secrets of seo for startups
Post on 29-Aug-2014
407 Views
Preview:
DESCRIPTION
TRANSCRIPT
Vahe Arabian/ Online Marketing Works
SEO SECRETSFOR STARTUPS
ABOUT ME
• Freelance SEO & principal SEO consultant for Online Marketing Works – helping small businesses & enterprise clients improve organic visibility for more qualified visitors.
• In the SEO industry (both part-time & fulltime for 4 years)• Past consultant & SEO professional in media communications/SEO agencies or small business company with either established or new SEO offerings.
• Online Marketing Certified Professional (OMCP)
AGENDA
THE SEARCH ENGINE RESULTS LANDSCAPE
STRATEGIC SEO PILLARS KEY SEO TASKS
COMMON SEO MISTAKES
Q&A/CLOSING REMARKS
STRATEGIC SEO SESSION
DEMISTIFYING SEO
SEO DOESN’T EQUAL JUST LINKS OR KEYWORDS
Focus on quality and value, based on target audience expectations and needs
SEO ISN’T AN ALGORITHM CHASING GAME
Less tactic focused and more business goal oriented with a strategic SEO approach
ORGANIC SEARCHES ROLE IN THE CUSTOMER JOURNEY
Co optimising other channels in alignment with organic search can potentially reinforce website messaging hence encourage further organic search conversions
WHY SEO IS IMPORTANT??
Traditional advertising methods have become limited in visibility yet still expensive in cost
What is SEO??
UNIVERSAL SEARCH RESULTS
The Search Landscape - What is SEO?WEBSITES
NEWS
REVIEWS
WIKIPEDIA
VIDEO
IMAGES
KNOWLEDGE GRAPH
RELATED SEARCHES
“SEO is the process of improving your website visibility for search engines by answering users queries using information of value and effectively promoting it”
SEO SUCCESS PILLARS
CONTENT
SEO PILLAR – CONTENT ELEMENTS
HARVEY NORMAN BUYING GUIDE: 3D TV
Harvey Norman’s buying guide provides an introduction to 3D TV’s capturing users in the research search purchase lifecycle phase
HTML OPTIMISATION
SEO PILLAR - HTML OPTIMISATON
NRMA Motorcycle Insurance HTML Op
H1 Heading
H2 Heading
H3 Heading
Title Tag
Meta Description
NRMA Motorcycle Insurance HTML Op
Title Tag
Meta Description
Title Tag
SITE ARCHITECTURE
SEO PILLAR - ARCHITECTURE
Add: Is each page topic matching the correct website section theme?
CASE STUDY - PAYLESS REMOVALS
Home
Furniture Removals
Piano Removals
Sutherland Shire
Removals
Cronulla Wollongong
Western Sydney
Removals
Parramatta Penrith
Developing a lean architecture to allow the least possible clicks back to the root directory will help prioritise and make site pages more crawlable
LINKS
SEO PILLAR - LINKS
CASE STUDY – TAB TRAVEL ITINERARY RESEARCH
PR itinerary content creation and syndication Repurposed/
Promoted
TRUST
SEO PILLAR - TRUST
SOCIAL
SEO PILLAR - SOCIAL
CASE STUDY – caribBEING Social Media Sharing
Topical content creation powered with social media sharing that results in strong social proof can result in influencing search rankings
CASE STUDY – TAB BLOG POST
Creating content offering advice which is accessible via social media and a sites existing loyal followers can result in potential spikes in overall traffic
PERSONAL/TARGET
AUDIENCE
PERSONAL/TARGET AUDIENCE
MY LITTLE CUPCAKE – LOCAL REVIEWS
Being the local neighborhood “go to service or store” and developing strong testimonials is a quick win for developing an online local search presence
PRIORITISING YOUR SEO EFFORTS
Apply a “30/70 Rule” in order to manage and maximise the impact of your SEO efforts
KEY SEO TASKS
KEYWORD RESEARCH
TOOL – GOOGLE KEYWORD PLANNER
Mapping and creating website pages/content based on relevant keyword research will help you match user intent to answer users queries and validate your priorities/hypothesis.
Assessing Keyword Value – The Long Tail Theory
Focus on the less competitive long tail as part of your keyword strategy to capture people in the buying/consideration stage of the cycle
TECHNICAL SEO
TECHNICAL SEO AREAS
• Search Traffic• Crawl Stats & Errors• Google Index• Search Appearance
Site planning/keyword mapping document
Website design....
CONTENT
CONTENT EDITORIAL CREATION & DISSEMINATION PLAN
Create an editorial plan for consistency of content, capture your ideas and for leveraging the right
EXTERNAL LINKING
LINK BUILDING VS. EARNING TECHNIQUES
A “Link Earning” plan should be created in alignment with the content plan for effective website promotion
SOCIAL MEDIA
CONTENT CURATION & INFLUENCER OUTREACH
Sharing curated content to industry influencers and encouraging participation in their community can be the first step towards developing authority/networks using “social signals” and potential future earned links
LOCAL SEO
GOOGLE LOCAL + & OTHER BUSINESS DIRECTORY SYNDICATION
Validate your offline physical presence to establish your online physical footprint.
COMMON STARTUP SEO MISTAKES
FOCUS ON LINKS & KEYWORDS
DOING SEO LATER VS. NOW
• Traffic & conversions• Potential earned links and • Social connections• Branding & future authority• Retrofitting SEO into existing business processes and additional effort for exponential growth
NO SEO INTEGRATION INTO OTHER MARKETING EFFORTS
WEBSITE CLINIC SESSION
FOOT VIEW APPROACH
1000 Foot- Search Results •Search for the broadest term and analyse the SERP’s
•Identify the maturity of the search engine results page, trends and the key verticals•Identify major competitors and record names for competitors for further analysis
100 Foot – Overall Website • Review the overall design of the website – flow and point to conversion
• Check for common spam/duplication, technical SEO errors
10 Foot –The Webpage
•Review and identify website key categories•Review on-page elements and content pages•Evaluate site structure and how all pages connect from the home to the lowest level sub
page•Evaluate URL structure
1 Foot – Individual
Content Pieces•Identify which site page content already satisfies demand•Identify which content is linkable (to use of earned linking) •Identify content gaps to satisfy demand
SITE REVIEW EXAMPLE 1 -
ARTFULY
SITE REVIEW EXAMPLE 2 -
FINSURE
FURTHER SEO RESOURCES
THE BEGINNERS GUIDE TO SEO
GOOGLE’s SEO STARTER GUIDEGUIDE TO SEO TESTING
http://moz.com/beginners-guide-to-seohttps://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en//webmasters/docs/search-engine-optimization-starter-guide.pdf
http://www.gshiftlabs.com/10-seo-metrics-every-organization-needs-to-measure/
SEO MEASUREMENT METRICS
http://blog.kissmetrics.com/guide-to-seo-testing/
ONLINE MARKETING WORKS OFFER
COMPLIMENTARY WEBSITE AUDIT CHECKLIST & PHONE CONSULTATION
For the first 5 attendees only before October!!! Worth $500
“As soon as I met Vahe I was immediately impressed by his knowledge of online marketing and all the technical aspects.
Vahe has demonstrated innovative ideas and helped Ozzy Tyres in growing and protecting its market share and I wish him all the best in other business endeavours and pursing his life goals!”
ONLINE MARKETING WORKS TESTIMONIALS
“Vahe was the first to respond to our project post, and has devoted hours upon hours to provide us with keyword research, a site audit, meta-tagging, and overall SEO strategy for the past few months. Vahe was extremely professional, and eager to teach us how to do SEO the right way, even though we are a small nonprofit. In short, we are very lucky to have worked with him”.
THANK YOU
@optimise_seo
http://www.onlinemarketingworks.com.au
au.linkedin.com/in/onlinemarketingvahe
vahe@onlinemarketingworks.com.au
top related