Email Marketing & SEO Guide: Boost Your Online Presence

Posted on Sep 10, 2024 in Technology

How to Create an Email Marketing List

Creating a New List

  1. Go to LISTS and click the CREATE LIST button.
  2. Fill in the list details and click Accept.

Adding Subscribers

  1. Click on ADD SUBSCRIBERS.
  2. Copy and paste your classmates’ email addresses into the list, one by one.
  3. Edit your email campaign and send it to your newly created list.

How to Improve Your Website’s Visibility

Understanding Search Engine Optimization (SEO)

Search engines like Google determine your website’s ranking in search results. The top three results receive the most traffic. Each page typically displays only ten organic (non-paid) results.

SEO Strategies (Part 1)

  1. Domain Name: Include relevant keywords in your domain name (e.g., hotelpamplona.es is better than hotelpamplona.com).
  2. Keywords: Use primary and secondary keywords throughout your website’s content.

SEO Strategies (Part 2)

  1. Usability: Keep your website easy to navigate with a clear structure and minimal menus/tabs.
  2. Design: Ensure your website is visually appealing and user-friendly.
  3. Accessibility: Make information easy to find within 30 seconds. Optimize page loading speed by reducing image sizes and menu complexity.

SEO Strategies (Part 3)

  1. Content: Use relevant keywords in headlines and throughout the text (e.g., hotel, holidays, travel).
  2. Synonyms: Incorporate synonyms to broaden your keyword reach (e.g., hotel, hostel, bed and breakfast).
  3. Description: Use secondary keywords in your website’s meta description (e.g., “The perfect place to stay in Pamplona.”).
  4. Formatting: Use bold text to highlight important keywords.
  5. Images and Videos: Name images and videos using relevant keywords (e.g., hotelpamplona.jpg, hotelpamplona.mp4).
  6. Tagging: Add relevant tags to your website’s pages.

SEO Strategies (Part 4)

  1. Fresh Content: Regularly update your website with new content.
  2. Social Media: Maintain an active presence on social media platforms.
  3. Engagement: Encourage interaction by allowing users to comment on your website.
  4. Page Rank: Aim for a high PageRank (1-10) to improve your search engine ranking.

SEO Strategies (Part 5)

  1. Backlinks: Get other websites to link to your website, especially high-authority sites.
  2. Directories: List your website in relevant online directories (e.g., Yellow Pages).
  3. Google Maps: Create a free Google My Business listing to appear on Google Maps.

Search Engine Marketing (SEM)

Google AdWords

SEM involves paid advertising on search engines and social media. Google AdWords is a popular platform for running paid search campaigns.

Differences Between SEO and SEM

FeatureSEOSEM
TypeOrganic SearchAdvertisements
CostFreePay-Per-Click
TimeframeLong-TermImmediate
KeywordsLimitedExtensive
CompetitionHighModerate

SEM Costs

  • CPI (Cost Per Impression): Pay each time your ad is displayed.
  • CPC (Cost Per Click): Pay each time someone clicks on your ad.
  • CPA (Cost Per Acquisition): Pay when a customer makes a purchase within a specific timeframe after clicking your ad.
  • CTR (Click-Through Rate): Measures the percentage of people who click on your ad after seeing it (Clicks / Impressions).

Google AdWords Features

  • Keywords: Use a variety of keywords, including long-tail keywords and questions.
  • Google Shopping: An online shopping platform for e-commerce businesses.
  • Google Trends: Research popular keywords to inform your campaigns.

Creating a Google AdWords Campaign

  1. Search for “Google AdWords” on Google.
  2. Click “Start Now.”
  3. Enter your email and website address.
  4. Enter your email password.
  5. Set your budget, target keywords and location, and write your ad copy.
  6. Follow the on-screen instructions.
  7. Print the final screen and send it as a document to your instructor.

Web Analytics

Definition

Web analytics involves measuring, collecting, analyzing, and reporting internet data to understand and optimize website usage.

Uses

  • Market research
  • Website improvement
  • Campaign effectiveness measurement

Categories

  • Off-site: Measures website potential audience, share of voice, and online buzz.
  • On-site: Tracks visitor behavior on your website, including page views, time spent on pages, clicks, and sales.

Platforms

  • Google Analytics
  • Webtrends
  • Adobe Analytics
  • Matomo

Google Analytics

Google Analytics is a popular tool for both on-site and off-site web analytics. It offers a range of features, including advertising reports, e-commerce tracking, real-time data, and social media reports.

Google Analytics Methodology

  1. Test
  2. Adapt
  3. Succeed
  4. Repeat

Benefits of Google Analytics

  • Achieve performance goals
  • Target the right audience
  • Optimize website performance

Online Shopping

Definition

Online shopping, also known as e-commerce or online retailing, allows consumers to purchase goods and services directly from sellers over the internet using a web browser.

Other Names

  • E-shop
  • E-store
  • Internet shop
  • Web-shop
  • Online store
  • Virtual store
  • B2C (Business-to-Consumer)

Customer Requirements

Online shoppers need internet access and a valid payment method. They often have higher education levels, higher incomes, and greater exposure to technology.

Logistics

  1. Shopping Search Engine: Customers find products through retailer websites or shopping search engines.
  2. Shopping Cart Software: Allows customers to add multiple items to their cart.
  3. Checkout Process: Collects payment and delivery information.
  4. Online Account: Some stores offer permanent accounts for faster checkout.
  5. Order Confirmation: Customers receive an email confirmation after completing their purchase.