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eCommerce Marketing Strategies

eCommerce Marketing Strategies. Rae Montgomery May 16-20, 2005 Oklahoma City, OK. Marketing Strategies. Competitive Intelligence Viral Marketing Search Engine Placement. Search Engine Placement. Getting to the Top. Have a unique product Offer good content and features

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eCommerce Marketing Strategies

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  1. eCommerce Marketing Strategies Rae Montgomery May 16-20, 2005 Oklahoma City, OK

  2. Marketing Strategies • Competitive Intelligence • Viral Marketing • Search Engine Placement

  3. Search Engine Placement

  4. Getting to the Top • Have a unique product • Offer good content and features • Get listed in regional and industry directories • Include address / phone # • Buy traffic

  5. Top Three Search Engines • Google • Yahoo • MSN

  6. How Search Engines Find Your Site • Search engine ‘Spider’ or ‘Crawler’ visits your site • Or you can register at search engines • Your site information is added to the search engine index • Search engine software finds your site in their index Resource: www.SearchEngineWatch.com

  7. How Search Engines Rank WebPages • Keywords in the <TITLE> tag • Placement of key words near the top of a webpage • Frequency of key words in relation to others on a webpage • Some look at link popularity • Some look at metatags • Pages could be excluded for spamming

  8. Title and Meta Tags <HTML> <HEAD> <TITLE>My Company Name(800)123-4567 and key words that describe company</TITLE> <META Name="description" Content="My company makes this or that. Put your 1024 character company or product description here"></HEAD> <BODY>...

  9. www.larktoys.com

  10. Hands-on:Title Tags & Keywords Look at title tags & keywords on one of these sites: • www.ArtSuppliesOnline.com • www.OldWorldVenison.com • www.LenasLefse.com

  11. How Google Ranks WebPages • Link popularity • Page content

  12. Hands-on: Google PageRank Check the page rank of one of the following at: www.NicheBot.com/ranking Enter the keywords you think visitors will use. • www.ArtSuppliesOnline.com • www.OldWorldVenison.com • www.LenasLefse.com

  13. Hands-on: Link Popularity Check the link popularity of one of the following at: www.MarketLeap.com See what the most popular sites are in several categories • www.ArtSuppliesOnline.com • www.OldWorldVenison.com • www.LenasLefse.com

  14. Google Design Guidelines • Make a site with a clear hierarchy and text links. • Offer a site map. • Create a useful, information-rich site and write pages that clearly and accurately describe your content. • Think about the words users would type to find your pages, and make sure that your site actually includes those words within it. • Use text instead of images to display important content or links. Source: www.google.com/intl/en/webmasters/guidelines.html

  15. Google Design Guidelines • Use TITLE and ALT tags that are descriptive. • Check for broken links. • If you use dynamic pages (i.e., the URL contains a '?'), be aware that not every search engine spider crawls dynamic pages as well as static pages. • Have fewer than 100 links/page. Source: www.google.com/intl/en/webmasters/guidelines.html

  16. Hands-On:Test your “findability” • From search engines Try Google Local http://local.google.com • Who links to your site? In Google type link:www.nameofmysite.com or “www.nameofmysite.com” Or use www.linkpopularity.com or www.marketleap.com

  17. Paid Advertising • Google Ad Words • Overture

  18. Step 1 to Create a Google Ad Click on… • Advertising Programs • Google Ad Words • Sign Up Now – Click to Begin • Choose Language & Location - Save & Continue • Choose Your Countries – Add - Save & Continue

  19. Step 2 Create Ad Group • Name this ad group: chocolate • Headline: My Chocolate • Description Line 1: candy • Description Line 2: bars • Display URL:www.mychocolate.com • Destination URL: www.mychocolate.com • CONTINUE

  20. Step 3 Choose Keywords & Cost • Enter Keywords - Chocolate - Save Keywords • Choose the maximum per-click price you will pay • Calculate Estimates

  21. Cost Per Click Keyword Examples $3.40 tennis shoes $2.21 bed and breakfast $2.01 houseboat $1.69 chocolate $1.41 turquoise jewelry $0.18 wild rice $0.05 birch bark basket

  22. Summary • Create a content-rich website • Help search engines find you • Buy traffic, if budget allows

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