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Competitive SEO - Canadian Chamber of Commerce, Hong Kong

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Presentation given on Wednesday, May 21st, 2014 at the Canadian Chamber of Commerce in Hong Kong on the topic of SEO. This presentation gives an executive overview of SEO.

Asia has traditionally lagged about 10 years behind North America and Europe when it comes to online marketing. But now companies are catching on, and catching up, and they're doing it in a hurry. The businesses that are first to embrace online marketing techniques like search engine optimization (SEO) can build a long lasting competitive advantage, if they do things the right way.


Attendees of this course learned:
How search engines like Google, Baidu, and Yahoo work
How much you can realistically expect to spend on SEO?
How to make the choice to do your SEO in-house or hire a firm?
How to avoid getting ripped off by an unscrupulous SEO firm?
What you can do today, for free, to instantly get better SEO results?

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Competitive SEO - Canadian Chamber of Commerce, Hong Kong

  1. 1. COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Last Revised Date: May, 2014 Author: Joshua Steimle
  2. 2. Intro COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
  3. 3. The Big Picture COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
  4. 4. 4.3 Billion COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Source: http://www.worldpopulationstatistics.com/asia-population-2013/ Asia Population, 2013
  5. 5. 4.9 Billion COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Source: http://en.wikipedia.org/wiki/World_population Asia Population, 2030
  6. 6. 525 Million COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Source: http://www.ey.com/GL/en/Issues/Driving-growth/Middle-class-growth-in-emerging-markets Asia Middle Class, 2013
  7. 7. 3.1 Billion COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Source: http://www.reuters.com/middle-class-infographic Asia Middle Class, 2030
  8. 8. 9.4% COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx Asia-Pacific Internet Penetration, 2005
  9. 9. 31.9% COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx Asia-Pacific Internet Penetration, 2013
  10. 10. 344 Million COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/ Asia-Pacific Internet Users, 2005
  11. 11. 1.3 Billion COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/ Asia-Pacific Internet Users, 2013
  12. 12. 0 COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/ Asia-Pacific Mobile Internet Users, 2005
  13. 13. 895 Million COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/ Asia-Pacific Mobile Internet Users, 2013
  14. 14. 1 Billion+ COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Source: http://www.statista.com/statistics/201232/forecast-of-mobile-internet-penetration-in-asia-pacific/ Asia-Pacific Mobile Internet Users, 2015
  15. 15. “In 2013, Global PC Shipments Suffered the Worst Decline in PC Market History” COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Sources: Gartner http://www.gartner.com/newsroom/id/2647517
  16. 16. 680 Million COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Sources: Gartner http://www.gartner.com/newsroom/id/2665715 Worldwide Smartphone Sales, 2012
  17. 17. 968 Million COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Sources: Gartner http://www.gartner.com/newsroom/id/2665715 Worldwide Smartphone Sales, 2013
  18. 18. The Big Picture COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Asia-Pacific Middle Class + Internet + Mobile = Big Opportunity
  19. 19. How Do I Reach Them? COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Go Where The Customer Is—Online.
  20. 20. Search Engines COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Google, Yahoo, Bing, Baidu, Yandex, etc.
  21. 21. Search Engines: What Goes In COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Crawl, Index
  22. 22. Search Engines: What Comes Out COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Good Answers, Fast
  23. 23. Search Engines: How They Decide COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Algorithms
  24. 24. Search Engines: Why They Rank What They Do COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Happy Searchers = $$$
  25. 25. Search Engines Are Dumb COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
  26. 26. What is this photo of?
  27. 27. Search Engines Want To Be Human COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong But They’re Not There Yet
  28. 28. How Important Are Rankings? COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
  29. 29. So How Do I Rank? COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Help Google Make Searchers Happy
  30. 30. How Do I Do That? COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Search Engine Optimization (SEO)
  31. 31. SEO COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong All Natural, All Organic
  32. 32. How Do I Do SEO? COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong In-House, Outsource, or Both
  33. 33. Outsourcing SEO COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Choosing The Right Firm
  34. 34. COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Beware SEO Firms That: 1. Make outrageous promises 2. Won’t share details 3. Charge too much 4. Charge too little 5. Have no references 6. Lock you into contracts
  35. 35. COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Hire SEO Firms That: 1. Have a track record 2. Educate you 3. Come with references
  36. 36. How Much Does SEO Cost? COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong It Depends
  37. 37. Should I Do My Own SEO? COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong It Depends
  38. 38. COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Outsource vs. In-House 1. Your budget 2. Your business model 3. Your specific needs 4. Availability of talent Factors to Consider
  39. 39. COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Do-It-Yourself SEO 1. Keyword Strategy 2. On-Site Basics 3. Quality Content 4. Quality Links 5. Analysis
  40. 40. Keywords COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Search Volume, Relevancy, Competitiveness
  41. 41. Keywords COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Don’t Ignore The Long Tail
  42. 42. On-Site Basics COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
  43. 43. On-Site Basics COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Indexable Content
  44. 44. On-Site Basics COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Crawlable Links
  45. 45. On-Site Basics COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Keyword Tips 1. In title tag, toward beginning 2. Prominently visible on page 3. 2-3 times within body 4. Once in alt image tag 5. Once in meta description tag
  46. 46. Content COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Detailed Information, News, Blog, Tips, FAQs
  47. 47. Quality Content COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong So Interesting A Human Would Read It
  48. 48. Quality Links COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong From Relevant, High Quality Websites
  49. 49. How Easy Can It Be? COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
  50. 50. Analysis COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong Modify, Measure, Repeat
  51. 51. Analysis Tools COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong 1. Google Keyword Planner 2. Google Analytics 3. Google Webmaster Tools 4. MySEOTool.com
  52. 52. What To Measure COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong 1. Visitors 2. Queries 3. Rankings 4. Links
  53. 53. Questions? COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong

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