This document provides strategies for becoming a creative and profitable online presence. It discusses the differences between offline and online marketing and provides facts about online searches and purchases. It then covers key internet marketing strategies like search engine optimization, search engine marketing, branding, and social media. Specific tips are provided on keywords, links, titles, and submitting sites to search engines. The document concludes by discussing brands, branding touchpoints, and the importance of internet marketing.
David Goebel of the Goebel Group, John Inama of Pilot Fish, and Greg Habermann of Sage Rock present "Hands on SEO" at the eMarketing Techniques Series at Corporate College. Brought to you by the Key Entrepreneur Development Center and Cleveland SEO.
SEO can be defined as the activity of optimization Web pages or whole sites in order to make them more search engine-friendly, thus getting higer position in
search results.
David Goebel of the Goebel Group, John Inama of Pilot Fish, and Greg Habermann of Sage Rock present "Hands on SEO" at the eMarketing Techniques Series at Corporate College. Brought to you by the Key Entrepreneur Development Center and Cleveland SEO.
SEO can be defined as the activity of optimization Web pages or whole sites in order to make them more search engine-friendly, thus getting higer position in
search results.
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.[jargon] In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search,[1] news search and industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.
The plural of the abbreviation SEO can refer to "search engine optimizers," those who provide SEO service.
Search Engine Optimisation (Seo) And Search Engine MarketingTin180 VietNam
Tin180.com là trang tin tức văn hóa lành mạnh. Các nội dung chính: xã hội, thế giới, thể thao, văn hóa, nghệ thuật, khoa học, thế giới số, đời sống, sức khỏe, cư dân mạng, kinh doanh, ô tô, xe máy, chuyện lạ, giải trí
Many people don't know what is seo and what are its advantages.This PPT will make one aware of search engine optimization (seo) and how one will profit from an seo technique.
You’ve got your site, done your research, got feeds coming in but you still aren’t making enough to retire to the south of France. In fact, you don’t seem to be pulling the traffic and... nope, you just aren’t ranking. But your site is HUGE and should be ranking – why isn’t it?
This session will look beyond SEO 101 to the specific issues affiliates face with large sites, product feeds, architecture and optimization. By examining beyond the basics, this session will build on existing knowledge about SEO to help those with larger, more complex sites requiring more bespoke solutions to rank well and beat the ‘affiliate penalty’.
With topics covered ranging from uniqueness, madlib, linking, and monitoring to site architecture, vertical selection, roadblocks and more, this session is going to be crammed full of interesting tips, tricks and insight.
Total Search Engine Optimization Presentation In Bangla For The First Time. If Follow The Presentation Step By Step i Hope You Will Find You As A SEO Expert.
The January 2013 Community Leader's Information Forum didn't actually take place due to block leave but that doesn't mean you can't get all the information!
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.[jargon] In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search,[1] news search and industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.
The plural of the abbreviation SEO can refer to "search engine optimizers," those who provide SEO service.
Search Engine Optimisation (Seo) And Search Engine MarketingTin180 VietNam
Tin180.com là trang tin tức văn hóa lành mạnh. Các nội dung chính: xã hội, thế giới, thể thao, văn hóa, nghệ thuật, khoa học, thế giới số, đời sống, sức khỏe, cư dân mạng, kinh doanh, ô tô, xe máy, chuyện lạ, giải trí
Many people don't know what is seo and what are its advantages.This PPT will make one aware of search engine optimization (seo) and how one will profit from an seo technique.
You’ve got your site, done your research, got feeds coming in but you still aren’t making enough to retire to the south of France. In fact, you don’t seem to be pulling the traffic and... nope, you just aren’t ranking. But your site is HUGE and should be ranking – why isn’t it?
This session will look beyond SEO 101 to the specific issues affiliates face with large sites, product feeds, architecture and optimization. By examining beyond the basics, this session will build on existing knowledge about SEO to help those with larger, more complex sites requiring more bespoke solutions to rank well and beat the ‘affiliate penalty’.
With topics covered ranging from uniqueness, madlib, linking, and monitoring to site architecture, vertical selection, roadblocks and more, this session is going to be crammed full of interesting tips, tricks and insight.
Total Search Engine Optimization Presentation In Bangla For The First Time. If Follow The Presentation Step By Step i Hope You Will Find You As A SEO Expert.
The January 2013 Community Leader's Information Forum didn't actually take place due to block leave but that doesn't mean you can't get all the information!
Connected Bikes: Connecting riders to their communitiesLouis P. Huard
Boréal Bikes' CEO and co-founder, Louis-P. Huard, explores the possibilities of connected bike technology and its impact on communities and the future city.
Presented at MLOVE Hamburg 2015, Smart Cities
Tour DonorPro CRM | All-new fundraising software platformSalsa Labs, Inc.
A screenshot tour of DonorPro's nonprofit fundraising CRM. See all the tools you need to manage your donors, track your donations, and increase your fundraising revenue.
Visit http://go.donorpro.com/fundraising-crm-demo-donorpro to schedule a live demonstration.
პრეზენტაციაში მოკლედაა აღწერილი წალენჯიხის ტურისტული პოტენციალი და სედგენეილია ტურის გეგმა.პრეზენტაცია მომზადებულია ილიას სახელმწიფო უნივერსიტეტის ,,საქართველოს ტურისტული რესურსების"პროგრამის ფარგლებში
Get all the information that is offered at this month's Community Leaders Information Forum right here! The briefing slides are detailed accounts of any upcoming events or outreach efforts happening around the installation.
პრეზენტაცია მომზადებულია ილიას სახელმწიფო უნივერსიტეტის პროგრამა ,,პიარი ტურიზმში" გარგლებში, გოჩა შარვაშიძის მიერ. პრეზენტაციაში საუბარია ჩირუხის პოპულარიზაციის მიზნით დაგეგმილ სამ წლიან პიარ კამპანიაზე.
შენიშვნა: სლაიდებს ადევს დიდი რაოდენობით ეფექტები და გადმოწერის გარეშე არ გექნებათ მათი ნახვის შესაძლებლობა
The meta description is a ~160 character snippet, a tag in HTML, that summarizes a page's content. Search engines show the meta description in search results mostly when the searched for phrase is contained in the description. Optimizing the meta description is a very important aspect of on-page SEO.
As Founder and CEO of pankaj gangar.Inc. (kalyan, Mumbai), pankaj gangar has spent his entire career solving problems and fixing businesses. He has significantly increased the bottom lines of over 10,000 clients in more than 400 industries, and over 7,200 sub industries, worldwide. Pankaj Gangar has dealt with virtually every type of business. He has studied, and solved, almost every type of business question, challenge and opportunity.-Pankaj Gangar
SEO training in hyderabad,vijawada,Guntur, pune,Bangalore,ChennaiPriyanka Reddy
Web Vidhya is a one stop destination for trainings on vertical range of web services and technologies. We provide unparalleled Training services by using modern technologies to provide expert knowledge to the students throughout the world. Our data scientists will consistently update their knowledge to customize the course curriculum for providing top class training services to our clients.
http://webvidhya.com/advance-seo-training-in-hyderabad/
The meta description is a ~160 character snippet, a tag in HTML, that summarizes a page's content. Search engines show the meta description in search results mostly when the searched for phrase is contained in the description. Optimizing the meta description is a very important aspect of on-page SEO
Css Founder is Website Designing Company in Delhi working with the mission of Website For Everyone. we are also working in Website Designing company in India & Mumbai, Gurugram, Ghaziabad, Faridabad.
Multi-cluster Kubernetes Networking- Patterns, Projects and GuidelinesSanjeev Rampal
Talk presented at Kubernetes Community Day, New York, May 2024.
Technical summary of Multi-Cluster Kubernetes Networking architectures with focus on 4 key topics.
1) Key patterns for Multi-cluster architectures
2) Architectural comparison of several OSS/ CNCF projects to address these patterns
3) Evolution trends for the APIs of these projects
4) Some design recommendations & guidelines for adopting/ deploying these solutions.
1.Wireless Communication System_Wireless communication is a broad term that i...JeyaPerumal1
Wireless communication involves the transmission of information over a distance without the help of wires, cables or any other forms of electrical conductors.
Wireless communication is a broad term that incorporates all procedures and forms of connecting and communicating between two or more devices using a wireless signal through wireless communication technologies and devices.
Features of Wireless Communication
The evolution of wireless technology has brought many advancements with its effective features.
The transmitted distance can be anywhere between a few meters (for example, a television's remote control) and thousands of kilometers (for example, radio communication).
Wireless communication can be used for cellular telephony, wireless access to the internet, wireless home networking, and so on.
# Internet Security: Safeguarding Your Digital World
In the contemporary digital age, the internet is a cornerstone of our daily lives. It connects us to vast amounts of information, provides platforms for communication, enables commerce, and offers endless entertainment. However, with these conveniences come significant security challenges. Internet security is essential to protect our digital identities, sensitive data, and overall online experience. This comprehensive guide explores the multifaceted world of internet security, providing insights into its importance, common threats, and effective strategies to safeguard your digital world.
## Understanding Internet Security
Internet security encompasses the measures and protocols used to protect information, devices, and networks from unauthorized access, attacks, and damage. It involves a wide range of practices designed to safeguard data confidentiality, integrity, and availability. Effective internet security is crucial for individuals, businesses, and governments alike, as cyber threats continue to evolve in complexity and scale.
### Key Components of Internet Security
1. **Confidentiality**: Ensuring that information is accessible only to those authorized to access it.
2. **Integrity**: Protecting information from being altered or tampered with by unauthorized parties.
3. **Availability**: Ensuring that authorized users have reliable access to information and resources when needed.
## Common Internet Security Threats
Cyber threats are numerous and constantly evolving. Understanding these threats is the first step in protecting against them. Some of the most common internet security threats include:
### Malware
Malware, or malicious software, is designed to harm, exploit, or otherwise compromise a device, network, or service. Common types of malware include:
- **Viruses**: Programs that attach themselves to legitimate software and replicate, spreading to other programs and files.
- **Worms**: Standalone malware that replicates itself to spread to other computers.
- **Trojan Horses**: Malicious software disguised as legitimate software.
- **Ransomware**: Malware that encrypts a user's files and demands a ransom for the decryption key.
- **Spyware**: Software that secretly monitors and collects user information.
### Phishing
Phishing is a social engineering attack that aims to steal sensitive information such as usernames, passwords, and credit card details. Attackers often masquerade as trusted entities in email or other communication channels, tricking victims into providing their information.
### Man-in-the-Middle (MitM) Attacks
MitM attacks occur when an attacker intercepts and potentially alters communication between two parties without their knowledge. This can lead to the unauthorized acquisition of sensitive information.
### Denial-of-Service (DoS) and Distributed Denial-of-Service (DDoS) Attacks
Bridging the Digital Gap Brad Spiegel Macon, GA Initiative.pptxBrad Spiegel Macon GA
Brad Spiegel Macon GA’s journey exemplifies the profound impact that one individual can have on their community. Through his unwavering dedication to digital inclusion, he’s not only bridging the gap in Macon but also setting an example for others to follow.
APNIC Foundation, presented by Ellisha Heppner at the PNG DNS Forum 2024APNIC
Ellisha Heppner, Grant Management Lead, presented an update on APNIC Foundation to the PNG DNS Forum held from 6 to 10 May, 2024 in Port Moresby, Papua New Guinea.
This 7-second Brain Wave Ritual Attracts Money To You.!nirahealhty
Discover the power of a simple 7-second brain wave ritual that can attract wealth and abundance into your life. By tapping into specific brain frequencies, this technique helps you manifest financial success effortlessly. Ready to transform your financial future? Try this powerful ritual and start attracting money today!
2. Offline / Online
Offline, bustling crowds pass by your
place of business. Some of the passerby
traffic notices you and walks in.
"Location, Location, Location"
Online, people search for information.
Millions of people. Each searches
alone.
"Information, information, information"
3. SOME FACTS TO CONSIDER
• According to qSearch,
approximately 85% of the
Canadian Internet population
conducts at least one search at
the top engines each month
(compared to 73% of the U.S.
on-line population).
Canadians conducted
approximately 575 mln
searches last April, while 1.2
bln US searches made in May
2004.
4. • Google - Searching 4,285,199,774 web pages
• 28% of Google searches are for a "product/service name", 9% are
for a "brand name" and 5% are searches for a "company name".
• 85%* of all Web site traffic and 70%* of all online purchases
originate from a search engine. (*Jupiter Research)
• Micro Commerce opportunities for new products and services
will generate an estimated $60 bln in revenue per year by 2015
according to Gartner. A micro purchase is a purchase valued at
less than $5 and conducted electronically, where the settlement
can be either prepaid, by subscription, on-the-spot, or invoiced.
• For More Facts Visit http://www.itfacts.biz
7. Definitions
• SE = Search Engine is a tool that enables users to locate information on the
World Wide Web. Search engines use keywords entered by users to find Web
sites which contain the information sought.
• Web Directory = a search service that arranges the web pages it knows about
into categories and subcategories. Often picked by human beings for inclusion
in the categories.
• SEO / SEM = A form of online marketing, Search Engine
Optimization / Search Engine Marketing is the process of making
a site and its content highly relevant for both search engines and
searchers. Successful search marketing helps a site gain top
positioning for relevant words and phrases.
8. Definitions
• PR = Page Rank a system for ranking web pages
developed by Google - http://toolbar.google.com
• PPC = Pay Per Click online advertising payment model
in which payment is based solely on qualifying click-
through.
• CTR = Click Through Rate advertising term indicating
the percentage of viewers who click on a banner
advertisement and follow the link
• BLOGS = a frequent, chronological publication of
personal thoughts and Web links
• RSS = Real Simple Syndication
9. Key internet marketing strategies
• Search engine optimization (SEO)
- no cost per click
• Search engine marketing (SEM)
- cost per click
10. Search engine optimization
What is SEO?
SEO is the act of modifying a website to increase its ranking
in organic (vs paid), crawler-based listings of search engines
How do organic search listings work?
• A spider or crawler which is a component of a SE gathers
listings by automatically "crawling" the web
• The spider follows links to web pages, makes copies of the
pages and stores them in the SE’s index
• Based on this data, the SE then indexes the pages and ranks
the websites
• Major SEs that index pages using spiders: Google, Yahoo,
AltaVista, MSN, AOL, Lycos
11. TOP Search Engines and Directories
• The TOP 8:
1. Google
2. Yahoo
3. MSN
4. AOL
5. Altavista
6. Infoseek
7. Lycos
8. Excite
represent 88.86% of all search engines.
• Web Directory – Yahoo, DMOZ, LookSmart
• What SE and Directories do you use?
12. Search engine optimization/cont’d
SEO strategies/techniques
1. Domain name strategies
- domain names are traffic magnets
> 63 million domain names registered
> 4.7 million domain names registered 1st quarter 2004
- choose a domain name that will increase your search engine
ranking. How?
- use keywords, location, advertising terms, product names
- choose a keyword that is important for your business
13. Search engine optimization/cont’d
2. Linking strategies
- the text in the links should include keywords
- the more inbound links the higher the SE ranking
- if the site linking to you is already indexed, spiders will also receive your
site
- quality of inbound links is critical
- how to increase links: a) creative content / copywriting b) good outbound
links c) target a list of sites from which you can request inbound links
- links for the sake of links can damage your search rankings
“Link relevancy is critical in getting your site indexed by search engines”
“A small number of inbound links from high-quality, relevant sites is
more valuable than many links from low-traffic, irrelevant sites.”
14. Search engine optimization/cont’d
• 3. Keywords
- the most important in optimizing rankings
- research what keywords are people searching for using tools
e.g. Wordtracker (www.wordtracker.com)
- keywords are words that appear the most in a page
- the spider chooses the appropriate keywords for each page,
then sends them back to its SE
- your web site will then be indexed based on your keywords
- can be key phrases or a single keyword
- do not use common words eg ‘the’ ‘and’ ‘of’: spiders ignore
them
- write keyword-rich text
- balance keyword-rich and readability
- always have text in your page: at least 100 words
15. Keywords / Phrases Suggestion
Choose your Keywords:
- Theme Related
- Popular
- Low Competition / Find Your
Niche Market
16. Search engine optimization/cont’d
4. Title tags
- important in optimizing rankings
- the first thing that a search engine displays on a search
return
- must keywords in title to be ranked no. 1
- should have the exact keyword you use for the page
- every single web page must have its own title tag
- you can use up to 65 characters - example
http://www.ebay.com/ (title is littered with keywords)
5. Meta description tags
- displayed below the title in search results
- use dynamic, promotional language
- use keywords
17. Search engine optimisation/cont’d
Meta keywords tags
- no longer carry weight with major SEs
- a myth that meta keywords alone affect rankings
6. Alt tags
- include keywords in your alt tags
7. Submit your website to SEs for indexing
- submit your site to search engine directories,
directory sites and portal sites
- indexing takes time (~ 3 months)
18. Search engine optimization/cont’d
SEO - what is NOT recommended
Flash and shockwave - spiders do not pick up these files
Image only sites - spiders do not pick up images
Image maps - spiders cannot read image maps.
Do not use them on your home page or critical pages.
Frames - only one page can be titled (titling is critical in search
rankings)
- If the spider cannot read the complete page (because of the
frames), it will not be indexed properly.
- Some spiders may not even read a frames web site
Misspellings, JavaScript or HTML errors (validate your code)
19. Search engine optimization/cont’d
PDF files - Although some search engines can
index them, the pages must be interpreted
into HTML and can lose much of their
content.
- place PDFs lower down in your site
Drop down menus – spiders cannot read them
therefore make sure you have a SiteMap
20. Search engine optimization/cont’d
In summary… Make Search Engines work for you!!!
Critical elements
- domain name, links, keywords, title, meta
description, alt tags, submitting your website to SEs
- keywords galore: include in page copy, title,
description, domain name, ALT tags
No-nos
- flash, image-only sites, image maps, frames,
password protected pages, code errors
21. Search engine optimization/cont’d
How SEO elements affect organic listings
Title tag
Meta description tag (or first para of
text if no meta des has been added)
Keywords
22. Search engine marketing
What is search engine marketing (SEM)?
SEM is the act of marketing a website via
search engines by purchasing paid listings
What are paid listings?
These are listings that search engines sell to
advertisers, usually through paid placement or
paid inclusion programs. In contrast, organic
listings are not sold.
23. Search engine marketing/cont’d
Paid listings:
1. Paid inclusions
- Advertising programs where pages are guaranteed
to be included in a search engine's index in exchange
for payment
- no guaranteed ranking
- payment made on a Cost Per Click (CPC) basis
Advertisers pay to be included in the directory on a
CPC basis or per-url fee basis with no guarantee of
specific placement
24. Search engine marketing/cont’d
2. Paid placements
- Advertising programs where listings are
guaranteed to appear in organic listings
- the higher the fee, the higher the ranking
- eg sponsored links and Google’s Ad words
- can be purchased from a portal or a search network
- search networks are often set up in an auction
environment where keywords and phrases are
associated with a cost-per-click (CPC) fee.
- Google and Overture are the largest networks
26. Other internet marketing strategies
• Usability driven information architecture
• Effective copywriting, dynamic content
through SE friendly web portals, BLOGS,
RSS
• Affiliate programs
• Email marketing and online newsletters
• Interactive customer relationships
• Web traffic analysis and web analytics
27. Conclusion on SEO and SEM
• If budget allows, undertake both SEO and
SEM as SEM enables ROI tracking (leads and
conversions)
• If budget is lower go for SEO
• Recommendation for
- SEO for organic promotion
- SEM for campaigns and international
markets
28. Conclusion on SEO and SEM
This is just the tip of the iceberg.
Search marketing is a new and cost effective
promotion tool.
Stay informed… and stay ahead of your
competitor.
29. Special Offer from PerfectWebWare
• Two hours of no cost or obligation consultation
for your business
• Free proof of concept and risk-free evaluation
• Free training
• Get proven results, quality and service
The future of online business is here! Are you
ready? Contact us to find out how we can
help: contact@perfectwebware.com
30. • MORE STUFF if there is time left ….
Else
• Q &A
31. What is a Brand? – Brand implementation principles
• What is a brand? “A product is made in a factory; a brand is made in the
mind.”
Walter Landor - Founder, Landor Associates
Brand implementation principles
In order to translate the brand idea into a coherent experience and to vindicate
its promise:
• The media applications that “make it real” have to form a consistent, unified
impression and should always be closely linked to the company’s brand identity.
• The expectations generated by the brand should never be allowed to be
invalidated by broken promises, inconsistent language or “out-of-character”
visual presentation.
32. 5 Metrics of a Strong Brand
The brand— as idea, promise and
• experience—must fulfill five standards:
• 1. It must be relevant to a real or projected
• need in the marketplace.
• 2. It must be deliverable—the company
• must have the infrastructure, assets and
• intellectual capital to fulfill the promise
• and deliver value.
• 3. It must be credible—the company behind
• the promise must be perceived as capable
• of delivering it.
• 4. It must be differentiating—it must possess
• some quality that distinguishes it from all
• other competitively relevant brands.
• 5. It must be both inspired and
• inspiring—it must motivate interest,
• action and enthusiasm among
• employees, shareholders and customers.
33. What is a Brand? – The three touch points of a brand
• There are three fundamental touch points between a brand and the market:
1. Behavior
• Brand behavior is the associate code
• of conduct toward clients, the public,
• the financial community, the corporation
• and each other. It must be manifest in
• everything we do, from the way the
• phones are answered in a call center to
• choices about the kinds of philanthropic
• programs with which we choose to align.
• Brand behavior is the brand brought to
• life in the most vital, social and personal
• way. Our actions as a company and
• the actions of our associates will have
• to vindicate our promises at every turn,
• creating and sustaining a complete brand
• experience for our clients.
34. What is a Brand? – The three touch points of a brand
2. Appearance (“look and feel”)
• ”Look and feel” applies to a wide range
• of graphic design applications including
• corporate symbol and signature, color
• palette, packaging, business systems,
• architectural signs, product design and
• standard attire. These must be consistent
• with each other while clearly and recognizably
• expressing the brand positioning.
35. What is a Brand? – The three touch points of a brand
3. Language (“voice” or “tone and manner”)
• ”Tone and manner” or “voice” spans
• a company’s entire system of verbal
• communications—from ad copy, taglines,
• brand lines and slogans to internet
• content, press releases, white papers and
• product names. Tone and manner shapes
• every message our company sends.
• As with look and feel, these different
• verbal expressions must be consistent
• across all media, serve as a recognizable and
• faithful voice of the brand and speak in
• different “dialects,” in deference to its
• distinct audiences.
36. Brand – Message and mood
- Be confident. Quietly. Our message
should be understated, subtle, not boastful.
Our voice is one of partner, not seller. This
is not about making claims; it’s about who
we are.
- Be understated. The dramatic
understatement of underpromising and
overdelivering is the tone to strive for.
Find it.
- Be clean and crisp. Use elegant, simple
but effective communication. Visually and
verbally, less is more.
- Be conversational. The message should
speak with people, not talk at them.
You are their partner, share our message
with them.
- Be respectful and non-promotional.
Engage the reader by speaking in a
common language. No chest-beating
or competitor-bashing. Avoid jargon.
- Be benefit-driven. How does this product
or service enhance people’s lives? Talk
about the benefit.
- Be global. Do not use
metaphors or sports analogies. Consider
translations and image selection with a
world view in mind.
- Be sensitive. Not all cultures in the
global village share the same values. For
example, subtle humor is a wonderful tool
to use but humor “here” isn’t necessarily
humor “there.” Also consider facial
expressions and body language in the
images you select.
- Be sure. Test the visual and verbal content
with the target audience to be sure that
you’re communicating what you want to
communicate.
Every copy direction, every visual cue
should do double duty— both fulfilling
the goal of each assignment as well as
communicating the brand promise.
If it isn’t building brand value, then it is
stealing from it. There is no neutral position
on the brand value scale!
- Obtain approval. All ads, literature and
other external marketing communication
materials must be reviewed and approved
before they are submitted for final
production or publication.
37. What is a Brand? – Conclusion
• Mold your online and offline presence into a
creative brand that will impress your clients and
stand out in a crowded marketplace.
38. Why is internet marketing important?
It gives companies the ability to:
• Drive high quality customers to their website
• Increase sales leads from customers looking for their
products and services
• Build their brand online by communicating
marketing messages to their target audience
• Increase their profile against their competitors
• Target a global and local audience via search engines
• Be accountable with ROI tracking (SEM)
39. SEM and the Buying Cycle
Campaign Goals and Objectives should line up with
the profile of the searcher.
While longer phrases tend to be further down the cycle,
short ones may be as well, brands, products, etc.
40. Know The Engine’s Creative Nuances:
Google.
• Rewards CTR, but high CTR can sometimes dilute quality
• Test your ROI for different creative
Overture.
• Lower CTR may be acceptable but low Click Index can result in ad
cancellation
• Determine your volume, vs. prequal levels
FindWhat, Kanoodle, Enhance, etc….
• Read the editorial guidelines
41. Share Data across PPC and Organic:
Organic keywords
• Tell you how your site is found
• Give you new PPC keywords to try
PPC keywords.
• Knowing what converts when you pay gives you a goal for organic
pages. 70% of people click on the organic listings
• Tune your site for both kinds of traffic
42. Conclusion:
Want to win in Search Engine Marketing?
Control risk through education, best practices, smart
people, and appropriate use of effective technology, not
just for tracking but for campaign optimization.
Do you want to be a survivor and a winner in the game of
search engine marketing? Learn how the game is
played. Campaign efficiency is not optional for search
marketers, it is imperative.
Questions? e-mail contact@perfectwebware.com