View
6.490
Download
2
Tags:
Embed Size (px)
DESCRIPTION
Holistic SEO
Citation preview
THE HOLISTIC SEO PROCESSLet’s grow up, stop being the Kanye West of digital marketing and legitimize SEO
MICHAEL KINGDIRECTOR OF INBOUND MARKETING
@ipullrank
@ipullrank
DOWNLOAD THIS DECK: http://iacq.co/holistic-seo
@ipullrank
SEO = KANYE WESTSEO is the Kanye West of the Digital Marketing Mix
@ipullrank
THE CALCULUS OF MARKETING
Search Engine Optimization is seen as esoteric and we as SEOs often use the fact that no one truly understands what we do to be prima donnas and exclude more than we include
@ipullrank
THE TYPICAL SEO PROCESS
SEO is treated as an initiative that exists in a vacuum asking for change without justification across the rest of the digital touchpoints. This process is simply not enough.
@ipullrank
IT DOESN’T FIT INTO THE BRAND RELATIONSHIP MODEL
SEO typically ignores the other moving parts of a brand’s internal and external relationships within the market
@ipullrank
KANYE AIN’T DOIN’ NO MARKET RESEARCH
@ipullrank
STANDARD SEO KICKOFF QUESTIONS
The biggest problem with this is we often take these inputs at face value. That is to say, very often the brands that the client believes they are competing with offline are not the sites they are competing with for keyword
coverage in the SERPs.
What analytics package do you use?Are there any other domains or sites that you own?
What SEO efforts have been done in the past?List your top 3 competitors.
Do you have social media accounts?What keywords are you looking to rank for?
@ipullrank
STOP PHONING IT IN!
Becoming an expert in the niche that you are optimizing for is an extremely underrated step in the SEO process.
@ipullrank
KANYE DON’T CARE ABOUT YOUR
AUDIENCE
@ipullrank
STANDARD CLASSIFICATION IS TOO IMPERSONAL
Search is about needs and the standard keyword classifier are not enough to understand a searcher’s intent.
Informational Navigational Transactional
Ways to ____ Company Name Buy _____
How to _____ Organization name
Download ____
What is _____ Domain name Get _____
@ipullrank
KEYWORD RESEARCH BEFORE AUDIENCE?
The problem is you go here and look for stuff to optimize for before you even think of who you are talking to or what you are talking about!
@ipullrank
THE QUESTIONS YOU SHOULD BE ASKING
What is the purpose of your site?What are you trying to get users to
do once they arrive?Who is your target audience?
@ipullrank
RANKING IS NOT A BUSINESS GOAL
Being #1 is great, but if it doesn’t drive qualified traffic that converts for the business objectives, you haven’t done anything.
@ipullrank
KANYE WILL DISRUPT YOUR
CAMPAIGN
@ipullrank
OTHER CAPABILITIES DRIVE TRAFFIC TOO
SEO
PPC
DISPLAY
SOCIALTV
RADIO
@ipullrank
KANYE DON’T CARE ABOUT
OTHER TRAFFIC
@ipullrank
KANYE JUST WANTS TO BE
#1
@ipullrank
SORRY KANYE, BUT THAT’S NOT GONNA WORK
@ipullrank
SEO CHASES THE ALGORITHM
Search is about fulfilling a need for a person. Search Quality is about better fulfilling the needs of people.
@ipullrank
…IN OTHER WORDS
Search needs to be less about WHAT and more about WHO and WHY?
@ipullrank
Perhaps you have heard of
the Knowledge
graph?
@ipullrank
COMBINE SEARCH AND SOCIAL
Social Media Search
Sweet spot where
the magic happens
@ipullrank
…TO GET THE HOLISTIC SEO APPROACH
Opportunity Discovery
Content Strategy & Development
Technical Development
Social Strategy &
Implementation
Measurement
Optimization
@ipullrank
OPPORTUNITY DISCOVERYIdentifying the who, what, when, where, why of SEO campaigns
@ipullrank
BUSINESS OBJECTIVES
Use the client’s business goals to drive audience understanding, keyword selection and every aspect of the
campaign
Sell More 3D TVs
More Shares in Social Media
Occupy the Conversation
@ipullrank
MARKET RESEARCH
Learn the vertical inside out before you choose a keyword or write a line of copy.
@ipullrank
AUDIENCE RESEARCH - PERSONAS
Personas are hypothetical representations of your target audience. Build them as mental models of who you are communicating with. Check out:
http://www.seomoz.org/webinars/understanding-your-audience-using-social-media
Music MomsTypically uninformed gift givers looking for information on the right guitar for their happy hobbyist or raging rockstar. These people enter the conversation when they are looking to make a purchase.
Happy HobbyistsTypically students or amateur musicians looking for the latest tips and tricks for playing their guitar. These tend to be the most active content creators in the acoustic guitar conversation.
Raging Rock starsTypically professional musicians at various stages of their careers that tend to spend more time creating content with their guitars only consuming content as new guitar technology is released. These are the influencers of the happy hobbyist group.
Involved InstructorsTypically professional musicians and thought leaders/content creators who talk about new techniques and have strong opinions about instruments and brands. These tend to be quite active in the acoustic guitar conversation.
@ipullrank
THE CUSTOMER DECISION JOURNEY
Where a user is in the customer decisions journey is called their “need state.” Need states can be explicitly spelled out per keyword and should be as part of the keyword portfolio. Need states can also be custom.
@ipullrank
AUDIENCE RESEARCH – NEED STATES
Need States are the user’s motivations behind their search which help eliminate keyword ambiguity and improves
targeted copy. http://www.seomoz.org/ugc/mapping-keyword-usage-to-the-consumer-purchase-process
Music MomsTypically uninformed gift givers looking for information on the right guitar for their happy hobbyist or raging rockstar. These people enter the conversation when they are looking to make a purchase.
Searches for [best acoustic guitar]
This person probably needs information on the best acoustic guitar in order to make a purchasing decision.Need State is “Learning to Buy” or “Consider” in the Consumer Decision Journey
@ipullrank
HOW DO WE DEVELOP THEM?
Personas and need states are the art of educated guessing based on data. These
are often defined by Strategy and UX teams
Social Data Business GoalsMarket Research
Educated Guessing
Personas & Need States
@ipullrank
YAHOO CLUES
Get demographic data at the keyword level straight from Yahoo. http://clues.yahoo.com/ (h/t @keyrelevance)
@ipullrank
QUANTITATIVE ANALYSIS
Who does ComScore, AdPlanner, etc say is the audience for this vertical? If it’s a new site check out a
competitor’s site in Ad Planner
@ipullrank
FACEBOOK AD CREATOR
Use the FB tool to see how many people fall into an audience by interest and
demo. This tool is the Adwords Keyword Tool of Personas http://www.facebook.com/ads/create/
@ipullrank
SOCIAL LISTENING
Start your social listening in Topsy, Social Mention, and/or Amplicate to see who is talking in social media. Paid
enterprise tools such as Radian6, ScoutLabs, also available.
@ipullrank
ANALYTICS MINING
Pull keywords that are performing from analytics
@ipullrank
COMPETITIVE ANALYSIS
Know your competitor’s plays across search, social and the general market so you can make an even better gameplan
@ipullrank
SEARCHMETRICS ESSENTIALS
The quickest way to understand what your competitors are doing as they track performing keywords, traffic, and social for many sites
Get it: http://suite.searchmetrics.com/en/essentials
@ipullrank
KEYWORD RESEARCH
Once you understand your audience and what they are looking for, then finally do keyword research
@ipullrank
KEYWORD PORTFOLIO (DELIVERABLE)
The Keyword Portfolio is a spreadsheet that outlines keyword opportunities by search volume, current ranking, landing page, need state, and target segment.
@ipullrank
SITE AUDIT (DELIVERABLE)
The overall site audit does not change aside from the fact that issues need to be discussed with business objectives and audience in mind.
@ipullrank
CONTENT AUDIT (DELIVERABLE)
Find out what content exists to determine what can be re-purpose, what needs to be fixed up and what needs to be destroyed.
@ipullrank
BRAND RELATIONSHIPS
Who is your brand down with? Who can they leverage? Who are they connected to?
@ipullrank
OFFLINE ASSETS
What tools, venues, prizes, etc. are at the brands disposal that you can leverage for this SEO campaign?
@ipullrank
MEASUREMENT PLAN (DELIVERABLE)
Determine the KPIs for the SEO campaign and outline how they will be measured. @avinash explains how to do this http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
@ipullrank
CONTENT STRATEGYContent is King so Watch the Throne
@ipullrank
CONTENT IS KING?
The irony is that so many preach “Content is King,” but they don’t fight for the content. Is Content is truly king you should not take on a client that won’t allow content strategy.
@ipullrank
KEYWORD MAPPING (SEO COPY BRIEF)
This Document outlines a keyword-relevant information architecture, objective, audience, key performance indicators and best practices for content development and will drive the content ideation process.
@ipullrank
CONTENT IDEATION
You now know who and why you’re targeting now you must sit down with the stakeholders, content strategists and creative teams to figure out what you will build that aligns with business goals and audience needs
@ipullrank
GOFISH
I made a tool that uses Twitter for real-time keyword research to help get content ideas that people want now.
Get it: http://ipullrank.com/tools/gofish/
@ipullrank
APPLICATION OF GOFISH
Combine concepts that people are talking about now to create a unique piece of compelling content with a built-in audience.
Michael Jackson
Jackson Trial
South Park
?
@ipullrank
MICHAEL JACKSON DOCTOR TRIAL SOUTH PARK EDITION
Seed the content you create to influential Twitter users identified by GoFish.
@ipullrank
FACEBOOK RECOMMENDATIONS TOOL
Find out what is the most popular content on a given domain and make a better version. Expand to 1000 pixels to see up to 20 top performers in social.
Use it: http://developers.facebook.com/docs/reference/plugins/recommendations/
@ipullrank
@SEOGADGET CONTENT STRATEGY TOOL
Similar to GoFish this Google Docs tool scrapes various blogs and discussions to get hot ideas Use it: https://seogadget.co.uk/using-google-docs-to-generate-hot-content-strategies/ (@dbseo)
@ipullrank
DATA VIZ AS MAXIMUM VIABLE PRODUCT
Maximize the digital assets of your data visualization content in order to pull links and social engagement from all the available channels. Check out: http://www.lifeinsurancefinder.com.au/infographics/what-happens-online-when-you-die/
@ipullrank
ANNOTATED WIREFRAMES
The wireframes are your opportunity to make sure the site is visually adhering to SEO recommendations and the place for dev and creative teams to make sure they are doing things right
@ipullrank
CONTENT STRATEGY IS ITS OWN FIELD
We as SEOs do a significant amount of content strategy and I would suggest this book to find out more about its processes and the people involved in order to better speak their language.
@ipullrank
TECHNICAL DEVELOPMENTChecks and Balances for the Development Team
@ipullrank
IMPLEMENTATION AUDIT (DELIVERABLE)
You’ve already laid the technical framework so once the team promises you that the SEO issues were fixed go through the whole site again and double check then create a simple spreadsheet that outlines the issues and
make it clear what was fixed and what was not
@ipullrank
SITE MIGRATION
Since social and search are converging site migration is more than 301 redirects now. it’s important to maintain your social proof as well.
http://searchenginewatch.com/article/2172926/How-to-Maintain-Social-Shares-After-a-Site-Migration
301
@ipullrank
LINK BUILDING IS A BIG PICTURE INITIATIVE
Link building affects and is affected by the outward communication from a brand. Tying it to a big idea or a bigger picture campaign is far more effective than the one to one tactics SEO is known for.
IN FACT IT’S ALL WE DO
Professional Off-Page SEO for the Enterprise
DIGITAL PR
IDENTIFY/ENGAGE TREND SETTER OUTLETS
MANAGED LINK DEVELOPMENT
NATURAL LINK INTEGRATION
TARGETED CONTENT MARKETING
DIGITAL ASSET DISTRIBUTION
LINK RECLAMATION
BACKLINK AUDIT AND OPTIMIZATION
@ipullrank
LINK BUILDING GUIDES
I wrote two six month plans for link building built on holistic SEO strategy – http://www.iacquire.com/resources/link-building-guides
@ipullrank
MAKE NEWS OR MAKE FRIENDS
The most effective ways to build links naturally is by making news or making friends. Brands are in a unique position to do so due to their brand equity, leverage that.
MAKE NEWS MAKE FRIENDS
@ipullrank
SHARE OF VOICE
Making the case for link building and SEO in general is best done through a metric that higher ups and traditional advertisers understand – Share of Voice. SoV is the amount of possible opportunity a given brand occupies.
@ipullrank
KEYWORD OPP AS FUNCTION OF SoV
Explain the opportunity cost of not going after link building efforts by explaining what share of voice the client has and link building gets them a bigger share of voice and in turn more money.
[ham sandwich] = 33,100 LSV
The most traffic you can get in #1 spot is 18.2% (6042.2 visits)
If the client gets 500 visits then their SoV is 8.3% for that keyword.
[ham sandwich] converts at 10% at $50 value $30,200 - $2500 = $27,700 left on the table
@ipullrank
INTEGRATED LINK STRATEGY
While link building has always been about casting the widest net, social strategy is about casting the rightest net the widest. Couple these channels and tactics with standard outreach.
Social Media
Events Contests
PR
@ipullrank
PUBLIC RELATIONS
– News is better than advertising, so a key part of social strategy is doing things that make news. Align with PR team and let them do a lot of the heavy lifting and outreach to prospects that SEO isn’t able to go after. They can
land bigger sites that get scraped regularly so their return is typically one to many.
@ipullrank
CONTESTS
Rather than performing outreach and directly offering them a free sample or (gasp) money request that they enter a contest wherein their entry is a blog post about the brand’s topic that contains a link.
@ipullrank
EVENTS
Throwing a party, conference or trade show is another one-to-many return for link building. Simply host an event and invite influencers in the brand’s audience where the stipulation for attendance is that people must blog about
it and link back to you.
KANYE KNOWS HOW TO THROW A PARTY AND GET PEOPLE LINKING!
@ipullrank
SOCIAL MEDIA
Use social media conversation to find the influencers in the space with regard to the target audience and business goals. Build social media profiles to be authoritative and engaging to easily get your content shared and
also convert sharers into linkers.
@ipullrank
MEASUREMENT / OPTIMIZATION
@ipullrank
KANYE ONLY MEASURES FROM HIS
PERSPECTIVE
@ipullrank
MEASURE THROUGH YOUR AUDIENCE
Using personas allows you step away from abstracts and identify insights in terms of people and their needs and not care so much about things like [not provided[
Landing PageTarget
Keyword Ranking
Local Monthly
Searches PageSearch Traffic
Target Persona
Need State
Conversion Rate
/3d-glasses.html 3d glasses 10 18100 Glasses 671Curious George
Unaware Interested 17.63%
/2d-3d-conversion.html
2d to 3d conversion 2 1000 Conversion 400 Tech Geek
Aware Owner 67.47%
/3d-tv-glasses.html 3d tv glasses 3 1000 Glasses 489
Curious George
Unaware Interested 58.00%
/glasses-free-3d.html glasses free 3d 1 1000 Glasses 1289
Curious George
Aware Owner 35.15%
/real-3d-glasses.html real 3d glasses 2 1000 Glasses 852
Curious George
Aware Owner 98.37%
/3d-ready.html 3d ready 2 720 3D-Ready 607 All All 73.05%
/3d-ready-tv.html 3d ready tv 2 590 3D-Ready 276 All All 85.49%
@ipullrank
MEASURE TO VALIDATE PERSONAS
Validate your hypotheses via data collected in conversions and visits. You can also test effectiveness using
demographic targeting with Facebook Ads and Paid Search
Curious George
• 18-32• Male• Loves indie rock• Wishes he had a beard
@ipullrank
USE KEYWORD-LEVEL DEMOGRAPHICS
Validate your hypotheses via data collected in conversions and visits. You can also test effectiveness using
demographic targeting with Facebook Ads and Paid Search
FB:Admin Search Referrers
Keyword-LevelDemographics
@ipullrank
KEYWORD-LEVEL DEMOGRAPHICS DATA
KEYWORDBIRTHDATE
@ipullrank
JUST TRACK THE PERSONA
if (demos.age >= ‘18’ && demos.age <= ‘40’ && demos.gender=“male” && demos.state == “New York”){
_gaq.push([‘_setCustomVar’,’1’,’Persona’,’Curious George’,1]);}
Check for key attributes of the persona with an if
statement
Push just the name rather than all of the data points
@ipullrank
KEYWORD OWNERSHIP
Once a statistically significant dataset is compiled it can be determined which demographic and/or persona is more likely to convert for a given keyword and develop messaging that focuses on that group.
Curious George Gamer Film Purist Tech Geek
• 18-32• Male• Loves indie rock• Wishes he had a beard
• 18-32• Male• Loves all music• Wishes he could move
out his mom’s basement
• 22-40• Male• Loves film soundtracks• Wishes he could live in
the movie Avatar
• 22-40• Male• Loves Techno• Wishes you would stop
invading his online privacy
OWNER
• 5000 Searches Monthly• Conversion Rate 5%
• 600 Searches Monthly• Conversion Rate 2%
• 1000 Searches Monthly• Conversion Rate 0.5%
• 100 Searches Monthly• Conversion Rate 0.2%
@ipullrank
DYNAMIC TARGETING
Using this data you can build a site that reflects the persona when they arrive
Curious George
• 18-32• Male• Loves indie rock• Wishes he had a beard
What Normal Users See What Curious George Sees
(Dramatization)
@ipullrank
KEYWORD ARBITRAGE
Tracking keyword demographics also allows the attribution of future purchases to the original keyword and will give way to keyword matrices.
Initial Keyword
Conversion Rate
Persona Keyword Revenue
Subsequent Keyword
Conversion Rate
Keyword Revenue
Sneakers 5% Curious George $50 Sneakers 40% $50
Sneakers 5% Curious George $50 Windbreakers 60% $100
Sneakers 5% Curious George $50 T-Shirts 20% $20
Windbreakers 3% Curious George $100 Sneakers 32% $50
Windbreakers 3% Curious George $100 Windbreakers 5% $100
Windbreakers 3% Curious George $100 T-shirts 80% $20
T-shirts 2% Curious George $20 Sneakers 50% $50
T-shirts 2% Curious George $20 Windbreakers 40% $100
T-shirts 2% Curious George $20 T-shirts 75% $20
@ipullrank
SUBSEQUENT CONVERSION PREDICTION
Curious George
We develop personas based on social data
Users come from search, we collect data
Curious George buys a pair of sneakers
We aggressively target in other channels for the next buy
Curious George comes back and buys a windbreaker
@ipullrank
THE WINNING FORMULAS
Based on how often an initial keyword leads to future conversions of subsequent keywords businesses will be able to measure the annual value of a keyword and react accordingly.
Keyword Earnings Ratio
Price per Keyword
Annual Earnings per initial click
Keyword Earnings Yield Price per Keyword
Annual Earnings per initial click
@ipullrank
OTHER DATA SOURCES
Although Facebook is the most granular and adopted, these other outlets also allow you to get data on your users.
LinkedIn Profile Data: https://developer.linkedin.com/documents/profile-fields
G+ API People Data: https://developers.google.com/+/api/latest/people
LinkedIn Google+
Opt-In Opt-In
Professional data [Not Provided]
@ipullrank
TRACK YOUR RANKINGS
Post: http://www.seomoz.org/blog/gettings-rankings-into-ga-using-custom-variables (@dohertyjf)
Code: https://github.com/ipullrank/Google-Analytics-Rankings
Ranking Keyword
@ipullrank
WHAT POSITION CONVERTS BEST?
People are oftentimes shopping around and therefore ranking first does not result in a conversion.
Target Keyword Ranking Conversion Rate
3d glasses 1 17.63%
3d glasses 2 67.47%
3d glasses 3 58.00%
3d glasses 4 35.15%
3d glasses 2 98.37%
@ipullrank
DYNAMIC MESSAGING BASED ON RANKINGS
Change messaging and offer different features like price comparisons based on rankings to help visitors convert. Read: http://www.zazzlemedia.co.uk/blog/dynamic-messaging-based-on-ranking-to-improve-conversion/
Position #1 messaging
The Time Constraint The Challenge Normal Messaging
Position #2 messaging Historically converting position
@ipullrank
LINK REPORTING
Report your link building efforts through your target audience to determine which segment drives the most traffic and what type of prospect to put efforts into moving forward.
@ipullrank
WHY DO IT THIS WAY?6 Reasons Holistic SEO is the future
@ipullrank
BRAND BUY-IN
SEO has always been an industry that explains itself using empirical data. Starting from the audience, a place that businesses can understand, it is far easier to get buy-in for SEO initiatives.
@ipullrank
COMPARE THE TWO STATEMENTS
Speaking directly to the brand’s audience and business objectives makes it much easier to achieve brand buy-in
“We want to build links targeting websites with a PageRank of 3 or higher. We’ll reach out to a variety of prospects and target anchor text for keyword opportunities identified by our extensive keyword research in order to gain rankings for your brand.”
“We’d like to launch a contest targeting Influential Moms with over 5000 followers on Twitter. To enter they’d write blog posts that link back to our properties in order to drive traffic for our target Listener Moms that are using Search to buy more healthy cereal.”
@ipullrank
STOP CHASING THE ALGORITHM
Google’s goal is to give people what they want, build and optimize with people in mind and you’ll always be ahead of the algorithm. That is not to say technical tenets of SEO can be ignored.
@ipullrank
A BETTER WEB
the consumer is the biggest winner here. Naturally businesses benefit immensely as well, but the more we optimize with people in mind the more likely their needs will be fulfilled and consequently, the more likely we are
to get those people to convert.
HEAL THE WEB
@ipullrank
SCALABILITY
Getting on the same page with the other capabilities allows SEO efforts to be scaled considerably for brands large and small. This is how we regularly achieve those otherwise rare instances of synergy between capabilities.
@ipullrank
CROSS-CHANNEL OPTIMIZATION
Taking a holistic approach allows each channel to inform another of why they might be experiencing difficulties and how to optimize. For example we can discover through social what people are actually looking for and
validate it through landing page tests to inform product decisions.
@ipullrank
(NOT PROVIDED)…SO WHAT?
Google is not going to give us our keyword data back. Measure the resonance of content via conversions and track rankings against landing page traffic to understand whether intent is matching your target audience.
@ipullrank
CONGRATS KANYE
KANYE IS CLASSY, GROWN UP AND READY TO PLAN WITH THE TEAM. SO IS SEO.
MICHAEL KINGDirector of Inbound Marketing
THANK YOU / Q&A
@iPullRank
www.iacquire.com