facetime with an seo expert - slides 121713
TRANSCRIPT
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December 17th, 2013
Mike TurnerDirector of Business Development
Facetime with an
SEO Expert
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Are the slides available?
Engage with us on Social:
Get a consultation:Email us at “[email protected]”
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Yes! Just email
Frequently Asked Questions (FAQs)
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About Us
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We are a Full Service
Digital Marketing Agency:
Search Engine Optimization
Paid Search / Display Advertising
Social Media Marketing Top 500 Fastest Growing
Private U.S. Companies.
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What sets us apart?
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We deliver on revenue.Not just leads & traffic.
Each campaign includes:Business Research + StrategyCustom Scorecard TrackingAttribution + Data-driven Optimizations
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1. 2014 State of Digital Marketing Survey
2. State of Search & Content Marketing
3. A Shift in the Purchasing Process
4. Proven Process for Strategic SEO
5. Importance of Measurement and Attribution
6. Live Site Analyses
/ AGENDA
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2014 State of Digital Marketing
In July, we surveyed over 500 U.S. marketers:
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Yet, 63% of ALL marketers plan to spend more on content marketing this year.
VS.
Top B2B Objective: Top B2C Objective:
LEAD GENERATION SALES
2014 State of Digital Marketing
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Brands with stellar content will win SEO in 2014.
Strategic Content
MarketingBare bones
content
Mediocre Content
Here’s why
2014 State of Digital Marketing
#123webinar | @webmarketing123
1. 2014 State of Digital Marketing Survey
2. State of Search & Content Marketing
3. A Shift in the Purchasing Process
4. Proven Process for Strategic SEO
5. Importance of Measurement and Attribution
6. Live Site Analyses
/ AGENDA
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Your target audience is searching
for you.Your target audience is searching for you.
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4 Billion Searches* on Google Every Day
~90% of Clicks* Happen on the 1st Page of Search Results
60% of Clicks* are on Top 3 Results
*Brandsofttech, Cornell
*Cornell
*Moz
Customers use search to find your business.
State of Search & Content
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Google updates 500+ times a year
in pursuit of the same goal:
Providing the end-user with
quality content.
Great content boosts SEO rankings.
State of Search & Content
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Quality Content – Create unique, fresh, & frequent content. Factors
like length, & relevance play a role, too.
Site Metrics – Optimize the UX. Improve time on site, bounce rate,
load time, etc.
Authority & Verification – Claim original content with authorship
markup.
What do the Google animals care about?
State of Search & Content
#123webinar | @webmarketing123
1. 2014 State of Digital Marketing Survey
2. State of Search & Content Marketing
3. A Shift in the Purchasing Process
4. Proven Process for Strategic SEO
5. Importance of Measurement and Attribution
6. Live Site Analyses
/ AGENDA
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Now we know customers use search to find content.
But what happens once they find it
New Shift in the Purchasing Process
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Then Now
Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010
Introducing the new self-informed buyer’s journey.
New Shift in the Purchasing Process
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Buyers are moving 60%of the way through the sales funnel before they engage with sales reps.
Source: Corporate Executive Board, The Most Important Number in Marketing, Aug. 2011
New Shift in the Purchasing Process
Search has caused a shift in the purchasing process.
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Contacts sales rep directly.
Google searches services.
Reads peer reviews.
Sees competitor display ads.
Discovers blog covering vendor differentiators.
Nearly 2/3 of the customer journey is completed BEFORE they appear on your radar.
Are you on their radar, especially in the EARLY stages of the sales cycle?
New Shift in the Purchasing Process
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Awareness
Purchase
Consideration
David Skok, http://www.forentrepreneurs.com/buying-cycle-and-triggers/
Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010
You need content for all buyer stages.
New Shift in the Purchasing Process
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Consideration Purchase
• Blog posts• Social posts• Videos• Infographics
Awareness
• eBooks• Reports• Webinars• How-to-
Guides
• White papers• Case studies• Demo videos• Product
comparisons
Is your content advancing the buyer’s journey?
New Shift in the Purchasing Process
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1. 2014 State of Digital Marketing Survey
2. State of Search & Content Marketing
3. A Shift in the Purchasing Process
4. Proven Process for Strategic SEO
5. Importance of Measurement and Attribution
6. Live Site Analyses
/ AGENDA
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STRATEGIC SEO by
Strategy Implementation Tracking & Adjustment
1
2
3
Business Research,
Competitive Audit
and
Opportunity Analysis
Reporting with
KPI Scorecard,
Attribution
and Optimization
KeywordsSelection and
Mapping
ContentBlog, Press Releases,
White Papers,
“How-To”, News
Inbound
Links
Social
Signals
Meta
ContentPage Titles, URL’s
Site
Architecture
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Proven Process for Strategic SEO
Carefully select your keywords.
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Adwords Keyword Tool
Keyword list with search volume
Proven Process for Strategic SEO
Use Google tools to measure demand.
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Proven Process for Strategic SEO
Map your keywords.
#123webinar | @webmarketing123
Proven Process for Strategic SEO
#123webinar | @webmarketing123
1. 2014 State of Digital Marketing Survey
2. State of Search & Content Marketing
3. A Shift in the Purchasing Process
4. Proven Process for Strategic SEO
5. Importance of Measurement and Attribution
6. Live Site Analyses
/ AGENDA
#123webinar | @webmarketing123
- Webmarketing123, 2014 State of Digital Marketing Report
1 in 4 marketers don’t know which channel delivers the highest quality leads.
1 in 3 marketers don’t know which channel generates the most revenue.
Marketers name “proof of ROI” as their #1 obstacle to securing more budget.
Measurement & Attribution
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All of this boils down to 2 MAJOR CMO Challenges:
“2/3 of CMOs will be held accountable for ROIby 2015. But, HALF feel insufficiently prepared to provide hard numbers.”
- IBM 2013 CMO Study
Measurement & Attribution
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From search to CRM, justify your SEO investment:
GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - |
FULL ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - -|
Measurement & Attribution
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Sample Report
Actionable insight into which campaigns generate revenue:
With the advent of Secure Search, keyword mapping is more important than ever.
Measurement & Attribution
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1. 2014 State of Digital Marketing Survey
2. State of Search & Content Marketing
3. A Shift in the Purchasing Process
4. Proven Process for Strategic SEO
5. Importance of Measurement and Attribution
6. Live Site Analyses
/ AGENDA
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LIVE SITE ANALYSES
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Get a second opinion on your SEO.
In a 30 minute consultation, learn:
Where you rank in relation to competitors
How much revenue opportunity is available from Search (we’ll do the research)
What actions you can take today to accelerate results from your SEO program
Simply email [email protected] or call 800.619.1570
Thanks!
Mike TurnerDirector of Business Development