Download - How Does Search Engines Work?
THE MASTER PLANDominate Local Search.
THE RIGHT BUSINESS
• Building a business of value
• Position yourself as the expert
• Take the lion's share of business
• Charge a premium price
DOMINATE PAGE #1
• Places
• Adwords
• Organic
OUR BUSINESS FLOW
• Understanding products / services
• Research target market / competition / keywords
• Build a website
• Install Google Analytics & Webmaster Tools
• On page optimisation / conversion / enquiry form
• Google Places
• Google Adwords
• Quick cash: promo / customer reactivation
OUR BUSINESS FLOW - CONTINUED
• Off Page SEO
• Video marketing
• White paper, build database & auto-responders
• Web 2.0: Twitter / Facebook / Foursquare
• Press release
• Regular blogging: top questions / interview experts / Google alerts
• Build info product
HOW SEARCH ENGINES WORK
• Based the way research reports work
• Google's goal is to provide the best user experience
• Places, Adwords, Organic are different butit's all about the keywords
UNDERSTANDING KEYWORD TARGETS
• Browsing phrase vs buying phrase
• Camera vs. Sony Handicam HDR-SR11
• Dentist vs. South Yarra Dentists
• Inside the mind of your searcher
BUILDING YOUR KEYWORDS
• How is local business different? traffic + conversions
• Identify top services / products
• Use Google free keyword tool / Market Samurai
• Target best keywords and add area modifiers
• e.g. Printing Services Melbourne
DON’T TELL ME, SHOW ME
THE PERFECT DOMAIN NAME
• Brand domain vs. keyword domain
• 2-3 words long
• Avoid hyphens
• .com.au or maybe .net.au, .org.au
• e.g. www.melbourneSEOservices.com
BUILDING A STRONG STRUCTURE
• Home, Services Clients, About, Contact, Blog
• Perhaps individual pages for services
• No website? Use Wordpress
• e.g www.thedentists.com.au
EASY AS 1,2,3
• 1st Tier Primary money phrase / domain
• 2nd Tier - Primary services + modifiers / pages
• 3rd Tier - Longer tail + suburbs / blog
ONPAGE SEO
• 1 page... 1-2 keywords
• Unique page titles
• Meta description (160) & meta keywords
• 300 words minimum
• Keyword density (x3 per 500 words)
• H1 tags, bold, italics, image tags
• Keywords in urls(domain.com/keyword.html)
• e.g. www.planet13.com.au
QUESTIONS