How to get your first thousand customers with SEO - Singapore Startup Marketing Meetup

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The audience slides for the talk "How to get your first thousand customers with SEO" at the Singapore Startup Marketers' Meetup by Wei Leen (@ngweileen) of Lean Metrics.

The audience slides for the talk "How to get your first thousand customers with SEO" at the Singapore Startup Marketers' Meetup by Wei Leen (@ngweileen) of Lean Metrics.

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  • ----- Meeting Notes (4/8/14 10:58) -----
    quick show of hands, who is responsible for seo at your company today?

  • Started at the beginning of May 2013, and was the subject of several different types of marketing to promote it
    This evening I will discuss the various marketing tactics we used and their relative effectiveness, culminating in how to use SEO to achieve the best results.

  • ----- Meeting Notes (4/8/14 10:58) -----
    Convenient that we have types of marketing segmented by date range so we can see their varying levels of effectiveness
  • We put the youtube videos on the blog, and in newsletters that we sent out to subscribers.
    We even created special pages for father’s day and champagne delivery
    How did it do?

  • ----- Meeting Notes (4/8/14 10:58) -----
    Youtube is where I subjected the world to my rants about wine.
  • http://us4.campaign-archive2.com/?u=14902ca9b9dfef8207625075d&id=a897e44ca6&e=[UNIQID]

  • Where was all the organic traffic coming from? You can’t see keyword data anymore in Google Analytics, but you can see what pages got traffic, and infer from there
  • This chart from Moz.com shows that there was a dramatic increase in organic search traffic since Oct 2013
  • If somebody asked me in early December what were we doing that was working, this is the professional answer I would give
  • The best for identifying SEO problems, which are very common
  • Google gives this page a really harmless sounding title, but they could call it “money leaks” without exaggeration
  • Proof that you don’t have to be a YouTube star to benefit
  • This is a very basic list. You can do much more and none of these require amazing writing skills, graphic design, speaking skills etc. All you need is a computer, internet connection and some time.
  • You don’t need to be terribly sophisticated with the blogs. Show winesingapore.wordpress.com as example.

Transcript

  • 1. SEO to your first 1000 customers A case study of http://bottlesofjoy.com
  • 2. A word about SEO ethics • SEO itself is manipulation of your website to rank well on search engines • Google is not consistent in it's application of guidelines, so why obey their rules? • Everybody is doing it, so why not me? • I just care about results, • I draw the line at legally permitted activities 2
  • 3. Everyone gets penalized • eBay loses 80% of its organic search engine rankings (Wordstream) • 10 big brands like BBC, Mozilla, Washington Post that were penalized by Google. (link) • Google penalizes itself for violating its own guidelines. (link)
  • 4. 4
  • 5. Marketing • SEM May 2013 – Jul 2013 • Content Marketing Jul 2013 – Dec 2013 • SEO Dec 2013 – Present 5
  • 6. SEM 6
  • 7. Content Marketing 7
  • 8. Content Marketing 8
  • 9. Newsletter 9
  • 10. Google Analytics 10
  • 11. Organic traffic chart 11
  • 12. Jackpot 12
  • 13. Keyword #2 Keyword: Wine Delivery 13
  • 14. We have conversions?! 14
  • 15. Use Google Products 15
  • 16. Google Authorship 16
  • 17. Google Webmaster Tools 17
  • 18. SEO problems revealed 18
  • 19. YouTube 19
  • 20. SEO: very strange 20
  • 21. Web 2.0 Backlinks 21
  • 22. Wine store on Blogger 22
  • 23. Create Landing Pages 23
  • 24. Our Best Landing Page 24
  • 25. SEO things that work! • Use Google Products • Google Webmaster Tools • Google Plus (set up Google Authorship) • YouTube • Get backlinks from the biggest websites • Facebook page • Wordpress, Blogger, Tumblr • Landing Pages • SEO specific landing pages (ie. Shopify Collections Pages) • Unbounce.com • Tracking Tools • Moz.com • Majesticseo.com • Ahrefs.com • SEO SERP Workbench (Chrome) 25
  • 26. SEO things that work! • Use Google Products • Google Webmaster Tools • Google Plus (set up Google Authorship) • YouTube • Get backlinks from the biggest websites • Facebook page • Wordpress, Blogger, Tumblr • Landing Pages • SEO specific landing pages (ie. Shopify Collections Pages) • Unbounce.com • Tracking Tools • Moz.com • Majesticseo.com • Ahrefs.com • SEO SERP Workbench (Chrome) • Additional SEO tools (link)
  • 27. Sample SEO checklist Website Username Password Backlink Anchor text Wordpress pizzaguy5 Sumpaswerd http://mypizz aco.com/cateri ng.html Pizza catering Blogger Tumblr Youtube
  • 28. Where we are (June) • Google Organic (omitting other traffic sources) • 431 sessions in Google Analytics • SGD$2905.2 revenue • 17 transactions • Average Order Value SGD$172.78 • Ecommerce conversion rate 3.94% • Per session value SGD$6.74 28
  • 29. Thank You for listening Keep in touch http://leanmetrics.io/blog/ Tweets: @ngweileen 29