1. Internet Marketing 101

2. What is SEO?
Search Engine Optimization, often referred to as
SEO is the strategic process used to improve a
website or web Page’s Visibility in search engines
organic placement especially on Google.com
Important factors for a successful SEO Campaign
• Onsite Optimization
• Offsite Optimization

3. Onsite Optimization
One of the key components in developing a strong search engine
optimization campaign is the proper enhancement of your
website
Optimize No-Follow Links Improve Code Structure
Optimize JavaScript Page Speed Analysis
Optimize Alt Tags Add Descriptive Title Tags to Links
Optimize CSS (Style Sheet) Add Canonical Link Tags
Optimize H1, H2 (Header Tags) Link Flow – SEO Sculpting Analysis
Optimize Flash (includes interlinking and nofollow)
HTML Sitemap Optimization Discover and Fix Google WMT errors (404, 403, 301)
XML Sitemap and Submission 301 Redirect Analysis
Add/Optimize Site Footer 404 Page Not Found Optimization
Improving Site Architecture Robots.txt File Optimization
Navigational Menu Optimization Duplicate Content Evaluation
Enhancement of Existing Content
Meta Descriptions and Titles

4. Offsite Optimization
Your Voice on the internet -
Social Engagement: improving your site social follower and engagement ( be
mindful of social signals and search engines)
Content Development / Distribution : Guest Posts, Articles, Sponsored Stories,
info-graphics.
Link Building : Gaining back links to your site from relevant authoritative sites
Local – SEO: Google Places optimization , Geo-targeted keywords

5. The Impact of SEO
SERP POSITION GOOGLE CTR BING CTR
1 18.2% 9.7%
2 10.0% 5.5%
3 7.2% 2.7%
4 4.8% 1.9%
5 3.1% 1.8%
6 2.8% 1.7%
7 1.9% 1.3%
8 1.7% 0.6%
9 1.5% 0.6%
10 1.0% 0.4%
An Organic Click – Through Rate is one
of the metrics to measure user
engagement on the internet.

6. The Impact of SEO
65.1% 30.5%
12,456,000,000 Monthly queries 6,017,000,000 Monthly Queries
Google Drives over 97% of Mobile Searches

7. Paid VS Organic

8. Paid VS Organic
Pay-per-click campaigns are often implemented to supplement a search
engine optimization campaign. SEO services help your business rank
well in the organic listings while a Paid Search company can help the
business attract business using online ads. There is a lot more to the
process than just paying for search engines to host your ads. A critical
aspect to Pay-Per-Click advertising is a quality build-out and
optimizations implemented at the launch in addition to the monthly
modifications based on previous results.
Benefits of SEO with Paid Search
Historically, SEO and Paid Search can work hand-in-hand with each other
on a number of variables:
• Double exposure on critical terms
• Leveraging performance metrics to enhance an ongoing SEO strategy
(both keywords and ads can be used)
• Testing new strategies through Paid Search to implement on SEO
• Setting up a quick launch on a new product or offering with minimal
lead time
• Fighting back on negative press or a poor online reputation

9. Paid VS Organic
Paid Search Marketing (traditional search networks):
Benefits
• Quick 1st page exposure
• Drive relevant traffic
• Specific targeting (from Geo to interests to times)
• Test marketing messages and terms (also beneficial for SEO)
• Direct tracking
• Brand building
Draw-backs
• Competitive landscape (depending on industry)
• Traffic does not come free
• Initial set up and ongoing management takes time and thought
• Potential Click-fraud

10. Paid VS Organic
Paid Search Marketing (display networks):
Benefits
• Open your overall reach/exposure
• Think outside of search.. How many sites are you on every day?
• Traffic cost are much lower (est. 50% less)
• Ability to advertise with banners and videos
• Target based on demographics and interest more precisely
• Leverage Remarketing to reengage audiences
• Target mobile Apps
Draw-backs
• Site settings and user behaviors can be erratic at times
• Initial set up and ongoing management takes time and thought
(at times, more than search)
• Higher potential for click-fraud
• Some networks buy from the same space (you may bid against
yourself)
• CTRs are may scare the customer

11. Social Media Best Practices

12. Social Media Best Practices
MONITOR MESSAGE MANAGE
Understand your How is your audience
audience responding?
Create Content
What’s your Goal?
What’s the voice of your brand?
Timing
Length

13. Social Media Best Practices
1. Twitter > Promote Link Worth Content
Twitter has quickly become a popular platform for consumers and advertisers
alike. For brands looking to communicate with customers in real time, the micro-
blogging service is a great way to carry on conversations in 140 or fewer
characters.
Twitter Best Practices:
• Be mindful of how your community will benefit from your tweets
• Include a clickable URL - visit bit.ly or tinyurl to turn longer URLs into shorter ones
• Include exclusive offers and access to information
• Leave enough character space for RT and some editorial content for the retweets
• Use hashtags where possible (e.g. "#CRM") to enable topical searches on your tweets
• Avoid over-tweeting
Timing Tweets
It has been observed that popular tweeters blast out 5-10 tweets simultaneously at
peak hours. Given that we seem to be moving to a real-time search world, releasing 5
tweets targeted at certain keywords could put the tweets at the top of search results
for a short period of time, thus driving considerable traffic.Peek Hours 9am , noon ,
3pm and 6pm
Twitter and SEO
Seo is a critical component of any social media campaign. Implementing a social
media marketing program without optimizing content and SEO is leaving money
on the table. There are 2 types of keywords on twitter:
1) An actual keyword use in SEO
2) Hash Tags, which we have already discussed.

14. Social Media Best Practices
Facebook > Social Networking
With 750 million members (as of August 2012) Facebook is a tremendously
popular social networking site. Its massive reach provides compelling
opportunities to connect with customers, both current and future, through fan
pages, news feeds, groups, and throughout the site.
• Build a strategy
• Create an Authentic Brand Voice
• Engage: People spend time on Facebook communicating and sharing with
others, so always engage in two-way conversations
• Nurture your relationships: Keep content fresh and easy to consume, reward
people for their loyalty
Best Practices:
• Choose the right Content
When asking users to Like your Page, be sure to provide them with useful and
compelling content – not content that is overly brand-centric. Make sure that
the ends justify the means for the users to take action.
Everything you do on Facebook is viral because all actions are published into the
News Feed and are lasting. People expect to discover things on Facebook
through their friends. Rather than thinking of driving recommendation as an
independent objective, sharing should be built into all of your Facebook
activities and campaigns.
• Wall Updates should take place 3 times per day during 7am – 12 pm – 8pm

15. Social Media Best Practices
YouTube > Video
A well executed video with the right title and content, can have huge viral
impacts for your brand, especially if your video reaches the most viewed pages.
There are also numerous other ways to optimize your videos, but coming up
with an interesting concept and being aware of title, tagging, and thumbnail
image, should each be key components of your strategy.
Best Practices:
Leveraging YouTube can make sense, and it can be done in a very effective
manner e.g. Blendtec or Evian. Or, you can leverage your own platform e.g.
FastCompanyTV whereby FastCompany is taking its content and enriching it with
video - another way to get your brand known.

16. Social Media Best Practices
Summary
Consider opening an account on every social media and social networking
platform you come across (not just the usual suspects: Twitter,, YouTube and
Facebook). Even if you are not actively using all of them, (which you won't) you
should reserve your name, the name of your company, your brand, or your key
products via a vanity URL e.g.Twitter.com/CRMTrends. Vanity URLS are like real
estate locations - once the prime spots are gone, they are gone!
Additional social media tools to consider include Facebook Events - an event
feature that allows you distribute information to thousands in minutes - letting
people know what you're doing. If you have an event, consider this tool - also
consider social event sites like: Going, EventBrite, Socializer - get these services
working for you. Facebook is probably more ideal as you can see who in your
network will be attending - really leveraging the network affect.
Weaving it all together, illustratively, use:
• Twitter to tell your customers what matters to you, and hear what really
matters to them
• Facebook to allow your loyal customers to exchange, comment and have fun
around your brand... while getting to know you better
• A blog to sum up the key moments of the relationship
(e.g. reviews and and content for publicity)
• A newsletter for tailored content to continue fostering the relationship

17. Social Media Best Practices
Sites Of Interest
Find the Twitter opinion leaders at Topsy and Twitterholic
Twitalyzer - Twitter influence-measurement tool
WeFollow directs you to people you may be interested in following and also
allows a company to sign up and attract targeted followers
Twollow allows you to automatically follow people talking about specific
keywords
Twellow (not to be confused with Twollow above) is a site that categorizes
people according to their interests - find people who are interested in the
same topics you are
SocialToo provides a service that automatically follows everyone that you do.
HootSuite allows you to send one message to multiple social media accounts
Tweetdeck allows you to aggregate your twitter feed according to groups and
topics
TweetBeep alerts you to people talking about keywords
BackType - Measures a Twitterers influence, but also allows you to see what sort
of effect its URLs have on given topics

18. Questions?