SEARCH!
OPTIMIZATION!
REDEFINED!
First Page Results Drive Big Business!
insivia.com/seminar!
facebook.com/insivia!@insivia / @andyhalko!
THE GROWTH OF GOOGLE SEARCHES!Searches Per Day!
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”!
BING VS. GOOGLE MARKET SHARES!
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 Now! COMPLICATED!
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! 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?!
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!
Speed Matters!!
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!
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 DOWN HIGHER AD COST!
INBOUND LINKS!SOCIAL SHARES!VISTIOR TRUST!CONVERSION!
The Journey:!Inbound Marketing Is
A Long Term Investment. !
Hummingbird Is Here!
It’s about meaning, not just keywords!
A natural evolution in search!
Have original, high-quality content!
Have high-quality, relevant site links!
August 2013: Welcome To Hummingbird!
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!
WHAT TO AVOID!
Tools!
Google Analytics!http://www.google.com/analytics!
WEBMASTER TOOLS!http://google.com/webmasters!
SEO BOOK TOOLS!http://tools.seobook.com!
RAVEN TOOLS!http://raventools.com!
KEYWORD ESTIMATOR!http://adwords.google.com/o/KeywordTool!
Key Takeaways For 2014!
Integrate other !marketing!
Channels!
Create value &!relevancy!
Get on social media!Build a great site!
Optimize for !mobile!
GATHER INFORMATION
ORGANIZE KNOWLEDGE
CROWDSOURCE IDEAS
MANAGE PLANS
MEET PLANBOLD!
Q&A!insivia.com/seminar!facebook.com/insivia!@insivia / @andyhalko!
