SEARCH!
OPTIMIZATION!
REDEFINED!
First Page Results Drive Big Business!
insivia.com/seminar!
facebook.com/insivia!
@insivia / @andyhalko!
THE GROWTH OF GOOGLE SEARCHES!
Searches Per Day!
NOMATTERYOURBUSINESS,
OPPORTUNITYEXISTS!
70!
“Cleveland Architects”!
6,600!
“Indestructible Dog Toy”!
500!
“Cleveland CPA”...
BING VS. GOOGLE MARKET SHARES!
93% of online !
experiences begin !
with a search engine. !
NOW MOBILE SEARCH IS!
huge!
and different.!
SOCIAL WANTS A!
PieCE OF THE PIE!
TOP RANKS!
DRIVE!
BIG RESULTS!
FIRST PAGE CLICK SHARES!
THE BEST PLACE TO HIDE A DEAD BODY
IS PAGE 2 OF GOOGLE SEARCH RESULTS.!
SEARCH ISNow! COMPLICATED!
Recognition Wins!
People will pick a recognized name if it is the !
third result down over one they don't recognize.!
Understand The
Business Model First!
MORE!
SEARCHES! REVENUE!
MORE!
=!
So, How Does Your Site
Earn Google Cash?!
relevance!
value to searcher!
experience!
Is this what I was looking for?!
Is th...
ACCURACY + RELEVANCY!
user! device! location! phrasing!
Logged in or not! Computer, Phone, Slate! They know where you are! Hummingbird!
RELEVANC...
Howdowe
increase
ourrank?!
What Keyword Is Right?!
most valuable keywords
are determined from…!
keywords !
specifically for
quality traffic!
keywords s...
Determine Your Phrases
With Subjective+Analytical!
The Chunky Middle & Beyond!
Know What Matters!
On Site Factors!
Speed Matters!!
USABILITYMATTERS!
It IS NotJustForConversion!
Highly usable sites get more inbound links, !
less bounces, and more repeat ...
external! factors!
(not internal)!
matter more
than ever.!
BacklinksStillMatter!
Immensely!
Content Marketing Rules!
Start with a strong
base, then work
your way up!
Great SEO Happens
In The Middle!
Targeting a keyword phrase
that will capture valuable
visits!
So unique and enjoyable at
...
GOOD CONTENT
VS. BAD CONTENT!
VS.!
BLOCKED SITE

EMPTY SOCIAL MEDIA

VISITOR LET DOWN

HIGHER AD COST!
INBOUND LINKS!
SOCI...
The Journey:!
InboundMarketingIs
ALongTermInvestment.!
Hummingbird Is Here!
It’s about meaning, not just keywords!
A natural evolution in search!
Have original, high-quality con...
August 2013:
Welcome To Hummingbird!
BlackHatTechniques!
Spamming Words!
Bad Content!
Volume Links!
Malice!
Titles, pages, keywords, links! A thousand links is...
Tools!
Google Analytics!
http://www.google.com/analytics!
WEBMASTER TOOLS!
http://google.com/webmasters!
SEO BOOK TOOLS!
h...
Key Takeaways For 2014!
Integrate other!
marketing!
Channels!
Create value &!
relevancy!
Get on social media!
Build a grea...
GATHER
INFORMATION
ORGANIZE
KNOWLEDGE
CROWDSOURCE
IDEAS
MANAGE
PLANS
MEET PLANBOLD!
Q&A!
insivia.com/seminar!
facebook.com/insivia!
@insivia / @andyhalko!
Insivia Search Engine Optimization Seminar Presentation 2014
Insivia Search Engine Optimization Seminar Presentation 2014
Insivia Search Engine Optimization Seminar Presentation 2014
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Insivia Search Engine Optimization Seminar Presentation 2014

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Search Engine Optimization continues to play a crucial role in lead generation and in 2013, updates to algorithms made it clear that marketers would have to make some serious adjustments to stay on top. These changes put even more emphasis on creating valuable content that is specifically for the users, and it’s your responsibility to take technical steps that communicate that value to the search engines.

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Insivia Search Engine Optimization Seminar Presentation 2014

  1. 1. SEARCH! OPTIMIZATION! REDEFINED! First Page Results Drive Big Business!
  2. 2. insivia.com/seminar! facebook.com/insivia! @insivia / @andyhalko!
  3. 3. THE GROWTH OF GOOGLE SEARCHES! Searches Per Day!
  4. 4. NOMATTERYOURBUSINESS, OPPORTUNITYEXISTS! 70! “Cleveland Architects”! 6,600! “Indestructible Dog Toy”! 500! “Cleveland CPA”! 2,900! “Rupture Disc”! 1,900! “Homemade Ice Cream Maker”! 4,400! “Cleveland Restaurants”!
  5. 5. BING VS. GOOGLE MARKET SHARES!
  6. 6. 93% of online ! experiences begin ! with a search engine. !
  7. 7. NOW MOBILE SEARCH IS! huge! and different.!
  8. 8. SOCIAL WANTS A! PieCE OF THE PIE!
  9. 9. TOP RANKS! DRIVE! BIG RESULTS!
  10. 10. FIRST PAGE CLICK SHARES!
  11. 11. THE BEST PLACE TO HIDE A DEAD BODY IS PAGE 2 OF GOOGLE SEARCH RESULTS.!
  12. 12. SEARCH ISNow! COMPLICATED!
  13. 13. Recognition Wins! People will pick a recognized name if it is the ! third result down over one they don't recognize.!
  14. 14. Understand The Business Model First!
  15. 15. MORE! SEARCHES! REVENUE! MORE! =!
  16. 16. So, How Does Your Site Earn Google Cash?! relevance! value to searcher! experience! Is this what I was looking for?! Is this useful or entertaining?! Was the site easy to use?!
  17. 17. ACCURACY + RELEVANCY!
  18. 18. user! device! location! phrasing! Logged in or not! Computer, Phone, Slate! They know where you are! Hummingbird! RELEVANCY CHANGES WITH MANY FACTORS!
  19. 19. Howdowe increase ourrank?!
  20. 20. What Keyword Is Right?! most valuable keywords are determined from…! keywords ! specifically for quality traffic! keywords specific! to your product ! or service! keywords used ! from related! searches! keywords that ! have high clicks ! and low costs! all possible! related! keywords!
  21. 21. Determine Your Phrases With Subjective+Analytical!
  22. 22. The Chunky Middle & Beyond!
  23. 23. Know What Matters!
  24. 24. On Site Factors!
  25. 25. Speed Matters!!
  26. 26. USABILITYMATTERS! It IS NotJustForConversion! Highly usable sites get more inbound links, ! less bounces, and more repeat visits.!
  27. 27. external! factors! (not internal)! matter more than ever.!
  28. 28. BacklinksStillMatter! Immensely!
  29. 29. Content Marketing Rules! Start with a strong base, then work your way up!
  30. 30. Great SEO Happens In The Middle! Targeting a keyword phrase that will capture valuable visits! So unique and enjoyable at least 1/10 people who see it will try to share it! Relevant to your! audience, location! and business!
  31. 31. GOOD CONTENT VS. BAD CONTENT! VS.! BLOCKED SITE
 EMPTY SOCIAL MEDIA
 VISITOR LET DOWN
 HIGHER AD COST! INBOUND LINKS! SOCIAL SHARES! VISTIOR TRUST! CONVERSION!
  32. 32. The Journey:! InboundMarketingIs ALongTermInvestment.!
  33. 33. Hummingbird Is Here! It’s about meaning, not just keywords! A natural evolution in search! Have original, high-quality content! Have high-quality, relevant site links!
  34. 34. August 2013: Welcome To Hummingbird!
  35. 35. BlackHatTechniques! Spamming Words! Bad Content! Volume Links! Malice! Titles, pages, keywords, links! A thousand links is not the answer! Hidden text, duplicate content, etc.!Volume rather than value! WHAT TO AVOID!
  36. 36. Tools! Google Analytics! http://www.google.com/analytics! WEBMASTER TOOLS! http://google.com/webmasters! SEO BOOK TOOLS! http://tools.seobook.com! RAVEN TOOLS! http://raventools.com! KEYWORD ESTIMATOR! http://adwords.google.com/o/KeywordTool!
  37. 37. Key Takeaways For 2014! Integrate other! marketing! Channels! Create value &! relevancy! Get on social media! Build a great site! Optimize for! mobile!
  38. 38. GATHER INFORMATION ORGANIZE KNOWLEDGE CROWDSOURCE IDEAS MANAGE PLANS MEET PLANBOLD!
  39. 39. Q&A! insivia.com/seminar! facebook.com/insivia! @insivia / @andyhalko!

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