The Art of Internet Marketing

Internet Marketing can be a bit confusing as there are many moving parts. Search Engine Optimization (SEO) and Search Engine Marketing (SEM) themselves overlap when it comes to keyword and competitor research, though there are different optimizations and activities to perform as well.

Internet Marketing Overview

For a general overview of the topic of Internet Marketing, first take a look at the Internet Marketing article on Wikipedia and work your way through the articles listed on the right hand side.

Internet Marketing Activities at SEO Chiangmai

The main Internet Marketing activities at SEO Chiangmai, Thailand include the following:

Site Instrumentation and Benchmarking

• Site analytics
• PageRank
• SERP logs and sitemap submission

Keyword and Market Research

• Backlink analysis
• Competitor analysis
• Keyword research

On-page Optimization

• Brand articulation
• Site structure
• Usability
• Metadata
  • Title
  • Description
  • H1/H2/H3
  • Anchor text
  • Anchor title
  • URL

Off-page Optimization

• Link building
• Social media content and campaigns
• Press release optimization
• Email list campaigns

Pay-per-click (PPC)

• Google AdWords and banner ads
• Banner advertising and sponsorships

Ecommerce

• Affiliates
• Markets
• Carts and catalogs
• Transaction providers

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Dear Client,

This is a proposal for consulting work. Regardless if you use our services, we want to suggest that these are important aspects for a successful online presence and that they be pursued internally or by consulting with experienced professionals.

Keyword Research

• Research keywords, keyword frequency and value, competitor keyword ranking
• Deliverable: list of keywords to track and to design web page content (pages and blog) in order to achieve high SERP on target keywords
• Keyword-based domain name strategy

Brand, Offering Design Articulation

• The set of visuals communicating the brand (favicon, avatars, 140 character bios, tagline, trueline, etc.) needs to be clearly articulated especially for social media integration and deployment
• These are graphics and tightly designed text. Business cards are one deliverable

Search Engine Submission, Analytics Configuration

• Google, Yahoo, Bing registration (which gains access to the search logs) and sitemap.xml registration.
• Create Google Analytics account, configure async code for speedy delivery, with options, configure conversion settings

Website Design and Usabilty

• Initially we generally recommend using an open source content management system such as WordPress (or Drupal) as the content wrapper and CMS for any given website. Any additional programmed functionality or features such as client management tools can be wrapped by a CMS and operate "inside of it" as a separate but apparently integrated system. Re-inventing the wheel such as sitemap generation and search engine updates, RSS feeds, etc. is simply too time consuming, when WordPress and other tools have these as built-in or easily configured extensions.
• Design needs to be done by design professionals for a modern look and feel. We work with local award-winning graphic artists who have designed dozens of sites and can get the brand meaning communicated visually with a crisp visual value proposition
• Websites should be tested with real users but can be iterated quickly

Customer Acquisition Strategy Research

• Size of market
• Cost of customers
• Expected profitability of customers
• Customer acquisition channels (advertising, referrals), etc.
• Adwords, banner ads

Linkbuilding

• Backlink analysis
• Competitor analysis
• Linkbuilding plan and execution

Content Strategy

• Content strategy
• Content work schedule

Social Media Integration

• Social media account creation and configuration
• RSS and other syndication configuration

Ecommerce Strategy

• Ecommerce research, recommendations
• Ecommerce implementation

Resources

• Don't Make me Think by Steve Krug
• Designing Web Usability: The Practice of Simplicity by Jakob Neilsen
• Web Analytics: An Hour a Day by Avinash Kaushik
• Designing For The Social Web by Joshua Porter

Technorati code FHQC4ZMK2Q3J

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In early November, a few big acquisitions set the strategic tone for the coming year. Current Trends for the web are more mobile (which is small, but growing) and more social (big and growing bigger). What this means for SEO and SEM is the topic we take up here.

Signs of the Times - Facebook App and Mobile Ad Acquisitions

• Playfish, the Facebook game company was acquired for $400m USD
• AdMob, the mobile advertising company was acquired for $750m USD

More Mobile

Embedded in the article on AdMob is some analyst kool-aid.

Kelsey Group projects the U.S. mobile ad market will reach $3.1 billion in 2013, up from $160 million in 2008.

Of course it's crazy talk. Nonetheless there is more mobile in the future of SEO and SEM. Mobile means small interfaces which Google deems relevant for different devices. Mobile also means a platform for Internet advertising. In Google AdWords, mobile search is an opt-in/opt-out option for the search network. At some point "mobile-only" should be an option, for an interesting set of delicious complications. Do keywords perform differently in Mobile, does advertising text? You betcha.

More Social

True, some could say that Facebook games are more anti-social, but some games are played with other people (at least to some degree).

Whatever. The point is that the social web, social networks, social media are all places where search (and therefore Search Optimization) and Marketing (and therefore Search Engine Marketing) are important.

SEO and SEM for Mobile and Social

What does this mean for SEO and SEM? Clearly two things

• SEO for Mobile is small but becoming more important
• SEO for the Social Web is big and becoming even more important

Search Engine Marketing should be the focus for the Social Web, as there is less search and more on-page, in-game application marketing to be had.

Passive search, as in optimized Facebook Pages are of course important and a part of the SEO toolkit

• 5 Elements of a Successful Facebook Fan Page
• 5 Tips for Optimizing your Brand's Facebook Presence
• 8 Best Practices for Retailers on Facebook Pages
• How to Optimize Your Facebook Page for Your Business

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Ah, the Google Local Listing. A thing of beauty and portent. Discussed in such edifying tomes as the Google Webmasters Search Engine Optimization Starter Guide. Where to begin?

Google Local is the new Yellow Pages

Actually Google is the new Yellow Pages, but Google Local is essentially an overlay of additional information and listings when Google can recognize that the search is a locale and when there are at least two local listings available to display.

Google Local is Maps and Geolocation

Maps as in Turn-by-Turn Directions. Maps are useful for cultures which use maps extensively. This is true for most native English-speaking countries and so are helpful for targeting this market. Mobile search is a huge geo-location and mapping (turn-by-turn) opportunity and will become more important in the future. This is about the present, but certainly the future as well.

Google Local supports Images and Video

Up to 10 images and 5 videos (YouTube, natch).

Google Local Listing is easy to create

Watch the video, enough said.

Edit Google Listing Information

These are the Google listing information fields for Thailand

First Page

• Country
• Company/Organization (~77 characters)
• Street Address 1
• Street Address 2
• City/Town
• Province (drop-down in Thai)
• Postal Code
• Main phone (limits to Thai phone numbers)
• Email address
• Website
• Description (200 characters)
• Categories (up to 5, up to 4 custom)
• Geographical location marker

Second page

• Hours of operation (various options)
• Payment options (various options)
• Photos (Picasa, upload or web URL for up to 10 images)
• Videos (up to 5 YouTube URLs)
• Additional Details (custom data pairs)

Google Local is another Advertising Platform (Coupons)

Yes, even more. Google offers free-to-display Coupons.

Google Local Coupon Detail Limitations

• Business Name (35 characters)
• Headline (25 characters)
• Sub-heading (optional) (35 characters)
• Details (250 characters)
• Image (optional) (jpg, gif, png) (100x100 with cropping tool)
• Good until date (max 1 year from creation date)
• Offer code (optional) 15 characters
• Locations (ignore the "only valid in US nonsense")

Google Local is Free

Yes, Free as in Free.

Maybe it is about time to go get your Google Local listing? Here is a quick video with roughly some of the same information and some additional goodies and guidelines.

• More great information is available in Google's Local Business Listing guide

Some ISO 3166 Country Codes (for Southeast Asia Local Listings)

ISO 3166 Country Codes (selection of Southeast Asia and nearby countries)

• Cambodia (KH)
• China (CN)
• Indonesia (ID)
• Laos (LA)
• Malaysia (MY)
• Myanmar (MM)
• Nepal (NP)
• Philippines (PH)
• Thailand (TH)
• Viet Nam (VN)

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SEO Chiangmai, Thailand is the leading Internet Marketing and Ecommerce consultant in Chiang Mai, Thailand. We help local companies in Thailand and Southeast Asia compete globally using Search Engine Optimization and Search Engine Marketing (SEM).

Requirements to use Google Conversion Optimizer

30 conversions in 30 days gives Google enough data to enable SEOs to use the Google Conversion Optimizer. The bidding is changed to a Cost-Per-Acquisition (CPA) instead of Cost-Per-Click (CPC) or Cost-Per-Thousand-Impressions (CPM) - (don't ask why CPM instead of CPT, I've been told it's a legacy industry thingee).

CPA and Daily Budget

On some campaigns we have found that the CPA is more than the daily budget. Google allows you to set the CPA > Daily Budget at first but changing CPA is not possible (as the Daily Budget acts as a limit). The work-around is to change the Daily Budget first, and then the CPA, and then change the Daily Budget back, or something like that. The real deal is getting the budgets aligned so that one can talk about a "Conversions-Per-Day" budget rather than a USD or THB per day budget.

Keyword Ranking, Website Traffic and Conversions

Top ranking keywords and visitors per site don't actually matter. It is outstanding inventory, cost-per-conversion, and profitability that are the main metrics. SEO should be made to pay its way, and the only way is to hold it accountable for profitability rather than raw traffic metrics, which can easily be faked and themselves require interpretation.

Google Video on the Conversion Optimizer

Google Conversion Optimizer Information

• Advertisers increase their profits using Conversion Optimizer - Google Blog
• What is the Conversion Optimizer and how does it work? - Adwords Help
• Google Conversion Optimizer - Google Adwords Conversion Optimizer
• Google Business - YouTube Channel

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