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SEO for marketers

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Greg Jarboe's presentation on "SEO for Marketers: Strategies, tactics, and trends to boost rankings" at Digital Marketing Asia 2020 on Oct. 23, 2020.

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SEO for marketers

  1. 1. SEO for Marketers: Strategies, tactics and trends to boost rankings Greg Jarboe President and co-founder of SEO-PR Digital Marketing Asia 2020 23 October 2020, 4:00PM-4:30PM (SGT)
  2. 2. It’s time to reboot your SEO strategy to respond to shifts in consumer intent caused by the pandemic • There’s no greater barometer of consumer intent than search. • This Mini-Workshop covers how to: • Do an SEO audit of your website’s current health. • Conduct a new round of keyword research to find out what people are searching for. • Create unique, relevant content that can naturally gain popularity in the Internet community. • Use Search Console to evaluate your site’s current presence in Google results. Source: Greg Jarboe, Uniqskills Asia, “Design a Winning SEO Game Plan”
  3. 3. It’s no surprise that the growth of e-commerce in SEA has accelerated during the COVID-19 pandemic • But, even as some SEA countries come out of lockdown, search interest in e- commerce sites like “Lazada,” “Shopee,” and “Sendo” has gone up. • And as people spent more time at home during the lockdown, search interest for kitchen appliances rose. • Search interest in “air fryer” was up by 190% in Singapore during the lockdown compared to earlier in the year. • Vietnam saw a 68% growth for “blender.” • Queries for “coffee maker” grew by 33% in the Philippines. Source: Well Smittinet and Jerome Hamlin, Think with Google, “3 rising trends that reveal the future of e-commerce in SEA,” July 2020
  4. 4. Use Google’s new Grow My Store tool to evaluate retail websites in our ever-changing environment • It doesn’t conduct a comprehensive SEO audit, but it does let you explore rising industry trends and compare your business to other retailers. • For example, I entered the URL for the Google Merchandise Store and saw that the website’s score was 69%, while industry was 58%. • My report added, “Your website is ticking a lot of boxes when it comes to delivering a great customer experience, but we do have a few suggestions to bump it up to ‘Best in Class’.” Source: Google, Grow My Store
  5. 5. Use these 5 Google tools to understand the latest shifts in consumer intent caused by the pandemic • Consumer behavior is changing rapidly and unpredictably during the coronavirus pandemic. • That’s why keyword research is now more important than ever to understand the latest shifts in consumer intent. • Use these five Google tools when conducting keyword research: • Google Trends. • Google Surveys. • “People Also Ask” Boxes. • Market Finder. • Grow My Store. Source: Greg Jarboe, Search Engine Journal, “7 Google Tools to Use When Conducting Keyword Research Today,” 19 August 2020
  6. 6. Google Trends shows that interest in best buffet in Singapore is higher than cheap buffet in Singapore • Singapore’s economy entered a technical recession after shrinking by 41.2% in the second quarter compared to the previous quarter. • Despite this, web search interest in the search term, “best food in Singapore” is 4.1 times higher than “cheap food in Singapore.” • And web search interest in the search term, “best buffet in Singapore” is 4.7 times higher than “cheap buffet in Singapore.” Source: Google Trends, Singapore, Web search interest in “cheap buffet in Singapore” and “best buffet in Singapore,” 01 October 2020
  7. 7. Google Surveys offers a free website satisfaction survey that asks visitors four important questions • Google Surveys offers a free website satisfaction survey. • What is the purpose of your visit to our website today? • Were you able to complete your task today? • If you were not able to complete your task today, why not? • How satisfied are you with the overall quality of this website? • It is available in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. Source: Google Surveys Help, Website Satisfaction
  8. 8. Google’s ‘People also ask’ boxes suggest potential headlines for articles or subheads for FAQ pages • I recently used Google to search for “Is it safe to travel to Singapore?” • A featured snippet from Travel Safe Abroad appeared at the top of the search engine results page (SERP). • Right under that, the “People also ask” box revealed: • Is there a travel advisory for Singapore? • What should I avoid in Singapore? • Is traveling to Singapore expensive? • Why is Singapore the safest country? • Use these as headlines or subheads. Source: Google, US, “Is it safe to travel to Singapore,” 01 October 2020
  9. 9. Market Finder by Google calculates which global markets offer you the best opportunities for growth • The internet has broken down international trade barriers, making it possible for even small and medium- size businesses to become truly global players. • Market Finder gives you a head start on your international marketing strategy. • This tool will not only identify the best markets for your product or service, but will also suggest the right digital marketing solutions. Source: Market Finder by Google, VisitSingapore.com/en/, 01 October 2020
  10. 10. Grow My Store analyzes your retail website and offers tips to improve your customer experience • Grow My Store assesses your website’s customer experience and gives you tips on how to improve. • It generates personalized reports by looking for keywords related to customer experience topics within your website. • If the tool can find these keywords within 10 pages of the URL you provide, then you pass the relevant section. • Grow My Store currently supports Dutch, English, French, German, Italian, Spanish and Swedish websites. • More languages are in the pipeline. Source: Google, Grow My Store, 01 October 2020
  11. 11. Next, create high-quality, relevant content that will naturally entice other sites to link to your website • The single most important thing you can do to improve your rankings is to provide high-quality content on your pages, especially your homepage. • If your pages contain useful information, their content will attract many visitors and entice other sites to create high- quality, relevant links to your website. • In creating a helpful, information-rich site, write pages that clearly and accurately describe your topic. • Think about the words users would type to find your pages and include those words in the content on your site. Source: Greg Jarboe, SES Events, “Matt Cutts, Google, discusses mobile search at SES San Jose 2008,” 18 November 2008
  12. 12. YouTube has steadily increased its organic visibility in Google’s SERPs and passed Wikipedia for #1 spot Source: Greg Jarboe, Search Engine Journal, “YouTube’s Organic Visibility Tops Wikipedia in Google SERPs,” 15 January 2020
  13. 13. What type of video content is more likely to attract visitors and entice other sites to link to your site? • We know videos with emotional impact are more likely to be shared. • And I’ve visited Unruly’s video lab to learn which emotions are more likely make content worth sharing. • I’ve also found that embedding video content worth sharing on a website or blog is more likely to entice other sites to create high-quality, relevant links to your page or post. • But, SEA is such a diverse region, no one- size-fits-all approach is likely to work across multiple markets. Source: Greg Jarboe, Tubular Insights, “Why Aren’t More Brands Embedding Their YouTube Videos on Their Websites?,” 10 March 2015
  14. 14. 1st thing to know about emotional video content in SEA: Consumers in the Philippines are the happiest • Happiness resonates particularly well in the Philippines. • Viewers in this country are more likely to feel intense happiness while watching video ads than anywhere else across Southeast Asia (26% vs. SEA average of 18%). • Coca-Cola put this to good use with its brilliant “Happiest Thank You”, which evoked intense feelings of happiness in more than half (58%) of the people who watched it. Source: Good Vibes Everyday, “New from Coca Cola Philippines,” 18 September 2014
  15. 15. 2nd thing to know about emotional video content in SEA: Indonesians are the most likely to laugh • If you want to make people laugh, Indonesia is the place to do it. • Viewers in this country are the most likely to find your ad hilarious (8%) compared with other countries around the world (4%). • This also holds true for global content. • For example, Mentos’ “Mentors” made 32% of viewers across Indonesia laugh out loud despite the fact that the video ad was originally created for the UK market. Source: Mentos Indonesia, “Mentos Mentors I Berteman dengan Orang Baru Itu Mudah, dengan Bantuan Kecil,” 18 March 2016
  16. 16. 3rd thing to know about emotional video content in APAC: Singaporeans are a tough crowd for emotion • Advertisers need to work extra hard to evoke an emotional response from consumers in Singapore. • On average, Singaporean viewers are much less emotional than viewers around the world, with pride the only emotional response where they are on par with the global average (4%). • Singapore Airlines knows how to push its local viewers’ buttons – with “No Detail Is Too Small” eliciting intense pride among 18% of viewers. Source: Singapore Airlines, “At Singapore Airlines, No Detail Is Too Small | Singapore Airlines,” 02 December 2015
  17. 17. Search Console helps you monitor, maintain, and troubleshoot your site’s presence in Google results • Search Console offers tools and reports for the following: • Confirm that Google can find and crawl your site. • Fix indexing problems and request re- indexing of new or updated content. • View Google search traffic data for your site. • Show you which sites link to your website. • Receive alerts when Google encounters indexing, spam, or other issues. • Troubleshoot issues for AMP, mobile usability, and other search features. Note: “Intro to Google Search Console - Search Console Training” is embedded in Search Console Help Center’s “About Search Console”
  18. 18. Waisberg explains how to use performance reports to view Google search traffic data for your website • Google Search Advocate Daniel Waisberg explains how to use Search Console’s performance reports. • He defines impressions and clicks. • An impression is when a URL appears in a search result for a user. • A click sends the user to a page. • The performance report shows you: • How many people saw and clicked on your site in Google search. • What queries showed your site in search. • Your average search position. Source: Google Webmasters, “Performance reports in Search Console - Google Search Console Training,” 08 January 2020
  19. 19. Waisberg hasn’t made a video yet about the links report, which may mean that it will change soon • The links report shows you: • Which sites link to me the most? • Which are my top linked pages from other sites? • Which are my top linked pages from a specific site? • What link text points to my site? • What are the links from a specific site to my page? • What are the top sites linking to my page? • Which of my pages is linked the most from within my own site? • Which of my pages links to my page? Source: Official Google Webmaster Central Blog, “Links, Mobile Usability, and site management in the new Search Console,” 21 August 2018
  20. 20. It’s time to reboot your SEO strategy to respond to shifts in consumer intent caused by the pandemic • This Mini-Workshop covered how to: • Conduct a new round of keyword research to find out what people are searching for. • Create high-quality, relevant content that will naturally entice other sites to link to your website. • Use Search Console to evaluate your site’s presence in Google results. • UNIQSKILLS also offers an online learning course that is eight hours long to help you “Design a Winning SEO Game Plan.” Source: Uniqskills Asia, “Design a Winning SEO Game Plan”

Greg Jarboe's presentation on "SEO for Marketers: Strategies, tactics, and trends to boost rankings" at Digital Marketing Asia 2020 on Oct. 23, 2020.

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