SEO for the CMO

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SEO for the CMO

  1. 1. www.ArrowInternetMarketing.com.au SEO for the CMO Presented by: Jasmine Batra Arrow Internet Marketing
  2. 2. www.SearchEngineRankings.com.au 2
  3. 3. www.SearchEngineRankings.com.au 3
  4. 4. www.SearchEngineRankings.com.au Conversion Optimisation Google Ad words Advanced Analytics Social Media Reputation Management Search Engine Optimisation
  5. 5. www.ArrowInternetMarketing.com.au 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 5
  6. 6. www.ArrowInternetMarketing.com.au How search Engines work? 6
  7. 7. www.ArrowInternetMarketing.com.au What are the Steps? 7
  8. 8. www.ArrowInternetMarketing.com.au Steps to Top Rankings 8 R _ _ _ _ _ _ C _ C _ _ _ _ C _ _ _ C_ _ _ _ _ _ _ _ _ C _ _ _ _ _ _ _ _ _ _ C _ _ _ _ _ _
  9. 9. www.ArrowInternetMarketing.com.au 1. Relevance to user query 9 Its about Location, Location , Location
  10. 10. www.ArrowInternetMarketing.com.au The Basics 10 Have Key phrases in  Navigation items  Title tags  Description tags  Image tags  Hyperlinks  Throughout the content  Headlines  First and last Paragraph
  11. 11. www.ArrowInternetMarketing.com.au Buried down under 11
  12. 12. www.ArrowInternetMarketing.com.au 12
  13. 13. www.ArrowInternetMarketing.com.au Looking for Match 13
  14. 14. www.ArrowInternetMarketing.com.au 2. Code: What Lies behind 14
  15. 15. www.ArrowInternetMarketing.com.au Actual Site WWW.SEARCHENGINERANKINGS.COM.A U
  16. 16. www.ArrowInternetMarketing.com.au Google’s view <META NAME="ROBOTS" CONTENT="NONE"> WWW.SEARCHENGINERANKINGS.COM.A U
  17. 17. www.ArrowInternetMarketing.com.au Check how clean is the code 17 http://validator.w3.org/
  18. 18. www.ArrowInternetMarketing.com.au 3. Credibility or Link Popularity 18
  19. 19. www.ArrowInternetMarketing.com.au The power of links 19
  20. 20. www.ArrowInternetMarketing.com.au 20
  21. 21. www.ArrowInternetMarketing.com.au Simulation of Popularity 21
  22. 22. www.ArrowInternetMarketing.com.au 4. Conversions and Engagement 22
  23. 23. www.ArrowInternetMarketing.com.au Customer Journey & Usability 23
  24. 24. www.ArrowInternetMarketing.com.au 24
  25. 25. www.ArrowInternetMarketing.com.au 5. Content Matters 25 Original Credible Optimised Friendly
  26. 26. www.ArrowInternetMarketing.com.au 26
  27. 27. www.ArrowInternetMarketing.com.au Content includes 27 Web Copy Rich Media Content
  28. 28. www.ArrowInternetMarketing.com.au Content Creation Ideas That are ALSO effortless 28 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
  29. 29. www.ArrowInternetMarketing.com.au Steps to Top Rankings 29 R e l e v a n c e C o n v e r s i o n s C r e d i b i l i t y C o n t e n t C l e a n C o d e
  30. 30. www.ArrowInternetMarketing.com.au 30
  31. 31. www.ArrowInternetMarketing.com.au My 3 Hats 31 The Creative Genius The Marketing Guru The Inspired Writer
  32. 32. www.ArrowInternetMarketing.com.au My 3 Hats 32 The Marketer The Creative The Writer
  33. 33. www.ArrowInternetMarketing.com.au The Marketer 33
  34. 34. www.ArrowInternetMarketing.com.au Keywords • Understanding keywords  Primary  Long tail  Supporting • How to perform Keyword Research • Keyword research using Google data 34
  35. 35. www.ArrowInternetMarketing.com.au 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 35
  36. 36. www.ArrowInternetMarketing.com.au The Marketer 36 The Terminology - Used / pre-owned The Stages in Buying Cycle – Consideration to Action The Competitive Landscape – USPs/ Offers
  37. 37. www.ArrowInternetMarketing.com.au 37
  38. 38. www.ArrowInternetMarketing.com.au 38
  39. 39. www.ArrowInternetMarketing.com.au My Keyword list 39 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
  40. 40. www.ArrowInternetMarketing.com.au Keyword Tools 40 http://www.googlekeywordtool.com/ http://www.soovle.com http://mergewords.com/ www.google.com/trends/
  41. 41. www.ArrowInternetMarketing.com.au The Designer 41
  42. 42. www.ArrowInternetMarketing.com.au The Design • Site Architecture  Usability  Call to Action  Hard and soft offers  Hierarchy or how many levels deep  Progressive Disclosure  Thematic Content Silos 42
  43. 43. www.ArrowInternetMarketing.com.au Page Layout 43
  44. 44. www.ArrowInternetMarketing.com.au 44
  45. 45. www.ArrowInternetMarketing.com.au 45
  46. 46. www.ArrowInternetMarketing.com.au Keywords • Mirror the keyword research within the Site structure - Keyword rich navigation - Keyword rich internal links - Keyword rich folder structures, URLs and page names. 46
  47. 47. www.ArrowInternetMarketing.com.au Important SEO Tags 47
  48. 48. www.ArrowInternetMarketing.com.au 48 Ranking Factors
  49. 49. www.ArrowInternetMarketing.com.au Ranking Factors -2011 49
  50. 50. www.ArrowInternetMarketing.com.au Ranking Factors -2012 50
  51. 51. www.ArrowInternetMarketing.com.au What worked six Months Ago 51
  52. 52. www.ArrowInternetMarketing.com.au I just want us to be #1 for Life Insurance 52
  53. 53. www.ArrowInternetMarketing.com.au Spun Articles 53 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.
  54. 54. www.ArrowInternetMarketing.com.au 54
  55. 55. www.ArrowInternetMarketing.com.au 55
  56. 56. www.ArrowInternetMarketing.com.au What’s New 56
  57. 57. www.ArrowInternetMarketing.com.au Info graphics 57
  58. 58. www.ArrowInternetMarketing.com.au 58
  59. 59. www.ArrowInternetMarketing.com.au Value in Videos 59
  60. 60. www.ArrowInternetMarketing.com.au Authorship 60
  61. 61. www.ArrowInternetMarketing.com.au Authorship 61 Person Schema Code combined with Google+
  62. 62. www.ArrowInternetMarketing.com.au Above the fold 62
  63. 63. www.ArrowInternetMarketing.com.au 63
  64. 64. www.ArrowInternetMarketing.com.au 64
  65. 65. www.ArrowInternetMarketing.com.au The EMD Update 65 GeelongDentist.com.au GeelongDentalcare.com.au GeelongDental.com.au DentistGeelong.com
  66. 66. www.ArrowInternetMarketing.com.au Google Now targeting… 66
  67. 67. www.ArrowInternetMarketing.com.au Negative SEO 67
  68. 68. www.ArrowInternetMarketing.com.au 68 Social Share
  69. 69. www.ArrowInternetMarketing.com.au Future-proof your website 69 Invest in Quality Content Creation Use as many keywords as you would naturally use Eliminate Duplicate content Build Website Authority
  70. 70. www.ArrowInternetMarketing.com.au Content Marketing is the NEW SEO 70
  71. 71. www.ArrowInternetMarketing.com.au The Writer 71
  72. 72. www.ArrowInternetMarketing.com.au Content Audit • Do you have content that does not serve any purpose. • Track content performance using Google Analytics content overview.
  73. 73. www.ArrowInternetMarketing.com.au Micro Data 73
  74. 74. www.ArrowInternetMarketing.com.au Social Sharing 74 •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.
  75. 75. www.ArrowInternetMarketing.com.au Content Marketing 75
  76. 76. www.ArrowInternetMarketing.com.au Approach Segmenting Targeting Positioning Grouping of selected keywords. Mapping Pages to Phrases. Placing of selected phrases on target pages.
  77. 77. www.ArrowInternetMarketing.com.au 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?
  78. 78. www.ArrowInternetMarketing.com.au Targeting 78
  79. 79. www.ArrowInternetMarketing.com.au 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 M.AU
  80. 80. www.ArrowInternetMarketing.com.au 80
  81. 81. www.ArrowInternetMarketing.com.au 81
  82. 82. www.ArrowInternetMarketing.com.au Stay Connected 82

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