Oval Living Business Feature| How to Improve Your BusinessWebsite eMarketing
eBC Guide to Search Engine
Optimization and eMarketing
What is Internet Marketing?
Internet marketing is the component of marketing that deals with the planning, pricing,
promotion, and distribution of your products and services online. Good Internet
marketing strategies clearly communicate a firm’s unique selling proposition, or the
unique collection of benefits that creates value for its customers.
Everything you do to promote your business online is Internet marketing. For example,
Internet marketing strategies include (but are not limited to) website design and content,
search engine optimization, directory submissions, reciprocal linking strategies, online
advertising, and email marketing.
Three Steps to Success
Successful marketing on the Internet is not just about advertising your website in Google
or buying banner ads on other websites. Without a quality product or service and a well
developed website, a banner ad, for example, would do you little good.
To succeed online, you must develop a comprehensive plan that includes the following:
1. A solid business model and great products or services
2. An effectively designed website with sales as an objective
3. An online marketing strategy that suits your audience and fits your budget
Before You Begin
Describe Your Business.
This provides background information on your company. Key questions include
how and why was the organization started?; who are the players on your
management team?; what products and services do you provide?; and what
solutions, benefits and features do you offer?
Identify Your Buyers.
Who are they? What activities do they do online? Identifying your audience and
their needs enables you to determine how best you can reach them online,
thereby getting the most for your marketing dollar.
This analyzes the industry in which are Questions include: how large is your
industry your industry growing or contracting and leading competitors in your
Prepare Your Budget.
How much should you spend and, more importantly, how much do you have to
spend? The amount you budget towards Internet marketing will depend on how
integral the Internet is to your business success. Prioritize your needs based on
your budget, projecting into the future and growing your plan as your revenues
Finalize Your Internet Marketing Plan.
Your completed Internet marketing strategy should address: _
What Internet marketing techniques you will use? _
How you will implement each technique? _
What kinds of resources you will require? _
How long you anticipate testing each technique? _
What you hope to achieve? _
How you will mitigate problems that may arise? _
How you will evaluate your progress and measure success? _
Your Ability to Support and Maintain Your Plan.
Consider only implementing strategies you can handle. It is possible to do more
damage than good to your business if you implement techniques for which you
do not have the business processes or budget in place to support.
Formerly called the Overture Keyword Selector Tool and the Overture Search
Term Suggestion Tool before that, this free service is primarily designed to help
advertisers who wish to select terms to target with ads on the Yahoo network.
But you can use it to see how popular particular terms are.
Page & Site Construction
Keyword in URL
Put your keywords in order, with the first being the most important. Use keyword
resources to research and target the best ones for your business. Avoid
Keyword in domain name
Use the same keywords that you use on your page and filenames for your
domain name. Use hyphens to separate them.
Keyword in title tag
The best position is close to the beginning of the Title tag. Limit the length to
between 10 and 60 characters, and do not use special characters.
Keyword in description meta tag
Maximum length is 200 characters. Google no longer relies upon this tag, but
frequently uses it.
Keyword density in body text
Keywords should make up approximately 5 - 20% all keywords. More than 20%
of the total words will be considered spamming.
Keyword in H1, H2 and H3
Keywords should be placed within the first 3 heading tags in the content of the
Google will expect to see the most important keywords at the top of the page.
The rational being that the information of importance is what is talked of first.
Keyword in alt text
Although it is tempting to fill alt text with keywords the purpose of the alt tag is to
describe the graphic. This is a usability issue and although indexed by the
search engines it may also be counterproductive to the success of your website
Absolutely do not exceed 100K page size. Small files are preferred. This is also
a usability issue as a smaller file size translates into faster page download
speeds and therefore renders the site more useable.
Google likes big sites. The larger sites are presumed to be better funded, better
organized, better constructed, and therefore better sites.
Page & Site Construction
Hyphens in URL
The preferred method for indicating a space is a hyphen. Spaces in file names,
folder names and domain names (all making up the URL/URI) are not permitted
although %20 can be used. One or two hyphens are excellent for separating
keywords. Four or more hyphens are bad as the page is suspect as spam and
therefore demotion is probable.
Freshness of Pages
This is a Google patent and concerns the changes to page content over time.
Google sees newer content as better content especially if the site ‘theme’ is
news, retail or auction.
Text NOT presented in graphic form only
A huge negative effect on your rankings is to have No ACTUAL body text on the
page. Text represented graphically is invisible to search engines and will result
in a decline in the effectiveness of other optimization efforts.
menus, image maps or Flash. This will, undoubtedly, change, but part of your
job is to make things as easy as possible for the search engine robots that are
examining your site. It’s not up to them to figure your site out. It’s up to you. So
ALL the site must be connected by text links, if you care at all about being found
in the search engines. This can be done by having a text-linked sitemap.
Another tactic is to have your navigation repeated at the bottom of the page
through simple text links.
Search Engine Submission
Site listed in DMOZ Directory
This is a huge boost as it is said that Google's directory comes straight from the
DMOZ directory. The DMOZ is commonly known as the Open Directory Project
(http://dmoz.org/) and it has strict guidelines as to who is listed. Submission info
can be found here: http://dmoz.org/add.html
Site listed in LookSmart Directory _
A further surprise is the benefit of listing your site in the LookSmart directory
(http://search.looksmart.com/) although this may be expensive. There has been
no conclusive causation between the expense of advertising on LookSmart and
the success of rankings on Google. Advertiser info can be found here:
ROR (Resources of a Resource) is a rapidly growing independant XML format
for describing any object of your content in a generic fashion, so any search
engine can better understand that content. RORweb.com is the official ROR
ROR was created before Goolge Sitemaps, as a way to describe website
information for the search engines. ROR is much more than Google Sitemaps, it
does not only help describe your sitemap, but also products, services, feeds,
articles, reviews, archives, and much more bjects. Also, ROR Sitemaps are
automatically readable by all search engines, including Google.
Pages Submitted to Google
Please enter your full URL, including the http:// prefix. For example:
. You may also add comments or keywords that
describe the content of your page. These are used only for our information and
do not affect how your page is indexed or used by Google.
Google SiteMap Created
Google Sitemaps is an easy way for you to submit all your URLs to the Google
index and get detailed reports about the visibility of your pages on Google. With
Google Sitemaps you can automatically keep us informed of all your web
pages, and when you make changes to these pages to help improve your
coverage in the Google crawl.
Search Engine Submission
Create a Google Account
To create a Google Account, go to
, enter your current email
address and choose a password. Once you've finished registering, you'll receive
a verification email. Clicking the link in that email will complete the account
Submit Your Google Sitemap
These steps describe how to add a Sitemap that contains URLs for non-mobile
content (this includes most web sites).
1. Upload your Sitemap to your site in the highest level directory you want
search engines to crawl, generally the root. If you list URLs in your Sitemap that
are at a higher level than your Sitemap location, Google will be unable to
include those URLs as part of the Sitemap submission.
2. Sign into Google Sitemaps with your Google Account.
3. Click the Add tab. Note that if you haven't added anything to your account,
the Add page opens when you log in.
4. Choose the General Web Sitemap option and click Next.
5. Type the URL to your Sitemap location in the provided field. Make sure you
include the entire URL, such as http://www.example.com/sitemap.xml.
6. Click Add Web Sitemap.
Google ensures the URL is reachable and displays the Site Overview page.
This page lists the sites you've added to your account. When you add a
Sitemap, we add the corresponding site to your account. From the Site
Overview page, you can see the number of Sitemaps you've added for each site
and if any of them have errors.
Reach people when they are actively looking for information about your
products and services online, and send targeted visitors directly to what you are
offering. With AdWords cost-per-click pricing, it's easy to control costs—and you
only pay when people click on your ad.
Earn more revenue from your website, while providing visitors with a more
rewarding online experience. Google AdSense™ automatically delivers text and
image ads that are precisely targeted to your site and your site content—ads so
well-matched, in fact, that your readers will actually find them useful.
Search Engine Submission
Yahoo Submit – Free Option
The goal of Yahoo! Search is to discover and index all of the content available
on the web to provide the best possible search experience to users. The Yahoo!
Search index, which contains several billion web pages, is more than 99%
populated through the free crawl process.
Yahoo Submit – Paid Option
Yahoo! also offers several ways for content providers to submit web pages and
content directly to the Yahoo! Search index and the Yahoo! Directory
Site listed in Yahoo Directory
Surprisingly, this is also a big boost to being found on Google. You can get
listed by paying $299 each year. Submission info can be found here:
Submit everypage of your site to the MSN Search
Add Me – Free Submission
Your site will be submitted to the following search engines: focusLook, Burf,
Subjex, Alexa, Scrub The Web, Google, LookSeek, Jayde, InfoTiger,
NerdWorld, Aeiwi, Walhello, LifeTips, ExactSeek, and EntireWeb
Smart search marketing from Lycos. This is a paid service. Grow your
business immediately with highly targeted traffic, along with versatile campaign
management and optimization tools.Drive low-cost, high quality search traffic to
your website.Optimize your search campaigns at leading engines (Lycos,
HotBot, Google, and others) and make the most of your search engine
Microsoft bCentral's Submit It!
Search Engine Submission, Keyword Research, Optimization Analysis, Rank
Checking, & Link Popularity all in one easy to use system. This is a paid
service Submit It! is a serious tool that enables you to understand and manage
the entire search engine optimization process, so you can achieve lasting
Search Engine Submission
Scrub the Web
You may submit only one URL per email address per day. An email
confirmation will be sent to the email address you enter. If this confirmation
email is not deliverable the submission will be denied. Your email address will
not be used for any other purpose other than this confirmation email
Never underestimate the value of using low-cost, offline marketing techniques to
encourage people to visit your website. Ensure your website address is clearly listed on
all of your marketing materials – that is, your business card, brochure, published articles,
print advertisements, sandwich boards, your vehicle (if you use it for business),and so
The email signature is the message that can automatically appear at the bottom
of every email you send.
URL on Business Cards _
URL on Promotional & Print Advertising
URL on Storefront and Building Signage
URL on Vehicles _
URL on Company Logo
If appropriate _
Permission-based email marketing can be a low-cost and very effective
component of your web marketing strategy. It can help to build a relationship
between your business and target market, and can drive traffic back to your
website. Email marketing can consist of direct email blasts and sales letters,
personalized auto-responders, and/or email newsletters.
Viral marketing and viral advertising refer to marketing techniques that seek to
exploit pre-existing social networks to produce exponential increases in brand
awareness, through viral processes similar to the spread of an epidemic. It is
word-of-mouth delivered and enhanced online; it harnesses the network effect
of the Internet and can be very useful in reaching a large number of people
Graphical banner advertisements, pop-ups and text based ads are online ads
that are placed on third-party websites that link back to your website. The ads
are designed to encourage users to click through to your site to learn more and,
ultimately, to buy. These ads can be set up for a fee – pay-per-click, pay-perlead,
pay-per-sale – or they can be part of a reciprocal ad exchange with an
online “partner,” where you place your partner’s ad on your website in exchange
for your partner doing the same.
3rd Party Publishing
Another, often overlooked, but cost-saving method of marketing your business
online is by publishing editorials in third-party e-zines, e-newsletters and on
information-based websites. Just as editorials in offline media can help position
you as an expert in your field and drive readers to your website, providing
articles written (or ghost-written) by you to targeted online media can also drive
traffic to your website, often with no out-ofpocket expense. Just remember to
include a short biography that outlines what you do and a link to your website at
the bottom of each article you publish.
Affiliate programs, also known as referral programs or partnership programs,
involve the use of affiliates to help market a website's products and services in
return for a payment for each sale, lead, action, or visitor generated.
Amazon.com has created one of the most sophisticated and successful affiliate
programs on the Internet – a program that has no doubt contributed to their high
level of brand recognition online, and the significant traffic and resulting revenue
their site generates.
A blog or weblog is simply a web page that scrolls chronologically like a journal
and contains links to other websites of interest. Blogs, as creative online
journals, have been used by technical specialists for a number of years, but
business blogs, or b-blogs are just now making inroads into the mainstream.
As an alternative, low-cost (or even free) means of electronic communication,
blogs can make up a significant part of your overall marketing strategy.
Although b-blogs carry an inherent marketing focus not found in creative
weblogs, their casual structure provides the opportunity to connect with readers
on a more immediate and personal level than traditional websites and
Promote Your Site in Mailing Lists and News Groups
The Internet offers thousands of very targeted mailing lists and news groups
made up of people with very specialized interests. Use Google Groups
(www.groups.google.com) to find appropriate sources. Don't bother with news
groups constituted of pure "spam". Instead, find groups where a dialog is taking
place. Don't use aggressive marketing and overtly plug your product or service,
even if you see others doing so. Rather, add to the discussion in a helpful way
and let the "signature" at the end of your email message do your marketing for
you. People will gradually get to know and trust you, visit your site, and do
business with you.
Announce a Contest
People like getting something free. If you publicize a contest or draw available
on your site, you'll often generate more traffic than normal.
Ask Visitors to Bookmark Your Website
A simple yet effective promotion technique is to request your visitors to
bookmark your site. The more your site is bookmarked, the greater the chances
of repeat visits.
Develop a "Free" Service
Offer free information and tools on your site that can be used by your online
visitors. It's one thing to say, "Come to our site and learn about our business."
It's quite another to say, "Use the free kitchen remodeling calculator available
exclusively on our site." Make sure that your free service is closely related to
what you are selling so the visitors you attract will be good prospects for your
business. Give visitors multiple opportunities and links to cross over to the sales
part of your site.
Register Your Website in an eMarketplace.
e-Marketplaces are online exchanges where many buyers and sellers from all
over the world meet to share information, compare prices, and do business in a
specific industry or sector. Many e-marketplaces provide free online business
directories in which companies offering a product or service may register.
Register your website in geographic directories. Geographic directories spotlight
companies in a specific geographic area, say, a city, county, state. Locally
focused, these directories are an excellent way to spread the word on your
organization, especially among customers in your area.
List Your Products on Froogle
Froogle is on the Google home page. Millions of people come to Google each
day, and many are actively looking for the products you're selling. You can list
your products on Froogle for free. Unlike other online shopping sites, Froogle
costs nothing. There's no spending account to set up and maintain. No cost-perclick.
No cost, period. You control your product information. Simply upload a
new product feed at any time to ensure we're displaying the most accurate
descriptions and promotions for your products. All you need to access the
Froogle Merchant Center is a Google Account. Your Google Account also lets
you access Gmail, Google Groups, Google Answers, and other services. You
can upload a feed containing addresses, phone numbers, and hours for your
physical stores. We'll display this information along with your business listings
on Google Local.
Sell Your Products on eBay
With 180 million registered users worldwide, trading in more than 50,000
categories, eBay is one of the safest marketplaces in the world.Open an eBay
Store and easily reach the millions of buyers who shop on eBay each day!
Starting at just C$15.95 / month, an eBay Store is the most cost-effective way
to build your business online. Join the thousands of sellers who have already
made eBay Stores the most popular storefront solution on the web.
Provide gift certificates, contests, points and product referral services. _
For more information on Internet Business Solutions visit www.e-bc.ca
Phone: (604) 775-7532 | Email: firstname.lastname@example.org
| Website: http://www.e-bc.ca
eBusiness Connection strives to ensure the accuracy of the information in its guides
however policies, procedures, costs and other items mentioned within this guide are
subject to change. The responsibility for verification of this information rests solely with