Internet Marketing

Workshop

• Website Design •Mobile Website

• Search Engine Optimization•What it is?

• Social Media Marketing• Google+• Facebook• LinkedIn• Video• Email

Looking for more customers and revenue

online?

• Search engine optimization (SEO) National Worldwide Local

• Social Media Marketing• Pay-Per-Click (PPC) management• Keyword research • Website usability analysis • Web analytics / Tracking / ROI• Contextual advertising• Email marketing • Website design / Re-design

CLIENT EXPERIENCE (partial list)• American Marketing Association Orange County • Cedars Sinai • Orange County Register• CeroView • Corporate Investment & Strategic Alliance (CISA) Conferences • Don Patton Construction • eEye Digital Security • eFormsNow • Grapes & Olives • iLeads • Interseller • Knot Corps • Liti Holographics • Long Beach International Marathon • iMarketingMasters • OCRealEstateFinder.com • OCCarFinder.com • OCT Group • On-Target Direct • The Orange County Register • Patient Care Technology Systems • PaxGolf • PivX • PoliteMedia • POP-i Music online music publication • Shoes.com • Strata-Media • The Sturgess Company

For over 19 years, Search-Optimization.com has helped companies increase profitability

with strategic Internet Marketing.

Internet Marketing Options

•Website Design •Mobile Website

•PPC•Email•Search Engine Optimization

•What it is?•Video•Social Media Marketing

•Facebook•LinkedIn•Google+

Internet Marketing Options

•Website Design •Mobile Website

•PPC•Email•Search Engine Optimization

•What it is?•Video•Social Media Marketing

•Facebook•LinkedIn•Google+

Website Design

•People take seconds to decide if they will stay on a website.

•Design has gone to a simpler clean look.

•Slide Show Format allows for more information on the page.

•Responsive design for mobile is a must.

•Your website is the center of your sales and marketing.

•The rest is still part of you online marketing.

Website Design

Responsive Website DesignWorks on everything.

Pay Per Click / PPCMarketing

What is PPC?

• Advertisers bid on keywords and keyword phrases

• Advertisements are triggered to display when user queries keyword.

• Pay only when a customer clicks on advertisement

• Highly targeted

• Cost effective

• Instantaneous results / feedback

• Detailed tracking

"How America Searches Study" Harris Interactive

real estate license

Paid vs OrganicSearch Marketing

AdvertisingYour message reaches customers at the moment they demonstrate interest

Natural SearchResults generated algorithmically – unbiased and unpaid

PPC Development• Research

Use Quality and Quantity of Keywords to match your entire product line and range of services.

• BrandingDevelop and leverage your brand terms.

• KeywordsGroup keywords thematically. This makestracking more valuable.

• Bid StrategyDevelop bid strategies to align with goals. Determine your positioning goals, performance targets, ROI threshold, maximum bids and life-time value of customer.

PPC Development• Creative

Write multiple Ad creative/messages for each landing page and keyword group. For editorial create optimized pages targeting different keywords and phrases.

• TestingTest multiple Ad creative/messages andlanding pages (A/B split testing) and testvariations of usability conclusions.

• ChannelsContinuously take advantage of alternativeadvertising channels such as shoppingcomparison engines, other PPC search engines,and contextual advertising.

• Build-OutBuild out your additional optimized web pages, channel keywords, creative, and messaging.

Local Advertising

Local Advertising

PPC Development

• ContextualUtilize content targeting to expand your reach outside of search. Seek additional web sites that will generate traffic to your site.

• Continue Bid StrategyTweak your bid strategies to align with your predefined goals.

• TrackingReview tracking to determine adjustments needed.

Holiday PPC

Why PPC search engines love the holiday rush:

• New inexperienced advertisers rush in.

• They have no strategy.

• They don’t test their ads.

• They don’t measure results.

• They throw huge sums of money into theirPPC campaigns.

• They drive the Cost-Per-Click (CPC) way up.

• Everyone pays more.

In-House vs. OutsourcedCase Study

ClientInternet filtering company needed traffic.

SolutionOutsourced Pay-Per-Click campaign

Monthly Budget Cost Per Click Visitors Per Month

$5,000 $2.08 2,404

Monthly Budget Cost Per Click Visitors Per Month

$5,000 $.32 15,702

BEFORE

AFTER

PPC Summary

• Fast traffic

• Highly targeted

• Instant feedback

• Great market research testing tool.

Questions?

How up to date are your Email systems?

Capture Emails

Email Service Provider

SEO is best?

Highest return on investment of any marketing.

Targets those who want what you are selling.

Searchers are active buyers.

What exactly is search engine optimization?

op·ti·mize     tr.v. op·ti·mized, op·ti·miz·ing, op·ti·miz·es

1. To make as perfect or effective as possible. 2. Computer Science. To increase the computing

speed and efficiency of (a program), as by rewriting instructions.

3. To make the most of.4. To initiate specific online marketing tactics onsite

and offsite which allow visitors to quickly and easily find your website based on keyword phrases they use to query the search engines.

SEO

Steps to successful search engine optimization

• Word research

• Competitive analysis

• Proper site structure

• Create content

• Link strategy

• Pay-Per-Click (PPC)

• Site usability

• Targeted landing and entry pages

Word Research

Select the right words and phrases to target your desired customer.

Ranking Factors

• Overall link strategy – Google was founded on the importance of links as references or citations. Page Rank is an indicator of the quantity and quality of links for that page.

• Google Explains “PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value. …. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important."”

Follow-up

Search Engine Optimization does not end when the visitor arrives.

• Key direct response strategies

• Capture permission to send email.

• Follow-up the lead immediately. Call within minutes, if you don’t they will keep looking. Use a call center.

• Have content that is worth looking at and worth giving up their email address for.

• Games, contests, newsletters, White Papers have value and increase the staying power.

Social Media Marketing

Facebook

Facebook Profile

Facebook Page

Facebook Events

Facebook Ads

Facebook Promote

News Feed Ranking 

There are 100,000 individual weights in the model that produces Facebook News Feed.

Affinity, Weight and Time Decay — are still factors in News Feed ranking, but “other things are equally important,”

Facebook

Facebook Page InsightsPage Insights Has Improved

Facebook Events

LinkedIn

LinkedInGroups

Embrace Google +

Create a Google+ profile with your own name!

You need to have a personal profile before one can create a Google+ Page.

Afterwards you can separate the Page and create a password for that and a gmail & YouTube channel, but first you must create a profile.

Gerry’s Google + Profile

Google gets better with a Google+ profile

Implementation Options

MODELS

In-house

Outsourced

• Bandaid Approach - $99

• Comprehensive

Hybrid Model

ADVANTAGES / DISADVANTAGES

Model Cost Advantages/ Disadvantages

In-housePortion of employee salary

Long learning curve, employee may leave, unskilled employee could cause damage to web presence, company.

Outsourced limited:

One-time fee offers

$99 - $250

Best case: 100% return on your $99Worst case: Unscrupulous tactics could get you banned.

Outsourced: Comprehensive

$500 - $2K per month

Experts initiate thorough analysis and implementation plan over time with regular feedback and adjustments.

Higher perceived initial costs, but huge ROI.

Hybrid / Retainer$100 - $150 per hour plus portion of employee salary

SEO firm acts more like a consultant and helps train employee in-house. Good solution for companies that prefer more control. Employee may not implement properly.

(760) 893-6422

Gerry Grant, CEO ~ Search-Optimization.com

www.Search-Optimization.com ~ gerryH2H@gmail.com

Internet Marketing Workshop

Half Off Special $1,000 of Services for $500

SEMINAR SPECIAL

Half off one month Internet marketing.

Just $500 for $1,0ooof SEO, Social Media

and Pay-Per-Click management.