Introduzione al Web Marketing

Introduction to web marketing
Lecture for Ca' Foscari – April 23rd 2013

Alberto M. Rossi
SEO & Magento Specialist

alberto.rossi@bizen.it

http://facebook.com/albertomrossi
http://it.linkedin.com/in/albertomrossi
http://twitter.com/albertomrossi

2013 © Bizen – web marketing philosophy

Summary
● Definition of web marketing
● SEM (“search engine marketing”)
– SERP Monitoring
– Link building & link baiting
● SEO (“search engine optimization”)
– On page optimization & off page factors
● PPC (“pay-per-click”)
– AdWords & AdSense
– Landing Pages
● SMM (“social media marketing”)
● WA (“web analytics”)
● Bizen: who we are
● Q&A


Definition of web marketing



Web marketing (aka “internet marketing, online
marketing, online advertising”, etc...) is the marketing
and promotion of products and services over the
internet.
[wikipedia]

Web marketing consists of many different activities,
here are some examples:



Search engine optimization Direct e-mail marketing
SEO DEM

Search engine marketing SEM Web Mktg PPC Pay-per-click

WA SMM
Web analytics Social media marketing


Why is web marketing so important?

● It will soon replace traditional media (TV, radio, newspapers)
● People use internet everyday at an increasing rate
● Customers are getting smarter: they want immediate access to informations
● It's cost-effective especially compared to traditional marketing
● Brands can engage customers: bi-directional channel
● Real-time results
● Customized offerings



CAGR: compound annual growth rate


Marketing over traditional media
vs.
Marketing over the internet

Web marketing is always quantifiable through
KPIs, thus making possible a precise ROI
calculation.


Search engine marketing


SEM
SEM = “search engine marketing”
Broad term, refers to the promotion of a website
on search engines.
Lin baitin

Goo rds
SEM

ping
Shop gle
&
kb

o
AdW
uild g

SEO PPC
ing


SEM
SEM can also be used to evaluate brand/product
awareness and reputation over the web.
Users express their opinions on the internet.

Tracking good and (more importantly) bad
reviews helps brands to always apply the best
strategies.


SEM
Monitoring SERPs also gives relevant indication
about SEO performance, competitors' activity
and overall sentiment from the users.


SEM
Why is a good ranking so important?
This graph estimates how much traffic
from Google a website gets, depending
on its ranking.

1st: 42.13% of total traffic is
generated from search results!


SEM
Inbound links can help increase a website's ranking
for a particular set of keywords, depending on:
● number of links (aka “link popularity”)
● anchor text
● referring domain

How do we get more links to our website?


SEM

Link building Link baiting
● “active task” ● “passive task”
● directory submission ● interesting content
● asking for links ● viral content
● press releases ● infographics
● guest blogging ● contests
● etc. ● etc.


Search engine optimization


SEO

It includes all the activities that make a website rank better
in SERPs.

Two things to consider:
● On-page optimization ( = modifications to the website
itself)
● Off-page factors ( = external elements)


SEO
● Page title ● Fresh
● Keywords ● Original
● Decriptions ● Including keywords
● Coherent Titles ● Quality
& Content
Meta

● H1, H2, etc.
● XML
● URI
● Page priorities
SEF ● Defines structure
● Metadata On page Sitemap
Pages ● Helps crawling
● Fast loading ● Lang. informations

● Robots txt Robots Images
● Alt attribute
● Follow/nofollow ● Light
● Index/noindex ● Google Images


SEO
● Google Img results
● Image name ● # inbound links
● Image alt ● Anchor text
● Link source
Images Links

● YouTube results
● Online presence
● Video descriptions
● Reputation
Videos Off page Social ● Likes/Rewteets/+1
● Video titles ● Engagement

● Country Personal Trust
● Domain authority
● Locality ● History


Pay-per-click


PPC
PPC = “pay-per-click”
PPC is an internet advertising model to direct
traffic to a website. Advertisers pay publishers
only if the ad gets clicked.
The CPC (“cost-per-click”) is determined by the
keyword for which the ad gets displayed.

CPC may vary from ~0.01 € to more than 3,00 €.


PPC
Many different networks for PPC:
● AdWords
● AdSense
● Google Shopping
● Facebook Ads
● YouTube Ads
● etc...


PPC
AdWords is a PPC network owned by Google
where ads get published among search results
or on their partners' websites.


PPC
AdSense is similar to AdWords but ads get
published on 3rd parties websites which embed
the relative widget. Owners get payed by Google
for every click their website generates.

AdSense


PPC
Landing pages are specifically designed to
persuade users into buying a product/asking for
information/registering to a service.
● Clear content
● Easily readable
● No outbound links
● Explicit call-to-action


PPC

Easy-to-fill form

Easy-to-read text

Clear call-to-action


Social media marketing


SMM
SMM = “social media marketing”
Brands can promote their product and engage
with customers over social networks using
dedicated profile pages.
● Share/retweets/+1 on content
● Customer care
● Drive traffic to websites
● Make users feel closer to brands


SMM
Here are some examples:


SMM
Nike took full advantage from social media marketing with its Nike+
running campaing.


Web analytics


WA
WA = “web analytics”
WA provides all the data about visits, visitors,
time on page, clicks, e-commerce transactions
and so on.
Not only it measures web traffic, it also provides
a tool for business and market research, as well
as a way to improve effectiveness of a website.
Let's see some examples:


WA
Visits

Average time on site

Conversion rate

Visits per traffic source

Visits per country

Coversions per source

Visits from mobile
devices


WA
It's even possible to see how users move throughout your website. This helps discovering
usability issues.


Recap


Bizen: who we are
● Website: www.bizen.it
● Core business: web marketing
● Other facilities: web development, web design, training
● Team members: 9
● Location: Massanzago (PD)


Bizen: who we are
If you are interested in becoming a web marketing
specialist, we offer a course for students and newly
graduates.
● Start/end dates: May 7th – June 11th
● # of lessons: 6, once a week
● Where: Sandono di Massanzago (PD)
● Price: € 190,00 for the entire course
● Possible internship at the end


Thank you for your time!
For further informations, please visit:
www.bizen.it

Alberto M. Rossi alberto.rossi@bizen.it
SEO & Magento Specialist
http://facebook.com/albertomrossi
http://it.linkedin.com/in/albertomrossi
http://twitter.com/albertomrossi


Introduzione al Web Marketing

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