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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Following up on yesterday's post and culminating in the post tomorrow on SlideShare, we continue to review the link-building opportunities in file sharing social media.

A Review: Filesharing and Linkbuilding

In Day 13 of the 30 Days of Linkbuilding we discussed the simple sharing of files (which granted, can become quite complex) represents a significant opportunity and challenge. The complexities are as follows and raise the question of the value of links and link-building:

• A link as a reputation verification opportunity (aka PageRank)
• A link as a traffic generating opportunity (aka visitors)
• A link as an ecommerce transaction opportunity (aka money)

Docstoc is a Marketplace

Ecommerce, baby! Sell those docs. But also give them away. Build your value. Hosting is free, inbound links (in the case of Docstoc, links to LinkedIn and to Facebook) are free.

Docstock and PageRank

The Docstoc homepage has a respectable PageRank of 6. Individual pages accrue PageRank, and as on other document sharing sites, it is the inbound links both onsite and off which drive traffic and PageRank of the profile and document pages.

Docstock and Linkbuilding

SEO for the Docstoc profile includes follow links for linkedin and facebook profiles but an inexplicable nofollow on the professional web address. The account profile does have a nice accountname-friendly URL.

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Filesharing and Linkbuilding

The simple sharing of files (which granted, can become quite complex) represents a significant opportunity and challenge. The complexities are as follows and raise the question of the value of links and link-building:

• A link as a reputation verification opportunity (aka PageRank)
• A link as a traffic generating opportunity (aka visitors)
• A link as an ecommerce transaction opportunity (aka money)

Opportunities, opportunities, opportunities. They abound! But let's be clear, you don't get any of these without focus, focus, focus. It will not be raining PageRank, visitors, or transactions anytime soon.

Scribd as a Market for Documents

Scribd is really a marketplace for documents, first and foremost. I may have started as social media, but it has become a marketplace and that is how we need to think of it. Brilliant. It is important, therefore, to use Scribd in that way, as a marketplace.

• A marketplace is where you can sell things
• A marketplace is where you can advertising things
• A marketplace is where you can build your brand (namely visibility)

Scribd Sells Documents

In addition to Amazon and other ebook and pdfs for sale Scribd supports ecommerce. Recommended.

Scribd Hosts Documents for Free

But also think about using Scribd to give away documents (the original concept was sharing). Along with Docstoc and Slideshare, Scribd is a great place to house your pdf documents for external use. Anything that an organization makes available to customers, either on websites, downloads or regularly emailed attachments can be nicely placed online in these document sites, all the while increasing reach.

Scribd and PageRank

The Scribd homepage has an impressive PageRank 8. Clearly there is lots of valuable inbound linking going on. Individual pages can gain healthy PageRank.

Scribd and Links

The Scribd user profile handily provides a nice follow link on handy username URL. No anchor text. However the profile supports a variety of information and can become SERP-competitive if the right document titles and descriptions are uploaded and available for the spiders.

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WordPress has become the content management system of choice for Chiangmai SEO and many other Internet marketing consultants and businesses with simple websites and corporate blogs to large informational, entertainment and transactional websites. Easy-to-use embedded ecommerce support is one feature which makes the platform so powerful.

Three ecommerce plugins

There are of course many more than three ecommerce plugins. These three are simple, popular and powerful.

• WP e-Commerce
• eShop
• Amazon Reloaded

WP e-Commerce

The most popular plugin with a thousand or more downloads per day, WP e-Commerce has full shopping cart functionality and good management capabilities. Good use of Flickr for screenshots. Paid upgrade components add additional functionality, if needed.

Authors: Dan Milward, Thomas Howard, Chris Beavan, Allen Han

The WP e-Commerce shopping cart plugin for WordPress is an elegant easy to use fully featured shopping cart application suitable for selling your products, services, and or fees online.

WP e-Commerce is a Web 2.0 application designed with usability, aesthetics, and presentation in mind.

Perfect for: Bands & Record Labels, Clothing Companies, Crafters & Artists, Books, DVDs & MP3 files

eShop

eShop is also a popular plugin with hundreds of downloads daily and a high rating by WordPress users. Full cart functionality included.

Author: Rich Pedley

eShop is an accessible shopping cart plugin for WordPress, packed with various features. Including: Utilises WordPress pages, or posts, to create products; Various methods available for listing products; Products can have multiple options; Upload downloadable products; Basic Statistics; Download sales data; Various shipping options; Admin has access to an Order handling section; Automatic emails on successful purchase; User configurable email templates; Configurable Out of Stock message; Basic Stock Control; Google Base Data creation; Uninstall available within the plugin; Various discount options

Several payment options - Paypal, Payson, eProcessingNetwork, Webtopay and Cash/Cheque! and more.

Amazon Reloaded for WordPress

This plugin can be a bit tweaky as the Amazon API has changed. See discussion in the comments for more information. However, if all one wants is to be able to use Amazon affiliate codes and to easily look up Amazon products from within the WordPress editor, then this is the option to choose. Think of it as the training wheels for the first step into the ecommerce world. Embedding a full Amazon storefront is another option, but this is a lot faster and simpler to manage, and much more flexible as per-post content-related transaction opportunities can be taken advantage of.

Authors: nickohrn, docwhat

WP-Amazon was a great plugin. It allowed authors to easily and quickly add Amazon image and text links to their posts. Unfortunately, WP-Amazon isn't compatible with WP 2.5, and it seems that the author won't be updating the plugin to make it so. As such, WP-Amazon Reloaded was born.

This plugin makes it easy for post authors to quickly search Amazon's index from their posting page, and grab text links to place in their posts. The text links can optionally contain an individual's affiliate tag. Also, the blog administrator can choose which Amazon locale that they wish to use from a list of the following: Canada, France, Germany, Japan, United States, United Kingdom

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