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IALC Workshop by Internet Advantage
Internet Advantage online marketing agencyon 15 April 2013
Transcript of IALC Workshop by Internet Advantage
Large amounts of duplicate, low-quality or irrelevant content
Excessive keyword spamming (unnatural overuse of a word on a page)
Slow page load times
Poor spelling and grammar
Ads which are inappropriate to the page (especially near the top)
Low quality links (from irrelevant sites and link building services) Low quality links.
High number of site-wide inbound links.
Aggressive internal linking.
Unnatural inbound inks
Low quality directory listing and article marketing.
Excessive links from low quality sites.
Low anchor text diversity. 2. MINIMIZE DUPLICATE CONTENT
ON YOUR WEBSITE
write original content for your product pages
have user generated content 2. LEARN FROM YOUR COMPETITORS Don't just copy them blindly,
but do get inspired 4. HIRE REMOTE TESTERS TO DO USABILITY TESTING create two different variations of a text or button
send 50% of the sites traffic to the different variations (either A or B – not both)
and find which one works best. CityCliq: 88.9% improvement on landing page Goal of the Page: The conversion goal for this test
was a click on their pricing plan.
Version A - 25.3% Conversion Rate
Businesses grow faster online! (original)
Version B - 47.8% Conversion Rate
Create a webpage for your business. 4. WRITE PRODUCT SUMMARY USING BULLETS so that they can read quickly and easily absorb the product information and thereby ease the process of buying 5. SHOW TESTIMONIALS Why learn Spanish at Euroasia Language Academy?
Steph shares her thoughts: install applications like TweetDeck
cross-pollinate as much content as you can 3. IMPLEMENT OPEN GRAPHS TO MAKE
YOUR SCHOOL SHARE FRIENDLY 1. WRITE JUICY VACATION RELATED CONTENT blog posts
press releases BE CREATIVE! Don’t Sell Too Much
Wrap It Up “The good news: she’s Swedish.
The bad news: You don’t speak it.”
The good news: he’s Italian.
The bad news: You don’t speak it.” Long-Tail Keywords:
Finding the Keywords that Deliver ROI 2. CREATE SPECIAL LANDING PAGE Roughly 80% of paid search traffic is sent to:
The company homepage (most common)
A sign-up or registration page What is pay per click? Each year, Google changes its search algorithm
up to 500 – 600 times SEO is an activity of ensuring
your website can be found in search engines
for words and phrases relevant
to what the site is offering. Panda Update - Penalized: Panda Update - Rewarded: Original content
High quality links (from high ranked sites which are relevant to your content)
Video, news and blog content Penguin Update - Penalized: "Many Americans begin their purchasing experience by doing online research to compare prices, quality, and the reviews of other shoppers.
Even if they end up making their purchase in a store, they start their fact-finding and decision-making on the Internet.” JIM JANSEN, SENIOR FELLOW
PEW RESEARCH CENTER’S INTERNET & AMERICAN LIFE PROJECT
Google is the new Yellow Pages. FACT 61% of global Internet users research products
ONLINE SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012
Ranking high on search engines is no longer
optional, it’s critical. FACT
If Google can’t find,
neither will anyone else. THE BOTTOM LINE The Internet has fundamentally
changed the way people find,
discover, share, shop, & connect. FACT >1/3 of the world’s population
is on the Internet. Internet Usage and World Population Statistics are for June 30, 2012 79% of online shoppers
spend at least 50% of their shopping time
researching products. SOURCE: POWER REVIEWS, FEBRUARY 2012 of the links search
users click on
are organic—not paid. 70% SOURCE: MARKETINGSHERPA, FEBRUARY 2007 of all organic clicks go to the
top three organic search results. 60% 20% 13% 4: 10% 5:9% 6:9% 7:7% 27% Ranking vs clicks of users never scroll past the
first page of search results. 75% SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010 3. TEST YOUR SCHOOL PAGE
ON ALL THE POPULAR
SMART-PHONES & TABLETS 1. REACH OUT
Find your already existing user base, what service do they use, how to they use it BUILD TRUST AND CREDIBILITY 3. Tell people clearly
what they should do next Try A/B Testing Social media isn’t a fad.
It’s a revolution. FACT 2. ABSORB
Listen and understand what people talk about (positive & negative) 3. SUPPORT
be there before the sale - develop
a 2-way communication 4. HELP
Differentiate by teaching and informing about places, locations, NOT direct sales related 5. VALUE
improve the value of your products / services in the eyes of the customer - customer experience 6. KEEP IN TOUCH
keep in contact with your existing customers - use FB as a compliment to your CRM - mirror Loyalty Program 7. PROMOTE
build up your brand ambassadors and reward them - offering
complimentary product / services A – Keep the branding and styles
consistent with the experience
people will receive after the click. B – A strong value proposition that communicates immediately what you are offering and how it can benefit your visitor. C – Simple and easy to complete forms with a strong/descriptive call-to-action. D – No navigation! Those nasty page leaks have no business on a landing page. Set goals, so that your landing page has a purpose.
This helps you to measure the success of that goal (a conversion) and move into a revision (optimization) phase. 3. Analyze & Revise
Social media is like sex.
You can’t fake it. You can’t fake passion.
You can’t fake wanting
to engage with the public.
If you do, it will ultimately be an
unsatisfying experience for both.” KEVIN ANDERSON
FREELANCE JOURNALIST & FORMER BLOGS EDITOR FOR THE GUARDIAN Make the most important option the biggest. Reach people who are specifically searching for your information and products
Receive immediate and detailed feedback on performance of campaign
Reach thousands of potential customers within minutes Ideally the objective of the landing page is
to convert the visitor on that page BOTTOM LINE When PPC marketing is done right, it is profitable.
Highly profitable. BOTTOM LINE With the person siting next to you,
describe the picture below Ask yourself...
Is the keyword relevant to your website's content? Will searchers find what they are looking on your site when they search using these keywords? Will they be happy with what they find? Will this traffic result in financial rewards or other organizational goals? Search for the term/phrase in the major engines...
Understanding which websites already rank for your keyword gives you valuable insight into the competition, and also how hard it will be to rank for the given term. Are there search advertisements running along the top and right-hand side of the organic results? Typically, many search ads means a high value keyword, and multiple search ads above the organic results often means a highly lucrative and directly conversion-prone keyword. Buy a sample campaign for the keyword at Google AdWords and/or Bing Adcenter
If your website doesn't rank for the keyword, you can nonetheless buy "test" traffic to see how well it converts. In Google Adwords, choose "exact match" and point the traffic to the relevant page on your website. Track impressions and conversion rate over the course of at least 2-300 clicks. Using the data you’ve collected, determine the exact value of each keyword.
For example, if your search ad generated 5,000 impressions, of which 100 visitors have come to your site and 3 have converted for total profit (not revenue!) of $300, then a single visitor for that keyword is worth $3 to your business. Resources
Where do we get all of this knowledge about keyword demand and keyword referrals? From research sources like these listed here:
Google Adwords’ Keyword Tool
Google Insights for Search
Google Trends Keyword Demand Prediction
Microsoft Advertising Intelligence
Wordtracker’s Free Basic Keyword Demand - 20 keywords
- 10 long tail keywords
- 2 social media channels you would like to be present at
- 3 titles of the blog posts where you don't talk about the product
- 1 idea of the competition on the website