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