Optimizing for User Intent Why SEO is About the Buyer, Not your Brand - Slides
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Transcript of Optimizing for User Intent Why SEO is About the Buyer, Not your Brand - Slides
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OPTIMIZING FOR USER INTENTWhy SEO is About the Buyer, Not Your Brand
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We’re about sales-qualified leads.Not just clicks and traffic.
Paid Search
SEO Content Creation
Website Design
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THE CHALLENGE.STATUS QUO SEO WON’T SOLVE YOUR LEAD GEN PROBLEM.
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MEET JANE. SHE’S A B2B MARKETER.
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SHE’S RESPONSIBLE FOR LEAD GEN.
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AND, SALES IS ALWAYS GRUMBLING ABOUT MORE SQLS.
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BUT, THE ODDS ARE STACKED AGAINST HER.
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THE AVERAGE PROSPECT SEES 3,500+ MARKETING MESSAGES PER DAY.(Yankevich Consumer Research)
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71% OF BUSINESS PURCHASE DECISIONS START WITH A SEARCH ENGINE. (Google/Millward Brown Digital)
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YET, THE MAJORITY OF MARKETERS STILL STRUGGLE TO MEASURE SEO ROI.
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THE SOLUTIONWINNING MARKETERS WILL USE PROSPECT INTENT TO BUILD AND FORECAST SEO ROI.
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THE ROADMAP3 STEPS TO BUILDING A USER FOCUSED SEO STRATEGY
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1 Think intent. Not keywords.Don’t make the mistake of placing features before solutions.
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1 Think intent. Not keywords.What do Google SERPS show for these keywords? Analyze informational vs. transactional keyword themes.
“cloud security” “cloud security solutions”
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2 Define and understand your buyer.
1
2
3
4
Job title
Industry
Responsibilities
Company
5 Pain points
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2Run a site content analysis.
Buyer Stage
Awareness
Evaluation
Purchase
Marketing Analyst/Mgr. Chief Marketing Officer
“5 CRO Hacks to Lower Your PPC Cost Per Lead.”
“7 Ways to Drive More Revenue with SEO this Quarter.”
Educate prospects on the value of your product & foster thought leadership.
Build the business case for why the prospect needs to invest in your product or service.
Give the prospect a reason to choose you over your competitors.
“3 Tips from Agency Experts: How to Drive More Leads with Integrated Search.”
“How to Convince Your Boss SEO is Worth the Price Tag.”
“Digital Marketing Agency Buyer’s Guide.”
“The Cost of Not Ranking: How to Calculate Your SEO Opportunity.”
Define and understand your buyer.
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2
Buyer Stage
Awareness
Evaluation
Purchase
Marketing Analyst/Mgr. Search Query
Blog: “5 CRO Hacks to Lower Your PPC Cost Per Lead.”
Educate prospects on the value of your product & foster thought leadership.
Build the business case for why the prospect needs to invest in your product or service.
Give the prospect a reason to choose you over your competitors.
Webinar: “3 Tips from Agency Experts: How to Drive More Leads with Integrated Search.”
Blog: “How to Convince Your Boss SEO is Worth the Price Tag.”
Define and understand your buyer.
“PPC best practices for lower CPL”
What is your buyer searching for at each stage of the funnel?
“drive more sales with digital marketing”
“digital agency cost comparison”
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2
Buyer Stage
Awareness
Evaluation
Purchase
Marketing Analyst/Mgr. Search Query
“5 CRO Hacks to Lower Your PPC Cost Per Lead.”
Educate prospects on the value of your product & foster thought leadership.
Build the business case for why the prospect needs to invest in your product or service.
Give the prospect a reason to choose you over your competitors.
“3 Tips from Agency Experts: How to Drive More Leads with Integrated Search.”
“How to Convince Your Boss SEO is Worth the Price Tag.”
Define and understand your buyer.
“PPC best practices for lower CPL”
Line up call-to-action with anticipated intent.
“drive more sales with digital marketing”
“digital agency cost comparison”
CTA
Watch the how-to video.
Join our webinar
Talk to Sales to learn more.
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3 Make it easy to convert.
“You have15 seconds to engage a visitor on your website.”
Source: Hubspot
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Your website needs to answer “What can I do here?” and “Why should I do it?” in under 15 seconds.
3 Make it easy to convert.
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Revisit your navigation structure. How many clicks does it take to convert ?
3 Make it easy to convert.
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42% use mobile during the purchasing process.
Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.
3 Make it easy to convert.
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Make sure Google understands your site is mobile-friendly.
3 Make it easy to convert.
Source: Google Webmaster Central Blog
1 Check if your site has the mobile-friendly search label.
2 If not, get a full list of mobile issues from Search Console (Webmaster Tools).
3 Evaluate how users behave on mobile vs. desktop.
4 If you have an app, implement indexing for search now.
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. Deliver more sales-qualified leads.
Chat with our team and get your customized lead gen plan today.
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QUESTIONS? ASK AWAY!
Robyn Winner, Webmarketing123Senior Campaign Manager, SEO
Thanks!
