1. SEO Workshop 2014SEO has moved White Chalk on, Roadhave YOU?Charles Ryder | 9th September 14in association withLocal Chambers & Pan Pacific PerthCharles Ryder | 23 September 2014

2. SEO Workshop 2014Learning Outcomes Differentiate SEO from other forms of online marketing Discover how to reach more customers through SEO/SCM Learn about the different search ranking factors Understand the SEO/Website Marketing Life Cycle Learn to use keyword/market research Find out how to structure your website and content Discover online strategies that work today 3. SEO Workshop 2014Learning the LingoDo you know what is meant by:SEO, SEM, Paid Search, PPC, Organic Search, Natural Search,On-Page, Off-page, Anchor Text, Inbound Marketing, ContentMarketing, longtail keywords, etc?Have you heard of:Google Keyword Planning Tool, Webmaster Tools?3 4. SEO Workshop 2014Lingo: Internet MarketingInternet marketing, also known as digital marketing,web marketing, online marketing, search marketingor e-marketing, is the marketing (generally promotion)of products or services over the Internet.Source: WikipediaMarketing efforts done solely overthe Internet. This type of marketinguses various online advertisementsto drive traffic to an advertiser's website.Source: www.businessdictionary.com4 5. SEO Workshop 2014Lingo: Search Engine Marketing (SEM)?A form of Internet marketing that seeks topromote websites by increasing their visibility insearch engine result pages (SERPs)Source: Wikipedia5 6. SEO Workshop 2014Lingo: Paid SearchPaid Search includes all advertising models used on searchengines and their network of websites where advertisers paybased on performance Pay Per Click (PPC) Pay Per View (PPV or CPM) or Pay Per Action (PPA).6 7. SEO Workshop 2014Lingo: SEOSearch Engine Optimisation (SEO) is the act of optimising a websiteso that Search Engines will direct quality traffic to your site via"natural or "organic" search results, utilising MANY differentkeyword phrases consumers would use to find your company orproducts.7 8. SEO Workshop 2014Where to find Paid and SEO (Organic) Listings?8 9. SEO Workshop 2014Lingo: Backlinks Act as voting system for websites. The more quality links you havedirecting to your site then the more credible you are with SearchEngines. High quality/trusted links to your sitewill bring referrals and help yourkeywords rank higher in SERPS Poor quality links may bury your siteand will unlikely be found by yourcustomers.9 10. SEO Workshop 2014Lingo: Keywords A keyword is usually aword phrase used tofind website pagesrelating to theassociated topic. Keyword and marketresearch is an integralpart of creating asuccessful website oradvertising campaign.10 11. SEO Workshop 2014Inbound marketing is a set ofmarketing strategies and techniquesfocused on pulling relevantprospects and customers towards abusiness and its products. Inboundmarketing is becoming widelyaccepted because it complementsthe way buyers make purchasingdecisions todaythey are using theInternet to learn about the productsand services that best meet theirneeds.Lingo: Inbound Marketing11 12. SEO Workshop 2014Lingo: Inbound Marketing12 13. SEO Workshop 2014Lingo: Inbound Marketing13 14. SEO Workshop 2014A little SEO History 15. SEO Workshop 2014The Term: SEO - Search Engine Optimisation 16. SEO Workshop 2014Content MarketingContent marketing is the marketingand business process for creating anddistributing relevant and valuablecontent to attract, acquire, and engagea clearly defined and understood targetaudience with the objective of drivingprofitable customer action. 17. SEO Workshop 2014How to Reach More CustomersDo not be fooled!Just because you have a great looking websitedesigned by a leading web design firm doesntnecessarily mean Googlewill love you or that you will reach the rightaudience for the right searches!17 18. SEO Workshop 2014Reach: What do we want from SEO?An Increase in: Rankings Organic Traffic Increase Conversions Competitive Advantage Increased Reputation Brand Awareness Brand Recognition Customer Engagement 19. SEO Workshop 2014Reach: SEO/SCM Strategy Search engines represent a very unique medium, which allows youto precisely target an interested audience. In other media, the audience is looking at something, and youradvertisement is a distraction. Searchers are looking for something, and are far more likely torespond to an appropriately targeted offer.20 20. SEO Workshop 2014Reach: SEO Pros Leverage your sites natural advantages content,popularity, linking relationships Can deliver substantial benefits at a very low cost, especially for acontent rich site Requires minimal ongoing activity for some sites Initial investment in SEO can pay off for years to come SEO is the most cost effective form of marketing today for relevantbusinesses.21 21. SEO Workshop 2014Reach: SEO Cons SEO influences, but does not control, the search engineresults - there are no guarantees. Delayed results - after the initial SEO effort, expect to wait at least 2-3 months for ranking changes and 6-12 months for ROI. Risk of becoming overly dependent on free traffic, because resultsare variable over time. Some modifications to site are required; extent of changesdependent on many factors. Poorly executed SEO campaigns can lead to search engine rankingpenalties and long term harm to the organisations online presence.22 22. SEO Workshop 20143: SEO Facts 61% of global Internet users research products online. 44% of online shoppers begin by using a search engine. 70% of the links search users click on are organic, not paid. 60% of all organic clicks go to the top three organic search results. 75% of users never scroll past the first page of search results. Businesses with websites of 401-1000 pages get 6x more leads than those with 51-100 pages.23 23. SEO Workshop 2014Fact: Organic vs. Paid Search24 24. SEO Workshop 2014Fact: SEO Customer Conversion25 25. SEO Workshop 2014Fact: SEO Conversion Rates2011 versus 2013 Surveys26 26. SEO Workshop 2014Fact: Conversion Costs27 27. SEO Workshop 20144: SEO Ranking Factors Google has stated that it uses over 200 ranking factors or signals toinfluence its page positioning in SERPS. Surveys of experienced SEO professionals observing these factorscome up with a more manageable grouping of factors as per thefollowing chart.28 28. SEO Workshop 2014Ranking: SEO Ranking Factors 201329 Links are still believed tobe the most importantpart of the algorithm(approximately 40%). Keyword usage on thepage is still fundamental. SEOs do not think socialfactors are important inthe 2013 algorithm (only7%). 29. SEO Workshop 2014Ranking: Ryders 3Rs To simplify/group those factors into something that makes sense to abusiness owner and is also useful in making sure that somethingessential is not missed, I have come up with the 3Rs.30 30. SEO Workshop 2014Ranking: Ryders 3Rs ExampleRelevance score X Reputation score = Rank in SERPS31EXAMPLE SHOWCASEIn this, admitted oversimplified example made to illustrate the concept, WebsiteA and Website B are competitors, wishing to be found by customers searchingGoogle for a particular search phrase financial planner.Website AA page on Website A contains the search phrase financial planner and is well optimised for that phrasebut the page itself has only one internal link and the domain only one external link (aka backlink). As aresult, Website As page would not be sufficient to rank in first 1,000 pages of Google.Relevance (score 6/10) x Reputation (1/10)* = Ranking Score (6*1=6)Website BA page on Website B also contains the search phrase. Although the page itself is not well optimised, thispage has dozens of strong authoritative external links, so it will rank higher than Website A.Relevance (score 3/10) x Reputation (score 4/10)* = Ranking Score (3*4=12) 31. SEO Workshop 2014Ranking: Relevance Essentials Keywords relating to your business need to be found throughout thebody text of your site and elsewhere. The crawling spiders pick up on the frequency AND context of thesekeywords on your page/site and this may assist you in receiving ahigher position for a search engine search. The spiders also take into account the anchor text and context of theinbound links to your pages in determining your keyword positioning.32 32. SEO Workshop 2014Ranking: Relevance Warning However, if you use your keywords repeatedly and excessivelythroughout your website the search engines will frown on you andyou may find yourself very low on search results.33 33. SEO Workshop 2014Ranking: Reputation Building Keyword Strategy Review Link Competitive Profiling Directory Submissions Press Releases Article & Video Marketing Link Partnerships Social Media34 34. SEO Workshop 20147: SEO Life Cycle Stage 1: Business Assessment Stage 2: Market / Keyword Research Stage 3: SEO Strategy Development Stage 4: Implementation Stage 5: Measure Outcomes35 35. SEO Workshop 201436SEO LC 1-5 : Campaign Chart 36. SEO Workshop 2014SEO LC 1: Business Assessment Discovery Phase incl. target market and objectives Review Current SEO Strategy Conduct Website Review Online Profile Development In-house or Outsource37 37. SEO Workshop 2014SEO LC 2: Market / Keyword Research Establish SEO Goals Define your SEO objectives Conduct Keyword/Market Research Identify Key Players & Targets Specify how SEO strategy can deliver on thoseobjectives Determine your campaign strategy and set KPIs38 38. SEO Workshop 2014SEO LC 3: Strategy Development Generate Keyword List Allocated Keywords to target pages Prepare SEO change instructions Plan Action Steps and/or Project Plan Schedule Implementation39 39. SEO Workshop 2014SEO LC 4: Implementation Implement SEO change instructions Setup online and offline tracking(e.g. Google Analytics goals, funnels & events, phone tracking, etc) Test all tracking Refine campaign elements and tracking Review & Test Live Deployment of Search & Ongoing Content Marketing Project Plan40 40. SEO Workshop 2014SEO LC 5: Measure Outcomes Full Scale Deployment of Campaigns Monitor & Refine Campaigns to maximise ROI Review KPIs Measure Marketing Metrics Report on Results41 41. SEO Workshop 2014SEO LC 5: Measure Outcomes EG42300250200150100500Total Bookings ConfirmedJan-11 Feb-11 Mar-11 Apr-11 May-11 42. SEO Workshop 2014SEO LC 5: Measure Outcomes EG 243 43. SEO Workshop 20148: Google Keyword Planner44 44. SEO Workshop 2014Google Keywords: Using the Tool45 45. SEO Workshop 20149: Types of Keywords: Match Types Exact match [keyword] Phrase match keyword46 Broad match keyword (Negative match -keyword) 46. SEO Workshop 2014Types of Keywords: The Longtail2 main keywords groups: Short tail keywords Long tail keywords long tail is the strategy oftargeting less-competitive,niche markets Web Design vs Small Business Web Design.47 47. SEO Workshop 201410: Optimise Content Keyword Research & Competitive Analysis Keyword consultation and approval Site Structure Analysis (keep the spiders happy) Review Information Architecture (Silos) Keyword mapping to pages Document and plan structure/content changes Prepare benchmark report prior to implementation Implement Changes and send report49 48. SEO Workshop 2014Optimise Content: Tips Improve you content synergy and symmetry: linking great editorial orblog articles to great relevant resources on your corporate website. Improve site load speeds (3 to 6 seconds): such that when thoseexternal visitors get to your great content resources they can reallyengage. Make your site is responsive to mobile platforms. Consider repurposing existing content: such as video intotranscripts, stills, blogs, SlideShares, etc.51 49. SEO Workshop 201411: Marketing Tools Always do keyword research early Common keyword research tools (Google Keyword Tool, GoogleInsights for Search) Always do Competitor Research Sometimes do Online Market Research What is the difference? What is Vertical Online Market Analysis Examples52 50. SEO Workshop 201411: Tools for Research53 51. SEO Workshop 2014Tools: Limitations Tools can only provide helpful information and estimates Don't expect precise quantitative analysis from keyword tools. Use tools for qualitative and relative analysis54 52. SEO Workshop 201412: Right strategy for your business No one size fits all and no best method Best fit often depended on time and competition Maximize success with a well researched and planned initialoptimisation and constant monthly reputation building (e.g. throughcontent optimisation and marketing) and promotion.55 53. SEO Workshop 2014Marketers moving Budget to Digital 2 in 3 marketers have seen a shift in marketing spend from 'bought' to'owned' channels 1 in 4 marketers spend between 20 and 30 per cent of their budget buildingand maintaining their own channels 3 in 5 marketers estimate their investment in data and data analytics willincrease in the next 1-2 years Advertising spending to reach $14.4 billion by 2018, a compound annualgrowth rate of 3.1 percent By 2018 internet advertising will be largest advertising sector, reaching $5.7billion 54. SEO Workshop 2014Summary: Recap Differentiate SEO from other online marketing. Discover how to reach more customers through SEO. Understand the SEO/Website Marketing Life Cycle. Learn about the different search ranking factors. Learn to use tools for keyword/market research. Discover the right SEO strategy for your business.59 55. SEO Workshop 2014Four Tips to Optimise Your Searchable Content (SCO) Improve you content synergy and symmetry: linking great editorial or blogarticles to great relevant resources on your corporate website Improve site load speeds (3 to 6 seconds): such that when those externalvisitors get to your great content resources they can read them before theyclick the back button Make your site(s) are responsive to mobile platforms: for similar reasons asstated above and in response to changing ways users experience theInternet Consider repurposing existing content: such as video into transcripts, stills,blogs, SlideShares, etc. 56. SEO Workshop 2014Final Questions Any last questions? Has this workshop been helpful Feedback Form61 57. SEO Workshop 2014Thank You & Learn even more at this Workshop