the new long tail of search marketing...
TRANSCRIPT
THE NEW LONG TAIL OF SEARCH MARKETING STRATEGY
Learn how to generate more leads through your
company website using the long tail of search
marketing, ultimately making consumers more
aware and knowledgeable of the products
and services you offer.
By: Zach Kasperski, Search Marketing Strategist at ElasticityForeword By: Jason Falls, SVP, Digital Strategy at Elasticity and Author of No Bullshit Social Media
CONTENT
Why We Wrote The New Long Tail of Search Marketing Strategy
PART 1: WHAT IS LONG-TAIL SEARCH MARKETING?
PART 2: THE IMPORTANCE OF LONG-TAIL SEARCH MARKETING
PART 3:THE NEW WAY OF SEARCH
PART 4:IDENTIFYING USER-INTENT
PART 5:APPLYING THE LONG TAIL TO YOUR SEARCH MARKETING EFFORTS
05
06
09
11
15
18
FOREWORD BY JASON FALLS
You have to give Google credit. When the search engine launched in 1999, the way most people found things online was by navigating through online directories. You started with a big topic, like Sports, and drilled down to baseball, then Major League Baseball, then your team of choice and even your player of choice. If you wanted something else, you navigated back to the top of the directory, then drilled down again.
For you youngsters reading this, yes: In comparison, the Internet used to suck.
What Google did was teach consumers a new, easier, faster way to find what they were looking for. Type your specific topic in the little box and voila! Results! And then Google started prioritizing results with its now famous secret sauce algorithm with the general indication that the top result was the most relevant piece of content on the Internet based on your search term or query.
But if you think hard about how we used to find what we were looking for – by drilling down multiple levels in a directory – you can easily understand what long-tail searches are. We didn’t search for “Banks.” We navigated to Business Financial Services
Banking Services Banks & Institutions Regional North America United
States Kentucky Republic Bank. That was a long tail of categories to get to what we were looking for.
Search engines made the process of finding what we were looking for easier, especially if we knew what we were looking for. We could just type in “Republic Bank” and come up with the result we wanted. But if we had just moved to Louisville and were looking for a place to do our banking, we’d type in a longer tail search query – something like, “banks in Louisville” or “savings and loan bank in Louisville, Kentucky.”
The more popular Google became over the years, the more long tail the search queries became. That’s because it was no longer just tech nerds typing in Boolean queries using the platform. Normal people (apologies, geeks) started using the search engine, too. And they don’t type in queries in the technical sense. They type in questions and phrases like, “What’s the best bank in Louisville, Kentucky?”
Hence, long-tail search marketing. We’ve got to get to those search users – the normal people – if we want to really turn over value for our search marketing efforts.
But why spend time on search at all? Doesn’t the infinite possibility of
search queries make it imposing or even impossible to efficiently drive customers? Well, yes. And here’s why:
The search audience is the only one that is raising its hand saying, “I could be talked into buying that!” Searchers are pre-qualifying themselves as ready to buy. They are in active shopping mode. They are looking for a solution to a problem… an answer to a question. And if your results answer the call, you have a very good chance at converting a random searcher in to a customer.
I am generally known as a social media guy, even though my expertise lies in the more broad pool of digital marketing and communications. But I do love social media marketing a lot. Still, however, I always start with clients by explaining that search is still your No. 1 priority. The reason is the above – these people are ready to buy. To illustrate the point, I tell them this:
Using social media is like selling ice cream in the wintertime. You might sell some here and there, but the environment isn’t right to sell at an optimal clip. Using search marketing is like selling ice cream in the summer time. The environment is right and ripe for the taking.
And that means something else:
If you don’t use search engine marketing as a business, it’s like shutting down your ice cream shop from May through September. And you know what that makes you? A fool.
Dive into The New Long Tail of Search Marketing Strategy. It will help you understand not just how to use search, but a more granular way of getting to the hand raisers who want to buy, but just don’t yet know you’re the right person to buy from. And when you’re done reading, reach out to us. We’d love to answer your questions or perhaps even help you start converting some of those long-tail searchers into long-time customers.
---- Jason Falls, SVP of Digital Strategy,
Elasticity; Author – No Bullshit Social Media
WHY WE WROTE THE NEW LONG TAIL OF SEARCH MARKETING STRATEGYThe topic of online lead generation
has been around since the beginning
of the Internet. Many of you might know
of this time as the “dot-com” boom, or
the founding of companies that were
commonly referred to as
dot-coms. Fast-forward 15ish years
and the Internet still proves effective
in how companies are marketing
their products and services.
At its core, lead generation makes consumers more aware and knowledgeable of the products and services you offer, in hopes of making them consider and select you over the competition.
AWARENESS KNOWLEDGE CONSIDERATION SELECTION/TRIAL SATISFACTION ADVOCACY REPURCHASE
Most lead generation guides advocate
paid digital marketing efforts like pay-
per-click, display, and social media
advertisements. Though these can be
effective in the right circumstance,
there is still a large part of the pie that
is underutilized - organic search. Our goal is to provide marketing
directors, sales managers, and business
owners with everything they need to
know to tackle the new age of search
marketing, specifically the use of
long-tail keywords. The New Long Tail of Search Marketing
includes valuable insight from
digital marketing professionals that
have been generating and nurturing leads
for SMBs (small/mid-sized businesses) to
Fortune 500 companies - since the early
days of the Internet. We urge you to take
the valuable information in this guide and
share it with your colleagues and apply
it to your own search marketing strategy.
LEAD GENERATION
5
THE STATISTICS DEFINITION OF THE LONG TAILThe long tail is the portion of keyword distribution that has a large number of occurrences far from the head or middle part of the demand curve. For instance, a head search query might be something like “best restaurants JFK,” whereas a long-tail query might be something like “where to eat lunch at JFK airport in Terminal 1”.
Source: Alpheus Bingham and Dwayne Spradlin (2011). The Long Tail of Expertise. Pearson Education. p. 5.
WHAT IS LONG-TAIL SEARCH MARKETING?
HEAD SEARCH QUERY
LONG-TAIL QUERY
best restaurants JFK
where to eat lunch at JFK airport in Terminal 1
THE SEARCH DEMAND CURVEThe long tail of search has been around since the beginning of search engines, and search marketers have been trying to target long-tail queries with tactics like setting up a website with a large
number of pages and targeting variations of user intent based on search query.
The search demand curve tells us that there is a massive amount of opportunity in search phrases that make up - according to research - almost 85 percent of search traffic.
THE TOP 10,000 SEARCH TERMSIn 2008, Experian’s Hitwise division
published an article that examined a
study of the top 10,000 search terms
by percentage of all search traffic. This
included topics covering MySpace,
Britney Spears and the iPhone 3G.
The study found the following:
TOP 100 TERMS: 5.7% of all the search traffic
TOP 500 TERMS: 8.9% of all the search traffic
TOP 1,000 TERMS: 10.6% of all the search traffic
TOP 10,000 TERMS: 18.5% of all the search traffic
PART 1
6
For example, if your company owned the search landscape of
the top 1,000 search terms across all search engines, you’d be
missing out on nearly 90 percent of all search traffic.
A couple things to note: The Hitwise sample contains 10 million U.S. Internet users and a complete data set would uncover much larger portions of the long tail.
Source: Experian, Hitwise (2008). Source: SEOmoz (2009). Illustrating the Long Tail. The Moz Blog.
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ENTA
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EARC
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RMS B
Y PE
RCEN
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RAFF
IC
100%
80%
60%
40%
20%
0%
0.40%
0.30%
0.20%
0.10%
0.00%
TOP 100 KWs
myspa
ce
TOP 500 KWs
britne
y spea
rs
TOP 1,000 KWs
iphon
e 3g
TOP 10,000 KWs
quest
diagn
ostics
THE LONG TAIL
e-bay.
com
medic
al qu
estion
s
myuh
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winder
mere
direct
tv in
ternet occ
body
centra
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clon a
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popca
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es
banka
tlanti
cPOPULAR KEYWORDS VS. LONG TAIL SEARCH TRAFFIC
The below chart illustrates a simplified version of what was found in
Hitwise’s 2008 study. These metrics are make up of the above four bullets.
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# OF
MON
THLY
SEAR
CHES
# OF KEYWORDS
MILLIONS
100Ks
10Ks
THOUSANDS
HUNDREDS
TENS
<5
THE DEMAND CURVE ILLUSTRATED Finally, the below chart illustrates the fat head, chunky middle
and long tail of keyword demand.
SUMMARY: WHAT IS LONG-TAIL SEARCH MARKETING?Long-tail search marketing is a sophisticated model of lead generation that is built for today’s modern search engines. The model targets roughly 90 percent of search queries -
search queries that are far from shorter, head queries. The model can help your brand capitalize on the full opportunity found in the search marketing of 2015 and beyond.
FAT HEAD18.5% OF SEARCH TRAFFIC
CHUNKY MIDDLE11.5% OF SEARCH TRAFFIC
LONG TAIL70% OF SEARCH TRAFFIC
TOP 100 KEYWORDS
TOP 500 KEYWORDS
TOP 1K KEYWORDS
TOP 10K KEYWORDS
Source: Experian, Hitwise (2008). Source: SEOmoz (2009). Illustrating the Long Tail. The Moz Blog.
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AWARENESSSearch marketing can help boost the awareness of your brand. Eighty-nine percent of consumers use Internet search engines to make purchasing decisions, the highest percentage of eight other information sources in the study, including review sites, brand or product sites, news sites and social media platforms. The keyword demand curve suggests that the long tail makes up over 70 percent of the keywords used when finding this information.
Source: Fleishman-Hillard and Harris Interactive (2012). Understanding the Role of the Internet in the Lives of Consumers. Digital Influence Index Annual Global Study. p. 11.
KNOWLEDGEYour prospect just landed on your website via a click from a search engine result. Does your landing page content help them learn about the products and services you offer? Sixty percent of consumers gather product and service information from brand or product websites, ultimately influencing whether or not they’ll consider purchasing from your company. The content on these landing pages may consist of guides, white papers, webinars, videos, infographics or other valuable information that’s tangential to your product or service.
Source: Fleishman-Hillard and Harris Interactive (2012). Understanding the Role of the Internet in the Lives of Consumers. Digital Influence Index Annual Global Study. p. 11.
SEARCH MARKETERS OFTEN DISREGARD THE LONG TAILThe traditional retail environment is a great example of why search marketers may typically disregard the long tail. Logically, a retail store will only stock its shelves with products that have a proven track record of selling. This is mostly due to the fact that shelf space is expensive, and it’s much more of a risk to bet on products that address niche wants and needs.
In contrast, online retailers (like Amazon and Walmart) can stock virtually everything, from the head products like Levi jeans to the “longer tail” crazy straws that you put in your drink.
In early September of 2013, Google quietly made a change with the ultimate goal of encrypting all search activity. This change brought a dramatic increase to the percentage of keywords (77 percent in September 2013 and 87 percent in July 2014) that have “not provided” data in Google Analytics. Ultimately, it’s hard for search marketers to measure and track the effectiveness of longer tail queries. Even Google’s Keyword Planner tool does not include traffic data for these longer queries.Source: ClickConsult (2014). Not Provided Count. NotProvidedCount.com
The days of content production that exclusively targets the fat head are slowly going away. Organic search marketing is moving toward a more long tail approach using quality content as the driver.
THE IMPORTANCE OF LONG-TAIL SEARCH MARKETING
PART 2
9
USER INTENT: HIGHER RELEVANCY, MORE CONVERSIONSPerhaps one of the most important concepts of the long tail involves user intent. Users are usually searching to accommodate a navigational, informational, commercial or transactional need. As queries progress from informational to transactional, they often become more relevant and less competitive, which ultimately leads to higher conversions for your product.
When a user is searching for (the head keyword) “Nike shoes,” we have very little idea what the user needs. Are they looking for information on the shoe’s history? Or are they looking for how the shoe is made? They might be looking to shop for Nike shoes.
Now, if a user is searching for (the long tail) “buy Nike Hyperdunk Low 2014 iD’s,” the user intent is much more clear. We know that there’s a much higher chance of being able to sell a pair of shoes.
Long tail keywords reveal a clearer intent. You don’t have to run A/B tests or take a guess at what to serve the user; you can almost always be more certain in what they’re looking for. This has a direct impact on the effectiveness of your search marketing strategy.
SUMMARY: THE IMPORTANCE OF LONG-TAIL SEARCH MARKETINGLong-tail search marketing makes your marketing funnel wider. It boosts the awareness of your brand in search engine results and teaches your customers more about the products and services you offer. This form of
search marketing is often disregarded because it’s hard to track and measure using traditional analytics techniques. Long-tail search marketing requires an advanced model of search marketing, from strategy to measurement. Long-tail search marketing allows marketers to cast a wider net of opportunity because of hyper-relevance and low competition.
RELEVANCE:
COMPETITION:
LOW
HIGH
HIGH
LOWFAT HEAD CHUNKY MIDDLE LONG TAIL
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INTRODUCING GOOGLE HUMMINGBIRDOn the eve of their 15th birthday, Google a new search algorithm called “Hummingbird” that was designed to handle more complex queries. Details of the update were largely made up of “off-the-record” statements made by Google’s senior vice-president of search, Amit Singhal.
Well-known members of the search marketing industry distilled Amit’s statements: Hummingbird’s objective is to better understand users’ intent
when searching. The goal is to serve up the most relevant results for the query. The algorithm governs the more than 200 elements that make up Google search as we know it.
In the past several years, Google has announced several updates - Caffeine, Panda and Penguin - aimed to improve the experience of fat head and chunky middle keywords. Although these are all still necessary for an effective Google experience, they don’t accommodate for the fast adoption of mobile search and more conversational long tail queries. Amit Singhal even touched on these long tail queries, calling them “verbose.”
THE NEW WAY OF SEARCH
PART 3
GOOGLE SEARCH TIMELINE
11
GOOGLE HUMMINGBIRD: HOW IT WORKS & WHY IT MATTERSThroughout the years, Google has integrated more components (synonyms, autocomplete, universal search, Google instant and the knowledge graph) into the algorithm that generates the results for queries. Now the emphasis is on generating semantic search results that are heavily guided by synonyms, content and co-occurrence. Semantic search is the argument for long tail keyword targeting.
Think about what words or phrases prospective customers use when searching for the products or services you offer. If they search for “Italian designer pants” and all Google returns is post about designer pants, then content that is similar – and possibly useful for the searcher – may be left out. As such, Google has always had some consideration for synonyms. Thus a search for pants would also include content that is relevant to “slacks,” “jeans,” “khakis,” “trousers” and more.
SYNONYMSGoogle has been working with
synonyms for well over a decade now.
Thinking back to user intent, it’s clear
that synonyms are crucial in how they
broaden the query and rewrite it to offer
the best results to users. Synonyms are
important but aren’t a perfect solution for
the future of search. Enter Hummingbird.
CONTEXTHummingbird considers the context in
which synonyms are used. After all, words
are verbal representations of things. An
object may have a relationship with others
that may change depending on the context
of which they are used together. Google
knew that they must learn to understand
the potential meanings of a word and refine
the retrieval based on a “probability score.”
12
CO-OCCURANCEWe know that synonyms and context
play a huge role in the new Hummingbird
algorithm, but there’s one more concept
that’s worth talking about: co-occurrence.
Co-occurrence is an indicator of semantic
proximity or an idiomatic expression, or
how close a certain keyword is to relevant
concepts in a given sentence, paragraph
or article. It allows for the assumption of
how two words or concepts depend
on each other.
For example, an article discusses a new
Nike shoe in one sentence and running trails
in the next sentence. Google understands
that these two concepts – a shoe and
running trails – go together. Thus
determining said shoe must be a
running shoe.
WHY IT MATTERSBy integrating synonyms, context and co-occurrence, Google is now able to:
• Simplify how it delivers information. If
a group of longer tail queries essentially
mean the same thing, then Google
doesn’t need to serve a different result
for each. Instead, one result will satisfy
the entire group.
• Significantly improve the search
experience. A better understanding
of the query allows Google to serve
results that have a higher probability
of satisfying the needs of the user.
• Serve more relevant ads for long tail
queries. In the past, it was unlikely for
Google to serve ads for verbose queries.
Now they can decipher what people are
looking to browse, shop or buy in
longer queries.
13
THE KNOWLEDGE BASE AND ANSWER CARDSLaunched in May 2012, the Google Knowledge Graph understands facts about people, places and things and how entities are connected. Hummingbird is turning longer tail queries into those at the head of the demand curve. In the case of the latter, these queries are sometimes served with Answer Cards in the Knowledge Graph.
Answer Cards appear as large boxes in the top position in search results.
They let searchers get factual information to certain questions posed in search queries. For example, searchers can ask Google about “my dinner reservations,” “how old is Barack Obama?” and “how tall is the Empire State Building?”
The Knowledge Graph is not directly tied to Hummingbird, but they share the same philosophy from moving string queries to an understanding of semantics. The Knowledge Graph specifically served Hummingbird with information that involves personalization.
St. Louis Weather NL Central standings
How tall was Abraham Lincoln
Population of Chicago
ANSWER CARDS
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THE VISITOR INTENTION MODELAs search marketers, it’s our job to help search engines tie user intent to our products and services. We briefly talked about the types of queries that usually fall under user intent, but let’s dive deeper into how user intent impacts purchase intent.
Before you start keyword research or any other foundational search marketing efforts, you should understand the mechanisms behind how people search.
This is best explained using the Visitor Intention Model.
This model of search behavior is heavily based on the correlation between the phrases that people type into the search box and the likelihood that they’ll purchase a product. The below diagram illustrates the general query demand for three commercial search types.
QUERY TYPE: LONG TAIL
FAT HEAD
BROWSE SHOP BUY
IDENTIFYING USER-INTENT
PART 4
THE “I’M JUST LOOKING” CONSUMERMarketers call them “browsers”
because these people are in information-gathering mode. Their searches are closer
to the head and not very specific. They
typically click on several results to get the
information they’re seeking, working their
way from the top of the search results to
further down on the page. The difference
between informational and browse-based
keywords is that these consumers might
make a purchase.
EXAMPLES INCLUDE: coupons, shoes,
cell phones, hotels.
THE “I’M GOING SHOPPING” CONSUMERShoppers have an identified need and are
in the consideration phase of the customer
lifecycle. They’re using a search engine
to compare product or services. These
prospects are the ultimate tire kickers. They
might buy a product now or later, but their
immediate need to is assess all options
and narrow down their choices. Search
marketers tend to initially think of these
words as in the chunky middle area of the
demand curve. Also, marketers can often
increase their chances of a sale by offering
the most valuable, relevant information
based on a product or service offering.
EXAMPLES INCLUDE: att smartphone options, hdtv reviews,
new york airfare, best flower delivery.
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THE “I NEED TO BUY THIS” CONSUMERBuyers are looking for specific products or a product that seems to fit their needs.
They are spending more time on specific websites and less time in the search engine results
pages. Since they’ve already done a lot of their research, an emotional or promotional play
could push them even further to purchase.
EXAMPLES INCLUDE: Samsung 46 inch LCD 1080p tv, cheap airfare to Las Vegas for [next week’s date],
THE BRAND LADDERThe Visitor Intention Model works well for most non-branded search marketing activities, but if you’re focused on improving the performance of your branded keywords, you should consider the brand ladder.
The brand ladder allows you to improve the performance of your branded keywords by branching out to higher traffic keywords that relate directly to a brand offering.
“ V I S I N E - A. C
.”
“ITCHY EYES”
“SEASONAL ALLERG
IES”
OCCASION PROBLEM PRODUCT OWNER
“EYE DROPS”
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OWNERThe owned category consists of
keywords that closely align to a product
from a particular brand. An example from
the investment-trading category might be
“Scottrade.” Prospects that are searching
for these keywords are usually looking for
a specific product or service from a brand.
It’s harder for competitors to rank it top
positions for these terms, making them
highly relevant and valuable.
PRODUCTA level up from owned keywords are
product keywords. These are categories in
which branded phrases fit. This is a crucial
moment for marketers because consumers
are close to making a purchasing decision.
Generally, these keywords represent the
largest amount of relevant traffic that
directly relate to needs that can
be accommodated by brands.
PROBLEMNext are problem keywords that have a
high volume of traffic but lower relevance
than those of their product counterparts.
It’s best to target these keywords with
landing pages and content that eases
the pain of the prospect.
OCCASIONFinally, occasion keywords represent
life-events or things that are happening
in that particular moment in time. This is
a powerful, brief moment when search
marketers can make an impression that
will last in the prospect’s mind. Not every
brand can target occasion keywords, as
these mostly consist of CPG products in
healthcare, chemical and lifestyle industries.
Occasion keywords can often be looked
through the lens of urgency. For example,
“need energy” can have an application of
urgency by adding “fast” or “now” to
the end of the query.
SUMMARY: IDENTIFYING USER-INTENTBy identifying user-intent, search marketers can target more relevant keywords based on what consumers actually want. Not only can you improve the relevance of the keywords you target, but you can also get a sense of what keywords generate the most revenue, in each of the “browse,” “shop” and “buy” categories.
The Visitor Intention Model mostly caters to non-branded queries, so what’s a brand advertiser to do? The Brand Ladder teaches us how to expand on “occasion” and “problem” keywords that are relevant to your brand’s product.
Both non-brand and brand advertisers can use the Visitor Intention Model and Brand Ladder and apply it to long-tail search marketing.
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KEYWORD RESEARCHKeyword research is at the base of all search-marketing efforts. But first, what is a keyword?
A keyword is a word or phrase that consumers use to find the products and services you sell. You want your company website to rank in top positions of search results when consumers are searching for what you sell. By ranking higher in search results, there’s a better chance that consumers will visit your website and buy from you over your competitors.
The keyword research process will help you attain more relevant visibility and can help you learn more about your prospects as a whole. The process will help you establish the popularity, competition and relevance of certain keywords, as well as predict shifts in demand and changing market conditions.
Start by putting yourself in the position of your prospects. What keywords would you search for to find your products and services? What information would they find upon landing on your site? What is the value of a conversion from this keyword?
Once you’ve completed the brainstorming exercise above,
categorize your keywords based on the service you offer or section of the website that best accommodates the query. Then, take a group of your categorized keywords and plug them into Google’s Keyword Planner (GKP). This will allow you to expand out your initial list while gathering popularity and competition data. We’ll further explain how to use the GKP in the Key Takeaways’ section under Tools.
Although the GKP is a valuable tool in the keyword research process, keyword popularity data will only be provided for head terms. You can get long-tail data by running a paid search-marketing pilot on Google AdWords, allowing you to identify your most valued long tail keywords. Additionally, you can use the Google AdWords Search Terms report to see what exact word or set of words a customer enters when searching on Google.com.
You might also find value in categorizing your final keyword list in the following ways:
APPLYING THE LONG TAIL TO YOUR SEARCH MARKETING EFFORTS
PART 5BROWSE
SHOP
BUY
VISITORSINTENTION MODEL
1
2
3
OCCASION PROBLEM
PRODUCTOWNED
THEBRAND LADDER
1
2
3
4
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ON-SITE CONTENT OPTIMIZATIONThe core of Google’s algorithm is to supply the user the most relevant, authoritative information for what’s in the search box. When thinking of content to create for you website, it’s important to keep several things in mind, like quality, keywords, engagement, ads, and freshness. All of these things leverage the long tail keyword.
Google’s panda update cracked down on head terms. Panda said that you’ll be penalized if you website is thin or fluffy and only focuses on head terms. And if you think about well performing websites, they all benefit from rich content, like articles consisting of over 1,000 words. In short, you should be creating rich, detailed content that brings enormous value to your consumers.
Measuring engagement with analytics is also a crucial element when creating quality content. Are your visitors sticking around on one page versus another? How is the message communicated on those pages? What longer tail phrases are used to convey that message?
There’s also something to be said about the freshness of your content. The more you post to your blog, the more Google
will come back to index that content. Your blog is another great way to write long-form articles that will indirectly cater to the long tail.
What do we mean by “indirectly?”
Let’s go back to the synonyms, context and co-occurance components of Google Hummingbird for a moment… Ah, yes. Google is investing in sematic search. Therefore, when you write website copy or other content naturally, you’re appealing to semantic search. It’s like you’re appealing to the long tail without even trying!
THE NEW CONTENT CREATION AND LINK BUILDING IMPERATIVELet’s get one thing straight: link building is NOT dead. Link building is all about how and where you get your backlinks. Continually, this is becoming more of a media relations and influencer outreach play, which may mean more link building campaigns with a content marketing focus.
Content marketing is the new link building imperative. It works by developing valuable, interesting content for a set of influencers and marketing that content through relationships and storytelling. This is a double-edge sword.
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By developing guides, infographics, white papers, case studies and other related content, you get another opportunity to indirectly integrate long tail keywords into your pieces. Then, when the media goes to write about whatever you produced, their editorial
or overarching message will incorporate long tail keywords - all indirectly.
The new search marketing combines technical wizardry, storytelling and content production.
THE SEARCH MARKETING PROCESS
RESEARCH & STRATEGY
Keyword analysis
Competitor analysis
Content & link building strategy
Monthly search reports and insight
TECHNICAL OPTIMIZATION
Technical site audit
Content optimization
Local directory listings
CONTENT & LINK BUILDING
Content development
Link building outreach
MEASURE
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