Part 2 of Introduction to Internet Marketing class taught Spring 2013

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Coryon Redd
coryon@gmail.com
The Accessible Expert at Coryon.com
Presented by:
Internet Marketing Fundamentals
View this presentation online at:
http://www.slideshare.net/coryonredd/intro-tointernetmarketing-placeradultsspring2013part2

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PART 2 – We’re almost experts (but there’s more to learn)
What will be covered:
Review competitive advantages
How links count as votes to your
website.
How to use your competitors to make
your website better.
Optimize your Google+ Local listing
Free Google Tools

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Brainstorm a list of competitive advantages:
Class exercise follow up
What makes your business special?
Years of experience
Unparalleled expertise
Friendly customer service – given!
Quality product
Attention to detail
Warranty and Guarantee
Discounts to qualified customers
The best, the brightest, the coolest…
http://youtu.be/CFHe04jj1rA

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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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Link Quality depends on:
• Keywords in links
• Number of links on page
• PR of linking page (scale of 0-10)
• Content of page – Is the link related, natural?
Google PageRank
PageRank 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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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
Sullivan
www.search-this.com/pagerank-decoder/ - Visual tool to map
linking relationship
en.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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Linking strategy in a nutshell –
• Examine competitor’s incoming links
• Identify topics and structure of websites
• Review current links to see where you could get links
• Let linking opportunities guide your content creation
• Request links with focus on quality links
• Don’t over-do easy links – directories, articles, paid
• Follow up with quality links and track your work
• More next week…
Linking Strategies

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Write copy for website with keywords in mind
Keywords can tell you how users are thinking about your
business
Learn from competitors to write better
Use competitive advantages to create calls to action
Ex. FindingHappiness.com
Bargeconnection.com
Veassociates.com
Batteries4less.com
Write Good SEO Content

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Competitor Research
Find competitor websites
Learn 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 competitors
Search 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+ Local
Local Search Listing
Find your business on Google Maps
search or add your business to
Google Local
https://www.google.com/local/add/
• Edit your description
• Add a photos / videos, coupons
• Assign business categories
• Ask for reviews from customers
• Track your clicks
– Other sources for local listings – Bing Local Listing Center, Yahoo
Local, citysearch.com, yelp.com, insiderpages.com, angieslist.com, Merchan
tCircle.com and more.

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Google+ Local
Claim 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://www.davidmihm.com/local-search-ranking-factors.shtml for more info

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Analytics www.google.com/analytics
Webmaster Tools www.google.com/webmasters
Docs docs.google.com/
Alerts www.google.com/alerts
Toolbar www.google.com/toolbar
Download then enable PageRank
More Tools www.google.com/options
- Calendar, Voice, Trends, Notebook, Groups, etc.
Free Google Tools

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

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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 http://code.google.com/apis/analytics/docs/tracking/home.html
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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THANK YOU