Making Web Money October 2013 by Harry Crowder

OCTOBER 2013 The Big Cheese An Interview with SEO Expert Fred Sexton p.30 Fred Sexton

Monique Stevens

Online Marketing a Boon or a Bane ? p.20

Gadgets

MWM Success Story A Drink with Dana Levy, Founder of Dana Rebecca Designs p.12

interviews products Q and A

Online Marketing a Security Threat? p.41

Learn How People Are Making Money Online Today ! http:www.makingwebmoney.com

Dana Levy

Sandra Simpson

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MWM contents

[ OCTOBER 2013]

Regular Columns 6

Editor’s Letter Welcome to the October edition.

MWM Inbox Got something to say? Tell us what you think.

What’s On Seminars, Expos and Summits, oh my!

MWM News Stuff you should know about.

MWM Success Story A Drink with Dana Levy, Founder of Dana Rebecca Designs

Subscribe Subscribe for free.

Ask the Expert Interview with Global SEM expert Bill Hunt on All Things SEO

MWM Gadgets and Toys You know you want them.

Advertise in MWM Be seen by potential customers.

MWM Tools Books, Courses, Software etc.

MWM Videos Watch useful videos on internet marketing Q&A The Big Cheese: An Interview with SEO Expert Fred Sexton

16 Bill Hunt

43 Kat Cole

MWM Useful Links All the links in one handy place.

MWM Marketplace Buy & Sell domains and websites.

Featured Products & Contributors The people and products that helped make this edition.

Back Story How Kat Cole Went from Hooters Girl to President of Cinnabon By Age 32

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MWM contents

[ OCTOBER 2013 ]

Features 11

Internet Marketing: Itâ&#x20AC;&#x2122;s History and a Brief Introduction By: Gavin Maher

Online Marketing a Boon or a Bane By: Iris Eaton

Online Marketing the Best Source of Ecommerce By: Monique Stevens

Types of Internet Marketing and their Advantages By: Christian Jonas

Does Internet Marketing Deem Privacy Obsolete? By: Karl Lange

Internet Marketing for Smart Phones By: Mary Harris

Contributors

Social Media, Email and Internet Marketing By: Sal Diaz

Online Marketing the Best Source of Ecommerce

Social Media, Email and Internet Marketing

Online Marketing a Security Threat? By: Sandra Simpson

Online Marketing vs. Traditional Marketing By: Eric Parson

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MWM editors letter Welcome to our OCTOBER 2013 Issue of ―Making Web Money‖ Online Digital Marketing magazine- where every month we show you how real people, just like you, are making web money – online. This month we have great articles and personal insights like

gain - - Internet Marketing: It’s History and a Brief Introduction By: Gavin Maher - Online Marketing a Boon or a Bane By: Iris Eaton - Online Marketing the Best Source of Ecommerce By: Monique Stevens - Types of Internet Marketing and their Advantages By: Christian Jonas - Does Internet Marketing Deem Privacy Obsolete? By: Karl Lange - Internet Marketing for Smart Phones By: Mary Harris - Social Media, Email and Internet Marketing By: Sal Diaz - Online Marketing a Security Threat? By: Sandra Simpson - Online Marketing vs. Traditional Marketing By: Eric Parson Our MWM Success Story – A Drink with Dana Levy, Founder of Dana Rebecca Designs PLUS “Ask the Expert” - a NEW Interview with Expert Interview with Global SEM expert Bill Hunt on All Things SEO, Along with our Back Story: How Kat Cole Went from Hooters Girl to President of Cinnabon By Age 32 and so much more. For those readers having some viewing problems with the Online Version of “Making Web Money” to make reading more convenient there are now Free available PDF downloads. I hope you enjoy this month's issue of the magazine, and as always please email me if you have any comments, contributions or feedback.

MakingWebMoney.com Subscription enquires: www.MakingWebMoney.com/ subscribe/ Order the printed edition: www.magcloud.com/browse/issue/28 813/follow Advertising enquires: www.MakingWebMoney.com/ advertise/ ads@MakingWebMoney.com Contribute articles: http://MakingWebMoney.co m/contribute-an-article/ Making Web Money Magazine Published 12 times per year. Printed by MagCloud. Copyright Harry Crowder and Making Web Money Marketing Magazine. All rights reserved. Reprinted with permission. No part of this publication may be reproduced, translated or converted into machine-readable form or language without the written consent of the publisher. Articles express the opinions of the authors and are not necessarily those of the publisher

Making Web Money Online Marketing Magazine

Harry Crowder

Editor Harry Crowder Advertising See Above Contributors

Talk to me

www.Twitter.com/harrycrowder www.Facebook.com/harrycrowder www.HarryCrowder.com

Various experts in their fields The instructions and advice in the magazine are for entertainment purposes only. The creators, producers, contributors and distributors or Website Marketing Magazine disclaim any liability for loss or lack of results from following the advice expressed herein.

Keep your valuable feedback coming. I try to reply to every email, I appreciate Your input as it helps us make MWM the Best Online Marketing magazine possible. Drop me an email, at harry@harrycrowder.com

Follow me on Facebook.com/harrycrowder Twitter.com/harrycrowderTcm/ha

Twitter.com/harrycrowder Both the paper and our printer meet the international standard ISO 14001 for environmental management. The paper comes from sources certified under the Programme for Endorsement of Forest Certification scheme (PEFC). Please recycle this magazine – or give it to a mate.

MWM inbox What is the easiest way to create an iPhone app?

TOP EMAIL

If you tell us what you Like and don’t like about Making Web Money Marketing Magazine, What worked for you Or what you think sucks, Then we can make Making Web Money an Even better magazine. So come on, Send me an email And let me know.

I have a windows computer, and I want to know how to design, create, and program my own iPhone app. Is there a software that can do this on windows. I know that Xcode is confusing and is only for macs. I want to create an app as easy as possible. I don't want to put it in the actual AppStore, but I just want it on my iPod touch.-Jenny. Generally speaking you are going to require the use of a MacBook or iMac to create your App. You’ll need to learn Objective C, or use one of the App creation services like AppMakr.com. -Ed.

What is Offline Marketing? I keep hearing about it, but can’t really find out what it is? - Connie. Offline marketing is the opposite of online marketing. Online marketing is marketing/advertising done over the internet. Offline marketing is the traditional methods of marketing such as television/newspaper/magazine adverts, posters, jingles, etc. -Ed.

>>Email Us: editor@MakingWebMoney.com

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What is the best way to design a website so that someone with no html skills can update and edit it? I usually use Dreamweaver for web design, but it needs to be more simple than that. A client wants to be able to make small changes and add info to the site himself in the future. Any suggestions for software or an online service that would give me design freedom and control, yet be easy for him to edit? It would be best if it is cheap or free and it has to be able to run on a mac and a pc. Thanks in advance!. - Ken. For this type of setup, you really can’t go past Wordpress. You setup wordpress, do the initial design for your client and then give them the information to access the backend, and show them how to create pages and posts.. -Ed.

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MWM what’s on Festival of Marketing

OCT

> 8-10

The Festival of Marketing is where marketers meet to re-engineer the marketing discipline and multiply its impact on business. It‘s a week-long celebration of change, inspired by the Modern Marketing Manifesto from Econsultancy and Marketing Week, our take on the state of the discipline and the challenges every marketer should be focusing on. In five interconnected events plus a Festival Fringe series, we‘ll look at the disruptions, inventions, ideas and attitudes that put customers at the center of the universe and brands in orbit around them.

OCT

When: Tuesday, October 1, 8:30 AM – 4:30 PM Where: Boston Common Hotel & Conference Center, 40 Trinity Place, Boston, MA

The Innovation that Drives ROI

Digital Cream Sydney

Econsultancy‘s Digital Cream is our invitation-only event for senior client-side digital marketers to help you meet your peers and learn from each other about the latest best practice, what's working and what's not. The event is part of a global series of Digital Cream events running in London, Dubai, Shanghai, Singapore, Melbourne, New York, Chicago and San Jose. It's a 'hands-on' participatory event to enable you to network with your peers and learn through discussion, roundtables and debate.

what’s on

OCT Social Brand Forum 2013

24-25

The Social Brand Forum, a top 10 social media conference, again brings national social media and digital marketing thought leaders to Iowa‘s Creative Corridor for two days of impactful keynotes and interactive discussions. Social Brand 2013 is designed to help marketers at organizations small and large build better brands online through social media content, conversations, and community.

“

Marketing Technology Summit 2013

Quotable:

Gartner analyst Laura McLellan predicted that by 2017, CMOs will spend more on IT than their counterpart CIOs – are you ready? To be a great marketer today you need to understand the technologies that are behind your marketing programs. You have to become a MARKETING ENGINEER! To become a marketing engineer you need to have your head around not just creative and marketing best practices – you need to know about the actual platforms and technologies that power your programs and success. You need to be conversant in CRM, marketing automation, mobile, analytics and other technologies that power your programs and drive ROI! Join the New England Direct Marketing Association (NEDMA) for a day of cutting edge marketing technology education and start to become the Marketing Engineer you need to be! This informative event features speakers and luminaries who will present the latest and greatest technologies being used by marketers of all stripes.

“A computer once beat me at chess, but it was no match for me at kick boxing.” ~Emo Philips

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MWM news CONTROL THE CHAOS WITH AFFILIATE PARTNERS IN PPC Affiliate programs (aka partner or reseller programs) are great for expanding your business - increased leads and sales from a network outside of your own. But how does this affect you when talking about Internet marketing and more specifically paid search campaigns? Brand keywords (company name, top tier services, top tier products) are the backbone of many PPC campaigns - low CPC, high conversion rate, and low CPA keywords. So, if there are any variables introduced to the brand keyword landscape, the strong performance of those keywords in your campaigns can suffer. The two primary examples are when competitors or your affiliates bid on your brand keywords. There are side arguments regarding whether or not you should bid on your company name in PPC, but I'm not going to touch that subject in this column. Quite the opposite, in a scenario where competitors and affiliates are also in the PPC SERPs, not bidding these keywords is brand suicide. At the end of the day, maintaining an effective and profitable affiliate program for you and your partners is all about "chaos control." Here are some helpful tips to rein in the crazy: Strong Affiliate Contracts The single most effective tool in your affiliate program is a strong contract. Make sure that you create a contract that covers all of your bases. Cover all possible marketing channels and account for any chance of overlap between an affiliate and your core marketing efforts. For PPC, draw clear boundaries around what keywords can be used, how the brand or product can be described in ad copy and landing pages, and even as specific as bid levels and/or ad position. For most brands, if you insist on being number one, make sure your affiliate policies ensure that you maintain that position. Use language in your contracts that is clear and easy to understand. Legalese is often confusing and leads to disagreements, confusion, or worse. Of course, make sure your legal counsel reviews the contract to ensure it is on the up-and-up. Consistent Review If your business is big enough, it is likely you have a team dedicated to managing your affiliate program and the affiliates themselves. Whether you do or don't, one thing is certain - someone should be reviewing the activities of your affiliates to make sure they are following the policies laid out in your contract. Keep tabs on their PPC activities. Review your brand keywords in the SERPs. Pay close attention to your brand campaign performance. Affiliates can be tricksters. Maybe they'll be clever and target all locations except where your office is located. Or even worse, hijack your domain and completely block you out (in cases where affiliates have a subdomain on your brand domain, this can happen more easily than you might think). For the geo-targeting trick, use the ad preview tools provided by AdWords and Bing Ads to review multiple geo-targets. For the domain hijackers, you will know immediately based on the drop in your performance! Strictly and Swiftly Enforce Policy Affiliate programs come with a commission - incentive for driving leads and sales. Unfortunately, this incentive can make some affiliates see dollar signs like a character out of a Warner Bros. cartoon. When this happens, we see circumstances like I described before - clever affiliates doing nefarious things to boost their commission. When you catch this activity - deal with it immediately. Do what it takes to correct the behavior: contact the affiliate directly, send a cease and desist letter, etc. In most cases, the affiliate will react accordingly and all will be well. But if they don't, enforce the rules and end the partnership, restrict their access, or whatever it takes to end the errant activity and set a clear example to all of your other affiliates. There are countless other scenarios, marketing channels, and individual circumstances that can alter the affiliate relationship in marketing. Hopefully these high-level tips will give you some guidance when dealing with affiliates in PPC and find a profitable path to success!

Quotable:

Just How Valuable Is Your

Big Data? You have all this so-called big data, but just how valuable is it? Is the data you collect, particularly in the digital world, all that useful? Are some data points far more valuable than others? These are some of the questions I see organizations wrestling with and I think they're interesting ones because sometimes there's an underlying assumption in these days of the big data hyperbole that more is better. I'm not convinced and here's why. For digital marketers and analysts, probably their biggest data source in terms of volumes of data they use on a regular basis is their web analytics system. By conventional definitions web analytics data is pretty "big," volumes are large, and velocity is high. But a lot of web analytics data at any one point in time is froth and generates very little value at all, and here's why. I'll use a very simple segmentation to make the point. If you look at the visitors who visit your websites or use your apps then they'll fall into one of three groups: Anonymous visitors. These are visitors (or to be precise, device users) about whom you know very little. They have probably only visited once, or maybe twice. There's not a lot to know about them as there isn't enough data to make any sense from. There will be limited information on which channel they came in on, for example, and what they looked at, but not much necessarily to give you a full picture. Observed visitors. These visitors have visited more frequently, so there's more data and more history, and potentially more to learn. Even though you don't know who these people are, you can begin to build up some kind of profile in terms of patterns of behavior and content consumption. When do they tend to visit? What do they tend to do when they arrive? Sometimes this data can be useful to understand general patterns and trends at an aggregated or macro level. Known visitors. These are the visitors who you really care about because you have some kind of relationship with them. That relationship might be quite tenuous because all you have is an email address, or it could be quite deep because they're gold card carrying loyalty members. It's likely that you have had multiple touch points with them probably over multiple devices and multiples channels. From the data you've gathered you can build up a deep insight into their behaviors and preferences and leverage that insight to provide deeper, richer, and more relevant experiences. This is valuable stuff! So, as a visitor migrates through these segments on her customer lifecycle, the data on her gets richer and more valuable. However, the number of visitors in each of these segments gets smaller. By far and away the biggest segment is the anonymous visitors. Depending on the type of business or organization you are this segment could account for between 50 percent and 80 percent of all your visitors, meaning that the vast majority of the data that's collected, processed, stored, and reported on represents a poor return on investment. It's just numbers making up the numbers, so to speak. The real valuable data is on the relatively small numbers of visitors who are meaningful to you. This is the data you can do something with. It doesn't just tell you how many of them there are but who they are, where they are, and what they are like. As people get more excited by big data, I get excited by small data. It may be small but it's powerful. To use the old analogy, if analysis is like mining for nuggets of gold in your data, then a lot of big data is the ore you have to dig through to find them.

â&#x20AC;&#x153;Google is about information and computers and making things really fast. Facebook is about the sharing and connections. These missions give these companies direction and motivation.â&#x20AC;? ~Paul Buchheit

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INTERNET MARKETING: IT’S HISTORY AND A BRIEF INTRODUCTION By: Gavin Maher Today email hosting sites have become the publishers of ads with one or two strategically placed advertisements as given by the advertisers. Mobile applications have ads generally placed at the bottom of the screen. Part time bloggers or start-ups can place ads on their websites for gaining a per click based income.

Marketing in it‘s true sense has always complemented products made by companies with the agenda always being the same, spreading awareness. By spreading awareness, a product manufacturer aims to let the masses know about his or her product whilst portraying the product in the best way possible to ultimately maximise sales. Of course, investments must always be made and marketing is not an exception. While marketing itself was popular since before the 1950s, advertising started just a little more than two decades back, in 1990. Internet marketing first appeared through email in 1978 wherein a marketer from Digital Equipment Corporation named Gary Thuerk advertised a new computer. This email was sent over the APRANET(the initial form of the modern internet) to multiple users on the network. Although at that time, APRANET‘s laws prohibited the use of the network for commercial activities so the trend didn‘t catch on very well. Enter the present era where email is a necessary means of communication. A common man has more than one way to connect to the internet due to the tremendous growth in smartphones in just half a decade. Internet messaging and various chat services require people to be connected to the internet 24x7. With a huge number of people now ‗connected‘, it only makes sense that such connections can also be monetized causing the companies to change their marketing strategies. Today email hosting sites have become the publishers of ads with one or two strategically placed advertisements as given by the advertisers. Mobile applications have ads generally placed at the bottom of the screen. Part time bloggers or start-ups can place ads on their websites for gaining a per click based income. Higher paid ads are placed on sites that generate more traffic. To enable such advertisements, third party publishers such as Google Ad Sense can be contacted where in the advertiser only needs to submit the ad that needs to be displayed and pay a sum of money. Social networks charge a fee for publicizing certain posts. Search Engine Optimization includes methods in which a website can be placed higher in search results to maximize traffic. With a large part of the world looking towards online services for day to day tasks, it‘s clear that internet marketing holds tremendous potential and truly is, the future of marketing.

MWM success story

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A DRINK WITH DANA LEVY FOUNDER OF DANA REBECCA DESIGNS By: Hillary Sawchuk and Kelly Kane

HOW DID YOUR JOURNEY BEGIN WHICH LED YOU TO BECOME THE FOUNDER, DIRECTOR AND DESIGNER OF YOUR VERY OWN FINE JEWELRY COLLECTIONDANA REBECCA DESIGNS? My family is in the diamond industry and I am the youngest of three. I traveled with my dad when I was 16-years-old to India for work for him and I got really into jewelry. I think I was caught off guard by it, I was very interested in what he was doing and the creative process of it all and I was lucky enough with the support of my dad to be set up with some people in the industry. I launched my first jewelry collection when I was sixteen and my first diamond collection when I was in college. J-LO HAS WORN YOUR PIECES ON AMERICAN IDOL AND MILA KUNIS IS PHOTOGRAPHED WEARING YOUR ‘LAUREN JOY’ NECKLACE ALMOST EVERYDAY. HOW DO THE CELEBRITIES FIND YOUR JEWELRY? We have a PR team in New York and LA and they work with stylists every day. Today we had Kristen Stewart who was doing French Vogue and they pulled all black diamond jewelry from us. Everyday is different. We had a Redbook cover last week. And have you guys seen Sofia Vergara wearing my earrings in the Cover Girl ad?

“

Quotable: “Computers do the calculating to allow people to transform the world.” ~Conrad Wolfram

WE DIDN’T EVEN KNOW EARRINGS SHE’S WEARING!

THOSE

WERE

YOUR

I don‘t see anything else in this picture but my jewelry. I don‘t look at that and think they are selling mascara. I think they are selling massive eighties earrings. We actually sold them right before the ad campaign came out.

WHAT WAS THE VERY FIRST PIECE OF JEWELRY YOU CREATED? I still know the client who has it. It was this massive ruby necklace. It was the biggest thing. It was wild.

WITH MANDY MOORE AS A REGULAR SHOPPER AND DEMI MOORE AS A CLIENT BUYING ITEMS FOR HER DAUGHTERS IT’S SAFE TO SAY YOU’VE HAD MAJOR SUCCESS! WHERE DO YOU SEE YOURSELF TEN YEARS FROM NOW? I would love to see a national retailer carrying Dana Rebecca Designs. I would love to have a presence in LA or New York … I don‘t really have a dream to own my own store … I like the ability that people can come in here and have a private experience. At the end of the day there is nothing better than being on the street and seeing someone wearing something of mine. I don‘t think it will ever go away how cool that feels.

WHAT MAKES CHICAGO HOME? My family is here and I feel like I love the Chicago woman. She is kinda hard to nail down — what she is — but I have had such an incredible start with my career here and I think the Chicago community is so accepting and that there is so much room to grow.

WHERE DO YOU GET YOUR INSPIRATION FROM FOR NEW DESIGNS? I am not a typical designer doing two collections a year. I come out with jewelry all throughout the year. I feel like my customers appreciate that I’m always creating. Sometimes the pieces are dictated totally by the stone and sometimes I am looking for the right stone. HOW DID YOU TELL YOUR FRIENDS YOU WERE SELECTED TO BE ONE OF OPRAH’S FAVORITE THINGS? IT MUST HAVE BEEN SO HARD TO KEEP IT A SECRET! I [had all my friends over] … I [made] shooters of tomato soup with the cute grilled cheese. I went overboard! … [Then] I sat all of my girlfriends down and told them I had totally lied to them and that I had exciting news that I wanted to tell them first. I was like, ‘I’m going to be one of Oprah’s favorite things!’ And they all started screaming. I have amazingly supportive friends and all of my pieces are named after my friends and family. Without them these earrings mean nothing.

I feel like my customers appreciate that I’m always creating. Sometimes the pieces are dictated totally by the stone and sometimes I am looking for the right stone.

WHAT IS THE MOST RECENT ITEM YOU BOUGHT FOR YOURSELF? The Buddha was my newest addition. I haven’t taken it off. We were wedding dress shopping and I had to take it off. My mom was like, ‘Alright, you aren’t wearing the Buddha to your wedding’ and I was like, ‘Really? But I’ll sew it in my dress, it has to be there!‘ IF YOU COULD HAVE A DRINK WITH ANYONE WHO WOULD IT BE?

ONCE THE SHOW AIRED WERE PHONES RINGING OFF THE HOOK?

YOUR

The first few hours nothing happened. Mind you it’s a $1,900 purchase, so it’s not like a macaroon where you order a box and you are done. So I remember my brother saying, ‘Let’s go home, it will be better tomorrow’ and I was so disappointed. I put a lot of money into this! I left and I was so upset and [my fiancé] Jonathan was like, ‘Let’s watch it.’ And he kept rewinding to where they [the audience] was screaming and he’s like, ‘Babe this is you! They are screaming for your earrings!’ but all I could think about was what went wrong? And I walked over to my computer and refreshed my email and the orders started coming in. It was the best decision of my life. DO YOU HAVE A PIECE OF JEWELRY YOU WEAR EVERY SINGLE DAY? I’ll change my jewelry for a special occasion but I’ll wear my evil eye every single day. I wear a Buddha every day too. I opened up my office and put it on that day and it’s been on since October.

My Papa Jack. He was in the clothing business. He was a total New Yorker. My Grandma has the most amazing jewelry you’ve ever seen and every time when I was little she would have to take her jewelry off so I could play with it and look at it. She had these three stacking rings and unfortunately she has Alzheimer’s and we can’t find these rings I’ve been obsessed with my entire life. I really want to make them but I didn’t remember them, it’s been a really long time. I got engaged in February and my soon to be mother-in-law walked in wearing the stack of three rings from the same store, same sales person and the same exact three rings. Isn’t that crazy! I’ve been dating him for two and half years and I’d never seen her wear these rings and what are the odds she wore them on the day we got engaged. So if there was anyone I would have a drink with it would probably be both of my grandparents.

I’ll change my jewelry for a special occasion but I’ll wear my evil eye every single day.

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MWM 16

MWM ask the expert INTERVIEW WITH GLOBAL SEM EXPERT

BILL HUNT ON ALL THINGS

SEO

By: Nick Stamoulis Recently I had the chance to interview global SEM and social media expert Bill Hunt. Bill is currently the President of Back Azimuth Consulting and writes a blog on search and social media marketing at whunt.com. Bill is currently on the Board of Directors of the Search Engine Marketing Professional Organization and is active in growing SEMPO‘s international base of members. Thanks to Bill for taking the time to answer my questions! Question: You got your start in SEM back in 1994; what made you get involved so early in the game? Answer from Bill Hunt: There were two primary catalysts for my entry into this industry. I had my own successful product and service website primarily targeting Japan with earthquake preparedness supplies. Out of the blue I received a call from a large company in the San Francisco area looking for my product catalog after seeing my site linked on Yahoo! Prior to that I had never heard of Yahoo since it was just a small site at Sanford. This call resulted in a very large corporate order. I mentioned this to a bunch of friends and they asked me to submit them to Yahoo! We started to offer this as a side business to companies that did not want to take the time to do it themselves.

It can be an amazing opportunity with the right products and effort. I have worked with hundreds of businesses sell to multiple markets around the world. Those that have been successful all put in a similar focus and effort, as they would have to do if search and the Internet were not options.

Did you know:

The second, and really the primary reason, was the amount of consulting projects that came from large companies wanting me to help them use search and the Internet to target Japan. I was not a digital or search consultant. I was a small international business owner that benefitted from the local and national press generated after an insane amount of earthquake kits to Japan post Kobe earthquake. It was amazing how many big companies came to us to find out how we were able to ―crack the Japanese market‖ using the Internet. Very quickly the revenue from these consulting opportunities eclipsed the disaster preparedness consulting an kit sales that we sold that business and created Global Strategies and the rest is history. While we did a lot of marketing and networking in Japan, I have to give a lot of the credit to my wife Motoko Hunt from AJPR (www.ajpr.com) for the hard work of posting on forums and Japanese information sites on how to prepare for an earthquake. It was a few of those articles and tip pages that were found by the Japanese press that generated all the awareness.

Over half of all the downloading and uploading online is file sharing that is often considered illegal.

MWM ask the expert Question: Plenty of websites would love to sell to a global audience, but how well can a US-based site (and business) really do in a foreign organic search space? Answer from Bill Hunt: It can be an amazing opportunity with the right products and effort. I have worked with hundreds of businesses sell to multiple markets around the world. Those that have been successful all put in a similar focus and effort, as they would have to do if search and the Internet were not options. That is the biggest challenge for companies. They wake up and assume the world wants their products and want them without any modifications, support or regard to price or the challenges getting them. I tell companies that the best sign that your ready to go into a new market is you already have demand from that market. Using search marketing to reach a new market is the easiest possible way to do it. You can start today with paid search using English words then add foreign words then a localized site then local product adaption etc. Not really a search related tip but take the time to have three meetings before you spend one minute on any effort on any new country. First, look up the representative at the US Commerce department for the country desk you are targeting and ask them to tell you about that market as it relates to your products. They will help you understand tariffs, currency, shipping, laws, and other gotcha‘s that should be avoided. Second is to contact Question: From an SEO perspective, is it better to create a completely new site for a foreign market (mycompany.fr) or just create a version of your site in that foreign language (mycompany.com/fr)? Answer from Bill Hunt: That is one of those ―it depends‖ questions. Lets get this our of the way quickly! The best option is always to have a site sitting on a local top-level domain such as mycompany.fr and have content and design especially for that country. You see many consumer package goods and fast food sites often have unique sites for each market. Just look at McDonalds and KFC they are almost completely different for each country. However, depending on the size and scale of the site the costs start at $50,000 to maintain just the infrastructure. Now for those who can‘t do that and/or for the average ecommerce company the same site localized for the different markets is just fine as long as you use some of the tools available. If you look at most of the Global 1000 companies they all use the country/language subdirectory option. This is the most scalable since it allows all of the site mechanics to work seamless and you can replicate as little of the site as you need for each market. IF you don‘t use country centric top level domains you need to make sure the engines understand the different country/language sections of the site. You can do this using the Geographical Targets in Gooogle Webmaster tools. The best approach is to leverage the rel=Alternate Href Language option where you designate each page for the specific country. Getting links from the local markets in their language helps the engines as well.

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Hands down the biggest challenge is lack of keywords and content in the local language. If the local language version of a phrase is more popular it will be impossible to be found without local language keywords and content. Question: What’s the best way for a website to monitor their organic presence globally? Answer from Bill Hunt: All of the same methods you use for your local language site should be used on any international version. Key metrics are aggregate and keyword level revenue and traffic for each market. I am seeing more and more companies peg them against each other to identify seasonality as well as maximizing demand opportunities in the other markets. One of the features we added to our keyword management tool [www.backazimuth.com/global-keyword-management] is for a company to see how they were performing for the local language equivalents of keywords in any market they have mapped as well as clusters of similar words. Question: Could building international links to your website ever hurt your SEO success state-side? Answer from Bill Hunt: Yes, absolutely. For example, if you have an abnormal number of links from Germany that are from German pages with a German anchor text to an English page this looks suspicious. It is even truer if you have a German language page and the majority of the links from the US or India and are English pages linking to the German page with English anchor text. This just does not seem right. The lack of links from local languages and markets can be a hindrance as well. If no French language sites link to your French site it will be a challenge to rank well in those local markets. Question: What are some of the common SEO problems many companies face when trying to “go global?” Answer from Bill Hunt: Hands down the biggest challenge is lack of keywords and content in the local language. If the local language version of a phrase is more popular it will be impossible to be found without local language keywords and content. The second biggest challenge is language or country detection. There are cases where this is necessary to protect prices but if the spider craws from the California or Zurich it may only get those country versions. You need to make sure you test accessing your site from other countries. You should do this as a standard browser as well as using a user agent plugin. Go to each country version as the different search engines. I recently had a case where they had exclusions for Google and Bing but not for Yandez and Baidu so they were completely invisible in both search engines. The third is agencies that sell individual country site audits on a template driven site. I have written before about a company that had 22 different country site audits done and when we matched all of the recommendations 98% were exactly the same. That is what you would expect on a template driven site where the only things that changes is the language text being inserted into the templates.

MWM 18 Question: Do you have any advice for websites with search teams in separate countries? How can they make sure everyone is on the same page SEO-wise? Answer from Bill Hunt: Great question. That is why every multinational problem should be based around a center of Excellence. Nearly every company I have ever worked with the Center of Excellence was one of the first big initiatives. The Center of Excellence develops guidelines to be used by all the brands and locations around the world. These are not developed in a vacuum but by a collaborative effort of the various search, digital and IT teams and agency partners. When you have basic guidelines, especially for a dynamic site everything falls into place. This is critical especially if you use multiple agencies since this keeps them all in line with the global standards. The COE does not have to be complex, a few companies have a simple list of best practices for common tasks like XML site maps, keyword research, tools, content changes etc. Others have a multidisciplinary approach with testing and robust QA programs to ensure local market compliance. Question: Do the rules of SEO change from country to country or does best practice work across borders? Answer from Bill Hunt: For the most part it is about 90% the same especially for the same search engine across markets. There are nuances for local search engiens like Yandex in Russia and Baidu in China. What does change is obviously the language, duplicate content, and language detection. Question: What should a website do if one of their top keywords doesn’t translate properly? Answer from Bill Hunt: Depends on what you mean by not translating correctly. The easy answer is if it does not translate you don‘t have a market for that product or service. You could have a situation where you have a new product that had never existed before in the local market or anywhere for that matter, the probability there is a word for it in the local language should be zero. In that case you have to educate people using related terms for something that does currently exist or about the problem it solves. The other case is there is no local ―native language‖ equivalent of a word, as is common in technology. For example ―servers‖ is typically ―servers‖ all around the world. There are local variations and in the case of Japanese there is a phonetic way to write this word in Katakana. The other end of the spectrum is the challenge where multiple keywords can be used to describe your product or service. A phrase like ―anitvirus‖ in Chinese has as many as 26 ways to write it. Two or there versions are the most commonly used by the local market while the others are equally correct. That is a big problem, often translators will give you ―linguistically correct‖ words but not necessarily the most popular. For example, a large electronics company was selling LCD projectors for business. The localization vendor used ―Projektor‖ which was linguistically correct but most Germans would use ―beamer‖ to describe the same items and was used significantly more often in searches. That is why you really need to talk to the market and potential customers and dig deeper into the phrases and concepts rather than just localizing them.

Question: You wrote a best-selling SEM book with Mike Moran back in 2005. What, if anything, about how SEO works today has surprised you since writing that book? Answer from Bill Hunt: Don‘t forget the 2nd Edition that came out in 2008 and the numerous updates we have made for each of the printings. BTW the newly rewritten 3rd edition should be out later this year. The biggest surprise is how many of the fundamentals have not changed. If you give someone a book published in 2008 they often say thanks, put it on a shelf and ignore it. They assume is out of date. When Mike and I wrote it we made sure not to include any hyped techniques or ―get ranked quick‖ processes and that is the most common praise for the book. Along those lines, I am most surprised at how many people don‘t follow the fundamental or focus on using diagnostics to fix what they have before working about the latest techniques or buzz. Honestly, the core elements of indexing and getting scored really have not changed. A big part of all the algorithm changes in the past 10 years have been to combat spam or keep up with advanced coding techniques. Question: Which metrics should a company use to evaluate the effectiveness of their global search program? Answer from Bill Hunt: Honestly, there should be no difference from how you measure success in your home market. In fact, the more consistent you can make them the easier they are to roll up into a global view and see trends and opportunities around the world. I am a fan of measuring the ―search influenced‖ conversions, rank, and share of search. All of these are directional and when they go up we are doing well and down there is a problem. One of my favorite, are looking at words that are ranking in the top 3 positions but getting a small share of clicks. This tells you that your snippets are less than optimal. This is a great metric to show increased performance month over month. I always suggest the use of an ―AlwaysOn‖ set of words that are specific to the product/service set in each market. If these are the product and services then you should perform for the core set of words. This makes it easy to measure and monitor those critical phrases. They can vary by market but those that you offer in every market are the same. Question: Should international companies create presences for each country?

separate social media

Answer from Bill Hunt: It depends on the company but typically I would say yes. While Facebook and Twitter are popular in many countries they are often not the most popular and in some cases not even used so the local program needs to adapt to the popular services. Then there are those pesky cultural differences of language, tone and legality of who and what you can and should post.

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Feature Article ..

ONLINE MARKETING A BOON OR A BANE By: Iris Eaton No technology, product, rule etc. can ever be completely flawless. Everything has it‘s positives and it‘s negatives and Online Marketing is no exception. Although it is always beneficial to know both the good and the bad of anything that might concern you. And it is safe to assume that you certainly have come across online marketing in some form or the other. Here is a list of advantages and disadvantages that tag along with internet marketing: As a boon: Money: The biggest and most important factor at play is the rudimentary basis of this entire approach: money. In this context, however, the money generated isn‘t just for advertising or publicising companies. If an individual or a basic start-up company has a small website, it can host ads to generate money. Depending on how creative or unique the site is, number of hits to that site increase and so does the value of the ad on your site. Labour: Since everything digital is automated or requires very less capital investment once the initial setup cost is met publishers incur higher profits. Collectively, setting up banners on web sites is much easier than setting it up billboards.

These days almost every popular company has an app for smartphones, leading to better marketing since a smartphone is with you all the time and it enables the user to access the company’s services at any time. If the company needs more funds, placing an advertisement on the application is a very trivial task with promising returns.

As a bane: 

Privacy: Seeing a vague ad makes no sense and no one knows this better than the ad agencies themselves. To cope up, your personal preferences, searches etc. are stored and analysed for giving you more accurate advertisements, making it more likely that you‘ll click them.



A personal preference: As an end user, you just might want to use the site, app, program, post a status update, tweet, read etc. without the flashy ads.



No direct contact is possible with prospective clients making your ad very general.

Larger audience: These days almost every popular company has an app for smartphones, leading to better marketing since a smartphone is with you all the time and it enables the user to access the company‘s services at any time. If the company needs more funds, placing an advertisement on the application is a very trivial task with promising returns. The best thing, however, is that your ad is displayed worldwide.

The internet is a huge network with over two and a half billion users online. Good or bad internet marketing is sure to catch a lot of people‘s attention.

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Online Marketing the

Source of Ecommerce

Best

By: Monique Stevens Ecommerce is an industry where money can be generated through any transaction of goods or services. Basically, any event that allows revenue to be generated, accomplished over the internet can be classified as Ecommerce. It‘s an ever expanding industry with online marketing being the forerunner. According to an Internet advertising revenue report by IAB, online advertising alone accounted for $9.6 billion worth of revenue in the first quarter of 2013 alone. That amounts to a 16% hike when compared to last year. The total estimated revenue generated for the year 2013 is $24.3 billion which amounts to a 31% growth over the last year. Facts aside, online marketing serves to be one of the most easy to set up, lucrative business models present for a common man. It‘s fair practices and easy traceability and management ensure obsequity. For an upcoming firm or an individual, who hosts a site and thinks the site receives adequate hits per day, can include an ad on their site either in the form of a banner, an interactive flash based content, a pop up, text ads etc. Such ads can generate revenue when clicked or followed up with by anyone who visits that site. It is easy to set up since third party Ad agencies easily handle what ads to be placed where. The same is true for applications as well wherein the application can be given to users free of cost but have ads built in. The developer needs to just include the ad and the content of the ad changes dynamically as decided by the ecosystem for which the application is developed. Using this method, the application lowers it‘s costs( generally made free of cost) and the ad is thereby visible to a larger audience. Social networking sites have the abilities to personalise the ads and know what ad a certain user is likely to click on, since they analyse the data stored on their servers which includes a user‘s preferences, choices etc. hence making it a more viable option. With Internet marketing showing more promising results day by day and the web growing at such a rapid pace, people have sought to using this virtual resource wisely. The proof lies in the numbers and numbers don‘t lie.

According to an Internet advertising revenue report by IAB, online advertising alone accounted for $9.6 billion worth of revenue in the first quarter of 2013 alone. That amounts to a 16% hike when compared to last year. The total estimated revenue generated for the year 2013 is $24.3 billion which amounts to a 31% growth over the last year.

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MWM gadgets& toys Turn Any TV Into a Smart One with This Gadget Wish you could turn any TV into a smart one? A new gadget called the Pocket TV will convert your television into a giant Android tablet. The device is a small microcomputer that plugs into your screen's HDMI sport. Pocket TV runs on Android 4.0 and allows you to do anything on the TV that you can with your phone, such as playing games, surfing the web and even video chatting with friends. The small structure also features a USB port to plug in a mouse and keyboard and an SD card so you can add more storage.

http://mashable.com

Pocket Socket Portable Hand Generator SEE ALSO: 9 Essential Steps for a Killer We all know that sometimes you meet someone whose Kickstarter Campaign touch sends shivers up your spine. This hand-cranked portable generator is sort of like that, except this time Created by Dubai-based company Infinitec, you are creating the electricity. Of course, when the Pocket TV was posted to crowd-fundraising site apocalypse happens and all infrastructure is zombie Kickstarter to raise money for its development. kaput, you'll want to create your own electricity. We can't The demand for the device is undeniable. bottleInthat up as a renewable resource (yet!). fact, it has already reached its funding goal three times over. There is nothing worse than being stuck five miles from

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the Safe Zone with a dead phone, air mattress pump, radio or flashlight. This Pocket Socket Portable Hand Generator ensures you are never in that situation again. It features one two-prong U.S. standard electric outlet that with the help of your hand will power up your electronics in all of those emergency situations.

You want it Go on splurge – you deserve it. It’s time to spend your hard earned cash. Nymi – Opening Doors without Skipping a Beat Check out Nymi a nifty little bracelet that allows you to use your cardiac rhythm to authenticate your identity, in order to access your smartphone, computer, or heck… just open your garage door. Imagine a world that is password free, where you can walk around and seamlessly interact with the world around you. Turn your wrist, and unlock your car, replace credit card pin numbers at your grocery store terminal or update account and player info on your favorite game, and Nymi can even be customized to send you alert notifications for texts or emails, keeping you socially connected as well.

Did you know

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Jabra Solemate Mini perfect for music loving travelers

A dog‘s bark might be worse than its bite, or so the saying goes. How about performance of a piece of consumer electronics that is small in size, but it might be large in capability? I think that is just the perception that Jabra intends to put across with the introduction of the Jabra Solemate Mini, where it might be compact in size, but is more than capable of delivering surprisingly big sound. For those of you out there who tend to do a whole lot of traveling, and yet have a great love for music (and want to share that love most of the time), the Jabra Solemate Mini would seem to be a suitable travel companion, as it is capable of pumping out the tunes of your choice from a compatible source as long as there is juice left within. Just what kind of performance can we expect from the Jabra Solemate Mini? Well, it is decent enough for everyday music, but if you are thinking of it to roll out an audiophile-worthy experience, then forget about it. We do know that the Jabra Solemate Mini will appeal to the younger crowd though as it comes in red, yellow, blue or black shades later in the fourth quarter of the year for $99 a pop.

http://www.coolest-gadgets.com/

Although today webcams are used mainly for user-to-user interaction and often inappropriate endeavors, the first webcam was used to monitor a coffee pot

Feature Article

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TYPES OF INTERNET MARKETING AND THEIR ADVANTAGES By: Christian Jonas Internet marketing is a broad field which includes many ways of advertising which vary in attributes like space, sizing, target audience, value etc. Choosing between the different types of advertisements to market a product or a service can be much harder than it seems and may even involve complex mathematical algorithms. Here are the various types of Internet Marketing: SEOs: Search Engine Optimisation is a way to optimise a search engine‘s results so that a particular website complies with the algorithm of the search engine so that the user sees the site among the top most search results. Analysis shows that a user would prefer the top search results and SEO is a way to do just that. It‘s advantages are that it gives startup companies or sites owned by individuals, a very good boost by increasing the traffic to that website Banners and Pop ups: These are the most popular and common types of advertisements online. Any upcoming site would typically have such banners either on top or towards the sides and have something flashy to catch your attention. Interactive content may enable you to get involved and launch an ad while doing so. Mobile ads work on the same principle. The advantage is that it can target the largest audience Video: YouTube generalized the concept of video ads back in 2007. It adds a video advertisement before the content you want to view or in search results as the vendor may choose. With TrueView, the company is charged only when a user watches the video thereby spreading know how of the product and even sharing the video ad on their social networking pages. In such a way, vendors can show apt and personal messages through video. Video ads can also show more samples of products per unit time than what would be possible physically The web has evolved drastically over the years with many great ideas from unexpected sources. Similarly, different ways of marketing products have become absolutely advantageous with more and better ideas always coming up.

Analysis shows that a user would prefer the top search results and SEO is a way to do just that. Its advantages are that it gives startup companies or sites owned by individuals, a very good boost by increasing the traffic to that website.

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MWM tools

MWM 26

> Books, Courses, Software, Tools and other Resources to help you succeed online.

SubmitWolf v8.0 Automated Search Engine Submission SubmitWolf v8.0 is an easy to use, professional website promotional tool, which automates the process of promoting your web pages on the Internet. It can dramatically increase the number of visitors to your web site. SubmitWolf v8.0 automatically registers your websites with all the main Search Engines, Directories and Link pages. Contains a full database of Search Engines that take automated and manual submissions. You may have the best web site in the world, offer the best products or services, but all of that means nothing if no one knows about you. When your site is competing with over a billion other web pages, you need an unfair advantage. SubmitWolf and SEO Toolkit can give you that advantage. Features SubmitWolf engines are upgraded daily. Covers all known Engines that take automated submissions. Quick links to all known Engines that only accept manual submissions. Built in submission guard prevents websites from being banned due to repeated submissions (spamming) to search engines. Offers a wide range of website categories to select from enabling submission to specialty engines. Submit multiple URLs at one time with batch submission.

THE NEW 'Down and Dirty' Guide TO REALLY Making Money Online (Money Making Online) By: Benjamin Souttrelm Instantly find out the things that REALLY work and will really make you money online! Right in this book! Too often we're scammed into things that claim one thing and never deliver when on the internet. Through my experience I've compiled a list of all the things that really do work to bring yourself an online income while filtering out the things that are going to lose you money, and I've included some extra tips and secrets too! Whether you've been marketing online for 10 years or are completely new to it and don't have the slightest clue what you're doing-.. THIS BOOK IS FOR YOU!

Visual Social Media Marketing: Harnessing Images, Instagram, Infographics, and Pinterest to Grow Your Business Online By: Krista Neher Visual Social Media Marketing is changing the way that we communicate online. This book will show you exactly how to harness the explosive growth of visual sites and social networks to get results for your business. This practical book will show you the trends and strategies as well as exactly how to get results from Visual Social Media Marketing. If you want your website or any of your online content to be shared or travel through the web, images should be at the forefront of your strategy. This book will share with you WHY images are so important as well as HOW to create a comprehensive image strategy for your business online.

Did you know: About 1/6 of Earth’s total population enjoys surfing the internet at least once per month.

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MWM videos http://makingwebmoney.com/videos

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Feature Article

DOES INTERNET MARKETING DEEM PRIVACY OBSOLETE? .

By: Karl Lange

Internet marketing includes a vast array of topics and types of advertisements. One of them is social network marketing. Specifically, when social networks themselves indulge in data mining for improving the likelihood of a user wanting a view an ad. This method works since the data being stored on the social networking site‘s servers is a must. Further, this data is analyzed to figure out a user‘s likes and dislikes in products and services so that only ads that are relevant to the user, personally, are displayed reducing the amount of vagueness. A very good example is Facebook. Facebook has had controversial privacy policies in the past wherein Facebook can and may share certain amounts of a user‘s data with third party companies to provide a ‗personalized experience‘, as stated in Facebook‘s terms and conditions. This was a concern for many experts about what the data might be used for and who can view the data being stored. Of course, since then, Facebook has modified its policies to strike a balance between allowing access to data to personalize ads while maintaining a user‘s privacy as well. While this business model does prove effective in providing ads that are more likely to be viewed by the user, it is equally questionable too.

Then there arises the question of how safe the data is stored on the social network‘s servers. Since Sony PlayStation network was hacked and credit card information was at risk, it is well known that these servers have good defenses albeit are certainly not impregnable. Since the policies of Social Networks still don‘t clearly state how much of data is being stored, if at all such an attack took place, a hacker could know exactly who a person is. Such information, in the wrong hands, can be worse than credit card information theft. Social Networking based internet marketing is a growing business since it can always be accurate which works as a charm for ad agencies. Like it or not, it‘s here to stay. But exercising a little caution never hurt anyone.

Since the policies of Social Networks still don’t clearly state how much of data is being stored, if at all such an attack took place, a hacker could know exactly who a person is. Such information, in the wrong hands, can be worse than credit card information theft.

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MWM Q&A

THE BIG CHEESE: AN INTERVIEW WITH SEO EXPERT

FRED SEXTON By Michelle Salater About Fred Sexton Fred Sexton, president and owner of Mouse and Man, has helped businesses successfully promote an extensive array of products and services online to strategicallytargeted markets around the world. Fred’s passion for visual interpretation emanates from an appreciation of composition and form. As a photo-realistic painter he tries to capture the meaning of each opportunity, focusing on the ways visualization can impact, inspire and incent change – all the while appreciating Bob Ross style “puffy little clouds!” Fred is currently mastering the subtleties and joy in child portraits, acknowledging his muse: his 3.5 year old daughter Ellie, for opening this artistic medium.

“The best way to get links now I think is to get authentic, genuine and really good content…be it words, images, or video (or ideally a combination thereof). Another advantage to putting high-quality content on your site are presumably social metrics (i.e. Facebook Likes) that are increasingly driving relevance in the algorithm.”

-Stephen Colbert

When Fred is not pursuing artistic and online marketing excellence, he is a competitive amateur cyclist with an average of 250 miles logged per week. Having biked across the state of North Carolina, Fred sheepishly admits a wish for more people to honk at him (he later explained he is being sarcastic and that they drive him off the road, but we know he secretly just wants them to admire him in his stylish, tight-fitting spandex).

MWM 31 Fred Sexton a.k.a. ―The Big Cheese‖ has been a prolific designer of creative and cutting-edge websites and internet marketing campaigns for years. With this talent and burgeoning entrepreneurial spirit, Fred opened Steinbeck-inspired Mouse and Man, an online marketing company in 2003 (although he has admittedly been caught in the web forever). Boasting innovative, stylish design and out of this world execution, Fred is committed to translating a client‘s vision into a final product that is smart, effective, demanding of attention and most importantly, fulfilling the client‘s ultimate goals.

“I knew that in order to grow my career, I couldn’t continue with design/development so I pivoted into SEO and online marketing. I feel this type of business is also more scalable and valuable to clients. We help clients get a good return on their marketing dollar.”

We were thrilled to interview Fred and gain more insight to the ever-changing world of SEO. Read on for more about Mouse and Man, Fred‘s take on Google trends, SEO for businesses, what NOT to do with links and exclusive tips for our Sumer readers. Why did you decide to get into the business of SEO? What do you love about it?

What exclusive tip would you give our readers on staying ahead in the world of SEO?

I was always interested in entrepreneurship and didn‘t really get any job offers after college…and didn‘t really try, either. I entered the field of web design, and I grew the business a bit before I ran into hurdles with my coding abilities.

Read my blog. Continue to test things. Hang out with people who are smarter than you.

I knew that in order to grow my career, I couldn‘t continue with design/development so I pivoted into SEO and online marketing. I feel this type of business is also more scalable and valuable to clients. We help clients get a good return on their marketing dollar. The discussion now is drastically different: before it was all about pixels in the left sidebar and now the focus is the return on sales from mobile. The latter I feel is much easier and important for business owners and marketing executives to grasp.

How do you differentiate your business from other SEO companies? We charge hourly and provide proof of work completed via Worksnaps, so you know exactly what you are buying. We don‘t offer packages either. Everything is customized to what we think will get you the results you are looking for. Share with us a few best practices to improve search placement through content. Write stuff that people will like.

Tell us about the origin of your company name. It was inspired by Steinbeck‘s Of Mice and Men. Just an interesting name that I thought people would be interested in. My email is bigcheese@mouseandman.com, too. It‘s a great ice breaker in sales meetings.

Everything else will fall in line behind this. It used to be all about keyword density yadda yadda yadda. For the most part, that‘s useless now. And if you can get a really important and authoritative person and/or website to write about you that helps a ton as well. For instance, a large important site like Yahoo can be worth 1000 write-ups from a lesser known site.

Google has had a lot of changes in the last year. Would you highlight a few of these changes and what businesses can do to ensure their SEO is in line with Google standards?

Do you have any predictions for 2014 as it relates to SEO?

Yes, they keep continuing to switch up the ―cat and mouse‖ game to stay one step in front of SEOers / spammers, depending on who you are asking. A big recent update was Penguin 2.0. I should note that this last major release didn‘t seem nearly as vicious as the larger ones from last year. Before this update, Google kept saying ―Don‘t do this or that,‖ but they never followed through. After they decided to start pushing down, it negatively affected many sites last year, and everyone changed around their game and opinion of what Google was saying. I‘d say the biggest thing that businesses get confused about are links. You‘ll see all kinds of services and networks that offer them. If Google finds out you buy links, you will quickly be punished. So, bottom line: don‘t buy or trade with links. Any kind of automated system or algorithm can pick it up and single you out. The best way to get links now I think is to get authentic, genuine and really good content…be it words, images, or video (or ideally a combination thereof). Another advantage to putting high-quality content on your site are presumably social metrics (i.e. Facebook Likes) that are increasingly driving relevance in the algorithm.

We‘ll see an increase in G+ (Google Plus) relevance in search results as more people start to adopt this network, and Facebook implodes from saturation.

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Feature Article

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Internet Marketing for

Smart Phones By: Mary Harris st

Smartphones are the most popular product of the 21 century by a long shot with the iPhone being the most recognized smartphone of all. Since 2007, the word ‗apps‘ has come along to mean a lot to people which is pretty evident from the fact that everyone from infants to senior citizens know of ‗Angry Birds‘ all too well. A few years ago, who would have thought such a simple and intuitive idea could make a company like Rovio more than $200 million(as of 2012) and moreover, a global presence. First, a few facts: 50 % of small business use smartphones as a means of running their network efficiently 101 million smartphones were sold in 2012 That number is expected to reach 194 million by 2014 in the US alone Microsoft paid mobile app developers around $100million since 2011 Google stated in May, 2013 at Google I/O, that it paid developers close to $900 million in the last 12 months Apple‘s CEO Tim Cook claimed at WWDC, 2013 to have paid developers a mind blowing $10 billion, $5 billion of which was paid only last year Observing these facts and the trends that are seen, it is a no-brainer to conclude that marketing of products or services through smartphones is indeed a promising investment. An example of such a marketing would be for a pizza shop to release and application for mobile smartphones so that users can order and purchase food from just about anywhere. Tracking services can also be included. Such Internet marketing applications can only be seen for mobile devices, of which, smartphones are the front runners. The same can be applicable to tablets as well. The most common way to market an app for a company that only makes applications is to have two versions of the application. One ad supported and one paid version that is devoid of ads. Some developers also like to include in-app purchases(over the internet) wherein applications let users buy extra perks for a small fee. Smartphones are no longer seen as an emerging trend. They are well established and are easily hold enough potential to The most common way to market an app for a company that only makes applications is be monetized. It‘s awesome to see how many possibilities an internet connection can open up. Like it or not,‘ there is to have two versions of the application. One ad supported and one paid version that is always an app for that‘. devoid of ads. Some developers also like to include in-app purchases(over the internet) wherein applications let users buy extra perks for a small fee.

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MWM contributors Sal Diaz Sal Diaz is an Internet marketing expert who trains other individuals in SEO, social media and article marketing. He, himself, is successful in his own business with the help of technology.

Iris Eaton Iris Eaton works with individuals and small business owners helping them to grow profitable businesses online through marketing, creating information products, articles, organising seminars and workshops.

Mary Harris Mary Harris is a specialist writer for DSM Publishing. She writes articles on a huge selection of subjects including golf, monophobia, green living, blogging, internet marketing and even weddings.

Christian Jonas With over 5 years of experience in the SEO industry, Christian Jonas is a leading authority on the subject and offers extensive knowledge through his articles

Karl Lange Karl Lange is a website developer with over 9 years of experience in creating and managing websites; specializing in user friendly websites, SEO strategies, and e-commerce integration.

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MWM contributors Gavin Maher Gavin Maher is a freelance writer, social media consultant and a firm believer that content is still king. A former magazine staff writer and book author, he now devotes all of his time to the world wide web.

Eric Parson Eric Parson is an online marketing expert, who has trained hundreds of people to achieve extraordinary success in the online home business industry to financial freedom.

Sandra Simpson Sandra Simpson is a freelance writer, SEO expert and entrepreneur. She conducts trainings and seminars all over the world to help businessmen make the most of the Internet.

Nick Stamoulis Nick Stamoulis is a Boston area SEO and SEM expert with over 12 years of internet marketing experience. Nick Stamoulis is currently the President of the top Boston area search engine marketing company, Brick Marketing.

Monique Stevens Monique Stevens is an SEO Expert Specialist in SEO and Internet marketing Services, having experience of 4 years in ethical Organic SEO practices.

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Feature Article ..

SOCIAL MEDIA, EMAIL AND INTERNET MARKETING By: Sal Diaz Email has been around since approximately 1993. Social Media however, has majorly boomed in the last decade. Both technologies see tremendous use in our everyday lives. So much so that living without them makes one feel helpless. Money can never stay out of a trend too long and as a result, we see how both Email and Social Media are being used extensively for the purposes of internet marketing. Email has a very straightforward application when it comes to marketing or advertising. Once the email id of a user has been obtained, the user is sent various emails pertaining to sales, discounts, promotions etc. that the seller might have to offer so that the user is kept up to date. Another variation of email marketing seen lately, is the email hosting sites themselves(Yahoo, Gmail, Rediff etc.) places small, unobtrusive ads in a user‘s inbox that the user might be interested in. Social media has a more targeted approach. Facebook uses a person‘s data to show personalized ads. Small startups can also pay Facebook a small fee to promote their posts to users which makes the post prominently visible in other people‘s news feeds. Twitter offers a similar service too. On twitter, companies may even follow users to see what interests they have by viewing their tweets and change their ad strategies accordingly. LinkedIn itself is for professionals to share their talents and qualifications and it isn‘t uncommon for companies to see a person‘s bio data on such sites before hiring them. Many bloggers are early bloomers and develop a skill to write exceptionally well and if sufficient traffic is generated, the blogger may be employed as well. If not, an ad can always be hosted on the blog to generate a small income on a per click basis. Social media and email in today‘s world are resources, literally at everyone‘s finger tips. It‘s only wise to use these resources to market one‘s skills, products or services in a productive manner since, the world is your stage and all men and women, merely players.

Many bloggers are early bloomers and develop a skill to write exceptionally well and if sufficient traffic is generated, the blogger may be employed as well. If not, an ad can always be hosted on the blog to generate a small income on a per click basis.

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ONLINE MARKETING A SECURITY THREAT? By: Sandra Simpson Online marketing has grown tremendously over the years as a platform for advertising one‘s product or service. These products or services may all be entirely online. But with every great idea, some malicious idea always tags along and online marketing is no exception. There have been numerous complaints of credit card credential thefts, spam, viruses, fake claims etc. over the years and these problems are still a very serious threat. Following are a few types of security threats posed to a user due to Online Marketing or its derivatives: Spam: The most popular security risk on the internet is spam. Spam is the use of electronic messaging systems to spread unwanted, unsubstantiated messages as advertisements to users. Spam accounts for 60% of the total emails sent.

To prevent such security threats, an antivirus is a must which serves as an allround protection to your system as well. Free versions of antiviruses also exist which, incidentally, are ad supported. Firewalls are beneficial in controlling access to the internet.

Fake websites: A common example of this security threat is a hoax of a product website asking you to enter your credit card credentials which can further be used for unauthorized transactions with the user being oblivious to its use. Spamming can be used to complement this technique.

Email attachments and malicious downloads: It is very common for spam to contain small attachments that are often malicious programs which can cause havoc if downloaded and run on a computer. Clicking on phony ads can also automatically start downloads of such programs. Search results, posts, tweets are all saved and analyzed to provide a better experience on search engines, websites etc. How to take security measures: To prevent such security threats, an antivirus is a must which serves as an all-round protection to your system as well. Free versions of antiviruses also exist which, incidentally, are ad supported. Firewalls are beneficial in controlling access to the internet. Ad-aware protects you from malicious internet advertisements. No security measure is a full proof solution but that shouldn‘t prevent anyone from reaping the benefits that online marketing offers. Although, exercising caution and being wise on the ads you click should always be of prime importance.

Feature Article ..

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Online Marketing vs. Traditional Marketing By: Eric Parson

Marketing has been around since before the 1950s and has proved to be highly effective since inception. This has resulted in persistence of the technique and is a highly effective business venture. Billions of dollars are earned each year through marketing of products, services, goods, skills etc. which seems a great investment for companies to reach their goal of maximizing product sales. Traditional marketing is attributed as having a limited audience albeit a well-known, specific target audience. This allows advertisers to personalize ads to make them look more attractive than ads that are equal on a global scale. For example, a mobile operator might want to advertise their services in regional languages to form a rapport with the local audience. However, this leads to a lot of diversity which ultimately cost the company a large investment. Methods of traditional Marketing include television advertisements, launching toys to gain attention of kids, distributing flyers, printing advertisements in the newspapers and magazines. Each type of marketing strikes a balance between large viewership and personalization: quantity vs. quality.

The biggest advantage that internet marketing holds over traditional marketing is the widespread audience it can reach at any time and the comparatively lower capital investment. Internet Marketing on the other hand fundamentally requires the presence of an internet connection which may not always be accessible to everyone. However, there is still a huge amount of people online which amount to an adâ&#x20AC;&#x2DC;s viewership. Sites that are visited by a large amount of people every day can truly benefit from hosting ads. Video ads have the advantage of showing more products per unit time than any other method and the advantage internet videos hold is no money would be involved if the user decides not to watch the ad. Ad banners are a common site everywhere. Distributing a free app, for a company with firm roots, can benefit the companyâ&#x20AC;&#x2DC;s reach tremendously. The biggest advantage that internet marketing holds over traditional marketing is the widespread audience it can reach at any time and the comparatively lower capital investment. With both types of marketing having their own set of advantages and disadvantages, investing money in a balance of both type of strategies is the key to a healthy, successful marketing plan.

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MWM back story

HOW KAT COLE WENT FROM HOOTERS GIRL TO PRESIDENT OF CINNABON BY AGE 32 By: Catherine Clifford When Kat Cole traveled to Egypt with the international director of Cinnabon last year and the call-to-prayer came on over the speakers, she stopped and said, ―That is so beautiful.‖ The Egyptian franchisee she was with turned around, looked at her and said, ―What?‖ Cole repeated herself. Stunned, the franchisee continued: ―I have never, ever heard an American say that in my 40 years of doing business with Americans.‖ Cole was shocked. No matter what your beliefs about religion, the chant, says Cole, is melodic and gorgeous. Cole‘s relationship with the Egyptian businessman instantly changed. ―All of a sudden, it was like I was family.‖ That moment encapsulates a lot about what is at the center of Cole‘s belief system about people and about how to do business: Focus on the positive, even across a wide experiential or cultural background. By focusing on the good in a situation or in a person, Cole says she sees possibility where 99 percent of human beings do not. That‘s true in Africa, where she spends time doing humanitarian work. And it‘s also her philosophy in the boardroom, where she leads expansion projects in countries that find it taboo for women to be doing business at all, and where she – a former Hooters girl – often manages men much older than she is.

MWM 44 Cole was taking in close to $45,000 a year as a Hooters girl when she accepted her first corporate job with the company in Atlanta, which only paid $22,000. The pay cut was worth it to Cole to get her foot in the door. She rose through the corporate ranks so quickly that that by the time she was 26, Cole was an executive vice president. Mind you, this all is without a bachelor‘s degree. Cole was impatient with the college coursework but knew she needed to get an MBA to continue climbing corporate ladders. She applied and was accepted to Georgia State‘s executive MBA program, without ever going back to finish her bachelor's degree. While an exceptionally rare option, some MBA programs will allow experienced students to enroll even if they have not finished college. To be admitted, Cole sought out letters of recommendations from 10 CEOs, including Ted Turner, founder of CNN.

―That‘s always been my thing: I can see the possible in people and situations where other people can‘t. And because I can see it, I can help other people see it,‖ says Cole. Her strategy of looking for the good in people has been consistently affirmed throughout her career, as in Egypt, with the Cinnabon franchisee. ―When I see people, everyone, every human, I understand that I am in the presence of greatness. Maybe potential greatness, or greatness unpolished, or greatness unfound, but every person has the ability.‖ Cole‘s belief system has carried her far. She started selling beer and chicken wings at Hooters in Jacksonville, Fla., her second job, when she was still in high school. Her mother was raising three kids alone on an administrative-support role salary, so Cole was also working at the mall at the time. Cole was the first of her family to go to college and started working on engineering coursework at the University of North Florida, but dropped out – much to her mother‘s dismay – because Hooters was sending her all over the world to open franchise locations. But Cole couldn‘t get enough of the international business experience. It was all so new and thrilling. When she was asked, at 19, to go to Australia on her first assignment, not only had Cole never been out of the country, she had never been on a plane. Her only trip out of Jacksonville until that point was to Savannah, Ga., on a girls trip in high school.

Three years ago, Cole, now 35, accepted the role as president of Cinnabon, the sweet-indulgence franchise with 1,100 stores in 56 countries and which is approaching $1 billion in annual sales. Cinnabon is owned by Focus Brands, the umbrella company that also owns Carvel ice cream, Schlotzkey‘s sandwich shop, Auntie Anne‘s pretzel company and Moe‘s Southwest Grill. In her time at Cinnabon, Cole has advanced the company‘s licensing programs with other franchises, including Cinnabon Delights at Taco Bell, Minibons at more than 700 Burger Kings and International Delight creamer that tastes like the company's famous cinnamon buns. Cole‘s rise from Hooters Girl to president of a multinational company in under two decades is the kind of story that elicits impressed eyebrow raises at cocktail parties. While Cole isn‘t the stereotypical entrepreneur, she is an entrepreneur in her own right – an entrepreneur of her own career. From jumping on a plane to Australia to launch a Hooters franchise at 19 to taking getting her MBA without having a bachelor's degree, Cole always finds a way to see the possibilities in every situation. Seeing the good in people and situations is how she runs her career and her businesses. ―The domino effect of every human interaction, it goes somewhere. And so if you can be a part of seeing what‘s possible and helping other people see what‘s possible or just helping them lean in a more positive than negative in any given moment, the trajectory that you put the whole world on, is pretty phenomenal,‖ she says.

“When I see people, everyone, every human, I understand that I am in the presence of greatness. Maybe potential greatness, or greatness unpolished, or greatness unfound, but every person has the ability.”

MWM 45 In addition to pushing people to the see the positive and the possible, here is Cole‘s advice for other like-minded, entrepreneurial, young go-getters. 1. Never say no to an opportunity. When Cole was recommended to go to Australia with the Hooters international expansion franchise team, she didn‘t have a passport to leave the country. So she asked for a day to think about the offer. She flew to Miami that next day, waited in line to get a passport and flew back to Jacksonville. The next day, she called the Hooters corporate office. She told them, ―The answer is yes, I can go.‖ She says the managerial team who hired her never knew about her little day trip. "They never knew I had flown to Miami. They never knew I didn‘t have a passport,‖ she says. ―A couple of days later, I flew to Australia.‖ 2. As a leader, listen really closely to your employees. When Cole‘s mother decided to leave her father, Cole‘s first thought, at age nine, was ―What took you so long? It‘s about time.‖ When you are the leader, you sometimes are the only one with the authority to make a tough call, says Cole. But you want to avoid being in the position of having all of your employees thinking, ―What took you so long?‖ When you make a tough call as a leader, ―there are usually lots of people around you who have known that is the right thing to do for a long time,‖ she says. ―The key, in business and in leadership, is staying really close to the other people who kind of know what is going on so that it doesn‘t take you too long for you to figure that out.‖ 3. Gratitude is good, but in moderation. Cole has been nothing but grateful since landing her first job at Hooters. But if you get too thankful for what you already have, it can hold you back from dreaming bigger, says Cole. She learned at an early age to think boldly, watching her mother leave her father, despite having only a small salary to support three girls. Be thankful for things not being worse, but never be afraid to work to make them better, Cole says. 4. Donate your time. It will come back threefold. When Cole was rising through the ranks at Hooters, she volunteered in numerous food-service organizations outside of the company, including the Women‘s Foodservice Forum, the National Restaurant Association and the Georgia Restaurant Association. She also did political advocacy work for the restaurant industry and supported various committees that developed industry resources. Later, Cole‘s extensive folder of MBA recommendations included one from Ted Turner, whom Cole had met and worked with at the Georgia Restaurant Association. ―The reason all these CEOs were willing to write recommendations for me is because I had given of myself for a decade. I had volunteered,‖ she says. 5. Find a way to see every challenge as a chance to learn. When the owner of Hooters died suddenly of a brain aneurysm at 69 and his estate had to be liquidated, Hooters had to sell itself. While Cole was already aggressively interviewing for her next opportunity to run a company, she made the decision to stay at Hooters because she knew that having a front-row seat at the table when a private company was sold would be incredibly educational. ―I would go to class one day and I would learn about transactions and I would go to work on Monday and be in the middle of the transaction, and I would think, ‗Thank God I went to class,‘‖ says Cole. 6. Don’t remind your colleagues that you are young. If you are leading and managing people who are at least a decade older than you are, you need to dress professionally, speak professionally and don‘t get drunk at corporate functions, she says. ―I would always dress on the more professional end of the attire spectrum. I would wear dresses and blazers all the time when everyone else was in tshirts and polos,‖ says Cole. ―It would help the fact that I was a young, former Hooters Girl, not be front of mind. It was always ‗back there‘ in their minds, but if I didn‘t do things to remind them of that, it helped.‖ 7. Think bigger. Always think bigger than you even think you should. Cole is an advisor to several startups and she says that her most valuable advice is to always make more grand goals, shoot higher and reach further. ―Even those people who have the good ideas, they hold back sometimes,‖ says Cole. When mentoring young entrepreneurs that Cole says become intimidated by risks, she tries to reframe the discussion to what is possible and not focus on the risks. ―That puts your mind in a place where I think you act differently.‖

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