Sure, your financial institution's website is SEC compliant, but is it "Search Engine Compliant"? Are new customers and members able to find you amidst the noise? Zack Stack, Senior Digital & Creative Specialist at Edge Multimedia (www.edgemm.com) will guide you through the traffic with actionable insights on attracting, engaging and retaining more qualified customers online. Learn how to maximize the value of your website by increasing revenue and achieving measurable results with your digital marketing.

1. You Can Bank On:
Driving Traffic That Builds Real Revenue
ZACK
STACKEdgeMM.com/Connect15 Zack@EdgeMM.com
SEO
STRATEGIES

2. Get
a
firm
grasp
on
what
SEO
is
and
isn't
TODAY'S
GOALS
Leave
with
ac:onable
insights
for
advancing
your
SEO
strategy
That
you
won't
get
hungry

3. SLIDE
DECK
&
RESOURCES
EdgeMM.com/Connect15

4. WHAT
SEO
ISN'T
• It
isn't
dead
• It
is
NOT
a
fast-­‐acJng,
digital
snake
oil
• It
is
NOT
a
one-­‐and-­‐done
deal
• SEO
is
NOT
Search
Engine
Manipula(on

5. SEO
leads
have
a
14.6%
close
rate,
while
outbound
leads
(such
as
direct
mail
or
print
adverJsing)
have
a
1.7%
close
rate.
-­‐
Search
Engine
Journal
79%
of
companies
that
have
a
blog
report
a
posiJve
ROI
for
inbound
markeJng
in
2013.
-­‐
HubSpot
State
of
Inbound
2014
WHAT
IS
REAL
SEO?

6. $20K
is
the
average
companies
save
per
year
by
invesJng
more
in
inbound
markeJng
versus
outbound.
54%
more
leads
generated
by
inbound
tacJcs
than
by
tradiJonal
paid
markeJng.
-­‐
HubSpot
State
of
Inbound
2014
2x
as
many
marketers
say
inbound
delivers
below
average
cost
per
lead
than
outbound
methods.
WHAT
IS
REAL
SEO?

7. OUTLINING
YOUR
SEO
STRATEGY
ON-­‐PAGE OFF-­‐PAGE
• Keyword
&
Audience
Research
• SEO
Site
Structure
• Publishing
Compelling
Content
• Mobile
OpJmizaJons
• Local
SEO
&
CitaJons
• Healthy
Link
Outreach
• Social
Media
ParJcipaJon
&
Paid
PromoJon
EdgeMM.com/Connect15

8. THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
SEO
Strategy

9. The
First
Pillar
Keywords
&
Audience
Research
•Reveals
the
searcher's
intent
•Tells
you
what
topics
to
opJmize
your
website
for
•Helps
to
put
yourself
in
the
mind
if
the
searcher
Doing
Your
Homework:
Keyword
Research
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

10. RELEVANCE:
You
should
never
target
a
term
solely
because
you
think
it
will
drive
a
load
of
traffic
to
your
site.
Target
keywords
that
are
highly
relevant
to
both
the
services
or
soluJons
your
organizaJon
provides
and
how
the
user
is
looking
for
them.
The
First
Pillar
Relevance,
Volume
&
CompeJJonTHE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

11. VOLUME:
Take
into
account
the
size
of
your
audience.
It's
possible
to
get
too
specific
and
target
keywords
that
are
highly
relevant,
yet
no
one
is
searching
for.
The
First
Pillar
Relevance,
Volume
&
CompeJJonTHE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

12. The
First
Pillar
Relevance,
Volume
&
CompeJJonTHE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
COMPETITION:
How
hard
will
it
be
to
rank
for
these
terms?
Can
you
trade
raw
search
volume
for
increased
relevance?
Op:mize
for
conversions
rather
than
clicks.

13. The
First
Pillar
Keyword
CategorizaJon
&
DistribuJon
Your
customers
are
NOT
searching
for
keywords.
They're
searching
for
helpful
informa(on.
• Op:mize
your
website
for
topics,
not
keywords
• Group
them
into
the
services
or
topics
you'll
be
covering
on
your
website
Keyword
Categoriza:on
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

14. Assign
a
specific
keyword
to
each
page
of
your
website.
• Aligns
your
content
with
the
searcher's
query
• Makes
it
clear
what
each
page
is
about
• IdenJfy
new
pages
or
content
you
may
need
to
create
Keyword
Distribu:on
The
First
Pillar
Keyword
CategorizaJon
&
DistribuJonTHE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

15. "Stop
by
our
mortgage
loans
center
to
find
the
perfect
mortgage
loans
that
are
sure
to
fit
all
your
mortgage
loans
needs.
Our
mortgage
loans
are
the
essen(al
mortgage
loans
for
when
you're
ready
to
mortgage
loans
your
mortgage
loans."
Keyword
Distribu:on
-­‐
Don't
go
nuts!
You
are
now
free
to
make…
great
content
for
humans!
The
First
Pillar
Keyword
CategorizaJon
&
DistribuJonTHE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

16. Ask
yourself
these
four
ques(ons…
1. Does
it
sound
natural
when
I
read
it
aloud?
2. Would
I
be
proud
to
put
MY
name
on
this
content?
3. Would
I
read
read
this?
4. Would
I
recommend
this
to
a
friend
or
colleague?
Keyword
Distribu:on
-­‐
Don't
force
it!
The
First
Pillar
Keyword
CategorizaJon
&
DistribuJonTHE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

17. The
First
Pillar
Ongoing
Keyword
Research
Keyword
Research
is
a
con:nuous
and
evolving
process
Should
be
revisited
at
least
twice
a
year
Some
keywords
just
don't
bring
home
the
bacon
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

18. Google
Trends
• Are
the
keywords
you're
trying
to
get
found
for
trending
down
or
up?
• Are
they
seasonal
keywords?
• How
do
certain
terms
compare
in
different
geographical
regions?
The
First
Pillar
Keyword
Research
Tools
Keyword
Research
Tools
Google
Sheets
• Document
your
keyword
research
and
create
living,
collaboraJve
documents
that
your
team
can
use
to
implement
your
strategy.
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

19. The
First
Pillar
Keyword
Research
ToolsTHE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
Adwords
Keyword
Planner
• You
will
have
to
sign
up
for
an
Adwords
account
to
access
this
tool.
This
doesn't
mean
that
you
have
to
run
paid
Adwords
campaigns,
but
it's
well
worth
it.
• If
you
run
Adwords
campaigns
then
you
have
access
to
a
bevy
of
keyword
data
already.
• Paid
Search
can
be
a
quick
and
effecJve
way
to
test
keywords.
• The
keywords
that
are
performing
well
in
Adwords
can
be
used
to
inform
your
organic
strategy
as
well.
Keyword
Research
Tools

20. The
First
Pillar
Keyword
Research
Tools
Keyword
Research
Tools
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
More
Keyword
Tools
• Moz
Keyword
Difficulty
Tool:
hgp://moz.com/tools
• SEMRush:
hgp://www.semrush.com/
• SpyFu:
hgp://www.spyfu.com
• Yoast
Suggests:
hgps://yoast.com/suggest/

21. The
Second
Pillar
CORE
CONTENT
The
Third
Pillar
CONTENT
MARKETING
• Core
Content
SEO
• Variety
• Clarity
• Site
Speed
• Security
• Strategy
• Content
of
value
• Gehng
buy-­‐in
• DocumenJng
your
plan
• Assessing
your
content
• CreaJng
a
content
team
Content
Op:miza:on
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

22. Does
it
makes
sense
to
a
human?
All
the
elements
of
your
page
should
be
descripJve
and
easily
idenJfiable.
• URLs
• Page
Titles
• Meta
DescripJons
• H1
&
H2
Headers
• Body
Text
• Image
Filenames
&
Alt
Text
URLs
only
a
robot
could
love…
The
Second
Pillar
Core
Content
OpJmizaJonTHE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

23. Does
it
makes
sense
to
a
human?
Which
URL
would
you
remember
and
be
able
to
return
to
on
your
own?
DomainName.com/?
Cabinet=Main&Drawer=loans&Folder=transporta:on&SubFolder=auto
OR
DomainName.com/auto-­‐loans
The
Second
Pillar
Core
Content
OpJmizaJonTHE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

24. Content
Variety
People
consume
content
in
different
ways.
• Blogs
• Infographics
&
Charts
• Videos
• eBooks
• Podcasts
• Guides
&
Reviews
• Images
&
Memes
• InteracJve
• Case
Studies
• Interviews
• Research
Findings
• Apps
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Second
Pillar
Core
Content
OpJmizaJon

25. Content
Clarity:
The
5-­‐Second
Test
A
visitor
should
be
able
to
tell
within
5
seconds
what
the
page
is
about.
Calls-­‐to-­‐Ac:on
Are
you
telling
the
visitor
plainly
what
the
next
step
is?
CTAs
expedite
the
conversion
process
and
provide
clarity.
Site
Speed
How
long
does
it
take
your
page
to
load?
Do
you
need
a
Content
Delivery
Network
(CDN)
to
speed
up
delivery
of
your
pages?
Security
82%
of
the
FI
sites
we
surveyed
were
secured
with
HTTPS.
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Second
Pillar
Core
Content
OpJmizaJon

26. Core
Content
&
Site
Structure
Tools
• Google
AnalyJcs
Webmaster
Tools
• Screaming
Frog
SEO
Spider
• Moz's
On-­‐Page
Grader
• sitemaps.org
• schema.org
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Second
Pillar
Core
Content
OpJmizaJon

27. Content
Marke:ng
&
Strategy
The
Third
Pillar
Content
MarkeJngTHE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

28. "There's
no
prize
in
content
for
hiNng
'publish'.
[…]
The
only
prize
comes
when
you
produce
something
that
[…]
achieves
the
reach
and
marke(ng
goals
that
you
seek."
-­‐
Rand
Fishkin
from
his
JAN
9th,
2015
Whiteboard
Friday
The
Third
Pillar
Content
MarkeJngTHE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

29. "Marke(ng
is
telling
the
world
you're
a
rock
star.
Content
Marke(ng
is
showing
the
world
you
are
one."
-­‐
Robert
Rose
@
Content
MarkeJng
InsJtute
The
Third
Pillar
Content
MarkeJngTHE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

30. Content
Builds
Value
Helpful,
unique,
compelling
content
builds
value
for
you,
your
brand
AND
your
customer.
• The
planning
and
implementaJon
of
it
builds
and
strengthens
your
strategic
ability.
• The
research
and
creaJon
process
literally
helps
you
become
an
expert,
if
you
weren't
one
already.
• The
consumpJon
of
it
builds
your
authority,
strengthens
trust
signals
and
provides
value
to
your
customers,
both
new
and
returning.
• In
short,
content
gives
you
a
reason
to
connect
and
it
gives
your
customers
and
members
a
reason
to
return
and
even
bring
others
with
them.
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Third
Pillar
Content
MarkeJng

31. Have
a
Documented
Plan
That…
• Fits
on
one
page
• Includes
specific,
measurable
goals
• Includes
strategic
objecJves
• Includes
a
descripJon
of
who
you
are
• …and
who
your
audience
is
• Lists
your
primary
topics
• Lists
your
CTAs
• Outlines
Content
ResponsibiliJes
• Links
to
helpful
resources
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Third
Pillar
Content
MarkeJng

32. Document
Your
Content
Strategy
"…a
documented
content
marke(ng
strategy
helps
increase
effec(veness
in
all
areas
of
content
marke(ng."
77%
B2C
organizaJons
surveyed
that
said
they
use
Content
MarkeJng
27%
B2C
marketers
that
have
documented
Content
Strategies
Source:
CMI's
B2C
Content
MarkeJng
2015
Benchmarks,
Budgets
and
Trends
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Third
Pillar
Content
MarkeJng

33. Create
an
Editorial
Calendar
Remember
that
quality
trumps
quan(ty.
• They
can
take
many
forms,
but
it's
best
to
keep
'em
simple
• Main
Content
Schedule
• Social
Media
Schedule
• Ideas
Journal
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Third
Pillar
Content
MarkeJng

34. Assemble
Your
Content
Team!
The
Edge
Content
Team
looks
like
this:
• Content
Manager:
Assigns
projects
and
provides
accountability
• Content
Editor:
Brings
the
raw
content
to
a
publishable
state
• Graphic
Designer:
Creates
infographics
and
other
visual
assets
• Social
Media
Promoter:
Distributes
and
Promotes
published
content
via
our
Social
Media
channels
• Email
Marketer:
Creates
and
sends
email
campaigns
around
our
content
• Contributors:
All
internal
experts
and
any
guest
contributors
we
might
bring
in
from
Jme
to
Jme
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Third
Pillar
Content
MarkeJng

35. Content
Marke:ng
Tools
• Google
Docs:
Calendars,
Accountability
&
CollaboraJon
• Content
Marke:ng
Ins:tute:
Tons
of
resources
&
ideas…
• CMI's
Essen:al
Templates:
hgp://d.pr/16msq
• Hemingway
Wri:ng
App
• Canva.com:
Create
graphics
to
accompany
your
content
• Edge's
1-­‐Page
Plan
Template:
hgp://d.pr/17HTp
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Third
Pillar
Content
MarkeJng

36. The
Fourth
Pillar
Mobile
OpJmizaJon
Mobile
Readiness
&
Op:miza:on
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

37. The
Fourth
Pillar
Mobile
OpJmizaJon
Why
Is
This
Big
News?
Mobile
search
is
expected
to
surpass
desktop
by
2016
FI
websites
surveyed
were
NOT
mobile
friendly
57%
FI
websites
poorly
opJmized
for
mobile
devices
21.5%
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

38. Only
3.5
billion
Toothbrush
Users
The
Fourth
Pillar
Mobile
OpJmizaJon
4
billion
Global
Mobile
Users
Source:
hgp://60secondmarketer.com/blog/2011/10/18/more-­‐mobile-­‐phones-­‐than-­‐toothbrushes/
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

39. The
Fourth
Pillar
Mobile
OpJmizaJon
• Google's
Mobile-­‐Friendly
Test:
hgps://www.google.com/
webmasters/tools/mobile-­‐friendly/
• Google
Webmaster
Tools
Mobile
Usability
Report
Look
at
your
website
from
Google's
perspecJve:
Step
1:
Assess
Your
Mobile
Traffic
Situa:on
Source:
hgp://www.slideshare.net/SearchMarkeJngExpo/the-­‐data-­‐behind-­‐mobile-­‐experiences
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

40. What
percentage
of
your
traffic
and
goals
come
from
mobile
and
tablet
users?
The
Fourth
Pillar
Mobile
OpJmizaJon
Source:
hgp://www.slideshare.net/SearchMarkeJngExpo/the-­‐data-­‐behind-­‐mobile-­‐experiences
• Across
all
ver:cals
the
average
is
around
30%
• What
would
it
mean
to
your
bank
or
credit
union
if
just
5-­‐10%
of
your
sessions,
new
users
or
online
loan
applicaJons
dried
up?
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

41. The
Fourth
Pillar
Mobile
OpJmizaJon
Step
2:
Convince
the
Higher
Ups
FI
websites
that
are
NOT
mobile
friendly
57%
FI
websites
that
are
poorly
opJmized
21.5%
FI
websites
that
offer
a
poor
mobile
experience
or
none
at
all
78.5%
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

42. The
Fourth
Pillar
Mobile
OpJmizaJon
Step
3:
Make
a
Plan
To
Go
'All
the
Way'
Mobile
• Consider
temporarily
realloca:ng
funds
from
tradiJonal
adverJsing
or
direct
placement
efforts
• Consider
a
mobile
website
sinking
fund
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

43. The
Fourth
Pillar
Mobile
OpJmizaJon
Step
4:
Create
a
Truly
Mobile-­‐Friendly
Website
1. Takes
into
account
your
mobile
audience's
unique
needs
• Is
it
easy
to
find
the
branches
and
ATMs
nearest
to
them?
• Is
your
phone
number
or
a
click-­‐to-­‐call
bumon
easy
to
find?
• If
they
call,
will
someone
pick
up?
• Phone
Leads
>
Form
Leads
• Is
the
Name,
Address
and
Phone
number
(NAP)
on
each
page?
2. Responsive
Design
vs
Dynamic
Serving
or
Mobile
URLs
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

44. The
Fourth
Pillar
Mobile
OpJmizaJon
Step
4:
Create
a
Truly
Mobile-­‐Friendly
Website
3. It
should
provide
a
seamless
brand
experience
4. Fonts
large
enough
to
be
easily
read
on
a
smartphone
5. Easily
navigable
with
one
finger.
No
pinching
or
zooming
required.
6. Links
&
tap
targets
are
easy
to
select
with
your
index
finger
7. It
should
not
use
incompaJble
plugins
or
Flash
8. It
can
be
crawled
and
understood
by
Google
9. Finally,
it
should
just
look
good
on
a
phone
and
be
helpful
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

45. The
Fourth
Pillar
Mobile
OpJmizaJon
Mobile
Assessment
Tools
• Feed
The
Bot
is
a
great
resource
to
get
started:
hgp://www.feedthebot.com/mobile/
• Google
Analy:cs
&
Webmaster
Tools
• Mobile-­‐Friendly
Tool:
hgps://www.google.com/webmasters/tools/mobile-­‐friendly/
• Mobile
Usability
Report:
hgp://googlewebmastercentral.blogspot.com.es/2014/10/tracking-­‐
mobile-­‐usability-­‐in-­‐webmaster.html
• Screaming
Frog's
Smartphone
Googlebot
Crawl:
hgp://www.screamingfrog.co.uk/seo-­‐spider/
• PageSpeed
Insights:
hgps://developers.google.com/speed/pagespeed/insights/
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

46. Developing
Partnerships
• Extend
your
markeJng
capabiliJes
• Free
you
up
to
focus
on
your
strengths
• Align
with
your
organizaJon's
core
values
• Play
well
with
your
other
vendors
and
partners
• Help
you
to
form
a
more
cohesive
brand
experience
• Focus
on
measurable
results
• Are
transparent
about
their
efforts
Develop
partnerships
that…
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

47. Relevance Resonance Best
Prac:ces
Data Content
Developing
PartnershipsTHE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

48. SEO
Challenges
&
Opportuni:es Reviewing
The
Data
FAILING
SEO
GRADES84%
FI
websites
without
a
SEO
site
structure
80%
FI
websites
that
are
NOT
mobile-­‐friendly
57.5%
FI
websites
that
lack
content
variety
84%
OrganizaJons
with
NO
content
markeJng
strategy
70%
FI's
websites
that
have
unclear
or
missing
CTAs
72.5%
FI's
websites
with
NO
visible
social
media
connecJons
47%
FI's
NOT
running
Paid
Search
&
Display
Campaigns
68%
Average
page
views
on
claimed
GMB
pages
140,847

49. SEO
Challenges
&
Opportuni:es Reviewing
The
Data
FAILING
SEO
GRADES84%

50. SEO
Challenges
&
Opportuni:es Reviewing
The
Data

51. SEO
Challenges
&
Opportuni:es Reviewing
The
Data
• Set
measurable
goals
and
assign
an
economic
value
to
them
• Document
your
goals
and
strategy
• And,
if
you
do
only
one
set
of
3
things
arer
that…
1. Create
a
truly
mobile-­‐friendly
website
2. Give
it
a
SEO-­‐friendly
site
structure
3. Create
content
that
engages
your
audience
The
secret
to
a
successful
SEO
strategy
for
a
financial
insJtuJon
is…
to
be
one
of
the
few
who
have
a
SEO
strategy.

52. SEO
Challenges
&
Opportuni:es Reviewing
The
Data

53. You Can Bank On:
Driving Traffic That Builds Real Revenue
ZACK
STACKEdgeMM.com/Connect15
SEO
STRATEGIES
Thank
You