Placer School for Adults - Introduction to Internet Marketing Part 2
2Coryon Reddcoryon@gmail.comThe Accessible Expert at Coryon.comPresented by:Internet Marketing FundamentalsView this presentation online at:http://www.slideshare.net/coryonredd/intro-tointernetmarketing-placeradultsspring2013part2
3PART 2 – We’re almost experts (but there’s more to learn)What will be covered:Review competitive advantagesHow links count as votes to yourwebsite.How to use your competitors to makeyour website better.Optimize your Google+ Local listingFree Google Tools
4Brainstorm a list of competitive advantages:Class exercise follow upWhat makes your business special?Years of experienceUnparalleled expertiseFriendly customer service – given!Quality productAttention to detailWarranty and GuaranteeDiscounts to qualified customersThe best, the brightest, the coolest…http://youtu.be/CFHe04jj1rA
5Keyword Research Follow UpKeyword targetsWhat are people searching for?What keywords / phrases are used most?Find the most relevant keywords and build landing pages.Review keyword spreadsheets – Create a spreadsheet with topkeywords organized by page
6Link 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?Google PageRankPageRank reflects the quantity and quality ofincoming links. Links vote for better websites.searchengineguide.com/orbidex/2002/0207_orb1.htmlIn a typical website the homepagewill have the most PR. As you godeeper into a website the PRgoes down.
7What 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.Google PageRankNoFollow DoFollow
8searchengineland.com/what-is-google-pagerank-a-guide-for-searchers-webmasters-11068 Simple explanation from DannySullivanwww.search-this.com/pagerank-decoder/ - Visual tool to maplinking relationshipen.wikipedia.org/wiki/PageRank - Detailed explanation ofPageRank.www.iprcom.com/papers/pagerank/index.html Older complexexplanation of PRGoogle PageRankReference docs
9Linking 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• Don’t over-do easy links – directories, articles, paid• Follow up with quality links and track your work• More next week…Linking Strategies
10Write copy for website with keywords in mindKeywords can tell you how users are thinking about yourbusinessLearn from competitors to write betterUse competitive advantages to create calls to actionEx. FindingHappiness.comBargeconnection.comVeassociates.comBatteries4less.comWrite Good SEO Content
11Competitor ResearchFind 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?Build a better website bylearning from your competitorsSearch for your top keywordtargets on Google
12• Address of website – ie. Domain.com• Keyword and ranking on Google• PageRank of homepage• Number of pages in google index–Google search for site:domain.com• Number of links in – Use alexa.com– Click on Sites Linking In:• Notes about website –Content, presentation, features &benefits, branding, taglines, blog, etc.Create a Competitor Spreadsheet
13Google+ LocalLocal Search ListingFind your business on Google Mapssearch or add your business toGoogle Localhttps://www.google.com/local/add/• Edit your description• Add a photos / videos, coupons• Assign business categories• Ask for reviews from customers• Track your clicks– Other sources for local listings – Bing Local Listing Center, YahooLocal, citysearch.com, yelp.com, insiderpages.com, angieslist.com, MerchantCircle.com and more.
14Google+ LocalClaim your Local Search ListingMain 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 nameand Places pageGo to http://www.davidmihm.com/local-search-ranking-factors.shtml for more info
15Analytics www.google.com/analyticsWebmaster Tools www.google.com/webmastersDocs docs.google.com/Alerts www.google.com/alertsToolbar www.google.com/toolbarDownload then enable PageRankMore Tools www.google.com/options- Calendar, Voice, Trends, Notebook, Groups, etc.Free Google Tools
16What is Google Analytics?Google Analytics is a free tool to measure website traffic andusage.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?
17Google Analytics: Sign Up and Install Tracking Code• Sign up• Read helpo http://www.google.com/support/googleanalytics/?hl=en_US• Install Analytics tracking codeo http://code.google.com/apis/analytics/docs/tracking/home.htmlo 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.Setting up Google Analytics