Vahe Arabian/ Online Marketing Works

SEO SECRETSFOR STARTUPS

ABOUT ME

• Freelance SEO & principal SEO consultant for Online Marketing Works – helping small businesses & enterprise clients improve organic visibility for more qualified visitors.

• In the SEO industry (both part-time & fulltime for 4 years)• Past consultant & SEO professional in media communications/SEO agencies or small business company with either established or new SEO offerings.

• Online Marketing Certified Professional (OMCP)

AGENDA

THE SEARCH ENGINE RESULTS LANDSCAPE

STRATEGIC SEO PILLARS KEY SEO TASKS

COMMON SEO MISTAKES

Q&A/CLOSING REMARKS

STRATEGIC SEO SESSION

DEMISTIFYING SEO

SEO DOESN’T EQUAL JUST LINKS OR KEYWORDS

Focus on quality and value, based on target audience expectations and needs

SEO ISN’T AN ALGORITHM CHASING GAME

Less tactic focused and more business goal oriented with a strategic SEO approach

ORGANIC SEARCHES ROLE IN THE CUSTOMER JOURNEY

Co optimising other channels in alignment with organic search can potentially reinforce website messaging hence encourage further organic search conversions

WHY SEO IS IMPORTANT??

Traditional advertising methods have become limited in visibility yet still expensive in cost

What is SEO??

HOW DOES SEARCH WORK??

UNIVERSAL SEARCH RESULTS

The Search Landscape - What is SEO?WEBSITES

NEWS

REVIEWS

WIKIPEDIA

VIDEO

IMAGES

KNOWLEDGE GRAPH

RELATED SEARCHES

“SEO is the process of improving your website visibility for search engines by answering users queries using information of value and effectively promoting it”

SEO SUCCESS PILLARS

CONTENT

SEO PILLAR – CONTENT ELEMENTS

HARVEY NORMAN BUYING GUIDE: 3D TV

Harvey Norman’s buying guide provides an introduction to 3D TV’s capturing users in the research search purchase lifecycle phase

HTML OPTIMISATION

SEO PILLAR - HTML OPTIMISATON

NRMA Motorcycle Insurance HTML Op

H1 Heading

H2 Heading

H3 Heading

Title Tag

Meta Description

NRMA Motorcycle Insurance HTML Op

Title Tag

Meta Description

Title Tag

SITE ARCHITECTURE

SEO PILLAR - ARCHITECTURE

Add: Is each page topic matching the correct website section theme?

CASE STUDY - PAYLESS REMOVALS

Home

Furniture Removals

Piano Removals

Sutherland Shire

Removals

Cronulla Wollongong

Western Sydney

Removals

Parramatta Penrith

Developing a lean architecture to allow the least possible clicks back to the root directory will help prioritise and make site pages more crawlable

LINKS

SEO PILLAR - LINKS

CASE STUDY – TAB TRAVEL ITINERARY RESEARCH

PR itinerary content creation and syndication Repurposed/

Promoted

TRUST

SEO PILLAR - TRUST

SOCIAL

SEO PILLAR - SOCIAL

CASE STUDY – caribBEING Social Media Sharing

Topical content creation powered with social media sharing that results in strong social proof can result in influencing search rankings

CASE STUDY – TAB BLOG POST

Creating content offering advice which is accessible via social media and a sites existing loyal followers can result in potential spikes in overall traffic

PERSONAL/TARGET

AUDIENCE

PERSONAL/TARGET AUDIENCE

MY LITTLE CUPCAKE – LOCAL REVIEWS

Being the local neighborhood “go to service or store” and developing strong testimonials is a quick win for developing an online local search presence

PRIORITISING YOUR SEO EFFORTS

Apply a “30/70 Rule” in order to manage and maximise the impact of your SEO efforts

KEY SEO TASKS

KEYWORD RESEARCH

TOOL – GOOGLE KEYWORD PLANNER

Mapping and creating website pages/content based on relevant keyword research will help you match user intent to answer users queries and validate your priorities/hypothesis.

Assessing Keyword Value – The Long Tail Theory

Focus on the less competitive long tail as part of your keyword strategy to capture people in the buying/consideration stage of the cycle

TECHNICAL SEO

TECHNICAL SEO AREAS

• Search Traffic• Crawl Stats & Errors• Google Index• Search Appearance

Site planning/keyword mapping document

Website design....

CONTENT

CONTENT EDITORIAL CREATION & DISSEMINATION PLAN

Create an editorial plan for consistency of content, capture your ideas and for leveraging the right

EXTERNAL LINKING

LINK BUILDING VS. EARNING TECHNIQUES

A “Link Earning” plan should be created in alignment with the content plan for effective website promotion

SOCIAL MEDIA

CONTENT CURATION & INFLUENCER OUTREACH

Sharing curated content to industry influencers and encouraging participation in their community can be the first step towards developing authority/networks using “social signals” and potential future earned links

LOCAL SEO

GOOGLE LOCAL + & OTHER BUSINESS DIRECTORY SYNDICATION

Validate your offline physical presence to establish your online physical footprint.

COMMON STARTUP SEO MISTAKES

FOCUS ON LINKS & KEYWORDS

DOING SEO LATER VS. NOW

• Traffic & conversions• Potential earned links and • Social connections• Branding & future authority• Retrofitting SEO into existing business processes and additional effort for exponential growth

NO SEO INTEGRATION INTO OTHER MARKETING EFFORTS

WEBSITE CLINIC SESSION

FOOT VIEW APPROACH

1000 Foot- Search Results •Search for the broadest term and analyse the SERP’s

•Identify the maturity of the search engine results page, trends and the key verticals•Identify major competitors and record names for competitors for further analysis

100 Foot – Overall Website • Review the overall design of the website – flow and point to conversion

• Check for common spam/duplication, technical SEO errors

10 Foot –The Webpage

•Review and identify website key categories•Review on-page elements and content pages•Evaluate site structure and how all pages connect from the home to the lowest level sub

page•Evaluate URL structure

1 Foot – Individual

Content Pieces•Identify which site page content already satisfies demand•Identify which content is linkable (to use of earned linking) •Identify content gaps to satisfy demand

SITE REVIEW EXAMPLE 1 -

ARTFULY

SITE REVIEW EXAMPLE 2 -

FINSURE

FURTHER SEO RESOURCES

THE BEGINNERS GUIDE TO SEO

GOOGLE’s SEO STARTER GUIDEGUIDE TO SEO TESTING

http://moz.com/beginners-guide-to-seohttps://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en//webmasters/docs/search-engine-optimization-starter-guide.pdf

http://www.gshiftlabs.com/10-seo-metrics-every-organization-needs-to-measure/

SEO MEASUREMENT METRICS

http://blog.kissmetrics.com/guide-to-seo-testing/

ONLINE MARKETING WORKS OFFER

COMPLIMENTARY WEBSITE AUDIT CHECKLIST & PHONE CONSULTATION

For the first 5 attendees only before October!!! Worth $500

“As soon as I met Vahe I was immediately impressed by his knowledge of online marketing and all the technical aspects.

Vahe has demonstrated innovative ideas and helped Ozzy Tyres in growing and protecting its market share and I wish him all the best in other business endeavours and pursing his life goals!”

ONLINE MARKETING WORKS TESTIMONIALS

“Vahe was the first to respond to our project post, and has devoted hours upon hours to provide us with keyword research, a site audit, meta-tagging, and overall SEO strategy for the past few months. Vahe was extremely professional, and eager to teach us how to do SEO the right way, even though we are a small nonprofit. In short, we are very lucky to have worked with him”.

THANK YOU

@optimise_seo

http://www.onlinemarketingworks.com.au

au.linkedin.com/in/onlinemarketingvahe

vahe@onlinemarketingworks.com.au