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SEO for the CEO of 2013
Presented by:
Jasmine Batra
Arrow Internet Marketing
www.ArrowInternet.com.au

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Conversion Optimisation
Google Ad words
Advanced Analytics
Social Media
Reputation Management
Search Engine Optimisation
www.SearchEngineRankings.com.au

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What we will Cover?
• The 5 Steps to Top Google Rankings
• Content : The Timeless SEO Classic
• What worked 6 months ago ..
• Recent Updates 2 weeks ago
• Checklist & Action Items
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How search Engines work?
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What are the Steps?
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Steps to Top Rankings
C______
C_ _ _ _ _ _ _ _ _
C__________
C____ C___
R______C_
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1. Relevance to user query
Its about Location, Location , Location
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The Basics
Have Key phrases in
 Navigation items
 Title tags
 Description tags
 Image tags
 Hyperlinks
 Throughout the content
 Headlines
 First and last Paragraph
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Buried down under
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Looking for Match
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2. Code: What Lies behind
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Actual Site
WWW.SEARCHENGINERANKINGS.COM.A
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Google’s view
<META NAME="ROBOTS"
CONTENT="NONE">
WWW.SEARCHENGINERANKINGS.COM.A
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Check how clean is the code
http://validator.w3.org/
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3. Credibility or Link Popularity
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The power of links
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Simulation of Popularity
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4. Conversions and Engagement
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Customer Journey
& Usability
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5. Content Matters
Original
Optimised
Credible Friendly
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Content includes
Web Rich
Content
Copy Media
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Content Creation Ideas
That are ALSO effortless
1. What you know
2. Interviews
3. Weekly / Monthly News Roundup
4. Your take-aways from an industry event
5. Answering Recognised Industry problem
6. Showcasing your knowledge with Video Tutorials
7. Personal Stories & Failures
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Steps to Top Rankings
C ontent
Conversions
Credibility
Clean Code
Relevance
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My 3 Hats
The Creative Genius
The Marketing Guru
The Inspired Writer
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My 3 Hats
The Marketer
The Creative
The Writer
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The Marketer
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Keywords
• Understanding keywords
 Primary
 Long tail
 Supporting
• How to perform Keyword Research
• Keyword research using Google data
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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
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The Marketer
The Terminology - Used / pre-owned
The Stages in Buying Cycle – Consideration to
Action
The Competitive Landscape – USPs/ Offers
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My Keyword list
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 charter 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
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Keyword Tools
http://www.googlekeywordtool.com/
http://www.soovle.com
http://mergewords.com/
www.google.com/trends/
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The Designer
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The Design
• Site Architecture
 Usability
 Call to Action
 Hard and soft offers
 Hierarchy or how many levels deep
 Progressive Disclosure
 Thematic Content Silos
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Page Layout
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Keywords
• Mirror the keyword research within the Site structure
- Keyword rich navigation
- Keyword rich internal links
- Keyword rich folder structures, URLs and page
names.
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Important SEO Tags
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Ranking Factors
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Ranking Factors -2011
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Ranking Factors -2012
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What worked six Months Ago
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I just want us to be #1 for
Life Insurance
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Spun Articles
Most people sleep at night. you can buy
cheap blankets at shops. A blanket keeps
you warm at night. you can also buy a
wholesale heater. It produces more warmth
and you can just turn it off in summer when
you are going on france vacation.
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What’s New
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Info graphics
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Value in Videos
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Authorship
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Authorship
Person Schema Code combined with Google+
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Above the fold
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The EMD Update
GeelongDentist.com.au
GeelongDentalcare.com.au
GeelongDental.com.au
DentistGeelong.com
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Google Now targeting…
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Negative SEO
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Social Share
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Future-proof your website
Invest in Quality Content Creation
Use as many keywords as you would naturally use
Eliminate Duplicate content
Build Website Authority
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Content Marketing is the
NEW SEO
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The Writer
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Content Audit
• Do you have content that does not serve any
purpose.
• Track content performance using Google Analytics
content overview.
www.ArrowInternet.com.au

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Micro Data
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Social Sharing
•Websites with weak social profiles saw a 19.5 %
reduction in organic traffic.
•Websites with strong social profiles saw a 42.6%
increase in organic traffic.
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Content Marketing
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Approach
Segmenting Targeting Positioning
Grouping of Mapping Placing of selected
selected Pages to phrases on target
keywords. Phrases. pages.
www.ArrowInternet.com.au

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Segmenting
• Even if your product has universal appeal, recognize
subgroups of audience and target separately.
• Speak to the defined market
• Are you sitting on a goldmine of undiscovered
positioning opportunities?
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Targeting
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Positioning
• A broad-based keyword strategy allows your site to
position well for a number of key-phrases – not just
one or two.
• FAQ pages.
• About us page.
• Press releases.
WWW.SEARCHENGINERANKINGS.CO
www.ArrowInternet.com.au
M.AU

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Content Marketing
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SEO Content & Sales Cycle
Generic Home
Brand Category
Level
Make and
model
Product
pages
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Examples
A luxury accommodation in Gold Coast.
TARGET KEYWORDS: Holiday accommodation
Gold coast, luxury holiday gold coast.
H1 - Welcome to Ivory Palms
H2- None
H1-Luxury holiday accommodation in Gold Coast
H2-Enjoy Gold Coast in the lap of luxury
www.ArrowInternet.com.au

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Examples
Stuffing keywords into your content will impact user
experience and result in penalties from the search
engines.
TARGET KEYWORDS: ‘life insurance quotes’ , ‘life
insurance online’ and ‘free life insurance’
Get Life insurance online. We provide life insurance
quotes online. For free life insurance quotes …..
‘Get free life insurance quotes online’
www.ArrowInternet.com.au

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Product pages
Keyword rich
content that the
search engines
will love.
Resources page –
buying guide ,
how-to articles,
tips
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Data Driven Decision Making
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Link Diversity
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Mobile Devices
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Usability
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Cool Tools
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Soovle.com
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Thanks & Stay Connected
www.ArrowInternet.com.au
@seosecrets
seoaustralia
/ArrowInternetMarketing
/SEO-Blog
www.ArrowInternet.com.au