SlideShare a Scribd company logo
Tips to Predict and Drive
Performance to Organic SEO
How to Gain
Consistent
SEO Results
Wayne Cichanski
VP, Search & Site Experience
2 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Wayne Cichanski, VP Search & Site Experience
28 years career in digital marketing, with 10 years at the brand level & 18 years at the
agency level. Last 9 years in financial services & insurance
• Digital solutions executive
• Search before Google was Google
• UX, Development, Search, Data
• Former CIO/CMO
Wayne.Cichanski@iquanti.com
3 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
1 2
3 4
Why SEO programs under-achieve
its objectives
• Organizational challenges that
enterprises face
• Executional challenges faced by SEO
and content teams
Approach to SEO form the user
journey perspective
• Integrating the full user journey
• “SEO content” vs “site content”
Tools and methods to drive SEO
predictability
• Gaps of common tools on the market
• The ALPS difference
Developing a short-term and long-
term SEO strategy
• Where to start & how to prioritize
• Creating a way forward
Today’s Discussion Agenda
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
4
Closer look at common challenges & how to overcome them
Why SEO Programs Under-
Achieve it’s Objectives?
5 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Two Primary Challenges SEO Programs Face
SEO as a channel is typically under-invested compared to paid search
because of two distinct challenges
• Disbelief surrounding SEO
channel
• Challenges aligning and
getting multiple teams to
agree
Organizational Challenges Executional Challenges
• Challenges where to start,
what to do and predicting
the impact
• Challenges executing tasks
& tactics
6 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Organizational Challenges
Large enterprise brands face several internal challenges at an organizational
level that often deter stakeholders from investing into this channel
01
02
03
04
SEO program is underinvested.
Making a business case is difficult
SEO spans across multiple teams,
which all need to be aligned
Time / iterations are extensive
and not quantifiable
SEO results vary and are not
predictable
7 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Audience Poll
In SEO what seems to be your largest challenge?
A. Getting funding for the channel
B. Knowing what to do and how to do it
C. Predicting the results and impact
D. Moving the recommendations through the internal organization
8 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Executional Challenges
Beyond organizational, there are often executional challenges that site
teams need to overcome
01
02
03
04
What to prioritize & how will I
know what works
Why is the competition beating
us on this term?
What should I write? How often
to write?
Staying up to date on Google
updates
9 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Overcoming Key Challenges
Spend the time to identify what challenges you are faced with and how to
combat them
• Build business case &
planning for the channel
Organizational Challenges Executional Challenges
• Define & understand market
landscape and how much of
that is relevant to you
• Educate and train internal
teams on the SEO culture
• Find senior stakeholder to
sponsor and support
• Use a tool that gives you
the algorithmic gaps and
drives predictability
• Originate your
recommendations in data
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
10
Connecting site experience to SEO strategy
Approach to SEO from the
User’s Perspective
11 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
User Centric Approach to the Site Experience
What’s right for the user is also right for your SEO program. Apply a user
centric focus and you can “future-proof” algo updates
Market Landscape
Content & On-Page Strategy
Off-Page Authority Plan
Funnel Connection’s
12 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Integrating a Full Funnel Connection
Develop site content that allows a user to flow up and down the funnel,
connecting the content assets with CTA’s
Awareness Consideration Purchase
missing missing missing missing missing missing
missing
User Journey
New Traffic
Point of Entry
Move Down Funnel
Broken Journey
Move Up Funnel
Broken Journey
Loss of Traffic
Point of Entry
13 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Demystifying “SEO Content”
There is no such thing as “SEO Content”. Content is meant to be read and
engaged with across the entire site experience
Acquisition
Content vs
Blog
Content
SEO
Content
vs
14 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Demystifying “SEO Content”
There is no such thing as “SEO Content”. Content is meant to be read and
engaged with across the entire site experience
15 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Demystifying “SEO Content”
There is no such thing as “SEO Content”. Content is meant to be read and
engaged with across the entire site experience
Acquisition
Content vs
Blog
Content
SEO
Content
vs
What’s Good for Google is What’s Good for the User
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
16
Differences of today’s tools on the market
Tools to Drive SEO
17 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
SEO Tools & Methods that Drive Predictability
What are the types of SEO tools on the market and how do they differ?
Research
Reporting
Analytics
Trends
Toxicity
• Isolated purpose
• Report or research driven
• Lacks SEO action
• Not fluid with the algorithm
18 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
The ALPS Difference
Convergence of all the necessary tools with the addition
of precision & accuracy.
Analyze, Simulate & Take Action
Award Winning Platform
Driven by Predictive Analytics &
Machine Learning
19 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
How ALPS is a Unique SEO Platform
RESULT ORIENTATION
Reports Action
TYPE
OF
ORGANIZATION
Enterprises
SMB
▪ We have taken a radically
different AI-driven result-
oriented approach to SEO
▪ Driven by AI and NLP
models, our Platform tells
you the best course of
action based on all the
available data
20 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
ALPS Drives Precision in Bridging Algorithmic Gaps
Source: ALPS
Note: Competitors ranking on page 1 are considered for comparison.
7.0
8.8 8.8
10.0
6.2
9.0
7.3
9.0
7.3
8.2
8.8
7.5
8.6
7.3
8.7
8.9
8.0 8.2
6.8
8.8
6.6
Authority Relevancy Technical
ALPS Keyword – “Personal Loans”
2.95M Annual Search Volume
Bankrate NerdWallet Discover Earnest Sofi Marcus LendingClub
Current Rank: 19
Current Rank
19th
Current Traffic
0
Ability to model, simulate & predict ranks for SEO consistency
21 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
ALPS Drives Precision in Bridging Algorithmic Gaps
Source: ALPS
Note: Competitors ranking on page 1 are considered for comparison.
7.0
8.8 8.8
10.0
6.2
9.0
7.3
9.0
7.3
8.2
8.8
7.5
8.6
7.3
8.7
8.9
8.0 8.2
6.8
8.8
6.6
Authority Relevancy Technical
ALPS Keyword – “Personal Loans”
2.95M Annual Search Volume
Bankrate NerdWallet Discover Earnest Sofi Marcus LendingClub
Current Rank: 19
10
9.5
Modeled
Score
Modeled
Score
Current Rank
19th
Current Traffic
0
9.5
Modeled
Score
Modeled Rank
1st
Modeled
Traffic
501k
Ability to model, simulate & predict ranks for SEO consistency
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
22
Where to start & how to prioritize your enterprise SEO program
Developing Short & Long-Term
SEO Strategies
23 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Spend Time in Planning & Strategy Phase
Market Landscape Assets Gaps
Decide How Far Up Funnel
Data to Drive Decisions
Opportunity Planning Through
ALPS
Overlay Existing Assets
Map User Intents
Create Net New
Algorithmic Gaps
Distance to Conversion
Technical Gaps
24 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Identifying & Prioritizing SEO Opportunities
EFFORT TO RANK
High Effort Low Effort
SEARCH
VOLUME
DEMAND
High
Volume
Low
Volume
Positive Authority
Negative Content
Small Neg. Authority
Small Neg. Content
P1
P2
Large Neg. Authority
Large Neg. Content
P4
Med. Neg. Authority
Large Neg. Content
P3
Priority Factors
• Gap deficiencies
• Search volume
• Distance to conversion
• Impact to the business
25 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Creating a Way Forward
Thinking short-term & long-term as you develop a way forward
On Page & Content Plan
Refresh pages ranked
first 2 pages
Refresh pages with
content gaps
Build net new pages
Off Page Authority
Remove negative
authority
Build small authority
gaps
Build large authority
gaps
Technical
Resolve SEO hygienic
issues
Improve page speed
on all templates
Improve core web
vitals
▪ Highly authoritative pages
with low content scores
▪ Removal of negative
authority
▪ Improving page speeds at a
template level
Quick Wins
*Short-term plan **Long-term plan
26 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Success Has Been Achieved
Operationalizing this approach has proven success in many use cases
across many clients
Contact for More Information
Wayne Cichanski
VP, Search & Site Experience
Wayne.Cichanski@iquanti.com
Michael Carle
VP, Sales - ALPS
Michael.Carle@iquanti.com
2018
77k
App Starts
2021
241k
App Starts
2018
5k
Page 1 Ranks
2021
9.5k
Page 1 Ranks
2018
289k
Traffic
2021
624k
Traffic
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
27
Answering anything SEO
Questions?

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How to-achieve-consistent-seo-gains

  • 1. Tips to Predict and Drive Performance to Organic SEO How to Gain Consistent SEO Results Wayne Cichanski VP, Search & Site Experience
  • 2. 2 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Wayne Cichanski, VP Search & Site Experience 28 years career in digital marketing, with 10 years at the brand level & 18 years at the agency level. Last 9 years in financial services & insurance • Digital solutions executive • Search before Google was Google • UX, Development, Search, Data • Former CIO/CMO Wayne.Cichanski@iquanti.com
  • 3. 3 This document and the information in it are provided in confidence, and may not be disclosed to any third party. 1 2 3 4 Why SEO programs under-achieve its objectives • Organizational challenges that enterprises face • Executional challenges faced by SEO and content teams Approach to SEO form the user journey perspective • Integrating the full user journey • “SEO content” vs “site content” Tools and methods to drive SEO predictability • Gaps of common tools on the market • The ALPS difference Developing a short-term and long- term SEO strategy • Where to start & how to prioritize • Creating a way forward Today’s Discussion Agenda
  • 4. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 4 Closer look at common challenges & how to overcome them Why SEO Programs Under- Achieve it’s Objectives?
  • 5. 5 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Two Primary Challenges SEO Programs Face SEO as a channel is typically under-invested compared to paid search because of two distinct challenges • Disbelief surrounding SEO channel • Challenges aligning and getting multiple teams to agree Organizational Challenges Executional Challenges • Challenges where to start, what to do and predicting the impact • Challenges executing tasks & tactics
  • 6. 6 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Organizational Challenges Large enterprise brands face several internal challenges at an organizational level that often deter stakeholders from investing into this channel 01 02 03 04 SEO program is underinvested. Making a business case is difficult SEO spans across multiple teams, which all need to be aligned Time / iterations are extensive and not quantifiable SEO results vary and are not predictable
  • 7. 7 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Audience Poll In SEO what seems to be your largest challenge? A. Getting funding for the channel B. Knowing what to do and how to do it C. Predicting the results and impact D. Moving the recommendations through the internal organization
  • 8. 8 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Executional Challenges Beyond organizational, there are often executional challenges that site teams need to overcome 01 02 03 04 What to prioritize & how will I know what works Why is the competition beating us on this term? What should I write? How often to write? Staying up to date on Google updates
  • 9. 9 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Overcoming Key Challenges Spend the time to identify what challenges you are faced with and how to combat them • Build business case & planning for the channel Organizational Challenges Executional Challenges • Define & understand market landscape and how much of that is relevant to you • Educate and train internal teams on the SEO culture • Find senior stakeholder to sponsor and support • Use a tool that gives you the algorithmic gaps and drives predictability • Originate your recommendations in data
  • 10. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 10 Connecting site experience to SEO strategy Approach to SEO from the User’s Perspective
  • 11. 11 This document and the information in it are provided in confidence, and may not be disclosed to any third party. User Centric Approach to the Site Experience What’s right for the user is also right for your SEO program. Apply a user centric focus and you can “future-proof” algo updates Market Landscape Content & On-Page Strategy Off-Page Authority Plan Funnel Connection’s
  • 12. 12 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Integrating a Full Funnel Connection Develop site content that allows a user to flow up and down the funnel, connecting the content assets with CTA’s Awareness Consideration Purchase missing missing missing missing missing missing missing User Journey New Traffic Point of Entry Move Down Funnel Broken Journey Move Up Funnel Broken Journey Loss of Traffic Point of Entry
  • 13. 13 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Demystifying “SEO Content” There is no such thing as “SEO Content”. Content is meant to be read and engaged with across the entire site experience Acquisition Content vs Blog Content SEO Content vs
  • 14. 14 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Demystifying “SEO Content” There is no such thing as “SEO Content”. Content is meant to be read and engaged with across the entire site experience
  • 15. 15 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Demystifying “SEO Content” There is no such thing as “SEO Content”. Content is meant to be read and engaged with across the entire site experience Acquisition Content vs Blog Content SEO Content vs What’s Good for Google is What’s Good for the User
  • 16. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 16 Differences of today’s tools on the market Tools to Drive SEO
  • 17. 17 This document and the information in it are provided in confidence, and may not be disclosed to any third party. SEO Tools & Methods that Drive Predictability What are the types of SEO tools on the market and how do they differ? Research Reporting Analytics Trends Toxicity • Isolated purpose • Report or research driven • Lacks SEO action • Not fluid with the algorithm
  • 18. 18 This document and the information in it are provided in confidence, and may not be disclosed to any third party. The ALPS Difference Convergence of all the necessary tools with the addition of precision & accuracy. Analyze, Simulate & Take Action Award Winning Platform Driven by Predictive Analytics & Machine Learning
  • 19. 19 This document and the information in it are provided in confidence, and may not be disclosed to any third party. How ALPS is a Unique SEO Platform RESULT ORIENTATION Reports Action TYPE OF ORGANIZATION Enterprises SMB ▪ We have taken a radically different AI-driven result- oriented approach to SEO ▪ Driven by AI and NLP models, our Platform tells you the best course of action based on all the available data
  • 20. 20 This document and the information in it are provided in confidence, and may not be disclosed to any third party. ALPS Drives Precision in Bridging Algorithmic Gaps Source: ALPS Note: Competitors ranking on page 1 are considered for comparison. 7.0 8.8 8.8 10.0 6.2 9.0 7.3 9.0 7.3 8.2 8.8 7.5 8.6 7.3 8.7 8.9 8.0 8.2 6.8 8.8 6.6 Authority Relevancy Technical ALPS Keyword – “Personal Loans” 2.95M Annual Search Volume Bankrate NerdWallet Discover Earnest Sofi Marcus LendingClub Current Rank: 19 Current Rank 19th Current Traffic 0 Ability to model, simulate & predict ranks for SEO consistency
  • 21. 21 This document and the information in it are provided in confidence, and may not be disclosed to any third party. ALPS Drives Precision in Bridging Algorithmic Gaps Source: ALPS Note: Competitors ranking on page 1 are considered for comparison. 7.0 8.8 8.8 10.0 6.2 9.0 7.3 9.0 7.3 8.2 8.8 7.5 8.6 7.3 8.7 8.9 8.0 8.2 6.8 8.8 6.6 Authority Relevancy Technical ALPS Keyword – “Personal Loans” 2.95M Annual Search Volume Bankrate NerdWallet Discover Earnest Sofi Marcus LendingClub Current Rank: 19 10 9.5 Modeled Score Modeled Score Current Rank 19th Current Traffic 0 9.5 Modeled Score Modeled Rank 1st Modeled Traffic 501k Ability to model, simulate & predict ranks for SEO consistency
  • 22. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 22 Where to start & how to prioritize your enterprise SEO program Developing Short & Long-Term SEO Strategies
  • 23. 23 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Spend Time in Planning & Strategy Phase Market Landscape Assets Gaps Decide How Far Up Funnel Data to Drive Decisions Opportunity Planning Through ALPS Overlay Existing Assets Map User Intents Create Net New Algorithmic Gaps Distance to Conversion Technical Gaps
  • 24. 24 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Identifying & Prioritizing SEO Opportunities EFFORT TO RANK High Effort Low Effort SEARCH VOLUME DEMAND High Volume Low Volume Positive Authority Negative Content Small Neg. Authority Small Neg. Content P1 P2 Large Neg. Authority Large Neg. Content P4 Med. Neg. Authority Large Neg. Content P3 Priority Factors • Gap deficiencies • Search volume • Distance to conversion • Impact to the business
  • 25. 25 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Creating a Way Forward Thinking short-term & long-term as you develop a way forward On Page & Content Plan Refresh pages ranked first 2 pages Refresh pages with content gaps Build net new pages Off Page Authority Remove negative authority Build small authority gaps Build large authority gaps Technical Resolve SEO hygienic issues Improve page speed on all templates Improve core web vitals ▪ Highly authoritative pages with low content scores ▪ Removal of negative authority ▪ Improving page speeds at a template level Quick Wins *Short-term plan **Long-term plan
  • 26. 26 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Success Has Been Achieved Operationalizing this approach has proven success in many use cases across many clients Contact for More Information Wayne Cichanski VP, Search & Site Experience Wayne.Cichanski@iquanti.com Michael Carle VP, Sales - ALPS Michael.Carle@iquanti.com 2018 77k App Starts 2021 241k App Starts 2018 5k Page 1 Ranks 2021 9.5k Page 1 Ranks 2018 289k Traffic 2021 624k Traffic
  • 27. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 27 Answering anything SEO Questions?