Growth Marketing 101

Friday, 22nd August 2-5pm Plug-in@Blk71

Agenda• Introduction (10 mins)

• Setting up the right keyword architecture (50 mins)

• Break (5 mins)

• On-Page SEO (50 mins)

• Break (5 mins)

• Off-Page SEO (45 mins)

• Other Ways to market (10 mins)

Introduction

• Who are you? From which company?

• What do you want to learn today.

About me• I started with learn Mandarin

singapore in 2008

• Now I rank for a great variety of keywords around language learning, e.g. language school singapore

• Now. Salsason. Help others do the same.

• I care about bringing measurable revenue to my clients. SEO is the first step.

Keyword & Market Research

• Keyword research gives us a peek into how potential customers talk.

• Keyword research can provide the foundation for:

• Page hierarchy

• Content creation

• Social media

Keyword & Market Research• Winner takes it all • Only pick keywords

that can realistically land you in the top 1-3

• Better win a small fight than almost win a big one

• Plan to show up for a wide variety of related phrases (long tail) !

Source: moz.com

Keyword Research How-to • Keyword Planner from

• Go for non-branded keywords

• Look for intent + volume

• Pick high potential keywords

• Group related keywords together

• E-commerce: Look for patterns

• AdWords is not the whole truth. Just a starting point.

A simple keyword blueprint

lasik singapore

price epi lasikbest

http://example.com/lasik-singapore/best http://example.com/lasik-singapore/price

http://example.com/lasik-singapore/epi-lasik

Agenda• Introduction (10 mins)

• Setting up the right keyword architecture (50 mins)

• Break (10 mins)

• On-Page SEO (45 mins)

• Break (10 mins)

• Off-Page SEO (45 mins)

On Page Optimization• Every page targets a (group of) keywords

• Similar pages are grouped together

• Communicate the targeted keyword through:

• URL

• Headings

• Meta Title

• Meta Description

• Text on the page

• But: don’t overdo it. Write for people first. Use the keyword but also synonyms.

• Usability factors

Optimized URLs• Can be read by humans:

• Clean & short

• Forward-slash (“/“) and hyphen (“-“) are the only punctuation

• Have keywords in them

• https://one.pa.gov.sg/CRMSPortal/CRMSPortal.portal;jsessionid=ZBTvT19XJGZvKX3xkWjZQZNpMh5f2xfsBLwWJl4fpf1gzQGZ5pbC!-831619204?_nfpb=true&_st=&_windowLabel=CRMSPortal_1&_urlType=render&_mode=view&wlpCRMSPortal_1_action=CMFCategoryActivitySelection&_pageLabel=CRMSPortal_page_1#

• VS!

• http://yago.sg/directory/mandarin/

• Don’t repeat keywords too often

• Think of how you can “write” with directories. E.g. http://example.com/lasik-singapore/price

• How to achieve this depends on your site. Developers know how to do this but are often unaware of the importance of clean URLs.

Headings & Metas

• Very powerful signals to Google: “THIS is what the content is about”

• Heading: The captions that appear on the page. In the code: <h1>, <h2> etc.

• Meta Title: Title that appears on Heading tab and in Google.

• Meta Description: A description of what the page is about. To appear in search engine results. Needs to be accurate, but also entice click-through.

• Meta Keywords: Do not use them

<title>Thai Courses Singapore </title> <meta name="title" content="Thai Courses Singapore"/> <meta name="keywords" content="Yago"/> <meta name="description" content="Compare Thai courses in Singapore on yago.sg and find reviews. Yago. Your guide to language learning in Singapore."/>

How to set metas

• Wordpress SEO by Yoast

• Joomla: Tag Meta extension

• Directly in the HTML code

• If you engage a developer, check the page source to see if they’re correctly set up.

Text on the page• Search engines read the page. They process text more

easily than images.

• Pages with little text don’t rank well

• Use unique text on every page.

• Write for humans but drop in the keyword once and use related terms.

• Relate to the keywords. What is the searcher looking for? Make the text relevant. Example.

Usability Factors • Speed

• Test and improvement suggestions at Google PageSpeed

• Bounce rate

• If people view your page and then hit “back” too often, Google takes it as a negative signal

• Think about how to keep people “in” as long as possible

• You need to know how your site is doing. Install Google Analytics.

Agenda• Introduction (10 mins)

• Setting up the right keyword architecture (50 mins)

• Break (5 mins)

• On-Page SEO (50 mins)

• Break (5 mins)

• Off-Page SEO (45 mins)

• Alternatives for SEO (5 mins)

Off-Page Optimization

• Off-Page = Authority. How much does the world care about your site?

• Number & Type of incoming links

• Social media

Domain authority

• On-page allows Google to determine your site is RELEVANT.

• Off-page lets Google determine how IMPORTANT your page is compared to other relevant pages

• More people talk about you = more importance

Incoming links• Check them with opensiteexplorer.org

• Domain & Page Authority of the links

• About Rel=“nofollow”

• Keyword anchor text is powerful: Visit our site to learn more about accounting software Singapore

• BUT if more than a few %, it can trigger penalties

Attracting links• Directories & listings

• Have a blog, comment & guest blog

• Testimonials for suppliers

• Where are your competitors listed?

• Offer useful resources

• Be newsworthy

• Social media, esp. YouTube

Social Media as Link Building

• SEO and Social Media can work together

• Feature your blog posts / pages on different social media channels

• Social media engagement is a ranking factor in itself

• Get seen by different audiences. The more views, the more likely people will link to it

• Links from social media accounts still count as links

Alternatives / additional to SEO

• Cost-per-Click advertising: Predictable and fast. Great for testing website effectiveness. Can be expensive.

• E-mail marketing: Highly relevant message follow-up can build trust and bring people on board who had enquired but are not buying.

• Structured Referral Strategy: While completely offline, this can work wonders when you offer something that involves lots of trust.

Conclusion

• Keywords: know which ones you’re aiming for

• On-page: spell out clearly what your site is about

• Off-page: enter relevant conversations and develop an eye for building links

Resources• Beginner’s guide to SEO: Covers all the essentials

http://moz.com/beginners-guide-to-seo

• Moz Pro: Tool that scans your website and shows what to improve http://moz.com/partner/namecheap120 (4 month free trial)

• Proranktracker: Track site performance for up to 50 keywords for free http://proranktracker.com/

• Google PageSpeed: Suggestions (mostly technical) on how to make your site faster https://developers.google.com/speed/pagespeed/

• Open Site Explorer: Find out who is linking to you and your competitors. http://moz.com/researchtools/ose

• Google Analytics: Track what people are doing on your website http://google.com/analytics

• Yoast Wordpress SEO Plugin: Optimize METAs and other on-page SEO factors for Wordpress. https://wordpress.org/plugins/wordpress-seo/

• Is your site indexed?Type in google: site:[your sitename]

Get in touch

• guus@salsason.com

• 6664 8153