4 seo tactics brands need to stay relevant
TRANSCRIPT
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4SEO TACTICS BRANDSNEED TO STAY RELEVANT
Tuesday, June 16th 1PM ET/10AM PT
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We drive revenue.Not just clicks and traffic.
/ About Webmarketing123
Paid Search
SEO Content Creation
Website Design
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1 The State of SEOHow Google’s Latest Search Updates Impact You
2 Four Tactics to Winning Modern SEOBuild an Action Plan for Organic Lead Gen Success
3 Live Q&AHave Questions? Ask Away!
On the Agenda
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Be honest. When’s the last time you update your SEO strategy?
Hopefully, it wasn’t on this computer.
/ The State of SEO
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/ Build a Brand with Quality Content
Google has been hard at work updating it’s
search algorithm lately.
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/ Build a Brand with Quality Content
Mobile-friendly search update debuted on
April 21st.
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The “Quality Update” rolled
out on
May 3rd.
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Fear not!SEO is well worth the effort.
SEO leads cost 61% less and
close 2X faster than other channels.
Source: Hubspot, “Inbound Leads Cost 61% Less Than Outbound Leads” Source: eConsultancy, “The Inbound Marketing Explosion: Infographic”
/ The State of SEO
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Search is critical to the new B2B buyer.
On average, B2B buyers do 12 searches before engaging on a brand’s site.Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014
Plus, today’s B2B buyer
might surprise you.
/ The State of SEO
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B2B decision makers are younger & native to digital.
/ The State of SEO
#123webinar
1 The State of SEOHow Google’s Latest Search Updates Impact You
2 Four Tactics to Winning Modern SEOBuild an Action Plan for Organic Lead Gen Success
3 Live Q&AHave Questions? Ask Away!
On the Agenda
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Smart SEO wins rankings and prospects.That means building a great brand with excellent content and a savvy, tactical SEO strategy.
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Source: Search Engine Land, “The Quality Update: Google Confirms Changing How Quality is Assessed, Resulting in Ranking Shake-Up”
Google quietly rolled out the “Quality Update” in early May.
Google confirmed “…that while no spam-related update had happened, there were
changes to its core ranking algorithm in terms of how it processes quality signals.”
It’s not Panda this time, but seemingly
similar.
/ Four Tactics to Winning Modern SEO
Pass the Google quality test.1
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Source: Moz, “Is Brand a Google Ranking Factor? – Whiteboard Friday”
/ Four Tactics to Winning Modern SEO
Take the time to build a brand prospects recognize and like.
Pass the Google quality test.1
“…Many things that are in Google's ranking algorithm correlate very well with brands.”
Rand Fishkin, Moz CEO
Links Social shares Click-through rate
Higher likelihood of:
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The hard part is creating great content at scale for targeted lead gen.
Source: Content Marketing Institute, “Great Content Meets 2 Criteria: Does Yours?”
Here lies the content that gets ignored.
/ Four Tactics to Winning Modern SEO
Creating great content is actually simple.
Pass the Google quality test.1
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1
2
3
4
Job title
Industry
Skill level
Company
/ Four Tactics to Winning Modern SEO
Define your target audience and create content for each buyer persona.
Pass the Google quality test.1
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Choose keywords carefully. Consider what prospects will search at each stage of the funnel.
/ Four Tactics to Winning Modern SEO
Pass the Google quality test.1
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Buyer Stage
Awareness
Evaluation
Purchase
Marketing Analyst/Mgr. Chief Marketing Officer
Blog: “5 CRO Hacks to Lower Your PPC Cost Per Lead.”
Blog: “7 Ways to Drive More Revenue with SEO this Quarter.”
Educate prospects on the value of digital marketing & foster thought leadership.
Build the business case for why the prospect needs to invest in your product or service.
Give the prospect a reason to choose you over your competitors.
Webinar: “How to Build an Integrated Organic & Search.”
Blog: “Why Investing in a Search Optimized Redesign is Worth the Price Tag.”
eBook: “Digital Marketing Agency Buyer’s Guide.”
Webinar: “The Cost of Not Ranking: How to Calculate Your SEO Opportunity.”
Group keywords by theme and map them to the right LP.
Identify
missing
content!
/ Four Tactics to Winning Modern SEO
Pass the Google quality test.1
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But, keywords are not everything.
/ Four Tactics to Winning Modern SEO
Pass the Google quality test.1
Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.
Snowboarding Resort
“best snowboarding resort”
“Shaun White”
“snowboarding trail conditions”
Holistic, relevant content trumps exact keyword presence.
Be sure to include rich media.
Word count matters!
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Comply with “Mobilegeddon.”2
/ Four Tactics to Winning Modern SEO
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Comply with “Mobilegeddon.”2
/ Four Tactics to Winning Modern SEO
“…More Google searches take place on mobile devices than on desktop computers in 10 countries including the US and Japan.”
Source: Search Engine Land, “It’s Official: Google Says More Searches Now on Mobile Than on Desktop.”.
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Comply with “Mobilegeddon.”2
Make sure Google understands your site is mobile-friendly.
Source: Google Webmaster Central Blog
1 Check if your site has the mobile-friendly search label.
2 If not, get a full list of mobile issues from Webmaster Tools’ Mobile Usability Report.
3 Check individual pages with Google’s Mobile-Friendly Test.
4 If you have an app, implement indexing for search now.
/ Four Tactics to Winning Modern SEO
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Embrace link building.3
Be wary of the Penguin, but don’t shy away from outreach!
/ Four Tactics to Winning Modern SEO
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Embrace link building.3
2
3
Get a list of your inbound links from Google Webmaster Tools.
Ask the link source to remove the link.
Use the Google disavow tool on all bad links.
Conduct a link profile audit to identify bad links.
1
4
Resubmit your site for Google reconsideration.5
/ Four Tactics to Winning Modern SEO
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Social should be part of your plan.4
/ Four Tactics to Winning Modern SEO
Social signals have the highest correlation with rising search rankings.
Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.
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Social should be part of your plan.4
/ Four Tactics to Winning Modern SEO
And, with Tweets back in Google search, this appears to be a higher priority.
Source: Google; Official Blog, “Tweets Take Flight in the Google App”
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1 The State of SEOHow Google’s Latest Search Updates Impact You
2 Four Tactics to Winning Modern SEOBuild an Action Plan for Organic Lead Gen Success
3 Live Q&AHave Questions? Ask Away!
On the Agenda
#123webinar e: [email protected]: 800. 619. 1570
Let’s Talk!
Get a 2nd opinion on your content strategy.
In a 30 minute consultation, learn: Where you rank in relation to competitors
Measure revenue opportunity from Search & Content
What you can do to accelerate results now
Mike Turner, Webmarketing123Director of Business Development
Thanks!
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QUESTIONS? ASK AWAY!