Vahe Arabian/ Online Marketing Works
SEO SECRETS
FOR STARTUPS
ABOUT ME
• Freelance SEO & principal SEO consultant for Online Marketing Works – helping
small businesses & enterprise cli...
AGENDA
THE SEARCH
ENGINE RESULTS
LANDSCAPE
STRATEGIC
SEO PILLARS
KEY SEO TASKS
COMMON SEO
MISTAKES
Q&A/CLOSING
REMARKS
STR...
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 potentiall...
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
...
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 ...
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...
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 st...
CASE STUDY – TAB BLOG POST
Creating content offering advice which is accessible via social media and a sites
existing loya...
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...
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 ...
Assessing Keyword Value – The Long Tail
Theory
Focus on the less
competitive long tail as
part of your keyword
strategy to...
TECHNICAL SEO
TECHNICAL SEO AREAS
• Search Traffic
• Crawl Stats & Errors
• Google Index
• Search Appearance
Site planning/keyword mappi...
CONTENT
CONTENT EDITORIAL CREATION &
DISSEMINATION PLAN
Create an editorial plan for consistency of content, capture your
ideas an...
EXTERNAL
LINKING
LINK BUILDING VS. EARNING TECHNIQUES
A “Link Earning” plan should be created in alignment with the
content plan for effect...
SOCIAL MEDIA
CONTENT CURATION & INFLUENCER OUTREACH
Sharing curated content to industry influencers and encouraging participation
in th...
LOCAL SEO
GOOGLE LOCAL + & OTHER BUSINESS DIRECTORY
SYNDICATION
Validate your offline physical presence to establish your online phy...
COMMON STARTUP SEO MISTAKES
FOCUS ON LINKS & KEYWORDS
DOING SEO LATER VS. NOW
• Traffic & conversions
• Potential earned links and
• Social connections
• Branding & future auth...
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...
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-...
ONLINE MARKETING WORKS OFFER
COMPLIMENTARY WEBSITE AUDIT CHECKLIST
& PHONE CONSULTATION
For the first 5 attendees only bef...
“As soon as I met Vahe I was immediately impressed by his knowledge of
online marketing and all the technical aspects.
Vah...
THANK YOU
@optimise_seo
http://www.onlinemarketingworks.com.au
au.linkedin.com/in/onlinemarketingvahe
vahe@onlinemarketing...
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Secrets of SEO for startups

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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

  1. 1. Vahe Arabian/ Online Marketing Works SEO SECRETS FOR STARTUPS
  2. 2. 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)
  3. 3. AGENDA THE SEARCH ENGINE RESULTS LANDSCAPE STRATEGIC SEO PILLARS KEY SEO TASKS COMMON SEO MISTAKES Q&A/CLOSING REMARKS STRATEGIC SEO SESSION
  4. 4. DEMISTIFYING SEO
  5. 5. SEO DOESN’T EQUAL JUST LINKS OR KEYWORDS Focus on quality and value, based on target audience expectations and needs
  6. 6. SEO ISN’T AN ALGORITHM CHASING GAME Less tactic focused and more business goal oriented with a strategic SEO approach
  7. 7. 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
  8. 8. WHY SEO IS IMPORTANT?? Traditional advertising methods have become limited in visibility yet still expensive in cost
  9. 9. What is SEO??
  10. 10. HOW DOES SEARCH WORK??
  11. 11. 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”
  12. 12. SEO SUCCESS PILLARS
  13. 13. CONTENT
  14. 14. SEO PILLAR – CONTENT ELEMENTS
  15. 15. 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
  16. 16. HTML OPTIMISATION
  17. 17. SEO PILLAR - HTML OPTIMISATON
  18. 18. NRMA Motorcycle Insurance HTML Op H1 Heading H2 Heading H3 Heading Title Tag Meta Description
  19. 19. NRMA Motorcycle Insurance HTML Op Title Tag Meta Description Title Tag
  20. 20. SITE ARCHITECTURE
  21. 21. SEO PILLAR - ARCHITECTURE Add: Is each page topic matching the correct website section theme?
  22. 22. 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
  23. 23. LINKS
  24. 24. SEO PILLAR - LINKS
  25. 25. CASE STUDY – TAB TRAVEL ITINERARY RESEARCH PR itinerary content creation and syndication Repurposed/Promoted
  26. 26. TRUST
  27. 27. SEO PILLAR - TRUST
  28. 28. SOCIAL
  29. 29. SEO PILLAR - SOCIAL
  30. 30. 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
  31. 31. 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
  32. 32. PERSONAL/TARG ET AUDIENCE
  33. 33. PERSONAL/TARGET AUDIENCE
  34. 34. 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
  35. 35. PRIORITISING YOUR SEO EFFORTS Apply a “30/70 Rule” in order to manage and maximise the impact of your SEO efforts
  36. 36. KEY SEO TASKS
  37. 37. KEYWORD RESEARCH
  38. 38. 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.
  39. 39. 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
  40. 40. TECHNICAL SEO
  41. 41. TECHNICAL SEO AREAS • Search Traffic • Crawl Stats & Errors • Google Index • Search Appearance Site planning/keyword mapping document Website design....
  42. 42. CONTENT
  43. 43. CONTENT EDITORIAL CREATION & DISSEMINATION PLAN Create an editorial plan for consistency of content, capture your ideas and for leveraging the right
  44. 44. EXTERNAL LINKING
  45. 45. LINK BUILDING VS. EARNING TECHNIQUES A “Link Earning” plan should be created in alignment with the content plan for effective website promotion
  46. 46. SOCIAL MEDIA
  47. 47. 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
  48. 48. LOCAL SEO
  49. 49. GOOGLE LOCAL + & OTHER BUSINESS DIRECTORY SYNDICATION Validate your offline physical presence to establish your online physical footprint.
  50. 50. COMMON STARTUP SEO MISTAKES
  51. 51. FOCUS ON LINKS & KEYWORDS
  52. 52. 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
  53. 53. NO SEO INTEGRATION INTO OTHER MARKETING EFFORTS
  54. 54. WEBSITE CLINIC SESSION
  55. 55. 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
  56. 56. SITE REVIEW EXAMPLE 1 - ARTFULY
  57. 57. SITE REVIEW EXAMPLE 2 - FINSURE
  58. 58. 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/
  59. 59. ONLINE MARKETING WORKS OFFER COMPLIMENTARY WEBSITE AUDIT CHECKLIST & PHONE CONSULTATION For the first 5 attendees only before October!!! Worth $500
  60. 60. “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”.
  61. 61. THANK YOU @optimise_seo http://www.onlinemarketingworks.com.au au.linkedin.com/in/onlinemarketingvahe vahe@onlinemarketingworks.com.au
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