Internet Marketing

You need to use all channels available

Social networking

  • Facebook
  • Twitter
  • Linkedin
  • Industry forums – set up accounts and conversations – be active

Paid Advertisement Programs

  • Create a Blog and write articles
  • Monitor your campaigns closely
  • Can circumvent SEO issues if effectively done (get your site on the first page today)
A good theory in SEM or search engine marketting is that your efforts should be holistic, ensuring that you dont concentrate on one aspect to the detriment of others


Go Viral

Look for a quality value offerings you can provide to visitors for free advice, tips, run competitions. Your aim – getting repeat visitors

Public announcements – PR web Create strategic alliances

  • Show you are a socially responsible business
  • Use newsletters – but don’t “Sell” with them and don’t SPAM
  • Offer internet only specials on your home page
  • Get active with affiliate marketing and banner swapping


How Search Engines Work

Behind the scenes - The cogs in the system…

  • Web Crawlers and Spiders
  • The Search Process
  • Keyword Density
  • Key Files ( Sitemaps, Robots.txt, .htaccess
  • Ranking Factors - The ranking algorithyms

Web Crawlers And Spiders

  • Other terms for Web crawlers are ants, automatic indexers, bots, and worms
  • Yahoo! Slurp is the name of the Yahoo Search crawler.
  • Msnbot is the name of Microsoft's Bing webcrawler.
  • Googlebot is the name of Google’s webcrawler
  • Google’s data center in Dalles, Oregon contains a warehouse size computer facility with 1.3 million cores.
  • Google has datacenters in 25 locations across the world

Crawling Policies

  • A selection policy that states which pages to download
  • a re-visit policy that states when to check for changes to the pages

Google Page Ranking Process

All search engines have slightly different processes for page ranking, There are over 200 different variables and criteria applied during the ranking process.

Factors that determine your position in Google Search Results

Content is King and Links are Queen

  • Website Content and relevance of that content
  • Internal website linking
  • Age of Website
  • Page Rank
  • Links to the site
  • Location And Density Of Keywords
  • Competition
  • Keyword Density ( suggested densities fall between 5 and 10%)


Sitemaps And Robots.txt

Robots.txt instructs the crawler not to index certain pages through a common syntax
Sitemaps are an easy way for webmasters to inform search engines about pages on their sites that are available for crawling.Don’t waste the crawler’s time, you may not have much of it!

Website Optimisation and Measurement Tools

What do they do?
Who are they for?
Webmaster tools
Reporting and analytics
Website Optimization and Analytics Tools

Website tools come in many varieties
SEO Optimization Tools
Performance Analysis Tools

Many of the tools are available on the web for free Three of the easiest, most useful, and free
tools are

  1. Microsoft SEO Analysis tool
  2. GoogleWebmaster
  3. Google Analytics

The first tool is designed for software developers The Google tools can be used by power users


Search Engine Spider Simulators
Web Rank Check
Similar Page Checker
Domain Age Tool
Performance Analysis Tools
SEO HTML Violation tools
Content Analysis Tools
Link Analysis Tools

Webmaster tools
Keyword Analysis Tools
Keyword Density Tools
Query Analysis Tools
Sitemap submission Tools

Trend Reporting
GEO Location Reporting
Traffic Sources
Uptime reports
User Session Reports

Microsoft SEO Tool

Describes in detail
HTML Violations
Content Analysis
Performance Analysis
Link Analysis

The SEO Toolkit with its detailed analysis and search engine friendly suggestions helps improve the relevance of your website in search results right away.

Google Webmaster Tools

  • Sitemap management
  • Search Query Analysis
  • Impressions vs. Clicks
  • Crawl Errors
  • Site Wide Keyword Density
  • Back Links
  • HTML Suggestions
  • Site Performance
Google Webmaster Tools provides you with detailed reports about your pages' visibility on Google

Google Analytics

  • Advertising ROI with links to Ad-words
  • Dashboards
  • Data Export
  • Visits & Site Usage
  • Traffic Sources (Paid vs. Non)
  • Geo Location
  • Goals and Funnels
  • Benchmarking
  • Much More …

Getting the most for your money

  • Do your own research and educate yourself
  • Envisioning / getting ideas
  • Vendor Selection
  • Deliverable
  • SEO companies.

Build a Vision For Your Site

Before you shop !
Define the primary purpose for the site: The Vision
Research competitor sites
Look and Feel
SW Packages

Decide requirements

Standard Pages
Think about how you are going to manage the site
Vendor Selection


Possible End Deliverable
One off static website
Customized product
Content Management System
Content Development
Content Maintenance
Ad Campaign Management
SEO Strategy
User Manual
Software License
Support And Maintenance
Bug Fixing SLA
Uptime SLA


Projects Succeed when It is delivered on time. It is on or under budget. The system works as required.

Projects Fails Because

  • Lack of User Involvement
  • Long or Unrealistic Time Scales
  • Poor or No Requirements
  • Scope Creep
  • Poor Testing


SEO: What do you get?

Page Analysis Report
Keyword Density Report
Search Term Suggestion Reports
Keyword Analysis Report
HTML Violation Check
Link Popularity Report
Search Engine Penetration Report
Ranking Report
Ranking Advisor Report
Competitor Analysis
Directory Submission Service
You get what you pay for … Where is my Site Traffic?

Website copy

Research your target keywords
Use Google Ad sense tool to find common search terms Use to find
your competitors keywords Plan your content writing around your top search terms (5-10%)
Use Ranking Factors to get your keywords in the right place
Pack as much useful content into the site as possible

Community Building

Discussion Forum
Online Quizzes
Ask The Expert
User contributed articles
User contributed media
Dive site guide with ratings
Equipment Reviews
News with comments

SEO Tips and Tricks …
Positive On / Off Page Factors

Keyword in URL (URL Rewriting)
Keyword in Domain name
Keywords in tags and meta tags
Keywords in Title **
Keyword proximity
Keyword Location (early)
Keyword in alt text
Outgoing Links (Sites/Valid)
Less than 100 links out total
Domain Name Extension
File Size (<100k)
Freshness of Pages
Frequency of Updates
Keyword stemming
URL length (<100 char)
Site Size - Google likes big sites
Site Age
Age of page vs. age of site


Negative On Page Factors

Over optimization penalty (OOP)
Link to a bad neighborhood
Redirect thru refresh meta-tags
Vile language - ethnic slur
Excessive cross-linking < 10 ok
Stealing images/ text blocks from another domain
Keyword dilution
Dynamic Pages (lose the id’s)
Excessive Java-Script
Flash page – NOT (not indexable)
Use of Frames
Single pixel links
HTML code violations
Zero links to you
Server Reliability

SEO is not a one off activity, it’s a constant process of refinement

SEO Summary

  • Do your own research and understand your own internet marketing strategy
  • Seek professional help
  • Don’t build your own web site unless you have professional experience
  • Invest in your website at the right level
  • Don’t over communicate with your customers
  • Don’t be complacent. A website requires constant maintenance
  • Be able to update your own content!


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