The Definitive B2B SEO Playbook
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The document details a webinar by WebMarketing123 focused on SEO strategies, including how to measure ROI and the importance of converting leads into sales. It highlights challenges marketers face in understanding SEO's value and suggests methods to improve performance, such as keyword mapping and content optimization. Additionally, it emphasizes aligning sales and marketing efforts for better lead nurturing and tracking progress through KPIs.
The Definitive B2B SEO Playbook
- 2. / About 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
- 3. FAQs Tweet @webmarketing123, tag your tweets with #123webinar, or type in the chat box. #123webinar | @webmarketing123 1. How can I ask questions? 2. Can I have a copy of the slides? Yes! We’ll email you a copy after the presentation.
- 4. 1 Calculate the Worth of Search #123webinar | @webmarketing123 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
- 5. #123webinar | @webmarketing123 Let the best leads find you.
- 6. #123webinar | @webmarketing123 In reality, marketing looks more like this. / Calculating the Worth of Search
- 7. SEO leads bring home the bacon. SEO leads cost 60% less & close 2x faster than any other digital channel. #123webinar | @webmarketing123 Source: eConsultancy McKinsey, http://cmsoforum.mckinsey.com/topic/roi / Calculating the Worth of Search
- 8. Three obstacles stand in the way. #123webinar | @webmarketing123 83% of marketers still struggle to measure ROI from SEO. Most fail to implement integrated digital due to poor in-house support. Paid ads perceived as easy to flip the switch for fast 1 3 leads. 2 Source: Webmarketing123 / Calculating the Worth of Search
- 9. / Calculating the Worth of Search Plus, Google shook things up a bit. Authorship gets the ax. Panda 4.1 enters the scene. #123webinar | @webmarketing123 Panda 4.0 debuts. May 20th August 20th Pigeon came on the scene. July 24th Ranking boost to SSL websites. August 6th Payday Loan 3.0 rolls out. June 12th All of this happened in the last 5 months! September 25th
- 10. / 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.
- 11. / Calculating the Worth of Search Link Building Now #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.
- 12. / Calculating the Worth of Search Second, calculate what’s at stake. Cost of Not Ranking = $185,000 per Month #123webinar | @webmarketing123
- 13. 1 Calculate the Worth of Search #123webinar | @webmarketing123 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
- 14. / Build a Top SEO Strategy 1 Carefully choose keywords. Use Google tools to measure demand and competition. #123webinar | @webmarketing123 High cost & competition Low CVR Low cost & competition High CVR One word phrases Two word phrases Long-tail, descriptive phrases
- 15. / Build a Top SEO Strategy 1 Carefully choose keywords. 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. #123webinar | @webmarketing123 Consider appropriate keywords for each level of prospect research phase. Research Stage Awareness Evaluation Purchase Give the prospect a reason to choose you over your competitors.
- 16. Map your 2 keywords to content. Ask yourself, “Where should a prospect land after searching this keyword?” #123webinar | @webmarketing123 Keyword Examples: ü “Digital agency cost” ü “Digital agency comparison” ü “How to choose an agency” / Build a Top SEO Strategy
- 17. / Build a Top SEO Strategy Map your 2 keywords to content. Stay organized with a keyword mapping doc & content calendar. Keywords Landing Page URL Content Summary Owner Date Digital agency cost Digital agency comparison How to choose an agency #123webinar | @webmarketing123 www.wm123.com/blog/ choose-right-agency Provide best practices for vetting digital marketing vendors. Lauren 10/21/14
- 18. / Build a Top SEO Strategy Map your keywords to content. #123webinar | @webmarketing123 2 Keywords are not everything! How we prove quality has changed. SaaS CRM Solution “How to Choose the Right CRM” “Compare the top SaaS CRM Platforms” “CRM Pricing” Holistic, relevant content trumps exact keyword presence. Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S. Be sure to include rich media. Word count matters!
- 19. Optimize site structure 3 for indexing. #123webinar | @webmarketing123 Increase indexed pages with smart navigation. Mobile SMB Enterprise Mobile SMB Enterprise / Build a Top SEO Strategy
- 20. / Build a Top SEO Strategy Optimize site 4 for conversion. 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? #123webinar | @webmarketing123
- 21. / Build a Top SEO Strategy 5 Practice smart content promotion. Keep actively building links! #123webinar | @webmarketing123
- 22. / Build a Top SEO Strategy 5 Practice smart content promotion. But, keep a clean link building strategy. Penguin 3.0 is here! #123webinar | @webmarketing123
- 23. 5 Practice smart content promotion. Social signals have the highest correlation with rising search rankings. #123webinar | @webmarketing123 Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S. / Build a Top SEO Strategy
- 24. / Build a Top SEO Strategy Get site performance 6 up to speed. Use responsinator.com to test cross-device performance. #123webinar | @webmarketing123
- 25. / Build a Top SEO Strategy Get site performance 6 up to speed. Make sure that CTA is visible on all screen sizes! #123webinar | @webmarketing123
- 26. Get site performance up to speed. #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 / Build a Top SEO Strategy
- 27. Align sales and marketing. Facilitate speedy sales outreach! Most companies are slow to respond. Only 37% respond in less than an hour. Companies that respond to leads within an hour after receiving a query are 7x as likely to qualify the lead. Source: “The Short Life of Online Sales Leads”, HBR; Nov. 2013 #123webinar | @webmarketing123 7 / Build a Top SEO Strategy
- 28. Align sales 7 and marketing. 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 #123webinar | @webmarketing123 Nurtured leads add to the bottom line. / Build a Top SEO Strategy
- 29. 1 Calculate the Worth of Search #123webinar | @webmarketing123 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
- 30. It’s easy to get lost in data. / Tie Performance to Revenue 76% of marketers agree they need to be more data-focused. Yet, nearly half continue to rely on “gut instinct.” Source: Adobe #123webinar | @webmarketing123
- 31. It’s easy to get lost in data. / Tie Performance to Revenue #123webinar | @webmarketing123 $ $ $ Qualified Leads (SQL/MQL) Sales Pipeline Opportunity Closed Won Revenue These SEO metrics are essential. ✓ Organic traffic volume. ✓ ✓ Organic traffic to preferred landing pages. Organic keyword theme ranking. % of keywords ranking for preferred landing pages. ✓ ✓ Conversion volume and CVR. But, focus on the ones that matter.
- 32. / Tie Performance to Revenue Optimize campaigns for revenue. Close the loop by tying campaigns to revenue in CRM. #123webinar | @webmarketing123
- 33. / Tie Performance to Revenue Optimize campaigns for revenue. #123webinar | @webmarketing123 Track progress with agreed upon KPIs. Identify goals, build action plan, & assign ownership to ensure accountability.
- 34. 1 Calculate the Worth of Search #123webinar | @webmarketing123 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
- 35. Mike Turner, Webmarketing123 Director of Business Development e: results@webmarketing123.com t: 800. 619. 1570 #123webinar | @webmarketing123 Let’s Talk! Thanks! Get a second opinion on your SEO. In a 30 minute consultation, learn: ü Where you rank in relation to competitors ü Measure revenue opportunity from Search ü What you can do to accelerate results from SEO now