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Link Building – Ways Search Engines Judge the Value of a Link. Internal vs. External Anchor Text PageRank TrustRank Domain Authority Diversity of Sources Uniqueness of Source + Target Location on the Page Topical Relevance Content & Context Assessment Geographical Location Use of Rel=”Nofollow” Link Type Other Link Targets on the Source Page Domain, Page & link-Specific Penalties Content/Embed Patterns Temporal / Historical Data
Pay per click Advertising Steps: Decide Goals Decide Targets – Location, age, gender Create Ads based on goals and target Choose Keywords that will trigger your ads Narrow by match types – Broad match | “Exact Match” | [exact term] Decide on negative keywords Daily budget $ Click amount Review
Pay per click Advertising Tips to boost : Be careful with Broad Match Be smart with your negative Test different ads Build separate campaigns for search and for contextual Build a specific landing page Build a relationship – free is the new currency
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
Social Media – An integrated case study FG Roberts – Manufacturer of Gluten Free Products Blog –www.glutenfreehealth.net Online Articles Dedicated YouTube channel Guest writer to nr 1 content website WOM + Advocates -> Commercial Benefit
Early warnings You can Influence and reassume your position
Integrated Strategies Social Media SEO Online Advertising
Internet Marketing – Underutilised Strategies The Online Circle De-mystifying Internet Marketing for business people.
7 KEY USES FOR EMAIL MARKETING Use best practices and basic tests Nurture leads Resurrect dead leads Boost user-generated content Cut expenses, increase satisfaction, multiply sales Sharpen autoresponding email strategy Organise and rally grassroots teams
9 Things to remember when implementing emails Not all graphics will be seen. Alt tag copy is an art. Don’t let graphics depress response. A Call to Action in the reading pane. Use your subject lines, sender name and “From” 6. Use pre-headers and snippet text wisely. 7. No web-like navigation with today’s mobile email. 8. Test with different email clients. 9. Find the best resources