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Tips to Build a Comprehensive
SEO Strategy
What Does
Your SEO
Strategy
Need in 2022
Wayne Cichanski
VP, Search & Site Experience
2 This document and 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 This document and 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
This document and the 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 This document and 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 This document and 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 This document and 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 This document and 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 This document and 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 This document and 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 This document and 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 This document and 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 This document and 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
This document and the 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 This document and 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 This document and 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 This document and 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 This document and 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 This document and 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
This document and the 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 This document and 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 This document and 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 This document and 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 This document and 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 This document and 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 This document and 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
This document and the 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 This document and 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 This document and 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 This document and 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
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
31
Thank You

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Build a High-Impact SEO Strategy in 2022

  • 1. Tips to Build a Comprehensive SEO Strategy What Does Your SEO Strategy Need in 2022 Wayne Cichanski VP, Search & Site Experience
  • 2. 2 This document and 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 document and 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 and the 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 document and 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 document and 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 document and 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 document and 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 document and 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 document and 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 document and 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 document and 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 document and 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 and the 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 document and 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 document and 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 document and 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 document and 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 document and 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 and the 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 document and 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 document and 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 document and 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 document and 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 document and 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 document and 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 and the 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 document and 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 document and 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 document and 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 and the information in it are provided in confidence, and may not be disclosed to any third party. 31 Thank You