FREE LANCER BOOTCAMP Searchability Factor.pptx
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This document provides information about Eugene Macarius, an expert in search engine optimization (SEO). It outlines his professional background and experience in digital marketing, including previous roles at Standard Chartered Bank and the Catholic Church in Singapore. It also describes his certifications and mentoring work. The document discusses the importance of searchability and being found online. It presents different ways people search for information and defines what searchability means. It provides an overview of how to analyze markets, audiences, competitors and develop branding and content strategies to improve a business's searchability.
FREE LANCER BOOTCAMP Searchability Factor.pptx
- 2. About Eugene The SEO King Macarius • Former Digital Director of Standard Chartered Bank, Retail Banking in Singapore. • Digitalisation efforts of the Catholic Church in Singapore: infrastructure setup, website & social media presence. • Prior experiences are Implementation of Customer Relationship Systems and Shopper Loyalty Programmes as well as consulting the lawyers on PDPA implementation for major shopping mall groups in Singapore. • Avid Digital Marketing Strategist as well as a Certified Search Engine Optimization (SEO) Principal Consultant & Coach. - SEO King • Manages 360 Digital Marketing Campaigns for corporations and Small Medium Enterprises (SMEs) to create a Digital Footprint to Attract, Engage and Retain more customers. • Mentor for Lithan Academy for the Professional Diploma in Digital Marketing Implementation. • Mentor for Republic Polytechnic - Entrepreneurship Community Mentorship Scheme
- 3. IMPORTANCE OF BEING FOUND ON SEARCH • Increases Visibility • Enhances User Trust • Increases Website Traffic • Higher Website Traffic will lead to more conversions to sales. • Improved Customer Experience on Website.
- 4. WHAT IS SEARCHABILITY Searchability = State of being searchable WAYS IN WHICH PEOPLE SEARCH FOR INFORMATION? LET ME SHOW U! • Youtube Search • Facebook Search • Instagram Search • LinkedIn Search • Google Search
- 5. MARKET, AUDIENCE & COMPETITOR (UNDERSTANDING THE MARKET) THE SEARCHABILITY BLUEPRINT MARKET POSITIONING ANALYSIS Define the Market Zoom to the Sub Niche Identify the Niche Audience Personna Can you map to a real person? Varied Interest Gender, Age Who are the Top 3? How they compare to me? Online & Offline Platforms they are on? COMPETITOR ANALYSIS TARGET AUDIENCE ANALYSIS
- 6. BUSINESS & BRANDING (MARKET POSITIONING) TYPE OF BUSINESS TO DO Bubble Tea! Create your Blue Ocean! First Mover Advantage Biz U a Me-too Business? Effect of the Pandemic Value Propositions, Channels, Customer Segments, Customer Relationships. Cost Structure & Revenue Streams Partners, Activities, Resources Define a Business Model Company Branding As a Key Opinion Leader As a Market Leader Personal Branding BUSINESS STRUCTURE ANALYSIS BRANDING EXERCISE THE SEARCHABILITY BLUEPRINT
- 7. DESIGN, COPY & KEYWORDS (USER EXPERIENCE) EFFECTIVE USER EXP DESIGN The Use Of Colors & Fonts Load Speed for Website & SSL Mobile Optimised Design Consistency Effective Copywriting Market, Target Audience & Competitors Keep it simple, Do not use jargons, readable and easy to understand. Way audience consume content. Platform Considerations Buying Keywords Property Agent & Financial Consultants Application Social, Google, Youtube Strong Search Intent EFFECTIVE KEYWORD STRATEGY MAGNETIC PERSUASION THE SEARCHABILITY BLUEPRINT
- 8. HOW CAN WE ACHIEVE THIS? GET INTO THE MIND OF GOOGLE HOW DOES GOOGLE LOOK AT YOUR WEBSITE?
- 10. A SEARCHABLE BUSINESS GET INTO THE MIND OF GOOGLE LIVE DEMO
- 11. GOOGLE #1 SEARCH ENGINE IN WORLD SEARCH ENGINE WARS HOW GOOGLE DOMINATE YAHOO?
- 12. WILL SEO BRING LEADS TO MY BUSINESS? Which Came First the Google or the Yahoo? • Search Result Relevancy: A query typed in Google provided more relevancy than did Excite, Yahoo and other search engines. • Redirected to other website, Yahoo kept to Yahoo platform. • A focus on User Experience: Google provided relevant information in relation to their search queries. • Indication of Relevancy: Sergei Brin and Larry Page thought links and clicks as a sort of recommendation, an indication of relevancy and value. No other search engine was doing this at that point in time.
- 14. GOOGLE MADE ALGORITHM UPDATES Google Panda • FEB 2011 • On Page filter to flag poor quality content • Mainly to handle keyword stuffing and sites with thin content. • Outcome is to ensure relevant results return that have quality content on sites. Google Penguin • APR 2012 • Off page penalty to flag sites with spammy links. Google Pigeon • JULY 2014 • Local search update. • Prominence of local listings based on proximity & local reference. Google Hummingbird • SEPT 2013 • Conversational Search. • Understand user search intentions better. • Understand whole sentences vs just individual words. Google RankBrain • OCT 2015 • To better handle never seen before search queries. • New Company or New Property Launch. • Machine Learning (AI) to better understand user search intent and also sentiments.
- 15. WHO IS MY CUSTOMER?
- 16. THE AUDIENCE – WHICH PERSONNA?
- 17. Craft Better & More Relevant Messaging & Laser Targeting to Right Platform. Why is this important? Know their Preferences, Know their Demographics, Know Where they hang out! Know the Colours Know the Lingo. THE AUDIENCE – WHICH PERSONNA?
- 18. Customer Personna Case Study – Halal Satay Company Module 3: The Increasing Role of Digital Marketing
- 19. TARGET AUDIENCE IDENTIFICATION – THE HALAL SATAY COMPANY Primary Audience Identification – To Anchor Position
- 20. Secondary Audience Identification – To Identify & Capture New Markets TARGET AUDIENCE IDENTIFICATION – THE HALAL SATAY COMPANY
- 21. WHO IS MY CUSTOMER?
- 22. WHO IS MY CUSTOMER?
- 23. ARE ALL KEYWORDS MADE THE SAME
- 24. ARE ALL KEYWORDS MADE THE SAME
- 25. ARE ALL KEYWORDS MADE THE SAME
- 27. How Can We Make Our Business More Searchable? Module 4: What is SEO?
- 28. SEO that focuses on a specific area, rather than a national focus or at the state, province or county level. It’s all about increasing your online presence in your community and promoting your products or services to local customers. Usually dependent on Google My Business, Company Name, Address and Phone (NAP) to be listed in several directories together with website. Often, how well you rank on Google depends on your Google My Business profile. This is where you include your address, business hours, description, reviews and photos. The search engine results pages will look at proximity, relevance, and prominence based on the user’s search query, and select your business if you meet various requirements. 5. Local SEO Video SEO usually refers to the complete process of the optimization of videos on Youtube as well as the optimisation of Youtube Channel attributes. 7. Video SEO (Youtube SEO) Technical SEO refers to the actions performed to help search engines crawl your website. • A faster website speed is always better. Be sure to make your template simple, limit redirects, and optimize your visuals. • Mobile friendliness: Check your site on a mobile device to ensure that it’s easy to navigate for any visitors coming via mobile. • Site structure: Use the HTTPS hypertext, a user-friendly and consistent URL structure, and consistent internal links. 1. Technical SEO On-page SEO, also referred to as on-site SEO, is the process of optimizing the content on your website. This includes your keywords, headers, meta titles, meta descriptions, images, and more. Content SEO is all about the quality of the content and how to make it better. Keywords, synonyms, contextual relevance. 3. On-Page SEO & 4. Content SEO DIFFERENT TYPES OF SEO MARKETING Everything that does not happen on your website. Most off-page SEO work is focused on link building. If you’re unaware, link building is the practice of getting other reputable websites to link back to your site. For example, press releases to reputable news sites. 2. Off-Page SEO There are 2 aspects of Image Optimisation and they are image optimisation for website and for Google Photos. Website: Load speed, alt tags, image name; Gphotos: Image name, description, album name. 6. Image SEO 8. eCommerce SEO: Navigation, Product names, Images, Categories, Articles to be optimised.
- 29. Immediate Tips on improving SEO for your Business! Effective SEO Hacks to bring Leads For Your Business.
- 30. RECAP Here are instant tips that can enable you to improve SEO for Your Business and get targeted leads. • Hosting in same Country that your main business area is from (Loading Speed & Location). • Keyword in Domain Name. • Buy an SSL secured domain for your site. Domain & Hosting • List your business in Google My Business. So that this maps your business mentioned in your website to a location. • List in General Directories & Trade Specific Directories using the same format for Business Name, Address and Phone (NAP). Local SEO (Location Optimisation) • Beautiful Images ( too little text | too large file size) • Pay attention to Mobile Optimisation of your website (Responsive Design). • Take note of Website Load Speed. (big images, un-necessary scripts and too many plugins) Website Optimisation • Are you leaving money on the table by not being in Youtube? Youtube is the 2nd Largest Search Engine after Google.com • Have a presence in Youtube and optimise it for search. Video Optimisation (Youtube Optimisation) • Always write with readers in mind and then the search engines. • Ensure that you write in Topical Relevance and Contextual Relevance. • Optimise the image file names with keywords. Content Optimisation • Study where your competitors have their presence in! • Have a presence in Social Media. • Have branded images in Google Photos. Social Media, Images & Go-Live Technology IMMEDIATE TIPS ON IMPROVING SEO FOR YOUR BUSINESS
- 33. Who thinks they benefitted from this ? Effective SEO Hacks to bring Leads For Your Business.
- 43. 2 Days SEO UK Certification Course • SkillsFuture Credit Eligible Course • ITOL UK Certified, Exclusive for Asia https://FreeGift.ImSEOKing.com https://t.me/seo4b