Get More Traffic and Increase Sales!
Getting targeted trafc to your Web site will result in dramatically
increased revenue if your site is effective, interactive, and well
promoted. But how can you get more targeted trafc to your
Web site? In
101 Ways to Promote Your Web Site
, internationally
recognized Internet marketing expert Susan Sweeney tells you
how with proven tips, tools and promotional techniques.
In this freshly updated seventh edition, Susan Sweeney helps you
get on top of the latest Web 2.0 trends and techniques such as
RSS, blogs, podcasting, consumer generated media, and mobile
marketing. This book (along with the “members only” companion
Web site) gives you practical tips, tools, techniques, and step-
by-step strategies to help you increase your conversions and
make more money online. Entrepreneurs, corporate marketing
managers, small business owners, consultants, Webmasters,
individuals, new media professionals, and Web site designers will
all nd this book invaluable for developing their online strategies.
Included with this book is a personal password necessary for
accessing the companion Web site which leads you to up-to-the-
minute Internet marketing news, expanded information, tips, tools,
techniques, and other helpful Web site promotion resources. This
book/Web site combination is unbeatable.
This book (and Companion
Web site) will help you:
•
Drive more of your targeted customers
to your Web site
•
Optimize your Web site for search

inducted into the Canadian Speaking Hall of Fame (HoF). She is a frequent speaker on Internet marketing
at many conferences, corporate seminars, workshops, and events. Susan lives in Waverley, Nova Scotia,
and Ft. Myers, Florida.
101 Ways to Promote Your Web Site
Seventh Edition Sweeney
Filled with Proven
Internet Marketing Tips,
Tools, Techniques, and
Resources to Increase
Your Web Site Traffic
“Since I began using
some of the ideas in
this book, I have built
my Internet sales from
$1,200 per month to
more than $1,000,000
per year…”
— Brian Tracy, author of
Maximum Achievement
(read by over 1 million people
in 22 languages)
Susan Sweeney, CA, CSP, HoF
101 Ways to
Promote Your
Web Site
SEVENTH EDITION
Includes a password for accessing a private Web site containing the
latest Web site promotion news, expanded information, and more!
Over
70,000

—Bob Sommers, host of the Recognized Expert Marketing Show,
www.RecognizedExpert.com
“If you are serious about marketing your website to the top and making money
on line … this book is a MUST READ!”
—Debbie Allen, best-selling author of Confessions of Shameless Self Promoters
“Hands down, Best in Class: the ONLY book you need on the subject.”
—Warren Evans, Founding Chairman of the International Federation for
Professional Speakers
“Forget all the other books on growing your business on the internet and buy
only this one. The ideas I picked up in this book have grown my internet busi-
ness by 500 percent, built my brand massively and resulted in more bookings
and sales than I could ever have imagined.”
—Frank Furness, author of Walking with Tigers—Success Secrets of the
World’s Top Business Leaders
“Quick and simple tips to help ANY small business owner make the most of her
online presence. I love this book, and highly recommend it!”
—Alexandria Brown, online entrepreneur and Millionaire Marketing Coach,
www.AlexandriaBrown.com
Advance Praise
Other Titles of Interest From Maximum Press
Top e-business Books
• 101 Ways to Promote Your Web Site
• 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 e-mail us at
101 Ways to Promote
Your Web Site

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 / Susan Sweeney. 7th ed.
p. cm.
ISBN 978-1-931644-65-5
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 2008
658.8'72 dc22
2008017267
Acknowledgements
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 contrib-
uted and made a difference to me in so many ways.
Many thanks to my right hand, Stephanie Strathdee, for all the help with
this edition of 101 Ways to Promote Your Web Site. This book was definitely a
team effort. Thanks as well to Stephanie for the tremendous effort on our on-
line university, eLearningU.com, and for keeping everything running smoothly
in our fast-paced (to put it mildly) office.
Thanks to my great team at Verb Interactive ():
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 spiri-
tual 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.

The purchase of computer software or hardware is an important and costly
business decision. While the author and publisher of this book have made rea-
sonable efforts to ensure the accuracy and timeliness of the information con-
tained 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 con-
tained 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 documen-
tation or personnel in determining the specifications and capabilities of the prod-
ucts mentioned in this book. The manufacturer’s product documentation should
always be consulted, as the specifications and capabilities of computer hard-
ware and software products are subject to frequent modification. The reader is
solely responsible for the choice of computer hardware and software. All con-
figurations and applications of computer hardware and software should be re-
viewed 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 . You will be

Creating Loyalty among Visitors 8
Including “Stickiness” Elements 8
Including Interactive Elements 8
A Final Word on Objectives 9
Target Markets 9
Products and Services 12
The Fundamentals 13
Using Competitor Sites to Your Advantage 13
Storyboarding Your Web Site 15
Detailed Web Site Planning 17
Content Notes 18
Text Notes 19
Color Notes 20
Navigation Notes 20
Graphics Notes 21
Visual Notes 22
Other Notes 23
Internet Resources for Chapter 1 23
Table of Contents ix
Chapter 2:
Designing Your Site to Be Search Engine Friendly 24
Methodology to Make Your Site Search Engine Friendly 25
Understanding Search Engines 25
Decide Which Search Engines Are Important 27
Learn the Search Engine Ranking Criteria 28
Keywords Are Critical 31
Brainstorming, Surveying, and Reviewing Promotional
Material 33
Review Competing and Industry-Leading Web Sites 34
Assess Your Web Site Traffic Logs 35

x 101 Ways To Promote Your Web Site (promote.maxpress.com)
Chapter 3:
Web Site Elements That Keep ’Em Coming Back 66
Rationale for Encouraging Repeat Visits 67
Use a What’s New Page for Repeat Visits 67
Free Stuff—Everyone Loves It 68
Everyone Wants the Best Price—Coupons and Discounts 69
Specials, Promotions, and Packages 70
A Calendar of Events Keeps Visitors Informed 71
Luring Customers with Contests and Competitions 71
Creating Useful Links from Your Site 74
Providing a “Featured” or “Tip of the Day/Week” to Encourage
Repeat Visits 75
Ensuring That Your Site Gets Bookmarked 76
Encourage Repeat Visits with Your Site of the Day 77
MP3s/Podcasts 78
Distribution through RSS Feeds and Autoresponders 78
Internet Resources for Chapter 3 78
Chapter 4:
Permission Marketing 80
Permission Marketing Explained 80
Uses of Permission Marketing 81
Personalization 82
Sell the Benefits 83
Cooperative Permission Marketing 84
Incentive-Based Permission Marketing 84
A Closing Comment on Permission Marketing 85
Internet Resources for Chapter 4 85
Chapter 5:
Spreading the Word with Viral Marketing 86

A Closer Look at Search Engines and Directories 109
Submitting to the Search Engines 112
Free Submissions 113
Paid Inclusion 113
Automated versus Manual Submission 114
Is Your Page Already Indexed? 114
Submitting to the Directories 114
Preparing Your Directory Submission 115
Pay Careful Attention to Titles and Descriptions 117
Pay Careful Attention to All Fields on the Submission Form . 118
More Directory Submission Tips 119
Keep a Record of Your Submissions 120
Effective Use of Submission Tools and Services 121
xii 101 Ways To Promote Your Web Site (promote.maxpress.com)
Complete Your Site before You Submit 123
W3C HTML Validation Service 123
NetMechanic 123
WDG HTML Validator 123
Get Multiple Listings 123
Some Final Pointers 124
Internet Resources for Chapter 8 124
Chapter 9:
Developing Your Pay-to-Play Strategy 125
Generating Targeted Traffic Using PPC Advertising 126
Exploring PPC Campaigns in Google and Yahoo! 127
How PPC Campaigns Work 128
Where Do Your Ads Appear? 129
Maximize Exposure with Contextual Advertising 131
Geo-Targeting Your Campaigns 131
Dayparting 132

How to Develop Your Signature File 150
Graphic Headers and HTML 151
The Do’s and Don’ts of Signature Files 152
Sig Files to Bring Traffic to Your Web Site 154
Using Signature Files as an E-mail Template 157
Internet Resources for Chapter 11 157
Chapter 12:
Autoresponders 158
What Are Autoresponders? 158
Why Use Autoresponders? 159
Types of Autoresponders 161
Autoresponder Features 161
Personalization 161
Multiple Responses/Sequential Autoresponders 161
Size of Message 162
Tracking 162
HTML Messaging 162
Successful Marketing through Autoresponders 162
Internet Resources for Chapter 12 163
Chapter 13:
Consumer-Generated Media 164
What Is Consumer-Generated Media? 165
Why Consumer-Generated Media Is Important 165
The Effect of CGM on Corporate Reputation 166
CGM—Opportunity or Threat? 167
Developing a Social Media Strategy 168
Where Do You Find Consumer-Generated Media? 169
xiv 101 Ways To Promote Your Web Site (promote.maxpress.com)
How Do You Use Consumer-Generated Media? 170
Internet Resources for Chapter 13 171

Links Have an Impact 204
Links Have Staying Power 204
A Quick Talk about Outbound Links 205
Table of Contents xv
Google Webmaster Guidelines on Link Schemes 206
Strategies for Finding Appropriate Link Sites 208
Explore These URLs 208
Tools to Identify Your Competitors’ Links 210
Other Potential Link Strategies 211
Winning Approval for Potential Links 212
Making Your Link the Place to Click 214
To Add or Not to Add with Free-for-All Link Sites 216
Add Value with Affiliate Programs 216
Maintaining a Marketing Log 217
A Word of Caution with Link Trading 217
Internet Resources for Chapter 16 218
Chapter 17:
Maximizing Promotion with Meta-Indexes 219
What Are Meta-Indexes? 219
How to Find Appropriate Meta-Indexes 221
Enlisting Meta-Indexes for Optimal Exposure 222
Internet Resources for Chapter 17 226
Chapter 18:
Winning Awards, Cool Sites, and More 227
It’s an Honor Just to Be Nominated 228
Choosing Your Awards and Submitting to Win 229
What’s Hot and What’s Not in the Name of Cool 231
Posting Your Awards on Your Site 231
Becoming the Host of Your Own Awards Gala 231
Internet Resources for Chapter 18 232

Sponsoring a Mailing List 251
Online and Offline Promotion 251
Advertising through Content Integration 252
Video Advertising 252
Social Network Advertising 252
A Few Final Thoughts to Remember 254
Internet Resources for Chapter 19 254
Chapter 20:
Maximizing Media Relations 256
Managing Effective Public Relations 257
Benefits of Publicity versus Advertising 257
What Is a News Release? 258
Writing a News Release 258
Notice of Release 258
Header 259
Headline 259
City and Date 259
The Body 259
The Close 260
Advantages of Interactive News Releases 260
Table of Contents xvii
Sending News Releases on Your Own versus Using a Distribution Service
262
Golden Tips for News Release Distribution 266
News Release Timing and Deadlines 266
Monthly Magazines 266
Daily Newspapers 266
TV and Radio 266
Formatting Your E-mail News Release 267
What Is Considered Newsworthy 267

Internet Resources for Chapter 22 298
Chapter 23:
Blogs and Wikis 299
What Are Blogs and Wikis? 300
How Do I Create My Blog or Wiki? 301
Do Your Research 301
Determine Your Objectives for Starting a Blog 301
Decide on the Content and Tone of Your Blog 302
Choosing Blog Software 302
The Legalities 302
Schedule Your Posts 302
Writing Your Blog 303
Search Engine Rankings for Your Blog 303
Organize and Archive Your Entries 303
Track Your Blog’s Readership 303
To Blog or Not to Blog? 304
Pros and Cons of Blogging 304
Avoid Classic Blog Mistakes 306
Underestimating the Time Commitment 306
Overestimating the Marketing Impact 306
Irregular or Infrequent Updating 307
Writing for the Search Engines and Not for the Blog 307
Promote Your Blog 307
Resources for Chapter 23 309
Chapter 24:
Podcasting and Videocasting 310
What Is Podcasting? 311
What Is Videocasting? 311
Advantages of Podcasting 311
Setting Up Your Podcast 312

The Power of Partnering 336
Ideal Partner Sites 336
Partnering Opportunities 337
Internet Resources for Chapter 27 339
Chapter 28:
Web Traffic Analysis 340
Web Analytics Defined 341
Key Performance Indicators 342
Common Measurements of Performance 342
Click-Through Rate 342
Unique Visitors 342
Time Spent 343
Click Stream Analysis 343
Single-Page Access 343
Leads Generated, or Desired Action Taken 344
Customer Conversion Ratio 344
xx 101 Ways To Promote Your Web Site (promote.maxpress.com)
Net Dollars per Visitor 344
Cost per Visitor 344
Form Abandonment 344
Impact on Offline Sales 345
Return on Investment (ROI) 345
Monitor What Matters to Your Business 345
Determine What Works—A/B Testing as a Start 346
Keep It Simple 348
Give It Time 348
Tracking Your Tests 349
Go Deeper—Use It or Lose It 349
Bringing It All Together—Use What You’ve Learned from
Other Sources 350

Web site out of the desk drawer, into the spotlight, and into the hands of your
target market. You will learn how to formulate an Internet marketing strategy
in keeping with your objectives, your products or services, and your target mar-
ket. This chapter provides you with an overview of this book and introduces
the importance of:
• Defining your online objectives
2 101 Ways To Promote Your Web Site (promote.maxpress.com)
• Defining your target markets and developing your Web site and online
marketing strategy with them in mind
• Developing the Internet marketing strategy that is appropriate for your
product or service.
The Fundamentals—Objectives, Target Markets, and Products
and Services
Things have changed dramatically over the past several years in terms of Web
site design and development methodology. Back in the old days—a couple of
years ago in Internet years—it was quite acceptable, and the norm, for an orga-
nization to pack up all of its brochures, ads, direct-mail pieces, news releases,
and other marketing materials in a box, drop it off at the Web developer’s of-
fice, and after a short conversation, ask when they might expect the Web site to
be “done.” The Web developer would then take the marketing materials and
digitize some, scan some, and do some HTML programming to develop the
site. By going through this process, organizations ended up with a Web site that
looked just like their brochure—hence the term “brochureware.” Brochureware
is no longer acceptable on the Web if you want to be successful. Sites that are
successful today are ones that are designed around:
• Objectives of the organization
• Needs, wants, and expectations of their target markets
• Products and services that are being offered.
Everything related to Internet marketing revolves around these three things—
objectives, target markets, and products or services. It is critically important to

changes, you might want to reconsider the changes. It’s amazing how many
Web sites have been developed without adequate planning or without ensuring
that the Web site ties in with the corporate objectives.
Some of the most common primary objectives include:
• Advertising your product or service
• Selling your product or service
• Providing customer service and support
• Providing product or corporate information
• Creating and establishing brand identity and brand awareness or com-
pany identity and awareness.
4 101 Ways To Promote Your Web Site (promote.maxpress.com)
Advertising Your Products or Services
The objective of some sites is simply to promote but not directly sell an event,
product, or service. The objective is to create awareness or a “buzz” about the
movie, generate interest in the film, and, ultimately, have a large number of
people attend the movie when it is released. This type of site might include
multimedia clips of the movie, pictures and stories of the actors in the movie,
viral marketing (“Tell a friend about this movie”) elements to encourage word-
of-mouth marketing, an intriguing story about the film, press releases for enter-
tainment writers, and other elements to help them achieve their objective with
their target market in mind.
Selling Your Products or Services Online
Selling products or services online is a common objective. The Internet provides
a broad geographic reach and a huge demographic reach. Often businesses com-
bine the objectives of advertising their products or services with trying to sell
them through their Web site. This works well because visitors not only receive
information about your products and services, but they are given the option of
easily ordering and purchasing online. The easier you make it for people to
make a purchase from your company, the more likely they are to buy. You will
have to provide detailed information on your products and services, your re-