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Build a High-Impact SEO Strategy in 2022
- 1. Tips to Builda Comprehensive SEO Strategy What Does Your SEO Strategy Need in 2022 Wayne Cichanski VP, Search & Site Experience
- 2. 2 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. 1 2 3 4 How to Discover SEO Opportunities • Evaluating new & existing volume • Understanding relevancy & authority gaps Key Prioritization Methods that Eliminate Emotional Decisions • The role of data science • Categorizing data sets Approach to Developing a Strong Content Strategy • Mapping the full funnel connection • Calculating the content gap What SEO Metrics do you Really Need to Track • Defining primary & secondary KPIs • Channel attribution Today’s Discussion Agenda
- 3. 3 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Wayne Cichanski, VP Search & Site Experience 28 yr career in digital marketing, with 10 yrs at the brand level & 18 yrs at the agency level. Last 9 yrs in financial services & insurance • Digital solutions executive • Search before Google was Google • UX, Development, Search, Data • Former CIO/CMO Wayne.Cichanski@iquanti.com
- 4. This document andthe information in it are provided in confidence, and may not be disclosed to any third party. 4 Closer look at uncovering true opportunities that will make an impact How to Discover & Action SEO Opportunities
- 5. 5 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Analyzing Types of Opportunities Acknowledging and discovering what will drive impact Technical Improvements Existing Ranks New Volume Branded Journey Page Experience Journey Connections
- 6. 6 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Analyzing Types of Opportunities Acknowledging and discovering what will drive impact Existing Ranks • Page 1 ranks 3-10 • Page 2 ranks • Spin new pages for split ranks • Target high volume terms • Analyze and confirm query intent to page
- 7. 7 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Analyzing Types of Opportunities Acknowledging and discovering what will drive impact New Volume • Move up funnel with keyword targeting • Cross compare competitors footprint
- 8. 8 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Analyzing Types of Opportunities Acknowledging and discovering what will drive impact Branded Journey • Acquire SERP positions on branded query • Mapped to the proper journey
- 9. 9 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Analyzing Types of Opportunities Acknowledging and discovering what will drive impact Technical Improvements • Improve page speeds (82+/60+) • Mapped to the proper journey • Core web vitals at template level
- 10. 10 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Analyzing Types of Opportunities Acknowledging and discovering what will drive impact Page Experience • Improve time on site/page • Clearly identify primary & secondary CTAs • Mobile page improvements
- 11. 11 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Analyzing Types of Opportunities Acknowledging and discovering what will drive impact Journey Connections • Connect up/down funnel page • Make primary acquisition goal always present
- 12. 12 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Mining for Volume Opportunities Research and discover where the consumer demand resides Competitors Footprint Pull all non-branded footprints from competition Filter by volume threshold (ie more than 1000) Cross compare from existing footprint to discover gap Expanded Research Perform keyword research based on short head terms Download partial match, exact match and related Review FAQ, PPA & answer box triggers Master Seed List Aggregators, Content & SERP Footprint Pull all non-branded footprints from SERP competitors Filter by volume threshold (ie more than 1000) Cross compare from existing footprint to discover gap
- 13. 13 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Apply Filters that Make Sense to Your Business Group data files into themes and sub-themes to map user journey Group Similar Keywords Together Into Themes and Sub-themes Keyword List Keyword List Theme Sub-Theme Keyword Search Volume Intent Theme A Theme A.1 term 1900 Consideration Theme B Theme B.1 term 30,500 Awareness Theme B Theme B.2 term 90,500 Purchase Each Sub-theme = 1 intent = 1 page
- 14. This document andthe information in it are provided in confidence, and may not be disclosed to any third party. 14 Organizing and prioritizing multiple data sets Key Prioritization Methods that Eliminate Emotional Decisions
- 15. 15 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Where and How to Start Planning Applying a systematic process as you develop a tactical roadmap ▪ Improve page speed & core web vitals ▪ Optimize primary templates ▪ Optimize primary pages Global Technical ▪ Isolate and score all authority gaps for existing URLs ▪ Removal of negative authority across the domain Authority Plan ▪ Compare existing URLs to market landscape, agree on the gap ▪ Identify primary hero term that defines intent Net New Assets ▪ Map all of your existing URLs against the proper “Hero” keyword ▪ List highest volume to lowest ▪ Score all URLs Existing Assets
- 16. 16 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Utilize ALPS to Score & Identify Gaps Convergence of all the necessary tools with the addition of precision & accuracy. Analyze, Simulate & Take Action Award Winning Platform Driven by Predictive Analytics & Machine Learning
- 17. 17 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Scoring Pages for Gap Differences A full dashboard view to know exactly where your gaps are hidden 7.0 8.8 8.8 10.0 6.2 9.0 7.3 9.0 7.3 8.2 8.8 7.5 8.6 7.3 8.7 8.9 8.0 8.2 6.8 8.8 6.6 Authority Relevancy Technical ALPS Keyword – “Personal Loans” 2.95M Annual Search Volume Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Competitor 6 Your Website Current Rank: 19 10 9.5 Modeled Score Modeled Score Current Rank 19th Current Traffic 0 9.5 Modeled Score Modeled Rank 1st Modeled Traffic 501k
- 18. 18 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Prioritizing Based on Data Science EFFORT TO RANK High Effort Low Effort SEARCH VOLUME DEMAND High Volume Low Volume Positive Authority Negative Content Small Neg. Authority Small Neg. Content P1 P2 Large Neg. Authority Large Neg. Content P4 Med. Neg. Authority Large Neg. Content P3 Priority Factors • Gap deficiencies • Search volume • Distance to conversion • Impact to the business
- 19. 19 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Tactical Plans Based on Algorithmic Gaps Create three concurrent workstream plans to elevate all algorithmic levers • Refresh & strengthen existing pages (highest volume & lowest gap) • Build net new pages to bring into market (highest to lowest volume) Content Plan • Shortlist URLs with the lowest authority gap differential • Execute along a 2-Prong strategy: target low authority gaps as well as attack the high authority gaps Authority Plan • Improve page speed by reducing heavy assets and scripts • Optimize top 2-3 templates that your pages are built off of Technical Plan
- 20. This document andthe information in it are provided in confidence, and may not be disclosed to any third party. 20 Understanding what to write and why Approach to Developing a Strong Content Strategy
- 21. 21 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Understanding the Algorithm in 2022 There have been several algorithmic updates in 2021 including multiple core updates. Intent Matching Topic A Topic B Topic C Topic A Rank Fluctuations Rank Stability
- 22. 22 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Group Data Landscape by Like-Minded Intent Map & group keywords by similar intent. Then isolate and develop content to match that intent credit cards 368,000 apply for credit cards 49,500 credit card offers 27,100 credit card application 12,100 apply for credit card online 5,400 sign up for credit card 2,900 new credit cards 2,900 secured credit card 135,000 credit card to build credit 33,100 apply for credit cards 49,500 credit card application 12,100 apply for credit card online 5,400 sign up for credit card 2,900 credit cards 368,000 new credit cards 2,900 compare credit cards 9,900 secured credit card 135,000 credit card to build credit 33,100 credit card offers 27,100 One page does NOT match all of these intents = 1 Page = 1 Page = 1 Page = 1 Page
- 23. 23 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Apply a Full Funnel Connection Goal is to answer all related questions of a user’s journey based on intent. Awareness Consideration Purchase missing missing missing missing missing missing missing New Traffic Point of Entry Move Down Funnel Broken Journey Move Up Funnel Broken Journey Loss of Traffic Point of Entry There is no such thing as “SEO Content”
- 24. 24 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Landscape Theming URL Matching Gap Plan & Prioritize Sub-Theme Sub-Theme Sub-Theme Sub-Theme Existing URL Existing URL No URL No URL Ranks 3+ = OPTIMIZE New Page Req’d New Page Req’d Primary Theme By Funnel Intent & Volume Define Keyword Landscape New Pages “x” to Build New Pages “y” to Optimize Understand the Content Gap Overlay the defined market landscape against your assets in market
- 25. 25 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Add Supporting Assets Based on Funnel Stage Video Infographic Charts PDFs Lists Voice MP4 Upper to Mid Funnel Mid to Bottom Funnel New Set a page volume threshold that matches ROI
- 26. 26 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Create a Publishing Plan • L1 through journey • L2 through journey • L3 high volume • Related pages Baseline ALPS Scores Intent Verification Content Briefs Write Content Add Media Simulate ALPS Scores Business Review Publish Existing Page Refresh Creation of Net New Pages Publishing Cycle • Page 1 lower ranks • Page 2 ranks • High volume terms
- 27. This document andthe information in it are provided in confidence, and may not be disclosed to any third party. 27 Keeping a pulse on performance What SEO Metrics do you Really Need to Track
- 28. 28 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Understand the Role & Audience of Your Reports 01 Executive Team 02 Channel Managers • Overall Performance • Macro Improvements / Declines • Trends • Primary & Secondary KPIs • Ranks, SOV, Authority, Relevancy • Competitive Metrics
- 29. 29 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Define Primary & Secondary KPI’s Secondary KPI’s • New vs Returning Traffic • Engagement – Bounce rate, Avg. Time spent • App start, submit, approval rate • Impressions, Clicks, CTR • Total Organic Footprint, Answer Box & Keywords Rank Movement • ALPS Scores • Page Speed Scores (Core Web Vitals Signals) • Share of Voice (SOV) • Off-Page KPI’s (#Referring Domains, #Backlinks, Domain Authority, Page Authority) • Channel Level and Device Type Performance Primary KPI’s • Traffic • Conversions • Revenue • Head term ranks • QoQ, YoY comparison
- 30. 30 This documentand the information in it are provided in confidence, and may not be disclosed to any third party. Questions? Answering anything SEO related Contact for More Information Wayne Cichanski VP, Search & Site Experience Wayne.Cichanski@iquanti.com Michael Carle VP, Sales - ALPS Michael.Carle@iquanti.com
- 31. This document andthe information in it are provided in confidence, and may not be disclosed to any third party. 31 Thank You