#PSTech
#aamkt
Brian D. Swanson
Flashpoint Marketing
UNDER THE HOOD:
BREAKING APART A
#1 SEARCH RANKING
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Speaker Introduction
Bria...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
How Does SEO Work?
Most K...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Quality Rankings
Almost a...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Group Audience Poll
What ...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Effective Website Marketi...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
How Do People React?
How ...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Reflect on Your Website’s...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Develop a Strategy
Gettin...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Align Content & Sales Cyc...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Examples
Issue Based Cont...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Examples
Service Based Co...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Content Development Ideas...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Examples
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Content Management
Creati...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Which Path Do You Offer V...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Evolution of SEO
The Proc...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Foundation for a #1 Ranki...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Keyword Strategy
Awarenes...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Keyword Strategy
This Web...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Keyword Strategy
This Web...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Keyword Strategy
• Indivi...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
On Page Optimization
Meta...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
On Page Optimization
Meta...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
SEO + Social Media
Common...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
SEO + Social Media
Why is...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
SEO + Social Media
How So...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
SEO + Social Media
Annota...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
SEO + Social Media
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
SEO + Social Media
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Conversions
Does Your Sit...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Conversions
The Percentag...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Conversions
Why Are Conve...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Conversion Example
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Conversion Example
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Conversion Example
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Conversion Example
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Conversions
Most Importan...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Putting It Together
Brian...
The Association for Accounting Marketing
#PSTech
#aamkt
The Association for Accounting Marketing
Questions
Brian Swanson
F...
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Under The Hood:Breaking Apart A #1 Search Ranking

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Presentation that provides practical strategies for accounting firms and others on what steps they can take to obtain and properly leverage a #1 ranking on Google - Flashpoint Marketing - CPA Firm SEO

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  • Excellent way to get a number 1 ranking on a topic
  • Excellent way to get a number 1 ranking on a topic
  • Under The Hood:Breaking Apart A #1 Search Ranking

    1. 1. #PSTech #aamkt Brian D. Swanson Flashpoint Marketing UNDER THE HOOD: BREAKING APART A #1 SEARCH RANKING
    2. 2. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Speaker Introduction Brian D. Swanson • 15 Years Accounting Marketing & Business Development Experience • Former Big 4 & Regional Firm Marketing Director • SEMPO Certified in Internet Marketing • SEMPO Certified in Advanced Search Engine Optimization • MBA in Finance & Accounting
    3. 3. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing How Does SEO Work? Most Know Just Enough to Be Dangerous
    4. 4. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Quality Rankings Almost anyone can get a #1 Ranking Keyword Term: Accounting Firm SEO
    5. 5. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Group Audience Poll What Must a Webpage Have to Obtain a Quality #1 Ranking?
    6. 6. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Effective Website Marketing Engaging Content Search Engine Optimization Conversions What are you offering? How are prospects finding it? What actions are they taking?
    7. 7. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing How Do People React? How Alluring is Your Website’s Content?
    8. 8. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Reflect on Your Website’s Content: • Dynamic versus Static • Us versus You • Overly Technical versus Common Vernacular • Current Events versus Months Old News • Audience Relevant versus Irrelevant • Unclear versus Clear Call to Action (Assuming there is a call to action) Assess Your Content Content is Your Website’s Product & Attraction
    9. 9. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Develop a Strategy Getting Started: • Who does this site target? • Is there a niche area we want to highlight? • What information are clients searching for? • What type of content do customers want from us? • How do we attract prospects? • How is our content reinforcing our brand promise? • What is/are the objectives of our strategy?
    10. 10. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Align Content & Sales Cycle Awareness ActionPreferenceInterest Position Content to Speak to Each Phase of the Buying Cycle Identify the Problem Explain the Cause Introduce Your Solution Develop Trust – Build Value Overcome Obstacles
    11. 11. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Examples Issue Based Content • Establishes Awareness • Explains the Cause • Discusses Options • Reveals How Companies may be Impacted • Offers Solutions
    12. 12. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Examples Service Based Content • Identifies an Issue • Explains the Cause • Builds Trust with Reader • Discusses A Solution
    13. 13. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Content Development Ideas Build onto Existing Content • Create Sub-Pages Detailing Key Aspects of Service Offered • Develop Thought Leadership – Blog Posts, Whitepapers, etc. • Get Interactive – Surveys, Questionnaires, Checklists • Demonstrate Value Through Testimonials • Demonstrate Knowledge Through a “Resource Center” • Use Videos to Help Visitors “Experience the Content” – Recorded Webinars, Presentations, etc. What Can You Offer Others Aren’t?
    14. 14. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Examples
    15. 15. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Content Management Creating a Process • Create a Content Calendar • Engage Partners, Managers & Supervisors • Create Criteria for Eligible Content • What if I Can’t Write - What Do I Write About? • Provide Examples of Past Published Content • Remember to Offer Flexibility in the Process • Offer Support From Marketing Answers Questions & Concerns Before They Arise
    16. 16. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Which Path Do You Offer Visitors To Find Your Content? Search Engine Optimization
    17. 17. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Evolution of SEO The Process of Optimization Has Changed • Rankings Based on User Experience • Social Search – Social Media Influences Search Results • Geographical Based Search Results • Google Autocomplete – Suggests Search Terms • Google Freshness Update • Google Author Link • Google Plus – Completely Changes Search Results Based on Network
    18. 18. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Foundation for a #1 Ranking Essential Elements for Effective SEO • Engaging Content • Keyword Strategy – Longtail vs. Specific Terms • Meta Tags – Title, Description, Keywords • Heading Tags – H1, H2, H3 • Customized URLs – CMS Required • Social Media – LinkedIn, Facebook, Twitter • Link Building – Online Press Releases, Interviews, Blog Posts This is the 10,000 Foot View
    19. 19. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Keyword Strategy Awareness ActionPreferenceInterest Identify the Problem Explain the Cause Introduce Your Solution Develop Trust – Build Value Overcome Obstacles Identify Keywords for Stages of the Sales Cycle Different Stages = Different Terms
    20. 20. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Keyword Strategy This Website is Focusing Ohio Rich Keyword Terms
    21. 21. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Keyword Strategy This Webpage Has A More Focused Keyword Strategy
    22. 22. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Keyword Strategy • Individual Terms vs. Phrases – What does this tell us? • Home Page vs. Interior Page • Less Descriptive vs. More Descriptive • Vegas CPA vs. Las Vegas Tax Accountant New Business • Impact on Ranking Position – Less Companies Competing • More Modifiers Mean Closer to Purchase
    23. 23. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing On Page Optimization Meta Title Tags Customized URL H1 Title Tag
    24. 24. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing On Page Optimization Meta Description Meta Keyword Meta Title Tags
    25. 25. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing SEO + Social Media Common Objections to Social Media • Who will Maintain It? • What will we Talk About? • How will we Get Followers? • Our Clients aren’t Interested • We won’t Get Any Leads • We don’t Have Many Followers • I Don’t Have Time MY FORMER BOSS
    26. 26. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing SEO + Social Media Why is Social Media Important for SEO? Social Media Indicates What Fresh & Relevant
    27. 27. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing SEO + Social Media How Social Media Impact Rankings • Gets Your Content Found & Indexed Faster • Likes, Shares, Re-tweets Send Positive Signals to Search Engines • Content Ranked Higher For Those Connected to You • Natural Source of Inbound Links • Increases Your Domain Authority • Increases Author Rank (Google & Bing) Don’t Ignore Google Plus!!!!!!
    28. 28. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing SEO + Social Media Annotations in Search Results Author Highlights
    29. 29. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing SEO + Social Media
    30. 30. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing SEO + Social Media
    31. 31. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Conversions Does Your Site Offer Samples? Do They Attract Prospects?
    32. 32. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Conversions The Percentage of Total Visitors Who Come to the Website, Follow Through After Clicking on the Company's Desired Call to Action - Submit Information, Download a Whitepaper, etc
    33. 33. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Conversions Why Are Conversions Important • True Test of a #1 Ranking • Identifies What Visitors Should Do • Creates Initial Exchange Between Prospect & Firm • Provides Something of Value to Prospect • Allows You to Collect Useful Marketing Information • Transforms the Website Experience for the Prospect
    34. 34. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Conversion Example
    35. 35. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Conversion Example
    36. 36. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Conversion Example
    37. 37. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Conversion Example
    38. 38. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Conversions Most Important Aspect of a #1 Ranking
    39. 39. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Putting It Together Brian D. Swanson • #1 Ranking Alone Has Little Value • Engaging and Fresh Content is Essential to Success • Effective SEO Allows Your Site to be Found by Qualified Prospects • Social Media is Important to Influencing Search Engines & Improving Rankings • Make Sure You Have A Conversion Strategy for Each Page of the Website
    40. 40. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Questions Brian Swanson Flashpoint Marketing bswanson@flashpointmarketing.biz 612-886-3561
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