search optimization bootcamp
TRANSCRIPT
SEARCHOPTIMIZATIONBOOTCAMPFirst Page Results Drive Big Business
THINK SMART .ACT BOLD.A growth & innovation agency.
STRATEGICCONSULTING
Organizational vision, lead generation strategy &
campaign development to drive top line growth.
Market + Audience Analysis
Vision + Strategic Development
Training + Education
DIGITALBUSINESS
Engaging prospects, customers, partners, employees,
candidates and investors through digital solutions.
Websites + E-Commerce + Portals
Interactive + Apps
Video + Animation
INBOUNDMARKETING
Lead generation and referral tactics built upon expert
strategies and focused on constant improvement.
Tactical Planning
Marketing Campaigns
Conversion Optimization
12 Billion Monthly GOOGLE SEARCHES
NO MATTER YOUR BUSINESS, OPPORTUNITY EXISTS
70“Cleveland Architects”
6,600“Indestructible Dog
Toy”
500“Cleveland CPA”
2,900“Rupture Disc”
1,900“Homemade Ice Cream Maker”
4,400“Cleveland
Restaurants”
GOOGLE MARKET SHARE
GLOBAL DESKTOP
GLOBAL MOBILE
93% of online experiences begin with a search engine.
NOW MOBILE SEARCH IS
hug
eand
different.
SOCIAL WANTS A PieCE OF THE PIE
TOP RANKSDRIVEBIG
RESULTS
FIRST PAGE CLICK SHARES
THE BEST PLACE TO HIDE A DEAD BODY
IS PAGE 2 OF GOOGLE SEARCH RESULTS.
SEARCH IS NowCOMPLICATED
Recognition WinsPeople will pick a recognized name if it is
the third result down over one they don't recognize.
Understand TheBusiness Model First
MORESEARCHES
REVENUE
MORE=
So, How Does Your Site Earn Google Cash?
relevance
value to searcher
experience
Is this what I was looking for?
Is this useful or entertaining?
Was the site easy to use?
ACCURACY + RELEVANCY
user device location phrasing
Logged in or not
Computer, Phone, Slate
They know where you are
Hummingbird
RELEVANCY CHANGES WITH
MANY FACTORS
How do we increase our rank?
START WITH UNDERSTANDING WHAT
YOUR AUDIENCE IS LOOKING FOR most valuable
keywords
keywords specifically for quality traffic
keywords specificto your product
or service
keywords used from related
searches
keywords that have high clicks
and low costs
all possiblerelated
keywords
Determine Your PhrasesWith Subjective + Analytical
The Chunky Middle & Beyond
External INTERNAL
vs
External
Create real value.
Use a mix of media and content types.
Distribute across multiple channels.
Build links and relationships.
Own your real estate.
Contribute.
Great SEO Happens In The Middle
Targeting a keyword phrase that will capture valuable visits
So unique and enjoyable at least 1/10 people who see it
will try to share it
Relevant to your audience, location
and business
GOOD CONTENT VS. BAD CONTENT
VS.
BLOCKED SITEEMPTY SOCIAL MEDIA
VISITOR LET DOWNHIGHER AD COST
INBOUND LINKSSOCIAL SHARESVISTIOR TRUSTCONVERSION
The Journey:Inbound Marketing Is
A Long Term Investment.
Content Marketing Rules
Start with a strong base,
then work your way up
MIX YOUR MEDIAYoutube is the second largest search
engine.
DIST
RIBU
TEU
se e
very
cha
nnel
.
LINK BUILDINGUse partners, vendors and quality paid
linking.
OWN YOURREAL ESTATE
Sign-up for every platform and fill in the info.
CONTRIBUTEOffer your content and writing to other
sites.
INTERNAL
Create a great experience.
Optimize the basics.
Be relevant.
Integrate tools to drive external factors.
Speed Matters!
USABILITY MATTERSIt IS Not Just For Conversion
Highly usable sites get more inbound links, less bounces, more repeat visits and scanned positively by Google.
CROSS LINKS + STRUCTURE
Create smart linking strategies and build your pages for the search engines.
Hierarchy Tags
Blog + Resources Categorization
Cross Site Links
META DATAOptimize meta data.
Black Hat Techniques
Spamming Words
Bad Content
Volume Links
Malice
Titles, pages, keywords, links
A thousand links is not the answer
Hidden text, duplicate content, etc.
Volume rather than value
Key Takeaways For 2014
Integrate other marketing
Channels
Create value &relevancy
Get on social media
Build a great site
Optimize for mobile
Q&Ainsivia.com/seminarfacebook.com/insivia@insivia / @andyhalko