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Promoting Your Website

Promoting Your Website Introduction “If you build it, they will come” Introduction Must make your website known to the world The best website is useless if no one knows about it or visits it Website promotion can range from simple and inexpensive to complex and expensive

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Promoting Your Website

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  1. Promoting Your Website

  2. Introduction “If you build it, they will come”

  3. Introduction • Must make your website known to the world • The best website is useless if no one knows about it or visits it • Website promotion can range from simple and inexpensive to complex and expensive • Use what makes sense

  4. What we’ll cover • Generating website traffic using: • Search engines • Online directories • Banner ads • Media exposure • Professional associations • Other websites • Your product • Existing marketing tools

  5. Search Engines • Several popular search engines • Google, AltaVista, Yahoo, Ask, Dogpile, Lycos • Register with search engines • Search engine marketing firms • Fee involved • Getting registered doesn’t assure high ranking in results

  6. Search Engines • How do search engines rank for results? • Frequency of keywords • Location of keywords • Linked pages • How often a page is clicked through to from the results • What can you do? • Correctly choose and use keywords • Meta tags

  7. Search Engines Meta tags • Used by search engines to catalog websites • Three major classes • Title • Description • Keyword

  8. <META NAME="description" CONTENT="Hollabaugh Bros.Fruit Farms & Market, Quality Fruits in Season, Retail, Wholesale, Shipping, Tours, Gifts"> <META NAME="KEYWORDS" CONTENT="Hollabaugh, Fruit, Orchards, Farm Market, apples, peaches, pears, asian pears, nectarines, plums, apricots, pumpkins, vegetables, mail order, tours, Adams County, Gettysburg"> Meta tag Examples Example: http://www.hollabaughbros.com/

  9. Online Directories • Get listed in local & regional online business directories • Often set up to promote local, regional, state, or industry-specific businesses • State tourism sites • You must submit business information to appear in the directory • Directories do not use the same search capabilities as search engines • Typically organized by category, alphabetically, location, etc.

  10. Online Directories Source: http://agmap.psu.edu

  11. Online Directories

  12. Banner Advertisements • Banners are graphic • Usually appear near the top of other websites • Also appear vertically on right & left sides • Clicking on them takes the user to the advertiser’s website

  13. Banner Advertisements • You can build banners yourself or hire it to be done • Four ways to get banners posted • Arrange to display other Web sites' banner ads in exchange for them displaying its ad. • Pay publisher sites to post its banner. • Pay an organization, usually a banner network like to post the banner on a number of publisher sites. • Join an banner exchange program

  14. Banner Advertisements

  15. Banner Advertisements

  16. Question… Media can be used to promote your business and your website. Can you answer these questions? • What media can be utilized? • How can you generate media exposure?

  17. Media Exposure • What media can be utilized? • Newspapers • Websites • Blogs • Radio • Magazines • How can you generate media exposure? • Contact reporters/editors, radio stations • Create your own through sponsorships, etc.

  18. Media Exposure Source: Centre Daily Times, 10/5/06

  19. Professional Associations How can you become know as part of a professional association? • Get listed in directories and handbooks • Sponsor part of a meeting • Have a booth at conferences Other ways? • Chamber of Commerce

  20. Professional Associations

  21. Professional Associations

  22. Professional Associations

  23. Other websites • Getting listed on other sites can bring exposure to your business & website • Try getting links to your site listed on other sites that you respect • Choose sites that complement your business • Ex. You sell preserves → gift, holiday sites • Join discussion groups

  24. Your Product • Use your product to promote your website • Reminder of where the product was purchased • Know where to go to purchase more product • Potential for more widespread exposure

  25. Your Product

  26. Existing Marketing Tools • How do you currently market your product? • Post your website on other marketing tools • Brochures, business cards, flyers

  27. Section Wrap-Up • Promoting your business website and generating traffic requires effort • The “If I build it, they will come” philosophy does not apply • Use varied and coordinated approaches to website promotion • Try to monitor how people are finding out about your site

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