internet marketing 101 the booyah agency. test the booyah agency internet marketing 101 search...

Internet Marketing 101

The Booyah Agency

TESTThe Booyah Agency

• Search Engine Optimization– Tuning web pages to encourage top keyword ranking

• Web Site Analytics– Understand your visitors to improve performance

• Linking Matters– Building links that increase popularity and traffic

• Blogging– Promoting your site through social networks

“Search Engine Optimization”

Search Engine Optimization

• Goal of SEO– Increase your web site's traffic

– Obtaining higher rankings in search engines

– Targeted keyword searches

– Related to your web site

• Accomplished By– Web site optimization

– HTML page optimization

– Link building activities

SEO – Top Rankings Are Important

• Percent volume of executed searches shows a slightly different picture– Google provides over

60% of all searches• Top four search engines

accounted for almost 98% of all executed searches

Yahoo! Search, 22.5%

MSN Search , 11.8%

Ask, 3.3%

Other, 2.2%

Google, 60.2%

SEO – Search Engine Differences

18-24 25-34 35-44 45-54 55+

Google Yahoo! Search MSN Search

Household I ncome

<$30K $30-60K $60-100K $100-150K

>$150K

Google Yahoo! Search MSN Search

Search usage is ubiquitous across all demographic groups

Slight differences among the major engines:

Yahoo! Search users more likely to be under 35

MSN Search users more likely to be over 35

Google users have slightly higher incomes

SEO – Rankings Not Equal

• Top Ranking #1 Goal– Ranking Number 1 = 42.1%

– Ranking Number 2 = 11.9%

• Not All Rankings Created Equal– #8 Google, #3 Yahoo, #2 MSN

– These Rankings Produce Same Traffic

SEO - Google King Of The Hill

• Primarily A Search Engine– Based on link popularity (Page Rank)

• Google Must Trust Your Site– 6-12 month sandbox Effect

• Recent Strategic Pressure– Move away from search (MySpace.com)

• Services Manage Data– GMail, Scholar, Images, Froogle, Analytics, News

• Tools Help Users Share Data– Calender, Blogger, Talk, Groups, Checkout

SEO – Yahoo Chasing Google

• Directory was 1st Product– Integrated with search engine results

• Best at Content Development– Finance, Sports, Real Estate

– Generate revenue from subscriptions

• Strategic Focus– Vertical development (Finance), expansion (TheKnot)

• Social Networking– Bought Flickr (March 2005) and del.icio.us (Dec 2005)

• Strategic Development– Site Explorer, PANAMA

SEO – Microsoft Not #1

• Chasing Google Search Engine Index– Most aggressive robot spiders

• Microsoft Market Share– 85% of desktops & internet browsers

• Microsoft Passport Key– Hotmail, MSN Money, MSDN, Messenger

• Web Portal & Software Integration– Vista launch along with Office Live

– Word, Excel, PPT integrate with MSN

SEO – Social Networks

• Top 20 Sites Equal to Google Traffic– Represent 4.9% of overall traffic

– Email services 9.7% of overall traffic

• Blogs, Photo, Video Sharing– Flickr, YouTube > ESPN, CNN, MTV

• What Are Visitors Going?– Music (MP3 and Ringtones)

– Shopping (Clothes)

– Banks (Credit Cards)

– Telecommunication (Cell Phone)

SEO – Phrase Searching

• Number of Search Keywords– 1 Keyword = 10.8%

– 2 Keywords = 49.2%

– 3 Keywords = 29.4%

– Greater than 4 = 10.6%

• 1 Keyword Phrase– Super competitive

– Protected by search engine

– Low conversions

• Chase the ‘long-tail’– Optimize for longer keyword phrases

SEO – Keyword Sales Funnel

Information KWs

Shop KWs

Purchase

“computer”• Less than 10% of keywords• Less than 1% conversion rate• Good for traffic and branding

“lightweight laptop computer”

• 20% -30% of keywords• Conversion Rate: 2% - 4%

“Compaq Presario V5201 US”• 10%+ of keywords• Product names• Conversion Rate: 3% - 5%• Not a lot of traffic

SEO – Starts With Keyword Research

• Industry Research– General and related industry

– Popular and emerging phrases

– Tendency for internet searches

• Company Research– Paid Search keywords

– Web Log / Analytics reports

• Web Site Scanning– Site navigation

– Page content

– Wikipedia topic

SEO – Keyword Tools

SEO – Keyword Selection

• Top Web Searches– What do people actually type

– Keyword competition index

– Keyword phrase variations

• Keyword Selection– Total number of searches

– Competitiveness of term

SEO – Competing Results

SEO – Keyword Site Map

• Analyze Entire Web Site– Home page

– Level 2 category pages

– Product and service detail pages

– Company and informational pages

• Home page keywords– Most important keyword phrases

– Trigger search terms with home page

• Secondary page keywords– One keyword phrase per page

SEO – Top Organic Keywords

SEO – Keyword Site Map

SEO – Keyword Density Analysis

• Keyword Density– Number of times a keyword is used

– Divided by total number of words on page

• Keyword Relevancy– Tagged words are more important

– Title, Meta, Header, Bold, Strong, Italics

• Keyword Proximity Important– Distance Between specific words

– Maintain ‘long-tail’ targets

SEO – Optimize Your Site

• Home Page Optimization– Most important page for SEO page

– Top layered keyword phrase for TITLE

– All top keywords should be on home page

• Page Relevancy– Level 0 is Home Page

– Level 1 are links from Home Page

– Level 2 are linked from Level 1

• Top Side and Footer Navigation – Lots of internal links creates page relevancy

– Link titles re-enforce content relevancy

SEO – Template Examples

SEO – Optimize Your META Tags

• Page TITLE Most Important– Used as Link Title in search engine

– First words are most important

• Use layered keyword phrases– Colorado Travel Guide

– Denver Apartments For Rent

• META Keywords– Only used by some search engines

• META Description– Used as sentence below Link Title

SEO – Optimize Your Page Text

• Header tags– <h1>Most Important Keywords</h1>

– <h2>Very Important Keywords</h2>

• Style tags– <b>Keyword</b>

– <strong>Keyword</strong>

• Body Text– Keyword count and density

– Link text provides more relevance

SEO - Keyword Density Analysis

SEO – Black Hat Tactics

• Search engine policies– White hat follows search engine policies

– Black hat does practices unethical SEO tactics

• Common “Black Hat” tactics– Keyword stuffing

– IP cloaking

– Automated link building

– Stolen content

– Email and blog spamming

– 3 way link trading

SEO – Tools & Reports

• Software Tools– Keyword density

– Link popularity

– Alexa Traffic

– Google Page Rank

• Reporting– Keyword ranking

– Search engine links

– Referrer report

– Visibility report

SEO – Search Engine Report

Search Engine Optimization Review

• SEO is about top keyword rankings• Keyword research to find best keywords• Optimize pages to score high for keywords• Structure site to provide page relevancy• Build links for link popularity and page rank• Monitor changes continuously, look for opportunities• SEO is long-term process

“Web Site Analytics”

Web Site Analytics

• Web Analytics is about understanding visitors• Basic Stats display technical statistics

– Page Hits

– Top Referrals

– Most Requested pages.

• Advanced Stats focuses on what visitors do– Keyword search

– Clickstream through site

– Funnel and conversion analysis

– Return visit tracking

Web Site Analytics - About People

• Web analytics is people analytics– Use statistics to view what people are doing

• Physical world example– Customer enters store

– Looks at 3 products

– Chooses 1 product

– During checkout, they buy extended warranty

• Harder to see pattern online– IP address, URL clicks and cookies

– Messy data is hard to interpret

Web Site Analytics – Google Analytics

Web Site Analytics - Statistics

• Example statistics– Top keywords to find site

– Time spent on site

– Bounce rate

• The problem– Numbers are useless on their own

– How are you going to improve?

– Did planned changes make improvements?

Web Site Analytics – Average Visitor

• Myth of average visitor– Web statistics are quoted in total or on average

– There is no average visitor or total visitor group

– Looking at averages is not always useful

• Trends can be helpful– Common strategy is to trend totals and averages

– Can be used to identify changes over time

– Still may not give you exact information

Web Site Analytics – Trend Example

Web Analytics – Segmentation

• Best Practices– Always compare different groups of visitors

– Take metric and compare it across segments

– Find out why some groups have better numbers

• Ways to Segment– Organic search vs paid search

– Viewed ad #1 vs viewed ad #2 (A/B Testing)

– New versus returning visitor

– Search engine ads vs banner ads

– Conversions vs non-conversions

Web Site Analytics – Segment Example

Visitors Who Converted

Compare Segment #1 vs Segment #2

All Visitors - Directories

Web Analytics - Conversions

• Conversions – Most sites have a goal

– Purchase a product

– Complete a lead form

• Purpose of site– Push people towards that goal

– Useful to measure this in all segment

• Build segment of conversions– Post analysis segment instead of advertising segment

– Doing analysis backwards

Web Analytics - Conversions

Google 0.87%Yahoo 0.51%

MSN 0.55%AOL 2.19%

Web Analytics - Advertising

• Segmentation all advertising campaign– Identify good and bad performers

• Good performers– Increase advertising spend

– Find other types of similar advertising

• Bad performers– Is ad creative good or bad?

– Is landing page properly written?

– Now you are asking right analytics questions.

Web Site Analytics – Campaigns

Web Analytics Review

• Web Analytics Review– Web analytics are about people

– Statistics are useless on their own

– Segment your visitors

– Compare statistics between segments

– Measure differences and trends

– Segment and optimize marketing campaigns

“Linking Matters”

Linking Matters

• Search Engines Want to Return Best Results– Better results = more repeat visitors to engine

• 1st Generation Search Engines– Relied solely on Site & Page Factors

– Title, Meta Tags, Body Text

• Google Redefined Search– Page Rank = Link Popularity

– Each Inbound Link = A vote

Linking Matters

• Google Explains Page Rank– PageRank relies on the uniquely democratic nature of

the web by using its vast link structure as an indicator of an individual page's value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important".

Linking Matters

• More Votes Equaled High Ranking– Same page content

– Most popular page wins

• Not All Votes Created Equal– Most popular pages give most votes

– Link from less popular may hurt

• Voting Distributed Among Many– Total voting power to all outbound links

– 10 links = 1/10th voting power

Linking Matters – Link Example

Linking Matters - Link

• Link Popularity = High Page Rank– High PR Site rank higher– Higher rank = more traffic

• Link Text = Topic Relevancy– Stay On topic– Link text variety simulates human voting– Topic variety shows site expertise

• Grow Links Consistently– Do not grow too fast or too slow

• Build Links Across Different Sources– Press Releases, Blogs, Social, Email

Linking Matters

Linking Matters – Link Goals

• Build Links – From top quality sites

– Consistently over time

– Supporting the general and related topics

– Using selected keywords

– Through a variety of link text

Linking Matters - Directory Submission

• Yahoo & DMOZ Most Important Directories– $295 Fee for Yahoo

– DMOZ is Free; Takes Up To Six Months

• Paid Directories– Microsoft bCentral

– Business.com

– Approximately $750 for Top 15 Site

• Free Directories– 500 Free Directories

– Range From PR8 – PR2

Linking Matters – Popular Link Sites

SEO – 500 Directories

Linking Matters – Article Submission

• Submit Articles To Online Repositories– Will Provide Link Back To Site

• Find Media Contacts – http://www.urlwire.com

• Submit Articles to Trusted Site– Look for Sites That Show Author Name

• Submit to Article Repositories

SEO – 250 Article Repositories

Linking Matters – Article Example

Linking Matters - Press Release

• Press Releases Build Links– PRNewswire Yahoo & Google News

• Industry Media– Sites & Blog Covering Media

• PR Ideas– Product Announcements

– Partnerships and Alliances

– Strategic Direction

– Charitable Work

Linking Matters - Viral Marketing

• Viral Marketing– People distribute link to other people

• Popular Social Sites– Digg.com

– Slashdot.com

– Technorati.com

• Referred To As Link Baiting

Linking Matters - Competition

• Who Links To Competition– Analysis To See Who Links To

Them (High PR)

• Link Opportunity– Cross Analysis to Sites Linking >

2 Competitors

• Compare To Your Site– Quantity and Quality of Inbound

Linking Matters - Building Ideas

• Submission– Paid and free directories

• Advertising– Buying links

• Syndication– Distributed content & tools

• News– Press releases

• Viral Marketing– Social networks

Linking Matters - Review

• Basic Link Building– Submission and Promotion

• Advanced Link Building– Build Content and Tools

– Syndicate and Broadcast

• Link Baiting Brings Results– Create Viral Marketing

– Tap Social Networks

“BLOGGING”

Blogging– Search Engine Love

• Rich in Text– Original and useful material

– Minimize use images

– Fresh updated content

• Simple Navigation– Content organized by category or date

– Pre-formatted For RSS Feeds

Blogging – Personal Blogs

Blogging – Blog Benefits

• Can improve organic search rankings– With in body text links back to main site

• Indexed in days– New .html pages take weeks or months

• Simple site structure – No hierarchy

• Easy to publish– WYSIWG Interface

– No .html or web code necessary

Blogging – Business Blog

Blogging - Recommendations

• Open Source software– Word Press

• Google system– Blogger.com

• Commercial– TypePad

• Our recommendation– WordPress

Blogging – Blogger.com

Blogging - Plug-in Power

• WordPress and Moveable Type have SEO plug-ins• WP sample plugin’s

– Google Sitemap, Related Posts, 301 Handler, Tag Clouds, Social Bookmark Chicklets, Meta Data Manager

• MT sample plugin’s– Broken Link Checker, Google/Yahoo! Site Map

Integration, List Related Posts Based On Keywords.

Blogging - Templates

Blogging – RSS Feed

• Blogs are pre-formatted for RSS Feeds– Home page of blog

– Every category of blog

• What are RSS Feeds? – 1 click subscribe buttons

– Tracking and personalization Available

– Can provide link popularity

Blogging – RSS Feed

Blogging – Feed Readers

Blogging – Online RSS Reader

Blogging – Blog and Ping

• Once Registered, Ping with Updates– Tells Blog Search Engine that

there is new content– Can be automated in Software– Pingoat.com pings over 20 most

popular• Blogs Want Timely Information

– Will often index new blog submission within minutes

– Robots will visit within minutes of sending ping

Blogging – Optimization

• Title Tags– Blog Name at End of Title, Not Beginning– Tags Should Go in Title on Tag Page

• URL– Rewrite to Contain Keywords (Hyphenated)– Software Converts Title to Keyword URL

• Anchor Text– Make the Posts Title a Permalink Page– Link To Web Site Pages (Deep Links)

• Blog Roll– Links That Show On Every Page– Good For Authority Site Links

Blogging – Google Blog Search

Blogging – Popular Blog Search Sites

• Yahoo News and Blog Search– Sorted by relevance. Only top 4 get onto news SERP’s

• Google Blog Search– Sorted by relevance.

• Technorati and Feedster– Sorted by date. Reliant on tagging

Blogging – Tags

Blogging – Review

• Setup a blog– Easy to do! Try it out today!

• Socialize your blog– Social networks, tagging, blogrolls

• Blog submission– Submit to blog search engines

• Syndicate and promote– Promote RSS feed(s) on web site

– Makes it easy to subscribe to

Session Overview

• Search Engine Optimization– Tuning web pages to encourage top keyword ranking

• Web Site Analytics– Understand your visitors to improve performance

• Linking Matters– Building links that increase popularity and traffic

• Blog and Ping– Promoting your site through social networks

internet marketing 101 the booyah agency. test the booyah agency internet marketing 101 search...

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