b2b search marketing
DESCRIPTION
80% of modern B2B buyers start their product research using a search engine. Is your organization positioned to capture that traffic? During this presentation, we’d discussed how Google works, how you can impact search results, and the real-world tactics businesses are using to increase their search traffic and conversions. You’ll learn: - Recent trends in search marketing you must be aware of - The classic challenges of search marketing for B2B, and how to overcome them - At least three things you can do immediately to improve your Search Engine Optimization and Pay Per Click results Presentation by David Vogel at the Business Marketing Association of Kansas City on Feb. 20, 2014.TRANSCRIPT
+ B2B Search Marketing Business Marketing Association of Kansas City
Feb 20, 2014
David Vogel
+ About Me
David Vogel
Digital Marketing Manager
Layered Tech (cloud & hosting provider)
Board Member
Business Marketing Association
of Kansas City
#BMAKC @DavidVogelDotCo
+ Agenda
Why Search Matters
Where Search Marketing has been… and where it’s Going
Common B2B Challenges & Solutions
Framework for SEO projects
Quick Wins
Appendix:
Search Lingo
Building your Digital
Marketing Career
SEO & PPC 101 Resources
#BMAKC @DavidVogelDotCo
+ Why Search Matters
#BMAKC @DavidVogelDotCo http://www.pardot.com/demand-gen/report-state-demand-generation/
#BMAKC @DavidVogelDotCo http://chitika.com/google-positioning-value
http://connect.relevance.com/a-tale-of-two-studies-establishing-google-bing-click_through-rates
+ Where Search Marketing
has been…
#BMAKC @DavidVogelDotCo
What’s my motivation?
#BMAKC @DavidVogelDotCo http://investor.google.com/financial/tables.html
+ “The goal of many of our ranking changes is to
help searchers find sites
that provide a great user
experience and fulfill their information needs. We also want the
“good guys” making great sites for users, not just
algorithms, to see their effort rewarded.”
Matt
Cutts
http://googlewebmastercentral.blogspot.com/2012/04/another-step-to-reward-high-quality.html
+ Evolution of Search
#BMAKC @DavidVogelDotCo
Search Engine Technology
Search Marketing Tactics
Keyword
relevancy
Keyword
stuffing
Spammy links
(buy, trade or hack) More strategic
keyword stuffing
Less spammy-
looking links
Page Rank
(link-based scoring)
Matt
Cutts Ongoing algorithm updates…
Better
UX
+ Evolution of Search (cont’d)
#BMAKC @DavidVogelDotCo
Search Engine Technology
Search Marketing Tactics
Localization
Locally relevant
content & links
Invest in
social media
& content
Admit defeat of
blackhat tactics
Semantic
search
Social
signals Matt
Cutts 2.0
Oh Crap!
Author
rank
Algorithm
updates
named
after
animals
Wailing &
gnashing
of teeth
+ …and where Search
Marketing is Going
+ Authoritative & Engaging 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
#BMAKC @DavidVogelDotCo
+ Authoritative Content: Surveys
#BMAKC @DavidVogelDotCo http://www.davidmihm.com/local-search-ranking-factors.shtml
+ Authoritative Content: Guides
#BMAKC @DavidVogelDotCo http://www.marketo.com/definitive-guides/marketing-automation
+ Authoritative Content: Blog Posts
#BMAKC @DavidVogelDotCo http://blog.mailprint.com/index.php/1125/create-trackable-qr-codes/
+ Blogging Example:
#BMAKC @DavidVogelDotCo
+ B2B Challenges
+ B2B SEO Challenges: Ambiguity
#BMAKC @DavidVogelDotCo
+ B2B SEO Challenges: Ambiguity
+ 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 audience
#BMAKC @DavidVogelDotCo
+ B2B SEO Challenges: Ambiguity
#BMAKC @DavidVogelDotCo
+ B2B SEO Challenges: Ambiguity
#BMAKC @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
#BMAKC @DavidVogelDotCo
+ B2B PPC Challenges: Reporting
#BMAKC @DavidVogelDotCo
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 Technology Prospect lifecycle (web traffic analytics)
Sees news
about
company,
clicks to
site
Lead lifecycle (CRM)
+ B2B PPC Challenges: Reporting
Solution 1: Tech Upgrade
Only way to tie data on specific
visits to lead/customer data is
integrating web marketing
software with CRM.
Track micro data on specific
leads, plus tie real ROI to your
PPC, SEO & Social campaigns.
+ B2B PPC Challenges: Reporting
Solution 2: Free tech for Macro view
1. Install Google Analytics
2. Create “Conversion Goals” for lead
form completions or engagement goals
3. Link to AdWords for PPC
conversion data (Cost
Per Conversion, etc)
#BMAKC @DavidVogelDotCo
+ An SEO Framework
+ An SEO Framework
#BMAKC @DavidVogelDotCo
1) Keyword Research
Build keyword database containing:
•Estimated Traffic
•Competition Level
• Judged Relevancy
•Topic Grouping
2) Site Architecture
Design architecture to support:
•Keyword topic groupings
•Content needed to gain links
•Content needed to convert visitors to leads
3) Content Creation
Write and design content that is:
•Engaging
•Link-worthy (authoritative)
•Optimized for keywords
•Moves reader down sales funnel
4) On-Site SEO
Optimization of page
elements
Internal linking
Technical elements
5) Off-Site SEO
High-quality link building
Strategic outreach to influencers
Social promotion
6) Analysis & Optimization
Traffic & behavioral analytics
Rank tracking
Conversion optimization
+ Quick Wins
+ Quick Win: Keyword Research
Identify potential demand for product/service
Learn how to speak your prospect’s language
Judge competition and ranking potential
Guide website architecture
#BMAKC @DavidVogelDotCo
+ Quick Win: Keyword Research
Keyword Keyword Group
Estimated Traffic
Pay Per Click Impressions
Competition Level
Current Ranking
Ranking Page
Keyword 1 Group A 24,600 749 76 -
Keyword 2 Group A 8,300 76 65 37 www…
Keyword 3 Group B 760 18 42 14 www…
Keyword 4 Group C 185,200 - 92 -
Keyword 5 Group C 79,300 315 87 73 www…
Google Keyword Planner
https://adwords.google.com | http://moz.com/products | http://tools.seobook.com/firefox/rank-checker/
AdWords
+ Quick Win: Low-Hanging Links
Your vendors and partners
Provide testimonials for their website
Offer to be featured in online case study
Guest post on how you use their solution
Charities you support
Organizations you’re a member of
Executive/Board Member bios on other websites
#BMAKC @DavidVogelDotCo
+ Quick Win: Improve Top 10 Pages
Your Top-10 webpages may account for >50% of total traffic
Take fresh look (or get outside perspective):
Are their user experience issues (technical, copy or design)?
Does content payoff visitor’s expectations?
Is pay engaging for skim readers?
Does it move visitor down funnel? Are their strong CTA’s in place?
#BMAKC @DavidVogelDotCo
+ Quick Win: Remarketing
Stay top of mind during lengthy buying cycles.
Will likely become your highest-ROI PPC tactic.
Incredibly easy to implement:
Create text ads, image ads, and landing page(s)
Place remarketing code on site
Google will cookie visitors, then show them your ads on other sites
Start with Google Display Network, expand to cross-network platforms
#BMAKC @DavidVogelDotCo
+ Quick Win: Negative Keywords
Fastest way to improve your PPC
ROI
Eliminates wasted spend and
improves Quality Score
Helps you avoid spend on B2C
searches
#BMAKC @DavidVogelDotCo
+ Quick Win: Negative Keywords
To get started:
AdWords > Keywords > Details > Search Terms: All
Select and exclude irrelevant searches.
Make broader rules using library: “Campaign Negative Keywords”
Great list of B2B negatives to consider: http://www.komarketingassociates.com/blog/200-plus-negative-keywords-to-consider-for-b2b-ppc/
#BMAKC @DavidVogelDotCo
+ Connect
Email: [email protected]
Web: http://DavidVogel.co
Twitter: @DavidVogelDotCo
Google: +David Vogel
LinkedIn: /in/dlvogel
#BMAKC @DavidVogelDotCo
+ Connect
Email: [email protected]
Web: http://www.LayeredTech.com
Twitter: @LayeredTech
Jobs: http://www.layeredtech.com/careers/
+ Appendix
#BMAKC @DavidVogelDotCo
+ Search Lingo
+ Resources
#BMAKC @DavidVogelDotCo
Introductory: •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/
+ Building Your Career
+ Building Your Career
Why Digital?
No barriers to entry
FREE KNOWLEDGE
Continued growing demand
Constant change
Fun combination of Strategy, Analytics and Creativity
#BMAKC @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
#BMAKC @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
#BMAKC @DavidVogelDotCo