Small & Medium Business Online Marketing success

1. SMB online Marketing Success Gary Gopinathan, CEC, PDM BSC (HONS) Business Administration (Marketing)

2. Business Marketing Technology The Basics www.garygopinathan.com

3. How do I Start? Customers Website PRINT email Mobile www.garygopinathan.com

4. For Business For Marketing For selling For Support Importance of Technology www.garygopinathan.com

5. Technology Matters Customer Relationship Management. Business Intelligence. Customer Experience through technology. Answer: Create a CLEAR Technology Roadmap! That can be GROWN as you GROW www.garygopinathan.com

6. Choosing the right domain name Its about branding and easy to remember Understanding web-hosting and getting the right account Features in a hosting account Understanding business email systems Webmail MS Exchange Internet Basics www.garygopinathan.com

7. Different types of websites for different needs Marketing Creating Awareness for products Advertising Using websites for online retail How to get the site you need for as little as possible Opensource (Joomla, wordpress) Design Process www.garygopinathan.com

8. What can I do on my website? Email Subscription – SEGMENTATION & Intelligence Surveys Poll Market Research Event Registration Article Comments, Ratings Members Section Interaction with fellow members and readers (Community Building) Many more… BUILD more process online.. Get them online and convert them back into collecting something in the local stores, etc.. www.garygopinathan.com

9. Quiz Which is the most recent Search Engine to be launched? www.garygopinathan.com

10. www.garygopinathan.com

11. SEO (Search Engine Optimization) Art of optimizing your website content to the keywords and website is able to be ranked #1 on major search engines. Search Engine Advertising and Pay-Per-Click Online Advertising PPC campaigns – Google Adwords, Yahoo Search Marketing Marketing Through The Search Engine www.garygopinathan.com

12. Search engine optimization (SEO): The process of making a site and its content highly relevant for both search engines and searchers. SEO includes technical tasks to make it easier for search engines to find and index a site for the appropriate keywords, as well as marketing-focused tasks to make a site more appealing to users. Successful search marketing helps a site gain top positioning for relevant words and phrases. www.garygopinathan.com

13. Search engine results pages (SERPs): The page searchers see after they've entered their query into the search box. This page lists several Web pages related to the searcher's query, sorted by relevance. Increasingly, search engines are returning blended search results, which include images, videos, and results from specialty databases on their SERPs. www.garygopinathan.com

14. Business / Marketing Strategy THE BIG PICTURE What is the purpose of my web site? What are we selling? What are our customers buying? What resources do we have to deploy content and tools on our site? What resources do we have to implement architectural improvements to the site? Why would someone link to this site? What can we do to make the site a more valuable resource do more people will link to the site? www.garygopinathan.com

15. Content Strategy What kind of content will I be creating? Text Audio Video www.garygopinathan.com

16. Technology Strategy What current technology do you deploy? What future technology do I want to deploy that will distribute to my audience who are hungry for content consumption? www.garygopinathan.com

17. Preparing a website for SEO Success Advance Planning Preparation, sound practices, and a little dedication to the cause is all that’s required. www.garygopinathan.com

18. Goals of SEO Audit Assess how friendly your website is to search engine robots Inspect the technical framework and architecture of your website Identify core SEO keywords based on research and insight Analyze your website's ability to target these keywords in content and meta tags Evaluate current link popularity of your website against top competitors www.garygopinathan.com

19. Benefits of Conducting an SEO audit: Increase traffic, and more qualified leads Rank higher in natural searches for your key terms Save time and money with expert advice Simple instructions mean faster turnaround and results Avoid common pitfalls and misinformation about SEO SEO training and education by experts www.garygopinathan.com

20. SEO Checklist www.garygopinathan.com

21. Technical related 301, 302 redirects Anchor Text Content Development Content Optimization for Search Engines CSS and SEO Duplicate Content Keyword Density Linking Overview Link Building Strategies Metatags and SEO Page Rank Robots.txt and Robots Metatags www.garygopinathan.com

22. Top 10 Bad SEO Ideas Relying on keyword metatags: Stuff keywords in invisible text: Purchase Links: Horde Page Rank Swap Links Implement duplicate content Use Session IDs on your URLs Implement your site in Flash Use lots of Javascript: search engines don't know how to read Cloaking: This is the practice of showing different content to the crawlers then you show to the user. www.garygopinathan.com

23. SEO Tactics (White Hat) Choosing Keywords Link Building Search Engine spiders Web Design Usability / User Experience Copywriting Information Architecture www.garygopinathan.com

24. 3 major things that search engines want webmasters to do with their sites: Design the content of your site for users (not search engines) Market your site the way you would if search engines did not exist Implement a search engine friendly design that makes it easy for search engines to crawl and understand your site www.garygopinathan.com

25. Design content for users: If you design content for users, chances are that you will lay your site out in a clean, easy to understand manner that is keyword rich. These are the types of things that help you develop good search engine rankings. In addition, you can use one of the popular keyword tools, such as Wordtracker to find the most commonly searched on terms.Keyword data from search engines would be incredibly valuable intelligence into the thinking process of users. Even as you design sites just for users, using keyword rich content that uses the terms that your potential customers use is exactly what you would want to do. www.garygopinathan.com

26. Market your sites as if search engines didn't exist: Search engines evaluate incoming links to your site to help determine what your site is about, and to evaluate the importance of your site. The single most important factor in evaluating these links is the relevance of the link. If you can obtain links from many sites that are closely related to yours, it tells the search engine that your site is an important site in your field. As an interesting side effect, you will get relevant and useful traffic from the sites that have linked to yours. www.garygopinathan.com

27. Implement a Search Engine Friendly Design: A simple easy to navigate hierarchy. Make it easy for the search engine to understand your site. Simple tree hierarchies are the best. Also, provide a simple text based global navigation system. Keep it flat. Don't have pages that are 4 or more clicks from the home page. The search engine uses this type of information to understand the importance you attach to a page. If a page is important to you, why would it be 4 or more clicks from the home page? www.garygopinathan.com

28. Implement a Search Engine Friendly Design: Eliminate any duplicate pages from the site. Search engines want to rank only one copy of a piece of content in their index. When they see multiple copies, they choose one over the other. Having duplicate pages wastes the search engine's time crawling pages that they won't even index. www.garygopinathan.com

29. Implement a Search Engine Friendly Design: Don't build your site using technologies that search engines won't even attempt to read. The main culprits in this arena are Javascript and Flash. This doesn't mean that you can't use these technologies at all, just use them sparingly. If you do use them, make sure that any links that you implement in them are also implemented in text as well. Design clean short pages. If you use Javascript, or have complicated menu systems, use include files to make them external to the HTML, or use CSS to push this type of stuff down to the bottom of the HTML, so that your unique content on every page can rise to the top. www.garygopinathan.com

30. SEO Metrics to consider Unique keywords: By tracking the number of unique keywords your site is found for, you’ll see a global, birds eye view of how well your site is doing with the long tails. Sure, you want to be found for the important, high volume terms as well, but a healthy site will rank organically for a great diversity of keywords. www.garygopinathan.com

31. Organic Visits Per Page: Every page on your site should target a few keywords and draw in traffic for those terms. In other words, what percent of your total unique pages are doing a good job of bringing traffic? If you have 1000 pages, and only 200 unique keyword visits, you’ve may have some issues that need to be addressed. www.garygopinathan.com

32. Conversion Rate Per Keyword: It’s extremely important to know which keywords outperform others. As a search marketer, your time is very limited. Therefore, you must focus on the terms which return decent ROI. Pages Indexed: The number of pages your site indexed has indexed by Google and Yahoo can give you a rough metric of your site’s crawl-ability. If you find that the number of actual pages you have is much greater than the number of indexed pages, you may have issues with navigation or duplicate content. To view your indexed pages, simply use the “site:” command on Google or Yahoo (e.g. site:www.yoursite.com). www.garygopinathan.com

33. SERP Rankings for High Volume Keywords: Because web users are becoming more sophisticated and less predictable in their searching habits, I would caution about worrying too much about high volume keywords. However, it’s still important to monitor these keyword positions. www.garygopinathan.com

34. Coremetrics Explore www.garygopinathan.com

35. Mobile Adoption www.garygopinathan.com

36. Business needs Senior Executive: “Big Picture” reports Content Editors: Insights into most popular content Marketing / Sales teams: Visibility into how content translated into magazine sales opportuinties IT Personnel: understand patterns and volumes to maintain performance and capacity plans for future growth. www.garygopinathan.com

37. The Art of The Perfect eDM & eNewsletter Good Design Personlization Content Frequency Follow up SPAM free newsletters Whitelist your email with your subscribers Anti-SPAM guidelines Email Marketing www.garygopinathan.com

38. How to use data analysis to better market your business Date Intelligence is very important Data from your web hosting statistics Data from web analytics – Google Analytics How to create an affordable system for tracking your marketing Google Analytics Email Marketing CRM (Customer Relationship Marketing) Tracking traffic and sales conversion www.garygopinathan.com

39. What you fundamentally require Marketing Intelligence Conducting Experiments on various platform: online, email, mobile Email marketing Internet Marketing (SEM/ SEO) Social Media Strategy Technology Strategy Keep Innovating www.garygopinathan.com

40. Start Innovating today. Summary www.garygopinathan.com