Slides from a basic online marketing course I offer for the local SCORE chapter. Offers an overview of the foundations of online marketing.

1. Ken Shenkman Ph.D.
June 24, 2015

2.  Don’t forget Offline
◦ Business cards
◦ Email Address
 Signature
◦ Traditional Media

6.  Make Money by Being Relevant
What I’m
Searching For
What I Find

7. Traffic User Experience

8.  Navigation
 Search
 Speed
 Ease of Use
 Value
 Personality
 Trust

11.  Search Traffic
 Referral Traffic
 Direct Traffic
 Paid Traffic (Campaigns)

12. Paid
Organic
Local

14. The same way other people do!
You tell them about yourself
or
Others tell them about you
CONTENT
LINKS

15.  Content
◦ Sitemaps
◦ Page Structure
◦ On Page Content
 Links
 User Experience
◦ Page Speed
◦ Bounce Rate

16. Sitemap

17.  Headings (H1)
◦ Use sparingly for important titles
 Images
◦ Proper Size – SPEED MATTERS
◦ Properly tagged
◦ Avoid Flash (most people)
 Multi Browser Checks

18. Page Title

19. Meta Tags

20. Page Title & Meta Tags

21. Content is King
Your content must be:
•Relevant
•Unique
•Well written
Develop a content strategy

22. What Kind of Content?
•Product Descriptions
•About the Company
•About the People
•Contact Information
•About your Locations Served
•Blog Posts
•Guest Bloggers
•Videos
•Social Media Content
•AVOID DUPLICATE CONTENT

23. Product Description

24. Blog Post

26. Watch Out for the Panda…

27.  GOOD links are crucial for SEO
◦ From relevant sites
◦ From authoritative sites (PR)
◦ Not all at once
◦ Various keywords used for links
◦ Not all within one “network”
◦ Only from good directories
 Usually not paid
 Niche directories are better
◦ Don’t Link Spam!!!!!

28.  Create Linkable Content
◦ Useful/entertaining information
 Written
 Video
 Infographic
 Buy/Ask
◦ Good directories
◦ Related businesses
◦ Customers

32.  Becoming more relevant as more mobile
 Google Places
◦ www.google.com/mybusiness
 Yahoo
◦ smallbusiness.yahoo.com/local-listings
 Bing
◦ www.bingplaces.com
 Yelp, Cortera,YellowPages,etc.

33.  Fill out as much as possible
◦ Images help
 Check often for reviews
◦ Respond
 Update
◦ Hours
◦ Address

34.  What?
◦ Pay per Impression
◦ Pay Per Click
 Many Advanced options
 Negative keywords
 Extensions
 Time/Day breaks
 Where?
◦ On Search Engines
◦ On Social Media Sites
◦ Private sites/networks

36.  Don’t just jump in
◦ Who is your audience?
◦ Where are they in Social Media?
◦ What are your goals?
 Develop a strategy
◦ Sales
◦ Brand Awareness
 Link them together

37. Outsource?
 Depends on you
◦ Time
◦ Money
◦ Personnel
 If you do outsource
◦ Different companies/different tasks
◦ Check references
◦ Clear expectations
◦ Monitor work/results
 If it’s too good to be true…

38.  Google Analytics
 Google Webmaster Tools
◦ http://www.youtube.com/GoogleWebmasterHelp
 Bing/Yahoo Webmaster Tools
 Moz.com
 Searchengineland.com
 Matt Cutts
 Wordpress

39. Ken Shenkman
BulkCandyStore.com
235 N Jog Rd
West Palm Beach, Fl 33413
561-540-1600
ken@bulkcandystore.com
http://www.slideshare.net/kshenkman/online-
marketing-score-presentation-sept-2014