Understanding How Search Engines Work

This speaker deck will teach you to understand how search engines work. David Jenyns will walk you through the process of formulating your online marketing strategy that includes targeting the right keywords for your business.

This presentation is taken from the Small Business Internet Marketing Workshop. To learn more or watch the video of this presentation, visit http://www.melbourneseoservices.com/seo-products/small-business-internet-marketing/

Transcript

1. THE MASTER PLAN
   Dominate Local Search.
   

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2. THE RIGHT BUSINESS
   • Building a business of value
   • Position yourself as the expert
   • Take the lion's share of business
   • Charge a premium price
   

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3. DOMINATE PAGE #1
   • Places
   • Adwords
   • Organic
   

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4. OUR BUSINESS FLOW
   • Understanding products / services
   • Research target market / competition / keywords
   • Build a website
   • Install Google Analytics & Webmaster Tools
   • On page optimisation / conversion / enquiry form
   • Google Places
   • Google Adwords
   • Quick cash: promo / customer reactivation
   

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5. OUR BUSINESS FLOW - CONTINUED
   • Off Page SEO
   • Video marketing
   • White paper, build database & auto-responders
   • Web 2.0: Twitter / Facebook / Foursquare
   • Press release
   • Regular blogging: top questions / interview
   experts / Google alerts
   • Build info product
   

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6. HOW SEARCH ENGINES WORK
   • Based the way research reports work
   • Google's goal is to provide the best user experience
   • Places, Adwords, Organic are different but
   it's all about the keywords
   

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7. UNDERSTANDING KEYWORD TARGETS
   • Browsing phrase vs buying phrase
   • Camera vs. Sony Handicam HDR-SR11
   • Dentist vs. South Yarra Dentists
   • Inside the mind of your searcher
   

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8. BUILDING YOUR KEYWORDS
   • How is local business different? traffic + conversions
   • Identify top services / products
   • Use Google free keyword tool / Market Samurai
   • Target best keywords and add area modifiers
   • e.g. Printing Services Melbourne
   

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9. DON’T TELL ME, SHOW ME
   

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10. THE PERFECT DOMAIN NAME
    • Brand domain vs. keyword domain
    • 2-3 words long
    • Avoid hyphens
    • .com.au or maybe .net.au, .org.au
    • e.g. www.melbourneSEOservices.com
    

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11. BUILDING A STRONG STRUCTURE
    • Home, Services Clients, About, Contact, Blog
    • Perhaps individual pages for services
    • No website? Use Wordpress
    • e.g www.thedentists.com.au
    

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12. EASY AS 1,2,3
    • 1st Tier Primary money phrase / domain
    • 2nd Tier - Primary services + modifiers / pages
    • 3rd Tier - Longer tail + suburbs / blog
    

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13. ONPAGE SEO
    • 1 page... 1-2 keywords
    • Unique page titles
    • Meta description (160) & meta
    keywords
    • 300 words minimum
    • Keyword density (x3 per 500 words)
    • H1 tags, bold, italics, image tags
    • Keywords in urls
    (domain.com/keyword.html)
    • e.g. www.planet13.com.au
    

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14. QUESTIONS
    

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