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Discover your
Searchability Factor
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
KNOWING THE BUSINESS
THE BUSINESS MODEL CANVAS
Source of Image:
https://merlin-ict.eu/what-is-a-business-model-canvas/
The Business Model Canvas breaks your business model down into
easily-understood segments: Key Partners, Key Activities, Key Resources,
Value Propositions, Customer Relationships, Channels, Customer
Segments, Cost Structure, and Revenue Streams. It helps communicate to
clients why they should do business with you.
Why should I do business with you?
A template used for
developing new
business models and
documenting existing
ones.
It offers a visual chart
with elements
describing a firm's or
product’s value
proposition,
infrastructure,
customers and finances.
This snapshot helps
businesses align their
activities by illustrating
potential trade-offs.
The 9 “Building Blocks"
of the business model
design template that
came to be called the
Business Model Canvas
were initially proposed
in 2005 by Alexander
Osterwalder.
THE BUSINESS MODEL CANVAS
Source of Image:
https://merlin-ict.eu/what-is-a-business-model-canvas/
The following elements provide an overview of the main
business drivers:
• Customer Segments: Who are the customers? What do
they think? See? Feel? Do?
• Value Propositions: What’s compelling about the
proposition? Why do customers buy, use?
• Channels: How are these propositions promoted, sold and
delivered? Why? Is it working?
• Customer Relationships: How do you interact with the
customer through their journey?
• Revenue Streams: How does the business earn revenue
from the value propositions?
• Key Activities: What uniquely strategic things does the
business do to deliver its proposition?
• Key Resources: What unique strategic assets must the
business have to compete?
• Key Partners: What can the company not do so it can
focus on its Key Activities? Which partnerships?
• Cost Structure: What are the business major cost drivers?
How are they linked to revenue?
KNOWING THE BUSINESS
Source of Image:
https://www.garyfox.co
/canvas-models/how-to-
use-business-model-
canvas-guide/
Knowing the
Market,
Competition,
Plan & Execute
(SOSTAC)
Additional References:
https://www.vocusdigital.com/benefits-of-sostac-model/
Knowing the
Market,
Competition,
Plan & Execute
(SOSTAC)
Additional References:
https://www.vocusdigital.com/benefits-of-sostac-model/
Your Advantage
 Why do you win business?
 Why do you lose business?
Your Customers
 Who is your ideal customer? Their needs & wants?
 What is their Lifetime value (LTV) they bring to your
business?
 Who are your existing customer?
 Are you attracting your ideal customer?
 Are your customers happy?
 Are they loyal? How do they see you?
Your Competitors
 Who are they? Your top 3 competitors are?
 Competitor website URL? Do they have social media
& offline marketing?
 How they compete & how have they performed?
 Are you entering a saturated market?
Your Market
 Are you entering a saturated market?
 What are the opportunities & threats?
 What changes do you need to make to get even
better?
Name Your Competitor #1
Competitor #1: _________________________________
Identify 3 Competitors and see where you compare against
each of them.
Name Your Competitor #2
Competitor #2: _________________________________
Identify 3 Competitors and see where you compare against
each of them.
Name Your Competitor #3
Competitor #3: _________________________________
Identify 3 Competitors and see where you compare against
each of them.
How did the
Pandemic
Influence
Digital
Marketing?
Module 3: The Increasing Role of Digital Marketing
WHAT IS THE “NEW NORMAL” COVID19 & BEYOND?
1. When will normal return?
End of the Year or next year? Or forever in New Normal for some years?
2. What does social distancing mean?
Operating at 50% Capacity.
3. Who is most impacted?
Restaurants, Retail, Airline, Travel, Hotels, Events & Conferences
4. How will this impact our lives?
Business, Socially, Employment and more...
Restaurants and businesses are closing!!
HOW DID THE PANDEMIC
INFLUENCE DIGITAL
MARKETING?
Why were they impacted?
• Nobody expected a sudden Pandemic.
• Relied too much on Footfall traffic.
• No Online Order – non existent.
• No means to deliver to their customer!
• Did not Adapt Fast Enough.
Who was impacted when the Pandemic hit?
Food Outlets, Florists, Neighbourhood
Hardware, Furniture Shops
HOW DID THE PANDEMIC
INFLUENCE DIGITAL
MARKETING?
They were caught off-guard or perhaps too
complacent!
1. No online ordering systems, no ecommerce.
2. F&B rely too much on the likes of Grab,
Deliveroo and Food Panda. Who has customer
information?
Resistive to Technology
Steep learning curve to learning Video conferencing
and online meetings
Their excuse: There is no need for Website!
The Evolution
of Search & the
Emergence of
Google!
Module 4: What is SEO?
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.
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.
Expertise, Authority, Trust
1. Expertise: Demonstrate your
knowledge & expertise. How can
you anchor in your industry?
2. Authoritativeness: Trusted
Authority, Be a leader in your
market.
3. Trustworthiness: Quality
Content with Quality Links
The EAT Concept
01
User Page Experience
Core Web Vitals are a set of metrics related
to Speed, Interactivity and
Visual Stability.
1.Mobile Friendliness: Evaluate web
performance on mobile devices. Use
Google’s mobile-friendly test.
2.Safe Browsing. Check the Security Issues
report in Search Console for any issues with
safe browsing.
3.HTTPS: An authentication and security
protocol implemented in browsers. For pages
that load over a secure HTTPS connection, it
will display a lock icon in the browser address
bar. The URL will begin with HTTPS.
4.No instructive interstitials. Ensure no
blocking or popup ads on almost or all the
page; this can lead to a bad user experience
for desktop and mobile users.
Core Web Vitals & Page
Experience
02
Google Bought Who?
Google Love
Google Concept
03
Google
Core
Concepts
The Google Love Google Concept
simply means that we are to take
advantage of the technologies that
Google bought that is weaved into
their own technology.
1. Google My Business is also
closely linked to Google Maps. All
businesses to have a Google My
Business.
2. Google Photos – Optimise and
upload images for Google Photos so
it will appear in image search.
3. Youtube SEO – Youtube SEO is
also key in having a complete and
well rounded SEO approach.
Secure Website, Device
Compatibility, Overall Page
Experience
(a) Fast & Secure
(b) Google Love Google
(c) Ease of Use, Low Bounce Rate
(d) Device, OS & Browser
Compatibility
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
THANK YOU
FAQ and Feedback

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Discover Your Searchability Factor by SEO King

  • 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. KNOWING THE BUSINESS THE BUSINESS MODEL CANVAS Source of Image: https://merlin-ict.eu/what-is-a-business-model-canvas/ The Business Model Canvas breaks your business model down into easily-understood segments: Key Partners, Key Activities, Key Resources, Value Propositions, Customer Relationships, Channels, Customer Segments, Cost Structure, and Revenue Streams. It helps communicate to clients why they should do business with you. Why should I do business with you? A template used for developing new business models and documenting existing ones. It offers a visual chart with elements describing a firm's or product’s value proposition, infrastructure, customers and finances. This snapshot helps businesses align their activities by illustrating potential trade-offs. The 9 “Building Blocks" of the business model design template that came to be called the Business Model Canvas were initially proposed in 2005 by Alexander Osterwalder.
  • 4. THE BUSINESS MODEL CANVAS Source of Image: https://merlin-ict.eu/what-is-a-business-model-canvas/ The following elements provide an overview of the main business drivers: • Customer Segments: Who are the customers? What do they think? See? Feel? Do? • Value Propositions: What’s compelling about the proposition? Why do customers buy, use? • Channels: How are these propositions promoted, sold and delivered? Why? Is it working? • Customer Relationships: How do you interact with the customer through their journey? • Revenue Streams: How does the business earn revenue from the value propositions? • Key Activities: What uniquely strategic things does the business do to deliver its proposition? • Key Resources: What unique strategic assets must the business have to compete? • Key Partners: What can the company not do so it can focus on its Key Activities? Which partnerships? • Cost Structure: What are the business major cost drivers? How are they linked to revenue? KNOWING THE BUSINESS
  • 6. Knowing the Market, Competition, Plan & Execute (SOSTAC) Additional References: https://www.vocusdigital.com/benefits-of-sostac-model/
  • 7. Knowing the Market, Competition, Plan & Execute (SOSTAC) Additional References: https://www.vocusdigital.com/benefits-of-sostac-model/ Your Advantage  Why do you win business?  Why do you lose business? Your Customers  Who is your ideal customer? Their needs & wants?  What is their Lifetime value (LTV) they bring to your business?  Who are your existing customer?  Are you attracting your ideal customer?  Are your customers happy?  Are they loyal? How do they see you? Your Competitors  Who are they? Your top 3 competitors are?  Competitor website URL? Do they have social media & offline marketing?  How they compete & how have they performed?  Are you entering a saturated market? Your Market  Are you entering a saturated market?  What are the opportunities & threats?  What changes do you need to make to get even better?
  • 8. Name Your Competitor #1 Competitor #1: _________________________________ Identify 3 Competitors and see where you compare against each of them.
  • 9. Name Your Competitor #2 Competitor #2: _________________________________ Identify 3 Competitors and see where you compare against each of them.
  • 10. Name Your Competitor #3 Competitor #3: _________________________________ Identify 3 Competitors and see where you compare against each of them.
  • 11. How did the Pandemic Influence Digital Marketing? Module 3: The Increasing Role of Digital Marketing
  • 12. WHAT IS THE “NEW NORMAL” COVID19 & BEYOND? 1. When will normal return? End of the Year or next year? Or forever in New Normal for some years? 2. What does social distancing mean? Operating at 50% Capacity. 3. Who is most impacted? Restaurants, Retail, Airline, Travel, Hotels, Events & Conferences 4. How will this impact our lives? Business, Socially, Employment and more... Restaurants and businesses are closing!!
  • 13. HOW DID THE PANDEMIC INFLUENCE DIGITAL MARKETING? Why were they impacted? • Nobody expected a sudden Pandemic. • Relied too much on Footfall traffic. • No Online Order – non existent. • No means to deliver to their customer! • Did not Adapt Fast Enough. Who was impacted when the Pandemic hit? Food Outlets, Florists, Neighbourhood Hardware, Furniture Shops
  • 14. HOW DID THE PANDEMIC INFLUENCE DIGITAL MARKETING? They were caught off-guard or perhaps too complacent! 1. No online ordering systems, no ecommerce. 2. F&B rely too much on the likes of Grab, Deliveroo and Food Panda. Who has customer information? Resistive to Technology Steep learning curve to learning Video conferencing and online meetings Their excuse: There is no need for Website!
  • 15. The Evolution of Search & the Emergence of Google! Module 4: What is SEO?
  • 16. 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.
  • 17.
  • 18. 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.
  • 19. Key Factors of SEO & Google Core Concepts Module 4: What is SEO?
  • 20. 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.
  • 21. Expertise, Authority, Trust 1. Expertise: Demonstrate your knowledge & expertise. How can you anchor in your industry? 2. Authoritativeness: Trusted Authority, Be a leader in your market. 3. Trustworthiness: Quality Content with Quality Links The EAT Concept 01 User Page Experience Core Web Vitals are a set of metrics related to Speed, Interactivity and Visual Stability. 1.Mobile Friendliness: Evaluate web performance on mobile devices. Use Google’s mobile-friendly test. 2.Safe Browsing. Check the Security Issues report in Search Console for any issues with safe browsing. 3.HTTPS: An authentication and security protocol implemented in browsers. For pages that load over a secure HTTPS connection, it will display a lock icon in the browser address bar. The URL will begin with HTTPS. 4.No instructive interstitials. Ensure no blocking or popup ads on almost or all the page; this can lead to a bad user experience for desktop and mobile users. Core Web Vitals & Page Experience 02 Google Bought Who? Google Love Google Concept 03 Google Core Concepts The Google Love Google Concept simply means that we are to take advantage of the technologies that Google bought that is weaved into their own technology. 1. Google My Business is also closely linked to Google Maps. All businesses to have a Google My Business. 2. Google Photos – Optimise and upload images for Google Photos so it will appear in image search. 3. Youtube SEO – Youtube SEO is also key in having a complete and well rounded SEO approach. Secure Website, Device Compatibility, Overall Page Experience (a) Fast & Secure (b) Google Love Google (c) Ease of Use, Low Bounce Rate (d) Device, OS & Browser Compatibility
  • 22. Immediate Tips on improving SEO for your Business! Effective SEO Hacks to bring Leads For Your Business.
  • 23. 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
  • 24. THANK YOU FAQ and Feedback