SlideShare a Scribd company logo
THE HOLISTIC SEO PROCESS
Let’s grow up, stop being the Kanye West
of digital marketing and legitimize SEO



MICHAEL KING
DIRECTOR OF INBOUND MARKETING
  @ipullrank
DOWNLOAD THIS DECK:
http://iacq.co/holistic-seo




                              @ipullrank
SEO = KANYE WEST
             SEO is the Kanye West of the Digital Marketing Mix




@ipullrank
THE CALCULUS OF MARKETING




   Search Engine Optimization is seen as esoteric and we as SEOs often use the fact that no one truly understands
                        what we do to be prima donnas and exclude more than we include


 @ipullrank
THE TYPICAL SEO PROCESS




   SEO is treated as an initiative that exists in a vacuum asking for change without justification across the rest of the
                                  digital touchpoints. This process is simply not enough.


 @ipullrank
IT DOESN’T FIT INTO THE BRAND RELATIONSHIP MODEL




     SEO typically ignores the other moving parts of a brand’s internal and external relationships within the market




 @ipullrank
KANYE AIN’T DOIN’
               NO MARKET
                RESEARCH




@ipullrank
STANDARD SEO KICKOFF QUESTIONS


        What analytics package do you use?
 Are there any other domains or sites that you own?
   What SEO efforts have been done in the past?
             List your top 3 competitors.
        Do you have social media accounts?
     What keywords are you looking to rank for?




   The biggest problem with this is we often take these inputs at face value. That is to say, very often the brands that
   the client believes they are competing with offline are not the sites they are competing with for keyword coverage
                                                      in the SERPs.

 @ipullrank
STOP PHONING IT IN!




   Becoming an expert in the niche that you are optimizing for is an extremely underrated step in the SEO process.




 @ipullrank
KANYE DON’T CARE
  ABOUT YOUR
   AUDIENCE




@ipullrank
STANDARD CLASSIFICATION IS TOO IMPERSONAL




Informational Navigational                                                        Transactional
Ways to ____ Company Name                                                         Buy _____
How to _____ Organization                                                         Download ____
              name
What is _____ Domain name                                                         Get _____



     Search is about needs and the standard keyword classifier are not enough to understand a searcher’s intent.




 @ipullrank
KEYWORD RESEARCH BEFORE AUDIENCE?




     The problem is you go here and look for stuff to optimize for before you even think of who you are talking to or
                                              what you are talking about!


 @ipullrank
THE QUESTIONS YOU SHOULD BE ASKING


 What is the purpose of your site?
 What are you trying to get users to
       do once they arrive?
  Who is your target audience?




 @ipullrank
RANKING IS NOT A BUSINESS GOAL




   Being #1 is great, but if it doesn’t drive qualified traffic that converts for the business objectives, you haven’t done
                                                             anything.


 @ipullrank
KANYE WILL
DISRUPT YOUR
  CAMPAIGN




   @ipullrank
OTHER CAPABILITIES DRIVE TRAFFIC TOO

                           SOCIAL   SEO
                      TV




    RADIO                                  PPC




              EMAIL
                                       DISPLAY




 @ipullrank
KANYE DON’T
 CARE ABOUT
OTHER TRAFFIC




                @ipullrank
KANYE JUST
WANTS TO BE
    #1




              @ipullrank
SORRY KANYE,
BUT THAT’S NOT
GONNA WORK
      @ipullrank
SEO CHASES THE ALGORITHM



Search is about fulfilling a need for a
person. Search Quality is about
better fulfilling the needs of people.




 @ipullrank
…IN OTHER WORDS



Search needs to be less about
WHAT and more about WHO and
WHY?




 @ipullrank
Perhaps you
              have heard of
             the Knowledge
                 graph?



@ipullrank
COMBINE SEARCH AND SOCIAL




              Social
                        Search
              Media



 @ipullrank
…TO GET THE HOLISTIC SEO APPROACH




                      Optimization     Opportunity
                                        Discovery




                                              Content Strategy
              Measurement
                                               & Development




                     Social Strategy
                                        Technical
                            &
                                       Development
                     Implementation




 @ipullrank
OPPORTUNITY DISCOVERY
             Identifying the who, what, when, where, why of SEO campaigns




@ipullrank
BUSINESS OBJECTIVES




                                Sell More 3D TVs

                               More Shares in Social Media

                               Occupy the Conversation



      Use the client’s business goals to drive audience understanding, keyword selection and every aspect of the
                                                      campaign

 @ipullrank
MARKET RESEARCH




              Learn the vertical inside out before you choose a keyword or write a line of copy.




 @ipullrank
AUDIENCE RESEARCH - PERSONAS




Music Moms                         Happy                          Raging Rock stars Involved Instructors
Typically uninformed gift givers                                  Typically professional musicians at    Typically professional musicians and
looking for information on the     Hobbyists                      various stages of their careers that   thought leaders/content creators who talk
right guitar for their happy       Typically students or          tend to spend more time creating       about new techniques and have strong
hobbyist or raging rockstar.       amateur musicians              content with their guitars only        opinions about instruments and brands.
These people enter the             looking for the latest tips    consuming content as new guitar        These tend to be quite active in the
conversation when they are         and tricks for playing their   technology is released. These are      acoustic guitar conversation.
looking to make a purchase.        guitar. These tend to be       the influencers of the happy
                                   the most active content        hobbyist group.
                                   creators in the acoustic
                                   guitar conversation.



      Personas are hypothetical representations of your target audience. Build them as mental models of who you are
       communicating with. Check out: http://www.seomoz.org/webinars/understanding-your-audience-using-social-
                                                           media

  @ipullrank
THE CUSTOMER DECISION JOURNEY




   Where a user is in the customer decisions journey is called their “need state.” Need states can be explicitly
   spelled out per keyword and should be as part of the keyword portfolio. Need states can also be custom.


 @ipullrank
AUDIENCE RESEARCH – NEED STATES




                                                                                         This person probably
                                                                                         needs information on
                                        Searches for                                     the best acoustic guitar
                                        [best acoustic guitar]                           in order to make a
                                                                                         purchasing decision.
                                                                                         Need State is
                                                                                         “Learning to Buy” or
Music Moms                                                                               “Consider” in the
Typically uninformed gift givers
looking for information on the                                                           Consumer Decision
right guitar for their happy
hobbyist or raging rockstar.                                                             Journey
These people enter the
conversation when they are
looking to make a purchase.




      Need States are the user’s motivations behind their search which help eliminate keyword ambiguity and improves
            targeted copy. http://www.seomoz.org/ugc/mapping-keyword-usage-to-the-consumer-purchase-process

  @ipullrank
HOW DO WE DEVELOP THEM?




Social Data                                       Educated                          Personas &
Business Goals                                    Guessing                          Need States
Market Research


   Personas and need states are the art of educated guessing based on data. These
   are often defined by Strategy and UX teams

 @ipullrank
YAHOO CLUES




          Get demographic data at the keyword level straight from Yahoo. http://clues.yahoo.com/ (h/t @keyrelevance)




 @ipullrank
QUANTITATIVE ANALYSIS




        Who does ComScore, AdPlanner, etc say is the audience for this vertical? If it’s a new site check out a
                                            competitor’s site in Ad Planner

 @ipullrank
FACEBOOK AD CREATOR




                       Use the FB tool to see how many people fall into an audience by interest and
              demo. This tool is the Adwords Keyword Tool of Personas http://www.facebook.com/ads/create/


 @ipullrank
SOCIAL LISTENING




    Start your social listening in Topsy, Social Mention, and/or Amplicate to see who is talking in social media. Paid
                             enterprise tools such as Radian6, ScoutLabs, also available.

 @ipullrank
ANALYTICS MINING




               Pull keywords that are performing from analytics




 @ipullrank
COMPETITIVE ANALYSIS




     Know your competitor’s plays across search, social and the general market so you can make an even better
                                                    gameplan


 @ipullrank
SEARCHMETRICS ESSENTIALS




   The quickest way to understand what your competitors are doing as they track performing keywords, traffic, and
                                              social for many sites
                                       Get it: http://suite.searchmetrics.com/en/essentials


 @ipullrank
KEYWORD RESEARCH




         Once you understand your audience and what they are looking for, then finally do keyword research




 @ipullrank
KEYWORD PORTFOLIO (DELIVERABLE)




   The Keyword Portfolio is a spreadsheet that outlines keyword opportunities by search volume, current ranking,
   landing page, need state, and target segment.


 @ipullrank
SITE AUDIT (DELIVERABLE)




       The overall site audit does not change aside from the fact that issues need to be discussed with business
                                           objectives and audience in mind.


 @ipullrank
CONTENT AUDIT (DELIVERABLE)




    Find out what content exists to determine what can be re-purpose, what needs to be fixed up and what needs to
                                                     be destroyed.


 @ipullrank
BRAND RELATIONSHIPS




              Who is your brand down with? Who can they leverage? Who are they connected to?




 @ipullrank
OFFLINE ASSETS




       What tools, venues, prizes, etc. are at the brands disposal that you can leverage for this SEO campaign?




 @ipullrank
MEASUREMENT PLAN (DELIVERABLE)




   Determine the KPIs for the SEO campaign and outline how they will be measured. @avinash explains how to do
                  this http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/


 @ipullrank
CONTENT STRATEGY
             Content is King so Watch the Throne




@ipullrank
CONTENT IS KING?




   The irony is that so many preach “Content is King,” but they don’t fight for the content. Is Content is truly king you
   should not take on a client that won’t allow content strategy.


 @ipullrank
KEYWORD MAPPING (SEO COPY BRIEF)




   This Document outlines a keyword-relevant information architecture, objective, audience, key performance
   indicators and best practices for content development and will drive the content ideation process.


 @ipullrank
CONTENT IDEATION




   You now know who and why you’re targeting now you must sit down with the stakeholders, content strategists and
          creative teams to figure out what you will build that aligns with business goals and audience needs


 @ipullrank
GOFISH




     I made a tool that uses Twitter for real-time keyword research to help get content ideas that people want now.
                                             Get it: http://ipullrank.com/tools/gofish/



 @ipullrank
APPLICATION OF GOFISH
Combine concepts that people
are talking about now to create a
unique piece of compelling
content with a built-in audience.

       Michael
       Jackson

 Jackson Trial

    South Park


   @ipullrank
                ?
MICHAEL JACKSON DOCTOR TRIAL SOUTH PARK EDITION




              Seed the content you create to influential Twitter users identified by GoFish.




 @ipullrank
FACEBOOK RECOMMENDATIONS TOOL




   Find out what is the most popular content on a given domain and make a better version. Expand to 1000 pixels to
                                          see up to 20 top performers in social.
                   Use it: http://developers.facebook.com/docs/reference/plugins/recommendations/

 @ipullrank
@SEOGADGET CONTENT STRATEGY TOOL




              Similar to GoFish this Google Docs tool scrapes various blogs and discussions to get hot ideas
                         Use it: https://seogadget.co.uk/using-google-docs-to-generate-hot-content-strategies/ (@dbseo)




 @ipullrank
DATA VIZ AS MAXIMUM VIABLE PRODUCT




   Maximize the digital assets of your data visualization content in order to pull links and social engagement from all
        the available channels. Check out: http://www.lifeinsurancefinder.com.au/infographics/what-happens-online-when-you-die/


 @ipullrank
ANNOTATED WIREFRAMES




   The wireframes are your opportunity to make sure the site is visually adhering to SEO recommendations and the
   place for dev and creative teams to make sure they are doing things right


 @ipullrank
CONTENT STRATEGY IS ITS OWN FIELD




   We as SEOs do a significant amount of content strategy and I would suggest this book to find out more about its
   processes and the people involved in order to better speak their language.


 @ipullrank
TECHNICAL DEVELOPMENT
             Checks and Balances for the Development Team




@ipullrank
IMPLEMENTATION AUDIT (DELIVERABLE)




    You’ve already laid the technical framework so once the team promises you that the SEO issues were fixed go
     through the whole site again and double check then create a simple spreadsheet that outlines the issues and
                                    make it clear what was fixed and what was not

 @ipullrank
SITE MIGRATION




    Since social and search are converging site migration is more than 301 redirects now. it’s important to maintain
    your social proof as well. http://searchenginewatch.com/article/2172926/How-to-Maintain-Social-Shares-After-a-
                                                      Site-Migration

 @ipullrank
SOCIAL STRATEGY
             Off Page Optimization Redefined




@ipullrank
LINK BUILDING IS A BIG PICTURE INITIATIVE




   Link building affects and is affected by the outward communication from a brand. Tying it to a big idea or a bigger
                  picture campaign is far more effective than the one to one tactics SEO is known for.


 @ipullrank
IN FACT IT’S ALL WE DO

Professional Off-Page SEO for the Enterprise
DIGITAL PR                                  MANAGED LINK DEVELOPMENT




     IDENTIFY/ENGAGE TREND SETTER OUTLETS             NATURAL LINK INTEGRATION




TARGETED CONTENT MARKETING                  LINK RECLAMATION




             DIGITAL ASSET DISTRIBUTION            BACKLINK AUDIT AND OPTIMIZATION
LINK BUILDING GUIDES




              I wrote two six month plans for link building built on holistic SEO strategy –
                        http://www.iacquire.com/resources/link-building-guides


 @ipullrank
MAKE NEWS OR MAKE FRIENDS




               MAKE NEWS                                                          MAKE FRIENDS




      The most effective ways to build links naturally is by making news or making friends. Brands are in a unique
                               position to do so due to their brand equity, leverage that.


 @ipullrank
SHARE OF VOICE




   Making the case for link building and SEO in general is best done through a metric that higher ups and traditional
     advertisers understand – Share of Voice. SoV is the amount of possible opportunity a given brand occupies.


 @ipullrank
KEYWORD OPP AS FUNCTION OF SoV
                                                                                       [ham sandwich] =
                                                                                       33,100 LSV

                                                                                       The most traffic you
                                                                                       can get in #1 spot is
                                                                                       18.2% (6042.2 visits)

                                                                                       If the client gets 500
                                                                                       visits then their SoV is
                                                                                       8.3% for that keyword.

                                                                                       [ham sandwich]
                                                                                       converts at 10% at
                                                                                       $50 value
                                                                                       $30,200 - $2500 =
                                                                                       $27,700 left on the
                                                                                       table


   Explain the opportunity cost of not going after link building efforts by explaining what share of voice the client has
                     and link building gets them a bigger share of voice and in turn more money.


 @ipullrank
INTEGRATED LINK STRATEGY


                 Social Media                                                               PR




                       Events                                                               Contests


    While link building has always been about casting the widest net, social strategy is about casting the rightest net
                          the widest. Couple these channels and tactics with standard outreach.


 @ipullrank
PUBLIC RELATIONS




    – News is better than advertising, so a key part of social strategy is doing things that make news. Align with PR
   team and let them do a lot of the heavy lifting and outreach to prospects that SEO isn’t able to go after. They can
                  land bigger sites that get scraped regularly so their return is typically one to many.

 @ipullrank
CONTESTS




   Rather than performing outreach and directly offering them a free sample or (gasp) money request that they enter
                a contest wherein their entry is a blog post about the brand’s topic that contains a link.


 @ipullrank
EVENTS




     KANYE KNOWS
     HOW TO THROW A
     PARTY AND GET
     PEOPLE LINKING!




    Throwing a party, conference or trade show is another one-to-many return for link building. Simply host an event
   and invite influencers in the brand’s audience where the stipulation for attendance is that people must blog about
                                                 it and link back to you.

 @ipullrank
SOCIAL MEDIA




   Use social media conversation to find the influencers in the space with regard to the target audience and business
     goals. Build social media profiles to be authoritative and engaging to easily get your content shared and also
                                               convert sharers into linkers.

 @ipullrank
MEASUREMENT /
             OPTIMIZATION




@ipullrank
KANYE ONLY
 MEASURES
  FROM HIS
   @ipullrank
PERSPECTIVE
MEASURE THROUGH YOUR AUDIENCE


                                                     Local
                       Target                       Monthly                    Search      Target        Need     Conversion
 Landing Page         Keyword          Ranking      Searches        Page       Traffic    Persona        State       Rate
                                                                                            Curious  Unaware
/3d-glasses.html      3d glasses          10           18100       Glasses       671        George  Interested       17.63%
     /2d-3d-           2d to 3d                                                                       Aware
conversion.html       conversion           2            1000     Conversion      400      Tech Geek   Owner          67.47%
     /3d-tv-                                                                               Curious   Unaware
  glasses.html       3d tv glasses         3            1000       Glasses       489       George   Interested       58.00%
 /glasses-free-                                                                            Curious    Aware
     3d.html        glasses free 3d        1            1000       Glasses       1289      George     Owner          35.15%
    /real-3d-                                                                              Curious    Aware
  glasses.html      real 3d glasses        2            1000       Glasses       852       George     Owner          98.37%

 /3d-ready.html        3d ready            2            720       3D-Ready       607          All          All       73.05%

/3d-ready-tv.html     3d ready tv          2            590       3D-Ready       276          All          All       85.49%




         Using personas allows you step away from abstracts and identify insights in terms of people and their needs and
                                        not care so much about things like [not provided[


      @ipullrank
MEASURE TO VALIDATE PERSONAS



                                                                                                   Curious George




                                                                                               •    18-32
                                                                                               •    Male
                                                                                               •    Loves indie rock
                                                                                               •    Wishes he had a beard




      Validate your hypotheses via data collected in conversions and visits. You can also test effectiveness using
                             demographic targeting with Facebook Ads and Paid Search

 @ipullrank
USE KEYWORD-LEVEL DEMOGRAPHICS




                                       Search                                   Keyword-Level
FB:Admin                                                                        Demographics
                                       Referrers


      Validate your hypotheses via data collected in conversions and visits. You can also test effectiveness using
                             demographic targeting with Facebook Ads and Paid Search

 @ipullrank
KEYWORD-LEVEL DEMOGRAPHICS DATA




BIRTHDATE       KEYWORD




   @ipullrank
JUST TRACK THE PERSONA

Check for key attributes of
  the persona with an if
        statement




          if (demos.age >= „18‟ && demos.age <= „40‟ &&
          demos.gender=“male” && demos.state == “New York”)
          {
                 _gaq.push([„_setCustomVar‟,‟1‟,‟Persona‟,‟Curi
          ous George‟,1]);
          }

                         Push just the name rather
                         than all of the data points




  @ipullrank
KEYWORD OWNERSHIP



       OWNER
     Curious George                   Gamer                        Film Purist                        Tech Geek




 •    18-32                       •   18-32                    •   22-40                          •   22-40
 •    Male                        •   Male                     •   Male                           •   Male
 •    Loves indie rock            •   Loves all music          •   Loves film soundtracks         •   Loves Techno
 •    Wishes he had a beard       •   Wishes he could move     •   Wishes he could live in        •   Wishes you would stop
                                      out his mom’s                the movie Avatar                   invading his online
                                      basement                                                        privacy

• 5000 Searches Monthly          • 600 Searches Monthly         • 1000 Searches Monthly          • 100 Searches Monthly
• Conversion Rate 5%             • Conversion Rate 2%           • Conversion Rate 0.5%           • Conversion Rate 0.2%




           Once a statistically significant dataset is compiled 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.


      @ipullrank
DYNAMIC TARGETING


What Normal Users See                                                     What Curious George Sees


                                             Curious George




                                         •    18-32
                                         •    Male
                                         •    Loves indie rock
                                         •    Wishes he had a beard




                                                                                        (Dramatization)


              Using this data you can build a site that reflects the persona when they arrive



 @ipullrank
KEYWORD ARBITRAGE

  Initial           Conversion       Persona           Keyword          Subsequent        Conversion       Keyword
  Keyword           Rate                               Revenue          Keyword           Rate             Revenue
  Sneakers          5%               Curious George    $50              Sneakers          40%              $50

  Sneakers          5%               Curious George    $50              Windbreakers      60%              $100

  Sneakers          5%               Curious George    $50              T-Shirts          20%              $20

  Windbreakers      3%               Curious George    $100             Sneakers          32%              $50

  Windbreakers      3%               Curious George    $100             Windbreakers      5%               $100

  Windbreakers      3%               Curious George    $100             T-shirts          80%              $20

  T-shirts          2%               Curious George    $20              Sneakers          50%              $50

  T-shirts          2%               Curious George    $20              Windbreakers      40%              $100

  T-shirts          2%               Curious George    $20              T-shirts          75%              $20




      Tracking keyword demographics also allows the attribution of future purchases to the original keyword and will
                                           give way to keyword matrices.


 @ipullrank
SUBSEQUENT CONVERSION PREDICTION


We develop personas    Users come from      Curious George   We aggressively target   Curious George
based on social data   search, we collect   buys a pair of   in other channels for    comes back and
                       data                 sneakers         the next buy             buys a windbreaker


  Curious George




       @ipullrank
THE WINNING FORMULAS




              Keyword                                     Price per Keyword
              Earnings
                                                          Annual Earnings
              Ratio
                                                          per initial click

                                                          Annual Earnings
              Keyword                                     per initial click
              Earnings
              Yield                                       Price per Keyword



     Based on how often an initial keyword leads to future conversions of subsequent keywords businesses will be
                       able to measure the annual value of a keyword and react accordingly.


 @ipullrank
OTHER DATA SOURCES




                         LinkedIn                     Google+
                         Opt-In                       Opt-In
                         Professional data            [Not Provided]




    Although Facebook is the most granular and adopted, these other outlets also allow
                             you to get data on your users.
       LinkedIn Profile Data: https://developer.linkedin.com/documents/profile-fields
 @ipullrank
              G+ API People Data: https://developers.google.com/+/api/latest/people
TRACK YOUR RANKINGS




Ranking                        Keyword




               Post: http://www.seomoz.org/blog/gettings-rankings-into-ga-using-custom-variables (@dohertyjf)
                               Code: https://github.com/ipullrank/Google-Analytics-Rankings


  @ipullrank
WHAT POSITION CONVERTS BEST?



                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%




          People are oftentimes shopping around and therefore ranking first does not result in a conversion.




 @ipullrank
DYNAMIC MESSAGING BASED ON RANKINGS



Position #1 messaging                    Position #2 messaging                 Historically converting position




The Time Constraint                           The Challenge                          Normal Messaging




   Change messaging and offer different features like price comparisons based on rankings to help visitors convert.
      Read: http://www.zazzlemedia.co.uk/blog/dynamic-messaging-based-on-ranking-to-improve-conversion/


 @ipullrank
LINK REPORTING




    Report your link building efforts through your target audience to determine which segment drives the most traffic
                               and what type of prospect to put efforts into moving forward.


 @ipullrank
WHY DO IT THIS WAY?
             6 Reasons Holistic SEO is the future




@ipullrank
BRAND BUY-IN




   SEO has always been an industry that explains itself using empirical data. Starting from the audience, a place that
                    businesses can understand, it is far easier to get buy-in for SEO initiatives.


 @ipullrank
COMPARE THE TWO STATEMENTS




“We want to build links targeting                                  “We’d like to launch a contest targeting
websites with a PageRank of 3 or                                   Influential Moms with over 5000
higher. We’ll reach out to a variety                               followers on Twitter. To enter they’d
of prospects and target anchor                                     write blog posts that link back to our
text for keyword opportunities                                     properties in order to drive traffic for
identified by our extensive                                        our target Listener Moms that are
keyword research in order to gain                                  using Search to buy more healthy
rankings for your brand.”                                          cereal.”




      Speaking directly to the brand’s audience and business objectives makes it much easier to achieve brand buy-in




   @ipullrank
STOP CHASING THE ALGORITHM




   Google’s goal is to give people what they want, build and optimize with people in mind and you’ll always be ahead
                       of the algorithm. That is not to say technical tenets of SEO can be ignored.


 @ipullrank
A BETTER WEB




                         HEAL THE WEB
       the consumer is the biggest winner here. Naturally businesses benefit immensely as well, but the more we
   optimize with people in mind the more likely their needs will be fulfilled and consequently, the more likely we are to
                                               get those people to convert.

 @ipullrank
SCALABILITY




   Getting on the same page with the other capabilities allows SEO efforts to be scaled considerably for brands large
     and small. This is how we regularly achieve those otherwise rare instances of synergy between capabilities.


 @ipullrank
CROSS-CHANNEL OPTIMIZATION




    Taking a holistic approach allows each channel to inform another of why they might be experiencing difficulties
      and how to optimize. For example we can discover through social what people are actually looking for and
                           validate it through landing page tests to inform product decisions.

 @ipullrank
(NOT PROVIDED)…SO WHAT?




     Google is not going to give us our keyword data back. Measure the resonance of content via conversions and
      track rankings against landing page traffic to understand whether intent is matching your target audience.


 @ipullrank
CONGRATS KANYE




              KANYE IS CLASSY, GROWN
              UP AND READY TO PLAN
              WITH THE TEAM. SO IS SEO.




 @ipullrank
MICHAEL KING
Director of Inbound Marketing


       www.iacquire.com


       mike@iacquire.com


       @iPullRank




               THANK YOU / Q&A

More Related Content

What's hot

Influencer 101
Influencer 101Influencer 101
Influencer 101
We Are Social
 
Seven Habits of Highly Effective Digital Marketers - Tops Tips for 2015!
Seven Habits of Highly Effective Digital Marketers - Tops Tips for 2015!Seven Habits of Highly Effective Digital Marketers - Tops Tips for 2015!
Seven Habits of Highly Effective Digital Marketers - Tops Tips for 2015!
Digital Annexe
 
Marketing in the Machine Age: The Path to a More (Artificially) Intelligent F...
Marketing in the Machine Age: The Path to a More (Artificially) Intelligent F...Marketing in the Machine Age: The Path to a More (Artificially) Intelligent F...
Marketing in the Machine Age: The Path to a More (Artificially) Intelligent F...
PR 20/20
 
Content Marketing Rocks! 36 Tips from Rock Star Brands & Marketers
Content Marketing Rocks! 36 Tips from Rock Star Brands & MarketersContent Marketing Rocks! 36 Tips from Rock Star Brands & Marketers
Content Marketing Rocks! 36 Tips from Rock Star Brands & Marketers
TopRank Marketing Agency
 
ALMSecret layoutsRAG
ALMSecret layoutsRAGALMSecret layoutsRAG
ALMSecret layoutsRAG
Van Howell
 
SXSW 2017 Sound Bites and Learnings
SXSW 2017 Sound Bites and LearningsSXSW 2017 Sound Bites and Learnings
SXSW 2017 Sound Bites and Learnings
salomon dayan
 
Moz Blog
Moz BlogMoz Blog
The 2011 Non-Obvious Trend Report VISUAL EDITION: 15 Business & Marketing Tre...
The 2011 Non-Obvious Trend Report VISUAL EDITION: 15 Business & Marketing Tre...The 2011 Non-Obvious Trend Report VISUAL EDITION: 15 Business & Marketing Tre...
The 2011 Non-Obvious Trend Report VISUAL EDITION: 15 Business & Marketing Tre...
Rohit Bhargava
 
Why You Should Be Excited About Inbound Marketing 2.1
Why You Should Be Excited About Inbound Marketing 2.1Why You Should Be Excited About Inbound Marketing 2.1
Why You Should Be Excited About Inbound Marketing 2.1
HubSpot
 
2016 A-Z Culture Glossary
2016 A-Z Culture Glossary2016 A-Z Culture Glossary
2016 A-Z Culture Glossary
sparks & honey
 
Best of SXSW 2017 - Speakers, Themes and Links
Best of SXSW 2017 - Speakers, Themes and LinksBest of SXSW 2017 - Speakers, Themes and Links
Best of SXSW 2017 - Speakers, Themes and Links
Jung von Matt
 
The Content Marketing Imperative - NewsCred Content Summit Summit 9-18
The Content Marketing Imperative - NewsCred Content Summit Summit 9-18The Content Marketing Imperative - NewsCred Content Summit Summit 9-18
The Content Marketing Imperative - NewsCred Content Summit Summit 9-18
Michael Brenner
 
2017 trends report
2017 trends report2017 trends report
2017 trends report
Brad Simon
 
Our Skip Button Love Affair | SXSW 2017
Our Skip Button Love Affair | SXSW 2017Our Skip Button Love Affair | SXSW 2017
Our Skip Button Love Affair | SXSW 2017
Christopher Ferrel
 
SMX Advanced 2015 Presentation on Converting the Mobile Visitor
SMX Advanced 2015 Presentation on Converting the Mobile Visitor SMX Advanced 2015 Presentation on Converting the Mobile Visitor
SMX Advanced 2015 Presentation on Converting the Mobile Visitor
Margot da Cunha
 
Four Secrets to Making Things Crowd Worthy
Four Secrets to Making Things Crowd WorthyFour Secrets to Making Things Crowd Worthy
Four Secrets to Making Things Crowd Worthy
Bryan Kramer
 
The journey before the destination - Analyzing the Traveling Decision Making ...
The journey before the destination - Analyzing the Traveling Decision Making ...The journey before the destination - Analyzing the Traveling Decision Making ...
The journey before the destination - Analyzing the Traveling Decision Making ...
XPLAIN
 
Origins of the Marketing Intelligence Engine (INBOUND 2016)
Origins of the Marketing Intelligence Engine (INBOUND 2016)Origins of the Marketing Intelligence Engine (INBOUND 2016)
Origins of the Marketing Intelligence Engine (INBOUND 2016)
PR 20/20
 
25 influencers share their marketing predictions for 2016
25 influencers share their marketing predictions for 201625 influencers share their marketing predictions for 2016
25 influencers share their marketing predictions for 2016
David Schneider
 
The fair exchange tutorial balancing customer needs and business objectives
The fair exchange tutorial   balancing customer needs and business objectivesThe fair exchange tutorial   balancing customer needs and business objectives
The fair exchange tutorial balancing customer needs and business objectives
John Kottcamp
 

What's hot (20)

Influencer 101
Influencer 101Influencer 101
Influencer 101
 
Seven Habits of Highly Effective Digital Marketers - Tops Tips for 2015!
Seven Habits of Highly Effective Digital Marketers - Tops Tips for 2015!Seven Habits of Highly Effective Digital Marketers - Tops Tips for 2015!
Seven Habits of Highly Effective Digital Marketers - Tops Tips for 2015!
 
Marketing in the Machine Age: The Path to a More (Artificially) Intelligent F...
Marketing in the Machine Age: The Path to a More (Artificially) Intelligent F...Marketing in the Machine Age: The Path to a More (Artificially) Intelligent F...
Marketing in the Machine Age: The Path to a More (Artificially) Intelligent F...
 
Content Marketing Rocks! 36 Tips from Rock Star Brands & Marketers
Content Marketing Rocks! 36 Tips from Rock Star Brands & MarketersContent Marketing Rocks! 36 Tips from Rock Star Brands & Marketers
Content Marketing Rocks! 36 Tips from Rock Star Brands & Marketers
 
ALMSecret layoutsRAG
ALMSecret layoutsRAGALMSecret layoutsRAG
ALMSecret layoutsRAG
 
SXSW 2017 Sound Bites and Learnings
SXSW 2017 Sound Bites and LearningsSXSW 2017 Sound Bites and Learnings
SXSW 2017 Sound Bites and Learnings
 
Moz Blog
Moz BlogMoz Blog
Moz Blog
 
The 2011 Non-Obvious Trend Report VISUAL EDITION: 15 Business & Marketing Tre...
The 2011 Non-Obvious Trend Report VISUAL EDITION: 15 Business & Marketing Tre...The 2011 Non-Obvious Trend Report VISUAL EDITION: 15 Business & Marketing Tre...
The 2011 Non-Obvious Trend Report VISUAL EDITION: 15 Business & Marketing Tre...
 
Why You Should Be Excited About Inbound Marketing 2.1
Why You Should Be Excited About Inbound Marketing 2.1Why You Should Be Excited About Inbound Marketing 2.1
Why You Should Be Excited About Inbound Marketing 2.1
 
2016 A-Z Culture Glossary
2016 A-Z Culture Glossary2016 A-Z Culture Glossary
2016 A-Z Culture Glossary
 
Best of SXSW 2017 - Speakers, Themes and Links
Best of SXSW 2017 - Speakers, Themes and LinksBest of SXSW 2017 - Speakers, Themes and Links
Best of SXSW 2017 - Speakers, Themes and Links
 
The Content Marketing Imperative - NewsCred Content Summit Summit 9-18
The Content Marketing Imperative - NewsCred Content Summit Summit 9-18The Content Marketing Imperative - NewsCred Content Summit Summit 9-18
The Content Marketing Imperative - NewsCred Content Summit Summit 9-18
 
2017 trends report
2017 trends report2017 trends report
2017 trends report
 
Our Skip Button Love Affair | SXSW 2017
Our Skip Button Love Affair | SXSW 2017Our Skip Button Love Affair | SXSW 2017
Our Skip Button Love Affair | SXSW 2017
 
SMX Advanced 2015 Presentation on Converting the Mobile Visitor
SMX Advanced 2015 Presentation on Converting the Mobile Visitor SMX Advanced 2015 Presentation on Converting the Mobile Visitor
SMX Advanced 2015 Presentation on Converting the Mobile Visitor
 
Four Secrets to Making Things Crowd Worthy
Four Secrets to Making Things Crowd WorthyFour Secrets to Making Things Crowd Worthy
Four Secrets to Making Things Crowd Worthy
 
The journey before the destination - Analyzing the Traveling Decision Making ...
The journey before the destination - Analyzing the Traveling Decision Making ...The journey before the destination - Analyzing the Traveling Decision Making ...
The journey before the destination - Analyzing the Traveling Decision Making ...
 
Origins of the Marketing Intelligence Engine (INBOUND 2016)
Origins of the Marketing Intelligence Engine (INBOUND 2016)Origins of the Marketing Intelligence Engine (INBOUND 2016)
Origins of the Marketing Intelligence Engine (INBOUND 2016)
 
25 influencers share their marketing predictions for 2016
25 influencers share their marketing predictions for 201625 influencers share their marketing predictions for 2016
25 influencers share their marketing predictions for 2016
 
The fair exchange tutorial balancing customer needs and business objectives
The fair exchange tutorial   balancing customer needs and business objectivesThe fair exchange tutorial   balancing customer needs and business objectives
The fair exchange tutorial balancing customer needs and business objectives
 

Viewers also liked

Getting SEO & Social Media Alignment Inside Your Organization by Warren Lee
Getting SEO & Social Media Alignment Inside Your Organization by Warren LeeGetting SEO & Social Media Alignment Inside Your Organization by Warren Lee
Getting SEO & Social Media Alignment Inside Your Organization by Warren Lee
Search Marketing Expo - SMX
 
Paid Search (PPC) & Natural Search (SEO) Co-optimization Strategies
Paid Search (PPC) & Natural Search (SEO) Co-optimization StrategiesPaid Search (PPC) & Natural Search (SEO) Co-optimization Strategies
Paid Search (PPC) & Natural Search (SEO) Co-optimization Strategies
Warren Lee
 
Kdy už konečně umře seo
Kdy už konečně umře seoKdy už konečně umře seo
Kdy už konečně umře seo
Marek Prokop
 
Chytrý linkbaiting v praxi SEO Restart 2013
Chytrý linkbaiting v praxi SEO Restart 2013Chytrý linkbaiting v praxi SEO Restart 2013
Chytrý linkbaiting v praxi SEO Restart 2013
Martin Matějka
 
Jak získat odkazy pro libovolný web
Jak získat odkazy pro libovolný webJak získat odkazy pro libovolný web
Jak získat odkazy pro libovolný web
SEO konzultant a specialista Marek Hnátek
 
Marketing on-line obchodu - Adam Jurák
Marketing on-line obchodu - Adam JurákMarketing on-line obchodu - Adam Jurák
Marketing on-line obchodu - Adam Jurák
UP Business Club
 
Jak rychlost webu může zvýšit příjmy | Barcamp Ostrava 2013
Jak rychlost webu může zvýšit příjmy | Barcamp Ostrava 2013Jak rychlost webu může zvýšit příjmy | Barcamp Ostrava 2013
Jak rychlost webu může zvýšit příjmy | Barcamp Ostrava 2013
Adam Martinik
 
Jak na monitoring zmínek
Jak na monitoring zmínekJak na monitoring zmínek
Zkušenosti s Google Analytics ve SportObchod.cz - Adam Jurák
Zkušenosti s Google Analytics ve SportObchod.cz - Adam JurákZkušenosti s Google Analytics ve SportObchod.cz - Adam Jurák
Zkušenosti s Google Analytics ve SportObchod.cz - Adam Jurák
JsmeMarketing
 
31+1 praktických příkladů jak zvýšit obchodní výkonnost nejen eshopu | JsmeMa...
31+1 praktických příkladů jak zvýšit obchodní výkonnost nejen eshopu | JsmeMa...31+1 praktických příkladů jak zvýšit obchodní výkonnost nejen eshopu | JsmeMa...
31+1 praktických příkladů jak zvýšit obchodní výkonnost nejen eshopu | JsmeMa...
Jan Kvasnička
 
Jak stavět affiliate weby, aby fungovaly roky
Jak stavět affiliate weby, aby fungovaly rokyJak stavět affiliate weby, aby fungovaly roky
Jak stavět affiliate weby, aby fungovaly roky
Ondřej Martinek
 
Linkbuilding v roce 2016
Linkbuilding v roce 2016 Linkbuilding v roce 2016
Jak SE Odnaučit spouštět weby bez SEO kontroly - Shopcamp 2016
Jak SE Odnaučit spouštět weby bez SEO kontroly - Shopcamp 2016Jak SE Odnaučit spouštět weby bez SEO kontroly - Shopcamp 2016
Jak SE Odnaučit spouštět weby bez SEO kontroly - Shopcamp 2016
Pavel Ungr
 
Proč UXák potřebuje SEO? Aby vznikl dobrý SEouX
Proč UXák potřebuje SEO? Aby vznikl dobrý SEouXProč UXák potřebuje SEO? Aby vznikl dobrý SEouX
Proč UXák potřebuje SEO? Aby vznikl dobrý SEouX
Pavel Ungr
 
Simple Guide to Long Tail SEO for Blogs
Simple Guide to Long Tail SEO for BlogsSimple Guide to Long Tail SEO for Blogs
Simple Guide to Long Tail SEO for Blogs
Fandom Marketing
 
Analýza webu pomocí Xenu
Analýza webu pomocí XenuAnalýza webu pomocí Xenu
Analýza webu pomocí Xenu
H1.cz
 
Google Webmaster Tools a SEO - Lukáš Pokorný
Google Webmaster Tools a SEO - Lukáš PokornýGoogle Webmaster Tools a SEO - Lukáš Pokorný
Google Webmaster Tools a SEO - Lukáš Pokorný
JsmeMarketing
 
Minulost, současnost a budoucnost získávání odkazů
Minulost, současnost a budoucnost získávání odkazůMinulost, současnost a budoucnost získávání odkazů
Minulost, současnost a budoucnost získávání odkazů
Filip Podstavec
 
OpenRefine - Data Science Training for Librarians
OpenRefine - Data Science Training for LibrariansOpenRefine - Data Science Training for Librarians
OpenRefine - Data Science Training for Librarians
tfmorris
 
Broken linkbuilding od B do G - SEO Restart
Broken linkbuilding od B do G - SEO RestartBroken linkbuilding od B do G - SEO Restart
Broken linkbuilding od B do G - SEO Restart
Filip Podstavec
 

Viewers also liked (20)

Getting SEO & Social Media Alignment Inside Your Organization by Warren Lee
Getting SEO & Social Media Alignment Inside Your Organization by Warren LeeGetting SEO & Social Media Alignment Inside Your Organization by Warren Lee
Getting SEO & Social Media Alignment Inside Your Organization by Warren Lee
 
Paid Search (PPC) & Natural Search (SEO) Co-optimization Strategies
Paid Search (PPC) & Natural Search (SEO) Co-optimization StrategiesPaid Search (PPC) & Natural Search (SEO) Co-optimization Strategies
Paid Search (PPC) & Natural Search (SEO) Co-optimization Strategies
 
Kdy už konečně umře seo
Kdy už konečně umře seoKdy už konečně umře seo
Kdy už konečně umře seo
 
Chytrý linkbaiting v praxi SEO Restart 2013
Chytrý linkbaiting v praxi SEO Restart 2013Chytrý linkbaiting v praxi SEO Restart 2013
Chytrý linkbaiting v praxi SEO Restart 2013
 
Jak získat odkazy pro libovolný web
Jak získat odkazy pro libovolný webJak získat odkazy pro libovolný web
Jak získat odkazy pro libovolný web
 
Marketing on-line obchodu - Adam Jurák
Marketing on-line obchodu - Adam JurákMarketing on-line obchodu - Adam Jurák
Marketing on-line obchodu - Adam Jurák
 
Jak rychlost webu může zvýšit příjmy | Barcamp Ostrava 2013
Jak rychlost webu může zvýšit příjmy | Barcamp Ostrava 2013Jak rychlost webu může zvýšit příjmy | Barcamp Ostrava 2013
Jak rychlost webu může zvýšit příjmy | Barcamp Ostrava 2013
 
Jak na monitoring zmínek
Jak na monitoring zmínekJak na monitoring zmínek
Jak na monitoring zmínek
 
Zkušenosti s Google Analytics ve SportObchod.cz - Adam Jurák
Zkušenosti s Google Analytics ve SportObchod.cz - Adam JurákZkušenosti s Google Analytics ve SportObchod.cz - Adam Jurák
Zkušenosti s Google Analytics ve SportObchod.cz - Adam Jurák
 
31+1 praktických příkladů jak zvýšit obchodní výkonnost nejen eshopu | JsmeMa...
31+1 praktických příkladů jak zvýšit obchodní výkonnost nejen eshopu | JsmeMa...31+1 praktických příkladů jak zvýšit obchodní výkonnost nejen eshopu | JsmeMa...
31+1 praktických příkladů jak zvýšit obchodní výkonnost nejen eshopu | JsmeMa...
 
Jak stavět affiliate weby, aby fungovaly roky
Jak stavět affiliate weby, aby fungovaly rokyJak stavět affiliate weby, aby fungovaly roky
Jak stavět affiliate weby, aby fungovaly roky
 
Linkbuilding v roce 2016
Linkbuilding v roce 2016 Linkbuilding v roce 2016
Linkbuilding v roce 2016
 
Jak SE Odnaučit spouštět weby bez SEO kontroly - Shopcamp 2016
Jak SE Odnaučit spouštět weby bez SEO kontroly - Shopcamp 2016Jak SE Odnaučit spouštět weby bez SEO kontroly - Shopcamp 2016
Jak SE Odnaučit spouštět weby bez SEO kontroly - Shopcamp 2016
 
Proč UXák potřebuje SEO? Aby vznikl dobrý SEouX
Proč UXák potřebuje SEO? Aby vznikl dobrý SEouXProč UXák potřebuje SEO? Aby vznikl dobrý SEouX
Proč UXák potřebuje SEO? Aby vznikl dobrý SEouX
 
Simple Guide to Long Tail SEO for Blogs
Simple Guide to Long Tail SEO for BlogsSimple Guide to Long Tail SEO for Blogs
Simple Guide to Long Tail SEO for Blogs
 
Analýza webu pomocí Xenu
Analýza webu pomocí XenuAnalýza webu pomocí Xenu
Analýza webu pomocí Xenu
 
Google Webmaster Tools a SEO - Lukáš Pokorný
Google Webmaster Tools a SEO - Lukáš PokornýGoogle Webmaster Tools a SEO - Lukáš Pokorný
Google Webmaster Tools a SEO - Lukáš Pokorný
 
Minulost, současnost a budoucnost získávání odkazů
Minulost, současnost a budoucnost získávání odkazůMinulost, současnost a budoucnost získávání odkazů
Minulost, současnost a budoucnost získávání odkazů
 
OpenRefine - Data Science Training for Librarians
OpenRefine - Data Science Training for LibrariansOpenRefine - Data Science Training for Librarians
OpenRefine - Data Science Training for Librarians
 
Broken linkbuilding od B do G - SEO Restart
Broken linkbuilding od B do G - SEO RestartBroken linkbuilding od B do G - SEO Restart
Broken linkbuilding od B do G - SEO Restart
 

Similar to Holistic SEO

Leveraging Apps On Facebook To Get More
Leveraging Apps On Facebook To Get MoreLeveraging Apps On Facebook To Get More
Leveraging Apps On Facebook To Get More
Michael King
 
Personas for SEO in 2012 (PubCon)
Personas for SEO in 2012 (PubCon)Personas for SEO in 2012 (PubCon)
Personas for SEO in 2012 (PubCon)
Michael King
 
Perfecting Pitches (MozCon)
Perfecting Pitches (MozCon)Perfecting Pitches (MozCon)
Perfecting Pitches (MozCon)
iAcquire
 
SparkToro Beta Sneak Peek
SparkToro Beta Sneak PeekSparkToro Beta Sneak Peek
SparkToro Beta Sneak Peek
Rand Fishkin
 
Targeting Humans by Michael King
Targeting Humans by Michael KingTargeting Humans by Michael King
Targeting Humans by Michael King
Michael King
 
Getting Buy-In for Content Marketing (MozCon Remix)
Getting Buy-In for Content Marketing (MozCon Remix)Getting Buy-In for Content Marketing (MozCon Remix)
Getting Buy-In for Content Marketing (MozCon Remix)
Michael King
 
BUILDING AN EFFECTIVE AD CAMPAIGN & FAN PAGE
BUILDING AN EFFECTIVE AD CAMPAIGN & FAN PAGE BUILDING AN EFFECTIVE AD CAMPAIGN & FAN PAGE
BUILDING AN EFFECTIVE AD CAMPAIGN & FAN PAGE
Michael King
 
EIA2019Italy - User Acquisition - Gilles De Clerck
EIA2019Italy - User Acquisition - Gilles De ClerckEIA2019Italy - User Acquisition - Gilles De Clerck
EIA2019Italy - User Acquisition - Gilles De Clerck
European Innovation Academy
 
Win the Micro-Moment Webinar
Win the Micro-Moment WebinarWin the Micro-Moment Webinar
Win the Micro-Moment Webinar
seoClarityMarketing
 
Win the Micro-Moment // Webinar
Win the Micro-Moment // WebinarWin the Micro-Moment // Webinar
Win the Micro-Moment // Webinar
seoClarity
 
#SLCHUG / #SLCSEM Summer Sizzle Inbound Marketing Event
#SLCHUG / #SLCSEM Summer Sizzle Inbound Marketing Event#SLCHUG / #SLCSEM Summer Sizzle Inbound Marketing Event
#SLCHUG / #SLCSEM Summer Sizzle Inbound Marketing Event
Salt Lake City HubSpot Users Group
 
Where is your profile - MATI workshop 2015
Where is your profile - MATI workshop 2015Where is your profile - MATI workshop 2015
Where is your profile - MATI workshop 2015
Shari Wright-Pilo
 
June'22 ProdMag.pdf
June'22 ProdMag.pdfJune'22 ProdMag.pdf
June'22 ProdMag.pdf
vineeth40
 
The Winning Formula for Exceptional Content
The Winning Formula for Exceptional ContentThe Winning Formula for Exceptional Content
The Winning Formula for Exceptional Content
Acquia
 
SEO & Content - Happy Married Ever
SEO & Content - Happy Married EverSEO & Content - Happy Married Ever
SEO & Content - Happy Married Ever
Anil Kumar Singh
 
Find Profitable Keywords In Less Than 5 Minutes Without Spending Anything
Find Profitable Keywords In Less Than 5 Minutes Without Spending AnythingFind Profitable Keywords In Less Than 5 Minutes Without Spending Anything
Find Profitable Keywords In Less Than 5 Minutes Without Spending Anything
Fervil Von Tripoli
 
Guide to Voice Search & Digital Assistants
Guide to Voice Search & Digital AssistantsGuide to Voice Search & Digital Assistants
Guide to Voice Search & Digital Assistants
Surefire Local
 
Social Media Panel (May 2013) Palm Coast Chamber
Social Media Panel (May 2013) Palm Coast ChamberSocial Media Panel (May 2013) Palm Coast Chamber
Social Media Panel (May 2013) Palm Coast Chamber
Office Divvy
 
Understand your customer - Using Marketing Personas for fun and profit
Understand your customer - Using Marketing Personas for fun and profitUnderstand your customer - Using Marketing Personas for fun and profit
Understand your customer - Using Marketing Personas for fun and profit
Blake Pickering
 
Creating Powerful Personas
Creating Powerful PersonasCreating Powerful Personas
Creating Powerful Personas
Blake Pickering
 

Similar to Holistic SEO (20)

Leveraging Apps On Facebook To Get More
Leveraging Apps On Facebook To Get MoreLeveraging Apps On Facebook To Get More
Leveraging Apps On Facebook To Get More
 
Personas for SEO in 2012 (PubCon)
Personas for SEO in 2012 (PubCon)Personas for SEO in 2012 (PubCon)
Personas for SEO in 2012 (PubCon)
 
Perfecting Pitches (MozCon)
Perfecting Pitches (MozCon)Perfecting Pitches (MozCon)
Perfecting Pitches (MozCon)
 
SparkToro Beta Sneak Peek
SparkToro Beta Sneak PeekSparkToro Beta Sneak Peek
SparkToro Beta Sneak Peek
 
Targeting Humans by Michael King
Targeting Humans by Michael KingTargeting Humans by Michael King
Targeting Humans by Michael King
 
Getting Buy-In for Content Marketing (MozCon Remix)
Getting Buy-In for Content Marketing (MozCon Remix)Getting Buy-In for Content Marketing (MozCon Remix)
Getting Buy-In for Content Marketing (MozCon Remix)
 
BUILDING AN EFFECTIVE AD CAMPAIGN & FAN PAGE
BUILDING AN EFFECTIVE AD CAMPAIGN & FAN PAGE BUILDING AN EFFECTIVE AD CAMPAIGN & FAN PAGE
BUILDING AN EFFECTIVE AD CAMPAIGN & FAN PAGE
 
EIA2019Italy - User Acquisition - Gilles De Clerck
EIA2019Italy - User Acquisition - Gilles De ClerckEIA2019Italy - User Acquisition - Gilles De Clerck
EIA2019Italy - User Acquisition - Gilles De Clerck
 
Win the Micro-Moment Webinar
Win the Micro-Moment WebinarWin the Micro-Moment Webinar
Win the Micro-Moment Webinar
 
Win the Micro-Moment // Webinar
Win the Micro-Moment // WebinarWin the Micro-Moment // Webinar
Win the Micro-Moment // Webinar
 
#SLCHUG / #SLCSEM Summer Sizzle Inbound Marketing Event
#SLCHUG / #SLCSEM Summer Sizzle Inbound Marketing Event#SLCHUG / #SLCSEM Summer Sizzle Inbound Marketing Event
#SLCHUG / #SLCSEM Summer Sizzle Inbound Marketing Event
 
Where is your profile - MATI workshop 2015
Where is your profile - MATI workshop 2015Where is your profile - MATI workshop 2015
Where is your profile - MATI workshop 2015
 
June'22 ProdMag.pdf
June'22 ProdMag.pdfJune'22 ProdMag.pdf
June'22 ProdMag.pdf
 
The Winning Formula for Exceptional Content
The Winning Formula for Exceptional ContentThe Winning Formula for Exceptional Content
The Winning Formula for Exceptional Content
 
SEO & Content - Happy Married Ever
SEO & Content - Happy Married EverSEO & Content - Happy Married Ever
SEO & Content - Happy Married Ever
 
Find Profitable Keywords In Less Than 5 Minutes Without Spending Anything
Find Profitable Keywords In Less Than 5 Minutes Without Spending AnythingFind Profitable Keywords In Less Than 5 Minutes Without Spending Anything
Find Profitable Keywords In Less Than 5 Minutes Without Spending Anything
 
Guide to Voice Search & Digital Assistants
Guide to Voice Search & Digital AssistantsGuide to Voice Search & Digital Assistants
Guide to Voice Search & Digital Assistants
 
Social Media Panel (May 2013) Palm Coast Chamber
Social Media Panel (May 2013) Palm Coast ChamberSocial Media Panel (May 2013) Palm Coast Chamber
Social Media Panel (May 2013) Palm Coast Chamber
 
Understand your customer - Using Marketing Personas for fun and profit
Understand your customer - Using Marketing Personas for fun and profitUnderstand your customer - Using Marketing Personas for fun and profit
Understand your customer - Using Marketing Personas for fun and profit
 
Creating Powerful Personas
Creating Powerful PersonasCreating Powerful Personas
Creating Powerful Personas
 

More from Michael King

Core Web Vitals and Your Search Rankings
Core Web Vitals and Your Search Rankings Core Web Vitals and Your Search Rankings
Core Web Vitals and Your Search Rankings
Michael King
 
Using Tags & Taxonomies to super charge your eCommerce SEO
Using Tags & Taxonomies to super charge your eCommerce SEOUsing Tags & Taxonomies to super charge your eCommerce SEO
Using Tags & Taxonomies to super charge your eCommerce SEO
Michael King
 
Building the content machine
Building the content machine Building the content machine
Building the content machine
Michael King
 
iPullRank Webinar - Automated Testing For SEO With Hamlet Batista
iPullRank Webinar - Automated Testing For SEO With Hamlet BatistaiPullRank Webinar - Automated Testing For SEO With Hamlet Batista
iPullRank Webinar - Automated Testing For SEO With Hamlet Batista
Michael King
 
iPullRank Webinar - Forecasting and Calculating ROI for SEO
iPullRank Webinar - Forecasting and Calculating ROI for SEOiPullRank Webinar - Forecasting and Calculating ROI for SEO
iPullRank Webinar - Forecasting and Calculating ROI for SEO
Michael King
 
iPullRank Webinar - Navigating Black Friday in COVID-19
iPullRank Webinar - Navigating Black Friday in COVID-19iPullRank Webinar - Navigating Black Friday in COVID-19
iPullRank Webinar - Navigating Black Friday in COVID-19
Michael King
 
iPullRank Webinar - Planning SEO for 2021
iPullRank Webinar - Planning SEO for 2021 iPullRank Webinar - Planning SEO for 2021
iPullRank Webinar - Planning SEO for 2021
Michael King
 
The Essentials to Modern Enterprise SEO
The Essentials to Modern Enterprise SEOThe Essentials to Modern Enterprise SEO
The Essentials to Modern Enterprise SEO
Michael King
 
Marketing in the Age of COVID-19
Marketing in the Age of COVID-19Marketing in the Age of COVID-19
Marketing in the Age of COVID-19
Michael King
 
How to Build an Empathetic Marketing Strategy During the Times of COVID19
How to Build an Empathetic Marketing Strategy During the Times of COVID19How to Build an Empathetic Marketing Strategy During the Times of COVID19
How to Build an Empathetic Marketing Strategy During the Times of COVID19
Michael King
 
Technical Content Optimization
Technical Content OptimizationTechnical Content Optimization
Technical Content Optimization
Michael King
 
Software Testing for SEO
Software Testing for SEOSoftware Testing for SEO
Software Testing for SEO
Michael King
 
You Don't Know SEO
You Don't Know SEOYou Don't Know SEO
You Don't Know SEO
Michael King
 
Modern SEO Players Guide
Modern SEO Players GuideModern SEO Players Guide
Modern SEO Players Guide
Michael King
 
Building your outreach machine
Building your outreach machineBuilding your outreach machine
Building your outreach machine
Michael King
 
The Pragmatic Future of Search
The Pragmatic Future of SearchThe Pragmatic Future of Search
The Pragmatic Future of Search
Michael King
 
SEO: Same as it Ever Was
SEO: Same as it Ever WasSEO: Same as it Ever Was
SEO: Same as it Ever Was
Michael King
 
Major Keys to Video Content Strategy
Major Keys to Video Content StrategyMajor Keys to Video Content Strategy
Major Keys to Video Content Strategy
Michael King
 
The Technical SEO Renaissance
The Technical SEO RenaissanceThe Technical SEO Renaissance
The Technical SEO Renaissance
Michael King
 
How to generate those leads all day everyday
How to generate those leads all day everydayHow to generate those leads all day everyday
How to generate those leads all day everyday
Michael King
 

More from Michael King (20)

Core Web Vitals and Your Search Rankings
Core Web Vitals and Your Search Rankings Core Web Vitals and Your Search Rankings
Core Web Vitals and Your Search Rankings
 
Using Tags & Taxonomies to super charge your eCommerce SEO
Using Tags & Taxonomies to super charge your eCommerce SEOUsing Tags & Taxonomies to super charge your eCommerce SEO
Using Tags & Taxonomies to super charge your eCommerce SEO
 
Building the content machine
Building the content machine Building the content machine
Building the content machine
 
iPullRank Webinar - Automated Testing For SEO With Hamlet Batista
iPullRank Webinar - Automated Testing For SEO With Hamlet BatistaiPullRank Webinar - Automated Testing For SEO With Hamlet Batista
iPullRank Webinar - Automated Testing For SEO With Hamlet Batista
 
iPullRank Webinar - Forecasting and Calculating ROI for SEO
iPullRank Webinar - Forecasting and Calculating ROI for SEOiPullRank Webinar - Forecasting and Calculating ROI for SEO
iPullRank Webinar - Forecasting and Calculating ROI for SEO
 
iPullRank Webinar - Navigating Black Friday in COVID-19
iPullRank Webinar - Navigating Black Friday in COVID-19iPullRank Webinar - Navigating Black Friday in COVID-19
iPullRank Webinar - Navigating Black Friday in COVID-19
 
iPullRank Webinar - Planning SEO for 2021
iPullRank Webinar - Planning SEO for 2021 iPullRank Webinar - Planning SEO for 2021
iPullRank Webinar - Planning SEO for 2021
 
The Essentials to Modern Enterprise SEO
The Essentials to Modern Enterprise SEOThe Essentials to Modern Enterprise SEO
The Essentials to Modern Enterprise SEO
 
Marketing in the Age of COVID-19
Marketing in the Age of COVID-19Marketing in the Age of COVID-19
Marketing in the Age of COVID-19
 
How to Build an Empathetic Marketing Strategy During the Times of COVID19
How to Build an Empathetic Marketing Strategy During the Times of COVID19How to Build an Empathetic Marketing Strategy During the Times of COVID19
How to Build an Empathetic Marketing Strategy During the Times of COVID19
 
Technical Content Optimization
Technical Content OptimizationTechnical Content Optimization
Technical Content Optimization
 
Software Testing for SEO
Software Testing for SEOSoftware Testing for SEO
Software Testing for SEO
 
You Don't Know SEO
You Don't Know SEOYou Don't Know SEO
You Don't Know SEO
 
Modern SEO Players Guide
Modern SEO Players GuideModern SEO Players Guide
Modern SEO Players Guide
 
Building your outreach machine
Building your outreach machineBuilding your outreach machine
Building your outreach machine
 
The Pragmatic Future of Search
The Pragmatic Future of SearchThe Pragmatic Future of Search
The Pragmatic Future of Search
 
SEO: Same as it Ever Was
SEO: Same as it Ever WasSEO: Same as it Ever Was
SEO: Same as it Ever Was
 
Major Keys to Video Content Strategy
Major Keys to Video Content StrategyMajor Keys to Video Content Strategy
Major Keys to Video Content Strategy
 
The Technical SEO Renaissance
The Technical SEO RenaissanceThe Technical SEO Renaissance
The Technical SEO Renaissance
 
How to generate those leads all day everyday
How to generate those leads all day everydayHow to generate those leads all day everyday
How to generate those leads all day everyday
 

Recently uploaded

Introduction-to-the-IAM-Platform-Implementation-Plan.pptx
Introduction-to-the-IAM-Platform-Implementation-Plan.pptxIntroduction-to-the-IAM-Platform-Implementation-Plan.pptx
Introduction-to-the-IAM-Platform-Implementation-Plan.pptx
313mohammedarshad
 
The Impact of the Internet of Things (IoT) on Smart Homes and Cities
The Impact of the Internet of Things (IoT) on Smart Homes and CitiesThe Impact of the Internet of Things (IoT) on Smart Homes and Cities
The Impact of the Internet of Things (IoT) on Smart Homes and Cities
Arpan Buwa
 
Evolution of iPaaS - simplify IT workloads to provide a unified view of data...
Evolution of iPaaS - simplify IT workloads to provide a unified view of  data...Evolution of iPaaS - simplify IT workloads to provide a unified view of  data...
Evolution of iPaaS - simplify IT workloads to provide a unified view of data...
Torry Harris
 
How UiPath Discovery Suite supports identification of Agentic Process Automat...
How UiPath Discovery Suite supports identification of Agentic Process Automat...How UiPath Discovery Suite supports identification of Agentic Process Automat...
How UiPath Discovery Suite supports identification of Agentic Process Automat...
DianaGray10
 
Connector Corner: Leveraging Snowflake Integration for Smarter Decision Making
Connector Corner: Leveraging Snowflake Integration for Smarter Decision MakingConnector Corner: Leveraging Snowflake Integration for Smarter Decision Making
Connector Corner: Leveraging Snowflake Integration for Smarter Decision Making
DianaGray10
 
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdfAcumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
BrainSell Technologies
 
Mastering OnlyFans Clone App Development: Key Strategies for Success
Mastering OnlyFans Clone App Development: Key Strategies for SuccessMastering OnlyFans Clone App Development: Key Strategies for Success
Mastering OnlyFans Clone App Development: Key Strategies for Success
David Wilson
 
Sonkoloniya documentation - ONEprojukti.pdf
Sonkoloniya documentation - ONEprojukti.pdfSonkoloniya documentation - ONEprojukti.pdf
Sonkoloniya documentation - ONEprojukti.pdf
SubhamMandal40
 
Opencast Summit 2024 — Opencast @ University of Münster
Opencast Summit 2024 — Opencast @ University of MünsterOpencast Summit 2024 — Opencast @ University of Münster
Opencast Summit 2024 — Opencast @ University of Münster
Matthias Neugebauer
 
(CISOPlatform Summit & SACON 2024) Workshop _ Most Dangerous Attack Technique...
(CISOPlatform Summit & SACON 2024) Workshop _ Most Dangerous Attack Technique...(CISOPlatform Summit & SACON 2024) Workshop _ Most Dangerous Attack Technique...
(CISOPlatform Summit & SACON 2024) Workshop _ Most Dangerous Attack Technique...
Priyanka Aash
 
Integrating Kafka with MuleSoft 4 and usecase
Integrating Kafka with MuleSoft 4 and usecaseIntegrating Kafka with MuleSoft 4 and usecase
Integrating Kafka with MuleSoft 4 and usecase
shyamraj55
 
Types of Weaving loom machine & it's technology
Types of Weaving loom machine & it's technologyTypes of Weaving loom machine & it's technology
Types of Weaving loom machine & it's technology
ldtexsolbl
 
IPLOOK Remote-Sensing Satellite Solution
IPLOOK Remote-Sensing Satellite SolutionIPLOOK Remote-Sensing Satellite Solution
IPLOOK Remote-Sensing Satellite Solution
IPLOOK Networks
 
High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...
High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...
High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...
aslasdfmkhan4750
 
Data Integration Basics: Merging & Joining Data
Data Integration Basics: Merging & Joining DataData Integration Basics: Merging & Joining Data
Data Integration Basics: Merging & Joining Data
Safe Software
 
Using LLM Agents with Llama 3, LangGraph and Milvus
Using LLM Agents with Llama 3, LangGraph and MilvusUsing LLM Agents with Llama 3, LangGraph and Milvus
Using LLM Agents with Llama 3, LangGraph and Milvus
Zilliz
 
Acumatica vs. Sage Intacct _Construction_July (1).pptx
Acumatica vs. Sage Intacct _Construction_July (1).pptxAcumatica vs. Sage Intacct _Construction_July (1).pptx
Acumatica vs. Sage Intacct _Construction_July (1).pptx
BrainSell Technologies
 
Mule Experience Hub and Release Channel with Java 17
Mule Experience Hub and Release Channel with Java 17Mule Experience Hub and Release Channel with Java 17
Mule Experience Hub and Release Channel with Java 17
Bhajan Mehta
 
Girls Call Churchgate 9910780858 Provide Best And Top Girl Service And No1 in...
Girls Call Churchgate 9910780858 Provide Best And Top Girl Service And No1 in...Girls Call Churchgate 9910780858 Provide Best And Top Girl Service And No1 in...
Girls Call Churchgate 9910780858 Provide Best And Top Girl Service And No1 in...
maigasapphire
 
Feature sql server terbaru performance.pptx
Feature sql server terbaru performance.pptxFeature sql server terbaru performance.pptx
Feature sql server terbaru performance.pptx
ssuser1915fe1
 

Recently uploaded (20)

Introduction-to-the-IAM-Platform-Implementation-Plan.pptx
Introduction-to-the-IAM-Platform-Implementation-Plan.pptxIntroduction-to-the-IAM-Platform-Implementation-Plan.pptx
Introduction-to-the-IAM-Platform-Implementation-Plan.pptx
 
The Impact of the Internet of Things (IoT) on Smart Homes and Cities
The Impact of the Internet of Things (IoT) on Smart Homes and CitiesThe Impact of the Internet of Things (IoT) on Smart Homes and Cities
The Impact of the Internet of Things (IoT) on Smart Homes and Cities
 
Evolution of iPaaS - simplify IT workloads to provide a unified view of data...
Evolution of iPaaS - simplify IT workloads to provide a unified view of  data...Evolution of iPaaS - simplify IT workloads to provide a unified view of  data...
Evolution of iPaaS - simplify IT workloads to provide a unified view of data...
 
How UiPath Discovery Suite supports identification of Agentic Process Automat...
How UiPath Discovery Suite supports identification of Agentic Process Automat...How UiPath Discovery Suite supports identification of Agentic Process Automat...
How UiPath Discovery Suite supports identification of Agentic Process Automat...
 
Connector Corner: Leveraging Snowflake Integration for Smarter Decision Making
Connector Corner: Leveraging Snowflake Integration for Smarter Decision MakingConnector Corner: Leveraging Snowflake Integration for Smarter Decision Making
Connector Corner: Leveraging Snowflake Integration for Smarter Decision Making
 
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdfAcumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
 
Mastering OnlyFans Clone App Development: Key Strategies for Success
Mastering OnlyFans Clone App Development: Key Strategies for SuccessMastering OnlyFans Clone App Development: Key Strategies for Success
Mastering OnlyFans Clone App Development: Key Strategies for Success
 
Sonkoloniya documentation - ONEprojukti.pdf
Sonkoloniya documentation - ONEprojukti.pdfSonkoloniya documentation - ONEprojukti.pdf
Sonkoloniya documentation - ONEprojukti.pdf
 
Opencast Summit 2024 — Opencast @ University of Münster
Opencast Summit 2024 — Opencast @ University of MünsterOpencast Summit 2024 — Opencast @ University of Münster
Opencast Summit 2024 — Opencast @ University of Münster
 
(CISOPlatform Summit & SACON 2024) Workshop _ Most Dangerous Attack Technique...
(CISOPlatform Summit & SACON 2024) Workshop _ Most Dangerous Attack Technique...(CISOPlatform Summit & SACON 2024) Workshop _ Most Dangerous Attack Technique...
(CISOPlatform Summit & SACON 2024) Workshop _ Most Dangerous Attack Technique...
 
Integrating Kafka with MuleSoft 4 and usecase
Integrating Kafka with MuleSoft 4 and usecaseIntegrating Kafka with MuleSoft 4 and usecase
Integrating Kafka with MuleSoft 4 and usecase
 
Types of Weaving loom machine & it's technology
Types of Weaving loom machine & it's technologyTypes of Weaving loom machine & it's technology
Types of Weaving loom machine & it's technology
 
IPLOOK Remote-Sensing Satellite Solution
IPLOOK Remote-Sensing Satellite SolutionIPLOOK Remote-Sensing Satellite Solution
IPLOOK Remote-Sensing Satellite Solution
 
High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...
High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...
High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...
 
Data Integration Basics: Merging & Joining Data
Data Integration Basics: Merging & Joining DataData Integration Basics: Merging & Joining Data
Data Integration Basics: Merging & Joining Data
 
Using LLM Agents with Llama 3, LangGraph and Milvus
Using LLM Agents with Llama 3, LangGraph and MilvusUsing LLM Agents with Llama 3, LangGraph and Milvus
Using LLM Agents with Llama 3, LangGraph and Milvus
 
Acumatica vs. Sage Intacct _Construction_July (1).pptx
Acumatica vs. Sage Intacct _Construction_July (1).pptxAcumatica vs. Sage Intacct _Construction_July (1).pptx
Acumatica vs. Sage Intacct _Construction_July (1).pptx
 
Mule Experience Hub and Release Channel with Java 17
Mule Experience Hub and Release Channel with Java 17Mule Experience Hub and Release Channel with Java 17
Mule Experience Hub and Release Channel with Java 17
 
Girls Call Churchgate 9910780858 Provide Best And Top Girl Service And No1 in...
Girls Call Churchgate 9910780858 Provide Best And Top Girl Service And No1 in...Girls Call Churchgate 9910780858 Provide Best And Top Girl Service And No1 in...
Girls Call Churchgate 9910780858 Provide Best And Top Girl Service And No1 in...
 
Feature sql server terbaru performance.pptx
Feature sql server terbaru performance.pptxFeature sql server terbaru performance.pptx
Feature sql server terbaru performance.pptx
 

Holistic SEO

  • 1. THE HOLISTIC SEO PROCESS Let’s grow up, stop being the Kanye West of digital marketing and legitimize SEO MICHAEL KING DIRECTOR OF INBOUND MARKETING @ipullrank
  • 3. SEO = KANYE WEST SEO is the Kanye West of the Digital Marketing Mix @ipullrank
  • 4. THE CALCULUS OF MARKETING Search Engine Optimization is seen as esoteric and we as SEOs often use the fact that no one truly understands what we do to be prima donnas and exclude more than we include @ipullrank
  • 5. THE TYPICAL SEO PROCESS SEO is treated as an initiative that exists in a vacuum asking for change without justification across the rest of the digital touchpoints. This process is simply not enough. @ipullrank
  • 6. IT DOESN’T FIT INTO THE BRAND RELATIONSHIP MODEL SEO typically ignores the other moving parts of a brand’s internal and external relationships within the market @ipullrank
  • 7. KANYE AIN’T DOIN’ NO MARKET RESEARCH @ipullrank
  • 8. STANDARD SEO KICKOFF QUESTIONS What analytics package do you use? Are there any other domains or sites that you own? What SEO efforts have been done in the past? List your top 3 competitors. Do you have social media accounts? What keywords are you looking to rank for? The biggest problem with this is we often take these inputs at face value. That is to say, very often the brands that the client believes they are competing with offline are not the sites they are competing with for keyword coverage in the SERPs. @ipullrank
  • 9. STOP PHONING IT IN! Becoming an expert in the niche that you are optimizing for is an extremely underrated step in the SEO process. @ipullrank
  • 10. KANYE DON’T CARE ABOUT YOUR AUDIENCE @ipullrank
  • 11. STANDARD CLASSIFICATION IS TOO IMPERSONAL Informational Navigational Transactional Ways to ____ Company Name Buy _____ How to _____ Organization Download ____ name What is _____ Domain name Get _____ Search is about needs and the standard keyword classifier are not enough to understand a searcher’s intent. @ipullrank
  • 12. KEYWORD RESEARCH BEFORE AUDIENCE? The problem is you go here and look for stuff to optimize for before you even think of who you are talking to or what you are talking about! @ipullrank
  • 13. THE QUESTIONS YOU SHOULD BE ASKING What is the purpose of your site? What are you trying to get users to do once they arrive? Who is your target audience? @ipullrank
  • 14. RANKING IS NOT A BUSINESS GOAL Being #1 is great, but if it doesn’t drive qualified traffic that converts for the business objectives, you haven’t done anything. @ipullrank
  • 15. KANYE WILL DISRUPT YOUR CAMPAIGN @ipullrank
  • 16. OTHER CAPABILITIES DRIVE TRAFFIC TOO SOCIAL SEO TV RADIO PPC EMAIL DISPLAY @ipullrank
  • 17. KANYE DON’T CARE ABOUT OTHER TRAFFIC @ipullrank
  • 18. KANYE JUST WANTS TO BE #1 @ipullrank
  • 19. SORRY KANYE, BUT THAT’S NOT GONNA WORK @ipullrank
  • 20. SEO CHASES THE ALGORITHM Search is about fulfilling a need for a person. Search Quality is about better fulfilling the needs of people. @ipullrank
  • 21. …IN OTHER WORDS Search needs to be less about WHAT and more about WHO and WHY? @ipullrank
  • 22. Perhaps you have heard of the Knowledge graph? @ipullrank
  • 23. COMBINE SEARCH AND SOCIAL Social Search Media @ipullrank
  • 24. …TO GET THE HOLISTIC SEO APPROACH Optimization Opportunity Discovery Content Strategy Measurement & Development Social Strategy Technical & Development Implementation @ipullrank
  • 25. OPPORTUNITY DISCOVERY Identifying the who, what, when, where, why of SEO campaigns @ipullrank
  • 26. BUSINESS OBJECTIVES Sell More 3D TVs More Shares in Social Media Occupy the Conversation Use the client’s business goals to drive audience understanding, keyword selection and every aspect of the campaign @ipullrank
  • 27. MARKET RESEARCH Learn the vertical inside out before you choose a keyword or write a line of copy. @ipullrank
  • 28. AUDIENCE RESEARCH - PERSONAS Music Moms Happy Raging Rock stars Involved Instructors Typically uninformed gift givers Typically professional musicians at Typically professional musicians and looking for information on the Hobbyists various stages of their careers that thought leaders/content creators who talk right guitar for their happy Typically students or tend to spend more time creating about new techniques and have strong hobbyist or raging rockstar. amateur musicians content with their guitars only opinions about instruments and brands. These people enter the looking for the latest tips consuming content as new guitar These tend to be quite active in the conversation when they are and tricks for playing their technology is released. These are acoustic guitar conversation. looking to make a purchase. guitar. These tend to be the influencers of the happy the most active content hobbyist group. creators in the acoustic guitar conversation. Personas are hypothetical representations of your target audience. Build them as mental models of who you are communicating with. Check out: http://www.seomoz.org/webinars/understanding-your-audience-using-social- media @ipullrank
  • 29. THE CUSTOMER DECISION JOURNEY Where a user is in the customer decisions journey is called their “need state.” Need states can be explicitly spelled out per keyword and should be as part of the keyword portfolio. Need states can also be custom. @ipullrank
  • 30. AUDIENCE RESEARCH – NEED STATES This person probably needs information on Searches for the best acoustic guitar [best acoustic guitar] in order to make a purchasing decision. Need State is “Learning to Buy” or Music Moms “Consider” in the Typically uninformed gift givers looking for information on the Consumer Decision right guitar for their happy hobbyist or raging rockstar. Journey These people enter the conversation when they are looking to make a purchase. Need States are the user’s motivations behind their search which help eliminate keyword ambiguity and improves targeted copy. http://www.seomoz.org/ugc/mapping-keyword-usage-to-the-consumer-purchase-process @ipullrank
  • 31. HOW DO WE DEVELOP THEM? Social Data Educated Personas & Business Goals Guessing Need States Market Research Personas and need states are the art of educated guessing based on data. These are often defined by Strategy and UX teams @ipullrank
  • 32. YAHOO CLUES Get demographic data at the keyword level straight from Yahoo. http://clues.yahoo.com/ (h/t @keyrelevance) @ipullrank
  • 33. QUANTITATIVE ANALYSIS Who does ComScore, AdPlanner, etc say is the audience for this vertical? If it’s a new site check out a competitor’s site in Ad Planner @ipullrank
  • 34. FACEBOOK AD CREATOR Use the FB tool to see how many people fall into an audience by interest and demo. This tool is the Adwords Keyword Tool of Personas http://www.facebook.com/ads/create/ @ipullrank
  • 35. SOCIAL LISTENING Start your social listening in Topsy, Social Mention, and/or Amplicate to see who is talking in social media. Paid enterprise tools such as Radian6, ScoutLabs, also available. @ipullrank
  • 36. ANALYTICS MINING Pull keywords that are performing from analytics @ipullrank
  • 37. COMPETITIVE ANALYSIS Know your competitor’s plays across search, social and the general market so you can make an even better gameplan @ipullrank
  • 38. SEARCHMETRICS ESSENTIALS The quickest way to understand what your competitors are doing as they track performing keywords, traffic, and social for many sites Get it: http://suite.searchmetrics.com/en/essentials @ipullrank
  • 39. KEYWORD RESEARCH Once you understand your audience and what they are looking for, then finally do keyword research @ipullrank
  • 40. KEYWORD PORTFOLIO (DELIVERABLE) The Keyword Portfolio is a spreadsheet that outlines keyword opportunities by search volume, current ranking, landing page, need state, and target segment. @ipullrank
  • 41. SITE AUDIT (DELIVERABLE) The overall site audit does not change aside from the fact that issues need to be discussed with business objectives and audience in mind. @ipullrank
  • 42. CONTENT AUDIT (DELIVERABLE) Find out what content exists to determine what can be re-purpose, what needs to be fixed up and what needs to be destroyed. @ipullrank
  • 43. BRAND RELATIONSHIPS Who is your brand down with? Who can they leverage? Who are they connected to? @ipullrank
  • 44. OFFLINE ASSETS What tools, venues, prizes, etc. are at the brands disposal that you can leverage for this SEO campaign? @ipullrank
  • 45. MEASUREMENT PLAN (DELIVERABLE) Determine the KPIs for the SEO campaign and outline how they will be measured. @avinash explains how to do this http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/ @ipullrank
  • 46. CONTENT STRATEGY Content is King so Watch the Throne @ipullrank
  • 47. CONTENT IS KING? The irony is that so many preach “Content is King,” but they don’t fight for the content. Is Content is truly king you should not take on a client that won’t allow content strategy. @ipullrank
  • 48. KEYWORD MAPPING (SEO COPY BRIEF) This Document outlines a keyword-relevant information architecture, objective, audience, key performance indicators and best practices for content development and will drive the content ideation process. @ipullrank
  • 49. CONTENT IDEATION You now know who and why you’re targeting now you must sit down with the stakeholders, content strategists and creative teams to figure out what you will build that aligns with business goals and audience needs @ipullrank
  • 50. GOFISH I made a tool that uses Twitter for real-time keyword research to help get content ideas that people want now. Get it: http://ipullrank.com/tools/gofish/ @ipullrank
  • 51. APPLICATION OF GOFISH Combine concepts that people are talking about now to create a unique piece of compelling content with a built-in audience. Michael Jackson Jackson Trial South Park @ipullrank ?
  • 52. MICHAEL JACKSON DOCTOR TRIAL SOUTH PARK EDITION Seed the content you create to influential Twitter users identified by GoFish. @ipullrank
  • 53. FACEBOOK RECOMMENDATIONS TOOL Find out what is the most popular content on a given domain and make a better version. Expand to 1000 pixels to see up to 20 top performers in social. Use it: http://developers.facebook.com/docs/reference/plugins/recommendations/ @ipullrank
  • 54. @SEOGADGET CONTENT STRATEGY TOOL Similar to GoFish this Google Docs tool scrapes various blogs and discussions to get hot ideas Use it: https://seogadget.co.uk/using-google-docs-to-generate-hot-content-strategies/ (@dbseo) @ipullrank
  • 55. DATA VIZ AS MAXIMUM VIABLE PRODUCT Maximize the digital assets of your data visualization content in order to pull links and social engagement from all the available channels. Check out: http://www.lifeinsurancefinder.com.au/infographics/what-happens-online-when-you-die/ @ipullrank
  • 56. ANNOTATED WIREFRAMES The wireframes are your opportunity to make sure the site is visually adhering to SEO recommendations and the place for dev and creative teams to make sure they are doing things right @ipullrank
  • 57. CONTENT STRATEGY IS ITS OWN FIELD We as SEOs do a significant amount of content strategy and I would suggest this book to find out more about its processes and the people involved in order to better speak their language. @ipullrank
  • 58. TECHNICAL DEVELOPMENT Checks and Balances for the Development Team @ipullrank
  • 59. IMPLEMENTATION AUDIT (DELIVERABLE) You’ve already laid the technical framework so once the team promises you that the SEO issues were fixed go through the whole site again and double check then create a simple spreadsheet that outlines the issues and make it clear what was fixed and what was not @ipullrank
  • 60. SITE MIGRATION Since social and search are converging site migration is more than 301 redirects now. it’s important to maintain your social proof as well. http://searchenginewatch.com/article/2172926/How-to-Maintain-Social-Shares-After-a- Site-Migration @ipullrank
  • 61. SOCIAL STRATEGY Off Page Optimization Redefined @ipullrank
  • 62. LINK BUILDING IS A BIG PICTURE INITIATIVE Link building affects and is affected by the outward communication from a brand. Tying it to a big idea or a bigger picture campaign is far more effective than the one to one tactics SEO is known for. @ipullrank
  • 63. IN FACT IT’S ALL WE DO Professional Off-Page SEO for the Enterprise DIGITAL PR MANAGED LINK DEVELOPMENT IDENTIFY/ENGAGE TREND SETTER OUTLETS NATURAL LINK INTEGRATION TARGETED CONTENT MARKETING LINK RECLAMATION DIGITAL ASSET DISTRIBUTION BACKLINK AUDIT AND OPTIMIZATION
  • 64. LINK BUILDING GUIDES I wrote two six month plans for link building built on holistic SEO strategy – http://www.iacquire.com/resources/link-building-guides @ipullrank
  • 65. MAKE NEWS OR MAKE FRIENDS MAKE NEWS MAKE FRIENDS The most effective ways to build links naturally is by making news or making friends. Brands are in a unique position to do so due to their brand equity, leverage that. @ipullrank
  • 66. SHARE OF VOICE Making the case for link building and SEO in general is best done through a metric that higher ups and traditional advertisers understand – Share of Voice. SoV is the amount of possible opportunity a given brand occupies. @ipullrank
  • 67. KEYWORD OPP AS FUNCTION OF SoV [ham sandwich] = 33,100 LSV The most traffic you can get in #1 spot is 18.2% (6042.2 visits) If the client gets 500 visits then their SoV is 8.3% for that keyword. [ham sandwich] converts at 10% at $50 value $30,200 - $2500 = $27,700 left on the table Explain the opportunity cost of not going after link building efforts by explaining what share of voice the client has and link building gets them a bigger share of voice and in turn more money. @ipullrank
  • 68. INTEGRATED LINK STRATEGY Social Media PR Events Contests While link building has always been about casting the widest net, social strategy is about casting the rightest net the widest. Couple these channels and tactics with standard outreach. @ipullrank
  • 69. PUBLIC RELATIONS – News is better than advertising, so a key part of social strategy is doing things that make news. Align with PR team and let them do a lot of the heavy lifting and outreach to prospects that SEO isn’t able to go after. They can land bigger sites that get scraped regularly so their return is typically one to many. @ipullrank
  • 70. CONTESTS Rather than performing outreach and directly offering them a free sample or (gasp) money request that they enter a contest wherein their entry is a blog post about the brand’s topic that contains a link. @ipullrank
  • 71. EVENTS KANYE KNOWS HOW TO THROW A PARTY AND GET PEOPLE LINKING! Throwing a party, conference or trade show is another one-to-many return for link building. Simply host an event and invite influencers in the brand’s audience where the stipulation for attendance is that people must blog about it and link back to you. @ipullrank
  • 72. SOCIAL MEDIA Use social media conversation to find the influencers in the space with regard to the target audience and business goals. Build social media profiles to be authoritative and engaging to easily get your content shared and also convert sharers into linkers. @ipullrank
  • 73. MEASUREMENT / OPTIMIZATION @ipullrank
  • 74. KANYE ONLY MEASURES FROM HIS @ipullrank PERSPECTIVE
  • 75. MEASURE THROUGH YOUR AUDIENCE Local Target Monthly Search Target Need Conversion Landing Page Keyword Ranking Searches Page Traffic Persona State Rate Curious Unaware /3d-glasses.html 3d glasses 10 18100 Glasses 671 George Interested 17.63% /2d-3d- 2d to 3d Aware conversion.html conversion 2 1000 Conversion 400 Tech Geek Owner 67.47% /3d-tv- Curious Unaware glasses.html 3d tv glasses 3 1000 Glasses 489 George Interested 58.00% /glasses-free- Curious Aware 3d.html glasses free 3d 1 1000 Glasses 1289 George Owner 35.15% /real-3d- Curious Aware glasses.html real 3d glasses 2 1000 Glasses 852 George Owner 98.37% /3d-ready.html 3d ready 2 720 3D-Ready 607 All All 73.05% /3d-ready-tv.html 3d ready tv 2 590 3D-Ready 276 All All 85.49% Using personas allows you step away from abstracts and identify insights in terms of people and their needs and not care so much about things like [not provided[ @ipullrank
  • 76. MEASURE TO VALIDATE PERSONAS Curious George • 18-32 • Male • Loves indie rock • Wishes he had a beard Validate your hypotheses via data collected in conversions and visits. You can also test effectiveness using demographic targeting with Facebook Ads and Paid Search @ipullrank
  • 77. USE KEYWORD-LEVEL DEMOGRAPHICS Search Keyword-Level FB:Admin Demographics Referrers Validate your hypotheses via data collected in conversions and visits. You can also test effectiveness using demographic targeting with Facebook Ads and Paid Search @ipullrank
  • 79. JUST TRACK THE PERSONA Check for key attributes of the persona with an if statement if (demos.age >= „18‟ && demos.age <= „40‟ && demos.gender=“male” && demos.state == “New York”) { _gaq.push([„_setCustomVar‟,‟1‟,‟Persona‟,‟Curi ous George‟,1]); } Push just the name rather than all of the data points @ipullrank
  • 80. KEYWORD OWNERSHIP OWNER Curious George Gamer Film Purist Tech Geek • 18-32 • 18-32 • 22-40 • 22-40 • Male • Male • Male • Male • Loves indie rock • Loves all music • Loves film soundtracks • Loves Techno • Wishes he had a beard • Wishes he could move • Wishes he could live in • Wishes you would stop out his mom’s the movie Avatar invading his online basement privacy • 5000 Searches Monthly • 600 Searches Monthly • 1000 Searches Monthly • 100 Searches Monthly • Conversion Rate 5% • Conversion Rate 2% • Conversion Rate 0.5% • Conversion Rate 0.2% Once a statistically significant dataset is compiled 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. @ipullrank
  • 81. DYNAMIC TARGETING What Normal Users See What Curious George Sees Curious George • 18-32 • Male • Loves indie rock • Wishes he had a beard (Dramatization) Using this data you can build a site that reflects the persona when they arrive @ipullrank
  • 82. KEYWORD ARBITRAGE Initial Conversion Persona Keyword Subsequent Conversion Keyword Keyword Rate Revenue Keyword Rate Revenue Sneakers 5% Curious George $50 Sneakers 40% $50 Sneakers 5% Curious George $50 Windbreakers 60% $100 Sneakers 5% Curious George $50 T-Shirts 20% $20 Windbreakers 3% Curious George $100 Sneakers 32% $50 Windbreakers 3% Curious George $100 Windbreakers 5% $100 Windbreakers 3% Curious George $100 T-shirts 80% $20 T-shirts 2% Curious George $20 Sneakers 50% $50 T-shirts 2% Curious George $20 Windbreakers 40% $100 T-shirts 2% Curious George $20 T-shirts 75% $20 Tracking keyword demographics also allows the attribution of future purchases to the original keyword and will give way to keyword matrices. @ipullrank
  • 83. SUBSEQUENT CONVERSION PREDICTION We develop personas Users come from Curious George We aggressively target Curious George based on social data search, we collect buys a pair of in other channels for comes back and data sneakers the next buy buys a windbreaker Curious George @ipullrank
  • 84. THE WINNING FORMULAS Keyword Price per Keyword Earnings Annual Earnings Ratio per initial click Annual Earnings Keyword per initial click Earnings Yield Price per Keyword Based on how often an initial keyword leads to future conversions of subsequent keywords businesses will be able to measure the annual value of a keyword and react accordingly. @ipullrank
  • 85. OTHER DATA SOURCES LinkedIn Google+ Opt-In Opt-In Professional data [Not Provided] Although Facebook is the most granular and adopted, these other outlets also allow you to get data on your users. LinkedIn Profile Data: https://developer.linkedin.com/documents/profile-fields @ipullrank G+ API People Data: https://developers.google.com/+/api/latest/people
  • 86. TRACK YOUR RANKINGS Ranking Keyword Post: http://www.seomoz.org/blog/gettings-rankings-into-ga-using-custom-variables (@dohertyjf) Code: https://github.com/ipullrank/Google-Analytics-Rankings @ipullrank
  • 87. WHAT POSITION CONVERTS BEST? 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% People are oftentimes shopping around and therefore ranking first does not result in a conversion. @ipullrank
  • 88. DYNAMIC MESSAGING BASED ON RANKINGS Position #1 messaging Position #2 messaging Historically converting position The Time Constraint The Challenge Normal Messaging Change messaging and offer different features like price comparisons based on rankings to help visitors convert. Read: http://www.zazzlemedia.co.uk/blog/dynamic-messaging-based-on-ranking-to-improve-conversion/ @ipullrank
  • 89. LINK REPORTING Report your link building efforts through your target audience to determine which segment drives the most traffic and what type of prospect to put efforts into moving forward. @ipullrank
  • 90. WHY DO IT THIS WAY? 6 Reasons Holistic SEO is the future @ipullrank
  • 91. BRAND BUY-IN SEO has always been an industry that explains itself using empirical data. Starting from the audience, a place that businesses can understand, it is far easier to get buy-in for SEO initiatives. @ipullrank
  • 92. COMPARE THE TWO STATEMENTS “We want to build links targeting “We’d like to launch a contest targeting websites with a PageRank of 3 or Influential Moms with over 5000 higher. We’ll reach out to a variety followers on Twitter. To enter they’d of prospects and target anchor write blog posts that link back to our text for keyword opportunities properties in order to drive traffic for identified by our extensive our target Listener Moms that are keyword research in order to gain using Search to buy more healthy rankings for your brand.” cereal.” Speaking directly to the brand’s audience and business objectives makes it much easier to achieve brand buy-in @ipullrank
  • 93. STOP CHASING THE ALGORITHM Google’s goal is to give people what they want, build and optimize with people in mind and you’ll always be ahead of the algorithm. That is not to say technical tenets of SEO can be ignored. @ipullrank
  • 94. A BETTER WEB HEAL THE WEB the consumer is the biggest winner here. Naturally businesses benefit immensely as well, but the more we optimize with people in mind the more likely their needs will be fulfilled and consequently, the more likely we are to get those people to convert. @ipullrank
  • 95. SCALABILITY Getting on the same page with the other capabilities allows SEO efforts to be scaled considerably for brands large and small. This is how we regularly achieve those otherwise rare instances of synergy between capabilities. @ipullrank
  • 96. CROSS-CHANNEL OPTIMIZATION Taking a holistic approach allows each channel to inform another of why they might be experiencing difficulties and how to optimize. For example we can discover through social what people are actually looking for and validate it through landing page tests to inform product decisions. @ipullrank
  • 97. (NOT PROVIDED)…SO WHAT? Google is not going to give us our keyword data back. Measure the resonance of content via conversions and track rankings against landing page traffic to understand whether intent is matching your target audience. @ipullrank
  • 98. CONGRATS KANYE KANYE IS CLASSY, GROWN UP AND READY TO PLAN WITH THE TEAM. SO IS SEO. @ipullrank
  • 99. MICHAEL KING Director of Inbound Marketing www.iacquire.com mike@iacquire.com @iPullRank THANK YOU / Q&A