3. Jonathan Moser is the president and
founder of finalsite and is responsible for the day to
day operations. Since 1998, Mr. Moser has been
bringing interactive web design and web software to
leading independent schools and organizations
around the world. finalsite currently serves over 250
independent schools and a total of nearly 800
schools and educational organizations around the
world.
Introduction
4. Take 5 minutes and talk to your neighbor about what you
would like to get out of this presentation!
Be Social.
5. 4 Forms of Internet
Marketing
Email Marketing
Organic / Paid Search Marketing
Social Media1 2
4
3
6. Benefits of Internet
Marketing
• Easy to measure effectiveness and track
ROI
• Easier to segment and target market
• Niche marketing creates high ROI
opportunities
• Interactive opportunities – higher
conversion rates
7. E-mail Marketing
• Advertise Products & Services to Existing Client
Base
• Cost Effective Way to Advertise Online
• Promote Website or your school
• Automated Signup & Opt-Out Functionality
E-Newsletter from Avon Old Farms Site.
You can track who opened the e-mail
plus check on what links we’re clicked
the most.
8. Social Media
• Setup Accounts at your local Social Networking
site
• Push/Share News from your site with popular
Social Media Sites
• Links help SEO
• Make sure you have a sustainable plan
9. Paid Search Marketing /
Sponsored Links
• Listed Within 15 Minutes
• Listing Based On Bids
• Larger Budget = More Traffic
• Easily Geo-target Visitors
10. Organic Search Engine
Marketing
• Millions of Searches Done Every Day
• Receives 80% Of Search Engine Clicks
• Reaches Searchers Looking for Your
School / Services
• Reach Applicants Throughout The Entire
Buying Cycle
Higher ROI Than Any Other
Form of Internet Marketing!
11. Example: Top Rankings
Drive Qualified Traffic
#7 Ranking: Independent
School New York City
NYSAIS
#1 Paid Sponsored AD:
NYC Christian Education
Higher ROI Than Any Other
Form of Internet Marketing!
12. SEO Before
Very Little Organic Rankings
ExistedMinimal Organic TrafficLow ROI
From Website Visibility
Higher ROI Than Any Other
Form of Internet Marketing!
13. SEO After
• Dramatically Increased Overall Visibility Obtained Over 162
Top Rankings Increased Website Visitors by 187.50% Google
Traffic Increased Over 100% Increased ROI
14. How search Engines Work
• Spiders (Bots)
–Find you via links to your site (no need to submit)
–They index (make a copy) of all your pages that they can find
–They come back sometimes daily, definitely monthly to keep their indexes current
–Robots can be kept off certain pages using your robots.txt file
–Robots are like a regular web surfer, but they don’t hold cookies, no session variables
–Most robots ignore javascript, and can’t see flash.
•Search Engine Result Pages (SERPS)
–Based on complex algorithm (mathematical formula)
–We’ll review the basics of Google’s algorithm under inbound link development section
•Goals of Search Engines
–Accuracy & Relevancy
–Speed
–Make money while upholding integrity of their search results
•Google Adwords, Yahoo’s Overture (pay per click) primary revenue sources.
15. SEO Basics
• Keyword Research
• Baseline Ranking Report
• On-Page Optimization
• SEO Copywriting
16. Understanding Keyword Research
• Helps Define Targeted Search Phrases
• Reaches Visitors Throughout The Buying
Cycle
• Phrases are Selected Based on
• Conversion
• Potential
• Competition Level
17. Example: Effective Keyword Research
• A Question On Every Potential Website
Owners Mind
• Highly Converting Search Term – Closer to
the End of the Buying Cycle
• Competitive Term With a High ROI
18. Understanding On-Page Optimization
• Inclusion of Targeted
Keywords Within the
Website Source Code
• Most Importantly
• Title Tags
• Meta Keywords &
Descriptions
• Image Alt Attributes
19. Understanding On-Page Optimization
• Revising Copy to Include Targeted Keywords
• Improves Website Relevancy For Targeted
Phrases
• Helps Increase Website Rankings
• Additional Copy to Existing Pages
20. Understanding On-Page Optimization
• List WebPages Available Within a Site
• Contains Priority Of Page
• Tells Engines When Pages Have Been Added
• Replaces Manually Submitting Webpages
• www.sitemap.org Standard
21. Understanding Link Building
• When a Website Links to Your Site
• Helps Increase Popularity to Your Site
• Drives Traffic to Your Website
• Helps Increase Search Engine Rankings
