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IMA
Internet Marketing Academy
De-mystifying Internet Marketing for business people.
Introduction




                 The Next Three Hours
   Internet Marketing Solutions to fit Business Goals




   • Web ...
www.theonlinecircle.com
The Presenters
About Your Presenters.

                         The Presenters
About Your Presenters.
About Your Presenters.
About Your Presenters.
About Your Presenters.
Why the Internet?




                    Measurable
Why the Internet?




                    Immediacy
Why the Internet?


                    Reach
Why the Internet?
SEO – What is Search Engine Optimisation?



  IMA                                                     1
                 ...
SEO – What is Search Engine Optimisation?


                  Working with Search Engines

   IMA                  How the...
SEO – What is Search Engine Optimisation? Working with Search Engines




                Crawling the Web

              ...
SEO – What is Search Engine Optimisation? Working with Search Engines




                  Store
SEO – Building an Asset
SEO – What is Search Engine Optimisation?


           The Online Circle’s 4C’s of SEO


                  Credibility    ...
SEO – What is Search Engine Optimisation?

           Onsite SEO and Offsite SEO
SEO – What is Search Engine Optimisation? Onsite SEO




                    Basic Onsite SEO Factors



      •   Context...
SEO – What is Search Engine Optimisation? Onsite SEO - Keywords




   Google categorise pages in 3 levels




   Navigati...
SEO – What is Search Engine Optimisation? Onsite SEO




                               Title Tags
SEO – What is Search Engine Optimisation? Onsite SEO




                                       Title Tags


             ...
SEO – What is Search Engine Optimisation? Onsite SEO




                         Description Tags
SEO – What is Search Engine Optimisation? Onsite SEO




                              Description Tags


                ...
SEO – What is Search Engine Optimisation? Onsite SEO




                                 URL’s
SEO – What is Search Engine Optimisation? Onsite SEO




                                 URL’s
SEO – What is Search Engine Optimisation? Onsite SEO




                                     URL’s


                    ...
SEO – What is Search Engine Optimisation? Onsite SEO




                      Canonical Redirection


          These URL...
SEO – What is Search Engine Optimisation? Onsite SEO



              Canonical Redirection - What do I do?




  1) Don’t...
SEO – What is Search Engine Optimisation? Onsite SEO




                                 Sitemaps
SEO – What is Search Engine Optimisation? Onsite SEO




                                  Robots
SEO – What is Search Engine Optimisation? Onsite SEO


                      404 pages Examples
SEO – What is Search Engine Optimisation? Onsite SEO




                               Quality Content


                ...
SEO – What is Search Engine Optimisation? Onsite SEO




                  Anchor Text / Anchor Links
SEO – What is Search Engine Optimisation? Onsite SEO




                    Anchor Text / Anchor Links


                ...
SEO – What is Search Engine Optimisation? Offsite SEO




                    Basic Offsite SEO Factors




             •...
SEO – What is Search Engine Optimisation? Offsite SEO



                              Link Building



   The Good

   Th...
SEO – What is Search Engine Optimisation? Offsite SEO




                     Building Links Strategies




    • Bloggin...
SEO – What is Search Engine Optimisation?




           Remember



   •   4 C’s Optimisation
   •   SEO is not free (but...
SEO – What is Search Engine Optimisation? Management of efforts




            ROI on SEO – Management of Efforts


     ...
Future of SEO




          Search Engines more interactive
Websites – Site Structure and Content


  IMA                                                     2
                      ...
Websites – Site Structure and Content


Beautiful site?
Functional site?
Websites – Site Structure and Content – Professional Design



                        Professional Design

              ...
Websites – Site Structure and Content – Website Optimiser



                           Website Optimiser
Websites – Site Structure and Content – Website Optimizer



                           Website Optimizer
Websites – Site Structure and Content – Using analytics to improve your site
Websites – Site Structure and Content – Professional Design
Websites – Site Structure and Content – Landing Page
Websites – Site Structure and Content – Landing Page
Websites – Site Structure and Content – Using analytics to improve your site
Websites – Site Structure and Content – Using analytics to improve your site
Websites – Site Structure and Content – Videos and other tools


                                                         ...
Websites – Advertising Online


  IMA                                                     3
                              ...
Websites – Advertising Online – Banner ads




                            Media Plan


      - Objectives
      - Target ...
Websites – Advertising Online – Banner ads




                      Banner Ads and CPM
Websites – Advertising Online – PPC advertising


                  Pay per click (PPC or CPC)




                       ...
Websites – Advertising Online – PPC advertising


                      Pay per click Advertising


    Steps:
    1) Deci...
Websites – Advertising Online – PPC advertising


                     Pay per click Advertising


    Tips to boost :
   ...
Websites – Advertising Online – Landing Pages




                            CPA-Affiliate

   Performance based online a...
Websites – Advertising Online – Landing Pages




                          Landing Pages
Social Media


  IMA                                                     4
                                               ...
Social Media - Buzzzzzzz



               What’s Social Media and buzz?
Social Media - Buzzzzzzz


               What’s Social Media and buzz?
Social Media – Is it commercially worthwhile?
Social Media – Is Commercially Worth?
Social Media – Is it commercially worthwhile?




Companies are using social media f...
Social Media – Influencing the Conversation
Social Media – Other applications


         Applications you should be aware of
Social Media – An integrated case study


   FG Roberts – Manufacturer of Gluten Free Products




    Goal: Sell more pro...
Social Media – An integrated case study


   FG Roberts – Manufacturer of Gluten Free Products

  Blog –www.glutenfreeheal...
Internet Marketing – Underutilized Strategies



  IMA                                                     5
             ...
Email Marketing
Marketing Oriented Options. Emails



                        Email Marketing


                      Good practice
    1....
Marketing Oriented Options. Emails - test
Marketing Oriented Options. PR
Marketing Oriented Options. PR


Distribution
Marketing Oriented Options. Online Articles
Online Brand Management.
Marketing Oriented Options. Online Reputation




                   Digital Brand Management



    1. Monitor.
      • B...
Viral Marketing.




          http://www.youtube.com/watch?v=qg1ckCkm8YI
Marketing Oriented Options. Viral




                             Viral Marketing


    1. Meeting a business objective.
...
Internet Marketing – Your Next Steps



  IMA                                                     6
                      ...
Q&A




Who wants to ask the second question?
IMA
 Internet Marketing Academy
 De-mystifying Internet Marketing for business people.




             www . Internet Mar...
Jeff Richardson



IMA
Internet Marketing Academy
De-mystifying Internet Marketing for business people.




              ...
Lucio Ribeiro



IMA
Internet Marketing Academy
De-mystifying Internet Marketing for business people.




               M...
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Internet Marketing Explained - Internet Marketing Academy Australia

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Internet Marketing Explained by Lucio Ribeiro and Jeff Richardson from www.theonlinecircle.com and www.internetmarketingacademy.com.au and their Melbourne session training.

Published in: Business, Technology
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  • "Traffic Masters Academy Course!" Online Marketing & Leads Generation Secrets... $297.00 http://goo.gl/fOadZj
       Reply 
    Are you sure you want to  Yes  No
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  • Hi,

    I am Chandni Kumari Business Development Executive.

    I was on you website and observed that you are an online service provider. I was just wondering if you would be interested in outsourcing your campaigns to us. We would be happy to execute the same for you on a white label basis.

    Why choose us?

    The answer is simple! We provide affordable and very UNIQUE link building service. You can hire a link builder working full time, 22 days a month for you and that too at USD 450.00 a month. It's not the same as what most SEO companies do:

    Benefits of Hiring a Link Builder

    It’s affordable with price as low as USD 495.00 a month.
    Link Builder would work 22 days a month
    No Set-up Cost
    No Infrastructure Cost
    Link Building helps your site indexing in Search Engines (Like Google, Yahoo & MSN, bing).
    Get theme based one way links along with directory submissions and social book marking
    No Need to Pay for Every Link
    Its make related traffic for your site to get relevant audience.

    Top 20 Benefits of Our Service:

    1. Working for more than 5 SEO companies in UK and USA
    2. Links with relevant 'Keywords' in the Anchor Text
    3. Links from industry-relevant pages.
    4. Links from industry specific article pages
    5. Link to your site should not be through a 'redirect' script
    6. No JavaScript links
    7. No links from 'framed' pages
    8. No 'flash' embedded links
    9. No paid or time-bound links
    10. No links from Link Farms
    11. No links from FFA (Free-For-All) link networks
    12. No links from pornographic, casino, Viagra and other sites containing offensive content
    13. Full data sheet of links created at the end of each month
    14. Hired Link Builder would work Full Time, 22 Days a month.

    Do let me know your views and I would be happy to provide further details.

    Kind Regards,

    Chandni Kumari

    Email ID Seocompany4531@yahoo.in

    Online Marketing
       Reply 
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Transcript of "Internet Marketing Explained - Internet Marketing Academy Australia"

  1. 1. IMA Internet Marketing Academy De-mystifying Internet Marketing for business people.
  2. 2. Introduction The Next Three Hours Internet Marketing Solutions to fit Business Goals • Web sites • Advertising online • Social Media • Underutilised Online Strategies
  3. 3. www.theonlinecircle.com
  4. 4. The Presenters
  5. 5. About Your Presenters. The Presenters
  6. 6. About Your Presenters.
  7. 7. About Your Presenters.
  8. 8. About Your Presenters.
  9. 9. About Your Presenters.
  10. 10. Why the Internet? Measurable
  11. 11. Why the Internet? Immediacy
  12. 12. Why the Internet? Reach
  13. 13. Why the Internet?
  14. 14. SEO – What is Search Engine Optimisation? IMA 1 20min Internet Marketing Academy De-mystifying Internet Marketing for business people.
  15. 15. SEO – What is Search Engine Optimisation? Working with Search Engines IMA How they work?
  16. 16. SEO – What is Search Engine Optimisation? Working with Search Engines Crawling the Web Indexing Documents Processing Queries Ranking Results Remember – Search Engines index, process and present pages not sites.
  17. 17. SEO – What is Search Engine Optimisation? Working with Search Engines Store
  18. 18. SEO – Building an Asset
  19. 19. SEO – What is Search Engine Optimisation? The Online Circle’s 4C’s of SEO Credibility Competition Clarity Currency
  20. 20. SEO – What is Search Engine Optimisation? Onsite SEO and Offsite SEO
  21. 21. SEO – What is Search Engine Optimisation? Onsite SEO Basic Onsite SEO Factors • Contextual Keywords • Title Tag ( with Keyword) • Meta Description ( Consistent with Title Tag) • URL’s • Keyword Density in body text • H1/h2/h3 Tags ( with Keyword) • Graphic Alt Text ( with Keyword) • Keyword Hyperlinks (anchor Texts)
  22. 22. SEO – What is Search Engine Optimisation? Onsite SEO - Keywords Google categorise pages in 3 levels Navigational Kevin Costner Informational Kevin Costner Biography Transactional Kevin Costner DVD
  23. 23. SEO – What is Search Engine Optimisation? Onsite SEO Title Tags
  24. 24. SEO – What is Search Engine Optimisation? Onsite SEO Title Tags Good practice Short unique and good sales pitch (70 characters - around 8 words) • Accurately describe the page's content • Avoid using default or vague titles like quot;Untitled” • Avoid keyword stuffing • Create unique title tags for every page on your site • Avoid using a single title tag across all of your site's pages or a large group of pages
  25. 25. SEO – What is Search Engine Optimisation? Onsite SEO Description Tags
  26. 26. SEO – What is Search Engine Optimisation? Onsite SEO Description Tags Good practice Short unique and good sales argument (Google allows around 160 characters) • Accurately describe the page's content • For humans and for search engines • Connected to the Title • Use unique descriptions for each page
  27. 27. SEO – What is Search Engine Optimisation? Onsite SEO URL’s
  28. 28. SEO – What is Search Engine Optimisation? Onsite SEO URL’s
  29. 29. SEO – What is Search Engine Optimisation? Onsite SEO URL’s Good practice • Words rather than numbers. • Provide one version of a URL to reach a document redirect www or non-www (canonical) to concentrate all reputation 301 Redirections
  30. 30. SEO – What is Search Engine Optimisation? Onsite SEO Canonical Redirection These URLs are all different: • www.example.com • example.com • www.example.com/ http://example.com/ • example.com/ 301 • www.example.com/index.html or • example.com/index.html http://www.example.com/ • www.example.com/Home.aspx • example.com/Home.aspx
  31. 31. SEO – What is Search Engine Optimisation? Onsite SEO Canonical Redirection - What do I do? 1) Don’t Panic 2) Get your 301 in place 3) It’s an easy thing to do but it’s technical
  32. 32. SEO – What is Search Engine Optimisation? Onsite SEO Sitemaps
  33. 33. SEO – What is Search Engine Optimisation? Onsite SEO Robots
  34. 34. SEO – What is Search Engine Optimisation? Onsite SEO 404 pages Examples
  35. 35. SEO – What is Search Engine Optimisation? Onsite SEO Quality Content Good practice • Offer exclusive content. • Create content primarily for your users, not search engines • Create fresh, unique content Don’t Do • Duplicate Content. • Stuffing • Cloaking • Having blocks of text like quot;frequent misspellings used to reach this pagequot; that add little value for users
  36. 36. SEO – What is Search Engine Optimisation? Onsite SEO Anchor Text / Anchor Links
  37. 37. SEO – What is Search Engine Optimisation? Onsite SEO Anchor Text / Anchor Links Good practice • Descriptive text • Think about anchor text for internal links too Read all about Internet Marketing. Instead of Read all about Internet Marketing Academy here.
  38. 38. SEO – What is Search Engine Optimisation? Offsite SEO Basic Offsite SEO Factors • Competition Analysis – CI • Link Building
  39. 39. SEO – What is Search Engine Optimisation? Offsite SEO Link Building The Good The Bad The Ugly
  40. 40. SEO – What is Search Engine Optimisation? Offsite SEO Building Links Strategies • Blogging about new content or services • Social Media • Online PR • Promotions • Add your business to the local council or association • Add your business to Google Maps / Google Local / Google Base • Exchange IDEAS (not links) with your peers
  41. 41. SEO – What is Search Engine Optimisation? Remember • 4 C’s Optimisation • SEO is not free (but it can deliver a high ROI) • SEO is a tactic but it requires a strategy • SEO is an asset - building it takes time • SEO changes constantly (keep updated) • No one can guarantee a #1 ranking on Google.
  42. 42. SEO – What is Search Engine Optimisation? Management of efforts ROI on SEO – Management of Efforts 1. Establish Your Benchmark Positioning (ranking) 1. Measure from time to time 2. Pages indexed 3. Monthly traffic stats 4. Referring Keywords 5. Establishing a larger number of touch points 6. Conversion rate
  43. 43. Future of SEO Search Engines more interactive
  44. 44. Websites – Site Structure and Content IMA 2 25 min Internet Marketing Academy De-mystifying Internet Marketing for business people.
  45. 45. Websites – Site Structure and Content Beautiful site? Functional site?
  46. 46. Websites – Site Structure and Content – Professional Design Professional Design Checklist: • Accessibility 1 • Identity • Navigation • Content
  47. 47. Websites – Site Structure and Content – Website Optimiser Website Optimiser
  48. 48. Websites – Site Structure and Content – Website Optimizer Website Optimizer
  49. 49. Websites – Site Structure and Content – Using analytics to improve your site
  50. 50. Websites – Site Structure and Content – Professional Design
  51. 51. Websites – Site Structure and Content – Landing Page
  52. 52. Websites – Site Structure and Content – Landing Page
  53. 53. Websites – Site Structure and Content – Using analytics to improve your site
  54. 54. Websites – Site Structure and Content – Using analytics to improve your site
  55. 55. Websites – Site Structure and Content – Videos and other tools Product listing Yahoo Tools Live tools Profile Hub Images Images Maps and local Business
  56. 56. Websites – Advertising Online IMA 3 30 min Internet Marketing Academy De-mystifying Internet Marketing for business people.
  57. 57. Websites – Advertising Online – Banner ads Media Plan - Objectives - Target Market - Where do they hang out?
  58. 58. Websites – Advertising Online – Banner ads Banner Ads and CPM
  59. 59. Websites – Advertising Online – PPC advertising Pay per click (PPC or CPC) PPC PPC SEO
  60. 60. Websites – Advertising Online – PPC advertising Pay per click Advertising Steps: 1) Decide Goals 2) Decide Targets – Location, age, gender 3) Create Ads based on goals and target 4) Choose Keywords that will trigger your ads 5) Narrow by match types – Broad match | “Exact Match” | [exact term] 6) Decide on negative keywords 7) Daily budget 8) $ Click amount 9) Review
  61. 61. Websites – Advertising Online – PPC advertising Pay per click Advertising Tips to boost : 1. Be careful with Broad Match 2. Be smart with your negative 3. Test different ads 4. Build separate campaigns for search and for contextual 5. Build a specific landing page 6. Build a relationship – free is the new currency
  62. 62. Websites – Advertising Online – Landing Pages CPA-Affiliate Performance based online advertising
  63. 63. Websites – Advertising Online – Landing Pages Landing Pages
  64. 64. Social Media IMA 4 45 min Internet Marketing Academy De-mystifying Internet Marketing for business people.
  65. 65. Social Media - Buzzzzzzz What’s Social Media and buzz?
  66. 66. Social Media - Buzzzzzzz What’s Social Media and buzz?
  67. 67. Social Media – Is it commercially worthwhile?
  68. 68. Social Media – Is Commercially Worth? Social Media – Is it commercially worthwhile? Companies are using social media for: •Brand awareness •Relationship with customers •News generation •Influence buy decisions •Research •Market Test •Lowering Costs
  69. 69. Social Media – Influencing the Conversation
  70. 70. Social Media – Other applications Applications you should be aware of
  71. 71. Social Media – An integrated case study FG Roberts – Manufacturer of Gluten Free Products Goal: Sell more product Strategic Objective: Build a Thought Leadership Position Strategy Step1) Build an online presence Step2) Consolidate reputation Step3) Convert Online reputation to commercial value
  72. 72. Social Media – An integrated case study FG Roberts – Manufacturer of Gluten Free Products Blog –www.glutenfreehealth.net This is Social Media.... Online Articles Dedicated YouTube channel Guest writer to nr 1 content website
  73. 73. Internet Marketing – Underutilized Strategies IMA 5 30 min Internet Marketing Academy De-mystifying Internet Marketing for business people.
  74. 74. Email Marketing
  75. 75. Marketing Oriented Options. Emails Email Marketing Good practice 1. Targeting. 2. Clear communication 3. Offer 4. Creative 5. Unique Landing Page ...and don’t forget piggy back emails
  76. 76. Marketing Oriented Options. Emails - test
  77. 77. Marketing Oriented Options. PR
  78. 78. Marketing Oriented Options. PR Distribution
  79. 79. Marketing Oriented Options. Online Articles
  80. 80. Online Brand Management.
  81. 81. Marketing Oriented Options. Online Reputation Digital Brand Management 1. Monitor. • Be selective 2. Influence. • Not always easy – eg. Wikipedia 3. Be Pro-Active • Initiating is better than responding.
  82. 82. Viral Marketing. http://www.youtube.com/watch?v=qg1ckCkm8YI
  83. 83. Marketing Oriented Options. Viral Viral Marketing 1. Meeting a business objective. 2. Must be of interest. It can be: 1. Funny. 2. Informative 3. Interesting 4. Unique 3. Getting it started 1. Influencers
  84. 84. Internet Marketing – Your Next Steps IMA 6 5 min Internet Marketing Academy De-mystifying Internet Marketing for business people.
  85. 85. Q&A Who wants to ask the second question?
  86. 86. IMA Internet Marketing Academy De-mystifying Internet Marketing for business people. www . Internet Marketing Academy . com . au www . The Online Circle . com www . marketingeasy. net Jeff Richardson Lucio Ribeiro
  87. 87. Jeff Richardson IMA Internet Marketing Academy De-mystifying Internet Marketing for business people. Managing Director (B) +61 3 9016 9530 (M) 0423 694 338 via Skype: onlinecircle email: jeff@theonlinecircle.com twitter.com/JeffR_Melb_AU linkedin.com/in/theonlinecircle
  88. 88. Lucio Ribeiro IMA Internet Marketing Academy De-mystifying Internet Marketing for business people. Managing Director (B) +61 3 9016 9530 (M) 0434 376 102 via Skype: lucio.dias.ribeiro email: lucio@theonlinecircle.com twitter.com/lucio_ribeiro linkedin.com/in/luciodiasribeiro
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