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In seven and a half months, we focused our efforts on YouTube SEO along with Google Keyword SEO and ranked our videos for some of the most competitive keywords in our industry. That’s why businesses should invest in Google Keyword SEO in order to build, grow and scale their companies to the moon.

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This led to an almost 400% increase in YouTube search traffic and growing.

Our channel for that particular company isn’t huge. But they signed up for the full package Google Keyword SEO.

Our industry isn’t exactly “exciting” either.

And compared to our top YouTube competitors, our subscriber count is microscopic.

But that’s what I love about YouTube and Google Keyword SEO.

Anyone and everyone has the opportunity to entertain, engage, and rank their videos fast.

So in this post, I’m going to show you exactly how to rank YouTube videos, from start to finish and how to utilize Digital Marketing Agency Services to their fullest capacity.

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With Ahrefs, the SEO tool that helps you grow your search traffic, research your competitors and dominate your niche.

Now there’s a lot to video SEO, so rather than trying to dip into every single traffic source in YouTube analytics, I’ll be focusing on ranking in YouTube search and sprinkle a few tips to rank your videos on Google too.

Let’s get started.

First, what is YouTube SEO and Video Marketing?

It’s the process of optimizing your videos, playlists, and channel to rank high in YouTube’s organic search results for a given search query.

YouTube explains their discovery and search ranking algorithm in two sentences.

“Videos are ranked based on a variety of factors including how well the title, description, and video content match the viewer’s query.

” So there are three important points here.

First, keywords matter in your title and description.

Second, you need to match the search intent fora viewer’s query.

And third, you need to drive engagement fora query in order to rank on YouTube.

But of all these things, the key point to effective video SEO is creating high-engagement videos.

So if you can’t engage your audience, your chances of ranking your YouTube videos for a meaningful keyword will be slim to none.

So the first step is to do YouTube keyword research. A Top Digital Marketing Agency will provide you with these kinds of strategies to surely push your business to the top of the search engine results pages.

Unlike traditional Google search engine optimization, YouTube doesn’t have an official keyword research tool.

And a lot of these third party tools are just pumping out arbitrary numbers from Google Keyword Planner.

But there are ways you can get estimated search volumes.

The first is to use YouTube suggest paired with Google Trends.

Just type a keyword into the search bar, and you’ll see a list of relevant queries that contain your keyword.

You can also add a star before or after your target keyword, which will act as a “wildcard.

” Now, since we don’t have an official tool to see search volumes, we can throw a few of YouTube suggestions into Google Trends.

But remember, Google Trends uses “relativepopularity” to compare keywords.

So take these estimates with a grain of salt.

The second way to get keyword volumes is to use Ahrefs’ Keywords Explorer.

Recently, we’ve released our latest version ofKeywords Explorer, which includes search volumes and metrics for search engines like Google, YouTube, Bing, Amazon, Baidu, and more.

Just select YouTube as the search engine and enter a keyword or a list of keywords.

Right away, you’ll see country-specific search volumes, clicks data, global search volumes, and have access to five keyword idea reports.

You can also enter a list of up to 10,000keywords you want to analyze.

The best way to get a list of keywords is to use TubeBuddy or VidIQ’s Chrome extension.

Just run a search in YouTube, and look to the right sidebar.

You’ll see VidIQ’s “Related Queries,” or TubeBuddy’s”Most Used Tags” sections.

Just choose all relevant keywords you want to analyze, click the Copy button, and paste your list into Keywords Explorer.

We’ll then show you all keywords that haveYouTube search volume according to our database.

Now, search volumes are great and all, but the power of Keywords Explorer is in generating new keyword ideas.

Let’s say you want to start a channel on makeup tutorials.

Just type “makeup” into Keywords Explorer.

And I’ll also include a couple common variations like make-up and make up.

Then go to the Phrase match report, which lists all keywords in our database that contain your seed keywords.

And you’ll see over 202,000 keyword ideas! Let’s narrow in on some more focused topics.

So I’ll click on the “include” dropdown and type in a list of related keywords like eye, face, halloween, wedding, and bridal.

Finally, choose the “Any word” tab, which will show us all keywords that contain any of these keywords.

And we have over 17,000 relevant topics to create videos on.

Bottom line: there is no shortage of great keyword ideas to grow your business with a digital marketing agency.

We have an in-depth video on YouTube keyword research, so I’ll leave a link to it in the description.

Now, YouTube search is great and all, but why not maximize your views by ranking your videos on Google too? Don’t think it’s that important? Think again.

Google search is one of our top external traffic sources and sent us over 7,400 views in the past 28 days.

Also, a study done by GetSTAT shows that VideoSERP features increased by around 75% in 2017 for their sample list of keywords.

Now in 2019, it’s tough to browse Google for more than ten minutes without seeing a video result.

There are a few ways to find videos that get search traffic from Google.

The first is to search for your target keyword.

If you see a video carousel or another videoSERP feature, then you have an opportunity to rank in that position too.

Pay attention to video length and titles to get an idea of what Google wants to show.

The second way is to use Content Explorer, which lets you search for any word or phrase and get all relevant pages with their SEO and social metrics.

To find YouTube videos that are ranking inGoogle, I’ll search for: site:youtube.

Com in url: watch title:unboxing, assuming that’s the topic I wanted to search for.

Then, I’ll sort the result by search traffic and you can immediately see the estimated amount of Google search traffic these videos get each month, as well as the titles, descriptions, and social stats.

Once you find a video that interests you, click on the Details button, and then the Organic keywords tab where you can see all of the keywords and the ranking position for the video on Google.

Looking into both Google and YouTube search lets you double-dip your traffic sources and get more views to your videos.

Alright, step 2 is to identify search intent.

Search intent (or keyword intent) refers to the reason why a user searches for a query in a search engine.

Now, search engines are usually good at doing this for you.

Just search for the keyword you want to rank for in YouTube and analyze the content and angle of the top 3 results.

For example, if you want to teach people how to make a website, then you would probably give them a step-by-step tutorial.

YouTube agrees.

But what if you want to rank for “NintendoSwitch games?” YouTube will tell you that people want to see a “listicle-type” video.

Now, let’s say that you’re a florist and you want to rank for “viola.

” Bad idea.

All of the results show that someone searching for this term wants to know about the instrument.

Not the plant or the actress.

Let’s move on to step 3, which is the most important.

And that’s to satisfy search intent with a high-retention video.

YouTube says that their goals are to help viewers find the videos they want to watch and maximize long-term viewer engagement and satisfaction.

And if you’re matching the reason for a user’s query, then your chance of having higher watch times for the video increases.

Here are the exact steps we take to create high-retention videos.

First and foremost, plan your videos before you create them.

If you’re creating how-to videos, the last thing you want to do is stumble over your words or show sloppy demonstrations.

Proper planning helps keep your ideas on point and gives you the advantage of intentionally including keywords within your video, which people believe YouTube uses in their ranking algorithm.

Second, you need to start with a strong hook.

The first 10-15 seconds are critical for your video’s success.

Hook your readers, and you’ll have audience retention graphs that look like this.

Forego the hook and lose the majority of your viewers before you even get a chance to deliver value.

Every niche is different and unfortunately, there isn’t one formula that works for everyone.

Being in the how-to and informational space for a B2B audience, I like to start off with stats or proof so that’s worth your time to keep watching.

Like in this video on YouTube SEO, I started off by showing you how we rank in the top 3 for a lot of competitive keywords.

I also showed you that our search traffic grew by almost 400%.

And most importantly, I tell you that I’m going to show you the exact steps we used so you can try and replicate our results.

Drop-offs in the first 15 seconds is inevitable.

But you can minimize the damage by connecting with your audience’s reason for watching and showing that you have a solution to that problem.

Third, you need to edit your videos strategically.

For every single video we create, our focus isn’t to impress you with cool tricks.

We care about engagement.

So rather than getting into a full-out editing tutorial, I’ll leave you with a few power tips.

First, use jump cuts.

A jump cut is a transition between two shots from the same position.

It creates the effect of the scene “jumping,”hence, the name, “jump cut.

” These add dynamics to a video and help polish mistakes.

Second, draw your audience’s attention to what you want them to see.

Pay attention for a second.

If you’ve never used our Site Explorer tool before, and I say something like: “Click on the Linked domains report.

” Did you see it? Probably not.

But I could easily draw your eyes to the linked domains report by doing this, this, this, or even this.

The effects don’t need to be fancy, but they should help your audience follow along to avoid drop-offs due to confusion.

The last tip is to entertain with stories or narratives.

YouTube is an entertainment platform.

But entertaining isn’t easy.

So while our primary focus is to teach SEO and marketing, we do our best to make it somewhat entertaining without trying too hard.

If you’ve watched up to here, then you’ve probably seen some examples, so I won’t go deeper into that.

We have a full video on the workflow we use to edit our videos for YouTube, so I highly recommend watching that, which I’ll link up.

Alright, step 3 is to do on-page video optimization.

On-page optimizations for YouTube boils down to 4 things: We have the Title, Description, Tags, and Thumbnail.

Each of these help provide context to your video and/or will influence your bottomline: click-through-rates.

After all, no clicks = no views.

Here are a few best practices to craft searchable and clickable videos, according to YouTube.

Tip 1 is to use your keyword in the title.

YouTube suggests using the most relevant search terms in your titles and descriptions as long as they’re accurate and not excessive.

A study from Briggs by also shows that more than 90% of top ranking videos included at least part of a target keyword in their title.

While it seems important to include at least partial matches of your target keyword in your title, you don’t want to sacrifice the”click-worthiness” of it.

Tip 2 is to keep your titles under 60 characters.

YouTube recommends keeping your titles concise with the most important information up front.

From an SEO perspective, that will often mean using your target keyword near the beginning of your title.

For example, our target keyword for this video is YouTube SEO.

And you’ll see that we added the phrase right at the beginning.

Keeping your titles short will also prevent losing clicks from truncation in search, suggested, and browse features.

Tip 3 is to write catchy titles that evoke curiosity or highlight a benefit.

If you were to create a tutorial on tying a tie, a keyword rich title might be, “how to tie a tie.

” But that’s uninteresting at best.

There are numerous angles you could take like:How to tie a tie with the “007 technique;” How to tie a tie in 11 seconds flat;My 3-year old teaches you how to tie a tie.

The point is that boring titles are less likely to stand out in a competitive landscape.

Tip 4 is to create a thumbnail that complements your title.

In my opinion, this is the hardest part to execute consistently.

Here’s the thumbnail for our SEO mistakes video.

The thumbnail text describes the video since91% is the majority.

And if you look closely, there’s a picture of Google’s page numbers with the third part circled stating, “You are here.

” You can also draw inspiration from things around you and use your image to speak undeniable truths like our video, “How long does it take to rank on Google.

” And if you’re stuck, try and get ideas fromGoogle images or stock photos.

For example, I searched for the word “system” in AdobeStock, and was inspired by this image.

So I used the idea to create our thumbnail for our link building system video but cooler.

The next video optimization tip is to write searchable descriptions.

YouTube says using the “right” keywords can boost views and watch time because they help your videos show up in search results.

But what are “the right” keywords? For starters, we include our target keyword in both the title and description.

But we also include related keywords by analyzing the descriptions of the top ranking videos.

Just type in the keyword you want to rank for, then look through the description for keywords that have relevance to your topic.

For example, this video uses language like”free traffic” and talks about traffic in the context of a blog.

Another phrase used is “increase website traffic.

” These might be keywords that I want to include within my description or other closely related keywords where my video matches the content.

Next up are Tags and Google Keyword SEO.

And tags are another way to give context to your video, which can help you rank in YouTube search and suggested.

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YouTube simplifies this by recommending to add keywords and phrases that are most descriptive of your video.

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You can also use tools like VidIQ or TubeBuddy to see the tags for competing videos in the sidebar.

Look for common tags within competing videos, and add them to your video when it makes sense to do so.

And as an extra measure, I’ll normally copy all of the tags from the top ranking videos, and paste them into Ahrefs’ Keywords Explore to see the search volumes on these tags.

Step 4 are In-Video Optimizations.

Creating the video is 80% of the battle.

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There are additional optimizations you can do to increase retention rate and create a better user experience for your viewers.

The first thing is to add subtitles or closed captions.

Many creators, including myself, believe thatYouTube reads closed captions to better understand the context of videos.

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And chances are, your viewers come from allover the world with a different native tongue.

So it’s worth using a transcription service or if your videos are scripted, just go to the CC tab of your video, select your language, and create your closed captions file.

To give you an idea, around 17% of our viewers use our English subtitles when watching our videos.

The second thing to do is to add cards to your video.

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These are an interactive feature that encourages viewers to take one of these 5 actions.

Just select the timecode where you want the card to trigger, select the type of card you want to use, choose an appropriate option, and you’re all set.

Now, when a viewer hits that timecode, the title of the video will slide in as a suggestion.

Finally, use end screens.

End screens are similar to cards.

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The purpose is to keep viewers on the YouTube platform.

For our channel, we have a Subscribe button as well as a suggested video the viewer should watch next.

This can help you get more subscribers, keep viewers consuming your content, and increase one of the metrics YouTube uses in their ranking algorithm, session time.

I’ll expand on this in a bit.

For now, let’s move on to step 5, which is to publish and promote your video.

The first 24-48 hours from publishing can make or break your video.

So you need to promote your video as hard as you can right away.

Here are some rapid-fire tips to do that.

First, promote to your existing audience.

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At Ahrefs, we publish at around 8:00 AM Eastern time on Wednesdays.

We then use an in app alert to notify our customers about a new piece of content we created.

At noon, we tweet out our video link, which sends us more viewers directly to our video.

And of course, we send an email news letter to our blog about 24 hours after the video was live.

Now, if you don’t have an existing audience ,a few things you can do are to post on relevant niche forums like Quora.

Just search for the topic of your video, provide a helpful answer and include your video in the mix.

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You can also post on other platforms likeReddit, Facebook, or wherever.

The point is that you need to get involved where your audience hangs out.

Last but not least is to use YouTube ads.

Right now, from our experience, YouTube ads are super cheap.

You can target by interest, keyword, or custom audiences.

If you have a great video, set up some search ads based on your target keyword with the intention to earn their subscription.

As your subscriber base grows, they’ll begin to get notified with your future videos and help accelerate your growth without breaking the bank.

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The last and final step is to optimize your videos for session watch time.

Session watch time is the total time a viewer watches videos on YouTube without leaving the platform.

YouTube said in its Creator Blog: “We’ve started adjusting the ranking of videos in YouTube search to reward engaging videos that keep viewers watching.

As with previous optimizations to our discovery features, this should benefit your channel if your videos drive more viewing time acrossYouTube” Here are a few more ways to improve session time.

First, create series.

Think of series like #AskGaryVee or 490 episodes of Casey Neistat’s Vlog.

Series hook people and if they like what they see, they keep watching, which increases your total session watch time.

We’ve created 3 series in total.

One on keyword research, another on link building, and a shorter one on WordPress SEO.

The first two were made to educate our customers, while the WordPress SEO series was meant to rank.

And rank we did.

To encourage viewers to watch the next video in the series, add it as an end screen or add a card to the next video near the end.

This will make it easy for viewers to find the next video in your series.

Now, the next part is where the magic happens.

And that’s to turn your playlist into series playlists.

A playlist is a list of videos that plays in the order they’re set.

Whereas a series playlist is everything I just said, but it’s also a creator’s way to tell YouTube that your group of videos is an “official” list of videos.

Think of how Netflix does it with seasons and episodes of your favorite show.

They’re in a specific order and skipping a couple episodes probably wouldn’t be a good idea.

Using series playlists helps YouTube understand order and increases your chances of claiming the “up next” spot.

If you’ve done the card, end screen, and series playlist, you now have 3 places where your next video will be recommended to viewers.

The last and final tip to boost your videoSEO is to use my channel page hack.

Your channel page will likely be one of your most visited pages so it’s worth optimizing.

Here’s how the channel page hack works.

If you look at our channel, the first 4 video sin this stripe look kind of random.

But they are not.

Each of these videos is the first series in one of the 3 series we have on our channel.

And the only reason the fourth video is in the same series as this video is because we don’t have a fourth series.

Now, since all of these videos are separate series playlists, look what happens when I click on them.

The up next video is always the next video in the series.

So no matter which video you click, it heightens our chances of getting viewers to keep watching videos on our channel.

While YouTube doesn’t have a “session watch time” metric in their analytics, I’m a strong believer that my channel playlist hack contributed to our massive increase in overall watch time since the day I added it.

YouTube SEO from a technical perspective is easy.

Optimize your titles, descriptions, and tags.

Then add relevant cards, end screens or description links and you’re good to go.

But the most challenging part of video SEO is engaging your audience.

So take these processes and tips and focus your attention on these 3 things: entertain, engage, and rank.

Now, if you enjoyed this video, make sure to like, share and subscribe, and if you have any questions about our video SEO process, leave a comment below and I’d be happy to help.

So keep grinding away, create your videos strategically, and I’ll see you in the next tutorial.

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Hello everyone, my name is Syd and I’m from Sharp Circles.

Thank you all for coming.

Howmany of you here today are business owners or entrepreneurs - can I see a show of hands?And how many of you are responsible for the marketing activities of the company you workfor? And… anybody walked into the wrong room by any chance? Cool.

Well, anyone whohas ever been involved in any kind of marketing, would be aware of how difficult it can beto get the right kind of exposure, to get any kind of exposure, for your business andits offerings.

Thankfully, the internet has made things a lot easier over the years, butstill it is very important for a business owner or a marketer to be aware of what sortof strategies they can use; what’s available or what’s out there, what they can utilise,what’s suitable for their business, what’s suitable for their personality - because noteverything works for everyone or every type of business, and also, how to implement thosestrategies, once you know what those strategies are and what you might be able to get thebest results from, you still need to implement it properly because not implementing the rightstrategy is just as bad as not doing it in the first place.

It’s also important, obviously,to know what kind of results you can expect from the strategies that you employ, whatkind of timeframe you’re looking at - how long it would take you to get the right kindof results, how much those results would cost you and how much those results would be worthto you.

All of these things are very very important for every marketer to know.

Themore these things you are aware of before you start, the more advantageous it wouldbe for you.

It would be great if you’re aware of all these things before you start,or at least have a good understanding of what you need to find out, even if you don’tknow it when you’re starting off.

What we’re going to do today is to talkabout - well, I’m going to do 2 presentations, so you’ll get 2 for the price of 1.

I’mgoing to talk about digital marketing first of all and the different types of strategiesor different modes of digital marketing that are popular out there And then we’re gonnafocus on 2 particular types we’ll narrow down our focus to PPC (pay per click advertising) and SEO And then we’ll go further in depth, in regards to SEO.

And that will be the first presentation.

In the second presentation, I’m going to talk about 10 different steps that any digital marketer can use, or any business owners can do in their own time and get started down the road for getting good results for SEO.

So, that’s what we’re gonna do for the 2 presentations.

Feel free to shoot any questions that you have at this stage of the presentation.

And then we’re gonna take a short break at the end of the first presentation and you can ask further questions during that time as well.

And then we’ll start the second presentation.

So, we’re gonna get started with digital marketing.

Now I’m going to talk about the different types of digital marketing that people would employ, types that are commonly employed out there.

Email marketing is when you build your database of prospects, customers, existing clients, past clients, people that are interested or might be interested in what you’re offering.

You establish some sort of a regular flow of information going from you to them on a regular basis so they’re aware of what you’re doing when you’re doing it and if they have any interest in it, they would be able to get in touch with you.

Basically, that’s what email marketing is about - I’m sure everybody is aware of how people usually utilise it and how it usually delivers the right kind of, well decent, results for people.

When you receive an email from someone, well everybody’s on some sort of a mailing list with a different company - sometimes we’re aware of being in that email list sometimes we’re not, and we end up having to unsubscribe.

Buy yeah, email marketing is one form of digital marketing.

Affiliate marketing is another one, where small businesses start selling, or reselling bigger establishments’ offerings and get some sort of a cut on everything that they’re selling on their behalf.

Next is content marketing.

Content marketing is something that is utilised usually in the case of companies that have promotional offers or particular offerings for which they need to create a great amount of content and put it out there, primarily through social media but by other means as well.

And this is about writing blogs, articles, creating video content, all sorts of different multimedia content that you can put out there, in order to attract the right kind of attention.

Now, anyone who’s used any of these platforms - Facebook, Twitter, Instagram, LinkedIn, and many others, we’re all aware of what social media marketing.

how big the company’s - well, even smaller companies - put their advertisements in front of people and how they get shared occasionally, how they get liked or sometimes people click on the little cross to get rid of those advertisements.

So social media marketing is about getting… developing interest amongst the population out there in whatever you’re offering through social media platforms.

Pay-per-click is usually… most people are aware of Google and Facebook, but there are a lot of other platforms as well, which we can talk about in a while but basically, Pay-per-click advertising is where you can put an advertisement out there, and when someone clicks on it, you pay the advertising platform on which you’re advertising, a certain amount of money - in some cases, it can be 5, 10 or 20 cents, but in some cases it can be $50 for a single click for certain industries like toner cartridges or accounting services, every single click can cost quite a bit of money So, that can be very effective if you want to be sure of placing your advertisement in front of the right kind of people who are actually searching for that particular service or product at that point in time.

Search Engine Optimisation, which is about getting visibility through organic search results, so this is about getting your website to rank as high as possible just below the advertisement in Google or Bing, or any other search engine while these are the 2 most commonly used search engines, there are others as well.

Search Engine Optimisation is about making sure that your website is optimised and has the right kind of work done on it, in order to get good exposure through organic listings.

As I said, I will talk a little bit more about Pay-Per-Click advertising.

These are the different platforms that you can put advertisements on, most commonly used platforms.

Google - everybody is aware of the 3 or 4 advertisement that you see on top of search results whenever you carry out a search.

It used to be called AdWords, the new name is Google Ads but pretty much works the same way.

Yahoo is another platform that actively allows you to put your advertisements and pay them on a per-click basis when people click on those advertisements.

Bing Ads, which basically… Yahoo and Bing follow the same formula as what Google does.

These platforms allow you to put your advertisement on their platforms and as and when people click they do help you put your advertisements in front of the people that they think are more relevant to whatever you’re offering.

Instagram is a very popular platform, a social media platform along with those two social media platforms LinkedIn, Facebook.

There are others on which you can advertise following the same principles - it works slightly differently on Instagram, LinkedIn, Facebook, on those platforms - you identify who you want to put the advertisement in front of because you’re not usually searching for things on Facebook.

You don’t actually type in whatever service or product you might be looking for.

Usually you’re looking at birthday pictures, holiday pictures, recipes, all kinds of things that you have on Facebook.

LinkedIn, you can be looking at your feed and something pops up that the social media platform believes you might be interested in, so you might be the target market for a particular offering a particular product or service.

Instagram works in the same way but you do have to work out how to actually get in front to the right kind of audience.

So, the thing with social media platforms is about you being able to you actually need to know what kind of people might be the right ones to put your advertisement in front of, whereas in this case you don’t have to worry about that, usually.

Partly because these platforms are not aware of as much information about the users as those platforms are.

Social media sites have a lot more information on you, as you use them - they know how, usually in most cases, they know how old you are, what your gender is they know what your job is, how many kids you have, how many jobs you’ve had in the past, what qualifications you have, all kinds of things they know about you.

Google, Yahoo, Bing - they know that to a much smaller extent.

In case of Google, yes, a lot of people login to their Gmail accounts when they do searches, and that’s when Google can pick up some information on them, but when you log out and then do another search for the same thing, you may get a different set of results simply because Google is not able to track you as well as those platforms are.

Now, SEO, which is the main topic of our presentation today.

Initially, I’m going to talk about the difference between pay-per-click advertising and SEO.

So, if I was to say search for “dentist Sydney” - people don’t always type in everything in a very well structured way, they’d just throw in a couple of worlds to see the results, so this is just an example of if someone was to search for “dentist Sydney”, usually you’d see 2 or 3, or a smaller number of advertisements at the top.

Below that, you’d see, by default, 10 results So, if I was to search for “dentist Sydney”, I would see a few advertisement at the top depending on how many people are advertising and how much they’re paying the search engine.

I’m using the example of Google here, but it pretty much works the same way with the other search engines.

So, you’d see a couple of advertisements, followed by ten organic results.

So the advertisement obviously are PPC (pay-per-click advertising) and if you were to click on any of those at the top they’ll get charged by the search engine a certain amount of money - whatever the advertisers are bidding.

And the organic results - to be up there in the organic search listings, you need to perform optimisation work on your website, you need to make sure you actually follow the guidelines, or at least not completely ignore the guidelines of search engines, put in place to make sure they can deliver the best quality results on their platforms.

Part of the reason they do that is because they need to sell advertisements to people and charge the advertising company a certain amount of money per click.

And if they can deliver good quality results, then they can justify or then they can charge more for the advertisements that are being placed on their sites because they have a larger number of people using their search engine.

There was a time where Yahoo was actually getting… Yahoo made the claim that they were getting ten years ago Yahoo made the claim that they were getting twice as many people using, twice as many searches being carried out on their platform.

But Google revealed data that showed that it’s because with Yahoo have to search four times to get the right results.

But with Google you can get the right results, usually by doing just one search.

So, it was twice as many searches but four searches to get the right results.

So, that’s how search engines make their money - by delivering good quality results which are achieved by website owners by doing SEO, and then the search engines can allow their advertisers to place advertisements and pay them money on a per-click basis.

This is a table that shows a few different areas where there’s a big difference between SEO and PPC, so you can actually, this is where… when I was saying you actually need to know what type of strategy is good for you.

This table will give you a bit of an idea, it’ll take you some way towards understanding what strategy might be applicable to your business.

Question: Can we take a photo of that?.

Yeah, go for it.

Question: Are the slides gonna be available after the presentation? I can make some of the information available, I would not be able to share it in this format because it’s on a web-based platform and I can’t download it.

I can give you this information separately, if you give me your email address.

So, this is basically to give you an indication of what, in which areas SEO is the right strategy and in which areas PPC is the right strategy.

For example, overnight results - If you need to market something in the next couple of days, you need to get traffic to your website immediately, SEO is not going to do that for you, SEO is not going to get you traffic in a day or 2 days, even a month.

If you’re very lucky… I’ve been doing SEO for 18… more than 18 years, and it’s only been once or twice when we saw results coming through in a few days.

The best I’ve ever seen was 7 days but in most cases, it’s 3 to 4 months usually, on average.

Sometimes, it can be even longer, depending on the history and a number of other things - the history of the websites, the reputation of your website and a lot of other things.

But basically, going back to that point, overnight results, SEO you can’t expect those.

But with PPC, yes, pretty much overnight.

In some cases, even within a couple of hours, if the search engine approves your advertisements.

So, you can place an advertisement and have it appearing within hours and start driving traffic to your website.

Of course, those advertisements would cost you money for every single person that comes through, but yeah, PPC is fantastic with that.

SEO - zero for most of you.

If you’re sitting at your home and doing it - your home, your office, wherever - if you’re going to do it on your own, it’ll cost you zero money, obviously, but the costs can go up to a medium sort of level.

But with PPC, the costs are usually medium to high.

You can’t get any traffic without paying the search engine.

And if you want to get a lot of traffic, it will cost you more money.

Yeah, so cost-wise, PPC can cost you a lot more.

Lasting Returns – PPC, the moment you stop, your visibility disappears completely.

There is no further visibility for you - the search engine’s not making any money and they’re not going to place your advertisement on their platform anymore, whereas with SEO you get long term results even after you stop doing SEO say if you were to do it for a year, 2 years, 10 years or whatever duration, whenever you stop, you can expect the SEO results to linger for a certain period of time.

They don’t instantly disappear.

It never happens with SEO, unless you do something wrong, in terms of over-optimisation or breaking Google’s guidelines.

Return on Investment, SEO, primarily because the cost of doing SEO is quite low in terms of investment, because with SEO, you’re not putting any money in, whatever you get coming back to you is far more.

If you look at what you get in terms of get for the effort you’ve put in.

Basically if you look at what you’re getting, in terms of the effort or the cost you’re applying to your strategy, the return is much higher for SEO.

For PPC, it varies.

It depends on how well you’re aware of what needs to be done because PPC can be very tricky.

If you don’t know how to put your advertisement out there, in front of the right audience, it can cost you a lost more.

I’m familiar with businesses that spend around $3,000 and get lesser results than people who’re paying $300, simply because they know how to identify the right keywords, how to identify the right audience and they get the right results for their marketing efforts.

With SEO, when you’re getting started, it’s very much easier but then it get more and more difficult, it gets more complicated - depending on how much competition you have, how many people are doing it, what kind of industry you’re in, how many of your competitors are optimising, how well they’re optimising, how long they’ve been optimising for, and so on.

So, difficulty gets more and more high as you go along, whereas with PPC, the search engines need to make… generate their revenue.

They try and make it as easy for you as possible to get results from their platform by advertising on their platform.

SEO has unlimited potential because it’s not costing any more money, you don’t have to do anything other than doing SEO to get more and more traffic, whereas when you look at PPC obviously it’s determined by how much money you spend - are you spending $5 per day or $200 per day? But still whatever you spend, you find that the search engine will rotate your advertisement or spread it out through the day, whichever strategy you use, there’ll be a limit.

With SEO you can, theoretically - like some businesses do - you can actually have 3 or 4 different websites, and optimise all of them with different contents, and put a lot of effort into it, you can occupy the first 10 places with 3 or 4 of your own websites.

You can’t do that with PPC - the best you can do is place one advertisement out there and even if you were to try and do more, you would not be able to get more than one or two advertisements up there at one time.

(I think you need to move the chair).

So with PPC you can’t dominating the listings because there’s the limitation of how many places there are available and also, the search engine would not let you place 2 advertisements in the same search result.

You’ll have full protection from competitors - your competitors can’t harm your SEO rankings.

They can click on your results but what they’re going to be doing to you is not going to be harmful to you- I would say, not extremely harmful unless they get people to click on it multiple times, and Google might think are you’re trying to send the wrong signal or something but unless your competitors really have a lot of time on their hands, they can’t really harm your listings in any way and even if they do, you can request Google to review your website and put it back where your site used to be.

Whereas, with PPC, there’s no protection.

There are people out there… if you’ve been doing PPC, you would know that… I would say 20%-30% of your budget goes towards your competitors clicking on your results - it’s bound to happen.

Every industry has people who are going to do that to you.

Search engines don’t help you much.

If you complain to Google, based on my experience, if you complain to Google, they would give you something like a 5% reduction in bill and basically after that day, they don’t really cooperate.

They have a standard email which they’ve been sending out to people for the last 7 years at least, with exactly the same lines, telling you that you don’t get charged for fake clicks - but you do.

Algorithm Protection – Google keeps changing its algorithm, so you have zero protection as far as the algorithm is concerned.

Google made about 500 to 600 changes to its algorithm last year.

And 500 to 600 changes the year before and the year before that.

That’s one to two changes every single day.

And every time they make a change, you have to respond to it, you have to make sure you’re not falling foul of any of those guidelines that they’ve adjusted.

Because if your website is not compliant to their latest guidelines, you can suffer, your website can go downwards.

Yes, you have better results but that usually doesn’t happen because the purpose of those algorithm changes is to control over optimisation.

With PPC there’s no such issue.

Google won’t make any changes to their algorithm that will affect you in any kind of way.

Demographic Targeting - When it comes to SEO, you can’t specifically say, you will put your advertisement in front of a particular age group, or a particular gender or a particular anything, whereas with PPC, you can.

You can be a bit more… you have better… if you can understand your audience better.

You can actually… Google for example, allows you to choose what type of audience you want to target.

They would try to put your advertisements in front of people who fall within that demographic.

Location Targeting – When it comes to SEO, yes, there’s a certain amount of location targeting that you can do.

But Google limits that to regions - by region only.

And by region Google refers to countries.

So, you can’t say specifically, I want to put my advertisement in front of people in a particular suburb.

Say if want to put your advertisement in front of people only in Byron Bay for example, you can’t actually choose that that’s the suburb I want to go for, that’s the city I want to to go for, or that particular state.

The best you can do is to say that’s the country from which I want to place my advertisements in front of people from this particular part of the world - particular country.

That’s the best you can do with Google.

Bing does allow you to do a little bit more location targeting but Bing is used by about 5-6% people in Australia at this point in time - based on the latest data.

So Google does really give you much flexibility.

But with PPC, so you can actually choose specifically where you place your advertisement and the search engine will do its best to put your advertisement in front of people in that particular location you can do with Google.

The reason we’ve narrowed in on these areas… is that these particular areas, if they appeal to people, then they would go for SEO.

These are areas where SEO is better than PPC, whereas in the areas below, PPC has an edge.

So, yes, these first 5-6 points in the table - if these are things that appeal to you, if these are the things that are important to you, then SEO would be the right way to go.

Question: So, hypothetically, if I had a new business, and I had a bit of a marketing budget, would I be actually looking to amalgamate those 2 strategies, so I would start up say with Pay Per Click and also making sure that I’ve got SEO on my website to make sure that I would get the best of both worlds, so I can increase the traffic initially and then allow the algorithm to work across time Answer: Yeah, usually its advisable for more businesses to not put all their marketing eggs in one basket because things can change, whether it’s PPC or SEO or any others form of strategy that you employ.

Things can change dramatically, if you concentrate on only one method of attracting traffic to your website, when things change, your business can change dramatically.

Question: So, what would be the reason as to why we might just choose one over the other? What would be the drivers? Answer: Going back to the previous table, I would say these would be the main things to look at.

If you can analyse your business or your marketing needs, and see which one of these things are more relevant to you.

Do you need a traffic immediately? Do you need… what kind of budget you’re working with? Are you looking at short term results? Because certain businesses are seasonal, some businesses need traffic immediately, some businesses have a lot of money to spend on their advertising… So it very much depends on which factors are more applicable to your business, to your business model.

Question: I probably should rephrase it, but do you find that there are disadvantages of one over the other generally speaking? Would SEO be considered better or more popular or what more people would go to first? Answer: That actually is difficult to say.

I would usually make a recommendation on a case by case basis.

It very much depends on your business.

SEO is something that… well, if you do employ SEO it would not affect your PPC results in any way.

So, the best answer I could give you would be to still do SEO and do whatever else not just PPC but other things as well, like social media depending on… What type of business is it that you do? Question: I don’t have a particular business but as a topic… Answer: Well, digital marketing I would say, if you were to ask across the board… if you were to ask 100 of different people you’d get 20% in this direction and 20% in that direction.

It very much depends.

If you’re very good at creating digital content, then social media is the best way for you to go.

If you’re very good at writing the right kind of copy for your advertisement or if you have the right kind of budget, you need quick results, then PPC is the way to go.

It is very difficult to say, if one particular form of marketing can be applied across the board.

Actually, there’s no one particular type of digital marketing that can be applied across the board because different strategies would be applicable for different business.

But I would say that SEO is… In majority of cases, none of the digital marketing strategies that can be used would have a negative impact on other forms of strategies… over the other strategies that can be employed.

So, I would say that if you have the time and the expertise and the budget, try and do as many of them as possible - and the resources.

Question: Is that the bare minimum… you should actually just be doing SEO nowadays because of the fact that it provides the basics so you can put the other tools on top? Answer: And SEO takes a while as well, and sometimes, if you don’t have enough time to work with, you can get frustrated… it’s quite frustrating at times to go through… to wait for results because you’re relying on the search engine to respond on the changes you make in your site, and sometimes those responses are not quick enough or not good enough, and then you’ve got to go back to the drawing board to go over it again.

SEO is more of an iterative strategy, so you’ve got to keep improving what you’re doing, keep improving your website - how much effort you’re putting into it and things keep changing as well.

Question: Are there any tools that can tell you about what is current, in terms of, say for instance algorithm particularly or what kind of trends allow you to… say for instance hashtags all over the internet - what are the biggest hashtags at the moment that you can put into Instagram? Answer: When it comes to SEO, there are opinions… you don’t have… simply because search engines… Google would never tell you exactly what works, mainly because the moment people figure it out, they would put too much of that in their websites and basically try and manipulate the algorithm for best results.

So, Google would always keep changing.

That’s partly why they keep changing their algorithm.

So, that’s why with SEO, it always takes a long time.

There’s no fixed set of things that you need to do - Yes, there are a few standard things that are in line with what Google appreciates, those are the things that I will cover later well.

But… Yeah, SEO is a long term strategy.

Sometimes it can take more than a just few months in order to get the right results.

The way Google works - To give you an idea… Google basically, first of all what Google does is it crawls and reads websites.

By crawling and reading, I’m talking about picking up as much information from the backend code of the website as well as the visible part of the website to make sure it understands your website correctly, and then it organises the information it reads, and then it indexes it.

Simply because the internet, regardless of how fast things are even now, Google’s not able to deliver real-time result for you.

It just simply can’t do that.

What Google does do is it delivers the results to you based on its own index - it organises and indexes the data - and then it analyses that information in line what whatever you’re searching for.

So when you search for something, Google would try and see how your search might match what’s in its index, and then based on that it would rank the different sites that it has in its index and then deliver the results based on how relevant Google’s algorithm thinks your website is to that particular term that people are searching for.

So that’s how the search engine works, and the idea basically is that you need to look at the different factors that Google uses to decide whether or not your website is relevant to a particular set of keywords, to the searches being carried out on its platform.

So more than 200 different factors - this goes back to the point that you were making about what needs to be done, in terms of the guidelines that you need to follow it’s virtually impossible to have a set of guidelines that can be applied to every industry, or every type of business.

So these are some of the more useful ones that people can easily keep track of as well.

So, if you go to each individual website, different tools are available on the internet You can go to those websites and use those tools to get the right information regards to where your website’s at at that point in time because all of these keep changing as well.

Domain Authority which is about how Google sees the value of your domain name.

So if your domain name has been around for a much longer period, a lot of other websites are linking to it - a lot of other factors play a part there as well basically you’d get a higher domain authority and page authority, you’re likely to have a better performance for your website.

Question: I have a question.

When you’re talking about domain, I’ve seen a trend on the web these days that there are a lot of different domain that are not.

Com.

Au or.

Com… you know there are different domains set such as info or whatever it is, you know.

What is the… how much weight are these different domains? I’ve seen estore as well for instance.

Answer: According to Google, the official line … the official statement from Google is that Google does not have a preference for a particular domain extension.

But generally speaking, say when you’re searching in Australia, for example, you’re going to get.

Com.

Au… Google will have a preference for.

Com.

Au domain names because as far as Google’s concerned those websites would have more relevant results for the searcher - you don’t want to see results from another part of the world.

So, if you’re getting results from somewhere else, they may not be as relevant to you.

So if somebody’s searching for a particular phrase in New Zealand, they’re likely to get.

Nz websites that’s how the search engine would do things.

But when it comes to.

Com,.

Net,.

Biz,.

Info, the US domain names because all of these are US domain names, the domain names that you get from there those can be… in the Google Search Console, you can actually point them in the direction whichever location you want to be targeting.

or searchers in Australia or anywhere else where you targeting.

So going back to the point about location targeting, you can actually say if you want your.

Com domain name to be appearing in front of visitors, or searchers in Australia or anywhere else where you targeting.

But you can’t choose multiple countries so you can only choose one country but there is no particular - according to Google there’s no particular preference that it gives to any particular domain name.

Question: Ok.

Good.

Because I’m seeing here there is all different extensions - xyz, store, space, website,.

Live,.

Dating, whatever.

Answer: People can buy domain names depending on the nature of their business because they would feel like … for example.

Tv that’s a bit unusual because.

Tv is from Tuvalu.

So it’s the country’s domain name… So generally what’s happening is that all these domain names have been released because there aren’t enough names available.

So there are new extensions simply to make it easier for people to have.

for people to avoid creating names that are very long or with nonsensical URLs.

Question: Is it the perception that people go for.

Com or.

Com.

Au.

Is it that, you know, you got a more trust, instead of seeing like.

Live,.

Biz or anything else? Answer: If you have a big prominent brand, then it’s easier for you to get away with any extension -.

Cc or any of the others.

Co for example, is from Columbia but you do get websites with the.

Co extension as well.

So if you have a bigger brand you can get away with it because people already… say if you were to go to Coca Colas’s website for example, they’d be able to use any extension and people would not doubt their website, but for a small business I would go with.

Com.

Au - that would be the best option.

Or if you can’t get that, then just go with a.

Com.

Those are better options.

Moving on.

Content, the better the quality of the content of your website, the more beneficial it would be.

Search engines would place a lot more importance, assign a lot more importance to the content on your website.

In the old days, you could put anything in your website, it didn’t have to be of good quality but now it makes a big difference Numbers of backlinks or the nature of backlinks that are pointing to your websites or the quality of the backlinks from other sites that are linking to yours - that’s a big factor as well.

Search engines try to figure out how people are engaging with your website, so if somebody searches for a phrase and comes through to your site and then goes back again and searches again within a few seconds, the search engine can see their IP address and figure out that it’s the same person who did the same search again after they click on your site, which basically as far as they’re concerned, they see that as a negative signal.

Basically, it means that your site didn’t provide good quality information to the visitor, and that why they went back to the search engine again.

That’s basically something that works against your site if that happens too much Internal linking - the way that traffic come to your website, how they move from one page to another, that is very important.

Brand signals - These have become much more important in the last few months mainly because of all the issues surrounding fake news, primarily.

Because search engines are now relying a lot more on… they’re looking at what brands people are searching for as well.

In addition to just the usual terms… particularly if you have a particular name, if people are searching for your company’s name as well as the things that you’re providing you’re likely to send out the right kind of brand signals.

But you do have to be careful, you don’t want to be sitting at home searching for your own brand name all the time, thinking that that’s going to make a difference.

But yeah, it does make a difference if a wide range of people are searching for your brand and Google can figure out from there if what you’re providing or your company’s offering are of a particular value, Google will know about it and trust your website better.

On-Page Signals is when search engines look at the code, look at the front end that you’ve got set up in your website to understand if your website is doing anything… if it’s providing clear and authentic information, and it also tries to detect webspam whether you’re trying to do stuff like putting white text on white background or black text on black background, or whether you’re creating very wide pages and putting a lot of text on the side so nobody is able to see it.

But Google and other search engines, they do see it and they will penalise you for it.

Off-Page signals - they look at what are the links that you’ve built.

If you’ve built 2000 links overnight, which used to work in the old days but doesn’t work anymore.

So those are the kind of things they look at.

So, these are some of the things that search engines pay attention to, that can have an affect and these keep changing on a daily basis.

That’s basically the same things presented in the form of a periodic table, to give you an idea of the kind of things search engine look at.

Now this is a periodic table that you can actually find online on Search Engine Land - they have a version for 2011, 2012, 2013, and so on to 2018, they may have one for 2019 as well.

Basically, this is just to give you an idea of the things that you need to look at, things that you need to pay attention to when you’re working on your website to get the best results.

Question: (inaudible) it’s been a domain or a page that have been on top for the matter of time? Answer: It’s not how long it’s been up there for, it about the quality of information that’s in there, the way that other sites link to it.

Those are just two factors but there are other factors, including how long it’s been around for.

So if your domain name’s been around for 20 years, you would have an advantage of somebody who’s domain name’s been around for 2 years or 2 months.

That’s why it’s important to make sure your website and domain name, your business, the way other sites are linked to it, all of those things are pointing in the right direction.

So all of those things play a part.

Question: You mentioned in terms of, I guess, the brand signals … Is it advantageous for somebody to use a popular name within their business in order for things to come up on pages where there’s more competition or are looking to name it perhaps very rare, so with a rare name or, you know, something very unique so that we can turn up on the pages.

Answer: If the name belongs to you, if it’s your business, the name of your business - you can have a name that actually doesn’t mean anything, like Google or Yahoo.

Question: Do those tend to turn up, obviously because there’s no competition? Do those kind of things tend to come up? Answer: Usually your website will rank very high for your business name, so that will usually happen by itself over time.

It takes a few months for you to start appearing for your business name.

In fact that’s the first phrase or first word for which you start appearing higher.

So it doesn’t really matter, that doesn’t play such a part.

You have to be unique, so your brand name doesn’t clash with other brands.

That’s the best way, both legally as well as technically.

Question: So, the more keywords there are in your business name, the more attention you will get potentially? Answer: Search engines don’t pay attention to that, in fact they see that as web spam.

Just to give you an idea based on those factors that we just looked at - how to do SEO? Three basic areas - first one is to Link your site with Google; this includes having a sitemaps, creating a robots file - we’ll go in a bit more depth in the 2nd presentation.

And also your website’s stability, so your website can’t be one that’s live now and then two hours later it has too much traffic and it goes down or runs very slow - there are sites that take like 30 seconds to load.

That will not get you much love from Google - basically, all those things.

Penalties; you have to make sure you avoid Google penalties because sometimes it can take up to 12 months sometimes there are time-based penalties, sometimes they’re position-based penalties; sometimes there are automated penalties which Google doesn’t really tell you about - it’s only the manual penalties they tell you about.

So you need to make sure you pay attention to these factors.

These are some On-Page factors - you need to make sure you put in the right kind of information in the backend of your website, the visible content, no missing pages and so on.

And Off-Page SEO - On-Page is about what’s in your website, link with Google is about how Google reads your website and how well it's linked with it.

On-Page SEO is about the content and the backend of the website.

Off-Page is about how other sites are linked to your site - going back to your point about the domain authority, Off-Page SEO makes a big difference in that area.

That was the first presentation, we will take a little break, if you guys want to take a short break, and then we’ll will start with the second presentation.

7 Advanced SEO Techniques To Use In 2019 | Neil Patel

Digital Marketing Agency Services

Hello everyone, my name is Syd and I’m from Sharp Circles.

Thank you all for coming.

Howmany of you here today are business owners or entrepreneurs - can I see a show of hands?And how many of you are responsible for the marketing activities of the company you workfor? And… anybody walked into the wrong room by any chance? Cool.

Well, anyone whohas ever been involved in any kind of marketing, would be aware of how difficult it can beto get the right kind of exposure, to get any kind of exposure, for your business andits offerings.

Thankfully, the internet has made things a lot easier over the years, butstill it is very important for a business owner or a marketer to be aware of what sortof strategies they can use; what’s available or what’s out there, what they can utilise,what’s suitable for their business, what’s suitable for their personality - because noteverything works for everyone or every type of business, and also, how to implement thosestrategies, once you know what those strategies are and what you might be able to get thebest results from, you still need to implement it properly because not implementing the rightstrategy is just as bad as not doing it in the first place.

It’s also important, obviously,to know what kind of results you can expect from the strategies that you employ, whatkind of timeframe you’re looking at - how long it would take you to get the right kindof results, how much those results would cost you and how much those results would be worthto you.

All of these things are very very important for every marketer to know.

Themore these things you are aware of before you start, the more advantageous it wouldbe for you.

It would be great if you’re aware of all these things before you start,or at least have a good understanding of what you need to find out, even if you don’tknow it when you’re starting off.

What we’re going to do today is to talkabout - well, I’m going to do 2 presentations, so you’ll get 2 for the price of 1.

I’mgoing to talk about digital marketing first of all and the different types of strategiesor different modes of digital marketing that are popular out there And then we’re gonnafocus on 2 particular types we’ll narrow down our focus to PPC (pay per click advertising) and SEO And then we’ll go further in depth, in regards to SEO.

And that will be the first presentation.

In the second presentation, I’m going to talk about 10 different steps that any digital marketer can use, or any business owners can do in their own time and get started down the road for getting good results for SEO.

So, that’s what we’re gonna do for the 2 presentations.

Feel free to shoot any questions that you have at this stage of the presentation.

And then we’re gonna take a short break at the end of the first presentation and you can ask further questions during that time as well.

And then we’ll start the second presentation.

So, we’re gonna get started with digital marketing.

Now I’m going to talk about the different types of digital marketing that people would employ, types that are commonly employed out there.

Email marketing is when you build your database of prospects, customers, existing clients, past clients, people that are interested or might be interested in what you’re offering.

You establish some sort of a regular flow of information going from you to them on a regular basis so they’re aware of what you’re doing when you’re doing it and if they have any interest in it, they would be able to get in touch with you.

Basically, that’s what email marketing is about - I’m sure everybody is aware of how people usually utilise it and how it usually delivers the right kind of, well decent, results for people.

When you receive an email from someone, well everybody’s on some sort of a mailing list with a different company - sometimes we’re aware of being in that email list sometimes we’re not, and we end up having to unsubscribe.

Buy yeah, email marketing is one form of digital marketing.

Affiliate marketing is another one, where small businesses start selling, or reselling bigger establishments’ offerings and get some sort of a cut on everything that they’re selling on their behalf.

Next is content marketing.

Content marketing is something that is utilised usually in the case of companies that have promotional offers or particular offerings for which they need to create a great amount of content and put it out there, primarily through social media but by other means as well.

And this is about writing blogs, articles, creating video content, all sorts of different multimedia content that you can put out there, in order to attract the right kind of attention.

Now, anyone who’s used any of these platforms - Facebook, Twitter, Instagram, LinkedIn, and many others, we’re all aware of what social media marketing.

how big the company’s - well, even smaller companies - put their advertisements in front of people and how they get shared occasionally, how they get liked or sometimes people click on the little cross to get rid of those advertisements.

So social media marketing is about getting… developing interest amongst the population out there in whatever you’re offering through social media platforms.

Pay-per-click is usually… most people are aware of Google and Facebook, but there are a lot of other platforms as well, which we can talk about in a while but basically, Pay-per-click advertising is where you can put an advertisement out there, and when someone clicks on it, you pay the advertising platform on which you’re advertising, a certain amount of money - in some cases, it can be 5, 10 or 20 cents, but in some cases it can be $50 for a single click for certain industries like toner cartridges or accounting services, every single click can cost quite a bit of money So, that can be very effective if you want to be sure of placing your advertisement in front of the right kind of people who are actually searching for that particular service or product at that point in time.

Search Engine Optimisation, which is about getting visibility through organic search results, so this is about getting your website to rank as high as possible just below the advertisement in Google or Bing, or any other search engine while these are the 2 most commonly used search engines, there are others as well.

Search Engine Optimisation is about making sure that your website is optimised and has the right kind of work done on it, in order to get good exposure through organic listings.

As I said, I will talk a little bit more about Pay-Per-Click advertising.

These are the different platforms that you can put advertisements on, most commonly used platforms.

Google - everybody is aware of the 3 or 4 advertisement that you see on top of search results whenever you carry out a search.

It used to be called AdWords, the new name is Google Ads but pretty much works the same way.

Yahoo is another platform that actively allows you to put your advertisements and pay them on a per-click basis when people click on those advertisements.

Bing Ads, which basically… Yahoo and Bing follow the same formula as what Google does.

These platforms allow you to put your advertisement on their platforms and as and when people click they do help you put your advertisements in front of the people that they think are more relevant to whatever you’re offering.

Instagram is a very popular platform, a social media platform along with those two social media platforms LinkedIn, Facebook.

There are others on which you can advertise following the same principles - it works slightly differently on Instagram, LinkedIn, Facebook, on those platforms - you identify who you want to put the advertisement in front of because you’re not usually searching for things on Facebook.

You don’t actually type in whatever service or product you might be looking for.

Usually you’re looking at birthday pictures, holiday pictures, recipes, all kinds of things that you have on Facebook.

LinkedIn, you can be looking at your feed and something pops up that the social media platform believes you might be interested in, so you might be the target market for a particular offering a particular product or service.

Instagram works in the same way but you do have to work out how to actually get in front to the right kind of audience.

So, the thing with social media platforms is about you being able to you actually need to know what kind of people might be the right ones to put your advertisement in front of, whereas in this case you don’t have to worry about that, usually.

Partly because these platforms are not aware of as much information about the users as those platforms are.

Social media sites have a lot more information on you, as you use them - they know how, usually in most cases, they know how old you are, what your gender is they know what your job is, how many kids you have, how many jobs you’ve had in the past, what qualifications you have, all kinds of things they know about you.

Google, Yahoo, Bing - they know that to a much smaller extent.

In case of Google, yes, a lot of people login to their Gmail accounts when they do searches, and that’s when Google can pick up some information on them, but when you log out and then do another search for the same thing, you may get a different set of results simply because Google is not able to track you as well as those platforms are.

Now, SEO, which is the main topic of our presentation today.

Initially, I’m going to talk about the difference between pay-per-click advertising and SEO.

So, if I was to say search for “dentist Sydney” - people don’t always type in everything in a very well structured way, they’d just throw in a couple of worlds to see the results, so this is just an example of if someone was to search for “dentist Sydney”, usually you’d see 2 or 3, or a smaller number of advertisements at the top.

Below that, you’d see, by default, 10 results So, if I was to search for “dentist Sydney”, I would see a few advertisement at the top depending on how many people are advertising and how much they’re paying the search engine.

I’m using the example of Google here, but it pretty much works the same way with the other search engines.

So, you’d see a couple of advertisements, followed by ten organic results.

So the advertisement obviously are PPC (pay-per-click advertising) and if you were to click on any of those at the top they’ll get charged by the search engine a certain amount of money - whatever the advertisers are bidding.

And the organic results - to be up there in the organic search listings, you need to perform optimisation work on your website, you need to make sure you actually follow the guidelines, or at least not completely ignore the guidelines of search engines, put in place to make sure they can deliver the best quality results on their platforms.

Part of the reason they do that is because they need to sell advertisements to people and charge the advertising company a certain amount of money per click.

And if they can deliver good quality results, then they can justify or then they can charge more for the advertisements that are being placed on their sites because they have a larger number of people using their search engine.

There was a time where Yahoo was actually getting… Yahoo made the claim that they were getting ten years ago Yahoo made the claim that they were getting twice as many people using, twice as many searches being carried out on their platform.

But Google revealed data that showed that it’s because with Yahoo have to search four times to get the right results.

But with Google you can get the right results, usually by doing just one search.

So, it was twice as many searches but four searches to get the right results.

So, that’s how search engines make their money - by delivering good quality results which are achieved by website owners by doing SEO, and then the search engines can allow their advertisers to place advertisements and pay them money on a per-click basis.

This is a table that shows a few different areas where there’s a big difference between SEO and PPC, so you can actually, this is where… when I was saying you actually need to know what type of strategy is good for you.

This table will give you a bit of an idea, it’ll take you some way towards understanding what strategy might be applicable to your business.

Question: Can we take a photo of that?.

Yeah, go for it.

Question: Are the slides gonna be available after the presentation? I can make some of the information available, I would not be able to share it in this format because it’s on a web-based platform and I can’t download it.

I can give you this information separately, if you give me your email address.

So, this is basically to give you an indication of what, in which areas SEO is the right strategy and in which areas PPC is the right strategy.

For example, overnight results - If you need to market something in the next couple of days, you need to get traffic to your website immediately, SEO is not going to do that for you, SEO is not going to get you traffic in a day or 2 days, even a month.

If you’re very lucky… I’ve been doing SEO for 18… more than 18 years, and it’s only been once or twice when we saw results coming through in a few days.

The best I’ve ever seen was 7 days but in most cases, it’s 3 to 4 months usually, on average.

Sometimes, it can be even longer, depending on the history and a number of other things - the history of the websites, the reputation of your website and a lot of other things.

But basically, going back to that point, overnight results, SEO you can’t expect those.

But with PPC, yes, pretty much overnight.

In some cases, even within a couple of hours, if the search engine approves your advertisements.

So, you can place an advertisement and have it appearing within hours and start driving traffic to your website.

Of course, those advertisements would cost you money for every single person that comes through, but yeah, PPC is fantastic with that.

SEO - zero for most of you.

If you’re sitting at your home and doing it - your home, your office, wherever - if you’re going to do it on your own, it’ll cost you zero money, obviously, but the costs can go up to a medium sort of level.

But with PPC, the costs are usually medium to high.

You can’t get any traffic without paying the search engine.

And if you want to get a lot of traffic, it will cost you more money.

Yeah, so cost-wise, PPC can cost you a lot more.

Lasting Returns – PPC, the moment you stop, your visibility disappears completely.

There is no further visibility for you - the search engine’s not making any money and they’re not going to place your advertisement on their platform anymore, whereas with SEO you get long term results even after you stop doing SEO say if you were to do it for a year, 2 years, 10 years or whatever duration, whenever you stop, you can expect the SEO results to linger for a certain period of time.

They don’t instantly disappear.

It never happens with SEO, unless you do something wrong, in terms of over-optimisation or breaking Google’s guidelines.

Return on Investment, SEO, primarily because the cost of doing SEO is quite low in terms of investment, because with SEO, you’re not putting any money in, whatever you get coming back to you is far more.

If you look at what you get in terms of get for the effort you’ve put in.

Basically if you look at what you’re getting, in terms of the effort or the cost you’re applying to your strategy, the return is much higher for SEO.

For PPC, it varies.

It depends on how well you’re aware of what needs to be done because PPC can be very tricky.

If you don’t know how to put your advertisement out there, in front of the right audience, it can cost you a lost more.

I’m familiar with businesses that spend around $3,000 and get lesser results than people who’re paying $300, simply because they know how to identify the right keywords, how to identify the right audience and they get the right results for their marketing efforts.

With SEO, when you’re getting started, it’s very much easier but then it get more and more difficult, it gets more complicated - depending on how much competition you have, how many people are doing it, what kind of industry you’re in, how many of your competitors are optimising, how well they’re optimising, how long they’ve been optimising for, and so on.

So, difficulty gets more and more high as you go along, whereas with PPC, the search engines need to make… generate their revenue.

They try and make it as easy for you as possible to get results from their platform by advertising on their platform.

SEO has unlimited potential because it’s not costing any more money, you don’t have to do anything other than doing SEO to get more and more traffic, whereas when you look at PPC obviously it’s determined by how much money you spend - are you spending $5 per day or $200 per day? But still whatever you spend, you find that the search engine will rotate your advertisement or spread it out through the day, whichever strategy you use, there’ll be a limit.

With SEO you can, theoretically - like some businesses do - you can actually have 3 or 4 different websites, and optimise all of them with different contents, and put a lot of effort into it, you can occupy the first 10 places with 3 or 4 of your own websites.

You can’t do that with PPC - the best you can do is place one advertisement out there and even if you were to try and do more, you would not be able to get more than one or two advertisements up there at one time.

(I think you need to move the chair).

So with PPC you can’t dominating the listings because there’s the limitation of how many places there are available and also, the search engine would not let you place 2 advertisements in the same search result.

You’ll have full protection from competitors - your competitors can’t harm your SEO rankings.

They can click on your results but what they’re going to be doing to you is not going to be harmful to you- I would say, not extremely harmful unless they get people to click on it multiple times, and Google might think are you’re trying to send the wrong signal or something but unless your competitors really have a lot of time on their hands, they can’t really harm your listings in any way and even if they do, you can request Google to review your website and put it back where your site used to be.

Whereas, with PPC, there’s no protection.

There are people out there… if you’ve been doing PPC, you would know that… I would say 20%-30% of your budget goes towards your competitors clicking on your results - it’s bound to happen.

Every industry has people who are going to do that to you.

Search engines don’t help you much.

If you complain to Google, based on my experience, if you complain to Google, they would give you something like a 5% reduction in bill and basically after that day, they don’t really cooperate.

They have a standard email which they’ve been sending out to people for the last 7 years at least, with exactly the same lines, telling you that you don’t get charged for fake clicks - but you do.

Algorithm Protection – Google keeps changing its algorithm, so you have zero protection as far as the algorithm is concerned.

Google made about 500 to 600 changes to its algorithm last year.

And 500 to 600 changes the year before and the year before that.

That’s one to two changes every single day.

And every time they make a change, you have to respond to it, you have to make sure you’re not falling foul of any of those guidelines that they’ve adjusted.

Because if your website is not compliant to their latest guidelines, you can suffer, your website can go downwards.

Yes, you have better results but that usually doesn’t happen because the purpose of those algorithm changes is to control over optimisation.

With PPC there’s no such issue.

Google won’t make any changes to their algorithm that will affect you in any kind of way.

Demographic Targeting - When it comes to SEO, you can’t specifically say, you will put your advertisement in front of a particular age group, or a particular gender or a particular anything, whereas with PPC, you can.

You can be a bit more… you have better… if you can understand your audience better.

You can actually… Google for example, allows you to choose what type of audience you want to target.

They would try to put your advertisements in front of people who fall within that demographic.

Location Targeting – When it comes to SEO, yes, there’s a certain amount of location targeting that you can do.

But Google limits that to regions - by region only.

And by region Google refers to countries.

So, you can’t say specifically, I want to put my advertisement in front of people in a particular suburb.

Say if want to put your advertisement in front of people only in Byron Bay for example, you can’t actually choose that that’s the suburb I want to go for, that’s the city I want to to go for, or that particular state.

The best you can do is to say that’s the country from which I want to place my advertisements in front of people from this particular part of the world - particular country.

That’s the best you can do with Google.

Bing does allow you to do a little bit more location targeting but Bing is used by about 5-6% people in Australia at this point in time - based on the latest data.

So Google does really give you much flexibility.

But with PPC, so you can actually choose specifically where you place your advertisement and the search engine will do its best to put your advertisement in front of people in that particular location you can do with Google.

The reason we’ve narrowed in on these areas… is that these particular areas, if they appeal to people, then they would go for SEO.

These are areas where SEO is better than PPC, whereas in the areas below, PPC has an edge.

So, yes, these first 5-6 points in the table - if these are things that appeal to you, if these are the things that are important to you, then SEO would be the right way to go.

Question: So, hypothetically, if I had a new business, and I had a bit of a marketing budget, would I be actually looking to amalgamate those 2 strategies, so I would start up say with Pay Per Click and also making sure that I’ve got SEO on my website to make sure that I would get the best of both worlds, so I can increase the traffic initially and then allow the algorithm to work across time Answer: Yeah, usually its advisable for more businesses to not put all their marketing eggs in one basket because things can change, whether it’s PPC or SEO or any others form of strategy that you employ.

Things can change dramatically, if you concentrate on only one method of attracting traffic to your website, when things change, your business can change dramatically.

Question: So, what would be the reason as to why we might just choose one over the other? What would be the drivers? Answer: Going back to the previous table, I would say these would be the main things to look at.

If you can analyse your business or your marketing needs, and see which one of these things are more relevant to you.

Do you need a traffic immediately? Do you need… what kind of budget you’re working with? Are you looking at short term results? Because certain businesses are seasonal, some businesses need traffic immediately, some businesses have a lot of money to spend on their advertising… So it very much depends on which factors are more applicable to your business, to your business model.

Question: I probably should rephrase it, but do you find that there are disadvantages of one over the other generally speaking? Would SEO be considered better or more popular or what more people would go to first? Answer: That actually is difficult to say.

I would usually make a recommendation on a case by case basis.

It very much depends on your business.

SEO is something that… well, if you do employ SEO it would not affect your PPC results in any way.

So, the best answer I could give you would be to still do SEO and do whatever else not just PPC but other things as well, like social media depending on… What type of business is it that you do? Question: I don’t have a particular business but as a topic… Answer: Well, digital marketing I would say, if you were to ask across the board… if you were to ask 100 of different people you’d get 20% in this direction and 20% in that direction.

It very much depends.

If you’re very good at creating digital content, then social media is the best way for you to go.

If you’re very good at writing the right kind of copy for your advertisement or if you have the right kind of budget, you need quick results, then PPC is the way to go.

It is very difficult to say, if one particular form of marketing can be applied across the board.

Actually, there’s no one particular type of digital marketing that can be applied across the board because different strategies would be applicable for different business.

But I would say that SEO is… In majority of cases, none of the digital marketing strategies that can be used would have a negative impact on other forms of strategies… over the other strategies that can be employed.

So, I would say that if you have the time and the expertise and the budget, try and do as many of them as possible - and the resources.

Question: Is that the bare minimum… you should actually just be doing SEO nowadays because of the fact that it provides the basics so you can put the other tools on top? Answer: And SEO takes a while as well, and sometimes, if you don’t have enough time to work with, you can get frustrated… it’s quite frustrating at times to go through… to wait for results because you’re relying on the search engine to respond on the changes you make in your site, and sometimes those responses are not quick enough or not good enough, and then you’ve got to go back to the drawing board to go over it again.

SEO is more of an iterative strategy, so you’ve got to keep improving what you’re doing, keep improving your website - how much effort you’re putting into it and things keep changing as well.

Question: Are there any tools that can tell you about what is current, in terms of, say for instance algorithm particularly or what kind of trends allow you to… say for instance hashtags all over the internet - what are the biggest hashtags at the moment that you can put into Instagram? Answer: When it comes to SEO, there are opinions… you don’t have… simply because search engines… Google would never tell you exactly what works, mainly because the moment people figure it out, they would put too much of that in their websites and basically try and manipulate the algorithm for best results.

So, Google would always keep changing.

That’s partly why they keep changing their algorithm.

So, that’s why with SEO, it always takes a long time.

There’s no fixed set of things that you need to do - Yes, there are a few standard things that are in line with what Google appreciates, those are the things that I will cover later well.

But… Yeah, SEO is a long term strategy.

Sometimes it can take more than a just few months in order to get the right results.

The way Google works - To give you an idea… Google basically, first of all what Google does is it crawls and reads websites.

By crawling and reading, I’m talking about picking up as much information from the backend code of the website as well as the visible part of the website to make sure it understands your website correctly, and then it organises the information it reads, and then it indexes it.

Simply because the internet, regardless of how fast things are even now, Google’s not able to deliver real-time result for you.

It just simply can’t do that.

What Google does do is it delivers the results to you based on its own index - it organises and indexes the data - and then it analyses that information in line what whatever you’re searching for.

So when you search for something, Google would try and see how your search might match what’s in its index, and then based on that it would rank the different sites that it has in its index and then deliver the results based on how relevant Google’s algorithm thinks your website is to that particular term that people are searching for.

So that’s how the search engine works, and the idea basically is that you need to look at the different factors that Google uses to decide whether or not your website is relevant to a particular set of keywords, to the searches being carried out on its platform.

So more than 200 different factors - this goes back to the point that you were making about what needs to be done, in terms of the guidelines that you need to follow it’s virtually impossible to have a set of guidelines that can be applied to every industry, or every type of business.

So these are some of the more useful ones that people can easily keep track of as well.

So, if you go to each individual website, different tools are available on the internet You can go to those websites and use those tools to get the right information regards to where your website’s at at that point in time because all of these keep changing as well.

Domain Authority which is about how Google sees the value of your domain name.

So if your domain name has been around for a much longer period, a lot of other websites are linking to it - a lot of other factors play a part there as well basically you’d get a higher domain authority and page authority, you’re likely to have a better performance for your website.

Question: I have a question.

When you’re talking about domain, I’ve seen a trend on the web these days that there are a lot of different domain that are not.

Com.

Au or.

Com… you know there are different domains set such as info or whatever it is, you know.

What is the… how much weight are these different domains? I’ve seen estore as well for instance.

Answer: According to Google, the official line … the official statement from Google is that Google does not have a preference for a particular domain extension.

But generally speaking, say when you’re searching in Australia, for example, you’re going to get.

Com.

Au… Google will have a preference for.

Com.

Au domain names because as far as Google’s concerned those websites would have more relevant results for the searcher - you don’t want to see results from another part of the world.

So, if you’re getting results from somewhere else, they may not be as relevant to you.

So if somebody’s searching for a particular phrase in New Zealand, they’re likely to get.

Nz websites that’s how the search engine would do things.

But when it comes to.

Com,.

Net,.

Biz,.

Info, the US domain names because all of these are US domain names, the domain names that you get from there those can be… in the Google Search Console, you can actually point them in the direction whichever location you want to be targeting.

or searchers in Australia or anywhere else where you targeting.

So going back to the point about location targeting, you can actually say if you want your.

Com domain name to be appearing in front of visitors, or searchers in Australia or anywhere else where you targeting.

But you can’t choose multiple countries so you can only choose one country but there is no particular - according to Google there’s no particular preference that it gives to any particular domain name.

Question: Ok.

Good.

Because I’m seeing here there is all different extensions - xyz, store, space, website,.

Live,.

Dating, whatever.

Answer: People can buy domain names depending on the nature of their business because they would feel like … for example.

Tv that’s a bit unusual because.

Tv is from Tuvalu.

So it’s the country’s domain name… So generally what’s happening is that all these domain names have been released because there aren’t enough names available.

So there are new extensions simply to make it easier for people to have.

for people to avoid creating names that are very long or with nonsensical URLs.

Question: Is it the perception that people go for.

Com or.

Com.

Au.

Is it that, you know, you got a more trust, instead of seeing like.

Live,.

Biz or anything else? Answer: If you have a big prominent brand, then it’s easier for you to get away with any extension -.

Cc or any of the others.

Co for example, is from Columbia but you do get websites with the.

Co extension as well.

So if you have a bigger brand you can get away with it because people already… say if you were to go to Coca Colas’s website for example, they’d be able to use any extension and people would not doubt their website, but for a small business I would go with.

Com.

Au - that would be the best option.

Or if you can’t get that, then just go with a.

Com.

Those are better options.

Moving on.

Content, the better the quality of the content of your website, the more beneficial it would be.

Search engines would place a lot more importance, assign a lot more importance to the content on your website.

In the old days, you could put anything in your website, it didn’t have to be of good quality but now it makes a big difference Numbers of backlinks or the nature of backlinks that are pointing to your websites or the quality of the backlinks from other sites that are linking to yours - that’s a big factor as well.

Search engines try to figure out how people are engaging with your website, so if somebody searches for a phrase and comes through to your site and then goes back again and searches again within a few seconds, the search engine can see their IP address and figure out that it’s the same person who did the same search again after they click on your site, which basically as far as they’re concerned, they see that as a negative signal.

Basically, it means that your site didn’t provide good quality information to the visitor, and that why they went back to the search engine again.

That’s basically something that works against your site if that happens too much Internal linking - the way that traffic come to your website, how they move from one page to another, that is very important.

Brand signals - These have become much more important in the last few months mainly because of all the issues surrounding fake news, primarily.

Because search engines are now relying a lot more on… they’re looking at what brands people are searching for as well.

In addition to just the usual terms… particularly if you have a particular name, if people are searching for your company’s name as well as the things that you’re providing you’re likely to send out the right kind of brand signals.

But you do have to be careful, you don’t want to be sitting at home searching for your own brand name all the time, thinking that that’s going to make a difference.

But yeah, it does make a difference if a wide range of people are searching for your brand and Google can figure out from there if what you’re providing or your company’s offering are of a particular value, Google will know about it and trust your website better.

On-Page Signals is when search engines look at the code, look at the front end that you’ve got set up in your website to understand if your website is doing anything… if it’s providing clear and authentic information, and it also tries to detect webspam whether you’re trying to do stuff like putting white text on white background or black text on black background, or whether you’re creating very wide pages and putting a lot of text on the side so nobody is able to see it.

But Google and other search engines, they do see it and they will penalise you for it.

Off-Page signals - they look at what are the links that you’ve built.

If you’ve built 2000 links overnight, which used to work in the old days but doesn’t work anymore.

So those are the kind of things they look at.

So, these are some of the things that search engines pay attention to, that can have an affect and these keep changing on a daily basis.

That’s basically the same things presented in the form of a periodic table, to give you an idea of the kind of things search engine look at.

Now this is a periodic table that you can actually find online on Search Engine Land - they have a version for 2011, 2012, 2013, and so on to 2018, they may have one for 2019 as well.

Basically, this is just to give you an idea of the things that you need to look at, things that you need to pay attention to when you’re working on your website to get the best results.

Question: (inaudible) it’s been a domain or a page that have been on top for the matter of time? Answer: It’s not how long it’s been up there for, it about the quality of information that’s in there, the way that other sites link to it.

Those are just two factors but there are other factors, including how long it’s been around for.

So if your domain name’s been around for 20 years, you would have an advantage of somebody who’s domain name’s been around for 2 years or 2 months.

That’s why it’s important to make sure your website and domain name, your business, the way other sites are linked to it, all of those things are pointing in the right direction.

So all of those things play a part.

Question: You mentioned in terms of, I guess, the brand signals … Is it advantageous for somebody to use a popular name within their business in order for things to come up on pages where there’s more competition or are looking to name it perhaps very rare, so with a rare name or, you know, something very unique so that we can turn up on the pages.

Answer: If the name belongs to you, if it’s your business, the name of your business - you can have a name that actually doesn’t mean anything, like Google or Yahoo.

Question: Do those tend to turn up, obviously because there’s no competition? Do those kind of things tend to come up? Answer: Usually your website will rank very high for your business name, so that will usually happen by itself over time.

It takes a few months for you to start appearing for your business name.

In fact that’s the first phrase or first word for which you start appearing higher.

So it doesn’t really matter, that doesn’t play such a part.

You have to be unique, so your brand name doesn’t clash with other brands.

That’s the best way, both legally as well as technically.

Question: So, the more keywords there are in your business name, the more attention you will get potentially? Answer: Search engines don’t pay attention to that, in fact they see that as web spam.

Just to give you an idea based on those factors that we just looked at - how to do SEO? Three basic areas - first one is to Link your site with Google; this includes having a sitemaps, creating a robots file - we’ll go in a bit more depth in the 2nd presentation.

And also your website’s stability, so your website can’t be one that’s live now and then two hours later it has too much traffic and it goes down or runs very slow - there are sites that take like 30 seconds to load.

That will not get you much love from Google - basically, all those things.

Penalties; you have to make sure you avoid Google penalties because sometimes it can take up to 12 months sometimes there are time-based penalties, sometimes they’re position-based penalties; sometimes there are automated penalties which Google doesn’t really tell you about - it’s only the manual penalties they tell you about.

So you need to make sure you pay attention to these factors.

These are some On-Page factors - you need to make sure you put in the right kind of information in the backend of your website, the visible content, no missing pages and so on.

And Off-Page SEO - On-Page is about what’s in your website, link with Google is about how Google reads your website and how well it's linked with it.

On-Page SEO is about the content and the backend of the website.

Off-Page is about how other sites are linked to your site - going back to your point about the domain authority, Off-Page SEO makes a big difference in that area.

That was the first presentation, we will take a little break, if you guys want to take a short break, and then we’ll will start with the second presentation.

Local Search Engine Optimization

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