The document discusses surround sound SEO, which involves dominating search engine results pages for multiple keywords related to a topic by having multiple URLs ranked. It describes 5 types of SEO campaigns - awareness, consideration, decision, transactional, and flywheel keyword campaigns. Case studies are presented showing how surround sound SEO was used for agency services, an ecommerce brand, and a local transactional keyword. The document outlines the techniques used, such as utilizing multiple platforms and tracking competitors.
16. In this presentation I will go deeper into
An advanced technical definition of Surround Sound SEO
Surround Sound SEO
17. An advanced technical definition of Surround Sound SEO
The best tools to track your SSSEO campaign
Surround Sound SEO
In this presentation I will go deeper into
18. An advanced technical definition of Surround Sound SEO
The best tools to track your SSSEO campaign
The 5 Types of SSSEO campaigns
Surround Sound SEO
In this presentation I will go deeper into
19. An advanced technical definition of Surround Sound SEO
The best tools to track your SSSEO campaign
The 5 Types of SSSEO campaigns
The 5 Types of keywords associated with each campaign type
Surround Sound SEO
In this presentation I will go deeper into
20. An advanced technical definition of Surround Sound SEO
The best tools to track your SSSEO campaign
The 5 Types of SSSEO campaigns
The 5 Types of keywords associated with each campaign type
A Flywheel keyword concept that is the most critical to understand
before you begin a campaign
Surround Sound SEO
In this presentation I will go deeper into
21. An advanced technical definition of Surround Sound SEO
The best tools to track your SSSEO campaign
The 5 Types of SSSEO campaigns
The 5 Types of keywords associated with each campaign type
A Flywheel keyword concept that is the most critical to understand
before you begin a campaign
The best content format for each type of SSSEO campaign
Surround Sound SEO
In this presentation I will go deeper into
22. An advanced technical definition of Surround Sound SEO
The best tools to track your SSSEO campaign
The 5 Types of SSSEO campaigns
The 5 Types of keywords associated with each campaign type
A Flywheel keyword concept that is the most critical to understand
before you begin a campaign
The best content format for each type of SSSEO campaign
A sample content Headline for Each type of SSSEO campaign
Surround Sound SEO
In this presentation I will go deeper into
23. An advanced technical definition of Surround Sound SEO
The best tools to track your SSSEO campaign
The 5 Types of SSSEO campaigns
The 5 Types of keywords associated with each campaign type
A Flywheel keyword concept that is the most critical to understand
before you begin a campaign
The best content format for each type of SSSEO campaign
A sample content Headline for Each type of SSSEO campaign
The best content ranking platforms for each type of SSSEO Campaign
Surround Sound SEO
In this presentation I will go deeper into
27. I have been in the SEO space since 2005 (17 years)
Russell Wright
28. I have been in the SEO space since 2005 (17 years)
I founded 2 SEO Software and client serving companies
Russell Wright
29. I have been in the SEO space since 2005 (17 years)
I founded 2 SEO Software and client serving companies
Created the first co-occurrence keyword research tool (2007)
Russell Wright
30. I have been in the SEO space since 2005 (17 years)
I founded 2 SEO Software and client serving companies
Created the first co-occurrence keyword research tool (2007)
Created SEO certification training courses
Russell Wright
31. I have been in the SEO space since 2005 (17 years)
I founded 2 SEO Software and client serving companies
Created the first co-occurrence keyword research tool (2007)
Created SEO certification training courses
Taught thousands of students worldwide since 2007
Russell Wright
32. I have been in the SEO space since 2005 (17 years)
I founded 2 SEO Software and client serving companies
Created the first co-occurrence keyword research tool (2007)
Created SEO certification training courses
Taught thousands of students worldwide since 2007
Some of these graduates are very well known SEOs today
Russell Wright
33. Some are confused about the technical meaning of
“Surround Sound SEO”
34. Here is a clear path to understanding
the meaning and 'levels' of this concept
55. When a brand is ranked on a search
engine results page with multiple
URLs for any given keyword
Surround Sound SEO
56. single SERP
When a brand is ranked on a search
engine results page with multiple
URLs for any given keyword
Surround Sound SEO
57. single SERP
single keyword
When a brand is ranked on a search
engine results page with multiple
URLs for any given keyword
Surround Sound SEO
58. single SERP
single keyword
multiple URLs
When a brand is ranked on a search
engine results page with multiple
URLs for any given keyword
Surround Sound SEO
62. Dominating multiple Search
Engine Results Pages
Multiple types of keywords
used by the customer along the
'buyer's journey' from search
Surround Sound SEO
Campaign
63. Dominating multiple Search
Engine Results Pages
Multiple types of keywords
used by the customer along the
'buyer's journey' from search
Multiple desirable URLs
associated
Surround Sound SEO
Campaign
71. 01 Awareness Stage
TOFU
The Legacy Sales Funnel Model
KEYWORD INTENT FUNNEL
User has not defined problem
Free information "How to Articles" or Definitions
Charitable content this is slowest transaction velocity
Brand Awareness
72. 01 Awareness Stage
Consideration Stage
TOFU
MOFU
02
The Legacy Sales Funnel Model
KEYWORD INTENT FUNNEL
User is considering specific options now
User understands problem and possible solutions
User needs to be aware of your product or brand as option
73. 01 Awareness Stage
Consideration Stage
TOFU
MOFU
02
03
BOFU
Decision Stage
The Legacy Sales Funnel Model
KEYWORD INTENT FUNNEL
User is ready to buy and needs a nudge
User needs reassurance and trust
User reads customer and expert reviews
User is influenced by Flywheel Keywords
79. 05 Keywords most created by previous or current customers, and
platforms dominated by these words.
Flywheel Keywords
04 The user wants to complete an action or sale..
Transactional Keywords and Platforms
The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
01 Awareness Stage
Consideration Stage
TOFU
MOFU
02
03
BOFU
Decision Stage
The Legacy Sales Funnel Model
KEYWORD INTENT FUNNEL
80. 05 Keywords most created by previous or current customers, and
platforms dominated by these words.
Flywheel Keywords
04 The user wants to investigate brands or services.
Transactional Keywords and Platforms
The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
01 Awareness Stage
Consideration Stage
TOFU
MOFU
02
03
BOFU
Decision Stage
The Legacy Sales Funnel Model
KEYWORD INTENT FUNNEL
92. 5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
93. The user wants to find an answer to a specific question.
01
Informational Keywords
5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
94. The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
95. The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
96. 04
Transactional Keywords and Platforms
The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
The user wants to complete an action or sale.
97. 05 Keywords most created by previous or current customers, and
platforms dominated by these words.
Flywheel Keywords
04
Transactional Keywords and Platforms
The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
The user wants to complete an action or sale.
98. 05 Keywords most created by previous or current customers, and
platforms dominated by these words.
Flywheel Keywords
04
Transactional Keywords and Platforms
The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
The user wants to complete an action or sale.
99. 05 Keywords most created by previous or current customers, and
platforms dominated by these words.
Flywheel Keywords
5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
SRM
100. 05 Keywords most created by previous or current customers, and
platforms dominated by these words.
Flywheel Keywords
04 The user wants to complete an action or sale.
Transactional Keywords and Platforms
The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
5 Types of Keyword Intent
KEYWORD INTENT FUNNEL
SRM
101. By the way, to dig deeper on Keyword Intent
Marcus Tober, Head of Enterprise
102. By the way, to dig deeper on Keyword Intent
Marcus Tober, Head of Enterprise
Semrush Blog
104. International & National Keyword
The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
108. An example of using Semrush’s Surround Sound SEO tool to track and
discover opportunities for non-Brand “MOFU” or Middle of Funnel
Keywords for Angry Orange:
109. The user wants to find a specific page or site.
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
MOFU Keyword Intent
KEYWORD INTENT FUNNEL
An example of using Semrush’s Surround Sound SEO tool to track and
discover opportunities for non-Brand “MOFU” or Middle of Funnel
Keywords for Angry Orange:
112. Innovative Amazon technology (created
by Jimmy Kelley) utilized to push
Amazon URLs worldwide
eCommerce Surround
Sound Campaign Process
113. Innovative Amazon technology (created
by Jimmy Kelley) utilized to push
Amazon URLs worldwide
Produced a X10 increase of sales and
steady improvement of BSR
eCommerce Surround
Sound Campaign Process
114. Innovative Amazon technology (created
by Jimmy Kelley) utilized to push
Amazon URLs worldwide
Produced a X10 increase of sales and
steady improvement of BSR
Track campaigns of any Listicles
predominant in the "Pet Odor" market.
eCommerce Surround
Sound Campaign Process
115. Innovative Amazon technology (created
by Jimmy Kelley) utilized to push
Amazon URLs worldwide
Produced a X10 increase of sales and
steady improvement of BSR
Track campaigns of any Listicles
predominant in the "Pet Odor" market.
Boost Listicle sites ranked inside
Google's 'People Also Ask' and Main
SERP pages
eCommerce Surround
Sound Campaign Process
116. Innovative Amazon technology (created
by Jimmy Kelley) utilized to push
Amazon URLs worldwide
Produced a X10 increase of sales and
steady improvement of BSR
Track campaigns of any Listicles
predominant in the "Pet Odor" market.
Boost Listicle sites ranked inside
Google's 'People Also Ask' and Main
SERP pages
Track competitors in the Pet Odor
space
eCommerce Surround
Sound Campaign Process
117. Track "Buyer" Transactional
Keywords in a separate campaign
Semrush Surround Sound SEO tool's
"competitor tracking" allows for "turning the
data cube"
124. Multiple local keywords have this
monopoly.
We used several platforms
We call this "Surround the Camp"
125. Multiple local keywords have this
monopoly.
We used several platforms
We call this "Surround the Camp"
Soundcloud
126. Multiple local keywords have this
monopoly.
We used several platforms
We call this "Surround the Camp"
Soundcloud
Google Sites
127. Multiple local keywords have this
monopoly.
We used several platforms
We call this "Surround the Camp"
Soundcloud
Google Sites
Twitter
128. Multiple local keywords have this
monopoly.
We used several platforms
We call this "Surround the Camp"
Soundcloud
Google Sites
Twitter
Facebook
129. Multiple local keywords have this
monopoly.
We used several platforms
We call this "Surround the Camp"
Soundcloud
Google Sites
Twitter
Facebook
Youtube
130. Multiple local keywords have this
monopoly.
We used several platforms
We call this "Surround the Camp"
Soundcloud
Google Sites
Twitter
Facebook
Youtube
Google Biz Profile (Entity)
131. Multiple local keywords have this
monopoly.
We used several platforms
We call this "Surround the Camp"
Soundcloud
Google Sites
Twitter
Facebook
Youtube
Google Biz Profile (Entity)
Client Site as #1
132. Multiple local keywords have this
monopoly.
We used several platforms
We call this "Surround the Camp"
Soundcloud
Google Sites
Twitter
Facebook
Youtube
Google Biz Profile (Entity)
Client Site as #1
Insert many types of platforms here,
depending upon the type of keyword
136. A clear understanding of a Flywheel type "Transactional" keyword like
"Review" is essential to setting up an SRM Surround Sound SEO campaign
SRM (Search Reputation Management)
137. Why Consider "Review" Keywords as a unique type
of Transactional Keyword in an SRM Surround
Sound SEO Campaign?
05 Keywords most created by previous or current customers, and
platforms dominated by these words.
Flywheel Keywords
04 The user wants to complete an action or sale.
Transactional Keywords and Platforms
The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
138. Because Google is responding to Flywheel
keywords, review content, and review platforms
with ongoing global algorithmic updates
05 Keywords most created by previous or current customers, and
platforms dominated by these words.
Flywheel Keywords
04 The user wants to complete an action or sale.
Transactional Keywords and Platforms
The user wants to find an answer to a specific question.
01
The user wants to find a specific page or site.
Informational Keywords
Navigational Keywords
02
03
Commercial Keywords
The user wants to investigate brands or services.
139.
140.
141.
142.
143.
144. Google also has very strict rules and upcoming
protocols associated with Flywheel 'Review' type
keywords and review aggregators
145. Google also has very strict rules and upcoming
protocols associated with Flywheel 'Review' type
keywords and review aggregators
147. Now that we have mapped Semrush keywords onto the traditional Sales
Funnel model - Top of Funnel, Middle of Funnel, Bottom of funnel concept
- lets look at what I mean by 'Flywheel' Re-consideration keywords.
01 Awareness Stage
Consideration Stage
TOFU
MOFU
02
03
BOFU
Decision Stage
The Legacy Sales Funnel Model
KEYWORD INTENT FUNNEL
148. 01 Awareness Stage
Consideration Stage
TOFU
MOFU
02
03
BOFU
Decision Stage
The Legacy Sales Funnel Model
KEYWORD INTENT FUNNEL
Controversy surrounds the Funnel Flywheel model
as though mutually exclusive or opposed
149. 01 Awareness Stage
Consideration Stage
TOFU
MOFU
02
03
BOFU
Decision Stage
The Legacy Sales Funnel Model
KEYWORD INTENT FUNNEL
Controversy surrounds the Funnel Flywheel model
as though mutually exclusive or opposed
150. 01 Awareness Stage
Consideration Stage
TOFU
MOFU
02
03
BOFU
Decision Stage
The Legacy Sales Funnel Model
KEYWORD INTENT FUNNEL
Controversy surrounds the Funnel Flywheel model
as though mutually exclusive or opposed
151.
152.
153.
154. Here is an example of
an SRM client where we
needed to track and
crowd out bad URLs
159. Ranked Google Biz Profile for brand +
reviews
Increased client's Google Biz Profile
Reviews by x10
160. Ranked Google Biz Profile for brand +
reviews
Increased client's Google Biz Profile
Reviews by x10
Pushed an affiliate website to #1
ranking for "Client + Reviews"
161. Ranked Google Biz Profile for brand +
reviews
Increased client's Google Biz Profile
Reviews by x10
Pushed an affiliate website to #1
ranking for "Client + Reviews"
Placed podcasting website in Google's
'people also asked'
162. Ranked Google Biz Profile for brand +
reviews
Increased client's Google Biz Profile
Reviews by x10
Pushed an affiliate website to #1
ranking for "Client + Reviews"
Placed podcasting website in Google's
'people also asked'
Ranked Quora #1 and #2 for dozens of
keywords
163. Ranked Google Biz Profile for brand +
reviews
Increased client's Google Biz Profile
Reviews by x10
Pushed an affiliate website to #1
ranking for "Client + Reviews"
Placed podcasting website in Google's
'people also asked'
Ranked Quora #1 and #2 for dozens of
keywords
'Owned' Quora Answers Internally on
Quora
164. Ranked Google Biz Profile for brand +
reviews
Increased client's Google Biz Profile
Reviews by x10
Pushed an affiliate website to #1
ranking for "Client + Reviews"
Placed podcasting website in Google's
'people also asked'
Ranked Quora #1 and #2 for dozens of
keywords
'Owned' Quora Answers Internally on
Quora
Ranked Trust Pilot for dozens of
keywords
165. Ranked Google Biz Profile for brand +
reviews
Increased client's Google Biz Profile
Reviews by x10
Pushed an affiliate website to #1
ranking for "Client + Reviews"
Placed podcasting website in Google's
'people also asked'
Ranked Quora #1 and #2 for dozens of
keywords
'Owned' Quora Answers Internally on
Quora
Ranked Trust Pilot for dozens of
keywords
Inserted video carousel (last step only)
171. Use Semrush's Surround
Sound SEO Tool to track
domains and keywords
of brand-jackers
squatting on the client's
personal name and
review keywords (BOFU)
172. In an SRM type
of Surround
Sound SEO
Campaign we
can:
175. Track multiple BOFU keywords
(Reviews, alternatives, etc)
Track Multiple URLs for
keyword
Track the brand mentions for
keyword
176. Track multiple BOFU keywords
(Reviews, alternatives, etc)
Track Multiple URLs for
keyword
Track the brand mentions for
keyword
Track the sentiment of the
mention
177. Track multiple BOFU keywords
(Reviews, alternatives, etc)
Track Multiple URLs for
keyword
Track the brand mentions for
keyword
Track the sentiment of the
mention
Track links from the mentions
178. Track multiple BOFU keywords
(Reviews, alternatives, etc)
Track Multiple URLs for
keyword
Track the brand mentions for
keyword
Track the sentiment of the
mention
Track links from the mentions
Track competitor’s and Brand
Jackers Surround Sound Status