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Web Marketing Ezine 1 Feb'05

LINK TRACKING

With advances in the IT (Information Technology) world, more than ever share holders and directors are expecting more ACCOUNTABILITY for their marketing dollar. Gone are the days of throwing marketing budgets at an ad agency and hoping for a ROI. People want to know what works and by how much. How much bang per buck. Standard site stats which come free with good web hosting service providers are often very comprehensive but even after analysis often don't tell you how many people clicked on a link on a web page or email or who signed up and paid online. Digital Junction have been offering me tracking from my sites for quite some time but until they're ready I've been using a Canadian company www.eztrackz.com/tracking.aspx?id=28333 which charge one cent per click. Notice the unique ID at the end of their URL.  That means as an affiliate of EzyTrackz I know how many of you clicked on their link.  I also get paid every time someone signs up for their tracking services:

  • With each unique EzyTrackz tracking link you will:
    • Know how many people clicked on your banner ads
    • Know how many people clicked on your text or hyperlink
    • Know how many people clicked on your ezine ad
    • Know how many people clicked in your newsletter
    • Identify fraudulent clicks in your PPC advertising
    • Track your PPC advertising
    • Know who, in your mailing list, opened your email message
    • Know who, in your mailing list, clicked in your email message
    • Know if your online ad resulted in a sale
    • Know if your online ad was profitable
Using EzyTrackz helps improve their site popularity, which in turn helps push them up search engine results pages but unfortuantely does little to for your own site when it comes to search engine, hence another reason I'm waiting for Digital Junction so that my own domain proceeds my unique ID. The good news: with their 14 day free trial and EASY set-up you won't lose any money and little time with EzyTrackz

NEW SUBSCRIBERS

can download their free marketing manual from HERE


WEB SERVER RELIABILITY:

Mentioned before but because it is soooo important for maintaining search engine position, here it is again: What do you think the search engines would do to your listing if their users persistantly saw messages like "Error 404 Page can not be displayed"? Do you think your position might fall?  U bet.  There should be no excuses such as a car crashed into a power poll out side our data centre. All real data centres which house web servers should have all contingencies covered such as bomb proof walls, backup power supplies, spare parts, data security systems ahead of hackers etc. If they don't look for another web hosting service provider.


CONTENT:

What keeps visitors to your site coming back?  Ever wondered why Telcos and electronic goods companies like Sony buy Hollywood studios? New content. U bet. The line beteen interactive cable TV and the www will be a blur in the future. Any one can broadcast sound and vision. Anyone can set-up as an online news broadcaster. The part 4 Web Marketing plays is making our client's sites popular. If you don't have time to create new content for your site, hire someone or buy it. We have the top university IT student from her state in Germany working on content for our clients. She specialises in corporate design.


PROMINANCE:

Keep your most important phrases near the top of your page. Check this in html view. Tables will shunt your text arround in html view. Though search engines won't tell you their secret algorithems for ranking your listing, I'm guessing some SE's are also looking for your important phrase near the bottom of web pages too.


LINK EXCHANGE:

I can not understate how important this is. It appears to be a simple as asking your associates, "Please can we swap links" Then so as not to offend them with broken promises, someone has to add their link on your links page and upload it ASAP. ASAP is the problem. In a perfect world you'd get a batch of associates wanting to swap links all at the same time on the same day so you can upload new links on YOUR links page in ONE BATCH.  Unfortuantely it's not a perfect world but there are, like stock exchanges, link exchanges and we have software to automatically access the world's larges link exchange centre. 4 Web Marketing not only automate this process but also provide quality assessment of who we agree to link exchange with on behalve of our link exchange clients.


TSUNAMI

Nearly quarter of a million people drowned in the ocean our head office is 94 metres from. If you haven't had time yet to donate, here are some links: www.redcross.org.au | www.disasteraid.org | www.careaustralia.org.au | www.worldvision.org.au | www.australianvolunteers.com/home/tsunami/3165 


I've started to archive web marketing newsletters here 1 Feb'05:
Until the next quarterly free web marketing tips here is some old info at FAQs

 


Web Marketing Ezine 1 Feb'05

Dear Subscriber,

Previously I've gone into technicalities of search engine optimisation or as you US folks spell "optimization" of web pages for positioning on search engines but with a 1,900% (sic) increase in reach per million users of one of my volunteer community sites I want to give you some reasons both technical and other for such a dramatic increase.  The site is www.scarboro.info  The popularity of this site about beach culture and networking for a suburb of a small remote city being in the top 1.5% world wide is amazing.
  • The hovering at the top of screen, drop down navigation is consistent on nearly every page
  • The bulletin board is a free community service.
  • The bulletin board arrived just in time for the most divisive controversial issue to hit our community for a long time and as the volunteer moderator it is interesting and important to keep the debate balanced.  Empowering citizens with tools for freedom of speech is very powerful motivation for both contributors to interact and for others to return to read something new. There is no way with a busy full time job that I can provide new content all the time to keep readers interested. Creating interactivity with your website is not as expensive as you may think.  Digital Junction do offer discounts for not-for-profit sites.  Fear of bad stuff happening beyond your webmaster's control is just that: fear and not reality.  For example with a bulletin board one can set various levels of control.  Postings are picked up by the search engines.
  • Good position and site popularity go hand in hand.  Popularity helps with position but in the beginning it's difficult to get sites linking to you without being in good position on the search engines (SEs) - catch 22.  Answer:  Long ago I used software for a link exchange programme (or program as you US folk spell it).  The site didn't need many links to do well in the SEs because (A) it was reasonably well optimised and (B) there are not too many sites about Scarborough Beach, Perth Australia competing with it.
  • Maybe you've had a look at www.scarboro.info by now and if not some other subscribers would have, so there is another tip for you. Provide incentive such as prizes, sample vouchers, discounts, information, etc to encourage subscriber to receive your ezine.  Just for the right to post messages on the BB, I can turn on the switch when I'm ready so that only registered BB users can start a new topic. To vote in on online polls or start a new topic all registrations would involve giving an email.  I won't sent any Scarboro subscribers any emails unless there is an emergency such as war, but the ability is there.  (Time limitation makes it difficult to even get this out to you)
  • A marketing mix including distribution of www.scarboro.info bumper stickers helps keep the address in the mind of locals and is quite inexpensive.
  • Joining networking organisations (z?) can be time draining but also a rich source of referrals.
  • I hate repeating the obvious but I see an oversight by my clients often so I'll write it again:
    • "You can't expect a search engine to give your page position for a phrase that's not even on your page"  (ie in the body text that every one sees.)  Last week I had a whole bunch of keywords from my client which she was trying to target. Most of the words were not even anywhere on her page.
  • Whilst it takes work to manage other websites it can also boost popularity by providing interaction in your web. The Perth site is not as popular as the site about the suburb contained within it because
    • more work needs to be done on the www.perthperth.com and
    • there is much less competition on SEs for the suburb than the city it's in. 
  • Though it's new www.perthperth.com has hit top spot for "business directory perth" at www.yahoo.com   Notice the keyword rich domain name. Currently repetitive domains do work with SEs like Yahoo and Google so if that great name you want is gone and it's not too long, just repeat it.
  • While on the subject of spelling: Because English is my second language, my spelling sux.  The irony is that words put food on my kid's table.  I've discovered I'm not alone so deliberate miss-spelling pays. For example one of the most common and lucrative words in the search engine war is "accommodation" so it is wise to deliberately also target:
    • accomodation
    • acommodation
    • accommadation etc.
      Whilst one of my pages is already 1st world wide for "linked banner ad" without a nice domain name because like "scarborough.xyz  and  webmarketing.xyz they were all gone so diluting the character density with a dash etc is often done.  When that option runs out using one extra character such as "4" like I did with www.4webmarketing.biz is a next best option.  I was pleased the other day when I discovered that while all options for bannerads.xyz  and banner-ads.xyz had gone that a useful one extra character "d" came in handy for buying the commonly miss-spelled "adds" for advertisement:  www.banneradds.net
  • If the site you're creating a banner ad to link to has some graphic you want to capture
    • Minimise (z?) the window to approximately the same aspect ratio of a standard banner, around the graphic
    • Hold the Alt key down and tap your "PrtSc" screen button
    • Paste into a new blank file of your graphics program such as PhotoShop. If you have an older version size your new file to be 648 x 60 pixels. Resize (Ctrl+T) the layer you pasted (Ctrl+V) to fix over this dimension.
  • Don't forget to use URL's you're trying to promote in your email signature file. Click "Scarborough Beach" in mine below and you'll see what I mean.  If you can't get a graphic designer to make a nice signature file then just stick a banner ad from your site and your contact detail in it for now.
  • Here's a free plug for some very new clients. Tell them to give you a 4 Web Marketing Ezine subscribers discount or else I want to know from you if they don't.
  • If you have an interesting tip, product or service useful 4 aspiring web marketers, let me know so I can mention it in the next quarterly newsletter, which after training for me will come via Digital Junction's Free set-up of their Digital Interactive Marketing Engine.  Sorry I can't email any individual answers to FAQs but one of the problems of managing a number of my own popular web sites in the top 0.1% (sic) of www popularity is the flood of about 1,800 emails and many phone calls each day. After another 14 hour day this was not proof read at 2am so too bad about mistakes.  Of the 200 legitimate messages that get past my Spam Arrest service if I spent half an hour on each that'd be 100 hours a week with no time for work getting my clients on page 1 of the SEs.  Next month I'll be looking forward to staying at Regency Palms and that free helicopter flight to the Great Barrier Reef while advising Tropical Experience in Cairns how to improve their 1,200% (sic) reach to web users over the past few months.

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Perth Singapore Hong Kong Tokyo time +8 GMT

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