Driving Visitors to Your Website

Driving Visitors to Your Website

Presented to: Donegal County Enterprise BoardPresented by: Fergal O’Byrne, CEO, IIADate: 6 March 2007

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About the Irish Internet Association

• Formed in 1997 to promote usage of internet as a business tool

• We represent suppliers, users, retailers, government and anyone who conducts business online

• Our goal is to connect, inform and promote the interests of our membership

• We are a non-profit business organisation

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Channels to your Business

1. Online and Offline Marketing

2. Search Engine Optimisation

3. Search Engine Marketing

4. New Channels: Blogging and

Podcasting

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This internet thing will never catch on

$20Bn

$20Bn

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Online Marketing

• Definition: Promoting your website

and its content using online

promotion, advertising and

engagement.– Promotional– Informational– Online Selling– Cost Effective

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The market is big, really big

• Google and Yahoo now claim to have over 20 billion items in its index!

• Over 90% internet users use Search to find sites

• North America = 250 million internet users

• Europe = 313 million users

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Ireland as a market

• Over 2 million internet users

• 450,000 broadband users

• Over 70,000 .ie domains registered

• 318,000 people bought travel and accommodation online in 2005 (CSO)

• Between 3-6 billion euro transacted online in Ireland

http://images.google.com/imgres?imgurl=http://www.irishclans.com/flags/g/old-tricolor.gif&imgrefurl=http://www.irishclans.com/flags/tricolor.html&h=201&w=301&sz=2&hl=en&start=2&tbnid=myYz_PRVaeg2ZM:&tbnh=77&tbnw=116&prev=/images%3Fq%3Dirish%2Bflag%26svnum%3D10%26hl%3Den%26lr%3D%26rls%3DGGLD,GGLD:2005-11,GGLD:en

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% of searches by US web surfers at home, work and at universities:

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How search engines work

• Crawling the web

• Building an index

• Ranking

• Serving results - SERPs – Search

Engine Result Pages

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Keywords – defining your site

• Search Engine spiders determine site

relevancy based on keyword analysis

• What are keywords?

• These can be in URL, Title, Meta Tags,

Body Content, Headers, Comments,

Graphic File Names, Bold Text etc.

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Keyword Generators

Tool Description

GoodKeywords.com Freeware since August 2000

WordTracker.com From £4.20 per day

Yahoo!’s Suggestion

Tool

http://inventory.overture.com/d/searchinventory/

suggestion/

Google AdWords https://adwords.google.com/select/main?

cmd=KeywordSandbox

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Content Writing

• Content is King!

• For users AND search engines

• 300-500 words per relevant page

• Keep keywords together

• Avoid overuse of phrase of

keywords

• Review by someone outside

business

• Avoid jargon and abbreviations

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Meta Tags

• Meta Tags include the Title, Description and Content tag

• All engines read the Title Tag• Tags have been abused in the past• Should you bother putting time and

effort into the tags?• How do you generate the code once you

have decided what you want• Meta Tags Generators for free

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Title Tag: Your Secret Weapon

• Every page should have a unique title

• Title is built around target term for

that page– This will be a two or three word term– “Holidays in Ireland, Golfing holidays”

• Keep it short, attractive and enticing

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Links

• Inbound links important

for Search Engines to

determine your websites

usefulness – why?

• Generating links difficult and time consuming

• How to check your own inbound links– Type link:www.yourwebsite.com in Google

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Search Engine Marketing (SEM): Paying For Leads

• Search engines can deliver quality

visitors

• Requires constant attention to

ensure the maximum return for your

spend

• Planning campaign deliverables and

budget spend

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Setting Up Your Account

The Demo is very useful and worth a visit

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Ad position

• An ad’s position is determined by

performance and price:

• CPC * Quality Score = Position Rank

• Two ways to improve your ad’s ranking on

AdWords– Increase your maximum CPC– Increase your CTR

CPC: £1.00

CTR: 1%

CPC: £0.30

CTR: 4%

CPC * CTR

CPC * CTR

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• Country/ Language Targeting

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• Creating Ads and

Selecting Keywords

• Create your ad by writing– A headline– Two lines of ad text– A display URL– A destination URL

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• Ads Appear Immediately

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Google Adwords - text

• Create targeted ads, not

branding slogans– What’s the product benefit?

• Use a specific call to action – “order here”, “download white

paper”, “register now”, “book online”

• Set the right expectations

upfront– don’t say “huge savings” unless

you mean it

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Choose Relevant Keywords

Guns & Roses MusicThe Internet’s #1 SiteBuy Guns & Roses Today!www.cdworld.com

Keyword: roses

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Choose Relevant Keywords

Keyword: roses delivery

Send flowers for $29.99Shipped overnight from the grower.Overnight delivery to anywhere in the 50 stateswww.proflowers.com

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Optimising Your Ads: Testing Creatives

Ireland HolidayCheap Holidays in the Emerald Islewww.golf-holidays-cork.com

Golfing in IrelandWe can organise a golfing holiday in Irelandwww.golf-holidays-cork.com

Golf Holidays IrelandLuxury golf holidays in Cork area. Special online prices.www.golf-holidays-cork.com

What do you think the Click Through

Rate (CTR) would be for the sample ads shown – and why?

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Optimising Your Ads: CTR Results …




? % CTR

? % CTR

? % CTR

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Optimising Your Ads: CTR Results …




0.7 % CTR

2.0 % CTR

4.5 % CTR

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Google Adwords - Budget Control

• Select a maximum Cost Per Click (CPC) for

your keywords– You are guaranteed to never pay more per

click than your Max CPC– Ad Position = CPC x Quality Score

• Manage your spending by setting a Daily

Budget– AdWords will control how frequently your ad

appears to keep you at or below your desired budget

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To outsource

• Online Marketing Agencies

• Full List on www.iia.ie

• What to expect

• Contracts, deliverables and

Statement of Work

• Avoid the cowboys – promising too

much

http://www.iia.ie/

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Future Areas of Interest

• Blogs– Personal Web Log

– Citizen Journalism

– Commercial Applications, RSS

• Podcasting– Publishing Audio and Video

– Consume content when YOU want to

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RSS and Podcasting

RSS

• Really Simple

Syndication

• Used by news sites,

blogs and search

sites

• Online RSS Reader

• Included in browser

or web client

PODCASTING

• Another form of

media advertising

• Useful for audio

and video

• Use with meta tags

• YouTube

http://www.rte.ie/webfeeds/

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Blogging

• Setting it up is easy

• Managing is not

• So why?– Almost all searches delivers

a blog– Dynamic and up-to-date– Bloggers have visibility and

influence– Has to be content rich and

search engine friendly

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Set Up Your Own Blog

• Try to set up your own blog

• Go to blogger.com

• Follow the steps and …

• … start blogging!

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Some useful reference sites

• IIA Blog (blog.iia.ie)

• Search Engine Watch

(searchenginewatch.com)

• IIA website (iia.ie)

• Irish Webmaster Forum

(irishwebmasterforum.com)

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You decide if IIA Membership is

right for your business

• To join online go to www.iia.ie

• Email [email protected] for more

information or, fill out an

application form

• Or contact us – 01 542 4154

http://www.iia.ie/

mailto:[email protected]

Documents

Driving Visitors to Your Website