Online retailers must be careful not to fall into the trap of creating pages for search engines, rather than customers, warn experts. In a panel presentation at the Annual Catalog Conference, panelist Stephan Spencer, President of Netconcepts said online retailers need to make their content sing to the search engines.
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Annual Catalog Conference 2003 — San Francisco, CA
Discover ways you can leverage your catalog content, gain motivated online customers, and win with search engine marketing! This fun, fast-paced panel discussion focuses on search marketing strategies catalogers can implement right now.
Taught by leading SEO experts and search engine representatives, from site design to search engine writing, pay-per-click marketing to campaign development, you’ll discover the exact search marketing techniques you need to skyrocket your online sales.
Heather Lloyd Martin, President, SuccessWorks
Alan Rimm-Kaufman, Marketing Director, Crutchfield
Stephan Spencer, Founder and President, Netconcepts
David Fisher, US Manager - AdWords, Google
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Internet World Essentials — San Jose, CA
Research shows that up to 85% of Internet users find what they need on the Web using search engines and directories. As marketing and advertising budgets have been in decline, return-on-investment (ROI) has become an increasingly important metric in evaluating a campaign’s effectiveness. Learn how to use search to effectively to market your product and service and gain the highest ROI.
Moderator: Stephan Spencer, President, Netconcepts
Panelists:
Paul Schulz, Senior Vice President, Marketing and General Manager, Online Business, Overture Services, Inc.,
Christine Churchill, Founder, Key Relevance
York Bauer, Executive Vice President, Wireline, Infospace
David Fischer, U.S. Manager, AdWords, Google Inc.
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Why does Montana Wines appear on the first page of Google’s search results for “New Zealand wines,” while Matua can’t be found until page two? And why does Trelawn Place come up number one in a Google search for “Queenstown bed and breakfast”, whereas competitor White Shadows Country Inn is number 11?
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Why do we code in PHP rather than ASP? For reasons including price, capability, its “open source” and platform-agnostic nature, popularity, speed, security, and efficiency.
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Usability. Boring but crucial, it’s about making your website easy and intuitive to use. Users shouldn’t need to learn how to use your site. Put stuff where people expect it.
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An analysis by Netconcepts of 99 websites on the Catalog Age 100 revealed search engine optimization wasn’t a top priority for marketers. 24% were using frames which can be difficult for search engines to spider, 74% have home pages made up predominantly of graphics, 14% use pop-up boxes, and 6% practice keyword stuffing, a tactic that can get you banned by the search engines; catalogers have a lot to learn about SEO.
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We recommend writing web scripts in PHP, not CGI / Perl. PHP is much better suited to the Web and takes less “overhead,” meaning that scripts will run faster and the server will be able to handle more simultaneous users on your site. Here’s Why…
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521,000 people were searching across the entire Internet last week for the 21,200 products you sell, and that since 99.3% of them did not know that you sold those items, they did not visit your site. And this cost you, $5 million in missed sales opportunities. Oops!
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Step-by-Step Web Marketing (produced by IIR, sponsored by Google, and endorsed by the American Marketing Association) — Atlanta, GA
How to Create Email Campaigns That Drive Action and Build Relationships
Learn how to develop objectives and strategies for implementing email communication campaigns that involve email newsletters and promotional emails.
Deliverable is a 2-3 month email campaign.
How to Decipher Your Web Trends to Maximize Results
Learn how to develop, track, maintain, analyze and utilize the large volumes of data available and turn that into useful information you can use to manage and optimize your business.
Deliverable is to develop historical data, current benchmarks and an understanding of what to measure, why to measure it and what it means.
Developing Strategic and Creative Methodologies For Increasing Results
Learn how to increase your conversion rate one step at a time. You goals are for prospects to make purchases, or subscribe, or register, or make referrals. Each of these goals is a “macro-action,” and you can measure its conversion rate. Every one of your macro-actions is composed of a series of smaller micro-actions.
Deliverable is to develop an efficient conversion system matching your selling process to your prospect’s buying decisions by dealing with real examples from your website.
Development Doesn’t Have to be Rocket Science
Learn how to communicate effectively with web developers about what your requirements are. Did you know that of all software development projects are failures? Did you know that 80% of development costs are incurred after the initial project is delivered?
Deliverable is to take your project from concept to wireframe, to storyboard to final prototype independent of what technology your company uses by effectively creating a prototype of an application you want to have developed.
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Phone: (+64) 9 476-4601
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