SEO Course Introduction

A 30 minute Introduction to Internet Marketing

This course is a little different than most others. It is designed to give busy people a quick

overview of Internet marketing. We show how different tactics are related to each other. You can

test your knowledge by taking the SEO Cartoon Quiz. The course is best for people who:

1. Want a quick introduction to Internet marketing

2.Want to hire an Internet marketing firm and need to know more about the subject in a hurry

3. Are working with an Internet marketing firm and want to be more knowledgeable about the

subject

Why is it called SEO if we are teaching Internet Marketing?

One of the most important lessons in Internet Marketing is to use the same language that your

customers use. This is an old rule that is also true for offline marketing also. Online, however, it is

critical. We will clarify this later.

SEO, which stands for search engine optimization, never really was a good description for what

SEO is. We are not optimizing the search engines – rather, we are optimizing our web sites. To

make things more confusing, web optimization now refers to optimizing a web site for conversions

(sales and leads).

A long time ago, SEO was the main technique for driving traffic to web sites. Today, we have PPC

(pay per click advertising-usually on search engines), SMO (social media optimization) and many

others. However, many people still use SEO as a description for web marketing. This is especially

true outside the US. In America, people are quicker to adopt new buzzwords. In the rest of the

world, where English is more often a second language, the adoption rate is slower.

SEM (search engine marketing) is a more recent and broader term than SEO since it includes PPC

and SEO. Internet marketing is broader still and includes: SEO, PPC, paid ads, email marketing,

SMO, web analytics, conversion optimization, affiliate marketing, etc. However, SEO is easier to

write into a search engine, easier for many people to use and is a better known term especially for

people who are not familiar with the subject. Therefore, it is often used as a synonym for Internet

Marketing for newcomers. That is why we called our course: SEO 101.

I hope that this SEO course helps you to start your journey in web marketing.

Internet Marketing Strategy Overview

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Monitoring

SEO Monitoring

Typical web analytic reports include:

· Search engine positions by keyword
· Total traffic
· Keywords used to reach site through search engines and PPC ads
· Referral sites - both free and paid
· Conversion rates

The botheration with abounding of these letters is that they are too accepted to aftereffect in actionable items.Therefore, it is important to use a web analytics amalgamation which will acquiesce you to articulation visitorsand dig bottomward into the details. For example, award out how abundant cartage you accept is nice to know. However, that metric won't acquaint you much. Increasing cartage could be from:

· Spammers
· People who come and leave immediately (high bounce rate)
· People going to your less profitable products whereas your high profit items actually have a
decrease in traffic

Web analytics has appear a continued way but it is still in its infancy. In abounding cases in adjustment to produce easy to apprehend letters with the advice you charge to accomplish authentic decisions - you will accept to export the advice to a spreadsheet area you can dispense the data. Accomplish abiding your web analytics amalgamation has this capability.

You should additionally accomplish abiding that you are ecology your A/B folio tests, A/B announcement archetype tests and any added tests that you are conducting. This is capital in adjustment to accomplish abiding your after-effects are always actuality optimized.

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Conversion Optimization

Conversion Optimization

Increasing focused cartage to a company's web armpit and sending emails to adapted potential clients are important tactics.However, they are just the first step. The goal of online marketing is to start a conversion process. A conversion can be defined in many ways:




· An inquiry initiated by a potential client by telephone, fax, email, or filling out a form for
more information
· An on-line sale
· A potential client bookmarking the site for a return visit
· A visitor emailing the site to a friend or colleague who would be interested in your
product/service
· Downloading a white paper
· Filling out a form for a newsletter

Leads and Sales about-face access is an complex action that includes 3 above steps:

· Creating Personas. On a website you cannot acknowledge or acclimatize your access to anniversary company as a agent would do. However back altered bodies accept altered apropos you can

create personas which act as metaphors for altered types of concerns. The abutting footfall is to

address those concerns.

· Removing obstacles to converting. This can accommodate answering questions that you

anticipate will be asked such as advantages over added products, prices, or acknowledgment policy.

Each persona has to accept their apropos answered. Altered bang through paths may be

used to accomplish this so one persona doesn’t accept his drive slowed bottomward with material

that doesn’t absorption her

· Testing and optimizing further. A/B and multivariate testing should be acclimated to optimize the

site continuously

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