How to Structure a Scalable SEO Strategy

Contact: [email protected] | Digital Reach

We are a B2B Digital Marketing Agency focusing on demand generation.

Companies work with us to:• Increase qualified leads• Track SEO and SEM to ROI• Marketing Automation Support

About Us

• Search Engine Optimization• Paid Search & Display• Website Redesign• Marketing Automation


The Promised Land

The promised land - an SEO strategy that works and moves with your business

• Perfect tracking • Integration of data into strategy• The link machine • ROI-driven content


1 Prerequisites

2 Getting to the Promised Land

3 Live Site Audits

Overview


Prerequisites - Website

Website • Pagespeed • Mobile friendly • Secure site • Blog• Clear URL

architecture (will discuss more)


Prerequisites - CRM

CRM • Clear organization • Simplicity is important

- what really matters?• Maintain clear rules

for keeping it clean• Review usage!

Source: rolustech.com


Content Production

Too many cooks in the kitchen?

- Streamline the production and review process with clearly defined roles

General best practices for content writing / blogging / PR

• Anchor Text• Internal Linking • H1-H4


Best Practices (Content)

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Getting to the Promised Land…

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Let’s start with Data Attribution

Contact: [email protected] | Digital Reach 11

Closed Loop ReportingCustom Analytics Setup to tie cross-channel visitor data to revenue in CRM.

How It Works


We install 14 hidden fields that send visitor source information with every lead:

First Touch Last Touch

Source Source

Medium Medium

Keyword Keyword

Landing Page Landing Page

Timestamp Timestamp

Campaign (UTM) Campaign (UTM)

Content (UTM) Content (UTM)

Data Output


$

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Marketing Campaigns Tied To ROI

Attribution data inset in CRM:


Closed Loop ReportingSome keywords might drive the majority of leads, but with attribution you’ll see which keyword themes drive the most revenue.

How It Works

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Keyword Activity


Keyword Research

Keep ROI in mind • Difficulty • MSV • Traction

Getting a great word into the top 5 is better than 10 mediocre words in the top 50


Keyword Mapping

• Tailor your website to biggest areas of opportunity

• Follow the data to target the best keywords, then test / track

• Send clear signals to Google – and your digital marketing team

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Content and Links


Content Strategy

• Use attribution to produce content and landing pages

• Consistent blogging, PR, ebook, etc. • Provide value to consumers • Show Google your dedication to

high-value keywords


Linking Strategy

• Use attribution to drive linking strategy; hunt for the best linking partners and highest ROI referrals

• Link reclamation

• Content sharing

• Key linking tools • Ahrefs • Buzzstream

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Live Site Audits

Get a second opinion on your SEO & Demand Generation Approach

In a 30 minute consultation, learn: Where you rank in relation to competitors Measure revenue opportunity from Search What you can do to accelerate results from SEO now

Andrew SeidmanHead of Operations

Thanks for watching!

Email [email protected] or call 415.857.1263 for more information

How to Structure a Scalable SEO Strategy

Marketing

Transcript of How to Structure a Scalable SEO Strategy