1. Grow your ideas with:
Web Courses
Bangkok
www.WebCoursesBangkok.com

2. Welcome AMCHAM I am.
Carl Heaton
Managing Director, UN Consultant and
slightly bald Mancunion
17 years, 1000+ websites, 2.4 M baht, 2 free pizzas

3. In todays
talk:
I like to concentrate
more on the how
than the why...
• What is new for Online Marketing in
2014
– DON’T’s and DO’s
• How to make the company website your
best employee
– Question and Answers
• Case studies and examples
• Question and Answers

5. New for 2014
• Latest Google Penguin update 5th Oct
2013
• Penguins VS Humming birds?
• Keywords on the chopping block
• Less importance to Google Authorship
• Social Signals are vital
• If you’re not on the map your MIA

8. With the recent updates
Google has been aiming it’s
sights on websites that try
to spam search results with
things like low quality
content and links.

9. Some Dont’s
Don’t buy, swap, spin articles or use
commenting to gain links.
If you have you will need to disavow them now!

10. Some Dont’s
Don’t write content for search engines,
write it for people.
If you over do your optimisation you will be penalised.

11. Some Dont’s
Don’t hide content, use too many
keywords or advertise too much
Google is cleverer than you, face it and work with them.

12. Some Do’s
Gain links organically through outreach
or just being good at what you do.
Let’s see some examples shall we...

14. REF:
http://travel.cnn.com/bangkok/play/where
-get-artistic-bangkok-571972

15. Some Do’s
Write content that answers questions.
E.g. “10 ways our business saved on
accounting bills”
Share your knowledge and experience, it will attract links.

16. Some Do’s
Be honest with your visitors. Talk to
them is if they are face to face. Use a
simple rule of Who, What and Do.
We all know what a spammy website looks like!

17. Some Do’s
Be honest with your visitors. Talk to
them is if they are face to face. Use a
simple rule of Who, What and Do.
We all know what a spammy website looks like!

20. Make your
site your best
employee
Now we know what
these updates are
about how do we
thrive not just survive.
• KEEP IT UP TO DATE!
• Quality content that answers a question
or gives a unique point of view
• Earn follow organic links from relevant
and quality websites
• Use social networks to connect to your
current and potential customers using
the following rule
• Spend 90% of the time being a real
person
• Use 10% of your time promoting.

21. <strong> is the winner!
Google’s move to give
keywords “the chop” started
with making all organic
searches secure.
This meant we could no
longer see in analytics
what keywords users
used to find our content.
That’s why we don’t use <b> anymore!

22. In short:
Use Topics not Keywords
• Example “Comparing
Bangkok hotels”
–
–
–
–
–
Marriott vs Hilton?
Locations
Events and seasons
Tours and activities
Reviews!

23. Social Sharing
Social Targeting
Newsletter
Banner Advertising
Outreach
Pay Per Click
Guest Posting

26. Ranking Factors:
Social Signals Matter
Ref Jan 2014 : http://www.searchmetrics.com/

27. Local Search is Massive
• Map, telephone and reviews shown in
local searches.
• Your content given more rank for local
searches
• Google Maps is the most used mobile
app in Q2 2013

29. Dear Website,

32. Thank you
Hope you enjoyed that rant!