4 SEO Tactics Brands Need to Stay Relevant
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Transcript of 4 SEO Tactics Brands Need to Stay Relevant
#123webinar
4SEO TACTICS BRANDSNEED TO STAY RELEVANT
Tuesday, June 16th 1PM ET/10AM PT
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We drive revenue.Not just clicks and traffic.
/ About Webmarketing123
Paid Search
SEO Content Creation
Website Design
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1 The State of SEOHow Google’s Latest Search Updates Impact You
2 Four Tactics to Winning Modern SEOBuild an Action Plan for Organic Lead Gen Success
3 Live Q&AHave Questions? Ask Away!
On the Agenda
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Be honest. When’s the last time you update your SEO strategy?
Hopefully, it wasn’t on this computer.
/ The State of SEO
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/ Build a Brand with Quality Content
Google has been hard at work updating it’s
search algorithm lately.
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/ Build a Brand with Quality Content
Mobile-friendly search update debuted on April 21st.
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The “Quality Update” rolled
out on May 3rd.
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Fear not!SEO is well worth the effort.
SEO leads cost 61% less and close 2X faster than other channels.
Source: Hubspot, “Inbound Leads Cost 61% Less Than Outbound Leads” Source: eConsultancy, “The Inbound Marketing Explosion: Infographic”
/ The State of SEO
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Search is critical to the new B2B buyer.
On average, B2B buyers do 12 searches before engaging on a brand’s site.Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014
Plus, today’s B2B buyer
might surprise you.
/ The State of SEO
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B2B decision makers are younger & native to digital.
/ The State of SEO
#123webinar
1 The State of SEOHow Google’s Latest Search Updates Impact You
2 Four Tactics to Winning Modern SEOBuild an Action Plan for Organic Lead Gen Success
3 Live Q&AHave Questions? Ask Away!
On the Agenda
#123webinar
Smart SEO wins rankings and prospects.That means building a great brand with excellent content and a savvy, tactical SEO strategy.
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Source: Search Engine Land, “The Quality Update: Google Confirms Changing How Quality is Assessed, Resulting in Ranking Shake-Up”
Google quietly rolled out the “Quality Update” in early May.
Google confirmed “…that while no spam-related update had happened, there were changes to its core ranking algorithm in terms of how it processes quality signals.”
It’s not Panda this time, but seemingly
similar.
/ Four Tactics to Winning Modern SEO
Pass the Google quality test.1
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Source: Moz, “Is Brand a Google Ranking Factor? – Whiteboard Friday”
/ Four Tactics to Winning Modern SEO
Take the time to build a brand prospects recognize and like.Pass the Google quality test.1
“…Many things that are in Google's ranking algorithm correlate very well with brands.”
Rand Fishkin, Moz CEO
Links Social shares Click-through rate
Higher likelihood of:
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The hard part is creating great content at scale for targeted lead gen.
Source: Content Marketing Institute, “Great Content Meets 2 Criteria: Does Yours?”
Here lies the content that gets ignored.
/ Four Tactics to Winning Modern SEO
Creating great content is actually simple.Pass the Google quality test.1
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Job title
Industry
Skill level
Company
/ Four Tactics to Winning Modern SEO
Define your target audience and create content for each buyer persona.
Pass the Google quality test.1
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Choose keywords carefully. Consider what prospects will search at each stage of the funnel.
/ Four Tactics to Winning Modern SEO
Pass the Google quality test.1
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Buyer Stage
Awareness
Evaluation
Purchase
Marketing Analyst/Mgr. Chief Marketing Officer
Blog: “5 CRO Hacks to Lower Your PPC Cost Per Lead.”
Blog: “7 Ways to Drive More Revenue with SEO this Quarter.”
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.
Webinar: “How to Build an Integrated Organic & Search.”
Blog: “Why Investing in a Search Optimized Redesign is Worth the Price Tag.”
eBook: “Digital Marketing Agency Buyer’s Guide.”
Webinar: “The Cost of Not Ranking: How to Calculate Your SEO Opportunity.”
Group keywords by theme and map them to the right LP.
Identify missing
content!
/ Four Tactics to Winning Modern SEO
Pass the Google quality test.1
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But, keywords are not everything.
/ Four Tactics to Winning Modern SEO
Pass the Google quality test.1
Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.
Snowboarding Resort
“best snowboarding resort”
“Shaun White”
“snowboarding trail conditions”
Holistic, relevant content trumps exact keyword presence.
Be sure to include rich media.
Word count matters!
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Comply with “Mobilegeddon.”2
/ Four Tactics to Winning Modern SEO
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Comply with “Mobilegeddon.”2
/ Four Tactics to Winning Modern SEO
“…More Google searches take place on mobile devices than on desktop computers in 10 countries including the US and Japan.”
Source: Search Engine Land, “It’s Official: Google Says More Searches Now on Mobile Than on Desktop.”.
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Comply with “Mobilegeddon.”2Make sure Google understands your site is mobile-friendly.
Source: Google Webmaster Central Blog
1 Check if your site has the mobile-friendly search label.
2 If not, get a full list of mobile issues from Webmaster Tools’ Mobile Usability Report.
3 Check individual pages with Google’s Mobile-Friendly Test.
4 If you have an app, implement indexing for search now.
/ Four Tactics to Winning Modern SEO
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Embrace link building.3
Be wary of the Penguin, but don’t shy away from outreach!
/ Four Tactics to Winning Modern SEO
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Embrace link building.3
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Get a list of your inbound links from Google Webmaster Tools.
Ask the link source to remove the link.
Use the Google disavow tool on all bad links.
Conduct a link profile audit to identify bad links.
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Resubmit your site for Google reconsideration.5
/ Four Tactics to Winning Modern SEO
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Social should be part of your plan.4
/ Four Tactics to Winning Modern SEO
Social signals have the highest correlation with rising search rankings.
Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.
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Social should be part of your plan.4
/ Four Tactics to Winning Modern SEO
And, with Tweets back in Google search, this appears to be a higher priority.
Source: Google; Official Blog, “Tweets Take Flight in the Google App”
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1 The State of SEOHow Google’s Latest Search Updates Impact You
2 Four Tactics to Winning Modern SEOBuild an Action Plan for Organic Lead Gen Success
3 Live Q&AHave Questions? Ask Away!
On the Agenda
#123webinar e: [email protected]: 800. 619. 1570
Let’s Talk!
Get a 2nd opinion on your content strategy.
In a 30 minute consultation, learn: Where you rank in relation to competitors
Measure revenue opportunity from Search & Content
What you can do to accelerate results now
Mike Turner, Webmarketing123Director of Business Development
Thanks!
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QUESTIONS? ASK AWAY!