The document outlines a comprehensive training program on SEO and internet marketing led by experienced professionals, focusing on various online marketing strategies such as SEO, online advertising, social media, and web analytics. Key objectives include understanding methods to generate online traffic, challenges in the marketing industry, and effective use of metrics. It emphasizes practical exercises and collaborative learning to enhance participants' skills and knowledge in internet marketing.

1. WELCOME!

2. SEO and Internet Marketing Training

3. Your TrainersAndy Atkins

4. Lead Internet Marketer at MBL Solutions & MD of Web Kinetics (Part of the MBL Solutions Network)

5. 10+ years experience in online marketing

6. Peter Wilson

7. New Media Manager at MBL Solutions

8. 10+ experience with brands such as Shell, Lycos, Capital OneWELCOME!

9. An Action-Packed AgendaIntroduction to Internet Marketing

10. SEO – What, Why and How…..

11. Online Advertising – Adwords, Banners, etc.

12. Step-by-Step SEO Example

13. Social Media – What, Why and How….

14. Web Analytics – Theory & Practice

15. Online PR – Where & How

16. Email Marketing – Making it Work

17. Online Campaigning – Practical Approaches Along the way – some exercises, group work and a few laughs!

18. Objectives for TodayUnderstand the Key Methods for Generating Relevant Online Traffic

19. Be able to understand and challenge the advice of web professionals

20. Understand the Effective Use of the Internet for marketing & Communication

21. Understand Online Methods for Gaining & Retaining Customers

22. Know how to Interpret Standard Web MetricsWhat is Internet Marketing?Marketing, via the internet, of goods, services or assets that exist either online or offline (or both!)However, there is often leakage into the offline marketing world (e.g. PR)

23. Key Components – Website-centric ModelWEBSITE

24. Key Components – Website-centric ModelPPC/PPAAdvertisingAffiliateprogrammesDisplayAdvertisingWEBSITE

25. Key Components – Website-centric ModelPPC/PPAAdvertisingAffiliateprogrammesDisplayAdvertisingBLOGWEBSITEBlogDirectories

26. Key Components – Website-centric ModelPPC/PPAAdvertisingAffiliateprogrammesDisplayAdvertisingBLOGWEBSITEBlogDirectoriesSOCIALNETWORKS

27. Key Components – Website-centric ModelPPC/PPAAdvertisingAffiliateprogrammesDisplayAdvertisingBLOGWEBSITEBlogDirectoriesArticleSubmissionSOCIALNETWORKSImageSubmissionVideoSubmission

28. Key Components – Website-centric ModelPPC/PPAAdvertisingAffiliateprogrammesDisplayAdvertisingDirectorySubmissionsBLOGWEBSITEPartnerLinksBlogDirectoriesPRDistributionArticleSubmissionSOCIALNETWORKSImageSubmissionVideoSubmission

29. Key Components – Web Presence ModelVideo HostingSitesSocial NetworkPagesWebsite(s)BlogImage HostingSites

30. Key Components – Web Presence ModelVideo HostingSitesSocial NetworkPagesWebsite(s)BlogImage HostingSitesHIGH INVOLVEMENT

31. Key Components – Web Presence ModelPRDistributionBlogDirectoriesArticleSubmissionPartnerLinksVideo HostingSitesSocial NetworkPagesWebsite(s)DirectorySubmissionsBlogImage HostingSitesHIGH INVOLVEMENTLOW INVOLVEMENT

32. Key Components – Web Presence ModelPRDistributionBlogDirectoriesArticleSubmissionPartnerLinksVideo HostingSitesSocial NetworkPagesWebsite(s)DirectorySubmissionsBlogImage HostingSitesPPC/PPAAdvertisingAffiliateprogrammesDisplayAdvertisingHIGH INVOLVEMENTLOW INVOLVEMENT

33. Our Target Audience

34. Before you StartWhat do you want the site/content to do for you?

35. Who do you want to visit?

36. What do you want it to do for the visitor – what do you want them to see? (Immediately)

37. Where do you want to take them with one click?

38. What do you want the visitor to do – the Action?Our Target Audience

39. Which Keywords?High traffic and/or Niche Keywords?

40. What do the competition target?

41. Which terms are most relevant to your industry?

42. Which terms are most relevant to your site?Search engines

43. Search Engine BasicsData Collection (Spiders and ‘Bots)URL

44. Page Title (c. 60 characters)

45. Meta Description (c. 160 characters)

46. Meta Keywords???

47. H1 Header

48. Text content

49. Image Alt Tags

50. Internal Links

51. External Links

52. Site MapWebpage – Visible AnatomySearchBreadcrumbHeaderNavigationH1 HeaderBusiness Skills and TrainingInternalLinksContentExternal Links

53. Webpage – Hidden AnatomyPage Title<head><title> Training Courses and workshops for business - North East BIC<meta id="ctl00_head_metaDescription" name="description" content="Training in marketing,law, IT, business planning and finance. Training courses and workshops for small business runby the BIC. NVQ Assessment Centre and Business Link approved"></meta><meta id="ctl00_head_metaKeywords" name="keywords" content="north east training,training providers north east,sunderland,be your own boss,stimulating software innovation,software ventures,marketing magic,newcastle enterprise package,flexible families,marketing training,law training,it training,business planning,accounting courses"></meta> Meta DescriptionMeta Keywords<h1>Business Skills and Training</h1> H1 HeaderImageAlt Tag<img src="/images/hotlink_button.png" alt="More information"

54. Search Engine BasicsData Collection (Spiders and ‘Bots)URL

55. Page Title (c. 60 characters)

56. Meta Description (c. 160 characters)

57. Meta Keywords???

58. H1 Header

59. Text content

60. Image Alt Tags

61. Internal Links

62. External Links

63. Site MapSitemap<urlset><url><loc>http://www.ne-bic.co.uk/default.aspx</loc><lastmod>2009-08-27</lastmod><changefreq>weekly</changefreq><priority>1.0</priority></url><url><loc>http://www.ne-bic.co.uk/business-space.aspx</loc><lastmod>2009-08-28</lastmod><changefreq>weekly</changefreq><priority>1.0</priority></url><url><loc>http://www.ne-bic.co.uk/conference-facilities.aspx</loc><lastmod>2009-08-10</lastmod><changefreq>weekly</changefreq><priority>1.0</priority></url><url><loc>http://www.ne-bic.co.uk/business-support-services.aspx</loc><lastmod>2009-08-28</lastmod><changefreq>weekly</changefreq><priority>1.0</priority></url><url><loc>http://www.ne-bic.co.uk/business-skills-and-training.aspx</loc><lastmod>2009-08-10</lastmod><changefreq>weekly</changefreq><priority>1.0</priority></url>

64. Search Engine Basics Data Collection (Spiders and ‘Bots)URL

65. Page Title (c. 60 characters)

66. Meta Description (c. 160 characters)

67. Meta Keywords???

68. H1 Header

69. Text content

70. Image Alt Tags

71. Internal Links

72. External Links

73. Site Map

74. Robot .txt fileSearch Engine BasicsData DeliveryAlgorithms

75. Relevance

76. Primary vs. Supplementary Index

77. Site ‘Theme’The Structure of Ranking40% RankingSignificanceDomain NameOn Page ElementsSite StructureSite ThemePage StructurePage ContentMeta DataOff Page ElementsLinks StrategyPPC CampaignsSocial Media60% RankingSignificance

78. Key SEO Elements – On-PageRelevant site address (batteriesonline.co.uk vs. portablepower.co.uk)

79. Good page title and meta description

80. Good meta keywords??? (search terms)

81. Great content

82. H1 Headers

83. Image tags and descriptions

84. Internal linksKey SEO Elements – On-PageXML Sitemap

85. Robots.txt file

86. Regular Change

87. Avoiding ‘clever code’

88. Age of Domain

89. Site Theme & AuthorityKey SEO Elements – Off-PageHigh quality Inbound Links from other Websites

90. Links from social media sites

91. Links from high-ranking directories

92. Links on Article Distribution Sites

93. Links on Press Release Distribution Sites

94. Avoiding ‘spammy’ or non-relevant linksMarketing Elements of a Great WebsiteTheme

95. Authority

96. Highly-relevant and segmented content

97. Competitor-referenced

98. Search-engine verified and submitted

99. Meta and H1’s for at least Homepage & Tier 2 pages

100. Lots of inbound links from relevant, quality sources

101. Lots of self-generated inbound content How to speed up visibilitySponsored links – e.g. Google Adwords

102. Email newsletters

103. Listing on appropriate websites (stockist or partner listings, etc.)

104. Linking in general

105. Putting your website address on everything!Assessing ProgressSearch Engine Ranking

106. Basic Stats. (hits, page requests, unique visitors) + Bounces

107. Page Rank

108. Back links analysis

109. Indexing frequency

110. Analytics SoftwareSEO Q&A

111. Your Task…..Write a Homepage Title (max 85 characters)Write a Meta Description (max. 250 characters)Write meta keywords/phrases (try for 20)

113. Our SolutionTitle:Clown Insurance - Clown Insurance From The UKs Leading Insurer Of ClownsMeta Description:Clowns Insurance provides low cost specialised insurance for UK clowns. Clowns Insurance can insure any full-time, part-time or weekend clown. Party clowns and circus clowns are insured by Clowns InsuranceMeta Keywords:clown insurance,insurance for clowns,UK clowns,party clown insurance,part-time clown insurance,professional clown insurance,insuring UK clowns, circus clowns insurance, clowns liability cover

114. Good vs. Bad SEO

115. SEO’ing a WebsiteRemember the Important BitsTheme

116. Authority

117. Highly-relevant and segmented content

118. Competitor-referenced

119. Search-engine verified and submitted

120. Meta and H1’s for at least Homepage & Tier 2 pages

121. Lots of inbound links from relevant, quality sources

122. Lots of self-generated inbound content A Great Example

123. A Not-So Great Example

124. A Really Great Example

125. A Really Great Example

126. Peter WilsonOnline Advertising

127. Online Advertising ModelsPay-per-ClickAffiliate PlatformsDisplay Ads

128. Affiliate ModelWeb UsersSuperAffiliatesSmallAffiliatesTRAFFICPromotional Plans,Commissions &‘Specials’multipleonlinechannelsPromotional Plans& CommissionsAffiliateNetworkTrackingYOUPromotional Plans,Commissions &Management Fees

129. What do they look like?

130. People you might not Expect!

131. Types of AffiliatePPC Affiliates

132. Cashback

133. Voucher Code

134. Social Media

135. Niche / Blog

136. Price Comparison

137. Pure Content

138. ArbitrageAffiliate Pro’s & Con’sCon’sOnly really effective for ‘packaged’ goods and services

139. Very focused on consumer markets

140. Reporting isn’t 100% accurate

141. Relatively high ‘entry costs’

142. Significant time required to manage the networkPro’sInstant online sales network

143. CPA model means you only pay when a sale is made

144. Good affiliates will drive substantial levels of conversion

145. Good networks have comprehensive marketing and monitoring tools

146. Increases your internet visibility vs. the competitionOnline Display Advertising

147. Display – A Muddled Picture!Display advertising can be the result of affiliate programmes, some PPC campaigns, working via an advertising network or bought direct from a site owner. It’s usually bought on a CPM (sometimes CPC basis).

148. Display – A Muddled Picture!Think first about the kindsof sites that will be most useful to YOU….Visitor types and reason for visitingLevels of trafficAffordabilityIdentify how key sites operate their advertisingNiche markets often rely on site-run advertisingIs there a dominant website/ad network in the sector?What types of ad stand out visually and in terms of message?Get a costed proposal from an ad network, even if it’s only to provide insight

149. Apply the usual rules to your advertising (clear, competitive message, visual strength, appropriate landing page content, demand an action)PPC AdvertisingGoogle Adwords or Bing/Yahoo AdCenter

150. Google has a 80%+ share of UK search volumes

151. AdCenter has better conversion rates‘Hydraulic Bolting Systems’

152. ‘Gold for Cash’

153. PPC AdvertisingShould be called ‘search advertising’

154. Provides immediate high-ranking visibility and message

155. Usually costed on a cost-per-click basis, but ‘content network’ can be bought on a cost-per-thousand impressions basis

156. Search advertising requires careful management to ensure cost-effectiveness

157. Click costs are extremely ‘search term dependent’ i.e. a click can cost 10p in one market and £10 in another!

158. Both networks have very comprehensive control systems for both spend management and campaign analysis……

159. How do you Start (Google example)?Set up a Google AccountAdd Adwords to the account (need credit card)Set basic settings (language, network, budget, etc.)Write ad textChoose keywords/phrases (after researching them) and max. PPCGO LIVE!Monitor and change…..and monitor and change……or stop!

160. A Live Campaign Build

161. Key Paid Search MetricsClicks

162. Impressions

163. Cost

164. Bounce Rate

165. Pages per Visit/Time on Site (need analytics link)

166. Goals (site-specific and need analytics link)

167. ConversionsUsing PPC/Search adv. EffectivelyLaunches (products, services or a website, etc.)

168. Promotions or events

169. Secondary or ‘Long-tail’ Keywords (not on the SEO list)‘Long-tail’ KeywordsNumberofSearchesSearch Terms Used

170. Using PPC/Search adv. EffectivelyLaunches (products, services or a website, etc.)

171. Promotions or events