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B2B SEO in 2017

B2B SEO in 2017

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Page 1: B2B SEO in 2017

B2B SEO in 2017

Page 2: B2B SEO in 2017

Contact: [email protected] | Digital Reach

Engagio, Brightfunnel, and Full Circle Insights

Demandbase - Jan 17, 6pm-8pm

Understanding Marketing Attribution

Speakers• Bonnie Crater, CEO at Full Circle Insights• Charlie Liang, Director of Marketing at Engagio• Dayna Rothman, VP of Marketing at BrightFunnel• Moderated by James Riseman, Principal at MarTech Review

Page 3: B2B SEO in 2017

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

Page 4: B2B SEO in 2017

Contact: [email protected] | Digital Reach

1 Review of 2016

2 Quick 2017 Wins

Part I

Page 5: B2B SEO in 2017

Contact: [email protected] | Digital Reach

Quick Review of 2016

• Major Fall Penguin update – ease up on link penalties

• Google’s AlphaGo is superhuman

• Why are these important?

Page 6: B2B SEO in 2017

Contact: [email protected] | Digital Reach

B2B SEO in 2017

• Links and Content still King and Queen

• But, is content on its way to being a new king?

• RankBrain and rolling updates

• Engagement as an increasing rank factor

Page 7: B2B SEO in 2017

Contact: [email protected] | Digital Reach

The Machines are Coming For Us

Beware plans to game the system - opportunities may exist, but they won’t

last!

Page 8: B2B SEO in 2017

Contact: [email protected] | Digital Reach

The King of the Hill

CTR for the top 3 spots is increasing, at the expense of spots 4-10

Given Google’s history (removing side ads to improve top area CTR)…

Are you targeting the right keywords?

Page 9: B2B SEO in 2017

Contact: [email protected] | Digital Reach

Mobile is still the future

• The march toward mobile continues

• Keeping your website mobile-friendly is no longer a “nice-to-have”

• New emphasis on mobile conversions

Page 10: B2B SEO in 2017

Contact: [email protected] | Digital Reach

Security is becoming important

• SSL encouraged (and it’s the future)

• Cybersecurity only increasing in importance – don’t get a black mark on your record!

Page 11: B2B SEO in 2017

Contact: [email protected] | Digital Reach

1 Setting yourself up for success

2 Live Site Audits

Part II

Page 12: B2B SEO in 2017

Contact: [email protected] | Digital Reach

Tracking

• Biggest problem with SEO is lack of clear data

• Data Attribution

• Tie Content, Landing Page, Campaign, and even Keyword to ROI

Closed Won

Sales Qualified Lead

Marketing Qualified Lead

Raw Lead

Page 13: B2B SEO in 2017

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What is data attribution?

Page 14: B2B SEO in 2017

Contact: [email protected] | Digital Reach 14

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

How It Works

Page 15: B2B SEO in 2017

Contact: [email protected] | Digital Reach 15

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

Page 16: B2B SEO in 2017

Contact: [email protected] | Digital Reach

$

16

Marketing Campaigns Tied To ROI

Attribution data inset in CRM:

Page 17: B2B SEO in 2017

Contact: [email protected] | Digital Reach 17

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

Page 18: B2B SEO in 2017

Contact: [email protected] | Digital Reach

Content Strategy

• Use attribution to produce content and landing pages

• Follow the data to ROI – campaigns, landing pages, even keywords!

Page 19: B2B SEO in 2017

Contact: [email protected] | Digital Reach

Linking Strategy

• Use attribution to drive linking strategy; hunt for the best linking partners and highest ROI referrals

• Social Media is reshaping the face of link building – gain immediate access to influencers

• Think easy targets – partners, reclamations, and mentions

• Linking takes time and effort but generates a snowball effect

Page 20: B2B SEO in 2017

Contact: [email protected] | Digital Reach

Understand the Snowball

• Linking, Authority, and rank improvements require time to build momentum!

Page 21: B2B SEO in 2017

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Live Site Audits

Page 22: B2B SEO in 2017

Contact: [email protected] | Digital Reach

Engagio, Brightfunnel, and Full Circle InsightsDemandbase - Jan 17, 6pm-8pm

Understanding Marketing Attribution

Speakers• Bonnie Crater, CEO at Full Circle Insights• Charlie Liang, Director of Marketing at Engagio• Dayna Rothman, VP of Marketing at BrightFunnel• Moderated by James Riseman, Principal at MarTech Review

Page 23: B2B SEO in 2017

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