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evada County Online Introduction to Internet Marketing
| Date post: | 12-May-2015 |
| Category: |
Technology |
| Upload: | coryoncom |
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Nevada County Online
Introduction to Internet Marketing
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PART 1 - We’re Ready to Roll!
What will be covered:What a website is supposed to do and how to do it!Real world examples and low hanging fruit.Lots of references for you to learn on your own.http://youtu.be/WilzG8w3nNg - Video Introduction to this PowerPointhttp://youtu.be/hF515-0Tduk - Succinct description of SEO
What won’t be covered:How people make money with videos - cute cats and blended iPhones.(Go watch “Will It Blend” on Youtube…)
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What is Internet Marketing?
Online marketing involves all efforts to present your website in the most persuasive way and drive traffic from a variety of sources: search engines, other websites, pay per click searches, email marketing, social marketing and more.
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• Wide audience reach• Reach local audience• Easy to learn and do on your own• No cost per click for SEO• Targeted traffic• Highest conversion rates• Good ROI• http://youtu.be/DwZnzclAkHA - Watch
the video
Why do Search Marketing?
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Set Goals for your Success
A better websiteLearn it yourselfTop rankings on GoogleMore online trafficMore businessMore profit
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• This is Google’s World!• Over 65% of Market Share• More reach than all other US search
engines combined!• Google wants searchers to find most
relevant Web Result• Google’s Webmaster Guidelines• https://support.google.com/webmasters/bin/answ
er.py?hl=en&answer=35769
• PageRank – Quality of incoming links
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Online Marketing Glossary
• SEM / SEO – Search Engine Marketing• Organic vs. PPC – Pay Per Click• Keyword – One keyword or phrase• Landing Pages• Tag –Title, headers (H1), meta tags• SERP – Search Engine Results Page• Google PageRank • Linkjuice – External, internal links• Wireframe• ROI – Return On Investment
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Is my business ready to compete online?
Market Research Do you have a product or service that people are looking for? Keyword research – Google Keyword Tool
Determine Products and ServicesDo competitor research to help guide and inspire you.
Determine Business FeasibilityIs being in business worth the risk? Can I do it?
ResourcesDo I have enough time, knowledge, passion, work ethic and money to succeed?
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Keyword Research
Keyword targets What are people searching for? What keywords / phrases are used most?Find the most relevant keywords and build landing
pages.
Keyword Tools – Google Keyword Tool and Google Trendshttps://adwords.google.com/select/KeywordToolExternal http://www.google.com/trends - See trends for keywords over time.
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Look at Local (United States) Monthly Searches.Check exact match on right hand side.Download spreadsheet and edit in a spreadsheet program
like Excel.Go back to keyword tool with more specific searches and
download again.Create a keyword spreadsheet with groups of keywords
that will used for landing pages.
Keyword Research Best Practices
Login with an email address used for a Google Adwords Account.
Start searches look at related keywords then narrow down searches.
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Building Landing Pages
Landing pages = Focused, keyword-rich content
Figure out your landing pages in 4 easy steps:1. Are there enough searches?2. Are searches relevant to my business?3. Are the landing pages logical? 4. Do I have time / money to build?
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Have an Internet Presence!
Effective websites are:
Persuasive
Branded
Easy to use
Competitive in the marketplace
Have something to say
Built around how people search
Socially active
(Directly) sell your goods or services?Generate leads (potential sales)?(Simply) provide contact info?Interact with other Internet presence?
What do you want your web site to do for you?
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Brainstorm a list of competitive advantages:
Class exerciseWhat makes your business special?
Years of experienceUnparalleled expertiseFriendly customer service – given!Quality productAttention to detailWarranty and GuaranteeDiscounts to qualified customersThe best, the brightest, the coolest…http://youtu.be/CFHe04jj1rA
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How to build a website
What do you want to do and what is your budget?Research your keywords and your market.Use your competitors to make your website better.Plan ahead. Create a wireframe and list what pages your
website should have.How much time do you have?What do you want to say?
Tools of the Trade – Wordpress, Joomla, Dreamweaver, etc.
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What is my supposed to do? Website Sales Funnel
The end of the funnel – Call to action, shopping cart, contact form, etc.
The start of the funnel – Visitors getting to your website.
The middle of the funnel – Browse website and consider sale.
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The Secrets to Success on Google
Google will reward pages that are:
Play by the rules of the game
Linked to from good websites
Content Rich
Well designed
Updated regularly
Keyword focused
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Link Quality depends on:• Keywords in links • Number of links on page• PR of linking page (scale of 0-10)• Content of page – Is the link related, natural?
Google PageRankPageRank reflects the quantity and quality of incoming links. Links vote for better websites.
searchengineguide.com/orbidex/2002/0207_orb1.html
In a typical website the homepage will have the most PR. As you go deeper into a website the PR goes down.
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What are nofollow vs. dofollow links?In general, we don't follow them. This means that Google does not transfer PageRank or anchor text across these links. Essentially, using nofollow causes us to drop the target links from our overall graph of the web. However, the target pages may still appear in our index if other sites link to them without using nofollow, or if the URLs are submitted to Google in a Sitemap. Also, it's important to note that other search engines may handle nofollow in slightly different ways.
Google PageRank NoFollow DoFollow
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searchengineland.com/what-is-google-pagerank-a-guide-for-searchers-webmasters-11068 Simple explanation from Danny Sullivanwww.search-this.com/pagerank-decoder/ - Visual tool to map linking relationshipen.wikipedia.org/wiki/PageRank - Detailed explanation of PageRank.www.iprcom.com/papers/pagerank/index.html Older complex explanation of PR
Google PageRank Reference docs
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Linking strategy in a nutshell – • Examine competitor’s incoming links• Identify topics and structure of websites• Review current links to see where you could get links• Let linking opportunities guide your content creation• Request links with focus on quality links • Also get lots of lower quality links – directories, etc.• Follow up with quality links and track your work
Linking Strategies
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Write copy for website with keywords in mindKeywords can tell you how users are thinking about your
businessLearn from competitors to write betterUse competitive advantages to create calls to actionEx. Donlucas.com
Bargeconnection.comCalsolareng.comVeassociates.comBatteries4less.com
Write Good SEO Content
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Competitor Research
Find competitor websitesLearn from competitors
– Find “Best of Breed” websites– What can you do to improve your website?– What mistakes can you avoid?– Why are competitors on the top of Google?
Build a better website by learning from your competitorsSearch for your top keyword targets on Google
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• Address of website – ie. Domain.com• Keyword and ranking on Google • PageRank of homepage• Number of pages in google index
– Google search for site:domain.com– Pages with PageRank - site:domain.com/*
• Number of links in – Use Blekko.com – Create a free account– Search with domain.com /seo
• Notes about website – Content, presentation, features & benefits, branding, taglines, blog, etc.
Create a Competitor Spreadsheet
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Google Places Local Search Listing
Add your business to Google Places https://www.google.com/local/add/
• Edit your description• Add a photos / videos, coupons• Assign business categories• Ask for reviews from customers• Track your clicks• Read my article in The Union
– Other sources for local listings – Bing Local Listing Center, Yahoo Local, citysearch.com, yelp.com, insiderpages.com, angieslist.com, and more.
http://www.theunion.com/article/20090713/FEATURES/907139988
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Google Places Claim your Local Search Listing
Main Factors for Better Ranking• Claim your listing• Customize your listing• Address in the city of the search• List in the right categories• Number of citations• Linking to your webpage• Customer reviews• Keywords in business name
and Places page
Go to http://www.davidmihm.com/local-search-ranking-factors.shtml for more info
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Analytics www.google.com/analytics
Webmaster Tools www.google.com/webmasters
Docs docs.google.com/
Alerts www.google.com/alerts
Toolbar www.google.com/toolbar Download then enable PageRank
More Tools www.google.com/options - Calendar, Voice, Trends, Notebook,
Groups, etc.
Free Google Tools
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What is Google Analytics?
Google Analytics is a free tool to measure website traffic and usage.
Would you like to know:
• Where are your website visitors coming from?• What keywords are they using to find your site?• Which pages on your site work the best – and the worst?• How much individual products sell?• How to measure the success of your online marketing?
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Google Analytics: Sign Up and Install Tracking Code• Sign up• Read help
o http://www.google.com/support/googleanalytics/?hl=en_US• Install Analytics tracking code
o http://code.google.com/apis/analytics/docs/tracking/home.htmlo Code is invisible on your site but should in included on all pages.
Settings: Goals, Filters, and User Access• Goals – Set up goals for conversion points.
o Checkout, contact form, download whitepaper, etc.• Filters - Remove your website usage from tracking.• Invite Users – Either as admin or view reports only.
Setting up Google Analytics
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Internet Marketing Resources• Coryon.com Resources page• Coryon.com/resources• Discover what really works in optimization• marketingexperiments.com • SEMPO Learning Center• sempo.org/learning_center/• Online marketing magazines / articles• practicalecommerce.com• webpronews.com• SEO Glossary• seoglossary.com/• SEOMoz article about Google Algorithm factors• seomoz.org/article/search-ranking-factors
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THANK YOU
THANK YOU
