1. Driving Visitors to Your Website Presented to:Donegal County Enterprise Board Presented by:Fergal O’Byrne, CEO, IIA Date:6 March 2007

2. 2 www.iia.ie About the Irish Internet Association Formed in 1997 to promote usage of internet as a business tool We represent suppliers, users, retailers, government and anyone who conducts business online Our goal is to connect, inform and promote the interests of our membership We are a non-profit business organisation

3. 3 www.iia.ie Channels to your Business 1.Online and Offline Marketing 2.Search Engine Optimisation 3.Search Engine Marketing 4.New Channels: Blogging and Podcasting

4. 4 www.iia.ie This internet thing will never catch on $20Bn

5. 5 www.iia.ie Online Marketing Definition: Promoting your website and its content using online promotion, advertising and engagement. –Promotional –Informational –Online Selling –Cost Effective

6. 6 www.iia.ie The market is big, really big Google and Yahoo now claim to have over 20 billion items in its index! Over 90% internet users use Search to find sites North America = 250 million internet users Europe = 313 million users

7. 7 www.iia.ie Ireland as a market Over 2 million internet users 450,000 broadband users Over 70,000.ie domains registered 318,000 people bought travel and accommodation online in 2005 (CSO) Between 3-6 billion euro transacted online in Ireland

8. 8 www.iia.ie % of searches by US web surfers at home, work and at universities:

9. 9 www.iia.ie

10. 10 www.iia.ie How search engines work Crawling the web Building an index Ranking Serving results - SERPs – Search Engine Result Pages

11. 11 www.iia.ie

12. 12 www.iia.ie Keywords – defining your site Search Engine spiders determine site relevancy based on keyword analysis What are keywords? These can be in URL, Title, Meta Tags, Body Content, Headers, Comments, Graphic File Names, Bold Text etc.

13. 13 www.iia.ie Keyword Generators ToolDescription GoodKeywords.comFreeware since August 2000 WordTracker.comFrom £4.20 per day Yahoo!’s Suggestion Tool http://inventory.overture.com/d/searchinventory/suggestion/ Google AdWords https://adwords.google.com/select/main?cmd=KeywordSandbox

14. 14 www.iia.ie Content Writing Content is King! For users AND search engines 300-500 words per relevant page Keep keywords together Avoid overuse of phrase of keywords Review by someone outside business Avoid jargon and abbreviations

15. 15 www.iia.ie Meta Tags Meta Tags include the Title, Description and Content tag All engines read the Title Tag Tags have been abused in the past Should you bother putting time and effort into the tags? How do you generate the code once you have decided what you want Meta Tags Generators for free

16. 16 www.iia.ie Title Tag: Your Secret Weapon Every page should have a unique title Title is built around target term for that page –This will be a two or three word term –“Holidays in Ireland, Golfing holidays” Keep it short, attractive and enticing

17. 17 www.iia.ie

18. 18 www.iia.ie Links Inbound links important for Search Engines to determine your websites usefulness – why? Generating links difficult and time consuming How to check your own inbound links –Type link:www.yourwebsite.com in Google

19. 19 www.iia.ie Search Engine Marketing (SEM): Paying For Leads Search engines can deliver quality visitors Requires constant attention to ensure the maximum return for your spend Planning campaign deliverables and budget spend

20. 20 www.iia.ie

21. 21 www.iia.ie Setting Up Your Account The Demo is very useful and worth a visit

22. 22 www.iia.ie Ad position An ad’s position is determined by performance and price: CPC * Quality Score = Position Rank Two ways to improve your ad’s ranking on AdWords –Increase your maximum CPC –Increase your CTR CPC: £1.00 CTR: 1% CPC: £0.30 CTR: 4% CPC * CTR

23. 23 www.iia.ie Setting Up Your Account Country/ Language Targeting

24. 24 www.iia.ie Setting Up Your Account Creating Ads and Selecting Keywords Create your ad by writing –A headline –Two lines of ad text –A display URL –A destination URL

25. 25 www.iia.ie Setting Up Your Account Ads Appear Immediately

26. 26 www.iia.ie

27. 27 www.iia.ie Google Adwords - text Create targeted ads, not branding slogans –What’s the product benefit? Use a specific call to action –“order here”, “download white paper”, “register now”, “book online” Set the right expectations upfront –don’t say “huge savings” unless you mean it

28. 28 www.iia.ie Choose Relevant Keywords Guns & Roses Music The Internet’s #1 Site Buy Guns & Roses Today! www.cdworld.com Keyword: roses

29. 29 www.iia.ie Choose Relevant Keywords Keyword: roses delivery Send flowers for $29.99 Shipped overnight from the grower. Overnight delivery to anywhere in the 50 states www.proflowers.com

30. 30 www.iia.ie Optimising Your Ads: Testing Creatives Ireland Holiday Cheap Holidays in the Emerald Isle www.golf-holidays-cork.com Golfing in Ireland We can organise a golfing holiday in Ireland www.golf-holidays-cork.com Golf Holidays Ireland Luxury golf holidays in Cork area. Special online prices. www.golf-holidays-cork.com What do you think the Click Through Rate (CTR) would be for the sample ads shown – and why?

31. 31 www.iia.ie Optimising Your Ads: CTR Results … Ireland Holiday Cheap Holidays in the Emerald Isle www.golf-holidays-cork.com Golfing in Ireland We can organise a golfing holiday in Ireland www.golf-holidays-cork.com Golf Holidays Ireland Luxury golf holidays in Cork area. Special online prices. www.golf-holidays-cork.com ? % CTR

32. 32 www.iia.ie Optimising Your Ads: CTR Results … Ireland Holiday Cheap Holidays in the Emerald Isle www.golf-holidays-cork.com Golfing in Ireland We can organise a golfing holiday in Ireland www.golf-holidays-cork.com Golf Holidays Ireland Luxury golf holidays in Cork area. Special online prices. www.golf-holidays-cork.com 0.7 % CTR 2.0 % CTR 4.5 % CTR

33. 33 www.iia.ie Google Adwords - Budget Control Select a maximum Cost Per Click (CPC) for your keywords –You are guaranteed to never pay more per click than your Max CPC –Ad Position = CPC x Quality Score Manage your spending by setting a Daily Budget –AdWords will control how frequently your ad appears to keep you at or below your desired budget

34. 34 www.iia.ie To outsource Online Marketing Agencies Full List on www.iia.iewww.iia.ie What to expect Contracts, deliverables and Statement of Work Avoid the cowboys – promising too much

35. 35 www.iia.ie Future Areas of Interest Blogs –Personal Web Log –Citizen Journalism –Commercial Applications, RSS Podcasting –Publishing Audio and Video –Consume content when YOU want to

36. 36 www.iia.ie RSS and Podcasting RSS Really Simple Syndication Used by news sites, blogs and search sites Online RSS Reader Included in browser or web client PODCASTING Another form of media advertising Useful for audio and video Use with meta tags YouTube

37. 37 www.iia.ie Blogging Setting it up is easy Managing is not So why? –Almost all searches delivers a blog –Dynamic and up-to-date –Bloggers have visibility and influence –Has to be content rich and search engine friendly

38. 38 www.iia.ie Set Up Your Own Blog Try to set up your own blog Go to blogger.com Follow the steps and … … start blogging!

39. 39 www.iia.ie

40. 40 www.iia.ie

41. 41 www.iia.ie

42. 42 www.iia.ie

43. 43 www.iia.ie Some useful reference sites IIA Blog (blog.iia.ie) Search Engine Watch (searchenginewatch.com) IIA website (iia.ie) Irish Webmaster Forum (irishwebmasterforum.com)

44. 44 www.iia.ie You decide if IIA Membership is right for your business To join online go to www.iia.iewww.iia.ie Email lynda@iia.ie for more information or, fill out an application formlynda@iia.ie Or contact us – 01 542 4154