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INTERNET MARKETING<br />A CEO’S CRASH COURSE <br />
Website Management.<br />Search Engine Optimisation.<br />Website management.<br />Test. Measure. Refine.<br />Online adve...
Working with Search Engines<br />How they work? <br />IMA<br />
Store<br />
SEO – Building an Asset<br />
The Online Circle’s 4C’s of SEO<br />Credibility<br />Clarity<br />Currency<br />Competition<br />
SEO – What is Search Engine Optimisation?<br />Onsite SEO and Offsite SEO<br />
Basic Onsite SEO Factors<br /><ul><li>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)</li></li></ul><li>Keyword Research: Buying Cycle<br />Google categorises pages in 3 leve...
Keyword Research: What is really best?<br />TRAVEL – 32,000 searches per month in Google AU<br />TOUR – 16,000 searches pe...
Title Tags<br />
Description Tags<br />
URL’s<br />
Canonical Redirection<br />These URLs are all different:<br /><ul><li>www.example.com
example.com
www.example.com/
example.com/
www.example.com/index.html
example.com/index.html
www.example.com/Home.aspx
example.com/Home.aspx</li></ul>http://example.com/<br />or<br />301<br />http://www.example.com/<br />
Sitemaps – Robots – Other Considerations<br />
Anchor Text / Anchor Links<br />
Link Building<br />The Bad<br />The Good<br />The Ugly<br />
Link Building – <br />Ways Search Engines Judge the Value of a Link.<br />Internal vs. External<br />Anchor Text<br />Page...
Building Links Strategies<br /><ul><li> 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 </li></li></ul><li>SEO<br />It’s all about executing one integrated strategy<b...
ROI on SEO – Management of Efforts<br />Establish Your Benchmark Positioning (ranking)<br /><ul><li>Measure from time to t...
Remember<br /><ul><li>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.</li></li></ul><li>Websites – Site Structure and Content<br />2<br />IMA<br />...
Professional Design<br />1<br />
Website Optimizer<br />
Website Optimizer<br />
Websites – Advertising Online<br />3<br />IMA<br />30 min<br />
Media Plan <br /><ul><li> Objectives
 Target Market
 Where do they hang out?</li></li></ul><li>Pay per click (PPC or CPC)<br />PPC<br />PPC<br />SEO<br />
Pay per click Advertising<br />Steps:<br />Decide Goals<br />Decide Targets – Location, age, gender<br />Create Ads based ...
Pay per click Advertising<br />Tips to boost :<br />Be careful with Broad Match<br />Be smart with your negative<br />Test...
Landing Pages<br />
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Internet Marketing Overview Ceo Institute Nov 09

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The Online Circles presentation to the CEO Institute on Internet Marketing

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Transcript of "Internet Marketing Overview Ceo Institute Nov 09"

  1. 1. INTERNET MARKETING<br />A CEO’S CRASH COURSE <br />
  2. 2. Website Management.<br />Search Engine Optimisation.<br />Website management.<br />Test. Measure. Refine.<br />Online advertising.<br />Social Media.<br />Monitoring & measuring. Research.<br />Engaging.<br />Leading. <br />Commercialisation.<br />Underutilised Strategies.<br />Email marketing.<br />Online articles.<br />
  3. 3. Working with Search Engines<br />How they work? <br />IMA<br />
  4. 4. Store<br />
  5. 5. SEO – Building an Asset<br />
  6. 6. The Online Circle’s 4C’s of SEO<br />Credibility<br />Clarity<br />Currency<br />Competition<br />
  7. 7. SEO – What is Search Engine Optimisation?<br />Onsite SEO and Offsite SEO<br />
  8. 8. Basic Onsite SEO Factors<br /><ul><li>Contextual Keywords
  9. 9. Title Tag ( with Keyword)
  10. 10. Meta Description ( Consistent with Title Tag)
  11. 11. URL’s
  12. 12. Keyword Density in body text
  13. 13. H1/h2/h3 Tags ( with Keyword)
  14. 14. Graphic Alt Text ( with Keyword)
  15. 15. Keyword Hyperlinks (anchor Texts)</li></li></ul><li>Keyword Research: Buying Cycle<br />Google categorises pages in 3 levels and so should you.<br />Navigational<br />Kevin Costner<br />Informational<br />Kevin Costner Biography<br />Transactional<br />Kevin Costner DVD<br />
  16. 16. Keyword Research: What is really best?<br />TRAVEL – 32,000 searches per month in Google AU<br />TOUR – 16,000 searches per month in Google AU<br />
  17. 17. Title Tags<br />
  18. 18. Description Tags<br />
  19. 19. URL’s<br />
  20. 20.
  21. 21. Canonical Redirection<br />These URLs are all different:<br /><ul><li>www.example.com
  22. 22. example.com
  23. 23. www.example.com/
  24. 24. example.com/
  25. 25. www.example.com/index.html
  26. 26. example.com/index.html
  27. 27. www.example.com/Home.aspx
  28. 28. example.com/Home.aspx</li></ul>http://example.com/<br />or<br />301<br />http://www.example.com/<br />
  29. 29. Sitemaps – Robots – Other Considerations<br />
  30. 30. Anchor Text / Anchor Links<br />
  31. 31. Link Building<br />The Bad<br />The Good<br />The Ugly<br />
  32. 32. Link Building – <br />Ways Search Engines Judge the Value of a Link.<br />Internal vs. External<br />Anchor Text<br />PageRank<br />TrustRank<br />Domain Authority<br />Diversity of Sources<br />Uniqueness of Source + Target<br />Location on the Page<br />Topical Relevance<br />Content & Context Assessment<br />Geographical Location<br />Use of Rel=”Nofollow”<br />Link Type<br />Other Link Targets on the Source Page<br />Domain, Page & link-Specific Penalties<br />Content/Embed Patterns<br />Temporal / Historical Data<br /> <br />
  33. 33. Building Links Strategies<br /><ul><li> Blogging about new content or services
  34. 34. Social Media
  35. 35. Online PR
  36. 36. Promotions
  37. 37. Add your business to the local council or association
  38. 38. Add your business to Google Maps / Google Local / Google Base
  39. 39. Exchange IDEAS (not links) with your peers </li></li></ul><li>SEO<br />It’s all about executing one integrated strategy<br />not 100 tactics<br />Digital Brand Management<br />
  40. 40. ROI on SEO – Management of Efforts<br />Establish Your Benchmark Positioning (ranking)<br /><ul><li>Measure from time to time</li></ul>Pages indexed<br />Monthly traffic stats<br />Unique vs. Returning<br />Referring Keywords (split – Brand / non-brand)<br />Establishing a larger number of touch points<br />Conversion rate (sign up / sales / subscriptions)<br />
  41. 41. Remember<br /><ul><li>4 C’s Optimisation
  42. 42. SEO is not free (but it can deliver a high ROI)
  43. 43. SEO is a tactic but it requires a strategy
  44. 44. SEO is an asset - building it takes time
  45. 45. SEO changes constantly (keep updated)
  46. 46. No one can guarantee a #1 ranking on Google.</li></li></ul><li>Websites – Site Structure and Content<br />2<br />IMA<br />25 min<br />Internet Marketing Academy<br />De-mystifying Internet Marketingfor business people.<br />
  47. 47. Professional Design<br />1<br />
  48. 48.
  49. 49. Website Optimizer<br />
  50. 50. Website Optimizer<br />
  51. 51.
  52. 52.
  53. 53.
  54. 54. Websites – Advertising Online<br />3<br />IMA<br />30 min<br />
  55. 55. Media Plan <br /><ul><li> Objectives
  56. 56. Target Market
  57. 57. Where do they hang out?</li></li></ul><li>Pay per click (PPC or CPC)<br />PPC<br />PPC<br />SEO<br />
  58. 58. Pay per click Advertising<br />Steps:<br />Decide Goals<br />Decide Targets – Location, age, gender<br />Create Ads based on goals and target<br />Choose Keywords that will trigger your ads<br />Narrow by match types – Broad match | “Exact Match” | [exact term]<br />Decide on negative keywords<br />Daily budget<br />$ Click amount<br />Review<br />
  59. 59. Pay per click Advertising<br />Tips to boost :<br />Be careful with Broad Match<br />Be smart with your negative<br />Test different ads<br />Build separate campaigns for search and for contextual <br />Build a specific landing page<br />Build a relationship – free is the new currency<br />
  60. 60. Landing Pages<br />
  61. 61.
  62. 62.
  63. 63. Online Advertising<br />Affiliate Programs<br />Co Registration<br />Email Marketing<br />Online PR<br />Online Articles<br />Displays Ads<br />Widgets<br />Videos<br />Online Sponsorship<br />Reviews<br />Maps<br />
  64. 64. Social Media<br />4<br />IMA<br />45 min<br />
  65. 65. What’s Social Media and buzz?<br />
  66. 66. What’s Social Media and buzz?<br />
  67. 67. Social Media – Is Commercially Worth?<br />Companies are using social media for:<br /><ul><li>Brand awareness
  68. 68. Relationship with customers
  69. 69. News generation
  70. 70. Influencebuy decisions
  71. 71. Research
  72. 72. Market Test
  73. 73. Lowering Costs</li></li></ul><li>Okay, the theory makes sense. But how do I move forward?<br />
  74. 74. Create Activity Timelines<br />Melbourne Seminar<br />
  75. 75. Decision Making<br />Source: nielsen-online<br />
  76. 76. Step 3: Follow relevant metrics<br />
  77. 77. Social Media – An integrated case study<br />FG Roberts – Manufacturer of Gluten Free Products <br /> Goal: Sell more product<br />Strategic Objective: Build a Thought Leadership Position<br />Strategy<br />Step1) Build an online presence<br />Step2) Consolidate reputation <br />Step3) Convert Online reputation to commercial value<br />
  78. 78. Social Media – An integrated case study<br />FG Roberts – Manufacturer of Gluten Free Products <br />Blog –www.glutenfreehealth.net<br />Online Articles <br />Dedicated YouTube channel<br />Guest writer to nr 1 content website<br />WOM + Advocates -&gt; Commercial Benefit<br />
  79. 79.
  80. 80.
  81. 81.
  82. 82. Early warnings<br />You can Influence and reassume your position <br />
  83. 83. Integrated Strategies<br />Social Media<br />SEO<br />Online Advertising<br />
  84. 84. Internet Marketing – Underutilised Strategies<br />The Online Circle <br />De-mystifying Internet Marketing for business people.<br />
  85. 85. 7 KEY USES FOR EMAIL MARKETING<br />Use best practices and basic tests<br />Nurture leads<br />Resurrect dead leads<br />Boost user-generated content<br />Cut expenses, increase satisfaction, multiply sales<br />Sharpen autoresponding email strategy<br />Organise and rally grassroots teams<br />
  86. 86. 9 Things to remember when implementing emails<br />Not all graphics will be seen.<br />Alt tag copy is an art.<br />Don’t let graphics depress response.<br />A Call to Action in the reading pane.<br />Use your subject lines, sender name and “From”<br />6. Use pre-headers and snippet text wisely.<br />7. No web-like navigation with today’s mobile email.<br />8. Test with different email clients.<br />9. Find the best resources<br />
  87. 87. Marketing Oriented Options. Online Articles<br />
  88. 88. Leading the competition or playing catch up?<br />
  89. 89. www.theonlinecircle.com<br />
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