James will break down three key areas of SEO and show you actionable tips which are working today for clients in the Australian and the US market. 1. Content Optimisation for SEO at scale. 2. Common Technical SEO mistakes to look for. 3. Link acquisition & Digital PR tips and advice.

1. James Norquay
SEO DIRECTOR
PROSPERITY MEDIA
SYDNEY, AUSTRALIA ~ AUGUST 28 - 29, 2019
DIGIMARCONAUSTRALIA.COM | #DigiMarConAustralia
DIGIMARCONNEWZEALAND.CO.NZ | #DigiMarConNZ
3 Key Areas for SEO
Growth in 2019/2020
KEYNOTE

3. Let’s start with a story.
We were called out at event for not ranking for “SEO Sydney”.

4. Our team said let’s make a page
for this term and get it ranking
with mainly internal links,
schema and optimised heavily.
We made a 2,000 word page
and got ranking in 4th position.
So we made a new landing page.

5. We were thinking okay “show me the money”
But really these were the type of leads we got from
ranking for the term “SEO Sydney”.

6. Email 4 – Adult Nappies Lead….
These leads are kind of “shitty”.
Email 1 -
Email 2 -
Email 3 -
The Types of leads we started getting…

7. Lesson Here Is
Just because you rank first for a keyword does not mean the term is
going to be quality!
Sometimes it pays to use prior conversion data from Paid search.
Also remember another company might be targeting a totally
different type of customer to you.

8. Prosperity Media was awarded Best Agency in
Australia by a 20 judge international panel at
the recent SEMrush Search Awards Australia.
This awarded our expertise in SEO & PPC in
the Australian market.
International Judging Panel Included:
Kevin Indig (Atlassian)
Irene Lee (Canva)
Peter Mead (Bitcoin Australia)
Leonardo Saroni (Booking.com)
Aleyda Solis (Orainti)
Dawn Anderson (Move it Marketing)
Jim Banks (Spades Media)
Lyndon Barnett (Vodafone Australia)
Jeremy Cabral (Finder)
Nathan Chan (Foundr)
AWARDED BEST AGENCY IN AUSTRALIA
14 Years SEO

9. BIG BRAND EXPERIENCE
We have helped these clients grow in
Australia and overseas markets.

10. Areas I will discuss today include
Content
Assets &
Landing
Pages
8 Common
Technical
SEO
Issues We
See
Other
Growth
Areas
Link
Acquisition
& Outreach

11. 8 Common Technical SEO Issues We See

12. 1. Poorly Formatted Schema Markup

13. Schema analysis at scale for search results see what other competitors are
using.

14. 2. Test 100’s of website pages for speed issues - batchspeed.com

15. Squoosh.app – downsize images

16. Builtwith.com – Find non-used scripts on your website and remove them

17. Check TTFB of the result (Time to first byte)

18. 3. META Keywords used at scale can be spammy

19. 4. Missing Meta Description or titles on key internal pages

20. 5. Broken internal links. You need to go over these one by one and fix the pages
internally.

21. 6. Issues with canonical tags

22. 7. Legacy link acquisition can also cause a concern. Further analysis of the link
profile is usually needed for new clients on Ahrefs and Majestic.

23. 8. I would recommend companies schedule weekly crawls of your
website using SiteBulb.

24. Content Assets & Landing Pages

25. Use the tool for keyword research – Clearscope.io

26. Looking at competitors rankings – Clearscope.io

27. Key landing page analysis shows further with additional
context added on a landing page level – Clearscope.io

28. Key landing page analysis shows further with additional
context added on a landing page level – Clearscope.io

29. https://blog.hubspot.com/marketing/skyscraper-technique-drive-traffic
Skyscraper Technique

30. Growth from
Skyscraper
Content
Assets.
We made 6
skyscraper
assets.
Growth from
50k Ahrefs to
244k Ahrefs.
Skyscraper Technique

31. 10,000 word
article highly
researched and
on topic.
Multiple versions
targeting
relevant
customer
content.
Skyscraper Technique

32. Statistics Content Assets – 17,000 links to asset

33. Seasonal Content no matter what niche you are in

34. News Jacking Content Asset Donald Trump – 3,140
links

35. In depth guides – 330 links

36. VS. Landing Pages – Driving Thousands of
Visitors

37. Comparison Content

38. KSS wrote a reply blog post and linked
back.

39. Comparison Content
mccrindle.com.au/insights/blog/sydney-vs-melbourne-rivalry-

40. Link Acquisition & Outreach

41. Question? Who gets better results males or females for outreach?

42. James Agate – Email Study
https://moz.com/blog/putting-guest-post-outreach-theories-to-the-
test-with-some-real-world-data
Male vs. Female emails, what is more effective?

43. James Agate – Email Study
https://moz.com/blog/putting-guest-post-outreach-theories-to-
the-test-with-some-real-world-data
In-house vs. Agency Email what is more effective?

44. Facebook About Us section + Hunter.io

45. Always check your email deliverability if you are going to send pitches.
www.mail-tester.com

46. Always ensure you follow up
12 million email study Backlinko.
https://backlinko.com/email-outreach-study

47. Week days are important for email outreach, not weekends.
12 million email study Backlinko.
https://backlinko.com/email-outreach-study

48. 10am is the best time to send an email, in the target site’s OWN time
zone.
Mailchimp email study.
https://mailchimp.com/resources/insights-from-mailchimps-send-time-
optimization-system/

49. Creative Outreach Emails
lemlist.com

50. So much better than random outreach emails which
are not relevant at all. And land straight in spam.

51. SEOs need to start thinking like PR’s.
$1,500, $2,000 for a AVERAGE guest post.

52. 10 emails sent which were targeted to a client’s story, we already hit
a potential feature with AFR.

53. Offer Student Discount
Common question - How do I acquire .EDU OR .GOV links?

54. Budget Direct is doing this at scale.

55. Offer Staff Discount

56. A strategy Real Insurance has used is by building gym equipment in local
council areas. This gym equipment was linked to a micro site which acquired
government links. This campaign secured several .GOV links for the site.

57. Use a tool like Tenon.io and say this link on your page is not
accessible but our link is. You need the right Hook.
Government websites won’t act unless they have to.

58. Reverse Image lookup who is stealing your content on Ahrefs.com

59. Use reverse image search on Google.

60. Look at who is linking to your social media accounts.
Ask for links back to your company website.
Example for CBA 163 links to Twitter.

61. Other Growth Areas

62. Hands up who has installed Bing Webmaster Tools in
Australia?

63. Bing Webmaster Tools in Australia

64. Both clients we work with
in the Australian market
generated over 10,000
visitors a month from
organic search via Bing.
Bing Webmaster Tools in Australia

65. Cameo.com + Kevin O’leary
Cost $700 to make a custom
call out video by Kevin.
Used it in advertising and
remarketing + April fools.
Cameo + Kevin O’leary

66. Cameo + Kevin O’leary

67. Ahrefs + Quora.com

68. Many
websites are
using emojis
in SERPS.
Some stick,
some do not.
Emojis in Serps

69. Many
websites are
using emojis
in SERPS.
Some stick,
some do not.
Emojis in SERPs

70. Purchased site on
downward trend,
acquisition price less
then 12 months
revenue.
300k words of
content.
8.6k keywords
ranking.
Monthly revenue
around $500 was over
1k in past.
Look for website acquisition opportunities.
Better ROI vs. Real Estate.

71. To wrap things up….
Remember good SEO can take
months or years to achieve growth.
But it can pay off in a HUGE way.

72. Client we helped grow
the business from 300k
a day to 600k a day
organic traffic.
This work didn’t
happen over night, it
was 4 plus years of
work each week.
Client Growth

73. - Get Technical SEO right from the start and monitor it on an
ongoing basis.
- Get the right Landing pages + Content Assets in order for SEO
growth.
- Ensure you know the right time to send emails.
- Look for link acquisition wins.
- Look for Growth wins, but ensure you focus on overall strategy.
Key points from today

74. MOBILE: 0403 838 929 OFFICE: 1300 886 452
EMAIL: james@prosperitymedia.com.au
WEBSITE: www.prosperitymedia.com.au
ADDRESS: Level 2, 20 Hutchinson Street, Surrey Hills, NSW
Please contact James for any additional information.