SlideShare a Scribd company logo
www.ArrowInternet.com.au
SEO What’s HOT What’s
NOT
Presented by:
Jasmine Batra
Arrow Internet Marketing
www.ArrowInternet.com.au
What we will Cover?
• The 5 Steps to Top Google Rankings
• What worked 6 months ago ...
• The New and Shiny: Recent Updates
• Action Items
2
www.SearchEngineRankings.com.au
Conversion Optimisation
Google Ad words
Advanced Analytics
Social Media
Reputation Management
Search Engine Optimisation
www.ArrowInternet.com.au
How search Engines work?
4
www.ArrowInternet.com.au
What are the Steps?
5
www.ArrowInternet.com.au
Steps to Top Rankings
6
R _ _ _ _ _ _ C _
C _ _ _ _ C _ _ _
C_ _ _ _ _ _ _ _ _
C _ _ _ _ _ _ _ _ _ _
C _ _ _ _ _ _
www.ArrowInternet.com.au
Buried down under
7
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8
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1. Relevance to user query
9
Its about Location, Location , Location
www.ArrowInternet.com.au
10
www.ArrowInternet.com.au
2. Code: What Lies behind
11
www.ArrowInternet.com.au
Actual Site
www.ArrowInternet.com.au
Google’s view
<META NAME="ROBOTS"
CONTENT="NONE">
www.ArrowInternet.com.au
Check how clean is the code
14
http://validator.w3.org/
www.ArrowInternet.com.au
3. Credibility or Link Popularity
15
www.ArrowInternet.com.au
16
The power of links
www.ArrowInternet.com.au
4. Conversions and Engagement
17
www.ArrowInternet.com.au
18
www.ArrowInternet.com.au
19
www.ArrowInternet.com.au
20
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5. Content Matters
21
Original
Credible
Optimised
Friendly
www.ArrowInternet.com.au
22
www.ArrowInternet.com.au
Content includes
23
Web
Copy
Rich
Media
Content
www.ArrowInternet.com.au
Steps to Top Rankings
24
R e l e v a n c e
C o n v e r s i o n s
C r e d i b i l i t y
C o n t e n t
C l e a n C o d e
www.ArrowInternet.com.au
What worked six Months Ago
25
www.ArrowInternet.com.au
I just want us to be #1 for
Life Insurance
26
www.ArrowInternet.com.au
Panda Update
27
www.ArrowInternet.com.au
28
www.ArrowInternet.com.au
My Links Hurt
29
http://chinese-version.com/Affiliate_n_link_Exchange.htm Bad
http://www.i-newswire.com/Top-Brands/a109932 Good
http://www.chinese-dtp.com/Affiliate_n_link_Exchange.htm Bad
http://www.celerondude.com/shoutbox/?sb_page=500 Bad
http://www.bellardoo.com.au/page.resourceslinks.html Bad
http://www.iqpc.com/Event.aspx?id=365452 Good
http://blogville.us/blog-custom.htm Good
http://www.jennibmusic.com/tag/music-shop Good
http://quliredahagu.atekbl.or.id/it-business-development-representative.php Bad
www.ArrowInternet.com.au
Negative SEO
30
www.ArrowInternet.com.au
What’s New
31
www.ArrowInternet.com.au
Info graphics
32
www.ArrowInternet.com.au
33
www.ArrowInternet.com.au
Value in Videos
34
www.ArrowInternet.com.au
Authorship
35
www.ArrowInternet.com.au
Micro Data
36
www.ArrowInternet.com.au
Social Signals
37
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Cool Tools
38
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www.ArrowInternet.com.au
40
Soovle.com
www.ArrowInternet.com.au
41
www.ArrowInternet.com.au
42
www.ArrowInternet.com.au
Future-proof your website
43
www.ArrowInternet.com.au
Remember 5Cs+1C
44
www.ArrowInternet.com.au
My 3 Hats
45
The Creative Genius
The Marketing Guru
The Inspired Writer
www.ArrowInternet.com.au
46
www.ArrowInternet.com.au
My 3 Hats
47
The Marketer
The Creative
The Writer
www.ArrowInternet.com.au
The Marketer
48
www.ArrowInternet.com.au
Keywords
• Understanding keywords
 Primary
 Long tail
 Supporting
• How to perform Keyword Research
49
www.ArrowInternet.com.au
New Google Keyword Planner
• Search for ideas
• Get Volumes
• Get traffic estimates
50
www.ArrowInternet.com.au
51
www.ArrowInternet.com.au
Keywords
• Use of lateral thinking to drive traffic and sales
• Use of Industry related words
• Working with root words
• Explore semantically related words
• Build on Branded keywords to boost traffic (example ipad tablet)
• Use of Informational keywords (ipad reviews)
• Discover how to perform keyword trending
52
www.ArrowInternet.com.au
The Marketer
53
The Terminology - Used / pre-owned
The Stages in Buying Cycle – Consideration to
Action
The Competitive Landscape – USPs/ Offers
www.ArrowInternet.com.au
54
www.ArrowInternet.com.au
55
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My Keyword list
56
Keywords Rank Traffic
bus sydney 14 12100
tours sydney Not in top 200 5400
bus hire sydney 3 3600
limo hire sydney 157 3600
limousine hire sydney 51 2400
bus rental 6 1900
airport transfers sydney Not in top 200 1600
sydney airport transfers Not in top 200 1600
Coach travel 6 1300
limo sydney 117 1000
Coach chrter 5 880
limousines sydney 76 880
bus wollongong 7 720
shuttle bus sydney airport 45 720
limousine sydney 67 590
sydney airport transfer Not in top 200 590
www.ArrowInternet.com.au
The Designer
57
www.ArrowInternet.com.au
The Design
• Site Architecture
 Usability
 Call to Action
 Hard and soft offers
 Hierarchy or how many levels deep
 Progressive Disclosure
 Thematic Content Silos
58
www.ArrowInternet.com.au
Page Layout
59
www.ArrowInternet.com.au
60
www.ArrowInternet.com.au
61
www.ArrowInternet.com.au
Mobile Devices
62
www.ArrowInternet.com.au
Keywords
• Mirror the keyword research within the Site structure
- Keyword rich navigation
- Keyword rich internal links
- Keyword rich folder structures, URLs and page
names.
63
www.ArrowInternet.com.au
Important SEO Tags
64
www.ArrowInternet.com.au
The Writer
65
www.ArrowInternet.com.au
Content Audit
• Do you have content that does not serve any
purpose.
• Track content performance using Google Analytics
content overview.
66
www.ArrowInternet.com.au
Content Marketing
67
www.ArrowInternet.com.au
68

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