4 seo tactics brands need to stay relevant

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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

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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”


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.


Creating great content is actually simple.Pass the Google quality test.1

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2

3

4

Job title

Industry

Skill level

Company


Define your target audience and create content for each buyer persona.


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Choose keywords carefully. Consider what prospects will search at each stage of the funnel.



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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!



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But, keywords are not everything.



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


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Comply with “Mobilegeddon.”2


“…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.”2Make 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.


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Embrace link building.3

Be wary of the Penguin, but don’t shy away from outreach!


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Embrace link building.3

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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.

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Resubmit your site for Google reconsideration.5


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Social should be part of your plan.4


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


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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On the Agenda

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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!