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Internet marketing 101

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Internet marketing 101

  1. 1. Internet Marketing 101
  2. 2. What is SEO? Search Engine Optimization, often referred to as SEO is the strategic process used to improve a website or web Page’s Visibility in search engines organic placement especially on Google.com Important factors for a successful SEO Campaign • Onsite Optimization • Offsite Optimization
  3. 3. Onsite Optimization One of the key components in developing a strong search engine optimization campaign is the proper enhancement of your website Optimize No-Follow Links Improve Code Structure Optimize JavaScript Page Speed Analysis Optimize Alt Tags Add Descriptive Title Tags to Links Optimize CSS (Style Sheet) Add Canonical Link Tags Optimize H1, H2 (Header Tags) Link Flow – SEO Sculpting Analysis Optimize Flash (includes interlinking and nofollow) HTML Sitemap Optimization Discover and Fix Google WMT errors (404, 403, 301) XML Sitemap and Submission 301 Redirect Analysis Add/Optimize Site Footer 404 Page Not Found Optimization Improving Site Architecture Robots.txt File Optimization Navigational Menu Optimization Duplicate Content Evaluation Enhancement of Existing Content Meta Descriptions and Titles
  4. 4. Offsite OptimizationYour Voice on the internet - Social Engagement: improving your site social follower and engagement ( be mindful of social signals and search engines) Content Development / Distribution : Guest Posts, Articles, Sponsored Stories, info-graphics. Link Building : Gaining back links to your site from relevant authoritative sites Local – SEO: Google Places optimization , Geo-targeted keywords
  5. 5. The Impact of SEO SERP POSITION GOOGLE CTR BING CTR 1 18.2% 9.7% 2 10.0% 5.5% 3 7.2% 2.7% 4 4.8% 1.9% 5 3.1% 1.8% 6 2.8% 1.7% 7 1.9% 1.3% 8 1.7% 0.6% 9 1.5% 0.6% 10 1.0% 0.4% An Organic Click – Through Rate is one of the metrics to measure user engagement on the internet.
  6. 6. The Impact of SEO 65.1% 30.5% 12,456,000,000 Monthly queries 6,017,000,000 Monthly Queries Google Drives over 97% of Mobile Searches
  7. 7. Paid VS Organic
  8. 8. Paid VS Organic Pay-per-click campaigns are often implemented to supplement a search engine optimization campaign. SEO services help your business rank well in the organic listings while a Paid Search company can help the business attract business using online ads. There is a lot more to the process than just paying for search engines to host your ads. A critical aspect to Pay-Per-Click advertising is a quality build-out and optimizations implemented at the launch in addition to the monthly modifications based on previous results. Benefits of SEO with Paid Search Historically, SEO and Paid Search can work hand-in-hand with each other on a number of variables: • Double exposure on critical terms • Leveraging performance metrics to enhance an ongoing SEO strategy (both keywords and ads can be used) • Testing new strategies through Paid Search to implement on SEO • Setting up a quick launch on a new product or offering with minimal lead time • Fighting back on negative press or a poor online reputation
  9. 9. Paid VS Organic Paid Search Marketing (traditional search networks): Benefits • Quick 1st page exposure • Drive relevant traffic • Specific targeting (from Geo to interests to times) • Test marketing messages and terms (also beneficial for SEO) • Direct tracking • Brand building Draw-backs • Competitive landscape (depending on industry) • Traffic does not come free • Initial set up and ongoing management takes time and thought • Potential Click-fraud
  10. 10. Paid VS Organic Paid Search Marketing (display networks): Benefits • Open your overall reach/exposure • Think outside of search.. How many sites are you on every day? • Traffic cost are much lower (est. 50% less) • Ability to advertise with banners and videos • Target based on demographics and interest more precisely • Leverage Remarketing to reengage audiences • Target mobile Apps Draw-backs • Site settings and user behaviors can be erratic at times • Initial set up and ongoing management takes time and thought (at times, more than search) • Higher potential for click-fraud • Some networks buy from the same space (you may bid against yourself) • CTRs are may scare the customer
  11. 11. Social Media Best Practices
  12. 12. Social Media Best Practices MONITOR MESSAGE MANAGE Understand your How is your audience audience responding? Create Content What’s your Goal? What’s the voice of your brand? Timing Length
  13. 13. Social Media Best Practices1. Twitter > Promote Link Worth ContentTwitter has quickly become a popular platform for consumers and advertisersalike. For brands looking to communicate with customers in real time, the micro-blogging service is a great way to carry on conversations in 140 or fewercharacters. Twitter Best Practices: • Be mindful of how your community will benefit from your tweets • Include a clickable URL - visit bit.ly or tinyurl to turn longer URLs into shorter ones • Include exclusive offers and access to information • Leave enough character space for RT and some editorial content for the retweets • Use hashtags where possible (e.g. "#CRM") to enable topical searches on your tweets • Avoid over-tweetingTiming TweetsIt has been observed that popular tweeters blast out 5-10 tweets simultaneously atpeak hours. Given that we seem to be moving to a real-time search world, releasing 5tweets targeted at certain keywords could put the tweets at the top of search resultsfor a short period of time, thus driving considerable traffic.Peek Hours 9am , noon ,3pm and 6pmTwitter and SEOSeo is a critical component of any social media campaign. Implementing a socialmedia marketing program without optimizing content and SEO is leaving moneyon the table. There are 2 types of keywords on twitter:1) An actual keyword use in SEO2) Hash Tags, which we have already discussed.
  14. 14. Social Media Best Practices Facebook > Social Networking With 750 million members (as of August 2012) Facebook is a tremendously popular social networking site. Its massive reach provides compelling opportunities to connect with customers, both current and future, through fan pages, news feeds, groups, and throughout the site. • Build a strategy • Create an Authentic Brand Voice • Engage: People spend time on Facebook communicating and sharing with others, so always engage in two-way conversations • Nurture your relationships: Keep content fresh and easy to consume, reward people for their loyalty Best Practices: • Choose the right Content When asking users to Like your Page, be sure to provide them with useful and compelling content – not content that is overly brand-centric. Make sure that the ends justify the means for the users to take action. Everything you do on Facebook is viral because all actions are published into the News Feed and are lasting. People expect to discover things on Facebook through their friends. Rather than thinking of driving recommendation as an independent objective, sharing should be built into all of your Facebook activities and campaigns. • Wall Updates should take place 3 times per day during 7am – 12 pm – 8pm
  15. 15. Social Media Best Practices YouTube > Video A well executed video with the right title and content, can have huge viral impacts for your brand, especially if your video reaches the most viewed pages. There are also numerous other ways to optimize your videos, but coming up with an interesting concept and being aware of title, tagging, and thumbnail image, should each be key components of your strategy. Best Practices: Leveraging YouTube can make sense, and it can be done in a very effective manner e.g. Blendtec or Evian. Or, you can leverage your own platform e.g. FastCompanyTV whereby FastCompany is taking its content and enriching it with video - another way to get your brand known.
  16. 16. Social Media Best Practices Summary Consider opening an account on every social media and social networking platform you come across (not just the usual suspects: Twitter,, YouTube and Facebook). Even if you are not actively using all of them, (which you wont) you should reserve your name, the name of your company, your brand, or your key products via a vanity URL e.g.Twitter.com/CRMTrends. Vanity URLS are like real estate locations - once the prime spots are gone, they are gone! Additional social media tools to consider include Facebook Events - an event feature that allows you distribute information to thousands in minutes - letting people know what youre doing. If you have an event, consider this tool - also consider social event sites like: Going, EventBrite, Socializer - get these services working for you. Facebook is probably more ideal as you can see who in your network will be attending - really leveraging the network affect. Weaving it all together, illustratively, use: • Twitter to tell your customers what matters to you, and hear what really matters to them • Facebook to allow your loyal customers to exchange, comment and have fun around your brand... while getting to know you better • A blog to sum up the key moments of the relationship (e.g. reviews and and content for publicity) • A newsletter for tailored content to continue fostering the relationship
  17. 17. Social Media Best Practices Sites Of Interest Find the Twitter opinion leaders at Topsy and Twitterholic Twitalyzer - Twitter influence-measurement tool WeFollow directs you to people you may be interested in following and also allows a company to sign up and attract targeted followers Twollow allows you to automatically follow people talking about specific keywords Twellow (not to be confused with Twollow above) is a site that categorizes people according to their interests - find people who are interested in the same topics you are SocialToo provides a service that automatically follows everyone that you do. HootSuite allows you to send one message to multiple social media accounts Tweetdeck allows you to aggregate your twitter feed according to groups and topics TweetBeep alerts you to people talking about keywords BackType - Measures a Twitterers influence, but also allows you to see what sort of effect its URLs have on given topics
  18. 18. Questions?

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