The Keywords to Get Your Business Found Online


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Learn how to attract targeted buyers to your website through effective keyword research and website optimization. Don't let a bad SEO decision set you back months or even years - get a digital dashboard in place to monitor your SEO and Social Media so you know where to spend your time and energy finding the right customers with their wallets 1/2 out!

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  • The amount of visitors your website can attract from your online marketing activities
  • How much value the website can generate from it’s customers
  • If you can improve in any one of these 3 areas your site will be more successful, but the real power comes when you improve in each of the areas simultaneously.
  • Everything in marketing is a test
  • A good place to start creating your own digital marketing plan is with our online marketing health check -
  • Once you have identified who your main competitors are take a look at the page titles and descriptions they are using for their website and compare those to yours. To do this type in site:theirwebsite.comYou can see it lists all the pages Google has indexed for their domain nameAre they more descriptive and enticing than yours? Do they contain keywords in the title and descriptions.
  • This slide is used for the next 3 items. Check your website to see if :You have at least 20 pages of targeted contentYour top category or hub pages have more than 400 words of contentYou single topic pages have 400 words andEach page has a keyword rich link pointing to it. regularly receive compliments from customers At this point you may be thinking - “But I have 30 pages of content on my website and Google has only indexed ½ of it, what can I do!”Use unique content - Make sure all your content is at least 25% different to other content on the internet, and preferably at least 50% different. Get more links to your site - The more good links you have to your site, the more "energy" the search engine spiders will have to explore your pages. You can tell how strong your links are by looking at your Page Rank. The higher your Page Rank, the more chance that the spiders will go deeper into your site.Get links to your internal pages - Rather than just having every link pointing at your home page, try getting links that point to your internal pages as well. This is called "deep linking" and it's a very useful strategy. Think of it this way: instead of just opening your front door (and only getting as far as your living room), deep-linking means the spiders will also try the back door, the laundry window and even the toilet window! They'll see a lot more of your house as a result!
  • Tip: You don’t need as many links as your competitor but they DO have to be higher quality links (E.g. Relevant, Trusted & authority sites such as Tourism Queensland).Use the compare competition button in SEO Book toolbar to see all the links
  • Using your competitive analysis from Phase 1 use or to see where you competitors are getting links from and try and secure similar links. Even adding one quality link to your website per week can make a significant difference over the course of 6-12 months. Of course it depends on your level of competition for the keyword phrase you are chasing. You could also pay an SEO company to link build for you.
  • The Keywords to Get Your Business Found Online

    1. 1. The<br />to getting found online<br />Adam Wallace, Director, October 2011<br />Image: Flickr/rays of light/ SpecialKRB<br />
    2. 2. What you will learn in the next 2 hours<br />Three factors that will increase your website revenue<br />Five things you should be able to answer about your online marketing<br />The four corner stones to profitable keywords<br />How to perform basic keyword research<br />How to optimise your website for these keywords<br />Tools that can help speed up the process<br />Solutions for monitoring performance and identifying opportunities<br />
    3. 3. Didn’t you have<br />a business to run?<br />I’ve got more ROI<br />Pick me<br />I’m the cool kid<br />Imgae:Flickr/Confused/Kristian D.<br />
    4. 4. Don’t you wish you had one of these...<br />SEO ALERT!<br />Poor Keyword choice<br />Your are missing out of 567 targeted visitors! <br />Route recalculation...<br />Well guess what...<br />
    5. 5. Client Hidden<br /> A Digital Dashboard like this<br />Is easy to setup & will put you <br />back in control<br />Client<br />Keywords<br />Hidden<br />But lets back it up a step...<br />
    6. 6. 3<br />Online Marketing in 3 words<br />BUY<br />
    7. 7. 3<br />Discover three factors<br />That will determine if your website will<br />
    8. 8. Factor 1. <br />The amount of people your website attracts<br />
    9. 9. Factor 2. <br />How many you convert to sales<br />$<br />$<br />$<br />$<br />
    10. 10. Factor 3. <br />The value can you generate per customer<br />$<br />$<br />$<br />$<br />
    11. 11. Recap: 3 website factors to increase profit<br />1. Attract more website visitors<br />2. Improve your conversation rate<br />3. Increase the average customer value<br />
    12. 12. There’s a <br />problem<br />small<br />
    13. 13. we create as much information in<br />two days now<br />as we did from the dawn of man<br />through to 2003<br />Eric Schmidt – CEO Google<br />Image:Flickr/Confused/Kristian D.<br />
    14. 14. ATTENTION!<br />Is in very shortsupply.<br />(And if that wasn’t enough, Google changes it’s algorithm 150+ times per year!)<br />
    15. 15. You need 3 things<br />Action plan<br />To cut through<br />Focus<br />Persistence<br />The NOISE<br />
    16. 16. This might<br />hurt<br />A little..<br />Image: Flickr/Beaker!/hyku<br />
    17. 17. Recommended<br />Get a Digital Marketing Plan!<br />Source:<br />
    18. 18. 5 Things You Should Know About Your Online Marketing<br />What Keywords Are You Ranking For And Are These Of Value?<br />2. What Is The Conversion Rate Of Your Website?<br />3. How Much Organic Non-Branded Traffic Is Your Website Receiving?<br />4. What Is Your Current Cost Per Acquisition (CPA)?<br />5. Do You Have A Social Media Presence?<br />
    19. 19.
    20. 20. Search Engine Marketing <br />PAID SEARCH<br />~20% of clicks<br />Organic / Free Search<br />~80% of clicks<br />
    21. 21. The Relationship Between SEO and SEM<br />SEM<br />SEO<br />Source:<br />
    22. 22. How Much is a Google Top Spot Worth? <br />Moving up to the top spot in Google from second or third could triple visits to your website!<br />Image: Flickr/ Aussie money notes/ vagawi <br />
    23. 23. Keyword Targeting<br />“It’s the little things that are most important. Little things make big things happen” - John Wooden<br />
    24. 24. High converting website keys<br />10%<br />45%<br />Ready to buy...we want this guy >><br />
    25. 25. 4 Cornerstones of Keyword Research<br />1. Good search volume<br />2. Commercial value – (Use AdWords CPC)<br />3. Low enough competition<br />4. High commercial intent (is someone actually looking to buy)<br />Image: Flickr/ Aussie money notes/ vagawi <br />
    26. 26. Keyword Research Framework<br />
    27. 27. Sources for Keywords<br />Your Google Analytics account – How to extract all keywords<br />Your Competitors website<br />Google AdWords<br />Google Insights for Search<br /><br /><br /><br />Your customers<br />Flickr/ Waterfall/ rmuilwijk<br />
    28. 28. Review page titles and descriptions<br />Check out your competitors<br /><br />Page Title<br />Page Description<br />
    29. 29. Do your competitors run paid search Ads?<br />Check out their AdWordkeywords<br />and the duration the Ad has been running = $<br />
    30. 30. Use Google AdWords to generate keywords <br />
    31. 31. Keyword Pad to Filter Keywords<br /><br />
    32. 32. Consolidate your top keywords and weight them<br />You will need to software to properly work out the level of difficulty to rank for a keyword<br />
    33. 33. Determining how hard it is to rank for a keyword<br />To estimate keyword difficulty, you will want to know as a minimum:<br /><ul><li>The number competing web pages
    34. 34. The top ten search results
    35. 35. The number of external links and the number of root domains pointing links to each ranking page
    36. 36. Page Authority and Domain Authority of each ranking page
    37. 37. The general level of on-page optimization for each ranking page</li></ul>Consider investing in an SEO tool or using a SEO agency to assist with this process. Two paid tools are:<br /><br /><br />OR search Google for “free keyword difficulty check” <br />
    38. 38.
    39. 39. Map each keyword to a page<br />
    40. 40.
    41. 41. Optimising your content<br />Keyword must appear in the title tag in the starting headline. <br />Keyword must appear in the URL.<br />Keyword must appear in H1,H2 and H3 tags.<br />Keyword must appear in the first sentence.<br />Keyword must appear in the last sentence.<br />Keyword must appear 2% to 4% of the time.<br />At least ONE outbound link to internal page with Keyword as anchor text. <br />At least ONE outbound link to reputable external page such as Wikipedia.<br />Remove all junk and unrelated outbound links.<br />Add at least 1 image with ALT text set to keyword. <br />Have BOLD, Italicand underline of keywords. <br />Nothing less than 500 words of relevant content.<br />
    42. 42. Source: “Complete SEO Guide” Infographic from<br />
    43. 43. Use Software to help you optimise your page <br />WP SEO for WordPress<br />
    44. 44. How does your website score per page?<br />90% of small businesses don’t do this...<br />which makes things easier for you <br />
    45. 45. Client Hidden<br />Use a Digital Dashboard to decide what to focus on<br />----------- Brisbane<br /><ul><li>Very targeted Local keyword? - Yes(you’ll have to trust me on that one)
    46. 46. Traffic potential? –Opportunity a #1 position could bring in 36% of 880 = 316 visitors or 532% increase! (Currently only receiving 50 visits for a #4 spot)
    47. 47. Low bounce rate? – Yes
    48. 48. Good on page optimisation? – Yes
    49. 49. No back links for keyword- Problem</li></ul>Solutions (all from one keyword): <br />1. Start linking building for that keyword and further improve on page optimisation.<br />2. Split test the page to look for opportunities to increase conversion rates<br />
    50. 50.
    51. 51. Did you read this bit?<br />Keyword rich links<br />Source: “Complete SEO Guide” Infographic from<br />
    52. 52.
    53. 53. Sources for links<br />Source: “Complete SEO Guide” Infographic from<br />
    54. 54. What anchor text is being used for each link?<br />Link on your target keyword phrases<br />Your Website<br />People linking to you<br /><br />Beach caravan park<br />What links do your competitors have? Find out -<br />Don’t over do it – keep it natural looking<br />
    55. 55. Link Building (Off Page SEO)<br />Find those inbound links<br />Useful indicator to see the links you need to outrank a competitor for a keyword<br />What keyword anchor text is being used (none in this case)<br /><br />
    56. 56. It’s worth staying above the line<br />Source: “Complete SEO Guide” Infographic from<br />
    57. 57. http://www.MyWebSchool.comfor help and training<br />1<br />2<br />3<br />
    58. 58. Connect with me!<br /><br /><br /><br /><br />Photo: Flickr/Thank You/ eunmind<br />