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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We have been preparing a few linkbuilding campaigns which includes evaluation of various white hat, high PageRank link-building. It turns out of course that the anchor text is important for ranking a site based on relevance. However in many cases the only anchor text that is allowed or used in various situations is the domain name itself.

Without having keywords in your domain name, link relevance is much less possible. Currently domain authority (regardless of relevance area) is seen as the more important ranking factor. This is akin to treating all professors of literature as able to identify correctly who are the experts in, say, nuclear physics. It doesn't work well and most blackhats tactics generally exploit the weakness. But this is a human weakness as well as a machine problem.

If people's names were the same as a given area of expertise, they would naturally be given some additional weight when it comes to that field. Mr. SEO Expert in Thailand automatically receives credibility in the named domain, regardless of actual expertise (in this case, a good amount ;D).

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Two recent anecdotes underline the importance for SEO of keywords in domain names for a domaining strategy.

New Domain, Instant Rank

Chiangmai SEO registered a domain name based on our keyword analysis and recommendation for a client. The keyword was a combination of three words which together consistently have 1,000 results/month in a high keyword CPC and high profit margin industry.

We installed a generic WordPress installation and registered the meta tag and sitemap.xml with the Google search engine (using the great Google XML Sitemaps and Headspace2 WordPress plugins).

We should emphasize that there is no content on the site, just the generic first post. We hadn't even changed the "Another WordPress blog" tagline. The only content on the site was the Title of the same three keywords and the domain name.

A week later this is what we found in the Google SERP rank log:

It should be mentioned that this is the highest ranking for the week, and that Google is doing highly dynamic SERP generation. Still, clearly it is the domain name and title which make this result even possible.

Old Domain, New Keyword, Instant Rank

Another Chiangmai SEO client has a 4 year old domain. Over the past three months we have steadily optimized the site for conversion and streamlined some of the on-page SEO.

After the first month we were able increase PageRank from PR3 to PR4. This is a site that has some decent inbound links and a few banner ads that drive much of the traffic. The site also performs very well for a particular niche keyword set, but not for the first level keyword in the industry.

We moved the site from an old domain that does not have a keyword in it, to one which does (though that keyword does not come first). For example it would be like moving "doodlebopconsulting.com" to "bopseo.com".

A few weeks later, the new site has the original sites PageRank 4 and consistently placing in the top keyword around the 8th page (based on generic sampling techniques). Still, we have seen the following as well for the past two weeks...

In brief: Keywords in domains is key to Google relevance and high SERP ranking.

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