Learn how to build an effective website, drive traffic from a variety of sources and get top rankings on Google. Topics covered include SEO, website design, social media marketing, content marketing & more.
Introduction to Online Marketing - Fall 2014 for Placer School for Adults
1. Presented by:
Coryon Redd
coryonredd@coryon.com
www.linkedin.com/in/coryonredd
1
Win the Internet Marketing Game
Introduction to Online Marketing
Placer School for Adults
Fall 2014
View this presentation online at:
http://www.coryon.com/placer-intro-fall-2014
5. Let’s Start with the Basics:
• Start with a persuasive website
• Website visits from many sources
Search Engines (SEO)
Social Media
Video
Email
Pay For It – Sponsored Search, Facebook
Lots More Options
7. Content Marketing is:
Audience Focused
Communication
Branding
Relevant and Valuable
Informative and Interesting
Content Marketing isn’t:
8. Tools to Research Your Market:
Survey Your Market
Create Personas
Keyword Research
SocialMention.com
Research Competitors
9.
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Who is Coryon Redd?
Founder of Batteries4less.com
& Coryon.com Internet Marketing
Over 15 years on the top of Google.
Hundreds of #1 Rankings on Google
11. PART 1 - We’re Ready to Roll!
What will be covered:
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• 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/hF515-0Tduk - Succinct description of SEO
• How people make money with social marketing and
videos - cute cats and blended iPhones. (Go watch “Will It
Blend” on Youtube…)
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Here’s What!
Marketing 101 (in 1 slide)
Who is your Market?
Branding
What is your Mission? - Why Are You in Business?
• Simon Sinek TED Talk - goo.gl/4OMRpr
Manage your Message – Takes Time and Effort
Features vs. Benefits
Marketing is Not Selling!
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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 Planner
Keyword Planner is part of Google Adwords
Determine Products and Services
Do competitor research to help guide and inspire
you.
Determine Business Feasibility
Is being in business worth the risk? Can I do it?
Resources and Your Why
Do I have enough time, knowledge, passion, work
ethic and money to succeed? What’s your WHY?
18. What do you want your website to do for you?
• (Directly) sell your goods or services?
• Generate leads (potential sales)?
• (Simply) provide contact info?
• Build relationships with other websites
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Class Exercise
What makes your business special?
Brainstorm a list of competitive advantages:
Years of experience
Unparalleled expertise
Friendly customer service – given!
Quality product
Reliable
Warranty and Guarantee
Discounts to qualified customers
The best, the brightest, the coolest…
http://youtu.be/CFHe04jj1rA
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Why Do Search Marketing?
• Wide audience reach
• Reach local audience
• Lots of resources and support
• No cost per click for SEO
• Targeted traffic
• High conversion rates
• http://youtu.be/DwZnzclAkHA - Watch
the video
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A Brief Overview of
Search Engine Optimization
4 Simple Steps to SEO
Keyword Research
Competitor Research
Website Design and Landing Pages
Enter the Google Popularity Contest
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Set Goals for Your Success
Better Website
Learn It Yourself
Top Rankings on Google
More Online Traffic
More Revenue, More Profit
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Winning the Google Popularity Contest
How does Google Crown a Winner?
Incoming links and social engagement
Get the Votes that Matter…
Social signals from popular social sites
Links from quality, related websites
Not the Ones that Piss Google Off
Google can smell out low quality links
Google is an 800 lb Gorilla
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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
• Content Marketing
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People are Searching for your Business…
Right Now!
What are Keywords?
The Exact Ways People Search Google
What are People Searching for?
Use the Google Keyword Planner
Also Check Out Google.com/trends
What are Target Keywords?
The Most Important Keywords – Relevancy and # of Searches
What does it mean for my Website?
Create Keyword-Focused Landing Pages
26. 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.
Look at Local (United States) Monthly Searches.
Download spreadsheet and edit in a spreadsheet program like
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Excel.
Go back to Keyword Planner with more specific searches and
download again.
Create a keyword spreadsheet with groups of keywords that
will be used for landing pages.
27. The lens of SEO Sharpens All
of Your Internet Marketing
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Content is King
Blogging, Video, Web Pages, & More
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Distribution is Queen
Facebook, Twitter, Linkedin, Press Releases, Blogs
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SEO is your Ace in the Hole
Win the Game and Make More Money
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Internet Marketing Resources
Coryon.com Resources page
• Coryon.com/resources
• Training videos Coryon.com/video
Moz.com SEO for Beginners Guide
• http://www.seomoz.org/beginners-guide-to-seo
SEMPO Learning Center
• sempo.org/learning_center/
Discover what really works in optimization
• marketingexperiments.com
Online marketing magazines / articles
• practicalecommerce.com
• webpronews.com
SEO Glossary
• seoglossary.com/
Moz.com article about Google Algorithm factors
• seomoz.org/article/search-ranking-factors
Nevada County Online – Expert Speakers Monthly
• nevadacountyonline.com
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Homework
Keyword Research – Create a spreadsheet with top keywords for
your website
Competitive Advantages – Brainstorm with friends, associates
and family
Read about Google PageRank and the importance of link
building
33. Read these articles to learn more about PageRank and SEO
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Next: Google PageRank and
Local Search
PageRank reflects the quantity and quality of
incoming links. Links vote for better websites.
searchengineland.com/what-is-google-pagerank-a-guide-for-searchers-
webmasters-11068 – Or go to shortened URL -
goo.gl/9Gh3g
http://www.webseoanalytics.com/blog/is-google-pagerank-still-important-
in-seach-engine-optimization/ - Short URL =
goo.gl/Ovyf3
en.wikipedia.org/wiki/PageRank - Optional reading - detailed
article about PageRank
http://www.seomoz.org/blog/the-beginners-checklist-for-small-business-
seo - Beginner’s Checklist for SEO – Short URL =
goo.gl/FL14I
35. Go to Coryon.com to Learn More
View this presentation at: http://www.coryon.com/placer-intro-fall-2014
Editor's Notes
80% of online purchases start with a web search.
Google focused – 69% of market share
Keyword targeting focuses the right customers to the right pages on your site
Google “seal of approval” – #1 position = confidence in your business
thinkseer.com/tools/seo-search-engine-marketing-roi-calculator.php - SEO campaign ROI calculator
Wireframe - strangesystems.net/archives/2005/03/using_wireframe.php
strangesystems.net/images/wireframes_template-graffle.gif – single page wireframe template
http://www.gdoss.com/web_info/ia_deliverables/pmms_wireframes_4.3.pdf - example of full site wireframe
Don’ t Make Me Think: http://www.amazon.com/s/ref=nb_ss_gw?url=search-alias%3Daps&field-keywords=don%27t+make+me+think&x=0&y=0
Billboard design:
Fact of Life #1 – We don’t read pages, we scan them.
1. We’re usually in a hurry
Save as much time as possible, must keep them moving toward the end result of what they want to obtain… much like sharks need to keep moving.
2. Know that we don’t NEED to read everything.
We just need the bits that will give us the necessary information to keep our interest and the rest is irrelevant.
3. We’re good at it
Force of habit… our normal routine with almost everything we read involves scanning.
Fact of Life #2 – We don’t make optimal choices; we sacrifice - Choose the first reasonable option. (They don’t compare options; they take the first reasonable plan that comes to mind.)
1. We’re usually in a hurry
2. There’s not much of a penalty
Call To Action: http://www.amazon.com/Call-Action-Formulas-Improve-Results/dp/078521965X/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1216404636&sr=1-1
CSS: detailed article about CSS and SEO. Covers topics such as rearranging page content for spiders, making pages more crawlable
http://www.ecommerce-guide.com/solutions/advertising/article.php/3579196 - Design the perfect product page
http://www.ecommerce-guide.com/solutions/building/article.php/3584596 - Design the best check out pages
http://www.useit.com/alertbox/designmistakes.html Top Ten Web Design Mistakes of 2005
http://www.bedfordstmartins.com/markel_tutorial/ step by step tutorial
http://www.webreference.com/authoring/design/tutorials.html - list of many resources for building a website
http://websitetips.com/usability/ - Usability is an important goal of any website
http://www.wdvl.com/Authoring/Tutorials/usability.html - tutorial and in depth look at usability principles
Open browser and ask for volunteer for keywords.
focus on related keywords
ratio between searches (cellphone vs cell phone)
if a page doesn’t exist - you can build it
http://www.keyworddiscovery.com/search.html - Free keyword research tool.
https://adwords.google.com/select/KeywordToolExternal - google external tool
http://tools.seobook.com/keyword-tools/seobook/- very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
Open browser and ask for volunteer for keywords.
focus on related keywords
ratio between searches (cellphone vs cell phone)
if a page doesn’t exist - you can build it
http://www.keyworddiscovery.com/search.html - Free keyword research tool.
https://adwords.google.com/select/KeywordToolExternal - google external tool
http://tools.seobook.com/keyword-tools/seobook/- very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
Open browser and ask for volunteer for keywords.
focus on related keywords
ratio between searches (cellphone vs cell phone)
if a page doesn’t exist - you can build it
http://www.keyworddiscovery.com/search.html - Free keyword research tool.
https://adwords.google.com/select/KeywordToolExternal - google external tool
http://tools.seobook.com/keyword-tools/seobook/- very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
Open browser and ask for volunteer for keywords.
focus on related keywords
ratio between searches (cellphone vs cell phone)
if a page doesn’t exist - you can build it
http://www.keyworddiscovery.com/search.html - Free keyword research tool.
https://adwords.google.com/select/KeywordToolExternal - google external tool
http://tools.seobook.com/keyword-tools/seobook/- very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
Marketingexperiments.com – articles with real life case studies, free email newsletter, professional certification,
practicalecommerce.com – short articles written by experts, ecommerce focused, SEO report card,
Dir.yahoo - in order of popularity
sempo.org/learning_center/resources/ - A great list of SEM resources.