Internet Marketing is comprised of Search Engine Optimization, Search Engine Marketing, and Inbound Marketing.

3. @VisionaryLI
#sbdcStonyBrook

4. Set Up a Google Account

5. 3 Ways Your Website is Found
Internet
Search
(Search Engines
Google, Bing, Yahoo)
Direct
Search
(Users Type in your
website address)
Referring
url
(user clicks on link
from another website)

7. Important
Considerations for
Ranking Your Site
in Local Search

8. Local SEO
• Local SEO has a geographical component. It's
focused on relevance around a brick and
mortar location.
• Local SEO works best for businesses who are
looking to get business and leads from their
local area.

9. On-Page SEO Factors
• Use long tail keywords in content.
• According to Moz, using your city and state in
your title of your landing pages was the
number one factor in high ranking sites.
• Full contact details on your Home Page lets
Google know that you are truly are a local
business.

10. Citations
• Citations are mentions of your business name
and address on other webpages—even if
there is no link to your website.
• Chamber of Commerce Websites
• Yellow Pages Directory
• Local Business Association Websites

11. Citations
• Citations are a key component of the ranking
algorithms in Google and Bing.
• Help increase the degree of certainty the
search engines have about your business's
contact information and categorization
• Citations also validate that a business is part
of a community

12. Nail Your NAP!
• NAP = Name Address and Phone Number
• Consistency Is Crucial
• The slights variation in your NAP could
confuse Search Directories

13. • Moz Local helps local search engines
and new customers find your business
online
• Manage your online business listings
with a single click.
• Check Your Nap at Moz Local

14. Enter your
location data
and check your
listings.
Moz pushes
your listings to
major data
aggregators.
Search engines
find your
location
information.

16. • Google My Business puts your business info
on Search, Maps and Google+
• Your customers can show their
appreciation with ratings and
reviews, use the +1 button to
endorse your content, and re-share your
Google+ posts across the web.

17. • Fully Complete Your Places Listing
• Choose Proper Business Categories
• Write Meaningful Descriptions
• Include Rich Content
• Encourage Customer Reviews and Feedback
• Integrate with Google+

20. What Is a Long-Tail Keyword?
A long tail keyword is
a very targeted search
phrase that contains 3
or more words. It often
contains a head term,
which is a more generic
search term 1 or 2
words in length.

21. Long-Tail Keywords…
• Better quality traffic - higher conversion rates.
• Helps you rank for difficult terms.
• More specific, which means visitors that
land on your website from a long tail
search term are more qualified.
• Less competitive.
• Read HubSpot Blog Post

22. Assessing a Keyword’s Value
• Is the keyword relevant to your website's
content?
• Will searchers find what they are looking for on
your site when they search using these
keywords?
• Search for the term/phrase in the major engines
• Google AdWords Keyword Planner: Search for
keyword and ad group ideas, get historical
statistics, see how a list of keywords perform

24. Mobilegeddon is the tipping point from
traditional Search, to mobile first Search
The mobile friendly update will give
a ranking boost to mobile-friendly pages
in Google’s mobile search results

32. Information Architecture
 Create Usable Navigation System
 Easy to learn
 Consistent throughout the site
 Minimum number of clicks to destination
 What is the mission or purpose of the site
 Who are the intended audiences
 Determine the organizational structure
 Hierarchy of information
 Narrow and deep or broad and shallow
 Create a site map or blueprint of the site

33. 3 Important Concepts Require Your
Attention
 What the audience wants from you
 What you want to say
 How you arrange the content to best
meet your audience’s needs

34. Break up pages into
clearly defined areas

35. Make it obvious what
is clickable

36. Important Considerations
 A clear, concise mission, vision, and
values statement.
 Include photographs to add visual
meaning to the site.
 All photos should be captioned to
increase comprehension & SEO.

37. Important Considerations
 FAQ’s- improves users understanding of the
information presented and reduces demand
on your staff.
 Site Map—Helps users navigate and search
your site.
 Page Footers offer the user a set of links to
other pages in addition to essential data
about the site.

39. We don’t
read pages.
We scan
them.

40. We don’t
make optimal
choices
We satisfice

41. We don’t
figure out how
things work
We muddle
through

42. Conventions are
our friends

43. Web Site Conventions
 They are useful. Conventions only become
conventions if they work
 Designers are reluctant to use conventions,
they like to reinvent the wheel
 Innovate when you KNOW you have a better
idea, but use conventions when you don’t

44. Web Site Convention
Examples
 Navigation appearing along the top or
running down the left side of the page
 Logo located in the upper left corner
 Hyperlinks are underlined

45. Keep the noise
down
to a
dull roar

46. What Defines
A Good
Small Business
Web Site?

47. A Good Web Site Has:
 A tagline that clearly identifies what you do
 Consistent design and navigation on all pages
 Clear hierarchy of information
 Footer links at the bottom of every page
 Keywords that identify your business
 Easy-to-find contact information
 A means to gather user data

48. Things to Avoid
 Splash or Intro Pages
 Slow loading pages
 Large blocks of text on the main site
pages
 White text on color background
 Too much Flash and Music
 Incomplete pages

50. Omit Needless Words
 Reduces noise level of the page
 Makes useful content more prominent
 Makes pages shorter, reduces scrolling

51. Kill the Happy Talk
 Happy talk is like small talk, visitors to
your site are not interested.
 Contains no useful information

52. Chunk It
 Few Web users spend time reading long
passages of text on-screen
 Chunking can help organize and present
information in a uniform format
 Concise chunks of information are better
suited to the computer screen. Long pages
tend to disorient readers and require users to
scroll long distances

53. Kneel Before Google
 Your content should be “Search Engine
Friendly”
 Content should contain keywords that best
describe your products and/or services
 Use hyperlinks within your content to link to
other pages on your site

54. Stock Photography
 Google Images is NOT a source of photos for
your web site
 Royalty Free: Pay fee for variety of usage
 Rights Managed: Pay fee for very specific, one-
time usage.
 ShutterStock, Getty Images, FotoSearch offer
affordable plans for Royalty Free Stock Images.

57. Design is Devine
 The design of your site should offer relief to
the eye by striking a balance between text and
graphic elements.

58. Success Criteria
 Top of Mind Awareness within Marketplace
 Content is relevant, informative, and addresses the
needs of the visitor
 Information is easy to find and read
 Increase unique visitor traffic to site
 Reduce demand on staff when handling inquiries
 Capture user data for future marketing
 Connectedness–link to other Web properties
 More product inquiries—MORE BUSINESS!

60. SmartPhones
By 2014 more Internet Users
will access the Web from
their Smart Phone than a
Desktop Computer

61. SmartPhones
 81% browse the Internet, 77% search, 68% use
an app, and 48% watch videos on their
SmartPhone
 91 Million consumers in the U.S. use mobile
searches on a monthly
 9 out of 10 SmartPhone searches results in an
action (purchasing, visiting a business)
 33% of mobile users are looking to access local
content relevant to their GPS positioned
location

62. Responsive Design
A Single Web Site That Works Effectively on Both
Desktop Computers and Mobile Devices.

64. Web Site Evaluation
• Effectively measuring site performance will
enable you to accurately gauge ROI, and will
aid in future decisions and strategy for evolving
the site.
• Tracking visits is vitally important for a deeper
analysis of your Web site.

65. Web Site Evaluation
• Number of unique visits
• Average duration of a visit
• Top referring web sites
• Top entry and exit pages
• Top referring URL’s
• Average number of users per day
• Most active day of the week

66. • A free service offered by Google that generates
detailed statistics about the visitors to your
web site
• Shows you how people found your site, how
they explored it, and how you can enhance
their visitor experience

68. This presentation is available on:
http://