Discussing how to set an online marketing strategy and how to build a growing stream of targeted traffic to your website using three core principles that anyone can follow. Highlight what really works for businesses in social media, how to do content marketing and the critical SEO mistakes you should avoid in 2013 and beyond.

1. Internet Marketing in 2013 and Beyond
Presented by Tomer Harel | Founder & CEO
March 2013, San Jose

2. Quick Introduction
Founded KeyScouts in 2004
A full-service Internet marketing agency
Have been helping businesses to get found online for
the past 10 years.
Still learning, every day…and loving it.

3. What’s On The Menu?
 What happened in 2012?
 How is 2013 different?
 How to set an online marketing strategy?
 What really works – the 3 core principles
 Critical mistakes to avoid
 Tools to the rescue

4. But Before We Get Started…
Let’s get validated *Video+:

5. What all this got to do with Internet Marketing?
 It’s fun!
 It’s exactly how Internet Marketing should be:
 Reach out to people (your audience)
 Give them what they need
 Create your own social club and win their trust

6. What Happened in 2012?
 Google realized that ~85% of the search results are being
manipulated one way or another!
 Manipulated how?
 Keyword stuffing
 Duplicate content
 Excessive link building & buying
 Low quality landing pages
 The result?
 Lower quality search results
 Spam
 No value to the end user

7. What Did Google Do?
Exact match
domains no
Q3: longer a key
Q2: EMD factor
Penguin
Q1:
Artificial links Panda Low quality
de-indexed content
de-indexed
Google has Leveled the Playfield

8. 2012 Recap

9. How is 2013 Different?
 It is not only about rankings anymore
 Old methods are no longer effective:
 Low to medium quality content publications
 Unnatural link building strategies
 More in the following thread on Quora
 Back to old-school marketing, no shortcuts
 You need a plan
 You need to know your audience and how to build trust
 Most work should be done on your website, not others
 It’s not just WHERE you get links from but WHO links to you

10. How to Set an Online Marketing Strategy?
Answer the following questions:
 What are the campaign goals?
 Who is your target audience? In details!
 What topics do they like to talk about?
 Where to reach this audience online?
 Who influence your target audience?
 What can you offer the target audience that
differentiates you from your competition?
 How to measure your progress?

11. 3 Core Principles That Really Work. Together!
Social
Media
Marketing
Content
Marketing

12. Principle #1: Traditional Onsite SEO
 Goals:
 Make your website search engine friendly
 Help your content rank high in the search results
 What to do?
 Keyword research
 Search volume
 Competition
 Relevancy
 Content optimization
 Topics to write about / optimize
 Meta tags (titles and descriptions)
 Add internal links to your “money pages” where it makes sense
 Site-wide
 Use Google Webmaster Tools to fix errors (broken links, site speed, etc)
 Submit a Google sitemap

13. Principle #2: Social Media Marketing
 Goals:
 Build a user base for your social club
 Establish authority in your niche
 Drive traffic to your site and empower your SEO
 What to do?
 Be active where your audience is
 Share information about what they like, regularly
 Listen and engage (thank, ask, answer, endorse…)
 Don’t sell yourself!

14. Top Social Networks Overview

15. Principle #3: Content Marketing
 Goals:
 Establish authority in your niche
 Drive traffic to your site
 Build quality links to your site
 What to do?
 Setup a blog
 Commit to writing regularly or outsource
 Occasionally write for other websites in your niche
 Don’t write about yourself!
 Open a Google+ account for authorship

16. Your Blog is the Glue
Social
Media
Content
SEO
Marketing
Your
Blog
Your blog is where everything comes together

17. Blog? What? Why? How?
 Why blogging?
 It glues all the moving pieces together
 It is YOUR asset (unlike a Facebook page)
 It is a great platform to sound your own voice
 Build your authorship rank with Google
 Every post will increase traffic
 It is where your conversion funnel will start
 How is it done?
 WordPress
 Clean design
 Subtle conversion elements

18. Blog Layout Example

19. Levels of Content
 Levels of content
 Share what you find
 Share what you find and add your thoughts
 Write your own
 Ask colleagues to contribute

20. What to Write About?
 Things that you love and know well
 Topics that appeal to your target audience
 Leverage popular stories online
 Engage with social influencers
 Industry news
 Scan Twitter, Quora, Pinterest
 Keyword driven topics
 Google auto complete
 Do interviews
 Your own thoughts

21. How to Write?
 Talk to your audience across the table
 Don’t dance around, get to the point
 Have easy-to-read paragraphs
 Include videos & images
 Remember, quality matters!
 How long?
 Long enough to cover the topic
 Short enough to keep it interesting

22. Recommended Offsite Marketing Activities
 Why is it important?
 Build your authority and brand reputation
 Expand your online presence
 Build business connections and links
 What to do?
 Guest posting
 Press releases (news-worthy only)
 Social Q&A
 Develop relations with successful bloggers

23. Critical Mistakes to Avoid
 Ignore the user
 Over optimize your content and internal link structure
 Build an unnatural link profile with too much exact-
match anchor text
 Produce low quality content onsite and offsite
 Have a slow website
 Ignore Google Analytics behavior metrics
 Ignore social media
 Quit on blogging

24. Tools to the rescue
 Keyword research:
 Google AdWords Keyword Tool (free)
 UberSuggest (auto complete variations, free)
 Market Samurai (paid)
 Social media
 Klout – find topics to discuss and social influencers
 Buffer – stacking up your updates across all platforms
 Hootsuite – for managing numerous social identities
 Content marketing
 WordPress for blogs
 MBG, BLU or guest posting opportunities (both ways)
 Google Alerts, Topsy.com – monitor the web & social sphere

25. Important Takeaways
 Have a plan
 Think people, not search engines
 Don’t hard-sell yourself, don’t manipulate Google
 Add real value and gain trust
 Onsite SEO + Social Reach + Blog = Success
More People –> More Trust –> More Traffic –> More Conversions

26. Connect
 Website: www.keyscouts.com
 Blog: www.keyscouts.com/blog
 On Twitter: @TomerHarel
 On LinkedIn: www.linkedin.com/in/tomerharel
 On Facebook: www.facebook.com/KeyScouts
 Or Google “website promotion services”