Chris Hart of Lindex was the speaker for MnSearch's 1st Quarter 2014 Marquee Event. He had a great presentation describing some of the SEO Tools of the Trade. Here is his presentation.
#LSS2017: Social, Search, and Content & Martech Strategies that Grow SalesRio SEO
In this presentation, Travis Wright, author of Digital Sense, shares his thoughts around social business strategy and why it's important to weave social throughout your organization, not just marketing. Travis will also touch on local search, content, and paid social media strategies that help drive ROI at the local level. Travis will finish up the presentation talking about some marketing technologies that could be helpful for your organization.
At the MnSearch Snippet #11 event held at Spyder Trap in Minneapolis, MN on January 29, 2014, Noah Turner presented his slidedeck "Video Optimization Best Practices."
At the First MnSearch Marquee event of 2015 held at Spyder Trap in Minneapolis, MN on March 25th, 2014, Phil Rozek presented his slide deck "An Idiot’s Guide to Winning at SEO and Influencing SERPS".
At the 2015 MnSearch Summit, Ian Lurie delivered a great presentation titled "Strategies for Addressing Technical Issues Impacting Your Organic Visibility".
#LSS2017: Social, Search, and Content & Martech Strategies that Grow SalesRio SEO
In this presentation, Travis Wright, author of Digital Sense, shares his thoughts around social business strategy and why it's important to weave social throughout your organization, not just marketing. Travis will also touch on local search, content, and paid social media strategies that help drive ROI at the local level. Travis will finish up the presentation talking about some marketing technologies that could be helpful for your organization.
At the MnSearch Snippet #11 event held at Spyder Trap in Minneapolis, MN on January 29, 2014, Noah Turner presented his slidedeck "Video Optimization Best Practices."
At the First MnSearch Marquee event of 2015 held at Spyder Trap in Minneapolis, MN on March 25th, 2014, Phil Rozek presented his slide deck "An Idiot’s Guide to Winning at SEO and Influencing SERPS".
At the 2015 MnSearch Summit, Ian Lurie delivered a great presentation titled "Strategies for Addressing Technical Issues Impacting Your Organic Visibility".
From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: The Role Of Technology In The Modern Creative Agency - Given by Fred Gerantabee, @GROOVEYORKCITY - Grey Group, SVP/Director of Creative Technology
Social is more than a channel j boye conference workshop John Kottcamp
This is the presentation I gave last week at the J Boye Web Conference #jboye14 looking at how social data can be incorporated into and drive better digital customer experience.
Product Designer Manager Owner V2 Web Expo PraguePeter Otto
In large organisations product managers fulfil pivotal strategic roles, deciding which products and features to launch into the right market at the right time. In small and medium sized businesses, the role of the product manager is often not that well defined, or sometimes does not exist at all. User Experience professionals often seem to be a logical choice to fill that gap. But are they?
In this session at Web Expo Prague in September 2014, I talked about his experience of being an accidental product manager, the challenge of managing product vision, strategy and roadmap, what makes product management different from UX design, and how to succeed in your first months of having to fill this role.
It is very important to understand SEO before you embark on Paid advertising and PayPerClick (PPC) campaigns. The presentation helps you if:
- You struggle with the understanding SEO?
- You wonder how SEO affects your business and your site?
In this presentation and workshop Cyber-Duck take delegates through building blocks of developing a user centric brand and marketing strategy and introduce exciting new marketing channels such as artificial intelligence, bots, micro-moments and SEO as well as virtual and augmented reality. The presentation is concluded by exploring the importance of data and analytics.
Marketing Analytics: Building a Reporting Format You Can OwnChris Sietsema
Marketers habitually spend valuable time on drafting, designing, developing, refining and presenting marketing reports and dashboards. How can you make sure that you are telling a meaningful story and that the audience for your reports see value in your measurement efforts? Here we discuss how to build a solid foundation for reporting accuracy, efficiency and substance.
Woj takes you on a journey to demystify the art and science of Search Engine Optimisation. Explore the true facts about SEO, the history of Google and other search engines and what the current landscape looks like.
Arm yourself with valuable tips on production & writing for search engines as well as Woj’s indispensable do-and-don’t best practice guide so you can leave the session ready to take action!
This Slideshare presentations provides examples of Marketing Processes as they are found in Go-to-Market Templates provided by Four Quadrant at http://www.fourquadrant.com/products/
Included in the Powerpoint presentation are slides that cover:
Marketing Process - Go-to-Market Planning
Marketing Process - Demand Creation
Marketing Process - Demand Management
Marketing Process - Website Proposal
Marketing Process – Size of the Market
Marketing Process – Content Messaging
Marketing Process - Buyer Behavior Model
Marketing Process – Lead Follow-up
Marketing Process - Lead Rating Model
Marketing Process - Terminology & Roles
Marketing Process – Sales Conversion
Marketing Process - Compelling Sales Presentation
Marketing Process - Positioning Components
Marketing Process - Differentiation Worksheet
Marketing Process - Differentiation Summary
Marketing Process - Business Canvas
Marketing Process - Sales Process
Marketing Process - Partner Process
See more at Four Quadrant at http://www.fourquadrant.com/products/
SearchLove San Diego 2017 | Hana Abaza | Aiming for Impact: A Conversion-Cent...Distilled
We’ve all been in the room when someone asks the golden question: How do we get more traffic to our content? Here’s a better question: How do we hit our goals with the least amount of traffic possible? Changing the question can lead to a totally different approach to content marketing. One that prioritizes quality, conversion and impact. In this session, Hana will cover the core drivers of high-impact content including establishing content/market fit, advanced persona driven strategies and optimization.
BrightonSEO April 2022 - Kara Thurkettle - Search in the Metaverse.pdf🇺🇲 🇬🇧 Kara Thurkettle
1) What is "The Metaverse?"
2) What technologies are being used within The Metaverse?
3) How are these technologies transforming shopping behavior?
4) How are the technologies impacting search?
5) Why should search professionals care and how do we optimise for this?
6) What gives NFTs their value and how can we optimise them?
7) What types of experiences are industries creating with these technologies?
8) What the user concerns around "The Metaverse" and how cam we be more ethical?
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Whether you have an established website, are launching a new one or seeking ideas for a redesign, how do you know what works best for increasing conversions? Does user experience design interfere with your search engine marketing strategies? What design changes can you make now that will bring an instant conversions lift? This fun session provides tips, tools and action items to build a successful website that both search engines and your visitors will love.
The New Publishing Skillset: Change Management in a Creative Industry - Tech ...BookNet Canada
"The New Publishing Skillset: Change Management in a Creative Industry" - Robert Wheaton (Penguin Random House Canada) at BookNet Canada's Tech Forum - March 6, 2014.
Digital Marketing for Lead Generation & SalesDigital Vidya
Interested in leveraging Digital Marketing to multiply your organizational revenue? You will find this deck on Digital Marketing for Lead Generation & Sales relevant and interesting. You can find about upcoming hands-on Digital Marketing trainings by Digital Vidya at http://www.digitalvidya.com
We’ve heard it all before: “Right User. Right Time. Right Message.”
In a world of automation in the PPC landscape, it seems that marketers can lose control of their ad messaging if they’re not careful. Learn how to navigate ad formats such as RSAs and other responsive formats, create winning ad copy that resonates and “test” ads in today’s world.
As automation opportunities expand and creative needs grow, this is sure to be one presentation you don’t want to miss! So join us on Wednesday, September 25th, at Rocket55 in Northeast Minneapolis to hear Brooke Osmundson of NordicClick Interactive give the skinny on all the above!
Let’s face it, you’ve been cranking content out for years and the majority of it isn’t successful. Learn how The Motley Fool’s Alli Berry has been applying the principles of the popular KonMari Method™ to allow their best web pages to flourish by pruning unsuccessful content. In this session, you will learn a systematic way to uncover and improve your best performing content, find “too similar” pages that are cannibalizing your efforts, and develop a redirect strategy that will lead to organic growth.
From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: The Role Of Technology In The Modern Creative Agency - Given by Fred Gerantabee, @GROOVEYORKCITY - Grey Group, SVP/Director of Creative Technology
Social is more than a channel j boye conference workshop John Kottcamp
This is the presentation I gave last week at the J Boye Web Conference #jboye14 looking at how social data can be incorporated into and drive better digital customer experience.
Product Designer Manager Owner V2 Web Expo PraguePeter Otto
In large organisations product managers fulfil pivotal strategic roles, deciding which products and features to launch into the right market at the right time. In small and medium sized businesses, the role of the product manager is often not that well defined, or sometimes does not exist at all. User Experience professionals often seem to be a logical choice to fill that gap. But are they?
In this session at Web Expo Prague in September 2014, I talked about his experience of being an accidental product manager, the challenge of managing product vision, strategy and roadmap, what makes product management different from UX design, and how to succeed in your first months of having to fill this role.
It is very important to understand SEO before you embark on Paid advertising and PayPerClick (PPC) campaigns. The presentation helps you if:
- You struggle with the understanding SEO?
- You wonder how SEO affects your business and your site?
In this presentation and workshop Cyber-Duck take delegates through building blocks of developing a user centric brand and marketing strategy and introduce exciting new marketing channels such as artificial intelligence, bots, micro-moments and SEO as well as virtual and augmented reality. The presentation is concluded by exploring the importance of data and analytics.
Marketing Analytics: Building a Reporting Format You Can OwnChris Sietsema
Marketers habitually spend valuable time on drafting, designing, developing, refining and presenting marketing reports and dashboards. How can you make sure that you are telling a meaningful story and that the audience for your reports see value in your measurement efforts? Here we discuss how to build a solid foundation for reporting accuracy, efficiency and substance.
Woj takes you on a journey to demystify the art and science of Search Engine Optimisation. Explore the true facts about SEO, the history of Google and other search engines and what the current landscape looks like.
Arm yourself with valuable tips on production & writing for search engines as well as Woj’s indispensable do-and-don’t best practice guide so you can leave the session ready to take action!
This Slideshare presentations provides examples of Marketing Processes as they are found in Go-to-Market Templates provided by Four Quadrant at http://www.fourquadrant.com/products/
Included in the Powerpoint presentation are slides that cover:
Marketing Process - Go-to-Market Planning
Marketing Process - Demand Creation
Marketing Process - Demand Management
Marketing Process - Website Proposal
Marketing Process – Size of the Market
Marketing Process – Content Messaging
Marketing Process - Buyer Behavior Model
Marketing Process – Lead Follow-up
Marketing Process - Lead Rating Model
Marketing Process - Terminology & Roles
Marketing Process – Sales Conversion
Marketing Process - Compelling Sales Presentation
Marketing Process - Positioning Components
Marketing Process - Differentiation Worksheet
Marketing Process - Differentiation Summary
Marketing Process - Business Canvas
Marketing Process - Sales Process
Marketing Process - Partner Process
See more at Four Quadrant at http://www.fourquadrant.com/products/
SearchLove San Diego 2017 | Hana Abaza | Aiming for Impact: A Conversion-Cent...Distilled
We’ve all been in the room when someone asks the golden question: How do we get more traffic to our content? Here’s a better question: How do we hit our goals with the least amount of traffic possible? Changing the question can lead to a totally different approach to content marketing. One that prioritizes quality, conversion and impact. In this session, Hana will cover the core drivers of high-impact content including establishing content/market fit, advanced persona driven strategies and optimization.
BrightonSEO April 2022 - Kara Thurkettle - Search in the Metaverse.pdf🇺🇲 🇬🇧 Kara Thurkettle
1) What is "The Metaverse?"
2) What technologies are being used within The Metaverse?
3) How are these technologies transforming shopping behavior?
4) How are the technologies impacting search?
5) Why should search professionals care and how do we optimise for this?
6) What gives NFTs their value and how can we optimise them?
7) What types of experiences are industries creating with these technologies?
8) What the user concerns around "The Metaverse" and how cam we be more ethical?
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Whether you have an established website, are launching a new one or seeking ideas for a redesign, how do you know what works best for increasing conversions? Does user experience design interfere with your search engine marketing strategies? What design changes can you make now that will bring an instant conversions lift? This fun session provides tips, tools and action items to build a successful website that both search engines and your visitors will love.
The New Publishing Skillset: Change Management in a Creative Industry - Tech ...BookNet Canada
"The New Publishing Skillset: Change Management in a Creative Industry" - Robert Wheaton (Penguin Random House Canada) at BookNet Canada's Tech Forum - March 6, 2014.
Digital Marketing for Lead Generation & SalesDigital Vidya
Interested in leveraging Digital Marketing to multiply your organizational revenue? You will find this deck on Digital Marketing for Lead Generation & Sales relevant and interesting. You can find about upcoming hands-on Digital Marketing trainings by Digital Vidya at http://www.digitalvidya.com
We’ve heard it all before: “Right User. Right Time. Right Message.”
In a world of automation in the PPC landscape, it seems that marketers can lose control of their ad messaging if they’re not careful. Learn how to navigate ad formats such as RSAs and other responsive formats, create winning ad copy that resonates and “test” ads in today’s world.
As automation opportunities expand and creative needs grow, this is sure to be one presentation you don’t want to miss! So join us on Wednesday, September 25th, at Rocket55 in Northeast Minneapolis to hear Brooke Osmundson of NordicClick Interactive give the skinny on all the above!
Let’s face it, you’ve been cranking content out for years and the majority of it isn’t successful. Learn how The Motley Fool’s Alli Berry has been applying the principles of the popular KonMari Method™ to allow their best web pages to flourish by pruning unsuccessful content. In this session, you will learn a systematic way to uncover and improve your best performing content, find “too similar” pages that are cannibalizing your efforts, and develop a redirect strategy that will lead to organic growth.
If voice queries, answer boxes, AMP and entities have you worrying about what’s coming next and where to spend your budget, this session is for you.
One speaker will tell you it’s all about AMP, while another insists that voice is the thing to focus on. This session will take a practical journey into the SERPs, analyzing the different types of results, what produces those results, and how you can decide what is likely to work best for your business and budget. In this session, you will take away specific action items that you can apply immediately to your business – making the most of your existing assets and driving increased revenue.
We know that brands win online, right? But what makes a brand? See how big a lift local brands can get when they work to be present offline through news and other media.
These days, almost all discussion of local search revolves around GMB. However, this is a concept that needs to change. As more searches crave more local results, Google will continue to deliver those across its platform. How do you increase your search market share beyond GMB? And just what do you do with GMB after you have exhausted your options?
Creating a successful content strategy is really hard. Competition is growing and Google continuously refines its understanding of relevance and authority.
Blogs are the wrong approach to tackle that challenge. Instead, I want to propose Microsites as a vehicle.
In this presentation, I’m using examples from Atlassian, G2, Backlinko, and others to show how Microsites 2.0 are being built, why they’re the better framework and how you can set them up for yourself.
Search engines have spent years telling marketers to just focus on "making great content," but what does that truly mean to a robot? When you dig into Information Retrieval, the Computer Science behind search engines, it becomes clear that there is a specific statistical expectation that drives the understanding of what content is relevant for which queries.
In this talk, Mike King will be discussing the text analysis concepts behind how content is processed and how we as marketers can harness it to develop more optimized content.
Telling clients everything is going great? Best! Spending hours downloading CSV files and taking screenshots? Worst! Going over that report you spent hours on and realizing that no one understands it but you? The absolute worst!
In this talk, you'll learn how to make better reports — including automation, design, and goal setting.
Cindy Krum is the Chief Executive Officer of MobileMoxie, LLC (Previously Rank-Mobile LLC), which launched in 2008. For the past 10 years, she has been bringing fresh and creative ideas to her clients, regularly speaking at national and international trade events about mobile web marketing, mobile SEO and app SEO. Her company launched the first mobile-focused SEO toolset and APIs to help other SEO tools provide better insights into the mobile market and use-case.
In-Market and Affinity Audiences. Customer Match. Custom Intent. Demographic targeting. Google’s catalog of audience targeting options has exploded over the past couple of years.
In this talk, we will cover how to make Google Ads’ ever-growing audience targeting options work for you on a layer-by-layer basis. Attendees will be given strategies for simple tests that can be rolled out right away, to campaign overhauls through data analysis and audience discovery. We will introduce new ideas for new audience layers including remarketing and customer match approaches.
We will discuss some examples of tests gone wrong, such as the common problem of limiting audiences so severely that they halt spend altogether. And we will discuss how to overcome these key pitfalls for those who are just starting to use Google audience targeting in earnest across their search ad campaigns.
Google Ads, Microsoft Advertising, Amazon Advertising – what do all these have in common? Besides the major re-branding and re-focusing of their main messages to several levels up from where we might think of them historically, they’re also ushering in some important signals for what paid search marketers need to prepare for and think bigger about. Sure, we’ll continue to have the day to day overall duties stay highly tactical with shared budgets, QS improvements, to bid manually or not debates and best practices in aggregate over the coming years, but we are going to see some fundamental landscape changes in the next 2 years in a faster and more impactful manner than we have in the last 10 years of search marketing.
LinkedIn Ads features, hands-down, the best B2B targeting on the planet. It’s also unapologetically expensive, meaning that any mistake becomes an expensive one. Join AJ Wilcox, LinkedIn Ads expert and founder of B2Linked.com, as he walks you through advanced strategies that you can use today to get the most out of your LinkedIn Ads campaigns. We’ll focus on achieving scale and performance while minimizing costs. Using these strategies, you’ll become the marketer whom the sales team worships!
Advances in machine learning are responsible for ever-more automated campaign management from Google in the form of close variants, smart bidding, smart campaigns, similar audiences, etc. Do these automations really drive better results? How can PPC managers leverage this free technology to free up time to work on new things? And what are the best new things to focus on to drive exponential growth? Join Fred Vallaeys to learn more about free automation tools you can start using today to become a PPC rockstar.
Google Data Studio is a great way to create compelling data visualizations...for free! And Google Sheets is a powerful free tool that many search marketers swear by. Individually they are awesome tools that can help you communicate your value to stake holders. But when you add Supermetrics to the mix you've created a data visualization powerhouse. I'll show you how to put these three tools together to prove your value.
Keyword research is imperative when writing any type of content on your site or for your clients. With so many tools out there, learn what some of the best tools are there in the market and how to utilize key features from each of them from Ahrefs to Google Keyword Planner and more.
Screaming Frog scrapes a lot of critical information by default; page titles, H1 elements, canonical tags, etc. But what if you want to pull other data points into your site crawls? With Custom Extraction, you can program Screaming Frog to scrape just about any information you want. Once you get a handle on how to use it, you can conduct more advanced site crawls and analysis.
Getting the attention of someone that’s never heard of your brand before gets more and more difficult every year. Securing influential advocates to link and share is critical to both top of funnel awareness and conversion-driving trust. But counting on free samples and demos won’t be enough to entice influencers to shout your praises. You are going to have to market the value of a business partnership to them just like you are marketing your product/service to your customers.
The value of storytelling for marketing has been all but evangelized in recent years, and for good reason. A well-crafted story has the ability to clearly convey a message, motivate emotion in a buyer, and even build loyal relationships to a brand. But how do you actually create a storytelling campaign from beginning to end? How do you incorporate it into blogs, emails, and brief social media posts. This talk will discuss the steps you need to take to find the right idea, put it to the keyboard, and create your campaign from beginning to end.
In the fast-paced world of Facebook advertising, cutting edge is king, and the marketplace is rife with people selling silver bullets. Savvy marketers know they can’t lazily rely on a conversion campaign to get it done for them any longer: higher-funnel awareness, ongoing engagement and good ol’ fashioned brand building are key to kicking ass.
In this session Joy Hawkins and Darren Shaw will take a deep dive into some of the changes that have happened in the last year for local search. They’ll highlight 6 of the most-talked-about changes and tell you what you need to know to stay ahead in your Local SEO strategy. They’ll answer questions such as does this change impact my visibility on Google? Does this new feature Google launched impact my ranking? Does this change impact the strategy you should be using regularly when approaching SEO?
More from MnSearch, The Minnesota Search Engine Marketing Association (20)
MnSearch Summit 2018 - Joy Hawkins and Darren Shaw – Succeeding in Local SEO ...
SEO Tools of the Trade - Chris Hart
1. SEO Tools Of The Trade!
From Tools To Platforms
Crossing The Big Data Divide!
2. 12 years as an in-house SEO in the B-2-B
Technology Publishing Industry !
!
8 years consulting for various agencies!
!
SEO experience in strategy, operations,
business development, client services, project
management for digital/social/mobile/content
marketing campaigns!
!
Christopher Hart!
Head of Enterprise, US !
BIO!
3. What We Will Cover!
!
• WHAT WAS COVERED IN 2013!
• THE REALITY OF THE MARKETING LANDSCAPE
!Quote From Brian Clark At SMX West 2014
!Big & Small Business Marketing Technologies
!Digital Marketing Transit Map
! !Ad Technology, Analytics, Creative, Commerce, Emerging Technologies!
! !Marketing Management, Mobile, Search, Social !
• SEO – WHAT HAS CHANGED IN 2014
!Pandas, Penguins, Hummingbirds… Oh My!!
• SO WHAT IS A “THEORETICAL USER JOURNEY”!
• STORY ARC !
• THEORETICAL USER JOURNEY + STORY ARC !
• TOOLS TO PLATFORMS
! !Algorithm Change History And Volatility, SERP Rank Tracking!
! !Technical !“Webmaster Tools”, Keyword Research, Structured Data!
! !Page Speed/Performance/Site Monitoring, Link Data And Analysis!
! !Social “Listening Platforms, Reach Platforms, Depth Platforms”!
! !Illustrated It Looks Like This!
! !Multi-Channel - A/B Testing - Content Marketing - Outreach!
• SO HOW DOES THIS ALL WORK
!SEO/Content Marketing Platforms
!Don’t Forget These Too !
• Contact Info !
22. Time From Discovery à Through Latency à To Conversion!
Marketing Channels!
Touch
Points
Theoretical User Journey!
23. Time From Discovery à Through Latency à To Conversion!
Paid
Social
Marke4ng
Channels
0
3
1
4
2
5
Organic
Touch
Points
ZMOT!
Is when users are thinking of a need before they look for an answer!
Zero
Moment
Of
Truth
Theoretical User Journey!
http://www.thinkwithgoogle.com/collections/zero-moment-truth.html!
24. Time From Discovery à Through Latency à To Conversion!
Paid
Social
Marketing Channels!
0
3
1
4
2
5
Organic
TouchPoints!
Discovery!
Is the first time they touch your brand no matter through what channel!
Discovery
Theoretical User Journey!
25. Time From Discovery à Through Latency à To Conversion!
Paid
Social
Marke4ng
Channels
0
3
1
4
2
5
Organic
Touch
Points
Latency!
The length of time from discovery to conversion!
Over ‘some’ number of touch points across multiple channels!
Many times touching the same channel multiple times!
2
3
5
Theoretical User Journey!
26. Time From Discovery à Through Latency à To Conversion!
Paid
Social
Marke4ng
Channels
0
3
1
4
2
5
Organic
Touch
Points
Zero
Moment
Of
Truth
Discovery
2
3
5
$
Conversion!
When a purchase is made no matter at which channel!
With all channels that were touched having had some contribution to the conversion !
Theoretical User Journey!
28. Time
From
Discovery
à
Through
Latency
à
To
Conversion
Marke4ng
Channels
0
3
1
4
2
5
Touch
Points
The
messaging
and
communica4on
with
your
users
at
different
4mes
and
different
channels
Story Arc!
29. Time
From
Discovery
à
Through
Latency
à
To
Conversion
Marke4ng
Channels
0
3
1
4
2
5
Touch
Points
There
are
many
“Story
Arcs”
that
are
part(s)
of
a
successful
marke4ng
campaign
Mul4
Channel
/
Mul4
Touch
Point
APribu4on
Marke4ng
Automa4on
Story Arc!
31. Time
From
Discovery
à
Through
Latency
à
To
Conversion
Sales
Funnel
via
Persona(s)
and
Marke4ng
Channels
Intro
Contact
Lead
Qualified
Proposal
Contract
Paid
Paid
Organic
Social
Organic
$
Organic
Paid
Social
Social
$
Social
Social
Paid
Organic
Paid
$
Organic
Social
Paid
$
Paid
$
There
are
many
“Story
Arcs”
rela4ve
to
your
Audience
Persona(s)
that
are
part(s)
of
the
User(s)
journey
That
lead
to
a
successful
marke4ng
campaign
Theoretical User Journey + Story Arc!
Persona
(s)
35. SERP Rank Tracking!
Tool
URL
Authority
Labs
www.authoritylabs.com
Advanced
Web
Ranking
www.advancedwebranking.com
SERPs.com
www.SERPs.com
Rank
Ranger
www.rankranger.com
SerpScan.com
www.SerpScan.com
Rank
Tracker
(moz)
www.seomoz.org
Linkdex
www.linkdex.com
What
triggers
the
need
for
SERP
Rank
Tracking
Keyword
Research
Exis4ng
Projects
/
New
Projects
Social
listening
Posi4ve
/
Nega4ve
Sen4ment
Tradi4onal
PPC
and
Paid
Social
36. Technical “Webmaster Tools”!
Tool
URL
Google
www.google.com/webmasters/tools/
Bing
www.bing.com/toolbox/webmaster
• Search
Queries
/
Impressions
/
Clicks
/
CTR
/
Average
Posi4on
• In
GWT
–
view
data
“With
Change”
While
you're
in
the
Search
Queries
sec4on,
ac4vate
the
"With
Change"
buPon.
This
shifs
the
perspec4ve
and
shows
your
current
sta4s4cs
as
well
as
looking
at
your
change
in
performance
over
4me.
• Dive
into
individual
keywords
to
discover
top
pages
performing
for
those
terms
• Gather
Authorship
informa4on
• Disavow
• Understand
how
many
pages
are
in
the
Google
index
• What
is
seen
as
duplicates
or
non-‐canonicals
37. Keyword Research “Not Provided ?”!
Tool
URL
Keyword
Discovery
www.keyworddiscovery.com
SEMrush
www.semrush.com
AdWords
KW
Planner
www.adwords.google.com/ko/KeywordPlanner/Home
Word
Stream
www.wordstream.com/
Word
Tracker
www.wordtracker.com/
Ubersuggest
www.ubersuggest.org/
KwMap
www.kwmap.net/
• Learn
to
love
that
“Not
Provided”
is
100%
• Sample
mul4ple
data
tools
“know
the
sources”
• Do
NOT
build
KW
groups
that
are
just
head
terms
• Understand
your
audience
persona
“you
will
hear
this
phrase
a
lot”
à
Keywords
are
no
longer
just
about
your
site
KW:
Lists/Groups:
Brand,
Product,
Industry,
Compe4tor,
Reputa4on,
Discovery,
Conver4ng,
Informa4onal
etc…
(Think
Hummingbird)
38. Keyword Research “Don’t Forget The Dictionary”!
Tool
URL
The
Free
Dic4onary
www.thefreedic4onary.com/
Rhymezone
www.rhymezone.com/
Synonym
www.synonym.com/
Cambridge
Dic4onaries
www.dic4onary.cambridge.org/us/
Meta
Glossary
www.metaglossary.com/
Thesaurus
www.thesaurus.com/
Merriam
Webster
www.merriam-‐webster.com/
Urban
Dic4onary
www.urbandic4onary.com/
• Use
suppor4ng
terms
and
phrases
• Use
terms
specific
to
your
audience
before
they
discover/know
your
brands
• Make
sure
KW
research
is
part
of
a
content
strategy
that
is
relevant
to
your
users
and
not
just
relevant
to
a
marke4ng/product
speak
strategy
40. Keyword Research!
Google
Sets
(moved
to
Drive/Sheets)
Drive
-‐-‐>
Spreadsheet
-‐-‐>
enter
terms
in
column
Type
shirt
in
A1
Type
shoe
in
A2
Type
pants
in
A3
Highlight
the
three
cells
and
then
press
Ctrl
(or
Op4on
for
Mac)
Drag
the
selec4on
down
41. Structured Data!
Tool
URL
Google
WMT
hPps://www.google.com/webmasters/tools/
richsnippets
Schema
hPps://schema.org/
Open
Graph
hPp://ogp.me/
Raven
Tools
hPp://schema-‐creator.org/
KnowEm
Tool
hPp://smo.knowem.com/
Explore
the
connec4on
between
hPp://www.freebase.com/
and
your
structured
data
43. Competitive Intelligence/Analysis “Market Research”!
Tool
URL
SEMrush
www.semrush.com
AdGooroo
www.adgooroo.com
Hitwise
www.experian.com/hitwise/
The
Search
Monitor
www.thesearchmonitor.com
Nielson
www.nielsen.com/us/en/nielsen-‐solu4ons.html
ComScore
(Media
Matrix)
www.comscore.com/Products/Audience_Analy4cs/
Media_Metrix
Quant
Cast
www.quantcast.com
SpyFu
www.spyfu.com
• What
are
your
compe44ve
intelligence
objec4ves
• Map
out
and
agree
to
a
research
method
• Construct
your
data
collec4on
process/sources
• RAS
Review
Analyze
Summarize
• Develop
your
baseline/benchmark
44. Link Data And Analysis!
Tool
URL
Majes4c
SEO
www.majes4cseo.com
Google
Webmaster
Tools
www.google.com/webmasters/tools
Ahrefs
www.ahrefs.com
Open
Site
Explorer
www.opensiteexplorer.org
Screaming
Frog
SEO
Spider
www.screamingfrog.co.uk/seo-‐spider/
LinkDetox
By
Link
Research
Tools
www.linkdetox.com/
Linkdex
www.linkdex.com/
• Domain
strength
/
Page
Strength
• Same
IP
(Coming
From)
• Linking
Root
Domain
URLs
• Linking
Distribu4on
across
unique
pages
• Keyword
usage
45. Social “Listening Platforms”!
Tool
URL
APensity
www.aPensity.com/products/
Converseon
www.converseon.com/miner
Lithium
Technologies
www.lithium.com/products-‐solu4ons/
Networked
Insights
www.networkedinsights.com/
Radian6
www.salesforcemarke4ngcloud.com/products/social-‐
media-‐listening/
SDL
www.sdl.com/
Synthesio
www.synthesio.com/corporate/en
Visible
Technologies
www.visibletechnologies.com/product/visible-‐
intelligence/
hPp://www.forrester.com/The+Four+Social+Marke4ng+Tools+You+Need/fulltext/-‐/E-‐RES90461
• Listening
pla0orms
support
Marketers’
planning
and
intelligence
• Social
listening
platorms
help
marketers
plan
their
programs
• These
tools
aggregate
social
content
and
analyze
social
data
to
uncover
insights
and
drive
intelligent
marke4ng
planning
46. Social “Reach Platforms”!
Tool
“social
adver7sing
vendors”
URL
Kenshoo
Social
www.kenshoo.com/products/kenshoo-‐social/
Op4m.al
www.bn.co/ads/splash/
salesforce.com
(social.com)
www.salesforcemarke4ngcloud.com/products/social-‐
media-‐adver4sing/
hPp://www.forrester.com/The+Four+Social+Marke4ng+Tools+You+Need/fulltext/-‐/E-‐RES90461
Tool
“word-‐of-‐mouth
pla0orms”
URL
Extole
www.extole.com/
Klout
www.klout.com/s/business
Zuberance
www.zuberance.com/
• Social
reach
pla0orms
help
marketers
use
social
media
to
find
new
audiences
• These
tools
help
create
and
spread
content
that
lets
new
customers
discover
a
marketer’s
products
and
services
47. Social “Depth Platforms”!
Tool
URL
Acquia
www.acquia.com/
Bazaarvoice
www.bazaarvoice.com/
Get
Sa4sfac4on
www.getsa4sfac4on.com/corp/
Jive
Sofware
www.jivesofware.com/
Lithium
Technologies
www.lithium.com/
Livefyre
web.livefyre.com/
Mzinga
www.mzinga.com/
Pluck
www.pluck.com/
Telligent
Systems
(now
Zimbra)
www.zimbra.com/
hPp://www.forrester.com/The+Four+Social+Marke4ng+Tools+You+Need/fulltext/-‐/E-‐RES90461
• Social
depth
pla0orms
help
marketers
add
social
tools
to
their
own
sites
• These
tools
build
social
content
and
experiences
into
marke4ng
sites,
offering
the
depth
that
customers
seek
when
exploring
products
and
services
48. Social “Relationship Platforms”!
Tool
URL
Adobe
hPp://www.adobe.com/solu4ons/social-‐
marke4ng.html
Hearsay
Social
hPp://hearsaysocial.com/
salesforce.com’s
Buddy
Media
hPp://www.salesforcemarke4ngcloud.com/products/
social-‐media-‐publishing/
Shoutlet
hPp://www.shoutlet.com/
Socialware
hPp://www.socialware.com/
Spredfast
hPp://www.spredfast.com/
Sprinklr
hPp://www.sprinklr.com/
Syncapse
hPp://www.syncapse.com/
hPp://www.forrester.com/The+Four+Social+Marke4ng+Tools+You+Need/fulltext/-‐/E-‐RES90461
• Social
rela7onship
pla0orms
help
marketers
leverage
third-‐party
social
sites
• These
tools
engage
a
company’s
exis4ng
customers
by
publishing
marke4ng
content
on
sites
such
as
Facebook
and
TwiPer
as
well
as
by
allowing
marketers
to
monitor
and
respond
to
user
posts
on
those
sites
49. Illustrated It Looks Like This!
hPp://www.forrester.com/The+Four+Social+Marke4ng+Tools+You+Need/fulltext/-‐/E-‐RES90461
52. Quick Recap:!
I work for this company!
SEO/Content Marketing Platforms!
Tool
URL
Linkdex
www.linkdex.com
Raven
www.raventools.com
Conductor
www.conductor.com
BrightEdge
www.brightedge.com
Search
Metrics
www.searchmetrics.com
Rio
www.covario.com
SEO
Clarity
www.seoclarity.net
So
How
Does
This
All
Work
At
The
Platorm
Level?
53. SEO/Content Marketing Platforms!
Mapped
Page
=
Page
you
expect/want
to
rank
or
the
page
that
already
is
ranking
Tag
examples
=
Brand,
Product,
Nega4ve/Posi4ve
Terms,
Persona
Terms,
Etc
…
Any
word
that
can
be
used
to
group
a
set
a
keywords
together
Start
by
developing
a
baseline
with
rank
checking