Team FamilyLearn - I have decided to post my notes from my internet marketing class each week here at my blog. Here is todays.

Paul was unable to come to school again today and he had us visit his blog and watch a seminar that he gave at BYU a while back.

CONDENSED PARAGRAPH OF WHAT I FOUND HELPFUL

Looks don’t matter on a website unless they lead to higher conversions. Web analytics are key to success in internet marketing because they let you track what works and what doesn’t and they give you the ability to track almost every little change you make to your website–even the color of your buttons. Install analytics on your website BEFORE you begin driving traffic. (sources that I know for analytics: Google analytics FREE and Omniture.) When you overhaul your website avoid “linkrot”; i.e. losing your old optimized links when you release your new website. 18% of the web suffers from “linkrot”. Divide and conquer to build your conversion rates and web traffic. Put each person a a special assignment. Read “Love is the Killer App“ - I read this book a year ago and it is fantastic!

My unedited notes from the lecture

Site design is not Paul’s forte. He said that ugly sites are making a lot of money. Paul’s focus is not in looks. You must always start with functionality. People who have done this is Craig’s list, google. In some cases design doesn’t matter that much.

On every computer Paul has he puts Google tool bar and the Alexa (essential part of you marketing tools) tool bar. Alex is primarily techies.

Paul’s Blog is the most popular part of his website. Traffic doesn’t come from looks.

10X marketing- He thought about everything he had learned in the past six years. He was reading 6-8 periodicals and go to conferences each month. He took these lessons and made a list of all the Internet marketing tactics, a list of 196. 10x was a project that tested these tactics and refined them.

A Lot of people have opinions of how a site should look. They completely overhaul their site without putting any research into what matters on the back end. Jacob Nelson, on the advisory board of google, he has been resented. Google applied his tactics. Useit.com. “Link rot” what happens when you take down a page on your website that has been spider ed by google. 18% of pages on the web each year are taken out by “link rot”.

Tactics from his 196 tactics. Paul Hates consulting work.

• It is more important to improve you conversion rate than to just get a bunch of visitors.
• Place an Anylitics system on your website BEFORE you start getting your traffic. These have “click maps” Click maps help to make conversion go up. It helps reduce the debates between graphic designers and the analytical people. It was a constant battle. As soon as they put in the click maps they were able to see what no one clicked on. You could go to any link on the site and see what people really actually used. Without this you are just guessing.
• Report on your traffic each week. Baby it day by day until you have built your traffic and conversion rates.

Conversion Rate:

• 1000 unique visitors 1% conversion rate, $10 per sale= $100 a day
• Solution: Devide up your team

• double the unique visitors
• Conversion rate
• double price

Increasing Conversion Rates:

• If you are monitoring you stats over time you will be able
• When ever you make a change you note that change and then look at what happens on your Click maps and conversion rates. Monitor every move.

Case Study
80% of visitors didn’t go pass the first page. This was called their bounce off rate. They used some conversion rate things and then they

Adwords take about 15 minutes to set up. google takes the (highest bid x click through rate)= top position and puts that ad at the top.

FIND UNIQUE SEARCH TERMS
150000 sirnames in the united states.
Ansestry asked to bid on these names
They only had 35000 sirnames that had been searched on
soon they had about .02 cents per click. 100s of new subscrib 286000 in revenue and it was only custion about 1/5th that much. Do what others are not. Think outside the box. THink of words that no one exsle is bidding on that have something to do with your business.

Search Engine Optimization
Paid adds are not near as effective as the optimized websites. These are the sites that google says are the most relavent. 20% click on #1 spot. Site ranked at the top always get loads of money.

1. decide what key word you want to rank high on. then decide how hard it is going to be to rank high on that key word.
2. Build a webpage built around that key word. Make sure that key word is in the url eg. http://onlinestore.com/[keyword]
3. Title of the ducument should be the key word.
4. Use an H1 tag to ebusiness.byu.edu

You do these right and you will have 100’s to 1000’s of FREE visitors.

Book Recommendations
Read “Love is the Killer App”

Comments from me:

I found it harder to follow him when he is on a video like this. It really feels like he jumps around. This isn’t a big deal when he is in class but when you are trying to take notes and he suddenly say’s while talking about Web Anilytics, “You should read Love is the Killer app, it is a great book” (by the way this book has nothing to do with web anilytics) and then he just returns to what he was talking about. I think it takes away from the power of the presention. But, regardless, Paul is a great teacher and he teaches my favorite class this semester.

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