Search Engine Optimization, Blogs and Internet Marketing


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Describes the difference between paid search and organic search. Talks about the difference betweenFacebook ads and Adwords. Highlights the importance of branding on a website and shows how to blog and the benefits of blogging.

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Search Engine Optimization, Blogs and Internet Marketing

  1. 1. Search Engine Optimization, Blogs and Internet Marketing Strategy A Proud Member of the Business Improvement Team
  2. 2. <ul><ul><ul><ul><ul><li>Optimizing Search </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>-Organic Search </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>- Evaluating a Website </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>- Paid Search </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>- Blogs </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Inbound Marketing </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Websites & Branding </li></ul></ul></ul></ul></ul>SlideShare Topics Agenda
  3. 3. <ul><li>Wanted: </li></ul><ul><li>Web Crawlers, Spiders and Other Types of Weird Creatures </li></ul><ul><ul><li>(bots, ants, worms, etc.) </li></ul></ul>
  4. 4. <ul><li>Search Engine Optimization </li></ul><ul><li>Process of improving the visibilit y of a website or a web page in search engines via &quot;natural&quot; or “organic” (unpaid) search results . </li></ul><ul><li>The Top 3 Simple Organic Search Engine Optimization Techniques </li></ul><ul><li>1. Using keyword phrases correctly </li></ul><ul><ul><ul><li>- Don ’ t over use it </li></ul></ul></ul><ul><ul><ul><li>- Use it in the title of your post, in any sub headings you have, </li></ul></ul></ul><ul><ul><ul><li>in the first and last sentence of the post, and at </li></ul></ul></ul><ul><ul><ul><li>least three more times in the actual content. </li></ul></ul></ul>SEO
  5. 5. <ul><li>The Top 3 Simple Organic Search Engine Optimization Techniques (continued) </li></ul><ul><ul><li>2. Bold, Italics, and Underline </li></ul></ul><ul><ul><ul><ul><li>- Bold your keyword phrase once, italicize it once, and underline it once in your post. </li></ul></ul></ul></ul><ul><ul><li>3. Write Quality content that is at least 500 words long </li></ul></ul><ul><ul><ul><ul><li>- Search engines favor longer content of better quality </li></ul></ul></ul></ul><ul><ul><ul><ul><li>- Need to write at least 500 words and the longer it is the better. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>- Content has to be useful and interesting </li></ul></ul></ul></ul>SEO
  6. 6. <ul><li>Optimize Your Website </li></ul><ul><li> </li></ul><ul><li>Useful Tool To Analyze: </li></ul><ul><ul><ul><li>1. Metadata </li></ul></ul></ul><ul><ul><ul><li>2. Headings </li></ul></ul></ul><ul><ul><ul><li>3. Images </li></ul></ul></ul><ul><ul><ul><li>4. Keyword Page analysis </li></ul></ul></ul><ul><ul><ul><li>5. Domain expiration date </li></ul></ul></ul><ul><ul><ul><li>6. Linking Domains </li></ul></ul></ul>
  7. 7. <ul><li>Overall Grade - A website grade of 99/100 for means that of the millions of websites that have previously been evaluated, our algorithm has calculated that this site scores higher than 99% of them in terms of its marketing effectiveness </li></ul><ul><li>Fresh Content </li></ul><ul><li>Blog Grade </li></ul><ul><li>Readability Level </li></ul><ul><li>Twitter Grade </li></ul><ul><li>Linking Domains </li></ul><ul><li>RSS Feed </li></ul><ul><li>Conversion Form </li></ul><ul><ul><li>Twitter Grade </li></ul></ul>
  8. 8. Paid Search <ul><li>Who Should You Place Your Bets On? </li></ul>
  9. 9. Paid Search <ul><li>Google Adwords </li></ul><ul><li>- Adwords targets Google searchers via keywords, tailor your keywords to specifically reach customers that are in certain stages of the buying cycle. </li></ul><ul><li>- Average search 4 or 5 words long </li></ul><ul><li>- Targets people in different stages of the buying cycle. </li></ul><ul><li>For example, if you have a golf clubs review website you might want to target people earlier in the buying cycle or you might want to target people who want to upgrade </li></ul><ul><li>- Building good keyword lists and creating ads with effective ROI will take knowledge, experience and testing to build a solid, successful Adwords campaign. </li></ul>
  10. 10. <ul><li>Facebook Advertising </li></ul><ul><li>Target users by sex, age, sexual preference, marital status, education level, workplace, interests and language- </li></ul><ul><li>No “search keyword” targeting. When it comes to the buying cycle, you have to assume that everyone on Facebook is a “tire kicker”. </li></ul><ul><li>If you run a dating service and target single people of a certain age or sexual preference you can get right in front of the right audience rather easily. </li></ul><ul><li>On Facebook your ad needs to create interest in your product or service and get people in to the buying cycle. </li></ul>Paid Search
  11. 11. Paid Search <ul><li>Click Thru Rate - Clickthrough rate or CTR is a way of measuring the success of an online advertising campaign. A CTR is obtained by dividing the &quot;number of users who clicked on an ad by the &quot;number of times the ad was delivered&quot; ( impressions ). For example, if a banner ad was delivered 100 times (impressions delivered) and 1 person clicked on it (clicks recorded), then the resulting CTR would be 1 percent. </li></ul>
  12. 12. <ul><li>According to Webtrends the average CTR of all ads on Facebook is roughly .051 %, while all other ads on search engines are at .1 %. </li></ul>Paid Search
  13. 13. Paid Search
  14. 15. Interaction with Visitors Unlike websites, blogs are open to comment and discussion on the topic subject on hand by all or a specific group of people. Communication Approach Format Blogs can take a personal or professional approach. Blogs can represent the personality of the author; their personal experiences, views and hobbies. It also allow businesses to communicate with their clients and potential ones. Date and Time-Stamped Individual weblog entries are almost always dated and time-stamped, with the newest post at the top of the page. A website does not do this. .
  15. 17. Metrics
  16. 19. Blogs Metrics
  17. 20. <ul><li>Inbound Vs. Outbound Marketing </li></ul>
  18. 21. <ul><li>Inbound Marketing </li></ul><ul><li>How To Get People to Appear At Your Electronic Doorstep </li></ul>
  19. 22. <ul><li>What ’s a Brand? </li></ul>
  20. 23. <ul><li>Brand </li></ul><ul><li>More than just a logo </li></ul>
  21. 24. Any Recent Changes In Brand Perception (0r Brand Equity) for Any of These?
  22. 25. a brand is.... a co-authored experience —a mutual relationship lives between the customer and the brand. The company sets the intention of their brand, and the customer interprets his or her own meaning. The ultimate definition of your brand is determined and owned by your customers when they evaluate their experience with you.
  23. 26. <ul><li>Tips for Branding a Website </li></ul><ul><li>Value proposition </li></ul><ul><li>When a visitor arrives on your site for the first time they take the first few seconds to orient themselves. Is this the right site? Does this look interesting? What is this all about? To answer these questions you should provide a clear and concise value proposition to your visitor. </li></ul><ul><li>This value proposition should be a short statement in a prominent location on your page. It should preferably be located next to the site ’s logo so that when a new visitor reads the title of the site or business they’ll follow on to the value proposition. </li></ul>
  24. 27. <ul><li>C o l o r </li></ul><ul><li>Color isn ’t just aesthetics — it stimulates various emotions and carries with it subconscious associations to various things and characteristics. </li></ul><ul><li>For example, the color red may actually increase blood pressure, pulse and respiration. It ’s a color that symbolizes passion, energy, power and excitement. Because of this, it’s usually a good color choice for brands in the entertainment industry. </li></ul><ul><li>Other colors carry different associations and effects. Green symbolizes nature, environment, profit, money and health. It ’s also a calming color, which is why hospitals usually paint their walls pale green. </li></ul>
  25. 28. <ul><li>Character </li></ul><ul><li>Does your brand have character? Infusing your brand with a little personality can help you define what it stands for. </li></ul><ul><li>Is the brand all about stability and safety so that your customers can be sure to rely on you? Is the brand fun and down to earth? </li></ul>
  26. 29. <ul><li>Consistency </li></ul><ul><li>To build a successful brand you need to make it memorable . </li></ul><ul><li>Keep consistent colors, visuals and typography throughout to ensure your website projects a uniform image . </li></ul><ul><li>Size and position of the logo </li></ul><ul><li>The accepted norm when positioning your site ’s logo is to put it in the upper left area of the page. </li></ul><ul><li>That ’s the area where most people will look at to see what site they’re on. Additionally, it’s best practice to link the logo image to the site’s home page. </li></ul><ul><li>Tone of voice </li></ul><ul><li>The language you use on your website needs to reinforce your brand ’s character and personality - informal and fun tome of voice may work well for you. </li></ul>