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

*

  • ebony milf porn
  • mature foot lesbians
  • brutal anal movie
  • foresed sex free vids
  • ebony porn riding skills
  • kelly madison pussy ff
  • sex vids forced
  • naked woman having sex on camera
  • stroke the pussy
  • beautiful porn star free gallery
  • sexy erotic surprises for men
  • hardcore crying porn
  • To hot girls
  • mandy wife black cock
  • black spider with a white butt
  • myspace interracial wife
  • sexy naked pics
  • suck her little pussy and tits
  • sexy blonde cant stop eating
  • free video big dicks small chicks
  • free sex weing group sex photos
  • asian girls bare feet
  • Girls with big boobs fucking
  • mature pussy in hose
  • pussy pay per view
  • im kardashian pussy fucked
  • girl drinks cum porn video
  • Lesbian smelling feet
  • Emma watson fake nude pictures
  • lesbian erotic photos
  • nasty black girls fucking girls
  • Teens tied up and fucked
  • pics of big latina ass
  • sexy littel white girl nude
  • Solo oral sex
  • teen girls screw s
  • girl fingering girl video
  • Zac efron nude video
  • fee amature hme porn movies
  • cute bikini teen
  • picture of girl putting on deodorant
  • amatur teen anal
  • female ball busting sex video free
  • girl with tight breasts
  • aqua teen hunger force movie tabs
  • mature latino galleries
  • carmella bing big tits movies
  • cumming in my girlfriends ass
  • armry girls showing ass
  • Sexy brazilian girls naked
  • pattaya pussy galore bar girl video
  • erotic erotic art movies
  • Kylie minogue sex video
  • wife in stocking threesome
  • girls one guy porn tube
  • shemale xxx tube
  • Diane lane naked pics
  • Meagan good nude video
  • lesbian girls shower nude
  • youngest girl bikini video
  • interracial sex party
  • black porno sex
  • young deutch girls nude
  • free very young sex vidoes
  • lesbian moms having sex video
  • pictures of a girls boobs
  • tiny pussy tina
  • deepthroat face fuck free video
  • naked rainbow party sex
  • chicks harley davidson
  • fuckable chines teen video
  • innocent teen girl porn
  • free pics of nz girls
  • Maryse ouellet nude pictures
  • movie auditions teens
  • pictures of young sunflower
  • free toon fuck pics
  • biggest butt porn
  • sexy nonude young models
  • Diya mirza nude photos
  • porn movies for for women
  • how to fuck your teenage daughter
  • free black buty sex videos
  • estelle bingham naked plympics
  • free asian fisting videos
  • mature twink amateur galleries
  • xxx ebony tube free
  • home video huge boobs
  • huge shemale tits and cock videos
  • girls naked young anal
  • male sex threesome
  • free asian school girl videos
  • hairy anal sex videos
  • teen lesbian naked solo
  • nimbus video vibrator porn
  • anal sex with cat
  • women with objects in pussy
  • Girls locker room porn
  • hi res erotic porn pics
  • cuckold white wife want jamaican video
  • anal movie thumb
  • big tits free pics bikini
  • amateur videos college
  • free naked college girls home videos
  • teen party washington pa
  • Unexpected cum in mouth
  • ass groping videos
  • anime sex movie thumbs
  • anal butt rectal
  • Manisha koirala nude videos
  • hairy asian pussys
  • school girl fuck videos
  • hardcore porn movies twilight
  • skinny black shemale tube videos
  • wife sharing pics gallerys
  • lesbian forced to orgasm
  • very young nude girls ice
  • Hot naked sex videos
  • blonde teenagers black dick
  • black women long nipples
  • teen black pussy upclose
  • Hot ass thongs
  • celebrity and movie star porn
  • wding lost camera honeymoon naked sex
  • Cum in ass video
  • xxx young girl and boy
  • free red teen bush videos
  • ebony adult nude black men
  • shemale only videos
  • Teen asian ass
  • hard anal sex gallery
  • Sex ed movies
  • mini girl model pics
  • Hot girl booty shake
  • Lesbians eating girls out
  • black amateur booty bouning
  • hot girls giving a blowjob
  • Wet teen vagina
  • tits anal movie
  • teen ex girlfriend pictures
  • d cup sexy blonde lesbian
  • Tiffany teen nude pics
  • hardcore triple xxx porn in rome
  • free lactating big tits movie
  • free sex jizz tube video
  • sexy young boys art
  • teen home made x videos
  • fuck your friends sister videos
  • naked butch girl
  • stunning mature movie galleries
  • interracial young girl gangbangs
  • free teen blowjob movies
  • legal flat top teen pics
  • free hot girls vids
  • throat gager pics
  • deep throat amateaur videos
  • Elisha cuthbert nude photo
  • black nurse mom freak huge ass
  • swingers video sex
  • ir wife vids
  • tattoos of naked girls
  • girl ejaculates video
  • Hot tamil ass
  • Teen dildo pic
  • free overseas teen gallery
  • tight little black girls getting fucked
  • japanese bizzare sex
  • porn tube video download
  • s japanese modern girls
  • teen real amateur
  • young animai sex vids
  • amateur teen interracial videos
  • amateur sex video married couples
  • chicks on chick porn
  • muscular porn mpeg galleries
  • girl ass fingered
  • gang bang horny teen videos
  • sex videos divx
  • japanese erotic force stories
  • perfect young volelyball babes
  • pics of black pearl pirate ship
  • girls under galleries thumbs
  • Black ass and titties
  • teen romanian pussy
  • vintage movies porn
  • cute chubby girls galleries
  • single girl erotic massage kona island
  • homo thug big black dicks
  • cheating fucking friends wife stories blackmail
  • Big boob seducing
  • Teens bedroom wall decals
  • youngest naked girls ever
  • keri russell erotic pics
  • teen sluts pussy skirt
  • home video amateur free
  • furries sex videos
  • mature women who hunt young lesbians
  • hd young teen sex videos
  • wife pussy flashing
  • why does a girls pussy swell
  • mcdonalds girl flashing
  • free internet sex amateur
  • sexy drawing of girls
  • sex vid of milk into ass
  • kick his ass video
  • teenie fuck spy cam
  • naked womenwet pussy
  • free young young porn movies
  • free high quality teen pics
  • pictures of black leaders
  • Bulgarian sex movie
  • free hardcore sexy girls
  • free pics public sex outdoors beach
  • Daniela denby ashe nude pics
  • black teen tight
  • white men and asian women porn
  • bushy pussy three way fuck
  • sex dolls fuck video
  • dildo chicks sex
  • The best pussy pics
  • likes girls pussyu
  • emmy black tits
  • girl fuck camera
  • free missonary sex guide video
  • step s force girls porn
  • What makes a girl sexy
  • gtanny sex videos
  • orgasm with me movie
  • amateur lesbian ass play videos
  • tightess pussy by race
  • young little lesbian girls pussy
  • black school girls getting fuck
  • girls costume long black gloves
  • free videos mature lesbian bosses
  • sex porn mature tube asian movies
  • teenie home fuck
  • nakednews naked videos
  • Big ass little waist
  • free full sex sleeping movies
  • thick oily black ass
  • upskirt youngest japan street
  • free amateur videos hardcore
  • Naked strip porn
  • wool stockings pussy
  • gaping milf pussy pics
  • did ham have a black wife
  • video of britney fornshell naked
  • softcore couples sex
  • ask porn interracial
  • friendswood pussy ass
  • males strippers sex at bachelorette party
  • white slave mile east fuck movie
  • pictures of blonde haired movie stars
  • dirty talk handjob video
  • can a snake fuck a pussy
  • nina hartley teaches eat pussy
  • Anne archer nude pictures
  • Bikini hot ass
  • naked lesbian sistas
  • teen sluts group sex pics
  • free young girls teens porn movies
  • little teen suck big cock
  • teenie young porn
  • interracial double three black facial cumshots
  • wife party fucks
  • xxx group sex videos
  • amateur nude gallery archives
  • pictures pregnancy breasts changes
  • sexy blonde tight white tee
  • petite strip ibp spec
  • young lil ass
  • girls and boys free fucking videos
  • Nude photos of vida guerra
  • watch fuck machine movies
  • Nude thin girls
  • free sex and violence videos
  • young pron pictures of girls
  • petite jean national forest
  • Pics of sex and the city
  • chinese girl black man
  • Super sexy lesbian
  • giant dick anal sex tape
  • Girls sexy nipples
  • ebony teen backdoor
  • coach fucks young teen
  • my fucked my wife videos
  • Anal sex nude
  • tiny naked teens
  • huge boobs that want huge dick
  • big black ass nurse
  • nuns pics free erotic
  • school nurse movie big nipples
  • anal licking movies
  • tween porn vids hoe made
  • college girls naughty videos
  • young woman doin anal
  • black anal moms
  • free sex tv porn movies
  • girl get sex in public place
  • white wife loves blackmans sperm
  • school girl sex free
  • shitty gapping anal hardcore
  • mature homemade sex free
  • naked mature haveing sex
  • Big tit dragon
  • cock panties porn video
  • young and anal allysin chaynes
  • pussy blonde fuck slutload
  • lela star video orgasm
  • girls showing breasts at golf tournaments
  • abhay deol sex scene
  • amateur sex hunters
  • wet young lesbian
  • ass butt sexy hot
  • young skinny schoolgirl free porn
  • nikara naked pics
  • hairy teen ebony pussy
  • hanover nh petite womens clothing
  • amateur pornography kim and daniel
  • Naked sexy penis
  • free fat hairy ebony pics
  • hairy vintage xxx porn galleries
  • wet pussy teen panty
  • asian lesbian foot fetish
  • free sex military men video
  • mature shemale pussy
  • orgasm during filming porn
  • gy style teen video sex
  • hot girls nipples
  • bed lounge petite
  • Plump big tits
  • Full exploited black teens
  • milf young girls
  • ebony cappuchino porn
  • young jello tits
  • r ygold pussy
  • hot bride to be fuck blackmen
  • girlfriend amateur blowjob
  • black boy white wife
  • amateur milf anal fuck videos
  • topless woman pics
  • voyeur sexe amateur
  • lacey turner sex video free
  • blonde slut big ass porn
  • free hairy wet pussy outside
  • Daughter caught masturbating
  • flat chested porn videos
  • pussy pierced movies free
  • two dicks in the ass galleries
  • u tube drunk college girls sex
  • hardcore black fucking galleries
  • Asian anal sex movies
  • free teen pantyhose videos
  • female free online stripping movies porn
  • homemade teen threesome porn
  • tranny lesbos pussy
  • girls sexy pools baby oil
  • big natural tits sex
  • hot nude babes video
  • young black girls images
  • giant juggs blowjob movies
  • mother son fuck movies
  • sharuk khan movie wife dies
  • fuck my sex
  • professional porn movies
  • fuck trixie teen video
  • naked office pics
  • young teen females nude
  • Jo garcia nude videos
  • sexy scene girls clothes
  • young nude russian nudist girls
  • and girl anal
  • girl gets pregnant video
  • hentai teen boyfriend fuck
  • Naked nude lesbians
  • black cum in asian
  • erotic brother and sister sex stories
  • hosewifes used as suck slaves
  • teen worker blowjob
  • fuck my italian pussy
  • illegal nude pics young girls
  • asian planet video store
  • black girls with sexy legs
  • free busty redhead hardcore videos
  • dans free fuck galleries
  • Hot girl big tits
  • older lesbian fucks young girl
  • m f teen st anal
  • petite cashmere sweater
  • amateur pregnant pics
  • evil girls having sex
  • angus young as devil pics
  • free ebony teen sex vids
  • pussy face fucking movies
  • white amature wives fuck black cock
  • sex flix of naked women
  • blacks inside blonde
  • wife upskirt and housewife pantyhose sex
  • youngest amateur nudity
  • free prostate orgasm videos