the keywords to get your business found online
Post on 09-May-2015
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to getting found online
The
Adam Wallace, Director, October 2011Image: Flickr/rays of light/ SpecialKRB
What you will learn in the next 2 hours
1. Three factors that will increase your website revenue
2. Five things you should be able to answer about your online marketing
3. The four corner stones to profitable keywords4. How to perform basic keyword research5. How to optimise your website for these keywords6. Tools that can help speed up the process7. Solutions for monitoring performance and
identifying opportunities
Pick meI’ve got more ROI
I’m the cool kid
Didn’t you have
a business to run?
Imgae:Flickr/Confused/Kristian D.
Don’t you wish you had one of these...
SEO ALERT!
Poor Keyword choiceYour are missing out of 567
targeted visitors! Route recalculation...
Well guess what...
Client Hidden
ClientKeywordsHidden
A Digital Dashboard like this
Is easy to setup & will put you
back in control
But lets back it up a step...
3Attract
ConvertEngage
BUY
Online Marketing in 3 words
3Discover three factors
That will determine if your website will
The amount of people your website attractsFactor 1.
How many you convert to salesFactor 2.
$
$ $
$
The value can you generate per customerFactor 3.
$
$ $
$
Recap: 3 website factors to increase profit
1. Attract more website visitors
2. Improve your conversation rate
3. Increase the average customer value
smallThere’s a problem
we create as much information in
as we did from the dawn of man
through to 2003 Eric Schmidt – CEO Google
two days now
Image:Flickr/Confused/Kristian D.
ATTENTION!Is in very short supply.
(And if that wasn’t enough, Google changes it’s algorithm 150+ times per year!)
Action planFocus
Persistence
You need 3 things
To cut through
The NOISE
Little Things
Big Results
This might
hurt
A little..
Image: Flickr/Beaker!/hyku
Get a Digital Marketing Plan!Recom
mended
Source: http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/
5 Things You Should Know About Your Online Marketing
1. What Keywords Are You Ranking For And Are These Of Value?
2. What Is The Conversion Rate Of Your Website?
3. How Much Organic Non-Branded Traffic Is Your Website Receiving?
4. What Is Your Current Cost Per Acquisition (CPA)?
5. Do You Have A Social Media Presence?
Search Engine Marketing
PAID SEARCH~20% of clicks
Organic / Free Search
~80% of clicks
The Relationship Between SEO and SEM
Source: http://mcanerin.blogspot.com/2007/11/3-pillars-of-seo-sem-and-their.html
SEM SEO
How Much is a Google Top Spot Worth?
Moving up to the top spot in Google from second or third could triple visits to your website!
Image: Flickr/ Aussie money notes/ vagawi
Keyword Targeting
“It’s the little things that are most important. Little things make big things happen” - John Wooden
What really matters?
Quailty of copywriting
Proper Keyword Selection
SEO Ranking of Keyword45%
45%
High converting website keys
10%
Ready to buy...we want this guy >>
4. High commercial intent (is someone actually looking to buy)
1. Good search volume
2. Commercial value – (Use AdWords CPC)
3. Low enough competition
4 Cornerstones of Keyword Research
Image: Flickr/ Aussie money notes/ vagawi
Seed Keyword
Generate List
Filter
CombineCheck Competition
Check Rankings
Weight & Assign
Keyword Research Framework
Sources for Keywords
1.Your Google Analytics account – How to extract all keywords
2.Your Competitors website3.Google AdWords4.Google Insights for Search5.www.alexa.com6.www.wordtracker.com7.www.seomoz.org 8.Your customers
Flickr/ Waterfall/ rmuilwijk
Review page titles and descriptions
Page Title
Page Description
Site:your-competitors-website.com
Check out your competitors
Do your competitors run paid search Ads?Check out their AdWord keywords
and the duration the Ad has been running = $
Use Google AdWords to generate keywords
Keyword Pad to Filter Keywords
http://www.goodkeywords.com/keyword-pad/
Consolidate your top keywords and weight them
You will need to software to properly work out the level of difficulty to rank for a keyword
Determining how hard it is to rank for a keyword
To estimate keyword difficulty, you will want to know as a minimum:
• The number competing web pages• The top ten search results• The number of external links and the number of root domains
pointing links to each ranking page• Page Authority and Domain Authority of each ranking page• The general level of on-page optimization for each ranking page
Consider investing in an SEO tool or using a SEO agency to assist with this process. Two paid tools are:www.marketsamurai.comwww.SEOmoz.orgOR search Google for “free keyword difficulty check”
Map each keyword to a page
1. Keyword must appear in the title tag in the starting headline. 2. Keyword must appear in the URL.3. Keyword must appear in H1,H2 and H3 tags.4. Keyword must appear in the first sentence.5. Keyword must appear in the last sentence.6. Keyword must appear 2% to 4% of the time.7. At least ONE outbound link to internal page with Keyword as
anchor text. 8. At least ONE outbound link to reputable external page such
as Wikipedia.9. Remove all junk and unrelated outbound links.10.Add at least 1 image with ALT text set to keyword. 11.Have BOLD, Italic and underline of keywords. 12.Nothing less than 500 words of relevant content.
Optimising your content
Source: “Complete SEO Guide” Infographic from BloggingPro.com
Use Software to help you optimise your page WP SEO for WordPress
How does your website score per page?
90% of small businesses don’t do this...which makes things easier for you
Client Hidden
• Very targeted Local keyword? - Yes(you’ll have to trust me on that one)• Traffic potential? –Opportunity a #1 position could bring in 36% of 880 = 316
visitors or 532% increase! (Currently only receiving 50 visits for a #4 spot)• Low bounce rate? – Yes• Good on page optimisation? – Yes• No back links for keyword- ProblemSolutions (all from one keyword): 1. Start linking building for that keyword and further improve on page optimisation.2. Split test the page to look for opportunities to increase conversion rates
Use a Digital Dashboard to decide what to focus on
----------- Brisbane
Keyword rich links
Source: “Complete SEO Guide” Infographic from BloggingPro.com
Did you read this bit?
Source: “Complete SEO Guide” Infographic from BloggingPro.com
Sources for links
What anchor text is being used for each link?
www.mywebsite.com
Your WebsitePeople linking to you
Beach caravan park
What links do your competitors have? Find out - www.opensiteexplorer.org
Link on your target keyword phrases
Don’t over do it – keep it natural looking
Link Building (Off Page SEO)
www.opensiteexplorer.org
Useful indicator to see the links you need to outrank a competitor for a keyword
Find those inbound links
What keyword anchor text is being used (none in this case)
It’s worth staying above the line
Source: “Complete SEO Guide” Infographic from BloggingPro.com
Connect with me!
http://www.facebook.com/untanglemyweb
twitter.com/UntangleMyWeb
au.linkedin.com/in/AdamWallacePhoto: Flickr/Thank You/ eunmind
http://www.untanglemyweb.com
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