turning direct answer lemons into lemonade by amber fehrenbacher
Post on 20-Feb-2017
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#SMX #22a @afehrenbacher
Hi, I’m Amber. I do marketing for SuretyBonds.com.
#SMX #22a @afehrenbacher
About SuretyBonds.com We are a specialty insurance company that works very similarly to Esurance, but for bond insurance.
#SMX #22a @afehrenbacher
We currently have over 300 keyword terms that rank in position #1 and #2 in Google.
#SMX #22a @afehrenbacher
How did we do it?
Over the past year, we overhauled our marketing strategy including major changes to better serve our site users.
#SMX #22a @afehrenbacher
Changes Implemented
• Responsive site redesign
• Data-driven decision-making
• Developed in-house content team
• Re-engineered user funnel
• Aligned social strategy with content
• Guest-posting
#SMX #22a @afehrenbacher
Tools We Use • Google Analytics • Search Console • MailChimp • Keyword Planner • Google Forms • PageAnayltics • Moz • Piwik
#SMX #22a @afehrenbacher
Identify Higher Impact Opportunities
• Grow subscriber list
• Focus on converting at higher rate
• Drive traffic from diversified channels
• Lead scoring
• Derive content from keyword research
• Conduct qualitative research (surveys) and pair
with quantitatve data to develop strategy
#SMX #22a @afehrenbacher
Optimizing for Direct Answers
• Follow Google best practices (structured data)
• Analyze user behavior in segments
• Derive content from keyword research
• Conduct qualitative research and pair with
quantitatve data to develop strategy
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