1. The Basics of Internet Marketing Web Analytics... 23

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1 1. The Basics of Internet Marketing Introduction What is internet marketing? Types of online marketing Online marketing trends Summary Web Analytics Introduction What is web analytics? Off-site web analytics On-site web analytics Reasons for using web analytics Various subtopics of web analytics: methods of measuring web traffic Basic Metrics Using log files Page tagging Determining geographical location Click analytics Google Analytics Summary The Basics of Conversion Optimization Introduction What is conversion optimization? What conversion optimization is not Some important terms to remember Calculating conversion rate optimization Elements of the CRO process The numbers

2 Making sense of the CRO The ideal CRO Metrics to help you understand CRO Summary The Basics of Search Engine Marketing Introduction What is Search Engine Marketing (SEM)? The definition Advantages of SEM Internet marketing: search engine marketing Paid methods Pay-per-click advertising (PPC) Cost-per-thousand impressions (CPM) Ad formats The position of search engine marketing today Search engine optimization and search engine marketing The importance of SEM Summary The Basics of Social Media Marketing Introduction What is Social Media Marketing (SMM)? Social media platforms Facebook Twitter Google LinkedIn YouTube Foursquare

3 Social media marketing strategy Step 1: Have a plan Step 2: Develop goals Step 3: Choose a platform Step 4: Implement the plan Step 5: Monitor and control Benefits of social media marketing Increase brand recognition and loyalty Make use of the reach of the internet Increase conversion Reach more people Reduced cost of marketing Take advantage of different formats Available to everyone Summary The Basics of Search Engine Optimization Introduction Essentials of search engine optimization Search engine optimization elements On-page SEO SEO content writing Code optimization Inbound links Origin and history of search engine optimization First ever algorithms used by search engines Present-day algorithms: Non-disclosure Three types of SEO White hat SEO

4 Black hat SEO Grey hat SEO Mistaken belief about SEO What SEO can and cannot do SEO Disclaimers Off-site SEO Tips and tricks of SEO Writer for the readers first Get your readers to re-post Earn natural Links Images and image characteristics Text length No plagiarism Page formatting Navigation SEO suitability Summary Marketing Introduction What is marketing? Debunking the myth Why is marketing one of the most preferred ways to contact people? The different ways in which marketing works Tips, tricks and things to keep in mind when implementing an marketing strategy Planning Scheduling Styling Writing

5 Proofreading Optimizing Personalizing marketing services Summary Affiliate Marketing Introduction What is affiliate marketing? How does affiliate marketing work? Marketing techniques Pay per sale Pay per lead Pay per click Why become an affiliate marketer? Cost effective Global market No fees needed No shipping and storage required Work from home The benefits of affiliate marketing Different affiliate marketing programs In-house hosting Third-party hosting Summary Steps to Develop Internet Marketing Strategy Build your marketing framework Focus on your customers Develop your own story

6 14. Conclusion