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SEARCHABILITY
FACTOR
Discover Your
About Eugene The SEO King Macarius
• Former Digital Director of Standard Chartered Bank, Retail
Banking in Singapore.
• Digitalisation efforts of the Catholic Church in Singapore:
infrastructure setup, website & social media presence.
• Prior experiences are Implementation of Customer
Relationship Systems and Shopper Loyalty Programmes as
well as consulting the lawyers on PDPA implementation for
major shopping mall groups in Singapore.
• Avid Digital Marketing Strategist as well as a Certified
Search Engine Optimization (SEO) Principal Consultant &
Coach. - SEO King
• Manages 360 Digital Marketing Campaigns for
corporations and Small Medium Enterprises (SMEs) to
create a Digital Footprint to Attract, Engage and Retain
more customers.
• Mentor for Lithan Academy for the Professional Diploma in
Digital Marketing Implementation.
• Mentor for Republic Polytechnic - Entrepreneurship
Community Mentorship Scheme
IMPORTANCE OF BEING
FOUND ON SEARCH
• Increases Visibility
• Enhances User Trust
• Increases Website Traffic
• Higher Website Traffic will lead to
more conversions to sales.
• Improved Customer Experience on
Website.
WHAT IS
SEARCHABILITY
Searchability = State of being
searchable
WAYS IN WHICH PEOPLE SEARCH FOR
INFORMATION?
• Youtube Search
• Facebook Search
• Instagram Search
• LinkedIn Search
• Google Search
1. Don’t Know
Your Existence 2. Know -> Remember
3. Like -> Trust
DIFFERENT STAGES
OF SALES
5. Shout - Be Your Brand Advocate
4. Get Sales -> Repeat Sales
DIFFERENT STAGES
OF SALES
START VISIBILITY
BRANDING MORE EXPOSURE AUTHORITY
BRAND RECALL
( SERVICE RETENTION )
ADVOCACY SALES
REPEAT SALES
THE CUSTOMER JOURNEY
AND SEARCHABILITY
Don’t
Know
Your
Existence
Starts to
Take
Notice of
You!
Know You!
(Product,
Service)
Starts to
Remember
You!
Like You!
(Product,
Service)
Trust You!
(Product or
Service)
Buy From
You! (Get
Sales)
Buy MORE
From You!
(Get Sales)
Shout or
Promote
for You!
MARKET, AUDIENCE
& COMPETITOR
(UNDERSTANDING THE MARKET)
THE SEARCHABILITY BLUEPRINT
MARKET
POSITIONING
ANALYSIS
Define the Market
Zoom to the Sub Niche
Identify the Niche
Audience Personna
Can you map to a real person?
Varied Interest
Gender, Age
Who are the Top 3?
How they compare to me?
Online & Offline
Platforms they are on?
COMPETITOR
ANALYSIS
TARGET
AUDIENCE
ANALYSIS
BUSINESS & BRANDING
(MARKET POSITIONING)
TYPE OF
BUSINESS
TO DO
Bubble Tea!
Create your Blue Ocean!
First Mover Advantage Biz
U a Me-too Business?
Effect of the Pandemic
Value Propositions, Channels,
Customer Segments, Customer
Relationships.
Cost Structure & Revenue
Streams
Partners, Activities, Resources
Define a Business Model
Company Branding
As a Key Opinion Leader
As a Market Leader
Personal Branding
BUSINESS
STRUCTURE
ANALYSIS
BRANDING
EXERCISE
THE SEARCHABILITY BLUEPRINT
DESIGN, COPY
& KEYWORDS
(USER EXPERIENCE)
EFFECTIVE
USER EXP
DESIGN
The Use Of Colors & Fonts
Load Speed for Website & SSL
Mobile Optimised
Design Consistency
Effective Copywriting
Market, Target Audience &
Competitors
Keep it simple, Do not use
jargons, readable and easy to
understand.
Way audience consume content.
Platform Considerations
Buying Keywords
Property Agent & Financial
Consultants Application
Social, Google, Youtube
Strong Search Intent
EFFECTIVE
KEYWORD
STRATEGY
MAGNETIC
PERSUASION
THE SEARCHABILITY BLUEPRINT
The Searchability
Blue Print (A Recap)
GET INTO THE
MIND OF GOOGLE
WILL SEO BRING LEADS TO MY BUSINESS?
Which Came First the Google or the Yahoo?
• Search Result Relevancy: A query typed in Google provided
more relevancy than did Excite, Yahoo and other search engines.
• Redirected to other website, Yahoo kept to Yahoo platform.
• A focus on User Experience:
Google provided relevant information in relation to their search
queries.
• 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.
GOOGLE MADE ALGORITHM UPDATES
Google Panda
• FEB 2011
• On Page filter
to flag poor quality
content
• Mainly to handle
keyword stuffing and
sites with thin content.
• Outcome is to ensure
relevant results return
that have quality
content on sites.
Google Penguin
• APR 2012
• Off page penalty
to
flag sites with
spammy
links.
Google Pigeon
• JULY 2014
• Local search
update.
• Prominence of
local listings
based on
proximity & local
reference.
Google
Hummingbird
• SEPT 2013
• Conversational
Search.
• Understand user
search intentions
better.
• Understand
whole sentences
vs just individual
words.
Google RankBrain
• OCT 2015
• To better handle
never seen before
search queries.
• New Company or
New Property
Launch.
• Machine Learning
(AI) to better
understand user
search intent and
also sentiments.
What is an
Example of a
Searchable
Business?
A Live DEMO of How a Searchable Business
Appears in Google
Key Factors of SEO
& Google Core
Concepts
Module 4: What is SEO?
SEO that focuses on a specific area, rather than a national focus or at the
state, province or county level. It’s all about increasing your online
presence in your community and promoting your products or services to
local customers. Usually dependent on Google My Business, Company
Name, Address and Phone (NAP) to be listed in several directories
together with website.
Often, how well you rank on Google depends on your Google My Business
profile. This is where you include your address, business hours,
description, reviews and photos. The search engine results pages will look
at proximity, relevance, and prominence based on the user’s search query,
and select your business if you meet various requirements.
5. Local SEO
Video SEO usually refers to the complete process of the
optimization of videos on Youtube as well as the
optimisation of Youtube Channel attributes.
7. Video SEO (Youtube SEO)
Technical SEO refers to the actions performed to help search engines crawl
your website.
• A faster website speed is always better. Be sure to make your template
simple, limit redirects, and optimize your visuals.
• Mobile friendliness: Check your site on a mobile device to ensure that
it’s easy to navigate for any visitors coming via mobile.
• Site structure: Use the HTTPS hypertext, a user-friendly and consistent
URL structure, and consistent internal links.
1. Technical SEO
On-page SEO, also referred to as on-site SEO, is the process of
optimizing the content on your website. This includes your
keywords, headers, meta titles, meta descriptions, images, and
more.
Content SEO is all about the quality of the content and how
to make it better. Keywords, synonyms, contextual relevance.
3. On-Page SEO & 4. Content SEO
DIFFERENT TYPES OF SEO MARKETING
Everything that does not happen on your website. Most
off-page SEO work is focused on link building. If you’re
unaware, link building is the practice of getting other
reputable websites to link back to your site. For example,
press releases to reputable news sites.
2. Off-Page SEO
There are 2 aspects of Image Optimisation and they
are image optimisation for website and for Google
Photos. Website: Load speed, alt tags, image name;
Gphotos: Image name, description, album name.
6. Image SEO
8. eCommerce SEO: Navigation, Product names, Images,
Categories, Articles to be optimised.
Immediate Tips on
improving SEO for
your Business!
Effective SEO Hacks to bring
Leads For Your Business.
RECAP Here are instant tips that can enable you to improve SEO for
Your Business and get targeted leads.
• Hosting in same Country that your
main business area is from
(Loading Speed & Location).
• Keyword in Domain Name.
• Buy an SSL secured domain for
your site.
Domain & Hosting
• List your business in Google My Business. So
that this maps your business mentioned in
your website to a location.
• List in General Directories & Trade Specific
Directories using the same format for Business
Name, Address and Phone (NAP).
Local SEO (Location Optimisation)
• Beautiful Images ( too little text | too
large file size)
• Pay attention to Mobile Optimisation of
your website (Responsive Design).
• Take note of Website Load Speed. (big
images, un-necessary scripts and too
many plugins)
Website Optimisation
• Are you leaving money on the table by
not being in Youtube? Youtube is the 2nd
Largest Search Engine after Google.com
• Have a presence in Youtube and optimise
it for search.
Video Optimisation (Youtube Optimisation)
• Always write with readers in mind and then the
search engines.
• Ensure that you write in Topical Relevance and
Contextual Relevance.
• Optimise the image file names with keywords.
Content Optimisation
• Study where your competitors have their
presence in!
• Have a presence in Social Media.
• Have branded images in Google Photos.
Social Media, Images & Go-Live Technology
IMMEDIATE TIPS ON IMPROVING SEO FOR YOUR BUSINESS
Who thinks they
benefitted from
this ?
Effective SEO Hacks to bring
Leads For Your Business.
SEO
CERTIFICATION
COURSE
LEARN MORE
2 Days SEO Certification
Course
• SkillsFuture Credit Eligible Course
• ITOL UK Certified, Exclusive for Asia
Date: 29 & 30 Nov (Mon & Tues)
Time: 8.30am to 5.30pm
Via: Zoom with Hands-on
https://SkillsFutureSEO.com
+65 96688875
2 Days SEO Certification
Course
• SkillsFuture Credit Eligible Course
• ITOL UK Certified, Exclusive for Asia
Date: 29 & 30 Nov (Mon & Tues)
Time: 8.30am to 5.30pm
Via: Zoom with Hands-on
https://SkillsFutureSEO.com
+65 96688875

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SEARCHABILITY FACTOR Discover Your Importance of Being Found on Search

  • 2. About Eugene The SEO King Macarius • Former Digital Director of Standard Chartered Bank, Retail Banking in Singapore. • Digitalisation efforts of the Catholic Church in Singapore: infrastructure setup, website & social media presence. • Prior experiences are Implementation of Customer Relationship Systems and Shopper Loyalty Programmes as well as consulting the lawyers on PDPA implementation for major shopping mall groups in Singapore. • Avid Digital Marketing Strategist as well as a Certified Search Engine Optimization (SEO) Principal Consultant & Coach. - SEO King • Manages 360 Digital Marketing Campaigns for corporations and Small Medium Enterprises (SMEs) to create a Digital Footprint to Attract, Engage and Retain more customers. • Mentor for Lithan Academy for the Professional Diploma in Digital Marketing Implementation. • Mentor for Republic Polytechnic - Entrepreneurship Community Mentorship Scheme
  • 3. IMPORTANCE OF BEING FOUND ON SEARCH • Increases Visibility • Enhances User Trust • Increases Website Traffic • Higher Website Traffic will lead to more conversions to sales. • Improved Customer Experience on Website.
  • 4. WHAT IS SEARCHABILITY Searchability = State of being searchable WAYS IN WHICH PEOPLE SEARCH FOR INFORMATION? • Youtube Search • Facebook Search • Instagram Search • LinkedIn Search • Google Search
  • 5. 1. Don’t Know Your Existence 2. Know -> Remember 3. Like -> Trust DIFFERENT STAGES OF SALES
  • 6. 5. Shout - Be Your Brand Advocate 4. Get Sales -> Repeat Sales DIFFERENT STAGES OF SALES
  • 7. START VISIBILITY BRANDING MORE EXPOSURE AUTHORITY BRAND RECALL ( SERVICE RETENTION ) ADVOCACY SALES REPEAT SALES THE CUSTOMER JOURNEY AND SEARCHABILITY Don’t Know Your Existence Starts to Take Notice of You! Know You! (Product, Service) Starts to Remember You! Like You! (Product, Service) Trust You! (Product or Service) Buy From You! (Get Sales) Buy MORE From You! (Get Sales) Shout or Promote for You!
  • 8. MARKET, AUDIENCE & COMPETITOR (UNDERSTANDING THE MARKET) THE SEARCHABILITY BLUEPRINT MARKET POSITIONING ANALYSIS Define the Market Zoom to the Sub Niche Identify the Niche Audience Personna Can you map to a real person? Varied Interest Gender, Age Who are the Top 3? How they compare to me? Online & Offline Platforms they are on? COMPETITOR ANALYSIS TARGET AUDIENCE ANALYSIS
  • 9. BUSINESS & BRANDING (MARKET POSITIONING) TYPE OF BUSINESS TO DO Bubble Tea! Create your Blue Ocean! First Mover Advantage Biz U a Me-too Business? Effect of the Pandemic Value Propositions, Channels, Customer Segments, Customer Relationships. Cost Structure & Revenue Streams Partners, Activities, Resources Define a Business Model Company Branding As a Key Opinion Leader As a Market Leader Personal Branding BUSINESS STRUCTURE ANALYSIS BRANDING EXERCISE THE SEARCHABILITY BLUEPRINT
  • 10. DESIGN, COPY & KEYWORDS (USER EXPERIENCE) EFFECTIVE USER EXP DESIGN The Use Of Colors & Fonts Load Speed for Website & SSL Mobile Optimised Design Consistency Effective Copywriting Market, Target Audience & Competitors Keep it simple, Do not use jargons, readable and easy to understand. Way audience consume content. Platform Considerations Buying Keywords Property Agent & Financial Consultants Application Social, Google, Youtube Strong Search Intent EFFECTIVE KEYWORD STRATEGY MAGNETIC PERSUASION THE SEARCHABILITY BLUEPRINT
  • 12. GET INTO THE MIND OF GOOGLE
  • 13. WILL SEO BRING LEADS TO MY BUSINESS? Which Came First the Google or the Yahoo? • Search Result Relevancy: A query typed in Google provided more relevancy than did Excite, Yahoo and other search engines. • Redirected to other website, Yahoo kept to Yahoo platform. • A focus on User Experience: Google provided relevant information in relation to their search queries. • 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.
  • 14.
  • 15. GOOGLE MADE ALGORITHM UPDATES Google Panda • FEB 2011 • On Page filter to flag poor quality content • Mainly to handle keyword stuffing and sites with thin content. • Outcome is to ensure relevant results return that have quality content on sites. Google Penguin • APR 2012 • Off page penalty to flag sites with spammy links. Google Pigeon • JULY 2014 • Local search update. • Prominence of local listings based on proximity & local reference. Google Hummingbird • SEPT 2013 • Conversational Search. • Understand user search intentions better. • Understand whole sentences vs just individual words. Google RankBrain • OCT 2015 • To better handle never seen before search queries. • New Company or New Property Launch. • Machine Learning (AI) to better understand user search intent and also sentiments.
  • 16. What is an Example of a Searchable Business? A Live DEMO of How a Searchable Business Appears in Google
  • 17. Key Factors of SEO & Google Core Concepts Module 4: What is SEO?
  • 18. SEO that focuses on a specific area, rather than a national focus or at the state, province or county level. It’s all about increasing your online presence in your community and promoting your products or services to local customers. Usually dependent on Google My Business, Company Name, Address and Phone (NAP) to be listed in several directories together with website. Often, how well you rank on Google depends on your Google My Business profile. This is where you include your address, business hours, description, reviews and photos. The search engine results pages will look at proximity, relevance, and prominence based on the user’s search query, and select your business if you meet various requirements. 5. Local SEO Video SEO usually refers to the complete process of the optimization of videos on Youtube as well as the optimisation of Youtube Channel attributes. 7. Video SEO (Youtube SEO) Technical SEO refers to the actions performed to help search engines crawl your website. • A faster website speed is always better. Be sure to make your template simple, limit redirects, and optimize your visuals. • Mobile friendliness: Check your site on a mobile device to ensure that it’s easy to navigate for any visitors coming via mobile. • Site structure: Use the HTTPS hypertext, a user-friendly and consistent URL structure, and consistent internal links. 1. Technical SEO On-page SEO, also referred to as on-site SEO, is the process of optimizing the content on your website. This includes your keywords, headers, meta titles, meta descriptions, images, and more. Content SEO is all about the quality of the content and how to make it better. Keywords, synonyms, contextual relevance. 3. On-Page SEO & 4. Content SEO DIFFERENT TYPES OF SEO MARKETING Everything that does not happen on your website. Most off-page SEO work is focused on link building. If you’re unaware, link building is the practice of getting other reputable websites to link back to your site. For example, press releases to reputable news sites. 2. Off-Page SEO There are 2 aspects of Image Optimisation and they are image optimisation for website and for Google Photos. Website: Load speed, alt tags, image name; Gphotos: Image name, description, album name. 6. Image SEO 8. eCommerce SEO: Navigation, Product names, Images, Categories, Articles to be optimised.
  • 19. Immediate Tips on improving SEO for your Business! Effective SEO Hacks to bring Leads For Your Business.
  • 20. RECAP Here are instant tips that can enable you to improve SEO for Your Business and get targeted leads. • Hosting in same Country that your main business area is from (Loading Speed & Location). • Keyword in Domain Name. • Buy an SSL secured domain for your site. Domain & Hosting • List your business in Google My Business. So that this maps your business mentioned in your website to a location. • List in General Directories & Trade Specific Directories using the same format for Business Name, Address and Phone (NAP). Local SEO (Location Optimisation) • Beautiful Images ( too little text | too large file size) • Pay attention to Mobile Optimisation of your website (Responsive Design). • Take note of Website Load Speed. (big images, un-necessary scripts and too many plugins) Website Optimisation • Are you leaving money on the table by not being in Youtube? Youtube is the 2nd Largest Search Engine after Google.com • Have a presence in Youtube and optimise it for search. Video Optimisation (Youtube Optimisation) • Always write with readers in mind and then the search engines. • Ensure that you write in Topical Relevance and Contextual Relevance. • Optimise the image file names with keywords. Content Optimisation • Study where your competitors have their presence in! • Have a presence in Social Media. • Have branded images in Google Photos. Social Media, Images & Go-Live Technology IMMEDIATE TIPS ON IMPROVING SEO FOR YOUR BUSINESS
  • 21. Who thinks they benefitted from this ? Effective SEO Hacks to bring Leads For Your Business.
  • 23.
  • 24. 2 Days SEO Certification Course • SkillsFuture Credit Eligible Course • ITOL UK Certified, Exclusive for Asia Date: 29 & 30 Nov (Mon & Tues) Time: 8.30am to 5.30pm Via: Zoom with Hands-on https://SkillsFutureSEO.com +65 96688875
  • 25.
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  • 32. 2 Days SEO Certification Course • SkillsFuture Credit Eligible Course • ITOL UK Certified, Exclusive for Asia Date: 29 & 30 Nov (Mon & Tues) Time: 8.30am to 5.30pm Via: Zoom with Hands-on https://SkillsFutureSEO.com +65 96688875