The Definitive B2B SEO Playbook
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Transcript of The Definitive B2B SEO Playbook
#123webinar | @webmarketing123
#123webinar | @webmarketing123
We drive revenue. Not just clicks and traffic.
SEM
SEO
Attribution
Display
Video
Content Creation
ROI Tracking
Social
Website Design
Conversion Optimization
/ About Webmarketing123
#123webinar | @webmarketing123
1. How can I ask questions?
2. Can I have a copy of the slides?
Tweet @webmarketing123, tag your tweets with #123webinar, or type in the chat box.
Yes! We’ll email you a copy after the presentation.
FAQs
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1 Calculate the Worth of Search Making the Business Case for SEO
2 Let’s Get Technical Building a Top Performing SEO Strategy
3 Finally, Tie Performance to Revenue Impressing the C-Suite with Revenue Reporting
4 Live Q&A Ask Your Toughest SEO Questions
On the Agenda
#123webinar | @webmarketing123
Let the best leads find you.
#123webinar | @webmarketing123
In reality, marketing looks more like this.
/ Calculating the Worth of Search
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Source: McKinsey, http://cmsoforum.mckinsey.com/topic/roi
SEO leads bring home the bacon. SEO leads cost 60% less & close 2x faster than any other digital channel.
Source: eConsultancy
/ Calculating the Worth of Search
#123webinar | @webmarketing123
83% of marketers still
struggle to measure ROI from SEO.
Most fail to implement
integrated digital due to poor in-house support.
1 3
Three obstacles stand in the way.
Paid ads perceived as
easy to flip the switch for fast
leads.
2
Source: Webmarketing123
/ Calculating the Worth of Search
#123webinar | @webmarketing123
Plus, Google shook things up a bit.
May 20th
Panda 4.0 debuts.
August 20th
Authorship gets the ax.
July 24th
Pigeon came on the scene.
August 6th
Ranking boost to SSL websites.
June 12th
Payday Loan 3.0 rolls out.
All of this happened in the last 5 months!
September 25th
Panda 4.1 enters the scene.
/ Calculating the Worth of Search
#123webinar | @webmarketing123
First, let’s define SEO.
Before, on-page optimization meant proper HTML keyword placement.
On- Page Optimization Now
Now there are 7 on-page pieces to building strong SEO.
/ Calculating the Worth of Search
#123webinar | @webmarketing123
First, let’s define SEO.
Link building used to mean chasing after more links & exact match anchor text.
Modern link building must be done the old fashioned way: Creating quality content.
Link Building Now
/ Calculating the Worth of Search
#123webinar | @webmarketing123
Second, calculate what’s at stake.
Cost of Not Ranking = $185,000 per Month
/ Calculating the Worth of Search
#123webinar | @webmarketing123
1 Calculate the Worth of Search Making the Business Case for SEO
2 Let’s Get Technical Building a Top Performing SEO Strategy
3 Finally, Tie Performance to Revenue Impressing the C-Suite with Revenue Reporting
4 Live Q&A Ask Your Toughest SEO Questions
On the Agenda
#123webinar | @webmarketing123
/ Build a Top SEO Strategy
High cost & competition
Low CVR
Low cost & competition
High CVR
One word phrases
Two word phrases
Long-tail, descriptive phrases
Use Google tools to measure demand and competition.
Carefully choose keywords. 1
#123webinar | @webmarketing123
/ Build a Top SEO Strategy
Consider appropriate keywords for each level of prospect research phase.
Carefully choose keywords. 1
Research Stage Awareness
Evaluation
Purchase
Educate prospects on the value of digital marketing & 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.
#123webinar | @webmarketing123
Map your keywords to content. 2 Ask yourself, “Where should a prospect land after searching this keyword?”
Keyword Examples: ü “Digital agency cost” ü “Digital agency comparison” ü “How to choose an agency”
/ Build a Top SEO Strategy
#123webinar | @webmarketing123
Map your keywords to content. 2
Stay organized with a keyword mapping doc & content calendar.
www.wm123.com/blog/choose-right-agency
Provide best practices for vetting digital marketing
vendors. Lauren 10/21/14
Keywords Landing Page URL Content Summary Owner Date
Digital agency cost
Digital agency comparison
How to choose an agency
/ Build a Top SEO Strategy
#123webinar | @webmarketing123
2
Keywords are not everything! How we prove quality has changed.
Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.
SaaS CRM Solution
“How to Choose the Right CRM”
“Compare the top SaaS CRM Platforms”
“CRM Pricing”
Holistic, relevant content trumps exact keyword presence.
Be sure to include rich media.
Word count matters!
Map your keywords to content. / Build a Top SEO Strategy
#123webinar | @webmarketing123
Optimize site structure for indexing. 3
Increase indexed pages with smart navigation.
Mobile
Enterprise
SMB
Mobile
SMB
Enterprise
/ Build a Top SEO Strategy
#123webinar | @webmarketing123
Optimize site for conversion. 4 Treat each page like an entry point.
You only have
7 seconds to answer 3 critical questions: ü Where am I? ü What can I do? ü Why should I do it?
/ Build a Top SEO Strategy
#123webinar | @webmarketing123
5 Practice smart content promotion.
Keep actively building links!
/ Build a Top SEO Strategy
#123webinar | @webmarketing123
5 Practice smart content promotion.
But, keep a clean link building strategy. Penguin 3.0 is here!
/ Build a Top SEO Strategy
#123webinar | @webmarketing123
5 Practice smart content promotion. Social signals have the highest correlation with rising search rankings.
Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.
/ Build a Top SEO Strategy
#123webinar | @webmarketing123
Get site performance up to speed. 6 Use responsinator.com to test cross-device performance.
/ Build a Top SEO Strategy
#123webinar | @webmarketing123
Get site performance up to speed. 6
Make sure that CTA is visible on all screen sizes!
/ Build a Top SEO Strategy
#123webinar | @webmarketing123
6
Source: SmashingMagazine
Check load time for desktop and mobile with Google’s PageSpeed Insights.
The average load time of a domain in the top 30 is 1.27 seconds. Source: Searchmetrics
Get site performance up to speed. / Build a Top SEO Strategy
#123webinar | @webmarketing123
Source: “The Short Life of Online Sales Leads”, HBR; Nov. 2013
Companies that respond to leads within an hour after receiving a query are 7x as likely to qualify the lead.
Most companies are slow to respond. Only 37% respond in less than an hour.
Align sales and marketing.
Facilitate speedy
sales outreach!
7
/ Build a Top SEO Strategy
#123webinar | @webmarketing123
Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.
Companies that automate lead management see 10% or greater increase in revenue within 6-9 months.
Source: Forrester Research; 2013 Source: Focus Research; 2013
Nurtured leads add
to the bottom line.
Align sales and marketing. 7
/ Build a Top SEO Strategy
#123webinar | @webmarketing123
1 Calculate the Worth of Search Making the Business Case for SEO
2 Let’s Get Technical Building a Top Performing SEO Strategy
3 Finally, Tie Performance to Revenue Impressing the C-Suite with Revenue Reporting
4 Live Q&A Ask Your Toughest SEO Questions
On the Agenda
#123webinar | @webmarketing123
It’s easy to get lost in data.
Source: Adobe
76% of marketers agree they need to be more data-focused.
Yet, nearly half continue to rely on
“gut instinct.”
/ Tie Performance to Revenue
#123webinar | @webmarketing123
$ $ $
Qualified Leads (SQL/MQL)
Sales Pipeline Opportunity
Closed Won Revenue
Organic traffic volume.
Organic traffic to preferred landing pages.
Organic keyword theme ranking.
These SEO metrics are essential.
✓
✓
✓% of keywords ranking for preferred landing pages. ✓
Conversion volume and CVR. ✓
But, focus on the ones that matter.
It’s easy to get lost in data. / Tie Performance to Revenue
#123webinar | @webmarketing123
Close the loop by tying campaigns to revenue in CRM.
Optimize campaigns for revenue. / Tie Performance to Revenue
#123webinar | @webmarketing123
Track progress with agreed upon KPIs.
Identify goals, build action plan, & assign ownership to ensure accountability.
Optimize campaigns for revenue. / Tie Performance to Revenue
#123webinar | @webmarketing123
1 Calculate the Worth of Search Making the Business Case for SEO
2 Let’s Get Technical Building a Top Performing SEO Strategy
3 Finally, Tie Performance to Revenue Impressing the C-Suite with Revenue Reporting
4 Live Q&A Ask Your Toughest SEO Questions
On the Agenda
#123webinar | @webmarketing123 e: [email protected] t: 800. 619. 1570
Let’s Talk!
Mike Turner, Webmarketing123 Director of Business Development
Thanks!
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