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Internet Marketing Techniques

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E-Commerce Examples

Top 10 Implementation Checklist

Top 10 Implementation Pitfalls

Annual ECnow.com Predictions

ECnow.com search engine positioning / optimization
for the Northern Virginia Hotline (later renamed to Crisislink)

ECnow.com Internet Marketing (search engine positioning / optimization). Review the methodology and results that ECnow.com obtained by optimizing the search engine positioning of key phrases for crisislink.

• Phased Approach
• Crisislink Example: After Phase 1
• Crisislink Example: After Phase 2

• Getting Started

Phased Approach

We approach search engine positioning in three phases. The goal is to increase positioning as quickly as possible. Some changes take effect in days. Other changes, could take certain search engines 3-8 weeks to process and may take two or more submissions for the desired results. As such, the elapsed project duration is typically 4 months.

To help with expectations, it is not realistic to expect to be in the top ranking for all key phrases for all engines. Expectations should be to have good positioning (be on the first or second page of search engine results [positions 1-40]) for three key phrases for 80% of the search engines. On the remaining key phrase(s), the expectations should be dramatically lower.

• Phase 1: Prepare for positioning activities/setup success criteria
  • Review competitive landscape
  • Help create key words (key phrases)
  • Help create descriptions of 10, 25 & 50 words
  • Help choose listing categories
  • Create a map showing the results of the "key phrase search" with the major search engines
• Phase 2: Apply positioning techniques
  • Suggest/implement methods that improve keyword density and listing position
  • Suggest/implement the creation of gateway pages that optimize positioning of selected key phrases
  • Make suggestions on page design that negatively effect search engine positioning (including those needed to compensate for frames, pages with heavy graphics and image maps)
  • Submit multiple site pages manually at the top 7 search engines
  • Submit multiple site pages automatically to over 200 search engines
• Phase 3: Monitor and adjust results
  • On-going monitoring of search engine "key-phrase" positioning
  • On-going modification of site to keep pace with search engine changes

Crisislink Example: After Phase 1 (Before Applying Positioning Techniques)

Crisislink Example: After Phase 2 (After Positioning)

Some Stated Outcomes:

• Ten times as much traffic
• Clients stating that they found organization online
• Volunteers stating they found organization online
• Organizational links appearing with national prevention organizations

Getting Started

To have the search engine positioning optimized for your company or to create your own specialized Internet Marketing Program, contact Mitchell Levy at (408) 257-3000 or send an e-mail to info@ecnow.com.