How To Unlock SEO Growth With The Right Strategy

1. MASTER
CLASS
Aaron Taylor
SEO DIRECTOR
PROSPERITY MEDIA
SEO Master Class
SYDNEY, AUSTRALIA ~ SEPTEMBER 20 - 21, 2023
DIGIMARCONAUSTRALIA.COM | #DigiMarConAustralia

2. How To Unlock SEO Growth
With The Right Strategy

3. Agenda
1
2
3
4
5
The Importance of Strategy
SEO as a Growth Channel
Actionable Incremental Tactics
Summary & Questions
Actionable Scalable Tactics

4. The Importance of Strategy

5. “Strategy without tactics is the slowest route to victory.
Tactics without strategy is the noise before defeat.” - Sun Tzu

6. The Objective Of This Talk
1. Discover the SEO growth phase you are in
2. Focus on the SEO growth levers of your growth phase
3. Prioritise your resources to build the best ROI from SEO for
your business
And all of this relates to SEO strategy

7. SEO as a Growth Channel

8. Search in the Marketing Mix
Demand Side
Supply Side

9. Limitations of SEO in the Short Term
Price
Market
Product

10. SEO Dominates The Digital Marketing Landscape
● 93% of online purchases start
with a search engine query
● 81% of consumers will research
products online before making
a major buying decision
● Being part of the buyer’s journey
is essential for winning more
customers in today’s digital
economy
Sources: Polemic Digital
PressGaney

11. Scaling With SEO

12. SEO’s Impact on Complimentary Channels

13. Where Are You Positioned?
Established Website
(Optimised)
03
● Established business
● Perhaps reached market saturation
● Market leader from an SEO perspective
Established Website
(Unoptimised)
02
● Established business
● Little to no previous investment in SEO
● Not a market leader from an SEO
perspective
New Website
01
● New market entrant
● Red ocean or blue ocean?
● Product/market fit established?

14. Incremental vs Scalable Tactics

15. Incremental Tactics vs Scalable Tactics
Strategy Objective
Scalability
Incrementality
Existing Assets
Measured
Improvement
New Assets Untapped Growth

16. Incremental Tactics vs Scalable Tactics Overview
Incremental Tactics Scalable Tactics
● Existing Content Optimisation
● CTR Optimisation
● Internal Link Optimisation
● New Content Creation
● Link Building
○ Digital PR
● International Expansion
○ International SEO
● Multi-Site SERP Domination
○ Microsites
○ Competitor Acquisition

17. When To Implement These Tactics
Scalable Tactics
Incremental
Tactics
Scalable Tactics
Incremental
Tactics
Established
websites
(unoptimised)
New websites &
Established Websites
(optimised)

18. Actionable Incremental Tactics

19. What We’ll Cover
1. CTR Optimisation
2. Existing Content Optimisation
3. Internal Link Optimisation

20. Three Factors That Influence Your Amount Of Clicks

21. Importance Of Position
Source: https://firstpagesage.com/seo-blog/google-click-through-rates-ctrs-by-ranking-position/

22. CTR Optimisation

23. Why Optimise Your CTR?
Clicks
Impressions
= CTR

24. CTR Optimisation: 46% Increase In Clicks - YoY
Source: Google Search Console

25. Insights From CTR Optimisation Analysis

26. Average CTR By Search Intent

27. Keyword-Level Insights

28. YoY Keyword Trend (Based On Your Own Data)
● Allows you to prioritise
YoY drops
● Analyse further on the
reason for the drop

29. Have Auto-Suggested Actions On A Query & Page Level

30. Identify Competing Target Keywords For The Same Landing Page
Prioritise keywords that have the highest traffic potential

31. Existing Content Optimisation

32. Purpose Of A Content Optimisation Analysis
Building a framework of prioritising what content on your site to optimised based on:
● Content Quality
● Content Engagement
● SEO Potential
Content optimisation is proven to:
● Improve rankings
● Improve CTR
● Improve impressions

33. Content Optimisation: 60% Increase In Clicks - YoY
Source: Google Search Console

34. Metrics To Analyse

35. Prioritisation & Auto-Optimisation Recommendation

36. Follow the instructions in the template
It should look
something like this at
the end…

37. Internal Link Optimisation

38. Why Do An Internal Link Optimisation?
1. Improves link equity flow to
priority pages
2. Improves ranking
3. Improves overall organic
share of voice
4. Improves UX of the website
through better navigation
Link to SEJ article and eBook download

39. When Does Internal Link Optimisation Work Best?
1. When there is poor internal linking
2. When you have existing blog content that has a high amount of
quality backlinks
Backlinking
Pages
Blog Page
Money Page

40. Internal Link Optimisation: 32% Increase In Organic Share Of Voice
Source: Ahrefs
March
Core
Update

41. Follow further instructions in the template
It should look like this at the end…

42. Actionable Scalable Tactics

43. What We’ll Cover
For New Websites & Established Websites (unoptimised)
1. New Content & The Avalanche SEO Theory
2. Link Building
For Established Websites (optimised)
1. International Expansion
2. Multi-Site SERP Domination

44. New Content & The Avalanche SEO Theory

45. Avalanche Theory In Action
Data source: Google Search Console

46. Google Trust Tiers
Chris Carter's theory that Google
categorises sites in tiers based on
organic traffic levels.
These tiered levels are basically
where Google trusts your site to be
within.

47. What is Avalanche SEO
By targeting KWs with a monthly
search vol in your tier, you should be
able to rank page 1 without any
“power boosts”.

48. The Process
1. Determine your tier
2. Keyword Research
3. Content Prioritisation
4. Execution & Monitoring

49. 1. Determining Your Tier
Tier is determined by clicks/day:
● Over the last 3 months, find your
low clicks day and your high
clicks day
● Get the avg of those 2 numbers,
find where the number lands in
chart →
● Expert tip: Go one tier below to
eliminate existing boost/brand
search influences.

50. ● Low clicks: 28
● High clicks: 95
● Average: (28+95)/2= 62

51. Example Site’s Tier

52. Expert Tip Tier

54. KGR for this term:
7/50 = 0.14

55. Link Building

56. What Makes A Good Link?
1. Niche relevant
2. Has website traffic
a. Traffic from a relevant region
3. Ranks for relevant keywords
4. Has links (DR)
5. Relevant ccTLD
6. Isn’t a link farm
a. No online casino/adult/CBD outlinks

57. Broken links
Resource page links
Citations
Guest posts
Link inserts
Wikipedia links
Digital PR
Link Acquisition Strategies

58. John Mueller
Senior Search Analyst, Google
We try to understand what is relevant for a website, how
much should we weigh these individual links, and the total
number of links doesn’t matter at all. Because you could
go off and create millions of links across millions of
websites if you wanted to, and we could just ignore them
all.
Or there could be one really good link from one website
out there that is, for us, a really important sign that we
should treat this website as something that is relevant
because it has that one link. I don’t know, maybe from like
a big news site’s home page, for example. So, the total
number essentially is completely irrelevant.

59. Brand Awareness & Credibility
Social Engagements
Insert brand in new conversations
New audience introductions
Halo-Effects of Digital PR
High
Authority
Links
Snowball-effect

60. Digital PR - Tactics & Assets We Will Focus On
We create the
asset together
Strategy:
● Utilise your expertise to
add authority to current
news stories
Campaign-led Digital PR
(we create the asset together)
Proactive Digital PR
(you have created the asset)
Reactive Digital PR
(you are the asset)
Tactics:
- Expert commentary
- Quotes
- #journorequest
Strategy:
● Utilise and re-purpose
existing content as linkable
assets
Tactics:
- Blog Posts
- Whitepapers
- First party data
Strategy:
● Create original and compelling
content specifically for digital
PR purposes
Tactics:
- Internal/external data
- Surveys
- Partnerships
Low
costs
Results

64. International Expansion

65. International SEO Implementation Options
Consider the resources needed
● ccTLD is the best market-
targeting but requires more
resources
○ Doubling your link building efforts
● Subfolders
○ Allows you to build off the authority of your
existing domain
○ Less region-targeted than ccTLDs
● Subdomains and URL parameters
○ Not recommended

66. Top Level Tips For International SEO (Subfolders)
1. Not every page on your website needs hreflang (if targeting
multiple same language markets)
a. Look through your GA data for insights
2. For pages that need hreflang ensure there is differentiated
content that is regionalised (especially important if there are
multiple same language markets)
3. Set up subfolders under each region in GSC to monitor indexing -
eg /au/, /nz/, /uk, etc.
4. Build ccTLD relevant links to your country subfolders

67. Top Level Tips For International SEO (ccTLDs)
1. Invest in links for the new market’s domain
2. A new content strategy is necessary for the new market -
do not simply duplicate your primary market’s content

68. Multi-Site SERP Domination

69. Scalability Lessons On Expansion From Business

70. Multi Site SERP In Action - “used car for sales sydney”

71. Multi-Site SERP In Action - “buy bitcoin australia”

72. Periodically Measure & Assess

73. SEO Strategy & Execution
1. Fortnightly WIPs
● Implementation
1. Monthly Reports
● Performance and Insights
1. Quarterly Business Reviews
● Business Objective Assessment
1. Yearly Strategies
● Set the game plan for the year

74. Summary

75. In Short
1. Establish where you are on your SEO growth trajectory
2. Invest in the correct tactics to achieve your strategy’s
objective
3. Measure and assess your strategy’s success over time

76. Let’s Stay In Contact
https://www.linkedin.com/in/aarontaylorseo/
https://twitter.com/aarontaylorseo
aaron.taylor@prosperitymedia.com.au

77. Slides & Resources
Link: https://bit.ly/AaronTaylorSEO (case sensitive)

78. EMAIL: hello@prosperitymedia.com.au
WEBSITE: www.prosperitymedia.com.au
We’re Here to Help You Achieve Your Growth Goals
OFFICE: 1300 886 452
ADDRESS: Level 1, Suite 102/83-97
Kippax Street, Surry Hills, 2010

79. Questions?