RIT – Internet Marketing Final (December 2016)

Search Engine Optimization (SEO)
– the process of gaining rank in search results
– marketing discipline focused on growing visibility in organic (non-paid) search engine results
– integral part of getting a site to rank high in the various search engines in order to attract potential customers
– GOALS: increase your online ranking, drive traffic and increase awareness
SEO Marketing Strategy
Should include:
– relavant keywords
– valuable content that is shared
– a website that loads quickly
– both images and content
– backlinks to respected websites
Search Engine Friendly Site
1. Research keywords (consider relevance and competition)
2. Place keywords strategically (in URL, bold headings, or near top or bottom of the page)
3. Include Meta and title tags (helps identify documents overall content)
4. Keep content updated
5. Provide enough content (average of 200-250 words/page)
6. Use images appropriately
7. Avoid using frames (causes navigation difficulties and prevents search engines from accesses all pages of your site)
8. Build incoming or back links (increases relevance and authority/popularity)
SEO Planning Steps
1. Make a list of keywords
2. Collect search volume metrics
3. Create themes
4. Build keyword-focused pages
5. Set up a Blog
6. Create a link-building plan
7. Stay current on SEO News and Practices
8. Measure and Track your SEO success
individual words or phrases that you type into a search engine to find the sites you want to visit
Keyword Demand
number of searches per month
Keyword Competition
number of sites competing for the term in search engine results; measures of how difficult it will be to rank for a particular keyword
Keyword Efficiency Index (KEI) Formula
= (number of searches)^2/competition; the higher the KEI value the better
Google Bot
what Google Bot reads from a web page determines your page’s relevance and, to some extent, it’s page rank
Google Cache
most recent snapshot that Google took that t uses to search for keywords through “text-only versions” of the site
Meta Description
HTML and XHTML element that describes your page to search engines, While the perceived (and real) importance of meta data has depreciated, the attribute still plays a significant role in SEO ranking
Meta Keywords
specific type of meta tag that appear in the HTML code of a webpage and help tell search engines what the topic of the page is. Meta keywords are distinguished from regular keywords because they appear “behind the scenes”, in the source code, rather than on the live, visible page itself
Display Advertisements
advertising on websites that include many different formats and contain items such as text, images, flash, video, and audio
– MAIN PURPOSE: to deliver general advertisements and brand messages to site visitors (anyone who comes along)
Search Advertising
a method of placing online advertisements on webpages that show results from search engines queries. Through the same search-engine advertising service, ads can also be placed on webpages with other published ads
– MAIN PURPOSE: to deliver targeted advertisements to consumers seeking our message/product/service/content
Content Marketing (definition)
the marketing and business process for creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience-with the objective of driving profitable customer action.
Content Marketing (purpose)
– using our content to help meet a marketing goal/objective
– ex. acquisition of potential customers, retention of existing ones, making more people aware of your brand or products
– Marketing Objectives: Acquisition, Loyalty, Branding, & Nurturing
Internet Marketing Objectives
– Acquisition: acquiring new customers measured through impressions, clicks, conversion rates, and ROAS
– Nurturing (Lifetime Value): helping customers move closer to closing the sale or getting current customers to make a repeat purchase, measured through increases in lead scores, engagement with more content, and repeat purchases
– Loyalty (Cross-sell/Upsell): keeping customer loyal to your brand and selling them other related products or a higher level (premium version) of the product, measured through engagement, upgrades, repeat business and pipelines generated
– Branding: getting your name out there and increasing brand awareness, measured through impressions, clicks, CTRs, VTRs, and engagement
Content Marketing Benefits
Intangible Benefits:
– Strong Brand Awareness
– Respect & Admiration in the Industry
– Indirect Customer Conversation
– Team Coordination

Tangible Benefits:
– Site Traffic
– Improved SEO
– Direct Customer Conversion

Content Marketing Tips
1. Follow Industry Experts: and influencers on twitter, use relevant hashtags and create lists to help determine what people are talking about to allow you to create content around those themes
2. Make every employee a content creator: internally generate blog posts
3. LinkedIn Today: real-time updates on what your industry trends and hot topics are to help spark content ideas
4. Visualize your Keywords: create word maps or use a application to do so; find other topics associated with your keywords to stretch your content dollar and find emerging trends to blog about
5. Eavesdrop
6. Test and Evaluate: find out what your audience shares, finds authentic, etc. test test test
Google Analytics
free analytics (process of analyzing the behavior of visitors to a website) service that provides statistics and basic analytic tools for search engine optimization (SEO) and marketing purposes.
– data visualization tools
– segmentation for analysis of subsets (ex. conversions)
– custom reports
– email based sharing and communication
– integration with other Google products (ex. Adwords)
Traffic Sources
– Search Traffic: refers to someone who searched for a particular type of content, your site came up in the results and they clicked the link to your site
– Referral Traffic: refers to if another website links to a page on your site and someone clicks the link
– Direct Traffic: refers to the people who typed the address of your site manually or clicked a link in their browser favorites
– Campaigns: traffic from custom campaigns
Customer Journey
the complete sum of experiences that customers go through when interacting with your company and brand. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer
Customer Decision Journey
Circular Journey with 4 Primary Phases:
1. Initial Consideration (“attract”: consumer considered an initial set of brands based on brand perceptions and exposure to recent touch points
2. Active Evaluation (“convert”) (process of researching potential purchases): consumers add or subtract brands as they evaluate what they want
3. Closure (“close”) (when consumers buy brands): ultimately the consumer selects a brand at the moment of purchase
4. Post-Purchase (“delight”) (when consumers experience the brand): after purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey
Customer Empathy Map
“walk a mile in their shoes”
– See: what does their environment look like?
– Think & Feel: what is important to the customer? what are his hopes, fears, and dreams?
– Hear: what influences the customer?
– Pains: what obstacles or challenges does the customer face?
– Gains: what does he hope to achieve and how might he measure success?
Social Media Marketing
A form of Internet marketing that utilizes social networking websites (ex. Facebook, Twitter, LinkedIn, Pinterest) as a marketing tool.
GOAL: to produce content that users will share wit their social network to help a company increase brand exposure and broaden customer reach.
Social Media Marketing Objectives (4)
1. Build Brand Awareness
2. Engage Existing Customers
3. Increase Size of Community
4. Drive Traffic to an Online Destination
Golden Rules of Social Marketing
1. Don’t take yourself too seriously (social marketing is based on your personality and making your brand likable)
2. Inbound is not enough (paid promotion goes a long way)
3. You must have good content and solid offers
4. You will need a strong call-to-action
5. Always add value (to prospects and customers)
6. Never forget that social is a two-way street (always respond quickly and be sure to mix your message and use a combination of content and offers)
7. Peer-to-Peer Sharing is the best way to get your message heard
Peer-to-Peer Sharing
Elements to Social Sharing:
1. Give people a reason to share
2. Always ask for the right to share at the right time
3. Make your shares measurable

Motivators to Share:
1. Reputation
2. Access to something exclusive
3. Co-creation
4. Competition and winning
5. Alturism

Social Media Marketing Channels
– Social Networks: Facebook, Twitter, LinkedIn, Google+
– YouTube
– Presentation and Document Sharing
– Photo and Image Sharing
– Q&A Sites
– Influence Tracking Sites
Social Media Marketing Tactics
– Blogging: educates prospects for lead generation and nurturing
– (Blog) Commenting: strengthens relationships with audience and increases your authority (if done correctly)
– Bookmarking (websites): ex. Reddit and StumbleUpon; increases awareness, visibility and SEO
– Podcasts: great for webinars and thought leadership series; unique way to interact and converse with your customers and prospects

SEO: search engines are starting to look at social marketing signals to judge and rank sites

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