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Internet Marketing for
Small Business 1

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Who am I?
 James Blair
 30+ years in the IT industry primarily as a large scale Project
Manager
 5+ years in Internet Marketing
 Email – jblair@socialbraintrust.com
 Website – www.socialbraintrust.com
 Phone – 619.318.5307
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3. +Why are you here???
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• What do YOU want to learn?
• What kind of business are you in?
• Do you already have a website? Facebook Page?
• What is your SEO experience/knowledge?
• What is your HTML/coding knowledge?

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What is Internet Marketing?
 Internet Marketing ties together the creative and technical aspects of
the Internet, including design, development, advertising, and sales.
 Web Design
 Online Video
 Mobile Internet
 SMM – Social Media Marketing
 Facebook
 Twitter
 Pinterest
 Instagram
 http://www.mediabistro.com/alltwitter/files/2012/11/social-networks-
snapshot.jpg
 PPC – Pay per Click – PAID
 SEO – Search Engine Optimization – Organic/FREE
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What is SEO?
 Search engine optimization (SEO) is the process of improving the
volume and quality of traffic to a web site from search engines via
the natural/organic/non-paid search results.
 As an internet marketing strategy, SEO considers how search
engines work and what people search for. Optimizing a website to
both increase its relevance for specific keywords and to remove
barriers to the indexing activity of search engine spiders.This
involves editing its:
 Content
 Architecture
 Link profile
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Why SEO?
 Considered earned & thus more legitimate.
 Brand recognition & trust
 “Free”
 Scalable Solution
 Combined use of onpage & offpage factors
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Search engine spiders comb the internet through links, looking
for documents and their corresponding URL’s. These documents
and web addresses are collected and sent to the search engine’s
indexing software, then to their databases where they are
stored.
Search Spiders Follow Links
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Software Compiles Pages
url
url
url
urlurl
url
url
url
urlurl
url
url
url
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Pages Stored in Database
How do Search Engines Work?
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End-users go to search engines and perform search queries
when looking for specific information. The search engine index
is searched, looking for matching documents based on your
query. Relevant results are displayed within the search engine
result pages (SERP’s).
User Performs Search Query
Search Engine Index is Searched
url
url
url
url
url
url
Search Result Pages are Displayed
url
url
url
url
url
url
url
url
url
url
SEO
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How do Search Engines Work?
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Optimized Titles
Optimized Descriptions
Optimized Linking
Optimized Content
55,900,000
results for
“term life insurance”
How do Search Engines Work?
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• Web pages must be accessible to the search engine crawlers (spiders)
• Web pages should include unique optimized titles and meta-data
• Content should be optimized to support target keywords and keyword
phrases
• Offsite optimization must be used to promote site

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Paid vs. Organic Search
PAID
PAID
ORGANIC
ORGANIC RESULTS
More trusted by the majority of
users. In many cases upwards of
80% of all clicks occur within the
organic results.
ORGANIC RESULTS
More trusted by the majority of
users. In many cases upwards of
80% of all clicks occur within the
organic results.

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SEO is Both Art & Science
SEARCH ENGINE OPTIMIZATION
People “trust” organic results because they feel that Google
does a good job of determining what sites are relevant for
specific keywords or search queries. Site architecture,
unique / engaging content (that help drive backlinks),
localized content are some of the more critical components. Of
course “link building plays a critical role as well.
SEARCH ENGINE OPTIMIZATION
People “trust” organic results because they feel that Google
does a good job of determining what sites are relevant for
specific keywords or search queries. Site architecture,
unique / engaging content (that help drive backlinks),
localized content are some of the more critical components. Of
course “link building plays a critical role as well.

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Search Is About Signals
 Google factors in over
200 signals into their
ranking algorithm.
 SEO and search
marketing is about:
 Identifying signals
 Reinforcing signal delivery.
 Making sure search engines are
able to get to the signals a site
is sending.
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ARCHITECTURE
Technical optimization to
ensure search engines can
easily “crawl” content and
understand page
elements.
 Platform / CMS /
Templates
 URL Structures, Source
Code
 Site Migrations, Retiring
Content
A
BACKLINKS
Link building to ensure
external websites and 3rd
party sources relevant to a
particular query are linking
to BAC.com pages.
Press Releases,
Partners / Sponsors,
Articles, Directories
Viral Content and
Infographics
B
CONTENT
Content optimization to
ensure “readable” text
includes relevant
keywords and themes
that reflect consumer
voice and need.
 Product / Service pages
 Education and
engagement
 Relates to search
engine and consumer,
drives conversion
C
SOCIAL MEDIA
Facebook, Twitter,
Google+, YouTube are
influencing content
discovery through sharing,
voting and social
commenting signals.
 On-site social sharing
buttons
 Content creation,
promotion, sharing and
voting in social spaces
S
ABC’S of SEO

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According to details released on Google's official Inside Search blog algorithmic tweaks for Panda and Penguin
represent less than 2.3% of the changes the search engine made to its core algorithms since the first of the year.
Year-to-Date Trends
Out of approx. 342 algorithmic updates made by Google:
 9.4% Freshness Factors:
Google continues to refine time-sensitive search signals in order to
gain relevancy and visibility for newly trending over more trusted and
highly cited web results.
 8.8% Google Answers:
Google refined data triggering algorithms in order to provide better
short answers for calculator functions, economic forecasts, flight
status results, movie times, etc.
 7.3% Relevancy Signals:
Goggle refined its understanding of query interpretations to provide
more authoritative results that reflect greater domain diversity
balanced with official brand pages, high-quality content, and
thematic clustering.
 7.3% Autocomplete Functionality:
Google algorithm updates made tracking referrals more challenging
due to the inclusion of the domain in the autocomplete box, which
eliminated the need for searches to finish typing their search
queries.
Google Algorithm Updates

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Google Algorithm Updates
 Panda - February 23, 2011A major algorithm update hit
sites hard, affecting up to 12% of search results (a number
that came directly from Google). Panda seemed to crack
down on thin content, content farms, sites with high ad-to-
content ratios, and a number of other quality issues. Panda
rolled out over at least a couple of months, hitting Europe in
April 2011.
 Penguin — April 24, 2012 After weeks of speculation about
an "Over-optimization penalty", Google finally rolled out the
"Webspam Update", which was soon after dubbed "Penguin."
Penguin adjusted a number of spam factors, including
keyword stuffing, and impacted an estimated 3.1% of English
queries.
 Courtesy of http://moz.com/google-algorithm-change
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