Welcome to the Fortune Web Marketing Newsletter
Beginner Level

Hello and welcome to the Fortune Web Marketing newsletter! The staff here at Fortune Web Marketing is filled with knowledge and great ideas of how you can boost your online presence, improve your website and even tie your online and offline marketing efforts together in a consistent , successful manner. We thought there would be nothing better than to share all this with you!

The newsletter will cover a variety of topics from Search Engine Marketing, E-mail Marketing, Website Design & Usability to more advance topics like Social Search & Social Networking, Web 2.0, and understanding analytical data. Refer to the color code at the top for the specific level of expertise.

Since we need to start somewhere, we have provided some definitions of popular internet marketing terminology that you will see in the coming issues. Think of this as a “Quick Reference Guide”. Should you want to read up further, click the links below and you will be taken to Wikipedia – one of our favorite sites.

Happy reading and we hope you will enjoy this newsletter!

Search Engine Marketing (SEM) – A broad term that encompasses all aspects of search engine marketing including organic and paid listings. The goal of SEM is to promote a website so it appears often in a search engine results page (SERP).


Search Engine Optimization (SEO) – If you build your site in a manner that is friendly to search engines, you will increase your chances of ranking high organically in SERP’s. There are many techniques you can deploy on your site to make your website “search engine friendly”. For a comprehensive overview, download our whitepaper.


Pay-per-click Advertising (PPC) – Paid advertising on search engines. These results are not organic, and will show up in the “Sponsored Results” section of a SERP, usually at the top and along the right hand side. PPC involves a complex method of identifying keyword terms and placing a bid price on each term. The advertisers will incur a cost-per-click (CPC) each time a user clicks on their ad.


Analytics – Analytical data is crucial to understanding the traffic patterns and performance of your site. It can provide the number of visitors, page views, top referring sites, top geographic regions and even the most popular search terms driving traffic to your site. There are many vendors who can provide analytic reports, such as WebTrends. We prefer Google Analytics, which is free, robust and easy to deploy. The next newsletter will focus on Google Analytics.


CAN SPAM – This goes hand-in-hand with E-mail Marketing efforts. There are many techniques you can use to encourage prospects or clients to open and read your E-mails, but if you are not CAN SPAM compliant, you risk being reported as a SPAMMER, and then your message will never get through.


Web 2.0 – This is a fancy term that simply describes all the new technologies that allow information to easily be shared and users to collaborate on the internet. If you have ever been on YouTube, Facebook, or Wikipedia, you have experienced Web 2.0.


Social Networking – Think of sites like Facebook and MySpace. These sites allow you to network with groups or individuals that share the same interests as you, whether they be personal or professional. This is a complex topic and will be covered in much more detail in upcoming issues.

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