I created this proposal but wasn't engaged so posting my hard work in hopes that it will help people understand SEO as a lot more complicated than acquiring links. It's fascinating to me that 88% of online search dollars are spent on paid search when 85% of the audience ignores it. The state of confusion in the field of SEO/SEM is such that entrepreneurs, VCs and CMOs are hesitant to invest in it, other than for building links and social participation.
Name a company and I can point areas after areas which they have ignored. Google itself doesn't apply SEO to it's own properties (there are internal guides about Google's need to do SEO for its own sites).
The most authoritative source of knowledge outside of Google can come from understanding large scale data infrastructures, graph algorithms, technology (patents) and historic events and interactions.
Hope you enjoy the presentation.
Keynote presentation delivered to the second iMedia Brand Summit in Thailand April 2010. Review the evolution of the Media industry and propose a new way to better use Medias
Keynote presentation delivered to the second iMedia Brand Summit in Thailand April 2010. Review the evolution of the Media industry and propose a new way to better use Medias
Thoughts on integrating social media into the marketing mix, selecting the right people to manage your social media campaigns and defining roles pertaining to social within an organization. Presented to NAMP on 10/6/09.
Paid Media can and should be used to target people at every stage of the marketing funnel. This slide deck from The Inbounder in Valencia looks at strategies for each of the stages.
Brand programming (English) :: brand strategy, interactivity & media innovationJeroen De Bakker
Brand Programming is a new way of thinking to guide brand management in the digital age. The advertising working models of Dutch brand professor Giep Franzen, published in the late ‘90, inspired the starting point.
Our thinking offers strategic guidelines to steer brand management and describe the importance of relevance as answer to changing media behavior. Based on clear strategic goals, we introduce three new communication models. These models help brand owners with strategic media and means planning- and with measuring its effects.
Lecture for the Fundamentals of Advertising course for the Advertising Agencies Association of Myanmar. Complete with case studies on integrated activation campaigns, and samples of ad models.
The terms earned, owned and paid media have become very popular in the digital marketing space. Together they can be applied as a simple way for digital marketers to categorize and ultimately prioritize all of the media options they have today.
Paid Owned Earned Shared Convergent Social: Media Models - Curated list of 7...Nick Kellet
A curated list
Originally via
http://list.ly/list/Rt3-70-plus-paid-owned-earned-and-shared-media-models-graphics-posts
There's no commentary here. That's to follow in a second deck with a new model. This is purely research document - one that's useful for anyone who needs to fasttrack their learning on POEM
The Difference Between Paid, Owned and Earned MediaTomorrow People
Paid media is the coverage you buy. Owned media is coverage you produce and own. Earned media is coverage others produce. This article goes through the strengths of each of these three media and explains how they can work together to optimise marketing campaigns.
Viele Selbständige starten mit guten Vorsätzen ins neue Geschäftsjahr. Doch meistens bleiben diese im Alltag auf der Strecke. Ein Marketingplan könnte Abhilfe schaffen. Allerdings ist die Begeisterung für die eigene Marke noch nie einem Excelsheet entsprungen wie eine Kollegin es kürzlich so schön formulierte. Die von mir entwickelte Roadmap fürs Marketing verbindet die eigene Passion mit quantitativen Zielen auf eine Weise, dass gesetzte Ziele und Vorhaben leicht und mit Freude erreicht werden.
Digital ecosystem: how to manage your paid, owned and earned mediaReading Room Singapore
What is a digital ecosystem? Learn how to manage your digital resources – owned media (such as your website), earned media (such as social engagement), down to paid media (print or online advertisements).
This slideshow will take you through:
• Types of media
• What is a customer experience ecosystem?
• How do I create a customer experience ecosystem?
• How to test, learn and evolve
• Understanding your customers
• Some questions to get you thinking about your brand and situation
Happy reading! If you have any questions or would like to know more, please get in touch with Reading Room.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
Website-Relaunch: Eine unendliche SEO-Geschichte – SEO DAYRené Dhemant
René Dhemant von SISTRIX referierte auf dem SEO DAY in Köln über die häufigsten Fehler bei einem Website-Relaunch und verpackte seinen Vortrag regionaltypisch in die 11 Paragrafen des Rheinische Grundgesetzes. So entstand seine Relaunch-Fibel: Dies sind 11 Relaunch-Regeln erklärt anhand des kölsche Jrundjesetz (Grundgesetz).
Der Klassiker nach einem Website-Relaunch: Die Besucher über die Google-Suche bleiben aus. Dabei ist die Wurzel allen Übels die vergessenen oder falsch implementierten 301-Weiterleitungen.
Diese Präsentation vermittelt SEO-Wissen und kölsches Kulturgut gleichermaßen.
Internet Marketing and SEO Syracuse NY Brian Bluff
SEO Syracuse NY: Internet Marketing / Search Engine Optimization (SEO) Program Overview Presented to Syracuse University Marketing Class, Syracuse, NY on 03/31/10.
Site-Seeker has been providing SEO services in Syracuse for the past decade. Our offices are located in New Hartford, NY outside of Utica, NY. Site-Seeker talented staff are skilled in the following areas: SEO (Search Engine Optimization), SEM including PPC (Pay Per Click management), Website Design and Development, Social Media, and the development and implementation of Internet Marketing Strategies. http://blog.site-seeker.com/seo-syracuse-ny/
Understanding Search: Techniques for getting sound is a short explanation of how search engines determine their ranking and how you as a company can make changes to your website to increase your results. This presentation talks about SEO, and Web Analytics among other things.
Woj takes you on a journey to demystify the art and science of Search Engine Optimisation. Explore the true facts about SEO, the history of Google and other search engines and what the current landscape looks like.
Arm yourself with valuable tips on production & writing for search engines as well as Woj’s indispensable do-and-don’t best practice guide so you can leave the session ready to take action!
Restarting enterprise architecture in the age of digital transformationJason Bloomberg
In today's world of digital transformation, many organizations are struggling to make Enterprise Architecture (EA) work. Some of the existing frameworks are difficult to implement and do not provide the business agility necessary that is required to succeed with comprehensive digital transformation initiatives.
As a result, EA is now at a crossroads. Traditional approaches and artifacts aren not providing sufficient value. Instead, organizations must rethink the role EA plays and the enterprise architects must think in new ways about how they can add value to their organizations
In this webinar, you will learn
- Key tips to help your CIO see the value of EA
- What needs to be different about EA in a Digital Transformation world
- What you can do today to restart your EA program
An orientation to internet based marketing for small business owners. Topics addressed include building a website, good website design practices, website search engine optimization, use of google SEO, and social media marketing. This is the first of a series of 5 workshops. Contact b2bplanner for more information.
Thoughts on integrating social media into the marketing mix, selecting the right people to manage your social media campaigns and defining roles pertaining to social within an organization. Presented to NAMP on 10/6/09.
Paid Media can and should be used to target people at every stage of the marketing funnel. This slide deck from The Inbounder in Valencia looks at strategies for each of the stages.
Brand programming (English) :: brand strategy, interactivity & media innovationJeroen De Bakker
Brand Programming is a new way of thinking to guide brand management in the digital age. The advertising working models of Dutch brand professor Giep Franzen, published in the late ‘90, inspired the starting point.
Our thinking offers strategic guidelines to steer brand management and describe the importance of relevance as answer to changing media behavior. Based on clear strategic goals, we introduce three new communication models. These models help brand owners with strategic media and means planning- and with measuring its effects.
Lecture for the Fundamentals of Advertising course for the Advertising Agencies Association of Myanmar. Complete with case studies on integrated activation campaigns, and samples of ad models.
The terms earned, owned and paid media have become very popular in the digital marketing space. Together they can be applied as a simple way for digital marketers to categorize and ultimately prioritize all of the media options they have today.
Paid Owned Earned Shared Convergent Social: Media Models - Curated list of 7...Nick Kellet
A curated list
Originally via
http://list.ly/list/Rt3-70-plus-paid-owned-earned-and-shared-media-models-graphics-posts
There's no commentary here. That's to follow in a second deck with a new model. This is purely research document - one that's useful for anyone who needs to fasttrack their learning on POEM
The Difference Between Paid, Owned and Earned MediaTomorrow People
Paid media is the coverage you buy. Owned media is coverage you produce and own. Earned media is coverage others produce. This article goes through the strengths of each of these three media and explains how they can work together to optimise marketing campaigns.
Viele Selbständige starten mit guten Vorsätzen ins neue Geschäftsjahr. Doch meistens bleiben diese im Alltag auf der Strecke. Ein Marketingplan könnte Abhilfe schaffen. Allerdings ist die Begeisterung für die eigene Marke noch nie einem Excelsheet entsprungen wie eine Kollegin es kürzlich so schön formulierte. Die von mir entwickelte Roadmap fürs Marketing verbindet die eigene Passion mit quantitativen Zielen auf eine Weise, dass gesetzte Ziele und Vorhaben leicht und mit Freude erreicht werden.
Digital ecosystem: how to manage your paid, owned and earned mediaReading Room Singapore
What is a digital ecosystem? Learn how to manage your digital resources – owned media (such as your website), earned media (such as social engagement), down to paid media (print or online advertisements).
This slideshow will take you through:
• Types of media
• What is a customer experience ecosystem?
• How do I create a customer experience ecosystem?
• How to test, learn and evolve
• Understanding your customers
• Some questions to get you thinking about your brand and situation
Happy reading! If you have any questions or would like to know more, please get in touch with Reading Room.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
Website-Relaunch: Eine unendliche SEO-Geschichte – SEO DAYRené Dhemant
René Dhemant von SISTRIX referierte auf dem SEO DAY in Köln über die häufigsten Fehler bei einem Website-Relaunch und verpackte seinen Vortrag regionaltypisch in die 11 Paragrafen des Rheinische Grundgesetzes. So entstand seine Relaunch-Fibel: Dies sind 11 Relaunch-Regeln erklärt anhand des kölsche Jrundjesetz (Grundgesetz).
Der Klassiker nach einem Website-Relaunch: Die Besucher über die Google-Suche bleiben aus. Dabei ist die Wurzel allen Übels die vergessenen oder falsch implementierten 301-Weiterleitungen.
Diese Präsentation vermittelt SEO-Wissen und kölsches Kulturgut gleichermaßen.
Internet Marketing and SEO Syracuse NY Brian Bluff
SEO Syracuse NY: Internet Marketing / Search Engine Optimization (SEO) Program Overview Presented to Syracuse University Marketing Class, Syracuse, NY on 03/31/10.
Site-Seeker has been providing SEO services in Syracuse for the past decade. Our offices are located in New Hartford, NY outside of Utica, NY. Site-Seeker talented staff are skilled in the following areas: SEO (Search Engine Optimization), SEM including PPC (Pay Per Click management), Website Design and Development, Social Media, and the development and implementation of Internet Marketing Strategies. http://blog.site-seeker.com/seo-syracuse-ny/
Understanding Search: Techniques for getting sound is a short explanation of how search engines determine their ranking and how you as a company can make changes to your website to increase your results. This presentation talks about SEO, and Web Analytics among other things.
Woj takes you on a journey to demystify the art and science of Search Engine Optimisation. Explore the true facts about SEO, the history of Google and other search engines and what the current landscape looks like.
Arm yourself with valuable tips on production & writing for search engines as well as Woj’s indispensable do-and-don’t best practice guide so you can leave the session ready to take action!
Restarting enterprise architecture in the age of digital transformationJason Bloomberg
In today's world of digital transformation, many organizations are struggling to make Enterprise Architecture (EA) work. Some of the existing frameworks are difficult to implement and do not provide the business agility necessary that is required to succeed with comprehensive digital transformation initiatives.
As a result, EA is now at a crossroads. Traditional approaches and artifacts aren not providing sufficient value. Instead, organizations must rethink the role EA plays and the enterprise architects must think in new ways about how they can add value to their organizations
In this webinar, you will learn
- Key tips to help your CIO see the value of EA
- What needs to be different about EA in a Digital Transformation world
- What you can do today to restart your EA program
An orientation to internet based marketing for small business owners. Topics addressed include building a website, good website design practices, website search engine optimization, use of google SEO, and social media marketing. This is the first of a series of 5 workshops. Contact b2bplanner for more information.
Restarting Enterprise Architecture in the age of Digital TransformationMichael Fulton
In today’s world of digital transformation, many organizations are struggling to make Enterprise Architecture (EA) work. Some of the existing frameworks are difficult to implement and do not provide the business agility necessary that is required to succeed with comprehensive digital transformation initiatives.
As a result, EA is now at a crossroads. Traditional approaches and artifacts aren't not providing sufficient value. Instead, organizations must rethink the role EA plays and the enterprise architects must think in new ways about how they can add value to their organizations
In this webinar, you will learn
•Key tips to help your CIO see the value of EA
•What needs to be different about EA in a Digital Transformation world
•What you can do today to restart your EA program
Local Search in 2023 - Must-Know and Must-Do TacticsBenu Aggarwal
In this session, renowned local experts Greg Sterling, Joy Hawkins, Mike Blumenthal, and Benu Aggarwal shared extremely useful information on local search for 2023. These included various impacts of algorithm updates and effects in 2022 and the role of Google AI in local search. They highlighted the different types of content that will engage users in local search using hyperlocal experience and also they shared other must-have solutions for local search presence within a marketing plan. The deck and webinar video are now available.
Local Search in 2023: Must-Know and Must-Do TacticsMilestone Inc
In this session, renowned local experts Greg Sterling, Joy Hawkins, Mike Blumenthal, and Benu Aggarwal shared extremely useful information on local search for 2023. These included various impacts of algorithm updates and effects in 2022 and the role of Google AI in local search. They highlighted the different types of content that will engage users in local search using hyperlocal experience and also they shared other must-have solutions for local search presence within a marketing plan.
Leveraging the Internet for Economic DevelopmentGIS Planning
This MidAmerica Economic Development Council (MAEDC) Competitiveness Conference session from December of 2003 brought together leading innovators implementing new GIS technology to foster economic development and business attraction/expansion in their communities. Speakers included:
Harry Bumgarner, Director of Strategic Partnerships, Dayton Development Coalition
Patty Heagel, Economic Development Director, Sioux City
Mike Heaton, Marketing Programs Manager, Cinergy PSI (Now, Duke Energy)
Stephen Maduli-Williams, Executive Director, Chicago Community Ventures
Anatalio Ubalde, Chief Operating Officer, GIS Planning
SEO for Small Business (or as We Like to Call It: Online Community Building)Joseph Skibbie
Small Businesses are under attack - what used to be achieved with a business card is now requiring brochures, websites, and multiple social media channels. If a targeted strategy isn't used from the beginning, the benefits to Search Engine Optimization will be negligible. A targeted strategy incorporating web, content, eNotice, social, and paid will allow for climbing the Search Engine Results Pages (SERP's) over time. Use the outlined strategy framework to focus your efforts will make the difference in your small and midsize enterprise.
National Brands and Local Search: Using Insights to Drive ActionsseoClarity
National brands with hundreds – if not thousands – of locations face a daunting challenge. With nearly one third of all mobile searches now related to location, the competition for visibility at the local level has heated up.
Once a brand has submitted its data to data aggregators, then what? How can brands leverage performance metrics and data to measure their local search performance and take action on it?
Join our SEO and local marketing experts for an in-depth look at the growth of location-oriented search, the key metrics every brand should track to measure local search performance, and the actions that can help improve your local performance.
This deck covers:
• Understand local search intent.
• Understand the key metrics every multi-location business
should track
• Uncover hidden insights from your reviews
Watch the webinar here: https://www.seoclarity.net/local-search-national-brands-webinar-16733/
National Brands and Local Search: Using Insights to Drive ActionsseoClarityMarketing
National brands with hundreds – if not thousands – of locations face a daunting challenge. With nearly one third of all mobile searches now related to location, the competition for visibility at the local level has heated up.
Once a brand has submitted its data to data aggregators, then what? How can brands leverage performance metrics and data to measure their local search performance and take action on it?
Join our SEO and local marketing experts for an in-depth look at the growth of location-oriented search, the key metrics every brand should track to measure local search performance, and the actions that can help improve your local performance.
This deck covers:
• Understand local search intent.
• Understand the key metrics every multi-location business
should track
• Uncover hidden insights from your reviews
Stress-free Website Redesign for Search and Social - MozinarYo! Yo! SEO
Dana Lookadoo's Mozinar covers 5 Steps to Dot Calm that walk you through a process for little loss in rankings and traffic from a site redesign or migration. Highlights include:
* What to expect with a site redesign
* Goal setting & data collection
* Auditing the current site
* Personas & surveying your audience
* Keyword strategy, IA, content & design
* SEO-friendly CMS & WordPress plugins
* QA, testing & launch “gotchas”
* Looking good in social
* BONUS: Free Excel worksheets!
So get ready for 138 slides of redesign goodness!
4. “Deciding to hire an SEO is a big decision that can potentially improve your site and save time…” “… but you can also risk damage to your site and reputation.” – Google INC.
17. What does it mean to be authoritative? UNCERTAINTY IS THE MOST DIFFICULT MODE OF DECISION MAKING
18. How can I be relevant? What does it mean to be authoritative? UNCERTAINTY IS THE MOST DIFFICULT MODE OF DECISION MAKING
19. How can I be relevant? What is this thing called caffeine? What does it mean to be authoritative? UNCERTAINTY IS THE MOST DIFFICULT MODE OF DECISION MAKING
20. How can I be relevant? What is this thing called caffeine? What does it mean to be authoritative? What impact would it have on my rankings? UNCERTAINTY IS THE MOST DIFFICULT MODE OF DECISION MAKING
21. How can I be relevant? Does PageRank still matters? What is this thing called caffeine? What does it mean to be authoritative? What impact would it have on my rankings? UNCERTAINTY IS THE MOST DIFFICULT MODE OF DECISION MAKING
22. How can I be relevant? Does PageRank still matters? What is this thing called caffeine? What does it mean to be authoritative? What impact would it have on my rankings? UNCERTAINTY IS THE MOST DIFFICULT MODE OF DECISION MAKING AUTHORITATIVE GUIDANCE FROM OPPORTUNITIES HELPS YOU OVERCOME UNCERTAINTY AND FOCUS ON WHAT YOU DO BEST!
24. Market Share Comparison Google: $160B[majority of the revenue is from paid search] L*MAR $189B[owns 7,300 stores] OpportunitIES O
25. …sites that don’t rank naturally… Market Share Comparison Google: $160B[majority of the revenue is from paid search] L*MAR $189B[owns 7,300 stores] OpportunitIES O
29. search > average vs paid > HEAT MAP THE TOP TWO ORGANIC LISTINGS USUALLY RECEIVE MORE THAN 50% OF THE CLICKS ON A SEARCH RESULTS PAGE AVERAGE CLICKTHROUGH RATE FOR A PAID SEARCH PLACEMENT IS 2%
30. UNTAPPED OPPORTUNITY the opportunity to reach customers through organic search remains largely untapped
32. WHICH RESULTS ARE MORE RELEVANT ON GOOGLE? RELEVANCY, TRUST, CLICK & CONVERVSION
33. ORGANIC SEO CAMPAIGNS CAN GIVE YOU RESULTS THAT LAST! PAY-PER-CLICK COSTS ARE RISING STEADILY VISITORS ARE BECOMING MORE AWARE OF PAY-PER-CLICK AS ADVERTISING
34. THREAT OPPORTUNITIES CAN HELP FYNANZ WITH VISIBILITY ACROSS HIGHLY COMPETITIVE KEYWORDS WITHOUT HAVING TO PAY ON A COST PER CLICK BASIS INTENSE COMPETITION In some cases Advertisers are willing to pay, on average, more than $92 per click for keywords such as “student loan consolidation rates.”
35. THREAT $$$KEYWORDS OPEN KEY MONETIZATION OPPORTUNITIES THAT CAN BE INTEGRATED TO ESTABLISH AUTHORITY AND ATTRACT AUDIENCE
36. THREAT $$$KEYWORDS OPEN KEY MONETIZATION OPPORTUNITIES THAT CAN BE INTEGRATED TO ESTABLISH AUTHORITY AND ATTRACT AUDIENCE
37. THREAT IMPACTS OF INTENSE COMPETITION Because of the high average CPC amount associated with keywords in Fynanz’s target market, the amount of pages competing for the keywords to benefit from contextual advertising is high. In such intensely competitive niches, Search engines are known to apply a more rigorous Ranking criteria than IS APPLIED TO QUERIES WITH LOWER KEYWORD CPC VALUE.
38. The wild west days of SEO are gone MORE FACTORS ARE BEING ADDED FOR RANKING AND PENALIZATIONS OpportunitIES O ABRIDGED LIST OF RECENT GOOGLE PATENTS RELATED TO INDEXING AND RANKING
39. CAFFEINE is a major infrastructural change by google
44. STRENGTH OPPORTUNITIES CAN IMPLEMENT A COMPREHENSIVE, INTEGRATED AND SUSTAINABLE SEARCH STRATEGY WHICH WILL ALLOW FYNANZ TO FULLY BENEFIT FROM ITS CORE COMPETITIVE ADVANTAGES . COMPETITIVE ADVANTAGE Fynanz Academic Credit Score (FACS) helps credit unions assess credit bureau data and student borrower academic attributes when scoring and pricing student loans.
47. THREAT FOR EVERY CREDIT UNION, IT SEEMS FYNANZ REPLICATES ITS ENTIRE CONTENT LAYOUT. THIS RESULTS IN DUPLICATE CONTENT BEING EXPOSED TO GOOGLE. SEARCH ENGINES FROWN ON SUCH PRACTICES, SINCE THEY CONSIDER IT AN ATTEMPT TO MANIPULATE RANKINGS OPPORTUNITIES CAN HELP IN CRAFTING A STRATEGY THAT CAN MEET YOUR NEEDS WHILE PROTECTING YOU FROM DUPLICATE CONTENT PENALIZATIONS REPLICATING SAME CONTENT ON EACH PARTNER SUBDOMAIN WILL SIGNIFICANTLY HURT FYNANZ’S ABILITY TO RANK
48. WEAKNESS PROPRIETARY TOOLS AND RESEARCH FROM OPPORTUNITIES CAN HELP INCREASE ON-SITE RELEVANCY BY INJECTING RELEVANT KEYWORDS EXPECTED BY SEARCH ENGINES. POOR Relevancy Google’s primary goal is to return Authoritative and Relevant sites. Currently Fynanz.com is missing majorityof the elements that must be present in order for search engines to consider Fynanz to be relevant in context of queries used by its audience.
49. OPPORTUNITIES CAN STRATEGICALLY HELP WITH DESIGNING AN AUTHORITY BLUE PRINT WHICH CAN THEN BE USED TO EXTEND AUTHORITY TO INTERNAL NODES. AUTHORITY DILUTION CURRENTLY FYNANZ ISN’T CONSIDERED AUTHORITATIVE BY SEARCH ENGINES. INTERNAL AND EXTERNAL NODES SHOULD BE CAREFULLY REVIEWED FOR EXTENSION OF AUTHORITY.
50. CONVERSION-OPTIMIZED CONTENT WRITING AND OPTIMIZATION SERVICES BY OPPORTUNITIES CAN HELP FYNANZ.COM ACHIEVE A BALANCE BETWEEN A HEALTHY KEYWORD DENSITY AND USER-FRIENDLINESS. POOR KEYWORD DENSITYkeyword density is not healthy.
51. HISTORICAL TRENDS SHOW SEARCH ENGINES PLACING AN INCREASED IMPORTANCE ON THE LAYOUT OF THE CONTENT. CONTENT LAYOUT IS NOT COMMUNICATING THE IMPORTANCE OF VARIOUS ELEMENTS ON THE PAGE
52. WEAKNESS PROPRIETARY TOOLS AND RESEARCH FROM OPPORTUNITIES CAN HELP INCREASE ON-SITE RELEVANCY BY INJECTING RELEVANT KEYWORDS EXPECTED BY SEARCH ENGINES. UX OPTIMIZATION AN OPTIMIZED USER-EXPERIENCE THAT NAVIGATES VISITORS DOWN A PRE-DETERMINED PATH TO CONVERSION IS CRUCIAL FOR ACHIEVING A HEALTHY CONVERSION RATE.
53. WEAKNESS OPPORTUNITIES CAN IMPLEMENT AND OPTIMIZE CRAWL PATHS TO BETTER ASSIST SEARCH ENGINES. CRAWLABILITY SEVERAL ELEMENTS THAT CAN AID WITH GUIDING SPIDERS Through the site are missing.
54. OPPORTUNITIES CAN OPTIMIZE SITEMAP IMPLEMENTATIONS AND ENSURE THAT THE SITEMAPS ARE BOTH EFFECTIVE AND EFFICIENT IN GUIDING SPIDERS WITH NAVIGATING THE SITE. SITEMAP The sitemap is present on the site, however, it is not extending the right prioritization to individual nodes. Our research indicates Search engines can derive relative importance of a page’s value based on the structure and placement of that page’s entry in the sitemap.
55. A STRATEGIC ARCHITECTURE IS CRUCIAL FOR HIGHER RANKINGS. OPPORTUNITIES SPECIALIZES IN OPTIMIZING LINKING, URL, CONTENT AND SITE ARCHITECTURES TO HELP ENSURE MAXIMUM EFFECTIVENESS. Architecture REVIEW an architectural review allows us to identify weaknesses and missed opportunities within the site, linking, url and content architecture.
56. OPPORTUNITIES CAN HELP IN FULLY OPTIMIZING ASSET AND MEDIA EMBEDDING STRATEGY TO FACILITATE COMMUNICATION OF IMPORTANT SIGNALS THAT CAN HELP INCREASE QUALITY SCORE USED FOR RANKING WEBSITES. ASSET AND MEDIA EMBEDDING STRATEGY Per our initial review, current asset and media embedding strategy isn't optimized. Optimization in this area helps increase quality score.
57. GOOGLE’S RECENT PATENT ASSIGNMENTS INDICATE THE SIGNIFICANCE OF SEMANTIC DISTANCE BETWEEN KEYWORDS WHEN DETERMINING QUERY-SPECIFIC RELEVANCY OF A PAGE Semantic distance between keywords Currently, semantic distance between keywords is high which leads to a lower relevancy score.
58. Conversion OPTIMIZATION Conversion now involves analyzing behaviors, testing placements, and starting and managing conversations. A conversion analysis should be performed to gauge effectiveness of current conversion strategy. From our initial review we can readily identify several key areas that need optimization.
59. VISITOR RETENTION A poor conversion strategy generally leads to a poor visitor retention strategy. An analysis of analytics reports can help identify issues with visitor retention. Conversion optimization AND COMMUNICATION IS key to visitor retention
60. Opportunities can help implement Advance monitoring tools such as heat maps and demand maps to gain actionable insights INTO AUDIENCE BEHAVIOR. WE ALSO UTILIZE OUR PROPRIETARY TOOLS AND ADVANCED SOCIOLOGICAL CONCEPTS TO GAIN KEY INSIGHTS THAT CAN BE USED TO FINE-TUNE CONVERSION AND SEARCH STRATEGIES AUDIENCE behavior metrics should be analyzed to gain insight into audience behavior.
62. NOT HAVING A CLEAR CALL TO ACTION HURTS CONVERSIONS. OPPORTUNITIES HELPS ORGANIZATIONS IMPLEMENT STRATEGIC CALL TO ACTION ON EACH PAGE FOR INCREASED CONVERSIONS AND MICRO-CONVERSIONS. CALL TO ACTION A strategically placed, CONSISTENT AND CLEAR CALL TO ACTION IS MISSING
63. ARE YOU KEEPING YOUR GOOD WORK A SECRET? OPPORTUNITIES HELPS ORGANIZATIONS OPTIMIZE THEIR PR STRATEGY TO GAIN THE MOST EXPOSURE, RELEVANCY, AND AUTHORITY IN THE EYES OF SEARCH ENGINES FOR MAXIMUM EFFECT OF PR ACTIVITIES. PR CAMPAIGN REVIEW CURRENT PR STRATEGY OF FYNANZ ISN’T TAKING FULL ADVANTAGE OF OPPORTUNITIES THAT ARE AVAILABLE. OPPORTUNITIES CAN HELP OPTIMIZE THE PR AND SOCIAL MEDIA ENGAGEMENT CAMPAIGNS TO ESTABLISH AUTHORITATIVE AND RELEVANT EDGES.
64. Channel strategy optimization MARKETING STRATEGY OF FYNANZ NEEDS TO INCORPORATE NEW MARKETING CHANNELS FOR LEAD GENERATIONS. OPPORTUNITIES CAN HELP IDENTIFY THESE COST EFFECTIVE MARKETING CHANNELS.
65. BLOGGING STRATEGY NEEDS TO BE OPTIMIZED TO EFFECTIVELY UTILIZE IT AS A RELEVANCY AND AUTHORITY BUILDING TOOL. UNOPTIMIZED BLOGGING STRATEGIES CAN CAUSE A NEGATIVE EFFECT ON THE QUALITY SCORE.
66. OPPORTUNITIES can help fynanzengagE current and prospective customers by utilizing the untapped opportunities USING EMAIL MARKETING. EMAIL MARKETING OPPORTUNITIES CAN HELP YOU DEPLOY AN EMAIL MARKETING STRATEGY to effectively capture, convert and retain users.
68. action Services and recommendations > ACTION MAP MAP 2. 3. 4. 1. MODIFICATION OF CURRENT SEO PRACTICES CONTENT OPTIMIZATION CONTENT DEVELOPMENT DISCOVERY Implementation of Recommendations based on comprehensive site review. Prevent damage from penalties. Research and eliminate root cause(s). REMOVAL OF DUPLICATE CONTENT PENALTY FACTORS INCORPORATE persuasive messaginginto your content strategy OPTIMIZATION OF DESIGN / LAYOUT CLEANUP OF HTML / STRUCTURE IDENTIFICATION OF STRATEGIC KEY PHRASES CONTENT WRITING OPTIMIZED FOR BOTH USERS ANDSEARCH ENGINES REFINEMENT OF GOALS IDENTIFICATION OF TRAINING NEEDS
69. action Services and recommendations > ACTION MAP MAP 8. 6. 5. 7. AUTHORITY/LINK ANALYSIS CMS SELECTION RESEARCH SERVICES RELEVANCE ANALYSIS & INJECTION Identification of authority candidates for IBL(s) and OBL(s). OPTIMIZED PRESS RELEASES AND Article Marketing WELL ORCHESTRATED, ANCHORED, IN-BOUND AND OUT-BOUND LINK BUILDING CMS Requirements Analysis. Proposal for Opportunities CMF. COMPETITIVE RESEARCH DEMAND RESEARCH LONG TAIL MAPS LOCAL MAPS RELEVANCE MAPS RELEVANCE INJECTION TRAINING
70. action Services and recommendations > ACTION MAP MAP 9. 10. 11. 12. CONTENT NODES LANDING PAGE DEVELOPMENT LOG ANALYSIS MIGRATION STRATEGY REVIEW Analysis of web server log files Analysis of analytic reports TO ENSURE MIGRATION HAPPENS IN A SEARCH ENGINE FRIENDLY AND SAFE MANNER. FOR CREATING AND CONTROLLING NODES WITH NICHE SPECIFIC AUTHORITY Creation of Niche aggregators and directory Placement on fewblocks.com CLEAR CALL TO ACTION OPTIMAL NICHE-TARGETED LAYOUTS PRE-DETERMINED NAVIGATION PATHS TO CONVERSION
71. action Services and recommendations > ACTION MAP MAP 16. 13. 14. 15. TRAINING SERVICES CONVERSION OPTIMIZATION ARCHITECTURE REVIEW MULTIPLE DOMAIN STRATEGY AND NODE HOSTING REVIEW ON-SITE OFF-SITE ON-DEMAND Analysis and review of current conversion roadmaps. USABILITY ANALYSIS RECOMMENDATIONS FOR REFINEMENT OF: SITE ARCHITECTURE LINKING ARCHITECTURE URL ARCHITECTURE SEARCH ENGINE FRIENDLY HOSTING OF MULTIPLE SITES
72. action Services and recommendations > ACTION MAP MAP 20. 17. 18. 19. EMAIL MARKETING STRATEGY SOCIAL OPTIMIZATION CHANNEL STRATEGY OPTIMIZATION MOBILE OPTIMIZATION INCREASE CAPTURES, CONVERSIONS AND RETENTION BY EMPLOYING AN EFFECTIVE EMAIL MARKETING STRATEGY OPTIMIZATION FOR SOCIAL MEDIA INCLUDING FOURSQUARE TWITTER FACEBOOK INCREASE LEADS & CONVERSIONS USING CHANNEL PARTNER PROGRAMS OPTIMIZATION FOR MOBILE SERVICES MOBILE SEARCH MOBILE SITEMAPS
79. PR CAMPAIGN REVIEW CURRENT PR STRATEGY OF FYNANZ ISN’T TAKING FULL ADVANTAGE OF OPPORTUNITIES THAT ARE AVAILABLE. OPPORTUNITIES CAN HELP OPTIMIZE THE PR AND SOCIAL MEDIA ENGAGEMENT CAMPAIGNS TO ESTABLISH AUTHORITATIVE AND RELEVANT EDGES.
80. ASSET AND MEDIA EMBEDDING STRATEGY Per our initial review, current asset and media embedding strategy isn't optimized. Optimization in this area helps increase quality score.
81. SOCIAL STRATEGY RECENT CHANGES IN RANKING ALGORITHMS INCORPORATE RESULTS FROM SOCIAL NETWORKS MAKING IT IMPERATIVE FOR BUSINESSES TO INVEST IN A SOCIAL STRATEGY.
82. BLOGGING STRATEGY NEEDS TO BE OPTIMIZED TO EFFECTIVELY UTILIZE IT AS A RELEVANCY AND AUTHORITY BUILDING TOOL. UNOPTIMIZED BLOGGING STRATEGIES CAN CAUSE A NEGATIVE EFFECT ON THE QUALITY SCORE.
83. VISITOR RETENTION A poor conversion strategy generally leads to a poor visitor retention strategy. An analysis of analytics reports can help identify issues with visitor retention. Conversion optimization is key to visitor retention
86. Optimized execution WE PROVIDE YOU WITH A SINGLE PLANNING, EXECUTION, MEASUREMENT AND OPTIMIZATION FRAMEWORK FOR SYNCHRONIZED SEO AND SEM
87. Integrated search strategy WE HELP YOU CREATE SUSTAINABLE SEARCH STRATEGY, BY INTEGRATING SEARCH STRATEGY INTO ALL ASPECTS OF YOUR BUSINESS
88. OPPORTUNITIES MAPS DemandMaps™ AuthorityMaps™ CompetitionMaps™ BrandMaps™ LocalMaps™ RelevanceMaps™ WE HELP YOU CREATE A SUSTAINABLE SEARCH STRATEGY, BY INTEGRATING SEARCH STRATEGY INTO ALL ASPECTS OF YOUR BUSINESS
90. Search Engines measure relevancy based on presence of relevant keywords and Semantic distance between them. RelevanceMaps from Opportunities maximizes your relevance by analyzing global demand patterns and generating a weighted list of keywords expected by the search engines. In addition to increasing relevance and visibility, RelevanceMaps also help with long tail optimizations. RelevanceMap output can then be used for deep linking to expose long tail content.
96. HAVING A SUSTAINABILITY REPORT FROM OPPORTUNITIES WILL HELP IDENTIFY ISSUES THAT THREATEN FYNANZ.COM’S RANKINGS. EQUIPPED WITH SUCH INFORMATION, FYNANZ CAN ADDRESS THE THREATS IT FACES AND WEAKNESSES IN CURRENT IMPLEMENTATION. SUSTAINABILITY REVIEW WE highly recommend that you allow Opportunities to conduct a Sustainability Review for your site. During this intense review, we analyze everything from HTML layout to CDN Integration and beyond. We measure your site’s presentations against our proprietary checklist of more than 200 factors organized into 20 categories.
98. OUR SUSTAINABILITY REVIEW CHECKS YOUR ONLINE PRESENCE AGAINST MORE THAN 200 FACTORS (DIVIDED INTO 20 CATEGORIES) TO DETERMINE WEAKNESSES AND THREATS RELATED TO SUCCESSFUL EXECUTION OF YOUR SEARCH STRATEGY