can you succeed in seo with your b2b …...seo with your b2b company? d o m i n i c w o o d m a n...

CAN YOU SUCCEED IN SEO WITH YOUR B2B COMPANY?

D O M I N I C

W O O D M A N

#INBOUND19

bit.ly/doing-b2b-seo

@dom_woodman #inbound2019

Consulting

We are in the business of transformation, known for our focus on

and commitment to achieving results.

HA HA

B2C B2B

1-5 6-8

Fight me.

Sup son.

Quick example

“second hand ford fiesta for

sale in London”

“ford for sale in the

UK”

“car for sale in the

UK”

“car for sale”

“car”

“ca”

“definition of enterprise content

management”

“enterprise content management magic

quadrant”

Can everyone succeed in search?

1 2 3

How can we make great content?

1 2 3

How do you measure success?

1 2 3

Research

1 2 3

343 companies.

5 million keywords.

Benchmarking

Most of the companies we’re

looking at are relatively large.

51 - 500

11 - 50

501 - 1000

Number of

employees

0 - 10

Most of the companies we’re

looking at are based in the US &

Europe.

US

% of

companies

Europe APAC

80%

Can everyone succeed in search?

1 2 3

1 23

Size of the company

1 2 3 4 5

1

Size of company

Traffic

Company size doesn’t correlate with

traffic.


1 23

Audience Size

1 2 3 4 5

1

How large is your

audience?

Targeting more people

Targeting less people

The larger your audience the more

valuable search will be.


1 23

Length of sales process

1 2 3 4 5

1

Organic usually plays

in this half.

How long?

1 week

1 month

6 months

How long is your

sales process?

Shorter sales funnel

Longer sales funnel

The shorter your sales process, the

easier it’ll be to argue for search in

your organisation.


1 23

How innovative are you?

1 2 3 4 5

1

Serverless computing

AWS Lambda launches

Serverless computing

How innovative is your product?

We copied someone else

It’s literally never existed.

If you’ve invented something brand

new, you’ll have to create search

volume.


1 23

Brand strength

1 2 3 4 5

1

What percentage of overall

traffic is branded?

What percentage of a

businesses traffic comes

from brand?

% of

companies

% of branded traffic

0 - 20% 41 - 60% 80 - 100%

20%

Do businesses with more

branded traffic, get more

non-branded traffic?

Branded Traffic

Traffic

You don’t need brand to do well in

search.


However, companies with more

branded traffic, typically have more

non-branded traffic.


Brand strength



Audience Size

3

Size of the company

How can we make great content?

1 2 3

Category Percentage of total unbranded traffic

homepage 16.26%

product page 15.59%

guide 13.86%

mass generated product pages 13.02%

listicle 10.88%

definition 10.76%

templates 5.47%

user generated content 4.23%

tool 2.99%

difference 2.43%

best 2.41%

content 1.18%

Most of those options are informational content based.


homepage 16.26%

product page 15.59%

guide 13.86%


listicle 10.88%

definition 10.76%

templates 5.47%

user generated content 4.23%

tool 2.99%

difference 2.43%

best 2.41%

content 1.18%


homepage 16.26%

product page 15.59%

content 13.86%


content 10.88%

content 10.76%

content 5.47%

content 4.23%

content 2.99%

content 2.43%

content 2.41%

content 1.18%

Mass generated product

pages

2

Homepage & Product pages

2

Watch out for new trends

2 Home & Product pages

Content services

Enterprise content management

Don’t change the targeting of your

crucial pages for new jargon.


Look for jobs not features.


“Realtime Insights”

“Realtime Sales Tracking”

Build product pages targeting

jobs/problems not features.


Make sure you match intent


“Exit interview”

“Exit interview

software”

Sometimes a product or homepage

isn’t right for big terms.


1 23

Expectations

1 2 3 4 5

2

B2B companies get most traffic from

just 10% of pages.


B2B companies get most non-

branded traffic from just 10% of

pages.


1 23

Keyword universe

1 2 3 4 5

2

Go and get all the

keywords.

Keywords with low volume are still

valuable.

1 23

Grouping

1 2 3 4 5

2

Natural topic

grouping

SERP led grouping

What is enterprise content management? Why is enterprise content management

important to a organisation?

Benefits of content marketingWhat is content marketing?

1 23

Prioritising

1 2 3 4 5

2

Knowing it convertsHow to pick the right content

2 Prioritising

Paid ads can help tell you which

areas will convert better.


Writing for the SERPHow to pick the right content

2 Prioritising

“Enterprise

content

management”

You need to write for the whole

SERP. Not just your target market.


Having opinionsHow to make your content better

2 Prioritising

Talk to someone who does what

you’re writing about.


Unique dataHow to make your content better

2 Prioritising

Matching format to SERP

intent.How to make your content better

2 Prioritising

“cost of living”

1 23

Content creation

1 2 3 4 5

Where should the content live?How to make your content better

Great work Nuxeo

Find out who has

the most exposure

in your area.

Content doesn’t have to live on your

own website.


Could someone else do the

work?How to make your content better

1 23

Measurement

1 2 3 4 5 6

How do you measure success?

1 2 3

Organic traffic

1 23

Attribution

1 2

Google Blog post

PPC Landing

page

Demo

90 day window

ITP2.1Link

https://www.slideshare.net/TomAnthony/browser-changes-that-will-impact-seo-from-20192020

7 day window

Renting in London...

Multi device sessions

Organic usually

plays in this half.

6 months

1 23

Session based

1 2

Does the right person have a good

experience?



experience?

Bounce rate.

Time on page.

Adjusted bounce rate.

Scroll tracking.

Action tracking.

Engaged time on page.

● Bounce rate

○ Adjusted bounce rate

● Time on page

○ Time on page problems

○ Tracking engaged time on page

● Building a single engagement score

Resources

https://www.simoahava.com/analytics/fire-tag-upon-scroll-depth-and-time-spent/

https://www.analytics-ninja.com/blog/2015/02/real-time-page-google-analytics.html

https://www.simoahava.com/analytics/track-content-engagement-part-2/

https://martijnscheijbeler.com/measuring-content-performance-content-engagement-metrics/


experience?

Does the right company have a good

experience?

Engaged sessions from qualified companies

Engaged qualified sessions by topic

Summary

1 2 3

Understand how the nature of your

business will change search.

1


Brand strength



Audience Size

3

Size of the company

Unless you’re already well

established. Don’t start with home &

product pages.

They’re the end not the beginning.

2


You need to match your content to

the SERP intent & write for the whole

SERP.

2


Find your edge for your content,

whether it’s an opinion, data or

something else.

2


Does the right company, have a good

experience?

3


Get better engagement metrics than

the default ones.

3


Enrich your anonymous data to

discover the companies on your

website.

3


bit.ly/doing-b2b-seo


@dom_woodman


can you succeed in seo with your b2b …...seo with your b2b company? d o m i n i c w o o d m a n...

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