DIGITAL MARKETING STRATEGY

Topic 7
Search Engine Optimization (SEO)
Overview of Search Engine
Optimization
Paid vs. Organic search results
Organic results are not paid for; search engines rank results based on relevance and
authority.

ORGANIC
SEARCH:
results based on page
relevancy and authority
Paid vs. Organic Search Results
Paid ads are ranked according to bid and quality score.

PAID
SEARCH:
based on a cost per click
(CPC) bidding model
Search CTR by Position

Source: https://www.advancedwebranking.com/cloud/ctrstudy/
SERP Features

• A SERP feature is any result on a Google Search Engine Results Page (SERP) that is not
a traditional organic result. SERP Features include:
• Rich Snippets which add a visual layer to an existing result (e.g., review stars for
product ratings)
• Paid Results that are bought by bidding on keywords (e.g., AdWords or Google
Shopping) Universal Results that appear in addition to organic results (e.g., image
results, new results, featured snippets)
• Knowledge Graph data which appears as panels or boxes (e.g., weather, Celebrity
Knowledge Panel)
SERP Features Examples

1. Search query box

2. Vertical navigation
3. Results information
4. PPC Ads
5. Natural/organic results
6. Image results
7. Knowledge graph results
9
Pair Exercise: Competitive Intelligence
Using Google.com.sg and SEMRush, evaluate the Search
presence for your major competitor(s)
SHOULD YOU DO SEO?

Some considerations:

• Is there any search volume and commercial intent for your

product, app, or service?

• SEO takes a LONG time in competitive industries.

(Use paid search to fill the gaps)

• SEO is not guaranteed

12
Demo & Exercise: Google Search Techniques

Google provides a rich array of search operators that can be used to perform advanced
research, diagnosis, and competitive analysis.

Working with your partner, review the advanced search operators covered in the previous
video and discuss:

• What is your current search behavior?

• What new search features can you benefit from?
• What kinds of snippets can you identify in the search results?
Top Skills Required to Succeed in SEO

Source: https://www.semrush.com/academy/
SEO Tip

SEO is presenting the right content to the users at the time they need it in an
engaging manner, across all channels they visit

Build your site for your

users not the spiders
Keyword Research
Select Keywords that
Drive the Customer
from Awareness to
Conversion
On-Page Optimization
How Do I Build
the Perfectly
Optimized
Page?
Example of non-optimized title and meta-description

| |
Example of optimized title and meta-description
Easy Tip to Improve Click-Thru Ratios

Try this approach:

• Use your keyword phrase up front, followed by a clicking trigger,
followed by a genuine benefit that your product offers.

e.g.
• Breed tropical fish - Learn how to breed rare tropical fish for fun
and profit in just 48 hours.
Easy Tips Improve Click-Thru Ratios

What is a a “Trigger?”

• A trigger is simply an action related "reason" why someone chooses to respond. For
example there are certain triggers or reasons why people will buy something.

• Among these are topics related to health, safety, education or learning, making money,
saving money, improving appearance, losing weight, gaining status, etc.
Easy Tips Improve Click-Thru Ratios
What is a "Benefit?"

• This is the old "what is in it for me" factor that's essential to all
sales letters.

• The result should be a Title that reads well and compels the
reader to take action and choose your link over other competing
links regardless of where you rank in the top 10 results or so.
Easy Tips Improve Click-Thru Ratios
Examples:

• Drum lessons - Learn how to play complex rhythms over this

weekend.

• Diamond jewelry - Discover how to grade color cut and clarity

like a gemologist.
Use Structured Data & Rich Snippets
Exercise: Run a Full Site Audit Via The Screaming Frog Spider

http://www.screamingfrog.co.uk/seo-spider/
SEO Tip

• On-page factors are easily controlled – these are your easiest starting point for SEO

• Lean on optimization advice from Google’s Search Console and Webmaster Guidelines

• Use SEO tools to automate tedious activities

• Optimize the website content and architecture to enhance the user experience, especially
for mobile devices
Off-page Optimization
32
Domain authority of backlinks

It’s not just about the no. of backlinks

The authority of the backlinks is considerably
more important
The optimal backlink – high authority site and
relevant backlink
Building Authoritative Links

Very good social

Not good
End of Topic 7