Filling the Sales Funnel with Search Engine Optimization
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the Sales Funnel with Search Engine Optimization L L
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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
the SalesFunnel
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Organic Traffic & The Funnel
What does organic traffic have to do with the sales funnel?
SEO Assumptions
Technical Foundation
SEO Friendly Website Development
Quality Content
Technical
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?
Is It A Good User Experience?
Does your site load quickly?
Can visitors easily find content?
Is it mobile optimized?
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?
Reputation
Who you hang out with affects your reputation
Build good links
Prune bad links
Co-citation
Build Quality Links
Paid-Directories
- Local Search
-Press Releases / News
Earned-Related Sites
-Partners & Resellers
-User Generated Content
Owned- Social Networks
-Digital Asset Optimization
Prune Bad Links
Unnatural Destination URLs
Irrelevant Links
Poor Authority Sites
Bad Anchor Text
Link Farms
Misdirected (old)
Co-Citation
When Google determines what your company is about they look at your site and what other people say your company is.
What’s new in the SEO landscape and practices that are dead and gone
SEO’s Changing Landscape
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
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Hummingbird
Content is important but Context is key- Natural language- Synonyms- Long tail- Knowledge Graph- Comparison- Conversational (true
“Human” intent)
“Google Hummingbird”
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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
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Persona Focused SEO
Understanding users search behavior will ensure relevance for searchers
Move from optimizing for high trafficked keywords to relevant content creation
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
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Content Marketing with Social
Website
SEO (Mentions
& Links)
Brand Awareness
Demand Generation
New & Old
Media
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Content Marketing Strategy
Plan
Audience
Story
Process
Channels
Conversation
Measurement
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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
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Content Marketing - Audience
Defining Persona’s- You are evolving
- Internal stakeholders are key
- Define each group’s persona
- Determine how they want to receive content
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Content Marketing - Story
Your Brand Hero- Storytelling about
your brand
- Find your advocates and evangelists
- Help them share your story
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Content Marketing – Process
Create a Process- Create your content
- Publish in the desired channel
- Promote to increase awareness
- Monitor performance
- Analyze success
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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)
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Content Marketing – Conversation
Media Library- Text & Images,
Infographics
- Video, Audio
- White Papers, eBooks, PDFs
- Social Bookmarking
- Blogs, Wikis, Forums
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Top-Funnel ContentBlog 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
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
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*research courtesy of Content Marketing Institute
Content Marketing 2014
Plan
Audience
Story
Process
Channels
Conversation
Measurement
Work The Plan
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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 they’re 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
And yes, we know Matt
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Nessa Felleson
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