1. Online Strategy
By Peter Baskerville
3/08/2019

2. The past and future of the Internet2

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

4. 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

5. 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.

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

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

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

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

10. 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

11. 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

12. 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

13. Search Engines Optimisation (SEO)
Back Links
Key Word

14. 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

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

16. Be the domain expert – however small

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

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

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

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