Capabilities Introduction and SEO Discussion

IMN Presents: REMOVED

• Introductions and IMN Overview

• REMOVED Partnership Discussion

• Open Discussion and Next Steps

Agenda

Founded We Build Pages in 1999

Rebranded to

Internet Marketing Ninjas in 2011

We’ve grown to about 100 Ninjas

at our office near Albany New York

We’ve attracted very talented people

who have joined our Ninja team.

Ann Smarty Kim Krause Berg Chris Boggs Kris Jones Jen Van Iderstyne Bonnie Stefanick Joe Hall

Communities UX / CRO COO Chairman VP Client Svcs VP Strategy Senior

SEO

In 2012 We Acquired Multiple Industry Communities

Services We Provide• SEO Strategy & Consulting

• Content Creation & Marketing / Link Building

• Site / Competitor Audits and Page Optimization

• Social Media Marketing and Google Authorship Development

• Technical SEO

• Analytics

• Web Design & Development

• User Experience and Conversion Rate Optimization

• Introductions and IMN Overview

• REMOVED Partnership Discussion

• Open Discussion and Next Steps

Agenda

REMOVED + IMN Partnership

• Define, drive, and execute a successful SEO strategy

• Grow organic SE traffic to top pages

• Build authority + unique value prop in industry

• Large opportunity for community development

• Can also consider niche communities to expand and target reach

• Potential penalties / filters at play – first focus

Proposed 2014 Engagement1. Conduct an audit and propose solutions for quick wins and penalty/filter

remediation in Q1

2. Longer-term, execute a strategy to grow authority and visibility with

trusted link building and community building campaigns

3. Expand REMOVED awareness and improve measureable KPIs:

• Volume of keywords in top 10 / 5 / 3 / 2 positions

• Average ranking of tracked KW phrases

• Total organic traffic & commissionable conversions

REMOVED SEO StrategySEO is historically focused in three primary areas: technical, content,

and linking/authority development

Authority Signals

Content Relevance

Indexation

Phase 1 – REMOVED(2-3 months)

SEO Audit & Strategy Creation to Maximize Existing Site’s Potential

• On-page Technical Audit: URLs, Titles, Meta’s, Redirects, Crawl Issues

• Analytics & Webmaster Tools Review - Benchmarking

• Backlink Audit, Removal, Disavow & Strategy Creation

• Internal Linking Review & Strategy

• Competitor Analysis to better understand and find new opportunities

• Content Analysis & Keyword Research: Optimize Pages, Create New Ones

• UX / CRO Analysis: Better Monetize Your Current Traffic

• Persona & segmentation analysis

• Mobile assessment

• Social Media & G+ Authorship Integration

• Delivery of final 2014 SEO Strategy & Monthly Roadmap Plan

Technical SEOIMN will work with REMOVED to implement discovered areas of opportunity for

greater indexation

• Work with technical and design teams to implement recommendations and

test for continued positive user experience

• Leverage Analytics & Webmaster Tools for signals on site performance and

indexation

• Identify and implement content optimization solutions based on data

• Increase authority signals from REMOVED internal navigation and links

• Provide Conversion-oriented recommendations based on review of keyword-

level analytics

Keyword Focus and ContentKeyword Research is the cornerstone of effective SEO

• Validate keyword research with REMOVED teams

• Identify keywords that drive qualified traffic vs. not

• Identify areas of opportunity across all content types – merchants, blog,

resource, etc.

• Develop content (ongoing – Phase 2) on behalf of and approved by

REMOVED for use in developing increased thematic authority, which will lead

to further citations and links

Phase 2 – REMOVED(9 months)

Ongoing SEO Program to meet stated KPIs – Phase 1 Strategy will Dictate

• Monthly Content Optimization and Creation

• Monthly Link / Authority Development – edu, org, gov, k12, etc

• Authorship Implementation & Influencer Outreach Program

• Monthly Engaging Content – Infographic, Linkbait, Widget, etc

• Ongoing consulting, performance reviews, reporting, quarterly training

• Other implementations dictated by Phase 1 strategy

• UX Enhancement & Testing

• Community development (on-site), starting month 6

Let’s Talk About Backlinks

• Still #1 Ranking Factor

• Quality Content = High Authority = Quality Links

• Google Authorship Integration and Outreach

Authority Linking

• A unique, cornerstone method at IMN

• Create content towards the authority crowd (edu, gov, k12, org, etc)

• Resource-based

• “Academic Content”

• Deep links to new content

• Personalized outreach

• Pass link equity to main pages via internal linking

Does it work?Yes! Strong results from clients only engaged in trusted link building with IMN.

Note: this assumes their on page site health is already strong.

<- 3 Months

+26%

12 Months ->

+100%

Authority Backlink ComparisonRMN:

CDC:

REMOVED :

Source: aHrefs.com

Hooray for Clip Art!

How about Long Term?

5 Year Results with SEO Program

(Technical, Content, Linking)

Authorship / Community

• Assign one, or multiple names & faces to REMOVED brand

• Create engaging content under author’s identity – return visitors

• Connect with influencers across social media networks on author’s personal

Twitter / G+ Accounts (People connect w/ People)

• Participate in relevant conversations across existing Internet communities

• Influencers share author’s content – domino effect

• Strengthen influencer relationships and loop them into REMOVED

• Utilize them as “brand evangelists” to assist in community growth

“…We're doing a better job of detecting if

someone is an authority in a specific space,

(could be medical, could be travel, whatever)

and trying to make sure that those rank those

a little more highly if you're some type of

authority...“

Matt Cutts – 2013

“Within search results,

information tied to verified

online profiles will be

ranked higher than content

without such verification,

which will result in most users naturally

clicking on the top (verified) results.

Eric Schmidt –

Executive Chairman of

Google

Authorship – What We’ve Seen• Connections with Media -

“By the way, a fun fact, BBC Radio contacted me regarding one of "my" articles,

and asked if I wanted to be part of a radio show they produce. That must be a

sign of good writing! :)”

• Connections with Community –

HuffPost, Reddit, etc

(People connect with People)

• Increased SERP Visibility -

Recap

As outlined in RFP, the biggest impact for REMOVED will come from:

• Penalty / Filter Removal

• Revisiting KW Research

• Optimizing & diversifying internal linking

• Creating & promoting content that can consistently obtain authority links &

social signals

• Better implementing Google Authorship for SERP Visibility & brand reach

• Better leveraging relationships with influencers to develop strong niche

communities within REMOVED

You!

However…

The most important takeaway is our need for buy-in from your team and

company stakeholders.

Communication is very important to us.

Without your participation, we’ll fail.

With it, we’ll succeed.

Proposed 2014 Budget

• We’re proposing a REMOVED budget for the yearly program

• The initial audit, strategy & roadmap creation, and discussions with you will

dictate where the money is allocated to each month

• We used a hybrid billing model of deliverables and hours. For example,

• Links & content = “per unit” cost

• Consulting, social & analytics = hourly cost

• The proposed budget reflects the level of spend we believe will be required

to make a significant impact based on prior experience with related websites

and an internal review of REMOVED as it exists today

• Introductions and IMN Overview

• REMOVED Partnership Discussion

• Open Discussion and Next Steps

Agenda