Internet Marketing for Placer School for Adults - Fall 2013
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Learn search marketing (organic and paid), link building, local search, social media marketing, competitor research, developing a better website, Google Analytics and many free tools. Class is taught by an experienced and successful online entrepreneur who has reached the top of Google and will show you how.
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Internet Marketing for Placer School for Adults - Fall 2013
- 2. 2 Coryon Redd coryon@gmail.com The Accessible Expert at Coryon.com Presented by: Creating and Marketing a Website View this presentation online at: http://www.secretsofsearch.com/placerfall2013
- 3. 3 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. http://youtu.be/WilzG8w3nNg - Video Introduction to this PowerPoint http://youtu.be/hF515-0Tduk - 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…)
- 4. 4 What is Internet Marketing? Let’s start with the basics… Start with a persuasive website Drive traffic from a variety of sources: Search Engines (SEO) Social Media Email Videos Paid Search Lots more options…
- 5. 5 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?
- 6. Where Do I Start?
- 7. 7 • 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 • http://youtu.be/DwZnzclAkHA - Watch the video Why do Search Marketing?
- 8. 8 Get to the Top of Google Why Google? • 65% of US search market • Top rankings mean you get FOUND • Great Return on Investment (ROI) • Great way to build local business Google is an 800 lb Gorilla
- 9. 9 The Fundamentals of Google Marketing 4 Simple Steps to SEO Keyword Research Competitor Research Website Design and Landing Pages Enter the Google Popularity Contest
- 10. 10 Set Goals for your Success Better Website Learn It Yourself Top Rankings on Google More Online Traffic More Business More Profit
- 11. 11 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 Investment
- 12. 12 Google Search Results are all about Relevancy Learn More at Google’s Webmaster Guidelines • https://support.google.com/webmasters/bin/answer.py?hl=en&answer= 35769 PageRank – Quality of Incoming Links Build Your Reputation Through & Social Media What’s Important to ?
- 13. 13 The Secrets to Success on Google Google will reward pages that are: Play by the rules of the game Linked to from good websites Content Rich Well designed Updated regularly Keyword focused
- 14. 14 People are Searching for your Business… Right Now! What are Keywords? The Exact Ways People Search Google What are People Searching for? Use the Google Keyword Planner Also Check Out Google.com/trends What are Target Keywords? The Most Important Keywords – Relevancy and # of Searches What does it mean for my Website? Create Keyword-Focused Landing Pages
- 15. 15 Look at Local (United States) Monthly Searches. Start by looking at broad matches but narrow down to exact match. Download spreadsheet and edit in a spreadsheet program like Excel. Go back to keyword planner with more specific searches and download again. Create a keyword spreadsheet with groups of keywords that will be used for landing pages. Keyword Research Best Practices Login with an email address used for a Google Adwords Account. Start searches look at related keywords then narrow down searches.
- 16. 16 Building Landing Pages Landing 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? http://youtu.be/H0riar7tv_U
- 17. 17 How does Google Crown a Winner? Incoming links and social engagement Get the Votes that Matter… Get links from quality, related websites Not the Ones that Piss Google Off Google can smell out low quality links Winning the Google Popularity Contest
- 18. • (Directly) sell your goods or services? • Generate leads (potential sales)? • (Simply) provide contact info? • Build relationships with other websites What do you want your web site to do for you? 18
- 19. 19 Brainstorm a list of competitive advantages: Class exercise What makes your business special? 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… http://youtu.be/CFHe04jj1rA
- 20. 20 How to build a website What 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.
- 21. 21 Website Organization Chart Request sharing with Google docs by emailing coryon@gmail.com
- 22. 22 What is my supposed to do? Website Sales Funnel The end of the funnel – Call to action, shopping cart, contact form, etc. The start of the funnel – Visitors getting to your website. The middle of the funnel – Browse website and consider sale.
- 23. 23 Have an Internet Presence! Effective websites are: Persuasive Branded Easy to use Competitive in the marketplace Have something to say Built around how people search Socially active
- 24. 24 Content is King Blogging, Video, Web Pages, & More
- 25. 25 Distribution is Queen Facebook, Twitter, Linkedin, Press Releases, Blogs
- 26. 26 SEO is your Ace in the Hole Win the Game and Make More Money
- 27. 27 Internet Marketing Resources Coryon.com Resources page • Coryon.com/resources • Training videos Coryon.com/video SEOMoz SEO for Beginners Guide • http://www.seomoz.org/beginners-guide-to-seo SEMPO Learning Center • sempo.org/learning_center/ Discover what really works in optimization • marketingexperiments.com Online marketing magazines / articles • practicalecommerce.com • webpronews.com SEO Glossary • seoglossary.com/ SEOMoz article about Google Algorithm factors • seomoz.org/article/search-ranking-factors Nevada County Online – Expert Speakers Monthly • nevadacountyonline.com
- 28. 28 Homework Keyword Research – Create a spreadsheet with top keywords for your website Competitive Advantages – Brainstorm with friends, associates and family Read about Google PageRank and the importance of link building
- 29. 29 Next: Google PageRank and Local Search PageRank reflects the quantity and quality of incoming links. Links vote for better websites. searchengineland.com/what-is-google-pagerank-a-guide-for- searchers-webmasters-11068 – Or go to shortened URL - goo.gl/9Gh3g http://www.webseoanalytics.com/blog/is-google-pagerank-still- important-in-seach-engine-optimization/ - Short URL = goo.gl/Ovyf3 en.wikipedia.org/wiki/PageRank - Optional reading - detailed article about PageRank http://www.seomoz.org/blog/the-beginners-checklist-for-small- business-seo - Beginner’s Checklist for SEO – Short URL = goo.gl/FL14I Read these articles to learn more about PageRank and SEO
- 30. 30 THANK YOU
Editor's Notes
- 80% of online purchases start with a web search. Google focused – 69% of market share Keyword targeting focuses the right customers to the right pages on your site Google “seal of approval” – #1 position = confidence in your business thinkseer.com/tools/seo-search-engine-marketing-roi-calculator.php - SEO campaign ROI calculator
- Wireframe - strangesystems.net/archives/2005/03/using_wireframe.php strangesystems.net/images/wireframes_template-graffle.gif – single page wireframe template http://www.gdoss.com/web_info/ia_deliverables/pmms_wireframes_4.3.pdf - example of full site wireframe Don’ t Make Me Think: http://www.amazon.com/s/ref=nb_ss_gw?url=search-alias%3Daps&field-keywords=don%27t+make+me+think&x=0&y=0 Billboard design: Fact of Life #1 – We don’t read pages, we scan them. 1. We’re usually in a hurry Save as much time as possible, must keep them moving toward the end result of what they want to obtain… much like sharks need to keep moving. 2. Know that we don’t NEED to read everything. We just need the bits that will give us the necessary information to keep our interest and the rest is irrelevant. 3. We’re good at it Force of habit… our normal routine with almost everything we read involves scanning. Fact of Life #2 – We don’t make optimal choices; we sacrifice - Choose the first reasonable option. (They don’t compare options; they take the first reasonable plan that comes to mind.) 1. We’re usually in a hurry 2. There’s not much of a penalty Call To Action: http://www.amazon.com/Call-Action-Formulas-Improve-Results/dp/078521965X/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1216404636&sr=1-1 CSS: detailed article about CSS and SEO. Covers topics such as rearranging page content for spiders, making pages more crawlable http://www.ecommerce-guide.com/solutions/advertising/article.php/3579196 - Design the perfect product page http://www.ecommerce-guide.com/solutions/building/article.php/3584596 - Design the best check out pages http://www.useit.com/alertbox/designmistakes.html Top Ten Web Design Mistakes of 2005 http://www.bedfordstmartins.com/markel_tutorial/ step by step tutorial http://www.webreference.com/authoring/design/tutorials.html - list of many resources for building a website http://websitetips.com/usability/ - Usability is an important goal of any website http://www.wdvl.com/Authoring/Tutorials/usability.html - tutorial and in depth look at usability principles
- http://www.feedthebot.com/designandcontent.html List of Google guidelines explained in detail with examples and references. http://www.google.com/webmasters/ - Google’s webmaster guide. http://www.google.com/librariancenter/articles/0512_01.html Google's explanation of how it does ranking.
- Open browser and ask for volunteer for keywords. focus on related keywords ratio between searches (cellphone vs cell phone) if a page doesn’t exist - you can build it http://www.keyworddiscovery.com/search.html - Free keyword research tool. https://adwords.google.com/select/KeywordToolExternal - google external tool http://tools.seobook.com/keyword-tools/seobook/- very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
- Open browser and ask for volunteer for keywords. focus on related keywords ratio between searches (cellphone vs cell phone) if a page doesn’t exist - you can build it http://www.keyworddiscovery.com/search.html - Free keyword research tool. https://adwords.google.com/select/KeywordToolExternal - google external tool http://tools.seobook.com/keyword-tools/seobook/- very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
- Open browser and ask for volunteer for keywords. focus on related keywords ratio between searches (cellphone vs cell phone) if a page doesn’t exist - you can build it http://www.keyworddiscovery.com/search.html - Free keyword research tool. https://adwords.google.com/select/KeywordToolExternal - google external tool http://tools.seobook.com/keyword-tools/seobook/- very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
- Wireframe - strangesystems.net/archives/2005/03/using_wireframe.php strangesystems.net/images/wireframes_template-graffle.gif – single page wireframe template http://www.gdoss.com/web_info/ia_deliverables/pmms_wireframes_4.3.pdf - example of full site wireframe Don’ t Make Me Think: http://www.amazon.com/s/ref=nb_ss_gw?url=search-alias%3Daps&field-keywords=don%27t+make+me+think&x=0&y=0 Billboard design: Fact of Life #1 – We don’t read pages, we scan them. 1. We’re usually in a hurry Save as much time as possible, must keep them moving toward the end result of what they want to obtain… much like sharks need to keep moving. 2. Know that we don’t NEED to read everything. We just need the bits that will give us the necessary information to keep our interest and the rest is irrelevant. 3. We’re good at it Force of habit… our normal routine with almost everything we read involves scanning. Fact of Life #2 – We don’t make optimal choices; we sacrifice - Choose the first reasonable option. (They don’t compare options; they take the first reasonable plan that comes to mind.) 1. We’re usually in a hurry 2. There’s not much of a penalty Call To Action: http://www.amazon.com/Call-Action-Formulas-Improve-Results/dp/078521965X/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1216404636&sr=1-1 CSS: detailed article about CSS and SEO. Covers topics such as rearranging page content for spiders, making pages more crawlable http://www.ecommerce-guide.com/solutions/advertising/article.php/3579196 - Design the perfect product page http://www.ecommerce-guide.com/solutions/building/article.php/3584596 - Design the best check out pages http://www.useit.com/alertbox/designmistakes.html Top Ten Web Design Mistakes of 2005 http://www.bedfordstmartins.com/markel_tutorial/ step by step tutorial http://www.webreference.com/authoring/design/tutorials.html - list of many resources for building a website http://websitetips.com/usability/ - Usability is an important goal of any website http://www.wdvl.com/Authoring/Tutorials/usability.html - tutorial and in depth look at usability principles
- Open browser and ask for volunteer for keywords. focus on related keywords ratio between searches (cellphone vs cell phone) if a page doesn’t exist - you can build it http://www.keyworddiscovery.com/search.html - Free keyword research tool. https://adwords.google.com/select/KeywordToolExternal - google external tool http://tools.seobook.com/keyword-tools/seobook/- very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
- Open browser and ask for volunteer for keywords. focus on related keywords ratio between searches (cellphone vs cell phone) if a page doesn’t exist - you can build it http://www.keyworddiscovery.com/search.html - Free keyword research tool. https://adwords.google.com/select/KeywordToolExternal - google external tool http://tools.seobook.com/keyword-tools/seobook/- very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
- Open browser and ask for volunteer for keywords. focus on related keywords ratio between searches (cellphone vs cell phone) if a page doesn’t exist - you can build it http://www.keyworddiscovery.com/search.html - Free keyword research tool. https://adwords.google.com/select/KeywordToolExternal - google external tool http://tools.seobook.com/keyword-tools/seobook/- very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
- Marketingexperiments.com – articles with real life case studies, free email newsletter, professional certification, practicalecommerce.com – short articles written by experts, ecommerce focused, SEO report card, Dir.yahoo - in order of popularity sempo.org/learning_center/resources/ - A great list of SEM resources.
- Pages that Google believes are important pages receive a higher PageRank and are more likely to appear at the top of the search results. Example of CBW link buying. Nokia batteries, Nextel batteries Content – good neighbor hood bad neighbor hood Related content, same industry website, .edu website, directory, Reciprocal links are good to a point. Estimate that over 100 plus recip links loose value http://www.google.com/technology/index.html - Google’s explanation of PR http://www.seocompany.ca/directory/ilqtool.html - ILQ tool - this can be used to check sites for which we are requesting reciprocal links