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www.ArrowInternet.com.au
SEO What’s HOT What’s
NOT
Presented by:
Jasmine Batra
Arrow Internet Marketing

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What we will Cover?
• The 5 Steps to Top Google Rankings
• What worked 6 months ago ...
• The New and Shiny: Recent Updates
• Action Items
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Conversion Optimisation
Google Ad words
Advanced Analytics
Social Media
Reputation Management
Search Engine Optimisation

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How search Engines work?
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What are the Steps?
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Steps to Top Rankings
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R _ _ _ _ _ _ C _
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Buried down under
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1. Relevance to user query
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Its about Location, Location , Location

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2. Code: What Lies behind
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Actual Site

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Google’s view
<META NAME="ROBOTS"
CONTENT="NONE">

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Check how clean is the code
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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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4. Conversions and Engagement
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5. Content Matters
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Original
Credible
Optimised
Friendly

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Content includes
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Web
Copy
Rich
Media
Content

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Steps to Top Rankings
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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

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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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Panda Update
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My Links Hurt
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http://chinese-version.com/Affiliate_n_link_Exchange.htm Bad
http://www.i-newswire.com/Top-Brands/a109932 Good
http://www.chinese-dtp.com/Affiliate_n_link_Exchange.htm Bad
http://www.celerondude.com/shoutbox/?sb_page=500 Bad
http://www.bellardoo.com.au/page.resourceslinks.html Bad
http://www.iqpc.com/Event.aspx?id=365452 Good
http://blogville.us/blog-custom.htm Good
http://www.jennibmusic.com/tag/music-shop Good
http://quliredahagu.atekbl.or.id/it-business-development-representative.php Bad

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Negative SEO
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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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Micro Data
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Social Signals
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Cool Tools
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Soovle.com

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Future-proof your website
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Remember 5Cs+1C
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My 3 Hats
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The Creative Genius
The Marketing Guru
The Inspired Writer

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My 3 Hats
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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
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New Google Keyword Planner
• Search for ideas
• Get Volumes
• Get traffic estimates
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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
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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
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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 chrter 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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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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Mobile Devices
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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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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.
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Content Marketing
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