Internet Marketing And Search Engine Optimisation

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Internet MarketingAnd Search Engine Optimisation
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SEO Topics
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Benefits of Online Marketing

• Buyers (Looking for products)
• Convenient and quick for buyers
• Information resource for audience to find
  results/answers
• Marketers
• Flexible
• Lower Costs
• Wide Audience

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Picking Your Product

• Your product must solve an important problem for
  your target audience?
• Do you have a UNIQUE value proposition to help
  you stand out in the crowd? What do you do better
  than anyone else?
• List 10 terms or phrases your target audience
  would search for to find your products.
• Calculate the time you spend prospecting clients
  and the value of that time.
• Calculate the money you will save if you cut that
  time in half by ranking well for a few of the
  terms you listed.

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Domain Name

• Brand or Keyword Domain Name
• .COM or .IE TLD
• Free or Paid
• Server Location
• Reliability
• PHP or ASP Compatibility

Hosting
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SEO Tools
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Keyword Selection

• Keywords are what help customers find you
• Use a keyword tool to find your sites most
  targeted words
• Pick a set of keywords to use in various sections
  of your site
• Keyword Phrases easier to rank well than words
• No more than 1 or 2 primary and 2 or 3 secondary
  keyword phrases per page
• Write original/unique content and Target around a
  specific theme.

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Page Optimisation

• Put Keywords in Page title, most important words
  first
• Only use site name at end of title if you are
  building a brand
• Shorter Title are better
• Overlapping Related Keywords
• Example Professional Catering Services Ireland
• Catering
• Professional Catering
• Catering Services
• Catering Services Ireland

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Page Optimisation 2

• Meta Tags, Meta description Not Important
• Meta Keywords include common mispellings
• A single, descriptive H1 header with keyword
  phrases similar to those you targeted in the page
  title. Reinforces!
• Descriptive sub-headers (H2 or H3) before every
  few paragraphs. This improves usability and
  helps define what the page is about to search
  engines.
• lttitlegtProfessional Food Catering Service
  Irelandlt/titlegt
• lth1gtProfessional Catering Service for Hirelt/h1gt
  (re-inforce the page title)
• lth2gtWe can Cater for your needslt/h2gt

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Home Page Optimisation

• Home page should build credibility and direct
  consumers to the most important parts of your
  site.
• Target your most competitive keyword phrase with
  the home page or with a page that is directly
  linked to from the home page.
• Link to the major theme pages from your home page.

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• Link to your home page from every page of your
  site. Include your site name and/or the home
  pages primary keyword phrase in the text links
  pointing to it.
• If you think your site is being filtered out of
  the search results for being too focused on a
  word or phrase, you may want to make the link to
  your home page just say something like home.

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Site Optimisation

• Use text-based navigation. Use descriptive alt
  text for image navigation links
• link to your primary pages from every page of
  your site using footer text links.
• Use a site map to help search engines spider
  through your site.
• Also use Google Site Maps (XML).
• Use descriptive text when linking between pages
  of your site.
• Link to related articles on other sites. If
  people see you talking well about them they are
  more likely to pay attention to you, especially
  because many sites and bloggers do link searches
  to see what others are saying about them.

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Site Optimisation 2

• Most authority sites were hub sites that talked
  about their community and linked to people in
  their community long before they gained authority
  status. If people like your website enough they
  may link at it. If your community supports you,
  eventually search engines will too.
• If you want your site to convert, assume many
  site visitors will ignore the global navigation.
  Actively guide people toward conversion from
  within the active content area of your website.
  This website, http//www.AndyHagans.com, does an
  excellent job of this.
• Use CSS to improve the look and feel of your
  pages. Put it in an external file.

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Registering with Directories
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Link Building
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SEO Abuse
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Appearing Natural
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Social Considerations
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Pay Per Click
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Pay Per Click
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More Internet Marketing

• Affiliate Programs
• Banner Advertising (Paid/Exchange Programs)

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Closing Tips