Partner Training: E-marketing & SEO

E-Marketing & SEO

Partner Service & Sales Training

Introduction to E-Marketing & SEO

I. Introduction to E-Marketing & SEOII. E-Marketing StrategiesIII. SEO StrategiesIV. SEO as Part of an E-Marketing StrategyV. Our Internet Marketing & SEO Services

What is E-Marketing?

• E-Marketing: also referred to as i-marketing, web marketing, online marketing, or internet marketing, is the marketing of products, services or events over the internet.

• The Internet has brought many unique benefits to marketing:

• Low-cost

• Global audiences

• 24x7 days presence

• Flexibility

What is SEO?

• Search Engine Optimization (SEO): is the process of improving the volume or quality of traffic to a website from search engines via "natural" ("organic" or "algorithmic“) search results.

• Typically, the earlier a site appears in the search results list, the more visitors it will receive from the search engine.

Why Do People Go Online?

• People go online mostly for entertainment or product research.

• The internet has given people the ability to do research on product & services from the comfort of their homes.

• This is very beneficial to organizations because it allows them to market themselves on a national or global level as opposed to only with the local demographic.

Why Do People Go Online?

• According to a survey done by the Pew Research Institute, people want to accomplish something online.

• People are not aimless surfers

• The average web user is a goal-oriented person, interested in finding information and/or communicating with others.

Why People Search the Internet

• 80% of time people search for products & service by keyword or phrase, not domain name.

• For Example: If someone is interested in starting a nonprofit, they would probably use terms such as ‘nonprofit startup’ or ‘starting a nonprofit’.

• They will most likely not search for www.CharityNetUSA.com.

• This is because they have yet to find out that this exact company provides services for starting a nonprofit organization.

Challenges of Today

• The problem today is everyone recognizes the importance of a website, so there millions of websites in each category.

• Example: The search term house painter results in 5.6 mmrelevant matches.

Placement in a Search Engine

• Sponsored Links:

– Also know as PPC companies, pay for each click. Some spend thousands of dollars in advertising per week.

– The sponsored/paid links will always appear as the first three on top and ten on the right.

Placement in a Search Engine

• Organic Listings: • These are the ten free

listings below the top three paid listings.

• When searching, people usually will not go beyond three pages deep to find the information they are interested in.

• Those companies with a basic website & without SEO strategies are usually the ones which never rank well.

E-Marketing Strategies

I. Introduction to E-Marketing & SEOII. E-Marketing StrategiesIII. SEO StrategiesIV. SEO as Part of an E-Marketing StrategyV. BizCentral USA’s Internet Marketing & SEO

Services

Common E-Marketing Strategies

• As with traditional marketing methods, a successful E-Marketing strategy combines multiple methods:

• Email Marketing

• Social Networking

• Blogging

• Article Writing

• Web Directory Submission

• Press Releases

E-mail Marketing

• Email Marketing:• The promotion of products, services, company

news or industry information via email.

• Pew Internet and American Life Project, says e-mail remains the number-one online activity of Americans.

• E-mail marketing can deliver a higher return on investment than methods such as direct mail, newspaper and radio advertising.

• E-mail marketing can be an effective, low-cost and fast method of building repeat business and credibility.

Social Networking

• Social Networking:

• Focuses on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others.

• Online social networking has been around in various forms for nearly a decade. Many of the big players such as MySpace, Facebook, Twitter, and LinkedIn are well known, but there are over a hundred other sites.

Blogging

• A Blog:• A type of website, maintained and updated

with regular entries of commentary, descriptions of events, or other material such as graphics or video.

• An organizational blog can provide a leisure commentary on breaking news within your cause, tips of the trade, donation guidance and much more.

• The ability for readers to leave comments in an interactive format is an important part of any blog, and adds additional value to its content.

Article Writing

• Article Writing:• An informative piece of

writing that focuses on giving tips, advice, expert opinion etc. on a chosen topic.

• Article writing is a great way to make the public aware of an organization’s mission and background for their cause.

• Distributing those articles to article directories can generate a multitude of back-links and traffic to an organization’s website by using applicable keywords.

Key Directory Submission

• Web Directory:

• A directory on the World Wide Web that specializes in linking to other web sites and categorizing those links. A web directory is not a search engine and does not display lists of web pages based on keywords; instead, it lists web sites by category and subcategory.

• Getting placement in online directories, especially niche directories, is a great way to increase search ability on the web and increase traffic to a organization’s website.

• There are hundreds of directories out there, meaning hundreds of opportunities to add addition pathways to a website.

Press Releases

• Press Release:

• Also referred to a news release, media release, or press statement is a written document directed at members of the news media or even to consumers, for the purpose of announcing something of importance.

• The traditional means of a press release has been to attract media attention, but when used in an E-Marketing strategy it can increase web traffic, reach donors directly and build an organization’s online presence.

SEO Strategies

I. Introduction to E-Marketing & SEOII. E-Marketing StrategiesIII. SEO StrategiesIV. SEO as Part of an E-Marketing StrategyV. BizCentral USA’s Internet Marketing & SEO

Services

Common SEO Strategies

• Search Engine Optimization combines all the elements of E-Marketing with website traffic building tactics such as:

• Link Building

• Keyword Optimization

• Title & Descriptions

• W3C Compliance

Link Building

• Link Building:• The process of increasing the number of links

pointing to a website that will increase its ability to be found.

• The primary reasons to build links free traffic through other websites and organic search optimization.

• In basic terms you will build “Link Popularity” that will increase your rankings on search engines when you have a large number of links pointing to your site from other well-ranked & relevant sites on the Web.

Keyword Optimization

• Keyword Optimization:• The process of choosing targeted keyword

phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search.– Research must be done to determine the best

keywords. This involves finding relevant keywords, determining their popularity, assessing the amount of competition, and deciding which keywords can be best supported with an organization’s content.

– Keywords should also be implemented in the E-Marketing strategies listed in the previous section.

Title Tags & Meta Descriptions

• Title Tags:• Although inconspicuous to the user, the title tag is the

most important bit of text on a web page as far as the search engines are concerned. Search engines not only assign the words in the title tag more weight, they also typically display the title tag in the search results; making the title tag an important potential call-to-action as well.

• Meta Descriptions:• The meta description provides an opportunity to

influence how your Web page is described in the search results. While descriptions may not improve your rankings, they can increase the probability that someone will click on a link.

WC3 Compliance

• W3C Compliance:• The World Wide Web

Consortium (W3C) is the main international standards organization for the World Wide Web (abbreviated WWW or W3). It is necessary to make sure your website is complying with the W3C to ensure maximum search engine optimization.

SEO as Part of an E-Marketing Strategy

I. Introduction to E-Marketing & SEOII. E-Marketing StrategiesIII. SEO StrategiesIV. SEO as Part of an E-Marketing StrategyV. Our Internet Marketing & SEO Services

The Overall Results

• Search Engine Optimization is an element of internet marketing that can dramatically increase a website’s rankings and an organizations visibility on the web.

• Elements of Internet Marketing and SEO must be combined to receive the maximum results.

• As you will see on the following slide, all items of E-Marketing & SEO relate to and affect one another.

Relationships of all Elements

Link Building

Article Writing

Directory Submission

Email Marketing

Blogging

Social Networking

Press Releases

Keywords

Titles & Descriptions

Our Internet Marketing & SEO Services

I. Introduction to E-Marketing & SEOII. E-Marketing StrategiesIII. SEO StrategiesIV. SEO as Part of an E-Marketing StrategyV. Our Internet Marketing & SEO Services

Services Provided

• Our company offers a variety of Internet Marketing & SEO services, including:

• Press Release Writing & Distribution

• Email Newsletter Creation & Distribution

• Article Writing & Submission

• Blog Implementation & Training

• Link Building• Keyword Analysis• Directory Submission• W3C Compliance Check• Social Networking Setup

& Training

Our Process

• Step 1: Client signs order confirmation & service agreement • Step 2: Clients are given access to our Marketing Solutions ”Steps

Page”. Here, they will find a variety of information, tips, samples and questionnaires.

• Step 3: Clients will complete the appropriate questionnaire (if applicable to their service).

• Step 4: An interview will be set up once the questionnaire is completed (if applicable).

• Step 5: Once all information is gathered, their service will be completed usually within 10-15 business days.

• Step 6: Depending on the service purchased, a draft may be sent to the client to approve or make changes to it.

• Step 6: Approval must then be received in writing by email or fax.• Step 7: Finally, the completed product is sent to the client once

final payment is made.

Conclusion

• There is no magic bullet and time is necessary to achieve results, but once achieved a company’s ROI can skyrocket.

• Overall benefits of a sound Internet Marketing & SEO strategy are:

• Free visits to website• More online visibility• More sales• Less paid advertising costs