intro to online marketing - placer school of adults fall 2014
DESCRIPTION
Learn how to use online marketing, wordpress, analytics and lots of tricks and tips to get to the top of Google. Use social marketing and blogging to capture Google's attention and show it that your website deserves top ranking.TRANSCRIPT
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Presented by:Coryon [email protected]/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