Build your Business with Internet Marketing


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Presented by Coryon Redd for the Ignitors Course. December 05, 2012.

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Build your Business with Internet Marketing

  1. 1. Creating and Marketing a Business Website Presented by: Coryon Redd For the Sierra Commons Ignitor Course Winter 2012 Robert Trent, Executive Director2
  2. 2. PART 1 - We’re Ready to Roll! What will be covered: The basics of Internet Marketing Real world examples and low hanging fruit. Lots of references for you to learn on your own. - Video Introduction to this PowerPoint - Succinct description of SEO What won’t be covered: How people make money with videos - cute cats and blended iPhones. (Go watch “Will It Blend” on Youtube…) Go to marketing to view this presentation online. 3
  3. 3. The Basics: What is Internet Marketing?Internet marketing involves all efforts topresent your website in the most persuasiveway and drive traffic from a variety ofsources: search engines, other websites, payper click searches, email marketing, socialmarketing and more.4
  4. 4. Why Do Search Marketing? • Wide audience reach • Reach local audience • Easy to learn and do on your own • No cost per click for SEO • Targeted traffic • Highest conversion rates • Good ROI • - Watch the video5
  5. 5. Internet Marketing Glossary • SEM / SEO – Search Engine Marketing • Organic vs. Paid – PPC=Pay Per Click • Keyword – One keyword or phrase • Algorithm - Based on relevancy • Tag –Title, headers (H1), meta tags • SERP – Search Engine Results Page • Google PageRank • Linkjuice – External, internal links • Wireframe • ROI – Return On Investment See many more at
  6. 6. • This is Google’s World!• Over 80% of market share• More reach than all other US search engines combined!• Google wants searchers to find most relevant web results• Getting ranking on Google is like a popularity contest!• PageRank – Quality of incoming links 7
  7. 7. Google PageRank PageRank reflects the quantity and quality of incoming links. Links vote for better websites.In a typical website the homepage willhave the most PR. As you go deeperinto a website the PR goes down.Link Quality depends on:• Keywords in links• PR of linking page (scale of 0-10)• Content of page – Is the link related, natural?• Is it natural? Is it earned?• Nofollow vs. Dofollow 8
  8. 8. Advanced Tip: NoFollow vs. DoFollow LinksFrom a Google blog – “In general, we dont follow them. Thismeans that Google does not transfer PageRank or anchor textacross these links. Essentially, using nofollow causes us todrop the target links from our overall graph of the web.However, the target pages may still appear in our index ifother sites link to them without using nofollow, or if the URLsare submitted to Google in a Sitemap. Also, its important tonote that other search engines may handle nofollow inslightly different ways.”Use add ons to your browser like SEOquake. Allow you to seeno follow links. 9
  9. 9. Keyword ResearchKeyword targets What are people searching for? What keywords / phrases are used most? Find the most relevant keywords and build landing pages.Keyword Tools – Google Keyword Tool and Google Trends - See trends for keywords over time. 10
  10. 10. Keyword Research Best Practices Watch a How To video at with an email address used for a Google Adwords Account.Scan searches for related keywords and modifiersLook at Local (United States) Monthly Searches.Check exact match on right hand side.Download spreadsheet and edit in a spreadsheet program like Excel.Go back to keyword tool with more specific searches and download again.Create a keyword spreadsheet with groups of keywords that will be used for landing pages.11
  11. 11. Google Loves Landing Pages Landing Pages = Focused, Keyword-Rich Content 4 Simple Steps to Know if you Need a Landing Page: 1. Are there enough searches? 2. Are searches relevant to my business? 3. Are the landing pages logical? 4. Do I have time / money to build? Watch a My Video -
  12. 12. Best of Breed SEOWhat the Most Important on Page SEO Factors? Title tag, keywords on page, user experienceHow do I Get into Google’s Head and Figure IT ALL OUT? Sorry, you can’t. But the next best thing: Do I Improve My SEO NOW? Do EVERYTHING Right! (Sorry, you can’t.) But the next best thing: 13
  13. 13. Set Goals for Your Success A better website Learn it yourself Top rankings on Google Develop a email list More online traffic More business More profit14
  14. 14. Class Exercise What Makes Your Business Special?Brainstorm a list of competitive advantages: Years of experience Unparalleled expertise Friendly customer service – given! Quality product Attention to detail Warranty and Guarantee Discounts to qualified customers The best, the brightest, the coolest…
  15. 15. How to Build a WebsiteWhat do you want to do and what is your budget?Research your keywords and your market.Use your competitors to make your website better.Plan ahead. Create a wireframe and list what pages your website should have. How much time do you have? What do you want to say?Tools of the Trade – Wordpress, Joomla, Dreamweaver, etc. 16
  16. 16. Website Organization ChartRequest sharing with Google docs by emailing 17
  17. 17. Lots of Experts – Ready to Help• Resources page • • Training videos• Discover what really works in optimization •• SEMPO Learning Center •• Online marketing magazines / articles • •• SEO Glossary •• SEOMoz article about Google Algorithm factors • 18
  18. 18. Free Google ToolsAnalytics Tools Tools - Calendar, Voice, Trends, Notebook, Groups, etc.Read More - 19
  19. 19. Google PageRank A Few More Simple explanation from - Visual tool to maplinking - Detailed explanation ofPageRank. 20
  20. 20. THANK YOU21