***Update Dec 2013**** * Fixed external links * Included basic SEO process * Included answer to (not provided) * Included answer to hummingbird * Included answer to the latest Penguin (2.1) * New keyword discovery process using Adwords keyword planner * New template available * Extra content marketing tips * Extra freebies --------------------- A SEO plan for Startup to quickly validate the opportunity that exist for them by leveraging Organic traffic from Google. Disclaimer: this is a first draft at this method and I will update the content moving forward. Please leave comments and ratings on the following page: http://www.inmarketingwetrust.com.au/seo/seo-training/

1. HACK A SEO
PLAN IN 90 MIN
Frederic Chanut
Managing Director In Marketing We Trust

2. YES
SLIDES &
EXCEL
AVAILABLE
Matt will distribute or download them at:
http://www.inmarketingwetrust.com.au/SEO/SEO-training/

3. AGENDA
HACK A SEO PLAN IN 90 MIN
‣
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

4. 4
DISCLAIMER
THIS EXERCISE IS HACK
GIVING YOU ONLY THE TOP LINE
OF YOUR SEO STRATEGY.
SEO IS A LENGTHY PROCESS
SUBJECT TO MANY CHANGES.
That’s why I still have a job…

5. SEO IS A MARKETING INITIATIVE
Don’t leave
it to IT!!!
5

6. WHY IT MATTERS
Successful VCs like
Dave Mccure, from
500 Startups judge
prospects based on
their SEO success.
6

7. INTRODUCTION TO GOOGLE ADWORDS
HOW SEO
WORKS
The hard truth

8. 8
SEO FACTORS (BASIC)
Content
Technical
Links /
Social

9. SEO FACTORS (DETAILED)
9
source

10. SEO IN CONTEXT OF DIGITAL MARKETING
10

11. 11
SEO FUNDAMENTALS
3 TYPICAL SCENARIOS
New Brand = Presence
Marketing
Small Brand =
Branding
Established brand =
Paradigm Shift
(no visibility)
(limited visibility)
(Offline clout)
Develop presence in the industry
Create brand awareness
Move company online
‣
Clean slate
‣
Technical audit
‣
Technical & Content audit
‣
Develop base content
‣
Content development
‣
Content repurposing
‣
Create industry connections &
‣
Become a voice in industry
‣
Become thought leader online
‣
Timeline 6-9 Mths
‣
Timeline 3-6 Mths
recognition
‣
Timeline 9-12 Mths

12. WARNING: NO MORE SPAM
12

13. WARNING: NO MORE SEO KEYWORD DATA
Source
13

14. HOW DO WE DO SEO MOVING FORWARD?
FOCUS ON
REVENUE
AND
CONVERSIONS
AT A PAGE LEVEL
14

15. 15
SEO FUNDAMENTALS
TOP CHANGES FOR SEO IN 2013
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

16. 16
SEO FUNDAMENTALS
SEO PROCESS IN A NUTSHELL
• What
they
search
Keyword
research
Content
research
• What
they care
about
• What
Google
digs
On-site
optimisation
Link research
• Who’s
talking
about it
• Stalk’em
all
Outreach

17. HACK A SEO PLAN IN 90 MIN
KEYWORD
RESEARCH
I really think “Stuffed kangaroo balls bottle opener” is the perfect
keyword for our tourists market…

18. 18
CUSTOMER PROBLEM
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

19. KEYWORD MAPPING PURCHASE FUNNEL
Source
19

20. KEYWORD POPULARITY
Link
20

21. USING THE SEARCH MARKETING TEMPLATE
21

22. 22
EXERCISE
KEY OBJECTIVES
AGENDA
Your Top keywords
Time 20 min
DELIVERABLE
RESOURCES
Top keywords for your audience
would use
Internet connection, Ubersuggest, Adwords External Keywords
Tool, Google Webmaster Tools, Moz.com, Ranktracker
1. Enter most likely keyword in Google Adwords
Keyword planner tool
2. Select Exact, include CPC
3. Download CSVs and combine data
4. Save doc

23. GOOGLE SUGGEST
23
Wildcard Search
Use Wildcard (*) and
tilda (~) to search
variations of your
search query or
synonyms
Google Suggest

24. SEM + COMPETITORS KWDS
http://www.semrush.com/
24

25. UBERSUGGEST
25
http://ubersuggest.org/

26. 26
EXERCISE
KEY OBJECTIVES
AGENDA
Define your negative keywords
Time 2 min
DELIVERABLE
RESOURCES
Negatives keyword list
Internet, Adwords Keywords tool, Ubersuggest, Excel
Spreadsheet
1.
2.
3.
4.
Using Google Suggest or Ubersuggest
List all non relevant keywords
Save list in Excel Doc
Add negative keywords to your plan

27. WALKTHROUGH – FIND KEYWORDS
27

28. WALKTHROUGH – FIND KEYWORDS
28

29. WALKTHROUGH – KEYWORD PLANNER
http://www.inmarketingwetrust.com.au/marketers-guide-googles-keyword-planner/
29
Warning: All
keywords in
exact match

30. WALKTHROUGH – KEYWORD PLANNER
http://www.inmarketingwetrust.com.au/marketers-guide-googles-keyword-planner/
30
Quick view of
daily traffic
based on
max cpc or
daily budget

31. MOZ.COM (EX – SEOMOZ)
31
Shut up
and take
my money

32. 32
EXERCISE
KEY OBJECTIVES
AGENDA
Evaluate SEO opportunity for top
keywords
Time 5 min
DELIVERABLE
RESOURCES
Top keywords SEO difficulty
score
Laptop, Search template, Internet access, Moz Keyword difficulty
1.
2.
3.
4.
5.
6.
7.
Pick your most valuable keywords
Search their SEO Difficulty by set of 20
Go in the report tab
Download report
Enter in template
Use vlookup to match
Save Doc

33. KEYWORD DIFFICULTY
33
http://pro.seomoz.org/tools/keyword-difficulty

34. KEYWORD DIFFICULTY
34
http://pro.seomoz.org/tools/keyword-difficulty

35. 35
EXERCISE
KEY OBJECTIVES
AGENDA
Evaluate SEO opportunity for top
keywords
Time 5 min
DELIVERABLE
RESOURCES
Top keywords SEO difficulty
score
Laptop, Search template, Internet access, Rank checker
1. Pick your most valuable keywords
2. Search if your domain is ranking for any of
them and download report
3. Paste in the ranking tab
4. Use vlookup to match
5. Save Doc

36. GOOGLE WEBMASTER TOOL
Advantage: Already on Google’s radar for keyword
Risk: Self fulfilling prophecy
36

37. FREE RANK TRACKER
37
Get it
Max 100 kwds. Recommended less than 40 otherwise IP blocked by Google.

38. 38
EXERCISE
KEY OBJECTIVES
AGENDA
Identify strategy per keyword
Time 5 min
DELIVERABLE
RESOURCES
Action item per keywords
Laptop, Search template, Internet access, Rank checker
1. Sort keywords in excel by volume
2. Allocate strategy per keyword
3. Save Doc

39. FREE RANK TRACKER
39
Get it
Max 100 kwds. Recommended less than 40 otherwise IP blocked by Google.

40. GOOGLE WEBMASTER TOOL
Advantage: Already on Google’s radar for keyword
Risk: Self fulfilling prophecy
40

41. 41
EXERCISE
KEY OBJECTIVES
AGENDA
Evaluate SEO opportunity for top
keywords
Time 5 min
DELIVERABLE
RESOURCES
Top keywords SEO difficulty
score
Laptop, Search template, Internet access, Rank checker
1. Pick your most valuable keywords
2. Search if your domain is ranking for any of
them and download report
3. Paste in the ranking tab
4. Use vlookup to match
5. Save Doc

42. USING THE SEARCH MARKETING TEMPLATE
42

43. HACK A SEO PLAN IN 90 MIN
CONTENT
MARKETING
STRATEGY
“Blah, Blah, Content Marketing, Blah, Blah, +20% on invoice…..”

44. SEO IS PART OF A BIGGER CONTENT PICTURE
Image credit: @randfish
44

45. CONTENT QUALITY IS KEY
45
A$$kicking
Spam since
2011

46. CONTENT SHOULD WORK FOR THOSE 3
46

47. NEW SEO CONTENT PARADIGM
47
Earn your
traffic
Source

48. FIND CONTENT TOPIC
48
EDUCATIONAL INTENT KEYWORD
OPERATORS
‣
[keyword phrase] + guide
‣
How [keyword phrase] is
‣
How to [keyword phrase]
‣
What is [keyword phrase]
‣
Best [keyword phrase]
‣
Worst [keyword phrase]

49. GOOGLE SUGGEST
49
Wildcard Search
Use Wildcard (*) and
tilda (~) to search
variations of your
search query or
synonyms
Google Suggest

50. 50

51. 51
EXERCISE
KEY OBJECTIVES
AGENDA
Evaluate opportunity to create
valuable content
Time 3 min
DELIVERABLE
RESOURCES
List of existing resource
Laptop, Search template, Internet access, Google
1.
2.
3.
4.
5.
Use an operator with best keyword
Enter in Google
Scrape top results
Save results in template for future analysis
Save Doc

52. 52
QUALITY CONTENT BUILD
Objectives
Content creation
Publishing
Research
Seeding
Repurposing
Author
Data Analysis

53. CONTENT MARKETING
Source
53

54. CONTENT MARKETING
NEW MEDIA
+ TRADITIONAL CAMPAIGN
MENTALITY
= LANDFILL MARKETING
54

55. LANDFILL MARKETING
55

56. PERFECTLY OPTIMISED PAGE
Must Read:
http://moz.com/blog/visual-guide-tokeyword-targeting-onpage-optimization
56

57. CONTENT CREATION TIPS
‣
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
57

58. FREE TOOL - CONTENT IDEA GENERATOR
58
Make your
own copy
Tool Credit: @SEOgadget

59. 59
EXERCISE
KEY OBJECTIVES
AGENDA
Find content opportunities
Time 2 min
DELIVERABLE
RESOURCES
Content Ideas generator
Internet, laptop, Google account
1. Open link - http://bit.ly/content-ideas
2. Make your own copy
3. Enter your top keyword

60. HACK A SEO PLAN IN 90 MIN
IDENTIFYING
LINK
OPPORTUNITY

61. OPENSITEEXPLORER.ORG
61

62. 62
EXERCISE
KEY OBJECTIVES
AGENDA
Identify Link opportunities
Time 7 min
DELIVERABLE
RESOURCES
Competitors backlinks
Internet, laptop, excel
1.
2.
3.
4.
5.
6.
7.
Go to opensiteexplorer.org
Enter your competitor’s homepage url
Select only external links, to the root domain
Export as XLS
Copy list in competitor links tab
Repeat for top 3 competitors
Save document

63. LINK SEARCH TOOL - CONTENT SCRAPER
63
Install it

64. LINK SEARCH TOOL - CONTENT SCRAPER
64
Bookmark it
Instantly generate search operators

65. FIND LINKS – FORUMS
65
SPOT FOR A LINK
DROP.. AND A SALE

66. FIND LINKS – EMPLOYEES PAGE
66
WHICH PAGE ARE
JOURNALISTS
LINKING TO?

67. FIND LINKS – LINK RECLAMATION
67
BECAUSE TWITTER
RANKS FIRST, IT
GETS MORE LINKS

68. SOCIAL MEDIA
RESEARCH
It’s not stalking, it’s just intense fascination over your life…

69. TWITTER BIO SEARCH VIA FOLLOWERWONK.COM
69

70. TEST SOCIAL TARGETING WITH ADS
70

71. FACEBOOK ADS
Pro tip: Greater results and CTR by promoting posts in FB
71

72. CREATE PERSONAS BASED ON USERS
72
Advanced
Blog post
Facebook + Keyword Analysis = Keyword demographics

73. OUTREACH &
CAMPAIGN
MANAGEMENT
“Dear [link target], please link to me w/out a specific reason.
Sincerely.”
- SEOsucker

74. SEO CAMPAIGN MANAGEMENT
SEO
= INBOUND MARKETING
= ONGOING CAMPAIGN MGMT
SEO doesn’t work as a 1-off. Period.
74

75. MANAGEMENT TOOL – BASECAMP.COM
I use it to manage client projects and involve them in the process
75

76. SEO MANAGEMENT TOOL
Free - Trello.com
76

77. OUTREACH - LINKERATI
77
Bloggers - 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.

78. OUTREACH – TARGET MARKET
78
Link =
Endorsement
= most value
Remember those guys ?

79. OUTREACH TOOL - BUZZSTREAM
www.buzzstream.com
79

80. FREE OUTREACH TOOL - LINKSY EMAIL FINDER
http://linksy.me/find-email
80

81. FREE OUTREACH TOOL - RAPPORTIVE
www.rapportive.com
81

82. FREE OUTREACH TOOL - BOOMERANG
Check this blog: http://bit.ly/canned-response
82

83. DO THE HARD WORK
Do The Big Work (Seth Godin)
83

84. FREEBIES
Candy from strangers taste so much better cause it’s FREE…

85. TECHNICAL SEO TRICKS
85
•
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

86. TOOLS!!!!
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
86

87. SEO AUDIT
87
Bookmark it
Takes between 3-5 days for a full audit. Focus first on accessibility, indexing
and the technical aspects

88. THANK YOU!
88
Frederic Chanut
Managing Director, In Marketing We Trust
m. 04 3837 1981
e. frederic@inmarketingwetrust.com.au
www.inmarketingwetrust.com.au
Email me to
obtain kwd
difficulty for your
top 20 kwds
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