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SEO for the CEO 2013

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In part 1 of our Online Marketing Intensive 2013, participants discovered why Search Engine Optimization (SEO) is so important in the competitive online platform, and what it takes to get their business to the top of the Google rankings page.

So many people know the term SEO but what is it exactly?

And if you have tried lifting your website's visibility with SEO, why are your techniques not working?

If you are keen to discover the mysteries behind why you are not ranking on Google as high as your competitors then you will LOVE this.

Feel free to drop us a message or comment below if you need some help or advice on your business' SEO efforts.

Part 2: Mastering Google AdWords 2013 - http://slidesha.re/124XyvO

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SEO for the CEO 2013

  1. 1. SEO for the CEO of 2013 Presented by: Jasmine Batra Arrow Internet Marketing www.ArrowInternet.com.au
  2. 2. Conversion OptimisationGoogle Ad wordsAdvanced AnalyticsSocial MediaReputation ManagementSearch Engine Optimisation www.SearchEngineRankings.com.au
  3. 3. 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 3 www.ArrowInternet.com.au
  4. 4. How search Engines work? 4 www.ArrowInternet.com.au
  5. 5. What are the Steps? 5 www.ArrowInternet.com.au
  6. 6. Steps to Top Rankings C______ C_ _ _ _ _ _ _ _ _ C__________ C____ C___ R______C_ 6 www.ArrowInternet.com.au
  7. 7. 1. Relevance to user queryIts about Location, Location , Location 7 www.ArrowInternet.com.au
  8. 8. The BasicsHave Key phrases in Navigation items Title tags Description tags Image tags Hyperlinks Throughout the content Headlines First and last Paragraph 8 www.ArrowInternet.com.au
  9. 9. Buried down under 9 www.ArrowInternet.com.au
  10. 10. 10www.ArrowInternet.com.au
  11. 11. Looking for Match 11 www.ArrowInternet.com.au
  12. 12. 2. Code: What Lies behind 12 www.ArrowInternet.com.au
  13. 13. Actual SiteWWW.SEARCHENGINERANKINGS.COM.A U www.ArrowInternet.com.au
  14. 14. Google’s view<META NAME="ROBOTS"CONTENT="NONE"> WWW.SEARCHENGINERANKINGS.COM.A U www.ArrowInternet.com.au
  15. 15. Check how clean is the codehttp://validator.w3.org/ 15 www.ArrowInternet.com.au
  16. 16. 3. Credibility or Link Popularity 16 www.ArrowInternet.com.au
  17. 17. The power of links 17 www.ArrowInternet.com.au
  18. 18. 18www.ArrowInternet.com.au
  19. 19. Simulation of Popularity 19 www.ArrowInternet.com.au
  20. 20. 4. Conversions and Engagement 20 www.ArrowInternet.com.au
  21. 21. Customer Journey & Usability 21 www.ArrowInternet.com.au
  22. 22. 22www.ArrowInternet.com.au
  23. 23. 5. Content Matters Original Optimised Credible Friendly 23 www.ArrowInternet.com.au
  24. 24. 24www.ArrowInternet.com.au
  25. 25. Content includesWeb Rich ContentCopy Media 25 www.ArrowInternet.com.au
  26. 26. Content Creation Ideas That are ALSO effortless1. What you know2. Interviews3. Weekly / Monthly News Roundup4. Your take-aways from an industry event5. Answering Recognised Industry problem6. Showcasing your knowledge with Video Tutorials7. Personal Stories & Failures 26 www.ArrowInternet.com.au
  27. 27. Steps to Top Rankings C ontent Conversions Credibility Clean Code Relevance 27 www.ArrowInternet.com.au
  28. 28. 28www.ArrowInternet.com.au
  29. 29. My 3 HatsThe Creative GeniusThe Marketing GuruThe Inspired Writer 29 www.ArrowInternet.com.au
  30. 30. My 3 HatsThe MarketerThe CreativeThe Writer 30 www.ArrowInternet.com.au
  31. 31. The Marketer 31www.ArrowInternet.com.au
  32. 32. Keywords• Understanding keywords  Primary  Long tail  Supporting• How to perform Keyword Research• Keyword research using Google data 32 www.ArrowInternet.com.au
  33. 33. 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 33 www.ArrowInternet.com.au
  34. 34. The MarketerThe Terminology - Used / pre-ownedThe Stages in Buying Cycle – Consideration toActionThe Competitive Landscape – USPs/ Offers 34 www.ArrowInternet.com.au
  35. 35. 35www.ArrowInternet.com.au
  36. 36. 36www.ArrowInternet.com.au
  37. 37. My Keyword listKeywords Rank Trafficbus sydney 14 12100tours sydney Not in top 200 5400bus hire sydney 3 3600limo hire sydney 157 3600limousine hire sydney 51 2400bus rental 6 1900airport transfers sydney Not in top 200 1600sydney airport transfers Not in top 200 1600Coach travel 6 1300limo sydney 117 1000Coach charter 5 880limousines sydney 76 880bus wollongong 7 720shuttle bus sydney airport 45 720limousine sydney 67 590sydney airport transfer Not in top 200 590 37 www.ArrowInternet.com.au
  38. 38. Keyword Toolshttp://www.googlekeywordtool.com/http://www.soovle.comhttp://mergewords.com/www.google.com/trends/ 38 www.ArrowInternet.com.au
  39. 39. The Designer 39www.ArrowInternet.com.au
  40. 40. The Design• Site Architecture  Usability  Call to Action  Hard and soft offers  Hierarchy or how many levels deep  Progressive Disclosure  Thematic Content Silos 40 www.ArrowInternet.com.au
  41. 41. Page Layout 41www.ArrowInternet.com.au
  42. 42. 42www.ArrowInternet.com.au
  43. 43. 43www.ArrowInternet.com.au
  44. 44. Keywords• Mirror the keyword research within the Site structure - Keyword rich navigation - Keyword rich internal links - Keyword rich folder structures, URLs and page names. 44 www.ArrowInternet.com.au
  45. 45. Important SEO Tags 45 www.ArrowInternet.com.au
  46. 46. Ranking Factors 46 www.ArrowInternet.com.au
  47. 47. Ranking Factors -2011 47 www.ArrowInternet.com.au
  48. 48. Ranking Factors -2012 48 www.ArrowInternet.com.au
  49. 49. What worked six Months Ago 49 www.ArrowInternet.com.au
  50. 50. I just want us to be #1 forLife Insurance 50 www.ArrowInternet.com.au
  51. 51. Spun ArticlesMost people sleep at night. you can buycheap blankets at shops. A blanket keepsyou warm at night. you can also buy awholesale heater. It produces more warmthand you can just turn it off in summer whenyou are going on france vacation. 51 www.ArrowInternet.com.au
  52. 52. 52www.ArrowInternet.com.au
  53. 53. 53www.ArrowInternet.com.au
  54. 54. What’s New 54www.ArrowInternet.com.au
  55. 55. Info graphics 55www.ArrowInternet.com.au
  56. 56. 56www.ArrowInternet.com.au
  57. 57. Value in Videos 57 www.ArrowInternet.com.au
  58. 58. Authorship 58www.ArrowInternet.com.au
  59. 59. AuthorshipPerson Schema Code combined with Google+ 59 www.ArrowInternet.com.au
  60. 60. Above the fold 60 www.ArrowInternet.com.au
  61. 61. 61www.ArrowInternet.com.au
  62. 62. 62www.ArrowInternet.com.au
  63. 63. The EMD Update GeelongDentist.com.au GeelongDentalcare.com.auGeelongDental.com.auDentistGeelong.com 63 www.ArrowInternet.com.au
  64. 64. Google Now targeting… 64 www.ArrowInternet.com.au
  65. 65. Negative SEO 65www.ArrowInternet.com.au
  66. 66. Social Share 66www.ArrowInternet.com.au
  67. 67. Future-proof your websiteInvest in Quality Content CreationUse as many keywords as you would naturally useEliminate Duplicate contentBuild Website Authority 67 www.ArrowInternet.com.au
  68. 68. Content Marketing is the NEW SEO 68 www.ArrowInternet.com.au
  69. 69. The Writer 69www.ArrowInternet.com.au
  70. 70. Content Audit• Do you have content that does not serve any purpose.• Track content performance using Google Analytics content overview. www.ArrowInternet.com.au
  71. 71. Micro Data 71www.ArrowInternet.com.au
  72. 72. 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. 72 www.ArrowInternet.com.au
  73. 73. Content Marketing 73 www.ArrowInternet.com.au
  74. 74. Approach Segmenting Targeting PositioningGrouping of Mapping Placing of selectedselected Pages to phrases on targetkeywords. Phrases. pages. www.ArrowInternet.com.au
  75. 75. 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? www.ArrowInternet.com.au
  76. 76. Targeting 76www.ArrowInternet.com.au
  77. 77. 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
  78. 78. Content Marketing 78 www.ArrowInternet.com.au
  79. 79. SEO Content & Sales CycleGeneric HomeBrand Category Level Make and model Product pages www.ArrowInternet.com.au
  80. 80. ExamplesA luxury accommodation in Gold Coast.TARGET KEYWORDS: Holiday accommodation Gold coast, luxury holiday gold coast.H1 - Welcome to Ivory PalmsH2- NoneH1-Luxury holiday accommodation in Gold CoastH2-Enjoy Gold Coast in the lap of luxury www.ArrowInternet.com.au
  81. 81. ExamplesStuffing 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
  82. 82. Product pagesKeyword richcontent that thesearch engineswill love.Resources page –buying guide ,how-to articles,tips www.ArrowInternet.com.au
  83. 83. Data Driven Decision Making 83 www.ArrowInternet.com.au
  84. 84. Link Diversity 84www.ArrowInternet.com.au
  85. 85. Mobile Devices 85 www.ArrowInternet.com.au
  86. 86. Usability 86www.ArrowInternet.com.au
  87. 87. Cool Tools 87www.ArrowInternet.com.au
  88. 88. www.ArrowInternet.com.au
  89. 89. Soovle.com 89www.ArrowInternet.com.au
  90. 90. 90www.ArrowInternet.com.au
  91. 91. 91www.ArrowInternet.com.au
  92. 92. 92www.ArrowInternet.com.au
  93. 93. Thanks & Stay Connectedwww.ArrowInternet.com.au @seosecrets seoaustralia /ArrowInternetMarketing /SEO-Blog www.ArrowInternet.com.au

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