Welcome to Easy Online Marketing Learning !
One of the most challenging aspects for a new comer starting off with online marketing is; from where to start!
The field of online marketing is full of pitfalls; that should be navigated with most cautious steps.
Here is a Ten Step Easy Guide to Online Marketing:
Step 1: Analyse your existing websiteThis is your home work!
Look closely at your website from user point of view.
Address the following questions:
- Does the website work seamlessly on desktop, laptop, tablet and mobile?
- Is the text readable?
- Are the images and graphics loading fast enough or just taking too long?
- Is it easy to navigate?
- Can you find the relevant information with ease?
- Does it have a search tool?
Do invest time to study each and every web page.
Remember there are no "extra" pages. In case, you find "orphan" pages, ensure that you delete them from the web server.
To check you webpage readiness for mobile platforms, you can use this online tool by Google for verification purpose: https://www.google.com/webmasters/tools/mobile-friendly/
Step 2: Undertake On-Page Optimisation
On-page optimisation refers to the content on
For a purpose of creating a content rice
webpage; ensure that most of the following contents are in place:
1. Text: A well researched text content that
is unique and written specifically for the website. Always keep the user /
visitor of the website in mind; while writing the content. Do not write for the
search engines; the algorithms have become smart enough to recognise the same
and penalise the website.
2. Images. Include adequate number of images /
graphics in your web pages. It is ideal; to have one image / graphic per 300
words. Do not use copyrighted images / graphics. You can either purchase images / illustrations
/ graphics from stock selling websites like IStockphoto.com or use royalty free
images from websites like Pixabay etc.
On-page optimisation refers to the content on the webpage.
Step 3: Off-Page Optimisation
This refers to link building!
There are several strategies and methods to get good quality back links to your web site.
Remember NOT to use any automated online or off-line "tools" that will submit your website to links farms and other "short-cut" methods to get maximum links.
Quality > Quantity.
It is not the number of links that count, but the quality of links.
Link building takes time and efforts; so it is NOT a one stop action; but an on-going process.
Google and other search engines give relevance to a webpage, depending on various factors and of the important one is link building.
Step 4: Undertake Technical Optimisation
This refers to the actual code that is used to the create the webpage.
There are several ways today to create a website.
Here are some of the popular ones:
1. HTML5+ CSS3
3. .NET framework
4. Content Management Systems (CMS)
For the checking the errors and warnings in HTML pages, you can use this free tool called from World Wide Web Consortium (W3C): http://validator.w3.org/
The situation becomes more complex; when we are dealing with programming platforms and Content Management Systems (CMS) like WordPress. Jhoomla etc.
You may require support from a programming team to weed out the errors / warnings generated.
Standing on a solid platform of validated code, works well in long term; although it may be daunting to begin the task and may cost an additional demand on your time & resources.
Yet, it is a worthwhile investment; that will lay a solid foundation to your online platform.
5. Analyse Competitors websites & Keywords
This is a critical step in building your online strategy.
A preliminary search for your most important keywords; will display your top ten competitors in the first SERPs (Search Engine Result Pages).
Note down all of them in a excel sheet.
Use this parameter in Google to display the links from where the competitor website in getting links.
Note down, the list of the top ten websites, that are linking to each of your competitors.
So in the Excel Sheet, you will have the names of the 10 competitors followed by 10 links for each of them.
You have 100 links to follow-up and get links to them!
Yes, it is not easy to get links and more challenging to get the same from authority websites like .edu and .gov.
6. Make a Content Rich Website
In addition to having done the on-page optimisation; by adding high quality content and images/graphics; you have to make the website better in form of offering different types of content to for users to interact with.
Consider adding some of the following; if not all:
a. Videos - People love to watch rather than red. Period. The consumption of video content is 6000% more than the text consumption. Create short but good videos; that will be add value to the website.
b. Downloadable PDF - You can create or get designed product catalogs / brochures / online technical documents / company profile / newsletters / trade magazines in PDF and allow your visitors to download them. You can use online platform like ISSUU to host your PDFs and display them online.
c. Slide Shows - Slide Shows are popular method to dispensing information; that can be broken down to short formats /bullet points. Add images / graphics along with the text information; adds to the value of the presentation. Slideshare is a popular presentations sharing platform; that is free and allows you to embed the slideshow in your website / blog.
7. Schedule Social Media Calendar
Adding regular content is challenging and it is even more challenging to update the same on various social media platforms like Facebook, Twitter, Pinterest etc.
Luckily, there are online tools that automate the postings for you!
You can schedule the posts / information to various platforms at specific time / date.
One of the popular social media scheduling online tool is Buffer.
The free version allows scheduling of 10 posts to Facebook, Twitter and LinkedIn. The paid version allows you to schedule 200 for annual fee of $105!
For scheduling posts on Facebook pages, there is an in-built tool available to the Facebook page Admin. They can schedule as many post as they want.
Here are some more popular social media scheduling tools:
8. Create Youtube Channel
We have already stated that we need to create content rich websites that have videos.
The most popular platform: Youtube.com allows you to add unlimited videos in SD / HD formats and create links to your web pages.
There are several methods to creating your own cost effective videos.
Using royalty free video clips; is a good method to get started.
Download the clips and you can edit them with software like Windows Movie Maker.
For royalty free background music, you can download from here: https://www.youtube.com/audiolibrary/music
All the efforts that have been invested to get the website up in the rankings must be validated.
There are two ways:
1. Manually checking of SERPs
2. Automated ranking tool
A simple yet crude methodology to "see" your rankings is to actually search for them and check the rankings.
Online tools like http://checkpagerank.net/index.php give you information on:
- Google Page Rank
- Domain Authority
- Page Authority
- Global Rank
- External Backlinks
- Referring Domains
10. Evaluate Results
Depending on your industry, keyword competitiveness, website content, the results will vary over period of time.
The work of a SEO expert; is a never ending tasks with iterations and re-work on strategy on long term basis.