Placer School for Adults

Introduction to Internet Marketing – Part 2

2

Coryon Reddcoryon@gmail.comCoryon.com

Presented by:

Internet Marketing Intro – Part 2

3

PART 2 – We’re almost experts (but there’s more to learn)

What will be covered:Review competitive advantagesHow links count as votes to your website.How to use your competitors to make your website better.Optimize your Google+ Local listingFree Google ToolsLink to this presentation on Slideshare.net:

http://www.slideshare.net/coryon/introduction-to-internet-marketing-for-placer-school-for-adults-fall-2012

4

Brainstorm a list of competitive advantages:

Class exercise follow upWhat makes your business special?

Years of experienceUnparalleled expertiseFriendly customer service – given!Quality productAttention to detailWarranty and GuaranteeDiscounts to qualified customersThe best, the brightest, the coolest…http://youtu.be/CFHe04jj1rA

5

Keyword Research Follow Up

Keyword targets What are people searching for? What keywords / phrases are used most?Find the most relevant keywords and build landing

pages.

Review keyword spreadsheets – Create a spreadsheet with top keywords organized by page

6

Link Quality depends on:• Keywords in links • Number of links on page• PR of linking page (scale of 0-10)• Content of page – Is the link related, natural?

Google PageRankPageRank reflects the quantity and quality of incoming links. Links vote for better websites.

searchengineguide.com/orbidex/2002/0207_orb1.html

In a typical website the homepage will have the most PR. As you go deeper into a website the PR goes down.

7

What are nofollow vs. dofollow links?In general, we don't follow them. This means that Google does not transfer PageRank or anchor text across these links. Essentially, using nofollow causes us to drop the target links from our overall graph of the web. However, the target pages may still appear in our index if other sites link to them without using nofollow, or if the URLs are submitted to Google in a Sitemap. Also, it's important to note that other search engines may handle nofollow in slightly different ways.

Google PageRank NoFollow DoFollow

8

searchengineland.com/what-is-google-pagerank-a-guide-for-searchers-webmasters-11068 Simple explanation from Danny Sullivanwww.search-this.com/pagerank-decoder/ - Visual tool to map linking relationshipen.wikipedia.org/wiki/PageRank - Detailed explanation of PageRank.www.iprcom.com/papers/pagerank/index.html Older complex explanation of PR

Google PageRank Reference docs

9

Linking strategy in a nutshell – • Examine competitor’s incoming links• Identify topics and structure of websites• Review current links to see where you could get links• Let linking opportunities guide your content creation• Request links with focus on quality links • Also get lots of lower quality links – directories, etc.• Follow up with quality links and track your work• More next week…

Linking Strategies

10

Write copy for website with keywords in mindKeywords can tell you how users are thinking about your

businessLearn from competitors to write betterUse competitive advantages to create calls to actionEx. Donlucas.com

Bargeconnection.comCalsolareng.comVeassociates.comBatteries4less.com

Write Good SEO Content

11

Competitor Research

Find competitor websitesLearn from competitors

– Find “Best of Breed” websites– What can you do to improve your website?– What mistakes can you avoid?– Why are competitors on the top of Google?

Build a better website by learning from your competitorsSearch for your top keyword targets on Google

12

• Address of website – ie. Domain.com• Keyword and ranking on Google • PageRank of homepage• Number of pages in google index

– Google search for site:domain.com• Number of links in – Use alexa.com

– Click on Sites Linking In: • Notes about website – Content, presentation, features

& benefits, branding, taglines, blog, etc.

Create a Competitor Spreadsheet

13

Google+ LocalLocal Search Listing

Find your business on Google Maps search or add your business to Google Local https://www.google.com/local/add/

• Edit your description• Add a photos / videos, coupons• Assign business categories• Ask for reviews from customers• Track your clicks

– Other sources for local listings – Bing Local Listing Center, Yahoo Local, citysearch.com, yelp.com, insiderpages.com, angieslist.com, and more.

14

Google+ LocalClaim your Local Search Listing

Main Factors for Better Ranking• Claim your listing• Customize your listing• Address in the city of the search• List in the right categories• Number of citations• Linking to your webpage• Customer reviews• Keywords in business name

and Places page

Go to http://www.davidmihm.com/local-search-ranking-factors.shtml for more info

15

Analytics www.google.com/analytics

Webmaster Tools www.google.com/webmasters

Docs docs.google.com/

Alerts www.google.com/alerts

Toolbar www.google.com/toolbar Download then enable PageRank

More Tools www.google.com/options - Calendar, Voice, Trends, Notebook,

Groups, etc.

Free Google Tools

16

What is Google Analytics?

Google Analytics is a free tool to measure website traffic and usage.

Would you like to know:

• Where are your website visitors coming from?• What keywords are they using to find your site?• Which pages on your site work the best – and the worst?• How much individual products sell?• How to measure the success of your online marketing?

17

Google Analytics: Sign Up and Install Tracking Code• Sign up• Read help

o http://www.google.com/support/googleanalytics/?hl=en_US• Install Analytics tracking code

o http://code.google.com/apis/analytics/docs/tracking/home.htmlo Code is invisible on your site but should in included on all pages.

Settings: Goals, Filters, and User Access• Goals – Set up goals for conversion points.

o Checkout, contact form, download whitepaper, etc.• Filters - Remove your website usage from tracking.• Invite Users – Either as admin or view reports only.

Setting up Google Analytics

18

Spyfu www.spyfu.comAlexa.com Search alexa for domain.

Click on Sites Linking In:Google Search Search Google.com like this:

site:domain.comLinkedIn Answers www.linkedin.com/answersCoryon.com http://www.coryon.com/linkedin-marketinghttp://searchengineland.com/google-places-is-over-company-makes-google-the-center-of-gravity-for-local-search-122770

Other Marketing Tools

19

THANK YOU

THANK YOU