Date post: | 13-Apr-2017 |
Category: |
Marketing |
Upload: | digital-reach |
View: | 71 times |
Download: | 0 times |
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
Contact: [email protected] | Digital Reach
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
Contact: [email protected] | Digital Reach
1 Prerequisites
2 Getting to the Promised Land
3 Live Site Audits
Overview
Contact: [email protected] | Digital Reach
Prerequisites - Website
Website • Pagespeed • Mobile friendly • Secure site • Blog• Clear URL
architecture (will discuss more)
Contact: [email protected] | Digital Reach
Prerequisites - CRM
CRM • Clear organization • Simplicity is important
- what really matters?• Maintain clear rules
for keeping it clean• Review usage!
Source: rolustech.com
Contact: [email protected] | Digital Reach
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
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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
Contact: [email protected] | Digital Reach 12
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
Contact: [email protected] | Digital Reach
$
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Marketing Campaigns Tied To ROI
Attribution data inset in CRM:
Contact: [email protected] | Digital Reach 14
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
Contact: [email protected] | Digital Reach
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
Contact: [email protected] | Digital Reach
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
Contact: [email protected] | Digital Reach
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
Contact: [email protected] | Digital Reach
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