intro to online marketing - placer school of adults fall 2014

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Presented by:Coryon Reddcoryonredd@coryon.comwww.linkedin.com/in/coryonredd

Win the Internet Marketing GameIntroduction to Online Marketing – Part 3

View this presentation online at: http://www.coryon.com/placer-intro-fall-2014

Placer School for AdultsFall 2014

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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.

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Why does Google PageRank Matter?

It does matter, but it’s complicated…• Key to Google figuring out which pages are important.• How does your website do in the Google Popularity

Contest?• PageRank not a reliable indicator…

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

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.

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Google PageRank Logarithmic Scale

quicksprout.com/2011/08/31/does-google-pagerank-really-matter/

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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

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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

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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

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• 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

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Google Places for BusinessGoogle Maps Listing

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

• Find your business and verify • Edit your description• Add a photos / videos, coupons• Assign business categories• Ask for reviews from customers• Track your clicks• Consider Google Adwords Express

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

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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://moz.com/local-search-ranking-factors for more info

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A Wireframe is a Blueprint for your Website

Visually displays the layout of a web page

Saves time and aggravation

Meant to be rough around the edges

A picture guides the web design

Clarifies website features

Puts a focus on design and usability

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Wireframing References

Examples of Wireframeshttp://www.pinterest.com/coryonredd/wireframe-examples/

7 Reasons to Wireframe - http://www.orbitmedia.com/blog/7-reasons-to-wireframe/

A Beginner’s Guide to Wireframing -http://webdesign.tutsplus.com/articles/a-beginners-guide-to-wireframing--webdesign-7399

15 Wireframe Toolshttps://www.mycrowd.com/blog/15-essential-tools-and-resources-create-great-wireframes/

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Why use WordPress?• Easy to use• Free• Many Themes available – Most are

free• Built in Blog• SEO friendly• Plugins allow customization• Big user community• Lots of support

Introduction to WordPressWordPress is a free and easy to use tool

to build websites. www.wordpress.org

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Downsides on using WordPress?• $$ - Get a developer to do what you

can’t• $$ - Plan to pay someone to keep it

running• Backups, Security, Testing

• $$ - Well supported paid themes are better

• Target on it’s back – A popular platform means hackers love it.• Ask me about China sometime…

Introduction to WordPress

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Wordpress Support and Tutorials

http://becomeablogger.com/ Learn how to blog and use word press

http://wordpress.org/extend/themes/ Over 1000 free themes

http://mogdesign.eu/blog/ultimate-wordpress-tutorial-collection/ Big list of wordpress tutorials

http://www.siteground.com/tutorials/wordpress/ List of specific WordPress articles including setup, SEO and backup

http://youtu.be/G8o8u7OtuZYHour long tutorial on how to use WordPress

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What is Google Analytics?

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?

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

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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 https://developers.google.com/analytics/devguides/collection/o 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

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Analytics www.google.com/analytics

Webmaster Tools www.google.com/webmasters

Docs drive.google.com/

Alerts www.google.com/alerts

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

Groups, etc.

More Free Google Tools