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Hack a seo plan in 90 min by In Marketing We Trust

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***Update Dec 2013**** ...

***Update Dec 2013****
* Fixed external links
* Included basic SEO process
* Included answer to (not provided)
* Included answer to hummingbird
* Included answer to the latest Penguin (2.1)
* New keyword discovery process using Adwords keyword planner
* New template available
* Extra content marketing tips
* Extra freebies
---------------------
A SEO plan for Startup to quickly validate the opportunity that exist for them by leveraging Organic traffic from Google.
Disclaimer: this is a first draft at this method and I will update the content moving forward. Please leave comments and ratings on the following page:
http://www.inmarketingwetrust.com.au/seo/seo-training/

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Hack a seo plan in 90 min by In Marketing We Trust Hack a seo plan in 90 min by In Marketing We Trust Presentation Transcript

  • HACK A SEO PLAN IN 90 MIN Frederic Chanut Managing Director In Marketing We Trust
  • YES SLIDES & EXCEL AVAILABLE Matt will distribute or download them at: http://www.inmarketingwetrust.com.au/SEO/SEO-training/
  • AGENDA HACK A SEO PLAN IN 90 MIN ‣ How SEO works ‣ Keyword research ‣ Research content ideas and develop SEO-focused content ‣ Identifying link opportunities ‣ Social media research ‣ Outreach ‣ Freebies (if time permits) 3
  • 4 DISCLAIMER THIS EXERCISE IS HACK GIVING YOU ONLY THE TOP LINE OF YOUR SEO STRATEGY. SEO IS A LENGTHY PROCESS SUBJECT TO MANY CHANGES. That’s why I still have a job…
  • SEO IS A MARKETING INITIATIVE Don’t leave it to IT!!! 5
  • WHY IT MATTERS Successful VCs like Dave Mccure, from 500 Startups judge prospects based on their SEO success. 6
  • INTRODUCTION TO GOOGLE ADWORDS HOW SEO WORKS The hard truth
  • 8 SEO FACTORS (BASIC) Content Technical Links / Social
  • SEO FACTORS (DETAILED) 9 source
  • SEO IN CONTEXT OF DIGITAL MARKETING 10
  • 11 SEO FUNDAMENTALS 3 TYPICAL SCENARIOS New Brand = Presence Marketing Small Brand = Branding Established brand = Paradigm Shift (no visibility) (limited visibility) (Offline clout) Develop presence in the industry Create brand awareness Move company online ‣ Clean slate ‣ Technical audit ‣ Technical & Content audit ‣ Develop base content ‣ Content development ‣ Content repurposing ‣ Create industry connections & ‣ Become a voice in industry ‣ Become thought leader online ‣ Timeline 6-9 Mths ‣ Timeline 3-6 Mths recognition ‣ Timeline 9-12 Mths
  • WARNING: NO MORE SPAM 12
  • WARNING: NO MORE SEO KEYWORD DATA Source 13
  • HOW DO WE DO SEO MOVING FORWARD? FOCUS ON REVENUE AND CONVERSIONS AT A PAGE LEVEL 14
  • 15 SEO FUNDAMENTALS TOP CHANGES FOR SEO IN 2013 1. Keyword domains and keyword links have lost relevance 2. Brands are the exception to many rules 3. Social signals continue to correlate very well with better rankings 4. Good content is always important: it comes to quality! 5. The Quality/number of backlinks remains important 6. On-page technology remains one of the basics Source
  • 16 SEO FUNDAMENTALS SEO PROCESS IN A NUTSHELL • What they search Keyword research Content research • What they care about • What Google digs On-site optimisation Link research • Who’s talking about it • Stalk’em all Outreach
  • HACK A SEO PLAN IN 90 MIN KEYWORD RESEARCH I really think “Stuffed kangaroo balls bottle opener” is the perfect keyword for our tourists market…
  • 18 CUSTOMER PROBLEM Search Marketing transform your customer pain points into their spoken/written language You need to understand their Search Intent Your worst enemies: Jargon Corporate Speak Creative Description
  • KEYWORD MAPPING PURCHASE FUNNEL Source 19
  • KEYWORD POPULARITY Link 20
  • USING THE SEARCH MARKETING TEMPLATE 21
  • 22 EXERCISE KEY OBJECTIVES AGENDA Your Top keywords Time 20 min DELIVERABLE RESOURCES Top keywords for your audience would use Internet connection, Ubersuggest, Adwords External Keywords Tool, Google Webmaster Tools, Moz.com, Ranktracker 1. Enter most likely keyword in Google Adwords Keyword planner tool 2. Select Exact, include CPC 3. Download CSVs and combine data 4. Save doc
  • GOOGLE SUGGEST 23 Wildcard Search Use Wildcard (*) and tilda (~) to search variations of your search query or synonyms Google Suggest
  • SEM + COMPETITORS KWDS http://www.semrush.com/ 24
  • UBERSUGGEST 25 http://ubersuggest.org/
  • 26 EXERCISE KEY OBJECTIVES AGENDA Define your negative keywords Time 2 min DELIVERABLE RESOURCES Negatives keyword list Internet, Adwords Keywords tool, Ubersuggest, Excel Spreadsheet 1. 2. 3. 4. Using Google Suggest or Ubersuggest List all non relevant keywords Save list in Excel Doc Add negative keywords to your plan
  • WALKTHROUGH – FIND KEYWORDS 27
  • WALKTHROUGH – FIND KEYWORDS 28
  • WALKTHROUGH – KEYWORD PLANNER http://www.inmarketingwetrust.com.au/marketers-guide-googles-keyword-planner/ 29 Warning: All keywords in exact match
  • WALKTHROUGH – KEYWORD PLANNER http://www.inmarketingwetrust.com.au/marketers-guide-googles-keyword-planner/ 30 Quick view of daily traffic based on max cpc or daily budget
  • MOZ.COM (EX – SEOMOZ) 31 Shut up and take my money
  • 32 EXERCISE KEY OBJECTIVES AGENDA Evaluate SEO opportunity for top keywords Time 5 min DELIVERABLE RESOURCES Top keywords SEO difficulty score Laptop, Search template, Internet access, Moz Keyword difficulty 1. 2. 3. 4. 5. 6. 7. Pick your most valuable keywords Search their SEO Difficulty by set of 20 Go in the report tab Download report Enter in template Use vlookup to match Save Doc
  • KEYWORD DIFFICULTY 33 http://pro.seomoz.org/tools/keyword-difficulty
  • KEYWORD DIFFICULTY 34 http://pro.seomoz.org/tools/keyword-difficulty
  • 35 EXERCISE KEY OBJECTIVES AGENDA Evaluate SEO opportunity for top keywords Time 5 min DELIVERABLE RESOURCES Top keywords SEO difficulty score Laptop, Search template, Internet access, Rank checker 1. Pick your most valuable keywords 2. Search if your domain is ranking for any of them and download report 3. Paste in the ranking tab 4. Use vlookup to match 5. Save Doc
  • GOOGLE WEBMASTER TOOL Advantage: Already on Google’s radar for keyword Risk: Self fulfilling prophecy 36
  • FREE RANK TRACKER 37 Get it Max 100 kwds. Recommended less than 40 otherwise IP blocked by Google.
  • 38 EXERCISE KEY OBJECTIVES AGENDA Identify strategy per keyword Time 5 min DELIVERABLE RESOURCES Action item per keywords Laptop, Search template, Internet access, Rank checker 1. Sort keywords in excel by volume 2. Allocate strategy per keyword 3. Save Doc
  • FREE RANK TRACKER 39 Get it Max 100 kwds. Recommended less than 40 otherwise IP blocked by Google.
  • GOOGLE WEBMASTER TOOL Advantage: Already on Google’s radar for keyword Risk: Self fulfilling prophecy 40
  • 41 EXERCISE KEY OBJECTIVES AGENDA Evaluate SEO opportunity for top keywords Time 5 min DELIVERABLE RESOURCES Top keywords SEO difficulty score Laptop, Search template, Internet access, Rank checker 1. Pick your most valuable keywords 2. Search if your domain is ranking for any of them and download report 3. Paste in the ranking tab 4. Use vlookup to match 5. Save Doc
  • USING THE SEARCH MARKETING TEMPLATE 42
  • HACK A SEO PLAN IN 90 MIN CONTENT MARKETING STRATEGY “Blah, Blah, Content Marketing, Blah, Blah, +20% on invoice…..”
  • SEO IS PART OF A BIGGER CONTENT PICTURE Image credit: @randfish 44
  • CONTENT QUALITY IS KEY 45 A$$kicking Spam since 2011
  • CONTENT SHOULD WORK FOR THOSE 3 46
  • NEW SEO CONTENT PARADIGM 47 Earn your traffic Source
  • FIND CONTENT TOPIC 48 EDUCATIONAL INTENT KEYWORD OPERATORS ‣ [keyword phrase] + guide ‣ How [keyword phrase] is ‣ How to [keyword phrase] ‣ What is [keyword phrase] ‣ Best [keyword phrase] ‣ Worst [keyword phrase]
  • GOOGLE SUGGEST 49 Wildcard Search Use Wildcard (*) and tilda (~) to search variations of your search query or synonyms Google Suggest
  • 50
  • 51 EXERCISE KEY OBJECTIVES AGENDA Evaluate opportunity to create valuable content Time 3 min DELIVERABLE RESOURCES List of existing resource Laptop, Search template, Internet access, Google 1. 2. 3. 4. 5. Use an operator with best keyword Enter in Google Scrape top results Save results in template for future analysis Save Doc
  • 52 QUALITY CONTENT BUILD Objectives Content creation Publishing Research Seeding Repurposing Author Data Analysis
  • CONTENT MARKETING Source 53
  • CONTENT MARKETING NEW MEDIA + TRADITIONAL CAMPAIGN MENTALITY = LANDFILL MARKETING 54
  • LANDFILL MARKETING 55
  • PERFECTLY OPTIMISED PAGE Must Read: http://moz.com/blog/visual-guide-tokeyword-targeting-onpage-optimization 56
  • CONTENT CREATION TIPS ‣ Start small. ‣ Allocate resource to produce a piece of difficult-to-replicate content. ‣ Create a calendar of consistent material. ‣ Your 1st won’t get many links ‣ Your 2nd will get more ‣ Your 3rd will do better Pro tip: https://www.google.com/search?q=find+an+intern&pws=0 57
  • FREE TOOL - CONTENT IDEA GENERATOR 58 Make your own copy Tool Credit: @SEOgadget
  • 59 EXERCISE KEY OBJECTIVES AGENDA Find content opportunities Time 2 min DELIVERABLE RESOURCES Content Ideas generator Internet, laptop, Google account 1. Open link - http://bit.ly/content-ideas 2. Make your own copy 3. Enter your top keyword
  • HACK A SEO PLAN IN 90 MIN IDENTIFYING LINK OPPORTUNITY
  • OPENSITEEXPLORER.ORG 61
  • 62 EXERCISE KEY OBJECTIVES AGENDA Identify Link opportunities Time 7 min DELIVERABLE RESOURCES Competitors backlinks Internet, laptop, excel 1. 2. 3. 4. 5. 6. 7. Go to opensiteexplorer.org Enter your competitor’s homepage url Select only external links, to the root domain Export as XLS Copy list in competitor links tab Repeat for top 3 competitors Save document
  • LINK SEARCH TOOL - CONTENT SCRAPER 63 Install it
  • LINK SEARCH TOOL - CONTENT SCRAPER 64 Bookmark it Instantly generate search operators
  • FIND LINKS – FORUMS 65 SPOT FOR A LINK DROP.. AND A SALE
  • FIND LINKS – EMPLOYEES PAGE 66 WHICH PAGE ARE JOURNALISTS LINKING TO?
  • FIND LINKS – LINK RECLAMATION 67 BECAUSE TWITTER RANKS FIRST, IT GETS MORE LINKS
  • SOCIAL MEDIA RESEARCH It’s not stalking, it’s just intense fascination over your life…
  • TWITTER BIO SEARCH VIA FOLLOWERWONK.COM 69
  • TEST SOCIAL TARGETING WITH ADS 70
  • FACEBOOK ADS Pro tip: Greater results and CTR by promoting posts in FB 71
  • CREATE PERSONAS BASED ON USERS 72 Advanced Blog post Facebook + Keyword Analysis = Keyword demographics
  • OUTREACH & CAMPAIGN MANAGEMENT “Dear [link target], please link to me w/out a specific reason. Sincerely.” - SEOsucker
  • SEO CAMPAIGN MANAGEMENT SEO = INBOUND MARKETING = ONGOING CAMPAIGN MGMT SEO doesn’t work as a 1-off. Period. 74
  • MANAGEMENT TOOL – BASECAMP.COM I use it to manage client projects and involve them in the process 75
  • SEO MANAGEMENT TOOL Free - Trello.com 76
  • OUTREACH - LINKERATI 77 Bloggers - probably the most targetable and directly influenced folks Forum posters - Not a huge SEO value althoug traffic can be positive Web News Writers - Most valuable, write for Cnet, Wired & MSN, etc... Content Creators - These folks are seeking valid resources to link out to. Resource Editors - Rare breed, work in gov., NPOs and Uni. Looking to add content to their pages or directories. Social Taggers - (Digg, Del.icio.us, Reddit & Furl, Fark) - thousands of visitors and the opportunity to be in front of hundreds of link-hungry bloggers. Journalists - Online or offline creators of "news" content, these influencers are among the most valuable of all the linkerati.
  • OUTREACH – TARGET MARKET 78 Link = Endorsement = most value Remember those guys ?
  • OUTREACH TOOL - BUZZSTREAM www.buzzstream.com 79
  • FREE OUTREACH TOOL - LINKSY EMAIL FINDER http://linksy.me/find-email 80
  • FREE OUTREACH TOOL - RAPPORTIVE www.rapportive.com 81
  • FREE OUTREACH TOOL - BOOMERANG Check this blog: http://bit.ly/canned-response 82
  • DO THE HARD WORK Do The Big Work (Seth Godin) 83
  • FREEBIES Candy from strangers taste so much better cause it’s FREE…
  • TECHNICAL SEO TRICKS 85 • All important pages crawlable (check your robots.txt) • Check cached, text only version of your site • No Ajax, Javascript or Flash • All power under 1 (sub)domain (avoid microsites, blog.yoursite.com, etc) • Short, explicit URLs • Use Canonical tag • Use Schema.org microdata • Site speed matters • Most important keyword in Meta title, H1, bullet points • 3-5 kwds per page
  • TOOLS!!!! http://seomoz.org SEO toolkit http://piktochart.com Visualisation www.followerwonk.com Twitter bio research http://linksy.me/find-email Email guesser http://bit.ly/content-scrape Content scrapping www.buzzstream.com Outreach (PR+ Linkbuilding) CRM www.rapportive.com View user profiles in Gmail www.boomeranggmail.com schedule emails/reminders http://nielsbosma.se/projects/seotools/ Best SEO extension for excel 86
  • SEO AUDIT 87 Bookmark it Takes between 3-5 days for a full audit. Focus first on accessibility, indexing and the technical aspects
  • THANK YOU! 88 Frederic Chanut Managing Director, In Marketing We Trust m. 04 3837 1981 e. frederic@inmarketingwetrust.com.au www.inmarketingwetrust.com.au Email me to obtain kwd difficulty for your top 20 kwds Connect with us