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Slide Title<br />
Optimizing your search engine rankings for increased traffic, leads and business.<br />Ken Mcewan<br />Director: MediaCo<b...
Be Strategic<br />
Overview<br />Why Search Engine Optimization<br />What is Search Engine Optimization<br />The SEO process<br />Strategy<br...
Why Search Engine Optimization<br />Singapore is the most wired nation in the world, with 102.1% household broadband penet...
What is Search Engine Optimization<br />
SEO Strategy<br />New Site<br />No Authority<br />80% - Off Site<br />Links - votes<br />20/80<br />EstablishedSite<br />S...
Keyphrase Research<br />Identify search terms<br />Relevant to your offering<br />Used by searchers<br />Convert on your s...
Competitor Analysis<br />Based on your search terms<br />Identify the competing website that have online visibility.<br />...
Market intelligence of actual online competitors.</li></li></ul><li>Competitor Analysis<br />You are here<br />
Competitor Analysis<br />
SEO components<br />KEYPHRASES<br />COMPETITORS<br />ON SITE<br />Internal <br />inks<br />Deep<br />inks<br />OFF SITE<br...
Repetition<br /><ul><li>The shotgun approach
Repetition, Repetition, Repetition, Repetition …</li></ul>…does not work<br />			…does not work<br />					…does not work<b...
Synonyms<br />Related<br />Phrases<br />
Page Title<br />
Content<br />Content  is critical – the only element search engines “read”<br /><ul><li> Logical (categorization) organiza...
 Single topic per page
 Short, focused paragraphs
 Thematic sections/content channels</li></ul>Every page is a potential entry point<br />
Content<br />Body Text…<br />For customers and search engines…<br /><ul><li>Headings.
Sub-headings.
Bullets.
Emphasis.
Highlighting.
Links.</li></ul>Use as appropriate to capture visitors attention < 10 seconds...<br />
On Site<br />Frames<br />Content to code ratio<br />Directory/filenames<br />Duplication/similarity<br />Flash<br />AJAX<b...
Site Analysis<br />
Data, Data, Data<br />
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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.
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 of "The Internet Show 2010 Singapore - Online Marketing Presentation"

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

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