The Internet Show 2010 Singapore - Online Marketing Presentation

Slide Title

Optimizing your search engine rankings for increased traffic, leads and business.
Ken Mcewan
Director: MediaCo

Be Strategic

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

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

What is Search Engine Optimization

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

Keyphrase Research
Identify search terms
Relevant to your offering
Used by searchers
Convert on your site
Evaluate current status and competitiveness – quick wins

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.
Market intelligence of actual online competitors.

Competitor Analysis
You are here

Competitor Analysis

SEO components
KEYPHRASES
COMPETITORS
ON SITE
Internal
inks
Deep
inks
OFF SITE
ON PAGE
Link
text

Repetition
The shotgun approach
Repetition, Repetition, Repetition, Repetition …
…does not work
…does not work
…does not work

Synonyms
Related
Phrases

Page Title

Content
Content is critical – the only element search engines “read”
Logical (categorization) organization of content
Single topic per page
Short, focused paragraphs
Thematic sections/content channels
Every page is a potential entry point

Content
Body Text…
For customers and search engines…
Headings.
Sub-headings.
Bullets.
Emphasis.
Highlighting.
Links.
Use as appropriate to capture visitors attention < 10 seconds...

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

Site Analysis

Data, Data, Data

Impact of Architecture

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

Off Site Optimization

Leveraging Social Media

Social Brand Sites

Going Local
Advantages
Highly targeted searches.
Quick win in terms of obtaining ranking.
International as well as local.

The opportunity
Sun Tzu – The Art of War

The Internet Show 2010 Singapore - Online Marketing Presentation

by MediaCo Marketing Pte Ltd on May 03, 2010

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