Learn Internet Marketing

Internet Marketing includes Search Engine Optimization (SEO), other forms of Search Engine Marketing (SEM), Social Network Marketing as well as Paid Advertising and works best when integrated with your broader marketing strategies.

Some products lend themselves to selling online. Others demand a sales force to consult with prospects, design a solution, issue quotes and close the sale. In this case, Lead Generation is a worthwhile and realistic goal. Some Internet Marketing strategies involve developing a growing list of club members or subscribers that from whom you have permission to send marketing messages from time-to-time, in which case a web site can be oriented toward collecting memberships, and providing information and services to members.

As with all marketing campaigns, begin with goal in mind.

 

 

Keywords

Before you design your site, you should have a list of keywords and key phrases in mind. Keywords and phrases are terms you expect that your visitors would type into a Search Engine and you should use them liberally throughout your site.

Web pages can contain hidden information about the page, called Meta tags. Meta Tags are information about the page. This information is invisible but it can help the search engine match your site with the audience you're trying to reach. Meta Keywords tells the search engine that this page is about these words. Meta Description tells the search engine that this is the way I want the page described on the Search Engine Results page.

Google is known to pay little attention to Meta Keywords tags because of abuse by webmasters. Other search engines still use these to confirm or elevate the important of words found on the page. Avoid declaring Keywords that do not actually appear on the page. After all, if the word "Payrol" does not appear anywhere on the page, how likely is it that the page is about "Payrol?" Worse, how likely is it that the site owner is trying to trick the search engine? A site can be punished for this, that is pushed way down on the Search Results Page.

if you don't know what your Keywords should be, it's premature to start designing an SEO website.

Traffic and Conversion

It is paramount to understand the most important Internet Marketing fundamental concepts. Online Marketing success depends on this simple formula. This simple formula is so important, it is often called the Internet Marketing Magic Formula.

Traffic x Conversion = Sales

Traffic: The Number of people who visit your site, your blog, read your emails, your articles or your ezine.

Conversion: The Number of visitors who do what you want them to do.

So, if your site receives 1,000 visitors per day, and you have a 5% conversion rate, you get 50 sales per day.

No Traffic? No sales. Wrong traffic? No conversions, so no sales. Right traffic and no conversions? Something is wrong with your site.

Designing Web Sites for Search Engine Marketing

Search engines are massive databases of web sites. They periodically visit web pages and record what they see. They see links to other pages and follow those a later date, called Crawling. The programs that crawl are called search engine crawlers. When someone asks a search engine a question, the engine searches its database for the best match and presents Search Engine Results Pages, or SERP. The top ranking pages get visited the most often. Everyone wants to be on top, so it is a very competitive game.

Search engines determine which sites to list first using complex formulas. Althoug the search engine ranking formulas vary with each engine, there are some general rules that apply universally.

Suppose one is trying to sell landscaping services in High River, Alberta. It follows that a prospect would be looking for landscaping services in High River, Alberta. If also follows that visiting Google and requesting "Landscaping in High River, Alberta" would be a logical thing for the prospect to do in his/her quest for a landscaper in High River, Alberta.

Google will try to find matches taking On Screen, On Page and Off Page factors into consideration.

On Screen Web Page Design Considerations For SEO

It will look at text that is visible on the screen:

• Page Title (in the window frame).
• The headline, or seemingly most important text.
• The first text displayed.
• Text in the links to other pages.
• And much more.

If the page is meant to attract shoppers for landscaping in High River, then "landscaping" and "High River" should figure prominently in the text on the page, otherwise, why would a search engine think it's a match, much less the best match.

On Page Web Page Design Considerations for SEO

It will look at page elements that are not visible:

• Invisible descriptions of pictures (originally intended for the visually impaired) and tables.
• Invisible descriptions of the page, what the page is about, the actualy file names for the pictures and even the page itself.

Off Page Web Page Design Considerations for SEO

It will look at factors that are even hidden within the page:

• How old is the site? Older is more established.
• How many other sites link to it? The popular the better.
• How many other pages within the site link to this page?
• What is the readable text that describes the links that point here? Anything about "landscaping" or "High River?"
• How often does this page change? If rarely, not so current. It often, this is a news source, so better.

None of these factors is easy to fit into a web site that was not designed for SEO from the start. A more focused and effective approach is to design your site for purpose right from the start.

Paid and Natural/Organic Web Site Traffic

Internet Traffic can be generally categorized into two types. That which just comes to you is natural. Natural is, clearly, the most desirable in the long run, but it takes a considerable investment of time. Paid advertising produces immediate results. A combination campaign will attract both types of web site traffic.

Natural Web Site Traffic

• Search Engine Results: Visitors find your site with a search engine.
• Web Links: Another web site points to yours and visitors follow the link.
• Social Networking/Word-of-Mouth: Someone passed your material to all of their friends, and they arrive.
• BEST RESULTS

Paid Web Site Traffic

• Pay-Per-Click: The ads you see next to search engine results.
• Banner ads: A lot like traditional advertising. You place your Internet Advertising, at a price.
• IMMEDIATE RESULTS

 

Hit Counters

Don't use free Hit Counters. They lead web site traffic away from your site. They don't provide indepth traffic analysis that you can use to focus your campaign. Use Web Analytics. Web Traffic Analyzers, Web Metrics and make sure that the analyzer is completely invisible to your visitors. No one should see your Web Traffic except you.

 

The Harsh Truth About SEO

This site contains all kinds of information about designing web pages and web sites for top positions in Search Engine Results Pages. Choose keywords carefully, embed keywords in pages, keep the site search engine friendly, have a link building strategy ... and it's all true, but there is a real challenge for anyone who understands this. How can one possibly construct pages according to these recommendations, for every possible search phrase?

Suppose the site is about mortage lending services for anyone in Ontario.

Some keywords would include:

• Mortgage, Lending, Second Mortgage, Home Equity, Bank, Lenders and so on ... and there would be many.

Other would include:

• Ontario, Toronto, London, Windsor, Hamilton, Ottawa, Thunder Bay ... and there are many more as you can see.

Further suppose that your web site has a page for "Mortage Services" and you woud like to optimize it Search Engine Results and you would like to follow all of the guidance on this site (and elsewhere). You have reached the challenge, even if it's not immediately apparent.

If Toronto is the target, you would want to include that word in the page title, the headline, and throughout the body of the text. But if Ontario is the target, and it is, you will want to optimize for that word instead. The same applies to every city and region, which is a lot of pages when added up.

Similarly, you will find it difficult to optimize for all of the words like "mortgage" and "lenders." Most SEO strategies involve using as many as possible, but it is very difficult to use them all, all the time, and it is always necessary to favor one over the other.

So ... if there are 100 cities and regions to target, and 10 keywords to target ... you can precisely aim for it, but only by creating 1,000 unique pages, each uniquely suited to match a precise phrase. If your site contains 20 such pages ... that would mean 20,000 pages and it is just not practical. Desirable, but not practical, at least manually.

Fortunately, there is a solution.

 

Local Results for Your City, Town or Region

For many businesses, it does no good to find prospects who are too far away to sell to. In this case, it accomplishes little to dominate your niche around the world and could even interfere with your business sales process. Dominating your niche in your city, town or region is a more appropriate and more cost-effective Internet Marketing goal.

"Furniture Rental," for example, produces many thousands of results on search engines. The vendors are located all over. There is a lot of competition and it will take a very strong effort to compete for the top contenders. If your business is local, then you need a localized Internet Marketing strategy that focuses on your target region. You will find it much easier rank highly on the search results "Furniture Rental in Mytown," which is, of course, where a locally oriented business should want to be.

Companies with National and Global audiences will need to focus on each local market seperately in order to engage local competitors. In other words, they may have invested a lot to because number one in "Furniture Rentals," but you can beat them locally with a skillful Internet Marketing Campaign.

Businesse with a physical office or storefront should take special steps to ensure placement in services like Google Maps which are increasingly integrated into the web, gps systems and smart phones.

Online Marketing Basics: The Target Audience

If your web site is frequently visited by people to whom you have no chance of selling, chances are you have a problem. Before you design your web site, you should have a clear idea of who you are speaking to. Where do they live? Where do they look for your type of product or service? If they use Search Engines, which ones, and what are they searching for? Are they conservative or radical? Are they generally young or old? Male or female?

 

Web Site Bounce Rates

Bounce Rate is a term online marketers use to describe the number of visitors who arrive at a web site a leave without looking at a second page. High bounce rates suggest that most of the traffic to the site is not interested, or is turned off by the site. In general, bounce rates over 80% mean you've got a problem.

Bounce Rate is reported by most Web Site Traffic Analyzers, Web Metrics and Web Analytics systems. If you don't already have this information for your web site

Search Engine Friendly Design

Search Engine Friendly probably has as many definitions as people who use the term. Let us say that Search Engine Friendly means that a Search Engine can read the page. Not Search Engine Friendly means that a Search Engine cannot read the page like a person.

Do not confuse "Friendly" with effective. Friendly means that the page can be read by a robot, but it does not mean that it's the right message - "Search Engine Optimized:- a precise match for a carefully selected phrase that will bring just the right people to your site.

Search Engine Friendly:

• Text - font and colors are ignored, the actual text is thoroughly processed.
• Text Links - in context links are best. A word in the middle of a paragraph that links elsewhere is given high importance.
• File Names - "waterfall_in_backyard.jpg" is more meaningful than "image09.jpg." It's probably a picture of a waterfall in a backyard, and will help make a match for those words.
• Sitemaps - the major seaerch engines have agreed on a format webmasters can use to publish an index to every page in a site. Use it, even though people won't notice.

Not Search Engine Friendly:

• Graphics: Pictures are ignored. Especially keep in minds images of words are ignored. Search engines don't know what the pictures look like.
• Animation: Animations are ignored.
• Music: Music is not played.
• Movies: Movies are not played.
• Scripts: Especially important when scripts are used to create attractive menus with special effects like drop-down boxes. Not that there's anything wrong with that, per se, but bear in mind that search engines cannot follow that and attach no significance to them.

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Tags: Canada CA, Canada, Learn, SEO, Internet Marketing, Online, PPC, Social Media, Viral, Web Site Design, Learn, basics, Keywords, Traffic, Conversion, Search Engines, Meta Tags, Keywords, Page Rank, SERP, PPC, Paid, Advertising, Hit Counters, Analyzers, Metrics, SERP, Search Engine Results Page, local, geo, target, geography, city, town, region, goal, Target, audience, market, Bounce Rate, Search Engine Friendly Design

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