Internet Marketing & SEO for Beginners

Online Tools and Tips

to Grow Your Business

My career never

got this

interesting!

(I know, that does look

remarkably like me)

Image courtesy of Eleazar Paradise http://flic.kr/p/8zYMiQ

This IS me!

(Reality

sucks)

The Basics

What is internet marketing?

Why do you need it?

How can you benefit?

Internet marketing tools and tips

Website/blog

Social Media – The Big Five

Email

Video

Improving your site’s ranking in search

results

Get more visitors

Convert visitors into customers

Monitoring your website’s performance

This is the bit

where you can

wake up!

Got any

questions?

(Don’t panic, this whole

presentation is on my

website with a full

transcription!)Image courtesy of Alan Cleaver -

http://flic.kr/p/7xow5v

Image courtesy of MNSC - http://flic.kr/p/5dCJiB

2008, UK online shoppers spent £30 billion.

2011 that went up to £68 billion.

In 2012 it’s predicted to be £77 billion.

Because your competitors are already using the internet

to grab a slice of the action!

IGNORE THEM AT YOUR PERIL!

In 2010, £1 in every £13 spent online was by older people

That’s now £1 in every £8

That will go even higher as the computer literate generation gets older.

Photo courtesy of by Public Places -

http://flic.kr/p/cf1i7N

YOU CAN...

Reach new customers (even outside your area)

Communicate any time!

Build a relationship/loyalty

Establish your expertise

Establish your brand

Generate more website traffic

Increase conversions City Light Customer Account Operators by Seattle Municipal Archives -

http://flic.kr/p/57gjm3

The hub of your online presence

It MUST answer the

users’ questions

Is it up-to-date?

Do links work?

How user-friendly?

How many clicks to deep

pages?

Easy navigation

Shopping cart experience

Compatible with all major

browsers

Source: http://www.webpagesthatsuck.com

Sourced from

http://www.webpagesthatsuck.com

•It obeys the 3-second rule

•Not too much or too little text

•Doesn’t skimp on design

•Web pages aren’t too long

•No flashing banners or garish

colours

•Images are good quality &

download speedily

•No spelling/grammar mistakes

Simple primary navigation

Immediate and

simple call to action

Cute icon, used

sparingly

Plenty of white

space

Clear, simple

layout

Neutral colour scheme

Guides to make it

easy

Video demonstration sells it

No jargon

www.mailchimp.co

m

Go for Wordpress.org, not Wordpress.com

It’s free!

Customise themes – complete control over look and

feel

Install apps to create extra functionality on your site

Self-hosted (no need for “.wordpress.org”

extensions on your domain name)

www.wordpress.org

You’ll need a Google account to sign up

It’s free!

You can use your own domain name if you want

Designed for simplicity

www.blogger.com

The big FIVE and putting them into practice

Balance your social media content

Give more than you receive

Don’t always link to your own content

RT/Share/Like and Comment whenever

you can

Get a conversation going!

Don’t be too formal – this is “social”

Absolutely NO typos, errors of grammar,

text speak etc.

Link to content

# Hashtag

Link to photo

Retweeted

Url shorteners:

Bit.ly

Ow.ly

Goo.gl

•140 characters (inc.

spaces)

•Follow / be followed

•Works well with B2B

•Username limited to 15

characters

•Customise background

& font /link colours

•Upload photos and

links

Tag any Twitter user with “@”

Twitter news feed moves fast – slim chance your post

will be seen. Re-post several times (every 2 – 3 hours is

acceptable)

Custom background image – ideal width to work on majority of screens is approx 250 px

VIEWED ON A

24” SCREEN

VIEWED ON A

15” SCREEN

With 250px wide

background image

Link summary

and thumbnail

image

•No character limit

•Post links

•Photos

•Videos

•Ask questions / add

a poll

•Successful for B2C

Interesting post

Interaction opportunities

Urgh! Get rid of

ugly urls in

posts

Best features for people to follow and interact with you easily

People can “Like” your Page with no privacy risks

SEO. Pages can be seen in search results

No. of “Likes” unlimited

Create multiple Pages for sub-brands

851px by 315px, jpg, under

100kb

Profile photo 160px by 160px

About

Facebook

apps

Maximum of

12 Incredible

support

Personal & business pages

Add friends/fans to circles

Publish posts, links, images, video, create events

Use the +1 button to like and share web content

Hangouts! SEO – Google

integrate Google+ content in search results

Author attribution

4. Go

public?

3. Name

1. click2. Drag & drop to

invite

5. Hangout!

(By the way, Hangouts don’t seem

to like Internet Explorer, but

they’re buddies with Firefox and

Chrome!)

“Pin” images you find

around the web (or

from your own site) to

themed Boards in

Pinterest.

Clicks on an image by

visitors take them to

the originating website.

Visitors can Like or

Repin images to their

own boards, comment

and follow you.

Some types of business

easily lend themselves to a

visual representation

E-Commerce sites are a

good example

Traffic is driven

straight to your

product page!

The sale is half

made already...

Other types of business

need a bit of creative

thought...

Infographics are a visual

way to explain a process,

data, or knowledge.

So even “dry” and “boring”

stuff can be made visually

interesting!

And then for other

professionals you can

simply use Pinterest as a

gallery to display your work.

Photographers, architects,

landscape gardeners, chefs,

artists, interior designers,

hairdressers and

beauticians, tourism...

Browse the Pinterest

categories for inspiration

Professional business networking via “connections”

Build your professional profile

Showcase your credentials

Upload your CV

Professional discussion groups

Share posts, photos, links

Hootsuitewww.hootsuite.com

Web-based application

Attach files/photos to posts

Schedule posts Search Reply/RT/DM/Like/

comment Pro upgrade for more

bells and whistles, advanced reports etc

Tweetdeck

www.tweetdeck.co

m

Web-based or

desktop application

Similar features to

Hootsuite

No report features

Fewer social

networks

Email Newsletters Special

offers/discounts New products Tips / information

Better chance of being seen/read

than social media

Room for more content

Touch base with customers

regularly

Resource intensive

Delivery problems/ISPs and

firewalls etc

May not display as intended

Long-term reader engagement

Existing customers

Web site/blog

Social media

incentives

Visitors to your

premises

Telephone enquiries

Incentivise!

Image courtesy of Sarah G - http://flic.kr/p/6chC2r

Owned by Google

Videos appear in

search results

Demonstrations

Promotions

Reviews

Interviews

www.youtube.com

Coffee Break by Kheel Center, Cornell University -

http://flic.kr/p/93uHLx

See you in

10 minutes!

Having fun?

Let’s talk about SEO

Image courtesy of Andvic -

http://flic.kr/p/7B6Mcd

Optimised

website

Happy

search engine

Better

visibility

More

traffic

Deeper

engagement

Improved

conversions

Wider sharing

through links

Visible elements on

your web pages

Behind the scenes

External links

pointing to your site

What words do people use to find what you do?

Plumber

Plumber in London

Emergency plumber in London

Go for the “long-tail”

Google Keyword Tool

Meta Title (max

70 characters)

Meta Description

(max 155

characters)

Right click on a web page – “View

Source”

Write unique, keyword-rich and user-friendly meta tags and ask your

website host/developer to upload them for you if you don’t have a CMS

Main Heading (H1)

Secondary Heading

(H2)

Keywords used

throughout body

text (don’t over-stuff

– must read well for

users)

Add address at the

bottom of each page

Image Alt attributes

Describe images with

a keyword if it is

relevant

Labelled images

conform with modern

accessibility standards

– Google brownie

points?

Ask your web host to

upload Alt tags if you

don’t have a CMS.

Weymouth seafront

Use the “intitle”

operator in Google’s

search box to sniff

out the competition!

A web page with a

title meta tag

containing a keyword

has a good chance of

outranking a web

page without

Useful, interesting or funny content is more

“shareable”

Shared content is a signal of recommendation

Links from authoritative, respected, influential sites

carry more “link-juice”

Social platforms are increasingly driving shares and

links

Image courtesy of Ukesh Kumar -

http://flic.kr/p/9Dstyf

Is content fresh, good quality, original, relevant to your

niche?

Is there lots of activity from users (social shares and

comments)?

Use Mozbar for Firefox or Chrome (www.seomoz.org/seo-

toolbar)

Low quality link directories

Paid links!

Automated blog networks

Sites with copied content

Dozens of random links

on the pageGoogle’s deputies, Panda and

Penguin – coming to a website near

you soon!

Consistently create and share great content.

Quality web directories

Guest posts (articles) Leave a link in a

comment (sparingly!) Ask! Have something

to offer in return A YouTube channel Slideshare

(www.slideshare.net )

Advanced Google

search

“guest post” + keyword

“guest blog” + keyword

“guest author “ + keyword

Use Google

Analytics to keep

track of :How visitors use your

site

How visitors arrived at

your site

Sales and conversions

Your most popular

content

The impact of social

media on your goals

Want to know more?

Click on a Keyword and select Landing

Page as the secondary dimension

But if

internet

marketing

makes you

feel like

this...

Image courtesy of Katie@1 -

http://flic.kr/p/6autQd

Image courtesy Dace-F-

http://flic.kr/p/9rvyH

Mandy Cochrane

01963 824822

mandy@webscenemarketing.c

o.uk

www.webscenemarketing.co.uk

Have a safe

journey home