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The
Ten
Gol
den
Rul
es o
f In
tern
et M
arke
ting
�Exe
cutiv
e Su
mm
ary�
P
rese
nted
to:
WEC
AIJu
ne 8
, 200
5
Jay
Ber
kow
itzja
y@te
ngol
denr
ules
.com
561-
716-
1334
Car
eer H
ighl
ight
s�
Dev
elop
ed �L
ive�
cam
paig
n us
ed in
208
co
untri
es a
roun
d th
e w
orld
�M
anag
ed la
rges
t ter
ritor
y in
Cou
ntry
. P
rom
otio
n in
crea
sed
sale
s 34
%
�D
evel
oped
inte
rnet
sal
es a
nd m
arke
ting
stra
tegy
, sol
d fir
st in
tegr
ated
dea
l
�C
reat
ed 4
of 6
�Hal
l of F
ame�
Ban
ners
�La
unch
ed T
engo
lden
rule
s.co
min
200
3
Obj
ectiv
es
�D
efin
e th
e �N
ew In
tern
et B
oom
��
Wha
t it m
eans
, why
it�s
for r
eal t
his
time
�H
ow to
impr
ove
your
web
site
so
it sh
ows
up in
Goo
gle
sear
ches
�H
ow to
gen
erat
e po
sitiv
e R
OI
�W
hat o
nlin
e bu
sine
ss m
odel
s ar
e w
orki
ng�
How
to b
uild
ong
oing
rela
tions
hips
�
How
to c
apita
lize
on th
e Te
n Le
adin
g Tr
ends
in o
nlin
e m
arke
ting
toda
y
Why
it is
For
Rea
l thi
s tim
e�
It al
way
s w
as re
al, t
he in
tern
et c
hang
es H
OW
WE
DO
bus
ines
s it
does
n�t c
hang
e B
USI
NE
SS
�It
wor
ks n
ow!
�W
ebsi
tes
wor
k (H
igh
Spe
ed, S
earc
h, U
p tim
e)�
eCom
mer
ce w
orks
�Fu
lfillm
ent w
orks
�Yo
ur c
usto
mer
s ha
ve in
tern
et a
cces
s an
d m
any
have
hi
gh s
peed
�It
mak
es li
fe/b
usin
ess
easi
er
�C
ompa
nies
are
bei
ng fo
rced
to fi
gure
out
onl
ine
mod
els
�D
isin
term
edia
tion
Con
tinue
s to
dro
p pr
ices
and
dro
p th
e co
st o
f doi
ng b
usin
ess
�M
y w
ebm
aste
r isn
�t 17
Rul
e #1
-Th
ere
are
no �r
ules
��
Blo
ck e
very
thin
g yo
u �k
now
� abo
ut
mar
ketin
g�
Test
, tes
t and
test
aga
in�
App
lies
for s
ite d
esig
n, b
anne
rs, s
earc
h,
emai
l, pr
icin
g �
App
ly d
irect
mar
ketin
g pr
actic
es�
40:4
0:20
rule
�Id
entif
y �c
ontro
l� �
Ther
e ar
e no
bad
idea
s�
PS
�It
is h
ard
wor
k
Rul
e #2
-Th
e In
tern
et is
not
tele
visi
on
Com
mon
mis
take
with
inte
rnet
mar
ketin
g,
to u
se te
levi
sion
stra
tegy
�P
aret
o P
rinci
ple
�ID
IC�
8 S
econ
d R
ule
The
8 S
econ
d R
ule.
M
ake
sure
cu
stom
ers
can
find
wha
t the
y�re
look
ing
for.
Goo
d 8
Seco
nds!
1.E
xcel
lent
Des
crip
tion
2.Lo
go T
op L
eft
3.N
avig
atio
n to
p (o
r lef
t)4.
Spe
cial
Offe
r (co
uld
be b
otto
m ri
ght)
5.Te
stim
onia
l
This
des
ign
is a
bit
top-
heav
y on
nam
e an
d in
trodu
ctio
n.
Ten
Gol
den
Tips
for S
EO
�Sea
rch
Eng
ine
Opt
imiz
atio
n�E
valu
atio
n1.
Find
out
Whe
re Y
ou s
tand
�
Sear
ch �k
eyw
ords
� on
Goo
gle
(MSN
, Yah
oo a
nd A
OL)
�A
lexa
.com
http
://do
wnl
oad.
alex
a.co
m/in
dex.
cgi
�R
anki
ng b
ased
on
uniq
ue v
isito
rs a
nd p
age
view
s �
Traf
fic D
etai
ls�
Rel
ated
Lin
ks
Ale
xa R
ank
#1
Ale
xa R
ank
271,
617
Ten
Gol
den
Tips
for S
EO
�Sea
rch
Eng
ine
Opt
imiz
atio
n�E
valu
atio
n1.
Find
out
Whe
re Y
ou s
tand
�
Sear
ch �k
eyw
ords
� on
Goo
gle
(MSN
, Yah
oo a
nd A
OL)
�A
lexa
.com
http
://do
wnl
oad.
alex
a.co
m/in
dex.
cgi
�G
oogl
e Pa
ge R
ank
http
://to
olba
r.goo
gle.
com
�A
link
from
pag
e A
to p
age
B is
a v
ote
for p
age
B.�
Vote
s ca
st b
y "im
porta
nt" p
ages
wei
gh m
ore
heav
ily
�R
elev
ant p
ages
wei
gh m
ore
heav
ily
Goo
gle
Pag
e R
ank
10/1
0
Goo
gle
Pag
e R
ank
5/10
1. F
ind
out w
here
you
sta
nd
The
site
has
a 3
/10
Goo
gle
Pag
e ra
nk (t
his
is a
n im
porta
nt ra
ting
by G
oogl
e of
ho
w m
any
site
s lin
k to
you
).Yo
ur A
lexa
rank
(web
traf
fic
scor
e) 3
42,8
19 in
dica
tes
high
tra
ffic
to s
ite
1. F
ind
out w
here
you
sta
nd
The
site
has
a 5
/10
Goo
gle
Pag
e ra
nk (t
his
is a
n im
porta
nt
ratin
g by
Goo
gle
of h
ow m
any
site
s lin
k to
you
).A
lexa
rank
s th
e si
te #
1,1
42,1
42
in th
e w
orld
for u
niqu
e vi
sito
rs
and
page
vie
ws.
1. F
ind
out w
here
you
sta
nd
The
site
has
a 6
/10
Goo
gle
Pag
e ra
nk -
this
is g
reat
!
Rul
e #2
-Th
e In
tern
et is
not
tele
visi
onW
hat d
oes
it co
st to
acq
uire
a c
usto
mer
?
Wha
t is
your
CP
A?
Rul
e #2
-Th
e In
tern
et is
not
tele
visi
on.
Ste
p 1:
Wha
t is
a cu
stom
er w
orth
?LT
V �
Life
Tim
e V
alue
Ana
lysi
s
Ste
p 2:
Wha
t doe
s it
cost
to a
cqui
re a
cu
stom
er?
CP
A �
Cos
t Per
Acq
uisi
tion
Ste
p 3:
M
ake
sure
cus
tom
ers
can
find
you:
�Sea
rch
is th
e N
ew P
rime
Tim
e�Te
n tip
s fo
r Sea
rch
Engi
ne M
arke
ting
Pay
-Per
-Clic
k S
earc
h �P
aid
Adv
ertis
ing�
Free
Sea
rch
�PR
��N
atur
al� o
r �O
rgan
ic�
Ten
Gol
den
Tips
for S
EO
Eva
luat
ion
1.Fi
nd o
ut W
here
You
sta
nd (
Goo
gle,
Ale
xa)
2.U
se F
ree
tool
s to
eva
luat
e yo
ur s
ite/k
eyw
ords
: w
ww
.glo
balp
rom
oter
.com
3.H
ave
a st
rong
Titl
e Ta
g an
d D
escr
iptio
n us
ing
mos
t rel
evan
t key
wor
ds
Cas
e S
tudy
Ban
kAtla
ntic
.com
Title
: �W
elco
me
to
Ban
kAtla
ntic
.com
�
Key
wor
d S
ugge
stio
n To
olw
ww
.glo
balp
rom
oter
.com
Ove
r 120
,000
sea
rche
s ea
ch m
onth
incl
ude
the
term
�Flo
rida
Mor
tgag
e�.
(Mul
tiply
by
3 fo
r all
sear
ch e
ngin
es).
�Vie
w� a
nd �S
ourc
e re
veal
s ht
ml.
Opp
ortu
nity
to im
prov
e M
eta
Tags
.1.
Do
keyw
ord
rese
arch
2.In
clud
e im
porta
nt K
eyw
ord
Phr
ases
in T
itle,
Des
crip
tion
and
Key
wor
ds M
eta
Tags
3.Th
e w
ords
mus
t be
on th
e pa
ge.
Ten
Gol
den
Tips
for S
EO
Eva
luat
ion
1.Fi
nd o
ut W
here
You
sta
nd
2.U
se F
ree
tool
s to
eva
luat
e yo
ur s
ite
Nat
ural
Opt
imiz
atio
n3.
Title
and
des
crip
tion
mus
t use
you
r bes
t key
wor
ds4.
Con
tent
on
site
feat
ures
key
wor
ds y
ou w
ant t
o ta
rget
�
250-
1000
wor
ds is
idea
l
Gre
at u
se o
f cop
y �b
elow
the
fold
�.H
ome
page
has
28
4 w
ords
. Ide
al is
25
0-10
00 w
ords
.
Opp
ortu
nity
to a
dd
mor
e ke
ywor
d ric
h co
py. I
deal
is 2
50-
1000
wor
ds.
Ten
Gol
den
Tips
for S
EO
Eva
luat
ion
1.Fi
nd o
ut W
here
You
sta
nd
2.U
se F
ree
tool
s to
eva
luat
e yo
ur s
ite
Nat
ural
Opt
imiz
atio
n3.
Title
and
des
crip
tion
mus
t use
you
r bes
t key
wor
ds4.
Con
tent
on
site
feat
ures
key
wor
ds y
ou w
ant t
o ta
rget
5.
Use
�Alt
text
� tab
on
phot
os6.
Trad
e lin
ks fr
om y
our s
ite w
ith o
ther
rele
vant
, ran
ked
site
s (c
reat
e a
vote
from
site
B fo
r you
r site
)
Link
:ww
w.w
ebsi
te.c
omre
veal
s th
at
ww
w.te
ngol
denr
ules
.com
has
671
links
to th
e si
te
Link
:ww
w.w
ebsi
te.c
omre
veal
s th
at w
ww
.wec
ai.o
rgha
s 42
link
s to
the
site
. O
ppor
tuni
ty to
trad
e lin
ks
with
al m
embe
rs
Ten
Gol
den
Tips
for S
EO
Eval
uatio
n1.
Find
out
Whe
re Y
ou s
tand
2.
Use
Fre
e to
ols
to e
valu
ate
your
site
Nat
ural
Opt
imiz
atio
n3.
Title
and
des
crip
tion
mus
t use
you
r bes
t key
wor
ds4.
Con
tent
on
site
feat
ures
key
wor
ds y
ou w
ant t
o ta
rget
5.
Use
�Alt
text
� tab
on
phot
os6.
Trad
e lin
ks fr
om y
our s
ite w
ith o
ther
rele
vant
, ran
ked
site
s7.
Use
free
sub
mis
sion
tool
s
Paid
Opt
imiz
atio
n8.
Paid
Incl
usio
n/Pa
id L
istin
gs9.
XM
L Fe
eds
10.
Pay
Per
Clic
k/Pa
y Fo
r Per
form
ance
Rul
e #3
-C
reat
e a
UV
PC
reat
e a
Uni
que
Val
ue P
ropo
sitio
n, a
(FR
EE
) too
l to
enga
ge c
onsu
mer
s in
an
inte
ract
ive
rela
tions
hip
with
you
:
extre
meh
allo
wee
n.co
mC
reat
e a
�UVP
� win
a P
lasm
a TV
Top
150
Cos
tum
es
Gre
at U
VP!
�Onl
ine
Form
� co
uld
be b
igge
r an
d m
ore
clea
r.
Rul
e #4
If y
ou b
uild
it�
th
ey w
on�t
just
com
e-C
lass
ic m
ista
ke th
at k
illed
dot
.com
s -P
ush,
pul
l and
driv
e co
nsum
ers
to y
our s
ite.
�B
anne
rs d
o w
ork
�R
ich
med
ia is
hot
�S
earc
h E
ngin
e O
ptim
izat
ion
�A
ffilia
te M
arke
ting
�P
artn
er M
arke
ting
�In
tegr
ated
Mar
ketin
g (P
R w
orks
wel
l!)
Rul
e #5
Sub
scrip
tion
Mod
els
Sur
vive
1..
�31
Milli
on re
gist
ered
, add
50,
000
per d
ay!
�1.
7 M
illio
n P
ayin
g m
embe
rs, $
42 A
nnua
lly
2..
�8
milli
on p
rofil
es�
800K
pai
d, $
24.9
5/m
o.
3..
�15
milli
on p
rofil
es/n
ewsl
ette
r sub
s,
�1.
3 m
illion
pai
d, $
12.0
0 m
o.
. �M
oved
to s
ubsc
riptio
n m
odel
in S
ept.
�99
�2
milli
on s
ubsc
riber
s, $
20/m
onth
Rul
e #6
Rem
embe
r the
Fou
r P�s
�P
rice
�Te
st, n
iche
, pric
e sh
ould
be
less
than
offl
ine,
free
plu
s pa
id�
Pla
ce�
Sear
ch O
ptim
izat
ion,
affi
liate
s, p
artn
ers,
exc
lusi
ve c
onte
nt,
cont
ent p
lace
men
ts, l
ink
trade
s �
Pro
mot
ion
�FR
EE
wor
ks o
nlin
e�
WIN
wor
ks o
nlin
e �
N5R
�Se
nd to
a fr
iend
�P
rodu
ct�
Build
a b
ette
r mou
setra
p�
Shop
you
rsel
f
Rul
e #7
Use
the
Rig
ht T
actic
�Th
ere
is n
o si
lver
bul
let
�U
nder
stan
d th
e m
ediu
m�
Pai
d S
earc
h &
eM
ail w
ork
for a
cqui
sitio
n�
New
slet
ters
are
gre
at to
ols
for o
ngoi
ng
com
mun
icat
ion
and
rela
tions
hip
build
ing
�R
ich
Med
ia is
gre
at fo
r bra
ndin
g�
Ban
ners
can
do
both
Rul
e #8
Tru
st is
Gol
den
�P
rivac
y P
olic
y P
rom
inen
t�
Spa
m, C
an-S
pam
�S
pam
law
s.co
m, l
aw.s
pam
con.
org
�O
pt-In
s, D
oubl
e op
t-ins
�S
ecur
e (h
ttps,
lock
)�
Uns
ubsc
ribe
is E
ASY
�S
tudy
Sec
urity
Saf
egua
rds
�A
dd c
redi
ble
logo
�s
Rul
e #9
The
Bes
t Nev
er R
est
1.G
reat
Onl
ine
Mar
kete
rs (a
nd D
irect
mar
kete
rs) a
re
cons
tant
ly te
stin
g, n
ever
set
tling
�2.
Con
stan
t Nev
er E
ndin
g Im
prov
emen
t (C
AN
I)3.
Cha
nge
= fre
sh4.
Test
for c
usto
mer
acc
epta
nce
5.S
ite C
redi
bilit
ySt
anfo
rd U
nive
rsity
Stu
dy�
Des
ign
Look
(46.
1%)
�Pro
fess
iona
l Loo
king
��
Info
. Des
ign/
Stru
ctur
e (2
8.5%
)�W
ell o
rgan
ized
��
Info
rmat
ion
Focu
s (2
5.1%
)�T
he c
rap
they
fill
it up
with
take
s aw
ay�
�C
ompa
ny M
otiv
e (1
5.5%
)�S
eem
s to
o �c
omm
erci
al�
Rul
e #1
0 Le
ad th
e tre
nds
1.S
earc
h, S
earc
h an
d S
earc
h2.
Con
text
ual M
arke
ting
Con
text
ual M
arke
ting
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ense
�
Rul
e #1
0 Le
ad th
e tre
nds
1.S
earc
h, S
earc
h an
d S
earc
h2.
Con
text
ual M
arke
ting
3.S
ocia
l Net
wor
king
4.B
logg
ing
Rul
e #1
0 Le
ad th
e tre
nds
1.S
earc
h, S
earc
h an
d S
earc
h2.
Con
text
ual M
arke
ting
3.S
ocia
l Net
wor
king
4.B
logg
ing
5.Lo
caliz
atio
n
Rul
e #1
0 Le
ad th
e tre
nds
1.S
earc
h, S
earc
h an
d S
earc
h2.
Con
text
ual M
arke
ting
3.S
ocia
l Net
wor
king
4.B
logg
ing
5.Lo
caliz
atio
n6.
Sho
ppin
g7.
Con
vers
ion
Con
vers
ion
Rul
e #1
0 Le
ad th
e tre
nds
1.S
earc
h, S
earc
h an
d S
earc
h2.
Con
text
ual M
arke
ting
3.S
ocia
l Net
wor
king
4.B
logg
ing
5.Lo
caliz
atio
n6.
Sho
ppin
g 7.
Con
vers
ion
8.W
eb O
ptim
ized
PR
Goo
gle
Ale
rts: E
mai
l Ale
rt S
ervi
ce
http
://w
ww
.goo
gle.
com
/ale
rts
Rul
e #1
0 Le
ad th
e tre
nds
1.S
earc
h, S
earc
h an
d S
earc
h2.
Con
text
ual M
arke
ting
3.S
ocia
l Net
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