seo pyramid with notes

Successful B2B Search Marketing

SEO: A Strategy for Sustainable Competitive Advantage

Welcome to Our Weird Little World!SEO PPC

Cost/Click

Reach

#1 Rankings

MetaTags

GoogleAnalytics ROMI

CMS

First Thing: How does Google Work?

High-speed indexing of every page they can find:ONE BILLION WEBSITES

APPROXIMATELY 47 BILLION PAGESLooking for patterns:

Average search phrase is 2.55 words longPredicting search term based on personal historyGOOGLE PROCESSES 3.4 BILLION SEARCHES/DAY

MANY SEARCHES TAKE LESS THAN .1 SECONDS

Next Thing: How Do You Get to #1?

It’s easy, all you have to do is:HAVE THE BEST PAGE ON THE WEB FOR THAT SEARCH TERM

So How does Site Optimization Work?

Google indexes your website & weighs relevance:WHAT IS THIS SITE ABOUT (HOME PAGE)?

HOW MUCH CONTENT IS THERE FOR THESE IDEAS?IS THE CONTENT ORIGINAL, HIGH-QUALITY, IN-DEPTH?

WHICH ARE THE BEST PAGES FOR EACH IDEA?Key to Know: the search results feature pages, not websites:

CLIENT SITE A: 100,000+ NEW USERS/YEAR, ONLY 12% COME IN VIA THE HOME PAGE

Can Search Rankings Drive B2B Traffic?

Only Ten Listings have First Page Rankings:TOP 3 RESULTS: 100% OF USERS SEE THEM

POSITIONS 4-6: 50% OF USERSPOSITIONS 7-10: 25% OF USERS

Client went from 2 First Page Rankings to 23…Results?CLIENT SITE B: YEAR ONE, 236% MORE TRAFFIC

YEAR TWO: 405% MORE TRAFFICYEAR THREE: 650% MORE TRAFFIC

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Total Search Traffic, Three Years

Organic Traffic/Month Paid Traffic/Month

Education Market, Seasonal Slumps

Optimization Process Return on SEO Investment (with maintenance)

Year One:233% More

Organic Traffic

Year Two:335% More

Organic Traffic

Year Three:48% MoreTraffic Y/Y

Why does that search traffic go up…and up?

SEO: Strategy for Sustainable Competitive Advantage

Client Marketing activities are managed by a team which understands the business objectives and works with us to achieve high rankings, awareness and traffic. Search marketing KPIs are

consistently maintained and performance is improved.


1. Keyword Research and Competitive AnalysisDetermine Business Objectives, Market Segments, Explore Keywords in Use, Determine Best Choices

Based on Competitive Analysis,Develop Page-by-Page Site Optimization Plan


Keyword Research and Competitive AnalysisBusiness Objectives, Market Segments, Keywords in UseDetermine Best Choices Based on Competitive Analysis

Develop Page-by-Page Site Optimization Plan

2. Content OptimizationSelect Primary Topics for Site

Build Out On-page and Technical Optimization

Monitoring, Iterative Improvement


3. PR, Social MediaAll Off-Site Promotion Builds Links,

Citations and/or Referral TrafficEx: Infographics, External Links,

Webinars, E-mail Marketing, LinkedIn, Forums, Industry Blogs, Pubs

Select Primary Topics for SiteBuild Out On-page and Technical Optimization


Content Optimization

Keyword Research and Competitive Analysis

Business Objectives, Market Segments, Keywords in UseDetermine Best Choices Based on Competitive Analysis



4. Fresh ContentBlog posts, Articles,

Informative and AuthoritativeOriginal Content







PR, Social MediaAll Off-Site Promotion Builds

Links, Citations, TrafficEx: Infographics, External Links


FreshContent

Blog posts, Articles,

InformativeOriginal Content

What’s Next?Semantic Markup:

Defines “objects” on page (people, location, language, part #s, price)

using Schema.org standards

Google Tag Manager:Better tracking of user,

ability to insert code on pageswithout touching CMS







PR, Social MediaAll Off-Site Promotion Builds

Links, Citations, TrafficEx: Infographics, External Links

What do you charge?1) Every client relationship starts with a Free Ranking Report• Is the site already doing well? Is there search activity?• Amount of missed opportunity usually drives decision to buy

2) First commitment: $5,500 Competitive Audit• 30-45 day process, two deliverables

• Site performance and search term candidates, with recommendations• Site optimization plan and search marketing strategy

3) Program commitment: $24,000 over 8 months for SEO, may also recommend paid search (PPC) to get leads quickly4) Based on results, retention and expansion. Fee for ongoing content development & SEO: $2500-5000/mo.

Questions?

Successful B2B Search Marketing

seo pyramid with notes

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