Sure, your financial institution's website is SEC compliant, but is it "Search Engine Compliant"? Are new customers and members able to find you amidst the noise? Zack Stack, Senior Digital & Creative Specialist at Edge Multimedia (www.edgemm.com) will guide you through the traffic with actionable insights on attracting, engaging and retaining more qualified customers online. Learn how to maximize the value of your website by increasing revenue and achieving measurable results with your digital marketing.

1. You Can Bank On:
Driving Traffic That Builds Real Revenue
ZACK
STACKEdgeMM.com/Connect15 Zack@EdgeMM.com
SEO
STRATEGIES

2. TODAY'S
GOALS
Get
a
firm
grasp
on
what
SEO
is
and
isn't
Leave
with
ac:onable
insights
for
advancing
your
SEO
strategy
That
you
won't
get
hungry

3. SLIDE
DECK
&
RESOURCES
EdgeMM.com/Connect15

4. WHAT
SEO
ISN'T
• It
isn't
dead
• It
is
NOT
a
fast-­‐acJng,
digital
snake
oil
• It
is
NOT
a
one-­‐and-­‐done
deal
• SEO
is
NOT
Search
Engine
Manipula(on
• Good
SEO
is
NOT
solely
focused
on
ranking

5. WHAT
IS
REAL
SEO?
SEO
leads
have
a
14.6%
close
rate,
while
outbound
leads
(such
as
direct
mail
or
print
adverJsing)
have
a
1.7%
close
rate.
-­‐
Search
Engine
Journal
79%
of
companies
that
have
a
blog
report
a
posiJve
ROI
for
inbound
markeJng
in
2013.
-­‐
HubSpot
State
of
Inbound
2014

6. WHAT
IS
REAL
SEO?
$20K
is
the
average
companies
save
per
year
by
invesJng
more
in
inbound
markeJng
versus
outbound.
54%
more
leads
generated
by
inbound
tacJcs
than
by
tradiJonal
paid
markeJng.
-­‐
HubSpot
State
of
Inbound
2014
2x
as
many
marketers
say
inbound
delivers
below
average
cost
per
lead
than
outbound
methods.

7. SETTING
&
MEASURING
GOALS
Measurement
|
Analysis
|
ReporJng
Laying
a
proper
foundaJon…

8. MEASUREMENT Start
with
your
website
analyJcs
soYware
First
off…make
sure
that
it
is
set
up
and
tracking
properly
• Use
ISP
to
exclude
internal
traffic
• Create
Relevant
Events
• Bing
in
Webmaster
tools
are
set
up
and
synced
• In-­‐Page
Analy(cs
set
up
• Your
website
privacy
policy
is
current
and
includes
a
cookie
disclosure
if
you're
running
ads
• Demographics
and
Interests
Reports
are
enabled
• Confirm
that
campaigns
and
tagged
properly
for
tracking
• Set
up
any
relevant
GA
alerts
Most
importantly
though…Take
the
(me
to
iden9fy
goals
of
economic
priority
on
your
website
and
assign
a
monetary
value
to
them.

9. MEASUREMENT IdenJfying
Your
Goals
Look
for
conversion
ac(ons
of
economic
value:
• Increase
Memberships
and/or
Account
Sign
Ups
• Personal
&
Business
Loan
Products
• Credit
Card
ApplicaJons
• Lead
GeneraJon/Clicks-­‐to-­‐Call
• Newsle_er
SubscripJons

10. ANALYSIS Review
Data
&
Document
Your
ObjecJves
Get
familiar
with
your
data
so
you
can:
• QuanJfy
your
ROI
• Maintain
your
strongest
channels
• Strengthen
your
weak
channels
• Set
your
business
objecJves
• Make
data-­‐driven
decisions

11. REPORTING Report
Regularly
Train,
Assign
or
Hire
someone
who
will
regularly
take
the
pulse
of
your
online
efforts.
• Make
sure
opportuniJes
are
not
missed
• That
issues
don't
become
problems
• Each
of
your
traffic
sources
are
healthy
• Monitor
the
performance
of
individual
campaigns
• Ensure
that
the
goals
you
set
are
being
met

12. OUTLINING
YOUR
SEO
STRATEGY
EdgeMM.com/Connect15
ON-­‐PAGE OFF-­‐PAGE
• Keyword
&
Audience
Research
• SEO
Site
Structure
• Publishing
Compelling
Content
• Mobile
OpJmizaJons
• Local
SEO
&
CitaJons
• Healthy
Link
Outreach
• Social
Media
ParJcipaJon
&
Paid
PromoJon

13. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
SEO
Strategy

14. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
First
Pillar
Keywords
&
Audience
Research
• Reveals
the
searcher's
intent
• Tells
you
what
topics
to
opJmize
your
website
for
• Helps
to
put
yourself
in
the
mind
if
the
searcher
Doing
Your
Homework:
Keyword
Research

15. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
First
Pillar
StarJng
Your
Keyword
Research
• PrioriJze
your
list
of
services
• Match
each
service
with
a
short
list
of
relevant
search
queries
• Look
for
signals
of
intent
Doing
Your
Homework:
Keyword
Research

16. RELEVANCE:
You
should
never
target
a
term
solely
because
you
think
it
will
drive
a
load
of
traffic
to
your
site.
Target
keywords
that
are
highly
relevant
to
both
the
services
or
soluJons
your
organizaJon
provides
and
how
the
user
is
looking
for
them.
THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
First
Pillar
Relevance,
Volume
&
CompeJJon

17. VOLUME:
Take
into
account
the
size
of
your
audience.
It's
possible
to
get
too
specific
and
target
keywords
that
are
highly
relevant,
yet
no
one
is
searching
for.
THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
First
Pillar
Relevance,
Volume
&
CompeJJon

18. COMPETITION:
How
hard
will
it
be
to
rank
for
these
terms?
Can
you
trade
raw
search
volume
for
increased
relevance?
Op:mize
for
conversions
rather
than
clicks.
THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
First
Pillar
Relevance,
Volume
&
CompeJJon

19. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
First
Pillar
Keyword
CategorizaJon
&
DistribuJon
Your
customers
are
NOT
searching
for
keywords.
They're
searching
for
helpful
informa(on.
• Op:mize
your
website
for
topics,
not
keywords
• Group
them
into
the
services
or
topics
you'll
be
covering
on
your
website
Keyword
Categoriza:on

20. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
Assign
a
specific
keyword
to
each
page
of
your
website.
• Aligns
your
content
with
the
searcher's
query
• Makes
it
clear
what
each
page
is
about
• IdenJfy
new
pages
or
content
you
may
need
to
create
Keyword
Distribu:on
The
First
Pillar
Keyword
CategorizaJon
&
DistribuJon

21. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
First
Pillar
Keyword
CategorizaJon
&
DistribuJon
"Stop
by
our
mortgage
loans
center
to
find
the
perfect
mortgage
loans
that
are
sure
to
fit
all
your
mortgage
loans
needs.
Our
mortgage
loans
are
the
essen(al
mortgage
loans
for
when
you're
ready
to
mortgage
loans
your
mortgage
loans."
Keyword
Distribu:on
-­‐
Don't
go
nuts!
You
are
now
free
to
make…
great
content
for
humans!

22. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
Ask
yourself
these
4
ques(ons
1. Does
it
sound
natural
when
I
read
it
aloud?
2. Would
I
be
proud
to
put
MY
name
on
this
content?
3. Would
I
read
read
this?
4. Would
I
recommend
this
to
a
friend
or
colleague?
Keyword
Distribu:on
-­‐
Don't
force
it!
The
First
Pillar
Keyword
CategorizaJon
&
DistribuJon

23. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
First
Pillar
Ongoing
Keyword
Research
Keyword
Research
is
a
con:nuous
and
evolving
process
Should
be
revisited
at
least
twice
a
year
Some
keywords
just
don't
bring
home
the
bacon

24. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
First
Pillar
Keyword
Research
Tools
Google
Trends
• Are
the
keywords
you're
trying
to
get
found
for
trending
down
or
up?
• Are
they
seasonal
keywords?
• How
do
certain
terms
compare
in
different
geographical
regions?
Keyword
Research
Tools
Google
Sheets
• Document
your
keyword
research
and
create
living,
collaboraJve
documents
that
your
team
can
use
to
implement
your
strategy.

25. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
First
Pillar
Keyword
Research
Tools
Adwords
Keyword
Planner
• You
will
have
to
sign
up
for
an
Adwords
account
to
access
this
tool.
This
doesn't
mean
that
you
have
to
run
paid
Adwords
campaigns,
but
it's
well
worth
it.
• If
you
run
Adwords
campaigns
then
you
have
access
to
a
bevy
of
keyword
data
already.
• Paid
Search
can
be
a
quick
and
effecJve
way
to
test
keywords.
• The
keywords
that
are
performing
well
in
Adwords
can
be
used
to
inform
your
organic
strategy
as
well.
Keyword
Research
Tools

26. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
First
Pillar
Keyword
Research
Tools
Keyword
Research
Tools
More
Keyword
Tools
• Moz
Keyword
Difficulty
Tool:
h_p://moz.com/tools
• SEMRush:
h_p://www.semrush.com/
• SpyFu:
h_p://www.spyfu.com
• Yoast
Suggests:
h_ps://yoast.com/suggest/

27. The
Second
Pillar
CORE
CONTENT
The
Third
Pillar
CONTENT
MARKETING
• Core
Content
SEO
• Variety
• Clarity
• Site
Speed
• Security
• Strategy
• Content
of
value
• Genng
buy-­‐in
• DocumenJng
your
plan
• Assessing
your
content
• CreaJng
a
content
team
Content
Op:miza:on
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY

28. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Second
Pillar
Content
OpJmizaJon
Does
it
makes
sense
to
a
human?
All
the
elements
of
your
page
should
be
descripJve
and
easily
idenJfiable.
• URLs
• Page
Titles
• Meta
DescripJons
• H1
&
H2
Headers
• Body
Text
• Image
Filenames
&
Alt
Text
URLs
only
a
robot
could
love…

29. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Second
Pillar
Content
OpJmizaJon
Does
it
makes
sense
to
a
human?
Which
URL
would
you
remember
and
be
able
to
return
to
on
your
own?
DomainName.com/?
Cabinet=Main&Drawer=loans&Folder=transporta:on&SubFolder=auto
OR
DomainName.com/auto-­‐loans

30. Content
Variety
People
consume
content
in
different
ways.
• Blogs
• Infographics
&
Charts
• Videos
• eBooks
• Podcasts
• Guides
&
Reviews
• Images
&
Memes
• InteracJve
• Case
Studies
• Interviews
• Research
Findings
• Apps
THE
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Second
Pillar
Core
Content
OpJmizaJon

31. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Second
Pillar
Content
OpJmizaJon
Content
Clarity:
The
5-­‐Second
Test
A
visitor
should
be
able
to
tell
within
5
seconds
what
the
page
is
about.
Calls-­‐to-­‐Ac:on
Are
you
telling
the
visitor
plainly
what
the
next
step
is?
CTAs
expedite
the
conversion
process
and
provide
clarity.
Site
Speed
How
long
does
it
take
your
page
to
load?
Do
you
need
a
Content
Delivery
Network
(CDN)
to
speed
up
delivery
of
your
pages?
Security
82%
of
the
FI
sites
we
surveyed
were
secured
with
HTTPS.

32. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Second
Pillar
Content
OpJmizaJon
Core
Content
&
Site
Structure
Tools
• Google
AnalyJcs
Webmaster
Tools
• Screaming
Frog
SEO
Spider
• Moz's
On-­‐Page
Grader
• sitemaps.org
• schema.org

33. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Second
Pillar
Content
OpJmizaJon
Content
Marke:ng
&
Strategy

34. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Second
Pillar
Content
OpJmizaJon
"There's
no
prize
in
content
for
hi]ng
'publish'.
[…]
The
only
prize
comes
when
you
produce
something
that
[…]
achieves
the
reach
and
marke(ng
goals
that
you
seek."
-­‐
Rand
Fishkin
from
his
JAN
9th,
2015
Whiteboard
Friday

35. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Second
Pillar
Content
OpJmizaJon
"Marke(ng
is
telling
the
world
you're
a
rock
star.
Content
Marke(ng
is
showing
the
world
you
are
one."
-­‐
Robert
Rose
@
Content
MarkeJng
InsJtute

36. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Second
Pillar
Content
OpJmizaJon
Content
Builds
Value
Helpful,
unique,
compelling
content
builds
value
for
you,
your
brand
AND
your
customer.
• The
planning
and
implementaJon
of
it
builds
and
strengthens
your
strategic
ability.
• The
research
and
creaJon
process
literally
helps
you
become
an
expert,
if
you
weren't
one
already.
• The
consumpJon
of
it
builds
your
authority,
strengthens
trust
signals
and
provides
value
to
your
customers,
both
new
and
returning.
• In
short,
content
gives
you
a
reason
to
connect
and
it
gives
your
customers
and
members
a
reason
to
return
and
even
bring
others
with
them.

37. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
Content
Strategy
Checklist
In
order
for
your
insJtuJon
to
succeed
with
content
you'll
need
the
following…
A
Champion(s)
C-­‐suite
buy
in
Measurable
Goals
A
Documented
Plan
&
Editorial
Schedule
Persistence
+
Time
The
Second
Pillar
Content
OpJmizaJon

38. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Second
Pillar
Content
OpJmizaJon
Have
a
Documented
Plan
That…
• Fits
on
one
page
• Includes
specific,
measurable
goals
• Includes
strategic
objecJves
• Includes
a
descripJon
of
who
you
are
• …and
who
your
audience
is
• Lists
your
primary
topics
• Lists
your
CTAs
• Outlines
Content
ResponsibiliJes
• Links
to
helpful
resources

39. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Second
Pillar
Content
OpJmizaJon
Document
Your
Content
Strategy
"…a
documented
content
marke(ng
strategy
helps
increase
effec(veness
in
all
areas
of
content
marke(ng."
77%
B2C
organizaJons
surveyed
that
said
they
use
Content
MarkeJng
27%
B2C
marketers
that
have
documented
Content
Strategies
Source:
CMI's
B2C
Content
MarkeJng
2015
Benchmarks,
Budgets
and
Trends

40. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Second
Pillar
Content
OpJmizaJon
Create
an
Editorial
Calendar
Remember
that
quality
trumps
quan(ty.
• They
can
take
many
forms,
but
it's
best
to
keep
'em
simple
• Main
Content
Schedule
• Social
Media
Schedule
• Ideas
Journal

41. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Second
Pillar
Content
OpJmizaJon
Assemble
Your
Content
Team!
The
Edge
Content
Team
looks
like
this:
• Content
Manager:
Assigns
projects
and
provides
accountability
• Content
Editor:
Brings
the
raw
content
to
a
publishable
state
• Graphic
Designer:
Creates
infographics
and
other
visual
assets
• Social
Media
Promoter:
Distributes
and
Promotes
published
content
via
our
Social
Media
channels
• Email
Marketer:
Creates
and
sends
email
campaigns
around
our
content
• Contributors:
All
internal
experts
and
any
guest
contributors
we
might
bring
in
from
Jme
to
Jme

42. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
Content
MarkeJng
&
Strategy
The
Second
Pillar
Content
OpJmizaJon
Content
Marke:ng
Tools
• Google
Docs:
Calendars,
Accountability
&
CollaboraJon
• Content
Marke:ng
Ins:tute:
Tons
of
resources
&
ideas…
• CMI's
Essen:al
Templates:
h_p://d.pr/16msq
• Hemingway
Wri:ng
App
• Canva.com:
Create
graphics
to
accompany
your
content
• Edge's
1-­‐Page
Plan
Template:
h_p://d.pr/17HTp

43. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Third
Pillar
Link
Outreach
Strategies
Source:
h_p://moz.com/blog/weighJng-­‐the-­‐clusters-­‐of-­‐ranking-­‐factors-­‐in-­‐google-­‐analyJcs-­‐whiteboard-­‐friday
Combined
SEO
weight
of
Domain-­‐
and
Page-­‐level
links
as
a
Ranking
Factor
40%

44. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Third
Pillar
Link
Outreach
Strategies
What
is
a
'quality'
link?
• It's
Relevant
to
the
content
on
your
page
• It
has
Descrip:ve
Anchor
Text
• It
originates
from
a
Trusted
source
Link
Freshness
&
Trends
• Fall
offs
or
steady
declines
point
to
a
stale
website
and
content
• Unnatural
spikes
can
be
an
indicator
of
someone
trying
to
game
the
system
• Don't
try
to
game
the
system

45. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Third
Pillar
Link
Outreach
Strategies
Healthy
Link-­‐Building
Strategies
• Make
sure
your
Naviga:onal
Links
make
sense
• Contextual
Links
• Submit
your
website
to
RELEVANT
web
directories
• Yahoo
Directory
|
FDIC
Directory
|
Acuity's
Bankers
Almanac
|
Opportunity
Finance
Network
|
Other
State
and
Local
FI
Directories
• Produce
Great,
Linkable,
Sharable
Content
• Leverage
Social
Media
Channels
• Natural
Link
Outreach
1. Start
internally
2. Then
go
external

46. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Third
Pillar
Link
Outreach
Strategies
Healthy
Link-­‐Building
Strategies
• Google
your
primary
keywords
and
analyze
top
ranking
results
for
backlinks
• Free
Tool:
Moz's
Open
Site
Explorer
• Focus
on
backlinks
with
a
high
page
and/or
domain
authority.
• What
compeJtors
might
you
be
able
to
displace?
• Keep
your
eyes
out
for
addiJonal
directories
to
submit
your
site
to
3. Research
CompeJtor
Backlinks

47. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Third
Pillar
Link
Outreach
Strategies
Healthy
Link-­‐Building
Strategies
• Make
a
list
of
relevant,
authoritaJve,
quality
sites
with
which
you'd
like
to
build
a
rela:onship
• If
they
are
open
to
guest
bloggers,
approach
them
with
content
ideas
that
are
mutually
beneficial
• Guest
blogging
is
a
great
way
to
expose
your
organizaJon
to
new,
yet
relevant
audiences.
It
builds
industry
rela:onships
and
brand
trust
4. Guest
Blogging

48. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Third
Pillar
Link
Outreach
Strategies
Healthy
Link-­‐Building
Strategies
• Evaluate
the
values
of
your
organizaJon.
Are
there
any
non-­‐profits
or
NGO's
out
there
that
share
your
values
and
you
could
partner
with?
• Search
engines
generally
a_ribute
strong
trust
signals
to
NPs
and
NGOs
5. Non-­‐Profit/NGO
Partnerships
• Keep
regular
tabs
on
your
backlinks
using
free
tools
such
as
Moz's
Open
Site
Explorer
or
paid
tools
like
Raven
or
Majes:c
SEO.
If
a
link
appears
low
quality
or
unnatural
try
to
have
it
remove
or
disavow
it.
• Once
again…Quality
trumps
quan9ty!
6. AcJvely
Manage
NegaJve
Links

49. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Third
Pillar
Link
Outreach
Strategies
What
NOT
to
do
when
building
links…
• If
it
feels
like
you're
trying
to
cheat
the
system,
then
don't
do
it
• If
it's
too
easy,
it's
almost
certainly
a
scam
• Forbidden
Link
Juice…Don't
trade
links
with
strangers

50. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Third
Pillar
Link
Outreach
Strategies
Link-­‐Building
Tools
• ahrefs:
h_ps://ahrefs.com
• Moz
Tools:
h_p://moz.com/tools
• Majes:c
SEO:
h_ps://majesJc.com
• Raven
SEO
Tools:
h_p://raventools.com

51. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Fourth
Pillar
Mobile
OpJmizaJon
Mobile
Readiness
&
Op:miza:on

52. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Fourth
Pillar
Mobile
OpJmizaJon
Why
Is
This
Big
News?
Mobile
search
is
expected
to
surpass
desktop
by
2016
FI
websites
surveyed
were
NOT
mobile
friendly
57%
FI
websites
poorly
opJmized
for
mobile
devices
21.5%

53. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Fourth
Pillar
Mobile
OpJmizaJon
Only
3.5
billion
Toothbrush
Users
4
billion
Global
Mobile
Users
Source:
h_p://60secondmarketer.com/blog/2011/10/18/more-­‐mobile-­‐phones-­‐than-­‐toothbrushes/

54. The
Fourth
Pillar
Mobile
OpJmizaJonTHE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
• Google's
Mobile-­‐Friendly
Test:
h_ps://www.google.com/
webmasters/tools/mobile-­‐friendly/
• Google
Webmaster
Tools
Mobile
Usability
Report
Look
at
your
website
from
Google's
perspecJve:
Step
1:
Assess
Your
Mobile
Traffic
Situa:on

55. The
Fourth
Pillar
Mobile
OpJmizaJonTHE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
What
percentage
of
your
traffic
and
goals
come
from
mobile
and
tablet
users?
Source:
h_p://www.slideshare.net/SearchMarkeJngExpo/the-­‐data-­‐behind-­‐mobile-­‐experiences
• Across
all
ver:cals
the
average
is
around
30%
• What
would
it
mean
to
your
bank
or
credit
union
if
just
5-­‐10%
of
your
sessions,
new
users
or
online
loan
applicaJons
dried
up?

56. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Fourth
Pillar
Mobile
OpJmizaJon
Step
2:
Convince
the
Higher
Ups
FI
websites
that
are
NOT
mobile
friendly
57%
FI
websites
that
are
poorly
opJmized
21.5%
FI
websites
that
offer
a
poor
mobile
experience
or
none
at
all
78.5%

57. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Fourth
Pillar
Mobile
OpJmizaJon
Step
3:
Make
a
Plan
To
Go
'All
the
Way'
Mobile
• Consider
temporarily
realloca:ng
funds
from
tradiJonal
adverJsing
or
direct
placement
efforts
• Consider
a
mobile
website
sinking
fund

58. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Fourth
Pillar
Mobile
OpJmizaJon
Step
4:
Create
a
Truly
Mobile-­‐Friendly
Website
1. Takes
into
account
your
mobile
audience's
unique
needs
• Is
it
easy
to
find
the
branches
and
ATMs
nearest
to
them?
• Is
your
phone
number
or
a
click-­‐to-­‐call
buron
easy
to
find?
• If
they
call,
will
someone
pick
up?
• Phone
Leads
>
Form
Leads
• Is
the
Name,
Address
and
Phone
number
(NAP)
on
each
page?
2. Responsive
Design
vs
Dynamic
Serving
or
Mobile
URLs

59. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Fourth
Pillar
Mobile
OpJmizaJon
Step
4:
Create
a
Truly
Mobile-­‐Friendly
Website
3. It
should
provide
a
seamless
brand
experience
4. Fonts
large
enough
to
be
easily
read
on
a
smartphone
5. Easily
navigable
with
one
finger.
No
pinching
or
zooming
required.
6. Links
&
tap
targets
are
easy
to
select
with
your
index
finger
7. It
should
not
use
incompaJble
plugins
or
Flash
8. It
can
be
crawled
and
understood
by
Google
9. Finally,
it
should
just
look
good
on
a
phone
and
be
helpful

60. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Fourth
Pillar
Mobile
OpJmizaJon
Mobile
Assessment
Tools
• Feed
The
Bot
is
a
great
resource
to
get
started:
h_p://www.feedthebot.com/mobile/
• Google
Analy:cs
&
Webmaster
Tools
• Mobile-­‐Friendly
Tool:
h_ps://www.google.com/webmasters/tools/mobile-­‐friendly/
• Mobile
Usability
Report:
h_p://googlewebmastercentral.blogspot.com.es/2014/10/tracking-­‐
mobile-­‐usability-­‐in-­‐webmaster.html
• Screaming
Frog's
Smartphone
Googlebot
Crawl:
h_p://www.screamingfrog.co.uk/seo-­‐spider/
• PageSpeed
Insights:
h_ps://developers.google.com/speed/pagespeed/insights/

61. What
is
Local
SEO?
THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
FiYh
Pillar
Local
SEO
Local
SEO

62. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
FiYh
Pillar
Local
SEO
Mobile
+
Local
Means
Now!
• Mobile
and
Local
search
are
about
Speed
and
Convenience
• 73%
of
Mobile
searches
are
followed
by
addi:onal
ac:on
• 28%
Result
in
Conversions:
Store
Visit,
Call,
Purchase
• 1.44
=
Avg
#
of
Follow
Up
AcJons
for
Finance
Related
Mobile
Searches
• 63%
of
mobile
search-­‐triggered
acJons
happen
within
1
hour
of
the
iniJal
search
Source:
h_ps://ssl.gstaJc.com/think/docs/creaJng-­‐moments-­‐that-­‐ma_er_research-­‐studies.pdf

63. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
FiYh
Pillar
Local
SEO
Maps,
NAPs
&
Reviews
• Where
you
are
• If
you're
open
• If
you
have
what
they're
looking
for
• How
they
can
contact
you
• …and
what
other
people
think
about
you
What
are
the
primary
moJvaJons
behind
your
customer's
local,
mobile
search?

64. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
FiYh
Pillar
Local
SEO
NAPs
• Make
sure
that
your
NAP
is
both
available
and
accurate
for
all
of
your
business
locaJons…wherever
it
appears
on
the
Web
• On
all
pages
of
your
mobile
website
Name,
Address
&
Phone
#
Onsite
Local
Directories
• Think
like
a
local
directory
• Create
a
page
with
all
of
your
locaJons
• Give
each
locaJon
its
own
locaJon
page
also

65. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
FiYh
Pillar
Local
SEO
Claim
Your
Google
My
Business
&
Yelp
Pages
h_ps://www.google.com/business/
&
h_ps://biz.yelp.com/support/claiming
84%
Financial
InsJtute
GMB
Pages
not
acJvely
managed
or
updated
140,847
Avg
Page
Views
for
claimed
FI
GMB
Pages
63%
Unclaimed
Financial
InsJtute
GMB
Pages

66. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
FiYh
Pillar
Local
SEO
• Check
on
your
GMB
&
Yelp
pages
at
least
once
a
month
in
order
to…
• Make
sure
your
NAP
is
accurate
• Upload
some
photos
• Post
addiJonal
content
• Removing
duplicate
GMB
pages
• Read
and
respond
to
reviews
&
comments…
Claim
Your
Google
My
Business
&
Yelp
Pages
Appoint
a
page
manager
for
each
locaJon
who
will…

67. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
FiYh
Pillar
Local
SEO
Read
and
Respond
to
Reviews

68. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
FiYh
Pillar
Local
SEO
• Engage
authen:cally,
or
not
at
all
• Acknowledge
that
some
people
be
crazy
• Acknowledge
legiJmate
complaints
• "Should
I
ask
for
reviews?"
• "Reviews
are
earned,
not
asked
for."
-­‐
Mike
Blumenthal
@
GetFiveStars.com
• Create
a
business
that
is
worthy
of
being
reviewed
• Look
at
businesses
with
lots
of
reviews.
What
do
they
have
in
common?
Reviews
Are
the
Currency
of
Local
SEO

69. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
FiYh
Pillar
Local
SEO
• No.
• You
SHOULD
claim
your
business
on
Yelp
and
apply
the
same
tacJcs
we
just
described
for
your
GMB
page
to
your
FREE
Yelp
lisJng
YELP
Me!
Is
adverJsing
on
YELP
worth
our
budget?

70. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
FiYh
Pillar
Local
SEO
Local
SEO
Tools
• Google
My
Business:
h_ps://www.google.com/business/
• YELP:
h_ps://biz.yelp.com/support/claiming
• Moz
Local:
h_ps://moz.com/local
• LocalSEOChecklist.org
• GetFiveStars.com

71. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Sixth
Pillar
Social
Signals
&
Paid
PromoJon
Social
Signals

72. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Sixth
Pillar
Social
Signals
&
Paid
PromoJon
• Boost
brand
trust
amongst
your
followers
• Provide
opportuniJes
for
exemplary
customer
service
• Promote
events
(put
bu_s
in
the
seats)
• Amplify
your
content
reach:
Promoted
Posts
What
Can
Social
Media
Do
For
Your
Brand?
Social
engagement
done
right
can…
• Always
drive
traffic
back
to
your
website
• Don't
rent
your
audience
from
Facebook,
build
your
own!
• Website,
Email
MarkeJng,
Podcasts,
Webinars,
Etc…
Remember
to…

73. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Sixth
Pillar
Social
Signals
&
Paid
PromoJon
• YouTube
(owned
by
Google)
is
the
2nd
largest
search
engine.
Bigger
than
Bing,
Yahoo,
Ask
&
AOL
combined.
• Facebook
-­‐
1
Billion
Searches
Per
Day
as
of
2012
• Twirer
-­‐
19
Billion
Search
Queries
Per
Month
as
of
2010
• An
acJve
social
media
presence
keeps
you
on
the
social
search
radar
Social
Media
Channels
Are
Search
Engines
Too!
Sources:
h_ps://blog.kissmetrics.com/social-­‐media-­‐and-­‐seo/
h_p://www.theverge.com/2012/9/11/3317720/facebook-­‐billion-­‐search-­‐queries-­‐a-­‐day

74. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Sixth
Pillar
Social
Signals
&
Paid
PromoJon
Paid
Promo:on

75. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Sixth
Pillar
Social
Signals
&
Paid
PromoJon
Adwords
&
Bing/Yahoo
Ads
68%
US
Search
Market
Share
29%
US
Search
Market
Share

76. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Sixth
Pillar
Social
Signals
&
Paid
PromoJon
• Count
the
Cost:
Adequate
Budget
&
Resources
• Iden:fy
primary
sales
and
lead
genera:on
goals
• Assign
economic
values
• PaJence
and
Consistency
Paid
Search
&
Display
Checklist

77. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Sixth
Pillar
Social
Signals
&
Paid
PromoJon
• More
(prime)
real
estate
in
the
SERPs
• More
Data:
keywords,
behavioral
&
demographic
• Greater
brand
awareness
• More
conversions
The
Benefits
of
Paid
Search
and
Display
Less
than
25%
of
FI's
surveyed
run
Adwords
or
Bing
Ads
Campaigns

78. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Sixth
Pillar
Social
Signals
&
Paid
PromoJon
• Direct
Media
Placements
with
Niche
Blogs
and
Websites
• Target
websites
with
direct
access
to
the
audiences
you
most
want
to
reach
• Build
a
relaJonship
with
these
blogs
and
websites…
• PosiJve
relaJonships
over
Jme
can
equal
great
natural
backlinks
• Conferences
and
Event
Sponsorships
• Outdoor/TV/Radio/Print
Ads
Addi:onal
Paid
Promo:on
Opportuni:es

79. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Sixth
Pillar
Social
Signals
&
Paid
PromoJon
Don't
Be
Afraid
To
Seek
Professional
Help

80. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Seventh
Pillar
Vendors
&
Partnerships
Vendors Partnersvs
Fractured
Brand
Experience
Poor
UX
ProhibiJve
Access
Data
Seamless
Brand
IntegraJon
Best
PracJce
Forms
Convenient
Data
Access

81. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
The
Seventh
Pillar
Vendors
&
Partnerships
• Extend
your
markeJng
capabiliJes
• Free
you
up
to
focus
on
your
strengths
• Align
with
your
organizaJon's
core
values
• Play
well
with
your
other
vendors
and
partners
• Help
you
to
form
a
more
cohesive
brand
experience
• Focus
on
measurable
results
• Are
transparent
about
their
efforts
Develop
partnerships
that…

82. THE
7
PILLARS
OF
A
SUCCESSFUL
SEO
STRATEGY
Relevance Resonance Best
Prac:ces
Data Content
Developing
Partnerships

83. SEO
Challenges
&
Opportuni:es Reviewing
The
Data
FI
websites
with
NO
detectable
structural
SEO
opts
SEO
SITE
STRUCTURE
FI
websites
with
severe
status
code
issues
80% 24%

84. SEO
Challenges
&
Opportuni:es Reviewing
The
Data
OrganizaJons
with
NO
content
marke:ng
strategy
CONTENT
MARKETING
Of
the
30%
who
did,
MORE
THAN
HALF
had
NO
content
of
unique
value
or
it
was
hidden
away
in
PDFs.
70%

85. SEO
Challenges
&
Opportuni:es Reviewing
The
Data
FI
websites
with
actual
content
variety
CONTENT
MARKETING
16%
FI
websites
with
unclear
or
missing
CTAs
72.5%

86. SEO
Challenges
&
Opportuni:es Reviewing
The
Data
AdverJsed
Mobile
Banking
SoluJons
MOBILE
OPTIMIZATION
More
than
3/4
have
sites
that
are
likely
already
experiencing
penal:es
in
Mobile
Search
from
Google's
April
21st
algorithm
update.
78%
Truly
Mobile-­‐Friendly
Websites
21.5%

87. SEO
Challenges
&
Opportuni:es Reviewing
The
Data
FI's
that
do
NOT
acJvely
manage
their
GMB
pages
LOCAL
SEO
SIGNS
OF
LIFE
84%
Average
page
views
on
claimed
GMB
pages
140,847

88. SEO
Challenges
&
Opportuni:es Reviewing
The
Data
FI's
websites
with
NO
visible
social
media
connecJons
SOCIAL
MEDIA
&
PAID
PROMOTION
47%
FI's
NOT
running
Paid
Search
&
Display
Campaigns
68%

89. SEO
Challenges
&
Opportuni:es Reviewing
The
Data
PASS/FAIL
SEO
GRADES
FAILING
SEO
GRADES
84%

90. SEO
Challenges
&
Opportuni:es Reviewing
The
Data
FAILING
SEO
GRADES84%
FI
websites
without
a
SEO
site
structure
80%
FI
websites
that
are
NOT
mobile-­‐friendly
57.5%
FI
websites
that
lack
content
variety
84%
OrganizaJons
with
NO
content
markeJng
strategy
70%
FI's
websites
that
have
unclear
or
missing
CTAs
72.5%
FI's
websites
with
NO
visible
social
media
connecJons
47%
FI's
NOT
running
Paid
Search
&
Display
Campaigns
68%
Average
page
views
on
claimed
GMB
pages
140,847

91. SEO
Challenges
&
Opportuni:es Reviewing
The
Data
FAILING
SEO
GRADES84%

92. SEO
Challenges
&
Opportuni:es Reviewing
The
Data

93. SEO
Challenges
&
Opportuni:es Reviewing
The
Data
• Set
measurable
goals
and
assign
an
economic
value
to
them
• Document
your
goals
and
strategy
• And,
if
you
do
only
one
set
of
3
things
aYer
that…
1. Create
a
truly
mobile-­‐friendly
website
2. Give
it
a
SEO-­‐friendly
site
structure
3. Create
content
that
engages
your
audience
The
secret
to
a
successful
SEO
strategy
for
a
financial
insJtuJon
is…
to
be
one
of
the
few
who
have
a
SEO
strategy.

94. SEO
Challenges
&
Opportuni:es Reviewing
The
Data

95. You Can Bank On:
Driving Traffic That Builds Real Revenue
ZACK
STACKEdgeMM.com/Connect15
SEO
STRATEGIES
Thank
You