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Competitive SEO - Canadian Chamber of Commerce, Hong Kong

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Presentation given on Wednesday, May 21st, 2014 at the Canadian Chamber of Commerce in Hong Kong on the topic of SEO. This presentation gives an executive overview of SEO. Asia has traditionally lagged about 10 years behind North America and Europe when it comes to online marketing. But now companies are catching on, and catching up, and they're doing it in a hurry. The businesses that are first to embrace online marketing techniques like search engine optimization (SEO) can build a long lasting competitive advantage, if they do things the right way. Attendees of this course learned: How search engines like Google, Baidu, and Yahoo work How much you can realistically expect to spend on SEO? How to make the choice to do your SEO in-house or hire a firm? How to avoid getting ripped off by an unscrupulous SEO firm? What you can do today, for free, to instantly get better SEO results?
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COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong Last Revised Date: May, 2014 Author: Joshua Steimle
Transcript
Page 1: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Last Revised Date: May, 2014 Author: Joshua Steimle

Page 2: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

Intro

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Page 3: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

The Big Picture

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Page 4: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

4.3 Billion

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Source: http://www.worldpopulationstatistics.com/asia-population-2013/

Asia Population, 2013

Page 5: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

4.9 Billion

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Source: http://en.wikipedia.org/wiki/World_population

Asia Population, 2030

Page 6: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

525 Million

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Source: http://www.ey.com/GL/en/Issues/Driving-growth/Middle-class-growth-in-emerging-markets

Asia Middle Class, 2013

Page 7: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

3.1 Billion

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Source: http://www.reuters.com/middle-class-infographic

Asia Middle Class, 2030

Page 8: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

9.4%

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx

Asia-Pacific Internet Penetration, 2005

Page 9: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

31.9%

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx

Asia-Pacific Internet Penetration, 2013

Page 10: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

344 Million

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/

Asia-Pacific Internet Users, 2005

Page 11: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

1.3 Billion

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/

Asia-Pacific Internet Users, 2013

Page 12: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

0

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/

Asia-Pacific Mobile Internet Users, 2005

Page 13: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

895 Million

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/

Asia-Pacific Mobile Internet Users, 2013

Page 14: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

1 Billion+

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Source: http://www.statista.com/statistics/201232/forecast-of-mobile-internet-penetration-in-asia-pacific/

Asia-Pacific Mobile Internet Users, 2015

Page 15: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

“In 2013, Global PC Shipments Suffered the

Worst Decline in PC Market History”

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Sources: Gartner http://www.gartner.com/newsroom/id/2647517

Page 16: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

680 Million

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Sources: Gartner http://www.gartner.com/newsroom/id/2665715

Worldwide Smartphone Sales, 2012

Page 17: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

968 Million

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Sources: Gartner http://www.gartner.com/newsroom/id/2665715

Worldwide Smartphone Sales, 2013

Page 18: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

The Big Picture

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Asia-Pacific Middle Class + Internet + Mobile

=Big Opportunity

Page 19: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

How Do I Reach Them?

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Go Where The Customer Is—Online.

Page 20: Competitive SEO - Canadian Chamber of Commerce, Hong Kong
Page 21: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

Search Engines

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Google, Yahoo, Bing, Baidu, Yandex, etc.

Page 22: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

Search Engines: What Goes In

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Crawl, Index

Page 23: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

Search Engines: What Comes Out

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Good Answers, Fast

Page 24: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

Search Engines: How They Decide

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Algorithms

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Page 26: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

Search Engines: Why They Rank What They Do

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Happy Searchers = $ $ $

Page 27: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

Search Engines Are Dumb

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Page 28: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

What is this photo of?

Page 29: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

Search Engines Want To Be Human

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

But They’re Not There Yet

Page 30: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

How Important Are Rankings?

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Page 31: Competitive SEO - Canadian Chamber of Commerce, Hong Kong
Page 32: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

So How Do I Rank?

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Help Google Make Searchers Happy

Page 33: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

How Do I Do That?

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Search Engine Optimization (SEO)

Page 34: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

SEO

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

All Natural, All Organic

Page 35: Competitive SEO - Canadian Chamber of Commerce, Hong Kong
Page 36: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

How Do I Do SEO?

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

In-House, Outsource, or Both

Page 37: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

Outsourcing SEO

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Choosing The Right Firm

Page 38: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Beware SEO Firms That:1. Make outrageous promises 2. Won’t share details 3. Charge too much 4. Charge too little 5. Have no references 6. Lock you into contracts

Page 39: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Hire SEO Firms That:1. Have a track record 2. Educate you 3. Come with references

Page 40: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

How Much Does SEO Cost?

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

It Depends

Page 41: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

Should I Do My Own SEO?

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

It Depends

Page 42: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Outsource vs. In-House

1. Your budget 2. Your business model 3. Your specific needs 4. Availability of talent

Factors to Consider

Page 43: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Do-It-Yourself SEO1. Keyword Strategy 2. On-Site Basics 3. Quality Content 4. Quality Links 5. Analysis

Page 44: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

Keywords

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Search Volume, Relevancy, Competitiveness

Page 45: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

Keywords

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Don’t Ignore The Long Tail

Page 46: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

On-Site Basics

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Page 47: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

On-Site Basics

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Indexable Content

Page 48: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

On-Site Basics

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Crawlable Links

Page 49: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

On-Site Basics

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Keyword Tips1. In title tag, toward beginning 2. Prominently visible on page 3. 2-3 times within body 4. Once in alt image tag 5. Once in meta description tag

Page 50: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

Content

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Detailed Information, News, Blog, Tips, FAQs

Page 51: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

Quality Content

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

So Interesting A Human Would Read It

Page 52: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

Quality Links

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

From Relevant, High Quality Websites

Page 53: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

How Easy Can It Be?

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Page 54: Competitive SEO - Canadian Chamber of Commerce, Hong Kong
Page 55: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

Analysis

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

Modify, Measure, Repeat

Page 56: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

Analysis Tools

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

1. Google Keyword Planner 2. Google Analytics 3. Google Webmaster Tools 4. MySEOTool.com

Page 57: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

What To Measure

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong

1. Visitors 2. Queries 3. Rankings 4. Links

Page 58: Competitive SEO - Canadian Chamber of Commerce, Hong Kong

Questions?

COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong


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