hack a seo plan in 90 minutes q4 2013...3. download csvs and combine data 4. save doc deliverable...

HACK A SEO PLAN IN 90 MIN

Frederic ChanutManaging Director In Marketing We Trust

SLIDES & EXCELAVAILABLEMatt will distribute or download them at:http://www.inmarketingwetrust.com.au/SEO/SEO-training/

YES

HACK A SEO PLAN IN 90 MINAGENDA

‣ How SEO works

‣ Keyword research

‣ Research content ideas and develop SEO-focused content

‣ Identifying link opportunities

‣ Social media research

‣ Outreach

‣ Freebies (if time permits)

3

THIS EXERCISE IS HACK

GIVING YOU ONLY THE TOP LINE OF YOUR SEO STRATEGY.

SEO IS A LENGTHY PROCESS SUBJECT TO MANY CHANGES.

DISCLAIMER 4

That’s why I still have a job…

Don’t leave

it to IT!!!

SEO IS A MARKETING INITIATIVE 5

WHY IT MATTERS 6

Successful VCs like Dave Mccure, from 500 Startups judge prospects based on their SEO success.

HOW SEO WORKS

The hard truth

INTRODUCTION TO GOOGLE ADWORDS

SEO FACTORS (BASIC) 8

Content

Links / Social

Technical

SEO FACTORS (DETAILED)

source

9

SEO IN CONTEXT OF DIGITAL MARKETING 10

New Brand = Presence Marketing(no visibility)

Develop presence in the industry

‣ Clean slate

‣ Develop base content

‣ Create industry connections &

recognition

‣ Timeline 9-12 Mths

SEO FUNDAMENTALS 11

Small Brand = Branding(limited visibility)

Create brand awareness

‣ Technical audit

‣ Content development

‣ Become a voice in industry

‣ Timeline 6-9 Mths

Established brand = Paradigm Shift(Offline clout)

Move company online

‣ Technical & Content audit

‣ Content repurposing

‣ Become thought leader online

‣ Timeline 3-6 Mths

3 TYPICAL SCENARIOS

WARNING: NO MORE SPAM 12

Source

WARNING: NO MORE SEO KEYWORD DATA 13

FOCUS ON REVENUE

AND CONVERSIONS

AT A PAGE LEVEL

HOW DO WE DO SEO MOVING FORWARD? 14

1. Keyword domains and keyword links have lost relevance

2. Brands are the exception to many rules

3. Social signals continue to correlate very well with better rankings

4. Good content is always important: it comes to quality!

5. The Quality/number of backlinks remains important

6. On-page technology remains one of the basics

Source

TOP CHANGES FOR SEO IN 2013SEO FUNDAMENTALS 15

SEO PROCESS IN A NUTSHELLSEO FUNDAMENTALS

• What they search

Keyword research

• What they care about

Content research • What

Google digs

On-site optimisation

• Who’s talking about it

Link research• Stalk’em

all

Outreach

16

KEYWORD RESEARCH

I really think “Stuffed kangaroo balls bottle opener” is the perfect keyword for our tourists market…

HACK A SEO PLAN IN 90 MIN

Search Marketing transform your customer pain points into

their

spoken/written language

You need to understand

their

Search Intent

Your worst enemies:

Jargon Corporate Speak Creative Description

CUSTOMER PROBLEM 18

Source

KEYWORD MAPPING PURCHASE FUNNEL 19

Link

KEYWORD POPULARITY 20

USING THE SEARCH MARKETING TEMPLATE 21

KEY OBJECTIVES

Your Top keywords

EXERCISE

AGENDA

Time 20 min 1. Enter most likely keyword in Google Adwords Keyword planner tool

2. Select Exact, include CPC3. Download CSVs and combine data4. Save doc

DELIVERABLE

Top keywords for your audience would use

22

RESOURCES

Internet connection, Ubersuggest, Adwords External Keywords Tool, Google Webmaster Tools, Moz.com, Ranktracker

Google Suggest

GOOGLE SUGGEST 23

Wildcard SearchUse Wildcard (*) and tilda (~) to search variations of your search query or synonyms

http://www.semrush.com/

SEM + COMPETITORS KWDS 24

http://ubersuggest.org/

UBERSUGGEST 25

KEY OBJECTIVES

Define your negative keywords

EXERCISE

AGENDA

Time 2 min 1. Using Google Suggest or Ubersuggest2. List all non relevant keywords3. Save list in Excel Doc4. Add negative keywords to your plan

DELIVERABLE

Negatives keyword list

26

RESOURCES

Internet, Adwords Keywords tool, Ubersuggest, Excel Spreadsheet

27WALKTHROUGH – FIND KEYWORDS

WALKTHROUGH – FIND KEYWORDS 28

http://www.inmarketingwetrust.com.au/marketers-guide-googles-keyword-planner/

WALKTHROUGH – KEYWORD PLANNER 29

Warning: All keywords in exact match

http://www.inmarketingwetrust.com.au/marketers-guide-googles-keyword-planner/

WALKTHROUGH – KEYWORD PLANNER 30

Quick view of daily traffic based on max cpc or daily budget

MOZ.COM (EX – SEOMOZ) 31

Shut up and take

my money

KEY OBJECTIVES

Evaluate SEO opportunity for top keywords

EXERCISE

AGENDA

Time 5 min 1. Pick your most valuable keywords2. Search their SEO Difficulty by set of 203. Go in the report tab4. Download report5. Enter in template6. Use vlookup to match7. Save Doc

DELIVERABLE

Top keywords SEO difficulty score

32

RESOURCES

Laptop, Search template, Internet access, Moz Keyword difficulty

KEYWORD DIFFICULTY 33

http://pro.seomoz.org/tools/keyword-difficulty

KEYWORD DIFFICULTY 34

http://pro.seomoz.org/tools/keyword-difficulty

KEY OBJECTIVES

Evaluate SEO opportunity for top keywords

EXERCISE

AGENDA

Time 5 min 1. Pick your most valuable keywords2. Search if your domain is ranking for any of

them and download report3. Paste in the ranking tab4. Use vlookup to match5. Save DocDELIVERABLE

Top keywords SEO difficulty score

35

RESOURCES

Laptop, Search template, Internet access, Rank checker

Advantage: Already on Google’s radar for keyword

Risk: Self fulfilling prophecy

GOOGLE WEBMASTER TOOL 36

Max 100 kwds. Recommended less than 40 otherwise IP blocked by Google.

FREE RANK TRACKER 37

Get it

KEY OBJECTIVES

Identify strategy per keyword

EXERCISE

AGENDA

Time 5 min 1. Sort keywords in excel by volume2. Allocate strategy per keyword3. Save Doc

DELIVERABLE

Action item per keywords

38

RESOURCES

Laptop, Search template, Internet access, Rank checker

Max 100 kwds. Recommended less than 40 otherwise IP blocked by Google.

FREE RANK TRACKER 39

Get it

Advantage: Already on Google’s radar for keyword

Risk: Self fulfilling prophecy

GOOGLE WEBMASTER TOOL 40

KEY OBJECTIVES

Evaluate SEO opportunity for top keywords

EXERCISE

AGENDA

Time 5 min 1. Pick your most valuable keywords2. Search if your domain is ranking for any of

them and download report3. Paste in the ranking tab4. Use vlookup to match5. Save DocDELIVERABLE

Top keywords SEO difficulty score

41

RESOURCES

Laptop, Search template, Internet access, Rank checker

USING THE SEARCH MARKETING TEMPLATE 42

CONTENT MARKETING STRATEGY

“Blah, Blah, Content Marketing, Blah, Blah, +20% on invoice…..”

HACK A SEO PLAN IN 90 MIN

Image credit: @randfish

SEO IS PART OF A BIGGER CONTENT PICTURE 44

CONTENT QUALITY IS KEY 45

A$$kicking Spam since

2011

CONTENT SHOULD WORK FOR THOSE 3 46

NEW SEO CONTENT PARADIGM

Source

47

Earn your traffic

‣ [keyword phrase] + guide

‣ How [keyword phrase] is

‣ How to [keyword phrase]

‣What is [keyword phrase]

‣ Best [keyword phrase]

‣Worst [keyword phrase]

EDUCATIONAL INTENT KEYWORDOPERATORS

FIND CONTENT TOPIC 48

Google Suggest

GOOGLE SUGGEST 49

Wildcard SearchUse Wildcard (*) and tilda (~) to search variations of your search query or synonyms

50

KEY OBJECTIVES

Evaluate opportunity to create valuable content

EXERCISE

AGENDA

Time 3 min 1. Use an operator with best keyword2. Enter in Google3. Scrape top results4. Save results in template for future analysis5. Save Doc

DELIVERABLE

List of existing resource

51

RESOURCES

Laptop, Search template, Internet access, Google

QUALITY CONTENT BUILD 52

Objectives

Research

Author Data Analysis

Seeding

Content creation Publishing

Repurposing

CONTENT MARKETING

Source

53

NEW MEDIA

+ TRADITIONAL CAMPAIGN MENTALITY

= LANDFILL MARKETING

54CONTENT MARKETING

LANDFILL MARKETING 55

PERFECTLY OPTIMISED PAGE

Must Read:http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

56

‣ Start small.

‣ Allocate resource to produce a piece of difficult-to-replicate content.

‣ Create a calendar of consistent material.

‣ Your 1st won’t get many links

‣ Your 2nd will get more

‣ Your 3rd will do better

Pro tip: https://www.google.com/search?q=find+an+intern&pws=0

CONTENT CREATION TIPS 57

Tool Credit: @SEOgadget

FREE TOOL - CONTENT IDEA GENERATOR 58

Make your own copy

KEY OBJECTIVES

Find content opportunities

EXERCISE

AGENDA

Time 2 min 1. Open link - http://bit.ly/content-ideas2. Make your own copy3. Enter your top keyword

DELIVERABLE

Content Ideas generator

59

RESOURCES

Internet, laptop, Google account

IDENTIFYING LINK OPPORTUNITY

HACK A SEO PLAN IN 90 MIN

OPENSITEEXPLORER.ORG 61

KEY OBJECTIVES

Identify Link opportunities

EXERCISE

AGENDA

Time 7 min 1. Go to opensiteexplorer.org2. Enter your competitor’s homepage url3. Select only external links, to the root domain4. Export as XLS5. Copy list in competitor links tab6. Repeat for top 3 competitors7. Save document

DELIVERABLE

Competitors backlinks

62

RESOURCES

Internet, laptop, excel

LINK SEARCH TOOL - CONTENT SCRAPER 63

Install it

LINK SEARCH TOOL - CONTENT SCRAPER 64

Instantly generate search operators

Bookmark it

FIND LINKS – FORUMS 65

SPOT FOR A LINK DROP.. AND A SALE

FIND LINKS – EMPLOYEES PAGE 66

WHICH PAGE ARE JOURNALISTS LINKING TO?

FIND LINKS – LINK RECLAMATION 67

BECAUSE TWITTER RANKS FIRST, IT

GETS MORE LINKS

SOCIAL MEDIA RESEARCH

It’s not stalking, it’s just intense fascination over your life…

TWITTER BIO SEARCH VIA FOLLOWERWONK.COM 69

TEST SOCIAL TARGETING WITH ADS 70

Pro tip: Greater results and CTR by promoting posts in FB

FACEBOOK ADS 71

Facebook + Keyword Analysis = Keyword demographics

CREATE PERSONAS BASED ON USERS 72

Advanced Blog post

OUTREACH & CAMPAIGN MANAGEMENT

“Dear [link target], please link to me w/out a specific reason. Sincerely.”

- SEOsucker

SEO= INBOUND MARKETING = ONGOING CAMPAIGN MGMT

SEO CAMPAIGN MANAGEMENT

SEO doesn’t work as a 1-off. Period.

74

MANAGEMENT TOOL – BASECAMP.COM

I use it to manage client projects and involve them in the process

75

SEO MANAGEMENT TOOL

Free - Trello.com

76

OUTREACH - LINKERATIBloggers - probably the most targetable and directly influenced folks

Forum posters - Not a huge SEO value althoug traffic can be positive

Web News Writers - Most valuable, write for Cnet, Wired & MSN, etc...Content Creators - These folks are seeking valid resources to link out to.

Resource Editors - Rare breed, work in gov., NPOs and Uni. Looking to add content to their pages or directories.

Social Taggers - (Digg, Del.icio.us, Reddit & Furl, Fark) - thousands of visitors and the opportunity to be in front of hundreds of link-hungry bloggers.

Journalists - Online or offline creators of "news" content, these influencers are among the most valuable of all the linkerati.

77

Remember those guys ?

OUTREACH – TARGET MARKET 78

Link = Endorsement= most value

OUTREACH TOOL - BUZZSTREAM

www.buzzstream.com

79

FREE OUTREACH TOOL - LINKSY EMAIL FINDER

http://linksy.me/find-email

80

FREE OUTREACH TOOL - RAPPORTIVE

www.rapportive.com

81

FREE OUTREACH TOOL - BOOMERANG

Check this blog: http://bit.ly/canned-response

82

DO THE HARD WORK

Do The Big Work (Seth Godin)

83

FREEBIES

Candy from strangers taste so much better cause it’s FREE…

• All important pages crawlable (check your robots.txt)

• Check cached, text only version of your site

• No Ajax, Javascript or Flash

• All power under 1 (sub)domain (avoid microsites, blog.yoursite.com, etc)

• Short, explicit URLs

• Use Canonical tag

• Use Schema.org microdata

• Site speed matters

• Most important keyword in Meta title, H1, bullet points

• 3-5 kwds per page

TECHNICAL SEO TRICKS 85

http://seomoz.org SEO toolkit

http://piktochart.com Visualisation

www.followerwonk.com Twitter bio research

http://linksy.me/find-email Email guesser

http://bit.ly/content-scrape Content scrapping

www.buzzstream.com Outreach (PR+ Linkbuilding) CRM

www.rapportive.com View user profiles in Gmail

www.boomeranggmail .com schedule emails/reminders

http://nielsbosma.se/projects/seotools/ Best SEO extension for excel

TOOLS!!!! 86

Takes between 3-5 days for a full audit. Focus first on accessibility, indexing and the technical aspects

SEO AUDIT 87

Bookmark it

Frederic ChanutManaging Director, In Marketing We Trust

m. 04 3837 1981e. frederic@inmarketingwetrust.com.au

www.inmarketingwetrust.com.au

Connect with us

THANK YOU! 88

Email me to obtain kwd

difficulty for your top 20 kwds