This was a slide workshop I prepared for a digital marketing week held in Sarikei, Sarawak back in Aug 2019. The audience was new to SEO and this presentation is about introducing what SEO is, how Google works and basic tips and strategy for the local businesses. Hope it helps!

1. GET YOUR BUSINESS FOUND
ONLINE FOR FREE!
WITH
SEO

2. INTRODUCTION…
• 4 YEARS @ INTEL PENANG
• SENIOR FINANCE SPECIALIST
• FINANCE PLANNING & ANALYST
• SEO SPECIALIST
• PERFORMANCE MARKETING

3. WHAT IS SEO?
SEARCH ENGINE OPTIMISATION
It is the process of getting traffic to your website from
free/natural searches through search engine results.

4. SEO IN ACTION
GOOGLE SEARCH….
Top Search Results

5. SERP BASIC LAYOUT
● 10 Spots
● Organic ranking result.
● Long term campaigns.
● Save your advertising budget!
● 4 Spots.
● Pay Per Click.
● Ads live instantly.
● For seasonal, short-term campaigns.

6. SEARCH ENGINE MARKET SHARE
92%
3%
2%
1%
0.5%
1.5%

7. HOW DOES GOOGLE WORK?
TOURIST INFORMATION CENTRE
Place to visit in
Sarawak?
200 Ranking
Factors!

8. HOW DOES GOOGLE WORK?
1. CRAWL
Google Bot Crawlers
2. INDEX 3. RANK

9. PURPOSE OF THE RANKING FACTORS
Google’s Service To Users:
Provide relevant results based on the search query
Keep users happy
Continue using Google as their default search engine
Increase $$ = great for business
!
"
1
2
3
4

10. WHY BUSINESSES NEED SEO
5BILLION
EVERYDAY
searches on Google
93%
SEARCHENGINE
beginwith
of online experience

11. WHY BUSINESSES NEED SEO
1
2
3
4
Improve brand visibility
Improve traffic to the site organically (free traffic) = higher
conversions!
Understand search trends and identify
queries/demands
Attract higher quality leads

12. SEO
COMPONENTS

13. SEO COMPONENT BREAKDOWN
ON-PAGE
Content – Ensure Visitors Are Well-Informed Of Your Products
Benefits!
User Experience – Ensure Visitors Have A Happy Browsing
Experience!
Technical – Ensure Visitors Do Not Encounter Errors!

14. SEO COMPONENT BREAKDOWN
OFF-PAGE
Link-Building – Build Your Site Reputation & Trust.
Social Media – Have Fun & Connected With Visitors!

15. BEST KNOWN RANKING FACTORS
CONTENT
Content assessment to ensure the info is rich
and answerable to the visitors’ queries, as
the content is a core ranking factor.
The content is naturalized with the variation
of target keywords.
The content is consist of the balance usage of
rich media, such as sufficient text, graphics,
videos or audios.
Lorem ipsum dolor sit amet,
consectetur adipiscing elit,
sed do eiusmod tempor
incididunt ut labore et dolore
magna aliqua. Ut enim ad
minim Synonym Keyword
nostrud exercitation ullamco
laboris nisi ut aliquip ex ea
commodo consequat. Duis
aute irure dolor in
reprehenderit in voluptate
Keyword cillum dolore eu
fugiat nulla pariatur.
Excepteur sint occaecat
cupidatat non
Lorem ipsum dolor sit amet,
consectetur adipiscing elit,
sed do eiusmod tempor
incididunt ut labore et dolore
magna aliqua. Ut enim ad
minim Long Tail Keyword
nostrud exercitation ullamco
laboris nisi ut aliquip ex ea
commodo consequat. Duis
aute irure dolor in
reprehenderit in action
Keyword cillum dolore eu
fugiat nulla pariatur.
Excepteur sint occaecat
cupidatat non.
SARAWAK HOTEL & GYMS
CONTENT

16. BEST KNOWN RANKING FACTORS
WEBSITE WITH GOOD CONTENT
1. Booking Form
2. Welcome message with keywords
3. Latest news & offers (fresh content)
4. Location & Attractions
5. Photos
6. Quick Links

17. BEST KNOWN RANKING FACTORS
WEBSITE WITH GOOD CONTENT
Where to put text
content?
Lazada placed it on the
footer.

18. BEST KNOWN RANKING FACTORS
WEBSITE WITH LITTLE CONTENT
1. No description.
2. Just images.
3. Minimalist website
design.
Nothing to tell
Google what your
website is about.

19. BEST KNOWN RANKING FACTORS
WEBSITE WITH LITTLE CONTENT
1. Thin content.
- No description of
classes, trainers?
The website does
not provide
answers to search
queries.

20. BEST KNOWN RANKING FACTORS
WEBSITE WITH LITTLE CONTENT
The website does
not provide
answers to search
queries.
No balance usage
of image, video and
text.

21. BEST KNOWN RANKING FACTORS
CONTENT KEYWORD SPAM
1. Unnatural way of
writing.
Google will know
you are trying to
spam keywords
into your content to
try and rank higher.

22. CONTENT IDEAS
ANSWERTHEPUBLIC.COM

23. CONTENT IDEAS
YOUTUBE

24. BEST KNOWN RANKING FACTORS
BACKLINKS
An incoming hyperlink from one web page to another website.
Important as these links give a trust signal to Google bots.
Your Website
Website A [Press]
Website B [Blogger]
Website C [Directory]

25. BEST KNOWN RANKING FACTORS
BACKLINKS EXAMPLE
Directories (Yellow Pages example..)

26. BEST KNOWN RANKING FACTORS
BACKLINKS EXAMPLE
Press – WOB, Vulcan Post, Says, The Star Newspaper

27. BEST KNOWN RANKING FACTORS
BAD BACKLINKS EXAMPLE
GAMBLING, CASINO & PORN SITES (unless your business is related..).
Spam attacks can happen and attack your site with malicious backlinks.

28. BEST KNOWN RANKING FACTORS
USER ENGAGEMENT
Are users staying on the page for long? Are they engaging with the content?
High bounce rate and quick exit rate implies the user did not find their answer in your website. Google
takes user satisfaction as a signal and could rank you lower.

29. BEST KNOWN RANKING FACTORS
PAGE SPEED
Measurement of how fast your website page loads.
Google’s advice is for the site page to load within 3 seconds.
Your Website “53% of mobile users leave a site that takes longer
than three seconds to load”.
“1 second delay means a 7% reduction in conversions”.
“For a RM40,000/per site, 1 second improvement in page
speed brings in RM2,800 daily.”.

30. BEST KNOWN RANKING FACTORS
https://testmysite.thinkwithgoogle.com/intl/en-us
Try Now!

31. BREAK
TIME

32. STRATEGY

33. KEYWORD RESEARCH
Select keywords based on selected pages.
DECIDING YOUR WEBSITE’S IMPORTANT PAGES
https://www.gloomaps.com/

34. KEYWORD RESEARCH
Select keywords based on selected pages.
CHOOSING YOUR KEYWORDS
ClassesHomepage
Location Type of Classes
1. Gym centre
2. Fitness centre
1. Gym centre in KL
2. Fitness centre
malaysia
1. Gym classes
2. Les mills classes
3. HIIT gym class
1. Bodypump class
2. Zumba dance Fitness
3. Hip hop class

35. KEYWORD RESEARCH
**TIPS**
1. Focus on 5 keywords per page.
2. High Search Volumes indicates it has high demand.
3. Keywords must be relevant to your products / services.
4. Use keywords that have high ROI in your Google Ads campaigns.
CHOOSING YOUR KEYWORDS

36. KEYWORD RESEARCH
Google Keyword Planner, Ubersuggest, SEMrush, Ahrefs
KEYWORD TOOLS
Google Keyword Planner Ubersuggest

37. KEYWORD RESEARCH
1. PAGE TITLE
WHERE ELSE TO USE KEYWORDS?
3. HEADER 1 TAGS
4. IMAGE ALT TAGS
2. META DESCRIPTION

38. KEYWORD RESEARCH
WHERE ELSE TO USE KEYWORDS?
IMAGE ALT TAGS
- Search engine bots do not recognize multimedia format, but can only
crawl words in the content.
- Written text to help describe what the image is to the Google bots.

39. ACTIVITY

40. ACTIVITY
1. CREATE YOUR WEBSITE SITEMAP
(https://www.gloomaps.com/)
2. IDENTIFY YOUR TOP PAGES (3-5)
3. FIND KEYWORDS FOR EACH PAGE
(https://neilpatel.com/ubersuggest/)
30
MINUTES
4. WRITE 1 PAGE TITLE (MAX 70 CHARACTERS) AND 1 META
DESCRIPTION (MAX 180 CHARACTERS)
(http://www.mobileserps.com/)

41. TECHNICAL
(ASK YOUR WEB
DEVELOPER TO DO!)

42. HTTPS IMPLEMENTATION
Stands for: Hypertext transfer protocol secure
With HTTPS Without HTTPS
Google pushing for website owners to move to HTTPS. They
prefer to rank sites that are trusted and certified.

43. URL OPTIMISATION
1. Organized
2. No capitalization of letters
3. Avoid duplication URLs
4. Dynamic characters (&)@(*#))
5. Opportunity to add keywords
lazada.com.my/shop-
mobiles/samsung/?spm=a2o4k.searchlistcategory.card.2.4e0268836OqZXh&&fr
om=onesearch_category_3
lazada.com.my/shop-mobile/samsung/-SaMsung-NoTE-10/
lazada.com.my/shop-mobile/samsung/samsung-note-10/

44. LOCAL SEO

45. GOOGLE MY BUSINESS

46. GOOGLE MY BUSINESS

47. TOOLS

48. WEBSITE ANALYSIS TOOLS
1. GOOGLE ANALYTICS 2. GOOGLE SEARCH CONSOLE

49. TRENDS
1. GOOGLE TRENDS

50. WEBSITE AUDIT
Varvy SEO Free Tool

51. CHALLENGES

52. GOOGLE ALGORYTHM CHANGES
In order to provide best search ranking result for searchers, Google adopted major Algorithm
Penalties to push bad quality websites to lower ranking and reward good websites with top
ranking position.
Important algorithms:
• Google Panda
• Google Hummingbird
• Google Freshness
• Google Penguin
• Google Pigeon
• Google Mobilegeddon

53. GOOGLE PENALTY
A Google penalty is the negative impact on a website's search rankings based on updates to
Google's search algorithms or manual review.
SPAMMING LINKS ON
COMMENT SECTION
KEYWORD SPAMMING

54. GOOGLE PENALTY
Buying backlinks from companies is a huge NO-NO.
Google sees this as unnatural links to your site.

55. GOOGLE PENALTY
EXAMPLE OF PENALTY IMPACT

56. GOOGLE PENALTY
EXAMPLE OF PENALTY IMPACT
LOST 60% TRAFFIC (110,00 VISIT DROP TO 40,000)
ESTIMATE RM10,000 PER 10,000 VISITS = REVENUE LOST OF RM60,000

57. KEEPING UP TO DATE
MOZ CAST
https://moz.com/mozcast
SEARCH ENGINE ROUNDTABLE
https://www.seroundtable.com/category/seo

58. THANK YOU
/SEO101ForStartUps/
/kevinjonaschong/
kevinjonasseo@gmail.com