101 ways to promote your web site, eighth edition [electronic resource] filled with proven internet marketing tips, tools, techniques, and resources to increase your web site traffic

101 Ways to Promote Your Web Site Other Titles of Interest from Maximum Press Top e-business Books • Social Media for Business • 3G Marketing on the Internet • Protecting Your Great Ideas for FREE • 101 Internet Businesses You Can Start from Home and many more… For more information go to maxpress.com or email us at info@maxpress.com 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, 1956101 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 Internet marketing 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 without so 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 our spiritual 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 Thanks to 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 what I 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 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 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 The Fundamentals—Objectives, Target Markets, and Products and Services Common Objectives Other Objectives to Consider Up Front A Final Word on Objectives Target Markets Products and Services The Fundamentals Using Competitor Sites to Your Advantage Storyboarding Your Web Site Detailed Web Site Planning 11 Internet Resources for Chapter 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 Decide Which Search Engines Are Important 17 Step Learn the Search Engine Ranking Criteria 17 Step 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 Assign Specific Keywords to Specific Pages 23 Step Populate Each Page with the Assigned Keyword 24 Title Tags—Use Descriptive Page Titles 24 ix 308  101 Ways to Promote Your Web Site (promote.maxpress.com) primary services include Web site design and development, Internet marketing strategies and campaigns, SEO, Web site report cards, Internet marketing consulting, and competitive analysis Susan has been sharing her vast Internet marketing expertise with corporate and conference audiences around the globe for over 10 years Susan’s passion for the subject, her depth of knowledge, and her enthusiasm fuel her dynamic presentations To discuss hiring Susan to speak for your next event or having her a private Internet Marketing Bootcamp for your organization, contact her speaking office at 1-888-274-0537; or to find out about Susan’s upcoming Webinars, her Internet Marketing Bootcamps, her latest e-books and podcasts, or to sign up for her newsletter, visit her Web site at http://www.SusanSweeney.com Contact information Susan Sweeney, CA, CSP, HoF www.susansweeney.com www.verbinteractive.com susan@susansweeney.com Phone: 888-274-0537 www.LinkedIn.com/in/SusanSweeneycsp http://twitter.com/susansweeney http://www.diigo.com/user/susansweeney http://www.facebook.com/susan.sweeney01 http://youtube.com/SusanSweeneyInternet Index A A/B testing, 74–75, 295–298 AddThis encouraging repeat visits through, 48–49 getting links, 151 advertising ad trading, 176–177 behavioral, 139, 168–169 commercial links, 178 considerations when purchasing, 174–175 contextual, 81–82 expanding exposure through, 164–165 Facebook, 229 general discussion, 163–164 keyword, 168 LinkedIn, 242–243 location of, 174 maximizing with objectives in mind, 165–166 networks for, 175–176 online publications, 199–200 pricing, 174 profile-specific, 271 publicity versus, 181–182 social media, 170 sponsorships, 177–178 terminology, 166–167 trends in, 167–173 video, 169 affiliate programs, 154 Alt tags, 27 Amazines, 131 Amazon Reading List, 243 anchor text, 27 animated ads, 170–172 Animation Online, 170 application service providers (ASPs), 124, 281 applications (apps) defined, 61 Facebook, 234–235 LinkedIn, 243–244 Twitter, 248–249 Armani, 269 article banks, 201 articles pass-it-on viral marketing, 62 providing to e-zines, 200–201 ASPs (application service providers), 124, 281 attachments, email, 59, 92–93 audio content, 66–67 MP3s, 46–47, 62 podcasts, 46–47, 62, 67 audiozines, 62 Augusta, Georgia tourism, 66 autoresponders defined, 102–103 features of, 105–106 mailing list software, 125 reasons for using, 87, 103–104 successful marketing through, 106 types of, 105 awards choosing, 158–160 general discussion, 156–158 hosting, 161–162 posting, 160–161 selection criteria, 160 social media, 158 submitting to, 158–160 309 310  Index B banner ads See also advertising coupons, 39 creating, 170 tips for, 171 banner blindness, 74 BCC (blind carbon copy) feature, 89 behavioral targeting (behavioral advertising), 139, 168–169 below the fold, 58 BestEzines.com, 197 Bill’s Skate Shop, 44 Bing manual submission to, 35 PPC program, 79 Bit.ly, 250 blind carbon copy (BCC) feature, 89 Blog Search Engine, 212 Blogarama, 212 Blogcatalog, 212 Blogger, 207–208 blogs defined, 207 general discussion, 206 marketing impact, 211 mobile, 271 promoting, 212 pros and cons of, 209–210 reasons for using, 209 time commitment, 211 updating, 210–211 uses of, 207–209 videos on, 255–256 writing for, 211–212 blue screen video productions, 67 body text, using keywords within, 28–29 bookmarking encouraging repeat visits through, 47 social, 48 bots, defined, 14 bounce rate, 292 Box.net, 243 brainstorming, 20 brochureware, C calendars of events, 40–41 calls to action autoresponders, 107 effective email messages, 91–92 Calories per Hour, 69 Can-Spam, 136 CaptionTube, YouTube, 257 catch phrases, 99–100 CGM See consumer-generated media (CGM) chat sessions, 177 checklists, 61–62 Children’s Museum in Atlanta, 68 Cision, 187 clean code, 34 click stream analysis, 292 Clickatell, 268–269 click-throughs defined, 166 rate of, 291 cloaking, 32 commercial links, 178 Company Buzz, 243 competitions, 41–43 competitors identifying links of, 148–149 reviewing Web sites of, 7–9, 20–21 comScore, 18 ConstantContact, 133 consumer-generated media (CGM) defined, 109 effect of on corporate reputation, 112–113 finding, 114–115 general discussion, 108–109 importance of, 109–110 power of, 114 tracking, 110–112 using, 115–116 content audio, 66–67 duplication of, 31 eBrochures, 65–66 general discussion, 63–64 Index  311 iBrochures, 65–66 integration of, 169 interactive elements, 69 maps, 67–68 podcasts, 67 social media links, 65 video, 66–67 widgets, 68–69 WOW factor, 64–65 content sites, 177 contests encouraging repeat visits through, 41–43 partnerships, 287 contextual advertising, 81–82 CoolSavings.com, 39–40 co-operative advertising, 286 cooperative permission marketing, 53 copywriters, 11 cost per action/acquisition (CPA), 167 cost per click (CPC), 79–83, 85 cost per thousand (CPM), 167 cost per visitor, 293 Cosy Homes, 45 coupons, 38–40 CPA (cost per action/acquisition), 167 CPC (cost per click), 79–83, 85 CPM (cost per thousand), 167 cross-promotion, 286 customer conversion ratio, 293 customer service, 93–94 cyber-squatting, 32 D dayparting, 83 dead links, 142 description meta-tags, 26–27 desired action taken, 293 DHTML, 173 Direct Messages (DM), Twitter, 247 discounts, 38–40 domain age, 34 domain names, using keywords within, 28 domain spam (mirrored sites), 31 domain squatting, 32 doorway pages, 32 drop-down menu ads, 173 dynamic personalization defined, 122 mailing list software, 125 private mailing lists, 132, 138–139 E eBooks (electronic books), 61 eBrochures (electronic brochures) content, 65–66 general discussion, 204–205 including in email, 93 e-clubs, 119–121, 127–129 electronic books (eBooks), 61 electronic brochures See eBrochures electronic magazines See e-zines email autoresponders, 102–106 effective messages, 87–93 email programs versus mailing list software, 87 Facebook groups, 233 general discussion, 86–87 link request, 150 netiquette, 101 private mailing lists, 117–139 RSS versus, 136–137 signature files, 92, 95–96 timing, 131 tips for, 93–95 email e-zines, 195–196 email programs mailing list software versus, 87 for private mailing lists, 123 eMarketer, 299 Empire Theatres, 272–273 Epinions.com, 114 events calendars of, 40–41 LinkedIn, 242 sponsorship, 177 existing customers, versus potential customers, 5–6 312  Index expanding banner ads, 172 Eye Tools, 300 eyetracking studies, 299–300 EzineArticles.com, 131 e-zines (electronic magazines) advantages of, 198 defined, 194–195 developing, 202–204 email, 195–196 finding appropriate, 197 as marketing tools, 196 providing articles and news releases to, 200–201 sponsorship, 177 starting, 201–202 Web-based, 195 promoting photos, 265 tagging photos, 263–265 uploading and organizing photos, 263 Flickr Twitter, 266 Flickr App Garden, 266 Flickr Machine Tag Browser, 266 Flip video recorder, 254 floating ads, 173 form abandonment, 294 Forrester Research, 299 freebies, 38 free-for-all link sites, 153 FreeSticky, 131 frequently asked questions (FAQs), 94 “from” heading, 88–89 FTP (file transfer protocol), 159 F G Facebook advertising, 229 applications, 234–235 fan pages, 225–228 general discussion, 222–223 groups, 232–234 Help section, 228 homepage, 224 personal profiles, 223–225 researching, 223 search engine optimization, 223 fan pages, Facebook, 225–228 FAQs (frequently asked questions), 94 feeds email versus, 136–137 encouraging repeat visits through, 37–38 private mailing lists, 136–139 file names, using keywords within, 28 file transfer protocol (FTP), 159 filter words, 23 Flash ads, 173 Flickaway, 266 Flickr account setup, 262 applications, 266 general discussion, 261 homepage, 262 geo-targeting, 82–83, 168 gift wrapping, Google identifying competitor links, 148 keyword tool, 21 link guidelines, 142–144 manual submission, 35 policies, 33 PPC campaigns, 79–81 spiders, 14 title tags, 26 Google AdWords, 78 Google Alerts, 110–111, 216 Google Analytics, 303 Google Blog Search, 212 Google Gadgets, 68–69 Google Maps, 34, 279–281 Google Presentations, 243 graphic designers, 12 green screen video productions, 67 groups Facebook, 232–234 LinkedIn, 239–241 H Happy Joe’s Pizza and Ice Cream, 120 Index  313 hashtags (#), Twitter, 247 header tags, 28–29 headers, graphic in email, 94 in signature files, 97 headings, using keywords within, 28–29 hidden text and links, 30 HiltonHead360.com, 276–277 hits, defined, 166–167 HootSuite, 248 HTML autoresponders, 106 drop-down menu ads containing, 173 in email, 94 email e-zines, 195 mailing list software, 124 spam rating, 134 Twitter widgets, 251 HTTP 404 errors, 155 Huddle Workspaces, 243 hypertext links, 27 See also links I iBrochures (interactive brochures) content, 65–66 general discussion, 204–205 including in email, 93 pass-it-on viral marketing, 61 IconInteractive, 149 icons, defined, 152–153 IdeaMarketers, 131 Igemoe, 282 impressions, defined, 167 Inbox360.com, 126 incentive-based permission marketing, 53 industry associations, 287–288 industry-leading Web sites, 20–21 interactive brochures See iBrochures (interactive brochures) interactive elements, 69 interactive mapping defined, 275–277 importance of, 277–279 leveraging, 283 process of, 279–282 Internet marketers, 11–12 interstitial ads, 173 Issuu, 93, 204 J jamming keywords, 30 JupiterResearch, 299 K key performance indicators (KPIs) bounce rate, 292 click stream analysis, 292 click-through rate, 291 cost per visitor, 293 customer conversion ratio, 293 form abandonment, 294 general discussion, 291 impact on offline sales, 294 leads generated, 293 net dollars per visitor, 293 return on investment, 294 single-page access, 292–293 time spent, 292 unique visitors, 291–292 keyword advertising, 168 keyword density, 29 keyword phrases See keywords (keyword phrases) keyword stacking, 30 keywords and phrases assigning specific, 23–24 determining most important, 19–23 Facebook advertising, 230 fine-tuning, 21–23 populating pages with, 24–33 suggestion and evaluation tools, 21 keywords meta-tags, 26 KnowEm, 219 KPIs See key performance indicators Kraft.com, 178 L landing pages considerations for, 73–74 314  Index defined, 71–73 PPC strategy, 84 testing, 74–76 LBS (location-based services), 267, 270–271 leads generated, 293 legal issues contests, 43 permission marketing, 50–51 private mailing lists, 136 link popularity, 33, 141, 148 link relevancy, 33, 141 link request emails, 150 LinkedIn account setup, 237–239 advertising, 242–243 applications, 243–244 general discussion, 236–237 groups, 239–241 recommendations, 241 search engine optimization, 239 LinkedIn Answers, 241–242 LinkedIn Events, 242 LinkedIn Groups Directory, 239–240 LinkedIn Jobs, 242 links defined, 141 in email, 90, 132 encouraging repeat visits through, 43–45 in e-zines, 199 in Facebook, 228 hidden, 30 hypertext, 27 interactive news releases, 185 in signature files, 99 social media, 65 links farms, 32–33 links strategy affiliate programs, 154 cautions, 154–155 finding appropriate link sites, 146–150 free-for-all link sites, 153 general discussion, 33–34, 140–141 Google guidelines on, 142–144 identifying competitor links, 148–149 impact of, 141 meta-indexes, 153–154 outbound links, 142 proactive approach, 152–153 social media links, 144–146 traffic from, 141–142 winning approval for potential links, 150–151 location-based services (LBS), 267, 270–271 Lyris, 303 M machine tags, 265–266 Madden Media, 204–205 magazines, news releases for, 188 See also e-zines mailing list software email programs versus, 87 private mailing lists, 123–125 mailing lists building, 127–129 communication through, 130–132 general discussion, 117–118 as killer app, 138–139 legal issues, 136 promoting, 129 reasons for using, 118–121 RSS and, 136–139 social media and, 139 spam, 132–136 sponsoring, 178 technology for, 122–127 tracking, 136 manual submission to search engines, 34–35 MapQuest, 272–273 maps content, 67–68 interactive mapping, 275–283 search engine optimization, 34 media relations general discussion, 180–181 managing, 181 news releases, 182–190 online media centers, 190 publicity versus advertising, 181–182 Mediafinder, 187 Index  315 mentions (@username), Twitter, 247 meta-indexes links from, 153–154 partnerships, 287 Microsoft Outlook “from” heading, 89 signature files, 96–97 Minwax, 169 mirrored sites (domain spam), 31 misleading title changes, 30–31 Miss Mediosa, 220 MMS (multimedia messaging service), 270 mobile marketing analysis, 300 benefits of, 271–273 defined, 268 general discussion, 267 location-based services, 270–271 mobile blogging, 271 multimedia messaging service, 270 profile-specific advertising, 271 short messaging service, 268–269 subscribed content, 271 modifiers, 23 Mountain Equipment Co-Op, 60 MP3s encouraging repeat visits through, 46–47 pass-it-on viral marketing, 62 multimedia messaging service (MMS), 270 Music Discovery, YouTube, 257 Myer Hotels, 53–54 N net dollars per visitor, 293 netiquette, 101 NetMechanic, 142–143 NetMechanic HTML Toolbox, 34 news releases See also media relations defined, 182 distribution services, 187 formatting, 188–189 newsworthy, 189–190 providing to e-zines, 200–201 timing and deadlines, 188 tips for, 187–188 writing, 182–186 newsletters permission marketing, 52 sponsorship, 177 timing, 130 word-of-mouth viral marketing, 58 nielsen/netratings, 299 Nu Skin, 190 O objectives online advertising, 165–166 Web site planning, 2–4 offline advertising, 165 online advertising ad trading, 176–177 commercial links, 178 considerations when purchasing, 174–175 expanding exposure, 164–165 general discussion, 163–164 location, 174 maximizing with objectives in mind, 165–166 networks for, 175–176 pricing, 174 sponsoring mailing lists, 178 sponsorships, 177–178 terminology, 166–167 trends in, 167–173 online media centers, 190 online publications appealing to, 193–194 eBrochures, 65–66, 93, 204–205 e-zines, 194–204 guidelines for advertising, 199–200 iBrochures, 61, 65–66, 93, 204–205 Optimost, 298 organic listings, defined, 14–15 outbound links, 142 Outrigger Waikiki, 63 outsourcing private mailing lists, 126–127 316  Index social media, 219–220 P packages, encouraging repeat visits through, 40 page swapping, 31 page views, defined, 167 partnering affiliate programs, 154 ideal partner sites, 285–286 opportunities for, 286–288 pass-it-on viral marketing articles, 62 audiozines, 62 checklists, 61–62 eBooks, 61 general discussion, 57, 60–61 iBrochures, 61 MP3s, 62 podcasts, 62 videos, 61 pay per click strategy See PPC (pay per click) strategy pay-per-click (sponsored) listings, defined, 14–15 permission marketing cooperative, 53 defined, Facebook, 227–228 general discussion, 50–51, 53–54 incentive-based, 53 personalization, 52 private mailing lists, 119–121, 128 selling benefits, 52–53 specials, 40 uses of, 51–52 personal profiles, Facebook, 223–225 personalization autoresponders, 104–106 dynamic, 122, 125, 132, 138–139 email, 93, 132 mailing list software, 124 permission marketing, 52 photos See also Flickr organizing, 263 promoting, 265 tagging, 263–265 uploading, 263 PIPEDA, 136 PlanetFeedback, 114 planning Web sites competitors, 7–9 detailed, 11–12 general discussion, 1–2 objectives, 2–4 products and services, 2–3, 6–7 storyboarding, 9–11 target markets, 2–3, 5–6 Podcast Alley, 260 Podcast.com, 260 Podcast.net, 46 podcasts content, 67 encouraging repeat visits through, 46–47 pass-it-on viral marketing, 62 potential customers, versus existing customers, 5–6 PPC (pay per click) strategy campaigns in Google and Yahoo!, 79–81 contextual advertising, 81–82 dayparting, 83 defined, 77 general discussion, 77–78 generating targeted traffic using, 78–79 geo-targeting campaigns, 82–83 maximizing budget, 84–85 maximizing exposure, 83–84 PR (public relations) firms, 165, 170 private mailing lists building, 127–129 communication through, 130–132 general discussion, 117–118 as killer app, 138–139 legal issues, 136 promoting, 129 reasons for using, 118–121 RSS and, 136–139 social media and, 139 spam, 132–136 Index  317 technology for, 122–127 tracking, 136 product- or service-based viral marketing, 57 products and services, 2–3, 6–7 Professional Cart Solutions, 133 profile-specific advertising, 271 promotional material, reviewing, 20 promotions, encouraging repeat visits through, 40 public relations See media relations public relations (PR) firms, 165, 170 R radio, 188 ranking criteria, 14–15 ranking Web sites criteria for, 17–19 general discussion, 14–16 maximizing, 16–17 really simple syndication feeds See RSS feeds recommendations, LinkedIn, 241 RedLaser, 270 refresh meta-tags, 31–32 relative weighting, 14–15 repeat visits, encouraging AddThis, 48 bookmarking, 47 calendar of events, 40–41 competitions, 41–43 contests, 41–43 coupons, 38–40 discounts, 38–40 feeds, 37–38 free stuff, 38 links, 43–45 MP3s, 46–47 packages, 40 podcasts, 46–47 promotions, 40 rationale for, 36–37 ShareThis, 48 social bookmarking, 48 specials, 40 tips for, 45–46 videos, 46–47 repeating keywords, 30 repeat-traffic generators, 119 re-targeting, 169 return on investment (ROI), 294 Re-Tweets (RT), Twitter, 247 rich media ads, 173 ROI (return on investment), 294 RON (run of network), 175 RSS (really simple syndication) feeds email versus, 136–137 encouraging repeat visits through, 37–38 private mailing lists, 136–139 RSVPs, email, 91 RT (Re-Tweets), Twitter, 247 run of network (RON), 175 S Search Engine Watch, 17 search engines Facebook, 223 general discussion, 13–16 important, 17 keywords, 19–33 link strategy, 33–34 LinkedIn, 239 manual submission to, 34–35 maps, 34 market share, 17–18 ranking, 14–19 social media links, 146 Twitter, 248 Semmy Awards, 158 SEOCentro, 149 sequential autoresponders, 105 ShareThis encouraging repeat visits through, 48–49 links, 151 word-of-mouth viral marketing, 58 Shift Communications, 186 short messaging service (SMS), 268–269 signature files always using, 92 318  Index developing, 96 do’s and don’ts of, 97–99 general discussion, 95–96 graphic headers and HTML, 97 increasing traffic through, 95, 99–100 using as email template, 100–101 single-page access, 292–293 Site Build It!, 133 site performance studies, 300 SlideShare, 243 SMS (short messaging service), 268–269 SnowRider, 195 social bookmarking, 48 social media advertising, 170 analysis, 300 awards, 158 consumers and, 215–216 defined, 215 developing strategy, 218 Facebook, 222–235 Flickr, 261–266 general discussion, 214 LinkedIn, 236–244 outsourcing, 219–220 partnerships, 287 policies and procedures, 219 private mailing lists, 139 reasons for using, 217 reserving business name, 219 tracking, 216–217 Twitter, 245–252 video-sharing sites, 253–260 YouTube, 256–258 social media links, 65, 144–146 Social Mention, 216, 249 Social Mention Alerts, 111–112 social networking, defined, 215 See also social media Source box, 62 spam (unsolicited email) keywords usage and, 29–33 mailing list software, 125 permission marketing, 119 private mailing lists, 132–136 specials encouraging repeat visits through, 40 partnerships, 287 spelling autoresponders, 107 email, 91 sponsored (pay-per-click) listings, defined, 14–15 sponsorships mailing lists, 178 online advertising, 177–178 stickiness, 42–43, 292 stop words, 23 storyboarding, 9–11 Streams, YouTube, 257 subject line, 87–88, 106 T tag lines defined, 96 signature files, 96 suggestions for, 100 tags Alt, 27 description meta-tags, 26–27 hashtags, 247 header, 28–29 keywords meta-tags, 26 machine, 265–266 photo, 263–266 refresh meta-tags, 31–32 title, 24–26 target markets, 2–3, 5–6 Technorati, 212 “Tell a friend ” button, 38, 40, 57–58 testing See also Web analytics A/B, 74–75, 295–298 landing pages, 74–76 TestTube, YouTube, 257–258 text messaging, 268–269 See also Twitter Time Magazine, 194 tips, encouraging repeat visits through, 45–46 title tags, 24–26 Index  319 “to” headings, 88–89 tracking See also Web analytics A/B testing, 298 competitors, 115 consumer-generated media, 110–112 email, 123, 125, 136 online ads, 115 private mailing lists, 136 through autoresponders, 106 traffic See also repeat visits, encouraging; Web analytics assessing logs, 21 from links strategy, 141–142 pay per click, 78–79 signature files, 95, 99–100 Trip Advisor, 114 TripIt, 243 TubeMogul, 46, 258–259 TV, news releases for, 188 TweetDeck, 248 Tweets, Twitter, 247 Twellow, 251 Twitter account setup, 246–247 building list of followers, 250–252 business use of, 247–248 general discussion, 245–246 linking to LinkedIn, 238 management tools and applications, 248–249 search, 249 search engine optimization, 248 terminology, 247 URL shorteners, 249–250 unsolicited email See spam (unsolicited email) update frequency, 34 updating blogs, 211 Urchin Software Corp., 303 URLs (uniform resource locators) See also links shorteners, 249–250 signature files, 95 usability studies, 299 Useit.com, 299 UserNameCheck, 219 U W umbrella permission, 120 unicast ads, 173 uniform resource locators See links; URLs unique visitors, 291–292 United Breaks Guitars video, 113, 254 V ValueClick Media, 175–176 video advertising, 169 Video Annotations, YouTube, 257 videos content, 66–67 encouraging repeat visits through, 46–47 pass-it-on viral marketing, 61 video-sharing sites promoting videos, 259–260 publicity through, 253–255 uses of, 255 using videos on Web sites or blogs, 255–256 video syndication, 258–259 YouTube, 256–258 viral marketing autoresponders, 104 e-zines, 198 general discussion, 56–57 pass-it-on, 60–62 private mailing lists, 128 word-of-mouth, 57–60 viruses, 93 Warp, YouTube, 257 Web analytics A/B testing, 295–298 defined, 290 general discussion, 289–290, 305–306 320  Index key performance indicators, 291–295 segmenting target market, 301–302 technology for, 302–305 using, 299–300 Web Analytics Association, 290 Web site planning competitors, 7–9 detailed, 11–12 objectives, 2–4 products and services, 2–3, 6–7 storyboarding, 9–11 target markets, 2–3, 5–6 Web-based e-zines, 195 Webby Awards, 158 Widgetbox, 68–69 widgets content, 68–69 Twitter, 250–251 word-of-mouth viral marketing, 57–60 WordPress, 207 Wordtracker, 21 WOW factor, 5, 64–65 Y Yahoo! manual submission to, 35 PPC campaigns, 79–81 title tags, 26 Yahoo! Advertising, 78 YellowBrix, 130 Yelp, 114 YouTube Channels, 256–257 features of, 257–258 homepage, 256 using videos on Web sites or blogs, 255–256 video integration, 67 Reader Feedback Sheet Your comments and suggestions are very important in shaping future publications Please email us at info@maxpress.com or photocopy this page, jot down your thoughts, and mail it to: Maximum Press Attn: Jim Hoskins 605 Silverthorn Road Gulf Breeze, FL 32561 Social Media for Business by Susan Sweeney, CA and Randall Craig, CFA 185 pages $24.95 ISBN: 978-1-931644-90-7 101 Internet Businesses You Can Start from Home Fourth Edition by Susan Sweeney, C.A 345 pages $29.95 ISBN: 978-1931644-79-2 3G Marketing on the Internet, Seventh Edition by Susan Sweeney, C.A., Andy MacLellen & Ed Dorey 216 pages $34.95 ISBN: 978-1-931644-37-2 Podcasting for Profit by Leesa Barnes 376 pages $34.95 ISBN: 978-1-931644-57-0 To purchase a Maximum Press book, visit your local bookstore, call (850) 934-4583, or visit maxpress.com for online ordering ... Cataloging‑in‑Publication Data Sweeney, Susan, 195 6101 ways to promote your web site : filled with proven Internet marketing tips, tools, techniques, and resources to increase your web site traffic / Susan Sweeney ... 978-1-931644-78-5 Internet marketing 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... phrases: Brainstorm, survey, and review promotional material Review competing and industry-leading Web sites 20  101 Ways to Promote Your Web Site (promote. maxpress.com) Assess your Web site traffic