This is a summary of the 13 Pillars of Internet Marketing Video used in class. The presenter first mentions that good website coding and design, increasing visitors and maximizing conversion rates are needed. (A conversion is getting a visitor to buy or sign up to be on your marketing list.)
1. Website Design. Best website design practice needs to follow simple coding that is efficient without duplicates. For instance, programs like Adobe DreamWeaver can make too much duplicate code, which can slows page opening on different web browsers.
For on-site optimization of the website, there are six things to consider:
(a) page title, it should correspond to the key word around which you are searching for traffic.
(b) a proper meta description, if you get onto the page and right click on the mouse button and click view source to see if your main keyword is within the meta description for the search engines to find your site easily and rank the site higher for relevance.
(c) heading tags - right click on source again to find the first heading, subtopic 1 and 2. They should all be related.
(d) 'alt' and 'title' tags - alternative tags that appear associated with images and links on the website. These tags should tell the search engine what the page is about.
(e) keyword rich navigation - if there are links to other pages, they should be related to your page.
(f) there should be an efficient URL format for your URL, it should not be complicated and should directly reflect the content of the page.
(g) precise relevance in the page, with one topic covered (don't cover a lot of different topics, confuses search engines), logical progression with 200-800 words, less is more, one call to action.
(h) conversion rates - goals per visitor, how to measure goals, capture contact details, test different page copy.
The Big Keyword Phrase Myth: For ranking high in Google, the best scheme is to use an extremely popular word that relates to your topic. What people really do when they are drilling down in their research, is to add more words that help them find their specific topic on interest. So these are the phrases that you should concentrate on to increase your potential for conversions.
You can wrongly rely on a keyword phrase, resulting in your focusing on your competitors vs. your own marketing ideas.
Longer phrases are easier to rank higher and convert much better because that phrase is specific enough to meet the need of the client doing the research. These are called long tail keywords. Phrases that are at least 3 words long are needed.
What you need to do first for keywords is to brainstorm categories of keywords that pertain to different aspects of what you want to work on within this market. Enter these categories into a website called Wordtracker, which is a free version.
3. Blog technology
Blog is short for “web log.” Results are given in a reverse chronological order. It is useful because it creates new information for your site. Sites rank higher with fresh information that is relevant. Two platforms that are popular are Blogger and Wordpress. With Wordpress, you can install the software on your own site, or you can use their server. Wordpress is probably the best open source blogging technology available. You can download it and modify the code to your needs. There are many types of themes that you can use on Blogger, over and above the default themes that are available when you open up a site. Many people have designed themes that you can use.
A blog is a great tool for content management. Wordpress has a great content management system. You can update your pages without needing to know the coding.
You can get Wordpress plugins, which are small, free software programs that add functional features to personalize the blog, including for monetization.
Blog pinging – an automated process that notifies other websites when a blog has a new posting. In the Wordpress blog, there is a series of update services in which you can enter websites that you want to notify when you have new content. So your new post will then be found on a hundred different websites.
It is also important to include RSS feeds. RSS = Really Simple Syndication. RSS makes it possible to see when new posts have been added to a blog. This can be done without visiting the blog site. This creates a link that lists a summary of the latest web page entries. When submitted to any site that supports RSS standard, the most recent posts are shown. People can subscribe to your RSS feed by using a reader such as Google Reader. Good way to provide updates to people who are interested in your products or writing, without having them give you their email address.
Autoresponders are not automatic replies that are set up when you can't read your email. They are actually anything that can be delivered by email automatically on a planned schedule that you decide on. Content can include news items, email courses, free products for developing opt-in lists, which is a necessary marketing strategy.
Design templates can be used for these emails so that now HTML knowledge is needed. Newsletters can be “pre-loaded into an autoresponder.
Overview of topics:
1. Blogs and why they matter, how to set up blogs, and why blogs are much better than a web site.
2. Mailing lists, including the need for double opt-in emailing list for your marketing strategy, and how to improve the percentage of enquiries to sales figures.
3. Paid advertising - whether it is worth it to your campaign and why you shouldn't use certain types.
4. Online press releases - formats for best publicity and where to publish.
5. Link building - where to build links to your site; why continuous, relevant link building is necessary; and how to get others to link to your site without you linking to them.
6. Article promotion tips - How to publish on top sites for free; how to quickly become a well-respected expert, and the two sites that are essential fo publishing your articles for efficiency sake.
7. Industry forums - how to find the forums for your industry, how to establish yourself as a figure of authority, how to establish thousands of links from industry forums to your website.
8. Viral marketing - what it is and how it works, examples of highly effective viral marketing campaigns, thinking up 10 ways to achieve viral marketing.
9. Adding regular new content - search engines love pages that have new updates, how and where to outsource the writing of you new web content.
10. Analyzing visitor trends - why you need to know these measures, where to go to find them, how to change your marketing strategy in light of your site's statistics.
11. Future trends - current hot topics and how that will impact your marketing strategy.