Engaging Your Customers by Building an Internet Footprint that lasts!

Building an
Internet
Footprint
That Lasts !
By Eugene “SEO King” Macarius, Shout 4 It Media
Engaging Your Customers By

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.
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Eugene “SEO King” Macarius
Thank You!!
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
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A Blueprint For Success
01 Why bother to Build an Internet Footprint?
02
03
04
05
Why is it important & How can you Engage Your Customers?
Building an Internet Footprint that Lasts: The Anatomy of an Online Business
How to Structure your site for Search Relevancy
The way forward: Social Media and Other Emerging Trends
www.IMSeoKing.com
Building an Internet
Footprint that LastsShout 4 It Media
4

The Online Street Sign
Thank You!!
1. What is an Internet Footprint?
2. An Internet Footprint acts as an online Street Sign for the search
engine spider which each have a program known as a “crawler” or a
“bot”.
3. Driving Vs Hansel & Gretel.
4. A spider is a program that visits Web site and reads their pages as
well as Directory Sites and Social Media that points to the web site in
order to create entries for a Search Engine Index (like table of
contents of a book).
www.IMSeoKing.com
Footprint that Lasts
Why Bother?
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5

Engaging Your Customer
Why is it important & How can you Engage Your Customers?
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6

Thank You!!
1. Who is My Customer?
2. How to Communicate to my Customer?
3. What to Communicate?
www.IMSeoKing.com
How to Engage with the Customer?
7

Thank You!!
1. Knowing & Understanding the Market.
2. Knowing & Understanding my Competitors.
3. Knowing My Customer Avatar.
4. Defining Primary & Secondary Audience.
www.IMSeoKing.com
Who is My Customer?
8

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.
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.
It's specific and focused and caters to a very particular sub-
section of the wider weight loss market.
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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
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.
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)
10

Knowing Your Customer AvatarSome 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!Shout 4 It Media 11

Thank You!!
www.IMSeoKing.com
How to Identify Your Target
Audience?
12-A

Primary Audience Definition – Anchor Position
Target Audience Identification – The Halal Satay Company Case
Study
Like Satay
Malays or Muslims
Muslim Food, Muslim Related Culture
Halal Related Interests Like Barbeque (BBQ) Food
12

Target Audience Identification – The Halal Satay Company Case
Study
Secondary Audience Definition – Capture New Markets
People who “Grab Food”
People with interest as Grab Food, Food Panda,
Catering.
Associated or Similar Food
Otah, Kebab or even the Korean equivalent of
their Satay.
Dining Preferences – Type of Food
Indian, Korean, Mediterranean, Japanese,
Thai, Taiwanese, Chinese
Food Parings : Satay with Food or
Drink
Make Satay Pairings as popular as the Wine &
Cheese pairing. Satay with Chicken Wing or
Beer.
Satay Bonds People
Interest as “family”, “children”. Position a team
building event around Satay. Friends /
Colleagues.
Satay as Party Food or Soul Food
People who like party, having upcoming
birthdays, wedding anniversary.
13

Thank You!!
1. Website, Landing Pages.
2. Ethical Bribe. Free E-book Tips, Coaching
3. Social Media & Messenger Bots
4. Email Marketing; use Ethical Bribe to build email list.
www.IMSeoKing.com
How to Communicate Effectively
to the Customer?
After Knowing the Customer..
14

Thank You!!
1. Based on Customer Avatar we know the
speak the lingo of the customer.
2. Find out Where are they at? Which social
media or communications platform (Watapp,
Telegram)?
3. Demographics? Gender, age, population
make up? ( eg. 60% mainly female audience)
www.IMSeoKing.com
What to Communicate?
15

Thank You!!
1. Who is My Customer?
2. How to Communicate to my Customer?
(platforms, communication channels)
3. What to Communicate? (lingo)
4. Where they are at? (where they hang out)
Understanding this gives the BIG PICTURE on
how to implement our communications plan
and the tone of voice to our customers.
Consider Psychology of Colors too!
www.IMSeoKing.com
How to Engage with the Customer?
Footprint that Lasts
16

www.IMSeoKing.comShout 4 It Media
18

www.IMSeoKing.com
Anotomy of an Online Business / Website
Think like a Search Engine Spider!
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19

History of Internet Search
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
20

How Google Won the Search Engine Wars?
1. A focus on User Experience: Users wanted
(a) most relevant information
(b) presented in a clean look interface of the returned
search result.
2. Search Result Relevancy: A query typed in Google
provided more relevancy than did Excite, Yahoo and
other search engines.
3. No Ads: Google initially didn't include any
advertisements on their page. All was organic result.
4. Google Was Radical:
(a) The search query in Google, directed
users away from their page and towards other websites
of the relevant search results.
(b) This was a radical move, as Google did not yet have
a business model to monetize at that point and all of the
competition was still operating by trying to keep users
on their pages in order to capture more advertising
dollars.Shout 4 It Media 21

How Google keep Winning!
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
22

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
23

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
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24

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
• Did you Claim Your Business?
Google My Business 25

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, Even Google Docs
• 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?
26

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.
27

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.
28

Putting it altogether!
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 AdsShout 4 It Media 29

YOUTUBE
PROMINENT
BACKLINKS
GOOGLE
PHOTOS
GOOGLE XML
SITEMAP
1. Website Attributes: Focus on being Topical, Contextual, Relevant
and build an authority over time!
2. Google XML Sitemap: Informs Google Spider the moment your site
has been updated automatically.
3. Google My Business: This will get you on Google organic search
results as well as Google Maps search result.
4. YouTube: Number #2 Search Engine in the world, can’t afford to
ignore!
5. Google Photos: Appears as Google Image search results and in
Organic search too.
6. Social Media & Social Bookmarking: There was an early debate on
this but definitely Google does not discount social signals; social
media posts.
7. Backlinks: List in prominent web directories eg. Business Listing
Directory or Directories of your specific niche of business.
Checklist to get you noticed by Google
To make
Google Love U
More !!
What must U do…..
GOOGLE MY
BUSINESS
WEBSITE
ATTRIBUTES
SOCIAL MEDIA
& BOOKMARKING
Shout 4 It Media 30

Social Media & Emerging Trends
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 You”
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
31

Social Media & Emerging Trends
Your prospect is out there…
in Social Media!!
PLEASE Don’t Overdo it !!
32

Emerging Trends or Technology
Go Live Technology
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.
Chat 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)
Or Conferencing
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
33

Measure, Measure, Measure
How you know what you Doing is
Effective? Do you want to learn this?
Hotjar Tells you how your
Customers behave!!
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 !!
See how visitors are really using your website,
collect user feedback and turn more visitors
into customers with Website Heatmaps &
Behaviour Analytics Tools.
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If you do not have this, we install for you Free of Charge!!

FREE ONLINE MARKETING COMMUNITY
MY FREE GIFT TO ALL
The learning continues at:
IMSecrets.IMSeoKing.com
Thank You!!
Footprint That Lasts!!
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Engaging Your Customers by Building an Internet Footprint that lasts!

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