Intro to Www Marketing

By Abdul B. Subhani

Businesses that fail to engage in Internet marketing are doomed to perform poorly in the new market place, which is why you must actively engage in cyberspace.

Abdul B. Subhani, an Internet marketing expert, explains how to promote your brand online to aggressively sell more products and services. Learn how to:

get your business featured at the top of the results page when people search for keywords on Google, Yahoo!, Bing, and other search engines; use pay-per-click advertising and measure the success of campaigns; market your business on social media platforms, including Facebook, Twitter, LinkedIn, and Google Plus. create a website that fully optimizes the results of Internet marketing.

Youll also learn how other businesses have successfully used Internet marketing to reshape and improve their businesses.

Whether you work at a small, mid-sized, or large company, Internet marketing can pay off big for your business. Learn the basic principles underlying one of the most affordable and effective forms of outreach with Intro to WWW Marketing.

• Language: English
• Publisher: Abbott Press
• Release date: Oct 20, 2014
• ISBN: 9781458217868

Abdul B. Subhani

Abdul B. Subhani is the founder and President/CEO of Centex Technologies, an IT consulting company. He is a Certified Ethical Hacker, a Certified Fraud Examiner, Certified in Risk and Information Systems Control, a Texas Licensed Private Investigator, a member of the FBI InfraGard, and the recipient of multiple other advanced IT credentials. He received the 40 under 40 Award from the Armed Forces Communications and Electronics Association, was honored with the 2018 Best of Small Business Award for CEO of the Year, and most recently recognized on the INC 5000 list for operating one of the fastest-growing companies of 2018. He has been an expert witness in data forensics cases for police departments; a part of major fraud investigations in the State of Texas; and is a frequent keynote speaker, moderator, and panelist at colleges, universities, and leading international technology conferences. Dr. Muhammad Faisal Amjad is a senior member of the IEEE and an associate professor in the Department of Electrical Engineering, National University of Sciences and Technology, Pakistan. He is a cyber-security consultant for government and private industry. He received his PhD degree in computer science from the University of Central Florida in 2015. His current research focuses on network security, forensics, and malware analysis. He also specializes in dynamic spectrum access and defense against security vulnerabilities in cognitive radio networks as well as wireless sensor and ad hoc networks, game theory, and multi-agent systems. Dr. Amjad is a recipient of a Fulbright PhD scholarship, a Higher Education Commission of Pakistan scholarship, and the President’s Gold Medal for his master’s degree.

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Copyright © 2014 Abdul B. Subhani.

All rights reserved. No part of this book may be used or reproduced by any means, graphic, electronic, or mechanical, including photocopying, recording, taping or by any information storage retrieval system without the written permission of the publisher except in the case of brief quotations embodied in critical articles and reviews.

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Because of the dynamic nature of the Internet, any web addresses or links contained in this book may have changed since publication and may no longer be valid. The views expressed in this work are solely those of the author and do not necessarily reflect the views of the publisher, and the publisher hereby disclaims any responsibility for them.

Any people depicted in stock imagery provided by Thinkstock are models, and such images are being used for illustrative purposes only.

Certain stock imagery © Thinkstock.

ISBN: 978-1-4582-1785-1 (sc)

ISBN: 978-1-4582-1787-5 (hc)

ISBN: 978-1-4582-1786-8 (e)

Library of Congress Control Number: 2014917038

Abbott Press rev. date: 10/17/2014

CONTENTS

Introduction to Internet Marketing

Benefits of Internet Marketing:

Introduction to Search Engines

Google Search Engine

Google Penguin Update

Google Panda Update

Google Hummingbird Update

Yahoo Search Engine

Bing Search Engine

Search Engine Optimization (SEO)

Need for SEO

On-Page SEO

Off-Page SEO: Introduction

Local SEO: Introduction

Local SEO Benefits

Measuring Success of SEO Campaigns

Pay-Per-Click

What Is PPC Marketing?

Benefits of PPC Marketing

Search Engine PPC Marketing

Display Advertisements

Google AdWords

Bing/ Yahoo Advertising- Introduction

Measuring the Success of a PPC Campaign

Social Network/ Media Marketing

Facebook Marketing

Twitter Marketing

LinkedIn Marketing

Google Plus for Marketing

Social Media Marketing

Measuring Results

Measuring Internet Marketing Performance with Web Analytics

Internet Marketing Campaign ROI

Glossary

Bibliography

About the Author

To My Grandparents

Sheikh Akhtar Subhani

(1915–2002)

Sepahar Khatoon

(1923–2006)

Introduction to Internet Marketing

Internet marketing gives business owners a marketing opportunity with immense reach and scope. Once you learn the basic principles underlying this affordable marketing strategy, you can use Internet marketing to significantly boost the Return on Investment (ROI) for your business. Being a small fish in the big sea of Internet marketers could pose a challenge when you set off to market your business online. However, being creative, consistent, and knowledgeable about the tactics involved in Internet marketing can help you to stay ahead of your competition and increase your online visibility among the relevant audience.

Benefits of Internet Marketing:

• Internet marketing is cost-effective, allowing small and medium businesses to promote their business dynamically, at a nominal cost.

• With the global reach of the web, promoting your business online gives you immense exposure, which is impossible to achieve through any other advertising media.

• It is easy to manage your Internet marketing campaign and make changes to your strategies with the multiple online tools available for different campaigns.

• With an Internet marketing strategy in place, your business is open 24/7, and you do not ever have to worry about a customer not being able to reach you.

• If you have made an investment in creating a website for your business, Internet marketing can help generate returns.

• Internet marketing broadens the scope of your business by helping you discover new markets relevant to your business.

Website Landing Page and Internet Marketing

The layout of your website plays an important role in increasing the ROI of your Internet marketing campaign. Audio-visual enhancements play a key part in increasing the efficiency of Internet marketing. Websites that add landing pages using videos experience an 86 percent increase in conversions. Articles with images get 94 percent more views than those articles without images.

Internet Marketing Techniques

Internet marketing has a broader reach than any other marketing technique, with more than two billion people using the Internet worldwide every day. This makes it important for businesses to implement an Internet marketing strategy for their company. Some of the most common techniques used to bring web visitors to a site through Internet marketing are:

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• Search Engine Optimization: Search engine optimization, commonly referred to as SEO, is a set of techniques that are used to optimize your website for major search engines, such as Google, Yahoo, and Bing. A well-optimized website is likely to have high ranks on Search Engine Result Pages (SERPS) for relevant keywords related to the business. For