3 Ways to Improve An Internet Marketing Campaign

No matter how successful a marketing campaign is, there is always room for improvement. The following tips will help small business owners improve their web marketing efforts.

SEO Networking
SEO networking is different from traditional SEO marketing. In SEO networking the webmaster builds a spider web within the Internet with each strand leading Internet Users toward the main website. This type of marketing includes lenses such as myspace, bebo.com, facebook.com, yahoo groups, and other social networking lenses. Social networking lenses can be anywhere from three to ten levels from the main site.
The experienced webmaster will build blogs and newsletters one degree from the main site. These will pre sell the product or service for sale.The virtual web may expand to include podcasts, blog phone interviews, internet radio, live chat, and forums.

There are a few ways to use Social Networking to increase Page Rank. In theory, Google sends more traffic to the websites with higher page rank. Writing Good Content on Social Networking sites will increase Page Rank if the following rules are applied: no more than 5 keyword phrases are used, only keyword anchored links are used, links are not reciprocal, and the sites are not carbon copies.

Don’t spam your name to every networking site. It is better to build a good lens at 5 – 10 reputable, high traffic sites, and use them to build credibility.

Link Building Campaign
Google started hitting paid-links hard. They now have tools that measure which websites are accumulating links too quickly, or have too many links in directories. The only viable link-building tool left to small business owners is article marketing.
Article marketing can increase Page Rank within months, without leaving the main website on Google’s banned or benched list.
There are two solid tips to a successful marketing campaign. One, is to make the articles publisher friendly. Webmasters who manage content management systems want articles that are relevant, cutting edge, and easy to skim. They are looking for keyword rich headings and titles. Publishers have a list of criteria for a good article:

• No more than 5% keyword density
• Easy to skim articles
• Headings every 150 – 200 words
• No Evergreen content (info that everyone has)
• Good grammar and sentence structure
• No long signature lines
• No link stacking in article or signature
• No invitations to visit the author’s website

The second tip is to make the article easy to optimize for search engines. Keyword density must be no more than 5%. Google benches or penalizes web pages with a keyword density over 5%. Yahoo and MSN allow 7% keyword density before penalizing the page.

Optimize Each Web Page
Optimization does not start and end on the index page. SEO is built on landing pages, exit pages, squeeze pages, buy now pages, and communication platforms. Any single page on the website can be a landing page. That is why it is important to optimize every ‘content page’ for search engines.
Search engines rarely read more than 150 words, including the link bars and page code. The first rule of search engine optimization is to realize that search engines are stupid. They start to read at the Body code. They do not differentiate between code and content.

Each page must be broken up. This makes it easy to skim an article. Articles that are divided every 150 – 200 words serve two purposes. It is easy for readers to skim the content and decide to read the article. It also lets SEO webmasters use the sub titles to optimize the page.
Search Engines see the H1, H2, H3, H4 heading titles as page breaks. Each one starts the keyword count over again. A search engine will only read the first 150 words of a 1000 word article. Add five heading titles, every 150 – 200 words, and the search engine will read the whole page. I often don’t follow my own advice, but I still offer it.

The Goal
Do not focus on traffic, click through rates, or conversion rates. These things are part of the ‘sales’ process. Combining, or confusing, the marketing and sales tasks will weaken both. The ultimate goal of any internet marketing campaign is to bring new visitors to the website, and keep them as loyal members.