This document provides an introduction to web marketing strategies and tactics. It discusses search engine optimization (SEO), social media marketing, and Google AdWords pay-per-click advertising. For SEO, it outlines important on-page elements like meta data, content, and links that search engines use to rank websites. For social media, it recommends developing a strategic plan to engage customers across major platforms like Facebook, Twitter, LinkedIn, and YouTube. It also emphasizes measuring the return on investment of social media activities. For Google AdWords, it explains how pay-per-click advertising works and benefits like targeting and measurable returns.

1. An Introduction to
Web Marketing
Gareth Sear
Sussex Web Marketing
1
www.sussexwebmarketing.co.uk

2. Web Marketing
Marketing Strategy
Search Engine Optimisation Social Media Google AdWords
HTML
Content
Links
Questions
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3. Web Marketing
“Tactics to deliver your message, acquire
customers and service those customers using
the internet”
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4. Why is it important?
• 45 trillion web pages indexed by Google
45,000,000,000,000
• 350 million top level domains
350,000,000
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5. www.sussexwebmarketing.co.uk 5

6. www.sussexwebmarketing.co.uk 6

7. Let’s Strategise
• Customer Research
• Competitor Research - SWOT
• USP (?)
• Strategic Goals – SMART
• Tactics
• Review
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8. Search Engine Optimisation
(SEO)
It’s not a dark art.
“Search Engine Optimisation involves achieving the
highest position possible or ranking practical in the
natural or organic listings as the main body of the
search engine results pages (SERPS) across a range
of specific combinations of keywords (or key
phrases) entered by search engine users”
Chaffey et al 2009
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9. Organic or Natural Search Engine
Results
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10. How does it work?
• Search engines send out spiders (aka robots)
• Spiders (robots) request pages, index content,
follow links.
• Index pages based on phrases in the content
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11. How does it work?
• Ranking occurs in real time when search is
done
• Search engine results are delivered based on
their (apparent) relevancy to the search query
• Most people click through on the top three
results
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12. Why is this important?
SERP position v click through rate
Source: http://www.smartinsights.com/search-engine-optimisation-seo/seo-analytics/the-
number-one-spot-how-to-use-the-new-search-curve-ctr-data/ (from data by Optify Dec 2010)
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13. Shhh…. “The Algorithm”
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14. This is how it looks
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15. Ranking Signals
• Meta data
• Titles, descriptions, headers
• Content
• Fresh and Relevant
• Links
• Bounce rate (stickyness)
• Speed
• URL’s ------ and a couple of hundred more.
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16. Meta data (What is this page about?)
• Title tag – what the page is about (60 char)
• Description tag –description of the page (160 char)
←Title Tag
←Description
• Header Tags
• Keyword tag – keywords that are on the page
• Alt Attribute – words that describe an image
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17. Content
• Fresh and Relevant – got a blog?
• Not duplicated
• Interesting and contagious
• Well written text
• Videos
• Graphics
• Cartoons Images
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18. Source: www.animal-space.net/2010/03/pandas.html
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19. 5 Top Tips for Content Ideas
• Know your customers – find out what they
want to know about
• Write stuff that is for people – not for the
search engines
• Do add in a link to your relevant product
• Pictures speak louder than words and people
do like to ‘nick’ (share?) pictures
• Keyword research
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20. Another short video
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21. Links
• Votes for your website
• Websites with a quality reputation
• Websites that are relevant
• Link profile
• Don’t forget internal link structure
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22. A Word of Warning
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23. 5 Top Tips for Link Building
• Develop relationships
• Develop amazing, contagious content
• And tell people about it!
• Get your suppliers to link to you
• Authoritative sites
• Develop off line PR – build relationships
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24. Other ranking signals
• Bounce rate
• Page load speed
• URLS
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25. 5 Top Tips for SEO
• Check your title tags – are they relevant and
only 60 characters?
• Check your description snippets – are they
telling people to click through to your site
• Are you using header tags?
• Are you using alt attributes for images?
• Spelling, grammar, structure (Google likes it
and so will your customers)
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26. Social Media Marketing
• What is Social Media?
• Why use Social Media?
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27. But which social media sites?
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28. Social Media Facts and Figures
• 1 in 7 people globally are on Facebook
• Over 500,000,000 Twitter users
• 150,000,000 Linked in members
• 6 billion photos on Flikr (100b on fb)
• 200 billion + You Tube views each month
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30. Social Media Strategy
• Why do you need one?
• Social Community (sharing, socialising, conversing)
• Social Publishing (editorial, commercial, user
generating)
• Social Commerce (service, sales, brand)
• Social Entertaining (games, music, art)
• Think customers, messages and objectives
• Return on Investment
• Talk about what to say, tweets, fb posts, build up email lists, develop objectives etc get links
Source: Tuten and Soloman 2012
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31. Ideas for your strategy
• Who are your customers?
• What is your product?
• How do they want you to engage?
• But, lets face it they are bound to be using:
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32. The BIG 5
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33. It’s everywhere
• Community – Twitter, G+, FB, LI
• Commerce, FB, Voucher sites, Groupon, Trip
Adviser, Review sites
• Publishing – Blogger, You Tube, Flikr
• Entertainment - Farmville, Second life, Draw
Something
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34. Let’s Get Social!
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35. Plan what you are going to do
• What is happening in the world? (Example
itchy dog, ticks, blog, content)
• Schedule Tweets, Facebook posts and blog
updates
• Set up Google Alerts for your business name
and your name
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36. Get a powerful tool
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37. Powerful tools
• Tweetdeck
• Hootsuite
• Social Sprout
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38. Considerations
• What property do you own?
• You are at the whim of FB and its changes
• You own a blog, website
• Return on investment – how much time do
you have, does it achieve your objectives?
• Social Signals in SEO
• What should you say?
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39. 5 Top Tips for Social Media
• Develop a strategy
• Plan your posts, comments, tweets and use a
tool
• Make sure you are social
• Plan in plenty of time to do it
• Measure how well it is working
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40. Pay Per Click Advertising
£36,000,000,000.00
Another video…
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42. How does it work?
• The business sets up a campaign
• End user searches on a ‘keyword’
• Google runs an auction
• Google displays adverts depending on the auction
outcome
• End user clicks on your advert
• Business pays Google for that click
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43. Benefits of a pay per click advertising
programme
• You only pay when someone clicks on your advert
• Return on investment is easily measurable
• Can be very targeted
• The business manages the budget
• Your advertising is in front of millions of people almost
instantly
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44. Considerations
• Research – competitors and keywords
• Structure – Account, Campaigns, Ad Groups
• Set budgets
• Look at your reports and refine your adverts,
create new campaigns and ad groups (Scrape
and Stick)
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45. Quality Score:
• Your keyword's past click
through rate (CTR)
• Your display URL's past CTR
• Your account CTR history
• The quality of your landing
page
• Your keyword/ad relevance
• Your keyword/search
relevance
• Geographic performance
• Your ad's performance on a
site (Display network)
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46. Title: 25 characters
Display URL: 35 characters
Ad copy: 35 characters on each line
Total: 130 characters – less than a tweet!
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47. 5 Top Tips for Google AdWords
• Learn about it, learn as much as possible
• Structure your campaigns logically
• Keep short relevant keyword lists
• Review your campaigns and ad groups often
• Make sure your landing page is high quality
and relevant
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48. STAR Framework
Strategy
Review Tactics
Analyse
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49. A few last words:
• On line PR
• Buying advertising space
• Affiliate marketing
• Video
• Forums
• SMS (Text Messaging)
• Pinterest, Four Square, Google Local
• Bing & Yahoo
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50. Common mistakes
• No strategy
• Not updating content
• Not being regular on social media
• Not understanding the huge amount of time
and possibly money web marketing may need
• Forgetting your WIIFM’s
• Not measuring, analysing, reviewing.
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51. Thank you
Question time
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