This document provides an introduction to internet marketing and link building strategies. It discusses key concepts like PageRank, nofollow vs dofollow links, and link quality factors. It also covers social media marketing basics like why to use blogs and social sites, WordPress, finding blogs to participate in, and using Facebook and Twitter. The document provides many references and resources for further reading on topics like SEO, link building, blogging best practices, and marketing tools.

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Coryon Redd
coryon@gmail.com
The Accessible Expert at Coryon.com
Facebook.com/CoryonMarketing
888-886-6115
Internet Marketing Intro – Part 3

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Link Quality depends on:
• PR of linking page (scale of 0-10)
• Overall link profile relative to related sites
• Keywords in links
• Number of links on page
• Content of page – Is the link related, natural?
Google PageRank
PageRank reflects the quantity and quality of
incoming links. Links vote for better websites.
searchengineguide.com/orbidex/2002/0207_orb1.html
In a typical website the homepage
will have the most PR. As you go
deeper into a website the PR
goes down.

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What are nofollow vs. dofollow links?
In general, we don't follow them. This means that Google
does not transfer PageRank or anchor text across these links.
Essentially, using nofollow causes us to drop the target links
from our overall graph of the web. However, the target pages
may still appear in our index if other sites link to them
without using nofollow, or if the URLs are submitted to
Google in a Sitemap. Also, it's important to note that other
search engines may handle nofollow in slightly different ways.
Google PageRank
NoFollow DoFollow

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searchengineland.com/what-is-google-pagerank-a-guide-for-
searchers-webmasters-11068 Simple explanation from Danny
Sullivan
www.search-this.com/pagerank-decoder/ - Visual tool to map
linking relationship
en.wikipedia.org/wiki/PageRank - Detailed explanation of
PageRank.
www.iprcom.com/papers/pagerank/index.html Older complex
explanation of PR
Google PageRank
Reference links

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Linking strategy in a nutshell http://youtu.be/9Ugz1FP_SP0
• Examine competitor’s incoming links using paid tools
like linkbuilder.wordtracker.com, opensiteexplorer.org
or blekko.com – alexa.com is free but not as good.
• Identify topics and structure of websites
• Let linking opportunities guide your content creation
• Request links with focus on quality links
• Follow up with quality links and track your work
Linking Strategies
If Google likes your links
Google likes your site!

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Google PageRank
More Reference Links
http://www.webseoanalytics.com/blog/is-google-pagerank-still-
important-in-seach-engine-optimization/ Is PageRank Important?
http://www.seomoz.org/blog/the-beginners-checklist-for-small-
business-seo - Beginner’s Checklist for SEO
http://www.casinoaffiliateprograms.com/blog/panda-vs-penguin/
- Recent Google update has diminished value of easy-to-get links.
http://searchenginewatch.com/article/2184930/Google-Penguin-
Crashes-Wedding-Sites-Shady-Link-Building-Strategy Example of
Penguin update in action
Read these articles to learn more about PageRank and SEO

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Internet Marketing:
Introduction to Blogging & Social Media
Social Media Marketing
• Why Do SMM?
• Glossary
• WordPress – Build a website quickly
• Finding Blogs and Getting Started
• Blogging – Content, Prestige and Participation
• Using Blogging and Social Sites for SEO
• Facebook and Twitter

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Social Media Marketing:
Fish where the fish are!

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Why do social marketing?
• The new word of mouth.
• Build links. Build PageRank.
• Reputation counts for SEO.
• Find undiscovered markets.
• Build prestige – Content is King.
• Supports other Internet marketing.
• Listening post
- Learn about your market and reputation.
Social Media Marketing (SMM)

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Social Media Marketing (SMM) Glossary
Part 1
• Social Networking – Websites where users can create a profile, interact
with each other through updated feeds and share content – urls, blogs,
videos, images, groups, etc.
• Blog – Contraction of “web log”. Shared opinions with regular posts and
multimedia content. Free tools like wordpress.org and blogger.com
• Blogosphere – Conversations happening in blogs / forums.
• Blogroll – List of sites shown in the sidebar of a blog. Favorites, related.
• Bookmarking – del.icio.us, Reddit – Install tool from Addthis.com for easy
bookmarking of your site.
• Forum – Section of a website where users can post questions and
opinions. Visitors comment and develop discussion threads over time.

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• Post – Within a blog or social site, the original written blurb, essay, etc.
• Comment – Replies to a post.
• Thread – The combination of blog posts and comments that create an
ongoing discussion.
• Lurker – 90% of users don’t post – they lurk. No comments.
• Flaming – Comments based on name calling and vulgarity, not intelligent
discourse.
• Permalink – Address of the URL for a blog post or piece of content, not an
address with changing content.
• RSS – Really Simple Syndication. Subscribe to content on blogs or other
social media sites. Use Google RSS Reader google.com/reader.
• Trackback – A way for web authors to request a notification when someone
links back to content on their blog.
Social Media Marketing (SMM) Glossary
Part 2

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Social Marketing:
Prestige and Participation
• Find Topics
• Search using: keyword lists, website
specialties, Google Alerts and favorite
topics.
• Develop prestige
• Answer questions / share expertise.
• Don’t promote your business (at first).
• The more you comment the better –
just make them good.
• Create content on your website.
– Articles, blog posts, promotions,
coupons, Facebook specials, etc.

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Social Marketing:
Why should I blog?
• Promoting website usage
• Building links to your website
• Sharing insight into your company with customers
• Promoting new products or services
• Increasing brand awareness
• Promoting upcoming promotions or events
• Providing information and news
• Reducing customer service calls

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Social Marketing:
Blogging Best Practices
• Develop an editorial policy / mission statement
• What is your voice? – Clear content, style and tone
• Show your expertise – Build your prestige
• Check your spelling and grammar
• Don’t market directly through your blog
• Plan your content ahead of time
• Use multimedia content – Pictures, videos, etc.
• Use good titles – descriptive and eye catching
• Interact – reply to comments
• Distribute – Use social bookmarking, Twitter, Facebook
• Read more - http://www.coryon.com/blogging-best-practices

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Social Marketing:
WordPress - Tools of the Trade
• Wordpress – Free, open source, easy to
install on most hosts.
• Wordpress.org – Download, Themes,
Plugins, Forums and Support.
• Blogging – It’s got that too.
• Others include: blogger.com, hubpages.com,
squidoo.com, typepad.com

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Why use WordPress?
• Easy to use
• Free
• Many Themes available – Most are free
• Built in Blog
• SEO friendly
• Plugins allow customization
• Big user community
• Lots of support
Introduction to WordPress
WordPress is a free and easy to use tool
to build websites. www.wordpress.org

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Wordpress Support and Tutorials
http://becomeablogger.com/
Learn how to blog and use word press
http://wordpress.org/extend/themes/
Over 1000 free themes
http://mogdesign.eu/blog/ultimate-wordpress-tutorial-collection/
Big list of wordpress tutorials
http://www.siteground.com/tutorials/wordpress/
List of specific WordPress articles including setup, SEO and backup
http://www.youtube.com/watch?v=MWYi4_COZMU
45 minute tutorial on how to use WordPress

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Social Marketing:
Finding Blogs and Getting Started
• Find Forums and Blogs
• Google search for “keyword” +forum or +blog
• Google for topic and +”leave a reply”
• Use Google Alerts.
• Find Top Users
• Who posts the most, Power users page, most
comments on posts.
• Create profile
• Add homepage of your website to profile and
honest details.

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Social Marketing:
Link Baiting
• Informational - Tips and tricks, hard to find how-to's.
• News - Breaking news, events, celebrity gossip, politics
even new products.
• Humor – Stories, jokes, odd pictures, mocking cartoons
or a video from your childhood.
• Controversy - Provide a opinion that is not generally
accepted. Use with caution.
• Tools - Make a tool that enough people will use and
talk about.

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• Relevant blogs only – Do not bother commenting on non-relevant
blogs or ones littler with non-relevant comments.
• No advertising - Never try to sell anything unless asked.
• Useful and informational - Keep your comment on topic and useful to
the conversation.
Good
Free.
Usually relevant
Traffic can convert if highly relevant
Develop leads over time
Bad
Low value
Tend to loose value over time or get
buried just as a blog does.
Can be deleted by blog owner.
Social Marketing:
Blog Commenting

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• Relevant websites only – Larger Q&A sites like Yahoo Answers are
valuable for SEO but find the most important niche websites.
• Find relevant topics, power-users – Search for topics most discussed
in website and work to find respected users. Observe first, then interact.
• No advertising - Never try to sell anything unless asked.
• Useful and informational - Keep your answers and comments on topic
and useful to the conversation.
• Don’t get banned- Read terms of service and try to fit in. Don’t sell.
Only link if it appears that others do as well.
Good
Free.
Answer questions and show expertise
Can be systemized to check in at
the best websites
Google is paying attention.
Bad
Low value – Many nofollow pages
Need to answer early to be most relevant.
Need to earn status before including links.
Social Marketing:
Question & Answer Sites

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Social Marketing:
Facebook and Twitter
• Create a Business page and post regularly
• Ask for Likes. 25 Likes needed to pick URL
– Go to facebook.com/username
• Distribute blog and website content
http://www.coryon.com/social-media-blog-
distribution
• Use tools to post blogs to Twitter and FB
– Tweetdeck.com
– http://en.wikipedia.org/wiki/Social_network_aggregation
#Social_network_aggregators
• Look into Facebook targeted advertising
– http://www.facebook.com/advertising/

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SMM Books you should read

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Internet Marketing Resources
• Coryon.com Resources page
• Coryon.com/resources
• Training videos Coryon.com/video
• Discover what really works in optimization
• marketingexperiments.com
• SEMPO Learning Center
• sempo.org/learning_center/
• Online marketing magazines / articles
• practicalecommerce.com
• webpronews.com
• SEO Glossary
• seoglossary.com/
• SEOMoz article about Google Algorithm factors
• seomoz.org/article/search-ranking-factors

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Blogging and SMM References
Create compelling content for your blog – Lots of ideas
http://www.copyblogger.com/
Blogging glossary (including dofollow/nofollow)
http://www.bloggingbasics101.com/2010/03/blogging-glossary-defining-basic-
blogging-terms/
21 Tactics to increase blog traffic
http://www.seomoz.org/blog/21-tactics-to-increase-blog-traffic
7 tips to increase your blog comments
http://www.socialmediaexaminer.com/7-tips-to-increase-your-blog-comments/
Tips and lots of links for small business owners
http://www.successfulblogging.com/essential-blogging-tips-from-2010/

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More Blogging and SMM References
Why a blog should have an editorial policy
http://blog.case.edu/webdev/2008/05/04/editorialpolicy.html
Blog Commenting to increase PageRank
http://www.seohosting.com/blog/link-strategies/effective-blog-commenting-to-
increase-page-rank/
How to find dofollow blogs:
http://www.smuggecko.com/seo-tips-how-to-find-dofollow-blogs/
Ad Age list of top marketing blogs
http://adage.com/power150/
2011 review of best blogging software
http://blog-software-review.toptenreviews.com/

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Spyfu www.spyfu.com
Alexa www.alexa.com
Explore for links wordtracker.linkbuilder.com
Google Search On Google search type:
site:domain.com
LinkedIn Answers www.linkedin.com/answers
Coryon.com www.coryon.com/linkedin-marketing
Google Trends www.google.com/trends
Wayback machine web.archive.org
Other Marketing Tools

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THANK YOU