The document discusses how keywords drive internet marketing and visibility. It recommends (1) defining your business using keywords, (2) getting found in more places like search engines, directories, and social media by using keywords, (3) offering great content and features on your website using keywords, and (4) allocating some budget to internet marketing tactics like search engine marketing, email marketing, and display advertising that utilize keywords. Specific tactics covered include optimizing website content, URLs, metadata, videos, and images with keywords, claiming profiles on directories and maps, engaging on social media, and running paid search, retargeting, and email campaigns.

1. Roadmap to the Internet
Frank Sandtner
336-602-0360

2. Will your marketing help you …

3. 1 Define your business in
keywords
2 Get found in more places
using your keywords
3 Offer great content and features
using your keywords
4 Allocate some budget to internet marketing
using your keywords

4. 1 KEYWORDS DRIVE THE INTERNET
Website domain Social networking content
name
Video meta data
Website content
Image meta data
Website meta data
Online directory categories
Website URL
Search engine marketing
structure

5. 1 KEYWORDS DRIVE THE INTERNET
Website domain name
www.queencityonline.com
www.a1ontheweb.com
www.fredsappliances.com
www.brandsdirect.com
www.baillios.com
www.handytv.com

6. 1
Website
content

7. 1
Website
content

8. 1
Website
meta data

9. KEYWORDS DRIVE THE INTERNET
1
Website
meta
data

10. 1 KEYWORDS DRIVE THE INTERNET
Website <title>Aerosoles</title>
meta
data
Up to 65 characters
including spaces will
show in search results

11. 1 KEYWORDS DRIVE THE INTERNET
Website
<meta name="description" content="Aerosoles is a
meta
leading manufacturer and retailer of women's high
data
quality, comfortable and fashion-right shoes and
boots at affordable prices. Shop Aerosoles for a
vast assortment of women's shoes to suit every
occasion, from office wear to weekend gear and
everything in between." />
Only 156 characters
including spaces will
show in search results

12. 1 KEYWORDS DRIVE THE INTERNET
<meta name="keywords" content="Aerosoles, shoes, store,
Website aerosoles.com, retailer, women's shoes, catalog, comfort shoes,
meta dress shoes, shoes online, comfortable shoes, stylish shoes,
data Aerosole, Airosole, Erosole, Arosole, Aerosoles', Aerosol, Airsoles,
boots, high heels, low heel, mid heel, high heel, dress shoes,
pumps, high heels, sandals, casual shoes, career shoes, wedges,
loafers, mocs, moccasins, slides, fashion shoes, flat shoes, flats,
wide shoes, narrow shoes, wide width shoes, narrow width shoes,
shoe catalog, footwear, comfortable footwear, women's footwear,
find a Aerosoles store, affordable shoes, fashionable, shoe store,
about aerosoles, our brands, catalog" />
Google reportedly no
longer reads keyword
metadata

14. 1 KEYWORDS DRIVE THE INTERNET
Website <meta name="description" content="Aerosoles is a
meta leading manufacturer and retailer of women's high
data quality, comfortable and fashion-right shoes and
boots at affordable prices. Shop Aerosoles for a
vast assortment of women's shoes to suit every
occasion, from office wear to weekend gear and
everything in between." />

15. 1
Website
meta
data
Missing
page
description

16. 1
Website
meta
data
Missing
page
description

17. 1
Website
meta
data
Missing
page
description

18. KEYWORDS DRIVE THE INTERNET
1
Website
appliance
URL
structure kitchen appliance
refrigerator
side-by-side
Bosch

19. KEYWORDS DRIVE THE INTERNET
1
Website
URL
structure
appliance;
kitchen
appliance;
refrigerator;
side-by-side

20. KEYWORDS DRIVE THE INTERNET
1
Website
URL
structure
appliance;
kitchen
appliance;
refrigerator;
side-by-side;
Bosch

21. KEYWORDS DRIVE THE INTERNET
1
Website
URL
structure
appliance;
kitchen
appliance;
refrigerator;
side-by-side

22. 1
http://www.fredsappliances.com/index.cfm/en/catalog/401-
Kitchen/41-Refrigeration/b502-Bosch/sc528-Side-by-Side
Website
URL
structure
appliance;
kitchen
appliance;
refrigerator;
side-by-side;
Bosch

23. KEYWORDS DRIVE THE INTERNET
1
Website
URL
structure
appliance;
kitchen
appliance;
refrigerator;
side-by-side

24. 1
Website
URL
structure
appliance;
kitchen
appliance;
refrigerator;
side-by-side;
Bosch

25. KEYWORDS DRIVE THE INTERNET
1
Website
URL
structure
appliance;
kitchen
appliance;
refrigerator;
side-by-side

26. http://www.brayandscarff.com/refrigeration/side-by-
1 side/?order-results=&brand[]=25&WADbSearch1=Submit
Website
URL
structure
appliance;
kitchen
appliance;
refrigerator;
side-by-side;
Bosch

27. KEYWORDS DRIVE THE INTERNET
1
Website
URL
structure
appliance;
kitchen
appliance;
refrigerator;
side-by-side

28. http://www.ajmadison.com/b.php/Bosch%3BSide-by-
1 Side%3BRefrigerators/N~26+4294966336+4294967267
Website
URL
structure
appliance;
kitchen
appliance;
refrigerator;
side-by-side;
Bosch

29. 1
Social
networking
content
Indexed by
Bing and
partly by
Google

30. 1
Social
networking
content
Indexed
by
Google

31. 1
Social
networking
content
Indexed by
Bing and
partly by
Google

32. 1
Video
meta
data

33. 1
Video
meta
data

34. KEYWORDS DRIVE THE INTERNET
1
Video
meta
data

35. 1
Image
meta
data

36. Online
directory
KEYWORDS DRIVE THE INTERNET
categories

37. 1
Search
engine
marketing

38. KEYWORDS DRIVE THE INTERNET
1
Search Refrigerators (French Door) Refrigerators (Stainless Steel)
engine "counter depth french door refrigerator" +stainless +steel +fridge
marketing [counter depth french door refrigerator] +stainless +steel +refrigerators
+french door +fridge "stainless steel fridge"
+french door +refrigerators [stainless steel fridge]
[french door refrigerator] "stainless steel refrigerators"
"french door refrigerator" [stainless steel refrigerators]
[french door refrigerators]

39. 2 Get found in more places
using your keywords
Search 60-80% of
Your Referral
website
website Direct
traffic

40. 2 Get found in more places
using your keywords
Search
Your Referral 10-30% of
website Direct
website
traffic

41. Get found in more places
2 using your keywords

42. 2
Get
found
in
more
places
using
your
key-
words

43. 2 Get found in more places using your keywords
Manufacturer store locators
… and get links back to your website

44. 2
Get found in
more places
using your
keywords
… and get links back to your website

45. 2
Get found in
more places
using your
keywords
… no links back to your website

46. 2
Get found in
more places
using your
keywords
… and get links back to your website

47. Get found in more places using your keywords
2
Web
directories

48. 2 Get found in more places using your keywords
Mobile
optimized Mobile
sites apps
Google Y Y
Bing Y Y
Web Yahoo Y Y
directories Yelp Y Y
YP.com Y Y
Angies List Y Y
Judys Book Y N
CitySearch Y Y
Insider Pages N N

49. 2 Get found in more places using your keywords
One multi-store Nationwide retailer in
Web
August, 2012
directories
7,700 11,200 exposures
website on Google through
visits Google Places
… and get links back to your website

50. 2 Get found in more places using your keywords
… and get links back to your website

51. 2
Web
directories
 Directory of all NMG
dealers; site owned by
NMG
 FREE full page listing
linking to dealer website
 Optional product catalog
… and get links back to your website

52. 2
 Website within the Home Furnishings
Web Network
directories
 FREE to the dealer with complete
product catalog
 Ad supported / mostly Google
Adsense
 Inclusion in various store directories
within the network

53. 2
Web
directories

54. 2
Web
directories

55. 2 Get found in more places using your keywords
Social
networking
sites
… and get links back to your website

56. 2
Get found
in more
places
using your
keywords
Video
sites
… and get links back to your website

57. 2 Get found in more places using your keywords
Video
sites
… and get links back to your website

58. Get found in more places using your keywords
2
Image
sites
… and get links back to your website

59. 2
Get found
in more
places
using your
keywords
Image
sites
… and get links back to your website

60. 2
Mapping
sites
… and get links back to your website

61. 3 Offer great content and features
using your keywords
Promotions
Rebates 10-20% of
For the Locations
Phone number
your visits are
on mobile
consumer Mobile pages
Product catalog
Some pricing
Images
Product demo

62. 3 Offer great content and features
using your keywords
For Rich,
consumer relevant and
and frequently
search updated
engines content

63. 3

64. Offer great
3 content and
features using
your keywords

65. Offer great
3 content and
features
using your
keywords
… and get
links back to
your website

66. Offer great
3 content and
features using
your keywords
… and get
links back to
your website

67. 4
Allocate some budget to internet marketing
using your keywords

68. Email
marketing
 Dealer database to store email addresses
 Dealer establishes desired fields
 Template library accessible by all dealers
 Templates created by vendors and AME
In-house product management

69. Email
marketing
Easy
integra-
tion into
website
for email
capture

70. Email
marketing
1. Service is $15/mo. for up
to 5,000 emails sent
2. Additional emails
purchased at $50 per
10,000 emails
3. Unused emails each
month do not carry over

71. Search
Engine Mktg
KEY COMPONENTS
1. Keyword list(s)
2. Text ads
3. Banners ads if use display
network
4. Landing pages
5. Bidding strategy

72. Search
Engine Mktg
 Establish an AdWords
account; run your own
campaigns
 Use AdWords Express
 Use one of two established
netsertive packages starting
Nationwide vendors
(netsertive, Tailbase)
at $749 per month

77. Search
Engine
Optimiz.
 Limited on-site SEO provided by
website developer
 Serious driver of high ranked
organic search requires specialized
SEO company

78. Search
Engine
Optimiz.
SCOPE OF SERVICES  Local SEO
 On Page optimization
 Content writing and
optimization
 Off page optimization
 Link development
Packages starting
 Online reputation
at $999 per month
management
 Additional technical SEO

79. Display /
Retargeting
Focus all
display
advertising
on
behaviorally
targeted $3.50 - $4.50 CPM beyond bonus impressions
placements
Dealer and vendor site retargeting

80. Display /
Retargeting
I want to
I go to I buy banner
run a
OwnerIQs ads from
promotion Bosch
site for OwnerIQ
Shoppers and target receives
access to served to
visit people in and
people people who
Bosch my market approves
who visited
website that my
visited Bosch
visited request
Bosch website
Bosch
website
website

81. Internet marketing is
eligible for vendor coop
Email 70% 50% 50%
Search 70% 0% 50%
Banner 70% 50% 50%
prior approval; no prior approval; no prior approval; must be
coverage on creative coverage on creative third party websites

82. Think keywords
Think getting found
in more places
Think great content
Think internet marketing
using coop