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

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SEO Hierarchy of Needs, originally uploaded by Bruce Clay, Inc.

The SEO hierarchy of needs takes its cues from Maslow's Hierarchy of Needs, a well-known diagram rooted in the field of psychology, which explains the various motivators of human behavior.

In Maslow's version, the most basic and fundamental needs are found at the base of the pyramid, and each higher tier represents needs that can't be realized until the needs below it are satisfied. For instance, a person isn't expected to prioritize love and affection (the third tier) if their physical needs for food or shelter (the first tier) aren't met.

Likewise, if fundamental site requirements -- like quality content and theme-based site architecture -- aren't secure, it's probably inappropriate to commit resources to higher SEO objectives, like link building.

So without further ado, here's a guide for understanding the SEO hierarchy of needs.

• SEO Hierarcy of Needs (Bruce Clay blog)

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An updated version of the classic presentation on web analytics

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