Presentation given on Wednesday, May 21st, 2014 at the Canadian Chamber of Commerce in Hong Kong on the topic of SEO. This presentation gives an executive overview of SEO. Asia has traditionally lagged about 10 years behind North America and Europe when it comes to online marketing. But now companies are catching on, and catching up, and they're doing it in a hurry. The businesses that are first to embrace online marketing techniques like search engine optimization (SEO) can build a long lasting competitive advantage, if they do things the right way. Attendees of this course learned: How search engines like Google, Baidu, and Yahoo work How much you can realistically expect to spend on SEO? How to make the choice to do your SEO in-house or hire a firm? How to avoid getting ripped off by an unscrupulous SEO firm? What you can do today, for free, to instantly get better SEO results?

1. COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Last Revised Date: May, 2014
Author: Joshua Steimle

2. Intro
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong

3. The Big Picture
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong

4. 4.3 Billion
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Source: http://www.worldpopulationstatistics.com/asia-population-2013/
Asia Population, 2013

5. 4.9 Billion
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Source: http://en.wikipedia.org/wiki/World_population
Asia Population, 2030

6. 525 Million
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Source: http://www.ey.com/GL/en/Issues/Driving-growth/Middle-class-growth-in-emerging-markets
Asia Middle Class, 2013

7. 3.1 Billion
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Source: http://www.reuters.com/middle-class-infographic
Asia Middle Class, 2030

8. 9.4%
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
Asia-Pacific Internet Penetration, 2005

9. 31.9%
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
Asia-Pacific Internet Penetration, 2013

10. 344 Million
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx,
We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
Asia-Pacific Internet Users, 2005

11. 1.3 Billion
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx,
We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
Asia-Pacific Internet Users, 2013

12. 0
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx,
We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
Asia-Pacific Mobile Internet Users, 2005

13. 895 Million
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx,
We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
Asia-Pacific Mobile Internet Users, 2013

14. 1 Billion+
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Source: http://www.statista.com/statistics/201232/forecast-of-mobile-internet-penetration-in-asia-pacific/
Asia-Pacific Mobile Internet Users, 2015

15. “In 2013, Global PC
Shipments Suffered the
Worst Decline in PC
Market History”
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Sources: Gartner http://www.gartner.com/newsroom/id/2647517

16. 680 Million
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Sources: Gartner http://www.gartner.com/newsroom/id/2665715
Worldwide Smartphone Sales, 2012

17. 968 Million
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Sources: Gartner http://www.gartner.com/newsroom/id/2665715
Worldwide Smartphone Sales, 2013

18. The Big Picture
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Asia-Pacific Middle Class + Internet + Mobile
=
Big Opportunity

19. How Do I Reach Them?
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Go Where The Customer Is—Online.

21. Search Engines
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Google, Yahoo, Bing, Baidu, Yandex, etc.

22. Search Engines: What Goes In
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Crawl, Index

23. Search Engines: What Comes Out
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Good Answers, Fast

24. Search Engines: How They Decide
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Algorithms

26. Search Engines: Why They Rank What They Do
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Happy Searchers = $$$

27. Search Engines Are Dumb
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong

28. What is this photo of?

29. Search Engines
Want To Be Human
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
But They’re Not There Yet

30. How Important Are Rankings?
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong

32. So How Do I Rank?
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Help Google Make Searchers Happy

33. How Do I Do That?
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Search Engine Optimization (SEO)

34. SEO
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
All Natural, All Organic

36. How Do I Do SEO?
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
In-House, Outsource, or Both

37. Outsourcing SEO
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Choosing The Right Firm

38. COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Beware SEO Firms That:
1. Make outrageous promises
2. Won’t share details
3. Charge too much
4. Charge too little
5. Have no references
6. Lock you into contracts

39. COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Hire SEO Firms That:
1. Have a track record
2. Educate you
3. Come with references

40. How Much Does SEO Cost?
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
It Depends

41. Should I Do My Own SEO?
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
It Depends

42. COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Outsource vs. In-House
1. Your budget
2. Your business model
3. Your specific needs
4. Availability of talent
Factors to Consider

43. COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Do-It-Yourself SEO
1. Keyword Strategy
2. On-Site Basics
3. Quality Content
4. Quality Links
5. Analysis

44. Keywords
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Search Volume, Relevancy, Competitiveness

45. Keywords
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Don’t Ignore The Long Tail

46. On-Site Basics
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong

47. On-Site Basics
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Indexable Content

48. On-Site Basics
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Crawlable Links

49. On-Site Basics
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Keyword Tips
1. In title tag, toward beginning
2. Prominently visible on page
3. 2-3 times within body
4. Once in alt image tag
5. Once in meta description tag

50. Content
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Detailed Information, News, Blog, Tips, FAQs

51. Quality Content
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
So Interesting A Human Would Read It

52. Quality Links
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
From Relevant, High Quality Websites

53. How Easy Can It Be?
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong

55. Analysis
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
Modify, Measure, Repeat

56. Analysis Tools
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
1. Google Keyword Planner
2. Google Analytics
3. Google Webmaster Tools
4. MySEOTool.com

57. What To Measure
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong
1. Visitors
2. Queries
3. Rankings
4. Links

58. Questions?
COMPETITIVE SEOCanadian Chamber of Commerce, Hong Kong