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101 Ways to Promote Your Web Site
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101 Ways to Promote
Your Web Site
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101 Ways to Promote
Your Web Site
Eighth Edition
Filled with Proven Internet Marketing Tips,
Tools, Techniques, and Resources to Increase
Your Web Site Traffic
Susan Sweeney
MAXIMUM PRESS
605 Silverthorn Road
Gulf Breeze, FL 32561
(850) 934-0819
maxpress.com
Publisher: Jim Hoskins
Production Manager: Jacquie Wallace
Cover Designer: Lauren Smith
Copyeditor: Ellen Falk
Proofreader: Jacquie Wallace
Indexer: BIM Indexing & Proofreading Services
Printer: P. A. Hutchison
This publication is designed to provide accurate and authoritative information in regard to the subject
matter covered. It is sold with the understanding that the publisher is not engaged in rendering professional services. If legal, accounting, medical, psychological, or any other expert assistance is required,
the services of a competent professional person should be sought. ADAPTED FROM A DECLARATION OF PRINCIPLES OF A JOINT COMMITTEE OF THE AMERICAN BAR ASSOCIATION
AND PUBLISHERS.
Copyright 2011 by Maximum Press.
All rights reserved. Published simultaneously in Canada.
Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108
of the 1976 United States Copyright Act without the permission of the copyright owner is unlawful.
Requests for permission or further information should be addressed to the Permissions Department,
Maximum Press.
Recognizing the importance of preserving what has been written, it is a policy of Maximum Press to
have books of enduring value published in the United States printed on acid-free paper, and we exert
our best efforts to that end.
Library of Congress Cataloging‑in‑Publication Data
Sweeney, Susan, 1956-
101 ways to promote your web site : filled with proven Internet marketing tips, tools, techniques, and
resources to increase your web site traffic / Susan Sweeney. -- 8th ed.
p. cm.
ISBN 978-1-931644-78-5
1. Internet marketing. 2. Web sites--Marketing. I. Title. II. Title: One hundred one ways to promote your
web site. III. Title: One hundred and one ways to promote your web site.
HF5415.1265.S93 2011
658.8'72--dc22
2010028433
Acknowledgments
I am truly blessed. This book—all of my books, my business, and my success so
far—would not have been possible withoutso many people who have contributed
and made a difference to me in so many ways.
Many thanks to social media marketer extraordinaire, Kara Sweeney (who
just happens to be my daughter), for all the help with this edition of 101 Ways
to Promote Your Web Site. This book was definitely a team effort.
Thanks to my great team at Verb Interactive (http://www.verbinteractive.
com): Ed Dorey and Andy MacLellan who have been with me since their university days, and our whole team of Internet marketing experts.
Thanks to my Indaba team and great friends, Lea and Sharon, for our many
great meetings of minds and souls and the progress we have made on ourspiritual
and business journeys—what a difference you’ve made in my life.
Thanks to Colleen Francis for our regular brainstorming calls that always
leave me invigorated and ready to conquer the world. Also for the amount I get
done the day prior to those calls in anticipation.
Thanks to my Canadian Association of Professional Speakers family, my
National Speakers Association family, and my International Federation of Professional Speakers family, and to all the incredible people I have had the pleasure to
listen to and learn from over the years. Never have I met a more sharing, giving,
and thoughtful group of people. I am truly blessed to have found you. Thanks,
Cathleen Filmore, for introducing me to this fabulous business of professional
speaking.
Thanksto the many businesses and organizations and amazing people around
the world that I have the pleasure and honor of working with. You keep me on
my toes, keep things exciting, and continually help me grow.
The Internet is a fascinating and vast publicly accessible resource from which
we can learn a great deal. I’d like to thank all those people who share their information so freely on the Web.
Many thanks to my large network of experts I know I can always call on to
get the latest scoop on what’s really happening.
Thanks to Jim Hoskins and Gina Cooke at Maximum Press. This is our
eighteenth book together. It’s always a pleasure to work with you. One of these
days we’re going to have to meet face to face!
Special thanks to my absolutely wonderful husband, Miles, who makes all
things possible. I wouldn’t be able to do what I do if not for you. Also thanks
to our three amazing children—Kaitlyn, Kara, and Andrew—for their love,
encouragement, and support. Love you more than the last number!
Special thanks to my mom and dad, Olga and Leonard Dooley, for always
being there and for instilling in me the confidence to know that I can do anything
I set my mind to. It’s amazing what can be done when you “know you can.”
Disclaimer
The purchase of computer software or hardware is an important and costly business decision. While the author and publisher of this book have made reasonable
efforts to ensure the accuracy and timeliness of the information contained herein,
the author and publisher assume no liability with respect to loss or damage
caused or alleged to be caused by reliance on any information contained herein
and disclaim any and all warranties, expressed or implied, as to the accuracy or
reliability of said information.
This book is not intended to replace the manufacturer’s product documentation or personnel in determining the specifications and capabilities of the
products mentioned in this book. The manufacturer’s product documentation
should always be consulted, as the specifications and capabilities of computer
hardware and software products are subject to frequent modification. The
reader is solely responsible for the choice of computer hardware and software.
All configurations and applications of computer hardware and software should
be reviewed with the manufacturer’s representatives prior to choosing or using
any computer hardware and software.
Trademarks
The words contained in this text which are believed to be trademarked, service marked, or otherwise to hold proprietary rights have been designated as
such by use of initial capitalization. No attempt has been made to designate
as trademarked or service marked any personal computer words or terms in
which proprietary rights might exist. Inclusion, exclusion, or definition of a
word or term is not intended to affect, or to express judgment upon, the validity of legal status of any proprietary right which may be claimed for a specific
word or term.
Your “Members Only” Web Site
The online world changes every day. That’s why there is a companion Web site
associated with this book. On this site you will find the latest news, expanded
information, and other resources of interest.
To get into the Web site, go to promote.maxpress.com. You will be asked
for a password. Type in:
sat
and you will then be granted access.
Visit the site often and enjoy the updates and resources with our compliments—and thanks again for buying the book. We ask that you not share the
user ID and password for this site with anyone else.
Susan Sweeney’s Internet Marketing Mail List
You are also invited to join Susan Sweeney’s Internet Marketing Bi-weekly Internet Marketing Tips, Tools, Techniques, and Resources Newsletter at http://
promote.maxpress.com.
ix
Table of Contents
Other Titles of Interest from Maximum Press .................................... ii
Acknowledgments.............................................................................. v
Your “Members Only” Web Site ....................................................... vi
Susan Sweeney’s Internet Marketing Mail List.................................. vii
Chapter 1:
Planning Your Web Site 1
The Fundamentals—Objectives, Target Markets, and Products
and Services.................................................................................... 2
Common Objectives........................................................................... 3
Other Objectives to Consider Up Front ..................................... 4
A Final Word on Objectives ............................................................... 5
Target Markets................................................................................... 5
Products and Services......................................................................... 6
The Fundamentals.............................................................................. 7
Using Competitor Sites to Your Advantage ........................................ 7
Storyboarding Your Web Site ............................................................. 9
Detailed Web Site Planning............................................................... 11
Internet Resources for Chapter 1...................................................... 12
Chapter 2:
Designing Your Site to Be Search Engine Friendly 13
Understanding Search Engines and How They Rank Sites................ 14
Methodology to Maximize Your Site’s Search Ranking ................... 16
Step 1. Decide Which Search Engines Are Important........................ 17
Step 2. Learn the Search Engine Ranking Criteria ............................ 17
Step 3. Determine Your Most Important Keyword Phrases ............. 19
Brainstorming, Surveying, and Reviewing Promotional Material 20
Review Competing and Industry-Leading Web Sites ................ 20
Assess Your Web Site Traffic Logs............................................ 21
Keyword Suggestion and Evaluation Tools............................... 21
Fine-Tuning Your Keyword Phrases.......................................... 21
Step 4. Assign Specific Keywords to Specific Pages ........................... 23
Step 5. Populate Each Page with the Assigned Keyword................... 24
Title Tags—Use Descriptive Page Titles.................................... 24
x Contents
Keywords Meta-Tag ................................................................. 26
Description Meta-Tag............................................................... 26
Alt Tags.................................................................................... 27
Hypertext Links ...................................................................... 27
Domain Name and File Names ............................................... 28
Body Text—Header Tags and Page Copy ................................. 28
Headings—Header Tags</H1> ........................................ 28
Page Copy ........................................................................ 28
Spamming ................................................................................ 29
Quality Guidelines—Basic Principles ....................................... 33
Step 6. Link Strategy ........................................................................ 33
Step 7. Miscellaneous Points............................................................. 34
Step 8. Get Yourself on the Maps..................................................... 34
Step 9. Manually Submit Your Site to the Search Engines................. 34
Internet Resources for Chapter 2...................................................... 35
Chapter 3:
Web Site Elements That Keep ’Em Coming Back 36
Rationale for Encouraging Repeat Visits .......................................... 36
Use Feeds for Repeat Visits............................................................... 37
Free Stuff—Everyone Loves It .......................................................... 38
Everyone Wants the Best Price—Coupons and Discounts................. 38
Specials, Promotions, and Packages.................................................. 40
A Calendar of Events Keeps Visitors Informed ................................. 40
Luring Customers with Contests and Competitions.......................... 41
Creating Useful Links from Your Site ............................................... 43
Providing a “Featured Tip” or “Tip of the Day/Week” to Encourage Repeat
Visits ............................................................................................ 45
MP3s/Podcasts/Videos...................................................................... 46
Ensuring That Your Site Gets Bookmarked ...................................... 47
Share This/Add This......................................................................... 48
Social Bookmarking ......................................................................... 48
Internet Resources for Chapter 3...................................................... 48
Chapter 4:
Permission Marketing 50
Permission Marketing Explained...................................................... 50
Uses of Permission Marketing .......................................................... 51
Personalization................................................................................. 52
Sell the Benefits................................................................................. 52
Contents xi
Cooperative Permission Marketing................................................... 53
Incentive-Based Permission Marketing ............................................. 53
A Closing Comment on Permission Marketing................................. 53
Internet Resources for Chapter 4...................................................... 55
Chapter 5:
Spreading the Word with Viral Marketing 56
Capitalizing on Viral Marketing Opportunities ............................... 57
Word of Mouth ........................................................................ 57
Pass-It-On Viral Marketing ...................................................... 60
Ebooks and iBrochures..................................................... 61
Fun Videos........................................................................ 61
Checklists......................................................................... 61
Podcasts, MP3s, or Audiozines......................................... 62
Articles............................................................................. 62
Internet Resources for Chapter 5...................................................... 62
Chapter 6:
Great Content 63
The “WOW” Factor ........................................................................ 64
Social Media Links........................................................................... 65
eBrochures and iBrochures............................................................... 65
Audio and Video .............................................................................. 66
Podcasts ........................................................................................... 67
Interactive Maps .............................................................................. 67
Widgets ........................................................................................... 68
Interactive Elements ........................................................................ 69
Internet Resources for Chapter 6...................................................... 69
Chapter 7:
Landing Pages 71
What Is a Landing Page? .................................................................. 71
Considerations for Landing Page Content........................................ 73
Testing Your Landing Page............................................................... 74
Internet Resources for Chapter 7...................................................... 76
Chapter 8:
Developing Your Pay-to-Play Strategy 77
Generating Targeted Traffic Using PPC Advertising.......................... 78
xii Contents
Exploring PPC Campaigns in Google and Yahoo!............................ 79
How PPC Campaigns Work .................................................... 80
Where Do Your Ads Appear? ................................................... 81
Maximize Exposure with Contextual Advertising ........................... 81
Geo-Targeting Your Campaigns ....................................................... 82
Dayparting ...................................................................................... 83
Maximizing Your Exposure.............................................................. 83
Maximizing Your Budget ................................................................. 84
Internet Resources for Chapter 8...................................................... 85
Chapter 9:
Email and Signature Files 86
Making the Connection.................................................................... 87
Email Program versus Mail List Software......................................... 87
Effective Email Messages.................................................................. 87
The Importance of Your Email Subject Line............................. 87
Email “To” and “From” Headings Allow You to Personalize .. 88
Blind Carbon Copy (BCC) ....................................................... 89
Effective Email Message Formatting......................................... 89
A Call to Action ....................................................................... 91
Always Use Your Signature Files............................................... 92
Discerning Use of Attachments ................................................ 92
Email Marketing Tips....................................................................... 93
Include a Brochure and Personal Note ..................................... 93
Provide Customer Service ........................................................ 93
Gather a Library of Responses................................................. 94
Graphic Headers and HTML ................................................... 94
Reply Promptly ........................................................................ 94
Using Signature Files to Increase Web Site Traffic .................... 95
Presenting Your e-Business Card ...................................................... 95
How to Develop Your Signature File ................................................ 96
Graphic Headers and HTML ................................................... 97
The Do’s and Don’ts of Signature Files............................................. 97
Sig Files to Bring Traffic to Your Web Site ........................................ 99
Using Signature Files As an Email Template ................................... 100
Following Formalities with Email Netiquette ................................. 101
Internet Resources for Chapter 9.................................................... 101
Chapter 10:
Autoresponders 102
What Are Autoresponders? ............................................................ 102
Contents xiii
Why Use Autoresponders?.............................................................. 103
Types of Autoresponders................................................................ 105
Autoresponder Features.................................................................. 105
Personalization....................................................................... 105
Multiple Responses/Sequential Autoresponders...................... 105
Size of Message....................................................................... 106
Tracking ................................................................................. 106
HTML Messaging .................................................................. 106
Successful Marketing through Autoresponders............................... 106
Internet Resources for Chapter 10.................................................. 107
Chapter 11:
Consumer-Generated Media 108
What Is Consumer-Generated Media? ............................................ 109
Why Consumer-Generated Media Is Important.............................. 109
How to Monitor What Is Being Said about You............................. 110
The Effect of CGM on Corporate Reputation ................................ 112
CGM—Opportunity or Threat? ..................................................... 114
Where Do You Find Consumer-Generated Media? ........................ 114
How Do You Use Consumer-Generated Media? ............................ 115
Internet Resources for Chapter 11.................................................. 116
Chapter 12:
Establishing Your Private Mailing List 117
Why Have Your Own Mailing List? ............................................... 118
Permission-Based Marketing .................................................. 119
The Issue of Privacy ............................................................... 121
Where We Need to Be .................................................................... 122
The Right Mail List Technology ..................................................... 122
Using Your Email Program..................................................... 123
Using Mail List Software........................................................ 123
Outsourcing Your Mail List.................................................... 126
Building Your Database or Mail List.............................................. 127
Promoting Your Private Mail List................................................... 129
Your Communication with Your Mail List..................................... 130
Stay under the Spam Radar............................................................ 132
Recent Legislation .......................................................................... 136
Measure, Measure Measure............................................................ 136
Why Email Is Not Dead ................................................................. 136
xiv Contents
Email as the Killer App—The Latest............................................... 138
The Good News—Social Media, RSS, and Email Are Not
Mutually Exclusive..................................................................... 139
Internet Resources for Chapter 12.................................................. 139
Chapter 13:
Developing a Dynamite Links Strategy 140
Links Have an Impact .................................................................... 141
Links Have Staying Power.............................................................. 141
A Quick Talk about Outbound Links............................................. 142
Google Webmaster Guidelines on Link Schemes............................. 142
Links from Social Media Venues .................................................... 144
Strategies for Finding Appropriate Link Sites ................................. 146
Explore These URLs....................................................................... 147
Tools to Identify Your Competitors’ Links ..................................... 148
Other Potential Link Strategies....................................................... 149
Winning Approval for Potential Links............................................ 150
Other Link Opportunities............................................................... 152
Making Your Link the Place to Click ............................................. 152
To Add or Not to Add with Free-for-All Link Sites ........................ 153
Links from Meta-Indexes ............................................................... 153
Add Value with Affiliate Programs ................................................. 154
A Word of Caution with Link Trading ........................................... 154
Internet Resources for Chapter 13.................................................. 155
Chapter 14:
Winning Awards, Cool Sites, and More 156
It’s an Honor Just to Be Nominated ............................................... 157
Social Media Awards ..................................................................... 158
Choosing Your Awards and Submitting to Win.............................. 158
What’s Hot and What’s Not .......................................................... 160
Posting Your Awards on Your Site.................................................. 160
Becoming the Host of Your Own Awards Gala .............................. 161
Internet Resources for Chapter 14.................................................. 162
Chapter 15:
Online Advertising 163
Expanding Your Exposure through Internet Advertising ................ 164