john readman from search laboratory - demystifying content marketing & seo at funnel 2013 v1.1
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© Search Laboratory Ltd 2013. All rights reserved.
Leeds T: +44 113 212 1211
London T: +44 207 147 9980
Inbound Content Marketing // SEO Demystified
Global Content // SEO // PPC // CRO
@jreadman // @searchlabs
John Readman
Agenda
Who are we?
Do you need SEO?
The Search Market
How Google Works
Content Marketing
The Rules Of Success
Company Overview
Global Search Marketing Experts – Content // SEO // PPC // CRO
PPC then Content & SEO
150+ clients, 18 countries working in 35 Languages
“Science” NOT “Art” – ROI & profit focused
Ethical, transparent and sustainable approach
Smart Software & Smarter People
152 full time staff and 25 part-time
Global B2B online lead generation specialists
Search Laboratory
B2B Clients
B2C - Clients
Do you need Search Marketing?
Why?
Marketing Automation
Lead Nurturing
Prospect Engagement
Behavioural Marketing
Whitepapers
Video
Great content, awesome marketing and sales process …… but no people reading it!
Is your website like an empty shop?
The Search Market
Some industry stats…
57% that's how far the average B2B buyer is through the purchase decision before engaging a supplier. – Google’s B2B Digital Revolution
Execs research £100,000’s of B2B product purchases on mobile devices - Forbes Insight – The Connected Executive
Your clients want the “martini” product or service online research experience…..
“anytime, any place, anywhere”
Good to be British
B2B Traffic Report…..
Search Traffic – All Industries
Search Traffic – Business
Search Engine Share
So is PPC still important?
What do the numbers say?
Position CTR 2011 CTR 2012
1 4.792% 11.09%
2 3.004% 4.95%
3 2.373% 2.84%
4 2.048% 2.48%
5 1.582% 1.81%
6 1.083% 1.39%
7 0.819% 1.01%
8 0.551% 0.70%
9 0.386% 0.57%
10 0.315% 0.39%
11+ 0.260% 0.35%
2011
2013
2011 vs. 2013
2011 vs. 2013
Mobile Search
SEO is device agnostic
SEO // Technical & Content
Site structure
On-site content
Off-site content marketing
Google is like an Ecosystem
The Ecosystem Equation
The Ecosystem in Practice
Content Idea……
data…………………………
stats…………………..…quotes…………
interview..………………
images…………….whitepapers……………………videos…………
stories…………
Influencer
Expert
Editor
Professor
Blogger
News, social buzz, publications
A good idea starts with good research
Us
Social Influencer
Local paper
Journalist
Blogger
RelationshipGreat Content
The Ecosystem in Practice
Content
Content
The Ecosystem in Practice
Local paper
Career magazine
Bloggers
Influencer Shares
Exposure
Coverage
Shares
LINK
LINK
LINK
LINK
Online Community
Blog Followers
Online Community
Blog Followers
The Ecosystem in Practice
LINK
LINK
Social Interaction
Social Interaction
Content
Case Study
Content Case Study – How it Works in Practice
Aim to increase number of relevant inbound enquiries
Measured by
– Content published and links– Number of leads – web, phone etc
– Meetings generated
– Sales closed
Search Laboratory – practicing what we preach….
What is the user doing?
Researching, Planning, Budgeting………
– How to….
– What is…
– Which service…
…..making decisions without any influence from a sales person!
Appear earlier in the purchasing funnel
Appear earlier in the purchasing funnel
Appear earlier in the purchasing funnel
Appear earlier in the purchasing funnel
Measure // Capture // Analyse
What if they don’t convert?
CRM // Marketing Automation
Direct mail
Events
Retargeting
Whitepapers
Round tables
Etc. etc…..
Not just a short term content campaign….
Long term relevance and traffic….
Some simple content rules
SEO Content rules
Rule 1 – Plan with SEO in mind
Rule 2 – Honest & Natural
Rule 2 – Personal & Friendly
Rule 3 – Interesting, Valuable & Factual
Rule 4 – Creative & Original
Create content for people and Google will find it
don’t just create content for Google.
“anytime, any place, anywhere”
Contact Details
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