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Introduction to Online Marketing for Placer School for Adults - Fall 2013

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Learn search marketing (organic and paid), link building, local search, social media marketing, competitor research, developing a better website, Google Analytics and many free tools. Class is taught ...

Learn search marketing (organic and paid), link building, local search, social media marketing, competitor research, developing a better website, Google Analytics and many free tools. Class is taught by an experienced and successful online entrepreneur who has reached the top of Google and will show you how.

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    Introduction to Online Marketing for Placer School for Adults - Fall 2013 Introduction to Online Marketing for Placer School for Adults - Fall 2013 Presentation Transcript

    • 2 Coryon Redd coryon@gmail.com The Accessible Expert at Coryon.com Presented by: Internet Marketing Fundamentals View this presentation online at: www.secretsofsearch.com/placerfall2013
    • 3 PART 2 – We’re almost experts (but there’s more to learn) What will be covered: Review keyword research Review competitive advantages How links count as votes to your website. How to use your competitors to make your website better. Optimize your Google+ Local listing Free Google tools and other references
    • 4 Brainstorm a list of competitive advantages: Class exercise follow up What makes your business special? Years of experience Unparalleled expertise Friendly customer service – given! Quality product Attention to detail Warranty and Guarantee Discounts to qualified customers The best, the brightest, the coolest… http://youtu.be/CFHe04jj1rA
    • 5 Keyword Research Follow Up Keyword targets What are people searching for? What keywords / phrases are used most? Find the most relevant keywords and build landing pages. Review keyword spreadsheets – Create a spreadsheet with top keywords organized by page
    • 6 Link Quality depends on: • Content of page – Is the link related, natural? • Number of links on page • PR of linking page (scale of 0-10) • Keywords in links can help but be careful! Google PageRank PageRank 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.
    • 7 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
    • 8 searchengineland.com/what-is-google-pagerank-a-guide-for- searchers-webmasters-11068 Simple explanation from Danny Sullivan www.search-this.com/pagerank-decoder/ - Visual tool to map linking relationship en.wikipedia.org/wiki/PageRank - Detailed explanation of PageRank. www.iprcom.com/papers/pagerank/index.html Older complex explanation of PR Google PageRank Reference docs
    • 9 Linking strategy in a nutshell – • Follow Google’s guidelines. Don’t buy links! • 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 • Beware of easy links – directories, articles, paid • Follow up with quality links and track your work • More next week… Linking Strategies
    • 10 Write copy for website with keywords in mind Keywords can tell you how users are thinking about your business Learn from competitors to write better Use competitive advantages to create calls to action Ex. FindingHappiness.com Bargeconnection.com Veassociates.com Batteries4less.com Write Good SEO Content
    • 11 Competitor Research Find competitor websites Learn 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 competitors Search for your top keyword targets on Google
    • 12 • 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 • Number of links in – Use alexa.com – Click on Sites Linking In: • Notes about website – Content, presentation, features & benefits, branding, taglines, blog, etc. Create a Competitor Spreadsheet
    • 13 Google+ Local Google Maps Listing Find your business on Google Maps search or add your business to Google Local https://www.google.com/local/add/ • Search for your business and verify • Edit your description • Add a photos / videos, coupons • Assign business categories • Ask for reviews from customers • Track your clicks • Consider Offers – Other sources for local listings – Bing Local Listing Center, Yahoo Local, citysearch.com, yelp.com, insiderpages.com, angieslist.com, MerchantCircle.com and more.
    • 14 Google+ Local 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
    • 15 Analytics www.google.com/analytics Webmaster Tools www.google.com/webmasters Docs drive.google.com/ Alerts www.google.com/alerts More Tools www.google.com/options - Calendar, Voice, Trends, Notebook, Groups, etc. Free Google Tools
    • 16 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?
    • 17 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 https://developers.google.com/analytics/devguides/collection/ o 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
    • 18 Internet Marketing Resources Moz.com 2013 Local Search Ranking Factors • moz.com/local-search-ranking-factors Linkingmatters.com • linkingmatters.com/ Matt Cutts Blog – Official Google Rep to SEO World • mattcutts.com/blog/ Roger Montti Blog – Good Insight on Current State of Link Building • martinibuster.com/ Free Online Tool to Create Mock Ups and Wireframes • moqups.com SEO Tutorial from BruceClay.com • bruceclay.com/seo/search-engine-optimization.htm SEO Training Videos from Lynda.com • lynda.com/SEO-training-tutorials/1469-0.html
    • 19 THANK YOU