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Secrets of SEO for startups
 

Secrets of SEO for startups

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Find out the 6 pillars of perfecting SEO for your business. ...

Find out the 6 pillars of perfecting SEO for your business.

Start by DEMISTIFYING SEO...

SEO DOESN’T EQUAL JUST LINKS OR KEYWORDS
SEO ISN’T AN ALGORITHM CHASING GAME

With industry recognised case studies and research, you'll be on your way to developing a future proof SEO plan for your online presence.

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    Secrets of SEO for startups Secrets of SEO for startups Presentation Transcript

    • Vahe Arabian/ Online Marketing Works SEO SECRETS FOR STARTUPS
    • ABOUT ME • Freelance SEO & principal SEO consultant for Online Marketing Works – helping small businesses & enterprise clients improve organic visibility for more qualified visitors. • In the SEO industry (both part-time & fulltime for 4 years) • Past consultant & SEO professional in media communications/SEO agencies or small business company with either established or new SEO offerings. • Online Marketing Certified Professional (OMCP)
    • AGENDA THE SEARCH ENGINE RESULTS LANDSCAPE STRATEGIC SEO PILLARS KEY SEO TASKS COMMON SEO MISTAKES Q&A/CLOSING REMARKS STRATEGIC SEO SESSION
    • DEMISTIFYING SEO
    • SEO DOESN’T EQUAL JUST LINKS OR KEYWORDS Focus on quality and value, based on target audience expectations and needs
    • SEO ISN’T AN ALGORITHM CHASING GAME Less tactic focused and more business goal oriented with a strategic SEO approach
    • ORGANIC SEARCHES ROLE IN THE CUSTOMER JOURNEY Co optimising other channels in alignment with organic search can potentially reinforce website messaging hence encourage further organic search conversions
    • WHY SEO IS IMPORTANT?? Traditional advertising methods have become limited in visibility yet still expensive in cost
    • What is SEO??
    • HOW DOES SEARCH WORK??
    • UNIVERSAL SEARCH RESULTS The Search Landscape - What is SEO? WEBSITES NEWS REVIEWS WIKIPEDIA VIDEO IMAGES KNOWLEDGE GRAPH RELATED SEARCHES “SEO is the process of improving your website visibility for search engines by answering users queries using information of value and effectively promoting it”
    • SEO SUCCESS PILLARS
    • CONTENT
    • SEO PILLAR – CONTENT ELEMENTS
    • HARVEY NORMAN BUYING GUIDE: 3D TV Harvey Norman’s buying guide provides an introduction to 3D TV’s capturing users in the research search purchase lifecycle phase
    • HTML OPTIMISATION
    • SEO PILLAR - HTML OPTIMISATON
    • NRMA Motorcycle Insurance HTML Op H1 Heading H2 Heading H3 Heading Title Tag Meta Description
    • NRMA Motorcycle Insurance HTML Op Title Tag Meta Description Title Tag
    • SITE ARCHITECTURE
    • SEO PILLAR - ARCHITECTURE Add: Is each page topic matching the correct website section theme?
    • CASE STUDY - PAYLESS REMOVALS Home Furniture Removals Piano Removals Sutherland Shire Removals Cronulla Wollongong Western Sydney Removals Parramatta Penrith Developing a lean architecture to allow the least possible clicks back to the root directory will help prioritise and make site pages more crawlable
    • LINKS
    • SEO PILLAR - LINKS
    • CASE STUDY – TAB TRAVEL ITINERARY RESEARCH PR itinerary content creation and syndication Repurposed/Promoted
    • TRUST
    • SEO PILLAR - TRUST
    • SOCIAL
    • SEO PILLAR - SOCIAL
    • CASE STUDY – caribBEING Social Media Sharing Topical content creation powered with social media sharing that results in strong social proof can result in influencing search rankings
    • CASE STUDY – TAB BLOG POST Creating content offering advice which is accessible via social media and a sites existing loyal followers can result in potential spikes in overall traffic
    • PERSONAL/TARG ET AUDIENCE
    • PERSONAL/TARGET AUDIENCE
    • MY LITTLE CUPCAKE – LOCAL REVIEWS Being the local neighborhood “go to service or store” and developing strong testimonials is a quick win for developing an online local search presence
    • PRIORITISING YOUR SEO EFFORTS Apply a “30/70 Rule” in order to manage and maximise the impact of your SEO efforts
    • KEY SEO TASKS
    • KEYWORD RESEARCH
    • TOOL – GOOGLE KEYWORD PLANNER Mapping and creating website pages/content based on relevant keyword research will help you match user intent to answer users queries and validate your priorities/hypothesis.
    • Assessing Keyword Value – The Long Tail Theory Focus on the less competitive long tail as part of your keyword strategy to capture people in the buying/consideration stage of the cycle
    • TECHNICAL SEO
    • TECHNICAL SEO AREAS • Search Traffic • Crawl Stats & Errors • Google Index • Search Appearance Site planning/keyword mapping document Website design....
    • CONTENT
    • CONTENT EDITORIAL CREATION & DISSEMINATION PLAN Create an editorial plan for consistency of content, capture your ideas and for leveraging the right
    • EXTERNAL LINKING
    • LINK BUILDING VS. EARNING TECHNIQUES A “Link Earning” plan should be created in alignment with the content plan for effective website promotion
    • SOCIAL MEDIA
    • CONTENT CURATION & INFLUENCER OUTREACH Sharing curated content to industry influencers and encouraging participation in their community can be the first step towards developing authority/networks using “social signals” and potential future earned links
    • LOCAL SEO
    • GOOGLE LOCAL + & OTHER BUSINESS DIRECTORY SYNDICATION Validate your offline physical presence to establish your online physical footprint.
    • COMMON STARTUP SEO MISTAKES
    • FOCUS ON LINKS & KEYWORDS
    • DOING SEO LATER VS. NOW • Traffic & conversions • Potential earned links and • Social connections • Branding & future authority • Retrofitting SEO into existing business processes and additional effort for exponential growth
    • NO SEO INTEGRATION INTO OTHER MARKETING EFFORTS
    • WEBSITE CLINIC SESSION
    • FOOT VIEW APPROACH 1000 Foot- Search Results • Search for the broadest term and analyse the SERP’s • Identify the maturity of the search engine results page, trends and the key verticals • Identify major competitors and record names for competitors for further analysis 100 Foot – Overall Website • Review the overall design of the website – flow and point to conversion • Check for common spam/duplication, technical SEO errors 10 Foot –The Webpage • Review and identify website key categories • Review on-page elements and content pages • Evaluate site structure and how all pages connect from the home to the lowest level sub page • Evaluate URL structure 1 Foot – Individual Content Pieces • Identify which site page content already satisfies demand • Identify which content is linkable (to use of earned linking) • Identify content gaps to satisfy demand
    • SITE REVIEW EXAMPLE 1 - ARTFULY
    • SITE REVIEW EXAMPLE 2 - FINSURE
    • FURTHER SEO RESOURCES THE BEGINNERS GUIDE TO SEO GOOGLE’s SEO STARTER GUIDE GUIDE TO SEO TESTING http://moz.com/beginners- guide-to-seo https://static.googleusercontent.com/extern al_content/untrusted_dlcp/www.google.com /en//webmasters/docs/search-engine- optimization-starter-guide.pdf http://www.gshiftlabs.com/10-seo- metrics-every-organization-needs-to- measure/ SEO MEASUREMENT METRICS http://blog.kissmetrics.com/ guide-to-seo-testing/
    • ONLINE MARKETING WORKS OFFER COMPLIMENTARY WEBSITE AUDIT CHECKLIST & PHONE CONSULTATION For the first 5 attendees only before October!!! Worth $500
    • “As soon as I met Vahe I was immediately impressed by his knowledge of online marketing and all the technical aspects. Vahe has demonstrated innovative ideas and helped Ozzy Tyres in growing and protecting its market share and I wish him all the best in other business endeavours and pursing his life goals!” ONLINE MARKETING WORKS TESTIMONIALS “Vahe was the first to respond to our project post, and has devoted hours upon hours to provide us with keyword research, a site audit, meta-tagging, and overall SEO strategy for the past few months. Vahe was extremely professional, and eager to teach us how to do SEO the right way, even though we are a small nonprofit. In short, we are very lucky to have worked with him”.
    • THANK YOU @optimise_seo http://www.onlinemarketingworks.com.au au.linkedin.com/in/onlinemarketingvahe vahe@onlinemarketingworks.com.au