SEO! What’s HOT?

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The 5 Steps to Top Google Rankings; What worked 6 months ago ...; The New and Shiny: Recent Updates

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SEO! What’s HOT?

  1. 1. www.ArrowInternet.com.au SEO What’s HOT What’s NOT Presented by: Jasmine Batra Arrow Internet Marketing
  2. 2. www.ArrowInternet.com.au What we will Cover? • The 5 Steps to Top Google Rankings • What worked 6 months ago ... • The New and Shiny: Recent Updates • Action Items 2
  3. 3. www.SearchEngineRankings.com.au Conversion Optimisation Google Ad words Advanced Analytics Social Media Reputation Management Search Engine Optimisation
  4. 4. www.ArrowInternet.com.au How search Engines work? 4
  5. 5. www.ArrowInternet.com.au What are the Steps? 5
  6. 6. www.ArrowInternet.com.au Steps to Top Rankings 6 R _ _ _ _ _ _ C _ C _ _ _ _ C _ _ _ C_ _ _ _ _ _ _ _ _ C _ _ _ _ _ _ _ _ _ _ C _ _ _ _ _ _
  7. 7. www.ArrowInternet.com.au Buried down under 7
  8. 8. www.ArrowInternet.com.au 8
  9. 9. www.ArrowInternet.com.au 1. Relevance to user query 9 Its about Location, Location , Location
  10. 10. www.ArrowInternet.com.au 10
  11. 11. www.ArrowInternet.com.au 2. Code: What Lies behind 11
  12. 12. www.ArrowInternet.com.au Actual Site
  13. 13. www.ArrowInternet.com.au Google’s view <META NAME="ROBOTS" CONTENT="NONE">
  14. 14. www.ArrowInternet.com.au Check how clean is the code 14 http://validator.w3.org/
  15. 15. www.ArrowInternet.com.au 3. Credibility or Link Popularity 15
  16. 16. www.ArrowInternet.com.au 16 The power of links
  17. 17. www.ArrowInternet.com.au 4. Conversions and Engagement 17
  18. 18. www.ArrowInternet.com.au 18
  19. 19. www.ArrowInternet.com.au 19
  20. 20. www.ArrowInternet.com.au 20
  21. 21. www.ArrowInternet.com.au 5. Content Matters 21 Original Credible Optimised Friendly
  22. 22. www.ArrowInternet.com.au 22
  23. 23. www.ArrowInternet.com.au Content includes 23 Web Copy Rich Media Content
  24. 24. www.ArrowInternet.com.au Steps to Top Rankings 24 R e l e v a n c e C o n v e r s i o n s C r e d i b i l i t y C o n t e n t C l e a n C o d e
  25. 25. www.ArrowInternet.com.au What worked six Months Ago 25
  26. 26. www.ArrowInternet.com.au I just want us to be #1 for Life Insurance 26
  27. 27. www.ArrowInternet.com.au Panda Update 27
  28. 28. www.ArrowInternet.com.au 28
  29. 29. www.ArrowInternet.com.au My Links Hurt 29 http://chinese-version.com/Affiliate_n_link_Exchange.htm Bad http://www.i-newswire.com/Top-Brands/a109932 Good http://www.chinese-dtp.com/Affiliate_n_link_Exchange.htm Bad http://www.celerondude.com/shoutbox/?sb_page=500 Bad http://www.bellardoo.com.au/page.resourceslinks.html Bad http://www.iqpc.com/Event.aspx?id=365452 Good http://blogville.us/blog-custom.htm Good http://www.jennibmusic.com/tag/music-shop Good http://quliredahagu.atekbl.or.id/it-business-development-representative.php Bad
  30. 30. www.ArrowInternet.com.au Negative SEO 30
  31. 31. www.ArrowInternet.com.au What’s New 31
  32. 32. www.ArrowInternet.com.au Info graphics 32
  33. 33. www.ArrowInternet.com.au 33
  34. 34. www.ArrowInternet.com.au Value in Videos 34
  35. 35. www.ArrowInternet.com.au Authorship 35
  36. 36. www.ArrowInternet.com.au Micro Data 36
  37. 37. www.ArrowInternet.com.au Social Signals 37
  38. 38. www.ArrowInternet.com.au Cool Tools 38
  39. 39. www.ArrowInternet.com.au
  40. 40. www.ArrowInternet.com.au 40 Soovle.com
  41. 41. www.ArrowInternet.com.au 41
  42. 42. www.ArrowInternet.com.au 42
  43. 43. www.ArrowInternet.com.au Future-proof your website 43
  44. 44. www.ArrowInternet.com.au Remember 5Cs+1C 44
  45. 45. www.ArrowInternet.com.au My 3 Hats 45 The Creative Genius The Marketing Guru The Inspired Writer
  46. 46. www.ArrowInternet.com.au 46
  47. 47. www.ArrowInternet.com.au My 3 Hats 47 The Marketer The Creative The Writer
  48. 48. www.ArrowInternet.com.au The Marketer 48
  49. 49. www.ArrowInternet.com.au Keywords • Understanding keywords  Primary  Long tail  Supporting • How to perform Keyword Research 49
  50. 50. www.ArrowInternet.com.au New Google Keyword Planner • Search for ideas • Get Volumes • Get traffic estimates 50
  51. 51. www.ArrowInternet.com.au 51
  52. 52. www.ArrowInternet.com.au Keywords • Use of lateral thinking to drive traffic and sales • Use of Industry related words • Working with root words • Explore semantically related words • Build on Branded keywords to boost traffic (example ipad tablet) • Use of Informational keywords (ipad reviews) • Discover how to perform keyword trending 52
  53. 53. www.ArrowInternet.com.au The Marketer 53 The Terminology - Used / pre-owned The Stages in Buying Cycle – Consideration to Action The Competitive Landscape – USPs/ Offers
  54. 54. www.ArrowInternet.com.au 54
  55. 55. www.ArrowInternet.com.au 55
  56. 56. www.ArrowInternet.com.au My Keyword list 56 Keywords Rank Traffic bus sydney 14 12100 tours sydney Not in top 200 5400 bus hire sydney 3 3600 limo hire sydney 157 3600 limousine hire sydney 51 2400 bus rental 6 1900 airport transfers sydney Not in top 200 1600 sydney airport transfers Not in top 200 1600 Coach travel 6 1300 limo sydney 117 1000 Coach chrter 5 880 limousines sydney 76 880 bus wollongong 7 720 shuttle bus sydney airport 45 720 limousine sydney 67 590 sydney airport transfer Not in top 200 590
  57. 57. www.ArrowInternet.com.au The Designer 57
  58. 58. www.ArrowInternet.com.au The Design • Site Architecture  Usability  Call to Action  Hard and soft offers  Hierarchy or how many levels deep  Progressive Disclosure  Thematic Content Silos 58
  59. 59. www.ArrowInternet.com.au Page Layout 59
  60. 60. www.ArrowInternet.com.au 60
  61. 61. www.ArrowInternet.com.au 61
  62. 62. www.ArrowInternet.com.au Mobile Devices 62
  63. 63. www.ArrowInternet.com.au Keywords • Mirror the keyword research within the Site structure - Keyword rich navigation - Keyword rich internal links - Keyword rich folder structures, URLs and page names. 63
  64. 64. www.ArrowInternet.com.au Important SEO Tags 64
  65. 65. www.ArrowInternet.com.au The Writer 65
  66. 66. www.ArrowInternet.com.au Content Audit • Do you have content that does not serve any purpose. • Track content performance using Google Analytics content overview. 66
  67. 67. www.ArrowInternet.com.au Content Marketing 67
  68. 68. www.ArrowInternet.com.au 68

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