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Archive for the 'Online Strategy' CategoryJun 12 2007 Competitor Analysis“Do you know what your competition is doing and if it’s working?” Identify and analyse your online competition then devise strategies and tactics to out-manoeuvre them. Learn from their successes and failures and put into place a cost effective strategy that will be assured of success. Understand your industry online and be sure that your business plans will work online. Mar 20 2007 Brand Marketing
All of First Rate’s targeted marketing approaches build a company’s brand online. In fact studies have shown that search engine advertising is more effective than banners for common branding metrics. First Rate uses brand marketing strategies to establish banner, email and linking campaigns across a wide range of relevant and targeted websites. Mar 20 2007 ROI MarketingBy commissioning First Rate to manage all your sites marketing and development activities you can benefit from our incremental ROI marketing campaign methodology. First Rate sets and continually evaluates your marketing expenditure based on the return you are receiving. We start with the most cost effective tactic and refine this element of the campaign until a ROI of 1.5 is achieved. Then we move on to the next cost effective tactic and invest in or refine this again until the target ROI =1.5 is achieved. This ensures that all tactics are fully exploited resulting in the maximum revenue and profits for your fixed marketing budget. Some tactics support a more strategic long term goal but ultimately ROI analysis will be applied to ensure value for money. Mar 20 2007 Affiliate MarketingAffiliate marketing is an essential part of marketing any e-commerce website and in fact most non e-commerce sites can utilise this technology to implement performance marketing campaigns. Affiliates link to your site using a special link that allows the affiliate tracking system to record all sales generated from each particular affiliate. You then pay the affiliates a commission based on the revenue they generate. Mar 20 2007 Performance Marketing
The Internet offers levels of tracking and reporting never experienced before and this creates new ways for you to advertise your products and services. First Rate can assist you in implementing a performance marketing system that can be used to manage and reward websites who promote your product or service. First Rate can also help you prioritise online marketing activities based on ROI tracking, allocating budget and resource accordingly. Mar 20 2007 Feed MarketingRSS, ATOM and XML feeds are used to distribute news on a “Pull” basis. Rather than having email subscribers who you push content to, in newsletter feeds allow users to request your latest news using their news feed reader. Sites can also use these feeds to republish your news and information on their site. With the continuing increase in spam news feeds are one way users can regain control and reserve their inbox for correspondence only. Mar 20 2007 Site Content Review & Copywriting“The right site content is essential for site stickiness, conversion and search engine traffic “ The findings of the site business strategy, competitor analysis and market research will drive new site content production. Information based pages will be added to the site presenting high demand information to the search engines and users. Mar 20 2007 Competitor Analysis“Do you know what your competition is doing and if it’s working?” Identify and analyse your online competition then devise strategies and tactics to out-manoeuvre them. Learn from their successes and failures and put into place a cost effective strategy that will be assured of success. Understand your industry online and be sure that your business plans will work online. Mar 20 2007 Online Business Strategy“A website is a business tool that can be used in a number of ways to generate and support real business results.” A site can be used to support customers, qualify prospects, enable transactions or help build the companies brand and market position. A website however does not in itself generate new prospects or protect a company’s existing customer base. Mar 20 2006 GlossaryDefinitions of Search Engine Marketing TermsBelow is a list of common terms used relating to search engines and online marketing. Blog (web log)A blog, is a journal hosted on a site and typically authored by an individual. It allows visitors to also publish their comments alongside the original posted material. Most blog owners generally update their content on a daily basis. CloakingThe unethical process of serving different content to a search engine than what a normal visitor would receive on the same url. The search engine then ranks the page based on the unrelated content that the user will never actually see. It is a dangerous tactic can result in a site being banned from a search engine. DirectoryDirectories are often called a “search engine”. The big difference is that directories are actually made up of information gathered and categorised by humans. The most popular directories are dmoz and Yahoo.
Dynamic ContentDynamic content refers to pages on a site that are generated by a server side technology like .ASP, .JSP .CGI and .CFM . These technologies are normally used on database driven websites. Dynamic URLs contain variables that tell the server what information should go on the page. Dynamic URLs can normally be identified by the use of the ? Dynamic Content SubmissionSearch engines have historically had problems with dynamic content and so ignore or only partially index dynamic website content. Special submission technology and protocols can be used to greatly enhance the amount of content a search engine indexes. Home PageWe define the homepage as the HTML displayed to a search engine or browser when the main site domain name is accessed. Due to redirects and JavaScript this may be different from the final page that the visitor sees when they visit a site. IndexThe action by which a search engine adds a site or page to its database. Meta TagsHTML not visible to the visitor but provides useful information for computer programs visiting a page (search engine spider). Page RankA google specific way of determining how popular each page in a site is. This is calculated using a complex algorithm written by Google which may take into account the number of links to and from a page, how deep the page is within the directory structure, and the importance of other sites that link to it. Page TitleHTML code that provides a short title for a particular page. This title is displayed in the top border of most browsers and normally forms the title of the search result displayed for a certain page. Rank(ing)When a search is carried out a search engine displays matching sites and pages from its database. The order in which these appear is called the ranking. Therefore if your site is listed first you have a number 1 ranking on that search engine for that phrase. RobotSimilar to a robot. Its an automated computer program that navigates the internet, usually looking for some specific type of content, such as links or email addresses. Robots.txt fileA text file stored in the top level directory of a web site to allow or deny robots access to certain pages or sub-directories of the site. This can control what is indexed by search engines. Search EngineAn online service that gives access to and searching of a computer-generated database of Web pages. A search engine allows users to enter a search phrase and then finds and displays a list of all pages that contain the keywords that the user has entered. Operation:
Search PhraseA phrase that a surfer enters into a search engine or directory to find information on a particular topic. SERPAn abbreviation for “Search Engine Results Page”. SpiderA computer program that visits a website travelling from page to page via links. The spider downloads the content of each page for analysis and storage in the search engines database. WikiSimilar to a blog in structure and logic, a wiki allows anyone to edit, delete or modify content that has been placed on the Web site using a browser interface, including the work of previous authors. |
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