WSI Web Factory internet marketing 101


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A brief introduction to some fundamentals of internet marketing. Focused on search engine results pages and pay-per-click, the left and right sides of the search engines results page.

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  • So based on the eye tracking study we can see where most people clickThe top sponsored links get around 12% of clicksThe right hand side sponsored links get around 13% of clicksWe can see that most clicks happen on the left hand side of Google’s pagePeople click here because this is where they find the information that they are looking forThis is the main reason why we recommend that a website has many web page on it so that you have the chance to introduce your brand, services, products or company to the searcherThis is a term we call “Content Marketing”
  • WSI Web Factory internet marketing 101

    1. 1. Internet Marketing 101<br />What the heck is<br />Internet Marketing,<br />and why do I care?<br />
    2. 2. The internet has fundamentally changed marketing, probably forever.<br />
    3. 3. Conventional Marketing includes lots of channels, you must expend a lot of effort to keep them relevant and vital.<br />Advertising...<br />Company Products <br />and<br />Services<br />Target Markets<br /><ul><li> Demographics
    4. 4. Segmentation
    5. 5. Geography
    6. 6. Age/Sex
    7. 7. Business
    8. 8. Turnover
    9. 9. Socio-economic groups
    10. 10. Territories</li></ul>etc. etc.<br />Brochures...<br />Mail Shots...<br />Sales Leads/Inquiries...<br />PR Activities...<br />Trade Shows, Events...<br />Direct Sales Force...<br />
    11. 11. When Internet Marketing, focus efforts on the relevance of your website content, keep it fresh and current and make sure you’re optimizing for what people are looking for, not what you think they are!<br />Advertising, Brand Awareness etc......<br />Company Products<br />and<br />Services<br />Search<br />Engine<br />Searches<br />Internet<br />Users<br />Marketing<br />Search Engine<br />Sales Leads &<br />Inquiries<br />Website<br />Searches<br />Targeted Traffic<br />Targeted Traffic<br />Targeted Traffic<br />Customer Development/Retention<br />
    12. 12. Internet Marketing 101<br />Conversion Focused Website<br />Search Engine Optimization (SEO)<br />Pay Per Click Advertising (PPC or SEM)<br />Social Media Optimization (SMO)<br />Analytics and Conversion Tracking Reports<br />
    13. 13. Search Engines (you know, Google and the rest)<br />
    14. 14. Pay Per Click – 12.2%<br />Organic<br />Search<br />74.3%<br />Pay Per Click<br />13.5%<br />Source: Enquiro & Marketingsherpa<br />
    15. 15. “Right Hand Side”<br />Why?<br />Paid Search Marketing the only way to Guarantee 1st Page!<br />Immediate<br />Target unlimited keywords<br />Only pay when someone clicks on your ad<br />On & Off with a button<br />
    16. 16. “Right Hand Side”<br />How – Basic Tips<br />Set your budget<br />Geographically target<br />B2B<br />Write ads clearly demonstrating you are B2B not B2C<br />Less clicks, focus on qualified clickers<br />Negative Keywords<br />Eg. Goldine Curling – curling irons<br />
    17. 17. “Left Hand Side”<br />Why?<br />It is where most people click (70+%)<br />Over time option to decrease or eliminate AdWords budget<br />
    18. 18. “Left Hand Side”<br />How?<br />Over 200 components to Google’s algorithm<br />Changes frequently – 400+ times last year<br />Google Caffeine<br />Relevant Content more important than ever<br />Social media add credibility<br />Google Instant<br />Predicts input as it’s typed<br />Displayed results change as query typed<br />
    19. 19. “Left Hand Side”<br />OnPage Optimization – Quantity & Quality of Content<br />Effective Keyword Research<br />Keyword Density <br />Unique, New, Relevant Content<br />Speed of site<br />Search Engines can’t read flash<br />
    20. 20. And I care because?<br />
    21. 21. About WSI<br /> WSI is a global research and knowledge based organization, specializing in strategic Internet marketing, online branding and business automation.<br />We are the LARGESTInternet marketing consulting company in the world.<br />
    22. 22. The WSI Network<br /><ul><li>Head Office</li></ul> Toronto Canada<br /><ul><li>1500+ offices
    23. 23. 87 Countries
    24. 24. 345 Certified Google Experts
    25. 25. 35 Certified Analytics Experts
    26. 26. 28 Certified Conversion Specialists
    27. 27. 381 SEO Content Developers
    28. 28. 182 Certified Landing Page Developers</li></ul>Global, but local<br />
    29. 29. Questions?<br />