Advanced SEO: The Final Frontier

THIS GUY
WANTS TO
BUILD THE
STAR TREK
COMPUTER
Make it so, amit.
@iPullRankiacquire.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

…usually means black hat tactics, negative seo and tricks to build links

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.

So what is the final frontier?
@iPullRank

@iPullRank
Htc phones are in color c/o an seoOn 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 advertisementSEA 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

Search is becoming less about google on your desktop

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
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

Car dashboard app optimization?

Google glass optimization?

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?

MARKET RESEARCH.

DYNAMIC TARGETING.

CONTENT STRATEGY.
It’s a holodeck. What are you gonna put in it?

BEHAVIORAL PSYCHOLOGY.

HOW DO WE DO SUCH
FUTURISTIC THINGS? @iPullRankiacquire.com

WITH DATA OF COURSE!

@iPULLRANKIacquire.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.

@iPullRankIacquire.com
The new seo Process
The new SEO process accounts for all the things that advanced SEO includes. Read more @ http://iacq.co/Uq4JaP

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.

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.

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.

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.

social data + search data
For more information on the methodology and the source code: http://iacq.co/14NPRpB

@iPullRankiAcquire.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
Bikerornotcom
Bikers
Leatherupcom
Chopperexchangecom
Motorcycle superstore
Watch out for bikers
Bikerspostcom
Harley riders
Motorcycling
Hawglaw
Dennis Kirk
Riding Motorcycles
Audience: 277,480
Bikerornotcom
Bikerspostcom
Riding Motorcycle
Hawglaw
Choppers
JP Cycles
Biker Diva Apparel
Harley Riders
Chopperexchangecom
Leatherupcom
Christian Bikers
Dennis Kirk
Big Dog Motorcycles
Bikers
Audience: 313,220
Bikers
Bikerornotcom
Riding motorcycles
Hawglaw
JP Cycles
Biker Diva Apparel
Harleydavidson
Bikerspostcom
Chopperexchangecom
Leatherupcom
Christian bikers
Dennis Kirk
Big Dog Motorcycles
Harley Riders
Audience: 40,840
#Harley-Davidson
Audience: 2,745,940
#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
#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
#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
#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
Motoring Matt and Riding Reggie
Reflects the interest of All the personas
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.

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%
• Conversion Rate 2%
• Conversion Rate 0.5%
• Conversion Rate 0.2%

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

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)

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.

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-

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

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.

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.

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.

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%

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

THE FUTURE IS NOW.

wwww.iacquire.com
Thank you / Q&A
Michael King
Director of Inbound Marketing
@iPullRank

Advanced SEO: The Final Frontier

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