Daily Budget

• We budget 10 per koi for advertising
• We expect to sell 50 koi per month
• So the monthly budget is 500 (50 x 10)
• 500 divided by 30 days 16.66/day
• Therefore the daily budget 16.66
• Set the daily max to 16.66

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How the Bids Work 1
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How the Bids Work 2
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How the Bids Work 3
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How to Adjust the Ad Position