The internet marketing list, 2: 59 more things

Ian Lurie
internet marketing list 2 - even the meerkats are excited

I did it before. I’m doing it again. Here’s a list of 59 more things you need to do for your internet marketing campaign. I’ve tried my darndest to avoid duplication, but be patient:

  1. Speed up: Get Google Page Speed. Run it on every page of your site. Until you have a 90+, you aren’t done. What? Your IT guy doesn’t think it’s worth doing? Make him wait an extra 10 seconds for everything for the next 2 days. He’ll change his mind, I promise.
  2. Speed up some more: Get YSlow from Yahoo!. Run it on every page of your site. It’s a lot pickier than Page Speed, so you’ll be working on this for a long time.
  3. If you’re on WordPress, install W3 Total Cache. Yes, I’ve heard the security issues. Read up, do your research, then install it. It kinda rocks, and lets you skip the next 4 steps.
  4. Got something against tools? Fine. Make sure you have GZIP compression turned on on your server. On IIS, that’s the “http compression” option in the management console. On Apache, use what you like, but I like mod_deflate.
  5. Now, grab every image that loads on more than one page of your site. Recompress them and make sure you’ve squeezed out every last byte. For GIF images, try PNG 8. Really, you should just break down and use Google Page Speed, OK? It will give you optimally compressed images.
  6. Aaaand minify your javascript. Don’t forget to save a non-minified copy though. Don’t know what the hell I’m talking about? Page. Speed. Try. It.
  7. Aaaaand minify your CSS. See previous.
  8. Set up a subdomain called static.[yourdomain].com. Move all ‘static’ files, like javascript and CSS, to that domain. That will ensure that whatever analytics software you’re using won’t transfer cookie data with those files, and give you a bit more oomph, speed-wise. That’s enough speed stuff for right now. Switching gears…
  9. Running a Google Adwords campaign? Split your content network, search partners and Google Search ads into separate campaigns. That’ll give you a better CTR on your Google Search ads, and help you with quality score.
  10. Use your analytics package to figure out which Adwords keywords are generating traffic. Selling shoes? Make sure you’re not showing up for “horse shoes” and “The Old Woman in the Shoe”. Negative keywords: Try ‘em, you’ll like ’em.
  11. Do the same thing in Bing.
  12. On all your PPC accounts, create at least one more ad for each ad group. Test it against the current ad. Always work to beat the current best performer.
  13. Go onto Figure out which page on your site has the most authority. Hopefully it’s either or Make a note as to which one.
  14. For the love of all that’s good, check how you link to your home page. Does your logo link point at ‘’ or something like that? Yes? Bleah. Fix it! Point it at ‘’ or ‘’ – whichever one you noted in the last item.
  15. Set up a 301 redirect from ‘’ to ‘’ or vice-versa, per number 13.
  16. Run my response code tester. Make sure you get an A+. If you don’t, get to work, you bad geek. Every site on the planet should get an A+.
  17. If you’re using WordPress, and you hacked around in the core files, fix it. Learn to customize without modifying the core files.
  18. If you’re using WordPress, keep it up to date. I’ve never seen an up-to-date WordPress site get hacked. I have seen out-of-date sites get hacked, slashed, diced and minced by hackers from Kuwait, Europe, and Newark NJ. All bad.
  19. Check your analytics software. Make sure you’re accurately tracking conversions. This is a repeat from the last list. Too bad. I’ll nag until everyone does it.
  20. Check your analytics software and make sure you’re tracking any funnels, like checkout.
  21. Check your goal funnels. You should’ve set them up by now, remember? Find the biggest bailout point in the funnel. Find a way to improve the bailout rate by just 5%. Congratulations. You just got a heck of a lot more conversions. It’s always easier to keep people who are already in the funnel than add folks who aren’t.
  22. If someone had you create an ‘SEO footer’ on your site, punch them. Blame me. Then get them to remove it.
  23. If you paid a ripoff artist to get you ‘thousands of links’ through some secret means, run again. Look at your links. Are 90% of them from blog comments? Or from sites that make you want to take a shower? Then something’s wrong with your link profile. Figure out how you can take those down and build up some new, higher-quality links.
  24. Check your site for any duplicate content. You can use the Screaming Frog SEO Spider. Export the data and then sort by hashtag. If any match, those pages are duplicates. Get rid of the duplicates. I know Uncle Google says they’ll take care of it. In the next breath, though, they say they’re using ‘site quality’ as a ranking factor. Do you think duplication might be a ranking factor? Hmmmm.
  25. If your entire site is on SSH, and you’re not Facebook or the Department of Defense: Remove SSH from all pages except forms that pass secure data. SSH creates a far higher load on your server. You don’t need the hassle.
  26. Install Optimizely on your site. Learn to do A/B testing. It’s so easy with this tool you’re an idiot not to.
  27. Go to YouTube. Create a channel page for your company. You can make ’em look nifty.
  28. Then organize your videos into playlists. Use some of your target keywords. Every little bit helps.
  29. You’re not done with YouTube yet! Edit your video titles and descriptions to use your target key phrases. Don’t make them read like crap. Just use the phrases you know folks will want to see.
  30. Get a transcript of every single video you have. Put the transcript on the page of your site that has the video embedded.
  31. If you’re in e-commerce, make sure you have a working product feed.
  32. Optimize that product feed. Don’t cry. There’s no crying in marketing!
  33. Sorry, back to PPC: If you have the Google product feed set up, be sure to integrate it with your Adwords account.
  34. Check your site for any form submission buttons that read ‘Submit’ or ‘Go’ or something equally worthless. Change them to a true call to action like “Request information” or “Click here”. Watch your conversion rate go up a teensy bit.
  35. Add Facebook ‘like’ buttons to all your product pages and blog pages.
  36. Add a Twitter share button to all your product pages and blog pages.
  37. Add a Google+ button to all your product pages and blog pages.
  38. If you’re on WordPress, use Digg Digg and save yourself the last 3 steps.
  39. If you want to get really fancy, use the Facebook comments box plugin for blog comments and product reviews. That’ll get you tons of interaction with Facebook, boost your importance and let people use their Facebook login. No extra registration. Just be sure you make the comments SEO friendly. You’ll have to use the Facebook API, but it’s not that bad.
  40. Set up a Twitter account. Become a great curator – it only takes 13 minutes a day. Build your audience.
  41. Curate content on Facebook, too, but a lot less often. Maybe once every other day.
  42. And yes, same on Google Plus, although I don’t have any data for you on the ideal frequency. Just try it. If people start dropping you, post less. Or stop posting photos of your runaway athlete’s foot.
  43. Learn how to use Google Analytics’ multi-channel attribution. Set your various budgets based on that, not on last- or first-click attribution.
  44. If you’re using ‘nofollow’ as an authority-funneling trick, anywhere on your site, remove it. It’s just burning PageRank.
  45. Instead, look at your site footer. Find 2-3 links you can consolidate. It’s easy: Combine ‘Privacy’ and ‘Terms of service’ into ‘Legal’. Point ‘Legal’ at a page that then links to Privacy and TOS. Done. now do it 3-4 more times. You just preserved more authority than your nofollows ever could.
  46. Go into Google Webmaster Tools and make sure you’ve got the sitelinks you want. If you don’t, fix it.
  47. Create a video XML sitemap. Your videos will get indexed by Google faster than you can say “BOO”. Well, actually, it may take 3-4 days. But still, that’s fast.
  48. Learn how to do SEO copywriting. That doesn’t mean writing crappy copy with the same keyword 10 times. It means writing for people in a way that search engines will like. Yes, that’s a blatant plug for my e-book. Deal with it.
  49. For God’s sake, hire a bloody writer. No one’s going to want to talk to you if you sound like Borat.
  50. Put a cool, informative image at the top of your next 3 blog posts.
  51. Put your blog on your web site. Don’t make me explain it again. Please. I’m begging.
  52. And don’t mention that damned Wall Street Journal article, either. The WSJ had a slow news day, or suffered from insanity, or something. That’s not really a tip, though, so here’s one: Don’t rely on mainstream media for SEO advice.
  53. Use the’s “top pages” tool. Make sure none of your top pages are 404 errors or 302 redirects. If they are, fix it!!! You just acquired the easiest links you’ll ever get. I know it seems like I’m an OSE fanboy. It’s because I am.
  54. Write something funny about your business. Put it on your site. See? The universe didn’t explode! All your customers didn’t leave! In fact, what’s that? Oh! NEW customers. Neato.
  55. Change your Twitter avatar to a picture or drawing of a human being. Watch how many more followers you get.
  56. Find one recent, terrible review of your company. Instead of getting defensive, reply by saying “I’m really sorry you had a bad experience with us. Let me know if there’s anything I can do to help.” If the reviewer keeps ranting, ignore them. You tried, and others will see and like you for it.
  57. Write fully descriptive ALT attributes for all images on your site. It’ll help with rankings, and with image search results.
  58. Add a decent search tool to your site, and track what folks search for. You’ll learn a lot about what they want.
  59. Oh yeah. And read the last 59 Things list. Most of the stuff in there isn’t in here.
Ian Lurie

Ian Lurie is founder of Portent. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). Ian's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Ian is now an independent consultant and continues to work with the Portent team- training the agency group on all things digital. You can find him at

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  1. I absolutely loved this article. I hate it when people comment just to say they loved something though, so here’s a criticism: there’s a spelling/grammatical mistake in #47 “…YOU’RE videos will get indexed by Google faster…”
    Ah now I feel better.

  2. I love 54, “See? The universe didn’t explode! All your customers didn’t leave!” Too many companies don’t get that being social means having a sense of humor sometimes and that having one, not only doesn’t mean the end of the world, but can lead to some good outcomes too.

  3. I’ve got nothing to add except it’s always a pleasure to read your blog posts in the morning..I love a chuckle with my cuppa and you do write kinda funny like Ian. 🙂 Great stuff as always.

  4. Great article. Thank you Ian.
    I’ve been testing a few different WordPress bookmarking plug-ins that include +1. Thanks for letting me test Digg Digg on this article. It is nice and clean looking. But while my +1 here added your post to my G+ +1 page, it didn’t pop up an opportunity to share it as a post on my G+ posts page. So far, only the plug-in Sexy BookMarks has done that for me.

  5. Can anybody provide any feedback on using the Facebook API for comments? I’m wary as I’d much rather host my own comments without a 3rd party as, who knows, Facebook could die a death in a few years ala MySpace and I’d lose all the UGC that had been created over time.

    1. To me, comments are content that you’re better off owning. Facebook comments may boost your EdgeRank, but I’d want to make sure that I at least store backup copies on my own server.

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