IMAInternet Marketing Academy
De-mystifying Internet Marketing for business people.
Introduction
The Next Three Hours
• Web sites
• Advertising online
• Social Media
• Underutilised Online Strategies
Internet Marketing Solutions to fit Business Goals
www.theonlinecircle.com
The Presenters
About Your Presenters.
The Presenters
About Your Presenters.
About Your Presenters.
About Your Presenters.
About Your Presenters.
Why the Internet?
Measurable
Why the Internet?
Immediacy
Why the Internet?
Reach
Why the Internet?
IMAInternet Marketing Academy
De-mystifying Internet Marketing for business people.
SEO – What is Search Engine Optimisation?
120min
IMA
SEO – What is Search Engine Optimisation?
Working with Search Engines
How they work?
SEO – What is Search Engine Optimisation? Working with Search Engines
Crawling the Web
Indexing Documents
Processing Queries
Ranking Results
Remember – Search Engines index, process and present pages not sites.
SEO – What is Search Engine Optimisation? Working with Search Engines
Store
SEO – Building an Asset
SEO – What is Search Engine Optimisation?
The Online Circle’s 4C’s of SEO
Credibility
Clarity Currency
Competition
SEO – What is Search Engine Optimisation?
Onsite SEO and Offsite SEO
SEO – What is Search Engine Optimisation? Onsite SEO
Basic Onsite SEO Factors
• Contextual Keywords
• Title Tag ( with Keyword)
• Meta Description ( Consistent with Title Tag)
• URL’s
• Keyword Density in body text
• H1/h2/h3 Tags ( with Keyword)
• Graphic Alt Text ( with Keyword)
• Keyword Hyperlinks (anchor Texts)
SEO – What is Search Engine Optimisation? Onsite SEO - Keywords
Google categorise pages in 3 levels
Informational
Transactional
Kevin Costner Biography
Kevin Costner DVD
Navigational Kevin Costner
SEO – What is Search Engine Optimisation? Onsite SEO
Title Tags
SEO – What is Search Engine Optimisation? Onsite SEO
Title Tags
Good practice
Short unique and good sales pitch (70 characters - around 8 words)
• Accurately describe the page's content
• Avoid using default or vague titles like "Untitled”
• Avoid keyword stuffing
• Create unique title tags for every page on your site
• Avoid using a single title tag across all of your site's pages or a large group of pages
SEO – What is Search Engine Optimisation? Onsite SEO
Description Tags
SEO – What is Search Engine Optimisation? Onsite SEO
Description Tags
Good practice
Short unique and good sales argument (Google allows around 160 characters)
• Accurately describe the page's content
• For humans and for search engines
• Connected to the Title
• Use unique descriptions for each page
SEO – What is Search Engine Optimisation? Onsite SEO
URL’s
SEO – What is Search Engine Optimisation? Onsite SEO
URL’s
SEO – What is Search Engine Optimisation? Onsite SEO
URL’s
Good practice
• Words rather than numbers.
• Provide one version of a URL to reach a document redirect www or non-www
(canonical) to concentrate all reputation 301 Redirections
SEO – What is Search Engine Optimisation? Onsite SEO
Canonical Redirection
These URLs are all different:
• www.example.com• example.com• www.example.com/• example.com/• www.example.com/index.html• example.com/index.html• www.example.com/Home.aspx• example.com/Home.aspx
http://www.example.com/
http://example.com/301 or
SEO – What is Search Engine Optimisation? Onsite SEO
Canonical Redirection - What do I do?
1) Don’t Panic
2) Get your 301 in place
3) It’s an easy thing to do but it’s technical
SEO – What is Search Engine Optimisation? Onsite SEO
Sitemaps
SEO – What is Search Engine Optimisation? Onsite SEO
Robots
SEO – What is Search Engine Optimisation? Onsite SEO
404 pages Examples
SEO – What is Search Engine Optimisation? Onsite SEO
Quality Content
Good practice
• Offer exclusive content.
• Create content primarily for your users, not search engines
• Create fresh, unique content
Don’t Do
• Duplicate Content.
• Stuffing
• Cloaking
• Having blocks of text like "frequent misspellings used to reach
this page" that add little value for users
SEO – What is Search Engine Optimisation? Onsite SEO
Anchor Text / Anchor Links
SEO – What is Search Engine Optimisation? Onsite SEO
Anchor Text / Anchor Links
Good practice
• Descriptive text
• Think about anchor text for internal links too
Read all about Internet Marketing.
Instead of
Read all about Internet Marketing Academy here.
SEO – What is Search Engine Optimisation? Offsite SEO
Basic Offsite SEO Factors
• Competition Analysis – CI
• Link Building
SEO – What is Search Engine Optimisation? Offsite SEO
Link Building
The Good
The Bad
The Ugly
SEO – What is Search Engine Optimisation? Offsite SEO
Building Links Strategies
• Blogging about new content or services
• Social Media
• Online PR
• Promotions
• Add your business to the local council or association
• Add your business to Google Maps / Google Local / Google Base
• Exchange IDEAS (not links) with your peers
SEO – What is Search Engine Optimisation?
Remember
• 4 C’s Optimisation
• SEO is not free (but it can deliver a high ROI)
• SEO is a tactic but it requires a strategy
• SEO is an asset - building it takes time
• SEO changes constantly (keep updated)
• No one can guarantee a #1 ranking on Google.
SEO – What is Search Engine Optimisation? Management of efforts
ROI on SEO – Management of Efforts
1. Establish Your Benchmark Positioning (ranking)
1. Measure from time to time
2. Pages indexed
3. Monthly traffic stats
4. Referring Keywords
5. Establishing a larger number of touch points
6. Conversion rate
Future of SEO
Search Engines more interactive
IMAInternet Marketing Academy
De-mystifying Internet Marketing for business people.
Websites – Site Structure and Content
225 min
Websites – Site Structure and Content
Beautiful site?
Functional site?
Websites – Site Structure and Content – Professional Design
Professional Design
Checklist:
• Accessibility
• Identity
• Navigation
• Content
1
Websites – Site Structure and Content – Website Optimiser
Website Optimiser
Websites – Site Structure and Content – Website Optimizer
Website Optimizer
Websites – Site Structure and Content – Using analytics to improve your site
Websites – Site Structure and Content – Professional Design
Websites – Site Structure and Content – Landing Page
Websites – Site Structure and Content – Landing Page
Websites – Site Structure and Content – Using analytics to improve your site
Websites – Site Structure and Content – Using analytics to improve your site
Websites – Site Structure and Content – Videos and other tools
Maps and local BusinessImages
Product listing
Yahoo Tools
Profile HubImages
Live tools
IMAInternet Marketing Academy
De-mystifying Internet Marketing for business people.
Websites – Advertising Online
330 min
Websites – Advertising Online – Banner ads
Media Plan
- Objectives
- Target Market
- Where do they hang out?
Websites – Advertising Online – Banner ads
Banner Ads and CPM
Websites – Advertising Online – PPC advertising
Pay per click (PPC or CPC)
PPC
PPC
SEO
Websites – Advertising Online – PPC advertising
Pay per click Advertising
Steps:
1) Decide Goals
2) Decide Targets – Location, age, gender
3) Create Ads based on goals and target
4) Choose Keywords that will trigger your ads
5) Narrow by match types – Broad match | “Exact Match” | [exact term]
6) Decide on negative keywords
7) Daily budget
8) $ Click amount
9) Review
Websites – Advertising Online – PPC advertising
Pay per click Advertising
Tips to boost :
1. Be careful with Broad Match
2. Be smart with your negative
3. Test different ads
4. Build separate campaigns for search and for contextual
5. Build a specific landing page
6. Build a relationship – free is the new currency
Websites – Advertising Online – Landing Pages
CPA-Affiliate
Performance based online advertising
Websites – Advertising Online – Landing Pages
Landing Pages
IMAInternet Marketing Academy
De-mystifying Internet Marketing for business people.
Social Media
445 min
Social Media - Buzzzzzzz
What’s Social Media and buzz?
Social Media - Buzzzzzzz
What’s Social Media and buzz?
Social Media – Is it commercially worthwhile?
Social Media – Is Commercially Worth?
Companies are using social media for:
•Brand awareness•Relationship with customers•News generation•Influence buy decisions•Research•Market Test•Lowering Costs
Social Media – Is it commercially worthwhile?
Social Media – Influencing the Conversation
Social Media – Other applications
Applications you should be aware of
Social Media – An integrated case study
FG Roberts – Manufacturer of Gluten Free Products
Goal: Sell more product
Strategic Objective: Build a Thought Leadership Position
Strategy
Step1) Build an online presence
Step2) Consolidate reputation
Step3) Convert Online reputation to commercial value
Social Media – An integrated case study
FG Roberts – Manufacturer of Gluten Free Products
Blog –www.glutenfreehealth.net
Online Articles
Dedicated YouTube channel
Guest writer to nr 1 content website
This is Social Media....
IMAInternet Marketing Academy
De-mystifying Internet Marketing for business people.
Internet Marketing – Underutilized Strategies
530 min
Email Marketing
Marketing Oriented Options. Emails
Email Marketing
Good practice
1. Targeting.
2. Clear communication
3. Offer
4. Creative
5. Unique Landing Page
...and don’t forget piggy back emails
Marketing Oriented Options. Emails - test
Marketing Oriented Options. PR
Marketing Oriented Options. PR
Distribution
Marketing Oriented Options. Online Articles
Online Brand Management.
Marketing Oriented Options. Online Reputation
Digital Brand Management
1. Monitor.
• Be selective
2. Influence.
• Not always easy – eg. Wikipedia
3. Be Pro-Active
• Initiating is better than responding.
Viral Marketing.
http://www.youtube.com/watch?v=qg1ckCkm8YI
Marketing Oriented Options. Viral
Viral Marketing
1. Meeting a business objective.
2. Must be of interest. It can be:
1. Funny.
2. Informative
3. Interesting
4. Unique
3. Getting it started
1. Influencers
IMAInternet Marketing Academy
De-mystifying Internet Marketing for business people.
Internet Marketing – Your Next Steps
65 min
Q&A
Who wants to ask the second question?
IMAInternet Marketing Academy
De-mystifying Internet Marketing for business people.
www . Internet Marketing Academy . com . au
Jeff Richardson Lucio Ribeiro
www . The Online Circle . com
www . marketingeasy. net
IMAInternet Marketing Academy
De-mystifying Internet Marketing for business people.
Jeff Richardson
Managing Director
(B) +61 3 9016 9530
(M) 0423 694 338
via Skype: onlinecircle
email: [email protected]/JeffR_Melb_AU
linkedin.com/in/theonlinecircle
IMAInternet Marketing Academy
De-mystifying Internet Marketing for business people.
Lucio Ribeiro
Managing Director
(B) +61 3 9016 9530
(M) 0434 376 102
via Skype: lucio.dias.ribeiro
email: [email protected]/lucio_ribeiro
linkedin.com/in/luciodiasribeiro
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