National Reputation and National Positions breaks down some key ingredients to creating successful internet marketing campaigns whether its PPC, SEO or Reputation Management.

1. A breakdown of some of the most common
and effective internet marketing strategies

2.  SEO……………………………….slide 5
 PPC……………………………….slide 15
 Reputation Management…….slide 23

4.  Google and Bing both have two sets of search results.
1. Pay per Click (PPC)
 Also known as sponsored listings, paid
advertisements, or ads related to.
2. Organic
 These are the search results that are not paid to show
up, theoretically these are the search results most
relevant to your search query.
PPC provides a great way to achieve quick rankings but each
click does cost you money so you need to make sure the
clicks are converting. Organic listings take more time and
effort to achieve great rankings but once you achieve reach
the desired rankings you can drive more traffic long term
and not have to pay per click.

5.  SEO or Search Engine Optimization is the process of getting
your website ranked in the organic search results for relevant
keywords.
◦ SEO considers how search engines work, what people
search for, the actual search terms or keywords typed into
search engines and which search engines are preferred by
their targeted audience.

6. Internet marketing and specifically SEO has come
along ways since its inception. SEO strategy used to
favor linking above all else. That theory still holds
some weight but there are many other factors now
involved to in order to create great page rank and
authority.
 Optimizing a website may involve
◦ Editing and creating on-site content
◦ HTML and associated coding to both increase its
relevance to specific keyword.
◦ Social media
◦ Linking

7. The crawlers from major search engines will go and crawl
your website and make sure it contains everything it needs to
be properly indexed and where to rank you things like:
◦ 301 re-direct: is basically a way of showing the Search Engines
this page has moved
◦ Page title: make sure your page Title is relevant to your website
◦ Page rank: The vote of confidence Google gives your website
◦ Sitemap- Crucial step in getting indexed is a proper sitemap and
submission to Google!
 HTML site map is a page on your site that provides a route to all the
other pages you have. Keep this regularly updated and current to the
rest of your website, and your homepage should contain a link to it
 XML sitemap is the back end language that is seen by search engines.
This is the same as an HTML site map, it just provides search engines
with an easy to follow map of how to find everything on your site.
◦ Robot.txt file – Gives instruction to the spiders

8.  Inbound links – hyper link coming from another
website also called a backlink
 Outbound Links – A link on your website, that
sends traffic to another website
 Nofollow links - When a link from one site does not
pass SEO credit to another.
◦ When would would you use a nofollow link?
 When linking to a external page that you don’t want to
endorse

10. Like we touched on before back when the internet
was first created the algorithm's were very focused
on linking and essentially quantity was everything.
Flash forward until February of 2011 when the first
major change called “Panda” was released
preceding the April launch of “Penguin”.
◦ Panda aimed to lower the rank of "low-quality sites" or
"thin sites“ and return higher-quality sites near the top
of the search results.
◦ Penguin was aimed at decreasing search engine
rankings of websites that violate Google’s Webmaster
Guidelines by using now declared black hat tactics, such
as keyword stuffing, cloaking and participating in link
schemes, deliberate creation of duplicate content and
others.

12.  Linking strategies have evolved quite a bit in the last
year and a half. No longer is buying 1000 links for
100.00 helpful but in fact it is going to be harmful
and could result in getting de-indexed by Google for
up to 12 months!
 Think Quality over Quantity
◦ Your links MUST have power and relevancy to really create that “juice”
for your SEO campaign.
◦ Quality doesn’t mean just a link with a high AC Rank but also puts a
value on if that inbound link is coming from a website or directory
that is relevant to your website.
 Where are your links pointing?
◦ You need to make sure you have a majority of your links pointing
to places other then your homepage. If your homepage is the
overwhelming favorite of the inbound links Google might see
them as more spammy then relevant.

13.  Relationship link building is the best way of
generating high quality links.
◦ Relationship link building is going to be done best with people or
clients you already have a relationship with.
 Create a plan and write down who could be industry related and
contact them. See if they would mind linking to you in exchange
for something they value maybe it could a good review on yelp
or a client testimonial.
◦ Another tactic would be through Google Alerts
 Here you can literally monitor any keywords and subjects you care about

14. These methods are not easily acquired but they are proven
techniques that generate consistent high ranking inbound
links.
 Outreach link building
◦ Guest Blogging
◦ Infographics <<< Video to learn more
 Content Link Building
◦ Press Releases
◦ Off site content (Squidoo, Info Barrel, Pitch Engine)
 Multimedia Link Building
◦ Video Distribution
◦ Presentation Distribution

15.  PPC or Pay Per Click
◦ With search engines, advertisers typically bid on
keyword phrases relevant to their target market
◦ PPC campaigns are very black and white and the
theory is very cut and dry.
 How much profit do you make when you sell your
product or service? And how much are you willing to
spend to re-create that profit? Google calls it R.O.I.

16.  While building a successful PPC campaign you
need to account for a few things.
◦ What is your business structure? (ecommerce, retail
store(s), etc.
◦ What is the goal for your campaign? (sales, lead
generation, etc.)
◦ What are you competitors doing? (specific products
or broad overviews)

17. First and foremost you need figure out what your goals are.
 Are you trying to generate more traffic to your
homepage?
 Are you an ecommerce business trying to sell
motorcycle helmets, if so then you want your landing
page to be on the specific categories that contain the
motorcycle helmets and not on your homepage because
your conversion is meant to sell a helmet not how to
contact your business from the home page, etc.
 If you are a car dealership then you are not going to sell
a car but you can generate valuable warm leads, this
campaigns conversion will be based on how many
people you can convert by getting them to click on your
live chat, call the toll free number or email you.

18.  Organization is crucial to having a successful
campaign. My client’s campaigns will break
down like this:
 Client>Campaign>adgroup>keywords
◦ Campaign will be your generic categories (amish
furniture, Alpinestars etc.)
◦ Adgroups: Queen Anne Dining Chair, Boots, etc.
◦ Keywords: Amish furniture chair, motorcycle
boots, etc.

19. In a PPC you are competitively bidding on specific
keywords and phrases and in most cases you are facing
your rival competition.
Figure out how much you are willing to spend per click.
 If your average deal is $2000.00 and you are willing to spend
$200.00 to generate another deal and you know you convert 1/8
of your warm leads that means you really have about 25.00 to
spend per lead.
 Set your bids accordingly!
Please note:
Bidding costs will fluctuate as your account grows, you will be given
a QS (Quality Score) and that will be based on things such as your
CTR and can make your bidding and placement more effective.

20. Since you are literally paying per click you need
to make sure your campaign is only searching for
words that have a chance in converting.
 By default Google will keep your search terms very
broad so you are bound to be paying for some very
irrelevant searches, so adding negatives is a
NECESSITY!
 Stay active and make sure that you check your
accounts about ever 3-4 weeks for keywords that
are not converting but are costing you money.
If you are selling red hats, you don’t want to appear
for blue hats so make sure you add the word blue
into your list of negatives.

21.  Headline: 25 characters
 Description Line 1: 35 characters
 Description Line 2: 35 characters
 Display URL: 35 characters
 Destination URL: your landing page
When writing Adcopy:
 DON’T USE ALL CAPS
 Capitalize The First Letter Of Each Word
 You can only have one !
 Don’t use phrases like “click here”
 Focus on specific details in the ad copy

22. 1. Perceived Value: What is the consumers pain point or want?
What is our solution?
2. Risk: Emphasize things that make the consumer feel safer or
that they aren’t wasting their time or money, i.e. “Free
Quote”
3. Credibility: We don’t want to appear scammy or dishonest.
(i.e. #1 for 50 years)
4. Call to Action: Once they feel safe and the risk is
low, convince them to click on your ad! K.I.S.S. (keep it
simple stupid) i.e. “Buy Online and Save”
5. Qualifiers: Use these to screen out potentially irrelevant
clicks. (Pricing in the headline works great because if it’s to
much, they’ll stay away all together)

23. Online Reputation Management is the process
of suppressing negative remarks from the first
page of search results and creating resistance
for any future complaints to appear on that first
page of Google, Yahoo or Bing.

24.  ORM is an important piece to every marketing effort:
SEO, SEM, print ads, radio spots, commercials, etc. are
generating "buzz" about your business or product and peaks the
interest of potential business.
 Ask yourself this: if you have a great product and a great
marketing campaign you are getting consistent walk in traffic or
a good CTR (Click Through Rate) but you are not converting the
traffic in sales your probably missing your target ROI What could
be the culprit?
 Picture the first page of Google search results as your resume
meaning you have 7 to 10 spots to create a great first
impression, if that first page is revealing words such as
Scam, Fraud, Complaints, Rip Off, etc. it automatically puts a red
flag in your customers mind and they may choose to move to a
competitor who does not have anything negatively reflecting on
their business.

25.  ORM is going to take advantage of a combination
of proven techniques to "attack" the issue(s).
 Step One:
◦ Create content that has the potential to get ranked quickly
and has credibility (page rank) and then make it appealing
to the general public.
 Step Two:
◦ Get the content you created to rise in the rankings up and
above the negative results!

26.  Social Media
 Press Releases
 Video SEO
 Off-site content
 Microsites
 On-site content
 Positive Reviews Pro
 Linking

27.  Social Media Sites such as Facebook, Google+, Pinterest and
LinkedIn all offer business pages you can create.
◦ These have a great page rank in the eyes of Google.
 Twitter actually can out rank most social media sites but the draw back here is that
there is a limited amount of letters so if you have a big business name it may not
get optimized for the keyword you want.

28. A well written press release combined with syndication to the
proper sources can generate a quick ranking for ORM as well as
generate quality high profile backlinks to help your SEO.
 Press releases offer one of the best ways to boost your search
engine rankings and increase web traffic for your business.
Now more than ever, Google values websites with lots of
quality, newsworthy content that’s distributed around the
web.
 Our monthly press release marketing program builds on all
the best Search Engine Optimization and content marketing
strategies to help you increase rankings and web traffic.

29.  Video’s are another fantastic resource we have at our disposal.
 Google bought YouTube and has made it an integrated part of their
product line. (you can’t create a Gmail account without them trying
to get you to set up your YouTube channel)
 Video content accounts for more than 50% of all web traffic in the
world. That’s why Google places added importance on the creation
and promotion of video content
 YouTube videos can be embedded, tagged, titled and optimized for
the keywords you are trying to protect.

30.  Websites such as Squidoo, Slideshare, and PitchEngine that already have a
great page rank with the search engines can be utilized with the proper
content and keyword utilization (don't keyword stuff though).
 The combination of high page rank, the availability of custom URL’s and
organic strength can be a phenomenal tool to be utilized.
◦ Organic traffic to these individual sites is extremely beneficial in helping you achieve
the desired rankings.
◦ Q and A sites with organic community involvement (real users responding) can get
you great rankings.

31. If you have been targeted by one of the major search engines as an
auto suggest for a harmful term (ex. Example company scam) then
a Microsite can be beneficial for you to sustain long term
protection .
 A great technique for microsites is creating an EMD (Exact Match
Domain)
 Exmple: if the keyword your trying to clean up is "example
company scam" you may want to buy and host
www.examplecompanyscam.com/org/net/etc.)
 Exact match domains get ranked very effectively but since
your starting from scratch it does take some time to see
results.
 EMD's are a great resource to spin a potential negative into a
positive for example, instead of the potential customer
seeing how you are a supposed scam they will see your
micro-site and how not to get scammed by someone in your
industry or field.

32.  Creating on-site content such as examplecompany.com/reviews
/blog can be very beneficial for eating up real estate on that first
page of major search engines.
 search engines already trust your site, if you apply proper white hat
tactics you should be able to get indexed by the crawlers quickly
and see rankings in a timely matter.

33.  The two main techniques to get these profiles
and webpages ranked above the negatives.
◦ Linking
◦ Organically (through community involvement.)

34.  Linking is the last point we will discuss but it is without a
doubt the most important. The techniques we have discussed
are designed to get organic rankings but linking is really the
bread and butter of every reputation management campaign.
◦ The goal of the linking campaign is to link to all positive and
neutral information surround the negative complaint(s) in
order to suppress the negative into the 2nd pages of search
results.
 Linking is essentially a big popularity contest, you want as
many votes of confidence as you get…..
◦ Here's the catch though bad links (links not relevant, or
from bad neighborhoods) can actually hurt you more
than help so make sure you are getting quality inbound
links.

35.  Organic community strength combined with a high PR are
some of the reasons websites such as Rip Off
Report, PissedConsumer and Yelp are such a pain in the side
and very hard to budge.
 Ever heard of fighting fire with fire?
◦ The same techniques used that brought the negatives up the
search results you can bring your positive content you created to
the top of the search results as well via organic strength.
 Increase your popularity (Friends, circles, followers, etc.)
 Get your content as many re-pins, Likes, Follows, retweets, etc.
 The more comments, shares, times embedded, etc. the better!

36. I hope this presentation was beneficial and helpful
for your future internet marketing endeavors.
If you believe in keeping a clean reputation and want
the help from a INC. 500 marketing firm please
contact National Reputation and if you need help
with SEO or SEM please contact National Positions.
Free Customized Quote:
Phone: 805.410.7984
Email: shaneham@nationalpositions.com