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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
Intro
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
The Big Picture
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
4.9 Billion
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
Source: http://en.wikipedia.org/wiki/World_population
Asia Population, 2030
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
3.1 Billion
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
Source: http://www.reuters.com/middle-class-infographic
Asia Middle Class, 2030
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
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
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
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
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
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
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
“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
680 Million
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
Sources: Gartner http://www.gartner.com/newsroom/id/2665715
Worldwide Smartphone Sales, 2012
968 Million
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
Sources: Gartner http://www.gartner.com/newsroom/id/2665715
Worldwide Smartphone Sales, 2013
The Big Picture
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
Asia-Pacific Middle Class + Internet + Mobile
=Big Opportunity
How Do I Reach Them?
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
Go Where The Customer Is—Online.
Search Engines
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
Google, Yahoo, Bing, Baidu, Yandex, etc.
Search Engines: What Goes In
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
Crawl, Index
Search Engines: What Comes Out
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
Good Answers, Fast
Search Engines: How They Decide
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
Algorithms
Search Engines: Why They Rank What They Do
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
Happy Searchers = $ $ $
Search Engines Are Dumb
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
What is this photo of?
Search Engines Want To Be Human
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
But They’re Not There Yet
How Important Are Rankings?
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
How Do I Do That?
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
Search Engine Optimization (SEO)
SEO
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
All Natural, All Organic
How Do I Do SEO?
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
In-House, Outsource, or Both
Outsourcing SEO
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
Choosing The Right Firm
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
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
Hire SEO Firms That:1. Have a track record 2. Educate you 3. Come with references
How Much Does SEO Cost?
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
It Depends
Should I Do My Own SEO?
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
It Depends
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
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
Keywords
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
Search Volume, Relevancy, Competitiveness
Keywords
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
Don’t Ignore The Long Tail
On-Site Basics
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
On-Site Basics
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
Indexable Content
On-Site Basics
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
Crawlable Links
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
Content
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
Detailed Information, News, Blog, Tips, FAQs
Quality Content
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
So Interesting A Human Would Read It
Quality Links
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
From Relevant, High Quality Websites
How Easy Can It Be?
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
Analysis
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
Modify, Measure, Repeat
Analysis Tools
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
1. Google Keyword Planner 2. Google Analytics 3. Google Webmaster Tools 4. MySEOTool.com
What To Measure
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
1. Visitors 2. Queries 3. Rankings 4. Links
Questions?
COMPETITIVE SEO Canadian Chamber of Commerce, Hong Kong
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