How to Structure a Scalable SEO Strategy

Contact: andrew@digitalreachagency.com | Digital Reach

We are a B2B Digital Marketing Agency focusing on demand generation.

Companies work with us to:• Increase qualified leads• Track SEO and SEM to ROI• Marketing Automation Support

About Us

• Search Engine Optimization• Paid Search & Display• Website Redesign• Marketing Automation

Contact: andrew@digitalreachagency.com | Digital Reach

The Promised Land

The promised land - an SEO strategy that works and moves with your business

• Perfect tracking • Integration of data into strategy• The link machine • ROI-driven content

Contact: andrew@digitalreachagency.com | Digital Reach

1 Prerequisites

2 Getting to the Promised Land

3 Live Site Audits

Overview

Contact: andrew@digitalreachagency.com | Digital Reach

Prerequisites - Website

Website • Pagespeed • Mobile friendly • Secure site • Blog• Clear URL

architecture (will discuss more)

Contact: andrew@digitalreachagency.com | Digital Reach

Prerequisites - CRM

CRM • Clear organization • Simplicity is important

- what really matters?• Maintain clear rules

for keeping it clean• Review usage!

Source: rolustech.com

Contact: andrew@digitalreachagency.com | Digital Reach

Content Production

Too many cooks in the kitchen?

- Streamline the production and review process with clearly defined roles

General best practices for content writing / blogging / PR

• Anchor Text• Internal Linking • H1-H4

Contact: andrew@digitalreachagency.com | Digital Reach

Best Practices (Content)

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Getting to the Promised Land…

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Let’s start with Data Attribution

Contact: andrew@digitalreachagency.com | Digital Reach 11

Closed Loop ReportingCustom Analytics Setup to tie cross-channel visitor data to revenue in CRM.

How It Works

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We install 14 hidden fields that send visitor source information with every lead:

First Touch Last Touch

Source Source

Medium Medium

Keyword Keyword

Landing Page Landing Page

Timestamp Timestamp

Campaign (UTM) Campaign (UTM)

Content (UTM) Content (UTM)

Data Output

Contact: andrew@digitalreachagency.com | Digital Reach

$

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Marketing Campaigns Tied To ROI

Attribution data inset in CRM:

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Closed Loop ReportingSome keywords might drive the majority of leads, but with attribution you’ll see which keyword themes drive the most revenue.

How It Works

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Keyword Activity

Contact: andrew@digitalreachagency.com | Digital Reach

Keyword Research

Keep ROI in mind • Difficulty • MSV • Traction

Getting a great word into the top 5 is better than 10 mediocre words in the top 50

Contact: andrew@digitalreachagency.com | Digital Reach

Keyword Mapping

• Tailor your website to biggest areas of opportunity

• Follow the data to target the best keywords, then test / track

• Send clear signals to Google – and your digital marketing team

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Content and Links

Contact: andrew@digitalreachagency.com | Digital Reach

Content Strategy

• Use attribution to produce content and landing pages

• Consistent blogging, PR, ebook, etc. • Provide value to consumers • Show Google your dedication to

high-value keywords

Contact: andrew@digitalreachagency.com | Digital Reach

Linking Strategy

• Use attribution to drive linking strategy; hunt for the best linking partners and highest ROI referrals

• Link reclamation

• Content sharing

• Key linking tools • Ahrefs • Buzzstream

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Live Site Audits

Get a second opinion on your SEO & Demand Generation Approach

In a 30 minute consultation, learn: Where you rank in relation to competitors Measure revenue opportunity from Search What you can do to accelerate results from SEO now

Andrew SeidmanHead of Operations

Thanks for watching!

Email andrew@digitalreachagency.com or call 415.857.1263 for more information