1. SEARCH ENGINE OPTIMIZATION

2. THINK SMART. ACT BOLD.
CONSULTANCY
Market Research
Customer, competitor & market insight.
MEETS
AGENCY
Growth Consulting
Culture, brand, sales & marketing strategies.
Digital Enablement
Web design, eCommerce & interactive.
Demand Generation
SEO, advertising, social, eMail & automation.
Conversion Optimization
Measure, test & improve results.

3. THE REVENUE ROADMAP

4. Advertising Revenue of Google from 2001 to 2018 (in billion U.S. dollars)

5. SEO IS A JOURNEY
With huge long-term benefits.

7. NOW WHAT
ENGINE
COMPLEXITY

8. ENGINE COMPLEXITY
RESULT TYPES
K1: Knowledge Graph Carousel
No known tactics.
K2: Knowledge Graph Panel
Wikipedia & schema.
A1: Ad Placement 1
Google Ads / Adwords.
A2: Google Shopping / Products
Submit to Google Shopping.
L1: Local 3-Pack
Google My Business & Reviews.

9. ENGINE COMPLEXITY
RESULT TYPES
F1: Travel Box
Transit partner program.
A3: Flights
ITA program.
L2: Local Knowledge Graph Panel
Google My Business, Citations & Reviews.
F2: Featured Snippet
SEO, Schema, & Page Setup.
A4: Hotel
Integration partnership.
O1 - O10: Organic Results
Search Engine Optimization!!

10. ENGINE COMPLEXITY
RESULT TYPES
O3: Google News
Google News Partner or Syndication
O4: Image Results
Image SEO
O5: Video Results
YouTube

11. ENGINE COMPLEXITY
USER INFLUENCES
1. Location
Where you or your phone are.
2. Search History
What you have already searched.
3. Device
Mobile versus desktop.
4. Meaning
Google tries to understand intent.

12. ENGINE COMPLEXITY
AUTO COMPLETE
AND SEMANTICS
1. Popularity
What other people are searching.
2. Previous Searches
What you searched before.
3. Synonyms
Other similar words.
4. Spelling
Corrections & alternatives.

13. ENGINE COMPLEXITY
VOICE SEARCH

14. TARGETING
CHOOSING
PHRASES

16. BUYERS BROWSERS
HIGH
COMPETITION
+
HARD TO
RANK
LOW
COMPETITION
+
EASIER
TO RANK
SHORT TAIL (10% of searches)
1 - 2 Word Phrases
“CPA Firm”
CHUNKY MIDDLE (20% of searches)
2 - 4 Word Phrases
“Cleveland CPA Firm”
LONG TAIL (70% of searches)
4+ Word Phrases
“Reducing my manufacturing taxes in ohio”

17. CHUNKY MIDDLE
SEMI-COMPETITIVE
Hundreds of variations
“accounting firms in cleveland”
210 searches per month
“accounting firms cleveland ohio”
90 searches per month
“cleveland cpa firms”
50 searches per month
SHORT TAIL
HARDEST TO RANK
Few variations
“accounting firms”
22,000 searches per month
40 locally
“tax accountant”
33,100 searches per month
40 locally
LONG TAIL
EASIER TO RANK
Thousands of variations +
Thousands of topics +
Wider audience
“manufacturing tax tips ohio”
“manufacturing tax best practices”
“manufacturing tax rules 2018”
“how to prepare manufacturer taxes”
“2019 manufacturer tax tips”
Hundreds of searches per month
“non-profit tax tips ohio”
“non-profit tax best practices”
“non-profit tax rules 2018”
“how to prepare non-profit taxes”
“2019 non-profit tax tips”
Hundreds of searches per month

18. OPTIMIZING
RANKING
FACTORS

19. Domain Age
Keyword in Domain
Domain Registration Length
Keyword in Subdomain
Domain History
Penalized WhoIs Owner
Keyword In Title
Position In Title
Keyword in H1 Tag
Key Phrase Density
Content Length
Table of Contents
Semantic Indexing
Supplementary / Interactive Content
HTML Validation
Site Architecture
Site Uptime
Server Location
SSL Certificate
Excessive 301s
THERE ARE HUNDREDS
Semantic Keywords In Title
Topic Coverage Depth
Page Speed
Mobile Optimization
Duplicate Content
Image Optimization
Alt Tags
Content Recency
Content Freshness
Content Updates
Content Originality
Spelling & Grammar
Reading Level
H2 - H6 Placement
Multimedia Use
Bullet & Numbered Lists
User Reviews
Bounce Rate
Click-Through Rate
Repeat Traffic
Domain Authority
Keyword Prominence
Outbound Link Quality
Outbound Link Relevancy
Number of Outbound Links
Number of Cross Links
Quality of Cross Links
Broken Links
URL Length
Keyword in URL
Number of Backlinks
Backlink Quality
Backlink Relevance
Backlink Text
Backlinks from Edu or Gov
Toxic Backlinks
Backlink Placement
Contact Info Matches
Black-Hat Tactics
Spamming Techniques
Comments
On Site Reviews
Google & Other Reviews
Search Intention
Dwell / Pageview Time
Geotargeting
User Search History
Sitemaps
Subject Matter
Social Media Indicators
Known Authorship
Brand Mentions
Privacy Policy Page
Pop-Ups or Interruptions
Ads & Affiliate Linking
Hacking History
Number of 404s
Redirect Loops
File Optimization
HTML to Text Ratio

20. Relevancy
Signals that tell Google this
matches what someone wants.
Key Phrase Focus.
Key Phrase Hierarchy.
Outbound Link Topic.
Site Focus.
URL Structure.
Title & Meta Data.
Inbound Link Topic.
Quality
Signals that tell Google
this is valuable to searchers.
Depth.
Media.
Outbound Links.
Bounce Rate.
Speed.
Social signals.
Inbound Links.
PRIMARY SEARCH FOCUS
+

21. QUALITY
DEPTH +
MEDIA

22. Article
7 Key Marketing Strategies for Technology Companies
6770 Words
12 incoming Cross Links
19 Outgoing Cross Links
28 Outbound Links
122 Back Links
Table of Contents
5 Videos
10 Quotes
4 Charts
1 Infographic
Now produces 400 - 500 Visits Per Day, 43 Conversions,
and Hundreds of Newsletter Subscribers.

23. RELEVANCY
LANDING
PAGES

26. QUALITY
OUTBOUND
LINKS

29. QUALITY
SITE
OPTIMIZATION

31. RELEVANCY
KEY PHRASE
SIGNALS

32. ...
TITLE TAGS, URLS, & META

33. ...
HIERARCHY & DENSITY

34. QUALITY + RELEVANCY
BACKLINKS

35. CREATE REAL UNIQUE VALUE THAT
RESONATES WITH VISITORS
Quality
Unique
Relevant

36. LOW RISK
easy to create
short + shallow
quick
cheap
LOW REWARD
weak quality signals
low relevance
weak brand equity
low conversions
HIGH RISK
hard to create
longer + more in depth
time consuming
higher cost
HIGH REWARD
positive quality signals
high relevance
positive brand equity
higher conversions

38. BUILD AN ECOSYSTEM + DISTRIBUTE
Build audiences across
channels to have mass
distribution for quality,
relevant content.

39. LINK BUILDING
Ask for guest post opportunities.
Suggest links for existing articles.
Submit press releases online.
Partner with organizations.
Create exchanges for links with your vendors.
Comment on discussions online.
Offer free content writing services.

40. OPTIMIZING
TOOLS

41. SEARCH CONSOLE

42. ANALYTICS

43. LET’S DISCUSS.
ASK QUESTIONS.
Andy Halko
@insivia
Talk to us about our SEO services.

44. RADICAL
CANDOR
BONUS TALK

45. RADICAL
CANDOR
CARE
PERSONALLY
OBNOXIOUS
AGGRESSION
(asshole)
MANIPULATIVE
INSINCERITY
(lying asshole)
RUINOUS
EMPATHY
CHALLENGE DIRECTLY