Misconceptions About Internet Marketing That Can Be Harming Your Business

Overview

• Basics• Keywords• Reviews• Social Media• Web Presence• Set it and Forget it• The Google Slap

BASICS

The internet is constantly evolving and businesses are understanding more and more the importance of being found on the internet. The problem is where to start and how to market correctly online.

BASICS

• While there is a lot of information to digest and many different strategies, there are numerous ways to help with your online marketing efforts.

• However, there are also things that you need to pay attention to and be certain to avoid. If not, your website may end up in never-neverland online.

KEYWORDS

• Keyword stuffing means that you have been going overboard with adding keywords into the content of your website.

• Don’t overdo it. Write for readers not search engines.

• Don’t cloak your keywords

KEYWORDS• Choosing keywords without doing

research is dangerous!• Beware of keywords that have high

competition, you may work very hard and see no results.

• Also, beware of keywords that have a low search volume. There is no use ranking for a phrase that no one is searching for.

KEYWORDS

• Use relevant terms• Use appropriate titles, description,

and tags on each page.• Each page should be optimized for

only 1-2 keyword phrases.

REVIEWS

• Think you don’t have anyone talking about you? Guess again. You need to monitor your reviews, the good and the bad.

• You may have a disgruntled customer, former employee, or even a competitor putting up bad reviews about you. Respond immediately.

REVIEWS• Don’t buy reviews or create fake

reviews. This will seriously hurt you.• IP addresses are tracked as well as how

frequently reviews are put up. It needs to look natural.

• Try offering an incentive to have happy customers put up a review.

REVIEWS

• Don’t focus on just one review site. Get reviews on multiple sites.

• Don’t have customers give you multiple reviews on several sites.

• Don’t use a computer at your office to have customers put up reviews. They need to come from different IP addresses.

• Do try to get your keywords in your reviews.

SOCIAL MEDIA

• Social Media can’t help me. FALSE! Many business owners are slow to adopt social media as a form of marketing because it isn’t as aggressive as other methods.

SOCIAL MEDIA

The Truth About Social Media• People love to share their

experiences with their friends.• They can engage with you and you

can respond right back.

SOCIAL MEDIA

Social Media is weighted into your search engine rankings. Whether you like it or not, you need to have social media presence.

SOCIAL MEDIA

• Easiest form of Market Research• You can search for posts about your

business, industry, or product and fine out the overall response and needs of your demographic.

• Once you have a following, if you ask what your followers would like to see from your company, they will tell you.

WEB PRESENCE

• I have a website. That’s all I need – NO

• This is like saying that on the track means that you are going to win the race.

• If your competition is putting effort into climbing up the ranks on the search engines, where does that leave you?

WEB PRESENCE

• You Need More• Simply making a static website and

leaving it to collect dust is not going to get you found in the search engines.

• Do you know what page your website is on for your keyword phrases?

• Would you like to be where your competitors are?

WEB PRESENCE

What you need:• Your website needs to engage both

your visitors and the spiders that are coming in from the search engines.

• You need to have a full web presence not just a website.

WEB PRESENCE

• Press Releases

• Articles• Videos• Social Media• Backlinks• Blog• Podcast

SET IT AND FORGET IT

• This is a huge misconception. Everything on the internet has a “shelf life”. While content does live forever, the search engines reward fresh content.

• Think of the magazine stands. Do you want to see the same issue month after month?

SET IT AND FORGET IT

• Search Engines (as well as the searcher) are looking for what’s new.

• No one wants to read outdated content.

• Keep up with your industry and share the news.

SET IT AND FORGET IT

• When you are at the grocery store, if you see two packages of the same food and one has an expiration date on it closer than the other, which are you going to choose? The freshest one.

THE GOOGLE SLAP

• I call this being banished to Google-beria. It’s generally known as “The Sandbox”.

• If you do not play by the rules, you will get sandboxed by Google.

• It can take months or longer to get back in their good graces.

THE GOOGLE SLAPWhat will get you banished?• Bad backlink strategy• Keyword stuffing your website• Cloaking keyword phrases on your

website• Multiple fake reviews• Reviews all coming from the same IP

addressAvoid these and other black hat tactics.

RECAP

• Basics• Keywords• Reviews• Social Media• Web Presence• Set it and Forget it• The Google Slap

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