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
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.
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.
@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
@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
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
@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.
@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.
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.
@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.
@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%
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
@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)
@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.
@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-
@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
@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.
@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.
@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%
@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