Why use search marketing?
• Other online marketing options:
• Social, email marketing, non PPC display advertising, PPC, affiliate marketing
• SEO
• Google alone 100 billion search queries per month
• Not all search engines are search engines..
• It usually does not cost
• PPC versus organic – organic wins easily
Planning your SEO strategy
• Business requirements
• Competitor analysis
• Keyword analysis
• Optimise online customer funnels
• Follow the rules
Keywords
• Use the ad words keywords planner tools
• Pick high searched for keywords
• Look at google trends
• Research google suggestions
• Pick high value keywords
• Check the competition
• Put them in all your key tags
• Have 2-3 ranked phrases per page
• Repeat phrases in text content
• Don’t over do
• Pick 10-15 words in content
On-site optimisation
• Optimise
• Ad words keywords search
• Description tags
• make tags different for every page
• Title tags
• Header tags
• Use CSS wisely
• Content
• Keyword naming structure – pages / images / folders
• Avoid dynamics URLs
• Be bold
• Keyword densities
• On-site internal linking
• Bullets
• Italics
• Remove image maps
• Account for flash / frames
• More text – less images
• Image alt tags
• Local market then local address information
• W3C
Avoid
• Repeated words below bottom of page
• White text
• Invisible links
• Mirror sites
• Auto refreshes
SEO golden rule – be visible be useful
Modern SEO is all about crafting content so compelling that other people want to promote it by linking to it or sharing it, which increases your trust and authority and helps the pages you want to rank well for certain keywords
Distribution
• Video
• Blogs
• Forums
• Facebook, Google plus, Twitter, Linkedin, Pinterest and other social assets
• Word press
• Online PR
• Get other people to do it for you
Off-site SEO
• Identify high PR sites to be linked from
• Create a link building strategy
• Blog
• Schema
• Online PR
• On-site linkable features
• Competitions
• Tools/Calculators
• Info graphics
• Guides
Tips
• Choose a keyword rich domain
• Do not take short cuts or expect magic
• Align keywords, landing pages and business
• Use Google places
• Use Google Webmaster tools
• Analyse with Google analytics
• Use domain in all in all internal links and posts
• Submit blogs to directories
• provide quality content
• Mobilise social assets