SEO and Internet Marketing by Coryon Redd


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Learn how to improve your website, get more quality visitors and make more money online through Internet Marketing and Search Engine Optimization (SEO).

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SEO and Internet Marketing by Coryon Redd

  1. 1. Creating and Marketing a Website Coryon Redd Presented by: Nevada County Online2
  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 65% 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 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. 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. Google PageRank PageRank reflects the quantity and quality of incoming links. Links vote for better websites. In a typical website the homepage will have the most PR. As you go deeper into a website the PR goes down.Link Quality depends on:• Keywords in links• Number of links on page• PR of linking page (scale of 0-10)• Content of page – Is the link related, natural? 20
  20. 20. Google PageRank NoFollow DoFollowWhat are nofollow vs. dofollow links?In general, we dont follow them. This means that Googledoes not transfer PageRank or anchor text across these links.Essentially, using nofollow causes us to drop the target linksfrom our overall graph of the web. However, the target pagesmay still appear in our index if other sites link to themwithout using nofollow, or if the URLs are submitted toGoogle in a Sitemap. Also, its important to note that othersearch engines may handle nofollow in slightly different ways. 21
  21. 21. Google PageRank Reference Simple explanation from - Visual tool to maplinking - Detailed explanation Older complexexplanation of PR 22
  22. 22. Linking StrategiesLinking strategy in a nutshell –• Examine competitor’s incoming links• Identify topics and structure of websites• Review current links to see where you could get links• Let linking opportunities guide your content creation• Request links with focus on quality links• Also get lots of lower quality links – directories, etc.• Follow up with quality links and track your work 23
  23. 23. Write Good SEO ContentWrite copy for website with keywords in mindKeywords can tell you how users are thinking about your businessLearn from competitors to write betterUse competitive advantages to create calls to actionEx. Batteries4less.com24
  24. 24. Competitor ResearchBuild a better website bylearning from your competitorsSearch for your top keywordtargets on GoogleFind competitor websitesLearn from competitors – Find “Best of Breed” websites – What can you do to improve your website? – What mistakes can you avoid? – Why are competitors on the top of Google? 25
  25. 25. Create a Competitor Spreadsheet • Address of website – ie. • Keyword and ranking on Google • PageRank of homepage • Number of pages in google index – Google search for – Pages with PageRank -* • Number of links in – Use – Create a free account – Search with /seo • Notes about website – Content, presentation, features & benefits, branding, taglines, blog, etc.26
  26. 26. Google Places Local Search ListingAdd your business to Google Places• Edit your description• Add a photos / videos, coupons• Assign business categories• Ask for reviews from customers• Track your clicks• Read my article in The Union– Other sources for local listings – Bing Local Listing Center, YahooLocal,,,,, andmore. 27
  27. 27. Google Places Claim your Local Search Listing Main Factors for Better Ranking • Claim your listing • Customize your listing • Address in the city of the search • List in the right categories • Number of citations • Linking to your webpage • Customer reviews • Keywords in business name and Places pageGo to for more info 28
  28. 28. Free Google ToolsAnalytics Tools Download then enable PageRankMore Tools - Calendar, Voice, Trends, Notebook, Groups, etc. 29
  29. 29. What is Google Analytics?Google Analytics is a free tool to measure website traffic and usage.Would you like to know:• Where are your website visitors coming from?• What keywords are they using to find your site?• Which pages on your site work the best – and the worst?• How much individual products sell?• How to measure the success of your online marketing? 30
  30. 30. Setting up Google AnalyticsGoogle Analytics: Sign Up and Install Tracking Code• Sign up• Read help o• Install Analytics tracking code o o Code is invisible on your site but should in included on all pages.Settings: Goals, Filters, and User Access• Goals – Set up goals for conversion points. o Checkout, contact form, download whitepaper, etc.• Filters - Remove your website usage from tracking.• Invite Users – Either as admin or view reports only.31
  31. 31. Internet Marketing Resources• Resources page •• Discover what really works in optimization •• SEMPO Learning Center •• Online marketing magazines / articles • •• SEO Glossary •• SEOMoz article about Google Algorithm factors • 32
  32. 32. THANK YOU33