3. • Build it correctly
• Search engine placement both
natural and paid
• Banner advertising
• E-mail marketing
• Web Analytics

4. - Web pages that
are not changed before being
displayed in a web browser
– When accessed a program
generates instructions to call up and
construct the dynamic pages, usually
created from a database

5. • Not all Search Engines can index dynamic
sites. There are ways to help:
– Use static URLs to reference dynamic content
– Link to dynamic URLs from static URL
content, ie. develop a static HTML site map, link
to other high quality sites or even better have
them link to you.
– Pay for inclusion - AltaVista, Ask
Jeeves/TEOMA, FAST, and Inktomi

6. • Keyword frequency and location
• Incoming links from relevant quality sites
• URL, webpage title, meta tags
• Quality content that gives genuine value
• Properly working website without errors

7. Pick targeted key words based upon consumer
search patterns
Position keywords in HTML title tag, copy
headlines, high up on the page
Relevant copy – search engines look for words
NOT graphics
ALWAYS have an HTML sitemap
Don’t frame linked websites

8. Build high quality links, especially incoming, even if
you have to pay for them
DON’T use automated search engine submission
software – hand submit once and let the spiders
find you
Be patient – it takes a while to develop natural
placement sometime 5-6 months
Don't obsess over your ranking

9. Every major search engine with significant traffic
accepts paid listings
They allow you to ‘bid’ on certain keywords which
is called "pay-per-click" (PPC) or a "cost-per-
click" (CPC)
Overture – Yahoo, MSN, AllTheWeb, AltaVista
Google’s AdWords –
AOL, AskJeeves, Netscape, Teoma

10. Usually priced by Impression (CRM) Although
they don't measure the effectiveness of a
branding campaign, they do measure how many
visitors were exposed to it
 The typical click-through-rate is something under 1
percent, and click-through rates significantly higher
than that are very rare
 Think of it as Brand Exposure – like a billboard
 What websites does your target market visit??

11. • E-mail is still the best way to reach a mass
online audience of current or potential
customers.
• The question that remains unanswered is when
is it overstepping the bounds to become
SPAM??
• The definition of SPAM varies depending upon
who you ask. How do you define SPAM?

12. CAN-SPAM Act of 2003
• It bans false or misleading header information
• It prohibits deceptive subject lines
• It requires that your email give recipients an opt-
out method
• It requires that commercial email be identified as
an advertisement and include the sender's valid
physical postal address

13. • Customer database – Do you keep records
on your customer?
• Think of ways to collect e-mails of
potential customers.
– E-Newsletter
– Register to win
– Trade shows

14. • Measuring the success of Internet
Marketing campaigns
Need a web analytics tool – WebTrends, Hit
box
Two types – server log file and page tags
Both have strengths and weaknesses
Visit www.webtrends.com and/or
www.websitestory.com for more information

15. • The server stores visitor information in files with
the .log extension. Here is how the log file
records a single request to a Web server:
• 209.240.221.71 - - [03/Jan/2001:15:20:06 -0800]
"GET /Inauguration.htm HTTP/1.0" 200 8788
"http://www.democrats.com/" "Mozilla/3.0
WebTV/1.2 (compatible; MSIE 2.0)"

16. Which pages get the most traffic - and the
least.
What sites are referring visitors to you.
Which pages visitors look at.
What browsers and operating systems are
most popular with visitors.
When search engine spiders and directory
editors visit.

17. • Information collected is non-identifying through the
use of cookies
• Includes user behaviors such as visits and
buys, responding to off-site or on-site
promotions, and product viewing
• Collects user characteristics, including profiles of
visitor’s hardware and software
• Provides information on pages visited, number of
visits, and various timing and duration measures.

18. Join us
Add: WZ-30-a,Bhagwan Das Nagar
East Punjabi Bagh, Delhi-110026
Tel.: 011 28316148, 3203571, 30538061
Mobile; +91-8010 298 388, 8010 198 388
E-mail: info@seocertification.org.in