strategic seo

…because a l l bus iness i s ebus iness !

Mastering Strategic SEO

Vincent Brown

Vincent’s Bio

Vincent BrowneBusiness Speaker, Mentor & Consultant

• Master of Internet Computing (MIC)• Bachelor of Education (B.Ed.)• Diploma of Training and Assessment (Dip TAA)• Microsoft Certified Professional [MCP)• Microsoft Certified Trainer (MCT)• Microsoft Office Specialist Master (MOS)• Australasian IT Trainer of the Year (2008)• PRINCE2

2000 - 2004Computer Science Lecturer

Edith Cowan University

2005 - 2011IT Training Coordinator

Edith Cowan University

2011- PresenteBusiness Consultant

Mining, Oil and Gas, SME

eBusiness Strategy | eBusiness Coaching & MentoringWordPress Training | Joomla Training | eBusiness Technology Selection

Website Auditing | Search Engine Optimisation

Areas of Specialisation

ContributorTrainerMentor

…because all business is eBusiness!

eBusinessMentor.com.au

ProfessionalProductivity. c o m . a u



CPC Analysis

The methodology to use to develop your keyword bank



• What are the target customer’s typical age bracket, economic status, gender, employment profile and education level?

• What problems to be solved or needs to be fulfilled does the target customer have in mind when they seek the general category of products or services you provide?

• What kind of terms and language are your target customers likely to use when talking about and searching for the general category of products or services you provide?

• What complaints or criticisms do your target customers typically level at the products or services you provide and the way in which they are provided?

Customer



• For what specific customer problems / needs is the product or service designed to solve or fulfil?

• How does the product or service solve or fulfil these problems or needs?

• How is the product or service traditionally or commonly packaged and sold?

• Is the product or service to be sold based upon the primary basis of quality, service or price?

Product



• When describing their products or services to customers, what keywords and language do your competitors typically use?

• How do your competitors typically structure their websites?

• How do your competitors typically categorise and describe their products or services to customers?

• How do your competitors typically package and sell their products and services to customers?

Competitor



• What elements of product or service description, categorisation, packaging and selling is common to the majority of competitors analysed?

• What elements of product or service description, categorisation, packaging and selling stood out as unique for just a handful, or perhaps just one, or your competitors?

• What have these competitors that stand apart from the rest of the pack done to differentiate themselves from the others?

• Which of your competitors is clearly the market leader? What characteristics of this competitor have you noted that make this the case?

Competitor cont…



Your Keyword Bank



Applying SEO to Landing Pages



Attract

GOALBring partially qualified traffic to designated landing pages

<title> tag

<desc> tag

Your Google Impression



Persuade

GOALCapture the visitor’s interest and create motivation to act

LandingPage A

LandingPage B

LandingPage C

How are you going to persuade the website visitor that they have arrived at exactly the right place to have their problem solved or need met?

REFERRERSEach landing page must correlate exactly to the Google impression that

leads visitors to it!



Engage

GOALHave visitor perform a transaction or demonstrate interest

Once the website visitor has been so persuaded, how will they go about initiating the process of getting the desired product or service from you?



ConvertGOAL

Time invitation to buy correctly and make the purchase simple

Having executed the action or process, how will you make conversion easy?

Make paymenteasy

Answer phonecalls quickly

Respond to emailspromptly



Your Content Campaign

Strategically incorporate your

selected keywords to all content

elements created and deployed…

without fail!



Measure, Interpret, Refine

Comments &Feedback



Slides & Resources

professionalproduct iv i ty.com.au

CLICK HERE

strategic seo

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