SEO for the CMO
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Transcript of 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
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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
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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
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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
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Google’s view
<META NAME="ROBOTS" CONTENT="NONE">
WWW.SEARCHENGINERANKINGS.COM.AU
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Check how clean is the code
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http://validator.w3.org/
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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
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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
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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
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My 3 Hats
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The Marketer
The Creative
The Writer
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The Marketer
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Keywords
• Understanding keywords
Primary
Long tail
Supporting
• How to perform Keyword Research
• Keyword research using Google data34
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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
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Keyword Tools
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http://www.googlekeywordtool.com/http://www.soovle.comhttp://mergewords.com/www.google.com/trends/
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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
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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.
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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+
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Above the fold
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The EMD Update
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GeelongDentist.com.auGeelongDentalcare.com.au
GeelongDental.com.auDentistGeelong.com
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Google Now targeting…
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Negative SEO
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Social Share
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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
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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.
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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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