2. ----------------------------------------- ------
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SECTION I: WHAT IS INTERNET
MARKETING?
1
------------------------------------------------
Web Marketing is about delivering USEFUL
CONTENT at just the precise moment the buyer needs it.
~David Meerman, The New Rules of Marketing & PR.
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3. WHAT IS INTERNET/WEB MARKETING?
Internet marketing ties together the creative and technical aspects of the Internet, including
design, development, advertising and sales.
The marketing (generally promotion) of products or services over the Internet subdivided
into types:
• Display advertising
• Search Engine Marketing (SEM)
• Search Engine Optimization(SEO)
• Email Marketing
• Inbound Marketing(Content/Blogging)
• Referral Marketing
• Video Marketing
• Social Media Marketing
WHAT IS INTERNET MARKETING? 2
4. 20-56%
Of People click the
1st Result on
Google.
---------------------------------
The Web Marketplace
WHAT IS INTERNET MARKETING? 4
The Web Marketplace
5. WHAT IS SEARCH ENGINE OPTIMIZATION (SEO)?
Search engine optimization (SEO) is the process of improving the visibility of a website
or a web page in a search engine's "natural," or un-paid search results
What is Internet Marketing? 3
What is Search Engine Optimization?
6. SECTION I: WHAT IS INTERNET MARKETING? 5
What is Search Engine Optimization?
7. SEO ON-SITE OPTIMIZATION
On-site SEO includes keyword selection, internal linking and content optimization. Includes:
• Content Quality
• Error Free - Compliant Code
• Page Load Speed
• Page Title/Content Consistency – Overall Theme
SEO OFF-SITE OPTIMIZATION
The other half of the original SEO equation is link building.
The quantity and quality of links pointing to your site determines your websites PageRank or
domain authority, a measurement of ranking power.
Links to individual pages reveal you most important or popular content.
What is Internet Marketing? 6
Onsite VS. Offsite Optimization
8. WHAT IS PAGERANK
PageRank measure's a web page's importance based on the theory
that the most important pages on the internet are the ones with the
most links pointed to them.
HOW DOES THIS AFFECT MY SITE?
Your PageRank Number (1-10) is a reflection of the work that has been
done with the linking of your site around the internet. It is one of many
factors that determines where your web page appears in search result
ranking, but if all other factors are equal, PageRank can have significant
impact on your Google rankings.
What is Internet Marketing? 7
What does PageRank Mean to me?
9. ----------------------------------------- ------
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---------------------------
SECTION II: CHOOSING THE CORRECT
KEYWORDS
------------------------------------------------
8
Success seems to be largely a matter of
hanging on after others have let go.
~William Feather
-------------------------------------------------
10. 1. Include the most popular keywords that are already in
your website copy. (Use Keyword Density Tool)
2. Use the most popular keywords along with qualifiers
3. Choose words that your CUSTOMERS will use to find you,
not industry insider terms.
4. Choose keywords based on the Motivation of User.
Choosing the Correct Keywords 9
How to choose the best keywords
13. CAN BLOGGING HELP ME WITH TRAFFIC?
Blogging helps with “Long Tail Keywords”.
WHAT IS A LONG TAIL KEYWORD
Long tail keywords are a type of keyword phrase that has at least
three, and some times as many as five words in the phrase. Long tail
keywords are used when the website wants to refine search terms to
the web page, as well as when the searcher is looking for something
rather specific.
Choosing The Right Keywords 12
What does PageRank Mean to me?
14. ----------------------------------------- ------
----------------------------
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SECTION III: WHAT’S IN A POSITION?
------------------------------------------------
13
Success is to be measured not so much
by the position that one has reached in life
as by the obstacles which he/she has overcome.
~Booker T. Washington
-------------------------------------------------
16. AN EXAMPLE OF KEYWORD RANKING VALUE
Patrick, who runs a Bingo Card Creator website which recently ranked #5 in Google for “bingo
cards.”
• A #5 ranking sent him 6,000 unique visitors per month.
• The #1 spot for “Bingo Cards” is worth 8.5 times what #5 is.
• 6,000 * 8.5 = ~50,000 unique visitors per month
• Monetization: His site currently makes $40 for every 1,000 pageviews.
• Patrick’s income from ranking #1 vs. #5 is an $2,000 a month.
All Keywords are not equal… 15
Ranking Can Make or Break a Business
17. Top Performing Keywords:
• #1 - Tampa Software Development
I: $475 x 12 = $5,700
------
• #2 - Web Application Development Tampa
• #1 - Tampa Software Development
• #1 - Tampa Database Development ROI: $40k+ Per Year
7x Return
Case Study 16
Apan Software – Medium Competition (Local)
18. Top Performing Keywords:
• #1 – Download Keylogger
I: $675 x 12 = $5,700
------
• #1 – Keylogger Dree Trial
• #1 - Tampa Software Development
• #1 - Tampa Database Development ROI: +$2,000/Month
5x Return
Case Study 17
KeyProwler.com – High Competition (National)
19. I: $375 x 12 = $4,500
Top Performing Keywords:
------
• #1 - Domestic Violence Oklahoma
• #2 - Oklahoma Women's Shelter ROI: average 10+ more
requests for help/month
Result: Able to get more
Funding.
Case Study 18
OCADVSA.ORG – Non Profit SEO
20. ----------------------------------------- ------
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SECTION IV: WHAT MAKES A WEBSITE
CONVERT?
------------------------------------------------
19
Clarity Trumps persuasion….
~ Dr. Flint McGlaughlin, MEC LABS
-------------------------------------------------
21. WHAT IS A CONVERSION?
Your conversion rate is a measure of the number of potential customers that go on to complete a
target goal on your site, such as a purchase or a request for quotation.
• Make the Navigation Easy and Consistent
• Have a clear return policy
• Help before you sell
• Be Memorable and Different
• Be Open, Honest and Credible
What Makes A Website Convert? 20
Convert Them to Gold!!!!
22. I'LL SEND YOU A $100 FOR FREE!!!!
You just pay the cost of $10.95 to have it mailed to you by
overnight delivery!!
My supplies of these $100 bills are limited if I run out your order
will not be processed so act now!!!!!
Act now to get $100 (U.S. Currency) by overnight delivery!!!!!!
WHERE ELSE CAN YOU GET $100 FREE?
Click Here To Order Online
What Makes A Website 21
Convert?
Internet Marketing Expert Can't Give Away $100 Bills!
23. WHY THE $100 GIVEAWAY FAILED….
• Too many exclamation points.
• We don't identify ourselves in the ad.
• Need to give credentials.
• Need testimonials.
• Give full contact info like our business address and phone
number to establish that we're "real people".
• We need to explain WHY WE ARE DOING THIS.
What Makes A Website Convert? 22
Internet Marketing Expert Can't Give Away $100 Bills!
24. Research supports that 7
seconds is the amount of time
most people spend on a website
before they decide to stay or
leave when they don’t find the
information they are looking for.
What Makes A Website Convert? 23
7 Second Rule
25. SEVEN SECOND TEST
1. Describe the company?
2. State The Phone Number?
3. Identify the target market?
What Makes A Website Convert? 24
7 Second Test
26.
27. What did you see?
What Makes A Website Convert? 26
7 Second Test
28.
29. What did you see?
What Makes A Website Convert? 27
7 Second Test
30. Bounce rates can be used to help determine the
effectiveness or performance of a page.
An entry page with a low bounce rate means that the
page effectively causes visitors to view more pages and
continue on deeper into the web site.
What Makes A Website Convert? 28
What Makes Them Bounce?
31. 1. Website Designer/decision maker is too focused on
what THEY WANT and not focused on solving the
customers problem.
2. The site is just plain ugly.
3. The site lacks familiar, consistent navigation
throughout .
What Makes A Website Convert? 29
Why do they leave?
32. WHAT IS A LANDING PAGE?
• Dedicated to one “Keyword” or “Topic”.
• Helps tremendously with conversion.
• Sometimes called a “Lead Capture Page”
• Target Specific Keywords with each Landing page
• Captures the users attention in the “7 second window”
What’s in a Position? 30
Why Landing Pages are important
33. • Optimized for 1-2
keyword(s)
• Keyword in Page Title,
throughout text linked
from homepage.
• Create Trust and
Confidence
What’s in a Position? 30
Landing Pages and Conversion Optimization
34. WHAT IS SPLIT TESTING?
Splitting the traffic between two or more versions of the same web page,
measuring whether there is a difference in the effectiveness of that page
in achieving the website’s goals.
Examples:
• A different positioning of the shopping cart button encourages more
people to click it
• A form with fewer elements, or different elements, encourages more
people to finish filling it out.
What Makes A Website Convert? 31
Split it up!
35. WHICH BUTTON WOULD YOU CLICK?
21% Greater Conversion
What Makes a Website Convert 32
What’s in a Color?
36. ----------------------------------------------------
How Split Testing and Updating Helps
Moving the “Share button from the top to the left of the screen increased
social sharing 3600%.
Case Study 33
How AMD used A/B testing to achieve 3600% increase in social sharing
37. SEO Traffic
1%-35% - SEO Ranking
20%-80% - Bounce Rate
Bounce Rate
Website
Conversion 1% - 3% - Conversion Rate
$ 50% - Closing Rate
What Makes A Website Convert? 34
Let’s Talk Numbers
38. ----------------------------------------- ------
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SECTION V: CAN I DO THIS MYSELF?
------------------------------------------------
35
The biggest mistake you can make is
continually fearing you will make one.
~ Anonymous
-------------------------------------------------
39. • Select the right keywords
• Select the right domain name
• Use keywords in file names and folders
• Use your keywords in your page titles
• Use keyword text in your navigation
• Create useful keyword content - repeat often
• Secure high quality incoming links
• Use keyword text (not "click here") in your links
• Create a site map
• Remember, Consistency!
Can I Do This Myself? 36
Planning
40. ------
www.apansoftware.com
CONTACT US ON THE WEB
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4399 35th St N, St Petersburg FL 33716 Email: info@apansoftware.com
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Phone: 931-302-1600 Facebook.com/apansoftware
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Twitter.com/apansoftware
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Youtube.com/apansoftware
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Get in touch 37
We are here to help!
