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+ SEO and PPC for B2B BMA-KC Young Professionals June 19, 2013 David Vogel
| Date post: | 09-May-2015 |
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+SEO and PPC for B2BBMA-KC Young ProfessionalsJune 19, 2013 David Vogel
+
@DavidVogelDotCo
Agenda
Search Lingo
The Evolution of Search
Recent Trends
Future-Proofing your Strategy
B2B Challenges: SEO
B2B Challenges: PPC
Building your Marketing Career
Where to Start
Q&+A
+
@DavidVogelDotCo
Search Lingo
Organic(improved via Search
Engine Optimization
“SEO”)
Paid(managed via
Pay Per Click
advertising
“PPC”)
Search
engine
“search result” or “listing”
search engine results page (SERP)
Search query (includes
“keywords” and
“keyword phrases”)
SPAM
+
@DavidVogelDotCo
Evolution of Search
Search Engine TechnologySearch Marketing Tactics
Goal: get traffic
Goal: good user
experience
Keyword relevancy
Keyword stuffing
Site reputation (links)
Spammy links (buy, trade or hack)
Matt Cutts
More strategic keyword stuffing
Local search
Less spammy-looking links
Locally relevant content & links
Social signals
Invest in social media & content
Matt Cutts2.0
Admit defeat of blackhattactics
Author rank
Better UX
@DavidVogelDotCo
+Authoritative Content
The next era of search marketing will be won by content that:
Is created by trusted sources Captures attention Engages visitor Is worth sharing
= author/publisher rank= relative CTR
= bounceback rate= social shares
these can now all be measured by search engines!
@DavidVogelDotCo
+Authoritative Content: Surveys
Now gets contributions (and
shares) from A-listers (many
are competitors)
http://www.davidmihm.com/local-search-ranking-factors.shtml
@DavidVogelDotCo
+Authoritative Content: Guideshttp://www.marketo.com/-guides/marketing-autdefinitiveomation/
Generates lots of leads
Significant piece of
content (worth sharing
my data)
@DavidVogelDotCo
+Authoritative Content: Blog Posts
http://blog.mailprint.com/index.php/1125/create-trackable-qr-codes/
Engagement!Tip: create helpful, optimized
content that answers existing
questions
+SEO for B2B
+B2B SEO Challenges: Ambiguity
+B2B SEO Challenges: Ambiguity
@DavidVogelDotCo
+B2B SEO Challenges: Ambiguity
An ambiguous website leads to poor rankings and traffic.
The solution: Research the keyword phrases used to search for your
solution Architect site to support these keywords Make content speak the same
language as your audienceGood data sources:
- website analytics
- current PPC search queries
- Google AdWords Keyword
Tool
+B2B SEO Challenges: Ambiguity
Core
messages
featured
prominently
+B2B SEO Challenges: Ambiguity
Optimized links to
deeper content
+PPC for B2B
@DavidVogelDotCo
+B2B PPC Challenges
Compared to B2C: Longer buying cycle with lots of touch points Niche targets spread across wide geographic area Smaller search volume More expensive keyword bids, but Higher customer value
How to avoid wasting budget on unqualified?
Which touch
point gets credit?
How to maximize
opportunity?
@DavidVogelDotCo
+B2B PPC Challenges: Reporting
Initial search
More targeted search, clicks ad, visits site
Branded search, click organic result
Served retargeted ad, visits site
Types in site url, completes contact form
5,428 sales and lead nurturing touches
Contract signed
Search Engine TechnologyProspect lifecycle (web traffic analytics)
Sees news about company, clicks to site
Lead lifecycle (CRM)
Issue 0ne: tying
lead data to
prospect data
Issue Two: attributing lead correctly
+B2B PPC Challenges: Reporting
Solution 1: Tech Upgrade Only way to tie data about
specific visitors to lead/customer data is integrating web marketing software with CRM.
Beside getting micro data on specific contacts, you’ll be able to tie real ROI to your PPC, SEO & Social campaigns.
conversion
event
Initial
visit
source
Pages
viewed
more [pages viewed
+B2B PPC Challenges: Reporting
Solution 2: Use free tech for Macro view (but no first-click attribution)1. Install Google Analytics
2. Create “Conversion Goals” for lead form completion or engagement goals
3. Link to AdWords for PPC conversion data (Cost Per Conversion, etc)
Conversion
data in
AdWords!
Get an
overall
view
+Building Your Career
@DavidVogelDotCo
+Building Your Career
Why Digital? No barriers to entry FREE KNOWLEDGE Continued growing demand Constant change Fun combination of Strategy, Analytics and Creativity
No resting on laurels!
@DavidVogelDotCo
+Building Your Career
Build your knowledge:
Introductory Homework: •http://moz.com/beginners-guide-to-seo •http://searchengineland.com/seotable •http://www.davidmihm.com/local-search-ranking-factors.shtml •http://www.wordstream.com/articles/what-is-google-adwords
Daily Reading: •http://blog.hubspot.com •http://moz.com/blog •http://searchengineland.com •http://www.ppchero.com/ •http://www.certifiedknowledge.com/ •http://sethgodin.typepad.com/
@DavidVogelDotCo
+Building Your Career
Practice what you’re learning Help A Friend (small biz, non-profit, startup):
Google+/Maps listing Use free $100 to setup/test PPC Build a simple website Repeat for great experience and portfolio pieces
Volunteer for internal projects: Research in advance of initial meeting Come with questions and suggestions
Shape your future projects
@DavidVogelDotCo
+Building Your Career
Show your knowledge by sharing Blog, or at least comment Relevant Q&A sites (Quora.com, MarketingProfs.com,
moz.com) Curate and share relevant content Setup Google+ and start building your Authorship Rank!
Build a portfolio/résumé site Do this tonight!
+Connect
Email: [email protected]
Web: http://DavidVogel.co
Twitter: @DavidVogelDotCo
Google: +David Vogel
LinkedIn: /in/dlvogel
