generating predictable mqls using seo

Generating Predictable MQLs Using SEO

Contact: [email protected] | Digital Reach

We are a B2B Digital Marketing Agency focusing on demand generation.

Companies work with us to:• Increase qualified leads• Track SEO and SEM to ROI• Marketing Automation Support

About Us

• Search Engine Optimization• Paid Search & Display• Website Redesign• Marketing Automation


1 Top 4 Tips on How to Use SEO to Generate Predictable MQL flow

2 SEO Audit Example

On the Agenda


Tip #1 Know Thy Sales Funnel

Closed Won

Sales Qualified Lead

Marketing Qualified Lead

Raw Lead e.g. Form Submissions

Interacted with Marketing Content

Qualified by salesperson


Tip #2 General Keyword vs. Buyer Intent Keywords

• While it might sound like a no brainer, there is a major difference in someone finding you on the search term “software” if you are a financial software company vs. someone who finds you on “SMB Financial Software”.

• The latter speaks to the user intent and the likelihood of someone being much more qualified vs. someone who finds you on the search term “software”.

• Your goal to maximize MQLs should be to uncover, map, and optimize better buyer intent keywords. Our process of expanding keywords with better buyer intent is critical to generating predictable MQLs.

6Contact: [email protected] | Digital Reach

Tip #2 General Keyword vs. Buyer Intent Keywords

General Keyword Buyer Intent Keyword

Software SMB Financial Software

Procurement Enterprise Procurement Solutions

Cloud Services Cloud Storage Firewall Services

Malware Behavioral Attack Detection


Targeting keywords that are profitable

• Identify the pages that target keywords.

• Set up closed loop reporting by pulling in web pages to leads in CRM.

• Going after keywords that are profitable and dumping ones that are not is key to phenomenal return on investment


Targeting keywords that are profitable


Tip #3: Reduce the number of fields

• Less is more! Conversion rates matter.

• Find a happy medium between asking the right amount of questions without asking too many! We get you need a minimum number of fields to input into CRM to ensure it’s a viable lead, but ask too many because you don’t know better is a recipe of losing otherwise good leads.


source: awwwards.com

Tip #3: Reduce the number of fields

Contact: [email protected] | Digital Reach 11

Closed Loop ReportingCustom Analytics Setup to tie cross-channel visitor data to revenue in CRM.

Tip #4: Track Everything to ROI


The First Trick is Simply Being Able to Track SEO to Revenue - This is How You Do it:


We install 14 hidden fields that send visitor source information with every lead:

First Touch Last Touch

Source Source

Medium Medium

Keyword Keyword

Landing Page Landing Page

Timestamp Timestamp

Campaign (UTM) Campaign (UTM)

Content (UTM) Content (UTM)

Data Output


$

14

Marketing Campaigns Tied To ROI

Attribution data inset in CRM:


Before Data Attribution…

Landing Page A

1000 Form Fills

Landing Page B

100 Form Fills

Landing Page A and Landing Page B sell the same product, but have different content.

So, Landing Page A is 10x as good as Landing Page B, right?


After Data Attribution…

Landing Page A

1000 Form Fills

100 Qualified Leads

10 Closed/Won Deals

Landing Page B

100 Form Fills

70 Qualified Leads

40 Closed/Won Deals

Actually, Landing Page B is 4x as good as Landing Page A!


Closed Loop ReportingSome keywords might drive the majority of leads, but with attribution you’ll see which keyword themes drive the most revenue.

How It Works

18

Site Audit Example

Get a second opinion on your SEO & Demand Generation Approach

In a 30 minute consultation, learn: Where you rank in relation to competitors Measure revenue opportunity from Search What you can do to accelerate results from SEO now

Andrew SeidmanHead of Operations

Thanks for watching!

Email [email protected] or call 415.857.1263 for more information