+

Internet Marketing for Small Business 1

+Who am I?

James Blair

30+ years in the IT industry primarily as a large scale Project Manager

5+ years in Internet Marketing

Email – jblair@socialbraintrust.com

Website – www.socialbraintrust.com

Phone – 619.318.5307

2

+Why are you here???3

• What do YOU want to learn?

• What kind of business are you in?

• Do you already have a website? Facebook Page?

• What is your SEO experience/knowledge?

• What is your HTML/coding knowledge?

+What is Internet Marketing?

Internet Marketing ties together the creative and technical aspects of the Internet, including design, development, advertising, and sales. Web Design Online Video Mobile Internet SMM – Social Media Marketing

Facebook Twitter Pinterest Instagram http://www.mediabistro.com/alltwitter/files/2012/11/social-networks-

snapshot.jpg PPC – Pay per Click – PAID SEO – Search Engine Optimization – Organic/FREE

4

+What is SEO?

Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via the natural/organic/non-paid search results.

As an internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website to both increase its relevance for specific keywords and to remove barriers to the indexing activity of search engine spiders. This involves editing its: Content Architecture Link profile

5

+Why SEO?

Considered earned & thus more legitimate.

Brand recognition & trust

“Free”

Scalable Solution

Combined use of onpage & offpage factors

6

+

Search engine spiders comb the internet through links, looking for documents and their corresponding URL’s. These documents and web addresses are collected and sent to the search engine’s indexing software, then to their databases where they are stored.

Search Spiders Follow Links

3Software Compiles Pages

urlurlurlurlurl

urlurlurlurlurlurl

urlurl

1 2Pages Stored in Database

How do Search Engines Work?7

+

End-users go to search engines and perform search queries when looking for specific information. The search engine index is searched, looking for matching documents based on your query. Relevant results are displayed within the search engine result pages (SERP’s).

User Performs Search Query Search Engine Index is Searched

urlurlurlurl urlurl

Search Result Pages are Displayed

urlurl

urlurlurlurl urlurl

urlurl

SEO

64 5

How do Search Engines Work?8

+

Optimized Titles

Optimized Descriptions

Optimized Linking

Optimized Content

55,900,000 results for “term life insurance”

How do Search Engines Work?9

• Web pages must be accessible to the search engine crawlers (spiders)

• Web pages should include unique optimized titles and meta-data

• Content should be optimized to support target keywords and keyword phrases

• Offsite optimization must be used to promote site

+Paid vs. Organic Search

PAID

PAID

ORGANIC

ORGANIC RESULTSMore trusted by the majority of users. In many cases upwards of 80% of all clicks occur within the organic results.

ORGANIC RESULTSMore trusted by the majority of users. In many cases upwards of 80% of all clicks occur within the organic results.

+SEO is Both Art & Science

SEARCH ENGINE OPTIMIZATIONPeople “trust” organic results because they feel that Google does a good job of determining what sites are relevant for specific keywords or search queries. Site architecture, unique / engaging content (that help drive backlinks), localized content are some of the more critical components. Of course “link building plays a critical role as well.

SEARCH ENGINE OPTIMIZATIONPeople “trust” organic results because they feel that Google does a good job of determining what sites are relevant for specific keywords or search queries. Site architecture, unique / engaging content (that help drive backlinks), localized content are some of the more critical components. Of course “link building plays a critical role as well.

+Search Is About Signals

Google factors in over 200 signals into their ranking algorithm.

SEO and search marketing is about: Identifying signals Reinforcing signal delivery. Making sure search engines

are able to get to the signals a site is sending.

12

+

ARCHITECTURE

Technical optimization to ensure search engines can easily “crawl” content and understand page elements.

Platform / CMS / Templates

URL Structures, Source Code

Site Migrations, Retiring Content

A

BACKLINKS

Link building to ensure external websites and 3rd party sources relevant to a particular query are linking to BAC.com pages.

Press Releases, Partners / Sponsors, Articles, Directories

Viral Content and Infographics

B

CONTENT

Content optimization to ensure “readable” text includes relevant keywords and themes that reflect consumer voice and need.

Product / Service pages

Education and engagement

Relates to search engine and consumer, drives conversion

C

SOCIAL MEDIA

Facebook, Twitter, Google+, YouTube are influencing content discovery through sharing, voting and social commenting signals.

On-site social sharing buttons

Content creation, promotion, sharing and voting in social spaces

S

ABC’S of SEO

+

According to details released on Google's official Inside Search blog algorithmic tweaks for Panda and Penguin represent less than 2.3% of the changes the search engine made to its core algorithms since the first of the year.

Year-to-Date Trends

Out of approx. 342 algorithmic updates made by Google:

9.4% Freshness Factors: Google continues to refine time-sensitive search signals in order to gain relevancy and visibility for newly trending over more trusted and highly cited web results.

8.8% Google Answers: Google refined data triggering algorithms in order to provide better short answers for calculator functions, economic forecasts, flight status results, movie times, etc.

7.3% Relevancy Signals: Goggle refined its understanding of query interpretations to provide more authoritative results that reflect greater domain diversity balanced with official brand pages, high-quality content, and thematic clustering.

7.3% Autocomplete Functionality: Google algorithm updates made tracking referrals more challenging due to the inclusion of the domain in the autocomplete box, which eliminated the need for searches to finish typing their search queries.

Google Algorithm Updates

+Google Algorithm Updates

Panda - February 23, 2011A major algorithm update hit sites hard, affecting up to 12% of search results (a number that came directly from Google). Panda seemed to crack down on thin content, content farms, sites with high ad-to-content ratios, and a number of other quality issues. Panda rolled out over at least a couple of months, hitting Europe in April 2011.

Penguin — April 24, 2012 After weeks of speculation about an "Over-optimization penalty", Google finally rolled out the "Webspam Update", which was soon after dubbed "Penguin." Penguin adjusted a number of spam factors, including keyword stuffing, and impacted an estimated 3.1% of English queries.

Courtesy of http://moz.com/google-algorithm-change

15