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Think like a
Search Engine
Spider !
By Eugene “SEO King” Macarius
www.IMSeoKing.com
Unlocking the secrets to better
Search Engine Optimisation (SEO)
Eugene “SEO King” Macarius
Thank You!!
Think Like A Search Engine Spider !!
1. Certified SEO Practitioner as well as an avid Social Media Enthusiast, with a strong passion
for Information Technology and All Things Digital.
2. He has the deep passion and is ever ready to coach his peers in the Digital Marketing
space, also founded the Internet Marketing Secrets invite-only group; thereby earning his
nickname SEO King in the Digital Marketing world.
3. Eugene is currently an independent Principle SEO, Social Media & Internet Footprint
Expert as well as an Internet Marketing Coach & Mentor and has well over 15 years of
website and digital marketing experience under his belt.
4. Former Director of Digital Marketing, Retail Banking
Standard Chartered Bank
• Eugene was instrumental in the planning, co-ordination and execution of
2 key marketing campaign roll out for Christmas 2018 Promotions and Bonus$aver
Relaunch.
www.IMSeoKing.com
Eugene “SEO King” Macarius
Thank You!!
Think Like A Search Engine Spider !!
5. Former Manager, Communications (Digital Media)
Roman Catholic Archdiocese of Singapore
Archbishop’s Communications Office
• Eugene planned and re-designed the database structure and backend for the
Catholic Online Directory as well as project managed the development of the
Catholic.SG Mobile App with external vendor for Singapore Catholics.
• He also developed and streamlined submission workflow systems for the
Archdiocese and provided assistance to 32 Catholic Churches in Singapore in
terms of advice and training to build their individual Digital capability.
• Eugene also ran simple Facebook Ads campaign to increase the reach of Facebook
page video content as well as Google search campaign ads to help Catholic end
user locate information better when they search in Google.
• Catholic Life Editor – Editor in Chief & Community Manager
Managed a team of volunteer editors from the parish (individual churches) and
collaborate with them on content planning and distribution for Catholic Life
Singapore Facebook Page.
My Digital NameCard
Connect me now at
www.imseoking.com
Topics of Learning
01 The Evolution of Search & the Search Engine Wars
02
03
04
05
Knowing & Understanding what is the Google Love Google Concept
The Anatomy of an Online Business or Website & How to pitch for Business
How to Structure your site for Search Relevancy
The way forward: Social Media and Other Emerging Trends
www.IMSeoKing.com
Evolution of Search & Search Engine Wars
Think like a Search Engine Spider!
www.IMSeoKing.com
The Search Engine Spider
Thank You!!
Think Like A Search Engine Spider !!
1. A spider is a program that visits Web sites and reads their pages and
other information in order to create entries for a Search Engine
Index (like table of contents of a book).
2. Major search engines on the Web all have such a program, which is
also known as a “crawler” or a “bot”.
3. Spiders are typically programmed to visit sites that have been
submitted by their owners as new or updated.
4. Spiders are called spiders because they usually visit many sites in
parallel at the same time, their "legs" spanning a large area of the
"web“.
www.IMSeoKing.com
7 Volunteers Please!!
WHAT IS SOCIAL PROOF ?
Thank You!!
Think Like A Search Engine Spider !!
1. Social proof, a term coined by Robert Cialdini in his 1984 book,
Influence, is also known as informational social influence. It
describes a psychological and social phenomenon wherein people
copy the actions of others in an attempt to undertake behavior in a
given situation. Wikipedia
2. Social proof is also prominent on social networks such as Twitter,
Facebook, Instagram and YouTube. The number of followers, fans,
views, likes, favorites and even comments that a user has made,
positively affects how other users perceive them.
In this case, by going Live, I am telling my followers that I have a
training going on, this reinforce the fact that I teach Search Engine
Optimisation (SEO).
www.IMSeoKing.com
Timeline of Search Engines
1990 - 1991 1993 1998 TODAY1994
Pre-web search engine
1990: The Archie search engine,
created by Alan Emtage, Bill
Heelan and J. Peter Deutsch,
computer science students at
McGill University in Montreal, goes
live.
1991: The rise of Gopher (created
in 1991 by Mark McCahill at the
University of Minnesota) leads to
two new search programs,
Veronica and Jughead.
Birth of First web robot
Matthew Gray
produces the first
known web robot, the
Perl-based World
Wide Web Wanderer,
and uses it to generate
an index of the web
called the Wandex.
Yahoo was born
Infoseek, World Wide
Web Worm,
Webcrawler, Lycos
engines were born
Yahoo! Was
born !!
Google was born
The domain
Google.com is
registered.[9] Soon,
Google Search is
available to the public
from this domain
(around 1998).
GOOGLE was born!!
Google is Number #1
Why is
this so?
Timeline of search engines: https://en.wikipedia.org/wiki/Timeline_of_web_search_engines
www.IMSeoKing.com
Google had to be Different in the Game!!
1. Yahoo was Directory based focused, “browse category
to get what you want.”
2. Google presented itself as a search box to the world,
just search what you need.
3. Gmail was an invite only (mystery);
you must know somebody to be invited to try out Gmail.
GUESS WHAT ???
This is
YAHOO TODAY
HAHA !!
The start of the Search Engine Wars…
Why Google Won the Search Engine Wars?
1. A focus on User Experience: Google started with the
idea that users essentially wanted access to the most
relevant information in relation to their search queries.
2. Indication of Relevancy: Sergei Brin and Larry Page
thought links and clicks as a sort of recommendation,
an indication of relevancy and value. No other search
engine was doing this at that point in time.
3. Search Result Relevancy: A query typed in Google
provided more relevancy than did Excite, Yahoo and
other search engines.
4. No Ads: Google initially didn't include any
advertisements on their page.
5. Be Radical: A search query in Google, directed
users away from their page and towards relevant
search results. This was a radical move, as Google did
not yet have a business model to monetize.
At this time, revenue generation on the web was still being
negotiated, all of the competition was still operating by
trying to keep users on their pages in order to capture more
advertising dollars.LIVE DEMO TIME !!
Getting into.. The Inside of the
Search Engine Spider’s mind!
TOPICAL
What is the key
Topic / Idea?
1. Keyword & synonyms.
2. Keyword repeat ion
on different pages
stress that site is
about this keyword.
AUTHORITY
Where is Info Seen?
1. Initially volume of
backlinks.
2. PR & Social Media.
3. Quality of backlinks
vs quantity.
4. Don’t go crazy on
backlinks.
CONTEXTUAL
What Type of Info?
For eg. Apple
1. Apple the Fruit
2. Apple the
Company & its
Products
RELEVANCY
Is it Relevant?
1. The moment
Google stops
being relevant in
its search results,
Yahoo takes over.
2. This is a BIG
factor!! Hence
Google Dance.
1. Today Google as a dominant force in search.
2. Google boasts an impressive market share and largely overshadows its competition in many of the
world's key markets (except China).
3. No other search engine has its name used as a verb in a sentence
(ie: "I don't know, why don't you Google it"?). www.IMSeoKing.com
Google Love
Google Concept
= Relevancy
1. Who has Google bought?
2. What Google has Developed?
3. What Google is Developing?
1. Failed Technologies and lessons
behind them.
2. When technologies disappear,
what other technologies will take
its place?
These are what Google Loves !!
Be Ready to have an intimate
Relationship with Google!
In the race of Relevancy…
Google bought many
technologies ! Be there !
Knowing &
Understanding
The
Google Love Google
Concept
Google Love Google
THE INTEGRATED GOOGLE CLOUD
1. Google Classroom: On 28 November 2018, Google
bought Workbench, an Education technology firm.
2. Google Maps: On 11 June 2013, Google bought
Waze, a GPS navigation software
3. Google Sites: On 31 October 2006, Google bought
JotSpot, a Web application
4. Blogger: In October 2003, Google bought Genius
Labs, a Blogging software company
5. Google Suite: Gmail, Docs, Drive & Hangouts
6. Google Cloud Platform: A new & smarter way to
work
ADVERTISING & AD SERVING PLATFORM
Google Adsense & Adwords
1. In April 2003, Google bought Applied
Semantics, an Online advertising
company.
2. This technology forms the core
technology behind Google Adsense and
Google Adwords.
PHOTO & VIDEO SERVING PLATFORM
Google Photos
1. In July 13, 2004, Google bought Picasa,
an online Image organizer, this forms
the core technology behind Google
Photos today.
YouTube
1. In October 9, 2006, Google bought
YouTube, for $1,650,000,000
2. Today Youtube.com is the number #2
Search Engine in the world.
STATISTICS & ANALYTICS PLATFORM
Google Analytics
1. In March 28, 2005, Google bought Urchin Software
Corporation, a Web analytics company.
2. This technology forms the core of what is known as
Google Analytics today.
Google is a computer software and a web search engine
company that acquired, on average, more than one company
per week in 2010 and 2011. – In the race to be relevant!!
List of mergers and acquisitions by Alphabet
https://en.wikipedia.org/wiki/List_of_mergers_and_acquisitions_by_Alphabet
www.IMSeoKing.com
Anotomy of an Online Business / Website
Think like a Search Engine Spider!
Knowing Your Customer Avatar
Some Considerations of Customer Avatar
If you sell to businesses, include what industry your
customers are in, how many employees they have,
how much annual revenue they generate, etc.
If you sell to consumers or end users, include
relevant demographic information such as age,
education, household income and family status.
Why having a customer avatar is important
When you try to sell to everyone, you end up selling
to no one!
People are magnitised to what speaks to them most
now; for example their interest (sports, yoga) and
you write to them in this space, they will buy from
you!
If you do not understand who your market is, you
will be advertising wrongly and might be attracting
the wrong crowd even.
If you are targeting to the right audience, they will
feel that you understand their problem or pain or
needs and BUY from you!
www.IMSeoKing.com
Competitor Research for Search Relevancy
Selling Platforms: not limiting to Amazon, Ebay, Carousell, Etsy
Industry Specific News Sites/Portals or Business Times or Global
News Sources
Social Media: How strong are you vs competitor in the following but
not limiting platforms (Facebook, Instagram, Twitter, Pinterest,
LinkedIn)
Understanding Yourself Vs The Competitive Landscape - Customer Avatar, Colours
Once, you have identified and understood your market, niche and sub niches better we can now proceed to look
at how you fare in the face of competition in your niche. KNOWING WHERE YOUR CUSTOMER HANG OUT!!
A rough guide to this is for a given market, niche and/or sub niche, we will look at the following media and how
strong the presence is in both online and off line media; that you have vs your competitor. Here are the list of
Offline and Online Media (if applicable):
Offline Media
Industry specific publications: not limiting to
magazines, journals, trade publications
BookStores: How bookstores arrange books in the
niche?
Top-sellers: What are the top sellers in bookstores?
In offline media, just as an example (but not
limiting to); we look at who is on the first
physical page and why are they on it and for
what topic or purpose as well as what is the
angle of the story pitched at.
Newspaper: What is the top news of your niche, which competitor or yourself is in the
news and how is it reported (favourably or unfavourably)
Flyer marketing: Did they use any banner marketing to get nearby traffic to their store?
What is the promotion they use to draw the crowd in?
Banner Stands: Any banner stands in front of your competitor storefront and how are
they worded?
Online Media
Verticle Industry
Portals: not limiting to
Property Guru (if
property niche), Global
Sources or Alibaba (if
it’s in the supplier
products niche),
Hotfrog or eGuide (or
any other business
listing directories)
Knowing & Understanding the Market!
Identifying the Market Vs Niche Vs Sub-Niche
Here is a simple visualisation of what a market, niche and sub-
niche is:
Market: "Weight loss" is a big, general, market rather than a
niche.
Niche: "Weight loss for women" is a niche but still quite broad.
What do you think? - Do I Sell to Men?
How do we identify a sub-niche within a niche then? A sub
niche is simply a smaller segment of the market.
Sub-Niche: "Weight loss for women who've recently given
birth" is a sub-niche.
What do you think? - Do I Sell to Undergrad Women?
It's specific and focused and caters to a very particular sub-
section of the wider weight loss market.
The Anatomy of an Online Business / Website
You can install Pixels to help gather
information for you: Google Adword
Pixel, Facebook Pixel & LinkedIn Insight
Tag
TRACKING & INFO GATHERING
Tools that can be installed to help you
capture site visitor stats (Google
Analytics) and behaviour (HotJar)
STATISTICS & ANALYTICS
“Hey Google, wave wave, my site has got
new content!!”
Google XML Sitemap & HTML Sitemap
SECRET INFORMANT TO GOOGLE
Small considerations like if your audience
is in Singapore, preferably hosting should
be in Singapore too. Also Secured
Sockets Layer (SSL) should be considered.
DOMAIN & WEB HOSTING
Website content management platform,
functions, theme or skins. Design of
menu structure, category, tags and
internal linking of posts.
INTERNAL OR ON PAGE FACTORS
Submission of Google XML Sitemap. Only
prominent Directory Submissions.
Promotion on key Social Media platforms.
EXTERNAL OR OFF PAGE FACTORS
www.IMSeoKing.com
Where is the Opportunity? Probing Questions to ask….
• “Can people find you?”
• In cases where location plays an
important part of the business.
• Client could be “Restaurant”, “Car-repair
workshop”, “Property Launch”
• Method: Use Google My Business
• Appears in Google Organic Result as a
“Map section”
• Appears in Map Result
How to pitch for Business to SMEs?
Where is the Opportunity? Probing Questions to ask….
• “I don’t like the colour. Can we have this image
smaller and at that position?”
• What can we do with fussy client?
• Stop doing Web Design anymore!! I have stopped doing web design for over 8
years!!
• My rebuttal is “Do you want a website that looks nice with
no traffic or a professional website with traffic?”
• Explain to client that we will use a professional template and everything place there
in the template is optimal for SEO.
• Earn the trust of the client with the SEO Knowledge that you gain in this talk!!
How to pitch for Business to SMEs?
Where is the Opportunity? Probing Questions to ask….
• “SEO is expensive!”
• A pure web design job is no longer enough for businesses.
• The buying cycle is no longer about: Brochure -> website visits -> purchase
• There is no need for web-design as we have so many templates to choose and
apply for clients!
• “Not having visitors to your newly
designed website is lagi expensive!”
How to pitch for Business to SMEs?
How do we pitch for business to SME?
Where is the Opportunity? Probing Questions to ask….
• “I do not need Youtube! Why do I need YouTube?”
• Nature of business: New in the industry, new brand, a need for educating the
audience.
• The buying cycle is no longer about: Brochure -> website visits -> purchase
• “YouTube is your 24 hour salesman / TV
Channel that never sleep. Youtube is the
second search engine in the World after
Google.com!”
Where is the Opportunity? Probing Questions to ask….
• “Propose an Integrated Digital Solution”
• Its no longer about piece-meal menu! Website should include these:
• Content Management – Wordpress
• User access rights control (if needed)
• Personal Data Protection clause – normally stated in standard privacy policy and
terms of use.
• Most commercial solutions to SME lack:
• Simple CRM to capture the leads flow, eg. Cold lead to warm to hot lead.
• Loyalty Marketing / Loyalty programs or rewards - gamefication
• Pixel or “Follow me” Marketing – Follows web visitor through social media.
• “Follow me marketing is needed! – People do not buy at first exposure
to a brand.”
How to pitch for Business to SMEs?
How to correctly structure your site
For Relevancy?
Think like a search engine spider!
www.IMSeoKing.com
How to Structure your site for Search Relevancy
1. Used to be very easy to rank in the early days of Google!!
2. TODAY: Google Ranking Factors: There are over 200 Google Ranking factors to consider:
https://backlinko.com/google-ranking-factors
BUT REMEMBER THIS!!
Small ranking factors (even those deemed
as less imortant) play a part especially in
a competitive niche, e.g. property
Over the years some ranking factors have been debated to be less important.
The Keyword Research Process
Let's use “weight loss for women” example.
Go to Google.com
Google Suggest: Enter your “weight loss for women” and Google suggest instantly suggests
some sub niches for you. This feature is rightfully called Google Suggest. You get some
keyword ideas from here.
Searches Related To: Then hit enter and go to your
search results. Scroll right to the bottom of the page and
you'll see “searches related to..” section...
Main Title: The main title of the article should contain the article
keyword that we wish to rank for. The keyword is usually located
closer towards the left or starting the title.
Sub Titles: For an article minimum is to have at least 2 or 3 subtitles.
Each subtitle will have to contain the keyword in it.
Images: rename images to include keyword as part of image name.
First Paragraph: The first paragraph of the article must contain the
keyword preferable as starting with the keyword or placing the
keyword at the left most possible position, nearer to the starting
sentence of the paragraph.
Content Block: As a tough guide if your content is 3 paragraphs, then
the keyword should at least appear 2 times in that content block. Each
content block must build upon the previous one to tell a story. An
article can contain as many content block as possible so that the total
words meets the article requirement of at least 500 to 600 words per
article.
Last Paragraph: In the last paragraph, the last sentence has to have
the keyword towards the end of the sentence when possible or
closest to it.
How to Structure your site for Search Relevancy
On Page Optimisation
1. Content has to be Topical as
well as Contextual.
2. Content optimisation
considerations:
• Definition of primary
keyword.
• Associated keywords in
pages.
• Keyword in URL.
• Well organised and easy
to find information
(category/tag).
• Image optimisation on
website.
Off Page Optimisation
1. Build Quality backlinks on
prominent directory.
2. Image optimisation in
Google Photos.
3. Video optimisation in
Youtube.
4. Do not go crazy over this.
www.IMSeoKing.com
Case Study: Property Website &
Ecommerce Site (LIVE DEMO)
www.IMSeoKing.com
Google Analytics
Google Spider
Domain & Hosting
External Backlinks
External Backlinks (Social Media )
also known as Social Signals
Google XML Sitemap
“Hey Google, wave
wave, my site has
got new content!!”
Informs Google when
site is updated.
www.web.com
A good website should contain the following.
1. Tracking & Analytics Code:
a) Google Adword Pixel, Facebook Pixel & LinkedIn
Insight Tag
b) Hotjar
c) Google Analytics
2. Website Platform based on purpose:
a) Normal Website: Wordpress (no Wix)
b) E-Commerce: Shopify / Woo Commerce
3. The Look: Theme or Skins
4. Functions Needed:
a) Wordpress: Plugins
b) Shopify: Apps
5. Website Structure & Content
a) Keyword in Domain
b) Design of menu structure
c) Post topic, category and tags
d) Internal linking of posts.
Website
Ads
1. Google Ads
a) Search Ads
b) Youtube Ads
c) GDN Ads – Adsense sites
2. FB Ads
3. LinkedIn Ads
The BIG SEO SECRET – Big Picture View! Putting it altogether
1. THESE RANKING FACTORS MATTER !! Basic SEO Foundation to consider:
• Domain & Hosting Considerations:
a) If target market is in Singapore, host in Singapore (speed of website load)
b) SSL secure the website (though not proven to help in ranking, Google has been talking about this emphasis)
• Keyword in Domain Name
In a competitive market, having the keyword in domain name might help slightly.
• Content Relevancy Optimisation
a) Topical: Do you make Google guess what your site is about?
b) Contextual: Use synonyms, write for the user in mind. User first, search engine second.
c) Authority: Write useful information that visitors would be compelled to share on their social media. E.g “5 ways to…”
• Website Menu Structure, Page URL, Post Content (Topical / Contextual / Authority) as well as Categories & Tags
• Listing in Google Properties: Google My Business, Google Photos, YouTube, Google Sites
• Social Signals – At the advent of Social Media, there was a debate. Matt Cutts talked about this in the early days on whether
Google should consider Social Media links when looking at a site SEO ranking.
• Prominent Quality Backlinking: Directories, Forum Signature links?, Classified Ads site? Do backlinks really matter?
LIVE DEMO TIME !!
How to Structure Your site for Search Relevancy – What Matters?
Think like a Search Engine Spider!
Social Media and Other Emerging Trends
www.IMSeoKing.com
Your prospect is out there…
in Social Media!!
You can simply impress your audience
and personalise your reach to them to
get them interested in what you offer.
Provide Better Customer Service
“Thank you for showing your interest in
the Wonder Face Cream. To make sure you
will get a Wonder Face, we will offer you a
20% discount if you buy with this code :
WONDERFACEME
Give a Discount
Bring across your message to
people who like similar interest
as to what your Brand or
business would offer.
Offer a more Targeted Message
When you overdo the “Follow Me”
marketing it becomes SPAM !!
PLEASE Don’t Overdo it !!
By placing Pixels on your website, you can follow your prospect when he/she browses on Social
Media. Do you see this in real life?
The Concept of “Follow You” Marketing
SOCIAL MEDIA & EMERGING TRENDS
Is this effective Communication?
PLEASE Don’t Overdo it !!
SOCIAL MEDIA & EMERGING TRENDS
When you overdo the “Follow Me”
marketing it becomes SPAM !!
Go Live
Reach out Instantly
1. Group of ready users online,
technology reaches out to them
automatically the moment you go
live.
2. Dual streaming technology allows
you to stream live on at least 2
platforms.
3. Insta Story, Fb Live, IG TV, Tiktok,
Webinars.
4. LinkedIn Live trial for go live in USA.
Bots
Customer Centric Marketing
1. Marketing Bots: Good
customer journey as easy as
filling up a form, answer
question to get to what you
need.
2. Chatbots can be programmed
for customer service issues or
support.
3. FB Messenger Bots, Telegram
Bots
Instant Messaging (IM)
Communicate Effectively
1. Facebook Ads can be
blocked; browser ad
blocker.
2. Emails can go to spam
folder.
3. Reach out instantly.
4. Run Fb Ads to Fb
Messenger or WhatsApp.
5. WhatsApp, Telegram,
WeChat, Line, Skype
Big Data
Analytics
1. Visitor Analytics & Behaviour
2. Competitor Spying
3. Customer Service
Information – Customer
preference
4. Loyalty program
5. Sales Data
6. Google Analytics is key to
understanding your web
visitor.
01 02 03 04
EMERGING TRENDS & TECHNOLOGY
How you know what you Doing is
Effective? Do you want to learn this?
Learn how to do it right!
Analytics is Important!!
Google Analytics is a web analytics service offered
by Google that tracks and reports website traffic,
currently as a platform inside the Google Marketing
Platform brand. ...
Google Analytics became the most widely used
web analytics service on the web.Launched:
November 14, 2005; 13 years ago
Analytics help you see any Blindspots !!
3nd Last Slide – Keep
Awake… One more
presentation to go!!
MEASURE, MEASURE, MEASURE !!
FREE ONLINE MARKETING COMMUNITY
MY FREE GIFT TO ALL
The learning continues at:
Community.IMSeoCoach.com
Thank You!!
Think Like A Search Engine Spider !!
This is the man that will
unlock your blindspot
in Digital Marketing!!

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Avente Consulting SEO Training at SMU : Unlocking the secrets to better search engine optimisation by thinking like a search engine spider

  • 1. Think like a Search Engine Spider ! By Eugene “SEO King” Macarius www.IMSeoKing.com Unlocking the secrets to better Search Engine Optimisation (SEO)
  • 2. Eugene “SEO King” Macarius Thank You!! Think Like A Search Engine Spider !! 1. Certified SEO Practitioner as well as an avid Social Media Enthusiast, with a strong passion for Information Technology and All Things Digital. 2. He has the deep passion and is ever ready to coach his peers in the Digital Marketing space, also founded the Internet Marketing Secrets invite-only group; thereby earning his nickname SEO King in the Digital Marketing world. 3. Eugene is currently an independent Principle SEO, Social Media & Internet Footprint Expert as well as an Internet Marketing Coach & Mentor and has well over 15 years of website and digital marketing experience under his belt. 4. Former Director of Digital Marketing, Retail Banking Standard Chartered Bank • Eugene was instrumental in the planning, co-ordination and execution of 2 key marketing campaign roll out for Christmas 2018 Promotions and Bonus$aver Relaunch. www.IMSeoKing.com
  • 3. Eugene “SEO King” Macarius Thank You!! Think Like A Search Engine Spider !! 5. Former Manager, Communications (Digital Media) Roman Catholic Archdiocese of Singapore Archbishop’s Communications Office • Eugene planned and re-designed the database structure and backend for the Catholic Online Directory as well as project managed the development of the Catholic.SG Mobile App with external vendor for Singapore Catholics. • He also developed and streamlined submission workflow systems for the Archdiocese and provided assistance to 32 Catholic Churches in Singapore in terms of advice and training to build their individual Digital capability. • Eugene also ran simple Facebook Ads campaign to increase the reach of Facebook page video content as well as Google search campaign ads to help Catholic end user locate information better when they search in Google. • Catholic Life Editor – Editor in Chief & Community Manager Managed a team of volunteer editors from the parish (individual churches) and collaborate with them on content planning and distribution for Catholic Life Singapore Facebook Page. My Digital NameCard Connect me now at www.imseoking.com
  • 4. Topics of Learning 01 The Evolution of Search & the Search Engine Wars 02 03 04 05 Knowing & Understanding what is the Google Love Google Concept The Anatomy of an Online Business or Website & How to pitch for Business How to Structure your site for Search Relevancy The way forward: Social Media and Other Emerging Trends www.IMSeoKing.com
  • 5. Evolution of Search & Search Engine Wars Think like a Search Engine Spider! www.IMSeoKing.com
  • 6. The Search Engine Spider Thank You!! Think Like A Search Engine Spider !! 1. A spider is a program that visits Web sites and reads their pages and other information in order to create entries for a Search Engine Index (like table of contents of a book). 2. Major search engines on the Web all have such a program, which is also known as a “crawler” or a “bot”. 3. Spiders are typically programmed to visit sites that have been submitted by their owners as new or updated. 4. Spiders are called spiders because they usually visit many sites in parallel at the same time, their "legs" spanning a large area of the "web“. www.IMSeoKing.com 7 Volunteers Please!!
  • 7. WHAT IS SOCIAL PROOF ? Thank You!! Think Like A Search Engine Spider !! 1. Social proof, a term coined by Robert Cialdini in his 1984 book, Influence, is also known as informational social influence. It describes a psychological and social phenomenon wherein people copy the actions of others in an attempt to undertake behavior in a given situation. Wikipedia 2. Social proof is also prominent on social networks such as Twitter, Facebook, Instagram and YouTube. The number of followers, fans, views, likes, favorites and even comments that a user has made, positively affects how other users perceive them. In this case, by going Live, I am telling my followers that I have a training going on, this reinforce the fact that I teach Search Engine Optimisation (SEO). www.IMSeoKing.com
  • 8. Timeline of Search Engines 1990 - 1991 1993 1998 TODAY1994 Pre-web search engine 1990: The Archie search engine, created by Alan Emtage, Bill Heelan and J. Peter Deutsch, computer science students at McGill University in Montreal, goes live. 1991: The rise of Gopher (created in 1991 by Mark McCahill at the University of Minnesota) leads to two new search programs, Veronica and Jughead. Birth of First web robot Matthew Gray produces the first known web robot, the Perl-based World Wide Web Wanderer, and uses it to generate an index of the web called the Wandex. Yahoo was born Infoseek, World Wide Web Worm, Webcrawler, Lycos engines were born Yahoo! Was born !! Google was born The domain Google.com is registered.[9] Soon, Google Search is available to the public from this domain (around 1998). GOOGLE was born!! Google is Number #1 Why is this so? Timeline of search engines: https://en.wikipedia.org/wiki/Timeline_of_web_search_engines www.IMSeoKing.com
  • 9. Google had to be Different in the Game!! 1. Yahoo was Directory based focused, “browse category to get what you want.” 2. Google presented itself as a search box to the world, just search what you need. 3. Gmail was an invite only (mystery); you must know somebody to be invited to try out Gmail. GUESS WHAT ??? This is YAHOO TODAY HAHA !! The start of the Search Engine Wars…
  • 10. Why Google Won the Search Engine Wars? 1. A focus on User Experience: Google started with the idea that users essentially wanted access to the most relevant information in relation to their search queries. 2. Indication of Relevancy: Sergei Brin and Larry Page thought links and clicks as a sort of recommendation, an indication of relevancy and value. No other search engine was doing this at that point in time. 3. Search Result Relevancy: A query typed in Google provided more relevancy than did Excite, Yahoo and other search engines. 4. No Ads: Google initially didn't include any advertisements on their page. 5. Be Radical: A search query in Google, directed users away from their page and towards relevant search results. This was a radical move, as Google did not yet have a business model to monetize. At this time, revenue generation on the web was still being negotiated, all of the competition was still operating by trying to keep users on their pages in order to capture more advertising dollars.LIVE DEMO TIME !!
  • 11. Getting into.. The Inside of the Search Engine Spider’s mind! TOPICAL What is the key Topic / Idea? 1. Keyword & synonyms. 2. Keyword repeat ion on different pages stress that site is about this keyword. AUTHORITY Where is Info Seen? 1. Initially volume of backlinks. 2. PR & Social Media. 3. Quality of backlinks vs quantity. 4. Don’t go crazy on backlinks. CONTEXTUAL What Type of Info? For eg. Apple 1. Apple the Fruit 2. Apple the Company & its Products RELEVANCY Is it Relevant? 1. The moment Google stops being relevant in its search results, Yahoo takes over. 2. This is a BIG factor!! Hence Google Dance. 1. Today Google as a dominant force in search. 2. Google boasts an impressive market share and largely overshadows its competition in many of the world's key markets (except China). 3. No other search engine has its name used as a verb in a sentence (ie: "I don't know, why don't you Google it"?). www.IMSeoKing.com
  • 12. Google Love Google Concept = Relevancy 1. Who has Google bought? 2. What Google has Developed? 3. What Google is Developing? 1. Failed Technologies and lessons behind them. 2. When technologies disappear, what other technologies will take its place? These are what Google Loves !! Be Ready to have an intimate Relationship with Google! In the race of Relevancy… Google bought many technologies ! Be there ! Knowing & Understanding The Google Love Google Concept
  • 13. Google Love Google THE INTEGRATED GOOGLE CLOUD 1. Google Classroom: On 28 November 2018, Google bought Workbench, an Education technology firm. 2. Google Maps: On 11 June 2013, Google bought Waze, a GPS navigation software 3. Google Sites: On 31 October 2006, Google bought JotSpot, a Web application 4. Blogger: In October 2003, Google bought Genius Labs, a Blogging software company 5. Google Suite: Gmail, Docs, Drive & Hangouts 6. Google Cloud Platform: A new & smarter way to work ADVERTISING & AD SERVING PLATFORM Google Adsense & Adwords 1. In April 2003, Google bought Applied Semantics, an Online advertising company. 2. This technology forms the core technology behind Google Adsense and Google Adwords. PHOTO & VIDEO SERVING PLATFORM Google Photos 1. In July 13, 2004, Google bought Picasa, an online Image organizer, this forms the core technology behind Google Photos today. YouTube 1. In October 9, 2006, Google bought YouTube, for $1,650,000,000 2. Today Youtube.com is the number #2 Search Engine in the world. STATISTICS & ANALYTICS PLATFORM Google Analytics 1. In March 28, 2005, Google bought Urchin Software Corporation, a Web analytics company. 2. This technology forms the core of what is known as Google Analytics today. Google is a computer software and a web search engine company that acquired, on average, more than one company per week in 2010 and 2011. – In the race to be relevant!! List of mergers and acquisitions by Alphabet https://en.wikipedia.org/wiki/List_of_mergers_and_acquisitions_by_Alphabet
  • 14. www.IMSeoKing.com Anotomy of an Online Business / Website Think like a Search Engine Spider!
  • 15. Knowing Your Customer Avatar Some Considerations of Customer Avatar If you sell to businesses, include what industry your customers are in, how many employees they have, how much annual revenue they generate, etc. If you sell to consumers or end users, include relevant demographic information such as age, education, household income and family status. Why having a customer avatar is important When you try to sell to everyone, you end up selling to no one! People are magnitised to what speaks to them most now; for example their interest (sports, yoga) and you write to them in this space, they will buy from you! If you do not understand who your market is, you will be advertising wrongly and might be attracting the wrong crowd even. If you are targeting to the right audience, they will feel that you understand their problem or pain or needs and BUY from you!
  • 16.
  • 18. Competitor Research for Search Relevancy Selling Platforms: not limiting to Amazon, Ebay, Carousell, Etsy Industry Specific News Sites/Portals or Business Times or Global News Sources Social Media: How strong are you vs competitor in the following but not limiting platforms (Facebook, Instagram, Twitter, Pinterest, LinkedIn) Understanding Yourself Vs The Competitive Landscape - Customer Avatar, Colours Once, you have identified and understood your market, niche and sub niches better we can now proceed to look at how you fare in the face of competition in your niche. KNOWING WHERE YOUR CUSTOMER HANG OUT!! A rough guide to this is for a given market, niche and/or sub niche, we will look at the following media and how strong the presence is in both online and off line media; that you have vs your competitor. Here are the list of Offline and Online Media (if applicable): Offline Media Industry specific publications: not limiting to magazines, journals, trade publications BookStores: How bookstores arrange books in the niche? Top-sellers: What are the top sellers in bookstores? In offline media, just as an example (but not limiting to); we look at who is on the first physical page and why are they on it and for what topic or purpose as well as what is the angle of the story pitched at. Newspaper: What is the top news of your niche, which competitor or yourself is in the news and how is it reported (favourably or unfavourably) Flyer marketing: Did they use any banner marketing to get nearby traffic to their store? What is the promotion they use to draw the crowd in? Banner Stands: Any banner stands in front of your competitor storefront and how are they worded? Online Media Verticle Industry Portals: not limiting to Property Guru (if property niche), Global Sources or Alibaba (if it’s in the supplier products niche), Hotfrog or eGuide (or any other business listing directories)
  • 19. Knowing & Understanding the Market! Identifying the Market Vs Niche Vs Sub-Niche Here is a simple visualisation of what a market, niche and sub- niche is: Market: "Weight loss" is a big, general, market rather than a niche. Niche: "Weight loss for women" is a niche but still quite broad. What do you think? - Do I Sell to Men? How do we identify a sub-niche within a niche then? A sub niche is simply a smaller segment of the market. Sub-Niche: "Weight loss for women who've recently given birth" is a sub-niche. What do you think? - Do I Sell to Undergrad Women? It's specific and focused and caters to a very particular sub- section of the wider weight loss market.
  • 20. The Anatomy of an Online Business / Website You can install Pixels to help gather information for you: Google Adword Pixel, Facebook Pixel & LinkedIn Insight Tag TRACKING & INFO GATHERING Tools that can be installed to help you capture site visitor stats (Google Analytics) and behaviour (HotJar) STATISTICS & ANALYTICS “Hey Google, wave wave, my site has got new content!!” Google XML Sitemap & HTML Sitemap SECRET INFORMANT TO GOOGLE Small considerations like if your audience is in Singapore, preferably hosting should be in Singapore too. Also Secured Sockets Layer (SSL) should be considered. DOMAIN & WEB HOSTING Website content management platform, functions, theme or skins. Design of menu structure, category, tags and internal linking of posts. INTERNAL OR ON PAGE FACTORS Submission of Google XML Sitemap. Only prominent Directory Submissions. Promotion on key Social Media platforms. EXTERNAL OR OFF PAGE FACTORS www.IMSeoKing.com
  • 21. Where is the Opportunity? Probing Questions to ask…. • “Can people find you?” • In cases where location plays an important part of the business. • Client could be “Restaurant”, “Car-repair workshop”, “Property Launch” • Method: Use Google My Business • Appears in Google Organic Result as a “Map section” • Appears in Map Result How to pitch for Business to SMEs?
  • 22. Where is the Opportunity? Probing Questions to ask…. • “I don’t like the colour. Can we have this image smaller and at that position?” • What can we do with fussy client? • Stop doing Web Design anymore!! I have stopped doing web design for over 8 years!! • My rebuttal is “Do you want a website that looks nice with no traffic or a professional website with traffic?” • Explain to client that we will use a professional template and everything place there in the template is optimal for SEO. • Earn the trust of the client with the SEO Knowledge that you gain in this talk!! How to pitch for Business to SMEs?
  • 23. Where is the Opportunity? Probing Questions to ask…. • “SEO is expensive!” • A pure web design job is no longer enough for businesses. • The buying cycle is no longer about: Brochure -> website visits -> purchase • There is no need for web-design as we have so many templates to choose and apply for clients! • “Not having visitors to your newly designed website is lagi expensive!” How to pitch for Business to SMEs?
  • 24. How do we pitch for business to SME? Where is the Opportunity? Probing Questions to ask…. • “I do not need Youtube! Why do I need YouTube?” • Nature of business: New in the industry, new brand, a need for educating the audience. • The buying cycle is no longer about: Brochure -> website visits -> purchase • “YouTube is your 24 hour salesman / TV Channel that never sleep. Youtube is the second search engine in the World after Google.com!”
  • 25. Where is the Opportunity? Probing Questions to ask…. • “Propose an Integrated Digital Solution” • Its no longer about piece-meal menu! Website should include these: • Content Management – Wordpress • User access rights control (if needed) • Personal Data Protection clause – normally stated in standard privacy policy and terms of use. • Most commercial solutions to SME lack: • Simple CRM to capture the leads flow, eg. Cold lead to warm to hot lead. • Loyalty Marketing / Loyalty programs or rewards - gamefication • Pixel or “Follow me” Marketing – Follows web visitor through social media. • “Follow me marketing is needed! – People do not buy at first exposure to a brand.” How to pitch for Business to SMEs?
  • 26. How to correctly structure your site For Relevancy? Think like a search engine spider! www.IMSeoKing.com
  • 27. How to Structure your site for Search Relevancy 1. Used to be very easy to rank in the early days of Google!! 2. TODAY: Google Ranking Factors: There are over 200 Google Ranking factors to consider: https://backlinko.com/google-ranking-factors BUT REMEMBER THIS!! Small ranking factors (even those deemed as less imortant) play a part especially in a competitive niche, e.g. property Over the years some ranking factors have been debated to be less important.
  • 28. The Keyword Research Process Let's use “weight loss for women” example. Go to Google.com Google Suggest: Enter your “weight loss for women” and Google suggest instantly suggests some sub niches for you. This feature is rightfully called Google Suggest. You get some keyword ideas from here. Searches Related To: Then hit enter and go to your search results. Scroll right to the bottom of the page and you'll see “searches related to..” section...
  • 29. Main Title: The main title of the article should contain the article keyword that we wish to rank for. The keyword is usually located closer towards the left or starting the title. Sub Titles: For an article minimum is to have at least 2 or 3 subtitles. Each subtitle will have to contain the keyword in it. Images: rename images to include keyword as part of image name. First Paragraph: The first paragraph of the article must contain the keyword preferable as starting with the keyword or placing the keyword at the left most possible position, nearer to the starting sentence of the paragraph. Content Block: As a tough guide if your content is 3 paragraphs, then the keyword should at least appear 2 times in that content block. Each content block must build upon the previous one to tell a story. An article can contain as many content block as possible so that the total words meets the article requirement of at least 500 to 600 words per article. Last Paragraph: In the last paragraph, the last sentence has to have the keyword towards the end of the sentence when possible or closest to it.
  • 30. How to Structure your site for Search Relevancy On Page Optimisation 1. Content has to be Topical as well as Contextual. 2. Content optimisation considerations: • Definition of primary keyword. • Associated keywords in pages. • Keyword in URL. • Well organised and easy to find information (category/tag). • Image optimisation on website. Off Page Optimisation 1. Build Quality backlinks on prominent directory. 2. Image optimisation in Google Photos. 3. Video optimisation in Youtube. 4. Do not go crazy over this. www.IMSeoKing.com
  • 31. Case Study: Property Website & Ecommerce Site (LIVE DEMO) www.IMSeoKing.com
  • 32. Google Analytics Google Spider Domain & Hosting External Backlinks External Backlinks (Social Media ) also known as Social Signals Google XML Sitemap “Hey Google, wave wave, my site has got new content!!” Informs Google when site is updated. www.web.com A good website should contain the following. 1. Tracking & Analytics Code: a) Google Adword Pixel, Facebook Pixel & LinkedIn Insight Tag b) Hotjar c) Google Analytics 2. Website Platform based on purpose: a) Normal Website: Wordpress (no Wix) b) E-Commerce: Shopify / Woo Commerce 3. The Look: Theme or Skins 4. Functions Needed: a) Wordpress: Plugins b) Shopify: Apps 5. Website Structure & Content a) Keyword in Domain b) Design of menu structure c) Post topic, category and tags d) Internal linking of posts. Website Ads 1. Google Ads a) Search Ads b) Youtube Ads c) GDN Ads – Adsense sites 2. FB Ads 3. LinkedIn Ads The BIG SEO SECRET – Big Picture View! Putting it altogether
  • 33. 1. THESE RANKING FACTORS MATTER !! Basic SEO Foundation to consider: • Domain & Hosting Considerations: a) If target market is in Singapore, host in Singapore (speed of website load) b) SSL secure the website (though not proven to help in ranking, Google has been talking about this emphasis) • Keyword in Domain Name In a competitive market, having the keyword in domain name might help slightly. • Content Relevancy Optimisation a) Topical: Do you make Google guess what your site is about? b) Contextual: Use synonyms, write for the user in mind. User first, search engine second. c) Authority: Write useful information that visitors would be compelled to share on their social media. E.g “5 ways to…” • Website Menu Structure, Page URL, Post Content (Topical / Contextual / Authority) as well as Categories & Tags • Listing in Google Properties: Google My Business, Google Photos, YouTube, Google Sites • Social Signals – At the advent of Social Media, there was a debate. Matt Cutts talked about this in the early days on whether Google should consider Social Media links when looking at a site SEO ranking. • Prominent Quality Backlinking: Directories, Forum Signature links?, Classified Ads site? Do backlinks really matter? LIVE DEMO TIME !! How to Structure Your site for Search Relevancy – What Matters?
  • 34. Think like a Search Engine Spider! Social Media and Other Emerging Trends www.IMSeoKing.com
  • 35. Your prospect is out there… in Social Media!! You can simply impress your audience and personalise your reach to them to get them interested in what you offer. Provide Better Customer Service “Thank you for showing your interest in the Wonder Face Cream. To make sure you will get a Wonder Face, we will offer you a 20% discount if you buy with this code : WONDERFACEME Give a Discount Bring across your message to people who like similar interest as to what your Brand or business would offer. Offer a more Targeted Message When you overdo the “Follow Me” marketing it becomes SPAM !! PLEASE Don’t Overdo it !! By placing Pixels on your website, you can follow your prospect when he/she browses on Social Media. Do you see this in real life? The Concept of “Follow You” Marketing SOCIAL MEDIA & EMERGING TRENDS
  • 36. Is this effective Communication? PLEASE Don’t Overdo it !! SOCIAL MEDIA & EMERGING TRENDS When you overdo the “Follow Me” marketing it becomes SPAM !!
  • 37. Go Live Reach out Instantly 1. Group of ready users online, technology reaches out to them automatically the moment you go live. 2. Dual streaming technology allows you to stream live on at least 2 platforms. 3. Insta Story, Fb Live, IG TV, Tiktok, Webinars. 4. LinkedIn Live trial for go live in USA. Bots Customer Centric Marketing 1. Marketing Bots: Good customer journey as easy as filling up a form, answer question to get to what you need. 2. Chatbots can be programmed for customer service issues or support. 3. FB Messenger Bots, Telegram Bots Instant Messaging (IM) Communicate Effectively 1. Facebook Ads can be blocked; browser ad blocker. 2. Emails can go to spam folder. 3. Reach out instantly. 4. Run Fb Ads to Fb Messenger or WhatsApp. 5. WhatsApp, Telegram, WeChat, Line, Skype Big Data Analytics 1. Visitor Analytics & Behaviour 2. Competitor Spying 3. Customer Service Information – Customer preference 4. Loyalty program 5. Sales Data 6. Google Analytics is key to understanding your web visitor. 01 02 03 04 EMERGING TRENDS & TECHNOLOGY
  • 38. How you know what you Doing is Effective? Do you want to learn this? Learn how to do it right! Analytics is Important!! Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand. ... Google Analytics became the most widely used web analytics service on the web.Launched: November 14, 2005; 13 years ago Analytics help you see any Blindspots !! 3nd Last Slide – Keep Awake… One more presentation to go!! MEASURE, MEASURE, MEASURE !!
  • 39. FREE ONLINE MARKETING COMMUNITY MY FREE GIFT TO ALL The learning continues at: Community.IMSeoCoach.com Thank You!! Think Like A Search Engine Spider !!
  • 40. This is the man that will unlock your blindspot in Digital Marketing!!