Does Your Website Drive Business Search Engines 2004

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Does Your Website Drive Business?Search Engines
2004
Chris Tucker, RightNow CommunicationsLes
Reaves, RTP
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Two search models

• Traditional Content based process of gaining
  high positions for relevant search terms
• Pay Per Click bidding system of buying your
  position for particular key words.

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Search Engines 2004

• Relationship Between Search Engines
• Best Practices for Optimization
• Pay-Per-Click Advertising Strategy Tactics
• Inhouse VS. Outsourcing
• Q A

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Search Engine Optimization Best Practices

• Title tag
• Meta Description Meta Keywords
• Html text
• Html navigation
• Graphics, Flash, Java
• Site map page
• 1 click to home page
• Outbound links
• Validated html

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Web Site Search Engine Strategies to Avoid

• Hidden text / tiny text
• Page redirects
• Graphic intensive home page
• Bloated keyword tags
• Framed sites
• Multiple redundant sites

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Pay Per Click Marketing

• Should be viewed as a marketing project, rather
  than a positioning strategy
• Free market system of pricing
• Complete control over messaging
• Immediate deployment/easily suspended
• ROI can be linked directly to key words.

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In-house vs. Outsourcing

• Campaign requirements
• technical understanding
• access to databases
• constant management of bidding
• 3-6 hours per week min.
• Changing marketplace

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Questions?