Online Marketing Basics

Upgrade your online marketing

Yves van Boxtel, Y-ise Online Marketing, Hamburg, Germany

19 August 2016

Anyone and everyone around me nowadays seems to have some notion of online marketing, they have either been actively involved in it, targeted by it, or just installed an ad-blocker to get rid of it … or so they thought ;-). But let’s get back to the basics first before we kick off this Y-ise blog post officially, what is the definition of marketing? Kotler defines it as follows.

“Marketing – A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”

Therefore Online marketing can be defined the same adding just “on the world wide web/internet” at the end of the sentence. Taking this as your base there are some important words here, social, creating and value. Social, so we have to think of others in order to create value and therefore we can exchange our goods and products with them. This is of course how we reach our goals, now that is clear let’s dive into online marketing.

The first steps.

Before you can start online marketing, look at your marketing plan or, if you don’t have one define the following factors.

How are you going to establish value for a group of persons/businesses with your product or service online?

What is your target group, who is interested in what your product or service is.

Where do you reach your target group? Are they searching for stuff on Google? Are they hanging around on Facebook? Are they tweeting about the new Pokemon they caught just yet?

Establish your goals, what do you want to achieve in online marketing?

Create a path of how to achieve your goals call it  tactics, strategy but try to see how you can reach your goals!

Focus on the goal, what are helpful tools to reach my goal?

Let’s start with online marketing


First of all get some of the technical stuff out of the way, when you are done with this, it clears the path for your creativity and thus the more fun part of the job for most of us.


Robots.txt make sure you have one! Filled with the right scripts. Don’t block the Google Bot for example.

Sitemaps.xml or having a sitemap! à It a virtual map for, for example the google bot that tells it, where to find specific parts of your website, so when it finds your main page with the sitemap on it, it knows what the rest of the structure of the page is and where to find it. very handy!

Metatext  they are important, use them well, describe what is on that page for your audience. Many times customers tell me that their previous marketing agency told them it was not important…. Come on fellow online marketers, it is there for a REASON!

Actively index your own website in google search console, yes it sounds straight forward, but many people do not do this, it helps you and Google. You will get your page indexed or… in the Google results earlier. Next to this you can decide to index every page manually for different formats, or to

just say crawl this site and crawl direct links. Also when you have new content on a page, let Google crawl it.

Failing In online marketing?

Make Google understand
what you exactly mean.

Photo by Yves van Boxtel

Content creation

More than everything, create relevant content for your target group. Remember that “value” we spoke of earlier, this is your chance to nail it. Research what your target group is interested in, and write something useful for them, as well as your website!

Use regular as well as long tail keywords in your content. Whilst coming across content you will be most likely start to use keywords. With Google Keyword planner, as well as a host of other tools you can find the most relevant keywords of about any topic. Your task, find those that your audience as well as google like. Do make sure though that you are in full swing of things using long tail keywords as well, these increase your chances of ranking higher on specific search terms.

*sidenote: a long tail keyword is a keyword that is not a main keyword, like: “Black Chocolate” but for example ”Getting Black Chocolate from Perú in Leicester City”. Less people will search for it, but those that are, are more likely to actually want to buy the product, if it is on your website, you could rank very high on that keyword, whereas on “Black Chocolate” you will have too much competition.

Call to action What should people do when they read the magically good content you just created for your website, weblog, facebook post, tell them, a large number of potential customers will turn away when they are not told what to do.

Titles, titles titles not just your run of the mill company name, draw attention, with something relevant, but keep it simple. Not a lot of people are interested in reading something that sounds cryptic or is hard to understand. Moreover, this is THE chance to shine!

Best “title” 😉

Photo by Yves van Boxtel