The document provides tips for building a comprehensive SEO strategy, including how to discover SEO opportunities, prioritize efforts using data science methods, develop a strong content strategy, and track the right metrics. It recommends evaluating existing and new volume, understanding relevancy and authority gaps, categorizing data sets, mapping the full user funnel, and defining primary and secondary KPIs. The presentation discusses analyzing opportunity types, prioritizing based on algorithms, developing tactical plans, understanding the search landscape, applying a full funnel connection, and understanding reporting roles.

1. Tips to Build a Comprehensive
SEO Strategy
What Does
Your SEO
Strategy
Need in 2022
Wayne Cichanski
VP, Search & Site Experience

2. 2 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
1 2
3 4
How to Discover SEO
Opportunities
• Evaluating new & existing volume
• Understanding relevancy & authority
gaps
Key Prioritization Methods that
Eliminate Emotional Decisions
• The role of data science
• Categorizing data sets
Approach to Developing a Strong
Content Strategy
• Mapping the full funnel connection
• Calculating the content gap
What SEO Metrics do you Really
Need to Track
• Defining primary & secondary KPIs
• Channel attribution
Today’s Discussion Agenda

3. 3 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Wayne Cichanski, VP Search & Site Experience
28 yr career in digital marketing, with 10 yrs at the brand level & 18 yrs at the
agency level. Last 9 yrs in financial services & insurance
• Digital solutions executive
• Search before Google was Google
• UX, Development, Search, Data
• Former CIO/CMO
Wayne.Cichanski@iquanti.com

4. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
4
Closer look at uncovering true opportunities that will make an impact
How to Discover & Action
SEO Opportunities

5. 5 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Analyzing Types of Opportunities
Acknowledging and discovering what will drive impact
Technical Improvements
Existing Ranks
New Volume
Branded Journey
Page Experience
Journey Connections

6. 6 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Analyzing Types of Opportunities
Acknowledging and discovering what will drive impact
Existing Ranks
• Page 1 ranks 3-10
• Page 2 ranks
• Spin new pages for split ranks
• Target high volume terms
• Analyze and confirm query intent to page

7. 7 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Analyzing Types of Opportunities
Acknowledging and discovering what will drive impact
New Volume
• Move up funnel with keyword targeting
• Cross compare competitors footprint

8. 8 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Analyzing Types of Opportunities
Acknowledging and discovering what will drive impact
Branded Journey
• Acquire SERP positions on branded query
• Mapped to the proper journey

9. 9 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Analyzing Types of Opportunities
Acknowledging and discovering what will drive impact
Technical Improvements
• Improve page speeds (82+/60+)
• Mapped to the proper journey
• Core web vitals at template level

10. 10 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Analyzing Types of Opportunities
Acknowledging and discovering what will drive impact
Page Experience
• Improve time on site/page
• Clearly identify primary & secondary CTAs
• Mobile page improvements

11. 11 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Analyzing Types of Opportunities
Acknowledging and discovering what will drive impact
Journey Connections
• Connect up/down funnel page
• Make primary acquisition goal always present

12. 12 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Mining for Volume Opportunities
Research and discover where the consumer demand resides
Competitors Footprint
Pull all non-branded footprints from competition
Filter by volume threshold (ie more than 1000)
Cross compare from existing footprint to discover gap
Expanded Research
Perform keyword research based on short head terms
Download partial match, exact match and related
Review FAQ, PPA & answer box triggers
Master
Seed List
Aggregators, Content & SERP Footprint
Pull all non-branded footprints from SERP competitors
Filter by volume threshold (ie more than 1000)
Cross compare from existing footprint to discover gap

13. 13 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Apply Filters that Make Sense to Your Business
Group data files into themes and sub-themes to map user journey
Group Similar
Keywords Together
Into Themes and
Sub-themes
Keyword
List
Keyword
List
Theme Sub-Theme Keyword
Search
Volume
Intent
Theme A Theme A.1 term 1900 Consideration
Theme B Theme B.1 term 30,500 Awareness
Theme B Theme B.2 term 90,500 Purchase
Each Sub-theme = 1 intent = 1 page

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14
Organizing and prioritizing multiple data sets
Key Prioritization Methods
that Eliminate Emotional
Decisions

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Where and How to Start Planning
Applying a systematic process as you develop a tactical roadmap
▪ Improve page speed &
core web vitals
▪ Optimize primary
templates
▪ Optimize primary
pages
Global Technical
▪ Isolate and score all
authority gaps for
existing URLs
▪ Removal of negative
authority across the
domain
Authority Plan
▪ Compare existing
URLs to market
landscape, agree on
the gap
▪ Identify primary hero
term that defines
intent
Net New Assets
▪ Map all of your
existing URLs against
the proper “Hero”
keyword
▪ List highest volume to
lowest
▪ Score all URLs
Existing Assets

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Utilize ALPS to Score & Identify Gaps
Convergence of all the necessary tools with the addition
of precision & accuracy.
Analyze, Simulate & Take Action
Award Winning Platform
Driven by Predictive Analytics &
Machine Learning

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Scoring Pages for Gap Differences
A full dashboard view to know exactly where your gaps are hidden
7.0
8.8 8.8
10.0
6.2
9.0
7.3
9.0
7.3
8.2
8.8
7.5
8.6
7.3
8.7
8.9
8.0 8.2
6.8
8.8
6.6
Authority Relevancy Technical
ALPS Keyword – “Personal Loans”
2.95M Annual Search Volume
Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Competitor 6 Your Website
Current Rank: 19
10
9.5
Modeled
Score
Modeled
Score
Current Rank
19th
Current Traffic
0
9.5
Modeled
Score
Modeled Rank
1st
Modeled
Traffic
501k

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Prioritizing Based on Data Science
EFFORT TO RANK
High Effort Low Effort
SEARCH
VOLUME
DEMAND
High
Volume
Low
Volume
Positive Authority
Negative Content
Small Neg. Authority
Small Neg. Content
P1
P2
Large Neg. Authority
Large Neg. Content
P4
Med. Neg. Authority
Large Neg. Content
P3
Priority Factors
• Gap deficiencies
• Search volume
• Distance to conversion
• Impact to the business

19. 19 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Tactical Plans Based on Algorithmic Gaps
Create three concurrent workstream plans to elevate all algorithmic levers
• Refresh & strengthen
existing pages (highest
volume & lowest gap)
• Build net new pages to bring
into market (highest to
lowest volume)
Content Plan
• Shortlist URLs with the
lowest authority gap
differential
• Execute along a 2-Prong
strategy: target low authority
gaps as well as attack the
high authority gaps
Authority Plan
• Improve page speed by
reducing heavy assets and
scripts
• Optimize top 2-3 templates
that your pages are built off
of
Technical Plan

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20
Understanding what to write and why
Approach to Developing a
Strong Content Strategy

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Understanding the Algorithm in 2022
There have been several algorithmic updates in 2021 including multiple core
updates.
Intent Matching
Topic A
Topic B
Topic C
Topic A
Rank Fluctuations Rank Stability

22. 22 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Group Data Landscape by Like-Minded Intent
Map & group keywords by similar intent. Then isolate and develop content to
match that intent
credit cards 368,000
apply for credit cards 49,500
credit card offers 27,100
credit card application 12,100
apply for credit card online 5,400
sign up for credit card 2,900
new credit cards 2,900
secured credit card 135,000
credit card to build credit 33,100
apply for credit cards 49,500
credit card application 12,100
apply for credit card online 5,400
sign up for credit card 2,900
credit cards 368,000
new credit cards 2,900
compare credit cards 9,900
secured credit card 135,000
credit card to build credit 33,100
credit card offers 27,100
One page does NOT
match all of these intents
= 1 Page
= 1 Page
= 1 Page
= 1 Page

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Apply a Full Funnel Connection
Goal is to answer all related questions of a user’s journey based on intent.
Awareness Consideration Purchase
missing missing missing missing missing missing
missing
New Traffic
Point of Entry
Move Down Funnel
Broken Journey
Move Up Funnel
Broken Journey
Loss of Traffic
Point of Entry
There is no such thing as “SEO Content”

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Landscape Theming URL Matching Gap Plan & Prioritize
Sub-Theme
Sub-Theme
Sub-Theme
Sub-Theme
Existing URL
Existing URL
No URL
No URL
Ranks
3+
= OPTIMIZE
New Page Req’d
New Page Req’d
Primary
Theme
By Funnel Intent
& Volume
Define Keyword
Landscape
New Pages
“x”
to Build
New Pages
“y”
to Optimize
Understand the Content Gap
Overlay the defined market landscape against your assets in market

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Add Supporting Assets Based on Funnel Stage
Video Infographic Charts PDFs Lists Voice MP4
Upper to Mid Funnel Mid to Bottom Funnel New
Set a page volume threshold that matches ROI

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Create a Publishing Plan
• L1 through journey
• L2 through journey
• L3 high volume
• Related pages
Baseline ALPS
Scores
Intent
Verification
Content
Briefs
Write
Content
Add Media
Simulate
ALPS Scores
Business
Review
Publish
Existing Page Refresh Creation of Net New Pages
Publishing Cycle
• Page 1 lower ranks
• Page 2 ranks
• High volume terms

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27
Keeping a pulse on performance
What SEO Metrics do you
Really Need to Track

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Understand the Role & Audience of Your Reports
01
Executive Team
02
Channel Managers
• Overall Performance
• Macro Improvements / Declines
• Trends
• Primary & Secondary KPIs
• Ranks, SOV, Authority, Relevancy
• Competitive Metrics

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Define Primary & Secondary KPI’s
Secondary KPI’s
• New vs Returning Traffic
• Engagement – Bounce rate, Avg. Time spent
• App start, submit, approval rate
• Impressions, Clicks, CTR
• Total Organic Footprint, Answer Box & Keywords Rank Movement
• ALPS Scores
• Page Speed Scores (Core Web Vitals Signals)
• Share of Voice (SOV)
• Off-Page KPI’s (#Referring Domains, #Backlinks, Domain Authority, Page Authority)
• Channel Level and Device Type Performance
Primary KPI’s
• Traffic
• Conversions
• Revenue
• Head term ranks
• QoQ, YoY comparison

30. 30 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Questions?
Answering anything SEO related
Contact for More Information
Wayne Cichanski
VP, Search & Site Experience
Wayne.Cichanski@iquanti.com
Michael Carle
VP, Sales - ALPS
Michael.Carle@iquanti.com

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31
Thank You