This document provides an overview of an SEO agency called Optimising and their services. It discusses their experience and specializations in SEO, Google AdWords, Facebook advertising, website development, and custom projects. It then covers various on-page and off-page optimization strategies like keyword research, on-page SEO, local SEO using Google Maps, and different link building approaches like creating useful content, joining industry groups, leveraging existing relationships, and mining existing mentions.

1. SEO for
Online
Startups

2. Speakers
James Richardson
Co-Founder
Nathan Davies
Online Marketing Strategy
Lachlan Wells
Link Building & Content Specialist

3. • Established in 2008
• Based in Richmond
• Specialise in SEO, Google AdWords, Facebook Advertising, Website
Development & Custom Development Projects
• All work handled in-house in Australia

4. This is not a sales pitch, but...
• Optimising build websites and high end custom development solutions
• From Simple WordPress and Ecommerce Websites, to large scale
custom built websites and applications
• Optimising provide Search Engine Optimisation solutions to small, medium
and large businesses
• Optimising run Google AdWords Campaigns
• Optimising run Facebook Ad Campaigns

6. James Richardson
Founder
james@optimising.com.au

7. How it Works
• What is SEO?
• How does Google rank websites?
• Google results

8. What is SEO?
• SEO is about dressing your
website up so it’s the best
version of itself
• SEO is about highlighting your
best features
• SEO is about putting your best
foot forward
• Becoming the authority in your
niche
• Providing real value
• Having a proven online
reputation
● Making your website rank higher
● Getting more traffic to your website
● Getting more leads, phone calls, sales...

9. How does Google Rank websites?
• 1000’s of actual factors…
• Great On-Page SEO
• Great User Experience
• Great Content
• Links to your website
• Mobile-friendly
• Fast load time
• Website age
• ...and more!

10. How it works?: Google Results
Paid Ads
Organic Results
Google Maps
SEO
SEO

11. Nathan Davies
Online Marketing Strategy
nathan@optimising.com.au

12. Choosing Keywords
• Keyword Research is a different beast than it was a
few years ago, and requires a different and much
smarter approach.
• Should be an ongoing and ever-evolving process.
• From the research itself to the selection and
targeting process, I’ll run through how we as an
agency go about the process.

13. Choosing Keywords - The Criteria
1. Search Volume: There’s not much point trying to get found if there’s no-
one looking for it.
2. Relevance: The keywords need to align with what you do as a business.
Don’t mislead users or Google - you don’t want to annoy either!
3. Conversion/Intent: Are they looking to buy or just looking for information?
Match the intent of the searcher as much as possible.
4. Opportunity: Sometimes it’s better to focus on niche, less competitive
(long tail) keywords to get quicker results (or at least have them in the mix).
Diversify!
5. Consistency with your marketing goals: Are you focusing on the right
terms to get the best ROI?

14. Researching Keywords [ Tools ]
• Google AdWords Tool (still the best tool when looking for search volume)
• Competitor sites (the ranking ones!)
• SEM Rush (for checking competitor sites). Free site is limited.
• Ubersuggest (for brainstorming)
• Google Analytics (how are people finding you now?)
• Google Search Console (Webmaster Tools) data
• Google AdWords campaign data
• Google Autocomplete
• As an Agency - Try to engage with business and ask staff- what phrases
do they think it would be important to be found for?

15. Choosing Keywords
Step One: Evaluation/Information Gathering/Brainstorming
• What type of visitors do you want to the website? What’s an ideal client?
What language would they use to search?
• What is the purpose of the website? (What do you want the clients to do
once they get to your website? ) Buy? Engage with the content? Call?
• Analyse previous Google Adwords data to gain insight into user behaviour
of customers
• Analyse competitor websites & find what they rank for

16. Choosing Keywords
Step 2: Make a List
• Go to https://adwords.google.
com/KeywordPlanner
• You will need a Google AdWords
account to use this tool (can skip the
guided set-up to avoid billing details)

17. Choosing Keywords
Step 2: Make a List
• Add a few keywords you think you
would like to rank higher for, utilising
the information you previously
researched.
• Make sure all the pre selections are
made as per screenshot to ensure
you get a nice selection of keywords
to play with.

18. Choosing Keywords
Step 2: Make a List
• Go through themed ad groups
• Export list as csv.
• If needed, re add your refined list to the top and search again for closer suggestions

19. Choosing Keywords
Step 3: Group & Theme
• Group the keywords into themes - especially think of user intent
• Prioritise them in order of biz importance 1, 2, 3, 4 etc.
• See how the site is currently ranking for each term (manual check best for
location search - and not logged into Google)

20. Choosing Keywords
Step 4: Edit
• Are any of the themed groups irrelevant? Go through the 5 criteria and
consider drop out any that aren't relevant, likely, important etc. Note: they
don’t all need to meet all 5 - that’s unlikely.
• Make sure the amount of kw’s is appropriate ot the size of your site
• Check out the competition for the main phrases - is it going to be possible
to compete? Is Google even displaying companies like yours?
• Consider leaving out single word phrases - not only because of
competition, but Google often has trouble figuring out the intent of the
searcher with these phrases.

21. The List
1. example

22. Choosing Keywords
Step 5: Map
• Map the keywords to relevant landing pages. What is that page about? Tty
to Group by searcher intent, not by the exact phrase.
• Have your most important phrases higher up on the sites hierarchy (home
page strongest). This should probably happen naturally - how would you
sum up your company and it’s offerings?
• Try to keep 2-3 to each - if there aren't any relevant pages with good
content - ask yourself why? Build the required page if needed. DON’T try to
build a page for every key word.
• Insert into page titles, URLs, headers, content, alt tags - but write ‘naturally’
and aimed at your audience, not to Google! Compelling, relevant content
will be rewarded.

23. James Richardson
Founder
james@optimising.com.au

24. On-Page SEO

25. On-Page SEO
• Meta Data
• Heading Tags
• Content
• Navigation
• Advanced On-Page SEO

26. Meta Data
Meta Description: 150 Characters
Meta Title: 65-70 Characters

27. Meta Data
Great Resources
• http://moz.com/learn/seo/title-tag
• http://moz.com/blog/new-title-tag-guidelines-preview-tool
• http://moz.com/learn/seo/meta-description

28. Header Tags (H1, H2, H3, etc.)
<h1>
<h2>

29. Content

30. Content
What kind of content should my website have?
• About us, Products, Services, Testimonials, FAQ, Case Studies, Locations,
Careers…
• Blog (maybe)
• Downloadable documents (PDF’s, manuals, recipes)

31. Navigation
• All main navigation should be text
based
• All main navigation should be
logical & provide the correct user
experience
• No image based or flash menus
• Google cannot index and
crawl these
• Main Navigation should be above
the fold

32. Advanced Practices
1. Install Google Analytics
2. Setup Google Search Console (formally Webmaster Tools)
3. Have a location and local phone number present
4. Make it load fast!
5. Have a great mobile & tablet experience - make it responsive!

33. On-Page SEO: Essential Tools
• Google Search Console (Webmaster Tools)
• Google Analytics
• MOZ
• Ahrefs
• Pingdom
• Google Page Speed Analysis
• Google Structured Testing Tool (Checking Schema)

34. Local SEO - Maps

35. How to rank locally
• Have a local address and phone number
• Have this number and address listed on your website
• Have a Google My Business (Maps) Listing
• Have listings on other credible review websites
• Have reviews on your Google Maps listing
• RANK

36. Google+ Local (Google Maps)
• Complete & Verified Listing
• Reviews from Customers
• Citations/Mentions of your
business address

37. Citation Link Building
Google use what they call a ‘NAP’ system to local businesses.
By achieving regular recurrence of your Name, Address and Phone number,
your local trust will improve.
• Consistency
• Recurrence
• Trusted Sources:
• www.truelocal.com.au
• www.startlocal.com.au
• www.hotfrog.com.au
• www.dlook.com.au
• www.aussieweb.com.au

38. Lachlan Wells
PR & Link Building
lachlan@optimising.com.au

39. Off-Page SEO - Link Building

41. Link Building in 2007

42. What mattered to Google
and SEOs in 2007….

43. QUANTITY
quality

44. PageRank

45. Anchor Text

49. Link Exchanges

50. The industry was a race to the bottom, until...

51. 2011...

52. 2012

53. Penalties for...
• Paid links
• Reciprocal links
• Link Schemes (Link Wheels, Private Blog Networks)
• Links on low quality sites

54. 2015 - Link EARNING

55. What’s Google looking for?

56. QUALITY
quantity

57. Relevance
Same Industry?
Same Locality?

58. NATURAL

59. Link Building Strategies
1. Content
2. Affiliations
3. Existing Relationships
4. Donations
5. Gold Mining

60. 1. Use Your Content to Earn Links
Create something to entertain, inspire or assist:
• Tutorial
• Review/Preview
• Resource
• Online Tool
• Opinion Piece
• Industry Research
• Host an Event

64. 2. Join a Group
Companies that rank are active members of their industry.
• Marketing Bodies
• Trade Associations
• Accreditation Schemes
• Lobby Groups
• Award Programs

67. 3. Look at your existing relationships
• Suppliers
• Retailers
• Distributors
• Affiliates
• ‘Our Clients’ Lists
• Case Studies
• Testimonials
• Store Locators

69. 4. Donate your product/services
• Reviews
• Giveaways
• In-kind Sponsorship
• Partner with a Charity/NFP
(as long as it’s not conditional…)

72. 5. Mine Your Existing Mentions for Gold
• Unlinked URLs
• Unlinked logos
• Incomplete directory listings
• Links to old businesses/broken pages
• Reverse image search your product shots

74. Finally, some handy tools….
• Moz - SEO Tutorials
• Ahrefs - Competitor Analysis
• Meetup - Find groups to partner with
• Source Bottle - Be a journalist’s source
• Collabosaurus - Find brands to partner with

75. Thank you!
1300 171 005
info@optimising.com.au
Optimising.com.au