Internet marketing: New rules

June 2010

Introduction to search engines

WEB 1.0 vs. WEB 2.0

Press Release New Rules

Social Media Marketing

Gayane Dallakyan

CAPS Marketing Specialist

Our objective?

What One Thing Do You Want To Achieve From Being Here?

The Internet is not so much about

technology as it is about people

Do you want to reach your buyers directly?Do you want to drive traffic to your Web site?Do you want to achieve high rankings on the search engines?Do you want to attract buyers who are looking for what you have to offer?Do you want to move people into and through the sales process?Do you want to compete more effectively?

Introduction to search engines

Why bother with search engines?

People search in many places, literally in thousands of sites

Most of the searches are carried out at a small number of search sites

The Rank of the Search Engines Determine

their popularity

Percentage of site visitorsTotal number of visitorsTotal number of searches carried out at the siteTotal number of hours visitors spend searching at the site

Google & Search

Google – 60%Search wordsAdvanced searchSearch “intitle”Search “allinurl”Search “site”Search “links”

Google Search Results938,000 results (0.14 seconds)

Snippet

Sponsored

links

Local

search

results

Organic

results

Getting Search Engines’ “Attention”

Keywords research

Meta tags

LINKS BUILD POPUARITYInboundOutboundInlinks

Content is a king

Keyword Selection

0

50000

100000

150000

200000

250000

300000

350000

400000

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Top Key Words For Armenian Hotels

Where are we with the top search words?

HOTELS www.aha.amwww.tufenkianheritage.com

www.anihotel.com

www.ararathotel.am

www.marriottarmenia.com

www.jermukarmenia.com

hotels rooms Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100bed and breakfast hotel Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100

b&b hotels Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100

yerevan hotels Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100

armenia hotels Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100

armenia hotel Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100

hotel yerevan Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100hotels yerevanarmenia Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100hotel yerevanarmenia Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100

hotels in armenia Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100

hotel in armenia Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100

hotel in yerevan Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100

Making your pages “Search-Engine-

Friendly: Meta Tags

Title

Description

Keywords Armenian Hotel

Association,Armenia,Hayastan

Armenian Hotel Association

The purpose of the Website is to

represent Armenia, Armenian tourism

industry and AHA; establish and

maintain publicity, international

representation and advertisement tools

for AHA, its members and non-member

industry representatives; and provide

services and generate income for the

Association

www.aha.am

1) Try to put your main keywords/phrases towards the front of your title tag

2) Depends on your current brand and position in the market, you will want to put your

brand name at the beginning or the end of the title tag. If you have a well known brand

like Nike or Apple, it is best to craft a tag that is more for branding than for search

engines. If your brand is not as well known, putting your brand name at the end of the

tag will help in starting to build that brand.

3) Keep the title tag short, don’t stuff it will tons of keywords just to try and optimize for

every term you want to rank for. I personally try to rank for no more than 2-3 keywords

per page (actually most of the time 1 main term per page).

Good Example:

“Golf Company XYZ | Golf Clubs, Nike Golf Clubs, Nike Drivers and Irons”

Great Example:

“Buy Nike Golf Clubs | Nike Drivers & Irons For Sale | Golf Company XYZ”

Example of Title Tag

1) Use your description tag to sell the user to come to your page. Explain what that page is

about, some selling points and even a special offer that will entice the user to click on

your link

2) Utilize different variations of the primary terms you are looking to rank for

3) Keep it focused to what the page is talking about, not necessarily what the entire

website does.

Good Example:

“Nike golf clubs, Nike drivers, Nike irons, and Nike golf balls. Golf Company XYZ offers

superior selection of Nike Golf equipment, great service, and quality products.”

Great Example:

“Largest selection of Nike golf club sets, drivers, irons, and Nike golf balls at discount

prices. Get Free Shipping on orders of $50 or more, read product reviews, and the

guaranteed lowest prices!”

Example of Meta Description Tag

Links Popularity & Position

• Search engines like links– Links make easy for search engines (searchbots) &

people to find web pages

– Links “tell” about web pages

• Generating links– Search directories

– Associations

– Friends and business partners

– Submit articles, press releases

– Blogs and forums

– Advertise

• Reciprocal, oneway, real & fake links

Making your pages “Search-Engine-

Friendly: Content

Use important keywords multiple times in titles, in links, make them italic or bold or underline them

Frequently update your site with fresh content

Eliminate Flash introductions

Minimize usage of large images; include “alt tags”

WEB 1.0 vs. WEB 2.0

WEB 1.0

Web site

Information

Contact

WEB 2.0

Web site

Information

Contact

Web 2.0 - Participation

According to Comscore, a highly trusted global

Internet

2/3rds of everyone who goes online worldwide, visits

MySpace

29% of them visited Facebook

35% of them visit YouTube

And 27% of them visit Wikipedia

The number of active users for most of the social

media sites doubles every 6 months.

Press Release: New Rules

Old rules of press release syndication

Nobody saw the actual press release except a handful of reporters and editors

You had to have significant news before you were allowed to write a press release.A release had to include quotes from third parties, such as customers, analysts and experts

The only way your buyers would learn about the press release’s content was if the media wrote a story about it

Today, savvy marketing professionals use

press releases to reach buyers directly

The Web has changed the rules

Appear in near real-time on services like Google News

Buyers read your press releases directly and you need to be talking their language

Media relations are important, but your primary audience is no longer just a handful of journalists.

Your audience is millions of people with Internet connections and access to search engines and RSS readers

Press Release: New Rules

Don’t just send press releases when “big news” is happening; find good reasons to send them all the time

Instead of just targeting a handful of journalists, create press releases that appeal directly to your buyers

Write releases replete with keyword-rich copy

Create links in releases to deliver potential customers to landing pages on your Web site

Optimize press release delivery for searching and browsing

Drive people into the sales process with press releases

What to Write as a Story

CEO speaking at a conference? Write a release

Win an award? Write a release

Have a new take on an old problem? Write a release

Add a product feature? Write a release

Win a new customer? Write a release

Publish a white paper? Write a release

Get out of bed this morning? Okay, maybe not…

… But you are thinking the right way now!

If the media does write about your organization, GREAT!

Social Media Marketing (SMM)

Rethinking Marketing

Outbound Marketing

Telemarketing Trade showsDirect mailEmail blastsPrint adsTV/radio ads

Inbound Marketing

SEO / SEMBloggingSocial MediaRSSFree tools/trialsViral videos

Interruption Permission

Social Media State of Mind

Similar to a business cocktail reception

Without constraints of time and space

Meet people and start conversations

Answer questions – help others

Ask questions – trust others’ advice

3 Ss and 3 Cs of Social Media

Social Networks (LinkedIn, Facebook)

Social Media (YouTube, Digg, Flickr)

Social Bookmarks (Delicious, SU, Technoratti)

Content

Consistency

Community

• 400

million

users in

2010

• Over 50

million

users

Over150,000,000 videos

(65,000 new videos / day)

236 million visitors

• hosts

more than

4 billion

images

55% downloaded

photos

• 10

million

register

ed

users

• 5.3 million

users

• 180 million

unique

URLs

• 30 million

unique

visitors

per

month

Blogging

200,000,000

blogs

Over 13,000,000

articles

65 million tweets are posted each day

75 million users

Marketing Tips for SM-Publish

Publish: “Everything you have anywhere you can”

Monitor what others publish, promote it

Empower your customers to publish

Marketing Tips for SM-Share

Monitor what’s being shared about you

Find where your audience hangs out

Promote your content and other content

Produce content your audience will love

Marketing Tips for SM-Network

Make friendsFind your existing connectionsNetwork through groupsAdd to your email signature, blog articles, bio or profile…

Be helpfulAnswer questionsShare interesting contentMake connections

Thanks