This document provides an introduction and overview of online marketing and keyword research techniques. It discusses analyzing competitors, setting up Google Analytics to track website traffic, and using WordPress as a content management system. The presentation recommends researching top keyword targets, building landing pages, and creating spreadsheets to organize keywords. It also explains how to research competitors, set up Google Analytics tracking code, and use WordPress with free themes and plugins for website development.

1. Presented by:
Coryon Redd
coryonredd@coryon.com
www.linkedin.com/in/coryonredd
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Win the Internet Marketing Game
Introduction to Online Marketing – Part 3
Placer School for Adults
Fall 2014
View this presentation online at:
http://www.coryon.com/placer-intro-fall-2014

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Keyword Research Follow Up
Keyword targets
What are people searching for?
What keywords / phrases are used most?
Find the most relevant keywords and build landing pages.
Review keyword spreadsheets – Create a spreadsheet with top
keywords organized by page.

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Why does Google PageRank Matter?
It does matter, but it’s complicated…
• Key to Google figuring out which pages are important.
• How does your website do in the Google Popularity
Contest?
• PageRank not a reliable indicator…

4. Link Quality depends on:
• Content of page – Is the link related, natural?
• PR of linking page (scale of 0-10)
• Keywords in links can help but be careful!
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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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Google PageRank
Logarithmic Scale
quicksprout.com/2011/08/31/does-google-pagerank-really-matter/

6. 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.
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Google PageRank
NoFollow DoFollow

7. Google PageRank
Reference docs
searchengineland.com/what-is-google-pagerank-a-guide-for-searchers-
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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

8. Competitor Research
Build a better website by
learning from your competitors
Search for your top keyword
targets on Google
Find competitor websites
Learn from competitors
– Find “Best of Breed” websites
– What can you do to improve your website?
– What mistakes can you avoid?
– Why are competitors on the top of Google?
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9. Create a Competitor Spreadsheet
• Address of website – ie. Domain.com
• Keyword and ranking on Google
• PageRank of homepage
• Number of pages in google index
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–Google search for site:domain.com
• Number of links in – Use alexa.com
– Click on Sites Linking In:
• Notes about website – Content, presentation, features
& benefits, branding, taglines, blog, etc.

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Google Places for Business
Google Maps Listing
Find your business on Google Maps search or
add your business to Google Local
https://www.google.com/business/placesforbusiness/
• Find your business and verify
• Edit your description
• Add a photos / videos, coupons
• Assign business categories
• Ask for reviews from customers
• Track your clicks
• Consider Google Adwords Express
Other sources for local listings – Bing Local Listing Center, Yahoo Local, citysearch.com,
yelp.com, insiderpages.com, angieslist.com, MerchantCircle.com and more.

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Google+ Local
Claim your Local Search Listing
Main Factors for Better Ranking
• Claim your listing
• Customize your listing
• Address in the city of the search
• List in the right categories
• Number of citations
• Linking to your webpage
• Customer reviews
• Keywords in business name
and Places page
Go to http://moz.com/local-search-ranking-factors for more info

12. A Wireframe is a Blueprint
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for your Website
Visually displays the layout of a web page
Saves time and aggravation
Meant to be rough around the edges
A picture guides the web design
Clarifies website features
Puts a focus on design and usability

13. 7 Reasons to Wireframe -
http://www.orbitmedia.com/blog/7-
reasons-to-wireframe/
A Beginner’s Guide to Wireframing -
http://webdesign.tutsplus.com/articles/a-beginners-
15 Wireframe Tools
https://www.mycrowd.com/blog/15-essential-tools-and-
resources-create-great-wireframes/
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Wireframing References
guide-to-wireframing--webdesign-7399
Examples of Wireframes
http://www.pinterest.com/coryonredd/wire
frame-examples/

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Introduction to WordPress
WordPress is a free and easy to use tool
to build websites. www.wordpress.org
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

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Introduction to WordPress
Downsides on using WordPress?
• $$ - Get a developer to do what you can’t
• $$ - Plan to pay someone to keep it running
• Backups, Security, Testing
• $$ - Well supported paid themes are better
• Target on it’s back – A popular platform
means hackers love it.
• Ask me about China sometime…

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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://youtu.be/G8o8u7OtuZY
Hour long tutorial on how to use WordPress

17. What is Google Analytics?
Google Analytics is a free tool
to measure website traffic
and usage.
Would you like to know:
• Where are your website visitors coming from?
• What keywords are they using to find your site?
• Which pages on your site work the best – and the worst?
• How much individual products sell?
• How to measure the success of your online marketing?
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18. Setting up Google Analytics
Google Analytics: Sign Up and Install Tracking Code
• Sign up
• Read help
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o http://www.google.com/support/googleanalytics/?hl=en_US
• Install Analytics tracking code
o https://developers.google.com/analytics/devguides/collection/
o Code is invisible on your site but should in included on all pages.
Settings: Goals, Filters, and User Access
• Goals – Set up goals for conversion points.
o Checkout, contact form, download whitepaper, etc.
• Filters - Remove your website usage from tracking.
• Invite Users – Either as admin or view reports only.

19. More Free Google Tools
Analytics www.google.com/analytics
Webmaster Tools www.google.com/webmasters
Docs drive.google.com/
Alerts www.google.com/alerts
More Tools www.google.com/options
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- Calendar, Voice, Trends, Notebook, Groups, etc.