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…
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oremailusat
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

 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denitelyateameffort.
 ThankstomygreatteamatVerbInteractive(binteractive.
com
):EdDoreyandAndyMacLellanwhohavebeenwithmesincetheiruni-
versity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Profes-
sional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in-
formation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

astrademarkedorservicemarkedanypersonalcomputerwordsortermsin
whichproprietaryrightsmightexist.Inclusion,exclusion,ordenitionofa
wordortermisnotintendedtoaffect,ortoexpressjudgmentupon,thevalid-
ityoflegalstatusofanyproprietaryrightwhichmaybeclaimedforaspecic
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nd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compli-
ments—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In-
ternet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

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

Eb
ooks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TrafcUsingPPCAdvertising 78

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Trafc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

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

168
Geo‑targeting 168
Behavioral Advertising
168
Re‑targeting 169
Advertising through Content Integration
169
Video Advertising
169
Social Media Advertising
170
Adbasics 170
BannerAdTips 171
InterestingAds 171
Location,Location,Location 174
AdPriceFactors 174
ConsiderationsWhenPurchasingAdvertising 174
MakingItEasywithOnlineAdvertisingNetworks 175
BarteringforMutualBenetswithAdTrading 176
FormLastingRelationshipswithSponsorships 177
CommercialLinks 178
SponsoringaMailingList 178
AFewFinalThoughtstoRemember 178
InternetResourcesforChapter15 179
Chapter 16:
Maximizing Media Relations 180
ManagingEffectivePublicRelations 181
BenetsofPublicityversusAdvertising 181
WhatIsaNewsRelease? 182
WritingaNewsRelease 182

InternetResourcesforChapter16 191
Chapter 17:
Increasing Traffic through Online Publications 193
AppealingtoMagazineSubscribersontheNet 193
WhatExactlyAreE-zines? 194
Web-BasedE-zines 195
EmailE-zines 195
UsingE-zinesasMarketingTools 196
FindingAppropriateE-zinesforYourMarketingEffort 197
TheMultipleAdvantagesofE-zineAdvertising 198
GuidelinesforYourAdvertising 199
ProvidingArticlesandNewsReleasestoE-zines 200
ReasonsYouMightStartYourOwnE-zine 201
DevelopingYourOwnE-zine 202
eBrochuresandiBrochures—TheLatestinOnlinePublications 204
InternetResourcesforChapter17 205
Chapter 18:
Marketing through Blogs 206
WhatAreBlogs? 207
TheManyUsesofBlogs 207
ToBlogorNottoBlog? 209
ProsandConsofBlogging 209
AvoidingClassicBlogMistakes 210
Underestimating the Time Commitment
211
Contents xvii
Overestimating the Marketing Impact 211
Irregular or Infrequent Updating
211
Writing for the Search Engines and Not for the Blog

LinkedInandSEO 239
LinkedInGroups 239
LinkedInRecommendations 241
LinkedInAnswers 241
LinkedInEvents 242
LinkedInJobs 242
LinkedInAdvertising 242
xviii Contents
LinkedInApplications 243
InternetResourcesforChapter21 244
Chapter 22:
Twitter 245
TwitterSet-up 246
TwitterLingo 247
BusinessUseofTwitter 247
TwitterandSEO 248
ManagementToolsandApplications 248
URLShorteners 249
BuildingYourListofFollowers 250
InternetResourcesforChapter22 252
Chapter 23:
YouTube, Video-Sharing Sites, and Video Syndication 253
PublicitythroughVideo-SharingWebsites 253
VideoDetails 255
UsingYouTubeVideosonYourSiteorinYourBlog 255
YouTubeChannelsandFeatures 256
YouTubeChannelSet-Up 256
AdditionalYouTubeFeatures 257
VideoSyndication 258
PromotingYourVideos 259

IdealPartnerSites 285
PartneringOpportunities 286
InternetResourcesforChapter27 288
Chapter 28:
Web Traffic Analysis 289
WebAnalyticsDened 290
KeyPerformanceIndicators 291
CommonMeasurementsofPerformance 291
Click‑Through Rate 291
Unique Visitors
291
Bounce Rate
292
Time Spent
292
Click Stream Analysis
292
Single‑Page Access 292
Leads Generated, or Desired Action Taken
293
Customer Conversion Ratio
293
Net Dollars per Visitor
293
Cost per Visitor
293
xx Contents
Form Abandonment 294
Impact on Offline Sales
294

everyday,andtheyareallcompetingforviewers;manyofthemarecompeting
forthesameviewersyouare!Howdoyougettheresultsyou’relookingfor?
WhenaskediftheyaremarketingontheInternet,manypeopleandorganizations
say,“Yes,wehaveaWebsite.”However,havingaWebsiteandmarketingon
theInternetaretwoverydifferentthings.Yes,usuallyyouneedaWebsiteto
marketontheInternet.However,aWebsiteissimplyacollectionofdocuments,
images,andotherelectroniclesthatarepubliclyaccessibleacrosstheInternet.
Yoursiteneedstobedesignedtomeetyouronlineobjectivesandshouldbe
developedwithyourtargetmarketinmind.Internetmarketingencompasses
allthestepsyoutaketoreachyourtargetmarketonline,attractvisitorstoyour
Website,encouragethem tobuyyour products orservices,and makethem
wanttocomebackformore.
 HavingaWebsiteisgreat,butitismeaninglessifnobodyknowsaboutit.
Justashavingabrilliantlydesignedproductbrochuredoesyoulittlegoodif
itsitsinyoursalesmanager’sdeskdrawer,aWebsitedoesyoulittlegoodif
yourtargetmarketisn’tvisitingit.Itisthegoalofthisbooktohelpyoutake
your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market.Thischapterprovidesyouwithanoverviewofthisbookand
introducestheimportanceof:
2 101WaystoPromoteYourWebSite(promote.maxpress.com)
• Deningyouronlineobjectives
• Dening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

your Web developer can builda Web site thatmeets the needs,wants, and
expectationsofyourtargetmarket.
 Let’sspendtheremainderofthechapteronthesefundamentals—objectives,
targetmarkets,andproductsandservices—soyoucanbebetterpreparedfor
theplanningprocessforyourWebsite.
Common Objectives
Before you even start to create your Website, you must clearly dene your
onlineobjectives. What is the purposeof yoursite? Brainstormwith people
fromallpartsofyourorganization,fromthefrontlineclerks,tomarketingand
salespersonnel,tocustomersupport,toorderfulllmentandadministration.
 Generateacomprehensivelistofprimaryandsecondaryobjectives.Ifyou’re
goingtobuildthisWebsite,youmightaswellbuildittoachieveallofyour
onlineobjectives.Ifyoudon’tbrainstormwithyourstakeholders,document
theobjectives,anddiscusstheseobjectiveswithyourWebdeveloper,itwillbe
impossiblefortheWebdevelopertobuildyouaWebsitethataddressesallof
yourobjectives.
 Everyelementofyoursiteshouldrelatebacktoyourobjectives.Whenyou
decidetoupdate,add,orchangeanyelementsonyourWebsite,examinehow
thesechangesrelatetotheprimaryandsecondaryobjectivesyouhaveidentied.
Ifthereisnotaclearmatchbetweenyourobjectivesandyourintended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
4 101WaystoPromoteYourWebSite(promote.maxpress.com)
• Creating and establishing brand identity and brand awareness or