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@iPullRank
@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.
iacquire.com @iPullRank
iacquire.com
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
@iPullRank iacquire.com
@iPullRank iacquire.com
@iPullRank iacquire.com
@iPullRank iacquire.com
…usually means black hat tactics, negative seo and tricks to build links
@iPullRank iacquire.com
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.
Let’s talk actual advanced seo that is intriguing.
@iPullRank iacquire.com
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.
iacquire.com
@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
iacquire.com
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
@iPullRank iacquire.com
Search is becoming less about google on your desktop
@iPullRank iacquire.com
iacquire.com
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 iacquire.com
@iPullRank
Siri optimization How will you optimize for Siri?
iacquire.com
iacquire.com
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
iacquire.com @iPullRank
Car dashboard app optimization?
iacquire.com @iPullRank
Google glass optimization?
@iPullRank iacquire.com
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?
@iPullRank iacquire.com
@iPullRank iacquire.com
MARKET RESEARCH.
@iPullRank iacquire.com
DYNAMIC TARGETING.
@iPullRank iacquire.com
CONTENT STRATEGY.
It’s a holodeck. What are you gonna put in it?
@iPullRank iacquire.com
BEHAVIORAL PSYCHOLOGY.
@iPullRank iacquire.com
HOW DO WE DO SUCH FUTURISTIC THINGS?
@iPullRank iacquire.com
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
@iPullRank Iacquire.com
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.
@iPullRank Iacquire.com
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.
@iPullRank Iacquire.com
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.
Iacquire.com @iPullRank
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.
Iacquire.com @iPullRank
social data + search data
For more information on the methodology and the source code: 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
Womenmotorcyclistcom
Leatherupcom
Chopperexchangecom
Motorcycle superstore
Watch out for bikers
Bikerspostcom
Harley riders
Motorcycling
Hawglaw
Dennis Kirk
Orange County Choppers
Riding Motorcycles
Audience: 277,480
Suggested Likes and Interests
Bikerornotcom
Bikerspostcom
Riding Motorcycle
Hawglaw
Orange County Choppers
Choppers
JP Cycles
Biker Diva Apparel
Harley Riders
Womenmotorcyclistcom
Chopperexchangecom
Leatherupcom
Christian Bikers
Dennis Kirk
Big Dog Motorcycles
Bikers
Audience: 313,220
Suggested Likes and Interests Bikers
Bikerornotcom
Riding motorcycles
Hawglaw
Orange County Choppers
JP Cycles
Biker Diva Apparel
Harleydavidson
Bikerspostcom
Womenmotorcyclistcom
Chopperexchangecom
Leatherupcom
Christian bikers
Dennis Kirk
Big Dog Motorcycles
Harley Riders
Audience: 40,840
Suggested Likes and Interests
#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
Suggested Likes and Interests
#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.
@iPULLRANK Iacquire.com
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%
Iacquire.com @iPullRank
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
@iPULLRANK Iacquire.com
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 Iacquire.com
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.
@iPullRank iAcquire.com
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/
@iPullRank iAcquire.com
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
@iPullRank iAcquire.com
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.
@iPullRank iAcquire.com
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.
@iPullRank iAcquire.com
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.
@iPULLRANK Iacquire.com
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 Iacquire.com
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
iacquire.com
WHEN THEY TELL YOUR SEO IS JUST META TAGS AND LINKS… Laugh at them.
@iPullRank
KEEP BREAKING DOWN SILOES WITH DATA
@iPullRank iacquire.com
THE FUTURE IS NOW.
@iPullRank iacquire.com
@iPullRank
wwww.iacquire.com
Thank you / Q&A Michael King Director of Inbound Marketing @iPullRank