SEO for the CMO

www.ArrowInternetMarketing.com.au

SEO for the CMO

Presented by:

Jasmine Batra

Arrow Internet Marketing

www.SearchEngineRankings.com.au

Conversion OptimisationGoogle Ad wordsAdvanced AnalyticsSocial MediaReputation ManagementSearch Engine Optimisation

What we will Cover?• The 5 Steps to Top Google Rankings• Content : The Timeless SEO Classic• What worked 6 months ago ..• Recent Updates 2 weeks ago• Checklist & Action Items

How search Engines work?

What are the Steps?

Steps to Top Rankings

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1. Relevance to user query

Its about Location, Location , Location

The Basics

Have Key phrases in Navigation items Title tags Description tags Image tags Hyperlinks Throughout the content Headlines First and last Paragraph

Buried down under

Looking for Match

2. Code: What Lies behind

Actual Site

WWW.SEARCHENGINERANKINGS.COM.AU

Google’s view

Check how clean is the code

http://validator.w3.org/

3. Credibility or Link Popularity

The power of links

Simulation of Popularity

4. Conversions and Engagement

Customer Journey& Usability

5. Content Matters

Original

Credible

Optimised

Friendly

Content includes

Web Copy

Rich Media

Content

Content Creation IdeasThat are ALSO effortless

1. What you know2. Interviews3. Weekly / Monthly News Roundup 4. Your take-aways from an industry event5. Answering Recognised Industry problem6. Showcasing your knowledge with Video Tutorials7. Personal Stories & Failures

Steps to Top Rankings

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

My 3 Hats

The Creative GeniusThe Marketing GuruThe Inspired Writer

My 3 Hats

The Marketer

The Creative

The Writer

The Marketer

Keywords

• Understanding keywords

Primary

Long tail

Supporting

• How to perform Keyword Research

• Keyword research using Google data34

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

The Marketer

The Terminology - Used / pre-ownedThe Stages in Buying Cycle – Consideration to ActionThe Competitive Landscape – USPs/ Offers

My Keyword list

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 charter 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

Keyword Tools

http://www.googlekeywordtool.com/http://www.soovle.comhttp://mergewords.com/www.google.com/trends/

The Designer

The Design• Site Architecture

UsabilityCall to ActionHard and soft offersHierarchy or how many levels deepProgressive DisclosureThematic Content Silos

Page Layout

Keywords

• Mirror the keyword research within the Site structure

- Keyword rich navigation

- Keyword rich internal links

- Keyword rich folder structures, URLs and

page names.

Important SEO Tags

Ranking Factors

Ranking Factors -2011

Ranking Factors -2012

What worked six Months Ago

I just want us to be #1 for

Life Insurance

Spun Articles

Most people sleep at night. you can buy cheap blankets at shops. A blanket keeps you warm at night. you can also buy a wholesale heater. It produces more warmth and you can just turn it off in summer when you are going on france vacation.

What’s New

Info graphics

Value in Videos

Authorship

Person Schema Code combined with Google+

Above the fold

The EMD Update

GeelongDentist.com.auGeelongDentalcare.com.au

GeelongDental.com.auDentistGeelong.com

Google Now targeting…

Negative SEO

Social Share

Future-proof your website

Invest in Quality Content CreationUse as many keywords as you would naturally useEliminate Duplicate contentBuild Website Authority

Content Marketing is the NEW SEO

The Writer

Content Audit• Do you have content that does not serve any

purpose.• Track content performance using Google Analytics

content overview.

Micro Data

Social Sharing

• Websites with weak social profiles saw a 19.5 % reduction in organic traffic.

• Websites with strong social profiles saw a 42.6% increase in organic traffic.

Content Marketing

Approach

Segmenting

Targeting Positioning

Grouping of selected keywords.

Mapping Pages to Phrases.

Placing of selected phrases on target pages.

Segmenting• Even if your product has universal appeal, recognize

subgroups of audience and target separately.• Speak to the defined market• Are you sitting on a goldmine of undiscovered

positioning opportunities?

Targeting

Positioning• A broad-based keyword strategy allows your site to

position well for a number of key-phrases – not just one or two.

• FAQ pages.• About us page.• Press releases.

Stay Connected

SEO for the CMO

Business

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