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Website Acquisition & Keyword Search

The document discusses various methods for acquiring website visitors, including both paid methods like banner ads and free methods like search engine optimization. It provides details on specific acquisition techniques like search engine optimization, article marketing, email marketing, video marketing, and social media marketing.

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ochir.og
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17 views29 pages

Website Acquisition & Keyword Search

The document discusses various methods for acquiring website visitors, including both paid methods like banner ads and free methods like search engine optimization. It provides details on specific acquisition techniques like search engine optimization, article marketing, email marketing, video marketing, and social media marketing.

Uploaded by

ochir.og
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Website Acquisition &

Keyword Search
Building your website is just your first step. There is a long way to go.
For instance, you need to update, maintain and improve your website.

You also need to advertise your website, for getting more visitors/users.
Three Key Steps

1. Acquisition
Getting people to your website or landing page

2. Conversion
Persuading them to take the desired action(s)

3. Retention
Deepening the relationship and its lifetime value
Methods for Acquisition (Offline)

• Brand awareness
• TV and radio advertising
• Print ad magazine advertising
• Public relations and media coverage
• Industry analyst coverage
• Industry tradeshows
• Event participation
• Point-of-Sale promotions
• Client referrals
• Outdoor advertising
• Promotional items
• Direct marketing and catalog
Methods for Acquisition (Online)

• Search Engine Optimisation (SEO)


• Banner and text ads
• Pay Per Click (PPC)
• Online advertising
• Affiliates
• Third-party email lists
• Blogs
• Social Networking
• Collaborative Authoring
• In-house email lists
• Online video ads
Many Acquisition Methods are not free, e.g. Banner and text ads, PPC,
But they are IMPORTANT
• Banner and text Ads
• PPC
• Online Advertising
Many are free, e.g. SEO, and several marketing methods

• SEO (Search Engine Optimization)


• Article Marketing
• Email Marketing
• Forum Marketing
• Video Marketing
• Blog Marketing
• Social Network Marketing
Banner & Text Ads (NOT Free)

Place Ads on other websites


PPC (NOT Free)

Place Ads on websites by pay-per-click


SEO

We will discuss this in detail later


Article Marketing
Write an article to advertise your website on other well-known sites

Articles require
• Keywords (phrases)
• Keyword density
• Good article content
Builds trust and credibility. People respond
well to figures, facts and statistics.
• Resource Box
Link back to your site. Try to give incentive
(eg. free report).
Article Marketing (contd.)

Tips for getting the article read


• Use short paragraphs
• Make use of numbers or bullets
• Use sub-headings
• Provide a good attention-grabbing title or
header
• Keep them interested from the start to the
finish
• Utilise figures when necessary and not just
ordinary and insipid statements
Email Marketing

Send Emails to your


potential and existing
customers

You may get the email


address from your
existing visitors or
other sources
e.g.
http://www.getresponse.com/
Email Marketing (contd.)

Tips
• Lead capture form linked to autoresponder
system
Only require first name and email
• Give away something valuable
– See internetmarketingspeed.com
• Provide valuable content in most emails
• Occasional ‘offer’ emails
Reviews and stories better than straight sales pitch
Forum Marketing
Advertise your website in a related forum

 Find the RIGHT forum


 Easy to join
 No cost
 Do NOT try to sell
 Provide quality answers – help people!
 Have link to monetary site in signature file
Video Marketing

Make a video for attracting people to your website Upload to somewhere, e.g. youtube, a
forum, etc.

Blog Marketing
Advertise your website on your/somebody else’ blogs

Social Network Marketing


Advertise your website on a social network, e.g. Facebook, twitter, etc.
Online Advertisements Market
Google Adwords
You can Make Money as well

Put advertise to your website, e.g., using Google Adsense


Words vs Right Words

Words are not powerful

But, right words are

 What’s the difference between a headline that makes it to the front


page of Digg and one that gets buried? The right words.
 What’s the difference between a blog post that receives hundreds of
referrals from search engines or none at all? The right words.
 What’s the difference between an opening paragraph that grabs the
attention of your readers and one that has them looking for the Back
button? The right words.
Keyword Research

Keyword research - to find and research actual search terms people


enter into the search engines when conducting a search.
What it reveals

 It tells you what people are interested in, and in what relative numbers.
 It reveals the actual language people are using when they think about those topics.
 It tells you how many other website are using the same keywords
Two Important Factors

Searches: this keyword is searched by how many users/times


As many as possible

Competition: this keyword is used by how many websites

As few as possible
Google Keyword Planner
An Example
Keyword

Keyword

Keyword
Keyword
Keyword

The Current Web is Keyword Based


Seven Steps

1) Learn the Keywords your Customers use


How do your customers search? Which keywords bring in the most business?
Website Optimization is about knowing which words are in the minds of the visitors
you're trying to attract.

2) Check out the Competition


Which directories are they listed in? Which Keywords do they outrank you on?
Check their inbound links and keyword density. Break down their Website
Optimization Strategy and outdo it.

3) Make it Easy for Search Engines to Find your Website.


Avoid using Flash, frames, or dynamic content. Make sure there are no broken
links. Incorporate your keywords into the content,
the HTML tags, and filenames of your website.
Seven Steps (contd.)

4) Encourage other Websites to Link to your Site


The more Inbound links from relevant, high-quality websites, the more traffic will be
directed to your site, and the higher your search rankings. Also link to other pages
within your own site.

5) List your site with Search Directories and Industry Directories


Many directories are free, but some that charge such as Yahoo are also worth the
investment. Be sure to submit your URL and sitemap to the search engines.

6) Update your Website or Blog with new Content


Search engines love fresh content. Engage your readers and optimize each new
page for a unique keyword phrase.

7) Don't try to Fool the Search Engines


Avoid duplicate content, keyword stuffing and beware of SEO Schemes
that guarantee high search results. These so called Black Hat
Techniques may get your site banned from Google.

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