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HACK A SEO PLAN IN 90 MIN
Frederic ChanutManaging Director In Marketing We Trust
SLIDES & EXCELAVAILABLEMatt will distribute or download them at:http://www.inmarketingwetrust.com.au/SEO/SEO-training/
YES
HACK A SEO PLAN IN 90 MINAGENDA
‣ How SEO works
‣ Keyword research
‣ Research content ideas and develop SEO-focused content
‣ Identifying link opportunities
‣ Social media research
‣ Outreach
‣ Freebies (if time permits)
3
THIS EXERCISE IS HACK
GIVING YOU ONLY THE TOP LINE OF YOUR SEO STRATEGY.
SEO IS A LENGTHY PROCESS SUBJECT TO MANY CHANGES.
DISCLAIMER 4
That’s why I still have a job…
Don’t leave
it to IT!!!
SEO IS A MARKETING INITIATIVE 5
WHY IT MATTERS 6
Successful VCs like Dave Mccure, from 500 Startups judge prospects based on their SEO success.
HOW SEO WORKS
The hard truth
INTRODUCTION TO GOOGLE ADWORDS
SEO FACTORS (BASIC) 8
Content
Links / Social
Technical
SEO FACTORS (DETAILED)
source
9
SEO IN CONTEXT OF DIGITAL MARKETING 10
New Brand = Presence Marketing(no visibility)
Develop presence in the industry
‣ Clean slate
‣ Develop base content
‣ Create industry connections &
recognition
‣ Timeline 9-12 Mths
SEO FUNDAMENTALS 11
Small Brand = Branding(limited visibility)
Create brand awareness
‣ Technical audit
‣ Content development
‣ Become a voice in industry
‣ Timeline 6-9 Mths
Established brand = Paradigm Shift(Offline clout)
Move company online
‣ Technical & Content audit
‣ Content repurposing
‣ Become thought leader online
‣ Timeline 3-6 Mths
3 TYPICAL SCENARIOS
WARNING: NO MORE SPAM 12
Source
WARNING: NO MORE SEO KEYWORD DATA 13
FOCUS ON REVENUE
AND CONVERSIONS
AT A PAGE LEVEL
HOW DO WE DO SEO MOVING FORWARD? 14
1. Keyword domains and keyword links have lost relevance
2. Brands are the exception to many rules
3. Social signals continue to correlate very well with better rankings
4. Good content is always important: it comes to quality!
5. The Quality/number of backlinks remains important
6. On-page technology remains one of the basics
Source
TOP CHANGES FOR SEO IN 2013SEO FUNDAMENTALS 15
SEO PROCESS IN A NUTSHELLSEO FUNDAMENTALS
• What they search
Keyword research
• What they care about
Content research • What
Google digs
On-site optimisation
• Who’s talking about it
Link research• Stalk’em
all
Outreach
16
KEYWORD RESEARCH
I really think “Stuffed kangaroo balls bottle opener” is the perfect keyword for our tourists market…
HACK A SEO PLAN IN 90 MIN
Search Marketing transform your customer pain points into
their
spoken/written language
You need to understand
their
Search Intent
Your worst enemies:
Jargon Corporate Speak Creative Description
CUSTOMER PROBLEM 18
Source
KEYWORD MAPPING PURCHASE FUNNEL 19
Link
KEYWORD POPULARITY 20
USING THE SEARCH MARKETING TEMPLATE 21
KEY OBJECTIVES
Your Top keywords
EXERCISE
AGENDA
Time 20 min 1. Enter most likely keyword in Google Adwords Keyword planner tool
2. Select Exact, include CPC3. Download CSVs and combine data4. Save doc
DELIVERABLE
Top keywords for your audience would use
22
RESOURCES
Internet connection, Ubersuggest, Adwords External Keywords Tool, Google Webmaster Tools, Moz.com, Ranktracker
Google Suggest
GOOGLE SUGGEST 23
Wildcard SearchUse Wildcard (*) and tilda (~) to search variations of your search query or synonyms
http://www.semrush.com/
SEM + COMPETITORS KWDS 24
http://ubersuggest.org/
UBERSUGGEST 25
KEY OBJECTIVES
Define your negative keywords
EXERCISE
AGENDA
Time 2 min 1. Using Google Suggest or Ubersuggest2. List all non relevant keywords3. Save list in Excel Doc4. Add negative keywords to your plan
DELIVERABLE
Negatives keyword list
26
RESOURCES
Internet, Adwords Keywords tool, Ubersuggest, Excel Spreadsheet
27WALKTHROUGH – FIND KEYWORDS
WALKTHROUGH – FIND KEYWORDS 28
http://www.inmarketingwetrust.com.au/marketers-guide-googles-keyword-planner/
WALKTHROUGH – KEYWORD PLANNER 29
Warning: All keywords in exact match
http://www.inmarketingwetrust.com.au/marketers-guide-googles-keyword-planner/
WALKTHROUGH – KEYWORD PLANNER 30
Quick view of daily traffic based on max cpc or daily budget
MOZ.COM (EX – SEOMOZ) 31
Shut up and take
my money
KEY OBJECTIVES
Evaluate SEO opportunity for top keywords
EXERCISE
AGENDA
Time 5 min 1. Pick your most valuable keywords2. Search their SEO Difficulty by set of 203. Go in the report tab4. Download report5. Enter in template6. Use vlookup to match7. Save Doc
DELIVERABLE
Top keywords SEO difficulty score
32
RESOURCES
Laptop, Search template, Internet access, Moz Keyword difficulty
KEYWORD DIFFICULTY 33
http://pro.seomoz.org/tools/keyword-difficulty
KEYWORD DIFFICULTY 34
http://pro.seomoz.org/tools/keyword-difficulty
KEY OBJECTIVES
Evaluate SEO opportunity for top keywords
EXERCISE
AGENDA
Time 5 min 1. Pick your most valuable keywords2. Search if your domain is ranking for any of
them and download report3. Paste in the ranking tab4. Use vlookup to match5. Save DocDELIVERABLE
Top keywords SEO difficulty score
35
RESOURCES
Laptop, Search template, Internet access, Rank checker
Advantage: Already on Google’s radar for keyword
Risk: Self fulfilling prophecy
GOOGLE WEBMASTER TOOL 36
Max 100 kwds. Recommended less than 40 otherwise IP blocked by Google.
FREE RANK TRACKER 37
Get it
KEY OBJECTIVES
Identify strategy per keyword
EXERCISE
AGENDA
Time 5 min 1. Sort keywords in excel by volume2. Allocate strategy per keyword3. Save Doc
DELIVERABLE
Action item per keywords
38
RESOURCES
Laptop, Search template, Internet access, Rank checker
Max 100 kwds. Recommended less than 40 otherwise IP blocked by Google.
FREE RANK TRACKER 39
Get it
Advantage: Already on Google’s radar for keyword
Risk: Self fulfilling prophecy
GOOGLE WEBMASTER TOOL 40
KEY OBJECTIVES
Evaluate SEO opportunity for top keywords
EXERCISE
AGENDA
Time 5 min 1. Pick your most valuable keywords2. Search if your domain is ranking for any of
them and download report3. Paste in the ranking tab4. Use vlookup to match5. Save DocDELIVERABLE
Top keywords SEO difficulty score
41
RESOURCES
Laptop, Search template, Internet access, Rank checker
USING THE SEARCH MARKETING TEMPLATE 42
CONTENT MARKETING STRATEGY
“Blah, Blah, Content Marketing, Blah, Blah, +20% on invoice…..”
HACK A SEO PLAN IN 90 MIN
Image credit: @randfish
SEO IS PART OF A BIGGER CONTENT PICTURE 44
CONTENT QUALITY IS KEY 45
A$$kicking Spam since
2011
CONTENT SHOULD WORK FOR THOSE 3 46
NEW SEO CONTENT PARADIGM
Source
47
Earn your traffic
‣ [keyword phrase] + guide
‣ How [keyword phrase] is
‣ How to [keyword phrase]
‣What is [keyword phrase]
‣ Best [keyword phrase]
‣Worst [keyword phrase]
EDUCATIONAL INTENT KEYWORDOPERATORS
FIND CONTENT TOPIC 48
Google Suggest
GOOGLE SUGGEST 49
Wildcard SearchUse Wildcard (*) and tilda (~) to search variations of your search query or synonyms
50
KEY OBJECTIVES
Evaluate opportunity to create valuable content
EXERCISE
AGENDA
Time 3 min 1. Use an operator with best keyword2. Enter in Google3. Scrape top results4. Save results in template for future analysis5. Save Doc
DELIVERABLE
List of existing resource
51
RESOURCES
Laptop, Search template, Internet access, Google
QUALITY CONTENT BUILD 52
Objectives
Research
Author Data Analysis
Seeding
Content creation Publishing
Repurposing
CONTENT MARKETING
Source
53
NEW MEDIA
+ TRADITIONAL CAMPAIGN MENTALITY
= LANDFILL MARKETING
54CONTENT MARKETING
LANDFILL MARKETING 55
PERFECTLY OPTIMISED PAGE
Must Read:http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
56
‣ Start small.
‣ Allocate resource to produce a piece of difficult-to-replicate content.
‣ Create a calendar of consistent material.
‣ Your 1st won’t get many links
‣ Your 2nd will get more
‣ Your 3rd will do better
Pro tip: https://www.google.com/search?q=find+an+intern&pws=0
CONTENT CREATION TIPS 57
Tool Credit: @SEOgadget
FREE TOOL - CONTENT IDEA GENERATOR 58
Make your own copy
KEY OBJECTIVES
Find content opportunities
EXERCISE
AGENDA
Time 2 min 1. Open link - http://bit.ly/content-ideas2. Make your own copy3. Enter your top keyword
DELIVERABLE
Content Ideas generator
59
RESOURCES
Internet, laptop, Google account
IDENTIFYING LINK OPPORTUNITY
HACK A SEO PLAN IN 90 MIN
OPENSITEEXPLORER.ORG 61
KEY OBJECTIVES
Identify Link opportunities
EXERCISE
AGENDA
Time 7 min 1. Go to opensiteexplorer.org2. Enter your competitor’s homepage url3. Select only external links, to the root domain4. Export as XLS5. Copy list in competitor links tab6. Repeat for top 3 competitors7. Save document
DELIVERABLE
Competitors backlinks
62
RESOURCES
Internet, laptop, excel
LINK SEARCH TOOL - CONTENT SCRAPER 63
Install it
LINK SEARCH TOOL - CONTENT SCRAPER 64
Instantly generate search operators
Bookmark it
FIND LINKS – FORUMS 65
SPOT FOR A LINK DROP.. AND A SALE
FIND LINKS – EMPLOYEES PAGE 66
WHICH PAGE ARE JOURNALISTS LINKING TO?
FIND LINKS – LINK RECLAMATION 67
BECAUSE TWITTER RANKS FIRST, IT
GETS MORE LINKS
SOCIAL MEDIA RESEARCH
It’s not stalking, it’s just intense fascination over your life…
TWITTER BIO SEARCH VIA FOLLOWERWONK.COM 69
TEST SOCIAL TARGETING WITH ADS 70
Pro tip: Greater results and CTR by promoting posts in FB
FACEBOOK ADS 71
Facebook + Keyword Analysis = Keyword demographics
CREATE PERSONAS BASED ON USERS 72
Advanced Blog post
OUTREACH & CAMPAIGN MANAGEMENT
“Dear [link target], please link to me w/out a specific reason. Sincerely.”
- SEOsucker
SEO= INBOUND MARKETING = ONGOING CAMPAIGN MGMT
SEO CAMPAIGN MANAGEMENT
SEO doesn’t work as a 1-off. Period.
74
MANAGEMENT TOOL – BASECAMP.COM
I use it to manage client projects and involve them in the process
75
SEO MANAGEMENT TOOL
Free - Trello.com
76
OUTREACH - LINKERATIBloggers - probably the most targetable and directly influenced folks
Forum posters - Not a huge SEO value althoug traffic can be positive
Web News Writers - Most valuable, write for Cnet, Wired & MSN, etc...Content Creators - These folks are seeking valid resources to link out to.
Resource Editors - Rare breed, work in gov., NPOs and Uni. Looking to add content to their pages or directories.
Social Taggers - (Digg, Del.icio.us, Reddit & Furl, Fark) - thousands of visitors and the opportunity to be in front of hundreds of link-hungry bloggers.
Journalists - Online or offline creators of "news" content, these influencers are among the most valuable of all the linkerati.
77
Remember those guys ?
OUTREACH – TARGET MARKET 78
Link = Endorsement= most value
OUTREACH TOOL - BUZZSTREAM
www.buzzstream.com
79
FREE OUTREACH TOOL - LINKSY EMAIL FINDER
http://linksy.me/find-email
80
FREE OUTREACH TOOL - RAPPORTIVE
www.rapportive.com
81
FREE OUTREACH TOOL - BOOMERANG
Check this blog: http://bit.ly/canned-response
82
DO THE HARD WORK
Do The Big Work (Seth Godin)
83
FREEBIES
Candy from strangers taste so much better cause it’s FREE…
• All important pages crawlable (check your robots.txt)
• Check cached, text only version of your site
• No Ajax, Javascript or Flash
• All power under 1 (sub)domain (avoid microsites, blog.yoursite.com, etc)
• Short, explicit URLs
• Use Canonical tag
• Use Schema.org microdata
• Site speed matters
• Most important keyword in Meta title, H1, bullet points
• 3-5 kwds per page
TECHNICAL SEO TRICKS 85
http://seomoz.org SEO toolkit
http://piktochart.com Visualisation
www.followerwonk.com Twitter bio research
http://linksy.me/find-email Email guesser
http://bit.ly/content-scrape Content scrapping
www.buzzstream.com Outreach (PR+ Linkbuilding) CRM
www.rapportive.com View user profiles in Gmail
www.boomeranggmail .com schedule emails/reminders
http://nielsbosma.se/projects/seotools/ Best SEO extension for excel
TOOLS!!!! 86
Takes between 3-5 days for a full audit. Focus first on accessibility, indexing and the technical aspects
SEO AUDIT 87
Bookmark it
Frederic ChanutManaging Director, In Marketing We Trust
m. 04 3837 1981e. [email protected]
www.inmarketingwetrust.com.au
Connect with us
THANK YOU! 88
Email me to obtain kwd
difficulty for your top 20 kwds