Find out the approach Medium Marketing used to help a small business complete with the big fish in their industry to rank higher in competitive keywords on a much smaller budget.

1. Competing with the big fish in SEO
By Dinesh Arasaratnam

2. Quick Stats
Of all online
searches are from
Google’s search
engine.
95%
of web traffic
comes from
organic or direct
search
Up to 75%
of clicks, go to the
top 5 results on the
first page.
72%
Source: statcounter.com Source: similarweb.com Source: advancedwebranking.com

3. Quick Stats
Search queries in
Google every
second.
40k
Search queries per
day on Google
3.5 billion
Search queries
every year on
Google
1.2 trillion
Source: internetlivestats.com Source: internetlivestats.com Source: internetlivestats.com

4. What to expect
My story in a slide
The Print Co.
Some tips on how to improve rankings
About Me
Case Study
How To SEO

5. A bit about Dinesh
• Helped small businesses grow since 2005
• Run start ups in 4 regions globally
• Helped to secure $5 million in funding
• Started Medium Marketing in 2016
• Clients include Financial Services, Printing, Aged Care,
Real Estate, Golf Clubs and more
Worked in Digital Media for over 10 years

6. • Printing company in Melbourne Australia
• Small business struggling to be found on Google
• Had to drop brochures to shops in the area to grow
awareness
• Since Medium took over their SEO, they are now
ranking top for keywords like “business card printing
Melbourne”
Case Study

7. Rank No.1
Rank in top 5
Grow traffic
We first set 3 goals
For branded searches.
For keywords.
To website and monitor growth.

8. for branded searches
Rank No.1

9. Tip – be consistent with how you refer to your brand and if you are new, make sure it is
obvious people know what you do from your brand name (until you are established and
can be recognized from the logo itself)

10. For keywords
Rank in top 5

11. To website
10x traffic in 10 months
Grow traffic

12. 3,209 employees 2,674 employees 203 employees
How big are the competitors?
2 staff

13. Small businesses can compete with
the big fish…

14. How do we compete in SEO?

15. Search Engine Optimization
Earning traffic through unpaid or free listings
What is SEO?
A long term play and investment

16. Search Engine Marketing (SEM)
Buying traffic through paid search listings
What is SEM
Drives short term results

17. 1. High Quality Website
Great User
Experience
Highly Visual,
good content
Wordpress sites usually better than Squarespace / Wix for search

18. 2. Mobile First Design
More than half of traffic is
mobile and growing
Higher mobile sales than
computer and laptop sales

19. 3. Fantastic Quality Content
Clear copy, Blog
Clear CTA, ebooks
Images, Infographics
Videos

20. Search Engine Success Factors
Indicators that the site is high
quality (backlinks, engagement,
sales)
Applying technical SEO
updates to improve
rankings
Relevant content to what
people are searching for
Quality
Relevance Technical

21. Search Engine Success Factors
Relevant content to what
people are searching for Relevance

22. Relevance Checklist
• Keyword Research
• Quality Content
• Internal Links
• H1 Tags and copy
• Meta Description

23. Relevance Checklist
• Keyword Research

24. SEO Tools
Free
Paid
Ahrefs
SEMrush
KW finder
Google Search Console
Google Analytics
Google keyword planner
Uber Suggest
Google Trends

25. Keyword Research example
Client wanted to use term “Aged Care Beds” however keyword research
on Uber Suggest showed “Aged Care Facilities” and “Nursing Homes”
were more popular

26. Keyword Research example
We can then review other keywords to add to our list for targeting.
Ideally we have one landing page allocated for a group of similar
keywords

27. Relevance Checklist
• Keyword Research

28. Relevance Checklist
• Quality Content

29. Quality / Relevant Content
Google’s job is to show users the most relevant and credible answers to
their questions. Content at a page level is therefore very important.
• One page website is not great for search
• Focus on optimizing each page for a set of keywords
• Meta descriptions – Using Yoast plugin
• H1 Tags
• Internal links and Anchor text
• Keywords and synonyms to be included

30. Relevance Checklist
• Quality Content

31. Relevance Checklist
• Internal Links

32. Google’s Mission
To organize the world’s information and make it
universally accessible and useful

33. Quality / Relevant Content
Use internal linking to increase ”link juice” to your selected pages

34. Using Anchor Text
Use descriptive anchor texts. Avoid using “click here”.
Use similar anchor word text but not the same

35. Relevance Checklist
• Internal Links

36. Relevance Checklist
• H1 Tags and copy

37. H1 Tags and Body Copy
Use keywords in H1 headers and near the beginning of the content as
this appears in search results in bold.
Body Copy
The more text in a landing page, the better (as long as it’s visually appealing).
Adding video and images helps with the design.
Make sure it reads easily and includes keywords and synonyms

38. Relevance Checklist
• H1 Tags and copy

39. Relevance Checklist
• Meta Description

40. Click Through Rates
Which one would
you click on if you
were looking for a
buyers advocate?

41. Meta Data - Yoast Plug In
Your 1-2 sentence sales pitch
on Google.
The better your Click through
rate (CTR), the higher google
will rank you.
If this is not created, Google
will create this for you.

42. Alt Text
Tagging the images with
relevant names also helps
with ranking
(Google can’t recognise what
the image is from the picture)

43. Search Engine Success Factors
Indicators that the site is high
quality (backlinks, engagement,
sales)
Applying technical SEO
updates to improve
rankings
Relevant content to what
people are searching for
Quality
Relevance Technical

44. Search Engine Success Factors
Indicators that the site is high
quality (backlinks, engagement,
sales) Quality

45. Quality Checklist
• Backlinks
• Sales
• Clicks
• Engagement
• Video Views

46. Quality Checklist
• Backlinks

47. Quantity
Dre’s Research Blog
Dre’s Research Blog

48. Quality
Dre’s Blog
Dre’s Blog
News.com.au Theeconomist.com
123.net
thblog.co
Mem3z.org
jomz5.io orsome.net
jokez.org
ohdeer.co.nz

49. Relevance
Dre’s Research Blog
Dre’s Research Blog
News.com.au Theeconomist.com research.com
marketresearch.com
qualresearch.com
quantresearch.com
focusgroups.com
Kantar.com
Nielsen.com

50. The Magic Formula
Quantity + Quality + Relevance
Dre’s Research Blog
• Guest posting
• Directories
• Social Media posts and
shares
• Forums
• PR

51. Search Engine Success Factors
Indicators that the site is high
quality (backlinks, engagement,
sales)
Applying technical SEO
updates to improve
rankings
Relevant content to what
people are searching for
Quality
Relevance Technical

52. Other considerations
• Remove broken links (create 301 re-directs) – use tool like
https://www.deadlinkchecker.com/
• Local SEO – Google My Business
• Citations / directories
• Reviews – Google Reviews, Facebook, productreviews.com.au
• https – secure site becoming more important
• Privacy Policy – GDPR
• Social Media presence beneficial
• Site maps, robots.txt, page indexing

53. Create your own marketing funnel
Conversion
Awareness
Interest
Desire
Action
1
2
3
4

54. What you don’t measure won’t improve
Awareness
Reach
Views
Impressions
Email sends
Website Traffic
Engagement
Session duration
Clicks
Open rates
Calls, leads
Pages per session
Ultimate Conversion = sales

55. Dinesh (DJ)
dinesh@mediummarketing.com.au
0400 250 424
Mediummarketing.com.au
Questions?