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SEARCH OPTIMIZATION REDEFINED First Page Results Drive Big Business
THINK SMART. ACT BOLD. CREATE REACH CONVERT CLOSE STRATEGIES PROSPECTS LEADS SALES AUDITS SEARCH OPTIMIZATION WEB DESIGN E-COMMERCE CONSUMER RESEARCH PPC / ADVERTISING MOBILE APPS PRODUCT CONFIGURATORS PERSONA DEVELOPMENT CONTENT MARKETING INTERACTIVE EXPERIENCES ONLINE ESTIMATORS POSITIONING SOCIAL MEDIA WEB APPS / TOOLS PRESENTATIONS CHANNEL PLANNING E-MAIL MARKETING VIDEO SALES COLLATERAL STRATEGIC PLANS MARKETING AUTOMATION MOTION GRAPHICS AUGMENTED REALITY SALES PROCESS MAPPING DIRECT MAIL MICROSITES ONLINE PROPOSALS MESSAGE DEVELOPMENT PUBLIC RELATIONS A/B TESTING CRM
12 Billion Monthly GOOGLE SEARCHES
NO MATTER YOUR BUSINESS, OPPORTUNITY EXISTS 70! “Cleveland Architects” 6,600! “Indestructible Dog Toy” 1,900! “Homemade Ice Cream Maker” 4,400! “Cleveland Restaurants” 2,900! “Rupture Disc” 500! “Cleveland CPA”
GOOGLE MARKET SHARE GLOBAL DESKTOP GLOBAL MOBILE
93% of online ! experiences begin ! with a search engine.
NOW MOBILE SEARCH IS huge and different.
SOCIAL WANTS A PieCE OF THE PIE
TOP RANKS DRIVE BIG RESULTS
FIRST PAGE CLICK SHARES
THE BEST PLACE TO HIDE A DEAD BODY IS PAGE 2 OF GOOGLE SEARCH RESULTS.
SEARCH IS NowCOMPLICATED
Recognition Wins People will pick a recognized name if it is the ! third result down over one they don't recognize.
Understand The Business Model First
MORE SEARCHES = MORE REVENUE
So, How Does Your Site Earn Google Cash? relevance Is this what I was looking for? value to searcher experience Is this useful or entertaining? Was the site easy to use?
ACCURACY + RELEVANCY
RELEVANCY CHANGES WITH MANY FACTORS user device location phrasing Logged in or not Computer, Phone, Slate They know where you are Hummingbird
How do we increase our rank?
What Keyword Is Right? most valuable keywords are determined from… keywords ! speciﬁcally for quality trafﬁc keywords speciﬁc! to your product ! or service keywords used ! from related! searches keywords that ! have high clicks ! and low costs all possible! related! keywords
Determine Your Phrases With Subjective + Analytical
The Chunky Middle & Beyond
Know What Matters
On Site Factors
USABILITY MATTERS It IS Not Just For Conversion Highly usable sites get more inbound links, ! less bounces, and more repeat visits.
external factors (not internal) matter more than ever.
Backlinks Still Matter Immensely
Content Marketing Rules Start with a strong base, then work your way up
Great SEO Happens In The Middle So unique and enjoyable at least 1/10 people who see it will try to share it Relevant to your! audience, location! and business Targeting a keyword phrase that will capture valuable visits
GOOD CONTENT VS. BAD CONTENT VS. INBOUND LINKS SOCIAL SHARES VISTIOR TRUST CONVERSION BLOCKED SITE EMPTY SOCIAL MEDIA VISITOR LET DOWN HIGHER AD COST
The Journey: Inbound Marketing Is A Long Term Investment.
Google Updates Constantly Google is constantly updating their algorithm. Some times major updates and recently moving to smaller faster updates. The Quality Update May 3rd, 2015 Mobile Update AKA "Mobilegeddon” April 22nd, 2015 Unknown Update February 4, 2015
WHAT TO AVOID Black Hat Techniques Spamming Words Volume Links Titles, pages, keywords, links A thousand links is not the answer Bad Content Malice Volume rather than value Hidden text, duplicate content, etc.
Tools Google Analytics WEBMASTER TOOLS http://www.google.com/analytics http://google.com/webmasters SEO BOOK TOOLS RAVEN TOOLS http://tools.seobook.com http://raventools.com KEYWORD ESTIMATOR http://adwords.google.com/o/KeywordTool
Key Takeaways For 2014 Create value & relevancy Integrate other marketing Optimize for mobile Channels Get on social media Build a great site
MARKETING BOOTCAMPS Starting in October Monthly six hour boot camps going in-depth to educate. OCTOBER Strategic Planning $ 800 Get an Annual Pass for $ 8,000 NOVEMBER Content Marketing $ 800
Q&A insivia.com/seminar facebook.com/insivia @insivia / @andyhalko