Introduction to Internet Marketing for Placer School for Adults - Fall 2012


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Introduction to Internet Marketing for Placer School for Adults - Fall 2012

  1. 1. Creating and Marketing a Website Coryon Redd Presented by:2
  2. 2. PART 1 - We’re Ready to Roll! What will be covered: What a website is supposed to do and how to do it! 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…) 3
  3. 3. What is Internet Marketing?Online 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. Set Goals for your Success A better website Learn it yourself Top rankings on Google More online traffic More business More profit6
  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 Result• Google’s Webmaster Guidelines •• PageRank – Quality of incoming links 7
  7. 7. Online Marketing Glossary • SEM / SEO – Search Engine Marketing • Organic vs. PPC – Pay Per Click • Keyword – One keyword or phrase • Landing Pages • Tag –Title, headers (H1), meta tags • SERP – Search Engine Results Page • Google PageRank • Linkjuice – External, internal links • Wireframe • ROI – Return On Investment8
  8. 8. Is my business ready to compete online? Market Research Do you have a product or service that people are looking for? Keyword research – Google Keyword Tool Determine Products and Services Do competitor research to help guide and inspire you. Determine Business Feasibility Is being in business worth the risk? Can I do it? Resources Do I have enough time, knowledge, passion, work ethic and money to succeed?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 PracticesLogin with an email address used for a Google Adwords Account.Start searches look at related keywords then narrow down searches. Look 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. Building Landing PagesLanding pages = Focused, keyword-rich content Figure out your landing pages in 4 easy steps: 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?
  12. 12. Have an Internet Presence!Effective websites are: Built around how people search Persuasive Branded Easy to use Have something to say Competitive in the marketplace Socially active13
  13. 13. What do you want your web site to do for you? • (Directly) sell your goods or services? • Generate leads (potential sales)? • (Simply) provide contact info? • Interact with other Internet presence? 14
  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. What is my supposed to do? Website Sales FunnelThe start of the funnel – Visitors getting to your website.The middle of the funnel – Browse website and consider sale.The end of the funnel – Call to action, shopping cart, contact form, etc. 18
  18. 18. The Secrets to Success on GoogleGoogle will reward pages that are: Keyword focused Play by the rules of the game Linked to from good websites Content Rich Updated regularly Well designed19
  19. 19. Next week: Google PageRank and Local Search PageRank reflects the quantity and quality of incoming links. Links vote for better websites. Read these articles to learn more about PageRank and – Or go to shortened URL - Short URL - Optional reading - detailedarticle about PageRank - Beginner’s Checklist for SEO – Short URL 20
  20. 20. HomeworkKeyword Research – Create a spreadsheet with top keywords foryour websiteCompetitive Advantages – Brainstorm with friends, associatesand familyRead about Google PageRank and the importance of linkbuilding 21
  21. 21. Internet Marketing Resources• 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 • 22
  22. 22. THANK YOU23