Web Site PromotionWeb Site Promotion

Getting Found on the WebGetting Found on the Web

John J TomanDirector, UTIA Information Technologyjtoman@utk.edu

What is Web Site PromotionWhat is Web Site Promotion

Myth 1: You’ve built it, so they will comeMyth 1: You’ve built it, so they will come Myth 2: With so many millions of web pages Myth 2: With so many millions of web pages

out there they will never find my web siteout there they will never find my web site Myth 3: I advertised my web site once so I Myth 3: I advertised my web site once so I

never have to touch it againnever have to touch it again Myth 4: I need to promote my web site Myth 4: I need to promote my web site

separately from my other marketing efforts separately from my other marketing efforts

Getting Found on the WebGetting Found on the Web

Integrating the web into your Integrating the web into your marketing planmarketing plan

Register with search engines and Register with search engines and directoriesdirectories

Increasing your visibility/popularityIncreasing your visibility/popularity Using email to attract and keep your Using email to attract and keep your

customerscustomers Evaluating the resultsEvaluating the results

Review Your Marketing PlanReview Your Marketing Plan

Who are my traditional customers? Who are my traditional customers? How do I currently market my products?How do I currently market my products? Are my web customers different from my Are my web customers different from my

traditional customers?traditional customers? How will my web customers use my web How will my web customers use my web

site?site? What are my web customers’ expectations?What are my web customers’ expectations? How can I promote my web site using How can I promote my web site using

traditional marketing tecniques?traditional marketing tecniques?

Include URL in all AdvertisingInclude URL in all Advertising

Company letterheadCompany letterhead Yellow Page listingYellow Page listing Promotional items, pens, magnets, etc.Promotional items, pens, magnets, etc. Press releasesPress releases Uniforms, shirtsUniforms, shirts Company cars and trucksCompany cars and trucks Building signageBuilding signage

How Do People Find Information?How Do People Find Information?

People search for information differentlyPeople search for information differently Some will try typing the business name in Some will try typing the business name in

the address bar directlythe address bar directly Most will use a search engine Most will use a search engine Your Goal: optimize your web pages so Your Goal: optimize your web pages so

they will be found by those looking for they will be found by those looking for your product or serviceyour product or service

Search Engine vs DirectorySearch Engine vs Directory

Search engines travel throughout the web Search engines travel throughout the web via “spiders” to find and index web pages, via “spiders” to find and index web pages, i.e., Google, Inktomii.e., Google, Inktomi

Directories are hierarchical catalogs of Directories are hierarchical catalogs of web pages review by people, i.e., Yahooweb pages review by people, i.e., Yahoo

Search engines and directories may use Search engines and directories may use different criteria to index the resultsdifferent criteria to index the results

Getting top position in a search engine is Getting top position in a search engine is not an exact sciencenot an exact science

Relevant DirectoriesRelevant Directories

• Yahoo: $299/freeYahoo: $299/free Add from directory locationAdd from directory location

• LookSmart: $per click (MSN, About, LookSmart: $per click (MSN, About, Inktomi, Search.com, Infospace)Inktomi, Search.com, Infospace)

http://listings.looksmart.com/accounts/http://listings.looksmart.com/accounts/contacts/get_listed.jhtmlcontacts/get_listed.jhtml

• Open Directory Project: Free (AOL, Open Directory Project: Free (AOL, Netscape, HotBot)Netscape, HotBot)

http://www.dmoz.org/add.htmlhttp://www.dmoz.org/add.html

Relevant Search Engines Relevant Search Engines

• Altavista: Free Altavista: Free http://addurl.altavista.com/http://addurl.altavista.com/

• Google: Free (Yahoo, AOL, Netscape)Google: Free (Yahoo, AOL, Netscape) http://www.google.com/addurl.htmlhttp://www.google.com/addurl.html

• FAST: Reseller, $34 (AlltheWeb, HotBot, FAST: Reseller, $34 (AlltheWeb, HotBot, Excite, WebCrawler, TerraLycos, DogPile)Excite, WebCrawler, TerraLycos, DogPile)

http://www.positiontech.comhttp://www.positiontech.com

Relevant Search Engines Relevant Search Engines

• Inktomi: Reseller, $39 (MSN, HotBot, Inktomi: Reseller, $39 (MSN, HotBot, About, LookSmart, Ovature)About, LookSmart, Ovature)

Http://www.positiontech.comHttp://www.positiontech.com

• Teoma: $30 (AskJeeves, Excite, InfoSpace, Teoma: $30 (AskJeeves, Excite, InfoSpace, HotBot)HotBot)

http://ask.ineedhits.com/sitesubmit.asphttp://ask.ineedhits.com/sitesubmit.asp

• AlltheWeb FreeAlltheWeb Free http://www.alltheweb.com/add_url.phphttp://www.alltheweb.com/add_url.php

Web Site RegistrationWeb Site Registration

URL or Web AddressURL or Web Address Meta Tags – information about informationMeta Tags – information about information

• KeywordsKeywords• DescriptionDescription

TitleTitle Page TextPage Text Using “alt” tagsUsing “alt” tags

KeywordsKeywords

Choose about 10 keywords from your core Choose about 10 keywords from your core businessbusiness

Look at your competitorsLook at your competitors Ask your customersAsk your customers Review web logsReview web logs Keyword Trackers/”Suggesters”Keyword Trackers/”Suggesters”

<meta name="keywords" content="keyword1, keyword2, <meta name="keywords" content="keyword1, keyword2, keyword3">keyword3">

DescriptionDescription

Describes your web pageDescribes your web page Closely tied to content on the pageClosely tied to content on the page Use as many keywords as possible and still Use as many keywords as possible and still

be relevantbe relevant Most search engines use the Description Most search engines use the Description

as the text displayed in resultsas the text displayed in results

<meta name=“description" content=“description for the web <meta name=“description" content=“description for the web page">page">

Web Site TitleWeb Site Title

Displayed in blue bar on browserDisplayed in blue bar on browser First line of search resultsFirst line of search results Concise statement of content on pageConcise statement of content on page Use keywordsUse keywords

<title>Web Site Title Here</title><title>Web Site Title Here</title>

Page TextPage Text

Introductory text displayed the web page Introductory text displayed the web page that your customer will read that your customer will read

Similar to the first paragraph of a chapter Similar to the first paragraph of a chapter in a bookin a book

Place important keywords toward top of Place important keywords toward top of pagepage

Using a graphic only page will limit the Using a graphic only page will limit the number of keywords available on the pagenumber of keywords available on the page

Using “alt” TagsUsing “alt” Tags

Use “alt” tag to describe a pictureUse “alt” tag to describe a picture Which is better?Which is better?

<img src=“image.jpg” alt=“image.jpg”><img src=“image.jpg” alt=“image.jpg”><img src=“image.jpg” alt=“Picture of building”><img src=“image.jpg” alt=“Picture of building”><img src=“image.jpg” alt=“White House Inn Bed and <img src=“image.jpg” alt=“White House Inn Bed and

Breakfast”>Breakfast”>

Caution: Make sure the description used in Caution: Make sure the description used in the alt tag is relevant to the content of the the alt tag is relevant to the content of the

picturepicture

Registration ProcessRegistration Process

Each search engine/directory may collect Each search engine/directory may collect different information during registrationdifferent information during registration

Search Engines:Search Engines:• Find the link for submitting your siteFind the link for submitting your site• Fill in the URL and other information requestedFill in the URL and other information requested

Directories: Directories: • Navigate to proper category in directoryNavigate to proper category in directory• Click “Add URL” linkClick “Add URL” link• Complete information requestedComplete information requested

Search Results (Meta Tags)Search Results (Meta Tags)

Search Hot Bot for:Search Hot Bot for:

Bed and Breakfast VermontBed and Breakfast Vermont

WEB RESULTS  (Showing Results 1 - 10 of 136,263)1. Bed and Breakfast Inns ONLINE - BBOnline.com - Travel * Lodging * Bed...Bed & Breakfast Inns ONLINE: 4 000 bed and breakfasts and country inns and 26 state bed and breakfast association web sites. Awarded INNSTAR's highest rating - 5 INNSTARSwww.bbonline.com/ - July 1, 2003 - 10 KB

2. Three Bears at the Fountain Bed and BreakfastStowe, Vermont bed-and-breakfast inn was built by the first couple married in Stowe. Features homemade breakfast, hot tub, and mountain views.www.threebearsbandb.com/ - June 16, 2003 - 10 KB

3. Innkeeper Recipes and Cookbooks - Bed & Breakfast Inns ONLINE -...More than 2 000 bed and breakfast innkeeper cooking recipes and dozens of cookbooks.www.bbonline.com/recipe - July 23, 2003 - 18 KB

Search Results (Meta Tags)Search Results (Meta Tags)

Search Results (Meta Tags)Search Results (Meta Tags)

<HEAD><meta name="resource-type" value="document"><meta name="keywords" content="bbonline, bed & breakfasts, breakfast, bed and breakfast, bnb, b&b, bed and breakfast directory, bed and breakfast guide, travel guide, inn, Country Inns, travel, lodging, romance, jacuzzis, getaways, romantic, accommodations, mountains, recipes, contest, Tennessee, Kentucky, Arkansas, Missouri, Alabama, Nebraska, Oklahoma, Georgia, North Carolina, Florida, California, Michigan, Hawaii, Washington, Maine, Massachussetts, Colorado, New Mexico, Arizona, Alaska, Pennsylvania, Ohio, Indiana, Illinois, South Carolina, Virginia, Texas"><meta name="description" content="Bed & Breakfast Inns ONLINE: 4,000 bed and breakfasts and country inns and 26 state bed and breakfast association web sites. Awarded INNSTAR's highest rating - 5 INNSTARS"><TITLE>Bed and Breakfast Inns ONLINE - BBOnline.com - Travel * Lodging * Bed and Breakfasts * Country Inns</TITLE></HEAD>

Search Results (alt Tag)Search Results (alt Tag)

<img src="logo.gif" width=404 height=125 alt="Bed & Breakfast Inns ONLINE" border="0">

Search Results (No Meta Tags)Search Results (No Meta Tags)

AltaVista found 1 result AltaVista found 1 result     AboutAboutSuperior Music - Tennessee PageSuperior Music - Tennessee Page     home] [tn links] [jobs] [tn local band links] Tennessee LINKS NASHVILLE MT JULIET home] [tn links] [jobs] [tn local band links] Tennessee LINKS NASHVILLE MT JULIET LEBANON The Bluebird Cafe HEYSONGWRITER.COM Music City Blues The Nashville LEBANON The Bluebird Cafe HEYSONGWRITER.COM Music City Blues The Nashville Scene City of Mt. Juliet Mt. Juliet Chamber ...Scene City of Mt. Juliet Mt. Juliet Chamber ...

www.superiormusic.com/page061.htmwww.superiormusic.com/page061.htm

Search AltaVista for: Superior Music

Search Results (No Meta Tags)Search Results (No Meta Tags)

<head><meta http-equiv="Content-Type" content="text/html; charset=windows-1252"><meta name="GENERATOR" content="Microsoft FrontPage 5.0"><meta name="ProgId" content="FrontPage.Editor.Document"><title>Superior Music - Tennessee Page</title><bgsound src="music/dixie1.mid" loop="1"></head>

Search Results (Frames)Search Results (Frames)

Search Google for:Search Google for:

Robertson County FairRobertson County Fair

Robertson County Fair Associationwww.robertsoncountyfair.com/ - 2k - Cached - Similar pages

Robertson County Fair AssociationWelcome to the "cyber" home of the Robertson County Fair. The 2003fair will be our 136th Annual Fair. The fair is a place for old ... www.robertsoncountyfair.com/WelcomePage.htm - 4k - Cached - Similar pages[ More results from www.robertsoncountyfair.com ]

Search Results (Frames)Search Results (Frames)

Search Results (Frames)Search Results (Frames)<html>

<head><meta http-equiv="Content-Type" content="text/html; charset=windows-1252"><title>Robertson County Fair Association</title><meta name="GENERATOR" content="Microsoft FrontPage 4.0"><meta name="ProgId" content="FrontPage.Editor.Document"></head>

<frameset rows="64,*"> <frame name="banner" scrolling="no" noresize target="contents" src="TitleFrame.htm"> <frameset cols="150,*"> <frame name="contents" target="main" src="MenuFrame.htm"> <frame name="main" src="WelcomePage.htm" target="_self"> </frameset> <noframes> <body>

<p>This page uses frames, but your browser doesn't support them.</p>

</body> </noframes></frameset>

</html>

Cheating the System Cheating the System

Hiding keywords in backgroundHiding keywords in background Repeating keywords out of contextRepeating keywords out of context Hiding in HTML <input> tagsHiding in HTML <input> tags

<input type=“hidden” value=“keyword1, keyword2, keyword3”><input type=“hidden” value=“keyword1, keyword2, keyword3”>

Multiple title tagsMultiple title tags<title>This is the Real Title</title><title>This is the Real Title</title>

<title>keyword1, keyword2, keyword3</title><title>keyword1, keyword2, keyword3</title>

Keywords in HTML comment tagsKeywords in HTML comment tags<!– keyword1, keyword2, keyword3 … -><!– keyword1, keyword2, keyword3 … ->

Submission ServicesSubmission Services

Offers to register up to 500 search enginesOffers to register up to 500 search engines Submit the same information to every Submit the same information to every

search engine. search engine. Will your site be submitted correctly to the Will your site be submitted correctly to the

engines?engines? Can ultimately cost you more to undo any Can ultimately cost you more to undo any

damage that may have been createddamage that may have been created Paying for this service is usually a waste of Paying for this service is usually a waste of

moneymoney

Paying for PositioningPaying for Positioning

Guaranteed higher rankingGuaranteed higher ranking Usually flat fee or pay per clickUsually flat fee or pay per click Yahoo – SponsorshipsYahoo – Sponsorships Lycos Network – Small text adsLycos Network – Small text ads AltaVista – Listing EnhancementsAltaVista – Listing Enhancements Google – AdWordsGoogle – AdWords

Portal/Doorway PagesPortal/Doorway Pages Built around particular keyword or for a Built around particular keyword or for a

particular search engineparticular search engine Can use for individual productsCan use for individual products Page “jumps” or provides link to real pagePage “jumps” or provides link to real page Search engines discourage Search engines discourage May drop page or only index the main pageMay drop page or only index the main page Don’t waste time unless including real Don’t waste time unless including real

content, i.e., product pagescontent, i.e., product pages

Excluding Pages from SearchExcluding Pages from Search

Search engine robots will try to index all Search engine robots will try to index all pages on your web sitepages on your web site

Can and should exclude certain pages, i.e., Can and should exclude certain pages, i.e., log files, cgi-bin, image folderslog files, cgi-bin, image folders

Create a robots.txt file on the server:Create a robots.txt file on the server:User-agent: * User-agent: * Disallow: /Disallow: / (listing of folders) (listing of folders)

Using a Meta TagUsing a Meta Tag<meta name="robots" content="noindex, nofollow"><meta name="robots" content="noindex, nofollow">

Link PopularityLink Popularity

The number of sites that link to yours is an The number of sites that link to yours is an indication of the importance of your siteindication of the importance of your site

Critical to many search engines, i.e., Critical to many search engines, i.e., GoogleGoogle

Maximize the number of links from Maximize the number of links from relevant web sitesrelevant web sites

Free link popularity checkers will tell you Free link popularity checkers will tell you how many sites are linked to youhow many sites are linked to you

Link Popularity ExampleLink Popularity Example Bed and Breakfast Online Bed and Breakfast Online Googles’s top listingGoogles’s top listing PopularityPopularity

• MSN: 12,754MSN: 12,754• Google/Yahoo: 6,600Google/Yahoo: 6,600• AltaVista: 23,407AltaVista: 23,407

Can be major contributing factor for top Can be major contributing factor for top ratingsratings

Increasing Your Visibility Increasing Your Visibility (and Popularity)(and Popularity)

Banner/Link Exchange programsBanner/Link Exchange programs Niche Search Engines/DirectoriesNiche Search Engines/Directories

• Professional OrganizationsProfessional Organizations• Business DirectoriesBusiness Directories

Web Malls/Rings/AuctionsWeb Malls/Rings/Auctions News Groups/LISTSERVSNews Groups/LISTSERVS Affiliate programsAffiliate programs

Banner/Link ExchangeBanner/Link Exchange

Agreement between two or more parties Agreement between two or more parties to place links or banners on each other’s to place links or banners on each other’s web pagesweb pages• Can be formal or informal agreementsCan be formal or informal agreements• Includes paid or free exchangesIncludes paid or free exchanges• Partners should be related to core businessPartners should be related to core business

GoalsGoals• Bring additional customers to your web siteBring additional customers to your web site• Increase your link popularityIncrease your link popularity

Banner / Link Exchange ProgramsBanner / Link Exchange Programs

AdvantagesAdvantages• Increased visibility / popularityIncreased visibility / popularity• Targeted exchanges Targeted exchanges • Tracking of resultsTracking of results

DisadvantagesDisadvantages• Potential increased download timePotential increased download time• Low click through ratesLow click through rates• Loss of controlLoss of control• Potential cost of banner adPotential cost of banner ad• Can be form of spamCan be form of spam

Read the fine print before signing upRead the fine print before signing up

Choosing an Exchange ProgramChoosing an Exchange Program

Large databases of qualified web sitesLarge databases of qualified web sites Automatic tracking of exchangesAutomatic tracking of exchanges Trade links with complimentary sitesTrade links with complimentary sites Ability to choose who to link withAbility to choose who to link with Statistics reporting of impressions and Statistics reporting of impressions and

click throughsclick throughs Pricing – needs to be affordablePricing – needs to be affordable

Niche Search Engines/DirectoriesNiche Search Engines/Directories

Many specialty search engines and Many specialty search engines and directoriesdirectories

Find complimentary sites and submit URLFind complimentary sites and submit URL Professional organizations may list web Professional organizations may list web

sites for memberssites for members Yahoo Directories good sourceYahoo Directories good source

Web Malls/AuctionsWeb Malls/Auctions

Grouping of “web shops” by category or Grouping of “web shops” by category or search by particular productsearch by particular product

Can gain visibility through recognized Can gain visibility through recognized name like Amazon, Yahoo, eBayname like Amazon, Yahoo, eBay

Most malls and auction charge for listing Most malls and auction charge for listing or fee on percentage of sale priceor fee on percentage of sale price

Effectiveness variesEffectiveness varies

Web RingWeb Ring

Groups of related web sitesGroups of related web sites Linear navigation from site to site in a ringLinear navigation from site to site in a ring Ringmaster responsible for management Ringmaster responsible for management

and approval of sitesand approval of sites Loss of control of who is part of ringLoss of control of who is part of ring No guarantee of visitsNo guarantee of visits

News Groups/LISTSERVSNews Groups/LISTSERVS

Forums to discuss specific topicsForums to discuss specific topics Choose related groups/LISTERVESChoose related groups/LISTERVES Lurk for a while to get flavorLurk for a while to get flavor Don’t blatantly advertise Don’t blatantly advertise Offer content of value and related to Offer content of value and related to

topic discussedtopic discussed Use a signatureUse a signature

Email SignaturesEmail Signatures Subtle form of advertisingSubtle form of advertising Easy to create in email programEasy to create in email program Include in all email correspondenceInclude in all email correspondence Customize for audienceCustomize for audience IncludeInclude

• name, address, phone & fax numbersname, address, phone & fax numbers• Email addressEmail address• Web addressWeb address• Custom messageCustom message

Affiliate ProgramsAffiliate Programs Provides additional avenue for salesProvides additional avenue for sales Affiliates advertise your product or service on Affiliates advertise your product or service on

their web sitetheir web site Pay a commission or fee to affiliate program Pay a commission or fee to affiliate program

and web site ownerand web site owner Affiliate provider manages entire programAffiliate provider manages entire program Loss of control with who advertises for youLoss of control with who advertises for you Affiliate may have site unrelated to your core Affiliate may have site unrelated to your core

businessbusiness

Hints for Being FoundHints for Being Found

Don’t attempt to cheat. Don’t attempt to cheat. Use all available meta tagsUse all available meta tags Include as many keywords as possible in Include as many keywords as possible in

title, description, and page texttitle, description, and page text Exchange links with complimentary sitesExchange links with complimentary sites Use other techniques as appropriateUse other techniques as appropriate Bottom line: There is no substitute for well Bottom line: There is no substitute for well

written web pageswritten web pages

Email MarketingEmail Marketing

Web page must wait for customers to visitWeb page must wait for customers to visit Proactive mechanism to keep your name Proactive mechanism to keep your name

in front of your customersin front of your customers Notifying customers of specials, new Notifying customers of specials, new

products, events, etc.products, events, etc.

Benefits of Email MarketingBenefits of Email Marketing

Many people now have emailMany people now have email Excellent form of mass communicationExcellent form of mass communication Quicker than traditional mailQuicker than traditional mail Relatively inexpensiveRelatively inexpensive Can be personalizedCan be personalized Results are measurableResults are measurable

Drawbacks of Email MarketingDrawbacks of Email Marketing

Everyone is doing itEveryone is doing it Potential for creating spamPotential for creating spam There is a cost – timeThere is a cost – time Privacy is an issuePrivacy is an issue Not a substitute for other Not a substitute for other

forms of marketingforms of marketing

A Word About SpamA Word About Spam

Spam angers people by costing them timeSpam angers people by costing them time Effectiveness is sketchy Effectiveness is sketchy Legislation may ban unsolicited emailLegislation may ban unsolicited email

Email DesignEmail Design

Use the subject line to get their attentionUse the subject line to get their attention Provide important information in the body Provide important information in the body

of the messageof the message Include links or coupon in the message to Include links or coupon in the message to

encourage actionencourage action Personalize the message for particular Personalize the message for particular

audienceaudience Use your email signatureUse your email signature HTML or Plain TextHTML or Plain Text

HTMLHTML Can include all HTML Can include all HTML

formattingformatting Pictures and GraphicsPictures and Graphics Spyware issuesSpyware issues Maintains brand Maintains brand

identityidentity Won’t show up in text Won’t show up in text

only email clientsonly email clients

Plain TextPlain Text

Smaller in sizeSmaller in size Easy to createEasy to create Description is in the Description is in the

wordswords Works with all email Works with all email

clientsclients

Keys to Effective Email MarketingKeys to Effective Email Marketing

Provide something valuable in the emailProvide something valuable in the email Balance frequency of emailBalance frequency of email Include email use in privacy policyInclude email use in privacy policy Get their permission to send them emailGet their permission to send them email Make it easy to unsubscribe from mailing Make it easy to unsubscribe from mailing

listlist Use a mailing list managerUse a mailing list manager Measure your resultsMeasure your results

Mailing List ManagersMailing List Managers

Create a group in your email programCreate a group in your email program Programmed as part of your web site Programmed as part of your web site

management systemmanagement system Free mailing list managersFree mailing list managers Commercial (pay) mailing list managersCommercial (pay) mailing list managers

Who is Using My Web Site?Who is Using My Web Site?

The “hit” mythThe “hit” myth Why hits don’t matterWhy hits don’t matter More accurate is unique visitorsMore accurate is unique visitors Want to know who was using web Want to know who was using web

site and what they were doingsite and what they were doing

Analyzing Your Web LogsAnalyzing Your Web Logs

Records usage of your web siteRecords usage of your web site Types of logsTypes of logs

• Access LogAccess Log• Referrer LogReferrer Log• Error LogError Log

Web host my combine logsWeb host my combine logs

Web Log ExampleWeb Log Example

172.137.65.214 - - [27/Feb/2003:06:31:06 -0500] "GET /newsite/images/home2_r2_c1.gif HTTP/1.1" 304 - "http://www.heysongwriter.com/newsite/links.php?menu=affiliate" "Mozilla/4.0 (compatible; MSIE 5.5; MSN 2.5; Windows 98)"172.137.65.214 - - [27/Feb/2003:06:31:06 -0500] "GET /newsite/images/home2_r3_c1.gif HTTP/1.1" 304 - "http://www.heysongwriter.com/newsite/links.php?menu=affiliate" "Mozilla/4.0 (compatible; MSIE 5.5; MSN 2.5; Windows 98)"172.137.65.214 - - [27/Feb/2003:06:31:06 -0500] "GET /newsite/images/home2_r4_c1.gif HTTP/1.1" 304 - "http://www.heysongwriter.com/newsite/links.php?menu=affiliate" "Mozilla/4.0 (compatible; MSIE 5.5; MSN 2.5; Windows 98)"172.137.65.214 - - [27/Feb/2003:06:31:07 -0500] "GET /newsite/images/home2_r5_c1.gif HTTP/1.1" 304 - "http://www.heysongwriter.com/newsite/links.php?menu=affiliate" "Mozilla/4.0 (compatible; MSIE 5.5; MSN 2.5; Windows 98)"172.137.65.214 - - [27/Feb/2003:06:31:07 -0500] "GET /newsite/images/home2_r6_c1.gif HTTP/1.1" 304 - "http://www.heysongwriter.com/newsite/links.php?menu=affiliate" "Mozilla/4.0 (compatible; MSIE 5.5; MSN 2.5; Windows 98)"172.137.65.214 - - [27/Feb/2003:06:31:07 -0500] "GET /newsite/images/home2_r7_c1.gif HTTP/1.1" 304 - "http://www.heysongwriter.com/newsite/links.php?menu=affiliate" "Mozilla/4.0 (compatible; MSIE 5.5; MSN 2.5; Windows 98)"

Information from the LogsInformation from the Logs

Number of visitorsNumber of visitors What they viewedWhat they viewed How long they stayedHow long they stayed Where they came fromWhere they came from Keywords used to get to your siteKeywords used to get to your site What search engines they are usingWhat search engines they are using

Web Log AnalyzersWeb Log Analyzers

Generate reports from logsGenerate reports from logs Trend analysisTrend analysis Freeware vs CommercialFreeware vs Commercial

Log Analyzer OutputLog Analyzer OutputSearch Terms ExampleSearch Terms Example

Getting Found - SummaryGetting Found - Summary

Submit your web site and track your Submit your web site and track your web positionweb position

Exchange links/banners and test your Exchange links/banners and test your popularitypopularity

Use email to effectively market your Use email to effectively market your web site and measure resultsweb site and measure results

Analyzing web logs for important user Analyzing web logs for important user information and adjust web site information and adjust web site accordinglyaccordingly

Questions?Questions?

Web Site PromotionWeb Site Promotion

Getting Found on the WebGetting Found on the Web

John J TomanDirector, UTIA Information Technologyjtoman@utk.edu