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SEO Training by Happy Marketer
Search Engine Optimization [email protected] Search Engines (in 1996) • Netscape Navigator owned 80.3% of the market • Altavista was the search engine of choice • Text results and educational sites owned Search Engine results [email protected] Search Engines (in 2011) • One horse race with Google having over 80% global search share • Browser market beginning to get fragmented – but IE still winner • Search Results now include: – – – – – – News Maps Images Videos Social Media Results Web Results [email protected] Customers Love Search Engines [email protected] Search – Trusted Results! [email protected] [email protected] Your Customers Love Search Engines [email protected] What Is Search Marketing? Driving prospects from search engines to your website [email protected] What’s In the Search Results Page? [email protected] Natural Search Results • 10 Relevant Results / Links – – – – – Websites Videos Images News Shopping • Based on quality of content, can’t be bought [email protected] The Most Important Thing About Search Marketing [email protected] Picking The Right Keywords • The keywords you select, define – – – – – – Your costs Your competition Your results Your ROI Your brand value Your success on search engines [email protected] Case Study: HeadSprout! • Good Keywords – – – – – Hair loss treatments Hair loss serum Beta carotine Baldness solutions Hair growth cosmetics • Bad Keywords – Hair – Treatment – Shampoo – Serums – Baldness [email protected] What Make Good Keywords • • • • Problems your customers face Solutions your customers are looking for Buzz words & industry specific words Popular (enough searches) [email protected] What Makes Bad Keywords • • • • • Generic, broad phrases (e.g. health tips) Most single word phrases (e.g. hair or bald) Too few searches Words that aren’t in the customer’s dictionary Anything with a celebrity’s name in it [email protected] Your Must Have Keywords • • • • Your company name Your brand names Your management team Your proprietary IP It’s not optional to market to these keywords! [email protected] Going After The Long Tail [email protected] The Sweet Spot for Keywords [email protected] Keyword Family: Brand Name ++ • People want to know a LOT about your brand • They type out all their questions, curiosities, hopes, fears into that google search box • An amazing amount of customer psychology can be picked up by looking at what users are typing [email protected] Example: Plaza Singapura (1/5) [email protected] Example: Plaza Singapura (2/5) [email protected] Example: Plaza Singapura (3/5) [email protected] Example: Plaza Singapura (4/5) [email protected] Example: Plaza Singapura (5/5) [email protected] Search Engine Optimization KarateSEO© is Happy Marketer s SEO Methodology for Medium/Large Businesses [email protected] Karate SEO • Awesome, free infographic! • Designed by David • Join our email list, get many more free videos and infographics • Hello@ HappyMarketer.com • Sub: Infographics! [email protected] SEO – Trusted So Much! [email protected] What is Search Engine Optimization? • Search Engine Optimization is the process of creating or updating a website to – improve the site’s ranking in organic search results, – with the objective of increasing the volume of quality traffic. • This must be done – on-page (site architecture, link structure, content, keywords, title tags, etc.) and – off page (link building.) [email protected] Free Traffic [email protected] Qualified Traffic [email protected] Proven for conversions [email protected] More leads [email protected] More exposure [email protected] Add value to users [email protected] More targeted [email protected] Less invasive, more receptive [email protected] Reduce marketing expenses [email protected] Stay competitive [email protected] Measurable [email protected] Protecting your brand on search engines • Protecting your brand keywords on search engines • Rank #1 vs the other 8 results [email protected] Optimizing your website for higher rankings [email protected] SEO: Location, location, location [email protected] KarateSEO© - The Six Factors 1. Keywords – Picking the Right Keywords to Market to 2. Architecture – Planning a site architecture rich with content & keywords 3. Relevant Content – Optimizing specific pages for the right keywords 4. Authority & External Links – Having the right sites link to you, and using the right keywords 5. Trouble Signs – Avoid these common problems & mistakes 6. Experience on Site – Making sure users are satisfied with their experience with your site [email protected] Search Engine Optimization [email protected] 1. Keywords [email protected] A Little Effort Pays Off Big [email protected] Start with your Seed List of Keywords • The first keywords that come to your head • Category keywords • Company name • Proprietary technologies [email protected] Seed List: Discuss with Stakeholders • Other people in your team including – – – – Marketers & Sales Staff Customer Support Delivery Staff Actual customers [email protected] Seed List: Look at the Competition • Monitor the competition’s – – – – – Website home pages Website landing pages Meta Tags on site Print brochures PR Kit / Corporate Information [email protected] Expand by adding more Modifiers • More specific variations • quote • appointment • brochure • Location & Language • Quality modifiers • Best • Great • #1 • Using Site-based Suggestions • https://adwords.google.com/select/KeywordToolExternal • http://tools.seobook.com/keyword-worksheets/keyword-worksheet.xls [email protected] https://adwords.google.com/select/KeywordToolExternal [email protected] Select Keywords by … • Subjective relevance – Would I want this keyword associated with my brand? • Estimated conversion – Will it lead to a sale? Or will it attract just surfers? • Past Data Trends – Actual conversion data from Analytics/AdWords • Amount of competition – Is your budget big enough to fight for this keyword? [email protected] Measure Your Ranks [email protected] 2. Architecture [email protected] A little architecture can go a long way [email protected] Site Architecture / Sitemap is Critical • The GoogleBot’s Life – Your sitemap & links are the language it understands – If it’s not content rich, it won’t rank you • Focused content – You need one optimized page per keyword – Should have content, relevant media & links • Rich in Content – More Pages = More Authority – All pages should be interlinked with navigation &subnav [email protected] Excel Sitemap-Keyword Mapping [email protected] Architecture– Links & Calls to Action • HTML links to other sites, or other pages increase the weight of a landing page • Link to other relevant articles • Relevant products • Avoid paid links [email protected] E.g. Copyblogger [email protected] Architecture – Internal Links • Internal linking should be clear • Avoid flash navigation • Avoid image navigation • Clear, text navigation is best [email protected] 3. Relevant Content [email protected] Heading – Titles • <title> Copywriting Jobs: Latest Singapore Job Listing on 9th July 2011</title> • Google will display 65 characters • So, you can’t stuff 1000 keywords in there! • But the TITLE tag is the most important for on-page SEO [email protected] Heading – Meta Description • Meta Description Tag – <meta name=“description” content=“The best …”> • • • • Place after the Title Tag Works with the Title Tag to get the click Attempt to work an “offer” into the description Keep this tag to 150 characters or less [email protected] Content– Title Tags • First, most prominent piece of text for any page on your site – First function, search engine visibility – Second function, call to action • Unique, descriptive title of 5 to 10 words (69 to 75 characters) – First three words – keyword – Ensure it’s a phrase people can read [email protected] Title Tags: Things To Avoid • “Home page” • “This web page uses frames, but your browser doesn’t support them” • “Insert keywords here” • “Relocate” • “Untitled Document” [email protected] Content – Heading Tags • <h1> and <h2> tags tell Google what’s important • <h1> is most important, <h6> is least • Avoid using images, HTML formatting & flash for headlines. Use CSS formatting instead. • Write multiple headlines relating to the topic • Focus on conversion – lead user to an end result [email protected] Sub-Headings • Helps break up the article into small “chunks” • Break up your article into 1-3 paragraph “chunks”, each having its own sub-heading • Getting keyword phrase into sub-heading isn’t required, but look for opportunities • Use synonyms when appropriate [email protected] Content – Body Text • Google also measures – keyword proximity and – Keyword density • In each landing page, let the main keyword appear 3 to 10 times • Keep the body of the text between 400 and 900 words [email protected] Body Copy • • • • This is the “meat” of the information Focus on the goal and Call to Action Get to the point, don’t waste the visitors’ time Avoid Over-Optimization – Too many keywords in body – High percentage of anchor text [email protected] And add in Rich Snippets! [email protected] How Rich Snippets Work [email protected] Rich Snippets + Schema.org [email protected] 4. Authority & External Links [email protected] The Original PageRank Algorithm [email protected] Where do you stand now? [email protected] And check in Google too • • • • • • • • "www.competitorURL.com" inurl:www.competitorURL.com inanchor:www.competitorURL.com intitle:www.competitorURL.com allintitle:www.competitorURL.com allintitle:www.competitorURL.com site:.org site:.edu inanchor:www.competitorURL.com site:.gov inanchor:www.competitorURL.com [email protected] Link Popularity - Directories • Directory Submissions – Outsource to an external company – http://www.submitinme.com/default.aspx • Almost extinct, don’t spend too much effort [email protected] Link Popularity - Blogs • A blog is a natural link magnet • People are encouraged to cross-link, comment • Start a blog on your topic • Write articles relating to your major keywords • Submit blog to major RSS feed directories • Find other blogs and manually leave comments, build friendship for cross-links [email protected] Link Popularity – Press Releases & Articles • Articles – Less relevant, more of a numbers game – Rarely lead to conversions, but great for PageRank • Press Releases – Harder to craft, more exclusive, more expensive – Can lead to spurt of traffic & sales – Must have a newsworthy element to it [email protected] Getting Social Media Links & Citations • • • • • • Facebook Twitter YouTube SlideShare Scribd Other Blogs [email protected] Link Building in 2013 • • • • Guest Blogging & Writing Broken Link Building Giveaways & Contests Link Bait Blogging – Top 10 Lists – Infographics – Case Studies • Competitor Backlink Hunting [email protected] 5. Trouble Signs [email protected] Let’s Start Talking to Webmaster Tools! [email protected] Flash Websites [email protected] Sites with Frames [email protected] URLs / Page Titles that don’t change [email protected] Types of Spam (Page 1) • • • • • • • • Reciprocal Link Trading Cloaking Promoting Keywords not related to your Web Site Keyword Stacking Keyword Stuffing Hidden Text Tiny Text Hidden Links [email protected] Types of Spam (Page 2) • • • • • • • Artificial Link Farms Redirects Mirror or Duplicate Pages Doorway Pages, Gateway Pages or Hallway Pages Domain spam & Mirror Sites Typo spam and Cybersquatting Automated Blog Spam [email protected] 6. Experience on Site [email protected] Usability – Speed of Loading • Major factor in Landing page quality score for both SEO and PPC • Slow pages = bad user experience • Shoot for less than 100 kb • Optimize by lowering image quality, less graphics and cleaning up code [email protected] Usability – Clear Branding • Have a clear logo on top right, contact information on top left • Headline – – – – – Large font 4-8 words Clearly spell out what’s on the page Have a benefit for the reader Probably contains keywords [email protected] Usability – Ease of Reading • Text – Use common fonts (Arial, Verdana, Sans Serif) – Use bold dark colors on white background – Have headlines and short paragraphs • Images & Videos – Have an explanatory image or video – Keep the good stuff above the fold [email protected] Usability – Time Spent on Site • Google can track how many people click the “back” button • People can also move pages up or down in rankings • Watch your web analytics – Keep the bounce rate down – Increase the time spent on site [email protected] Content Linkbait Recipes [email protected] Why is Web Content Important? • Content engages your readers • Content pulls your knowledge together and makes it accessible to your customers • Content attracts search engines • Content brings you inbound links • Content creates a buzz in social media • Content is an investment that keeps bringing visitors month after month after year after year [email protected] Never Stop Marketing • Every page is a marketing page • Who is your site for … and what do they want? • People buy benefits, not features • The headline is the most important part of your content • Your first paragraph is the second most important part of your content [email protected] Write winning articles quickly Answer these questions Take these actions 1.Who is this article for? What value will it give them? What do you want people to do as a result? 2.What are your primary and secondary keywords? 3.What other ideas and keywords are important? 4.What other articles that you’ve already published should you link to? 5.What external resources (if any) should you link to? 1. 2. 3. 4. 5. Write the headline Write the sub-headings Write the summary Fill out each paragraph Write notes on the key points [email protected] #1 – Answer Your Customers’ Questions [email protected] #2 – Reveal Your Secret Tips & Tricks [email protected] #3 – Bust An Urban Myth [email protected] #4 – Write A Case Study [email protected] #5 – Write A Blog [email protected] #6 – Write Your Company’s History [email protected] #7 – Start A Debate [email protected] #8 – Review of the Year [email protected] #9 – Report on an Event [email protected] #10 – Jargon Buster [email protected] #11 – Review a Book or Product [email protected] #12 – Build a Top 10 List [email protected] #13 – Interview an Expert [email protected] #14 – Write an A to Z [email protected] #15 – Publish Your Own Surveys [email protected] What We Do About Happy Marketer [email protected] What is Happy Marketer? • Search & Social Media Consulting Company – Focused on bringing market leading thought leadership in Web Marketing to APAC clients – Vibrant Training/Consulting arm – trained over 1500 professionals in less than 2 years – Google AdWords & Analytics Certified Partners – Singapore’s Leading Google Analytics & Enterprise SEO Consultant – Strong, long-term partnerships to fulfill client needs in Search, Social Media & Web Projects – Dedicated to Transparency of Processes, Progress and Billing with Clients [email protected] Our Clients [email protected] Our Role in Client Needs Training Skills Consulting Strategy Integrated Services Implementation [email protected] Training Offerings We’ll Train Your Staff in Practical Social Media Skills, and run Tactical Think Tanks for your Management Teams [email protected] Training – Building Skills & Direction Client’s Management Happy Marketer Client’s Marketing Managers Search, Web or Social Media Agency [email protected] Types of Trainings • Website & Search Marketing – – – – – – – – Management Think Tanks Campaign Planning Search Optimization Search Advertising Display Advertising Web Analytics Website Usability Web 2.0 & 3.0 Features • Social Media – – – – – – – – Tactical Workshops Campaign Planning Facebook Pages Facebook Buzz Campaigns Twitter & Microblogging Youtube & Video Marketing Apps Features & Usability Web Video Production [email protected] Consulting Support We’ll take stock of your Social Media assets, Analyze & Monitor competition, Help manage your Social media Agency & Provide Constant Expert Advice [email protected] Consulting – Creative, Planning & Monitoring Happy Marketer’s Consultants Client’s Management Client’s Marketing Managers Search, Web or Social Media Agency [email protected] Types of Consulting Support • Search Strategy • SEO Audits • SEM Audits • Web Analytics • Online Reputation • Digital Strategy • Creative Direction • Spend Audits • Policy & Processes Search Social Analytics Web • Website Usability • Sitemaps & Revamps [email protected] Integrated Campaigns We’ll run end-to-end Social Media campaigns that attract new fans, absorb them into your universe and activate them to become customers [email protected] Integrated Campaigns - Execution Client’s Management Happy Marketer’s Consultants Client’s Marketing Managers Search, Web or Social Media Agency [email protected] Questions? Contact: Rachit Dayal Phone: +65 9427 4110 Web: www.HappyMarketer.com Email: [email protected] Twitter: @hmarketer Facebook: ww.Facebook.com/HappyMarketer [email protected]
