Advanced SEO: The Final Frontier

@iPullRank

THIS GUY WANTS TO BUILD THE STAR TREK COMPUTER Make it so, amit.

@iPullRank iacquire.com

The knowledge graph exists Google is understanding the connections between entities, not just

the relationships of words.

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GOOGLE IS RAMPING UP TO EMPLOY AUTHOR RANK That means the authority of who wrote it will be weighed as well as the authority of the site it lives on

@iPullRank

Iacquire.com @ipullrank

Author rank is not a ranking factor right now

Based on the 5.6% of the web that has implemented rel-author it’s not likely to believe that Google is leaning heavily on

authorship as a signal.

Only 221,987,485 out of 4,000,000,000 urls have rel-author. As with many features and products Google has

rolled out over the years adoption is the main

barrier to usage.

iacquire.com

SEO’S HAVE REALIZED TOPIC MODELING MATTERS Check out ntopic.org

@iPullRank

THE SEO WORLD’S ON RED ALERT


…usually means black hat tactics, negative seo and tricks to build links


Iacquire.com @iPullRank

Link Spam Detection Based on Mass Estimation Whitepaper

If what you care about is spamming for effectively then this is what you need to read

http://infolab.stanford.edu/~zoltan/publications/gyongyi2006link.pdf to understand the power principle of PageRank.

http://infolab.stanford.edu/~zoltan/publications/gyongyi2006link.pdf

http://infolab.stanford.edu/~zoltan/publications/gyongyi2006link.pdf

Let’s talk actual advanced seo that is intriguing.


So what is the final frontier?

@iPullRank

@iPullRank

Htc phones are in color c/o an seo On a panel with @HamidSaify from Deutsch he discussed that they used insights from Search to convince HTC to offer HTC phones in colors other than black, white and silver.

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@iPullRank

Using image search as an advertisement SEA Team made a short-lived display advertisement in image search on the keyword [ultimate business car]. Granted that keyword has no search volume, but it was still cool and newsworthy

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Seo is not sexy and it never gets the proper seat the Table in digital so ideas like these are few and far between Advanced seo is better integration with the marketing mix


Search is becoming less about google on your desktop


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MOBILE AND TABLET SEARCH CONTINUE TO GROW Have you mastered non-desktop search yet?

@iPullRank

YOU’RE MISSING OUT IF YOU HAVEN’T And this is just the beginning…


@iPullRank

Siri optimization How will you optimize for Siri?

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APP STORE OPTIMIZATION How about the AppStore? Great post from @justinbriggs on this http://justinbriggs.org/a-disconnect-in-app-store-seo-going-beyond-aso

@iPullRank

http://justinbriggs.org/a-disconnect-in-app-store-seo-going-beyond-aso


















Car dashboard app optimization?


Google glass optimization?


THERE IS MORE TO DO!

there is still a lot of Undiscovered Territory in search, but it largely Has to do with platforms and integration Of organic search.

WE HAVE SO MUCH DATA What unique things can search do right now?


MARKET RESEARCH.


DYNAMIC TARGETING.


CONTENT STRATEGY.

It’s a holodeck. What are you gonna put in it?


BEHAVIORAL PSYCHOLOGY.


HOW DO WE DO SUCH FUTURISTIC THINGS?


WITH DATA OF COURSE! @iPullRank iacquire.com

@iPULLRANK Iacquire.com

The intersection of search and social media

Social Media Search

As Search marketers it is up to us to understand the people behind the search. Social Media gives us visibility into that.

@iPullRank Iacquire.com

The new seo Process

The new SEO process accounts for all the things that advanced SEO includes. Read more @ http://iacq.co/Uq4JaP

http://iacq.co/Uq4JaP

http://iacq.co/Uq4JaP


Building personas

Our audience-focused SEO and Social process leverages data partnerships with Nielsen and Experian in context with

Social PPC inventories to build audience and buyer personas that ultimately drive keyword and content strategy.


PERSONa – GETAWAY gabby

GETAWAY gabby is a mother of two who is dire need of a little rest & relaxation. While

she wants to take a vacation in the Caribbean, she is looking a resort that is family friendly.

She doesn’t want vacation to be ruined by her kids who are easily bored.

While Gabby does have an ideal destination in mind, she has little knowledge regarding

pricing. So she has started doing some research on Google & Bing along with a few travel

blog websites to get a better idea of what is on the market.

ENGAGEMENT INSIGHT Getaway Gina is somewhat receptive to online advertising however, dynamic info-graphics pertaining to

family getaways, posted on travel blog websites, would be the best way to interact with this persona.

KEY TRAITS B u s y s o c i a l l i v e s

Risk-adverse investors

Cultured sensibilities

Pragmatic shoppers

I n v o l v e d c i t i z e n s

Digital Behavior Contrary to the reputation of older Americans being unappreciative of new media, the

people that fall into this persona are enthusiastic internet users. They go online for

information, entertainment, blogging, news and making travel arrangements .Their favorite

websites include travelocity.com, ameritrade.com, singlesnet.com, legacy.com and

hgtv.com.

Our in-depth and brand-relevant personas allow us to gain insight into the people behind the keywords and

understand their behaviors and what needs they are looking to fulfill.


Connecting people to their searches

Using standard keyword classification is not enough. Understanding the user behind the search and where they are in

the consumer decision journey allows us to make far more accurate decisions on targeting and content strategy.


Measurement PLanning

Our main objective is to show business value, not just like and share counts. We tie our KPIs to and our content the

proper phase of the consumer decision journey to show how our content has affected the business goals.


social data + search data

For more information on the methodology and the source code: http://iacq.co/14NPRpB

http://iacq.co/14NPRpB

http://iacq.co/14NPRpB

@iPullRank iAcquire.com

Persona interests as defined by facebook

#Motorcycle Safety

Foundation Audience: 24,000

#Motorcycle handlebar Audience: 18,000

#Bicycle and motorcycle

dynamics Audience: 109,000

#Kawasaki Heavy Industries

Motorcycle & Engine Audience: 40,000

#Motorcycle fork Audience: 13,000

#Motorcycle components Audience: 89,000

Motorcycles

Bikerornotcom

Bikerspostcom

Bikers

Womenmotorcyclistcom

#Motorcycle frame Audience 6,000

#Featherbed frame Audience: 2,000

#Motorcycle

Audience: 4,323,640

Suggested Likes and Interests Sons of Anarchy

Proud be American

Orange County Choppers

Nascar

Riding Motorcycles

Kid Rock

Dennis Kirk

Beer

Motorcycles

Audience: 2,382,920

Suggested Likes and Interests

Bikerornotcom

Bikers


Leatherupcom

Chopperexchangecom

Motorcycle superstore

Watch out for bikers

Bikerspostcom

Harley riders

Motorcycling

Hawglaw

Dennis Kirk


Riding Motorcycles

Audience: 277,480


Bikerornotcom

Bikerspostcom

Riding Motorcycle

Hawglaw


Choppers

JP Cycles

Biker Diva Apparel

Harley Riders


Chopperexchangecom

Leatherupcom

Christian Bikers

Dennis Kirk

Big Dog Motorcycles

Bikers

Audience: 313,220

Suggested Likes and Interests Bikers

Bikerornotcom

Riding motorcycles

Hawglaw


JP Cycles

Biker Diva Apparel

Harleydavidson

Bikerspostcom


Chopperexchangecom

Leatherupcom

Christian bikers

Dennis Kirk

Big Dog Motorcycles

Harley Riders

Audience: 40,840


#Harley-Davidson

Audience: 2,745,940

Suggested Likes and Interests #Indian (motorcycle) Audience: 729,000

#PepsiCo Audience: 5,300,000

#Hewlett-Packard Audience: 7,200,000

#The Hershey Company Audience: 8,000,000

#Tupperware Brands Audience: 597,000

#General Electric Audience: 1,700,000

Sons Anarchy

Riding Motorcycles

Victory Motorcycles

Proud be American

Global Partners Network

#Custom motorcycle

Audience: 1,072,980

Suggested Likes and Interests #Chopper (motorcycle) Audience: 1,600,000

#Bobber (motorcycle) Audience: 179,000

#Types of Motorcycles Audience: 2,600,000

#Cruiser (motorcycles) Audience: 147,000

#World Championship of

Custom Bike Building Audience: 4,000

#Cafe Racer Audience: 488,000

#Streetfighter Audience: 179,000

#Sport bike Audience: 2,400,000

#Rat Bike Audience: 32,000

#Scrambler (motorcycle) Audience: 24,000

Mini Chopper Puppet

Who Will Fk You Up

#Motorcycle Helmet

Audience: 23,920

Suggested Likes and Interests #Motorcycle personal

protective equipment Audience: 729,000

#Firefighter’s helmet Audience: 162,000

#Equestrian helmet Audience: 13,000

#British Motorcyclists

Federation Audience: 40,000

#Snell Memorial

Foundation Audience: 2,000

#Lane splitting Audience: 268,000

#Bicycle Helmet Audience:59,000

#Motorcycle boot Audience: 40,000

Eyeshield

Ski Helmets

Mag Uk Motorcycle

Action Group

#State motorcyclists’

rights organizations Audience: 4,000

#Racing helmet Audience: 6,000

Motorcycle armor Audience: 1,000

#Motorcycle accessories

Audience: 50,840


#Grand Prix motorcycle

racing Audience: 9,800,000

#Motorcycling Fairing Audience: 66,000

#Motorcycle components Audience: 89,000

#Motorcycle Fork Audience: 13,000

#Kawasaki Heavy

Industries Motorcycle

& Engine Audience: 40,000

#Renthal Audience: 49,000

#Motorcycle saddle Audience: 2,000

#Anti-lock braking

system Audience: 806,000

#Fender (vehicle) Audience: 400,000

Bushtec Motorcycle Trailers

Reflects the interest of Hog Wild Will Reflects the interest of All the personas Reflects the interest of Hog Wild Will,

Motoring Matt and Open Road Olivia Reflects the interest of All the personas Reflects the interest of All the personas

Reflects the interest of Hog Wild Will,

Motoring Matt and Riding Reggie Reflects the interest of All the personas

Reflects the interest of Hog Wild Will,

Motoring Matt and Riding Reggie Reflects the interest of All the personas

Based on the data we can glean from the Facebook Ad Creator tool we can create data models of the persona to

check against and identify.


Keyword Ownership

Once a statistically significant dataset is compiled from visits 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%


Apply the Fogg Behavior Model

Based on the intent plus motivators, interests, and attitudes of users we can create models and surface the right content

to encourage users to complete actions http://iacq.co/XRjFEu

http://iacq.co/XRjFEu

http://iacq.co/XRjFEu


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)


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

You can predict but they’ll buy next and you can also cookie your users and progressively enhance the user

experience based on the data model built from channels they visited from over time.


Cohort analytics

The concept of segmenting your audience into behaviorial groups is called Cohort Analysis. Avinash Kaushik has an

interesting post on how to set this up with Google Analytics http://www.kaushik.net/avinash/google-analytics-visitor-segmentation-users-sequences-cohorts/

http://www.kaushik.net/avinash/google-analytics-visitor-segmentation-users-sequences-cohorts/














User profiles

Leverage user profiles if you can’t use facebook connect As a marketer the user profile is an incredibly

useful resources for getting relevant data about

user and storing their usage.

You can do this without leveraging Social Media data if you build user profiles. Moz is a great example of robust user

profiles that can be leveraged as cohorts


Invisible user profiles

Can’t get users to fill out a profile? Get just their email address or social profile and leverage FullContact or RapLeaf

to get the rest of their relevant information.


Fire Custom Variable on Checkout Confirmation

Add the GA Custom Variable Code personaType to Confirmation page

_gaq.push(['_setCustomVar',1,’personaTYpe',<pull_in_personaType_from_db>,1]);

1 2 3 4

Track your cohorts/segments/personas in Google Analytics so you can measure against all other metrics.


Nudgespot

As a marketer the user profile is an incredibly

useful resources for getting relevant data about

user and storing their usage. You can always

backfill with FullContact or Facebook

NudgeSpot is an easy to use dynamic targeting SaaS product for leveraging cohorts to improve conversion.


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%


Dynamic targeting by search position

Change messaging and offer different features like price comparisons based on rankings to help visitors convert.

Read: http://iacq.co/15MYtD2

Position #1 messaging

The Time Constraint The Challenge Normal Messaging

Position #2 messaging Historically converting position

http://iacq.co/15MYtD2

http://iacq.co/15MYtD2

iacquire.com

WHEN THEY TELL YOUR SEO IS JUST META TAGS AND LINKS… Laugh at them.

@iPullRank

KEEP BREAKING DOWN SILOES WITH DATA


THE FUTURE IS NOW.


@iPullRank

wwww.iacquire.com

Thank you / Q&A Michael King Director of Inbound Marketing @iPullRank

Advanced SEO: The Final Frontier

Business

Transcript of Advanced SEO: The Final Frontier