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Lead Gen for SMBs: How to Integrate SEO Into the Marketing Mix
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Transcript of Lead Gen for SMBs: How to Integrate SEO Into the Marketing Mix
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Our Presentation
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Lead Gen for SMBs:How to Integrate SEO into Your Marketing Mix
Jenny Munn SEO Consultant for In-House Marketers & Small Businesseswww.JennyMunn.com
@bmaatlanta@JennyMunn
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WHAT WE’LL COVER
• Brief Overview of SEO• Tactical SEO Lead Gen
Must Do’s & Mistakes• Strategic SEO Lead Gen
Must Do’s & Mistakes• Takeaways
@bmaatlanta@JennyMunn
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WHO IS JENNY?
@bmaatlanta@JennyMunn
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WHY THIS MATTERS
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WHO IS JENNY?
SEO Consultant-> I put together SEO lead gen plans and train businesses how to get results
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Brief SEO Overview
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HISTORY OF SEO
• SEO used to be about going down a checklist of technical “to do’s”
• Historically a very technical discipline
• The industry is overrun with shady professionals who “guarantee” 1st place rankings
• Examples…
Canonical Tags… “rel=”nofollow”
Meta TagsGeo-Targeting
Robots.txtXML Sitemaps
<head> tagPanda Update
HUH?!
@bmaatlanta@JennyMunn
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ON-PAGE OPTIMIZATION HISTORY
@bmaatlanta@JennyMunn
If you need career counseling, look for a professional counselor. Career counseling
can help you in many ways. The first benefit of career counseling is finding a job quickly. Career counseling can also help you avoid
making interviewing mistakes that cost you the job. When you need career counseling
services, don’t hesitate to call the best career counselor in Atlanta.
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INTERNAL LINKING GONE WILD
@bmaatlanta@JennyMunn
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HIDING LINKS
@bmaatlanta@JennyMunn
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BUYING LINKS ON THE CHEAP
@bmaatlanta@JennyMunn
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WHY SEO IS SO CONFUSING
@bmaatlanta@JennyMunn
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Tactical: Mistakes & Must Do’s
for SEO Lead Gen Success
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5 SEO/KEYWORD MISTAKES THAT WILL BE YOUR LEAD GEN DOWNFALL
5 SEO/Keyword Mistakes:1. Targeting keywords with a lack of “buying intent”2. Targeting the same keyword3. Pursuing keywords that are out of your league4. Failing to keep making decisions and execute5. Not carrying through with website marketing best
practices critical to SEO success
@bmaatlanta@JennyMunn
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MISTAKE #1: TARGETING KEYWORDS WITH NO INTENT TO BUY
@bmaatlanta@JennyMunn
• What keywords do you think people use to find your services/products?
• What if they were shortlisting providers?
• Think: USER INTENT TO BUY– NOT time management– NOT health insurance
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MISTAKE #2: TARGETING THE SAME KEYWORDS (REPEATEDLY…OVER AND OVER)
@bmaatlanta@JennyMunn
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KEYWORD CANNIBALIZATION
@bmaatlanta@JennyMunn
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MISTAKE #3: YOU’RE OUT OF YOUR LEAGUE
@bmaatlanta@JennyMunn
Source: IMDB.com
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TIP: GOOGLE YOUR KEYWORD
@bmaatlanta@JennyMunn
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CASE STUDY: SOFTWARE CONSULTING FIRM
@bmaatlanta@JennyMunn
“Netsuite Consultant” vs. “Outgrowing Quickbooks”
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MISTAKE #4: PERFECTIONITIS
@bmaatlanta@JennyMunn
The most important thing is to get started. A half decent keyword is better than NO
keyword
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TO DO: CHECK ANALYTICS TO BENCHMARK SEO RESULTS TO DATE
@bmaatlanta@JennyMunn
Next Step: Check Google Analytics (synced with Google Webmaster Tools)
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TO DO: CHECK ANALYTICS TO BENCHMARK SEO RESULTS TO DATE
@bmaatlanta@JennyMunn
What SEO Results Are You Seeing?
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TO DO: CHECK ANALYTICS TO BENCHMARK SEO RESULTS TO DATE
@bmaatlanta@JennyMunn
Average Position & “Clicks” On Your Website
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MISTAKE #5: IGNORING LEAD GEN/WEBSITE MARKETING BEST PRACTICES
@bmaatlanta@JennyMunn
• Spoonfeed Google• Trustbuilding & Social
Proof elements present?
• Fresh site design• Website page layout• CTA on EVERY page• Great SEO copywriting• Convert prospects not
quite ready to buy?
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Strategic SEO Lead Gen Must Do’s & Mistakes
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MANAGING SEO INTEGRATION
@bmaatlanta@JennyMunn
• Initial SEO Projects: audits (technical, content, competitive), keyword research, on-page optimization of core pages, Google Analytics/Google Webmaster Tools setup
• Ongoing SEO Projects: reviewing analytics, link earning efforts, content creation and optimization, social media, attention to industry changes, conversion optimization
• Create a Practical Strategy & Execution Plan: Based on resources, current marketing mix and activities planned and forecasted
Source: Busterandellie.com
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MARCOMM – WHAT DOES SEO “LOOK” LIKE?
@bmaatlanta@JennyMunn
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WHAT ELSE IS THERE TO SEO?
@bmaatlanta@JennyMunn
Other SEO elements: • Technical basics • Off-page/links• Social signals• Web architecture• Unique content • Substantial content• Structured markup Source: Alittlereality.blogspot.com
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MINDSET & SUCCESS CHARACTERISTICS
@bmaatlanta@JennyMunn
• Throw perfectionism out the door
• Be decisive• Resourceful & Resilient – NOT
resigned• Ask questions and think it
through• Jump in before you see the
whole picture• SEO is not black magic• Execution is critical
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HOW DO YOU KNOW IF SEO IS WORKING?
@bmaatlanta@JennyMunn
• Good: Rankings + “Average Position”• Better: Data from Google Webmaster Tools and Google
Analytics– Time on site– Bounce rate– Pages visited– Keywords/Queries + Clicks
• Best: Are you getting calls, emails and people filling out the “contact us” form or converting?
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MARKETING/ORGANIZATIONAL CHARACTERISTICS TO SUCCESS
@bmaatlanta@JennyMunn
• Are you already:– Engaging in social media?– Blogging?– Using an SEO-friendly CMS like WordPress?– Getting people to talk about you?– Active in other marketing channels?– Using internal or external marketing resources?– Invested in bringing in more leads to your business?– Pursuing ways to consistently be in front of your target
market?
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IDENTIFYING A GOOD SEO PARTNER
@bmaatlanta@JennyMunn
Source: mizuni.com
1. Emphasis on understanding your business, prospects and market
2. Work with someone who you can understand
3. Professionalism counts – use your gut
4. Social proof – active or anonymous?5. Is NOT an SEO of the past 6. Provides MORE than reporting – a
level of service is involved
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TAKEAWAYS
@bmaatlanta@JennyMunn
• Don’t fall prey to “SEO changes constantly” so why bother?• Prioritize keywords with buyer/commercial intent• Be competitive but know what keyword league you can compete in• Get greedy• Don’t be a perfectionist• Integrate GA with GWT and check out your queries report for “clicks” and
“average position”• Identify resources needed to begin an SEO strategy kick off• Plot out how to integrate SEO into the marketing mix• Become a member of BMA Atlanta because of all the great future
training, networking and activities ahead • Your site is not going to SEO itself – get into execution as quickly as
possible
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Questions? Thank you!
Jenny Munn SEO Consultant for
In-House Marketers & Small Businesseswww.JennyMunn.com
“How to Find Keywords” – Free Report (http://jennymunn.com/are-you-an-seo-beginner/)
Email me: [email protected]