Internet Marketing in 2013 and Beyond

Presented by Tomer Harel | Founder & CEO

March 2013, San Jose

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.

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

But Before We Get Started…

Let’s get validated *Video+:

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

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

What Did Google Do?

Google has Leveled the Playfield

Q1: Panda

Q2: Penguin

Q3: EMD

Low quality content

de-indexed

Artificial links de-indexed

Exact match domains no longer a key

factor

2012 Recap

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

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?

3 Core Principles That Really Work. Together!

Social Media

Marketing

Content Marketing

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

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!

Top Social Networks Overview

Principle #3: Content Marketing

Goals: Establish authority in your niche

Drive traffic to your site

Build quality links to your site

What to do? Set up 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

Your Blog is the Glue

Your Blog

SEO

Social Media

Content Marketing

Your blog is where everything comes together

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

Blog Layout Example

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

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

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

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

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

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

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

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”