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eCommerce for Entrepreneurs

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Search Engine Optimization ... Search engines often use keywords from meta ... Black Hat search engine optimization is customarily defined as techniques that ... – PowerPoint PPT presentation

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Title: eCommerce for Entrepreneurs


1
eCommerce for Entrepreneurs
  • Shane Freeman
  • Lead Website and Database Developer
  • Intellicom Kearney, Nebraska

2
Mission
  • Your storefront is built....your web-site has
    been launchednow, how can you ensure that your
    customers can find you on the web? Learn the
    tools and tips needed to help small businesses
    market their online presence including search
    engine optimization, keywords, and traditional
    marketing.

3
The Plan.
  • SEO Definition
  • Organic Best Practices
  • Sponsored / PayPerClick Advertising
  • Selling Options
  • Marketing techniques

A Google search for Search Engine Optimization
resulted in 31,100,000 hits.
4
Search Engine Optimization
  • The altering of a Web site, Web pages and links
    to Web sites and Web pages to improve visibility,
    rank and relevance in the organic, crawler-based
    listings of search engines.
  • The higher a Web site ranks in the results of a
    search, the greater the chance that site will be
    visited by a user. It is common practice for
    Internet users to not click through pages and
    pages of search results, so where a site ranks in
    a search is essential for directing more traffic
    toward the site.

5
How Search Engines Work
  • Here's how the PageRank is determined. Suppose
    that page Pj has lj links. If one of those links
    is to page Pi, then Pj will pass on 1/lj of its
    importance to Pi. The importance ranking of Pi is
    then the sum of all the contributions made by
    pages linking to it. That is, if we denote the
    set of pages linking to Pi by Bi, then
  • According to the American Mathematical Society
  • http//www.ams.org/featurecolumn/archive/pagerank
    .html

6
The Skinny.
7
Content
  • The ten most popular sites in the US
  • Yahoo!
  • Google
  • Myspace
  • MSN
  • EBay
  • YouTube
  • TheFacebook
  • Wikipedia
  • Craigslist.org
  • Windows Live

What do they all have in common?
8
Be the master of your creation!
  • Focus on keyword rich content then use those
    keywords in your META tags
  • Designing a website and not updating its content
    is no different than never changing the oil in
    your carthey both will fail
  • Daily, weekly updates
  • Monthly newsletters
  • Discussion Board
  • Start a blog
  • Add new products

9
Links
  • If no one is linking to your site (including the
    search engines) how is anyone going to find you?
  • Create as many inbound links as possible
  • Search Engines
  • Manufacturers / Vendors
  • Partners

Links farms or exchanges are NOT the answer!
10
Remember to submit your new site to at least
Yahoo!, MSN, Google and The Open Directory
Project submit site to ---
11
META Tags
  • An HTML tag which provides information about a
    web document. Unlike regular tags, meta tags do
    not provide formatting information for the
    browser. Instead they provide such information as
    the author, date of creation or latest update for
    the page, and keywords which indicate the subject
    matter. Search engines often use keywords from
    meta tags to index their databases.
  • Hometown Bar and Grill. Featuring steaks,
    burgers much more."
  • Grill, Kearney, Daily Specials, Cellar Club,
    Location, Gift Certificate, Carry Out"

Every page should have its own specific META
information
12
(No Transcript)
13
Other Techniques
  • Site Map
  • ALT tags for images
  • ROBOTS.TXT File

user-agent FreeFind disallow /cgi-bin/ allow
/cgi-bin/Ultimate.cgi allow /cgi-bin/forumdisplay
.cgi
14
The Top Rank Guarantee
  • A Google search for extension office resulted
    in 80,800,000 pages.

Way to go University of Minnesota (2) and Iowa
State (3)!
15
Black Hat Techniques
  • Black Hat search engine optimization is
    customarily defined as techniques that are used
    to get higher search rankings in an unethical
    manner.
  • Bogus Services Software
  • Keyword Stuffing
  • Cloaking and Invisible Text
  • Doorway Pages

16
Sponsored / PayPerClick
  • Google PayPerClick
  • Yahoo! Overture
  • Bid on the keywords of your choice
  • You are only charged when a user clicks on your
    ad
  • 3rd Party Website Advertising

17
The Skinny
Shopped Online
Sold Online
18
Selling Options
  • Sell on another website
  • E-Bay
  • Sell on your website
  • PayPal
  • Full storefront
  • May require a merchant account
  • Will require a secure certificate

Speed, quality and pricechoose any two!
19
The Skinny.
  • Traditional Marketing is

20
(No Transcript)
21
E-Mail Marketing
  • Provide a newsletter signup form on your website
  • HTML E-Mails
  • Text E-Mail
  • The e-mail is only the teaser, make them visit
    your site

Perfect for monthly specials, coupons, new
merchandise or updated content!
22
In The Real World
  • Rework your advertising budget to include your
    website
  • Update your business cards, letterhead, etc.
  • Web specific coupons
  • Advertise your new website
  • Send direct mail with special website promotions
  • Sponsor an event or team (Chamber of Commerce)
  • Hand out placards
  • Send text messages to existing customers
  • Participate in tradeshows, conferences, and
    events
  • Create a press releases for area newspapers

23
Measuring You Success
  • Site statistics should be a monthly ritual

24
Questions....
  • Shane Freeman
  • Lead Website and Database Developer
  • Intellicom - Kearney, Nebraska
  • (308) 237-0684 Ext. 240
  • sfreeman_at_intellicominc.com
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