The Internet Show 2010 Singapore - Online Marketing Presentation

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MediaCo Marketing Pte Ltd presenation from The Internet Show 2010 in Singapore, delivered by Ken Mcewan. …

MediaCo Marketing Pte Ltd presenation from The Internet Show 2010 in Singapore, delivered by Ken Mcewan.
Covers the key points in developing an SEO strategy, the components of SEO along with how to leverage Social Media as a link building source

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Transcript

  • 1. Slide Title
  • 2. Optimizing your search engine rankings for increased traffic, leads and business.
    Ken Mcewan
    Director: MediaCo
  • 3. Be Strategic
  • 4. Overview
    Why Search Engine Optimization
    What is Search Engine Optimization
    The SEO process
    Strategy
    Keyphrase research
    Competitor analysis
    On site
    On page
    Off site
    Latest Search Signals
    Leveraging social media
    Going Local
    A few tips for quick wins
  • 5. Why Search Engine Optimization
    Singapore is the most wired nation in the world, with 102.1% household broadband penetration.
    Asia Digital Marketing Association
    80% of Singaporeans have shopped online.
    The NeilsenCompany
    Over 200 million online searches a month, 2009.
    Comscore
    Google: 80%, Yahoo: 15%, Bing: 2%.
    Hitwise, Feb 2010
  • 6. What is Search Engine Optimization
  • 7. SEO Strategy
    New Site
    No Authority
    80% - Off Site
    Links - votes
    20/80
    EstablishedSite
    Some search visibility
    Some inbound links
    50% - Onsite
    50% - Offsite
    Large Authority Site
    Number of years old
    Significant number of pages
    High number of inbound Links
    80% - Onsite
    Code, Duplicate, On Page
    80/20
  • 8. Keyphrase Research
    Identify search terms
    Relevant to your offering
    Used by searchers
    Convert on your site
    Evaluate current status and competitiveness – quick wins
  • 9. Competitor Analysis
    Based on your search terms
    Identify the competing website that have online visibility.
    Determine coverage across all phrases.
    Reveals for your online market
    • Baseline for ongoing performance monitoring.
    • 10. Market intelligence of actual online competitors.
  • Competitor Analysis
    You are here
  • 11. Competitor Analysis
  • 12. SEO components
    KEYPHRASES
    COMPETITORS
    ON SITE
    Internal
    inks
    Deep
    inks
    OFF SITE
    ON PAGE
    Link
    text
  • 13. Repetition
    • The shotgun approach
    • 14. Repetition, Repetition, Repetition, Repetition …
    …does not work
    …does not work
    …does not work
  • 15. Synonyms
    Related
    Phrases
  • 16. Page Title
  • 17. Content
    Content is critical – the only element search engines “read”
    • Logical (categorization) organization of content
    • 18. Single topic per page
    • 19. Short, focused paragraphs
    • 20. Thematic sections/content channels
    Every page is a potential entry point
  • 21. Content
    Body Text…
    For customers and search engines…
    Use as appropriate to capture visitors attention < 10 seconds...
  • 27. On Site
    Frames
    Content to code ratio
    Directory/filenames
    Duplication/similarity
    Flash
    AJAX
    Robots .txt
    Javascript
    XML Sitemap
    Internal
    inks
    Deep
    inks
    OFF SITE
    ON PAGE
    Link
    text
  • 28. Site Analysis
  • 29. Data, Data, Data
  • 30. Impact of Architecture
  • 31. Off Site Optimization
    ON SITE
    Internal
    inks
    Deep
    inks
    RSS
    Syndication
    Web Links
    Social Bookmarking
    Online Press Releases
    ON PAGE
    Link
    text
    Embedded Video
    Blog engagement
    Social Networks
    Article Marketing
    Directory links
  • 32. Off Site Optimization
  • 33. Leveraging Social Media
  • 34. Leveraging Social Media
  • 35. Leveraging Social Media
  • 36. Social Brand Sites
  • 37. Going Local
    Advantages
    Highly targeted searches.
    Quick win in terms of obtaining ranking.
    International as well as local.
  • 38. The opportunity
    Sun Tzu – The Art of War