EFFECTIVESEARCH ENGINE

MARKETING

Effective Search Engine Marketing

““

“You Learn, You Know. You Do, You Understand”

— Anonymous

DOMINATE SEARCH ENGINES

• Why Search Matters• SEO Vs PPC• Keyword Research• 5 Steps To SEO Your Website• Basics of Backlinks

Source : Image GE

Source : Search Engine Watch

Pay Per Click $$$

Q: How manywebsites are there in the world?

A: 716 millionAlmost 300k new websites daily!

Source: Netcraft.com

IMPORTANCE OF BEING ON 1st PAGE

Click through Rates For Search Results

1st Place : 33.6%2nd Place : 17.6%3rd Place : 11.4%

Overall, results in first page consumes 91.5% of search traffic.

Search Engine Optimization (SEO) is the process of improving the visibility of a website or

a web page in a search engine's "natural" or un-paid ("organic") search results.

WHAT IS SEO ?

➜ Free (organic) Traffic➜ Slower Effect (months)➜ Better Roi Long Run➜ More trust in organic results➜ Effects Still Present Still Stops

SEOSEO

✓ Free (organic) Traffic✓ Slower effects (months)✓ Better ROI Long Run✓ More trust in organic results✓ Effects still present after spending

stops

PER PAY CLICK

➜ Paid Traffic➜ Immediate results➜ Easier to manage budget➜ Ideal for time Sensitive Keywords➜ Traffic stops when budget

exhausted

THIS IS A BIG DEALHIGHER CONVERSION

LETS GET STARTED

WHAT IS A KEYWORD

Keywords refer to the terms which searchers key in to the search engineswhen are looking for something.

For businesses, identifying the right keywords will determine how you want your website to be found.

“Dog grooming services” is a keyword“Dog grooming service” is a different

keyword“Grooming services for dog” is a keyword

ONLINE SEARCH BEHAVIOR

Exploratory Mood

• Short Search Phrase• Low Buying Intent• i.e. “dslr cameras”

Refine Search

• Deeper research• Not buying yet, but

identifying his/her needs• i.e. “canon dslr cameras”,

“good dslr cameras”

Buying Mood

• Needs identified• Looking for solutions.

Ready to buy!• i.e. “buy canon eos700d”,

“canon eos700s reviews”

IDENTIFY THE RIGHT KEYWORDS

Types Of Keywords– Informational i.e. ideas, tips, how to– Buying i.e. buy, ordering, reviews, cheap

Long-Tail Keywords (3 words or more) usually convert better as searchers getting more specific (in the buying mood)

Exercise!What are the keywords related to your business?– Start with Primary Keyword. – Expand the primary keyword

KEYWORD RECEARCHhttps://adwords.google.com/ko/KeywordPlanner/Home

Set The Following- Location Singapore: Only show searches originating from Singapore

Identifying keywords with search volume, these will be your website’s TARGET keywords.

““Web design is responsive

design. Responsive web design is web design, done right.”

— Andy Clarke

“

1. More Mobile Friendly Websites in Search ResultsStarting April 21, we will be expanding our use of mobile-

friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant

impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for

their devices.

2. More Relevant App Content In Search ResultsStarting today, we will begin to use information from indexed apps

as a factor in ranking for signed-in users who have the app installed. As a result, we may now surface content from

indexed apps more prominently in search. 

- Google Blog Feb 2015

Direct App Downloads

Mobile Friendly Tags

ARE YOUR MOBILE READY?

Use Google Mobile Friendly Test Toolhttps://www.google.com/webmasters/tools/mobile-friendly/

WHAT IS YOUR ASSESSMENT

NOT MOBILE FRIENDLY

MOBILE FRIENDLY

Page appears not mobile friendly

X Text to small to read

X Links to close together

X Content wider that screen

X Mobile viewport not set

ANALYZING YOUR WEBSITE

Am I Indexed? (Does Google know your existence?)

– Type in Google search bar “Site: Your URL”

Am I Ranked For My Target Keywords?– Determine the keywords that you want your website to be ranked for – Whatsmyserp.com

5 SIMPLE ON SITE SEO

1. Information Hierarchy

2. Home Page Optimization

3. Rich Page Content

4. Good URL Structure

5. Optimizing Site Images

HomeProduct Category A

Sub Product Cat Product A1

Product Category B

Product B1 Location

INFORMATION HIERARCHY

✓ Organize your products/services into broad categories✓ Clear navigation menu at the top of page✓ SEO is also about user experience

HomeProduct Category A

Sub Product Cat Product A1

Product Category B

Product B1 Location

PAGE KEYWORD OPTIMIZATION

• Keywords in Title Tag (70 char)• <title> SEO, Social Media And Mobile Internet

Marketing Singapore </title>

• Keywords in Meta Description (160 char) <meta name=“description” content=“Traffic Expert

is the premium provider of Internet Marketing solution spanning Search, Social and Mobile. Blaze A Trail For Your Business Online. Contact Us!” />

• Add H1 Tags

PAGE KEYWORD OPTIMIZATION

RICH PAGE CONTENT

• Page write-up should be descriptive of the product services of that page.

• UNIQUE content, do not use standard product description/copy from other sites.

• Add target keywords to the content, but not overdo. (keyword density 2% per 100 words)

• Approx 300 words

GOOD STRUCTURE URL

• Good Permalink Structure• A Clear and Descriptive URL• Google has revealed that it is best to use

three to five words in the slug of your permalink. (A slug is the part of a URL which identifies a page)

• Need not duplicate words in Permalinks i.e. sportshop.com/shoes-category/nike-shoes.

• Bad Example

OPTIMIZING IMAGES SITE

• Add Alt-Text to images. Right Click on Image – “Inspect

Element”• Size of images <100kb• Intelligent use of keywords in image

description. Variations of keywords.

QUESTIONS ?

You have only learnt the ON-SITE SEOThere is also OFF-SITE SEO

WAIT! THAT’S NOT ALL

YOU NEED BACKLINKS

Backlinks are like citation from another website to your website. It is like a vote, an endorsement.

Typical Sources:

Guest Blog Posts Article Submissions Directories Social Bookmarking Social Signals (G+, FB, Tweets etc.)

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