SEO Presentation Sept 2014

1. SEO Workshop 2014
SEO has moved White Chalk on, Road
have YOU?
Charles Ryder | 9th September 14
in association with
Local Chambers & Pan Pacific Perth
Charles Ryder | 23 September 2014

2. SEO Workshop 2014
Learning 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 2014
Learning the Lingo
Do you know what is meant by:
SEO, SEM, Paid Search, PPC, Organic Search, Natural Search,
On-Page, Off-page, Anchor Text, Inbound Marketing, Content
Marketing, longtail keywords, etc?
Have you heard of:
Google Keyword Planning Tool, Webmaster Tools…?
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4. SEO Workshop 2014
Lingo: Internet Marketing
“Internet marketing, also known as digital marketing,
web marketing, online marketing, search marketing
or e-marketing, is the marketing (generally promotion)
of products or services over the Internet.”
Source: Wikipedia
“Marketing efforts done solely over
the Internet. This type of marketing
uses various online advertisements
to drive traffic to an advertiser's website.”
Source: www.businessdictionary.com
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5. SEO Workshop 2014
Lingo: Search Engine Marketing (SEM)?
“A form of Internet marketing that seeks to
promote websites by increasing their visibility in
search engine result pages (SERPs)”
Source: Wikipedia
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6. SEO Workshop 2014
Lingo: Paid Search
Paid Search includes all advertising models used on search
engines and their network of websites where advertisers pay
based on performance
• Pay Per Click (PPC)
• Pay Per View (PPV or CPM) or
• Pay Per Action (PPA).
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7. SEO Workshop 2014
Lingo: SEO
Search Engine Optimisation (SEO) is the act of optimising a website
so that Search Engines will direct quality traffic to your site via
"natural“ or "organic" search results, utilising MANY different
keyword phrases consumers would use to find your company or
products.
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8. SEO Workshop 2014
Where to find Paid and SEO (Organic) Listings?
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9. SEO Workshop 2014
Lingo: Backlinks
• Act as voting system for websites. The more quality links you have
directing to your site then the more ‘credible’ you are with Search
Engines.
• High quality/trusted links to your site
will bring referrals and help your
keywords rank higher in SERPS
• Poor quality links may bury your site
and will unlikely be found by your
customers.
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10. SEO Workshop 2014
Lingo: Keywords
• A keyword is usually a
word phrase used to
find website pages
relating to the
associated topic.
• Keyword and market
research is an integral
part of creating a
successful website or
advertising campaign.
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11. SEO Workshop 2014
“Inbound marketing is a set of
marketing strategies and techniques
focused on pulling relevant
prospects and customers towards a
business and its products. Inbound
marketing is becoming widely
accepted because it complements
the way buyers make purchasing
decisions today—they are using the
Internet to learn about the products
and services that best meet their
needs.”
Lingo: Inbound Marketing
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12. SEO Workshop 2014
Lingo: Inbound Marketing
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13. SEO Workshop 2014
Lingo: Inbound Marketing
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14. SEO Workshop 2014
A little SEO History

15. SEO Workshop 2014
The Term: SEO - Search Engine Optimisation

16. SEO Workshop 2014
Content Marketing
“Content marketing is the marketing
and business process for creating and
distributing relevant and valuable
content to attract, acquire, and engage
a clearly defined and understood target
audience – with the objective of driving
profitable customer action.”

17. SEO Workshop 2014
How to Reach More Customers
Do not be fooled!
Just because you have a great looking website
designed by a ‘leading’ web design firm doesn’t
necessarily mean Google
will love you or that you will reach the right
audience for the right searches!
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18. SEO Workshop 2014
Reach: 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 2014
Reach: SEO/SCM Strategy
• Search engines represent a very unique medium, which allows you
to precisely target an interested audience.
• In other media, the audience is looking at something, and your
advertisement is a distraction.
• Searchers are looking for something, and are far more likely to
respond to an appropriately targeted offer.
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20. SEO Workshop 2014
Reach: SEO Pros
• Leverage your site’s natural advantages – content,
popularity, linking relationships
• Can deliver substantial benefits at a very low cost, especially for a
“content 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 relevant
businesses.
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21. SEO Workshop 2014
Reach: SEO Cons
• SEO influences, but does not control, the search engine
results - 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 results
are variable over time.
• Some modifications to site are required; extent of changes
dependent on many factors.
• Poorly executed SEO campaigns can lead to search engine ranking
penalties and long term harm to the organisation’s online presence.
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22. SEO Workshop 2014
3: 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.
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23. SEO Workshop 2014
Fact: Organic vs. Paid Search
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24. SEO Workshop 2014
Fact: SEO Customer Conversion
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25. SEO Workshop 2014
Fact: SEO Conversion Rates
2011 versus 2013 Surveys
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26. SEO Workshop 2014
Fact: Conversion Costs
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27. SEO Workshop 2014
4: SEO Ranking Factors
• Google has stated that it uses over 200 ‘ranking factors’ or signals to
influence its page positioning in SERPS.
• Surveys of experienced SEO professionals observing these factors
come up with a more manageable grouping of factors as per the
following chart.
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28. SEO Workshop 2014
Ranking: SEO Ranking Factors 2013
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• Links are still believed to
be the most important
part of the algorithm
(approximately 40%).
• Keyword usage on the
page is still fundamental.
• SEOs do not think social
factors are important in
the 2013 algorithm (only
7%).

29. SEO Workshop 2014
Ranking: Ryder’s 3Rs
• To simplify/group those factors into something that makes sense to a
business owner and is also useful in making sure that something
essential is not missed, I have come up with the 3R’s.
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30. SEO Workshop 2014
Ranking: Ryder’s 3Rs Example
Relevance score X Reputation score = Rank in SERPS
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EXAMPLE SHOWCASE
In this, admitted oversimplified example made to illustrate the concept, Website
A and Website B are competitors, wishing to be found by customers searching
Google for a particular search phrase ‘financial planner’.
Website A
A page on Website A contains the search phrase ‘financial planner’ and is well optimised for that phrase
but the page itself has only one internal link and the domain only one external link (aka backlink). As a
result, Website A’s 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 B
A page on Website B also contains the search phrase. Although the page itself is not well optimised, this
page 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 2014
Ranking: Relevance Essentials
• Keywords relating to your business need to be found throughout the
body text of your site and elsewhere.
• The crawling spiders pick up on the frequency AND context of these
keywords on your page/site and this may assist you in receiving a
higher position for a search engine search.
• The spiders also take into account the anchor text and context of the
inbound links to your pages in determining your keyword positioning.
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32. SEO Workshop 2014
Ranking: Relevance Warning
• However, if you use your keywords repeatedly and excessively
throughout your website the search engines will frown on you and
you may find yourself very low on search results.
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33. SEO Workshop 2014
Ranking: Reputation Building
• Keyword Strategy Review
• Link Competitive Profiling
• Directory Submissions
• Press Releases
• Article & Video Marketing
• Link Partnerships
• Social Media
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34. SEO Workshop 2014
7: SEO Life Cycle
• Stage 1: Business Assessment
• Stage 2: Market / Keyword Research
• Stage 3: SEO Strategy Development
• Stage 4: Implementation
• Stage 5: Measure Outcomes
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35. SEO Workshop 2014
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SEO LC 1-5 : Campaign Chart

36. SEO Workshop 2014
SEO LC 1: Business Assessment
• Discovery Phase incl. target market and objectives
• Review Current SEO Strategy
• Conduct Website Review
• Online Profile Development
• In-house or Outsource
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37. SEO Workshop 2014
SEO 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 those
objectives
• Determine your campaign strategy and set KPI’s
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38. SEO Workshop 2014
SEO LC 3: Strategy Development
• Generate Keyword List
• Allocated Keywords to target pages
• Prepare SEO change instructions
• Plan Action Steps and/or Project Plan
• Schedule Implementation
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39. SEO Workshop 2014
SEO 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 Plan
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40. SEO Workshop 2014
SEO LC 5: Measure Outcomes
• Full Scale Deployment of Campaigns
• Monitor & Refine Campaigns to maximise ROI
• Review KPI’s
• Measure Marketing Metrics
• Report on Results
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41. SEO Workshop 2014
SEO LC 5: Measure Outcomes EG
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Total Bookings Confirmed
Jan-11 Feb-11 Mar-11 Apr-11 May-11

42. SEO Workshop 2014
SEO LC 5: Measure Outcomes EG 2
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43. SEO Workshop 2014
8: Google Keyword Planner
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44. SEO Workshop 2014
Google Keywords: Using the Tool
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45. SEO Workshop 2014
9: Types of Keywords: Match Types
• Exact match [keyword]
• Phrase match “keyword”
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• Broad match keyword
• (Negative match -keyword)

46. SEO Workshop 2014
Types of Keywords: The Longtail
2 main keywords groups:
• Short tail keywords
• Long tail keywords
• ‘long tail’ is the strategy of
targeting less-competitive,
niche markets
• ‘Web Design’ vs ‘Small Business Web Design’.
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47. SEO Workshop 2014
10: 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 report
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48. SEO Workshop 2014
Optimise Content: Tips
• Improve you content synergy and symmetry: linking great editorial or
blog articles to great relevant resources on your corporate website.
• Improve site load speeds (3 to 6 seconds): such that when those
external visitors get to your great content resources they can really
engage.
• Make your site is responsive to mobile platforms.
• Consider repurposing existing content: such as video into
transcripts, stills, blogs, SlideShares, etc.
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49. SEO Workshop 2014
11: Marketing Tools
• Always do keyword research – early
• Common keyword research tools (Google Keyword Tool, Google
Insights for Search)
• Always do Competitor Research
• Sometimes do Online Market Research
• What is the difference?
• What is Vertical Online Market Analysis
• Examples
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50. SEO Workshop 2014
11: Tools for Research
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51. SEO Workshop 2014
Tools: Limitations
• Tools can only provide helpful information and estimates
• Don't expect precise quantitative analysis from keyword tools.
• Use tools for qualitative and relative analysis
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52. SEO Workshop 2014
12: 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 initial
optimisation and constant monthly reputation building (e.g. through
content optimisation and marketing) and promotion.
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53. SEO Workshop 2014
Marketers 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 building
and maintaining their own channels
• 3 in 5 marketers estimate their investment in data and data analytics will
increase in the next 1-2 years
• Advertising spending to reach $14.4 billion by 2018, a compound annual
growth rate of 3.1 percent
• By 2018 internet advertising will be largest advertising sector, reaching $5.7
billion

54. SEO Workshop 2014
Summary: 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.
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55. SEO Workshop 2014
Four Tips to Optimise Your Searchable Content (SCO)
• Improve you content synergy and symmetry: linking great editorial or blog
articles to great relevant resources on your corporate website
• Improve site load speeds (3 to 6 seconds): such that when those external
visitors get to your great content resources they can read them before they
click the back button
• Make your site(s) are responsive to mobile platforms: for similar reasons as
stated above and in response to changing ways users experience the
Internet
• Consider repurposing existing content: such as video into transcripts, stills,
blogs, SlideShares, etc.

56. SEO Workshop 2014
Final Questions
• Any last questions?
• Has this workshop been helpful – Feedback Form
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57. SEO Workshop 2014
Thank You & Learn even more at this Workshop