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GetMore.ph Marketing Sessions
The Concepts of Modern Marketing
Intro to the concepts & benefits of Digital Marketing
Noel Flowers January 20th, 2016
Course Outline
Objective: At the end of the course, users should be able to pass both the Google AdWords Fundamentals and Search Advertising Certification exams.
Modules: Five 1-hour modules once a week, then a final review before taking the Google AdWords Certification Exams, see the complete schedule below:
Module 1 [Jan.20] – Intro to Digital Marketing Module 2 [Jan.27] – The Value of Online Marketing Module 3 [Feb. 3] – Google’s Advertising Networks Module 4 [Feb. 10] – Building Your PPC Campaign Module 5 [Feb. 17] – Measuring & Optimizing Performance Final Review Session [Feb. 24] Google AdWords Certification Exam – Fundamentals [Mar. 2] Google AdWords Certification Exam – Search [Mar. 3]
Required: Google Account – You'll need to create a Google Account by signing up with an email address — such as your company email or personal Gmail. Learn more about how to create and how to link a Google Account
Module 1 – Intro to Digital Marketing
This module will discuss what is Marketing, why we need it, and how it applies in the modern age, focusing on the following topics:
The Concept behind Modern MarketingMarketing for the Digital AgeGoogle and the Search Landscape
What is Marketing?
Definition:
Opinion: The activity of communicating information about your company, products & services to your audience.
Purpose: “Even if you have the greatest product in the world, it means nothing if no-one knows about it.”
Essence: Effective communication with PEOPLE
Modern Marketing – The Concept
The idea behind Modern Marketing is that to be able to effectively communicate with people in the digital age, we must be familiar with a wide range of mediums and understand how they all contribute to, or detract from the desired message.
Modern marketing has no place for “SEO Experts” or “Social Media Gurus”, but instead values those with a broad knowledge base, and the ability to organize the various moving pieces into a coordinated and complimentary marketing solution. Here are just some of the areas a modern marketer needs to stay on top of:
Design•Psychology•Content•Call to Action
Development•Technical Factors•Responsive
Functionality
Advertising•Organic Search•Paid Search• Social Media•Etc.
Tracking & Analytics•Code Snippets•Report Generation•Data
Interpretation
Lead Utilization•CRM Systems•Prospect
Management•Data-driven
Metrics
Where Digital Marketing Fits
Focus on Digital Marketing Piece
• What does it encompass?• Why does it exist?• The Google Gods• Virtual Search Landscape• SEO vs. SEM
Digital Marketing
Website
SEO
Paid Marketing
• PPC• Display Ads• Video Ads
Social Media
Non PaidPaid
Digital Analytics
Email Marketing
OnlineReputation
Management
Google & Search Landscape
There are many misconceptions surrounding SEO, and some marketers who like to perpetuate the myth that it is a complex and mysterious craft that requires a marketing wizard adept in the black, grey or white-hat magical arts to conjure up success.
Here are some of the more common SEO myths and why they are busted:
It’s all about the rankings baby!Search rank is an outcome of website optimization, it is not the goal
Repeating keywords in content and code, increases visits/rank for that term Stuffing content with your keywords, not useful information, hurts rather than helps
The more links to your website, the betterThink quality not quantity. Links should be useful and relevant to the user
The Underlying Principles of SEO
53% of users click on the FIRST organic Google search result
12% click 2nd, 8.5% on the 3rd, and decreases incrementally until only 3% click on 10th result.
This is the difference between receiving 1 million clicks (1st spot) or only 73,500 (10th)
Did you know?
What is the Purpose of Search Marketing?
To truly understand search engine optimization, we need to stop over complicating it and look at the reasons for its existence, the underlying purpose it serves, and the objectives that serve as its foundation.
Search engines like Google have a very simple aim; to connect users with the most relevant content results for their search query
To achieve this, they have developed complicated algorithms that assess numerous elements to determine the site’s usability and relevance to the query
The goal isn't to manipulate the search engine algorithms so you can rank highly in search results, but rather to communicate through various means the purpose of your website so it can be matched to relevant searches. While providing visitors with an efficient and seamless user experience
The Basic Principles
There are a million and one different opinions about how to approach SEO, but if you can remember these three very basic premises, the rest should come easy:
SEO Principle #1 – Don’t try to outsmart Google
SEO Principle #2 – Create websites for people
SEO Principle #3 – Build in a way robots understand
Some Black Hat Practices to Avoid
Naughty, Naughty!The first basic principle we discussed was “Don’t try to cheat Google” and there is a good reason for this. Google makes it clear that it disapproves of certain SEO tactics, (see their list) and have been known to crack down heavily on any activity they deem to be contrary to the spirit of SEO, going so far as to remove sites it felt weren't playing fair. You would be wise to avoid the wrath of the Google gods, so best to avoid:
Invisible text – Don't put white text on a white background. In fact, don't put even very light yellow on a white background. The engines aren't stupid; just because the colors aren't exactly the same doesn't mean they can't figure out there's no contrast. Yes, there are clever ways to try to fool Google about what the background color actually is, but Google is probably aware of most of them anyway
Cloaking – Google knows what's on your site through periodical automated scans by Googlebot to the pages in its index, to grab all the page content for analysis. Cloaking means showing one page to Googlebot and a completely different page to real human visitors. Google despises this aplenty
Naughty, Naughty! (contd.)
Keyword Stuffing – engines want your pages to be natural. Finding every place to cram your keywords onto your pages (or worse, including a "paragraph" of nothing but keywords, especially if they're repeated ad nauseum) is a big no-no. Do you consider pages with lists of keywords to be high quality? Neither does Google.
Doorway pages – this is a page built specifically for the purpose of ranking well in the search engines and without any real content of its own, which then links to the "real" destination page, or automatically redirects there. Doorway pages are a popular choice of some SEO firms, although Google has cracked down on this and many webmasters saw their pages disappear from the index.
Spam – with regards to SEO, spam refers to worthless pages with no content, created specifically for the purpose of ranking well in the engines. You think they have what you're looking for, but when you get there it's just a bunch of ads or listings of other sites. The webmaster is either getting paid by the advertisers, or the page is a doorway page, with the webmaster hoping that you'll click over to the page they want you to go to
The Consequences
There are two possible punishments for violators of any of Google’s policies and it's important to distinguish between them since they're entirely different:
Banned – your site is removed from the index completely. This is pretty rare; most people who think they've been banned are actually still in the index. It's easy to tell whether you've been banned by Google. Assuming your site was in the index to begin with, search Google for site:yourdomain.com. If you get any results, your site hasn't been banned
Penalized – means having your rank reduced. Unfortunately there is no proven way to test for this. A lot of the time when someone thinks they've been penalized, they're actually wrong. Rankings change, sites drop, it's all part of the way the search engines work
Homework
