Internet Marketing 101

What is SEO?Search Engine Optimization, often referred to as SEO is the strategic process used to improve a website or web Page’s Visibility in search engines organic placement especially on Google.com

• Onsite Optimization

• Offsite Optimization

Important factors for a successful SEO Campaign

Onsite Optimization

Improve Code StructurePage Speed AnalysisAdd Descriptive Title Tags to LinksAdd Canonical Link TagsLink Flow – SEO Sculpting Analysis (includes interlinking and nofollow)Discover and Fix Google WMT errors (404, 403, 301)301 Redirect Analysis404 Page Not Found OptimizationRobots.txt File OptimizationDuplicate Content EvaluationEnhancement of Existing ContentMeta Descriptions and Titles

Optimize No-Follow LinksOptimize JavaScriptOptimize Alt TagsOptimize CSS (Style Sheet)Optimize H1, H2 (Header Tags)Optimize FlashHTML Sitemap OptimizationXML Sitemap and SubmissionAdd/Optimize Site FooterImproving Site ArchitectureNavigational Menu Optimization

One of the key components in developing a strong search engine optimization campaign is the proper enhancement of your website

Offsite Optimization

Social Engagement: improving your site social follower and

engagement ( be mindful of social signals and search engines)

Content Development / Distribution : Guest Posts, Articles,

Sponsored Stories, info-graphics.

Link Building : Gaining back links to your site from relevant

authoritative sites

Local – SEO: Google Places optimization , Geo-targeted keywords

Your Voice on the internet -

The Impact of SEOSERP POSITION GOOGLE CTR BING CTR

1 18.2% 9.7%2 10.0% 5.5%3 7.2% 2.7%4 4.8% 1.9%5 3.1% 1.8%6 2.8% 1.7%7 1.9% 1.3%8 1.7% 0.6%9 1.5% 0.6%10 1.0% 0.4%

An Organic Click – Through Rate is one of the metrics to measure user engagement on the internet.

The Impact of SEO

65.1%12,456,000,000 Monthly

queries

30.5%6,017,000,000 Monthly Queries

Google Drives over 97% of Mobile Searches

Paid VS Organic

Paid VS OrganicPay-per-click campaigns are often implemented to supplement a search engine optimization campaign. SEO services help your business rank well in the organic listings while a Paid Search company can help the business attract business using online ads. There is a lot more to the process than just paying for search engines to host your ads. A critical aspect to Pay-Per-Click advertising is a quality build-out and optimizations implemented at the launch in addition to the monthly modifications based on previous results.

Benefits of SEO with Paid SearchHistorically, SEO and Paid Search can work hand-in-hand with each other on a number of variables:• Double exposure on critical terms• Leveraging performance metrics to enhance an ongoing SEO

strategy (both keywords and ads can be used)• Testing new strategies through Paid Search to implement on

SEO• Setting up a quick launch on a new product or offering with

minimal lead time• Fighting back on negative press or a poor online reputation

Paid VS OrganicPaid Search Marketing (traditional search networks):Benefits

• Quick 1st page exposure• Drive relevant traffic • Specific targeting (from Geo to interests to times)• Test marketing messages and terms (also beneficial for

SEO)• Direct tracking• Brand building

Draw-backs• Competitive landscape (depending on industry)• Traffic does not come free• Initial set up and ongoing management takes time and

thought• Potential Click-fraud

Paid VS OrganicPaid Search Marketing (display networks):Benefits

• Open your overall reach/exposure• Think outside of search.. How many sites are you on

every day?• Traffic cost are much lower (est. 50% less)• Ability to advertise with banners and videos• Target based on demographics and interest more

precisely • Leverage Remarketing to reengage audiences • Target mobile Apps

Draw-backs• Site settings and user behaviors can be erratic at times• Initial set up and ongoing management takes time and

thought (at times, more than search)• Higher potential for click-fraud• Some networks buy from the same space (you may bid

against yourself)• CTRs are may scare the customer

Social Media Best Practices

Social Media Best Practices

MONITOR MESSAGE MANAGE

Understand your audience

Create ContentWhat’s your Goal?

What’s the voice of your brand?TimingLength

How is your audience

responding?

Social Media Best Practices1. Twitter > Promote Link Worth ContentTwitter has quickly become a popular platform for consumers and advertisers alike. For brands looking to communicate with customers in real time, the micro-blogging service is a great way to carry on conversations in 140 or fewer characters.Twitter Best Practices:• Be mindful of how your community will benefit from your tweets• Include a clickable URL - visit bit.ly or tinyurl to turn longer URLs into shorter

ones• Include exclusive offers and access to information• Leave enough character space for RT and some editorial content for the

retweets• Use hashtags where possible (e.g. "#CRM") to enable topical searches on

your tweets• Avoid over-tweeting

Timing TweetsIt has been observed that popular tweeters blast out 5-10 tweets simultaneously at peak hours. Given that we seem to be moving to a real-time search world, releasing 5 tweets targeted at certain keywords could put the tweets at the top of search results for a short period of time, thus driving considerable traffic.Peek Hours 9am , noon , 3pm and 6pm

Twitter and SEOSeo is a critical component of any social media campaign. Implementing a social media marketing program without optimizing content and SEO is leaving money on the table. There are 2 types of keywords on twitter:1) An actual keyword use in SEO 2) Hash Tags, which we have already discussed.

Social Media Best PracticesFacebook > Social NetworkingWith 750 million members (as of August 2012) Facebook is a tremendously popular social networking site. Its massive reach provides compelling opportunities to connect with customers, both current and future, through fan pages, news feeds, groups, and throughout the site.• Build a strategy • Create an Authentic Brand Voice• Engage: People spend time on Facebook communicating and sharing

with others, so always engage in two-way conversations • Nurture your relationships: Keep content fresh and easy to consume,

reward people for their loyalty

Best Practices:• Choose the right ContentWhen asking users to Like your Page, be sure to provide them with useful and compelling content – not content that is overly brand-centric. Make sure that the ends justify the means for the users to take action.Everything you do on Facebook is viral because all actions are published into the News Feed and are lasting. People expect to discover things on Facebook through their friends. Rather than thinking of driving recommendation as an independent objective, sharing should be built into all of your Facebook activities and campaigns. • Wall Updates should take place 3 times per day during 7am –

12 pm – 8pm

Social Media Best PracticesYouTube > Video

A well executed video with the right title and content, can have huge viral impacts for your brand, especially if your video reaches the most viewed pages. There are also numerous other ways to optimize your videos, but coming up with an interesting concept and being aware of title, tagging, and thumbnail image, should each be key components of your strategy.

Best Practices:Leveraging YouTube can make sense, and it can be done in a very effective manner e.g. Blendtec or Evian. Or, you can leverage your own platform e.g. FastCompanyTV whereby FastCompany is taking its content and enriching it with video - another way to get your brand known.

Social Media Best PracticesSummary

Consider opening an account on every social media and social networking platform you come across (not just the usual suspects: Twitter,, YouTube and Facebook). Even if you are not actively using all of them, (which you won't) you should reserve your name, the name of your company, your brand, or your key products via a vanity URL e.g.Twitter.com/CRMTrends. Vanity URLS are like real estate locations - once the prime spots are gone, they are gone!

Additional social media tools to consider include Facebook Events - an event feature that allows you distribute information to thousands in minutes - letting people know what you're doing. If you have an event, consider this tool - also consider social event sites like: Going, EventBrite, Socializer - get these services working for you. Facebook is probably more ideal as you can see who in your network will be attending - really leveraging the network affect.

Weaving it all together, illustratively, use:• Twitter to tell your customers what matters to you, and hear what

really matters to them• Facebook to allow your loyal customers to exchange, comment and

have fun around your brand... while getting to know you better• A blog to sum up the key moments of the relationship (e.g. reviews and and content for publicity)• A newsletter for tailored content to continue fostering the

relationship

Social Media Best PracticesSites Of Interest  Find the Twitter opinion leaders at Topsy and TwitterholicTwitalyzer - Twitter influence-measurement toolWeFollow directs you to people you may be interested in following and also allows a company to sign up and attract targeted followersTwollow allows you to automatically follow people talking about specific keywordsTwellow (not to be confused with Twollow above) is a site that categorizes people according to their interests - find people who are interested in the same topics you areSocialToo provides a service that automatically follows everyone that you do.HootSuite allows you to send one message to multiple social media accountsTweetdeck allows you to aggregate your twitter feed according to groups and topicsTweetBeep alerts you to people talking about keywordsBackType - Measures a Twitterers influence, but also allows you to see what sort of effect its URLs have on given topics 

Questions?