Learn with Himani Kankaria the 4Ps of Remarketing SEO to boost conversions and maximize the ROI of your organic channel. After all, why should PPC people have all the fun? Here are a few free templates she shared during her talk at BrightonSEO in October 2022: 1. Ideal Customer Profiles (ICP) template in Google Sheets by Missive Digital: https://bit.ly/33mrr1R 2. GA3/UA New vs Returning Reporting Template by Missive Digital - https://bit.ly/UA-Return Have any questions? DM her on the following social media: Twitter: https://twitter.com/himani_kankaria LinkedIn: https://www.linkedin.com/in/himanikankaria/ Book a calendar with her at https://calendly.com/missivedigital/15min More info about Missive Digital - https://missivedigital.com/

2. It was 2018...
@himani_kankaria #BrightonSEO
missivedigital.com

3. It was 2018...
When I entered into SEO consulting
@himani_kankaria #BrightonSEO
missivedigital.com

4. Larger
challenges
I faced
@himani_kankaria #BrightonSEO
missivedigital.com

5. Consultants are expected to bring ROI
right after they've been hired.
Larger
challenges
I faced
@himani_kankaria #BrightonSEO
missivedigital.com

6. Consultants can never be in-house
employees (the pandemic is the example).
Larger
challenges
I faced
@himani_kankaria #BrightonSEO
missivedigital.com

7. If I have to sustain in this
industry, I would need to...
@himani_kankaria #BrightonSEO
missivedigital.com

8. If I have to sustain in this
industry, I would need to...
Bring Conversions...
@himani_kankaria #BrightonSEO
missivedigital.com

9. If I have to sustain in this
industry, I would need to...
Maximize ROI...
@himani_kankaria #BrightonSEO
missivedigital.com

10. When someone says,
it's easy to maximize ROI faster
@himani_kankaria #BrightonSEO
Source: Los Angeles Times
missivedigital.com

11. B2B buying
got more
complex
@himani_kankaria #BrightonSEO
missivedigital.com

12. Focus more
on building
loyalty than
just revenue.
@himani_kankaria
#BrightonSEO
missivedigital.com

13. 

As of August 2022,
65% of US adults said
they’d spent more on
groceries and less on
experiences in the
past six months.
Source: emarketer.com
@himani_kankaria #BrightonSEO
missivedigital.com

14. Preferences of platforms changed
for some audiences
Source: Ofcom
@himani_kankaria #BrightonSEO
missivedigital.com

15. SEO cannot play alone
@himani_kankaria #BrightonSEO
missivedigital.com

16. SEO cannot play alone
in the game of marketing.
@himani_kankaria #BrightonSEO
missivedigital.com

17. SEO cannot play alone
in the game of marketing.
in the game of business.
@himani_kankaria #BrightonSEO
missivedigital.com

18. Remarketing SEO
@himani_kankaria #BrightonSEO
missivedigital.com

19. Remarketing SEO
is all about being visible every time
your audience searches for you on
Search
@himani_kankaria #BrightonSEO
missivedigital.com

20. Remarketing SEO
It's an approach in your SEO strategy
to help you build visitors' trust so that
they convert.
@himani_kankaria #BrightonSEO
missivedigital.com

21. Remarketing SEO
builds brand loyalty.
@himani_kankaria #BrightonSEO
missivedigital.com

22. Remarketing SEO
focuses on what can contribute to Search
@himani_kankaria #BrightonSEO
missivedigital.com

23. Remarketing SEO
focuses on what can contribute to Search
People with the specific search & read intent
@himani_kankaria #BrightonSEO
missivedigital.com

24. Remarketing SEO
focuses on what can contribute to Search
People with the specific search & read intent
Platform's compatibility to support Search
@himani_kankaria #BrightonSEO
missivedigital.com

25. Remarketing SEO
focuses on what can contribute to Search
People with the specific search & read intent
Platform's compatibility to support Search
Presence on SERPs
@himani_kankaria #BrightonSEO
missivedigital.com

26. People with the specific
search intent
Remarketing SEO
@himani_kankaria #BrightonSEO
missivedigital.com

27. 1. Identify people
@himani_kankaria #BrightonSEO
missivedigital.com

28. 1. Identify people
Prospects
Your real target audience
(decision-makers) that would convert.
@himani_kankaria #BrightonSEO
missivedigital.com

29. 1. Identify people
Prospects
Influencers
Your real target audience
(decision-makers) that would convert.
The people who will suggest, influence, or
recommend you to the decision-makers.
@himani_kankaria #BrightonSEO
missivedigital.com

30. 1. Identify people
Prospects
Influencers
Business Owners, CTOs, Project
Managers, etc.
Investors, Developers, QAs, etc.
IT Company
@himani_kankaria #BrightonSEO
missivedigital.com

31. 1. Identify people
Prospects
Influencers
CFO, Head of Finance, etc.
AR Team members
Accounts Receivable Software
@himani_kankaria #BrightonSEO
missivedigital.com

32. 2. Create
ICPs
(ideal
customer
profiles)
Source: OpenTracker
@himani_kankaria #BrightonSEO
missivedigital.com

33. 2. Create
ICPs
(ideal
customer
profiles)
Source: Missive Digital
@himani_kankaria #BrightonSEO
missivedigital.com

34. 01 03 04
02
Reach $5m
turnover
Need more big-
ticket customers
through Inbound
Missive has helped
similar companies
achieve big leads
Missive specialises
in Organic, so they
know what they do
Identifying
Goals
Challenges
to achieve
those goals
How we help
you overcome
the challenges
How we are
better than
competitors
For a B2B SaaS
business owner
@himani_kankaria #BrightonSEO
missivedigital.com

35. 2. Create
ICPs
(ideal
customer
profiles)
Google Sheets template: https://bit.ly/33mrr1R
missivedigital.com

36. 3. Map their search intent
@himani_kankaria #BrightonSEO
missivedigital.com

37. 3. Map their search intent
@himani_kankaria #BrightonSEO
Using AAIDA Model
missivedigital.com

38. Awareness Attention Interest Desire Action
3. Map their search intent
@himani_kankaria #BrightonSEO
Using AAIDA Model
missivedigital.com

39. 3. Map their search intent - Prospects
Awareness Attention Interest Desire Action
@himani_kankaria #BrightonSEO
missivedigital.com

40. 3. Map their search intent - Prospects
Too
Informational
Awareness Attention Interest Desire Action
@himani_kankaria #BrightonSEO
SaaS SEO keywords
missivedigital.com

41. 3. Map their search intent - Prospects
Too
Informational
Mind-blowing
Informational
Awareness Attention Interest Desire Action
SaaS SEO
mistakes
@himani_kankaria #BrightonSEO
SaaS SEO keywords
missivedigital.com

42. 3. Map their search intent - Prospects
Too
Informational
Mind-blowing
Informational
Informational +
Commercial
Awareness Attention Interest Desire Action
SaaS SEO
mistakes
Top SaaS SEO
agencies
@himani_kankaria #BrightonSEO
SaaS SEO keywords
missivedigital.com

43. 3. Map their search intent - Prospects
Too
Informational
Mind-blowing
Informational
Informational +
Commercial
Commercial +
Navigational
Navigational + Commercial
+ Informational
Awareness Attention Interest Desire Action
SaaS SEO keywords SaaS SEO
mistakes
Top SaaS SEO
agencies
Missive SaaS
SEO
Missive won the best
SaaS SEO agency
award
@himani_kankaria #BrightonSEO
missivedigital.com

44. 3. Map their search intent - Influencers
Awareness Attention Interest Desire Action
@himani_kankaria #BrightonSEO
missivedigital.com

45. 3. Map their search intent - Influencers
Too
Informational
Mind-blowing
Informational
Informational +
Commercial
Commercial +
Navigational
Navigational + Commercial
+ Informational
Awareness Attention Interest Desire Action
What is SEO? Free keyword
research tools
SEO career
tips
Missive keyword
research checklist
SaaS SEO
case studies
@himani_kankaria #BrightonSEO
missivedigital.com

46. Platform's compatibility
to support Search
Remarketing SEO
@himani_kankaria #BrightonSEO
missivedigital.com

47. 1. Identify the platforms for people
@himani_kankaria #BrightonSEO
missivedigital.com

48. 1. Identify the platforms for people
Prospects
Influencers
@himani_kankaria #BrightonSEO
missivedigital.com

49. 1. Identify the platforms for people
Prospects
Influencers
Social Media, Email, Search Engines, Niche
Referral Sites (news, guest blogs, etc.)
@himani_kankaria #BrightonSEO
missivedigital.com

50. 1. Identify the platforms for people
Prospects
Influencers
Social Media, Email, Search Engines, Niche
Referral Sites (news, guest blogs, etc.)
Social Media, Niche Referral Sites, Search
Engines (Google, YouTube, etc.)
@himani_kankaria #BrightonSEO
missivedigital.com

51. 2. Does these platforms contribute to
Search?
@himani_kankaria #BrightonSEO
missivedigital.com

52. 2. Does these platforms contribute to
Search?
Email
@himani_kankaria #BrightonSEO
missivedigital.com

53. 2. Does these platforms contribute to
Search?
Email
Example of a niche website
@himani_kankaria #BrightonSEO
missivedigital.com

54. 2. Does these platforms contribute to
Search?
Email
Source: Semrush
Commercial keywords
had low SV & high KD
@himani_kankaria #BrightonSEO
missivedigital.com

55. 2. Does these platforms
contribute to Search?
Email
Considering the audience, we
thought to try a series of newsletters
@himani_kankaria #BrightonSEO
missivedigital.com

56. 2. Does these platforms contribute to
Search?
Email
Well, they worked :)
@himani_kankaria #BrightonSEO
missivedigital.com

57. 2. Does these platforms contribute to
Search?
Email
High impressions on the
dates, newsletters went
live
@himani_kankaria #BrightonSEO
missivedigital.com

58. 2. Does these platforms contribute to
Search?
Email
High CTR on the
dates, newsletters
went live
@himani_kankaria #BrightonSEO
missivedigital.com

59. 2. Does these platforms contribute to
Search?
Email
High Conversions as well
@himani_kankaria #BrightonSEO
missivedigital.com

61. 2. Does these platforms contribute to
Search?
Social Media
@himani_kankaria #BrightonSEO
missivedigital.com

62. Does Social Media
Impact SEO?
@himani_kankaria #BrightonSEO
missivedigital.com

63. Source: Lyfe Marketing
@himani_kankaria #BrightonSEO
missivedigital.com

64. But wait,
That's not all...
@himani_kankaria #BrightonSEO
missivedigital.com

65. @himani_kankaria #BrightonSEO
Social Media has come to
missivedigital.com

66. Social Media has come to
SERPs
@himani_kankaria #BrightonSEO
missivedigital.com

67. 2. Does these platforms
contribute to Search?
Social Media
TikTok
@himani_kankaria #BrightonSEO
missivedigital.com

68. 2. Does these platforms
contribute to Search?
Social Media
TikTok
Source: Carrie Rose
@himani_kankaria #BrightonSEO
missivedigital.com

69. 2. Does these platforms contribute to
Search?
Social Media
TikTok SEO Guide
by Carrie Rose
@himani_kankaria #BrightonSEO
missivedigital.com

70. 2. Does these platforms
contribute to Search?
Social Media
Twitter
@himani_kankaria #BrightonSEO
missivedigital.com

71. 2. Does these platforms contribute to
Search?
Social Media
Twitter
@himani_kankaria #BrightonSEO
missivedigital.com

72. 2. Does these platforms contribute to
Search?
Social Media
Twitter
@himani_kankaria
#BrightonSEO
missivedigital.com

73. 2. Does these platforms contribute to
Search?
Social Media
Twitter for SEO
Source: Brodie Clark on Twitter Carousel Experiment
@himani_kankaria #BrightonSEO
missivedigital.com

74. For Twitter SEO
"The presence of a Twitter carousel within Google
Search presents an interesting opportunity for
publishers. Under the right parameters, content
can gain high visibility in Google’s SERPs, but
often goes under the radar."
Brodie Clark, SEO Consultant, Australia
@himani_kankaria #BrightonSEO
missivedigital.com

75. 2. Does these platforms contribute to
Search?
Social Media
Pinterest
@himani_kankaria #BrightonSEO
missivedigital.com

76. 2. Does these platforms contribute to
Search?
Social Media
Pinterest
@himani_kankaria #BrightonSEO
missivedigital.com

77. Presence on SERPs
Remarketing SEO
@himani_kankaria #BrightonSEO
missivedigital.com

78. 1. Build your Brand SERPs
@himani_kankaria #BrightonSEO
missivedigital.com

79. 1. Build your Brand SERPs
B2B Brand SERP
Example
@himani_kankaria #BrightonSEO
missivedigital.com

80. 1. Build your Brand SERPs
B2C Brand SERP
Example
@himani_kankaria #BrightonSEO
missivedigital.com

81. 1. Build your Brand SERPs
Learn from Brand
SERP Guy
@himani_kankaria #BrightonSEO
missivedigital.com

82. 2. Optimize for different SERP Features
@himani_kankaria #BrightonSEO
missivedigital.com

83. 2. Optimize for different SERP Features
Featured
Snippets
@himani_kankaria #BrightonSEO
missivedigital.com

84. 2. Optimize for different SERP Features
Featured
Snippets
My guide
on SEJ
@himani_kankaria #BrightonSEO
missivedigital.com

85. 2. Optimize for different SERP Features
Featured
Snippets
My YouTube guide on
Featured Snippets
@himani_kankaria #BrightonSEO
missivedigital.com

86. 2. Optimize for different SERP Features
Image Pack Showcasing images from the Google Image search
Video
Knowledge Panel
A video thumbnail is fetched as a result from YouTube
Get semantic data from various sources and list them
@himani_kankaria #BrightonSEO
missivedigital.com

87. 2. Optimize for different SERP Features
News Pack
Reviews
Shopping
A section with "In the news" showcases latest news on the topic
If you've got reviews, it showcased within the SERP snippet
Product Listing Ads (PLAs) get a special place on SERPs
@himani_kankaria #BrightonSEO
missivedigital.com

88. More SERP features
based on the queries
you target
Source: Moz
@himani_kankaria #BrightonSEO
missivedigital.com

89. How to Check if your
Remarketing SEO
is working?
@himani_kankaria #BrightonSEO
missivedigital.com

90. Watch your
returning visitors...
@himani_kankaria #BrightonSEO
missivedigital.com

91. New Visitors
=
Brand Awareness
@himani_kankaria #BrightonSEO
missivedigital.com

92. Returning Visitors
=
Brand Recognition &
Recall
@himani_kankaria #BrightonSEO
missivedigital.com

93. Did You
Know???
@himani_kankaria #BrightonSEO
missivedigital.com

94. Did You
Know???
Almost 58% SEOs don't
add the "New vs
Repeat" comparison in
their SEO reports.
@himani_kankaria #BrightonSEO
missivedigital.com

95. Returning visitors maximizes the
ROI
@himani_kankaria #BrightonSEO
missivedigital.com

97. UA New vs Returning
Reporting Template
by Missive Digital -
https://bit.ly/UA-
Return
@himani_kankaria #BrightonSEO
missivedigital.com

98. 4 Ps of Remarketing SEO
@himani_kankaria #BrightonSEO
missivedigital.com

99. 4 Ps of Remarketing SEO
People with the specific search & read intent
@himani_kankaria #BrightonSEO
missivedigital.com

100. 4 Ps of Remarketing SEO
People with the specific search & read intent
Platform's compatibility to support Search
@himani_kankaria #BrightonSEO
missivedigital.com

101. 4 Ps of Remarketing SEO
People with the specific search & read intent
Presence on SERPs
Platform's compatibility to support Search
@himani_kankaria #BrightonSEO
missivedigital.com

102. 4 Ps of Remarketing SEO
Performance analysis of Remarketing SEO
People with the specific search & read intent
Presence on SERPs
Platform's compatibility to support Search
@himani_kankaria #BrightonSEO
missivedigital.com

103. Remarketing SEO
becomes the trend
today.
@himani_kankaria #BrightonSEO
missivedigital.com

104. Because today,
it's not about ranking
in the #1 position
@himani_kankaria #BrightonSEO
missivedigital.com

105. it's about being on the
top of SERPs that eats
up the most pixels.
@himani_kankaria #BrightonSEO
missivedigital.com

106. Thank You
#BrightonSEO!
@himani_kankaria
/himanikankaria/
/himanikankaria
missivedigital.com
Himani Kankaria