Introduction to Internet Marketing for Placer School for Adults - Fall 2012
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Introduction to Internet Marketing for Placer School for Adults - Fall 2012
- 2. 2 Coryon Redd coryon@gmail.com Coryon.com Presented by: Creating and Marketing a Website
- 3. 3 PART 1 - We’re Ready to Roll! What will be covered: What a website is supposed to do and how to do it! Real world examples and low hanging fruit. Lots of references for you to learn on your own. http://youtu.be/WilzG8w3nNg - Video Introduction to this PowerPoint http://youtu.be/hF515-0Tduk - Succinct description of SEO What won’t be covered: How people make money with videos - cute cats and blended iPhones. (Go watch “Will It Blend” on Youtube…)
- 4. 4 What is Internet Marketing? Online marketing involves all efforts to present your website in the most persuasive way and drive traffic from a variety of sources: search engines, other websites, pay per click searches, email marketing, social marketing and more.
- 5. 5 • Wide audience reach • Reach local audience • Easy to learn and do on your own • No cost per click for SEO • Targeted traffic • Highest conversion rates • Good ROI • http://youtu.be/DwZnzclAkHA - Watch the video Why do Search Marketing?
- 6. 6 Set Goals for your Success A better website Learn it yourself Top rankings on Google More online traffic More business More profit
- 7. 7 • This is Google’s World! • Over 80% of Market Share • More reach than all other US search engines combined! • Google wants searchers to find most relevant Web Result • Google’s Webmaster Guidelines • https://support.google.com/webmasters/bin/a nswer.py?hl=en&answer=35769 • PageRank – Quality of incoming links
- 8. 8 Online Marketing Glossary • SEM / SEO – Search Engine Marketing • Organic vs. PPC – Pay Per Click • Keyword – One keyword or phrase • Landing Pages • Tag –Title, headers (H1), meta tags • SERP – Search Engine Results Page • Google PageRank • Linkjuice – External, internal links • Wireframe • ROI – Return On Investment
- 9. 9 Is my business ready to compete online? Market Research Do you have a product or service that people are looking for? Keyword research – Google Keyword Tool Determine Products and Services Do competitor research to help guide and inspire you. Determine Business Feasibility Is being in business worth the risk? Can I do it? Resources Do I have enough time, knowledge, passion, work ethic and money to succeed?
- 10. 10 Keyword Research Keyword targets What are people searching for? What keywords / phrases are used most? Find the most relevant keywords and build landing pages. Keyword Tools – Google Keyword Tool and Google Trends https://adwords.google.com/select/KeywordToolExternal http://www.google.com/trends - See trends for keywords over time.
- 11. 11 Look at Local (United States) Monthly Searches. Check exact match on right hand side. Download spreadsheet and edit in a spreadsheet program like Excel. Go back to keyword tool with more specific searches and download again. Create a keyword spreadsheet with groups of keywords that will be used for landing pages. Keyword Research Best Practices Login with an email address used for a Google Adwords Account. Start searches look at related keywords then narrow down searches.
- 12. 12 Building Landing Pages Landing pages = Focused, keyword-rich content Figure out your landing pages in 4 easy steps: 1. Are there enough searches? 2. Are searches relevant to my business? 3. Are the landing pages logical? 4. Do I have time / money to build? http://youtu.be/H0riar7tv_U
- 13. 13 Have an Internet Presence! Effective websites are: Persuasive Branded Easy to use Competitive in the marketplace Have something to say Built around how people search Socially active
- 14. • (Directly) sell your goods or services? • Generate leads (potential sales)? • (Simply) provide contact info? • Interact with other Internet presence? What do you want your web site to do for you? 14
- 15. 15 Brainstorm a list of competitive advantages: Class exercise What makes your business special? Years of experience Unparalleled expertise Friendly customer service – given! Quality product Attention to detail Warranty and Guarantee Discounts to qualified customers The best, the brightest, the coolest… http://youtu.be/CFHe04jj1rA
- 16. 16 How to build a website What do you want to do and what is your budget? Research your keywords and your market. Use your competitors to make your website better. Plan ahead. Create a wireframe and list what pages your website should have. How much time do you have? What do you want to say? Tools of the Trade – Wordpress, Joomla, Dreamweaver, etc.
- 17. 17 Website Organization Chart Request sharing with Google docs by emailing coryon@gmail.com
- 18. 18 What is my supposed to do? Website Sales Funnel The end of the funnel – Call to action, shopping cart, contact form, etc. The start of the funnel – Visitors getting to your website. The middle of the funnel – Browse website and consider sale.
- 19. 19 The Secrets to Success on Google Google will reward pages that are: Play by the rules of the game Linked to from good websites Content Rich Well designed Updated regularly Keyword focused
- 20. 20 Next week: Google PageRank and Local Search PageRank reflects the quantity and quality of incoming links. Links vote for better websites. searchengineland.com/what-is-google-pagerank-a-guide-for- searchers-webmasters-11068 – Or go to shortened URL - goo.gl/9Gh3g http://www.webseoanalytics.com/blog/is-google-pagerank-still- important-in-seach-engine-optimization/ - Short URL = goo.gl/Ovyf3 en.wikipedia.org/wiki/PageRank - Optional reading - detailed article about PageRank http://www.seomoz.org/blog/the-beginners-checklist-for-small- business-seo - Beginner’s Checklist for SEO – Short URL = goo.gl/FL14I Read these articles to learn more about PageRank and SEO
- 21. 21 Homework Keyword Research – Create a spreadsheet with top keywords for your website Competitive Advantages – Brainstorm with friends, associates and family Read about Google PageRank and the importance of link building
- 22. 22 Internet Marketing Resources • Coryon.com Resources page • Coryon.com/resources • Training videos Coryon.com/video • Discover what really works in optimization • marketingexperiments.com • SEMPO Learning Center • sempo.org/learning_center/ • Online marketing magazines / articles • practicalecommerce.com • webpronews.com • SEO Glossary • seoglossary.com/ • SEOMoz article about Google Algorithm factors • seomoz.org/article/search-ranking-factors
- 23. 23 THANK YOU
Notes de l'éditeur
- 80% of online purchases start with a web search. Google focused – 69% of market share Keyword targeting focuses the right customers to the right pages on your site Google “seal of approval” – #1 position = confidence in your business thinkseer.com/tools/seo-search-engine-marketing-roi-calculator.php - SEO campaign ROI calculator
- Wireframe - strangesystems.net/archives/2005/03/using_wireframe.php strangesystems.net/images/wireframes_template-graffle.gif – single page wireframe template http://www.gdoss.com/web_info/ia_deliverables/pmms_wireframes_4.3.pdf - example of full site wireframe Don’ t Make Me Think: http://www.amazon.com/s/ref=nb_ss_gw?url=search-alias%3Daps&field-keywords=don%27t+make+me+think&x=0&y=0 Billboard design: Fact of Life #1 – We don’t read pages, we scan them. 1. We’re usually in a hurry Save as much time as possible, must keep them moving toward the end result of what they want to obtain… much like sharks need to keep moving. 2. Know that we don’t NEED to read everything. We just need the bits that will give us the necessary information to keep our interest and the rest is irrelevant. 3. We’re good at it Force of habit… our normal routine with almost everything we read involves scanning. Fact of Life #2 – We don’t make optimal choices; we sacrifice - Choose the first reasonable option. (They don’t compare options; they take the first reasonable plan that comes to mind.) 1. We’re usually in a hurry 2. There’s not much of a penalty Call To Action: http://www.amazon.com/Call-Action-Formulas-Improve-Results/dp/078521965X/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1216404636&sr=1-1 CSS: detailed article about CSS and SEO. Covers topics such as rearranging page content for spiders, making pages more crawlable http://www.ecommerce-guide.com/solutions/advertising/article.php/3579196 - Design the perfect product page http://www.ecommerce-guide.com/solutions/building/article.php/3584596 - Design the best check out pages http://www.useit.com/alertbox/designmistakes.html Top Ten Web Design Mistakes of 2005 http://www.bedfordstmartins.com/markel_tutorial/ step by step tutorial http://www.webreference.com/authoring/design/tutorials.html - list of many resources for building a website http://websitetips.com/usability/ - Usability is an important goal of any website http://www.wdvl.com/Authoring/Tutorials/usability.html - tutorial and in depth look at usability principles
- http://www.feedthebot.com/designandcontent.html List of Google guidelines explained in detail with examples and references. http://www.google.com/webmasters/ - Google’s webmaster guide. http://www.google.com/librariancenter/articles/0512_01.html Google's explanation of how it does ranking.
- Open browser and ask for volunteer for keywords. focus on related keywords ratio between searches (cellphone vs cell phone) if a page doesn’t exist - you can build it http://www.keyworddiscovery.com/search.html - Free keyword research tool. https://adwords.google.com/select/KeywordToolExternal - google external tool http://tools.seobook.com/keyword-tools/seobook/- very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
- Open browser and ask for volunteer for keywords. focus on related keywords ratio between searches (cellphone vs cell phone) if a page doesn’t exist - you can build it http://www.keyworddiscovery.com/search.html - Free keyword research tool. https://adwords.google.com/select/KeywordToolExternal - google external tool http://tools.seobook.com/keyword-tools/seobook/- very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
- Open browser and ask for volunteer for keywords. focus on related keywords ratio between searches (cellphone vs cell phone) if a page doesn’t exist - you can build it http://www.keyworddiscovery.com/search.html - Free keyword research tool. https://adwords.google.com/select/KeywordToolExternal - google external tool http://tools.seobook.com/keyword-tools/seobook/- very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
- Wireframe - strangesystems.net/archives/2005/03/using_wireframe.php strangesystems.net/images/wireframes_template-graffle.gif – single page wireframe template http://www.gdoss.com/web_info/ia_deliverables/pmms_wireframes_4.3.pdf - example of full site wireframe Don’ t Make Me Think: http://www.amazon.com/s/ref=nb_ss_gw?url=search-alias%3Daps&field-keywords=don%27t+make+me+think&x=0&y=0 Billboard design: Fact of Life #1 – We don’t read pages, we scan them. 1. We’re usually in a hurry Save as much time as possible, must keep them moving toward the end result of what they want to obtain… much like sharks need to keep moving. 2. Know that we don’t NEED to read everything. We just need the bits that will give us the necessary information to keep our interest and the rest is irrelevant. 3. We’re good at it Force of habit… our normal routine with almost everything we read involves scanning. Fact of Life #2 – We don’t make optimal choices; we sacrifice - Choose the first reasonable option. (They don’t compare options; they take the first reasonable plan that comes to mind.) 1. We’re usually in a hurry 2. There’s not much of a penalty Call To Action: http://www.amazon.com/Call-Action-Formulas-Improve-Results/dp/078521965X/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1216404636&sr=1-1 CSS: detailed article about CSS and SEO. Covers topics such as rearranging page content for spiders, making pages more crawlable http://www.ecommerce-guide.com/solutions/advertising/article.php/3579196 - Design the perfect product page http://www.ecommerce-guide.com/solutions/building/article.php/3584596 - Design the best check out pages http://www.useit.com/alertbox/designmistakes.html Top Ten Web Design Mistakes of 2005 http://www.bedfordstmartins.com/markel_tutorial/ step by step tutorial http://www.webreference.com/authoring/design/tutorials.html - list of many resources for building a website http://websitetips.com/usability/ - Usability is an important goal of any website http://www.wdvl.com/Authoring/Tutorials/usability.html - tutorial and in depth look at usability principles
- Pages that Google believes are important pages receive a higher PageRank and are more likely to appear at the top of the search results. Example of CBW link buying. Nokia batteries, Nextel batteries Content – good neighbor hood bad neighbor hood Related content, same industry website, .edu website, directory, Reciprocal links are good to a point. Estimate that over 100 plus recip links loose value http://www.google.com/technology/index.html - Google’s explanation of PR http://www.seocompany.ca/directory/ilqtool.html - ILQ tool - this can be used to check sites for which we are requesting reciprocal links
- Marketingexperiments.com – articles with real life case studies, free email newsletter, professional certification, practicalecommerce.com – short articles written by experts, ecommerce focused, SEO report card, Dir.yahoo - in order of popularity sempo.org/learning_center/resources/ - A great list of SEM resources.