Filling the Sales Funnel with Search Engine Optimization

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    08-May-2015
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SEO practices have changed dramatically since the release of Hummingbird. Learn the basics of SEO as well as new best practices in SEO as well as how to set up, implement and measure a content marketing plan in your company.

Transcript of Filling the Sales Funnel with Search Engine Optimization

  • 1.the Sales Funnel with Search Engine Optimization LL

2. Organic Traffic & The Funnel What does organic traffic have to do with the sales funnel? 3. SEO Assumptions Technical Foundation SEO Friendly Website Development Quality Content 4. Technical 5. Can My Site Be Found? Do you have a sitemap? Have you set up Webmaster Tools and submitted your sitemap? Do you have Google Analytics set up to measure traffic? 6. Is It A Good User Experience? Does your site load quickly? Can visitors easily find content? Is it mobile optimized? 7. Page Content Does your page URL structure say what the page is about? Have you implemented microformats/schema? Are your pages clearly focused on one topic? 8. Reputation Who you hang out with affects your reputation Build good links Prune bad links Co-citation 9. Build Quality Links Paid -Directories -Local Search -Press Releases / News Earned -Related Sites -Partners & Resellers -User Generated Content Owned -Social Networks -Digital Asset Optimization 10. Prune Bad Links Unnatural Destination URLs Irrelevant Links Poor Authority Sites Bad Anchor Text Link Farms Misdirected (old) 11. Co-Citation When Google determines what your company is about they look at your site and what other people say your company is. 12. Whats new in the SEO landscape and practices that are dead and gone SEOs Changing Landscape 13. Old SEO Landscape Old SEO Landscape -High trafficked keywords -Ranking Reports -Number of links Goal: -Be in position 1 -Drive visits -Get as many links as possible 14. 14 Hummingbird Content is important but Context is key - Natural language - Synonyms - Long tail - Knowledge Graph - Comparison - Conversational (true Human intent) Google Hummingbird 15. 15 New SEO Landscape New SEO Landscape -Understanding Users -Content that addresses their problems -Better User Experience Goal - Drive relevant traffic that converts - Page level and site wide engagement 16. 16 Persona Focused SEO Understanding users search behavior will ensure relevance for searchers Move from optimizing for high trafficked keywords to relevant content creation 17. Content Development Top-Funnel Content Blog posts, articles, infographics, videos, tip sheets, tweets Mid-Funnel Content End-Funnel Content White papers, webinars, eBooks, guides, tutorials, recorded presentations Case studies, product tutorial, testimonials 18. 18 Content Marketing with Social Website SEO (Mentions & Links) Brand Awareness Demand Generation New & Old Media 19. 19 Content Marketing Strategy Plan Audience Story Process Channels Conversation Measurement 20. 20 Content Marketing - Plan Plan the work: Work the plan. - What are you trying to accomplish? - What are the differentiating factors of your products? - How are you unique? - Make the content marketing plan support broader strategic goals - Commitment and bandwidth 20 21. Content Marketing - Audience Defining Personas - You are evolving - Internal stakeholders are key - Define each groups persona - Determine how they want to receive content 21 22. Content Marketing - Story Your Brand Hero - Storytelling about your brand - Find your advocates and evangelists - Help them share your story 22 23. Content Marketing Process Create a Process - Create your content - Publish in the desired channel - Promote to increase awareness - Monitor performance - Analyze success 23 24. Content Marketing Channels Channel Plan - Identify the right channels to be most effective (offline & online) - Involve key company stakeholders - Determine the goal of the Content (end of the funnel) 24 25. Content Marketing Conversation Media Library - Text & Images, Infographics - Video, Audio - White Papers, eBooks, PDFs - Social Bookmarking - Blogs, Wikis, Forums 25 Top-Funnel Content Blog posts, articles, infographics, videos, tip sheets, tweets Mid-Funnel Content End-Funnel Content White papers, webinars, eBooks, guides, tutorials, recorded presentations Case studies, product tutorial, testimonials 26. Content Marketing Measurement Return (on your Content) Investment - Is content driving sales? - Is content saving money? - Increases in organic traffic? - Is content increasing customer retention rates 26 *research courtesy of Content Marketing Institute 27. Content Marketing 2014 Plan Audience Story Process Channels Conversation Measurement Work The Plan 28. 28 Takeaways Make sure people can find your site in all stages of the sales funnel with a technically optimized site Understand who your target personas are to ensure you have content theyre searching for at each stage of the funnel Produce, optimize, and distribute content to build your brand and drive traffic from each stage to your site 29. And yes, we know Matt 29 30. 21960 Minnetonka Blvd. Suite 100 Excelsior, MN 55331 email@nordicclick.com 952.460.3333 www.nordicclick.com Contact Us Nessa Felleson