Connecting  the  business  through  search

-­‐  Francis  Lui  &  Zevin  Goay  -­‐    

Successful  Digital  Marketing  is  Beyond  SEO  &  SEM

We  are  a  Digital  Agency  with  the  focus  on  Search  Engine  Optimisation,   Search   Engine   Marketing,   Online   Brand  strategy  and  Engagement,   empowering  businesses  with  Online  Reputation  Building  and  management,  Social  and  Search   Demographic   Targeting,   and   Conversion   Rate  Optimisation  techniques

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Analytics  

Organic  Search  Mobile  Search  

!Conversion  Rate  Optimisation  

Content  Strategy  

Social  Media  Management  Online  Reputation  Management  

Search  Engine  Marketing

OUR  CORE  PASSION

!Successful

Search Engine Marketing (SEM) Campaign

That Crush The Competition

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: What is SEMGoogle Search Network Google Display Network

“I tried AdWords. It didn’t work for me”...

Google Adwords Problem? Business Problem?

: Unique Selling Proposition (USP)

❖ Stand out against your competitors !❖ Determine your business’ core strengths and look for the opportunity !❖ Search & understand your competitors: !

● How are your competitors selling their services?

● What’s the missing gap in the market?

● What can you do better than your competitor?

!

: Why Does User Experience Matter?

❖ User Experience is not just design !❖ User Experience is more than usability !❖ User Experience is more on delivering relevant content !!!!

: Build Trust To Earn Clicks Not Buy Clicks

❖ Be specific & precise to motivate a person to click-through your site !❖ Be clear and up-front on what you are offering and what consumers will get from you !❖ Brand yourself !!!

: Call To Action That They Can’t Refuse

❖ Keep your CTA short, focused and actionable !❖ Promote a benefit not a product !❖ Use scarcity tactics (e.g. limited time or product availability) to induce a quick reaction !❖ Use Action-getting CTA words: !

● Shop

● Get

● Save

● Book Now

● Free

● This Week Only

!!!

: No Excuse Not Using Ad Extension

❖ Method to increase conversion - and they don’t cost extra to use !

❖ Type of Extensions: ● Sitelinks Extensions

● Location Extensions

● Call Extensions

● Social Annotation

!!!

(Mobile view)

(Social Annotation) (Call Extensions) (Location Extensions)

(Sitelinks Extensions)

: Factors to Successful SEM Campaign

Business GOAL Marketing Action Plan ROI

Death of SEO?YES, conman SEO Consultant - !

Telling You They Can Guarantee Top 10 Ranking!Chase After Google Algorithm!

!NO, SEO is all about RCS SEO!

500+ Algorithmic Changes Each Year

In 2012 alone, Google says they had 665 “launches” of new search-changing features

SEO of the Past Was Technical Tasks

If You Used Manipulative Tactics or Outsourced, There’s High Risk

Anchor text heavy link building was once a staple of SEO; now it’s a liability.

IS SEO WORKS COMES CHEAP?

e.g. Panda

Panda appears to use user satisfaction/happiness inputs to remove sites searchers don’t like from the SERPs.

e.g. Penguin

Excellent analysis of factors correlated with sites hit by Penguin

Factors like exact-match anchor text, low quality link sources, and sitewide links are often seen in sites penalized by Penguin

e.g. Hummingbird?

Hummingbird promoted results that are less about perfect keyword targeting and more about matching the query’s intent.

Now Google Consider Everything!

What is RCS SEO?It is about Real Content Stuffs!

!It is about Real Marketing Stuffs!

RCS SEO Huge Number of Responsibilities

It is about?1. Persuasive Copy

2. Engaging Images

3. Viral Videos

Always ASK YOURSELF

Would this make me want to CLICK?

Would this make me want to READ ON?

SEDUCTIVE HEADLINESWhatever Industry You Are In,!

You Need a HOOK for People to READ & CLICK

So?Is this Marketing?

Is this Content?

To Create Persuasive Content You Have To

Understand You Audience

Engage them Emotionally

Use Psychological to Triggers

How do we reach our audience in the

information age?

Information is the perfect way to market your

product

The Internet is the Perfect Medium

Organic Search is the Perfect Channel

Unless doing RCS SEO

How to create a Organic Search, RCS SEO that

can convert?

The Core Principles to Success

1. Innovate

2. Dedicate

3. Educate

4. Accomodate

INNOVATE

Tip #1Think Like a Product Marketer and NOT Programmer

Apply New Method or Idea to Market your Product Digitally

Tip #2Be Innovative

Google Reward Innovation

DEDICATE

FOCUS ON USER & AUDIENCE …USER

EXPERIENCE … ALL ELSE WILL FOLLOW

Tip #3Care About You Audience

What you audience what to read and see!

EDUCATE

Tip #4Go Bigger with All You Content

Tip #5Promote It Like You Mean It

Stop Misleading

Tip #6Accommodating Your Audience

Your Audience … Human & Robots!Robots are people too

Findability is key to accessibility

Tip #7You Can Never Forget Robots!!!

Key Take Aways

Strategic #1: Make Sure Your Marketing & Product Tell

Cohesive Narative

Strategic #1: Make Sure Your Marketing & Product Tell a Cohesive Narrative.

Does the story you tell here…

match the way you market, sell, and deliver results here?

Strategic #2: Determine Where RCS SEO Really Fits in Your Branding,

Education, Conversion, & Retention Efforts?

What kinds of content & rankings will bring the right people to these places at the right time?

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INFO@NEXUSMEDIAWORKS.COM

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TWITTER.COM/NEXUSMEDIAWORKS

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