Post on 16-Aug-2020
CAN YOU SUCCEED IN SEO WITH YOUR B2B COMPANY?
D O M I N I C
W O O D M A N
#INBOUND19
bit.ly/doing-b2b-seo
@dom_woodman #inbound2019
2011
2011
wat?
que?
que?
Consulting
We are in the business of transformation, known for our focus on
and commitment to achieving results.
Consulting
We are in the business of transformation, known for our focus on
and commitment to achieving results.
B2C
HA HA
B2C B2B
1-5 6-8
Fight me.
Sup son.
Quick example
“second hand ford fiesta for
sale in London”
“ford for sale in the
UK”
“car for sale in the
UK”
“car for sale”
“car”
“ca”
“definition of enterprise content
management”
“enterprise content management magic
quadrant”
Can everyone succeed in search?
1 2 3
How can we make great content?
1 2 3
How do you measure success?
1 2 3
Research
1 2 3
343 companies.
5 million keywords.
Benchmarking
Most of the companies we’re
looking at are relatively large.
51 - 500
11 - 50
501 - 1000
Number of
employees
0 - 10
Most of the companies we’re
looking at are based in the US &
Europe.
US
% of
companies
Europe APAC
80%
Can everyone succeed in search?
1 2 3
1 23
Size of the company
1 2 3 4 5
1
Size of company
Traffic
Size of company
Traffic
Size of company
Traffic
Company size doesn’t correlate with
traffic.
@dom_woodman #inbound2019
1 23
Audience Size
1 2 3 4 5
1
How large is your
audience?
Targeting more people
Targeting less people
The larger your audience the more
valuable search will be.
@dom_woodman #inbound2019
1 23
Length of sales process
1 2 3 4 5
1
Organic usually plays
in this half.
How long?
1 week
1 month
6 months
How long is your
sales process?
Shorter sales funnel
Longer sales funnel
The shorter your sales process, the
easier it’ll be to argue for search in
your organisation.
@dom_woodman #inbound2019
1 23
How innovative are you?
1 2 3 4 5
1
Serverless computing
AWS Lambda launches
Serverless computing
How innovative is your product?
We copied someone else
It’s literally never existed.
If you’ve invented something brand
new, you’ll have to create search
volume.
@dom_woodman #inbound2019
1 23
Brand strength
1 2 3 4 5
1
What percentage of overall
traffic is branded?
49%
What percentage of a
businesses traffic comes
from brand?
% of
companies
% of branded traffic
0 - 20% 41 - 60% 80 - 100%
20%
Do businesses with more
branded traffic, get more
non-branded traffic?
Branded Traffic
Traffic
You don’t need brand to do well in
search.
@dom_woodman #inbound2019
However, companies with more
branded traffic, typically have more
non-branded traffic.
@dom_woodman #inbound2019
Brand strength
How innovative are you?
Length of sales process
Audience Size
3
Size of the company
Brand strength
How innovative are you?
Length of sales process
Audience Size
3
Size of the company
Brand strength
How innovative are you?
Length of sales process
Audience Size
3
Size of the company
How can we make great content?
1 2 3
Category Percentage of total unbranded traffic
homepage 16.26%
product page 15.59%
guide 13.86%
mass generated product pages 13.02%
listicle 10.88%
definition 10.76%
templates 5.47%
user generated content 4.23%
tool 2.99%
difference 2.43%
best 2.41%
content 1.18%
Most of those options are informational content based.
Category Percentage of total unbranded traffic
homepage 16.26%
product page 15.59%
guide 13.86%
mass generated product pages 13.02%
listicle 10.88%
definition 10.76%
templates 5.47%
user generated content 4.23%
tool 2.99%
difference 2.43%
best 2.41%
content 1.18%
Category Percentage of total unbranded traffic
homepage 16.26%
product page 15.59%
content 13.86%
mass generated product pages 13.02%
content 10.88%
content 10.76%
content 5.47%
content 4.23%
content 2.99%
content 2.43%
content 2.41%
content 1.18%
Category Percentage of total unbranded traffic
homepage 16.26%
product page 15.59%
content 13.86%
mass generated product pages 13.02%
content 10.88%
content 10.76%
content 5.47%
content 4.23%
content 2.99%
content 2.43%
content 2.41%
content 1.18%
Mass generated product
pages
2
Homepage & Product pages
2
Watch out for new trends
2 Home & Product pages
Content services
Enterprise content management
Don’t change the targeting of your
crucial pages for new jargon.
@dom_woodman #inbound2019
Look for jobs not features.
2 Home & Product pages
“Realtime Insights”
“Realtime Sales Tracking”
Build product pages targeting
jobs/problems not features.
@dom_woodman #inbound2019
Make sure you match intent
2 Home & Product pages
“Exit interview”
“Exit interview
software”
Sometimes a product or homepage
isn’t right for big terms.
@dom_woodman #inbound2019
1 23
Expectations
1 2 3 4 5
2
B2B companies get most traffic from
just 10% of pages.
@dom_woodman #inbound2019
B2B companies get most non-
branded traffic from just 10% of
pages.
@dom_woodman #inbound2019
1 23
Keyword universe
1 2 3 4 5
2
Go and get all the
keywords.
Keywords with low volume are still
valuable.
1 23
Grouping
1 2 3 4 5
2
Natural topic
grouping
SERP led grouping
What is enterprise content management? Why is enterprise content management
important to a organisation?
Benefits of content marketingWhat is content marketing?
1 23
Prioritising
1 2 3 4 5
2
Knowing it convertsHow to pick the right content
2 Prioritising
Paid ads can help tell you which
areas will convert better.
@dom_woodman #inbound2019
Writing for the SERPHow to pick the right content
2 Prioritising
“Enterprise
content
management”
“Enterprise
content
management”
You need to write for the whole
SERP. Not just your target market.
@dom_woodman #inbound2019
Having opinionsHow to make your content better
2 Prioritising
Talk to someone who does what
you’re writing about.
@dom_woodman #inbound2019
Unique dataHow to make your content better
2 Prioritising
Matching format to SERP
intent.How to make your content better
2 Prioritising
“cost of living”
1 23
Content creation
1 2 3 4 5
Where should the content live?How to make your content better
Great work Nuxeo
Find out who has
the most exposure
in your area.
Content doesn’t have to live on your
own website.
@dom_woodman #inbound2019
Could someone else do the
work?How to make your content better
1 23
Measurement
1 2 3 4 5 6
How do you measure success?
1 2 3
Organic traffic
1 23
Attribution
1 2
Google Blog post
PPC Landing
page
Demo
90 day window
7 day window
Renting in London...
Multi device sessions
Organic usually
plays in this half.
6 months
1 23
Session based
1 2
Does the right person have a good
experience?
@dom_woodman #inbound2019
Does the right person have a good
experience?
Bounce rate.
Time on page.
Adjusted bounce rate.
Scroll tracking.
Action tracking.
Engaged time on page.
● Bounce rate
○ Adjusted bounce rate
● Time on page
○ Time on page problems
○ Tracking engaged time on page
● Building a single engagement score
Resources
Does the right person have a good
experience?
Does the right company have a good
experience?
Engaged sessions from qualified companies
Engaged qualified sessions by topic
Summary
1 2 3
Understand how the nature of your
business will change search.
1
@dom_woodman #inbound2019
Brand strength
How innovative are you?
Length of sales process
Audience Size
3
Size of the company
Unless you’re already well
established. Don’t start with home &
product pages.
They’re the end not the beginning.
2
@dom_woodman #inbound2019
You need to match your content to
the SERP intent & write for the whole
SERP.
2
@dom_woodman #inbound2019
Find your edge for your content,
whether it’s an opinion, data or
something else.
2
@dom_woodman #inbound2019
Does the right company, have a good
experience?
3
@dom_woodman #inbound2019
Get better engagement metrics than
the default ones.
3
@dom_woodman #inbound2019
Enrich your anonymous data to
discover the companies on your
website.
3
@dom_woodman #inbound2019
bit.ly/doing-b2b-seo
@dom_woodman #inbound2019
@dom_woodman
@dom_woodman #inbound2019