Web marketing 101
•Download as PPTX, PDF•
0 likes•312 views
Introduction to online marketing
Recommended
Recommended
More Related Content
What's hot
What's hot (19)
Viewers also liked
Viewers also liked (20)
Similar to Web marketing 101
Similar to Web marketing 101 (20)
Recently uploaded
Recently uploaded (20)
Web marketing 101
- 1. Web Marketing 101 Search Engine Basics
- 2. What are we talking about? How to get in front of the people using the Internet.
- 3. Why are you here? So you can learn how to make better decisions for your business.
- 4. Who am I? My name is Jason Stanley, I’ve been designing and marketing websites since 1997, and I am the managing director of Real Green Analytics.
- 5. What is RGA? Real Green Analytics, also known as Coalmarch, is the digital marketing division of Real Green. We produce BackOffice and LeadBuilder.
- 6. Why are there Legos here? Because Legos are awesome. Also, we want you to have some fun today! This is a lot of information, but it doesn’t have to be scary!
- 7. Owner action! If you see Batman, it means there is a practical action you can take to help improve your online marketing, so keep an eye out for him!
- 8. Ready to get started?
- 9. Hold on to your pants!
- 10. Your customer has moved.
- 11. 10 years ago buying a large email list and sending newsletters and offers worked well.
- 13. 10 years ago spending on TV ads was a guaranteed way to reach a large audience.
- 15. 10 years ago radio ads were heard by people in their cars, homes, and workplaces.
- 17. 10 years ago people read and responded to ads in the newspaper on a regular basis.
- 19. 10 years ago people used the Yellow Pages to find and use local services.
- 21. What is the common factor?
- 22. Interruption!
- 23. Raise your hand if... you love getting interrupted!
- 24. Raise your hand if... you hate raise your hand questions.
- 25. The opposite of outbound...
- 26. is inbound.
- 27. Where did everyone go?
- 28. The Internet.
- 29. There are more than twice as many Internet users now as there were in 2007.
- 30. People use the Internet in three basic ways...
- 34. Google now processes over 40,000 search queries every second on average, which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide. Source: http://www.internetlivestats.com/
- 38. Facebook has 1.28 Billion monthly active users, Twitter has 540 Million monthly active users, and YouTube has 1 Billion total users. Source: http://www.mediabistro.com/
- 39. 1. Google Search Engine 2. Facebook Social Network 3. Amazon.com General Merchandise Shopping 4. YouTube Video sharing 5. Yahoo! Portal, News and Email 6. Wikipedia Reference Encyclopedias 7. Ebay General Merchandise Auction/Shopping 8. Twitter Social Media and Instant Messaging 9. Reddit.com User-generated news and blog Top10
- 40. Ok, we get it! Everyone is in cyberspace these days!
- 41. How do you win online?
- 45. How does Google work?
- 46. Two basic things, indexing and matching queries.
- 47. It’s under lock and key!
- 49. Relevancy.
- 50. Authority.
- 51. S.E.R.P. (Search Engine Results Page)
- 54. Keyword matrix! Take a moment and think about your top three services, then your top three markets.
- 55. Pest Control Termite Control Bed Bug Control Raleigh Raleigh Pest Control Raleigh Termite Control Raleigh Bed Bug Control Charlotte Charlotte Pest Control Charlotte Termite Control Charlotte Bed Bug Control Durham Durham Pest Control Durham Termite Control Durham Bed Bug Control
- 56. Use Incognito! Using the Chrome browser with Incognito will give you truer search results.
- 62. Ranking factors.
- 71. Why remarkable?
- 77. 80/20
- 78. It gets shared.
- 81. Use your experience! You already have tons of information that the public is unaware of. Your competition does too, but no one is sharing it.
- 82. Use your experience! Number of lawns treated last year? What weeds or diseases are showing up in your area? Share useful information like this and you’ll be well on your way!
- 90. Phenomenal UX
- 91. Phenomenal UX
- 92. Built to be shared.
- 98. Page title.
- 99. Page title.
- 103. Page title.
- 104. Page title.
- 105. Headline.
- 112. Internal and external links.
- 113. Meta description.
- 120. How do you get them?
- 121. You create content and perform outreach.
- 122. How Fertilizers may be Affecting Chesapeake Bay Eco-friendly alternatives and practical tips for homeowners in the Bay area
- 123. Who would like this?
- 124. Who would like this?
- 125. Link building is work.
- 126. Bad links.
- 128. What have you learned?
- 129. You know your customers have moved...
- 130. you understand how Google works...
- 131. and you know what it takes to gain visibility in search.
- 132. THANK YOU!
- 133. Jason Stanley Managing Director, Real Green Analytics
- 134. Web Marketing 201 We’ll talk about local search, PPC, social media marketing, and measuring ROI.
- 135. Get a free assessment http://www.realgreen.com/experts (it‘s super easy)
- 136. Get in touch! twitter: @jasonmstanley linkedin: www.linkedin.com/in/jasonmstanley/ email: jstanley@rganalytics.com
- 137. Questions?
Editor's Notes
- Web Marketing 101: Search Engine Basics
- Today we’ll be looking at four main topics, the shift in consumer behavior over the last 10 years, what inbound marketing is, how Google works, and what are the important factors that contribute to online success.
- This is about you learning about online marketing so you can become more informed and make better marketing related decisions for your business. You can use this information yourself or work with professionals.
- My name is Jason Stanley, I’ve been designing and marketing websites since 1997, and I am the managing director of Coalmarch RGA, where I lead a team of 16 talented marketers, designers, and programmers.
- Real Green Analytics, also known as Coalmarch is the digital marketing division of Real Green. We produce BackOffice and LeadBuilder.
- Why are there Legos here? Cause they are awesome and I want you to have fun today!
- If you see Batman, it means there is a practical action you can take to help improve your online marketing, so keep an eye out for him!
- Ready to get started?
- Hold on to your pants!
- How organizations market their businesses and how people actually shop for services are two different things. What worked in the past doesn’t necessarily work now, because people have learned to tune out traditional forms of marketing and adapted their behaviors.
- 10 years ago buying a large email list and sending newsletters and offers worked well.
- Today, internet users routinely employ spam filters, and the National Canned Spam Act limits a marketer’s ability to send unsolicited messages. The average open rate has gone down from 39% in 2004 to less than 25% in 2014. (MarketingSherpa)
- 10 years ago spending on TV ads was a guaranteed way to reach a large audience.
- Today, people skip ads with DVR or watch ad free media like Netflix.
- 10 years ago radio ads were heard by people in their cars, homes, and workplaces.
- Today, people listen to XM/Sirius radio and services like Pandora and Spotify.
- 10 years ago people read and responded to ads in the newspaper on a regular basis.
- Today, newspaper readership and ad revenue is the lowest it has been in more than 50 years.
- 10 years ago people used the Yellow Pages to find and use local services. Businesses spent thousands of dollars per month to be listed.
- Today, the Yellow Pages get thinner every year.
- What is the common factor?
- They interrupt people. Except for the Yellow Pages, they all basically interrupt people who may or may not need their services. We call these advertising channels outbound, or interruptive marketing.
- Raise your hand if… you like getting cold calls from eager salespeople at work or home. Or spam emails with irrelevant offers in your inbox. Or sifting through junk mail in your mailbox.
- Raise your hand if… you hate raise your hand questions.
- Ok, so if the marketing channels we have talked about are all outbound, or interruptive- outbound pushes your message...
- and inbound gets in front of people that are already looking for your type of services. This a marketing strategy where businesses implement tactics to “get found”, by prospects that have a need for their product or services.
- We discussed a lot of declining outbound marketing channels a moment ago. Where do you think everyone went?
- You guessed it, the Internet!
- There are more than twice as many Internet users now as there were in 2007. So if this is everyone went, we want to know how people use the Internet.
- People basically use the Internet in three ways...
- They primarily shop and gather information through search engines and shopping aggregators, such as Amazon and Google. They would rather do this than listen to a sales rep or watch a commercial.
- People searching on Google are actually looking for something.
- Here is a chart showing Google searches per year since 1999. Just look at the increase in the last five years alone.
- Google now processes over 40,000 search queries every second on average, which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide.
- They read blogs and news sites, like ESPN.com, Buzzfeed, and Reddit, where virtually every industry and consumer niche is represented.
- There are over 150 million blogs online, and 77% of Internet users read blogs on a regular basis. Companies with a blog have 97% more inbound links than others*. *http://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-Business-Blogging-Leads-to-55-More-Website-Visitors.aspx
- and they use social media sites, like Facebook, Twitter, and Pinterest.
- Facebook has 1.28 Billion monthly active users, Twitter has 540 Million monthly active users, and YouTube has 1 Billion total users. http://www.mediabistro.com/alltwitter/social-media-statistics-2014_b57746
- Here are the top 10 most visited websites in the United States. One mistake to avoid is to assume everyone uses the Internet just like you do. Just because you don’t use Facebook doesn’t mean your customers don’t as well. http://www.alexa.com/topsites/countries/US
- Ok, so now we get it, everyone is clearly using the Internet, this is where our customers have moved.
- The question becomes… how can we win in this new space?
- There are two main elements to a successful online presence. One is visibility, or attraction, this is how you can get prospects to your website. The second is conversion, or turning the people that visit your website into leads. Today (and in our 201 session) we will be talking about visibility. If you are interested in learning more about conversion, join me for my 301 session, where I get into more detail about taking advantage of the traffic you are getting.
- Visibility is basically about showing up in Google.
- Why Google? Because this is what the current search engine marketshare looks like.
- So Google is super important, but how does it even work?
- Google does two basic things- one, it crawls and indexes the websites and pages that make up the Internet, and two, it matches search queries (what you type into the Google search box) against its index using a formula, or proprietary algorithm, providing what it thinks are the best results in order, or rank.
- One thing to note about the Google algorithm, it is completely private, so we don’t know exactly how it works. We can only anecdotally reverse engineer the algorithm based on the results we get. Furthermore, Google changes the algorithm on a regular basis, so what worked well last year may not work next year. If you are interested in learning more about this, check out Penguin, Panda, and Pigeon updates from Google.
- Ok, the first part is pretty straightforward, it basically makes a copy of everything on the Internet and files it away, got it. But how does Google determine rank for your web page? How does it provide results to a search query? It looks at two things, relevancy and authority.
- Relevancy is pretty straightforward, how well does the content of your page match the question being asked? This is basically what your page says it is about. Google looks at on-page metrics like page title, headline, keyword usage, and content. We’ll talk more about this in a bit.
- Authority is what the rest of the web says the page is about. One of the biggest factors Google looks at to determine authority is the number of other websites that are linking to yours, and what types of sites they are. It also looks at things like social interaction, domain age, and how well known your brand is.
- For the purposes of this presentation, we’ll limit our visibility discussion to search engine results pages, or SERPs. You’ll also want to consider your web presence on other sites like Yelp!, Angie’s List, etc. as visibility factors moving forward.
- In a nutshell, we are really looking at how we show up for our target terms in a SERP. The more we show up, the more visible we are, and the more likely we are to get a prospect to our site. It’s important to note here that we are talking about our non branded, targeted terms- not the name of our business.
- You’ll notice we are using Triangle Pest Control as our example throughout the presentation today. This is for consistency’s sake, as well as it being a very good example of many of the strategies we will be discussing.
- Take a moment and think about your top three services, then your top three markets.
- After the presentation, create a simple matrix like this one, then search for each combination and see how you are doing.
- If you want to see how well you are doing, there are a number of free tools out there for you to use. The first thing you want to use is the Google Chrome browser in Incognito mode. This gives you non personalized search results. Otherwise you will get what Google thinks you like based on your search history and online behavior. This could lead to false results if you go to your company website on a regular basis.
- Ok, so let’s say we do a basic search for pest control raleigh, using Incognito.
- A typical search will combine a service with a market, and Google knows where users are searching, so if the market isn’t provided it will supply what it thinks is appropriate. So let’s break down this SERP.
- Let’s start at the top of the page. These are PPC, or Pay Per Click ads (also known as Sponsored Ads), where you set up campaigns with Google and bid on clicks, not impressions, on your advertisement. You get listed here by engaging in an AdWords campaign. If you are interested in PPC I’d recommend joining me for the 201 session.
- Next up, we have local results. 7-Pack- local results have skyrocketed in importance the last couple years, look at where Google places it on the page! It’s above everything but Sponsored Ads. Local is huge, we discuss the specifics of winning at local search in Web Marketing 201.
- And here we have Organic Results- these are the “natural” results, and are “free”, if you don’t count the time it takes you or your agency to get ranking here! You get listed here by winning at authority and relevancy. We are going to discuss what you can do to show up in organic results today.
- So visibility is how well we show up in our SERP for our targeted keywords. What is Google looking for that gets you visibility in SERP? We call these ranking factors.
- This pie chart shows the breakdown of ranking factors as determined by 128 SEO professionals in 2013.
- Right now you may be thinking, what the heck kind of presentation is this!!!!
- Don’t worry- we aren’t going to get into all of these today, just the big hitters.
- We are going to focus on these ranking factors for the moment, because this is going to give us the best ROI.
- The best way to rank well for organic results is to create remarkable, shareable content on your website on a regular basis, optimize the pages of your website, and to gain links from authoritative sites to that content.
- We’ll start with content, but not just regular content...
- remarkable content!
- This is usually the reaction I get from my clients when I tell them how important it is to create remarkable content. I sell lawn care or pest control services, and you’re asking me to create content. You’re nuts.
- It can be done, either by you or your agency, but first- why remarkable?
- First, remarkable content attracts links from other websites to your website. You want your content to prompt other content producers on the web to remark about your products and services, and link back to your site. How about an example of what I am talking about?
- This is an infographic we did for our client, Triangle Pest Control.
- It combines facts about bugs as a food source and candy, and we published it on the Triangle Pest Control website in September.
- Then we reached out to publications like Pest Control Technology, an industry publication, who are always going to be interested in good content.
- We asked if they would be interested in sharing our infographic with their audience, and they were happy to.
- If you are thinking this sounds like a lot of work, you are correct. We don’t produce this type of content on a regular basis. We try to follow the 80/20 rule, where 80% of your content is standard fare, and 20% is exceptional. We’ll get more into link building in a moment.
- The second reason you want to create remarkable content is because it is easily and quickly spread on social media sites, such as Twitter, Facebook, and YouTube.
- If you had to make a commercial about cost effective razor blades would you say that it couldn’t be remarkable? Anyone heard of Dollar Shave Club?
- Think about that. It’s a commercial! And people want to watch it!
- How do you get started creating remarkable content? Start with what you know. If you’ve been in business for 5 years or more, you’re sitting on a mountain of data that has major content potential.
- For example, can you estimate how many lawns you have treated last year? Are certain weeds or lawn diseases becoming more common as the weather changes? Can you put this information into a graphic or guide that would be useful to prospects in your area? If you can share some useful or interesting information and make it appealing in a visual way, you’re well on your way to creating remarkable content.
- So that’s content, the second thing we mentioned was optimize.
- We are referring to page optimization here. In other words, what you need to on the page itself to make sure Google can find it.
- Here’s our handy dandy pie chart.
- And here is the slice relevant to page level metrics.
- Here are the seven elements of an optimized web page, according to Rand Fishkin, lead strategist at Moz. Uniquely Valuable Phenomenal UX Bot Accessible Built to be Shared Keyword Targeted Multi-Device Ready Meta Data Inclusive I want to run through these really fast, but our focus is going to be on keyword targeted.
- Unique value refers to the usefulness and takeaways derived by visitors to the page. Many pages can be "valuable," but few provide a truly unique kind of value — one that can't be discovered on other pages targeting that keyword phrase.
- An example of a uniquely valuable page would be a grass type library or widget that would help homeowners identify their lawn type. Or a pest or bug library or widget that would allow users to figure out what kind of pest is in their garage.
- At the most basic level, a great UX means the page/site is…
- easy to understand, providing intuitive navigation and content consumption, loading quickly, even on slower connections (like mobile), rendering properly in any browser size and on any device, and designed to be visually attractive/pleasing/compelling.
- Facebook, Twitter, Google+, LinkedIn, Pinterest, Reddit, and dozens more social networks that are niche-focused can help earn signals that help rankings directly and/or indirectly (often through exposure to folks who might link to them).
- Given how the reach of social networks have grown, how well social shares correlate positively to higher search rankings, and how those correlations have risen over time, there's a lot of value in making sure your pages have an opportunity to perform socially.
- Multi-device ready. Mobile use isn't just critical for users "on the go."
- Many are using mobile or tablets to browse at home, at work, and as a replacement for laptop/desktop. And they're not just consuming — they're sharing!
- Keyword targeted is a huge component of page optimization, and some of the most visible results related to effort as well.
- First up is the page title.
- Using the primary keyword phrase at least once in the page’s title, and preferably as close to the start of the title tag/element as possible is highly recommended.
- This is how the page title is displayed when you are viewing a site in your browser.
- And this is what it looks like on the SERP. Not only are titles key to how engines weigh relevance...
- they also dramatically impact a searcher's propensity to click.
- Headline is next.
- It's almost certainly the case that a searcher who's just clicked on a results link expects to see a matching headline on the page they visit.
- Headlines and H1 tags used to be synonymous, but we utilize two types of titles, an emotional title speaking to the user, like this one.
- and an H1 for the search engines,
- like this one here. The H1 is a HTML tag that wraps a headline on the page, this is the signal we want to send to Google.
- Body text. It should come as no surprise that using your primary (and secondary, if relevant) keyword phrase(s) in the content of the page are important.
- Research suggests that it's not just about raw keyword use or repetition, though, which used to be the case back in the old days.
- Today, search engines are smarter, almost certainly using advanced topic modeling algorithms to assess relevance and perhaps quality, too. Basically what this means is that the days of stuffing your pages with keywords are long over, and you should be writing content for real people.
- A good URL has a few key aspects, but one of those is keyword use. Not only does it help with search engine relevancy directly, but URLs often get used as anchor text around the web (mostly through copying and pasting).
- URLs should follow best practices on length and being static vs. dynamic. This example shows the difference between a static URL that uses good keywords and a dynamic URL that uses a database generated string. Google knows what the first page is about just based on its URL alone, and has no idea what to make of the second example.
- A good page should be accessible through no more than four clicks from any other page on a site (three for smaller sites), and it should, likewise, provide useful links to relevant information on any topics that are discussed.
- Meta description.
- A page's meta description isn't used directly in search engine ranking algorithms (according to representatives from Google and Bing), but that doesn't mean they're not critical.
- This is how meta descriptions are displayed in search results.
- As you can see from the snippet above, when keywords appear in the meta description, they also get bolded, which can help with visibility. The primary goal of a meta description should be to earn the searcher's click. Think of them like ad copy, and work to make searchers care about your page.
- So that’s optimization, the third thing we mentioned was links.
- Remember our pie chart?
- These are the pieces of the pie that have to do with the links pointing to your website. In other words, this is how important Google regards links.
- So the question becomes- how do you acquire links? In some part you gain them naturally, based on the quality of your content. We touched on that with our infographic example.
- But you (or your agency) should be proactive about getting new links. You do this the old fashioned way, by developing relationships with influencers in the industry, and then sharing quality information with them. Sound hard? Let me share an example.
- Say you write a new blog post relevant to your industry, titled, How Fertilizers may be Affecting Chesapeake Bay- Eco-friendly alternatives and practical tips for homeowners in the Bay area. Note that this isn’t directly selling anything, the point of this article is to get valuable links to your website.
- Now ask yourself, who might be interested in this information?
- What if you Googled “protect Chesapeake Bay” and got the contact information for the first 20 results. You can create a boilerplate outreach message, “we wrote this post and thought your audience might find it useful”, then reach out to your list via email. It helps to write up a summary of your article, with a link back to your site in the summary, and share the summary when reaching out to potential partners.
- Link building takes a lot of work as you can imagine, which is why it is typically something that you will rely on your agency for.
- In early 2000s Google, link building was a much easier process. You could find a webmaster with a network of hundreds or thousands of websites and pay him to add your link to all of the sites. The links were unnatural and spammy, but it worked--Google saw that your site was suddenly linked to by a number of sites, and started to rank you better.
- Now, these kinds of unnatural links do not help, and could even hurt the rankings of your site. It’s important to avoid spammy links if at all possible, so that your link profile is clean and you are not at risk of a penalty. Bad links that you have now could be severely affecting your ranking.
- What have you learned?
- You know that your customers have moved online, expect that trend to continue and evolve (think smart phones, second screening, etc.).
- You have a better understanding of how Google works, you know that it uses relevancy (what your page says about itself) and authority (what the rest of the Internet says about your page) to match results to queries.
- and you have a better understanding of what it takes to win online by gaining visibility in search.
- Thank you!
- I hope you found the presentation interesting and learned more about online marketing. Thanks for spending the hour with me!
- So in this presentation we learned how online marketing works, in our 201 session we talk about what to measure and take a deeper dive into local search, PPC, and social media marketing.
- Get a free assessment! Fill out the form on this page and we’ll prepare a full website assessment to let you know exactly how well your website is performing.
- I’d love to hear from you! Reach out to me on twitter, linkedin, or email! If you would like to learn a bit more or are interested in a free website assessment visit the LeadBuilder booth here at the show and talk to myself, Teryn, or Rachel.
- Questions? Time permitting, if not, feel free to visit our LeadBuilder booth, we’d be happy to talk shop.