MARKETING ONLINE PROFITABLY AND EFFECTIVELY
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1 MARKETING ONLINE PROFITABLY AND EFFECTIVELY JAY S. FLEISCHMAN, Brooklyn, NY Practice Pro Media, LLC State Bar of Texas ADVANCED CONSUMER AND COMMERCIAL LAW COURSE August 13-14, 2009 Houston CHAPTER 3
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3 ABOUT JAY S. FLEISCHMAN Since 1995, Jay Fleischman has been a consumer protection lawyer, first concentrating solely in consumer bankruptcy cases and then expanding into matters concerning the Fair Debt Collection Practices Act and Fair Credit Reporting Act. Jay is a member of the National Association of Consumer Advocates as well as of the National Association of Consumer Bankruptcy Attorneys. Jay is the co Founder and past President of Bankruptcy Law Network, the most comprehensive online source of consumer bankruptcy information that receives well over 100,000 unique visitors each month solely on the power of organic search engine placement and viral marketing techniques. In addition to actively practicing law, Jay is an avid student of direct response and Internet Marketing, adapting time tested tactics used by successful information marketers for the practice of law. Jay has spent no money on his online marketing for the past 4 years, and garners all of his non referral clients at no cost whatsoever. Jay currently maintains a blog at where he regularly exposes tips on marketing a practice more effectively and on the cheap. He also offers a variety of intensive training courses in copywriting, marketing, blogging, lead generation, and list building. For more information and to get Jay s free newsletter, Practice Pro News, visit
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5 Marketing Online Profitably and Effectively Chapter 3 TABLE OF CONTENTS HOW DO SEARCH ENGINES RANK MY WEBSITE?... 1 THE BASICS OF SEARCH ENGINE OPTIMIZATION... 2 THE BASICS OF BLOGGING... 3 The Software... 3 The Basics of Optimization... 3 Choosing a Theme... 3 Creating Content For Your Blog... 4 How Often Do I Need To Post To My Blog?... 4 BASICS OF ARTICLE MARKETING... 5 BASICS OF VIDEO MARKETING... 6 i
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7 Marketing Online Profitably and Effectively Chapter 3 HOWDOSEARCHENGINESRANKMYWEBSITE? Hugemystery howdoesgoogledecidehowtorankwebsites? Disclaimer nobodyknowsthefullspecificsofgoogle salgorithm.period.search engineprosknowsomeofit,butnobodyknowsallofit. Thathavingbeensaid,herearesomeofthethingsGooglelooksatwhendeciding wheretorankyoursite: Ageofyoursite:Ifyoursitecomesonlinetoday,Googlewillnotfully indexitforaperiodof6 8months.ThisisknownastheGoogleSandbox. TheSandboxisaphenomenonobservedwherebyGoogletemporarily reducesthepagerankofnewdomains,placingthemintowhatisreferred toasits"sandbox",inanefforttocounterthewaysthatsearchengine optimizersattempttomanipulategoogle'spagerankingtobringsitesto thetop,bycreatinglotsofinboundlinkstoanewwebsitefromother websitesthattheyownbeforecreatingthatwebsite. Relevanceofyoursitetosearchqueries:Themorerelevantyoursite isforaspecificsearchterm,thebetteritwillshowupontheresults. NumberofInboundlinks:Themorewell rankedandhighly respected websitesthatlinktoyours,moreimportantgooglewillviewyoursite. Forexample,ifGoogleseestheNewYorkTimeswebsitelinkingtoyou that swaycoolerthansomeporn/gamblingsitelinkingtoyou. QualityofInboundLinks:Youcanhaveamillioninboundlinkstoyour site,butifthosesitesaren tcloselyrelatedtoyoursiteitmeansnothing. Linksfromnaca.netaregreatforconsumerlawyers. NumberandQualityofOutboundLinks:thesearelinksonaparticular webpageleadingtootherwebpagesonadifferentdomain.ifyoulinkto alotofreallywell respectedsites,googlewillviewyouasanauthorityof sorts.authoritiesdobetterongoogle. CopyrightJayS.Fleischman AllRightsReserved 1
8 Marketing Online Profitably and Effectively Chapter 3 THEBASICSOFSEARCHENGINEOPTIMIZATION Mostofthesitesvisitedbysurfersarethroughsearchengines.So,ifyouhavea websitetoannounce,youneedtosubmityoursitetopopularsearchenginesfor greaterexposure. Searchenginesontheirownwayinspectyoursiteandrankitaccordingtotheir ownrankingsystems.higherrankingofyoursitegetsmoreexposuretothesurfers. So,howdoyougethigherrankingonsearchengines?Thatiswhatsearchengine optimizationisallabout. Searchengineoptimizationstartsfromthebuildingofyoursiteitself.Thatiswhy youneedtoknowaboutsearchengineoptimizationbeforeyouevenstartmakinga website. Itisn tsimpletocovereverysingleaspectofoptimizingyourwebsiteforthesearch engines,buttakingafewbasicstepscanbeallyoureallyneed. 1. Yourwebsiteneedtohavekeywordsbywhichsurferssearchforwebsiteson searchengines.ifyoursiteisaboutlemonlaw,oneofthekeywordforyour websiteis"lemonlaw"andyouneedtousethiswordalloveryoursite judiciously.searchenginesratepageswithmorekeywordsasmorerelevant results,andscorethemhigher.but,neveroverdoitorelsesearchenginewill consideritasspamming. CAUTION:Rememberthatyou rewritingyourwebsiteforrealpeople,notjust searchengines.ifyourepeatthewords lemonlaw overandoveragainwithout payingattentiontoreadability,you lllosevisitors. 2. Thetitletagofyourpageshouldhaveyourprominentkeywordsinitto increaseyourrankinginsearchengines.thecontentofthetitletagis displayedbybrowsersonthetitlebarlocatedatthetopofthebrowser window. 3. Itisimportantthatthekeywordispresentintheveryfirstheadingtagonthe pageregardlessofitstype.ifthekeywordisalsousedasafirstword,you willraiseitsprominence. Dorememberaveryimportantthing nevermanipulateortrytofoolsearch enginesinanyway.thatwillspoilyoursite sreputationandyoumightspoilall yourhardworkbydoingso. CopyrightJayS.Fleischman AllRightsReserved 2
9 Marketing Online Profitably and Effectively Chapter 3 THEBASICSOFBLOGGING Aweblogisalogwherepeoplejotdowntheirpersonalthoughtsaboutanumberof subjects.mostweblogsareveryspecialized,meaningthattheyareononetopicand onetopiconly. Blogsarereallynothingmorethanwebsitesthatarebuiltwithoutanytechnical skill.thoughthereareanumberofhigh profileplatformstobeginandmaintaina blog,thegoldstandardiswordpress it sfree,easilyinstalled,andpowerssomeof thebiggestsitesonline.infact,thenewyorktimesisnothingmorethanablog runningonwordpress. Blogsareoneofthehotwaystostartawebsiterightnow.Theyallowvisitorsto interactwiththesiteownerandtosubscribetoafeedsothattheycankeepupwith changestothesiteandnewinformation. Butbloggingcanbeintimidatingtopeoplenewtoit.It'sanewskill,andmaking yourblogstandoutalittleisn'talwayseasy.onceyouhavetheblogsetup, however,it'sincrediblyeasytorunone. TheSoftware WordPressisprobablythemostpopularbloggingsoftware.Thereareverygood reasonsforthis.it'sfree,prettyeasytouse,lotsofpluginsandthemesareavailable forit(moreontheselater),easytomakefriendlytosearchengines,andmanyhosts offeroneclickinstallationofit. TheBasicsofOptimization Afewbasicstepsshouldbetakentomakeyourblogassearchenginefriendlyas possible.thebeautyofwordpressisthatmuchofthesearchengineoptimization featuresarealreadybuiltin,lettingyouconcentrateoncreatingcontentratherthan worryingaboutwhethertheblogwillshowupwellonsearchengines. ChoosingaTheme Athemeisthe skin ofyourblog,andcanbechangedwithjustafewclicksofyour mousewithoutdisturbingthecontentatall.hatewhatyoursitelookslike?clicka buttonanditlookslikesomethingelseentirely. CopyrightJayS.Fleischman AllRightsReserved 3
10 Marketing Online Profitably and Effectively Chapter 3 Manythemesareavailableatnocost,oryoucangetonecustomizedbyaweb designer.gettingathemecustomizedforyoucanbesignificantlylessexpensive thanhiringsomeonetobuildasitefromthegroundup. CreatingContentForYourBlog OneofthebiggesthurdlesthatALLnew(andexperienced)bloggersface,isthe constantandcontinuouschasetocreategoodandcompellingcontent.youdon t havethetime,theenergyorthecreativitytocontinuallyputupnewstuff.and whenyoudon tputupnewstuff,youwillnotgetmuchinthewayoftraffictoyour blog. Sohere swhatido it sasneakytrick,butaneasyone. Getastackof3x5indexcardsandputthemnexttoyourtelephone.Everytime someoneasksyouaquestion,writedownthatquestionjustasit saskedonasingle card.attheendoftheweekturnoverthecardsandjotdownyouranswertothat questioninplainenglish.nowtypethatintoyourbloggingsoftwareandyou vegot enoughpoststokeepyoubusyforawhile. HowOftenDoINeedToPostToMyBlog? Youneedtopostatleastonceperweektoyourbloginordertodevelopadeep enoughsiteandtoencouragethesearchenginestoindexyoumoredeeply. CopyrightJayS.Fleischman AllRightsReserved 4
11 Marketing Online Profitably and Effectively Chapter 3 BASICSOFARTICLEMARKETING Articlemarketingisoneoftheunsungheroesofonlinemarketing.It sbelow the radar,easy,free,and didimentionfree? Whatisarticlemarketing?Nothingmorethanwritingarticlesconcerningany subjectunderthesun,andsubmittingthemforpublicationtofreearticlemarketing directories. Itisfreetogetyourarticlepublished,andthen,fromthearticle,youcanissueyour calltoactiontotheprospectforyouropt informandtobecomeamemberofyour list. Recenttestingseemstoindicatethathavingapublishedarticlelinkingbacktoyour siteisbecominganevermoreeffectivemethodofgettingyoursitevisitedbythe searchenginespider.this,ofcourse,meansthatyoursiteshouldgetlistedinthe searchenginerankingsmuchmorequicklythanwaspreviouslypossible. Onceyourarticleissubmittedandpublished,otherwebsitescanre publishthat contentontheirsitessolongastheykeepyourinformationonthearticle.when theydoso,yournamespreadswideraroundtheinternet. Awell writtenarticlewillmotivatereaderstoclicktoyoursite,optintoyourlist, andbegintheprocessofbecomingyourclient. CopyrightJayS.Fleischman AllRightsReserved 5
12 Marketing Online Profitably and Effectively Chapter 3 BASICSOFVIDEOMARKETING Oneofthelatestformsofonlineadvertising,videomarketinghasemergedasa greatwayforlawyerstogetmorevisitorstotheirsite. AlthoughvideocontentisincrediblypopularthroughouttheInternet,thebenefitsof thetoolhavenotyetbeenfullyrecognizedbymostlawyers.becauseofthis,thefew whodaretotakethestepintotheworldofvideomarketingarehavinggreater resultsbecausethereissomuchdemandforthecontentbutnotenoughsupply. Howbigisvideo? AccordingtotheNovember2008datafromthecomScoreVideoMetrixservice,U.S. Internetusersviewed12.7billiononlinevideosduringthemonth,representingan increaseof34percentversusyearago. InNovember,GoogleSitesonceagainrankedasthetopU.S.videopropertywith nearly5.1billionvideosviewed(representinga40percentshareofallvideos viewed),withyoutube.comaccountingformorethan98percentofallvideos viewedattheproperty. Inordertomakessurethatyou'regettingthemostbenefitsfromyourefforts online,youneedtohavethegreatestpossibleconversionrateonyourwebpages. Internetbrowsershaveincrediblyshortattentionspansandareveryunlikelyto stayonapageformorethanaminute.videosgrabtheirattentionandforcethemto stayputandkeeptheminterestedinyoursiteandbusiness.becausevideosrequire incrediblysmallamountsofeffortonacustomer spart,they'remorelikelytowatch theentirethingthroughthantheywouldbetoreadapageworthofcontent. Videomarketingisagreatwaytogaintractionbecause,likearticles,videoscanbe syndicatedandembeddedonothersites.soifyou vegotagoodvideothathooks viewers,they remorelikelytoembeditontheirownsite.visitorstotheirsitewill beexposedtoyourmarketingmessage,leadingthemtoyoursiteformore information. CopyrightJayS.Fleischman AllRightsReserved 6
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