001

Table of Contents
 
Praise
Title Page
Copyright Page
Dedication
Acknowledgements
Introduction
Background
This Book
Your Web Site
HOW TO READ THIS BOOK
Tips for Success
Walkthrough and Exercise
Case Study
Resources
Cocktail Information
Web Tidbit
 
SECTION 1 - HOW TO PLAY (AND WIN!) THE SEARCH-ENGINE GAME
INTRODUCTION
 
CHAPTER 1 - ANATOMY OF A SEARCH ENGINE
 
CHAPTER 2 - PAY-PER-CLICK (SPONSORED ADS)
CHAPTER 3 - DOMAIN NAMES AND ALTERNATE DOMAIN NAMES
CHAPTER 4 - KEYWORDS
CHAPTER 5 - TITLE TAG
CHAPTER 6 - META DESCRIPTION TAG
CHAPTER 7 - HOME PAGE CONTENT
CHAPTER 8 - LINK POPULARITY
 
SECTION 2 - CREATE A WEB PRESENCE TO DOMINATE THE SEARCH ENGINES AND ...
CHAPTER 9 - HURL YOUR URL
CHAPTER 10 - SOCIAL NETWORKING SITES
CHAPTER 11 - ARTICLES
CHAPTER 12 - PRESS RELEASES
CHAPTER 13 - BLOGS
CHAPTER 14 - OPT-IN FORM
CHAPTER 15 - E-MAIL MARKETING
CHAPTER 16 - VIDEO
CHAPTER 17 - WEB SITE USABILITY
 
CLOSING WORD
GLOSSARY
BONUS RESOURCES
INDEX
BONUS OFFER DETAILS

Praise for eBoot Camp: Proven Internet Marketing Techniques to Grow Your Business
 
 
“Good tools, good book, good reading!”
 
—Michael Gerber, author of the #1 NY Times bestseller The E-Myth Revisited
 
“Understanding how to do business on the Internet is an essential part of business today. eBoot Camp is packed with low cost, easy-to-implement strategies that will help boost your search engine ranking and drive traffic to your web site. Every small business owner and entrepreneur should own a copy.”
—T. Harv Eker, author of the #1 NY Times bestseller Secrets of the Millionaire Mind
 
“Do you want to ignite your sales and drastically increase profits through the Internet? This is the first book that gives practical, easy-to-follow action steps proven to increase traffic to your web site. You’ll think Corey Perlman wrote eBoot Camp just for you.”
—Sharon Lechter, Member of the President’s Advisory Council on Financial Literacy, International bestselling author, co-author of Three Feet from Gold with The Napoleon Hill Foundation
 
“Corey Perlman has written a great primer on using technology to market effectively. eBoot Camp provides a complete overview that is easy to understand and easy to implement. Read this book for a quick and concise game plan for using the Internet to grow your business.”
—Mark Sanborn, President, Sanborn & Associates, Inc., bestselling author of The Fred Factor, You Don’t Need a Title to be a Leader and The Encore Effect
 
“Similar to what I teach in my ‘Mind Capture’ book series, Corey makes the often confusing and contradictory world of online marketing simple and easy for people to not only learn about, but more importantly use and implement within their business. This book is the perfect blueprint for any new or existing business owner looking to avoid hype and expensive strategies to help them quickly and cost effectively improve their web-based marketing efforts. Kudos to Corey for sharing his years of knowledge, strategies, and teachings within this growing and ever changing medium!”
—Tony Rubleski, President, Mind Capture Group and #1 bestselling author (www.MindCaptureBook.com)
 
“By implementing the concepts from this book, we have increased our Internet leads by more than 400 percent—which ranked highest among a benchmark group of the largest Dale Carnegie franchises in the world. A must-read for any franchisee or small business owner.”
—John Rodgers, Dale Carnegie Training Franchisee
 
“The first time I read eBoot Camp, I stayed up until 4 am implementing the strategies the book suggested. The next day, I had a blog, a LinkedIn page and an article live and published online. Corey gives his Internet marketing secrets away and provides step-by-step instructions on how to get it all accomplished. If you’re looking to get more business from the Web and don’t know where to begin, stop everything else you’re doing and read this book.”
—Ralph Mark Maupin, Managing Member, Right Now Marketing Group, LLC
 
“My wife and I wrote a book together and wanted to increase sales through our web site. Two months after we implemented the strategies from eBoot Camp, our book sales doubled! We knew very little about Internet marketing, but this book provided step-by-step instructions to guide us through the process. This is a must-read for anyone looking to boost sales through the Internet.”
—Jared Massanari (BuildingaHouseTogether.com)
 
“Having recently opened my business, I was overwhelmed with what needed to get done. I knew the Internet would be critical to the success of my business, but I didn’t know where to start. The techniques in eBoot Camp gave me a roadmap to exactly what I needed to do and how to do it. In just a few weeks, I launched a web site, and I already have a top Google ranking! Thank you so much, Corey!”
—Jaime White, Core Sports Pilates, Plymouth, MI

001

My Mom
Whom I miss each and every day
 
My Wife
To whom I thank God for each and every day
 
The Small Business Owner
Whom I respect and admire

ACKNOWLEDGMENTS
 
 
 
 
As with any major project, it’s a collective effort to go from exciting idea to mission accomplished.
Thank you to my wife, Jessica, for your love and support and for being my sounding board for this book. Thank you, Dad and Kate, for being my cheering section and constant nurturers. Jaime, my brother, thank you for your love and encouragement throughout this journey.
This book would never have existed without my friend and mentor, Dr. Dale Brill. Dale, you will always be the original eBoot Camp drill sergeant.
Thank you to my dear friend John Marcus, my editor. John, without you the whole world would know what a terrible speller I am. You earned that John’s Pizza slice!
I want to thank Robert Wilson, my agent, for helping lead the way to getting the book published.
Thank you to Shannon and the team at John Wiley and Sons for putting together a beautiful book. You were all an absolute pleasure to work with.
Then there’s the cast of people who I surround myself with that fuel my creative fire with encouragement, love, and support. Thank you to Joe “Partner!” Hart for helping me stay personally, professionally, and spiritually aligned.
To DJ Brown, my old friend, I thank for your commitment to our friendship and never letting me get too far away from where I came from.
To the original eBoot Campers, Clint, Ellie, Raina, Jenny, and Tara, thank you for being a part of this book’s foundation.
I owe a big debt of gratitude to my friend, Bill Crawford, who volunteered countless times to make the first eBoot Camps a success.
Finally, thank you to Bob, Liz, Eric, Theresia, Julie, Jerry, and Tim, my accountability group, who would not let me stop writing.

INTRODUCTION

Background

So what do a plumber, author, psychotherapist, and steel-drum player all have in common? They each knew that the Internet was the key to unlocking more customers for their business but they didn’t have the slightest idea how to do it or where to begin. The only thing they were sure of is that they didn’t have a lot of time or money to spend in finding the answer. And every single one has since been transformed from a self-proclaimed computer novice into a full-fledged Internet Marketing Superhero!
002
Each of these individuals has developed an Internet marketing skill set so powerful that they can compete for Internet traffic with any business—no matter how big or small. They no longer feel daunted by the vast landscape of the Internet and know just enough to be an effective and powerful Internet marketer.
You, too, will don the red cape and nerdy glasses once you’ve finished this book. (Please send me your photo!) All it takes is an open mind and some good, ol’-fashioned enthusiasm to put these techniques to use.
And I promise that you don’t need to be a computer whiz in order to successfully market your business online. Anyone can do this, and I’m a true testament to that. Back in high school, my computer science teacher generously gave me a C-minus, one point above failing, and left me with the advice that it’s better to be lucky than good. Thanks, Mr. Dunkin!
With Mr. Dunkin’s words still ringing in my ear, I enrolled at Florida State University and continued to struggle through my marketing classes. I did survive four years of undergraduate work and three years of graduate work and I was now the proud owner of a Master’s degree and some hefty student loans. Now I just needed this luck thing to land me a good job out of college so I could pay for those loans! Wouldn’t you know it, my professor and mentor, Dale Brill, invited me to join him on a project with the eCommerce division of General Motors (eGM).
eGM asked us to conduct a series of one-day seminars to their dealership personnel about the world of Internet marketing. We called these seminars “eBoot Camps” because of the vast amount of e-commerce information we were covering in such a short period of time. I was a nervous wreck because now I was expected to teach on a subject I still didn’t quite understand. Nevertheless, we headed out in an eight-passenger van, canvassing the country in just four short months.
We certainly had our work cut out for us as the GM folks were a crowd with short attention spans and no-nonsense attitudes. We needed to find a way to cut through the technical jargon and create a presentation in layman’s terms that answered the question: How can I start using the Internet to drive sales and increase revenue?
We developed an action-packed presentation crammed with so much value that, as the word of the seminars spread, our venues began to sell out. And before we had a chance to catch our breath, our lead instructor was being interviewed by both the Wall Street Journal and Fast Company. Toward the end of the tour, I began teaching parts of the sessions and, wouldn’t you know it, this Internet marketing stuff finally sank in.
Unfortunately Mr. Dunkin failed to tell me the part about how luck has a way of turning on a dime. Our tour ended as abruptly as it began when the events of September 11, 2001 took place. On the brink of taking the tour overseas and creating a global phenomenon, we were shut down, and the GM eBoot Camp was over.
I soon left General Motors and started a career in the eLearning field. I went from one of the largest companies in the world to a tiny one with only about five employees. I was instantly addicted to the world of small business and knew that was where I wanted to spend the rest of my professional career. Our company survived the dot-bomb era, and we ended up selling the company in 2005.
So now what? I needed that luck thing to strike again, but it just wasn’t happening. That was until I ran into some friends who ran seminars for real estate investors. They wanted to do an Internet marketing seminar but did not have a resident expert on hand. I jumped at the chance to teach again. The old eBoot Camp material needed a complete overhaul as it was dated and had a completely different audience. But I was excited to bring it back to life.
The new eBoot Camp was a complete success, and we ran one after another, selling out each venue along the way. I started getting requests to run eBoot camps for all sorts of professions. Each time, I revamped the material to make it relevant for that audience. We created Internet marketing superstars out of all kinds of people, from a 29-year-old physical therapist to a 64-year-old real estate agent. Eventually, the material was made broad enough to reach every audience, no matter the profession.
We were now teaching 30 to 60 business owners at a time, but I felt we could increase that number exponentially. My goal was to take the magic that was created in the classroom and bottle it in a book. And that brings us to the journey on which you’re about to embark.
Although you may have sensed some sarcasm in the luck references above, I do feel very lucky to be able to do what I love to do. This book marries my three passions: small business, Internet marketing, and helping people. So thank you, Mr. Dunkin, for teaching me that it is better to be lucky than good and, most important, that proving your doubters wrong can be the ultimate motivator.

This Book

No matter what type of business you’re in, you must have an effective, user-friendly web site and a powerful search engine presence to be able to thrive in today’s complex and competitive marketplace. When you’ve finished reading this book, you’ll have created concrete action plans that you can implement to dramatically improve your search engine rankings, increase traffic to your web site, and grow your business.
This book does not teach you how to become a programmer so you can create a web site or change your existing one. I promised results with limited time and money, and designing web sites takes a long time to master. Leave the developing to the experts and spend your time where it’s most needed: creating online content that will result in more people visiting your web site and becoming your customers.
This book is written in layman’s terms, and all the “techie” language that you need to know has been clearly defined and translated. You will no longer feel like your web designer speaks another language. For example, the next time a designer tells you how many “hits” you have, ask if he’s referring to “hits,” “page views,” or “unique visitors,” since they all mean different things. He’ll know he’s not dealing with an Internet novice anymore.
The bottom line is this book was written for anyone, regardless of their Internet or marketing experience. The only requirements are an open mind and an Internet connection. I never liked when people spoke over my head and made things more complicated than they needed to be. My intention is for this book to make complete sense to the Internet novice. If by the end of this book you have a question that is unanswered, you can ask your question at ebootcampquestion.com, and I will do my best to get you an answer.
In every workshop I run, there are always at least two or three people who are very knowledgeable about the Internet or Internet marketing. They come in handy when questions are asked that I don’t know the answer to. They also always say that they still learned many useful techniques and tips in the workshop that they can use in their business. So to all my already super-techy geeks, this book is also for you.

Your Web Site

Your web site is the foundation of your Internet marketing campaign and a crucial element in everything we’ll be discussing in this book. After all, your web site is your virtual store, and it must be nurtured and maintained just as you do with your business. When you complete this book, there will be changes you’ll want to make to your web site. Some will be visible to users while others will pertain to information geared toward the search engines. You’ll also create additional online resources to open new doors so traffic will visit your site.
I’ve dedicated the final chapter of this book to the subject of web site usability and design; this is to help you end up with an attractive, user-friendly site that communicates your products, services, and other information about your business in a clear and concise way.
You’ll need the help of your web designer, or the person who currently manages your web site, to implement some of the changes you’ll want to make. Even if he or she charges you a small fee ($50-$250 is what I consider small), it will be well worth it. If you don’t have someone managing your site or you don’t currently have a web site, ask for recommendations from people you know who have web sites you admire.
In closing, your web site probably won’t contain all of the features discussed in this book. You might wonder why your web designer didn’t explain the different steps you can take to maximize the number of visitors to your site. Although some designers do discuss these matters with their clients, they do lie outside his or her primary job, which is no more than to design a great site for you. These matters are, however, the job and very purpose of this book. In the pages that follow, you’ll learn everything you need to know to make your web site search engine friendly and prepare it for a drastic increase in Internet traffic.
It’s time to get started.

HOW TO READ THIS BOOK
Each chapter discusses a crucial element of Internet marketing. The discussion is followed by these sections: Tips for Success, Walkthrough, Exercise, Case Study, Resources, Web Tidbits and Cocktail Information, which will help to reinforce the topic under consideration. The sections are described in detail below.

Tips for Success

These are bulleted items of helpful hints, shortcuts, or warnings about the topic being discussed. With 10 years of field experience in Internet marketing, I’ll be giving you my secrets—not just on what to do to get the results you want, but also on how to do them effectively, efficiently, and ethically.

Walkthrough and Exercise

These two sections are the heart and soul of this book.
The walkthrough section is your first opportunity to take a break from reading and go right to your computer. Here, you’ll be taken step-by-step through a process to gain a better understanding of the chapter under discussion. I’m a firm believer that action breeds retention, so you’ll be given activities to perform throughout the book.
The exercise section is where you’ll begin creating your own template for your Internet marketing campaign. Once you’ve completed this book, you will have created a complete set of meta tags, new homepage content, a blog, press release, e-newsletter template, and much more. Make sure you have a pen or pencil handy at all times.

Case Study

These are real-world examples of people or companies that I’ve worked with and where I’ve used these techniques to improve search-engine rankings or drive more traffic to a web site.

Resources

Each chapter provides links to web sites that I’ve found helpful when working in that area. The link might take you to an article or free tool or a web site that I personally use. I recognize that some of these web sites are quite long and might be tough to copy to a web browser, so I’ll have them all available (plus more!) at my web site: ebootcampbook.com/resources.

Cocktail Information