Post on 23-Aug-2014
description
+B2B Search Marketing & Web AnalyticsKansas City Web Analytics & Marketing MetricsJuly 15, 2014David Vogel
+
@DavidVogelDotCo
Agenda Why Search Matters Where Search Marketing has
been… and where it’s Going Common B2B Challenges &
Solutions SEO Analytics in a (not
provided) World Quick Wins
Appendix: Search Lingo Framework for SEO
projects SEO & PPC 101 Resources Building your Digital
Marketing Career
Q&+A
+Why Search Matters
@DavidVogelDotCohttp://www.pardot.com/demand-gen/report-state-demand-generation/
80% of B2B buyers
start with search
@DavidVogelDotCohttp://chitika.com/google-positioning-value
page 1 results get
>90% of all clicks
@DavidVogelDotCohttp://connect.relevance.com/a-tale-of-two-studies-establishing-google-bing-click_through-rates
First two organic results gain more traffic than next eight on page one
+Where Search Marketing has been…
@DavidVogelDotCo
What’s my motivation?
@DavidVogelDotCo
$50bil in 2013
85% of atotal revenue
http://investor.google.com/financial/tables.html
+
@DavidVogelDotCo
“The goal of many of our ranking changes is to
help searchers find sites that provide a great user experienceand fulfill their information needs. We also want the ‘good guys’ making great sites for users, not just algorithms, to see their effort rewarded.”- Matt Cutts
http://googlewebmastercentral.blogspot.com/2012/04/another-step-to-reward-high-quality.html
+
@DavidVogelDotCo
Evolution of Search
Search Engine TechnologySearch Marketing Tactics
Keyword relevancy
Keyword stuffing
Spammy links (buy, trade or hack)
More strategic keyword stuffing
Less spammy-looking links
Page Rank(link-based scoring)
Matt Cutts Ongoing algorithm updates…
BetterUX
+
@DavidVogelDotCo
Evolution of Search (cont’d)
Search Engine Technology Search Marketing Tactics
Localization
Locally relevant content & links
Invest in social media & content
Admit defeat of blackhat tactics
Semantic search
Social signals
Matt Cutts 2.0
Oh Crap!
Author rank
Algorithm updates named after animals
Wailing & gnashing of teeth
+…and where Search Marketing is Going
@DavidVogelDotCo
+Authoritative & Engaging Content
The next era of search marketing will be won by content that:
Is created by trusted sources Captures attention Engages visitor Is worth sharing
= author/publisher rank= relative CTR= bounceback rate= social shares
these can now all be measured by search engines!
@DavidVogelDotCo
+Authoritative Content: Surveys
http://www.davidmihm.com/local-search-ranking-factors.shtml
Gains contributions (and shares) from A-listers (many are competitors)
@DavidVogelDotCo
+Authoritative Content: Guides
http://www.marketo.com/definitive-guides/marketing-automation
Generates lots of leads
Significant piece of content (worth sharing my data)
@DavidVogelDotCo
+Authoritative Content: Blog Posts
http://blog.mailprint.com/index.php/1125/create-trackable-qr-codes/
Engagement!
Tip: create helpful,
optimized content
that answers existing
questions
@DavidVogelDotCo
+Blogging Example:
Decision
point: keep
blogging?
@DavidVogelDotCo
+Blogging Example:
SEO Strategy in
place
+B2B Challenges
@DavidVogelDotCo
+B2B SEO Challenges: AmbiguityCover-all messaging often used by B2Bs with broad service offering.
Can you tell what they do? Google can’t.
@DavidVogelDotCo
+B2B SEO Challenges: Ambiguity
Google spiders:“nothing to read here, move along”
@DavidVogelDotCo
+B2B SEO Challenges: AmbiguityAn ambiguous website leads to poor rankings and traffic.
The solution: Research the keyword phrases used to search for your
solution Architect site to support these keywords Make content speak the same
language as your audience More on this to come…
@DavidVogelDotCo
+B2B SEO Challenges: Ambiguity
Core message featured
prominently
@DavidVogelDotCo
+B2B SEO Challenges: Ambiguity
Optimized links to
deeper content
@DavidVogelDotCo
+B2B PPC ChallengesCompared to B2C:
Longer buying cycle with lots of touch points Niche targets spread across wide geographic area Smaller search volume More expensive keyword bids, but Higher customer value
How to avoid wasting budget on unqualified?
Which touch point gets credit?
How to maximize opportunity?
@DavidVogelDotCo
+B2B PPC Challenges: Reporting
Initial search
More targeted search, clicks ad, visits site
Branded search, click organic result
Served retargeted ad, visits site
Types in site url, completes contact form
5,428 sales and lead nurturing touches
Contract signed
Search Engine TechnologyProspect lifecycle (web traffic analytics)
Sees news about company, clicks to site
Lead lifecycle (CRM)
Issue 0ne: tying lead data to prospect data
Issue Two: attributing lead correctly
@DavidVogelDotCo
+B2B PPC Challenges: ReportingSolution 1: Tech Upgrade
Only way to tie data on specific visits to lead/customer data is integrating web marketing software with CRM.
Track micro data on specific leads, plus tie real ROI to your PPC, SEO & Social campaigns.
conversion event
Initial visit source
Pages viewed
more [pages viewed
@DavidVogelDotCo
+B2B PPC Challenges: ReportingPinnacle: Opportunity & Revenue Reporting
Filtering
InsightSquared.com (Analytics for
Salesforce)
@DavidVogelDotCo
+B2B PPC Challenges: ReportingSolution 2: Free tech for Macro
view 1. Install Google Analytics2. Create “Conversion Goals” for lead
form completions or engagement goals
3. Link to AdWords for PPC conversion data (Cost Per Conversion, etc) Conversion
data in AdWords!
Get an overall
view
@DavidVogelDotCo
+B2B PPC Challenges: ReportingSolution 2: Free
tech for Macro view
Conversion attribution now in
Analytics!
+SEO Analytics in a (not provided) World
@DavidVogelDotCo
+Oct 18, 2011: (np)-Day Google announces
switch to encrypted search for signed-in users, hiding search query data from site owners
Google estimates less than 10% of visits will be impacted.
@DavidVogelDotCo
+(not provided) Domination11/11: (np) =
18%06/12: (np) =
41%06/13: (np) =
66%06/13: (np) =
91%
@DavidVogelDotCo
+One Solution: Content Approach1. Research keywords and map to content (for
optimization)
2. Track organic search entrances and content rankings
3. Evaluate performance and opportunities
@DavidVogelDotCo
+Example: High-Level Review
Custom segments for
content groups
Track traffic progress
@DavidVogelDotCo
+Step 1: Keyword research and mapping
Keyword Target Page Estimated Traffic
Actual PPC Impressions
blue widgets /blue-widgets 74,600 24,749
light blue widgets
/blue-widgets 8,300 2,796
red widgets /red-widgets 135,200 64,810
pink widgets /pink-widgets 5,200 899
tan widgets /tan-widgets 1,300 365
AdWords
@DavidVogelDotCo
+Step 2: Monitor Organic Entrances and Rankings
Keyword Target Page Estimated Traffic
Actual PPC Impressions
Organic Rank
Ranking Page Page Organic Entrances
blue widgets /blue-widgets 24,600 16,749 5 /blue-widgets 1,204
light blue widgets
/blue-widgets 3,300 796 37 /blue-widgets 1,204
red widgets /red-widgets 35,200 24,810 7 /red-widgets 746
pink widgets /pink-widgets 5,200 899 14 /pink-widgets 75
tan widgets /tan-widgets 7,300 265 2 /tan-widgets 102
SEObook.com
MOZ.comAdWords Analytic
s
@DavidVogelDotCo
+Step 3: Evaluate Performance & Opportunity
Keyw
ord
Rank
Page Traffic Relevant to Anticipated
-Low
-
-
High
-
-High- -Low-
No opp.
More opp!
Winner!
Unknown
+Quick Wins
@DavidVogelDotCo
+Quick Win: Keyword Research Identify potential demand for product/service Learn how to speak your prospect’s language Judge competition and ranking potential Guide website architecture
+
@DavidVogelDotCo
Quick Win: Keyword Research
Keyword Keyword Group
Estimated Traffic
Pay Per Click Impressions
Competition Level
Current Ranking
Ranking Page
Keyword 1 Group A 24,600 749 76 -
Keyword 2 Group A 8,300 76 65 37 www…
Keyword 3 Group B 760 18 42 14 www…
Keyword 4 Group C 185,200 - 92 -
Keyword 5 Group C 79,300 315 87 73 www…
Google Keyword Planner
MOZ.com
SEObook.com
https://adwords.google.com | http://moz.com/products | http://tools.seobook.com/firefox/rank-checker/
AdWords
@DavidVogelDotCo
+Quick Win: Low-Hanging Links Your vendors and partners
Provide testimonials for their website Offer to be featured in online case study Guest post on how you use their solution
Charities you support Organizations you’re a member of Executive/Board Member bios on other websites
You have leverage, relationship, and are providing value
@DavidVogelDotCo
+Quick Win: Improve Top 10 Pages Your Top-10 webpages may account for >50% of total
traffic Take fresh look (or get outside perspective):
Are their user experience issues (technical, copy or design)?
Does content payoff visitor’s expectations? Is pay engaging for skim readers? Does it move visitor down funnel? Are their strong CTA’s in
place?
@DavidVogelDotCo
+Quick Win: Remarketing Stay top of mind during lengthy buying cycles. Will likely become your highest-ROI PPC tactic. Incredibly easy to implement:
Create text ads, image ads, and landing page(s) Place remarketing code on site Google will cookie visitors, then show them your ads on
other sites
Start with Google Display Network, expand to cross-network platforms
@DavidVogelDotCo
+Quick Win: Negative Keywords Fastest way to improve your
PPC ROI Eliminates wasted spend and
improves Quality Score Helps you avoid spend on
B2C searches
@DavidVogelDotCo
+Quick Win: Negative Keywords To get started:
AdWords > Keywords > Details > Search Terms: All
Select and exclude irrelevant searches.
Make broader rules using library: “Campaign Negative Keywords”
Great list of B2B negatives to consider: http://www.komarketingassociates.com/blog/200-plus-negative-keywords-to-consider-for-b2b-ppc/
@DavidVogelDotCo
+Connect
Email: mail@DavidVogel.co
Web: http://DavidVogel.co
Twitter: @DavidVogelDotCo
Google: +David Vogel
LinkedIn: /in/dlvogel
@DavidVogelDotCo
+Connect
Email: David.Vogel@LayeredTech.com
Web: http://www.LayeredTech.com
Twitter: @LayeredTech
Jobs: http://www.layeredtech.com/careers/
We’re hiring!
+Appendix
+
@DavidVogelDotCo
Search Lingo
Organic
(improved by Search Engine Optimization
“SEO”)
Paid(managed via Pay Per Click advertising “PPC”)
Search
engine
“search result” or
“listing”search engine results page (SERP)
Search query (includes “keywords” and “keyword phrases”)
+
@DavidVogelDotCo
An SEO Framework1) Keyword Research
Build keyword database containing:•Estimated Traffic
•Competition Level
• Judged Relevancy
•Topic Grouping
2) Site Architectur
e
Design architecture to support:•Keyword topic groupings
•Content needed to gain links
•Content needed to convert visitors to leads
3) Content Creation
Write and design content that is:•Engaging•Link-worthy (authoritative)
•Optimized for keywords
•Moves reader down sales funnel
4) On-Site SEO
Optimization of page elements
Internal linking
Technical elements
5) Off-Site SEO
High-quality link
building
Strategic outreach to influencers
Social promotion
6) Analysis &
Optimization
Traffic & behavioral analytics
Rank tracking
Conversion optimizatio
n
@DavidVogelDotCo
+Resources
Introductory: •http://moz.com/beginners-guide-to-seo •http://searchengineland.com/seotable •http://www.davidmihm.com/local-search-ranking-factors.shtml •http://www.wordstream.com/articles/what-is-google-adwords
Daily Reading: •http://blog.hubspot.com •http://moz.com/blog •http://searchengineland.com •http://www.ppchero.com/ •http://www.certifiedknowledge.com/ •http://sethgodin.typepad.com/
+Building Your Career
@DavidVogelDotCo
+Building Your CareerWhy Digital?
No barriers to entry FREE KNOWLEDGE Continued growing demand Constant change Fun combination of Strategy, Analytics and Creativity
No resting on laurels!
@DavidVogelDotCo
+Building Your CareerPractice what you’re learning
Help A Friend (small biz, non-profit, startup): Google+/Maps listing Use free $100 to setup/test PPC Build a simple website Repeat for great experience and portfolio pieces
Volunteer for internal projects: Research in advance of initial meeting Come with questions and suggestions
Shape your future projects
@DavidVogelDotCo
+Building Your CareerShow your knowledge by sharing
Blog, or at least comment Relevant Q&A sites (Quora.com, MarketingProfs.com,
moz.com) Curate and share relevant content Setup Google+ and start building your Authorship Rank!
Build a portfolio/résumé site Do this tonight!