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Presented by Sam shetty              20th June 2012




Search Engine Optimisation (SEO)
for micro businesses
Netregistry Business Bites Webinar
Agenda
■   Online marketing, Which one is right for me ?
■   Planning your SEO implementation
■   SEO process
■   Latest Google updates
■   Should I outsource my SEO ?
■   Q&A
The Traditional Shopping Process is…




                                        Linear, predictable, analog, brand-controlled


Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive                 EC
The New Purchase Journey is…




                                Non-Linear, multi-channel, digital, consumer-controlled


Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive                  EC
Clicks are People !

For you to achieve your goals, your visitor
must achieve their goal first.




“Visitors are only concerned with how they
want to buy and what is relevant to them”
Conversions

• Most websites do
  not have a
  TRAFFIC problem
  …

• However, every
  website has a
  CONVERSION
  problem !!!
Watch your data not just results!!

“Successful marketers know
their goals, and they watch
data everyday and constantly
analyse not only the results,
but what data matters.”
The conversion Trinity

• Are you relevant to MY query ?
• Do I know WHY you are the right solution for me?
• Is it obvious WHAT I need to do next ?
Which one is right for me ?
What will drive my traffic?




                              *Via Forrester’s Interactive
                                 Marketing 2012 Report
Planning your SEO strategy

•   Do you have a USP for your business ?
•   Do you understand your customers needs ?
•   Do your potential customers search online ?
•   Where do you stand on search engines right now ?
•   Will your will website convert ?
•   Level of competition online ?
SEO setup

•   Setup up Google analytics
•   Setup Google webmaster tools
•   Setup Google +
•   Setup Google places
•   Claim your social space
Keyword research tools

•   Google adwords
•   Wordtracker
•   Keyword discovery
•   Semrush
•   Google insights
A Simple Process for Choosing Good Keywords


      High Volume
    (many searches/month)



   Low Competition                                          Ideal Keywords!
(weak sites/pages in the top 10)



        High Value
  (large % of visitors convert)




      More on this here: http://www.seomoz.org/beginners-guide-to-seo/keyword-research
A Simple Process for Choosing Good Keywords


      High Volume                     Google AdWords
    (many searches/month)



   Low Competition
(weak sites/pages in the top 10)
                                           Gut Feel (or KW Difficulty Tool)


        High Value                      Gut Feel (or Analytics Data)
  (large % of visitors convert)




      Picking keywords doesn’t have to be a chore, and the process can often help you find topics for
      content you haven’t yet tried/thought of!
AdWords: The Best Choice (Most of the Time)




 The AdWords Keyword Tool Can Be Found Here: https://adwords.google.com/select/KeywordToolExternal
Tools to Help with Accessibility




http://www.google.com/webmasters/
What About Those Awesome Video Results?!




 These are
  great for
driving clicks




       http://wistia.com/doc/video-seo
You Have to Get
  These Right
Before You Get
 These Right
GOOGLE+ WILL BECOME THE
CORE OF GOOGLE’S SERVICES
“The assumption is that everything will move over to using
the Plus infrastructure over time”
– Eric Schmidt, Google’s chairman
.
USERS’ TIME SPENT
ON GOOGLE+ WILL PROVIDE
GOOGLE WITH MORE DATA
“For Google, everything that happens on the Internet is a complement to its
main business. As people spend more time and do more things online, they
see more ads and they disclose more information about themselves - and
Google rakes in more money.”
– Nicholas Carr, The Shallows, P. 160
25 PERCENT OF ALL GOOGLE
EMPLOYEE BONUSES ARE
BASED ON SOCIAL SUCCESS
“According to a leaked memo from Google CEO Larry Page, the company
is making its social efforts a top priority and will reward all employees if
those products are a success — or dock everyone’s bonus if those efforts
fail.”
– Jolie O’Dell, Mashable.com, Apr. 2011
Great Content + SEO + Social Really Works.


 Great          SEO             Social           Link
           +              +               +
Content        Friendly        Sharing          Building

                          =
 Higher         More            More            More
Rankings       Readers        Followers       Influence

                          =
                 Virtuous Cycle of
                Inbound Marketing!
Link building tips

•   Product giveaways
•   Press releases & arranging coverage
•   Providing images for review posts
•   Offering content to affiliate sites & blogs
•   Link bait style blog posts
•   Product tools & tips
•   Post about latest trends in your industry
Google loves speed
Website Usability

•   Simple & Easy to use
•   Design pages for scanning and not for reading
•   Good, visible, site navigation
•   Talk the same language like your users
•   Prioritize the key information( users look for) above the fold
•   Trust & Creditability need to be reinforced
Google Penguin vs Panda
Update
Should I outsource SEO ?

•   Do you have multiple sites ?
•   Do you have web design skills ?
•   Are you able to track results ?
•   Do you time to write articles ?
•   Are you able to acquire links for your website ?
•   Can you afford to spend 30 hours a month?


Is 30 hours of your time worth .. $ 600 ???
Conclusion

• Q&A

• Request a free Consultation for your website

• Thank you !!!

• Sam Shetty sam.shetty@netregistry.com.au

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SEO for microbusinesses

  • 1. Presented by Sam shetty 20th June 2012 Search Engine Optimisation (SEO) for micro businesses Netregistry Business Bites Webinar
  • 2. Agenda ■ Online marketing, Which one is right for me ? ■ Planning your SEO implementation ■ SEO process ■ Latest Google updates ■ Should I outsource my SEO ? ■ Q&A
  • 3.
  • 4. The Traditional Shopping Process is… Linear, predictable, analog, brand-controlled Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
  • 5. The New Purchase Journey is… Non-Linear, multi-channel, digital, consumer-controlled Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
  • 6. Clicks are People ! For you to achieve your goals, your visitor must achieve their goal first. “Visitors are only concerned with how they want to buy and what is relevant to them”
  • 7. Conversions • Most websites do not have a TRAFFIC problem … • However, every website has a CONVERSION problem !!!
  • 8.
  • 9. Watch your data not just results!! “Successful marketers know their goals, and they watch data everyday and constantly analyse not only the results, but what data matters.”
  • 10.
  • 11.
  • 12.
  • 13. The conversion Trinity • Are you relevant to MY query ? • Do I know WHY you are the right solution for me? • Is it obvious WHAT I need to do next ?
  • 14. Which one is right for me ?
  • 15. What will drive my traffic? *Via Forrester’s Interactive Marketing 2012 Report
  • 16. Planning your SEO strategy • Do you have a USP for your business ? • Do you understand your customers needs ? • Do your potential customers search online ? • Where do you stand on search engines right now ? • Will your will website convert ? • Level of competition online ?
  • 17. SEO setup • Setup up Google analytics • Setup Google webmaster tools • Setup Google + • Setup Google places • Claim your social space
  • 18.
  • 19. Keyword research tools • Google adwords • Wordtracker • Keyword discovery • Semrush • Google insights
  • 20. A Simple Process for Choosing Good Keywords High Volume (many searches/month) Low Competition Ideal Keywords! (weak sites/pages in the top 10) High Value (large % of visitors convert) More on this here: http://www.seomoz.org/beginners-guide-to-seo/keyword-research
  • 21. A Simple Process for Choosing Good Keywords High Volume Google AdWords (many searches/month) Low Competition (weak sites/pages in the top 10) Gut Feel (or KW Difficulty Tool) High Value Gut Feel (or Analytics Data) (large % of visitors convert) Picking keywords doesn’t have to be a chore, and the process can often help you find topics for content you haven’t yet tried/thought of!
  • 22. AdWords: The Best Choice (Most of the Time) The AdWords Keyword Tool Can Be Found Here: https://adwords.google.com/select/KeywordToolExternal
  • 23. Tools to Help with Accessibility http://www.google.com/webmasters/
  • 24. What About Those Awesome Video Results?! These are great for driving clicks http://wistia.com/doc/video-seo
  • 25.
  • 26. You Have to Get These Right
  • 27. Before You Get These Right
  • 28. GOOGLE+ WILL BECOME THE CORE OF GOOGLE’S SERVICES “The assumption is that everything will move over to using the Plus infrastructure over time” – Eric Schmidt, Google’s chairman
  • 29. . USERS’ TIME SPENT ON GOOGLE+ WILL PROVIDE GOOGLE WITH MORE DATA “For Google, everything that happens on the Internet is a complement to its main business. As people spend more time and do more things online, they see more ads and they disclose more information about themselves - and Google rakes in more money.” – Nicholas Carr, The Shallows, P. 160
  • 30. 25 PERCENT OF ALL GOOGLE EMPLOYEE BONUSES ARE BASED ON SOCIAL SUCCESS “According to a leaked memo from Google CEO Larry Page, the company is making its social efforts a top priority and will reward all employees if those products are a success — or dock everyone’s bonus if those efforts fail.” – Jolie O’Dell, Mashable.com, Apr. 2011
  • 31. Great Content + SEO + Social Really Works. Great SEO Social Link + + + Content Friendly Sharing Building = Higher More More More Rankings Readers Followers Influence = Virtuous Cycle of Inbound Marketing!
  • 32. Link building tips • Product giveaways • Press releases & arranging coverage • Providing images for review posts • Offering content to affiliate sites & blogs • Link bait style blog posts • Product tools & tips • Post about latest trends in your industry
  • 34.
  • 35. Website Usability • Simple & Easy to use • Design pages for scanning and not for reading • Good, visible, site navigation • Talk the same language like your users • Prioritize the key information( users look for) above the fold • Trust & Creditability need to be reinforced
  • 36. Google Penguin vs Panda Update
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  • 40. Should I outsource SEO ? • Do you have multiple sites ? • Do you have web design skills ? • Are you able to track results ? • Do you time to write articles ? • Are you able to acquire links for your website ? • Can you afford to spend 30 hours a month? Is 30 hours of your time worth .. $ 600 ???
  • 41. Conclusion • Q&A • Request a free Consultation for your website • Thank you !!! • Sam Shetty sam.shetty@netregistry.com.au