If you're new to SEO and want to learn how to build an effective SEO campaign, this is the perfect deck for you. We're SEO experts, and we understand the difficulties for non-SEO's to truly grasp the capabilities and approach to SEO. We created this deck for the sole purpose of helping you to better understand the basics of SEO and how you should approach your SEO efforts going forward. If you have any questions or comments, feel free to post them in the comments section below!

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iPullRank
What an effective SEO campaign looks like

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Christopher Hart Director of Revenue, iPullRank
Expert in scaling SEO for enterprise, sales strategy, and client management
Christopher Hart is the Director of Revenue at iPullRank. Formerly the director of Client
Services at ScribbleLive and the VP of Services at Blue Glass Interactive, Christopher is an
expert in enterprise SEO strategy bringing a wealth of in-house experience and agency
expertise. Hart has spoken at industry events and is a frequent guest writer for SEO trade
publications. He is a recognized thought leader on the SEO challenges faced by modern
digital marketing teams.

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Mike King, Founder and Managing Director, iPullRank
One of the Top SEOs in the Country
An artist and a technologist, all rolled into one, Michael King recently founded boutique
digital marketing agency, iPullRank. Mike consults with companies all over the world,
including brands ranging from SAP, American Express, HSBC, SanDisk, General Mills, and
FTD, to a laundry list of promising startups and small businesses.
Mike has held previous roles as Marketing Director, Developer, and tactical SEO at
multinational agencies such as Publicis Modem and Razorfish. Effortlessly leaning on his
background as an independent hip-hop musician, Mike King is a dynamic speaker who is
called upon to contribute to conferences and blogs all over the world.

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Who We Are
Over $1 Billion in
Incremental
Revenue
Based in NYC 5 Years Old
15 Employees Network of 100+
Content Creators
Founded by
Mike King

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Agenda
● SEO Basics & Importance
● SEO Essential Tools
● Content Is King
● Backlinks & How To Build Your
Link Portfolio
● Technical SEO
● Common Conversations We
Have With Clients
● Questions! You Ask, I Answer
● Download Our Ultimate Guide
To Modern SEO

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SEO Basics & Importance

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How Search Engines Work

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How Search Engines Have Evolved
Panda
Focused on:
● Content utility
● Duplicate content
● Plagiarism
● User-Generated
Spam
● Keyword stuffing
Penguin
Focused on:
● Spammy links
● Irrelevant links
● Spammy hyper text
Hummingbird
Focused on:
● Natural Language
● Entity understanding
Mobile
Focused on:
● Mobile usability
● Moved toward
mobile first indexing
Medic
Focused on:
● Your Money or Your
Life sites (diet,
nutrition, medical
industries)
EAT
Focused on:
● Expertise
● Authoritativeness
● Trustworthiness

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Algorithm Update: Winner and Loser Examples
Looking at the below two examples it is easy to see which one has been negatively and which one has done
corrective work to be positively impacted by Google's Algorithm updates
✓X

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How to be
Algorithm-proof
Ultimately, you have to be
fantastic at 6 things: mobile
friendly, authority (links),
performance (speed), hyper
targeted and optimized content,
structured data, integrated search
(ppc + seo).
Mobile Friendly
Performance
Authority (Links)
Hyper Targeted &
Optimized Content
Structured Data Integrated Search

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The Basics of Organic Search

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The Basics of Organic Search
Onpage SEO
This includes everything you do on the
pages of your site that a user can
interact with.

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The Basics of Organic Search
Offpage SEO
This includes anything that isn’t
controlled by your page, such as
backlinks.

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The Basics of Organic Search
Technical SEO
This includes any small details of
your backend systems can have
an effect on how your site
performs.

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Why SEO?
Organic Search is all about giving visibility to content at different stages of the user journey.

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Forecasting ROI for SEO
It is not difficult to forecast overall ROI from SEO. However it can be difficult to
predict the impact of any given SEO tactic.

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ROI compounds over time
Organic Search is a channel of content marketing. And both the ROI and cost per acquisition goes down
dramatically over time whereas the cost of paid channels stays fixed or increases.

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SEO Essential Tools

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Some Essential SEO Tools (too many to list)

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A tool is not enough.
You need someone with SEO expertise
to execute on the insights from a series of tools

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POLL QUESTION!
Are you using:
● All of the tools mentioned
● Some of the tools mentioned
● None of the tools mentions
● Don’t know it's the first you heard of them

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Content Is King

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The Relationship between SEO and Content
Ask yourself:
What does your brand want to say?
What do people want to know?
What do search engines expect?

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What Content Should You Create?
This is the only type of content you should create when you are creating content that will support any
marketing efforts.

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What Content Should You Create for SEO?
There is no such thing as “SEO content.” There is only content that serves both the user and the brand
that is optimized with search engine expectations in mind.

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How do you Operationalize Content?
SEO needs to be baked into your content operations through people, process and technology rather than
having it be a “button” that is “pushed” once the content is complete.

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Auditing Content
Content Auditing is a process of reviewing
content both quantitatively and
qualitatively to determine what should be
kept, improved, repurposed or removed
based on a series of business objectives.

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How to Create Useful Content
What is the purpose of your page? (Awareness, Research, Consideration,
Purchase, Post Purchase)
What are your Key Performance Indicators?
How did you optimize the page?

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Technical Content Optimization
What is the purpose of your
page? (Awareness, Research,
Consideration, Purchase, Post
Purchase)
What are your Key Performance
Indicators?
How did you optimize the page?

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Example of Success
By creating new, resourceful content and
optimizing existing content, we were able
to help a major bank increase leads 150%
YoY and gain 40% more position 1-5
rankings YoY in one quarter.

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POLL QUESTION!
What type of content are you publishing now:
● Marketing Content (pure product and service)
● Articles
● Videos
● Content for the audience (content marketing)

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Backlinks and How to Build Your Link Portfolio

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What are Backlinks

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Link Building

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All links are not created Equal
Google applies a value of authority called
PageRank to every URL across the web.
That value of link equity is flowed
throughout and across websites.
Higher authority pages flow more
PageRank and create more higher
authority pages.
The more higher authority pages you
accumulate links from, the better your
pages will rank

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Backlink Auditing
It is important to regularly review your external links to ensure there is no spam in them. This helps you
avoid algorithmic penalties and demotions.

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Link Building Analysis: Profile Visualization
In the example above we can see that the external link profile indicates that the site is healthy and the
visualization shows no unnatural links (red) with only a low number of suspect links (yellow). BUT, we
can also see that only a few pages have the vast majority in external links pointing to them. The
clusters with more external links have a higher propensity to perform in Organic Search.

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Link Building Analysis: Link Velocity
Link velocity is one of the measures that search engine use to determine whether a site is potentially
using link spam. The thinking is that if a site suddenly receives a ton of new links that some other
corroborating signals such as content creation, improved internal linking, social distribution activity
should be present to validate that uptick
In the example above, the site has two major leaps in link velocity with a rise in total links. Counter to
that is that there is little to no increase in referring domains. This drastic change in the increased
number of links from roughly the same number of sites. May lead Google to think a site is buying
links.

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Content Creation and Link Building: Working Together

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What is Domain Authority and
does it impact your site’s
ranking vs competitors?
Google does not use Domain Authority,
that is a metric developed by a third party
SEO tool company.
Google uses PageRank and that has been
hidden for over a decade plus now
So what is Domain Authority?
To Do: Go after high quality relevant links
from relevant sites that are useful to your
audience

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POLL QUESTION!
Do you have a Link Building:
● Strategy
● Purchase plan
● Hoping to get lucky
● We have people doing outreach
● Don’t know

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Technical SEO

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Technical SEO Checklist
Technical SEO is the process of optimizing
your site for the best possible crawling and
indexing by search engines.
● Crawl Errors
● Site Speed
● Mobile Friendliness
● Crawling and Indexing
● Log File Analysis

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Crawl Speed & Site Speed
As your site gets bigger, the speed of the pages impacts how often Google crawls them. The more
Google crawls, the more opportunities you’ll have to rank.

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POLL QUESTION!
What to you is Technical SEO:
● Things that developers do
● Things that hackers do
● Using Plug-Ins
● Meta tags
● Don’t know

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Example of Success

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Common Conversations We Have With Clients

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We approach SEO as a holistic effort that needs to fit into rather than disrupts the marketing mix. It’s an
effort that sits across your company and an SEOs coordinate with the right people to make it happen.
What is the SEO process?

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https://ipullrank.com/seo-agency-vs-full-time-employee-pros-and-cons/
In-House Staff:
● Are more easily able to adopt core values of the
brand and are solely dedicated to the success of
your firm
● But, it can take up to 2 years for an In-House
higher to fully onboard and be brought up to speed
and it usually takes around 30+ days to hire for
any 1 position
Agencies:
● Are far more cost effective than hiring and
developing a full In-House digital marketing
division
● Are well versed on the subject matter (b/c its all
they handle all day) and can be onboarded quickly
● Industry agnostic agencies bring fresh ideas from
work done in other industries
iPullRank:
● Works well in both cases (because) ...

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Content And Technical Considerations For International SEO
Do you know what a ccTLD is?
Are you using them instead of a folder
path structure?
Are your content and UX/UI optimized
for your audiences?
Is that content translated to different
languages and local dialects?
Have you considered cultural impact
of colors and images?
What are the objectives and who are
your audiences?
What is an HREFLang Tag?
How and why are they used?
Do you have GEO-IP detection
enabled?
Are you cannibalizing traffic by having
the wrong GEO/Translated pages
rank?

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Download our Ultimate Guide to
Modern Enterprise SEO:
https://bit.ly/Enterprise_SEO

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Thank You!
Mike King
Founder and Managing Director
Twitter: @iPullRank
Email: mike@ipullrank.com
Website: https://ipullrank.com
Get in touch if you need some help!