+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!