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B2B SEO in 2018
| Date post: | 18-Mar-2018 |
| Category: |
Marketing |
| Upload: | digital-reach |
| View: | 28 times |
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B2B SEO in 2018
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
Contact: [email protected] | Digital Reach
Coming Soon: UNIVERSAL – Your Guide to Account Based Success
Upcoming News
Contact: [email protected] | Digital Reach
1 Review of 2017
2 Five SEO Keys for 2018
3 Live Site Analyses
On the Agenda
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Review of 2017
Contact: [email protected] | Digital Reach
Mobile Dominance No Longer news
Over 80% of the most-visited Alexa sites are mobile adaptive. (mobiforge)
• Mobile traffic only going up• Opportunities for better mobile advertising around
the corner• The train has officially left the station
Contact: [email protected] | Digital Reach
HTTPS starting to be enforced
December “Maccabees” algorithm update seems to have an effect.
• According to SEMrush, the % of high-ranking sites with HTTPS / SSL increased
• Google has hinted strongly that they would do this• Security only getting more important
Contact: [email protected] | Digital Reach
The “Maccabees Update”
Major changes to rankings based on content and site structure.
• Keyword permutation issues
• Mobile sites and those without schema most
affected
• Other implications still not fully known
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Five Keys to B2B SEO in 2018
Contact: [email protected] | Digital Reach
1. Have SSL Encryption (HTTPS)
The time is now.
• Make it a priority for your webdev team (the same as you did with mobile
once upon a time)
• Check your domain for malware
• Don’t let google consider your site to be insecure!
Contact: [email protected] | Digital Reach
2. Consolidate Your Content
Google isn’t looking for infinite short, spammy-ish pieces of content. They want quality.
• Fewer pages with higher quality• De-index wasted pages• Rewrite/improve content for pages that do rank
Contact: [email protected] | Digital Reach
Consolidate Your Content (Part 1)
Focus on intent. When someone searches your keyword, what do they really want to learn about?
• Flesh out your service pages with deeper, more valuable information.
• Stop producing new pages with superficial content• Ask your customers how they found you and look for
patterns in their language
Contact: [email protected] | Digital Reach
Consolidate Your Content (Part 2)
De-index wasted pages.
• It is likely that Google is counting your weak pages against you. De-index them to keep our site profile cleaner.
• Look at your internal linking and making sure you’re not driving traffic to de-indexed pages
Contact: [email protected] | Digital Reach
Consolidate Your Content (Part 3)
Rewrite and improve content for pages that do rank.
• Run reports in ahrefs.com and Google Analytics to determine your most valuable ranking pages
• Sort by highest search volume (or, even better, conversion rate or closed/won &) for those pages’ keywords and then start rewriting the content to compete.
Contact: [email protected] | Digital Reach
3. Produce deeper, higher-in-funnel content
Product pages are the past. Informative and educational content is the future.
• Think long-form (2500 word) content instead of multiple smaller posts
• Go into detail and don’t be afraid of divulging your method. Informed customers are more likely to trust you.
Contact: [email protected] | Digital Reach
4. Take advantage of Google’s new modules
Seen those “Featured Snippets” and “People also ask..” features? That could be you.
• Make your meta descriptions 320 characters or less.
• By our count, 75% of those snippets are pulled directly from meta descriptions.
• Look at the currently featured snippets that rank for your keywords. How can you edit your meta description to reflect what works?
Contact: [email protected] | Digital Reach
5. Nail your link practices
Links are still Google’s primary ranking signal. Let’s send clear signals.
• Are your internal link anchor text keywords mapped out correctly? Are they sending Google a clear and consistent signal?
• Finally fix all of your broken links!• Review your competitors’ 404s and
look for content opportunities.
Contact: [email protected] | Digital Reach
BONUS: Is 2018 the year you get attribution sorted?
Connecting SEO to ROI is important in any year, but it can e intimidating to set up. Are you tracking your marketing efforts to revenue?
• Understand SEO’s value to the keyword level• Discover your best-performing landing pages• Connect bottom and top of funnel activity
Contact: [email protected] | Digital Reach
Getting Started with Attribution
• Google Analytics (or another
analytics provider) must be
setup and tracking
• Full funnel tracking is a must
Contact: [email protected] | Digital Reach 21
Closed Loop ReportingCustom Analytics Setup to tie cross-channel visitor data to revenue in CRM.
How It Works
Contact: [email protected] | Digital Reach 22
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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LIVE Site Analyses
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
