Online Strategy By Peter Baskerville 3/08/2019

The past and future of the Internet 2

Build it and they will come … “But ... how will they find your needle from the 10 billion pages currently on the internet.”

Generating Traffic Physical Virtual Visible – shop front Location – main street Accessible – no barriers Trust – marketing Virtual Visible – Ist page Google Location – on platforms Accessible –easy click links Trust–Personal brand

Gaining Traffic Strategies Being discovered - Location Gaining Traffic Strategies Keep your valuable content on your own website and hope customers can and will want to find you. Website + SEO marketing OR ... FREEMIUM place content for free on sites already built on the information highway. Build reputation and trust so that customers will seek out your value add.

Blooms Taxonomy - FREEMIUM Infomation Understanding Analysis Apply Evaluate Create FREE PAID

Impressions 10,000 Reactions 50 Connect 5 Engage 3 $1 Sales Funnel - Online Impressions 10,000 Reactions 50 Connect 5 Engage 3 $1

Free content & Social Media Personal Brand Content Articles Forum Curate CV Announce Interact

“What is the definition of invisible …” …being on the 2nd page of Google.

Search Engines Three main search engines – Google 60+% Built on an algorithm (mathematical) 200 parameters in Google algorithm - PageRank Parameters designed to best match the search returns with the user need

Ranking Algorithm Ranking Domain Page Site Backlinks User activity Social signals # & quality Mobile friendly Keyword - Content Comments – low bounce Transparent – Many years Twitter, Facebook, G+, Pinterest http://backlinko.com/google-ranking-factors

Online Content Strategies Be a good citizen – useful + fresh + targeted content – NO GAMING – NO SPAM Original – uniqueness Post once Amount of content - text Minimal links out (quality) Flagged keywords usage (gambling, dating vocabulary) - BAD Text in images BAD - Rampant misspelling of words, bad grammar, and 10,000 word screeds without punctuation

Search Engines Optimisation (SEO) Back Links Key Word

Keyword Strategies Google - Keyword Planner – Trends Exact match (text string) Keywords in the title, H1. Keywords in the beginning of the body text (is 100 words) Keywords in body text (density) Beware overuse

Spamming - Black listing Keyword over usage / Keyword stuffing Link buying Spamming records (comment, forums, other link spam) Hidden Text Duplicate Content (external duplication)

Be the domain expert – however small

Physical goods – best sellers Sale of Physical goods Limited shelf space Handling costs Obsolesce Finance costs Opportunity costs

Digital products – Target the longtail Unlimited shelf space No handling costs No obsolence No finance costs No opportunity cost

Longtail – Search domain Top 20% - Single word - "Cleaning" 20% - 50% 2 word phrase - "House Cleaning" 11-25 character keywords definitely comprise the "head." While 26-40 character keywords generate significantly fewer impressions, they are much more efficient than head keywords. Specifically, 11-20 character keywords represented 62 percent of clicks and 62 percent of conversions (a 1-to-1 relationship); whereas, 26-35 character keywords  Longtail niche 50% - descriptive phrase - "Brisbane House cleaning"

Keyword Google Adwords Rank (1st page) in organic search returns Profitable outcome from paid for clicks