Internet Marketing Webinar

Presented by

Philippe TazaPhilippe TazaFounder of

Webinar Agenda

1. Internet Marketing 101

2. Search Engine Optimisation – So what?

3. Search Engine Optimization Basics

4. Pay per Click Marketing4. Pay per Click Marketing

5. Web Analytics with Google Analytics

6. Social Media Marketing

7. Recap

8. Q & A

1- Internet Marketing 101

• Search Engine Result Page - SERP

• SEO vs. PPC

• What is a Snippet• What is a Snippet

• Web Analytics

• Why Internet Marketing for Schools?

Search Engine Result Page - SERP

• The page which is returned by a search engine once

a search is conducted

SEO vs PPC PPC(paid listings)

SEO(free listings)

What is a Snippet?

•Search Engines display a small sample of the

webpage content -- the "snippet" to give users

relevant information about what they'll find on your

webpage.

•Providing a rich description in your snippets help •Providing a rich description in your snippets help

your click through rates and your visit conversion

rates.

What is Web Analytics?

• "Web Analytics is the measurement, collection,

analysis and reporting of Internet data for the

purposes of understanding and optimizing Web

usage.“ Source - Wikipedia

Continuous Website

Optimization Process

Why Internet Marketing for Schools?

• Growing trend – there is an increasing tendency for prospective students to use the internet to research educational programs

• Lower Cost per Lead – the cost per internet lead is much lower than other traditional mediums such as print, radio and television

• Superior Lead Data –• Superior Lead Data – key information can be gathered prior to contacting your leads with a web form

• Quick optimization – because you can measure results in real time, you can refine your marketing quickly and more intelligently

2- Search Engine Optimization – So what?

• Why Search Engine Optimization?

• Why should you be on top on the SERP?

• Heat Map on 1st SERP

• % of Clicks on Organic Listings• % of Clicks on Organic Listings

Why Search Engine Optimization?

• According to Comscore, approximately 78% of SERP

clicks are on organic listings and 22% on paid listings

• It is perceived by internet users that organic listings

are more credible and are more likely to find the are more credible and are more likely to find the

information (content) that they are seeking.

Why should you be on top on the SERP?

• The higher up you appear on a search results page,

the more 'free' traffic you will generate

• The top organic link in the SERP gets over 50% of all

the organic listing clicksthe organic listing clicks

• The first SERP gets over 95% of all the organic listing

clicks

Heat Map on 1st SERP

source: Comscore

% of Clicks on Organic Listings

SERP

PositionStudy 1 Study 2 Study 3 Study 4 Average

1 42.3% 49.0% 56.8% 56.4% 51.1%

2 11.9% 13.0% 14.0% 13.5% 13.1%

3 8.4% 10.0% 10.0% 9.8% 9.6%

4 6.0% 5.0% 4.1% 4.0% 4.8%

5 4.9% 5.0% 4.4% 4.7% 4.7%

6 4.0% 4.0% 3.3% 3.3% 3.6%

7 3.4% 2.0% 0.4% 0.4% 1.5%

% of clicks

7 3.4% 2.0% 0.4% 0.4% 1.5%

8 3.0% 3.0% 2.6% 2.9% 2.9%

9 2.8% 2.0% 1.1% 1.5% 1.8%

10 3.0% 3.0% 2.2% 2.6% 2.7%

TOP 10 89.7% 96.0% 98.9% 98.9% 95.9%

11 or more 10.3% 4.0% 1.1% 1.1% 4.1%

Study 1: AOL - 2006

Study 2: SearchLightDigital.com

Study 3: Journal of the American Society for Information Science and Technology, Cornell University 2008

Study 4: Journal of the American Society for Information Science and Technology, Cornell University 2009

% of Clicks SERP position

source: study conducted by AOL in 2006

3- Search Engine Optimization Basics

• SEO Definition

• On and Off Page Optimisation

• Page Rank

• Link Building Tactics

• Why Keyword Research?

SEO Definition

• SEO refers to the effort for your website to rank well

for certain keywords or key phrases in the organic

listings or “Free” listings on the search engines result

page

• SEO generates organic traffic to your site

• SEO = FREE LISTINGS compared to Sponsored Pay per

Click Ads

On Page and Off Page Optimization

On Page:

–URL

–Title Tag

–H1 Tag

Off Page:

–Press Releases

–Social Networking Sites (Facebook, Youtube, Blogs, RSS...)–H1 Tag

–Description Tag

–Keyword Tag

–Page Content

–Keyword Density

(Facebook, Youtube, Blogs, RSS...)

–Directory Listings

–Link Exchanges

Page Rank

source: http://en.wikipedia.org/wiki/PageRank

Link Building Tactics

• Press Releases

• Paid Directories

• Reciprocal Directories

• Free Directories• Free Directories

• Deep Link Directories

• Search Engine Submissions

• Forum Participation

• Articles and Newsletters

Why Keyword Research?

• Keywords are critical for the development of SEO, PPC

campaigns and site content

• Establish which keywords provide a good balance

between popularity and competitiveness

• Determine which keywords generate the most leads

• Determine which keywords provide the highest ROI

• Find out what keywords are used to research your

courses

4- Pay per Click Marketing

• What is Pay per Click Marketing?

• Pay per Click Benefits

What is Pay per Click Marketing?

• Pay-Per-Click advertising is a means of advertising on

the Internet where the advertiser pays a certain

amount of money each time someone clicks on their

ad and is taken to a page on their website

• 3 major pay per click providers• 3 major pay per click providers

– Google Adwords

– Yahoo Sponsored Search

– Microsoft Ad Center

Pay per Click Benefits

• Generate Instant Traffic and Results

• Use PPC Campaigns to identify new keywords you

should be including in your SEO Campaigns

• You can pause them, change them, increase or • You can pause them, change them, increase or

decrease the budget, control the landing page, set

the target market (geographic)

• PPC campaigns are your Keyword R&D Efforts

5- Web Analytics with Google Analytics

• Why Google Analytics?

• Google Analytics Configuration Basics

• Sample Google Analytics Dashboard

• Enable Conversion Tracking: Setup Goals• Enable Conversion Tracking: Setup Goals

• Track Various Website Traffic Segments

• Measure your Website Conversion Rate

• Keyword Conversion Report

• Lead Generation Key Performance Indicators

Why Google Analytics?

• Google Analytics is Free and Widely used

• Measure your Marketing ROI

• Understand which keywords your visitors are searching to get to your site

• Monitor the impact of all your internet marketing campaigns including:

• Pay per click campaigns• Pay per click campaigns

• Search Engine Optimization

• Print Advertising

• Referral sites

• E-mail Newsletters

• Social Media

• Etc…

• This will allow you to understand which content of your website is most visited

Google Analytics Configuration Basics

• Install Google Analytics Tracking Code on all pages

• Enable Conversion Tracking: Setup Goals

• Create IP filters for internal traffic

• Create various Website Profiles to track specific • Create various Website Profiles to track specific

website traffic: Organic, Paid, Newspapers, Email, Etc.

Example of Google Analytics Dashboard

Enable Conversion Tracking: Setup Goals

• All websites need to have a defined goal to be completed by its visitors

• For schools that goal could be a “web lead” or “Internet lead”“Internet lead”

• A web lead is a prospective student who contacts you through your website.

• The student fills a form or sends an e-mail

Measure your Website Conversion Rate

• The number of internet

leads your website

generates divided by the

number of visits your

website received for the

same period. This is a same period. This is a

critical Key Performance

Indicator

Track Various Website Traffic Segments

As you can see not all traffic is created equally

Keyword Conversion Report

As you can see not all Keywords provide the same value

Lead Generation Key Performance Indicators

• Conversion Rate by: Source, Medium, Campaign &

Keywords

• Average Cost per Lead

• Average Time to Respond to Email Inquiries• Average Time to Respond to Email Inquiries

• Landing Page Bounce Rate

• Ratio of New to Returning Visitor

• % of Time Spent Segments

• % of Click Depth Segments

For more on KPIs visit: www.webanalyticsdemystified.com

6- Social Media Marketing

• Social Media – so what?

• Possible Social Media Diagram

Social Media – so what?

• Allows you to listen and/or influence what people are

saying about you

• Can help generate a viral effect

• Makes it easy for people to refer to you and talk• Makes it easy for people to refer to you and talk

about you

Possible Social Media Diagram

School

Flickr

School

WebsiteYouTube

Student Facebook

Profile

School Facebook

Groups

Recap

• Internet Marketing Diagram

• Critical Steps to Increase Internet Leads

• Free Internet Marketing Audit• Free Internet Marketing Audit

Internet Marketing Diagram

Critical Steps to Increase Internet Leads

• Step 1 - Install Google Analytics to start tracking

• Step 2 – Optimize your site using On Page and Off Page

SEO techniques

• Step 3 – Use PPC Campaigns to generate instant traffic • Step 3 – Use PPC Campaigns to generate instant traffic

and leads from keywords your are not ranking well for

Sign up for your Free Internet Marketing Audit

• Page Rank

• Number of pages indexed

• Number of inbound links

• Rank of your website for your program keywords

• Recommendations to increase the performance of

your Internet lead flow

• Are you measuring the ROI of your internet

marketing?

• Are you using Google Analytics properly?

• And much, much more!

Contact us:

• Philippe Taza

514-312-3968

ptaza@canadianschoolguide.com

www.CanadianSchoolGuide.com