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An Introduction to Surround Sound SEO
An Introduction to Surround Sound SEO
What is Surround Sound SEO?
What is Surround Sound SEO?
Being #1 is great
Being everywhere is better
Being #1 is great
Being everywhere is better
Being #1 is great
“Surround Sound Marketing” is a concept first
named by Alex Birkett (formerly of Hubspot)
“Surround Sound Marketing” is a concept first
named by Alex Birkett (formerly of Hubspot)
“Surround Sound Marketing” is a concept first
named by Alex Birkett (formerly of Hubspot)
Case Study 1:
Case Study 2:
Local
Type 2
Campaign
Case Study 3:
Search
Reputation
Management
SRM
Case Study 4:
Advanced Full
Stack
Case Study 5:
In this presentation I will go deeper into
In this presentation I will go deeper into
Surround Sound SEO
In this presentation I will go deeper into
An advanced technical definition of Surround Sound SEO
Surround Sound SEO
An advanced technical definition of Surround Sound SEO
The best tools to track your SSSEO campaign
Surround Sound SEO
In this presentation I will go deeper into
An advanced technical definition of Surround Sound SEO
The best tools to track your SSSEO campaign
The 5 Types of SSSEO campaigns
Surround Sound SEO
In this presentation I will go deeper into
An advanced technical definition of Surround Sound SEO
The best tools to track your SSSEO campaign
The 5 Types of SSSEO campaigns
The 5 Types of keywords associated with each campaign type
Surround Sound SEO
In this presentation I will go deeper into
An advanced technical definition of Surround Sound SEO
The best tools to track your SSSEO campaign
The 5 Types of SSSEO campaigns
The 5 Types of keywords associated with each campaign type
A Flywheel keyword concept that is the most critical to understand
before you begin a campaign
Surround Sound SEO
In this presentation I will go deeper into
An advanced technical definition of Surround Sound SEO
The best tools to track your SSSEO campaign
The 5 Types of SSSEO campaigns
The 5 Types of keywords associated with each campaign type
A Flywheel keyword concept that is the most critical to understand
before you begin a campaign
The best content format for each type of SSSEO campaign
Surround Sound SEO
In this presentation I will go deeper into
An advanced technical definition of Surround Sound SEO
The best tools to track your SSSEO campaign
The 5 Types of SSSEO campaigns
The 5 Types of keywords associated with each campaign type
A Flywheel keyword concept that is the most critical to understand
before you begin a campaign
The best content format for each type of SSSEO campaign
A sample content Headline for Each type of SSSEO campaign
Surround Sound SEO
In this presentation I will go deeper into
An advanced technical definition of Surround Sound SEO
The best tools to track your SSSEO campaign
The 5 Types of SSSEO campaigns
The 5 Types of keywords associated with each campaign type
A Flywheel keyword concept that is the most critical to understand
before you begin a campaign
The best content format for each type of SSSEO campaign
A sample content Headline for Each type of SSSEO campaign
The best content ranking platforms for each type of SSSEO Campaign
Surround Sound SEO
In this presentation I will go deeper into
Who Am I?
Who Am I?
Russell Wright
I have been in the SEO space since 2005 (17 years)
Russell Wright
I have been in the SEO space since 2005 (17 years)
I founded 2 SEO Software and client serving companies
Russell Wright
I have been in the SEO space since 2005 (17 years)
I founded 2 SEO Software and client serving companies
Created the first co-occurrence keyword research tool (2007)
Russell Wright
I have been in the SEO space since 2005 (17 years)
I founded 2 SEO Software and client serving companies
Created the first co-occurrence keyword research tool (2007)
Created SEO certification training courses
Russell Wright
I have been in the SEO space since 2005 (17 years)
I founded 2 SEO Software and client serving companies
Created the first co-occurrence keyword research tool (2007)
Created SEO certification training courses
Taught thousands of students worldwide since 2007
Russell Wright
I have been in the SEO space since 2005 (17 years)
I founded 2 SEO Software and client serving companies
Created the first co-occurrence keyword research tool (2007)
Created SEO certification training courses
Taught thousands of students worldwide since 2007
Some of these graduates are very well known SEOs today
Russell Wright
Some are confused about the technical meaning of
“Surround Sound SEO”
Here is a clear path to understanding
the meaning and 'levels' of this concept
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound SEO is NOT
OmniChannel Marketing
Surround Sound SEO is NOT
OmniChannel Marketing
But OmniChannel Integration can 10X SSEO Rankings
Surround Sound SEO is NOT
OmniChannel Marketing
Surround Sound SEO is NOT
Simply Link Building and Outreach
Surround Sound SEO is NOT
Simply Link Building and Outreach
SSSEO metrics can organically grow high DA links and earned media promotion.
Surround Sound SEO is NOT
Simply Link Building and Outreach
Surround Sound SEO
Surround Sound SEO
When a brand is ranked on a search
engine results page with multiple
URLs for any given keyword
Surround Sound SEO
single SERP
When a brand is ranked on a search
engine results page with multiple
URLs for any given keyword
Surround Sound SEO
single SERP
single keyword
When a brand is ranked on a search
engine results page with multiple
URLs for any given keyword
Surround Sound SEO
single SERP
single keyword
multiple URLs
When a brand is ranked on a search
engine results page with multiple
URLs for any given keyword
Surround Sound SEO
Surround Sound SEO
Campaign
Surround Sound SEO
Campaign
Dominating multiple Search
Engine Results Pages
Surround Sound SEO
Campaign
Dominating multiple Search
Engine Results Pages
Multiple types of keywords
used by the customer along the
'buyer's journey' from search
Surround Sound SEO
Campaign
Dominating multiple Search
Engine Results Pages
Multiple types of keywords
used by the customer along the
'buyer's journey' from search
Multiple desirable URLs
associated
Surround Sound SEO
Campaign
The 5 Types of
Surround Sound
SEO campaigns
01 Awareness Stage
TOFU
The Legacy Sales Funnel Model
KEYWORD INTENT FUNNEL
User has not defined problem
Free information "How to Articles" or Definitions
Charitable content this is slowest transaction velocity
Brand Awareness
01 Awareness Stage
Consideration Stage
TOFU
MOFU
02
The Legacy Sales Funnel Model
KEYWORD INTENT FUNNEL
User is considering specific options now
User understands problem and possible solutions
User needs to be aware of your product or brand as option
01 Awareness Stage
Consideration Stage
TOFU
MOFU
02
03
BOFU
Decision Stage
The Legacy Sales Funnel Model
KEYWORD INTENT FUNNEL
User is ready to buy and needs a nudge
User needs reassurance and trust
User reads customer and expert reviews
User is influenced by Flywheel Keywords
01 Awareness Stage
Consideration Stage
TOFU
MOFU
02
03
BOFU
Decision Stage
The Legacy Sales Funnel Model
KEYWORD INTENT FUNNEL
01 Awareness Stage
Consideration Stage
TOFU
MOFU
02
03
BOFU
Decision Stage
The Legacy Sales Funnel Model
KEYWORD INTENT FUNNEL
05 Keywords most created by previous or current customers, and
platforms dominated by these words.
Flywheel Keywords
04 The user wants to complete an action or sale..
Transactional Keywords and Platforms
The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
01 Awareness Stage
Consideration Stage
TOFU
MOFU
02
03
BOFU
Decision Stage
The Legacy Sales Funnel Model
KEYWORD INTENT FUNNEL
05 Keywords most created by previous or current customers, and
platforms dominated by these words.
Flywheel Keywords
04 The user wants to investigate brands or services.
Transactional Keywords and Platforms
The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
01 Awareness Stage
Consideration Stage
TOFU
MOFU
02
03
BOFU
Decision Stage
The Legacy Sales Funnel Model
KEYWORD INTENT FUNNEL
MOFU
MOFU
BOFU
MOFU
BOFU
Flywheel
MOFU
BOFU
TOFU
Flywheel
TOFU
MOFU
BOFU
MOFU
BOFU
Informational
Navigational
MOFU
BOFU
Informational
Navigational
BOFU
Informational
Commercial
Navigational
Informational
Commercial
Transactional
Navigational
Informational
Commercial
Transactional
Flywheel
Navigational
Informational
Commercial
Transactional
Flywheel
The 5 Types of Semrush Keywords
for Surround Sound SEO
5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
The user wants to find an answer to a specific question.
01
Informational Keywords
5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
04
Transactional Keywords and Platforms
The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
The user wants to complete an action or sale.
05 Keywords most created by previous or current customers, and
platforms dominated by these words.
Flywheel Keywords
04
Transactional Keywords and Platforms
The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
The user wants to complete an action or sale.
05 Keywords most created by previous or current customers, and
platforms dominated by these words.
Flywheel Keywords
04
Transactional Keywords and Platforms
The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
The user wants to complete an action or sale.
05 Keywords most created by previous or current customers, and
platforms dominated by these words.
Flywheel Keywords
5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
SRM
05 Keywords most created by previous or current customers, and
platforms dominated by these words.
Flywheel Keywords
04 The user wants to complete an action or sale.
Transactional Keywords and Platforms
The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
SRM
By the way, to dig deeper on Keyword Intent
Marcus Tober, Head of Enterprise
By the way, to dig deeper on Keyword Intent
Marcus Tober, Head of Enterprise
Semrush Blog
Case Study 1
Agency Services
International & National Keyword
The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
Client Outreach
*Listicles eventually dominated even the
non-'best' term over 3 years. Race to the
bottom?
Case Study 2
Commercial
MOFU
-
Ecommerce Brand and Products
An eCommerce Keyword
An example of using Semrush’s Surround Sound SEO tool to track and
discover opportunities for non-Brand “MOFU” or Middle of Funnel
Keywords for Angry Orange:
The user wants to find a specific page or site.
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
MOFU Keyword Intent
KEYWORD INTENT FUNNEL
An example of using Semrush’s Surround Sound SEO tool to track and
discover opportunities for non-Brand “MOFU” or Middle of Funnel
Keywords for Angry Orange:
eCommerce Surround
Sound Campaign Process
Innovative Amazon technology (created
by Jimmy Kelley) utilized to push
Amazon URLs worldwide
eCommerce Surround
Sound Campaign Process
Innovative Amazon technology (created
by Jimmy Kelley) utilized to push
Amazon URLs worldwide
Produced a X10 increase of sales and
steady improvement of BSR
eCommerce Surround
Sound Campaign Process
Innovative Amazon technology (created
by Jimmy Kelley) utilized to push
Amazon URLs worldwide
Produced a X10 increase of sales and
steady improvement of BSR
Track campaigns of any Listicles
predominant in the "Pet Odor" market.
eCommerce Surround
Sound Campaign Process
Innovative Amazon technology (created
by Jimmy Kelley) utilized to push
Amazon URLs worldwide
Produced a X10 increase of sales and
steady improvement of BSR
Track campaigns of any Listicles
predominant in the "Pet Odor" market.
Boost Listicle sites ranked inside
Google's 'People Also Ask' and Main
SERP pages
eCommerce Surround
Sound Campaign Process
Innovative Amazon technology (created
by Jimmy Kelley) utilized to push
Amazon URLs worldwide
Produced a X10 increase of sales and
steady improvement of BSR
Track campaigns of any Listicles
predominant in the "Pet Odor" market.
Boost Listicle sites ranked inside
Google's 'People Also Ask' and Main
SERP pages
Track competitors in the Pet Odor
space
eCommerce Surround
Sound Campaign Process
Track "Buyer" Transactional
Keywords in a separate campaign
Semrush Surround Sound SEO tool's
"competitor tracking" allows for "turning the
data cube"
Case Study 3
Local Transactional Keyword
A Local "Transactional" Keyword
A Local "Transactional" Keyword
Local “Surround Sound”
keyword roadblock
created for a client in the
RV industry.
Multiple local keywords have this
monopoly.
Multiple local keywords have this
monopoly.
We used several platforms
Multiple local keywords have this
monopoly.
We used several platforms
We call this "Surround the Camp"
Multiple local keywords have this
monopoly.
We used several platforms
We call this "Surround the Camp"
Soundcloud
Multiple local keywords have this
monopoly.
We used several platforms
We call this "Surround the Camp"
Soundcloud
Google Sites
Multiple local keywords have this
monopoly.
We used several platforms
We call this "Surround the Camp"
Soundcloud
Google Sites
Twitter
Multiple local keywords have this
monopoly.
We used several platforms
We call this "Surround the Camp"
Soundcloud
Google Sites
Twitter
Facebook
Multiple local keywords have this
monopoly.
We used several platforms
We call this "Surround the Camp"
Soundcloud
Google Sites
Twitter
Facebook
Youtube
Multiple local keywords have this
monopoly.
We used several platforms
We call this "Surround the Camp"
Soundcloud
Google Sites
Twitter
Facebook
Youtube
Google Biz Profile (Entity)
Multiple local keywords have this
monopoly.
We used several platforms
We call this "Surround the Camp"
Soundcloud
Google Sites
Twitter
Facebook
Youtube
Google Biz Profile (Entity)
Client Site as #1
Multiple local keywords have this
monopoly.
We used several platforms
We call this "Surround the Camp"
Soundcloud
Google Sites
Twitter
Facebook
Youtube
Google Biz Profile (Entity)
Client Site as #1
Insert many types of platforms here,
depending upon the type of keyword
Flywheel
Flywheel Keywords
Case Study 4
Commercial
MOFU
-
"Reviews" Keywords
SRM - Search Reputation Management
Flywheel or 'Review' Keywords
A clear understanding of a Flywheel type "Transactional" keyword like
"Review" is essential to setting up an SRM Surround Sound SEO campaign
SRM (Search Reputation Management)
Why Consider "Review" Keywords as a unique type
of Transactional Keyword in an SRM Surround
Sound SEO Campaign?
05 Keywords most created by previous or current customers, and
platforms dominated by these words.
Flywheel Keywords
04 The user wants to complete an action or sale.
Transactional Keywords and Platforms
The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
Because Google is responding to Flywheel
keywords, review content, and review platforms
with ongoing global algorithmic updates
05 Keywords most created by previous or current customers, and
platforms dominated by these words.
Flywheel Keywords
04 The user wants to complete an action or sale.
Transactional Keywords and Platforms
The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
Google also has very strict rules and upcoming
protocols associated with Flywheel 'Review' type
keywords and review aggregators
Google also has very strict rules and upcoming
protocols associated with Flywheel 'Review' type
keywords and review aggregators
Flywheel keyword language (good and bad)
used by current or previous customers
Now that we have mapped Semrush keywords onto the traditional Sales
Funnel model - Top of Funnel, Middle of Funnel, Bottom of funnel concept
- lets look at what I mean by 'Flywheel' Re-consideration keywords.
01 Awareness Stage
Consideration Stage
TOFU
MOFU
02
03
BOFU
Decision Stage
The Legacy Sales Funnel Model
KEYWORD INTENT FUNNEL
01 Awareness Stage
Consideration Stage
TOFU
MOFU
02
03
BOFU
Decision Stage
The Legacy Sales Funnel Model
KEYWORD INTENT FUNNEL
Controversy surrounds the Funnel Flywheel model
as though mutually exclusive or opposed
01 Awareness Stage
Consideration Stage
TOFU
MOFU
02
03
BOFU
Decision Stage
The Legacy Sales Funnel Model
KEYWORD INTENT FUNNEL
Controversy surrounds the Funnel Flywheel model
as though mutually exclusive or opposed
01 Awareness Stage
Consideration Stage
TOFU
MOFU
02
03
BOFU
Decision Stage
The Legacy Sales Funnel Model
KEYWORD INTENT FUNNEL
Controversy surrounds the Funnel Flywheel model
as though mutually exclusive or opposed
Here is an example of
an SRM client where we
needed to track and
crowd out bad URLs
and remove negative
comments and fake
reviews for our clients
name + 'Reviews'
and remove negative
comments and fake
reviews for our clients
name + 'Reviews'
During this SRM
Surround Sound
Campaign we:
Ranked Google Biz Profile for brand +
reviews
Ranked Google Biz Profile for brand +
reviews
Increased client's Google Biz Profile
Reviews by x10
Ranked Google Biz Profile for brand +
reviews
Increased client's Google Biz Profile
Reviews by x10
Pushed an affiliate website to #1
ranking for "Client + Reviews"
Ranked Google Biz Profile for brand +
reviews
Increased client's Google Biz Profile
Reviews by x10
Pushed an affiliate website to #1
ranking for "Client + Reviews"
Placed podcasting website in Google's
'people also asked'
Ranked Google Biz Profile for brand +
reviews
Increased client's Google Biz Profile
Reviews by x10
Pushed an affiliate website to #1
ranking for "Client + Reviews"
Placed podcasting website in Google's
'people also asked'
Ranked Quora #1 and #2 for dozens of
keywords
Ranked Google Biz Profile for brand +
reviews
Increased client's Google Biz Profile
Reviews by x10
Pushed an affiliate website to #1
ranking for "Client + Reviews"
Placed podcasting website in Google's
'people also asked'
Ranked Quora #1 and #2 for dozens of
keywords
'Owned' Quora Answers Internally on
Quora
Ranked Google Biz Profile for brand +
reviews
Increased client's Google Biz Profile
Reviews by x10
Pushed an affiliate website to #1
ranking for "Client + Reviews"
Placed podcasting website in Google's
'people also asked'
Ranked Quora #1 and #2 for dozens of
keywords
'Owned' Quora Answers Internally on
Quora
Ranked Trust Pilot for dozens of
keywords
Ranked Google Biz Profile for brand +
reviews
Increased client's Google Biz Profile
Reviews by x10
Pushed an affiliate website to #1
ranking for "Client + Reviews"
Placed podcasting website in Google's
'people also asked'
Ranked Quora #1 and #2 for dozens of
keywords
'Owned' Quora Answers Internally on
Quora
Ranked Trust Pilot for dozens of
keywords
Inserted video carousel (last step only)
Biggest Inoculation from
Flywheel Keyword Ranking Problems
Biggest Inoculation from
Flywheel Keyword Ranking Problems
Biggest Inoculation from
Flywheel Keyword Ranking Problems
Biggest Inoculation from
Flywheel Keyword Ranking Problems
Biggest Inoculation from
Flywheel Keyword Ranking Problems
Use Semrush's Surround
Sound SEO Tool to track
domains and keywords
of brand-jackers
squatting on the client's
personal name and
review keywords (BOFU)
In an SRM type
of Surround
Sound SEO
Campaign we
can:
Track multiple BOFU keywords
(Reviews, alternatives, etc)
Track multiple BOFU keywords
(Reviews, alternatives, etc)
Track Multiple URLs for
keyword
Track multiple BOFU keywords
(Reviews, alternatives, etc)
Track Multiple URLs for
keyword
Track the brand mentions for
keyword
Track multiple BOFU keywords
(Reviews, alternatives, etc)
Track Multiple URLs for
keyword
Track the brand mentions for
keyword
Track the sentiment of the
mention
Track multiple BOFU keywords
(Reviews, alternatives, etc)
Track Multiple URLs for
keyword
Track the brand mentions for
keyword
Track the sentiment of the
mention
Track links from the mentions
Track multiple BOFU keywords
(Reviews, alternatives, etc)
Track Multiple URLs for
keyword
Track the brand mentions for
keyword
Track the sentiment of the
mention
Track links from the mentions
Track competitor’s and Brand
Jackers Surround Sound Status
Surround Sound SEO
Keyword Research at Scale
Flywheel
Type 5 SSSEO Campaign:
ALL Keyword Types
Commercial
MOFU
-
An Advanced Surround Sound SEO Campaign
A SMART (Advanced) Surround Sound SEO
campaign will include ALL Layers of the customer
funnel . . .
and will also include an integrated strategy for
Flywheel Keywords and “Testimonial SEO”
Site content and
Quora Surround Sound SE0
Keyword Intent mapped out and Syndicated
Twitter
Keyword Intent mapped out and Syndicated
Facebook
Keyword Intent mapped out and Syndicated
Social Clusters
Keyword Intent mapped out and Syndicated
White Papers, Amazon Books
Keyword Intent mapped out and Syndicated
Podcasts, Broadcasts
Trust Pilot and Review Aggregators
BOFU-Flywheel
Trust Pilot and Review Aggregators
MOFU
Press Release Team Collaboration
BOFU
Press Release Team Collaboration
MOFU
Press Release Team Collaboration
BOFU
Articles and TOFU content
keywords and entities
Increase transactional velocity by combining
Inbound Marketing and Smart Surround Sound SEO
Strategically connect keywords, queries,
content types and platforms
You need the right SEO knowledge
and the right SEO tools to properly set up a
(profitable) Surround Sound SEO campaign
Please read Alex’s original articles on this topic
and see any Semrush videos
Please text Russell Wright
512-763-9300 for more information

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Surround Sound SEO Campaign Types.pdf

  • 1. An Introduction to Surround Sound SEO An Introduction to Surround Sound SEO
  • 2. What is Surround Sound SEO? What is Surround Sound SEO?
  • 3. Being #1 is great
  • 4. Being everywhere is better Being #1 is great
  • 5. Being everywhere is better Being #1 is great
  • 6. “Surround Sound Marketing” is a concept first named by Alex Birkett (formerly of Hubspot)
  • 7. “Surround Sound Marketing” is a concept first named by Alex Birkett (formerly of Hubspot)
  • 8. “Surround Sound Marketing” is a concept first named by Alex Birkett (formerly of Hubspot)
  • 14. In this presentation I will go deeper into
  • 15. In this presentation I will go deeper into Surround Sound SEO
  • 16. In this presentation I will go deeper into An advanced technical definition of Surround Sound SEO Surround Sound SEO
  • 17. An advanced technical definition of Surround Sound SEO The best tools to track your SSSEO campaign Surround Sound SEO In this presentation I will go deeper into
  • 18. An advanced technical definition of Surround Sound SEO The best tools to track your SSSEO campaign The 5 Types of SSSEO campaigns Surround Sound SEO In this presentation I will go deeper into
  • 19. An advanced technical definition of Surround Sound SEO The best tools to track your SSSEO campaign The 5 Types of SSSEO campaigns The 5 Types of keywords associated with each campaign type Surround Sound SEO In this presentation I will go deeper into
  • 20. An advanced technical definition of Surround Sound SEO The best tools to track your SSSEO campaign The 5 Types of SSSEO campaigns The 5 Types of keywords associated with each campaign type A Flywheel keyword concept that is the most critical to understand before you begin a campaign Surround Sound SEO In this presentation I will go deeper into
  • 21. An advanced technical definition of Surround Sound SEO The best tools to track your SSSEO campaign The 5 Types of SSSEO campaigns The 5 Types of keywords associated with each campaign type A Flywheel keyword concept that is the most critical to understand before you begin a campaign The best content format for each type of SSSEO campaign Surround Sound SEO In this presentation I will go deeper into
  • 22. An advanced technical definition of Surround Sound SEO The best tools to track your SSSEO campaign The 5 Types of SSSEO campaigns The 5 Types of keywords associated with each campaign type A Flywheel keyword concept that is the most critical to understand before you begin a campaign The best content format for each type of SSSEO campaign A sample content Headline for Each type of SSSEO campaign Surround Sound SEO In this presentation I will go deeper into
  • 23. An advanced technical definition of Surround Sound SEO The best tools to track your SSSEO campaign The 5 Types of SSSEO campaigns The 5 Types of keywords associated with each campaign type A Flywheel keyword concept that is the most critical to understand before you begin a campaign The best content format for each type of SSSEO campaign A sample content Headline for Each type of SSSEO campaign The best content ranking platforms for each type of SSSEO Campaign Surround Sound SEO In this presentation I will go deeper into
  • 24.
  • 25. Who Am I? Who Am I?
  • 27. I have been in the SEO space since 2005 (17 years) Russell Wright
  • 28. I have been in the SEO space since 2005 (17 years) I founded 2 SEO Software and client serving companies Russell Wright
  • 29. I have been in the SEO space since 2005 (17 years) I founded 2 SEO Software and client serving companies Created the first co-occurrence keyword research tool (2007) Russell Wright
  • 30. I have been in the SEO space since 2005 (17 years) I founded 2 SEO Software and client serving companies Created the first co-occurrence keyword research tool (2007) Created SEO certification training courses Russell Wright
  • 31. I have been in the SEO space since 2005 (17 years) I founded 2 SEO Software and client serving companies Created the first co-occurrence keyword research tool (2007) Created SEO certification training courses Taught thousands of students worldwide since 2007 Russell Wright
  • 32. I have been in the SEO space since 2005 (17 years) I founded 2 SEO Software and client serving companies Created the first co-occurrence keyword research tool (2007) Created SEO certification training courses Taught thousands of students worldwide since 2007 Some of these graduates are very well known SEOs today Russell Wright
  • 33. Some are confused about the technical meaning of “Surround Sound SEO”
  • 34. Here is a clear path to understanding the meaning and 'levels' of this concept
  • 47. Surround Sound SEO is NOT OmniChannel Marketing
  • 48. Surround Sound SEO is NOT OmniChannel Marketing
  • 49. But OmniChannel Integration can 10X SSEO Rankings Surround Sound SEO is NOT OmniChannel Marketing
  • 50. Surround Sound SEO is NOT Simply Link Building and Outreach
  • 51. Surround Sound SEO is NOT Simply Link Building and Outreach
  • 52. SSSEO metrics can organically grow high DA links and earned media promotion. Surround Sound SEO is NOT Simply Link Building and Outreach
  • 55. When a brand is ranked on a search engine results page with multiple URLs for any given keyword Surround Sound SEO
  • 56. single SERP When a brand is ranked on a search engine results page with multiple URLs for any given keyword Surround Sound SEO
  • 57. single SERP single keyword When a brand is ranked on a search engine results page with multiple URLs for any given keyword Surround Sound SEO
  • 58. single SERP single keyword multiple URLs When a brand is ranked on a search engine results page with multiple URLs for any given keyword Surround Sound SEO
  • 61. Dominating multiple Search Engine Results Pages Surround Sound SEO Campaign
  • 62. Dominating multiple Search Engine Results Pages Multiple types of keywords used by the customer along the 'buyer's journey' from search Surround Sound SEO Campaign
  • 63. Dominating multiple Search Engine Results Pages Multiple types of keywords used by the customer along the 'buyer's journey' from search Multiple desirable URLs associated Surround Sound SEO Campaign
  • 64. The 5 Types of Surround Sound SEO campaigns
  • 65.
  • 66.
  • 67.
  • 68.
  • 69.
  • 70.
  • 71. 01 Awareness Stage TOFU The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL User has not defined problem Free information "How to Articles" or Definitions Charitable content this is slowest transaction velocity Brand Awareness
  • 72. 01 Awareness Stage Consideration Stage TOFU MOFU 02 The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL User is considering specific options now User understands problem and possible solutions User needs to be aware of your product or brand as option
  • 73. 01 Awareness Stage Consideration Stage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL User is ready to buy and needs a nudge User needs reassurance and trust User reads customer and expert reviews User is influenced by Flywheel Keywords
  • 74.
  • 75.
  • 76.
  • 77. 01 Awareness Stage Consideration Stage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL
  • 78. 01 Awareness Stage Consideration Stage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL
  • 79. 05 Keywords most created by previous or current customers, and platforms dominated by these words. Flywheel Keywords 04 The user wants to complete an action or sale.. Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL 01 Awareness Stage Consideration Stage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL
  • 80. 05 Keywords most created by previous or current customers, and platforms dominated by these words. Flywheel Keywords 04 The user wants to investigate brands or services. Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL 01 Awareness Stage Consideration Stage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL
  • 81. MOFU
  • 92. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL
  • 93. The user wants to find an answer to a specific question. 01 Informational Keywords 5 Types of Keyword Intent KEYWORD INTENT FUNNEL
  • 94. The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 5 Types of Keyword Intent KEYWORD INTENT FUNNEL
  • 95. The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL
  • 96. 04 Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL The user wants to complete an action or sale.
  • 97. 05 Keywords most created by previous or current customers, and platforms dominated by these words. Flywheel Keywords 04 Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL The user wants to complete an action or sale.
  • 98. 05 Keywords most created by previous or current customers, and platforms dominated by these words. Flywheel Keywords 04 Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL The user wants to complete an action or sale.
  • 99. 05 Keywords most created by previous or current customers, and platforms dominated by these words. Flywheel Keywords 5 Types of Keyword Intent KEYWORD INTENT FUNNEL SRM
  • 100. 05 Keywords most created by previous or current customers, and platforms dominated by these words. Flywheel Keywords 04 The user wants to complete an action or sale. Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL SRM
  • 101. By the way, to dig deeper on Keyword Intent Marcus Tober, Head of Enterprise
  • 102. By the way, to dig deeper on Keyword Intent Marcus Tober, Head of Enterprise Semrush Blog
  • 103. Case Study 1 Agency Services
  • 104. International & National Keyword The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services.
  • 105. Client Outreach *Listicles eventually dominated even the non-'best' term over 3 years. Race to the bottom?
  • 108. An example of using Semrush’s Surround Sound SEO tool to track and discover opportunities for non-Brand “MOFU” or Middle of Funnel Keywords for Angry Orange:
  • 109. The user wants to find a specific page or site. Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. MOFU Keyword Intent KEYWORD INTENT FUNNEL An example of using Semrush’s Surround Sound SEO tool to track and discover opportunities for non-Brand “MOFU” or Middle of Funnel Keywords for Angry Orange:
  • 110.
  • 112. Innovative Amazon technology (created by Jimmy Kelley) utilized to push Amazon URLs worldwide eCommerce Surround Sound Campaign Process
  • 113. Innovative Amazon technology (created by Jimmy Kelley) utilized to push Amazon URLs worldwide Produced a X10 increase of sales and steady improvement of BSR eCommerce Surround Sound Campaign Process
  • 114. Innovative Amazon technology (created by Jimmy Kelley) utilized to push Amazon URLs worldwide Produced a X10 increase of sales and steady improvement of BSR Track campaigns of any Listicles predominant in the "Pet Odor" market. eCommerce Surround Sound Campaign Process
  • 115. Innovative Amazon technology (created by Jimmy Kelley) utilized to push Amazon URLs worldwide Produced a X10 increase of sales and steady improvement of BSR Track campaigns of any Listicles predominant in the "Pet Odor" market. Boost Listicle sites ranked inside Google's 'People Also Ask' and Main SERP pages eCommerce Surround Sound Campaign Process
  • 116. Innovative Amazon technology (created by Jimmy Kelley) utilized to push Amazon URLs worldwide Produced a X10 increase of sales and steady improvement of BSR Track campaigns of any Listicles predominant in the "Pet Odor" market. Boost Listicle sites ranked inside Google's 'People Also Ask' and Main SERP pages Track competitors in the Pet Odor space eCommerce Surround Sound Campaign Process
  • 117. Track "Buyer" Transactional Keywords in a separate campaign Semrush Surround Sound SEO tool's "competitor tracking" allows for "turning the data cube"
  • 118. Case Study 3 Local Transactional Keyword
  • 121. Local “Surround Sound” keyword roadblock created for a client in the RV industry.
  • 122. Multiple local keywords have this monopoly.
  • 123. Multiple local keywords have this monopoly. We used several platforms
  • 124. Multiple local keywords have this monopoly. We used several platforms We call this "Surround the Camp"
  • 125. Multiple local keywords have this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud
  • 126. Multiple local keywords have this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud Google Sites
  • 127. Multiple local keywords have this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud Google Sites Twitter
  • 128. Multiple local keywords have this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud Google Sites Twitter Facebook
  • 129. Multiple local keywords have this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud Google Sites Twitter Facebook Youtube
  • 130. Multiple local keywords have this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud Google Sites Twitter Facebook Youtube Google Biz Profile (Entity)
  • 131. Multiple local keywords have this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud Google Sites Twitter Facebook Youtube Google Biz Profile (Entity) Client Site as #1
  • 132. Multiple local keywords have this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud Google Sites Twitter Facebook Youtube Google Biz Profile (Entity) Client Site as #1 Insert many types of platforms here, depending upon the type of keyword
  • 133. Flywheel Flywheel Keywords Case Study 4 Commercial MOFU - "Reviews" Keywords SRM - Search Reputation Management
  • 134.
  • 135. Flywheel or 'Review' Keywords
  • 136. A clear understanding of a Flywheel type "Transactional" keyword like "Review" is essential to setting up an SRM Surround Sound SEO campaign SRM (Search Reputation Management)
  • 137. Why Consider "Review" Keywords as a unique type of Transactional Keyword in an SRM Surround Sound SEO Campaign? 05 Keywords most created by previous or current customers, and platforms dominated by these words. Flywheel Keywords 04 The user wants to complete an action or sale. Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services.
  • 138. Because Google is responding to Flywheel keywords, review content, and review platforms with ongoing global algorithmic updates 05 Keywords most created by previous or current customers, and platforms dominated by these words. Flywheel Keywords 04 The user wants to complete an action or sale. Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services.
  • 139.
  • 140.
  • 141.
  • 142.
  • 143.
  • 144. Google also has very strict rules and upcoming protocols associated with Flywheel 'Review' type keywords and review aggregators
  • 145. Google also has very strict rules and upcoming protocols associated with Flywheel 'Review' type keywords and review aggregators
  • 146. Flywheel keyword language (good and bad) used by current or previous customers
  • 147. Now that we have mapped Semrush keywords onto the traditional Sales Funnel model - Top of Funnel, Middle of Funnel, Bottom of funnel concept - lets look at what I mean by 'Flywheel' Re-consideration keywords. 01 Awareness Stage Consideration Stage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL
  • 148. 01 Awareness Stage Consideration Stage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL Controversy surrounds the Funnel Flywheel model as though mutually exclusive or opposed
  • 149. 01 Awareness Stage Consideration Stage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL Controversy surrounds the Funnel Flywheel model as though mutually exclusive or opposed
  • 150. 01 Awareness Stage Consideration Stage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL Controversy surrounds the Funnel Flywheel model as though mutually exclusive or opposed
  • 151.
  • 152.
  • 153.
  • 154. Here is an example of an SRM client where we needed to track and crowd out bad URLs
  • 155. and remove negative comments and fake reviews for our clients name + 'Reviews'
  • 156. and remove negative comments and fake reviews for our clients name + 'Reviews'
  • 157. During this SRM Surround Sound Campaign we:
  • 158. Ranked Google Biz Profile for brand + reviews
  • 159. Ranked Google Biz Profile for brand + reviews Increased client's Google Biz Profile Reviews by x10
  • 160. Ranked Google Biz Profile for brand + reviews Increased client's Google Biz Profile Reviews by x10 Pushed an affiliate website to #1 ranking for "Client + Reviews"
  • 161. Ranked Google Biz Profile for brand + reviews Increased client's Google Biz Profile Reviews by x10 Pushed an affiliate website to #1 ranking for "Client + Reviews" Placed podcasting website in Google's 'people also asked'
  • 162. Ranked Google Biz Profile for brand + reviews Increased client's Google Biz Profile Reviews by x10 Pushed an affiliate website to #1 ranking for "Client + Reviews" Placed podcasting website in Google's 'people also asked' Ranked Quora #1 and #2 for dozens of keywords
  • 163. Ranked Google Biz Profile for brand + reviews Increased client's Google Biz Profile Reviews by x10 Pushed an affiliate website to #1 ranking for "Client + Reviews" Placed podcasting website in Google's 'people also asked' Ranked Quora #1 and #2 for dozens of keywords 'Owned' Quora Answers Internally on Quora
  • 164. Ranked Google Biz Profile for brand + reviews Increased client's Google Biz Profile Reviews by x10 Pushed an affiliate website to #1 ranking for "Client + Reviews" Placed podcasting website in Google's 'people also asked' Ranked Quora #1 and #2 for dozens of keywords 'Owned' Quora Answers Internally on Quora Ranked Trust Pilot for dozens of keywords
  • 165. Ranked Google Biz Profile for brand + reviews Increased client's Google Biz Profile Reviews by x10 Pushed an affiliate website to #1 ranking for "Client + Reviews" Placed podcasting website in Google's 'people also asked' Ranked Quora #1 and #2 for dozens of keywords 'Owned' Quora Answers Internally on Quora Ranked Trust Pilot for dozens of keywords Inserted video carousel (last step only)
  • 166. Biggest Inoculation from Flywheel Keyword Ranking Problems
  • 167. Biggest Inoculation from Flywheel Keyword Ranking Problems
  • 168. Biggest Inoculation from Flywheel Keyword Ranking Problems
  • 169. Biggest Inoculation from Flywheel Keyword Ranking Problems
  • 170. Biggest Inoculation from Flywheel Keyword Ranking Problems
  • 171. Use Semrush's Surround Sound SEO Tool to track domains and keywords of brand-jackers squatting on the client's personal name and review keywords (BOFU)
  • 172. In an SRM type of Surround Sound SEO Campaign we can:
  • 173. Track multiple BOFU keywords (Reviews, alternatives, etc)
  • 174. Track multiple BOFU keywords (Reviews, alternatives, etc) Track Multiple URLs for keyword
  • 175. Track multiple BOFU keywords (Reviews, alternatives, etc) Track Multiple URLs for keyword Track the brand mentions for keyword
  • 176. Track multiple BOFU keywords (Reviews, alternatives, etc) Track Multiple URLs for keyword Track the brand mentions for keyword Track the sentiment of the mention
  • 177. Track multiple BOFU keywords (Reviews, alternatives, etc) Track Multiple URLs for keyword Track the brand mentions for keyword Track the sentiment of the mention Track links from the mentions
  • 178. Track multiple BOFU keywords (Reviews, alternatives, etc) Track Multiple URLs for keyword Track the brand mentions for keyword Track the sentiment of the mention Track links from the mentions Track competitor’s and Brand Jackers Surround Sound Status
  • 179. Surround Sound SEO Keyword Research at Scale
  • 180. Flywheel Type 5 SSSEO Campaign: ALL Keyword Types Commercial MOFU - An Advanced Surround Sound SEO Campaign
  • 181. A SMART (Advanced) Surround Sound SEO campaign will include ALL Layers of the customer funnel . . .
  • 182. and will also include an integrated strategy for Flywheel Keywords and “Testimonial SEO”
  • 183.
  • 184. Site content and Quora Surround Sound SE0
  • 185. Keyword Intent mapped out and Syndicated Twitter
  • 186. Keyword Intent mapped out and Syndicated Facebook
  • 187. Keyword Intent mapped out and Syndicated Social Clusters
  • 188. Keyword Intent mapped out and Syndicated White Papers, Amazon Books
  • 189. Keyword Intent mapped out and Syndicated Podcasts, Broadcasts
  • 190. Trust Pilot and Review Aggregators BOFU-Flywheel
  • 191. Trust Pilot and Review Aggregators MOFU
  • 192. Press Release Team Collaboration BOFU
  • 193. Press Release Team Collaboration MOFU
  • 194. Press Release Team Collaboration BOFU
  • 195. Articles and TOFU content keywords and entities
  • 196. Increase transactional velocity by combining Inbound Marketing and Smart Surround Sound SEO
  • 197. Strategically connect keywords, queries, content types and platforms
  • 198. You need the right SEO knowledge and the right SEO tools to properly set up a (profitable) Surround Sound SEO campaign
  • 199. Please read Alex’s original articles on this topic and see any Semrush videos
  • 200. Please text Russell Wright 512-763-9300 for more information