Introduction to Online Marketing for Placer School - Fall 2014
Introduction to online marketing
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Introduction to Online Marketing Also Known as - Digital marketing - Web Marketing - Search Marketing - E Marketing - I marketing (Internet marketing) Marketing of Products or Services Over internet in Online Marketing
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Transcript of Introduction to online marketing
Introduction to Online Marketing
Also Known as - Digital marketing - Web Marketing - Search Marketing - E Marketing- I marketing (Internet marketing)
Marketing of Products or Services Over internet in Online Marketing
Component of Online Marketing
• Online Platform ( Website, Blog, Online Presence)• Ties together Creative and technical aspects of
Internet - Web Designing and Development- Search Engine Marketing (SEM)- Search Engine Optimization (SEO)- Email Marketing- Mobile marketing- Web 2.0 Strategies (Social media)
Types of Internet Marketing
• Broadly Classified into 3 main types1. PPC – Advertisement done on predefined
websites and helps in generating Leads for Business
2. SEO – Improving the visibility of Website/webpages, on search Engines through Natural, unpaid Search results
3. SMM – Social Media Marketing
The Search Marketing LandscapeIn Feb. 2011, Google said they had 2 Billion+ searches/day!
Search Engine Optimization
• Understanding Search engines and Building Successful websites
• Site Design/Userability Good clean website design matter How intuitive is your website designed and set up? Have you minimized the number of clicks to call to action? Is your website the BEST it can be? Are you addressing all needs of our Visitors? Are your Online Competitors are doing anything that you are
not?
Why We should Care about SEO?
• You don’t have to Pay for the Traffic Which you are getting through SEOBetter Conversion Rate, improved ROI
• Cost Effective way to acquire new Customers• 62% of Clicks on First Page• 42% Clicks on First Rank
Website Traffic Classification
• Organic – Through SEO, Referral, Natural rankings
• Paid Traffic – Through Paid Advertisement• High Chances of Conversion in case of Organic
Traffic, thus is more effective.• Time Taking process• Paid Traffic – Instant conversion but Low ROI
Organic Vs Paid Traffic
Paid LinksPaid Links
Organic Traffic
FREE Traffic, 80% of Clicks
Click Through Rate
• 62% of Clicks on 1st Page
• Top 10 links CTR
Different Search Results on Google
News Results
Real Time Results
Local Results
Image Results
How Search Engine Works?
Without links, the engines might never find this page
Natural/Organic Optimization
• SEO Factor• On Site SEO Factors – 15%of the Value Title Tags, Meta tags, Alt Tags Visible Text Navigation Links Header Tags Keywords in URLs
• Off Site SEO Factors – 85% of the Value Backlinks – Other Website linking or pointing to your web pages How to get Backlinks? Content Syndication
Component of Google’s Ranking Algo.
The SEO Pyramid
Building Accessible website
• Easy Navigaton, and Easy site struture helps in better Crawling
Duplicate content and Canonicalization
• Same Content on two different pages• Addressing case sensitive issues of webpages and
www and non www urls• Quantumamc.com• www.quantumamc.com• www.quantumamc.com/index.aspx
• Search Engine Friendly Url non friendly url- www.quantumamc.com/title=xyz- id=123&pqr Search Engine Friendly URL-
www.quantumamc.com/mutual-Fund/how-to-invest-in-mutual-fund.aspx.
Importance of Search Engine Friendly URL
• Search Engine Friendly url- Easy to understand for Search Engines and Users.
• Adding Keywords in URL• www.quantumamc.com/investing/mutual-fund-india.aspx
Domain Name Folder Structure with Relevant Keyword
Keyword in Page name, separated by Hyphen
Important Tags and Signals
Title Tags
<head><title> Mutual Fund Investment | Invest in Mutual Funds in India – Quantum Mutual Fund </title>
Website Title
Meta Description• <meta name="Description" content="Looking to Build your portfolio of <meta name="Description" content="Looking to Build your portfolio of Best Mutual Funds in India, log on to Quantum Mutual Fund.
Meta Description
Tag Length Recommendation
Onsite SEO
• Keyword Rsearch • Google Keyword Research Tool• Word Tracker• Content – Content is King• Optimizing Web Content• Titile, Meta tags, Header tags, Interlinking of
webpages• Easy navigation through the website
Offsite SEO
• Offsite SEO contribute 85% web rankings• Biggest factor is Link to Your website The Best Links: Are from trusted website Determined Editorially Have Keyword in their Links, as Anchor Text Are from many Different website
From where we can Earn Links
• Internal Links (From Content)• Friends/ Affiliate websites• Associations• Clients Blogs• Business Directories• Blogs or Articles• Press Releases• Social Profiles (Twitter, Facebook, Linkdin)
How to Earn Links?• Earning Links all starts from Great Content• Buyers need content that makes them smarter and more
knowledgeable. Business that provide that Content will win and get the Link
• Build Content around Keywords• Add real value to your readers Unique Informative Entertaining
• Who do you link to from the Content Good Neighbors Its Your reputation Get Links Back!
Some Content Ideas• Blog• White Paper Series• E books• Case Studies• Interviews• News Releases• Contests• E Newsletters• Community Forum• Podcasts (RSS)• Videos• Webinars
Social Media
• A very important tool for your Content distribution• Best channel to do a Viral Campaign• Some Stats Over 175 million users log into facebook every 24 hrs There are more than 3.5 billion of pieces of content
shared every week on facebook More that 75 million user account on Twitter 600 tweets are produced every second Over 60 million people on linkedin
How Does Social influence in SEO?
• Real Time Link in Google Ranking• Social News Links in Google
Ranking( facebook, Twitter, Youtube links)• Can Influence the actual ranking of your
website• Provide Backlink for Your website• Mentions and Signals helps in Search Engine
Ranking
Offsite SEO conclusion
• Create Great content for Your website visitors, and for your Link partners, improve Crawling speed of your website
• Optimize your webpages, by getting More links to your website
• Promote your content through Social Media
Links for Traffic & Branding
Links for Conversion
Content that Appeals to Influencers
Making Content Easy to Share
Create Some Good Quality ContentShare this Content on Social MediaDistribute Content to Industry Blogger, Media
Person etcContent Sharing Plugins, on website, makes it
easy for reader to Share the contentAdd, Share plugins on the website
What To do, When to do in SEO
You have to do these right, before you can do these right
By EmergingSEO
www.emergingseo.comWww.facebook.com/EmergingSeo
