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SEARCH ENGINE OPTIMIZATION
THINK SMART. ACT BOLD.
CONSULTANCY
Market Research
Customer, competitor & market insight.
MEETS
AGENCY
Growth Consulting
Culture, brand, sales & marketing strategies.
Digital Enablement
Web design, eCommerce & interactive.
Demand Generation
SEO, advertising, social, eMail & automation.
Conversion Optimization
Measure, test & improve results.
THE REVENUE ROADMAP
Advertising Revenue of Google from 2001 to 2018 (in billion U.S. dollars)
SEO IS A JOURNEY
With huge long-term benefits.
Insivia: Search Engine Optimization 2019 Seminar Slides
NOW WHAT
ENGINE
COMPLEXITY
ENGINE COMPLEXITY
RESULT TYPES
K1: Knowledge Graph Carousel
No known tactics.
K2: Knowledge Graph Panel
Wikipedia & schema.
A1: Ad Placement 1
Google Ads / Adwords.
A2: Google Shopping / Products
Submit to Google Shopping.
L1: Local 3-Pack
Google My Business & Reviews.
ENGINE COMPLEXITY
RESULT TYPES
F1: Travel Box
Transit partner program.
A3: Flights
ITA program.
L2: Local Knowledge Graph Panel
Google My Business, Citations & Reviews.
F2: Featured Snippet
SEO, Schema, & Page Setup.
A4: Hotel
Integration partnership.
O1 - O10: Organic Results
Search Engine Optimization!!
ENGINE COMPLEXITY
RESULT TYPES
O3: Google News
Google News Partner or Syndication
O4: Image Results
Image SEO
O5: Video Results
YouTube
ENGINE COMPLEXITY
USER INFLUENCES
1. Location
Where you or your phone are.
2. Search History
What you have already searched.
3. Device
Mobile versus desktop.
4. Meaning
Google tries to understand intent.
ENGINE COMPLEXITY
AUTO COMPLETE
AND SEMANTICS
1. Popularity
What other people are searching.
2. Previous Searches
What you searched before.
3. Synonyms
Other similar words.
4. Spelling
Corrections & alternatives.
ENGINE COMPLEXITY
VOICE SEARCH
TARGETING
CHOOSING
PHRASES
Insivia: Search Engine Optimization 2019 Seminar Slides
BUYERS BROWSERS
HIGH
COMPETITION
+
HARD TO
RANK
LOW
COMPETITION
+
EASIER
TO RANK
SHORT TAIL (10% of searches)
1 - 2 Word Phrases
“CPA Firm”
CHUNKY MIDDLE (20% of searches)
2 - 4 Word Phrases
“Cleveland CPA Firm”
LONG TAIL (70% of searches)
4+ Word Phrases
“Reducing my manufacturing taxes in ohio”
CHUNKY MIDDLE
SEMI-COMPETITIVE
Hundreds of variations
“accounting firms in cleveland”
210 searches per month
“accounting firms cleveland ohio”
90 searches per month
“cleveland cpa firms”
50 searches per month
SHORT TAIL
HARDEST TO RANK
Few variations
“accounting firms”
22,000 searches per month
40 locally
“tax accountant”
33,100 searches per month
40 locally
LONG TAIL
EASIER TO RANK
Thousands of variations +
Thousands of topics +
Wider audience
“manufacturing tax tips ohio”
“manufacturing tax best practices”
“manufacturing tax rules 2018”
“how to prepare manufacturer taxes”
“2019 manufacturer tax tips”
Hundreds of searches per month
“non-profit tax tips ohio”
“non-profit tax best practices”
“non-profit tax rules 2018”
“how to prepare non-profit taxes”
“2019 non-profit tax tips”
Hundreds of searches per month
OPTIMIZING
RANKING
FACTORS
Domain Age
Keyword in Domain
Domain Registration Length
Keyword in Subdomain
Domain History
Penalized WhoIs Owner
Keyword In Title
Position In Title
Keyword in H1 Tag
Key Phrase Density
Content Length
Table of Contents
Semantic Indexing
Supplementary / Interactive Content
HTML Validation
Site Architecture
Site Uptime
Server Location
SSL Certificate
Excessive 301s
THERE ARE HUNDREDS
Semantic Keywords In Title
Topic Coverage Depth
Page Speed
Mobile Optimization
Duplicate Content
Image Optimization
Alt Tags
Content Recency
Content Freshness
Content Updates
Content Originality
Spelling & Grammar
Reading Level
H2 - H6 Placement
Multimedia Use
Bullet & Numbered Lists
User Reviews
Bounce Rate
Click-Through Rate
Repeat Traffic
Domain Authority
Keyword Prominence
Outbound Link Quality
Outbound Link Relevancy
Number of Outbound Links
Number of Cross Links
Quality of Cross Links
Broken Links
URL Length
Keyword in URL
Number of Backlinks
Backlink Quality
Backlink Relevance
Backlink Text
Backlinks from Edu or Gov
Toxic Backlinks
Backlink Placement
Contact Info Matches
Black-Hat Tactics
Spamming Techniques
Comments
On Site Reviews
Google & Other Reviews
Search Intention
Dwell / Pageview Time
Geotargeting
User Search History
Sitemaps
Subject Matter
Social Media Indicators
Known Authorship
Brand Mentions
Privacy Policy Page
Pop-Ups or Interruptions
Ads & Affiliate Linking
Hacking History
Number of 404s
Redirect Loops
File Optimization
HTML to Text Ratio
Relevancy
Signals that tell Google this
matches what someone wants.
Key Phrase Focus.
Key Phrase Hierarchy.
Outbound Link Topic.
Site Focus.
URL Structure.
Title & Meta Data.
Inbound Link Topic.
Quality
Signals that tell Google
this is valuable to searchers.
Depth.
Media.
Outbound Links.
Bounce Rate.
Speed.
Social signals.
Inbound Links.
PRIMARY SEARCH FOCUS
+
QUALITY
DEPTH +
MEDIA
Article
7 Key Marketing Strategies for Technology Companies
6770 Words
12 incoming Cross Links
19 Outgoing Cross Links
28 Outbound Links
122 Back Links
Table of Contents
5 Videos
10 Quotes
4 Charts
1 Infographic
Now produces 400 - 500 Visits Per Day, 43 Conversions,
and Hundreds of Newsletter Subscribers.
RELEVANCY
LANDING
PAGES
Insivia: Search Engine Optimization 2019 Seminar Slides
Insivia: Search Engine Optimization 2019 Seminar Slides
QUALITY
OUTBOUND
LINKS
Insivia: Search Engine Optimization 2019 Seminar Slides
Insivia: Search Engine Optimization 2019 Seminar Slides
QUALITY
SITE
OPTIMIZATION
Insivia: Search Engine Optimization 2019 Seminar Slides
RELEVANCY
KEY PHRASE
SIGNALS
...
TITLE TAGS, URLS, & META
...
HIERARCHY & DENSITY
QUALITY + RELEVANCY
BACKLINKS
CREATE REAL UNIQUE VALUE THAT
RESONATES WITH VISITORS
Quality
Unique
Relevant
LOW RISK
easy to create
short + shallow
quick
cheap
LOW REWARD
weak quality signals
low relevance
weak brand equity
low conversions
HIGH RISK
hard to create
longer + more in depth
time consuming
higher cost
HIGH REWARD
positive quality signals
high relevance
positive brand equity
higher conversions
Insivia: Search Engine Optimization 2019 Seminar Slides
BUILD AN ECOSYSTEM + DISTRIBUTE
Build audiences across
channels to have mass
distribution for quality,
relevant content.
LINK BUILDING
Ask for guest post opportunities.
Suggest links for existing articles.
Submit press releases online.
Partner with organizations.
Create exchanges for links with your vendors.
Comment on discussions online.
Offer free content writing services.
OPTIMIZING
TOOLS
SEARCH CONSOLE
ANALYTICS
LET’S DISCUSS.
ASK QUESTIONS.
Andy Halko
@insivia
Talk to us about our SEO services.
RADICAL
CANDOR
BONUS TALK
RADICAL
CANDOR
CARE
PERSONALLY
OBNOXIOUS
AGGRESSION
(asshole)
MANIPULATIVE
INSINCERITY
(lying asshole)
RUINOUS
EMPATHY
CHALLENGE DIRECTLY

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Insivia: Search Engine Optimization 2019 Seminar Slides

  • 2. THINK SMART. ACT BOLD. CONSULTANCY Market Research Customer, competitor & market insight. MEETS AGENCY Growth Consulting Culture, brand, sales & marketing strategies. Digital Enablement Web design, eCommerce & interactive. Demand Generation SEO, advertising, social, eMail & automation. Conversion Optimization Measure, test & improve results.
  • 4. Advertising Revenue of Google from 2001 to 2018 (in billion U.S. dollars)
  • 5. SEO IS A JOURNEY With huge long-term benefits.
  • 8. ENGINE COMPLEXITY RESULT TYPES K1: Knowledge Graph Carousel No known tactics. K2: Knowledge Graph Panel Wikipedia & schema. A1: Ad Placement 1 Google Ads / Adwords. A2: Google Shopping / Products Submit to Google Shopping. L1: Local 3-Pack Google My Business & Reviews.
  • 9. ENGINE COMPLEXITY RESULT TYPES F1: Travel Box Transit partner program. A3: Flights ITA program. L2: Local Knowledge Graph Panel Google My Business, Citations & Reviews. F2: Featured Snippet SEO, Schema, & Page Setup. A4: Hotel Integration partnership. O1 - O10: Organic Results Search Engine Optimization!!
  • 10. ENGINE COMPLEXITY RESULT TYPES O3: Google News Google News Partner or Syndication O4: Image Results Image SEO O5: Video Results YouTube
  • 11. ENGINE COMPLEXITY USER INFLUENCES 1. Location Where you or your phone are. 2. Search History What you have already searched. 3. Device Mobile versus desktop. 4. Meaning Google tries to understand intent.
  • 12. ENGINE COMPLEXITY AUTO COMPLETE AND SEMANTICS 1. Popularity What other people are searching. 2. Previous Searches What you searched before. 3. Synonyms Other similar words. 4. Spelling Corrections & alternatives.
  • 16. BUYERS BROWSERS HIGH COMPETITION + HARD TO RANK LOW COMPETITION + EASIER TO RANK SHORT TAIL (10% of searches) 1 - 2 Word Phrases “CPA Firm” CHUNKY MIDDLE (20% of searches) 2 - 4 Word Phrases “Cleveland CPA Firm” LONG TAIL (70% of searches) 4+ Word Phrases “Reducing my manufacturing taxes in ohio”
  • 17. CHUNKY MIDDLE SEMI-COMPETITIVE Hundreds of variations “accounting firms in cleveland” 210 searches per month “accounting firms cleveland ohio” 90 searches per month “cleveland cpa firms” 50 searches per month SHORT TAIL HARDEST TO RANK Few variations “accounting firms” 22,000 searches per month 40 locally “tax accountant” 33,100 searches per month 40 locally LONG TAIL EASIER TO RANK Thousands of variations + Thousands of topics + Wider audience “manufacturing tax tips ohio” “manufacturing tax best practices” “manufacturing tax rules 2018” “how to prepare manufacturer taxes” “2019 manufacturer tax tips” Hundreds of searches per month “non-profit tax tips ohio” “non-profit tax best practices” “non-profit tax rules 2018” “how to prepare non-profit taxes” “2019 non-profit tax tips” Hundreds of searches per month
  • 19. Domain Age Keyword in Domain Domain Registration Length Keyword in Subdomain Domain History Penalized WhoIs Owner Keyword In Title Position In Title Keyword in H1 Tag Key Phrase Density Content Length Table of Contents Semantic Indexing Supplementary / Interactive Content HTML Validation Site Architecture Site Uptime Server Location SSL Certificate Excessive 301s THERE ARE HUNDREDS Semantic Keywords In Title Topic Coverage Depth Page Speed Mobile Optimization Duplicate Content Image Optimization Alt Tags Content Recency Content Freshness Content Updates Content Originality Spelling & Grammar Reading Level H2 - H6 Placement Multimedia Use Bullet & Numbered Lists User Reviews Bounce Rate Click-Through Rate Repeat Traffic Domain Authority Keyword Prominence Outbound Link Quality Outbound Link Relevancy Number of Outbound Links Number of Cross Links Quality of Cross Links Broken Links URL Length Keyword in URL Number of Backlinks Backlink Quality Backlink Relevance Backlink Text Backlinks from Edu or Gov Toxic Backlinks Backlink Placement Contact Info Matches Black-Hat Tactics Spamming Techniques Comments On Site Reviews Google & Other Reviews Search Intention Dwell / Pageview Time Geotargeting User Search History Sitemaps Subject Matter Social Media Indicators Known Authorship Brand Mentions Privacy Policy Page Pop-Ups or Interruptions Ads & Affiliate Linking Hacking History Number of 404s Redirect Loops File Optimization HTML to Text Ratio
  • 20. Relevancy Signals that tell Google this matches what someone wants. Key Phrase Focus. Key Phrase Hierarchy. Outbound Link Topic. Site Focus. URL Structure. Title & Meta Data. Inbound Link Topic. Quality Signals that tell Google this is valuable to searchers. Depth. Media. Outbound Links. Bounce Rate. Speed. Social signals. Inbound Links. PRIMARY SEARCH FOCUS +
  • 22. Article 7 Key Marketing Strategies for Technology Companies 6770 Words 12 incoming Cross Links 19 Outgoing Cross Links 28 Outbound Links 122 Back Links Table of Contents 5 Videos 10 Quotes 4 Charts 1 Infographic Now produces 400 - 500 Visits Per Day, 43 Conversions, and Hundreds of Newsletter Subscribers.
  • 35. CREATE REAL UNIQUE VALUE THAT RESONATES WITH VISITORS Quality Unique Relevant
  • 36. LOW RISK easy to create short + shallow quick cheap LOW REWARD weak quality signals low relevance weak brand equity low conversions HIGH RISK hard to create longer + more in depth time consuming higher cost HIGH REWARD positive quality signals high relevance positive brand equity higher conversions
  • 38. BUILD AN ECOSYSTEM + DISTRIBUTE Build audiences across channels to have mass distribution for quality, relevant content.
  • 39. LINK BUILDING Ask for guest post opportunities. Suggest links for existing articles. Submit press releases online. Partner with organizations. Create exchanges for links with your vendors. Comment on discussions online. Offer free content writing services.
  • 43. LET’S DISCUSS. ASK QUESTIONS. Andy Halko @insivia Talk to us about our SEO services.