Online Marketing for Placer School for Adults - Spring 2014

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Continue the journey towards mastery of Online Marketing with this 3 installment in the Placer School for Adults Online Marketing class. In this presentation, we review Google PageRank, competitor …

Continue the journey towards mastery of Online Marketing with this 3 installment in the Placer School for Adults Online Marketing class. In this presentation, we review Google PageRank, competitor research, wireframes for websites, WordPress and loads more.

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  • 1. Win the Internet Marketing Game Introduction to Online Marketing – Part 3 Presented by: Coryon Redd coryonredd@coryon.com www.linkedin.com/in/coryonredd Placer School for Adults Spring 2014 View this presentation online at: http://www.coryon.com/placer-intro-spring-2014 1
  • 2. 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. 2
  • 3. Why does Google PageRank Matter? It does matter, but it’s complicated… • Key to Google figuring out which pages are important. • How does your website do in the Google Popularity Contest? • PageRank not a reliable indicator… 3
  • 4. Google PageRank PageRank reflects the quantity and quality of incoming links. Links vote for better websites. In a typical website the homepage will have the most PR. As you go deeper into a website the PR goes down. Link Quality depends on: • Content of page – Is the link related, natural? • PR of linking page (scale of 0-10) • Keywords in links can help but be careful! 4 searchengineguide.com/orbidex/2002/0207_orb1.html
  • 5. Google PageRank Logarithmic Scale quicksprout.com/2011/08/31/does-google-pagerank-really-matter/ 5
  • 6. Google PageRank NoFollow DoFollow 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. 6
  • 7. Google PageRank Reference docs searchengineland.com/what-is-google-pagerank-a-guide-forsearchers-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 7
  • 8. Competitor Research Build a better website by learning from your competitors Search for your top keyword targets on Google 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? 8
  • 9. Create a Competitor Spreadsheet • 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. 9
  • 10. Google Places for Business Google Maps Listing Find your business on Google Maps search or add your business to Google Local https://www.google.com/business/placesforbusiness/ • • • • • • • Find your business and verify Edit your description Add a photos / videos, coupons Assign business categories Ask for reviews from customers Track your clicks Consider Google Adwords Express Other sources for local listings – Bing Local Listing Center, Yahoo Local, citysearch.com, yelp.com, insiderpages.com, angieslist.com, MerchantCircle.com and more. 10
  • 11. 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://moz.com/local-search-ranking-factors for more info 11
  • 12. A Wireframe is a Blueprint for your Website Visually displays the layout of a web page Saves time and aggravation Meant to be rough around the edges A picture guides the web design Clarifies website features Puts a focus on design and usability 12
  • 13. Wireframing References 7 Reasons to Wireframe - http://www.orbitmedia.com/blog/7reasons-to-wireframe/ A Beginner’s Guide to Wireframing - http://webdesign.tutsplus.com/articles/abeginners-guide-to-wireframing--webdesign-7399 15 Wireframe Tools https://www.mycrowd.com/blog/15-essential-toolsand-resources-create-great-wireframes/ Examples of Wireframes http://www.pinterest.com/coryonredd/wire frame-examples/ 13
  • 14. Introduction to WordPress WordPress is a free and easy to use tool to build websites. www.wordpress.org Why use WordPress? • • • • • • • • 14 Easy to use Free Many Themes available – Most are free Built in Blog SEO friendly Plugins allow customization Big user community Lots of support
  • 15. Introduction to WordPress Downsides on using WordPress? • • $$ - Get a developer to do what you can’t $$ - Plan to pay someone to keep it running • Backups, Security, Testing • $$ - Well supported paid themes are better • Target on it’s back – A popular platform means hackers love it. • Ask me about China sometime… 15
  • 16. Wordpress Support and Tutorials http://becomeablogger.com/ Learn how to blog and use word press http://wordpress.org/extend/themes/ Over 1000 free themes http://mogdesign.eu/blog/ultimate-wordpress-tutorial-collection/ Big list of wordpress tutorials http://www.siteground.com/tutorials/wordpress/ List of specific WordPress articles including setup, SEO and backup http://youtu.be/G8o8u7OtuZY Hour long tutorial on how to use WordPress 16
  • 17. 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
  • 18. Setting up Google Analytics 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. 18
  • 19. More Free Google Tools Analytics Webmaster Tools Docs Alerts More Tools 19 www.google.com/analytics www.google.com/webmasters drive.google.com/ www.google.com/alerts www.google.com/options - Calendar, Voice, Trends, Notebook, Groups, etc.