SEO for the CMO

www.ArrowInternetMarketing.com.au

SEO for the CMO

Presented by:

Jasmine Batra

Arrow Internet Marketing

www.SearchEngineRankings.com.au

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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

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How search Engines work?

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What are the Steps?

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Steps to Top Rankings

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1. Relevance to user query

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Its about Location, Location , Location


The Basics

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


Buried down under

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Looking for Match

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2. Code: What Lies behind

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Actual Site

WWW.SEARCHENGINERANKINGS.COM.AU


Google’s view

<META NAME="ROBOTS" CONTENT="NONE">



Check how clean is the code

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http://validator.w3.org/


3. Credibility or Link Popularity

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The power of links

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Simulation of Popularity

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4. Conversions and Engagement

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Customer Journey& Usability

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5. Content Matters

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Original

Credible

Optimised

Friendly


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Content includes

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Web Copy

Rich Media

Content


Content Creation IdeasThat are ALSO effortless

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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

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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


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My 3 Hats

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The Creative GeniusThe Marketing GuruThe Inspired Writer


My 3 Hats

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The Marketer

The Creative

The Writer


The Marketer

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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

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The Marketer

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


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My Keyword list

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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

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

http://www.googlekeywordtool.com/

http://www.soovle.com/

http://mergewords.com/

http://mergewords.com/


The Designer

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The Design• Site Architecture

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

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Page Layout

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Keywords

• Mirror the keyword research within the Site structure

- Keyword rich navigation

- Keyword rich internal links

- Keyword rich folder structures, URLs and

page names.

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Important SEO Tags

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Ranking Factors


Ranking Factors -2011

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Ranking Factors -2012

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What worked six Months Ago

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I just want us to be #1 for

Life Insurance

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Spun Articles

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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.

http://www.example.com/




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What’s New

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Info graphics

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Value in Videos

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Authorship

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Authorship

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Person Schema Code combined with Google+


Above the fold

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The EMD Update

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GeelongDentist.com.auGeelongDentalcare.com.au

GeelongDental.com.auDentistGeelong.com


Google Now targeting…

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Negative SEO

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Social Share


Future-proof your website

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


Content Marketing is the NEW SEO

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The Writer

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

purpose.• Track content performance using Google Analytics

content overview.

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Micro Data

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Social Sharing

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• 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

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Approach

Segmenting

Targeting Positioning

Grouping of selected keywords.

Mapping Pages to Phrases.

Placing of selected phrases on target pages.

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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?

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Targeting

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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.

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Transcript of SEO for the CMO