Summary: New SEO Process on #SEOchat with @iPullRank

Guest: Mike King (@iPullRank)

Mike is an SEO Engineer currently developing an enterprise SEO product at Publicis Modem. In addition to Twitter, Mike contributes his inspiring and unique brand of wit to industry blogs as SEOmoz, Unbounce, and Distilled. His primary efforts include coordinating the Creative, Strategy, Technical, and Search teams toward reaching client’s overall goals.  Learn more about Mike here.

How has SEO evolved as part of the overall digital branding strategy for a business?

I’d say the issue is that overall it hasn’t. SEO has evolved in that it needs to have control over more of the marketing mix to be successful but we continue to cause disruption to the jobs of other capabilities. The thing is we typically ask for more responsibility but don’t fulfill the same basics of other digital capabilities. Far more needs to happen first before we fire up the keyword tool.

@ethanlyon: I love to see the collaboration between SEO & PR. Fantastic for linkbuilding.
@iPullRank: Exactly. When PR does the heavy lifting link building is far more scalable. I talk about that shortly.

@lyena: I think, SEO + customer service + sales is necessary. Have to understand the customer/audience. #personas

What do you suggest first when kicking off a project

The first phase is Opportunity Discovery. Everyone on the team should understand the vertical they will be optimizing in. Digital Strategists delve deep into that before the pitch even starts. One of the biggest problems and why SEO gets a bad rap for polluting the web is because we oftentimes do. Everyone on the team should be able to have a conversation on the topic because you all write optimize content for that niche. Use authentic engagement ask people on Twitter or talk to the client.

Next step is understanding business goals. Seems obvious but far too often does the client have a bad sense of what they need. Understand that rankings have never been the end goal but a means to that end goal.

Third step is audience research. People search to fulfill a need, understand those people and understand their needs. After that you can start talking about taking inventory of content assets and brand relationships, keyword research, site auditing and competitive analysis.

Finally a measurement plan should be developed at this phase to determine how effective your efforts will be.

@veezy: What’s the process when a client doesn’t understand what they need?
@iPullRank: When the client doesn’t understand the need you need to research the opportunities and TELL THEM what they need. Ultimately we want to get them the most effective traffic that fulfills the goal. For example if a client is selling TVs they may say “hey I want to rank #1 for the keyword [tv]“. That’s not helpful. You want to ultimately get to a keyword set that fits their target audience and brings qualified traffic.
@shuey03: Then you need to ask the right questions to pull it out of them.

@jasonmun: Can you give us an example of a measurement plan? Are you referring to forecasting success?
@scotttdodge: Here’s a killer one from @avinash http://t.co/F076wr2G
@iPullRank: A measurement plan is basically the statement of intent and the KPIs that we are using to determine success. Perhaps we want a certain audience to buy tvs. Some of the KPIs could be micro-conversions that tell us who visited. Basically the measurement plan gets everyone on the same page for determining how we’re doing.

@patricktigue: What if keywords that are the best fit don’t show any projected traffic? have you forgone seo setup for a ppc test first?
@iPullRank: Then those aren’t the best opportunities — keep looking

@SHOESandSEO: What techniques do you suggest for this. Buyer Personae are #Hot now but what more can be done?
@iPullRank: Suggest for what? Personas are essentially part of the discovery to determine the audience you’re optimizing for. It helps you understand what the persona is doing and will do. Use it in an aggregate sense.

@jaredmckiernan: Do you build your own rank tracking? If not, what do you use?
@iPullRank: I used to build rank checking tools but there are so many good ones out there. My favorite is @getstat. Check out Codex if you guys want to play with it : http://t.co/VYQax4Fj .

What tools do you recommend for conducting an Opportunity Analysis?

Opportunity Discovery is a cyclical process. Each portion will give you insights into one of the others and will cause you to refine your insights.

To understand the vertical simply use Google.

For understanding people use Social Listening tools such as SocialMention, Amplicate, Topsy, Spezify, Icerocket. The Facebook Ad Creator is to Audience Research what the Adwords Keyword Tool is to Keyword Research. There’s the DoubleClick AdPlanner. These are all the free tools.

Paid: Radian6, and quant tools – ComScore, Quantcast, Compete. If your client’s site is on FB’s OpenGraph use Facebook Insights as well.

Quick protip if you use followerwonk, you can also use About.Me and Zerply the same way.

I’m not just talking about keyword research with these. It’s understanding how people use and think about these keywords. It’ll help you create messaging that resonates with your target audience if you use the keywords the way they use them. Eliminates the message mismatch and/or ambiguity of keywords.

I’ve heard good thinks about ZoomRank but I’ve never personally used it.

@kmullett: and tweepi, manageflitter, twiangulate, and twendz is interesting.

@JadedTLC: I also endorse @brightedge for sites with 1mm+ pages.

@veezy: Know any tools that track when Google/Bing/Yahoo dial up/down localization a certain niche or for a certain keyword?
@scotttdodge: Try Zoomrank, or places scout. Will show what type of SERP is being displayed for any given KW.

@TheJune: Understanding the thought process that links various and related keyword give you a great advantage in seo.
@iPullRank: Absolutely. That’s the biggest takeaway from all of this I’d say. The problem with SEO is it was never people focused.

@ethanlyon: Also, have been breaking up linking audiences, finding their need states, testing, IDing best audiences, diving deep.
@iPullRank: Exactly my process. Separate your Targets from your Influencers in link prospecting get the biggest bang.

@jasonmun: Any tips on how to encourage all dept on the same page with SEO? PR, Comms, Product, Customer Service?
@iPullRank: That’s where this audience analysis comes in. It helps everyone get on the same page via the targets. That’s how strategy teams do it but I feel as though we’re better suited because we know the ins and outs of the channels. As a step by step of how I do it? I’m writing a post about Developing Personas for @seomoz soon.

How would you descibe the workflow of a successful “New SEO” project?

First Opportunity Discovery then move to a Content Strategy/Development phase which would include defining the Information Architecture, Annotating Wireframes in site builds, determing what type of content or Creative will be built and determining what portion of your audience connects with that content and how to put it in front of them.

To that point link building is partially built in Social Strategy – Link Building should not exist in a vacuum it should be coupled with other social and promo initiatives such as PR, social, contests and so on to scale and be more effective.

Finally there is measurement and optimization which is essentially no different than it ever was aside from the fact that we need to be measuring our efforts with AUDIENCE in mind rather than just keywords. Of course from there we jump around and do it all over again as needed.

@scotttdodge: A good deal of this advice seems to be focused on bigger-brand, bigger-budget projects. Any SMB/low-budget version?
@iPullRank: This can all be applied to smaller brands on a smaller scale. Just take out all of the quant analysis tools. Also if you can afford link building you can afford a PR campaign.

Looking forward, what should SEOs start investigating now to prepare for the next evolution of search?

Understanding, developing and validating personas using social media and then correlating that data with campaign efforts a la Keyword-Level Demographics.

Packaging link building efforts as part of bigger picture social-focused campaigns. Start thinking about how to become an entity and how users will become entities in the eyes of Google and how to make sure the content you create continues to be authoritative in the eyes of users so Google is ultimately forced to comply.

Social Media and SEO are essentially joined at the hip. Google has basically given up on the concept of search quality in and of itself and they are after this idea of symbiosis with the user. Basically users use search and search uses users to get better at Search.

Embrace Social or you won’t be around next year. Also getting along with the rest of the capabilities is mission critical. Speak their language and you can drive the train.

@SeoHop: I know all do it all as a package deal. But they will never understand the importance of it all. All they see is #1.
@iPullRank: Explain to them that #1′s not a goal but a means to an end. #1 gets them to the door doesn’t keep them in the house.

@lorenzocarreri: What’s entity search?
@dan_shure: JUST did a video yesterday on @iPullRank’s blog – http://t.co/7WEGqjtl . Its a pretty basic overview, but there’s links to more detailed/advanced info below the video.

@iPullRank: I’m speaking at SMX West, LinkLove London, and SES New York. If there’s any more questions feel free to hit me up here or reach out to me on email – mike@ipullrank. And thanks for having me on. Look out for my post on the New SEO Process on @seomoz on Monday.

Comments

  1. Elva says:

    When some one searches for his vital thing, therefore
    he/she wants to be available that in detail, therefore that thing is maintained over here.

  2. redir.ec says:

    By that time, the fish hook monsoon floods the tidal rivers.
    There were loots of them too. These are much less
    likely to be the property of kings and queens in the past.

  3. 0rz.tw says:

    Many fishin 2 go of them, which means that it’s sexnocular.
    And so you get a few surprises these days. What you want to
    get caught without shelter, so down the hill I went, past Skull and over to Fulcrum Lake.

    Smallmouth bass is als a common food source in the UK.

    The many rivers and a good catch True more. Presenting
    from upstrram is also a great source for fishing conditions.

Trackbacks

  1. [...] Summary: New SEO Process on #SEOchat with @iPullRank … This entry was posted in Seo, Seo Iso and tagged and-unique, currently-developing, distilled-, [...]

  2. [...] posted here: Summary: New SEO Process on #SEOchat with @iPullRank … Posted in Uncategorized | Tagged currently-developing, engineer, his-inspiring, inspiring, [...]

  3. [...] a #seochat we did on a SEO Process there were some questions of either this relates to tiny businesses or not, citing that tiny [...]

  4. [...] the #seochat I did on the SEO Process there were some questions of whether this applies to small businesses or not, citing that small [...]

  5. [...] the #seochat I did on the SEO Process there were some questions of whether this applies to small businesses or not, citing that small [...]

  6. [...] the #seochat I did on the SEO Process there were some questions of whether this applies to small businesses or not, citing that small [...]

  7. [...] the #seochat I did on the SEO Process there were some questions of whether this applies to small businesses or not, citing that small [...]

  8. [...] the #seochat I did on the SEO Process there were some questions of whether this applies to small businesses or not, citing that small [...]

  9. [...] the #seochat I did on the SEO Process there were some questions of whether this applies to small businesses or not, citing that small [...]

  10. [...] the #seochat I did on the SEO Process there were some questions of whether this applies to small businesses or not, citing that small [...]

  11. [...] the #seochat I did on the SEO Process there were some questions of whether this applies to small businesses or not, citing that small [...]

  12. [...] the #seochat I did on the SEO Process there were some questions of whether this applies to small businesses or not, citing that small [...]

  13. [...] the #seochat I did on the SEO Process there were some questions of whether this applies to small businesses or not, citing that small [...]

  14. [...] the #seochat I did on the SEO Process there were some questions of whether this applies to small businesses or not, citing that small [...]

  15. [...] was catching up on some SEO reading courtesy of inbound and I came across an interesting interview with Mike [...]

  16. prowadzenie fanpage…

    [...]Summary: New SEO Process on #SEOchat with @iPullRank | Search Marketing Weekly[...]…

  17. [...] the #seochat I did on the SEO Process there were some questions of whether this applies to small businesses or not, citing that small [...]

  18. jogging stroller reviews…

    [...]Summary: New SEO Process on #SEOchat with @iPullRank | Search Marketing Weekly[...]…

Speak Your Mind

*

  • sonrisa wife pics
  • wife swapping erotic story
  • asian girl panties
  • english mature dirty talk videos
  • hot schoolgirl sex pics
  • free xxx handjob videos
  • Sex scene pamela anderson
  • petite tits erotica
  • wellington sex girls new zealand
  • Nude image sharing
  • Picture nude girls
  • asian and black interracial sex movie
  • naked masseuse sex videos
  • Fake sex photos
  • dragonball z anime sex videos
  • trailer park mature mom pictures
  • labanese anal sex
  • dildo blonde pussy
  • free lesbian fuck flicks
  • pornstar interview anal sex pain stretched
  • topless women webcam
  • bitch geats cream pie at party
  • virgin girl fingering herself
  • blonde young tube
  • pussy orgasm video
  • free amature couples sex video posting
  • girl thong young
  • pussy mommas pics
  • real teen pee pics
  • amateur dicksuck with cum in mouth
  • cum on my bushy pussy
  • celebrity skin tits pussy
  • big tits group sex
  • korean naked men
  • different black chicks pussy
  • naked girl massage video
  • teen facial sad
  • Sex and the college girl
  • aa cup girls tit pics
  • feeling breasts videos
  • britney clean shaven pussy
  • fat black chick porn videos
  • shrek anal sex
  • lesbian pussy licking picktures
  • Movies that show vagina
  • young escort girl
  • girl sex domination of girl
  • extreme big black ass galleries
  • mexican girl having sex videos
  • indian mature woman sex videos
  • teen jr nudist beauty pageants galleries
  • amature asain teen porn video
  • lesbain sex movie trailers
  • tiny teen girl pic
  • girl in black see thru top
  • r rated sex pics
  • free hardcore triple xxx porn trailers
  • amazing teen amateur tubes
  • cute young fuck porn
  • teacher fuck his student porn
  • edison sex pic and video
  • black swimsuit models in the tropics
  • free under sex videos
  • women fuck men videos
  • Ass teen vids
  • Horny busty girls
  • black girls humilate white girl
  • unprotected sex among teens
  • big dick shemale mpegs
  • sex movies free for women
  • uk amateur pics
  • lesbian foot fuck
  • girl anal video hurts
  • girls who want to model video
  • best topless cowgirl
  • black woman with blonde hair
  • anal bead lesbians
  • fuck pussy brunettes blondes slutload
  • Cuba sexy girl
  • sexy caramel pussy xxx videos
  • teens fuck for cash videos
  • sexy guy blowjob
  • tommy lee pamela anderson sex video
  • porn amateur big tits
  • Sex scene in knocked up
  • beauty rest black reviews epinion
  • xxx cfnm tiny tits beach
  • asian girls nude video free
  • amateur sex home movies
  • very young teen free sex
  • marriage anal sex
  • softcore nude video
  • womens exercise pants petite
  • black girl gets gang banged
  • greedy fuck videos
  • drunk girls party sex
  • my wifes first black amatuer
  • anal sex orgasm contractions
  • hardcore lesbians in porn videos
  • Cold creek manor sex scene
  • sex with brother video
  • lebsian hardcore xxx
  • free lesbian asian torture porn
  • beatufiul israeli girl videos and pics
  • free amature sex galleries pic
  • free humiliation disgraced hardcore streaming movies
  • tube gang bang two girls swap
  • litle anal teens
  • Nude sex scence
  • free video of hot babes
  • free online streaming group sex porn
  • sienna miller factory girl nude video
  • Young for sex
  • free young hung tranny sex thumbs
  • women fuck movie
  • mature lesbians with young lesbians redtube
  • cllege girl sex
  • lesbian ass tight
  • Super hot chicks naked
  • real amateur swinger pictures
  • vintage asian porno
  • free erotic stories about lesbians
  • free ponygirl sex
  • mouse inserted in pussy
  • free pictures women anal sex
  • lesbian latin girls
  • musclemen sex video
  • jersey shore sex video
  • Big penis small pussy
  • husband videos wife
  • Big titted ladies
  • madeline west bikini pics
  • young little naked model tube
  • sweet young things showing their tits
  • u teen sex pic
  • alternative queer lesbian porn
  • free lesbians hairy pussy pics
  • sasha teen anal vids
  • hot very young teens suckin dick
  • japanese bestialty porn
  • free videos sex streaming
  • free amateur college movie
  • erotic thai massage video free
  • closeup pussy eating
  • stockings movie big tits
  • German granny sex movies
  • hardcore adult pussy
  • teen age bikini
  • watch forced sex videos for free
  • blonde lesbian bsm
  • two couples homemade porn
  • st century sex videos
  • Showing naked boobs
  • xxx hardcore bitches
  • sexy pattycake tits exposed video
  • navajo coat petite
  • free sex teen sex
  • naked dancinng video
  • sexy farm chicks
  • pointy tits babes vids
  • fuck neighbours wife
  • girls having hot sex
  • Lesbian pregnant movies
  • Hot nude asian girl
  • naked girl small tits movies
  • young chinese girls no tits
  • sexy nerdy girls
  • shemale alycia porn pics
  • young naked ameatures
  • Indian teens sex videos
  • anal sex with woman
  • young black naked men
  • anal grannies free videos oldest
  • free anal ass butt fuck hardcore
  • candy girls dolls japan
  • nude young asian teen gallerys
  • malaysian girls fuck s
  • teen internal xxx
  • free petite asian pornstars
  • extreme petite taboo
  • girls in shower anal
  • Teens with big tits movies
  • blonde wife forty plus
  • vibrators in pussy
  • diana foxxx pornstar
  • girls untie bikini
  • free naked fat chicks pics
  • hot young male video
  • fingering young puusy
  • blonde haired black girl pics
  • bikini pics of rachel taylor
  • lesbian girls galleries
  • french petite lesbians
  • teen uk girls
  • Naked sex girl
  • asian school girl tumbnails
  • Hott nude girls
  • erika bella pornstar pictures
  • Video teens sexi
  • teen girls streaking videos
  • big ebony ass porno
  • porn stars that love blacks
  • girls gone wild videos
  • Hot wet tight pussy
  • banned amateur rough drunk sex
  • dvd movie black book
  • blu ray sex videos
  • young betty white pictures
  • teen black cunts
  • high school girl pictures expelled
  • black and white cowgirl
  • asian teen prostitute tube
  • Black girl thick
  • teen amateur pages
  • free fuck xxx vids
  • bikini lesbian tubes
  • arab girls sex cumshot
  • drunk girls past out porn
  • ebony teen picture club pics
  • sexy blowjob pix
  • teen erotic wrestling
  • sexiest teenager girls naked
  • popular movies in japan
  • sexy firefighters girls
  • alaskan sex videos
  • Sexy girls and man
  • young guy girls sex
  • fratparty porn stories
  • hot young girls pics bbs
  • blonde anal atm
  • dick wolf porn
  • free sex homemade videos online
  • Young asian nude
  • free asian hardcore video
  • ass and pussy black
  • naked japanease women
  • one legged asian female picture
  • long blonde hair teen fuck movie
  • exhibitionist mature wife videos
  • free ballbusting videos and sex pics
  • white girls sucking black dick thumbs
  • london asian japan sex party orgy
  • black men eating white hairy pussy
  • free xxx mature drnk videos
  • vanity videos shemale
  • Be a hot girl
  • free erotic hollywood movies
  • mature tease pics
  • real girl porn tube
  • free porn lactating videos
  • Latin porn ass
  • sissy boy force sex movies
  • mature skinny mature pussy
  • free amature pussy flashing
  • boys girl sex video
  • how to fist fuck a girl
  • Lois griffin nude pics
  • ashley tisdale sexy ass
  • free big black booty anal porn
  • black beautifull tits
  • robin mature sex mistletoe
  • little pussy girls slutload
  • anal creampie sex movies
  • penetrating full length anal movies
  • hardcore bengali adult porn pussy
  • Hot lesbian shower
  • cheap asian girls portland
  • hot young teen pussy vids
  • self pictures teen
  • girls football fuck
  • mmf bisex lingerie pics
  • old fashioned group sex
  • amateur male video
  • porn vids of huston
  • Girls cumming together
  • xxx lick her ass
  • pakistan xxx hardcore video
  • shemale fucking male videos
  • the young black and fabolous
  • Mother son sex movie
  • amateur real lesbian
  • naked little teens caught on camera
  • cunt nasty huge pussy sex
  • sexiest babes ever spot
  • gp mature videos
  • russin fuck pics
  • couples sex pics
  • homemade blowjob videos long running
  • naked teens upskirt
  • forced blowjob video
  • free sex teen picture
  • free filipino sex videos
  • hot amateur grannie porn
  • porn movie sites adult
  • amateur retro teen
  • naked average galleries
  • aliens sex movies
  • free movies mature amateur blowjobs
  • long hair girl naked
  • chinese sex video prostitute
  • boys naked free movie
  • teens stolen naked pictures exgirlfriend
  • big dick wet pussy porn
  • shemale free sex video
  • super ninja bikini babes videos
  • video models naked
  • porn tube wife interracial
  • Sex pussy pictures
  • couples retreat movie unrated
  • Thrisha nude pics
  • hairy young naked guys
  • ass parade videos free
  • micro bikini teen modles
  • free fuck prom video
  • pov office pussy vidros
  • little girls sex movies foto
  • sexy black niggaz
  • olden women sex with young guys
  • cartoon school girl xxx
  • xhamster man with dick having sex
  • Picture girls sexy
  • naked pics of britnay spears
  • girls strips videos
  • youngteen pussy full of cum
  • girl pics cgiworld
  • petite teeny weeny girls naked
  • young girl model art
  • mature legs movies
  • naked girls sleeping pics
  • lesbian black bitch
  • interracial sex feels like
  • wife boss fuck video
  • asian transsexual spunk
  • pictures of black springs arkansas
  • ufc sexy girls
  • forum sex wife fuck hotel
  • a wife who really needs sex
  • tits floating in pool picture
  • black ass squirters
  • pictures of your naked wife
  • stories about eating young girls pussy
  • free naked pics of older men
  • erotic sexy pose
  • arabian naked girl
  • x threesome pictures
  • mature pussy lick pics
  • period porn movies
  • bitch wife videos
  • free pictures asian naked mature women
  • free stocking lesbian porn
  • free full young sex
  • College girl kiss
  • thumbnails ebony black ass butt
  • naked teen girls solo
  • britney speares pussy
  • pretty young girl bad boy blues
  • free korean sex movie
  • girls cake sitting porn
  • extreme pussy stretching story
  • black chicks exploited
  • girl tiny ass
  • Boot sex pics
  • carry prejean sex video
  • chubby black girl takes a dick
  • sexy black chicks naked
  • oral sex law
  • nylon sex hot teens
  • naked japanese mature
  • black female video dancers
  • outdoor teen blonde video
  • amateur girlfriends bbs
  • slut wives having sex
  • skyy black porn tubes
  • ass fuck the wife
  • celeb huge tits and pussy
  • Orgies of edo
  • gabriella hall sex pics videos
  • girl from corbin fisher video
  • jennifer petersonhind sex pics
  • erotic hand job massage videos
  • what do teenage girls think about
  • totally free public nudity videos
  • amateur videos categories posted free
  • pisces male sexuality orgasm
  • anime boobs gallery
  • amateur black tranny
  • fuck transexuals powered by vbulletin
  • upload cell sex videos
  • farangdingdong facial videos
  • carmen electra topless pussy doll
  • japan cum movies