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Online marketing
- 1. Ken Shenkman Ph.D. June 24, 2015
- 2. Don’t forget Offline ◦ Business cards ◦ Email Address Signature ◦ Traditional Media
- 6. Make Money by Being Relevant What I’m Searching For What I Find
- 8. Navigation Search Speed Ease of Use Value Personality Trust
- 11. Search Traffic Referral Traffic Direct Traffic Paid Traffic (Campaigns)
- 14. The same way other people do! You tell them about yourself or Others tell them about you CONTENT LINKS
- 15. Content ◦ Sitemaps ◦ Page Structure ◦ On Page Content Links User Experience ◦ Page Speed ◦ Bounce Rate
- 16. Sitemap
- 17. Headings (H1) ◦ Use sparingly for important titles Images ◦ Proper Size – SPEED MATTERS ◦ Properly tagged ◦ Avoid Flash (most people) Multi Browser Checks
- 18. Page Title
- 19. Meta Tags
- 20. Page Title & Meta Tags
- 21. Content is King Your content must be: •Relevant •Unique •Well written Develop a content strategy
- 22. What Kind of Content? •Product Descriptions •About the Company •About the People •Contact Information •About your Locations Served •Blog Posts •Guest Bloggers •Videos •Social Media Content •AVOID DUPLICATE CONTENT
- 24. Blog Post
- 26. Watch Out for the Panda…
- 27. GOOD links are crucial for SEO ◦ From relevant sites ◦ From authoritative sites (PR) ◦ Not all at once ◦ Various keywords used for links ◦ Not all within one “network” ◦ Only from good directories Usually not paid Niche directories are better ◦ Don’t Link Spam!!!!!
- 28. Create Linkable Content ◦ Useful/entertaining information Written Video Infographic Buy/Ask ◦ Good directories ◦ Related businesses ◦ Customers
- 32. Becoming more relevant as more mobile Google Places ◦ www.google.com/mybusiness Yahoo ◦ smallbusiness.yahoo.com/local-listings Bing ◦ www.bingplaces.com Yelp, Cortera,YellowPages,etc.
- 33. Fill out as much as possible ◦ Images help Check often for reviews ◦ Respond Update ◦ Hours ◦ Address
- 34. What? ◦ Pay per Impression ◦ Pay Per Click Many Advanced options Negative keywords Extensions Time/Day breaks Where? ◦ On Search Engines ◦ On Social Media Sites ◦ Private sites/networks
- 36. Don’t just jump in ◦ Who is your audience? ◦ Where are they in Social Media? ◦ What are your goals? Develop a strategy ◦ Sales ◦ Brand Awareness Link them together
- 37. Outsource? Depends on you ◦ Time ◦ Money ◦ Personnel If you do outsource ◦ Different companies/different tasks ◦ Check references ◦ Clear expectations ◦ Monitor work/results If it’s too good to be true…
- 38. Google Analytics Google Webmaster Tools ◦ http://www.youtube.com/GoogleWebmasterHelp Bing/Yahoo Webmaster Tools Moz.com Searchengineland.com Matt Cutts Wordpress
- 39. Ken Shenkman BulkCandyStore.com 235 N Jog Rd West Palm Beach, Fl 33413 561-540-1600 ken@bulkcandystore.com http://www.slideshare.net/kshenkman/online- marketing-score-presentation-sept-2014