Internet Marketing For Newbies

Internet Marketing for Newbies
Internet Marketing for

Newbies
Copyright © 2010 by Michael Daehn

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All Rights Reserved
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For
Ivan
You Have What it Takes
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INTRODUCTION....................................................................................................................10
...................................................................................................................................................13
1. THE INTERNET: A NEW ECONOMIC OPPORTUNITY...........................................14

ENORMOUS GLOBAL MARKET ...................................................................................................15
THE GREAT DEMOCRATIZER .....................................................................................................16
ARE YOU TAKING ADVANTAGE OF THIS OPPORTUNITY?................................................................17
CHAPTER 1 QUIZ......................................................................................................................18
2. CHOOSE THE PURPOSE OF YOUR WEBSITE...........................................................22
SELLING PRODUCTS ..................................................................................................................23
SELLING SERVICES ...................................................................................................................24
DRIVING TRAFFIC ....................................................................................................................24
SELLING TRAFFIC ....................................................................................................................25
CHOOSING YOUR PRODUCT TO MAKE MONEY ............................................................................25
Physical Products ..........................................................................................................25
Offering Services ...........................................................................................................26
Providing Information ...................................................................................................27
Selling Advertising ........................................................................................................28
Selling Banner ads ................................................................................................................28
Keywords .............................................................................................................................29
Other advertising methods ....................................................................................................31
What type of website are you going to have?.........................................................................32
CHAPTER 2 QUIZ......................................................................................................................33
3. HOW TO GET TRAFFIC TO YOUR WEBSITE ..........................................................37
Search Engines...............................................................................................................39
Organic search results............................................................................................................41
Organic results and the Golden Triangle ...............................................................................41
How to get ranked high in organic search results...................................................................46
Google Juice....................................................................................................................46
Link Love........................................................................................................................47
Link Swapping................................................................................................................47
Black Hat versus White Hat SEO..........................................................................................48
Using Banner Ads...........................................................................................................48
Banner Blindness...................................................................................................................49
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Email Marketing.............................................................................................................51
Social networks..............................................................................................................52
Trends in social networking...................................................................................................53
Social media...................................................................................................................55
Subsites and microsites..................................................................................................56
Blogs...............................................................................................................................57
Mashups, feeds and gadgets...........................................................................................59
Browser based traffic.....................................................................................................60
Organization...................................................................................................................61
User experience..............................................................................................................62
CHAPTER 3 QUIZ......................................................................................................................64
DOMAIN NAMES........................................................................................................................69
Where to get a domain name..........................................................................................71
Choosing the right name for you....................................................................................72
How domains work.........................................................................................................72
HOSTING.................................................................................................................................73
Do it yourself sites..........................................................................................................75
Third party site building tools........................................................................................75
WYSIWYG.......................................................................................................................76
Software..........................................................................................................................77
Professional help............................................................................................................77
CHAPTER 4 QUIZ......................................................................................................................78
....................................................................................................................................................82
5. HOW TO IMPLEMENT YOUR PLAN AND MEASURE RESULTS..........................83

TYPES OF WEBSITES.................................................................................................................84
COMMERCE SITES .....................................................................................................................84
PROMOTIONAL..........................................................................................................................85
INFORMATIONAL ......................................................................................................................85
KPI's ..............................................................................................................................86
Web analytics ................................................................................................................87
Webtrends .............................................................................................................................88
Google Analytics ..................................................................................................................89
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Which analytics program is right for you? ...................................................................91

Other measurement tools ..............................................................................................91
Google Page Rank ................................................................................................................91
Google Alerts ........................................................................................................................91
Blog search............................................................................................................................92
Comment search....................................................................................................................93
Forum discussion search........................................................................................................94
Twitter search .......................................................................................................................95
More tools .............................................................................................................................96
CHAPTER 5 QUIZ......................................................................................................................98
6. HOW TO KEEP YOUR WEBSITE ON TOP: THE WEBSITE CREATION
CONTINUUM........................................................................................................................102
CONCLUSION......................................................................................................................106
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Introduction
I was watching TV one lazy Saturday morning
when I saw an advertisement for an educational
package selling DVD’s about how to make money
with your own website. My first thought was “this is
kind of cheesy, I could make something like that.”
Then I thought about how this company probably
made a million dollars in sales while I was sitting
there bagging on their commercial. If I could create
something like that, then why don’t I?
I’m foregoing the bad acting and poorly lit
infomercial. This book is more my style. Once I got
started writing I found myself pouring out more and
more information. One thought lead to the next and I
ended up with what I believe to be an excellent
primer for marketing on the Internet for
entrepreneurs, students, and executives alike. There
may even be a new trick or two in here for seasoned
veterans.
My background is marketing, but I have had the
advantage of working with and seeing many sides of
how the Internet works. The best sites are built by a
team that understands design and user experience
on the front end and making the site work technically
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on the back end. In between somewhere is good

search engine optimization that helps people find the
site.
This book is more front end than back, more
marketing than web design. If you have some
technical skills or like to experiment you will be able
to do most of the work yourself. If you prefer to hire a
professional, the information in this book will help
you ask the right questions and get a site built that is
sure to make you money.
This book is not about the get rich quick, set it
and forget it scams I see advertised. Sure your site
can make you money while you sleep, but only if you
have put in some hard work and/or resources up front
to make it worth while for people to visit.
I love the Internet. It is a powerful tool that is
letting more people get into the game and change
their lives without a huge capital investment. A little
knowledge and passion go a long way if you are
willing to do your homework. Good luck on your new
site and be sure to send me a link when it’s done.
See you online!
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Michael Daehn
MichaelDaehn.com
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1. The Internet: A New Economic

Opportunity
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Internet Map Image courtesy of the Cooperative Association for Internet

Data Analysis.
Enormous Global Market

In March 2008 an estimated 1.4 Billion people were
already on the internet, and the numbers continue to
climb. Some areas like the Middle East and Africa saw
over a 1000% increase in Internet use in the last
decade, and these numbers will only increase. By
simply posting a page to the World Wide Web you
have access to a global audience that was
inconceivable in the past.
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The Great Democratizer

The Internet is unique in that just about anyone
can start a page and share in the global economy
with a minimal capital investment. Even if you don’t
own your own computer, you can borrow one or use
one at the library to start your own website. And with
the number of free website building and hosting tools
available, just about anyone can start their own site
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for a few dollars a year.
Are You Taking Advantage of this Opportunity?

You are living in historic times. Never has the
world been able to communicate and trade on a
global scale like it is today. There is a lot of
opportunity available, but are you doing anything to
take advantage of it? This book will show you how to
get started; the rest is up to you.
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Chapter 1 Quiz
1. How many people were estimated to be on
the Internet in March 2008?
A. 1.4 Million
B.144 Million
C. 1.4 Billion
D. 14 Billion
2. In the last decade Africa and the Middle East

saw an increase in Internet use of over _____.
A. 100%
B. 110%
C. 1000%
D. 11%
3. Internet usage is sure to _____ moving

forward.
A. Increase
B. Decrease
C. Stay the same
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D. None of the above
4. _____ has the fewest Internet users.

A. Europe
B. Oceania/Australia
C. Africa
D. Asia
5. _____ has the most Internet users.

A. Europe
B. North America
C. Africa
D. Asia
6. By posting a page to the Web you have

access to a global _____.
A. Audience
B. Server
C. Design
D. Earth
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7. The Internet is a great _____.

A. Dictator
B. Democratizer
C. Idea
D. Socializer
8. It takes a _____ amount of capital to start a

website.
A. Large
B. Significant
C. Minimal
D. All of the above
9. The Internet allows us to _____ on a global

scale like never before.
A. Spam
B. Email
C. Poke
D. Communicate
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10. The Internet provides a terrific _____ if you

take advantage of it.
A. Computer
B. Friendship
C. Marketing
D. Opportunity
Answers: 1C 2C 3A 4B 5D 6A 7B 8C 9D 10D
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2. Choose the Purpose of Your Website
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There are a variety of ways to make money on the

Internet, but they fall into four main categories
• Selling Products
• Selling Services
• Driving Traffic
• Selling Traffic
Selling Products
For the past 100 years the best way for most
manufacturers to get their product to market was to
use some type of intermediary. Salesmen,
wholesalers and retailers provided a great service in
getting products to market. With the Internet the
creators can now go straight to the consumers.
Authors can sell directly to their readers. And if you
would rather have some help, there are now masses
of people willing to help you distribute your product
via their websites. Times have changed indeed.
So the first way you can make money on the
Internet is to sell products, either yours or someone
else’s, directly to the public. These types of sites
usually require some kind of electronic shopping cart
so that you can allow people to pay for products.
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Shopping carts let people pay by credit card,

electronic check or through other third party services
like PayPal (www.PayPal.com). The Internet makes it
possible for anyone to set up shop, sell products, and
collect revenues with a few mouse clicks.
Selling Services
Of course not all products are physical and
selling services has never been easier when using the
Internet. Now lawyers, consultants and educators can
provide information and/or advice and charge for it
through their website. Using tools like Internet files,
discussion boards, and web conferencing makes
these professional services available to a wider
audience. Location is no longer an issue.
Driving Traffic
Not everyone wants to sell products or services
from their website, but they do need to drive traffic
to their business. Creating your own web page is a
great way to get people in the door of your physical
location. Why pay for a small ad in the corner of the
Yellow Pages when you can have your own full
featured web pages with all the advertising and
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contact information you choose to share?
Selling Traffic
Maybe you don’t have anything to sell, but you
do have something to say. Having a highly trafficked
website is a great way to make money. Selling ad
space on your site is one of the best and most
popular ways to make money on the Internet. The
more eyeballs you have viewing your page, the more
you can charge advertisers to place their ads.
Choosing Your Product to Make Money
Physical Products
The Internet is a great place to sell physical
products. Consumers are flocking to the web to find
deals that can’t be found in retail locations due to all
of the middlemen involved. By taking your product
directly to the customer they save money and you
make more profit.
For example, when an author works with a
publisher there are lots of in between people:
• Author
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• Publisher
• Book Wholesaler
• Book Retailer
• Customer
Compare that to when authors sell their books

directly to the customer:
• Author
• Customer
Removing all those people in between you and your

customers makes you more money and allows you to
offer a better price. The Internet allows you to reach
and sell directly to your customers.
Offering Services
The Internet is a terrific way for service providers
to connect with their customers and meet the needs
of their customers even if it is not face to face. Here
are some of the services you can now provide to
customers through your website:
• Consulting
• Education
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• Advice
• Resource Management
• Recommendations
With the Internet tools now available you can

upload files, books, videos, manuals and even whole
university courses. Your customers can take
advantage of your services, and you get paid, all
online.
Providing Information
The Internet is a fantastic way to reach your target
audience and sell information. If you have access to a
database or specialized information you can charge
your customers to view it. Here are some of the types
of information sites where you can make money:
• Real Estate
• Investing
• People Finding
• Consumer Reports
• Book Summaries
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Selling Advertising
Maybe you don’t have any of your own products
or services to sell, but you have a lot of people
visiting your site. You can monetize the “eyeballs”
you have viewing your site’s content by selling
advertising to other people.
You may have heard of some of the 17 year old
kids that started blogs that are now raking in $15-
20K a month. They took a hobby like trains or fishing
and starting writing about it. After a while they had a
huge audience coming to read their reviews of new
products, or to comment on their stories.
Advertisers were eager to be on sites where
people were going to promote their products. They
were able to sell their related products to a targeted
audience and the kids started raking in the dollars by
placing ads on their websites.
Selling Banner ads

If you surf the web it’s not long before you see a
typical banner ad. They resemble advertising placed
in magazines or newspapers and run alongside the
content of the page or sometimes at the top or
bottom. If you have a well trafficked site, you can sell
this real estate to advertisers to place ads.
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Banner ad related to website content
Keywords
Instead of banners, you can allow for small text
advertisements to appear on your site. Google has a
great advertising program that anyone can sign up
for called Adsense. Google looks at the “key words”
used on your site and displays relevant advertising
based on your content.
Go to google.com and sign up for a free Google
account. Once you have a Google account you can
sign up for the Adsense program. They will walk you
through how to put the ads on your site and you
make money anytime someone clicks on an ad.
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If you don’t have a site, Google will give you one

for free using their blogging program called Blogger.
They’ll let you set up a site and host it for free and
you can switch the Adsense program on very easily
using their site.
The great thing about keyword advertising is
that it is able to change from page to page and
presents ads that are relevant to the information
your visitors are reading. In many ways it becomes a
helpful resource for your site visitors.
There are many other companies that offer
similar programs like Yahoo! and Microsoft, but
Google is the biggest and very easy to use, so I
recommend you start there.
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Other advertising methods

While banner ads and keyword advertising are the
most popular, there are lots of other ways you can
make money selling advertising on your site. Here
are some of the other tools available:
• Pop-overs (open an ad window underneath the
site)
• Pop-unders (open an ad window over the site)
• Videos
• Animation
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• Audio
• Flash demos
What type of website are you going to have?

Now that you have seen the various ways to
use websites, what is the best approach for your
product or service? Are you selling directly to the
public? Are you providing information? Are you
building an audience to sell to advertisers? Once you
decide the purpose of your site you’ll need a plan to
get people coming there.
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Chapter 2 Quiz
1. In the past manufacturers relied on _____ to
get their products to market.
A. Intermediaries
B. Trains
C. Websites
D. Warehouses
2. Ways to make money on the Internet

include:
A. Selling Products
B. Selling Services
C. Driving Traffic
D. All of the above
3. The Internet makes it possible for _____ to set

up shop, sell products, and collect revenues
with a few mouse clicks.
A. Fat Cats
B. Rich People
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C. Anyone
4. Using tools like Internet files, discussion

boards, and web conferencing can make ______
available to a wider audience.
A. Money
B. Advertising
C. Eyeballs
D. Professional services
5. Creating your own _____ is a great way to get

people in the door of your physical location.
A. Logo
B. Commercial
C. Web page
D. Bus
6. By taking your product directly to the

customer they save money and you make more
_____.
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A. Friends
B. Websites
C. Profit
D. Expenses
7. Advertisers started paying to be on blogs

because they had access to a _____ audience.
A. Mass
B. Computer
C. Kid
D. Targeted
8. If you have a well trafficked site, you can sell

space to _____ to place ads.
A. NASA
B. Advertisers
C. Yourself
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9. Using Adsense. Google looks at the ______

used on your site and displays relevant
advertising based on your content.
A. Key words
B. Pictures
C. Banners
D. Traffic
10. While banner ads and keyword advertising

are the most popular, there are lots of other
ways you can make money selling advertising
like:
A. Videos
B. Audio
C. Flash Demos
D. All of the above
Answers: 1A 2D 3C 4D 5C 6C 7D 8B 9A 10D
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3. How to get traffic to your website
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There are many ways to get traffic to your site.

Building a positive reputation is very effective, but it
takes time. Alternatively you can take a shortcut and
pay for traffic using paid advertising. Both methods
work and a combination of the two can be very
effective.
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Driving traffic and increasing PageRank

©2009 by Michael Daehn
Search Engines
Most people use a search engine to look for
information on the web. Google is the most popular
search engine today, but others include Ask, Yahoo!
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and Live (Microsoft). There are two types of results

on search pages, sponsored (paid) results and
organic results.
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Organic search results

Organic search results are the listings that show
up that are not paid for by advertisers. Google’s
organic search results are displayed on the top left
hand side of the page, with paid or sponsored results
on the right hand side. Occasionally Google will also
place paid results at the very top left hand side of the
page.
Organic results and the Golden Triangle

Many studies have been done about how people
view web pages and search engine results pages in
particular. Heat maps show that people naturally look
to the left side of the page about one inch from the
top.
In fact most people do not naturally look to the
right of the page where Google serves the majority of
their paid advertising. The heat map image below
shows how people view a Google search results page.
The brighter the area, the more people viewed it and
for a longer amount of time. This highlighted area is
called the Golden Triangle of search.
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Google Search Results Page Heat Map
This does not mean that no one is looking or

clicking on the sponsored results. If that were true,
Google would not be the multi-billion dollar company
it is today. The key strategy for you to remember is
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to be in the top three organic search results. If you

are, you are sure to be getting lots of looks for your
search term.
Because of this trend some sites like Ask have
started mixing paid and organic results together. This
can be dangerous. When you mix advertising with
your content it can hinder your credibility. I’m sure
they make money, but I question the long term
strategy.
One reason Google does so well with their
advertising is because they are straightforward about
what is organic and what is paid search. I highlighted
the areas in the first screenshot, but notice how
difficult it is to distinguish the organic and paid
results on the non-highlighted page.
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Many companies use a hybrid of paid and

organic search. Often they will kick start their website
with paid ads, and transition over to getting organic
results once people become aware of their site.
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How to get ranked high in organic search

results
The best way to be ranked high in the organic
results on sites like Google is to have lots of in bound
links- that is other sites that link to your site. Google
calls this PageRank- the higher your page rank on a
scale of 1 to 10, the more likely you are to show up
first in search results.
Google Juice
Though PageRank is the official name, many
people call page ranking Google Juice. When a high
ranking site links to a lower ranking site they can
bring up the rank of the lower site, and vice versa. If
you can get a high ranking site to link to you that’s
good news, but be careful about linking to low ranked
sites because it can take away from your own
ranking. It’s better to get the juice than to give it.
The easiest way to see your PageRank is to
install the Google Toolbar. Not only will you know
your PageRank, but you can see the PageRank of any
site you visit or that you link to yourself.
Notice that my site only ranks 2/10, but it is still
the #1 ranking for Michael Daehn. This says two
things; first, my name is relatively unique so it still
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has top results with a low PageRank. Second, I need

to spend more time getting inbound links to my site.
Link Love
When you link to a site, you are essentially
voting for that site, and in a way telling Google you
think it is a valuable piece of Internet real-estate. It is
usually a good idea to link to people and sites you
think are valuable to your visitors. It helps to
establish you and your site as a valuable resource.
Because linking to another site helps their rankings it
is often referred to as showing Link Love.
Link Swapping
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Have you ever received an email asking you to

swap links? You post a link on your site and in return
the other person promises to post a link to your site.
In general you should stay away from these
reciprocal linking schemes. It is appropriate to link to
a site that links to you, but do it for legitimate
reasons. If the sole purpose is to increase PageRank
you are working in the realm of Black Hat SEO.
Black Hat versus White Hat SEO

Just like in the old western movies, the bad guys
wear black hats and the good guys wear white hats.
If you are involved in shady link trading or other
scams that try to game the system you are
participating in Black Hat SEO. If the search engines
catch you, or they think you are doing something
suspicious, they will black list your site. While Black
Hat techniques can gain you some short term traffic,
they are not a good long term business strategy for
legitimate businesses.
Using Banner Ads

Placing a billboard type ad on other websites
has been around for a long time. They have waxed
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and waned in popularity as some studies show that

many people ignore banner type advertisements.
Banner Blindness
Many studies have shown that people are good
at ignoring advertising. Site visitors have learned to
hone in on the main content and ignore banners as
demonstrated in the heat map below. The red areas
show where people look the most. Notice that the
text is red and the images and banners are rarely
seen.
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Banner blindness
People do block banner ads for the most part,

but don’t rule them out completely for your site.
Sometimes a well placed banner ad that contains
related content can be effective.
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Email Marketing
Email is not new and not as glamorous as some
of the cutting edge web technologies available today,
but done right it can be the number one traffic driver
for your site. The chart below lays out a solid strategy
for any web marketing program using Chuck as your
hypothetical subscriber.
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Social networks
Social networks are a great way to engage with
your customers and drive traffic back to your
website. The nice thing is that most of these sites are
free. Be sure to set up a profile for yourself, or your
company, and post links back to your main website.
It’s handy to have some profile information set up
that you can copy and paste onto the various social
media sites where you register.
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Facebook and MySpace Traffic 1/2008-1/2009
Trends in social networking

MySpace used to be the King, but Facebook has
now surpassed MySpace with number of users.
However, MySpace is still a hotspot for music and
artist pages. Micro blogging/messaging tools like
Twitter and FrienFeed are gaining momentum too.
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Twitter and FriendFeed Traffic 1/2008-1/2009
A word of caution, you need to be yourself and

not just hock your website. If you get labeled as
inauthentic or a spammer, you will get rejected by
the community. Better to not get involved than to get
a negative reputation.
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Social media
Most people lump social networks and social
media together, but for web traffic I view them as
distinct. Social networks require interaction and
communication. Social media sites allow you to
upload content that other people can comment upon
and share with their communities. Social media sites
have a social networking component, and it is
beneficial to cultivate that element, but not required.
So if you have videos, images, white papers,
articles or other media items get them uploaded to
these sites. Even if it is only your company brochure,
be sure to post a copy to the free file sharing sites.
You never know when someone will come across it,
and having links back to your site associated with
this content helps your search results.
YouTube is the most popular video site, but
there are many more out there. By using a service
like TubeMogul, you can post your same video to
many sites at one time. Flickr is the largest photo
sharing site and Scribd has a nice interface for
sharing your documents with the world. Think about
where you audience is and what content you have,
then pick a few of the top social media sites to show
your stuff.
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YouTube, Flickr and Scribd Traffic 1/2008-1/2009
Subsites and microsites

Having multiple subsites and microsites that
point back to your main site can be good and bad. On
the good side, you can customize these sites to
target audiences better. You also have inbound links
coming from your own sites coming back to your
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main web address. The bad news is that unless you

are careful, it is easy to confuse your customers as to
what site they are on.
Often subsites will click through to a main site
and people get lost. You also are diluting the power
of your main brand and website when you have
subsites. It is better to have all of your traffic going to
your main domain so it gets credit for being a popular
site with search engines.
Sometimes it makes sense to have a landing
page for a campaign or promotion. These can be very
effective when they have a single purpose and a
clear focus. Make sure that you explain what is
happening and where people will go when they click
if you send them away from the page.
Blogs
Blogs began as a way for people to comment,
share their thoughts and compile information to
share with others on their website. When used
properly, blogs can generate excellent web traffic for
your main site or product. The key is to update often
with relevant content.
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Many folks jumped on the blogging bandwagon,

but they never updated their sites. Their conclusion
was that blogging did not work. Search engines love
updated relevant content so your blog will work, but
you have to work your blog.
You can blog yourself, pay someone to blog for
you, or encourage others to blog about your
company. All can be effective depending on your
audience and the kind of information you are sharing.
Google gadgets
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Mashups, feeds and gadgets

When you visit a site and see a little box with
news results it is more often than not coming from a
news feed place inside a gadget. If your site has
great content you should syndicate and make it
available to others in the form of gadgets. You can
also open up proprietary information and allow others
to mash it up into their own creations. Feedburner
can help you turn your blog into a feed and sites like
Widgetbox and Google Gadgets can help you turn
them into gadgets.
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Making a widget on Widgetbox
Browser based traffic

Don’t overlook the amount of traffic you can be
getting from people typing it into their address bar.
The Internet is only one tool in your marketing
arsenal. You should be promoting your site offline
through the appropriate tools for your situation. Print,
magazines, television/radio broadcast and direct mail
are all ways to drive more traffic to your website.
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Postcard with web address
Organization
If you have ever tried to find a missing
document in an unorganized filing cabinet you
understand the need for clearly labeling and
organizing all your files. Your system also needs to be
something that others can understand easily so they
can find the information they are looking for. This will
help the humans viewing your site and the search
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engines that are crawling through all of your files and

indexing them.
On your website make sure the following
information is labeled clearly:
• Domain names
• Web addresses (URL’s)
• Page titles
• Headings
• Descriptions
• Tags (categorizing or labeling posts,
articles, images, etc.)
Though the algorithm search engines use to
give your site results are proprietary, it has been
shown that the more links you have and the better
organized and labeled your site is the better your
search results.
User experience
Have you ever been frustrated when visiting a
website because you can not get the information you
need? Getting people to your site is half the battle,
getting them what they came for is the next step.
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How easy is your site to use once they get

there? Is your content laid out clearly and properly
labeled? Does your navigation make sense? User
experience design is now a major industry in the web
world. Consider getting help, but if you do it yourself
or you are not sure you can’t go wrong by keeping it
simple. It works for Google
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The one thing you really need to know about
SEO
Have updated relevant content and a site worth
visiting. When you accomplish this, people will want
to come to your site and tell others by linking to you.
If your site is well organized and looks good to human
beings, the search engines will like it too.
63
Chapter 3 Quiz
1. Most people use a ______ to look for

information on the web.
A. Consultant
B. Word processor
C. Toolbar
D. Search engine
2. _____ search results are the listings that show

up that are not paid for by advertisers.
A. Organic
B. Personal
C. Adsense
3. Heat maps show that people naturally look

to the left side of the page about one inch from
the top. This area is know as the _____.
A. Hotspot
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B. Linkspot
C. Goldspot
D. Golden Triangle
4. Though Google PageRank is the official

name, many people call page ranking ______.
A. Google Juice
B. Juice Searching
C. Golden Juice
D. Link Juice
5. Because linking to another site helps their

rankings it is often referred to as showing _____.
A. Respect
B. Juice
C. Link Love
D. Traffic Love
6. If you are involved in shady link trading or

other scams that try to game the system you
are participating in ______.
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A. Good business
B. Black Hat SEO
C. White Hat SEO
D. All of the above
7. _____ is not new and not as glamorous as

some of the cutting edge web technologies
available today, but done right it can be the
number one traffic driver for your site.
A. Blogging
B. Email
C. MySpace
D. Facebook
8. Social _____ sites have a social networking

component, and it is beneficial to cultivate that
element, but not required.
A. Web
B. Networking
C. Media
D. All of the above
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9. Though the algorithm search engines use to

give your site results are proprietary, it has
been shown that the more links you have and
the better _____ and labeled your site is the
better your search results.
A. Organized
B. Pictures
C. Banners
D. Advertising
10. If your site is well organized and looks good

to _____, the search engines will like it too.
A. Google
B. Blogs
C. Human beings
D. Robots
Answers: 1D 2A 3D 4A 5C 6B 7B 8C 9A 10C
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4. How to Set Up Your Site
68
Setting up your site is the most technical

element. If you are a do-it-yourselfer it shouldn’t
take you too long. If you prefer to save the time or
hassle there are plenty of people out there reading
and willing to help.
Domain names
A domain name is the title of your website
address. Amazon.com, Facebook.com and
Redcross.org are all examples of domain names. The
last bit at the end of your name is called the domain
name extension. There are lots of extensions
available to choose from:
.com represents the word "commercial," and is the

most widely used extension in the world. Most
businesses prefer a .com domain name because it is
a highly recognized symbol for having a business
presence on the Internet.
.net represents the word "network," and is most
commonly used by Internet service providers, Web-
hosting companies or other businesses that are
directly involved in the infrastructure of the Internet.
69
Additionally, some businesses choose domain names

with a .net extension for their intranet Websites.
.org represents the word "organization," and is
primarily used by non-profits groups or trade
associations.
.biz is used for small business Web sites.
.info is for credible resource Web sites and signifies
a "resource" web site. It's the most popular extension
beyond .com, .net and .org.
.mobi (short for "mobile") is reserved for Web sites
built for easy viewing on mobile devices.
.us is for American Web sites and is the newest
extension. It has the largest amount of available
names in inventory.
.tv is for rich content/multi-media Web sites,
commonly used within the entertainment or media
industry.
There are a myriad of other extensions available

for other countries like .ca for Canada and .uk for the
United Kingdom. In general it is best to get a .com
name for your business, or .org if you are a non-profit
since these are typically what people will search for
first.
70
Some people will get the same name with

additional extensions to keep other people from
using them. If you feel this could be a problem for
you down the road you may want to consider
protecting yourself by getting additional extensions.
For most people this is not necessary if they have the
.com or .org extension.
Where to get a domain name

To get a domain name you need to register it
through a service. You should not have to pay more
than $10 a year for your domain name. If you are
paying more, I suggest you shop around. There are
usually discounts for multiple year and multiple
domain names registered. If you get hosting with the
same company, they will often give you the domain
registration for free. A few sources for cheap reliable
domain names are:
• Godaddy.com
• 1and1.com
• Bluehost.com
• NetworkSolutions.com
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Choosing the right name for you

It can be tough to find a good domain name with
the popular .com and .org extensions these days so
you will need to be creative. The shorter the name
you can use the better. Try not to use dashes or mix
numbers into your name. Try to pick a name or words
that are easy to spell and remember.
Many sites that sell domain names have a name
choosing wizard. Type in your keywords and they will
provide some combinations and tell you what is
available. If you really want to be an expert on good
and bad domain names check out goodurlbadurl.com.
How domains work

The reason you need a domain name is so that
your customers can easily find your site without
remembering a long IP address. Each computer
actually uses a long number like 208.77.188.166 as
it’s address. When you register a domain for your
address every time someone types in that name a
Domain Name Server (DNS) directs you to the proper
IP address where the site is hosted.
72
Hosting
Once you have your domain name picked out
you need to find a place to host your site. If you are
just starting out I suggest you use the same place
you use for your domain. All of your information will
be in one place and you can save yourself some of
the technical details required when you have
domains and sites hosted in different locations.
73
Create your website

There are lots of options for creating your site.
The good news is that a lot of the work has been
done and prices have come down. Most people are
not starting from scratch. Even seasoned web
designers re-use and copy code from others.
74
Do it yourself sites
Again if you have bought a domain and hosting
from a service provider, they will often offer a free or
low cost website builder package. I suggest you give
these a try to get your feet wet.
Third party site building tools

There are plenty of websites that allow you to
create your own site for free or for a small monthly
fee. Bear in mind that these sites use templates so it
will not be unique and most free sites place their
advertising on your site. Here are a few free sites I
have used and recommend:
• Google Pages
• PageFlakes
• NetVibes
• Ning (build you own social network)
• Terapad (blog and website)
• Blogger (blog)
• WordPress (blog)
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WYSIWYG
The nice thing about these site building tools is
that they come with editing tools or WYSIWYG’s,
which stands for what you see is what you get. No
knowledge of code or HTML is required. If you can
76
write a Word document should be able to handle

editing a page using these editors.
Software
If you have some coding skills and feel
comfortable with HTML you can build your own site
using programs like DreamWeaver or Notepad and
create your own site. These programs also come in
handy if you decide to tweak a pre-built blog or
website.
Professional help
If you don’t have the time or technical skills I
suggest you find a good professional to build your
site for you. I know some HTML and can tweak a blog,
but when my clients need a professional site I go to
my network of web design professionals.
77
Chapter 4 Quiz
1. A ______ is the title of your website address.

A. Domain name
B. Web page
C. Web title
D. Web host
2. In general it is best to get a .com name for

your business, or .org if you are a _____ since
these are typically what people will search for
first.
A. Blog
B. Non-profit
C. Store
D. Movie
3. When choosing a domain name try to pick a

name or words that are easy to _____ and
remember.
A. Say
78
B. Advertise
C. Spell
4. The reason you need a domain name is so

that your customers can easily find your site
without remembering a long _____.
A. Phone number
B. Alphabet
C. URL
5. When you register a domain for your address

every time someone types in that name a _____
directs you to the proper IP address where the
site is hosted.
A. Director
B. Monkey
C. Domain Name Server (DNS)
D. All of the above
79
6. Once you have your domain name picked out

you need to find a place to _____ your site.
A. Watch
B. Track
C. Host
D. Buy
7. There are plenty of websites that allow you

to create your own site for _____ or for a small
monthly fee.
A. Millions
B. Trial
C. Free
D. Advertising
8. WYSIWYG stands for ______.

A. What you see is what you get
B. What you see is what you gain
C. Why you save it with your guide
80
9. If you have some coding skills and feel

comfortable with _____ you can build your own
site.
A. Star Trek
B. Macs
C. Ambiguity
D. HTML
10. If you don’t have the time or technical skills

you should find a good _____ to build your site
for you.
A. Blogger
B. Professional
C. Kid
Answers: 1A 2 B 3C 4D 5C 6C 7C 8A 9D 10B
81
82
5. How to Implement Your Plan and

Measure Results
83
Types of Websites
There are many different types of websites, but
if you really want to make money there are three
main categories:
• Commerce sites or stores selling products

directly
• Promotional sites gaining attention
• Informational/advice oriented intended to
drive traffic
Most money making sites fall into one of these

categories, or are a hybrid. Which site is best for you?
Commerce sites
These sites focus on selling products directly to
consumers. They have a list of products/services and
a shopping cart or payment method. They usually
require an extra layer of technical expertise to handle
inventory and billing. Many sites are stand alone and
target consumers directly. Many retail locations now
84
offer an online counterpart where their customers

can purchase.
Promotional
Some sites are purely promotional. You can not
purchase the product from the site, but the intention
is to drive sales to other web or real world locations.
Many new movies have a promotional website with a
trailer and viewing information, but you can not
purchase the movie from the site.
Informational
You can use an informational site to establish
yourself as an expert in your market. Many blogs
take this approach. The blog authors post relevant
and useful information on a regular basis. Once you
have built up a loyal following you can recommend
products of service that you provide or sell
advertising for others.
Once you know the type of site you are creating

you will need to set up a system to measure and
track results to see what’s working and what’s not.
85
Metrics and Measurement

How do you know if your hard work is paying
off? Measure. The great thing about websites as
opposed to other marketing tools is that you can
track all the activity on your site. This is virtually
impossible to do on the same scale with traditional
media like television, radio and print.
(Note: you need a free Google account from

Google.com to use the Google services listed in this
section)
KPI's
Before you begin you need to set some goals of
what you want to measure. These key performance
indicators (KPI's) will help you focus on the most
important data for your situation. A problem many
people face with their analytics is not knowing what
to look at. Your website can track so much
information it can be overwhelming what is important
and what is not. Setting your KPI's in advance will
help greatly.
For example, if you are selling tennis shoes some key

86
performance indicators could be:
• Unique Visitors- Visits include all visits to

your site, even by the same person, Unique
Visits are from different people/computers
• Bounce Rate- how many people leave your site

right away
• Click Through Rate (CTR) to purchase- what

percentage of your visitors are making a
purchase
If you know you spent $100 in online adds to get

100 visitors and 10% clicked through to purchase
than it cost you $10 per acquisition for each sale.
Web analytics
To get started you will need a web analytics
program. There are many packages available out
there, but I will cover two of the most popular here:
WebTrends and Google Analytics. For these programs
to work you need install a little piece of provided
code on your site.
Google Analytics' code looks like this:

87
<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." :
"http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "google-
analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">
var pageTracker = _gat._getTracker("UA-123456-3");
pageTracker._initData();
pageTracker._trackPageview();
</script>
You want to see what people are clicking on

your site. Webtrends requires you to put a tag or
code on each link you want track. Google Analytics
only requires you to put the code on the page that
you want to measure and it tracks the links for you
automatically.
Webtrends
Webtrends is one the best known premium web
analytics programs. The first thing you will notice is
the price. Depending on the size of your site you will
pay hundreds or even thousands of dollars for this
service. There is usually a certain number of reports
you can run and an annual license renewal fee as
well. It is a nice service and provides some in depth
metrics and othe plug-ins from the company you may
find useful.
88
WebTrends Dashboard View
Google Analytics
The first thing you will notice about Google
Analytics is that is free. If you are not sure where to
start you can take Google Analytics for a test spin
and see what kind of information can be tracked. I
89
also find the Google Analytics dashboard easier to

use than Webtrends.
Google Analytics Dashboard View
90
Which analytics program is right for you?

I prefer Google Analytics because it seems
easier to use, requires less work to install the
tracking codes and it's free. Before you decide which
is right for you, determine your KPI's. If they are basic
stats, Google Analytics should do the job. If you have
a more complicated scenario for your data you may
want to check out what Webtrends has to offer.
Other measurement tools
Google Page Rank

Have you Googled yourself lately? If you want to
know what people see when they search then try
searching for yourself. How high up are you on the
list? How many listings do you get for your brand
name? If you have the Google Toolbar installed it will
also give your site a ranking of 1-10, 10 being the
highest. The more inbound links and traffic you have,
the higher your Google page rank.
Google Alerts
You have probably heard about measuring web
91
traffic, but Google Alerts is a powerful tool that is

often overlooked. Sign in to your Google account and
you can set up alerts on the topics or keywords you
choose. I have alerts set up for when anyone
mentions Michael Daehn or marketingenious. It's a
good way to see when your name or product is being
discussed on the Internet. If someone is raving about
your product, you can directly follow up with them.
Blog search
It's a good idea to see when people are blogging
about you too. Sites like Technorati.com allow you to
search blog posts about you and your company. If
you see someone blogging about you, you can visit
92
their site and leave a comment.
Comment search
Google does not index search results for
comments on pages. A great tool for searching
comments is Backtype.com. When you make an
account it also aggregates all of your comments on
the web- another way for people to find you.
93
Forum discussion search

There's a lot happening on the many discussion
boards around the web. Are they talking about you?
One tool to find out is Omgili.com. Type in your
search term and get results from all of the discussion
boards.
94
Twitter search
Twitter is a fast growing communication tool.
Every day millions of people are having discussions
on topics of interest to them. Are they talking about
you or with you? Are you joining the conversation?
95
More tools
There are a ton of great tools out there for
measuring you Internet success. The good news is
that most of them are free. The bad news is unless
you have clear goals and KPI's you will waste a lot of
96
time trying to figure out which ones to use and what

the data means. Make sure you do your homework
and set your strategy first.
97
Chapter 5 Quiz
1. Most money making websites are:

A. Commerce
B. Promotional
C. Informational
D. All of the above
2. _____ sites focus on selling products directly

to consumers. They have a list of
products/services and a shopping cart or
payment method.
A. Promotional
B. Social
C. Commerce
D. Informational
3. Many _____ locations now offer an online

counterpart where their customers can
purchase.
A. Retail
B. Wholesale
C. Fun
D. All of the above
98
4. Many new movies have a _____ website with a

trailer and viewing information, but you can
not purchase the movie from the site.
A. Commerce
B. Informational
C. Promotional
5. You can use an informational site to

establish yourself as an _____ in your market.
A. Evangelist
B. Expert
C. Architect
D. Angel
6. It's virtually impossible to _____ on the same

scale with traditional media like television,
radio and print like you can on the Internet.
A. Design
B. Promote
C. Surf
D. Measure
7. KPI stands for:

A. Keyword performance index
B. Key placing indicators
99
C. Key performance indicators

8. CTR stands for:

A. Clear tracking rate
B. Click the reader
C. Correct the rate
D. Click through rate
9. _____ is a powerful tool for meauring results

that is often overlooked.
A. Google Alerts
B. MSN
C. Yahoo!
D. Mom
10. Sites like Technorati.com allow you to

search _____ posts about you and your
company.
A. Fun
B. Social
C. Blog
Answers: 1D 2C 3A 4C 5B 6D 7C 8D 9A 10C
100
101
6. How to Keep Your Website on Top: The

Website Creation Continuum
102
Great websites are continually honed to better

serve your audience. Start by doing your research.
• Personas- develop a picture of the ideal visitor
for your site
103
• Education- know everything you can about

your market and the best web tools to reach
them
• Surveys- not sure what your audience wants?
Ask them
• Testing- perform user tests early and often- the
more you test the better your final site will be
Your initial research will help you define your initial
target audience. To connect with your target
audience you will need:
• SEO- Good search engine optimization assures
you that when people are typing in the name of
your product or service they will find you easily
• UX- A well designed user experience makes
sure that once they find your site, they can find
what they came for quickly and easily
• Conversion- If you put in the hard work for the
steps above, it will pay off with more
conversions to sales, customers and supporters
How do you know this is working? Measurement.
Check your search results, refine your UX through
104
testing and surveys and look at the bottom line- are

you making any revenue? Don't forget to use these
measurements to refine your target audience further.
105
Conclusion
The Internet is a fun and exciting tool that has
transformed the way marketing and business are
done. It is an important communication tool whether
you are looking to start an Internet based business or
to market your traditional business more effectively.
Because Internet marketing changes so
frequently you need to stay on top of current trends.
Yesterday’s Friendster is today’s MySpace and
tomorrow’s FaceBook. New sites replace old ones all
the time.
Reading magazines like Wired are helpful, but
sometimes a month is too long to wait. A good way
to know what’s happening is to read blogs by people
like Seth Godin or mine at philanthr.org. Or you can
also establish your own network of advisors through
sites like Twitter.
I want to know how you do with your new
Internet ventures, so please send me a note. My
information is always current at MichaelDaehn.com.
FTW!
106
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You Have What it Takes

1. THE INTERNET: A NEW ECONOMIC OPPORTUNITY...........................................14

5. HOW TO IMPLEMENT YOUR PLAN AND MEASURE RESULTS..........................83

Which analytics program is right for you? ...................................................................91

on the back end. In between somewhere is good

1. The Internet: A New Economic

Internet Map Image courtesy of the Cooperative Association for Internet

Enormous Global Market

The Great Democratizer

for a few dollars a year.

Are You Taking Advantage of this Opportunity?

2. In the last decade Africa and the Middle East

3. Internet usage is sure to _____ moving

D. None of the above

4. _____ has the fewest Internet users.

5. _____ has the most Internet users.

6. By posting a page to the Web you have

7. The Internet is a great _____.

8. It takes a _____ amount of capital to start a

9. The Internet allows us to _____ on a global

10. The Internet provides a terrific _____ if you

2. Choose the Purpose of Your Website

There are a variety of ways to make money on the

Shopping carts let people pay by credit card,

contact information you choose to share?

Choosing Your Product to Make Money

Compare that to when authors sell their books

Removing all those people in between you and your

With the Internet tools now available you can

Selling Banner ads

Banner ad related to website content

If you don’t have a site, Google will give you one

Other advertising methods

What type of website are you going to have?

2. Ways to make money on the Internet

3. The Internet makes it possible for _____ to set

4. Using tools like Internet files, discussion

5. Creating your own _____ is a great way to get

6. By taking your product directly to the

7. Advertisers started paying to be on blogs

8. If you have a well trafficked site, you can sell

9. Using Adsense. Google looks at the ______

10. While banner ads and keyword advertising

3. How to get traffic to your website

There are many ways to get traffic to your site.

Driving traffic and increasing PageRank

and Live (Microsoft). There are two types of results

Organic search results

Organic results and the Golden Triangle

Google Search Results Page Heat Map

This does not mean that no one is looking or

to be in the top three organic search results. If you

Many companies use a hybrid of paid and

How to get ranked high in organic search

has top results with a low PageRank. Second, I need

Have you ever received an email asking you to

Black Hat versus White Hat SEO

Using Banner Ads

and waned in popularity as some studies show that