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SEO for the CMO

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SEO for the CMO

  1. 1. SEO for the CMO Presented by: Jasmine Batra Arrow Internet Marketing
  2. 2. 2
  3. 3. 3
  4. 4. Conversion Optimisation Google Ad words Advanced Analytics Social Media Reputation Management Search Engine Optimisation
  5. 5. 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. How search Engines work? 6
  7. 7. What are the Steps? 7
  8. 8. Steps to Top Rankings 8 R _ _ _ _ _ _ C _ C _ _ _ _ C _ _ _ C_ _ _ _ _ _ _ _ _ C _ _ _ _ _ _ _ _ _ _ C _ _ _ _ _ _
  9. 9. 1. Relevance to user query 9 Its about Location, Location , Location
  10. 10. 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. Buried down under 11
  12. 12. 12
  13. 13. Looking for Match 13
  14. 14. 2. Code: What Lies behind 14
  17. 17. Check how clean is the code 17
  18. 18. 3. Credibility or Link Popularity 18
  19. 19. The power of links 19
  20. 20. 20
  21. 21. Simulation of Popularity 21
  22. 22. 4. Conversions and Engagement 22
  23. 23. Customer Journey & Usability 23
  24. 24. 24
  25. 25. 5. Content Matters 25 Original Credible Optimised Friendly
  26. 26. 26
  27. 27. Content includes 27 Web Copy Rich Media Content
  28. 28. 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. 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. 30
  31. 31. My 3 Hats 31 The Creative Genius The Marketing Guru The Inspired Writer
  32. 32. My 3 Hats 32 The Marketer The Creative The Writer
  33. 33. The Marketer 33
  34. 34. Keywords • Understanding keywords  Primary  Long tail  Supporting • How to perform Keyword Research • Keyword research using Google data 34
  35. 35. 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. The Marketer 36 The Terminology - Used / pre-owned The Stages in Buying Cycle – Consideration to Action The Competitive Landscape – USPs/ Offers
  37. 37. 37
  38. 38. 38
  39. 39. 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. Keyword Tools 40
  41. 41. The Designer 41
  42. 42. 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. Page Layout 43
  44. 44. 44
  45. 45. 45
  46. 46. 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. Important SEO Tags 47
  48. 48. 48 Ranking Factors
  49. 49. Ranking Factors -2011 49
  50. 50. Ranking Factors -2012 50
  51. 51. What worked six Months Ago 51
  52. 52. I just want us to be #1 for Life Insurance 52
  53. 53. 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. 54
  55. 55. 55
  56. 56. What’s New 56
  57. 57. Info graphics 57
  58. 58. 58
  59. 59. Value in Videos 59
  60. 60. Authorship 60
  61. 61. Authorship 61 Person Schema Code combined with Google+
  62. 62. Above the fold 62
  63. 63. 63
  64. 64. 64
  65. 65. The EMD Update 65
  66. 66. Google Now targeting… 66
  67. 67. Negative SEO 67
  68. 68. 68 Social Share
  69. 69. 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. Content Marketing is the NEW SEO 70
  71. 71. The Writer 71
  72. 72. Content Audit • Do you have content that does not serve any purpose. • Track content performance using Google Analytics content overview.
  73. 73. Micro Data 73
  74. 74. 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. Content Marketing 75
  76. 76. Approach Segmenting Targeting Positioning Grouping of selected keywords. Mapping Pages to Phrases. Placing of selected phrases on target pages.
  77. 77. 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. Targeting 78
  79. 79. 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. 80
  81. 81. 81
  82. 82. Stay Connected 82

Editor's Notes

  • 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.
  • ExerciseRelevance, Clean Code, Credibility, Conversions, Content
  • Tip# Making the most of un-utilised pages like FAQs, About us, Contact us etc
  • Votes..democrarcy
  • 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.
  • n times of Google Instant Preview you must have a good design!
  • Understanding Intent Avoiding Distraction
  • Understanding Intent Avoiding Distraction
  • Catch their eye, tell them why, lead them to buy
  • 8.9% text to html ratio
  • Mention the problemAgitate the problemInvalidate all solutions but yoursOffer your solutionAmplify the desire
  • ,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
  • ExerciseRelevance, Clean Code, Credibility, Conversions, Content
  • Going after Trophy keywords can be self defeating
  • 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.
  • Five top phrases you should aim for, combinations, stages,
  • 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.
  • 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.
  • on’t use the EXACT same anchor text everywhere on your website. This can sometimes be seen as search engine spam too.
  • . 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.
  • It is about data visualisation..Telling Stories with Data..
  • got married in January 2011,
  • Video Search Engines Improves engagement, time on site, Referral Traffic from You Tube. Channel has had 50000 plus views
  • 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.
  • 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.
  • 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
  • 3 page …and it seems replace Al dentist with Dentist Geelong In this section of Dentist Geelong,
  • 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.
  • 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…
  • 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.
  • 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.