Find out the 6 pillars of perfecting SEO for your business. Start by DEMISTIFYING SEO... SEO DOESN’T EQUAL JUST LINKS OR KEYWORDS SEO ISN’T AN ALGORITHM CHASING GAME With industry recognised case studies and research, you'll be on your way to developing a future proof SEO plan for your online presence.

1. Vahe Arabian/ Online Marketing Works
SEO SECRETS
FOR STARTUPS

2. ABOUT ME
• Freelance SEO & principal SEO consultant for Online Marketing Works – helping
small businesses & enterprise clients improve organic visibility for more qualified
visitors.
• In the SEO industry (both part-time & fulltime for 4 years)
• Past consultant & SEO professional in media communications/SEO agencies or
small business company with either established or new SEO offerings.
• Online Marketing Certified Professional (OMCP)

3. AGENDA
THE SEARCH
ENGINE RESULTS
LANDSCAPE
STRATEGIC
SEO PILLARS
KEY SEO TASKS
COMMON SEO
MISTAKES
Q&A/CLOSING
REMARKS
STRATEGIC
SEO SESSION

4. DEMISTIFYING
SEO

5. SEO DOESN’T EQUAL JUST LINKS OR KEYWORDS
Focus on quality and value, based on target audience expectations and needs

6. SEO ISN’T AN ALGORITHM CHASING GAME
Less tactic focused and more business goal oriented with a strategic SEO approach

7. ORGANIC SEARCHES ROLE IN THE
CUSTOMER JOURNEY
Co optimising other channels in alignment with organic search can potentially
reinforce website messaging hence encourage further organic search conversions

8. WHY SEO IS IMPORTANT??
Traditional advertising methods have become limited in visibility yet still expensive in
cost

9. What is SEO??

10. HOW DOES SEARCH WORK??

11. UNIVERSAL SEARCH RESULTS
The Search Landscape - What is SEO?
WEBSITES
NEWS
REVIEWS
WIKIPEDIA
VIDEO
IMAGES
KNOWLEDGE
GRAPH
RELATED
SEARCHES
“SEO is the process of improving your website visibility for search engines by
answering users queries using information of value and effectively promoting it”

12. SEO SUCCESS PILLARS

13. CONTENT

14. SEO PILLAR – CONTENT ELEMENTS

15. HARVEY NORMAN BUYING GUIDE: 3D TV
Harvey Norman’s buying guide provides an introduction to 3D TV’s capturing users in
the research search purchase lifecycle phase

16. HTML
OPTIMISATION

17. SEO PILLAR - HTML OPTIMISATON

18. NRMA Motorcycle Insurance HTML Op
H1 Heading
H2 Heading
H3 Heading
Title Tag
Meta Description

19. NRMA Motorcycle Insurance HTML Op
Title Tag
Meta Description
Title Tag

20. SITE
ARCHITECTURE

21. SEO PILLAR - ARCHITECTURE
Add: Is each page
topic matching the
correct website section
theme?

22. CASE STUDY - PAYLESS REMOVALS
Home
Furniture
Removals
Piano
Removals
Sutherland
Shire
Removals
Cronulla Wollongong
Western
Sydney
Removals
Parramatta Penrith
Developing a lean architecture to allow the least possible clicks back to the root
directory will help prioritise and make site pages more crawlable

23. LINKS

24. SEO PILLAR - LINKS

25. CASE STUDY – TAB TRAVEL ITINERARY RESEARCH
PR itinerary content creation
and syndication
Repurposed/Promoted

26. TRUST

27. SEO PILLAR - TRUST

28. SOCIAL

29. SEO PILLAR - SOCIAL

30. CASE STUDY – caribBEING Social Media Sharing
Topical content creation powered with social media sharing that results in strong social
proof can result in influencing search rankings

31. CASE STUDY – TAB BLOG POST
Creating content offering advice which is accessible via social media and a sites
existing loyal followers can result in potential spikes in overall traffic

32. PERSONAL/TARG
ET AUDIENCE

33. PERSONAL/TARGET AUDIENCE

34. MY LITTLE CUPCAKE – LOCAL REVIEWS
Being the local neighborhood “go to service or store” and developing strong
testimonials is a quick win for developing an online local search presence

35. PRIORITISING YOUR SEO EFFORTS
Apply a “30/70 Rule” in order to manage and
maximise the impact of your SEO efforts

36. KEY SEO TASKS

37. KEYWORD
RESEARCH

38. TOOL – GOOGLE KEYWORD PLANNER
Mapping and creating website pages/content based on relevant
keyword research will help you match user intent to answer users
queries and validate your priorities/hypothesis.

39. Assessing Keyword Value – The Long Tail
Theory
Focus on the less
competitive long tail as
part of your keyword
strategy to capture
people in the
buying/consideration
stage of the cycle

40. TECHNICAL SEO

41. TECHNICAL SEO AREAS
• Search Traffic
• Crawl Stats & Errors
• Google Index
• Search Appearance
Site planning/keyword mapping document
Website design....

42. CONTENT

43. CONTENT EDITORIAL CREATION &
DISSEMINATION PLAN
Create an editorial plan for consistency of content, capture your
ideas and for leveraging the right

44. EXTERNAL
LINKING

45. LINK BUILDING VS. EARNING TECHNIQUES
A “Link Earning” plan should be created in alignment with the
content plan for effective website promotion

46. SOCIAL MEDIA

47. CONTENT CURATION & INFLUENCER OUTREACH
Sharing curated content to industry influencers and encouraging participation
in their community can be the first step towards developing
authority/networks using “social signals” and potential future earned links

48. LOCAL SEO

49. GOOGLE LOCAL + & OTHER BUSINESS DIRECTORY
SYNDICATION
Validate your offline physical presence to establish your online physical
footprint.

50. COMMON STARTUP SEO MISTAKES

51. FOCUS ON LINKS & KEYWORDS

52. DOING SEO LATER VS. NOW
• Traffic & conversions
• Potential earned links and
• Social connections
• Branding & future authority
• Retrofitting SEO into existing business
processes and additional effort for
exponential growth

53. NO SEO INTEGRATION INTO OTHER
MARKETING EFFORTS

54. WEBSITE CLINIC SESSION

55. FOOT VIEW APPROACH
1000 Foot-
Search Results
• Search for the broadest term and analyse the SERP’s
• Identify the maturity of the search engine results page, trends and the key verticals
• Identify major competitors and record names for competitors for further analysis
100 Foot –
Overall Website
• Review the overall design of the website – flow and point to conversion
• Check for common spam/duplication, technical SEO errors
10 Foot –The
Webpage
• Review and identify website key categories
• Review on-page elements and content pages
• Evaluate site structure and how all pages connect from the home to the lowest level sub page
• Evaluate URL structure
1 Foot –
Individual
Content Pieces
• Identify which site page content already satisfies demand
• Identify which content is linkable (to use of earned linking)
• Identify content gaps to satisfy demand

56. SITE REVIEW
EXAMPLE 1 -
ARTFULY

57. SITE REVIEW
EXAMPLE 2 -
FINSURE

58. FURTHER SEO
RESOURCES
THE BEGINNERS
GUIDE TO SEO
GOOGLE’s SEO
STARTER GUIDE
GUIDE TO SEO
TESTING
http://moz.com/beginners-
guide-to-seo
https://static.googleusercontent.com/extern
al_content/untrusted_dlcp/www.google.com
/en//webmasters/docs/search-engine-
optimization-starter-guide.pdf
http://www.gshiftlabs.com/10-seo-
metrics-every-organization-needs-to-
measure/
SEO MEASUREMENT
METRICS
http://blog.kissmetrics.com/
guide-to-seo-testing/

59. ONLINE MARKETING WORKS OFFER
COMPLIMENTARY WEBSITE AUDIT CHECKLIST
& PHONE CONSULTATION
For the first 5 attendees only before October!!! Worth $500

60. “As soon as I met Vahe I was immediately impressed by his knowledge of
online marketing and all the technical aspects.
Vahe has demonstrated innovative ideas and helped Ozzy Tyres in growing
and protecting its market share and I wish him all the best in other business
endeavours and pursing his life goals!”
ONLINE MARKETING WORKS
TESTIMONIALS
“Vahe was the first to respond to our project post, and has devoted
hours upon hours to provide us with keyword research, a site
audit, meta-tagging, and overall SEO strategy for the past few
months. Vahe was extremely professional, and eager to teach us
how to do SEO the right way, even though we are a small
nonprofit. In short, we are very lucky to have worked with him”.

61. THANK YOU
@optimise_seo
http://www.onlinemarketingworks.com.au
au.linkedin.com/in/onlinemarketingvahe
vahe@onlinemarketingworks.com.au