CHAPTER 5: THE INTERNET MARKETING STRATEGIES

Search engine optimization

it is a set of practices and strategies you apply for optimizing an online store’s website and product pages

so that they rank higher in search engine results pages

1. Keyword Search

2. On-page Optimization

3. Technical SEO

4. Content Marketing

5. Link Building

6. User Experience

7. Local SEO

Strategies and Techniques in using SEO:

Pay per click

It is an internet advertising model where businesses pay a fee each time a user clicks on their online ad.

Email marketing

It is an internet marketing strategy where businesses send promotional or personalized emails directly

to customers’ inboxes.

Affiliate marketing

It is a performance-based online marketing strategy where a business rewards individuals or partners (called

affiliates) for promoting its products or services.

Electronic payments

These are digital transactions where money is transferred between parties using electronic means instead of cash or physical checks.

E-payments security

There are many threats in e-payments, which strong security builds trust from customers.

Keyword search

Identify the words and phrases customers use when searching for products.

On-page optimization

Optimize product titles, descriptions, headings, and images with relevant keywords. Adding meta titles and meta descriptions to improve click-through rates.

Technical SEO

Ensuring the website loads quickly, is mobile-friendly, and has secure HTTPS.

Content marketing

Create valuable blog posts, guides, or videos that answer customer questions.

1. Ad Platform Selection

2. Keyword Bidding

3. Ad Creation

4. Click & Payment

5. Conversion

6. Monitoring & Optimization

How PPC Works for E-commerce:

1. Building an Email List

2. Segmentation of Customers

3. Creating Personalized Campaigns

4. Design & Content

5. Sending & Automation

6. Tracking & Analytics

How Email Marketing Works for E-commerce:

1. Merchant (Seller/Brand)

2. Affiliate (Publisher/Marketer

3. Affiliate Network/Program

4. Customer

How Affiliate Marketing Works

Link building

Get backlinks from reputable websites to increase domain authority.

User experience

Search engines reward websites that offer smooth navigation and easy checkout. Example: Having filters, categories, and a fast checkout process improves both rankings and conversions.

Local SEO

For stores with physical locations, optimizing for local searches like "clothing store near me."

Ad platform selection

Businesses choose where to run ads (Google Ads, Bing Ads, Facebook Ads, Instagram Ads, TikTok Ads, Amazon Ads).

Keyword bidding

In search engine PPC (like Google Ads), advertisers bid on keywords relevant to their products.

Ad creation

Create targeted ads with: 

• Product images

• Title and description

• Price, discounts, and call-to-action (e.g., "Shop Now").

Click and payment

If a user clicks the ad, the advertiser pays a small fee (cost per click). The user is directed to the e-commerce product page or landing page.

Conversion

If the user buys, subscribes, or performs another desired action, the campaign achieves ROI (return on investment).

Monitoring and optimization

Businesses track clicks, conversions, and cost. Adjust targeting, keywords, and budgets to improve performance.

Building an email list

Collect customer emails through:

• Website sign-ups (pop-ups, newsletters, discount codes).

• Checkout process (ask for emails during purchase).

• Social media campaigns or contests.

Segmentation of Customers

Divide subscribers based on behavior, interests, or purchase history.

• Welcome Emails - greet new subscribers with offers.

• Product Recommendations - suggest items based on past purchases.

• Abandoned Cart Emails - remind customers of items left in their cart.

• Seasonal Promotions - holiday sales, flash deals, discounts

• Loyalty/Rewards Emails - encourage repeat purchases.

Types of e-commerce emails include:

Design and content

Use attractive visuals, product images, and clear CTAs (Call-to-Action).

Example: "Shop Now," "Claim Your 20% Off," or "View New Arrivals."

Sending and automation

Use tools like Mailchimp, Klaviyo, HubSpot, or Shopify Email.

• Automate campaigns so emails are triggered by customer actions (e.g., cart abandonment, birthday, or new purchase).

Tracking and analytics

Measure performance using metrics like:

• Open Rate (how many people opened the email).

• Click-Through Rate (CTR).

• Conversion Rate (sales generated).

• Unsubscribe Rate.

• Use this data to refine campaigns for better results.

Mechant

The e-commerce business that owns the product (e.g., Amazon, Shopee, or a small online shop).

Merchant Seller/Brand

The e-commerce business that owns the product (e.g., Amazon, Shopee, or a small online shop).

Affiliate Network/Program

The system that tracks sales, clicks, and commissions.

Customer

The person who clicks the affiliate link and makes a purchase.