SEO for the CEO 2013

Arrow Internet Marketing
Arrow Internet MarketingArrow Internet Marketing
SEO for the CEO of 2013

         Presented by:
         Jasmine Batra
    Arrow Internet Marketing
Conversion Optimisation
Google Ad words
Advanced Analytics
Social Media
Reputation Management
Search Engine Optimisation

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


How search Engines work?

What are the Steps?

Steps to Top Rankings

                   C_ _ _ _ _ _ _ _ _


     C____               C___

1. Relevance to user query

Its about Location, Location , Location


The Basics
Have Key phrases in
   Navigation items
   Title tags
   Description tags
   Image tags
   Hyperlinks
   Throughout the content
   Headlines
   First and last Paragraph


Buried down under

Looking for Match

2. Code: What Lies behind

Actual Site

Google’s view

Check how clean is the code


3. Credibility or Link Popularity


The power of links

Simulation of Popularity

4. Conversions and Engagement


Customer Journey
   & Usability

5. Content Matters



   Credible               Friendly

Content includes

Web              Rich
Copy             Media


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


Steps to Top Rankings
                         C ontent



      Clean Code

My 3 Hats

The Creative Genius
The Marketing Guru
The Inspired Writer


My 3 Hats

The Marketer

The Creative

The Writer


The Marketer

• Understanding keywords

   Primary

   Long tail

   Supporting

• How to perform Keyword Research

• Keyword research using Google data
• 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

The Marketer
The Terminology - Used / pre-owned
The Stages in Buying Cycle – Consideration to
The Competitive Landscape – USPs/ Offers


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


Keyword Tools


The Designer

The Design
• Site Architecture
   Usability
   Call to Action
   Hard and soft offers
   Hierarchy or how many levels deep
   Progressive Disclosure
   Thematic Content Silos


Page Layout

• Mirror the keyword research within the Site structure

     - Keyword rich navigation

     - Keyword rich internal links

     - Keyword rich folder structures, URLs and page

Important SEO Tags

Ranking Factors

Ranking Factors -2011

Ranking Factors -2012

What worked six Months Ago

I just want us to be #1 for
Life Insurance


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.


What’s New

Info graphics

Value in Videos


Person Schema Code combined with Google+


Above the fold

The EMD Update


Google Now targeting…

Negative SEO

Social Share

Future-proof your website
Invest in Quality Content Creation
Use as many keywords as you would naturally use
Eliminate Duplicate content
Build Website Authority


Content Marketing is the
      NEW SEO

The Writer

Content Audit
• Do you have content that does not serve any
• Track content performance using Google Analytics
  content overview.

Micro Data

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.


Content Marketing


 Segmenting           Targeting            Positioning

Grouping of     Mapping                  Placing of selected
selected        Pages to                 phrases on target
keywords.       Phrases.                 pages.

• 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?


• 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.

Content Marketing

SEO Content & Sales Cycle

Generic                              Home
Brand                                Category
 Make and

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

Stuffing keywords into your content will impact user
  experience and result in penalties from the search

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’

Product pages
Keyword rich
content that the
search engines
will love.

Resources page –
buying guide ,
how-to articles,

Data Driven Decision Making

Link Diversity

Mobile Devices


Cool Tools


Thanks & Stay Connected





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SEO for the CEO 2013

Editor's Notes

  1. Let’s start with a show of hands, how many of us have put some time and effort in getting the ranking. Keep your hands up if you have had reasonable success. Leave your hands up if you have seen big fluctuations in the rankings. Leave your hands up if you fee you are taking one step forward and two backwards.For the next 30 mins, I will be talking about one of the critical Over the past few years I have worked on 100s of websites from large information websites running into 30K pages to lead generation sites. Why is content important?
  2. I often have these conversations with business owners and marketing managers on how Google works. The biggest problem is that I often find these myths guiding both decisions and budgets.  Let’s look at some of the most common that I hear.
  3. ExerciseRelevance, Clean Code, Credibility, Conversions, Content
  4. Tip# Making the most of un-utilised pages like FAQs, About us, Contact us etc
  5. Votes..democrarcy
  6. With the EMD update Google bot will be periodically “scanning” Google’s index for spammy domain names. It is predicted we’ll soon see the SERPs populated with more relevant and high-quality websites.
  7. n times of Google Instant Preview you must have a good design!
  8. Understanding Intent Avoiding Distraction
  9. Understanding Intent Avoiding Distraction
  10. Catch their eye, tell them why, lead them to buy
  11. 8.9% text to html ratio
  12. Mention the problemAgitate the problemInvalidate all solutions but yoursOffer your solutionAmplify the desire
  13. ,Google are making it harder and harder for small businesses with &quot;brochure&quot; sites to show anywhere in the SERPS without have a Google Places page and a Plus account and a Facebook account and so on. A lot of small businesses don&apos;t have the time or the know-how to do social marketing and to churn out blog posts every few weeks and have very little &quot;newsworthy&quot; output for a blog post or even a tweet that will get shared. Offer a downloadablepdf of your product catalog            Create a simple, concise features &amp; benefits fact sheet for each of your products Offer a printable coupon or special offer via your blog Create guidebooks that illustrate how to use your product, e.g., how to strip wallpaper in half the time, Develop an online ROI calculator prospects can use to determine the potential your product represents. Choose
  14. ExerciseRelevance, Clean Code, Credibility, Conversions, Content
  15. Going after Trophy keywords can be self defeating
  16. Pre owned , prestige vehicle , used cars , luxury cars, [photo] is the most searched qualifier for [id badge], followed by [employee], [company], [custom] and [security]. But it’s not just the number of competitors, it’s also the strength of the competitors that matters as well.
  17. Five top phrases you should aim for, combinations, stages,
  18. Both strategic and technical advice &amp; give you more than just action items . Better to go deeper and give more options in deeper sections than at the top level. Keep the choices a user has to make as few as possible.
  19. These alternative variations are often less competitive than the more searched root phrases, but can yield significant traffic in a fraction of the time and then “stem” into other related mid-tail and long-tail keyword variations. More sites that link to a page or a website with a cluster of keywords represented by the on page content equivalents score a higher degree of relevance than websites who ignore these metrics and (a) do not use relevant internal links or (b) gain inbound links from outside sources to the website to increase relevance score.
  20. on’t use the EXACT same anchor text everywhere on your website. This can sometimes be seen as search engine spam too.
  21. . Google is expecting to see a mix of anchor text variation. Brand based links. URL links. Mixing the anchor text to will ensure that the links are not devalued by Google or worse penalised.
  22. It is about data visualisation..Telling Stories with Data..
  23. got married in January 2011,
  24. Video Search Engines Improves engagement, time on site, Referral Traffic from You Tube. Channel has had 50000 plus views
  25. Financial Planning Advice.Link your Google+ profile to the content you create. You can link content you publish on a specific domain (such as to your Google+ profile.Sign up for Google+ and create a Google+ profile.Make sure you have a profile photo with a recognizable headshot.Make sure a byline containing your name appears on each page of your content (for example, &quot;By Steven Levy&quot;).Make sure your byline name matches the name on your Google+ profile.Verify you have an email address (such as on the same domain as your content. (Don&apos;t have an email address on the same domain? Use this method to link your content to your Google+ profile)Return to this page and enter your email address.
  26. Page Layout #2 — October 9, 2012Google announced an update to its original page layout algorithm which targeted pages with too many ads above the fold. It&apos;s unclear whether this was an algorithm change or a Panda-style data refresh.
  27. With the EMD update Google bot will be periodically “scanning” Google’s index for spammy domain names. It is predicted we’ll soon see the SERPs populated with more relevant and high-quality websites. No pattern of the size of the drop has been observed, but it has been reported that many sites have seen a sharp drop in ranking; one went from #3 to #183ogle probably uses the same trust indicators as it uses for any other website: links and social signals. Additionally, Google is getting better at determining whether onsite content is low quality or high quality without any other trust indicators
  28. 3 page …and it seems replace Al dentist with Dentist Geelong In this section of Dentist Geelong,
  29. The idea behind negative SEO is that rather than doing good, positive things that will promote signals in the search engines that bump up your rankings, there are ways to do bad, terrible, negative things. Now, obviously you could do these on your own sites, but hopefully you&apos;re smart enough not to do that. You go on Fiverr and you buy some cheap links. You find some spam through some forums that potentially works. You&apos;re doing sorts of things that are on the grey hat/black hat borderline, in terms of link acquisition, and sometimes you will see that your competitors might spam report you.
  30. 73% of marketers who are running strategic SEO campaigns invest in content creation. This includes writing, editing, rewriting, coding, and setting it live. SEOs have a hard time thinking past keywords and “Google ranks”. We have a difficult time seeing the bigger objectives of businesses beyond rankings. I often hear “My job is to get the site ranking. After that, it’s their responsibility”.We, and our clients, need to start thinking along the lines of these questions: “Is this content driving links and shares?” “Is it ranking and driving traffic?” “Are we then capturing that traffic so we can convert them later?” Now we’re starting to sound like real marketers…
  31. The purpose of the content is to provide business goal by way of positioing credibility, adds value to users. How to work with your content. What is working now.
  32. Let’s say you are a mortgage broker who provides home loans for property buyers and those who are renovating. Those niche areas of people who are redoing the kitchen, building pools decks. That’s a separate target market How about creating pages that addresses their concerns.
  33. Product review, lists, How to Company news
  34. The aim of the content is to help customers. If yours is an ecommerce site the content should give relevant information to them so they can make a buying decision and act on it. Over-arching phrases at the top level and then niche ones. For example Printers
  35. As Google updates become more advanced, we can expect to see WPO having an increased influence on search traffic results. WPO analyses front and back end functionality and focuses on creating a holistically superior website in terms of performance and user experience (UX). We already know that loading time and page speed influence rankings, so with massive increases in mobile search these factors stand to become even more important as mobile devices are often subject to comparatively slower connection rates, which affect site speed and functionality. Consequently, websites with poor site speed performance could eventually be devalued by Google as they offer a lesser UX when viewed on a mobile device.
  36. Wrong settings in a robots.txt could delay Google search indexing on your website - webmastetrs