b2b marketing expo improving lead …...improving lead generation with effective seo b2b marketing...

IMPROVING LEAD GENERATION WITH EFFECTIVE SEO

B2B MARKETING EXPO

March 2019

S E M E T R I C A L

R O R Y H O P E @ S e m e t r i c a l

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• Welcome & Introductions

• Topics of Discovery

• Capturing ‘Quality’ Customers

• Search Patterns Of Potential Customers

• SEO Gap Analysis Process

• Precision Keyword Targeting

• Research To Form Your SEO Strategy

• Key Concepts & Questions

SEMINAR OVERVIEW

I M P R O V I N G L E A D G E N E R A T I O N W I T H E F F E C T I V E S E O

F R E ES E O A U D I T• Don’t forget to visit our stand at 1682 to request a free SEO

performance audit from our channel specialists.

• Download these slides at: www.semetrical.com/increasing-lead-

generation-with-effective-seo/

• We will also be uploading a video of the seminar.

Website: www.semetrical.com

Twitter: @semetrical

LinkedIn: www.linkedin.com/company/semetrical

WELCOME &INTRODUCTIONS

bucharest

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AB

OU

T M

E SE

ME

TR

ICA

L

A L IT TLE BIT ABOUT ME

Head of Inbound Marketing, with 5+ years of Inbound Marketing &

SEO experience. Passionate about SEO strategy, user intent analysis &

content marketing. Clients include American Express, Cloudflare,

DueDil, Flexioffices & Arkadin.

R O R Y H O P E

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We are a multi-award

winning digital marketing

agency

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01. A process for identifying relevant, high

value keywordsTO P I C SO FD I S C O V E R Y ? 02. How to develop keyword strategies for SEO

visibility across the inbound funnel

03. Prioritising your SEO strategy to increase

organic visibility

CAPTURING ‘QUALITY’ CUSTOMERS

VIA SEO

semetricalKeyword Research SEO Gap Analysis

Keyword Targeting Planner

Use Research To Formulate SEO

Strategy

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STRATEGIC SEO FRAMEWORK & PROCESS

Keyword Identification Competitor Gap Analysis SEO Content PlanCompetitor SEO

Performance Gap

Keyword Segmentation

Keyword Cleaning

SERP Intent Analysis

Keyword PrioritisationFeatured Snippet

Optimisation

Keyword Clustering E-A-T Signals

Prioritise SEO Resource

H O W D O I C A P T U R E ‘ Q U A L I T Y ’ L E A D S V I A S E O ?

SEARCH PATTERNS OF POTENTIAL

CUSTOMERS

semetricalKeyword Research SEO Gap Analysis

Keyword Targeting Planner

Use Research To Formulate SEO

Strategy

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KEYWORD RESEARCH

H O W D O I C A P T U R E ‘ Q U A L I T Y ’ L E A D S V I A S E O ?

Keyword Identification Competitor Gap Analysis SEO Content PlanCompetitor SEO

Performance Gap

Keyword Segmentation

Keyword Cleaning

SERP Intent Analysis

Keyword PrioritisationFeatured Snippet

Optimisation

Keyword Clustering E-A-T Signals

Prioritise SEO Resource

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KEYWORD IDENTIFICATION

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https://keywordseverywhere.com/

KEYWORDS EVERYWHERE

U S E F U L T I P # 1

semetricalRemember to tag your

keywords during the keyword research

process.

U S E F U L T I P # 2

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Enterprise- level SEO tools a l low you to spy on competitors’ organic rankings to help with keyword identif icat ion.

( e . g . S E M R u s h )

U S E F U L T I P # 3

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KEYWORD SEGMENTATION

K E Y W O R D S

Products Purchase Type Informational Questions Features

CDN

DDOS

Get

Buy

Comparison

Pricing

What is

How to

Cloud

Enterprise

“ddos attack”“buy ddos

protection”“ddos protection

pricing”“how to stop a ddos

attack”“enterprise ddos

protection”

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“office space” “space to rent” “coworking offices”

“warehouse for rent”

“office space imdb”

“retail space for rent”

“coworking office”

“office space”

“serviced offices”

X

X

X

✓

✓

✓

KEYWORD CLEANING

K E Y W O R D S

SEO GAP ANALYSIS

semetricalKeyword Research SEO Gap Analysis

Keyword Targeting Planner

Use Research To Formulate SEO

Strategy

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SEO GAP ANALYSIS

H O W D O I C A P T U R E ‘ Q U A L I T Y ’ L E A D S V I A S E O ?

Keyword Identification Competitor Gap Analysis SEO Content PlanCompetitor SEO

Performance Gap

Keyword Segmentation

Keyword Cleaning

SERP Intent Analysis

Keyword PrioritisationFeatured Snippet

Optimisation

Keyword Clustering E-A-T Signals

Prioritise SEO Resource

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SEO GAP ANALYSIS PROCESS

Keyword ResearchTag Keywords

(Segmentation)Keywords Rankings

Export Ranking Data(Inc. Competitors)

Transfer & Formatin Excel

Pivot Data For Best Performers Per Tag

SEO Gap Analysis On Best Performers

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RANKING TRACKING TOOLS

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Upload keywords for only 24 -48 hours to get the organic rankings then switch off.

Saves budget using keyword credit based payment models.

This al lows you to do SEO Gap Analysis .

U S E F U L T I P # 4

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Download our SEO Gap Analysis step -by-step guide by accessing the URL:

https://www.semetrical .com/guide -seo-gap-analysis/

Tweet us @Semetrical

Or v is it us at Stand 1682

S T E P - B Y - S T E P G U I D E

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“ddos protection”“ddos protection solutions”“ddos protection guide”“what is ddos protection”

22 22 21

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AV

ERA

GE

RA

NK

NU

MB

ER O

F K

EYW

OR

DS

DDOS - PROTECTION

NUMBER OF KEYWORDS AVERAGE RANK

IDENTIFY RELEVANT KEYWORD SEGMENTS

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AVOID IRRELEVANT KEYWORD SEGMENTS

“ddos monitoring tool”“ddos monitoring service”“ddos monitoring software”“ddos monitoring site”

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EYW

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DDOS - MONITORING

NUMBER OF KEYWORDS AVERAGE RANK

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SEARCH QUERY INTENT ANAYSIS

Informational / Paragraph & Video TransactionalInformational / List & Paragraph

“what is a ddos attack” “types of ddos attack” “buy ddos protection”

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SERP PAGE TEMPLATE REVIEW

Informational TransactionalInformational / Transactional

Awareness DecisionConsideration

“what is a ddos attack” “types of ddos attack” “buy ddos protection”

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Useful t ip #5: Be aware, your ‘SEO competit ion’ may surprise you

“offices london” “office london”

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Useful t ip #6: Target keywords with hyper-relevant content

“ddos protection” “enterprise ddos protection”

PRECISION KEYWORD TARGETING

semetricalKeyword Research SEO Gap Analysis

Keyword Targeting Strategy

Use Research To Formulate SEO

Strategy

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KEYWORD TARGETING STRATEGY

H O W D O I C A P T U R E ‘ Q U A L I T Y ’ L E A D S V I A S E O ?

Keyword Identification Competitor Gap Analysis SEO Content PlanCompetitor SEO

Performance Gap

Keyword Segmentation

Keyword Cleaning

SERP Intent Analysis

Keyword PrioritisationFeatured Snippet

Optimisation

Keyword Clustering E-A-T Signals

Prioritise SEO Resource

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ESTABLISH YOUR SEO CONTENT PLANTarget Keyword Semantic Keywords Snippet Type

Aggregated US S/V

Example Competitor URL Funnel Stage New URL

how to stop a ddos attack (720)

stop ddos - (90)how to stop ddos - (260)

prevent ddos attack - (320)how to block ddos attacks (20)

block ddos attacks (20)how to protect from ddos (20)

block ddos (10)

Paragraph 1130https://www.incapsula.com/ddos/how-to-stop-

ddos-attacks.html Awareness

/how-to-stop-ddos-attack/

types of ddos attacks (320)

denial of service types (10)different types of ddos attacks (20)

different types of dos (10)different types of dos attacks (10)

types of ddos (70)types of denial of service (10)

types of denial of service attacks (90)types of dos

types of dos attack (260)denial of service types (10)

Paragraph 810 www.incapsula.com/ddos/ddos-attacks.html Consideration/types-of-ddos-

attack/

ddos protection pricing (20)

affordable ddos protection (10)ddos mitigation service cost (10)

ddos protection cost (10)No Snippet 50

https://azure.microsoft.com/en-us/pricing/details/ddos-protection/

Decision/ddos-protection-

pricing/

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KEYWORD CLUSTERING TO UNIQUE PAGES

• stop ddos - (90)

• how to stop ddos - (260)

• prevent ddos attack - (320)

• how to block ddos attacks (20)

• block ddos attacks (20)

• how to protect from ddos (20)

• block ddos (10)

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FEATURED SNIPPET OPTIMISATION

“electronic payment system” (480)

“take recurring payments” (10)

“lowest credit card processing fees” (10)

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INCLUDE CALL TO ACTIONS FOR SEO LEAD GENERATION

RESEARCH TO FORM YOUR SEO STRATEGY

semetricalKeyword Research SEO Gap Analysis

Keyword Targeting Strategy

Use Research To Formulate SEO

Strategy

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USE RESEARCH TO FORMULATE SEO STRATEGY

H O W D O I C A P T U R E ‘ Q U A L I T Y ’ L E A D S V I A S E O ?

Keyword Identification Competitor Gap Analysis SEO Content PlanCompetitor SEO

Performance Gap

Keyword Segmentation

Keyword Cleaning

SERP Intent Analysis

Keyword PrioritisationFeatured Snippet

Optimisation

Keyword Clustering E-A-T Signals

Prioritise SEO Resource

CONSIDER SEO PERFORMANCE VS. COMPETITORS

On-page Optimisation

Featured SnippetsUser Experience Optimisation

Mobile UXBacklinks & ‘Linkless’ backlinks

Technical SEO & Website Architecture

Supporting Blog Articles

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Expertise, Authority & Trustworthiness (E-A-T)

Content Quality & ‘Freshness’

User Reviews Sentiment

Website Authority & Relevance

Social Mentions Sentiment

Click-Through-Rate (CTR)

Authorship

Wikipedia

E-A-T

semetrical

Access our tool l ist for analysing SEO competitors in relat ion to major SEO factors.

https://www.semetrical .com/seo -tool- l ist/

Tweet us @Semetrical

Or vis it us at Stand 1682

U S E F U L T O O L L I S T

semetrical

Access E-A-T SEO Checkl ist for act ionable insights.

https://www.semetrical .com/e -a-t-checkl ist -seo/

Tweet us @Semetrical

Or v is it us at Stand 1682

U S E F U L T O O L L I S T

KEY CONCEPTS & QUESTIONS

our servicesKEYWORD RESEARCH & SEO GAP ANALYSIS

Keyword research combined with SEO

gap analysis must inform keyword

targeting strategies.

KEYWORD TARGETING STRATEGY

Develop a keyword targeting planner to

optimise search visibility across inbound

sales funnel.

SEO OPPORTUNITIES

Identify SEO opportunities through

competitor performance gap analysis.

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KEYCONCEPTS

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A N YQ U E S T I O N S ?

• Visit us at Stand 1682 for a free website SEO performance

audit.

• Download these slides at: www.semetrical.com/increasing-

lead-generation-with-effective-seo/

• We will also be uploading a video of this talk.

• Follow us on Twitter & LinkedIn for updates.

Website: www.semetrical.comTwitter: @SemetricalLinkedIn: www.linkedin.com/company/semetrical