Webinar Deck: SEO & SMO for Beginners

Cnfidential MarketingXLerator

Fundamentals of SEO and SMO

Natascha Thomson CEO, Marke:ngXLerator

April 16, 2015


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Natascha Thomson [email protected] @NaThomson +1 (925) 519-‐8111

Over 15 years of B2B marke:ng experience in Global 2000 and startup companies. Customers include SAP, EMC, Polycom, SLAP, Lookingglass.


Keyword Research is the Basis

of Inbound Marke:ng

4


Quiz

5

Cnfidential MarketingXLerator6


Mark Zuckerberg, CEO



Larry Page & Sergey Brin, Founders



Sheryl Sandberg, COO #LeanIn



Jeff Weiner, CEO



Dick Costolo, CEO



Reid Hoffman, Co-‐Founder


1.  SEO & SMO 2.  Inbound MarkeIng 3.  Keywords 4.  Strategies & TacIcs 5.  Success 6.  TOOLS THROUGHOUT 7.   Q&A

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Search Engine Op:miza:on (SEO)

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SEO

“The process of affec.ng the visibility of a website or page in a search engine’s unpaid results.”

Source: Wikipedia.org

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Social Media Op:miza:on (SMO)

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SMO

“The use of social media outlets and communiIes to generate publicity

to increase the awareness of a product, brand or event.“

Source: Wikipedia.org

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Social Search

“Social search” is an evolving term for the way in which

search engines factor a user’s social network -‐-‐ also referred to as social graph

-‐-‐ into how results are displayed ader a search query.”

Source: Hubspot

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“In social search, content that has a social connec5on to you in some way is priori5zed.

A social connec.on could mean someone you are linked to via Facebook, TwiCer, or any other major social

network.”

Source: Hubspot

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SERP

Search Engine Results Page

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Past: Off-‐Page SEO

= Link-‐Building

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Present: Off-‐Page SEO

= Good Content That Gets

Shared 30


Present: Off-‐Page SEO

= Good Shared Content

= Quality Back-‐Links

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The (Secret) Ever-‐Changing Google Algorithm

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Google Algorithm Coming up:

“Star.ng April 21, we will be expanding our use of mobile-‐friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.”

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30 % of total traffic comes from mobile

How much mobile traffic do YOU get? > Maybe mobile is not a significant lead source for you.

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Take the “Mobile -‐Friendly” Test hlps://www.google.com/webmasters/tools/mobile-‐friendly/

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Inbound Marke:ng


Source: Hubspot


70-‐90% of the buyers journey is complete prior to engaging a vendor.

Forrester Research


“95% of the U.S. Internet browsing popula.on accesses search engines each month.

Furthermore, the U.S. online popula.on makes an average of 37 search engine visits per person per

month.”

Source: Compete


Marke:ng Guides the Journey


SEO/SMO Strategies & Tac:cs

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Keywords

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#BFF Google.com

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Google.com

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Look at Your Own Site on Your Mobile Device

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The Meat: Short vs. Long Tail

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Short Tail vs. Long Tail

•  Short tail: 1-‐2 word phrases – high compeIIon in search engines –  lower probability of conversion.

•  Long tail: 2+ word phrases –  lower compeIIon – higher probability of conversion.

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CompeIIon & Traffic

•  Keyword compeIIon: – how many businesses are currently bidding on a specific keyword.

•  Keyword traffic: – how many people are searching for a given keyword within search engines.

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“Long tail” is a visual metaphor for the shape of a distribuIon graph

51 Source: Union Street Media.


Source: Union Street Media.


Short Tail vs. Long Tail

•  Short tail: 1-‐2 word phrases – high compeIIon in search engines –  lower probability of conversion.

•  Long tail: 2+ word phrases –  lower compeIIon – higher probability of conversion.

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“Long tail keywords have a higher overall organic click-‐through rate at 56% of

searches for four-‐word search phrases. Single word keywords only have a 30%

click-‐through rate.

Source: Union Street Media.

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“The definiIon of your mission, in which you make crystal clear what the

awesomeness of your product, site or blog is, should be central in choosing the long tail

keywords you want to rank for.”

Marieke van de Rakt, PhD, Yoast

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Examples Short Tail vs. Long Tail

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Example: Generic Keyword

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Niche Keyword: Sustainable


Keywords: Step By Step •  Make a List of RELEVANT Keywords •  Consider Intent •  Use Keyword Tools

–  Small budget = Long Tail –  Large budget = Short & Long Tail

•  Look at Your CompeIIon •  Choose Keywords (groups of 5-‐20 for ads) •  Create relevant content (opImize it, e.g. images) •  Use it on-‐page and in social media •  Execute & Analyze •  Keep OpImizing

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NOTE: THERE IS MORE THAT WE CAN’T COVER TODAY.

Example: Local SEO

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Build on a Strong

Op:mized Website

*(and Social Network)

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There are over 200 factors Google considers for their ranking

Make Your Site Easy to Crawl by Search Engines •  Design, content & formasng maler

63 Source: Hubspot.


There are over 200 factors Google considers for their ranking

Ø On-‐Page SEO is an important (technical) piece Ø Address each page individually

64 Source: Hubspot.


Be Customer-‐Centric Know Your Target Audience: •  Create Personas (e.g. Decision Maker, Influencer) •  Know what problem each is trying to solve •  AnIcipate what they will type into a browser

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Content IN CONTEXT

is King

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Sta:c ≠ SEO

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Ongoing Process -‐ Up-‐to-‐date Keywords -‐ Fresh Content -‐ Stay Informed on Changes

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Tools

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Google Adwords

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Cnfidential MarketingXLerator72 hlp://Adwords.Google.com


Google Keyword Planner

•  Research Keywords •  Get historical staIsIcs and traffic forecasts

– Stats: search volume – Forecasts: predicted clicks and conversions

Google: “Most adver.sers find it useful to have somewhere between 5 and 20 keywords per ad group.”

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Keyword Planner

•  Gives Keyword Ideas •  Average number of Imes people have searched for those keywords

•  Traffic EsImates

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Analy:cs.Google.com

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Misc. Tools

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Paid Tools

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Measuring Success

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SEO Success = Goal Success

More than Ranking in Search Results: •  Increased site traffic •  Increased brand awareness (NPS) •  Increased Ime & engagement on site •  Increased conversion rate •  Increased number of leads •  Increased number of closed deals •  Improved User Experience (loop)

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Cnfidential MarketingXLerator90 Picture Source: via Crea.veCommons.org via Flickr.

Cnfidential MarketingXLerator 91

Q&A


Natascha Thomson [email protected] @NaThomson +1 (925) 519-‐8111 Marke:ngXLerator.com

Over 15 years of B2B marke:ng experience in Global 2000 and startup companies. Customers include SAP, EMC, Polycom, SLAP, Lookingglass.


Know the Buyer Cycle

93 Source: Robin Grant: The purchase funnel is no more; via McKinsey.

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