Wednesday, May 2, 2007

Free Publicity by Linda Gallant and Gloria Boone

1. Submit your website to Google, Yahoo or other search engines. Make sure
that all of your pages have a title and use metatags so that your site can be

Here is an example of metatags:


<meta http-equiv="Content-Language" content="en-us">

<meta http-equiv="Content-Type" content="text/html; charset=windows-1252">

<meta name="author" content="John Smith">

<meta name="description" content="The best cars for

<meta name="keywords" Content="Car reviews, Best cars, auto buying, top
rated cars, best sports cars, best autos, BMW, VW, Honda, Mazda, Ford,
Chrysler, Infiniti">

<meta name="robots" content="index,follow" />

<title>Top ten cars </title>



The meta tags help search engines find the title, author, keywords and the
description of your site.

Try to give each page a different title. WC3 recommends keeping
the title to 64 characters. Use a title that is descriptive to
your users. Think of what terms they may search for when thinking of your title.

Author information can help some people find your website. Maybe they
remember your name from a meeting, conference or other event.

Descriptions should be clear. Limit your descriptions to around 150 words.

Your descriptions will be displayed in Google: (The Search was
for best cars)

Best Cars 2006 – Top Rated Cars, Trucks and More from
Money Magazine

Money Magazine's annual look
at the best cars on the market.
- 46k -


Similar pages

Note this

Best Cars 2007 - Consumer Reports | 1 |

Best Cars 2007 -
Consumer Reports. To be a 'Top Pick', a vehicle must score
at or near the top of its category in Consumer Reports'
testing, ...
- 32k -


Similar pages

Note this

10Best Cars 2006 - 10Best Cars - Car and Driver
January 2006

To find reviews of the 10
best cars
of the year, visit Car and Driver. Our
automotive hall of fame provides pictures, car
reviews and more., 10Best Cars.
- 69k -


Similar pages

Note this

Keywords should reveal the main words or topics covered on the webpage. Place
the most important terms in the beginning of your keywords. Within the keywords
many developers will use alternative spelling of keywords, plural words, localized terms,
slang or jargon from a particular field or industry. Keywords can be either
words or phrases separated by commas. Do NOT repeat the same word more than
three times because some search engines will look at repetition as abuse or
spam. Although keywords are overshadowed by other factors in search engine
ranking, keywords are now used for RSS feed tags.

Submit a site or URL to a search engines so that people can find your website:


Google is usually the fastest in listing your website. It is very common that
it takes a week to be listed.

In my experience, Yahoo and some of the other sites take much longer to list
a site.



Ask Jeeves- email the human editors at

2. Email some of your friends, relatives and
colleagues about your website. Including the url of your website in your email
so that interested people can just click on your url link.

3. Build a site maps so that the search engines
will index your pages quicker and better. help create a site
map automatically. Remember to update your sitemap when you have added many new

4. Publicize your site of MySpace, Facebook, or other social networks.

5. Write a press release telling other people about your website.
PR Newswire,
Business Wire ,Collegiate
Market Wire,


6. Links are good. Have other websites and bloggers link to your site.

7. List your website on blog list such as,

8. Place a video on You Tube or other video sites that relates
to your site.

9. Create an RSS feed. See for example- Feedburner

10. Eventually, as you get more traffic, submit your site to rankings services such as
Alexa (buttom
of page-crawl site)

Mergers in Advertising: Yahoo, Google, Microsoft are all buying.

Why all the mergers and acquisitions in advertsing and in online market research? Yahoo, Google, MSN, and Nielsen are all involved in recent Mergers. The answer is more money can be generated from expanding networks of advertising and using predictive data about online buying and online buzz marketing. The advertising exchanges give publishers more options for targeting customers.

Yahoo paid $680 million to acquire the other 80% of Right Media. Click Z reports that Yahoo will: " run the exchange (Right Media) as an independent operation as part of its advertising and publisher group. The Web portal also will employ the exchange to sell display ads across its own site as well as affiliate sites in its search ad network and the growing consortium of newspaper publisher sites the firm has aligned with. In addition, Yahoo will employ the exchange for the display ads it provides on Ebay." So Right Media helps Yahoo sell display ads and provide greater connections with other aligned companies like newspaper publishers and Ebay. The Right Media exchange is an advertising auction run in real time. About 1000 publishers use the 4 year old Right Media exchange.

Eventually Yahoo will use behavioral targeting to connects advertisers with particular segments on the excahnge. These ads sell for more money. Brandweek explained that Yahoo is moving toward more behavioral targeting: "Nineteen of the top 20 consumer packaged goods companies use a four-year-old Yahoo! service called Consumer Direct that employs Nielsen's HomeScan unit to monitor the online behavior and purchases of 46,000 consumers, .... Yahoo! monitors the online activity of Consumer Direct users. Cara said Yahoo! looks at thousands of data points including sites visited and time spent online to compile a user profile. Yahoo! then uses findings from that sample to target its 477 million monthly visitors." This data then helps build predictive models of advertising and buying behavior from the smaller sample of 46,000 to the larger population of 477 million. As the predictive models improve, companies find that their advertising has more impact.

Google paid $3.1 billion to obtain DoubleClick. Double Click specializes in display ads and is developing an advertsing auction exchange. The DART sysytem used by Double Click has about 1500 clients. Here is how Carol Krol described DART: "Founded in 1995 and originally called Internet Advertising Network, DoubleClick serves as the middleman between marketers and publishers in the online ad marketplace. Its product line, known as DART, enables agencies, marketers and media companies to target, deliver and track online advertising. It boasts more than 1,500 clients and handles ad serving for display ads, rich media ads, affiliate marketing and, more recently, search marketing."

The New York Post reports Microsoft or the WPP Group want to buy 24/7 Real Media for $1 billion. 24/7 offers a Global Web Alliance of over 1,500 companies. 24/7 has been doing behavioral targeting since 2004, and has added geotargeting with zip codes to its services. 24/7's recent partnership with Dentsu in Japan adds to their attactiveness.

In related news, Nielsen acquired the remaining part of BuzzMetrics and will buy NetRatings.