Exploring The Book: Taking Control of Your Online Marketing
When I decided to write the book, I wanted to make sure that I covered the foundational elements of building a strong online marketing foundation. The steps I provide are in priority order and each major section (or chapter) builds on previous lessons. The book is a tactical guide and will walk you through the various tasks you need to take in order to get your website and online marketing efforts in order.

The Book Covers the Following Topics in Detail:

Chapter 1: Your Website - Structure & Technology
The first chapter will focus on your website, the destination that people will visit to learn more about your products and services. It is critically important (on several levels) that your website has a solid foundation, and that you maintain that foundation over time. Your site needs to be clean and crawlable, you need to be able to quickly and efficiently add and edit content, you need to be using the right technology for your needs, and you need to follow certain steps to get it that way.

Chapter 2: Local Search Strategy
Note, this includes the latest changes in Google Local Search ( Place Search).
If you're a local small business (which is different than just a small business), then forming a local search strategy is extremely important. There are several steps you need to take in order to make sure your site has a chance of ranking for searches that are deemed local in nature by the search engines. For example, a person that enters a keyword with a local qualifier like "landscaping services in Princeton, NJ". I'll explain what you need to do and where you need to make changes in order to increase your chances of showing up for searches like this.

Chapter 3: Web Analytics
I'm heavily involved in web analytics work and I cannot emphasize enough the importance of effectively tracking your online marketing efforts. Using a web analytics package like Google Analytics enables you to track all of your traffic sources, campaigns, and keywords at a granular level, while also viewing conversion metrics (actions that you identify as "important" for your business). Understanding which efforts are paying off for your company is critically important for your success. If you don't have a robust tracking mechanism in place, then you run the risk of flying blind. And flying blind is a dangerous thing to do in online marketing. By the end of this chapter, you'll be chomping at the bit to set up analytics. I promise. :)

Chapter 4: Search Engine Optimization (SEO)
When running your own business, there are several core online marketing channels that you can focus on, including organic search, paid search, social media marketing, email marketing, viral marketing, word of mouth, etc. In my opinion, SEO is one of the most powerful channels (if not the most powerful channel). When consumers have questions or need help, they Google it. And since millions of people are using the core search engines every day (both on their desktops and mobile phones), small businesses need to rank highly when people search for their products and services. Unfortunately, if you don't show up, your competitors will. We'll cover the essential things you need to do in order to optimize your website for natural search.

Chapter 5: The Power of The Long Tail of SEO
When helping clients with SEO, I often bring up the power of the long tail. Unfortunately, when starting out with SEO, many companies set out to rank for just a handful of competitive keywords. In reality, they should be targeting the thousands of keywords that stem off of those words. The long tail of SEO encompasses queries that are longer in length (usually three or more keywords). For example, nike trail running sneakers new model is a good example of a 6 word long tail keyword. So how powerful can the long tail be? In aggregate, the long tail can eclipse head terms with regard to traffic. In the book, I provide an introduction to the long tail, explain how powerful it can be, and show you how to target the tail to attract high quality visitors via natural search. Once you understand the concept, you can start right away (and you'll never look back).

Let's Get Started
If you are excited to get started, then download the book today and get moving! My goal is to make sure my clients and readers get up and running quickly. After buying the book, my hope is that you'll be making changes today, literally. I've seen one-person companies move fast and reap great rewards from moving quickly and making changes based on the right strategies. You can too.


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