CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N...
Transcript of CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N...
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CAN YOU SUCCEED IN SEO WITH YOUR B2B COMPANY?
D O M I N I C
W O O D M A N
#INBOUND19
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bit.ly/doing-b2b-seo
@dom_woodman #inbound2019
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2011
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2011
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wat?
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que?
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que?
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Consulting
We are in the business of transformation, known for our focus on
and commitment to achieving results.
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Consulting
We are in the business of transformation, known for our focus on
and commitment to achieving results.
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B2C
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HA HA
B2C B2B
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1-5 6-8
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Fight me.
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Sup son.
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Quick example
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“second hand ford fiesta for
sale in London”
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“ford for sale in the
UK”
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“car for sale in the
UK”
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“car for sale”
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“car”
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“ca”
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“definition of enterprise content
management”
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“enterprise content management magic
quadrant”
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Can everyone succeed in search?
1 2 3
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How can we make great content?
1 2 3
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How do you measure success?
1 2 3
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Research
1 2 3
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343 companies.
5 million keywords.
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Benchmarking
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Most of the companies we’re
looking at are relatively large.
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51 - 500
11 - 50
501 - 1000
Number of
employees
0 - 10
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Most of the companies we’re
looking at are based in the US &
Europe.
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US
% of
companies
Europe APAC
80%
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Can everyone succeed in search?
1 2 3
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1 23
Size of the company
1 2 3 4 5
1
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Size of company
Traffic
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Size of company
Traffic
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Size of company
Traffic
![Page 71: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/71.jpg)
Company size doesn’t correlate with
traffic.
@dom_woodman #inbound2019
![Page 72: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/72.jpg)
1 23
Audience Size
1 2 3 4 5
1
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![Page 82: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/82.jpg)
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![Page 85: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/85.jpg)
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How large is your
audience?
Targeting more people
Targeting less people
![Page 88: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/88.jpg)
The larger your audience the more
valuable search will be.
@dom_woodman #inbound2019
![Page 89: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/89.jpg)
1 23
Length of sales process
1 2 3 4 5
1
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Organic usually plays
in this half.
![Page 91: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/91.jpg)
How long?
1 week
1 month
6 months
![Page 92: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/92.jpg)
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How long is your
sales process?
Shorter sales funnel
Longer sales funnel
![Page 95: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/95.jpg)
The shorter your sales process, the
easier it’ll be to argue for search in
your organisation.
@dom_woodman #inbound2019
![Page 96: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/96.jpg)
1 23
How innovative are you?
1 2 3 4 5
1
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![Page 98: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/98.jpg)
Serverless computing
![Page 99: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/99.jpg)
AWS Lambda launches
![Page 100: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/100.jpg)
Serverless computing
![Page 101: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/101.jpg)
How innovative is your product?
We copied someone else
It’s literally never existed.
![Page 102: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/102.jpg)
If you’ve invented something brand
new, you’ll have to create search
volume.
@dom_woodman #inbound2019
![Page 103: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/103.jpg)
1 23
Brand strength
1 2 3 4 5
1
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What percentage of overall
traffic is branded?
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49%
![Page 106: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/106.jpg)
What percentage of a
businesses traffic comes
from brand?
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% of
companies
% of branded traffic
0 - 20% 41 - 60% 80 - 100%
20%
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Do businesses with more
branded traffic, get more
non-branded traffic?
![Page 109: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/109.jpg)
Branded Traffic
Traffic
![Page 110: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/110.jpg)
You don’t need brand to do well in
search.
@dom_woodman #inbound2019
![Page 111: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/111.jpg)
However, companies with more
branded traffic, typically have more
non-branded traffic.
@dom_woodman #inbound2019
![Page 112: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/112.jpg)
Brand strength
How innovative are you?
Length of sales process
Audience Size
3
Size of the company
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Brand strength
How innovative are you?
Length of sales process
Audience Size
3
Size of the company
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Brand strength
How innovative are you?
Length of sales process
Audience Size
3
Size of the company
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How can we make great content?
1 2 3
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Category Percentage of total unbranded traffic
homepage 16.26%
product page 15.59%
guide 13.86%
mass generated product pages 13.02%
listicle 10.88%
definition 10.76%
templates 5.47%
user generated content 4.23%
tool 2.99%
difference 2.43%
best 2.41%
content 1.18%
![Page 117: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/117.jpg)
Most of those options are informational content based.
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Category Percentage of total unbranded traffic
homepage 16.26%
product page 15.59%
guide 13.86%
mass generated product pages 13.02%
listicle 10.88%
definition 10.76%
templates 5.47%
user generated content 4.23%
tool 2.99%
difference 2.43%
best 2.41%
content 1.18%
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Category Percentage of total unbranded traffic
homepage 16.26%
product page 15.59%
content 13.86%
mass generated product pages 13.02%
content 10.88%
content 10.76%
content 5.47%
content 4.23%
content 2.99%
content 2.43%
content 2.41%
content 1.18%
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Category Percentage of total unbranded traffic
homepage 16.26%
product page 15.59%
content 13.86%
mass generated product pages 13.02%
content 10.88%
content 10.76%
content 5.47%
content 4.23%
content 2.99%
content 2.43%
content 2.41%
content 1.18%
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Mass generated product
pages
2
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Homepage & Product pages
2
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Watch out for new trends
2 Home & Product pages
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Content services
Enterprise content management
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Don’t change the targeting of your
crucial pages for new jargon.
@dom_woodman #inbound2019
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Look for jobs not features.
2 Home & Product pages
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“Realtime Insights”
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“Realtime Sales Tracking”
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Build product pages targeting
jobs/problems not features.
@dom_woodman #inbound2019
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Make sure you match intent
2 Home & Product pages
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“Exit interview”
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“Exit interview
software”
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Sometimes a product or homepage
isn’t right for big terms.
@dom_woodman #inbound2019
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1 23
Expectations
1 2 3 4 5
2
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B2B companies get most traffic from
just 10% of pages.
@dom_woodman #inbound2019
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B2B companies get most non-
branded traffic from just 10% of
pages.
@dom_woodman #inbound2019
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1 23
Keyword universe
1 2 3 4 5
2
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Go and get all the
keywords.
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Keywords with low volume are still
valuable.
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1 23
Grouping
1 2 3 4 5
2
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Natural topic
grouping
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SERP led grouping
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What is enterprise content management? Why is enterprise content management
important to a organisation?
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Benefits of content marketingWhat is content marketing?
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1 23
Prioritising
1 2 3 4 5
2
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Knowing it convertsHow to pick the right content
2 Prioritising
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Paid ads can help tell you which
areas will convert better.
@dom_woodman #inbound2019
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Writing for the SERPHow to pick the right content
2 Prioritising
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“Enterprise
content
management”
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“Enterprise
content
management”
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You need to write for the whole
SERP. Not just your target market.
@dom_woodman #inbound2019
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Having opinionsHow to make your content better
2 Prioritising
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Talk to someone who does what
you’re writing about.
@dom_woodman #inbound2019
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Unique dataHow to make your content better
2 Prioritising
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Matching format to SERP
intent.How to make your content better
2 Prioritising
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“cost of living”
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1 23
Content creation
1 2 3 4 5
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Where should the content live?How to make your content better
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Great work Nuxeo
![Page 172: CAN YOU SUCCEED IN SEO WITH YOUR B2B …...SEO WITH YOUR B2B COMPANY? D O M I N I C W O O D M A N #INBOUND19 bit.ly/doing-b2b-seo @dom_woodman #inbound2019 2011 2011 wat? que? que?](https://reader035.fdocuments.us/reader035/viewer/2022070921/5fb9f52ec4912b00c779ee28/html5/thumbnails/172.jpg)
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Find out who has
the most exposure
in your area.
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Content doesn’t have to live on your
own website.
@dom_woodman #inbound2019
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Could someone else do the
work?How to make your content better
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1 23
Measurement
1 2 3 4 5 6
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How do you measure success?
1 2 3
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Organic traffic
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1 23
Attribution
1 2
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Google Blog post
PPC Landing
page
Demo
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90 day window
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7 day window
Renting in London...
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Multi device sessions
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Organic usually
plays in this half.
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6 months
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1 23
Session based
1 2
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Does the right person have a good
experience?
@dom_woodman #inbound2019
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Does the right person have a good
experience?
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Bounce rate.
Time on page.
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Adjusted bounce rate.
Scroll tracking.
Action tracking.
Engaged time on page.
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● Bounce rate
○ Adjusted bounce rate
● Time on page
○ Time on page problems
○ Tracking engaged time on page
● Building a single engagement score
Resources
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Does the right person have a good
experience?
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Does the right company have a good
experience?
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Engaged sessions from qualified companies
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Engaged qualified sessions by topic
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Summary
1 2 3
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Understand how the nature of your
business will change search.
1
@dom_woodman #inbound2019
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Brand strength
How innovative are you?
Length of sales process
Audience Size
3
Size of the company
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Unless you’re already well
established. Don’t start with home &
product pages.
They’re the end not the beginning.
2
@dom_woodman #inbound2019
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You need to match your content to
the SERP intent & write for the whole
SERP.
2
@dom_woodman #inbound2019
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Find your edge for your content,
whether it’s an opinion, data or
something else.
2
@dom_woodman #inbound2019
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Does the right company, have a good
experience?
3
@dom_woodman #inbound2019
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Get better engagement metrics than
the default ones.
3
@dom_woodman #inbound2019
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Enrich your anonymous data to
discover the companies on your
website.
3
@dom_woodman #inbound2019
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bit.ly/doing-b2b-seo
@dom_woodman #inbound2019
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@dom_woodman
@dom_woodman #inbound2019