The Definitive B2B SEO Playbook

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FAQs


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


Let the best leads find you.


In reality, marketing looks more like this.

/ Calculating the Worth of Search


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



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



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.



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.



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



Second, calculate what’s at stake.

Cost of Not Ranking = $185,000 per Month







On the Agenda


/ 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



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.


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”



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



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


Optimize site structure for indexing. 3

Increase indexed pages with smart navigation.

Mobile

Enterprise

SMB

Mobile

SMB

Enterprise



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?



5 Practice smart content promotion.

Keep actively building links!



5 Practice smart content promotion.

But, keep a clean link building strategy. Penguin 3.0 is here!



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.



Get site performance up to speed. 6 Use responsinator.com to test cross-device performance.



Get site performance up to speed. 6

Make sure that CTA is visible on all screen sizes!



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


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



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







On the Agenda


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


$ $ $

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


Close the loop by tying campaigns to revenue in CRM.

Optimize campaigns for revenue. / Tie Performance to Revenue


Track progress with agreed upon KPIs.

Identify goals, build action plan, & assign ownership to ensure accountability.

Optimize campaigns for revenue. / Tie Performance to Revenue






On the Agenda

#123webinar | @webmarketing123 e: [email protected] t: 800. 619. 1570

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Mike Turner, Webmarketing123 Director of Business Development

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The Definitive B2B SEO Playbook

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Transcript of The Definitive B2B SEO Playbook