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How a Microsite Can Deliver More Traffic(and Close More Sales).
presented by
Bill Hanekamp, CEO
The Well & Microsite.com
December 4, 2006
Page 2Microsites Build Traffic • December 4, 2006
What is a Microsite?
Definition: A Microsite is an online destination, separate from an organization’s main website, that has a distinct URL and delivers more focused, relevant content about a specific product or service.
It can be optimized more effectively for search engines, become a destination for marketing programs, and unlike traditional media, is not perishable.
Page 5Microsites Build Traffic • December 4, 2006
Who’s Using Them?
American Expresswww.mylifemycard.com
Burger Kingwww.coqroq.com
Dovewww.campaignforrealbeauty.com
Haneswww.socksontherun.com
Hardee’swww.spicyparis.com
I Can’t Believe It’s Not Butterwww.thekitchenoflove.com
Jeepwww.wearethemudds.com
Jockeywww.jockeycomfort.com
Kellogg’swww.worldofswirlz.com
Kikkomanwww.kikkuptheflavor.com
Kraftwww.u-starvin.com
Miller Litewww.manlaws.com
Snickerswww.snickerssatisfies.com
Suavewww.canyoutell.com
Toyotawww.scionlife.com
Unilever (Axe)www.orderoftheserpentine.com
Washington Mutualwww.trappedbanker.com
Weberwww.webernation.com
Page 6Microsites Build Traffic • December 4, 2006
Corporate Website vs. Microsite
Anything a corporate website can do a Microsite can do better:
– Serve as a destination or hub for a marketing campaign
– Focus on a specific topic, audience or action– Sell (24/7 digital sales rep)– Be optimized for search engine rankings– Encourage WOM or pass along– Create a community or network among a niche
target– Be built quickly and with less blood between
the CMO and CIO– Enable constant improvement: Track, Learn,
Improve– Achieve marketing objectives– Deliver a positive ROI
Page 7Microsites Build Traffic • December 4, 2006
SEO: Philosophy on Google
1.Google is smarter than we are.
2.Google makes (lots of) money by providing the most relevant search results to its visitors.
3.Therefore, we need to make Microsites that are relevant to Google’s visitors.
4.Don’t cheat, because we affect…
5.All SEO is a compromise.
Page 8Microsites Build Traffic • December 4, 2006
SEO Compromise
Page 9Microsites Build Traffic • December 4, 2006
SEO Compromise
Page 10Microsites Build Traffic • December 4, 2006
Case Study: Harvard Law School
The Program on Negotiation at Harvard Law School (PON) is a world-renowned interdisciplinary center on negotiation and conflict resolution. A Microsite was perfect to focus on:
“Selling subscriptions to The Negotiation Newsletter.”
QuickTime™ and aTIFF (LZW) decompressor
are needed to see this picture.
QuickTime™ and aTIFF (LZW) decompressor
are needed to see this picture.
Page 15Microsites Build Traffic • December 4, 2006
Harvard Microsite
Built from the ground up for SEO: FOCUS• URL (no session IDs or dynamic URLs)
• Keyword phrases– Title Tag– Meta Description Tag– Headlines: Using <H1>– Body Text– Alt text / Alt Tag– Title Attributes– Anchor Text: – File Names
• Directory structure
• Content that naturally requires updating
• Inbound links campaign
• No Flash, frames, or text in images
• As a result: SEO occurs naturally (we don’t have to cheat)
Page 16Microsites Build Traffic • December 4, 2006
Harvard Microsite
Page 17Microsites Build Traffic • December 4, 2006
Other Microsites
Page 18Microsites Build Traffic • December 4, 2006
Other Microsites
Page 19Microsites Build Traffic • December 4, 2006
Other Microsites
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QuickTime™ and aTIFF (LZW) decompressor
are needed to see this picture.
www.microsite.com/chicago
Bill Hanekamp
The Well
www.thewellinc.com