Search Optimization is a primary lead generation opportunity and requires a holistic approach to marketing. From valuable content, social media, e-mail marketing and paid advertising - it all plays into success.

1. SEARCH
OPTIMIZATION
REDEFINED
First Page Results Drive Big Business

2. THINK SMART.
ACT BOLD.
CREATE
STRATEGIES
AUDITS
CONSUMER RESEARCH
PERSONA DEVELOPMENT
POSITIONING
CHANNEL PLANNING
STRATEGIC PLANS
SALES PROCESS MAPPING
MESSAGE DEVELOPMENT
REACH
PROSPECTS
SEARCH OPTIMIZATION
PPC / ADVERTISING
CONTENT MARKETING
SOCIAL MEDIA
E-MAIL MARKETING
MARKETING AUTOMATION
DIRECT MAIL
PUBLIC RELATIONS
CONVERT
LEADS
WEB DESIGN
MOBILE APPS
INTERACTIVE EXPERIENCES
WEB APPS / TOOLS
VIDEO
MOTION GRAPHICS
MICROSITES
A/B TESTING
CLOSE
SALES
E-COMMERCE
PRODUCT CONFIGURATORS
ONLINE ESTIMATORS
PRESENTATIONS
SALES COLLATERAL
AUGMENTED REALITY
ONLINE PROPOSALS
CRM

3. 12 Billion
Monthly GOOGLE SEARCHES

4. NOMATTERYOURBUSINESS,
OPPORTUNITYEXISTS
70!
“Cleveland Architects”
6,600!
“Indestructible Dog Toy”
500!
“Cleveland CPA”
2,900!
“Rupture Disc”
1,900!
“Homemade Ice
Cream Maker”
4,400!
“Cleveland Restaurants”

5. GOOGLE MARKET SHARE
GLOBALDESKTOP
GLOBALMOBILE

6. 93% of online !
experiences begin !
with a search engine.

7. NOW MOBILE SEARCH IS
hugeand different.

8. SOCIAL WANTS A
PieCE OF THE PIE

9. TOP RANKS
DRIVE
BIG RESULTS

10. FIRST PAGE CLICK SHARES

11. THE BEST PLACE TO HIDE A DEAD BODY
IS PAGE 2 OF GOOGLE SEARCH RESULTS.

12. SEARCH ISNowCOMPLICATED

13. Recognition Wins
People will pick a recognized name if it is the !
third result down over one they don't recognize.

14. Understand The
Business Model First

17. MORE
SEARCHES REVENUE
MORE
=

18. So, How Does Your Site
Earn Google Cash?
relevance
value to searcher
experience
Is this what I was looking for?
Is this useful or entertaining?
Was the site easy to use?

19. ACCURACY + RELEVANCY

20. user device location phrasing
Logged in or not Computer, Phone, Slate They know where you are Hummingbird
RELEVANCY CHANGES WITH
MANY FACTORS

21. Howdowe
increase
ourrank?

22. What Keyword Is Right?
most valuable keywords
are determined from…
keywords !
specifically for
quality traffic
keywords specific!
to your product !
or service
keywords used !
from related!
searches
keywords that !
have high clicks !
and low costs
all possible!
related!
keywords

23. Determine Your Phrases
With Subjective+Analytical

24. The Chunky Middle & Beyond

26. Know What Matters

27. On Site Factors

28. Speed Matters!

29. USABILITYMATTERS
It IS NotJustForConversion
Highly usable sites get more inbound links, !
less bounces, and more repeat visits.

30. external factors
(not internal)
matter more
than ever.

31. BacklinksStillMatter
Immensely

32. Content Marketing Rules
Start with a strong
base, then work
your way up

33. Great SEO Happens
In The Middle
Targeting a keyword phrase
that will capture valuable
visits
So unique and enjoyable at
least 1/10 people who see it will
try to share it
Relevant to your!
audience, location!
and business

34. GOOD CONTENT
VS. BAD CONTENT
VS.
BLOCKED SITE
EMPTY SOCIAL MEDIA
VISITOR LET DOWN
HIGHER AD COST
INBOUND LINKS
SOCIAL SHARES
VISTIOR TRUST
CONVERSION

35. The Journey:
InboundMarketingIs
ALongTermInvestment.

36. Google Updates Constantly
The Quality Update
May 3rd, 2015
Mobile Update AKA "Mobilegeddon”
April 22nd, 2015
Unknown Update
February 4, 2015
Google is constantly updating their algorithm. Some
times major updates and recently moving to smaller
faster updates.

37. BlackHatTechniques
Spamming Words
Bad Content
Volume Links
Malice
Titles, pages, keywords, links A thousand links is not the answer
Hidden text, duplicate content, etc.Volume rather than value
WHAT TO AVOID

38. Tools
Google Analytics
http://www.google.com/analytics
WEBMASTER TOOLS
http://google.com/webmasters
SEO BOOK TOOLS
http://tools.seobook.com
RAVEN TOOLS
http://raventools.com
KEYWORD ESTIMATOR
http://adwords.google.com/o/KeywordTool

39. Key Takeaways For 2014
Integrate other
marketing
Channels
Create value &
relevancy
Get on social media
Build a great site
Optimize for
mobile

40. Starting in October
MARKETING BOOTCAMPS
Monthly six hour boot camps
going in-depth to educate.
OCTOBER
Strategic Planning
$ 800
NOVEMBER
Content Marketing
$ 800
Get an Annual Pass for $ 8,000

41. Q&Ainsivia.com/seminar
facebook.com/insivia
@insivia / @andyhalko