@iPullRank
@iPullRank
THIS GUY
WANTS TO
BUILD THE
STAR TREK
COMPUTER
Make it so, amit.
@iPullRankiacquire.com
The knowledge graph exists
Google is understanding the connections between entities, not just
the relationships of words.
...
iacquire.com
GOOGLE IS
RAMPING UP
TO EMPLOY
AUTHOR
RANK
That means the authority of
who wrote it will be weighed
as well a...
Iacquire.com @ipullrank
Author rank is not a ranking factor right now
Based on the 5.6% of the web that has implemented re...
iacquire.com
SEO’S HAVE
REALIZED
TOPIC
MODELING
MATTERS
Check out ntopic.org
@iPullRank
THE SEO
WORLD’S ON
RED ALERT
@iPullRankiacquire.com
@iPullRankiacquire.com
@iPullRankiacquire.com
@iPullRankiacquire.com
…usually means black hat tactics, negative seo and tricks to build links
@iPullRankiacquire.com
Iacquire.com @iPullRank
Link Spam Detection Based on Mass Estimation Whitepaper
If what you care about is spamming for eff...
Let’s talk actual advanced
seo that is intriguing.
@iPullRankiacquire.com
So what is the final frontier?
@iPullRank
@iPullRank
Htc phones are in color c/o an seoOn a panel with @HamidSaify from Deutsch he discussed that they
used insights...
@iPullRank
Using image search as an advertisementSEA Team made a short-lived display advertisement in image
search on the ...
Seo is not sexy and it never gets the proper seat the
Table in digital so ideas like these are few and far between
Advance...
Search is becoming less about google on your desktop
@iPullRankiacquire.com
iacquire.com
MOBILE AND
TABLET
SEARCH
CONTINUE TO
GROW
Have you mastered non-
desktop search yet?
@iPullRank
YOU’RE
MISSING OUT
IF YOU
HAVEN’T
And this is just the beginning…
@iPullRankiacquire.com
@iPullRank
Siri optimization
How will you optimize for Siri?
iacquire.com
iacquire.com
APP STORE
OPTIMIZATION
How about the AppStore?
Great post from @justinbriggs
on this http://justinbriggs.org/...
iacquire.com @iPullRank
Car dashboard app optimization?
iacquire.com @iPullRank
Google glass optimization?
@iPullRankiacquire.com
THERE IS MORE TO DO!
there is still a lot of Undiscovered
Territory in search, but it largely
Has t...
WE HAVE SO MUCH DATA
What unique things can search do right now?
@iPullRankiacquire.com
@iPullRankiacquire.com
MARKET RESEARCH.
@iPullRankiacquire.com
DYNAMIC TARGETING.
@iPullRankiacquire.com
CONTENT STRATEGY.
It’s a holodeck. What are you gonna put in it?
@iPullRankiacquire.com
BEHAVIORAL PSYCHOLOGY.
@iPullRankiacquire.com
HOW DO WE DO SUCH
FUTURISTIC THINGS? @iPullRankiacquire.com
WITH DATA OF COURSE!
@iPullRankiacquire.com
@iPULLRANKIacquire.com
The intersection of search and social media
Social
Media Search
As Search marketers it is up to us ...
@iPullRankIacquire.com
The new seo Process
The new SEO process accounts for all the things that advanced SEO includes. Rea...
@iPullRankIacquire.com
Building personas
Our audience-focused SEO and Social process leverages data partnerships with Niel...
@iPullRankIacquire.com
PERSONa – GETAWAY gabby
GETAWAY gabby is a mother of two who is dire need of a little rest & relaxa...
@iPullRankIacquire.com
Connecting people to their searches
Using standard keyword classification is not enough. Understand...
Iacquire.com @iPullRank
Measurement PLanning
Our main objective is to show business value, not just like and share counts....
Iacquire.com @iPullRank
social data + search data
For more information on the methodology and the source code: http://iacq...
@iPullRankiAcquire.com
Persona interests as defined by facebook
#Motorcycle Safety
Foundation
Audience: 24,000
#Motorcycle...
@iPULLRANKIacquire.com
Keyword Ownership
Once a statistically significant dataset is compiled from visits it can be determ...
Iacquire.com @iPullRank
Apply the Fogg Behavior Model
Based on the intent plus motivators, interests, and attitudes of use...
@iPULLRANKIacquire.com
Dynamic Targeting
Using this data you can build a site that reflects the persona when they arrive
C...
@iPULLRANKIacquire.com
Subsequent Conversion Prediction
Curious George
We develop personas
based on social data
Users come...
@iPullRankiAcquire.com
Cohort analytics
The concept of segmenting your audience into behaviorial groups is called Cohort A...
@iPullRankiAcquire.com
User profiles
Leverage user profiles
if you can’t use
facebook connect
As a marketer the user profi...
@iPullRankiAcquire.com
Invisible user profiles
Can’t get users to fill out a profile? Get just their email address or soci...
@iPullRankiAcquire.com
Fire Custom Variable on Checkout Confirmation
Add the GA Custom Variable Code
personaType
to Confir...
@iPullRankiAcquire.com
Nudgespot
As a marketer the user profile is an incredibly
useful resources for getting relevant dat...
@iPULLRANKIacquire.com
What Position Converts Best?
People are oftentimes shopping around and therefore ranking first does...
@iPULLRANKIacquire.com
Dynamic targeting by search position
Change messaging and offer different features like price compa...
iacquire.com
WHEN THEY
TELL YOUR
SEO IS JUST
META TAGS
AND LINKS…
Laugh at them.
@iPullRank
KEEP BREAKING DOWN
SILOES WITH DATA
@iPullRankiacquire.com
THE FUTURE IS NOW.
@iPullRankiacquire.com
@iPullRank
wwww.iacquire.com
Thank you / Q&A
Michael King
Director of Inbound Marketing
@iPullRank
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Advanced SEO: The Final Frontier

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Advanced SEO: The Final Frontier

  1. 1. @iPullRank
  2. 2. @iPullRank
  3. 3. THIS GUY WANTS TO BUILD THE STAR TREK COMPUTER Make it so, amit. @iPullRankiacquire.com
  4. 4. The knowledge graph exists Google is understanding the connections between entities, not just the relationships of words. iacquire.com @iPullRank
  5. 5. iacquire.com GOOGLE IS RAMPING UP TO EMPLOY AUTHOR RANK That means the authority of who wrote it will be weighed as well as the authority of the site it lives on @iPullRank
  6. 6. Iacquire.com @ipullrank Author rank is not a ranking factor right now Based on the 5.6% of the web that has implemented rel-author it’s not likely to believe that Google is leaning heavily on authorship as a signal. Only 221,987,485 out of 4,000,000,000 urls have rel-author. As with many features and products Google has rolled out over the years adoption is the main barrier to usage.
  7. 7. iacquire.com SEO’S HAVE REALIZED TOPIC MODELING MATTERS Check out ntopic.org @iPullRank
  8. 8. THE SEO WORLD’S ON RED ALERT @iPullRankiacquire.com
  9. 9. @iPullRankiacquire.com
  10. 10. @iPullRankiacquire.com
  11. 11. @iPullRankiacquire.com
  12. 12. …usually means black hat tactics, negative seo and tricks to build links @iPullRankiacquire.com
  13. 13. Iacquire.com @iPullRank Link Spam Detection Based on Mass Estimation Whitepaper If what you care about is spamming for effectively then this is what you need to read http://infolab.stanford.edu/~zoltan/publications/gyongyi2006link.pdf to understand the power principle of PageRank.
  14. 14. Let’s talk actual advanced seo that is intriguing. @iPullRankiacquire.com
  15. 15. So what is the final frontier? @iPullRank
  16. 16. @iPullRank Htc phones are in color c/o an seoOn a panel with @HamidSaify from Deutsch he discussed that they used insights from Search to convince HTC to offer HTC phones in colors other than black, white and silver. iacquire.com
  17. 17. @iPullRank Using image search as an advertisementSEA Team made a short-lived display advertisement in image search on the keyword [ultimate business car]. Granted that keyword has no search volume, but it was still cool and newsworthy iacquire.com
  18. 18. Seo is not sexy and it never gets the proper seat the Table in digital so ideas like these are few and far between Advanced seo is better integration with the marketing mix @iPullRankiacquire.com
  19. 19. Search is becoming less about google on your desktop @iPullRankiacquire.com
  20. 20. iacquire.com MOBILE AND TABLET SEARCH CONTINUE TO GROW Have you mastered non- desktop search yet? @iPullRank
  21. 21. YOU’RE MISSING OUT IF YOU HAVEN’T And this is just the beginning… @iPullRankiacquire.com
  22. 22. @iPullRank Siri optimization How will you optimize for Siri? iacquire.com
  23. 23. iacquire.com APP STORE OPTIMIZATION How about the AppStore? Great post from @justinbriggs on this http://justinbriggs.org/a- disconnect-in-app-store-seo- going-beyond-aso @iPullRank
  24. 24. iacquire.com @iPullRank Car dashboard app optimization?
  25. 25. iacquire.com @iPullRank Google glass optimization?
  26. 26. @iPullRankiacquire.com THERE IS MORE TO DO! there is still a lot of Undiscovered Territory in search, but it largely Has to do with platforms and integration Of organic search.
  27. 27. WE HAVE SO MUCH DATA What unique things can search do right now? @iPullRankiacquire.com
  28. 28. @iPullRankiacquire.com
  29. 29. MARKET RESEARCH. @iPullRankiacquire.com
  30. 30. DYNAMIC TARGETING. @iPullRankiacquire.com
  31. 31. CONTENT STRATEGY. It’s a holodeck. What are you gonna put in it? @iPullRankiacquire.com
  32. 32. BEHAVIORAL PSYCHOLOGY. @iPullRankiacquire.com
  33. 33. HOW DO WE DO SUCH FUTURISTIC THINGS? @iPullRankiacquire.com
  34. 34. WITH DATA OF COURSE! @iPullRankiacquire.com
  35. 35. @iPULLRANKIacquire.com The intersection of search and social media Social Media Search As Search marketers it is up to us to understand the people behind the search. Social Media gives us visibility into that.
  36. 36. @iPullRankIacquire.com The new seo Process The new SEO process accounts for all the things that advanced SEO includes. Read more @ http://iacq.co/Uq4JaP
  37. 37. @iPullRankIacquire.com Building personas Our audience-focused SEO and Social process leverages data partnerships with Nielsen and Experian in context with Social PPC inventories to build audience and buyer personas that ultimately drive keyword and content strategy.
  38. 38. @iPullRankIacquire.com PERSONa – GETAWAY gabby GETAWAY gabby is a mother of two who is dire need of a little rest & relaxation. While she wants to take a vacation in the Caribbean, she is looking a resort that is family friendly. She doesn’t want vacation to be ruined by her kids who are easily bored. While Gabby does have an ideal destination in mind, she has little knowledge regarding pricing. So she has started doing some research on Google & Bing along with a few travel blog websites to get a better idea of what is on the market. ENGAGEMENT INSIGHT Getaway Gina is somewhat receptive to online advertising however, dynamic info-graphics pertaining to family getaways, posted on travel blog websites, would be the best way to interact with this persona. KEY TRAITS  B u s y s o c i a l l i v e s  Risk-adverse investors  Cultured sensibilities  Pragmatic shoppers  I n v o l v e d c i t i z e n s Digital Behavior Contrary to the reputation of older Americans being unappreciative of new media, the people that fall into this persona are enthusiastic internet users. They go online for information, entertainment, blogging, news and making travel arrangements .Their favorite websites include travelocity.com, ameritrade.com, singlesnet.com, legacy.com and hgtv.com. Our in-depth and brand-relevant personas allow us to gain insight into the people behind the keywords and understand their behaviors and what needs they are looking to fulfill.
  39. 39. @iPullRankIacquire.com Connecting people to their searches Using standard keyword classification is not enough. Understanding the user behind the search and where they are in the consumer decision journey allows us to make far more accurate decisions on targeting and content strategy.
  40. 40. Iacquire.com @iPullRank Measurement PLanning Our main objective is to show business value, not just like and share counts. We tie our KPIs to and our content the proper phase of the consumer decision journey to show how our content has affected the business goals.
  41. 41. Iacquire.com @iPullRank social data + search data For more information on the methodology and the source code: http://iacq.co/14NPRpB
  42. 42. @iPullRankiAcquire.com Persona interests as defined by facebook #Motorcycle Safety Foundation Audience: 24,000 #Motorcycle handlebar Audience: 18,000 #Bicycle and motorcycle dynamics Audience: 109,000 #Kawasaki Heavy Industries Motorcycle & Engine Audience: 40,000 #Motorcycle fork Audience: 13,000 #Motorcycle components Audience: 89,000 Motorcycles Bikerornotcom Bikerspostcom Bikers Womenmotorcyclistcom #Motorcycle frame Audience 6,000 #Featherbed frame Audience: 2,000 #Motorcycle Audience: 4,323,640 Suggested Likes and Interests Sons of Anarchy Proud be American Orange County Choppers Nascar Riding Motorcycles Kid Rock Dennis Kirk Beer Motorcycles Audience: 2,382,920 Suggested Likes and Interests Bikerornotcom Bikers Womenmotorcyclistcom Leatherupcom Chopperexchangecom Motorcycle superstore Watch out for bikers Bikerspostcom Harley riders Motorcycling Hawglaw Dennis Kirk Orange County Choppers Riding Motorcycles Audience: 277,480 Suggested Likes and Interests Bikerornotcom Bikerspostcom Riding Motorcycle Hawglaw Orange County Choppers Choppers JP Cycles Biker Diva Apparel Harley Riders Womenmotorcyclistcom Chopperexchangecom Leatherupcom Christian Bikers Dennis Kirk Big Dog Motorcycles Bikers Audience: 313,220 Suggested Likes and Interests Bikers Bikerornotcom Riding motorcycles Hawglaw Orange County Choppers JP Cycles Biker Diva Apparel Harleydavidson Bikerspostcom Womenmotorcyclistcom Chopperexchangecom Leatherupcom Christian bikers Dennis Kirk Big Dog Motorcycles Harley Riders Audience: 40,840 Suggested Likes and Interests #Harley-Davidson Audience: 2,745,940 Suggested Likes and Interests #Indian (motorcycle) Audience: 729,000 #PepsiCo Audience: 5,300,000 #Hewlett-Packard Audience: 7,200,000 #The Hershey Company Audience: 8,000,000 #Tupperware Brands Audience: 597,000 #General Electric Audience: 1,700,000 Sons Anarchy Riding Motorcycles Victory Motorcycles Proud be American Global Partners Network #Custom motorcycle Audience: 1,072,980 Suggested Likes and Interests #Chopper (motorcycle) Audience: 1,600,000 #Bobber (motorcycle) Audience: 179,000 #Types of Motorcycles Audience: 2,600,000 #Cruiser (motorcycles) Audience: 147,000 #World Championship of Custom Bike Building Audience: 4,000 #Cafe Racer Audience: 488,000 #Streetfighter Audience: 179,000 #Sport bike Audience: 2,400,000 #Rat Bike Audience: 32,000 #Scrambler (motorcycle) Audience: 24,000 Mini Chopper Puppet Who Will Fk You Up #Motorcycle Helmet Audience: 23,920 Suggested Likes and Interests #Motorcycle personal protective equipment Audience: 729,000 #Firefighter’s helmet Audience: 162,000 #Equestrian helmet Audience: 13,000 #British Motorcyclists Federation Audience: 40,000 #Snell Memorial Foundation Audience: 2,000 #Lane splitting Audience: 268,000 #Bicycle Helmet Audience:59,000 #Motorcycle boot Audience: 40,000 Eyeshield Ski Helmets Mag Uk Motorcycle Action Group #State motorcyclists’ rights organizations Audience: 4,000 #Racing helmet Audience: 6,000 Motorcycle armor Audience: 1,000 #Motorcycle accessories Audience: 50,840 Suggested Likes and Interests #Grand Prix motorcycle racing Audience: 9,800,000 #Motorcycling Fairing Audience: 66,000 #Motorcycle components Audience: 89,000 #Motorcycle Fork Audience: 13,000 #Kawasaki Heavy Industries Motorcycle & Engine Audience: 40,000 #Renthal Audience: 49,000 #Motorcycle saddle Audience: 2,000 #Anti-lock braking system Audience: 806,000 #Fender (vehicle) Audience: 400,000 Bushtec Motorcycle Trailers Reflects the interest of Hog Wild Will Reflects the interest of All the personas Reflects the interest of Hog Wild Will, Motoring Matt and Open Road Olivia Reflects the interest of All the personas Reflects the interest of All the personas Reflects the interest of Hog Wild Will, Motoring Matt and Riding Reggie Reflects the interest of All the personas Reflects the interest of Hog Wild Will, Motoring Matt and Riding Reggie Reflects the interest of All the personas Based on the data we can glean from the Facebook Ad Creator tool we can create data models of the persona to check against and identify.
  43. 43. @iPULLRANKIacquire.com Keyword Ownership Once a statistically significant dataset is compiled from visits it can be determined which demographic and/or persona is more likely to convert for a given keyword and develop messaging that focuses on that group. Curious George Gamer Film Purist Tech Geek • 18-32 • Male • Loves indie rock • Wishes he had a beard • 18-32 • Male • Loves all music • Wishes he could move out his mom’s basement • 22-40 • Male • Loves film soundtracks • Wishes he could live in the movie Avatar • 22-40 • Male • Loves Techno • Wishes you would stop invading his online privacy OWNER • 5000 Searches Monthly • Conversion Rate 5% • 600 Searches Monthly • Conversion Rate 2% • 1000 Searches Monthly • Conversion Rate 0.5% • 100 Searches Monthly • Conversion Rate 0.2%
  44. 44. Iacquire.com @iPullRank Apply the Fogg Behavior Model Based on the intent plus motivators, interests, and attitudes of users we can create models and surface the right content to encourage users to complete actions http://iacq.co/XRjFEu
  45. 45. @iPULLRANKIacquire.com Dynamic Targeting Using this data you can build a site that reflects the persona when they arrive Curious George • 18-32 • Male • Loves indie rock • Wishes he had a beard What Normal Users See What Curious George Sees (Dramatization)
  46. 46. @iPULLRANKIacquire.com Subsequent Conversion Prediction Curious George We develop personas based on social data Users come from search, we collect data Curious George buys a pair of sneakers We aggressively target in other channels for the next buy Curious George comes back and buys a windbreaker You can predict but they’ll buy next and you can also cookie your users and progressively enhance the user experience based on the data model built from channels they visited from over time.
  47. 47. @iPullRankiAcquire.com Cohort analytics The concept of segmenting your audience into behaviorial groups is called Cohort Analysis. Avinash Kaushik has an interesting post on how to set this up with Google Analytics http://www.kaushik.net/avinash/google-analytics-visitor-
  48. 48. @iPullRankiAcquire.com User profiles Leverage user profiles if you can’t use facebook connect As a marketer the user profile is an incredibly useful resources for getting relevant data about user and storing their usage. You can do this without leveraging Social Media data if you build user profiles. Moz is a great example of robust user profiles that can be leveraged as cohorts
  49. 49. @iPullRankiAcquire.com Invisible user profiles Can’t get users to fill out a profile? Get just their email address or social profile and leverage FullContact or RapLeaf to get the rest of their relevant information.
  50. 50. @iPullRankiAcquire.com Fire Custom Variable on Checkout Confirmation Add the GA Custom Variable Code personaType to Confirmation page _gaq.push(['_setCustomVar',1,’personaTYpe',<pull_in_personaType_from_db>,1]); 1 2 3 4 Track your cohorts/segments/personas in Google Analytics so you can measure against all other metrics.
  51. 51. @iPullRankiAcquire.com Nudgespot As a marketer the user profile is an incredibly useful resources for getting relevant data about user and storing their usage. You can always backfill with FullContact or Facebook NudgeSpot is an easy to use dynamic targeting SaaS product for leveraging cohorts to improve conversion.
  52. 52. @iPULLRANKIacquire.com What Position Converts Best? People are oftentimes shopping around and therefore ranking first does not result in a conversion. Target Keyword Ranking Conversion Rate 3d glasses 1 17.63% 3d glasses 2 67.47% 3d glasses 3 58.00% 3d glasses 4 35.15% 3d glasses 2 98.37%
  53. 53. @iPULLRANKIacquire.com Dynamic targeting by search position Change messaging and offer different features like price comparisons based on rankings to help visitors convert. Read: http://iacq.co/15MYtD2 Position #1 messaging The Time Constraint The Challenge Normal Messaging Position #2 messaging Historically converting position
  54. 54. iacquire.com WHEN THEY TELL YOUR SEO IS JUST META TAGS AND LINKS… Laugh at them. @iPullRank
  55. 55. KEEP BREAKING DOWN SILOES WITH DATA @iPullRankiacquire.com
  56. 56. THE FUTURE IS NOW. @iPullRankiacquire.com
  57. 57. @iPullRank
  58. 58. wwww.iacquire.com Thank you / Q&A Michael King Director of Inbound Marketing @iPullRank
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