Post on 11-Nov-2014
description
transcript
Growth Marketing 101
Friday, 22nd August 2-5pm Plug-in@Blk71
Agenda• Introduction (10 mins)
• Setting up the right keyword architecture (50 mins)
• Break (5 mins)
• On-Page SEO (50 mins)
• Break (5 mins)
• Off-Page SEO (45 mins)
• Other Ways to market (10 mins)
Introduction
• Who are you? From which company?
• What do you want to learn today.
About me• I started with learn Mandarin
singapore in 2008
• Now I rank for a great variety of keywords around language learning, e.g. language school singapore
• Now. Salsason. Help others do the same.
• I care about bringing measurable revenue to my clients. SEO is the first step.
Keyword & Market Research
• Keyword research gives us a peek into how potential customers talk.
• Keyword research can provide the foundation for:
• Page hierarchy
• Content creation
• Social media
Keyword & Market Research• Winner takes it all • Only pick keywords
that can realistically land you in the top 1-3
• Better win a small fight than almost win a big one
• Plan to show up for a wide variety of related phrases (long tail) !
Source: moz.com
Keyword Research How-to • Keyword Planner from
• Go for non-branded keywords
• Look for intent + volume
• Pick high potential keywords
• Group related keywords together
• E-commerce: Look for patterns
• AdWords is not the whole truth. Just a starting point.
A simple keyword blueprint
lasik singapore
price epi lasikbest
http://example.com/lasik-singapore/best http://example.com/lasik-singapore/price
http://example.com/lasik-singapore/epi-lasik
Agenda• Introduction (10 mins)
• Setting up the right keyword architecture (50 mins)
• Break (10 mins)
• On-Page SEO (45 mins)
• Break (10 mins)
• Off-Page SEO (45 mins)
On Page Optimization• Every page targets a (group of) keywords
• Similar pages are grouped together
• Communicate the targeted keyword through:
• URL
• Headings
• Meta Title
• Meta Description
• Text on the page
• But: don’t overdo it. Write for people first. Use the keyword but also synonyms.
• Usability factors
Optimized URLs• Can be read by humans:
• Clean & short
• Forward-slash (“/“) and hyphen (“-“) are the only punctuation
• Have keywords in them
• https://one.pa.gov.sg/CRMSPortal/CRMSPortal.portal;jsessionid=ZBTvT19XJGZvKX3xkWjZQZNpMh5f2xfsBLwWJl4fpf1gzQGZ5pbC!-831619204?_nfpb=true&_st=&_windowLabel=CRMSPortal_1&_urlType=render&_mode=view&wlpCRMSPortal_1_action=CMFCategoryActivitySelection&_pageLabel=CRMSPortal_page_1#
• VS!
• http://yago.sg/directory/mandarin/
• Don’t repeat keywords too often
• Think of how you can “write” with directories. E.g. http://example.com/lasik-singapore/price
• How to achieve this depends on your site. Developers know how to do this but are often unaware of the importance of clean URLs.
Headings & Metas
• Very powerful signals to Google: “THIS is what the content is about”
• Heading: The captions that appear on the page. In the code: <h1>, <h2> etc.
• Meta Title: Title that appears on Heading tab and in Google.
• Meta Description: A description of what the page is about. To appear in search engine results. Needs to be accurate, but also entice click-through.
• Meta Keywords: Do not use them
<title>Thai Courses Singapore </title> <meta name="title" content="Thai Courses Singapore"/> <meta name="keywords" content="Yago"/> <meta name="description" content="Compare Thai courses in Singapore on yago.sg and find reviews. Yago. Your guide to language learning in Singapore."/>
How to set metas
• Wordpress SEO by Yoast
• Joomla: Tag Meta extension
• Directly in the HTML code
• If you engage a developer, check the page source to see if they’re correctly set up.
Text on the page• Search engines read the page. They process text more
easily than images.
• Pages with little text don’t rank well
• Use unique text on every page.
• Write for humans but drop in the keyword once and use related terms.
• Relate to the keywords. What is the searcher looking for? Make the text relevant. Example.
Usability Factors • Speed
• Test and improvement suggestions at Google PageSpeed
• Bounce rate
• If people view your page and then hit “back” too often, Google takes it as a negative signal
• Think about how to keep people “in” as long as possible
• You need to know how your site is doing. Install Google Analytics.
Agenda• Introduction (10 mins)
• Setting up the right keyword architecture (50 mins)
• Break (5 mins)
• On-Page SEO (50 mins)
• Break (5 mins)
• Off-Page SEO (45 mins)
• Alternatives for SEO (5 mins)
Off-Page Optimization
• Off-Page = Authority. How much does the world care about your site?
• Number & Type of incoming links
• Social media
Domain authority
• On-page allows Google to determine your site is RELEVANT.
• Off-page lets Google determine how IMPORTANT your page is compared to other relevant pages
• More people talk about you = more importance
Incoming links• Check them with opensiteexplorer.org
• Domain & Page Authority of the links
• About Rel=“nofollow”
• Keyword anchor text is powerful: Visit our site to learn more about accounting software Singapore
• BUT if more than a few %, it can trigger penalties
Attracting links• Directories & listings
• Have a blog, comment & guest blog
• Testimonials for suppliers
• Where are your competitors listed?
• Offer useful resources
• Be newsworthy
• Social media, esp. YouTube
Social Media as Link Building
• SEO and Social Media can work together
• Feature your blog posts / pages on different social media channels
• Social media engagement is a ranking factor in itself
• Get seen by different audiences. The more views, the more likely people will link to it
• Links from social media accounts still count as links
Alternatives / additional to SEO
• Cost-per-Click advertising: Predictable and fast. Great for testing website effectiveness. Can be expensive.
• E-mail marketing: Highly relevant message follow-up can build trust and bring people on board who had enquired but are not buying.
• Structured Referral Strategy: While completely offline, this can work wonders when you offer something that involves lots of trust.
Conclusion
• Keywords: know which ones you’re aiming for
• On-page: spell out clearly what your site is about
• Off-page: enter relevant conversations and develop an eye for building links
Resources• Beginner’s guide to SEO: Covers all the essentials
http://moz.com/beginners-guide-to-seo
• Moz Pro: Tool that scans your website and shows what to improve http://moz.com/partner/namecheap120 (4 month free trial)
• Proranktracker: Track site performance for up to 50 keywords for free http://proranktracker.com/
• Google PageSpeed: Suggestions (mostly technical) on how to make your site faster https://developers.google.com/speed/pagespeed/
• Open Site Explorer: Find out who is linking to you and your competitors. http://moz.com/researchtools/ose
• Google Analytics: Track what people are doing on your website http://google.com/analytics
• Yoast Wordpress SEO Plugin: Optimize METAs and other on-page SEO factors for Wordpress. https://wordpress.org/plugins/wordpress-seo/
• Is your site indexed?Type in google: site:[your sitename]