Facetime with an SEO Expert - slides 121713

#123webinar | @webmarketing123

December 17th, 2013

Mike TurnerDirector of Business Development

Facetime with an

SEO Expert


Are the slides available?

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Frequently Asked Questions (FAQs)


About Us


We are a Full Service

Digital Marketing Agency:

Search Engine Optimization

Paid Search / Display Advertising

Social Media Marketing Top 500 Fastest Growing

Private U.S. Companies.

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What sets us apart?


We deliver on revenue.Not just leads & traffic.

Each campaign includes:Business Research + StrategyCustom Scorecard TrackingAttribution + Data-driven Optimizations


1. 2014 State of Digital Marketing Survey

2. State of Search & Content Marketing

3. A Shift in the Purchasing Process

4. Proven Process for Strategic SEO

5. Importance of Measurement and Attribution

6. Live Site Analyses

/ AGENDA


2014 State of Digital Marketing

In July, we surveyed over 500 U.S. marketers:


Yet, 63% of ALL marketers plan to spend more on content marketing this year.

VS.

Top B2B Objective: Top B2C Objective:

LEAD GENERATION SALES



Brands with stellar content will win SEO in 2014.

Strategic Content

MarketingBare bones

content

Mediocre Content

Here’s why









/ AGENDA


Your target audience is searching

for you.Your target audience is searching for you.


4 Billion Searches* on Google Every Day

~90% of Clicks* Happen on the 1st Page of Search Results

60% of Clicks* are on Top 3 Results

*Brandsofttech, Cornell

*Cornell

*Moz

Customers use search to find your business.

State of Search & Content


Google updates 500+ times a year

in pursuit of the same goal:

Providing the end-user with

quality content.

Great content boosts SEO rankings.



Quality Content – Create unique, fresh, & frequent content. Factors

like length, & relevance play a role, too.

Site Metrics – Optimize the UX. Improve time on site, bounce rate,

load time, etc.

Authority & Verification – Claim original content with authorship

markup.

What do the Google animals care about?









/ AGENDA


Now we know customers use search to find content.

But what happens once they find it

New Shift in the Purchasing Process


Then Now

Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010

Introducing the new self-informed buyer’s journey.


http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1


Buyers are moving 60%of the way through the sales funnel before they engage with sales reps.

Source: Corporate Executive Board, The Most Important Number in Marketing, Aug. 2011


Search has caused a shift in the purchasing process.

http://www.executiveboard.com/marketing-blog/the-most-important-number-in-b2b-marketing/


Contacts sales rep directly.

Google searches services.

Reads peer reviews.

Sees competitor display ads.

Discovers blog covering vendor differentiators.

Nearly 2/3 of the customer journey is completed BEFORE they appear on your radar.

Are you on their radar, especially in the EARLY stages of the sales cycle?



Awareness

Purchase

Consideration

David Skok, http://www.forentrepreneurs.com/buying-cycle-and-triggers/

Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010

You need content for all buyer stages.


http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1


Consideration Purchase

• Blog posts• Social posts• Videos• Infographics

Awareness

• eBooks• Reports• Webinars• How-to-

Guides

• White papers• Case studies• Demo videos• Product

comparisons

Is your content advancing the buyer’s journey?









/ AGENDA


STRATEGIC SEO by

Strategy Implementation Tracking & Adjustment

1

2

3

Business Research,

Competitive Audit

and

Opportunity Analysis

Reporting with

KPI Scorecard,

Attribution

and Optimization

KeywordsSelection and

Mapping

ContentBlog, Press Releases,

White Papers,

“How-To”, News

Inbound

Links

Social

Signals

Meta

ContentPage Titles, URL’s

Site

Architecture


Proven Process for Strategic SEO

Carefully select your keywords.


Adwords Keyword Tool

Keyword list with search volume


Use Google tools to measure demand.



Map your keywords.








/ AGENDA


- Webmarketing123, 2014 State of Digital Marketing Report

1 in 4 marketers don’t know which channel delivers the highest quality leads.

1 in 3 marketers don’t know which channel generates the most revenue.

Marketers name “proof of ROI” as their #1 obstacle to securing more budget.

Measurement & Attribution


All of this boils down to 2 MAJOR CMO Challenges:

“2/3 of CMOs will be held accountable for ROIby 2015. But, HALF feel insufficiently prepared to provide hard numbers.”

- IBM 2013 CMO Study



From search to CRM, justify your SEO investment:

GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - |

FULL ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - -|



Sample Report

Actionable insight into which campaigns generate revenue:

With the advent of Secure Search, keyword mapping is more important than ever.









/ AGENDA


LIVE SITE ANALYSES

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Get a second opinion on your SEO.

In a 30 minute consultation, learn:

Where you rank in relation to competitors

How much revenue opportunity is available from Search (we’ll do the research)

What actions you can take today to accelerate results from your SEO program

Simply email [email protected] or call 800.619.1570

Thanks!

Mike TurnerDirector of Business Development

mailto:[email protected]

Facetime with an SEO Expert - slides 121713

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