WHAT ARE THE STEPS TO MARKETING A WEB SITE?

Archived Article - Historical Web Marketing Information and Perspecyives, Circa 2001

Sooner or later, any firm possessing a web site will confront the complex subject of Internet Marketing. The vast majority of these firms will quickly (and perhaps fairly expensively) learn that Internet Marketing is a process comprised of many separate activities and operations, occurring over time. Unless each of these steps are discussed, understood and incorporated into the Internet Marketing process, it isn't very difficult to predict that the client's Internet Marketer's expectations and objectives will be quite different. In these cases, the result is usually frustration and dissatisfaction on both sides.

The objective of this article is to provide a frame of reference for the business manager so that his/her marketing services contract will identify the specific activities being purchased and the outcomes anticipated and expected. Equally important, these discussions will readily establish if the Internet Marketer is capable of providing the specific services requested.

The scope of this subject can fill volumes. The intent of this writing however is to reduce Internet Marketing into smaller, understandable segments to facilitate understanding. Further, for purposes of simplification, Internet Marketing will be discussed in terms of the major search engines only, (i.e.Yahoo, Google, Open Directory, MSN, AOL, et al.). There will be only passing reference to more generalized search engines, directories, announcement sites, free for all sites, award sites and other opportunity areas that enable links; ones that should also be considered as aspects of the process.

Step 1. Submission/ Registration of the web site address (URL):

Web sites are designed and constructed for the purpose of being found and viewed on the Internet. To accomplish this goal means that your site must be listed (registered) on other sites that are most heavily accessed by surfers or seekers of specific information. These "other sites" are most often defined as major search engines. The listings will all have a link back to your web site.

Registration can be accomplished either manually or by using automatic submission software.

Registration is the sole activity of most Internet Marketing firms. They probably have obtained automatic submission software and perhaps every quarter, they register your web site with hundreds or even thousands of other web sites. Unfortunately, Registration is one small segment of the Internet marketing process. Accordingly, remain aware that the service described in Step 1 does not usually include:

1. Any assurance of the acceptance of the registration request by search engines.
2. Any specific category under which the registration may be found on search engines.
3. Any specific key words under which your site may be found on search engines.
4. Any specific position expectation, i.e. how high up, under a specific key word, your site is to be listed and linked on search engines.
5. Any assurance your site will be easily found after Internet marketing has concluded.

Recommendation: Discuss, up front, the manner of registration (Manual/Automatic) and the scope of the registrations being provided by the Internet Marketer.

Step 2. Basic Repairs: Adding or re-authoring of Meta Tags, Alt Tags etc.

Search Engines build an "index of information." The way major search index varies greatly; some categorize data from specific resource lists and others use automatic devices known as Robots, Crawlers or Worms or even other engines, like Inktomi. These crawl the Internet automatically, seeking sources of information to index.

Meta Tags and Alts Tags are embedded on web sites to assist Robots and Crawlers; namely to increase the odds that your site will be indexed under certain words or phrases deemed important by the client. Tags also are one important element in determining how high up (positioning) the site will be listed within a category or by search term.

It is the experience of this writer that very few web sites are designed for maximum indexing. Quite often, Meta Tags and Alt Tags are completely absent. Occasionally, they are embedded on the first page (Index) of one's web site, but omitted on all other pages. Always remember that Spiders "spider" all pages, not just the Index page. When included, we find that the tags are usually authored improperly.

Recommendation: Determine if the Internet Marketer will include a full assessment of your site prior to program inception. This is vital! It accomplishes nothing to register a site with the major search engines which is not properly designed. Either your site won't be accepted at all, it won't be found or it could be indexed under the wrong search terms.
Note- to accomplish this activity, the Marketer will need FTP access to your server.

Step 3. Positioning or Ranking

This step refers to "how high up" a web site will be found. With the millions of web sites already registered, it is becoming increasingly more difficult to attain a listing, on many major search engines, at or near the very top of any particular category. Accordingly, some business managers now elect to pay specialty firms for one or more "guarantees" that their sites will be found under certain search terms, among the top "x" sites. The most frequent guarantee is to be numbered among the top thirty to fifty sites. For example, a musical theater production company in Long Beach might "contract" to be located among the top thirty on at least 5 major search engines, under the search term "Long Beach musical theater" or "musical theater in Long Beach California."

An adjunct to Positioning technology may require the design and construction of specialized pages known as Content or Bridging Pages. These are usually designed around one or more specific key Word phrases, for the purpose of being positioned highly under those specific phrases, and linking back to the main business web site.

The services can be quite expensive, as they require specialized technology and expertise. Content Pages can cost between $50.00 - $500.00 per page. Depending on the "guarantees established, total "Positioning" contractual fees can vary from $100.00 to $6000.00 per month.

Beginning around the year 2001, the major emphasis shifted to Pay Per Click Engines, like Overture, or MIVA. Later on, Google set up a modification on this theme, known as "Adwords." These types of Programs enable registrants to bid for the positions desired, for various Key Words and Key Word phrases. Through reciprocal arrangements with partner engines, like Yahoo, AOL, MSN, Lycos and others, the high bidders are also elevated to special "sponsored Links" positions on the partner engine as well. In 2002, Looksmart and Google also introduced variations on the Pay-Per-Click theme.

Clicks can become expensive. The minimum bid on Overture.com is $.10 (after July 2002), with a $20/month minimum. Bids for hotly contested keywords can be as much as $15.00 -$50.00 per click. While Pay-Per-Click may be an option that should be used to meet competition and to gain improved web presence, extreme caution is advised and consulting with specialty firms is probably a very prudent idea before venturing into this arena.

Recommendation: Determine early on if your Internet Marketing firm is accomplished in specific positioning services and how typical fees are established.

Step 4. Links and Reciprocal Links

Major search engines are becoming increasingly discriminating as to the kinds of sites they will index. Fundamentally, they strive to include only those resources that exhibit and provide " information of value and interest. " Just as ratings are critically important in the TV industry, Search Engines compete for viewers and in this context, they must attain and maintain a reputation for being one of the best repositories of information as can be found on the Internet. Advertising revenues generally follow high viewer and visitor counts.

One of the devices major search engines use to determine value and interest criteria is called link popularity. The theory is that if many sites link to one site, then it follows that the linked site probably contains content of interest and value.

A good Internet marketing firm will understand the importance of links, link popularity and reciprocal links and either undertake this activity for the client or provide the client with tools to accomplish the link-related objectives in-house.

Recommendation: There are several ways to check your web site's current Link Popularity, so you should request an analysis from your Internet Marketer. (An excellent resource is Marketleap). Then, work with your marketing firm to develop a strategy and program to increase the number of sites that link to your site. Improvement in this area will often increase the odds of acceptance of your site on major search engines and could even influence the position that indexing will enjoy.

Step 5. Reports and Documentation:

Reports documenting submissions: The web site registration process should be recorded and provided to the client upon completion. Ascertain in advance that these are being furnished and ask to see a sample of the marketer's registration documentation.

Reports reflection Positioning: Results should be closely monitored, with reports being furnished to you monthly or quarterly. A typical Report is provided.

Step 6. Maintenance:

The Internet changes daily. Sites are added, deleted, dropped, re-positioned, re-indexed on Major Search Engines. In addition, major search engines are added, merge, change their Indexing rules (algorithms) or disappear completely. As stated in the opening paragraph, Internet marketing occurs over time and its success or failure will not be known initially. Don't be too hasty in judging results.

Recommendation: after the initial three months is completed, opt for a minimum of two successive quarters for web site maintenance. Some search engines will take upwards of eight weeks to register sites, so success or failure of the first registration will occasionally be quite lengthy.

Step 7. Consultation:
To be successful, the client must play an important role in the process. The client must understand that process and be involved in the establishment of objectives and performance criteria. The best Internet Marketing firms will understand this and prepare the client to accomplish those outcomes. The list is long, but for inclusion here would be:

1. to add the web site address and E-Mail on most business documents and advertisements.
2. to use on-line press releases to cut advertising costs
3. to build customer databases.
4. to protect domain registrations.
5. to monitor competitive web sites.
6. to become timely responding to e-mail.
7. to establish E-Commerce capabilities.
8. to adopt image compression to decrease load times.
9. to enable browser compatibility enhancements.
10. to keep the web site current, fresh and inviting.

Conclusions:

For firms not now using an Internet Marketing firm:
Keep the above points in mind when negotiating for future web site promotional assistance.

For firms now retaining an Internet Marketing firm:
Contact your Internet Marketing firm and request a more thorough understanding of the services now being provided and what results can be anticipated. Learn what other services are available, the feasibility of implementation, the costs and as always….the expected results and warranties.