Website Marketing

David MoretonJuly 2009

What do we mean by Website Marketing?

Brand Extension

Search Engine Marketing

Integration with Business Process

Brand Extension

• Attention spans are shorter online• Create the right impression online• Good web design is crucial • Structure content for your users • Provide clear paths to information• Provide channels for interaction

Search Engine Marketing

• PPC

• SEO

• Link Building

Pay Per Click

• Google AdWords • Pay only for clicks that bring visitors• Monitor the traffic from these• Put values on outcomes from this traffic• Work out your ROI

Search Engine Optimisation

• Structure your site well• Key Search Phrases• Make your content relevant and interesting• Keep adding content• Use Google Analytics to inform decisions

about your site

Link Building• Inbound links add to your Page Rank• Links from relevant sites are worth more• Never buy links to improve page rank• Use blogs and social media• Provide “linkbait” on your site• Generate good PRIt’s hard work.

Business Process

How to build a good website

• Use a CMS (e.g. Drupal)• Keep your content fresh• Track what your users do• Change things that don’t work• Treat it as a work in progress

Summary

• Make it look good• Make sure people can find it• Engage with the medium