Internet Marketing

Wednesday 17th of June 2009 10:18:12 PM

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On-line research and market/industry monitoring


Data analysis


Strategy development

  • Corporate domain
    • Corporate site
    • Portal strategy
    • Micro-sites for segmentation
  • Search marketing
    • Search Engine Optimization (SEO) – Natural search
    • Search Engine Marketing (SEM). Examples include Cost-Per-Click or CPC and Cost-Per-Thousand (impressions) or CPM – Paid search
  • Out-bound and syndicated marketing
    • Email marketing
    • Syndicated content and RSS
  • Brand extension (a brand/product should be in the same place with its current and potential future consumers).
    • Web advertising
    • Contextual advertising
    • Sponsorship and cross branding/Affiliate
    • Social advertisements
    • Widget advertising (widgets are light weight web applications that are being embedded in websites, blogs, forums, and social sites and gain traction as part of a viral marketing campaign).
  • Community marketing and Social Media marketing
    • Rating/Voting sites
    • Social networking, forums and Wikis
    • Podcasting
    • Blogging
    • Widget marketing
    • On-line video and live streaming
    • Instant Messaging (IM) and presence-based marketing in conjunction with micro-blogs
  • Related mediums

Monitoring performance

From an on-line point of view, if something cannot be measured or monitored, it is not worth doing!

Relevant variables (including but not limited to the ones mentioned below), should be monitored for all sites (by means of Google Analytics):

  • Hits
  • Page views
  • Visits
  • Unique visitors
  • Referrers
  • Keywords and key phrases

Website tactics

  • Your website needs to focus on a specific niche.
  • You need to do keyword research and although Google no longer gives weight to Meta keywords some of the other major search engines still do.
  • Your website should have the main keyword used throughout and each page should be written around 5-10 keywords that are tightly focused on that particular page’s topic.
  • Content is still King. Well written, focused content is crucial.
  • Meta titles need to include your keywords.
  • Organization of content should include headings and subtitles to make it easy for readers to scan the pages. Be sure to include your keywords in these headings as well.
  • Most people on the web are looking for information. If you don’t give them anything of value or entertain them, they will be gone, probably for good.
  • Use keywords in links where ever possible.
  • Include a call to action and, if possible, provide a free trial. You have to build trust before you can make a sale.
  • Keep the content fresh.

SEO framework

  • Build a search engine-friendly website
    • Crawlability
    • Meta tags
    • Page titles
    • URL structure
    • Redirects and best practices
    • Sitemap.xml
    • Duplicate content issues
    • Site performance
  • Links back to your site (a.k.a. off-site SEO)
    • Types of links
      • Social links
      • Editorial (or natural) links
      • Manual and outreach links
    • How do search engines judge links
      • Authority
      • Relevance
      • Freshness
      • Activity
    • Anchor text
    • The content element
      • Create link-worthy content
        1. Resources and articles
        2. Blogging
        3. Case studies and testimonials
        4. Videos
        5. Tools
      • Content strategy
        1. Content and blogging
        2. Contests and giveaways
        3. Guest blogging
        4. Educational
    • Develop a link strategy
      • Competitive analysis
      • Relationship building and social media
  • On-site SEO elements
    • [Pending...]
  • Keyword research and content
    • [Pending...]
  • Social media
    • [Pending...]

General search engine tactics (Natural Search)

  • Target long tail keyword phrases whenever possible. A long tail keyword phrase contains three words or more. There is less competition for the longer phrases and that is the reason why you will want to target these.
  • Using a keyword phrase correctly so the search engines can find it is what we mean by targeting it. For example you would title your blog post using the keyword phrase in it if you have a blog. You would also place this keyword phrase in the introduction paragraph and in the closing paragraph as well. To add additional emphasis to it you can also bold the keyword phrase. Then you would use variations of that keyword phrase in the body of the blog article. You are better off not to use the keyword phrase again in the body as over using it can appear to be spam to a search engine.
  • Social directories and article marketing are good ways to get traffic to your website using search engine marketing. Submitting the article to an article directory, or to a social directory, can give you a back link that leads to traffic in the future. Plus search engines love fresh content and they spider these directories on a consistent basis. Even though your specific website or blog article may not rank on the search engines you can still drive traffic from a post that a directory ranks high for.
  • You must consistently have new, fresh content to your blog and website in order to expect high search engine marketing results. Search engines love fresh content and will pay more attention to you if you are providing that for them.

Keywords issues

Keyword research and selection

  • Gathering keywords
    • Finding core terms
      1. Researching core terms
      2. Sorting core terms
    • Finding search phrases
  • Sorting and selecting keywords
    • Keywords that convert
    • Volume keywords
  • Organizing keywords
    • Keyword / page optimization


Credit where credit is due@09-09-13 13:45:21 by Brett Kromkamp

The majority of the content in this page is based on what I have found on-line over the last couple of years. If and when I find the original articles, I will add the relevant source links.