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Why Google Loves Your Competitors More Than You
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
Contact: [email protected] | Digital Reach
1 Why Google Loves Your Competitors More Than You
2 Live Site Analyses
On the Agenda
4
5 Reasons Why Google Loves Your Competitors
More Than You
Contact: [email protected] | Digital Reach
Reminder: Confirmed Top 3 Google Ranking Factors
1. Links• External websites referencing your
website
2. Content• Is content aligned with the
keywords you care about?
3. RankBrain• Artificial intelligence (AI) program
used to help process Google search queries
Contact: [email protected] | Digital Reach
#1 You don’t have a an SEO plan
7
It’s digital warfare out there. Better have a plan!
Contact: [email protected] | Digital Reach
Let’s say you are a B2B call center service provider. Naturally you would want to rank well for call center services
According to the Google Keyword Planner this keyword costs $32 a click!
How does the search results page look?• Do you see your competitors? • Are the results informational in nature, e.g. Wikipedia?
To Highlight: Let’s conduct a search
Contact: [email protected] | Digital Reach
* Obtained from Open Site Explorer (Compare Link Metrics) from Moz.com
Consider the following competitive scenario Call Center Services:
Metric Your Website Competitor A Competitor B
Site: Keyword 12 397 120
Keywords on Page 0 4 12
Internal links* 4 257 529
External links* 1 12 5
Linking Domains* 1 4 2
Page Ranking Home Page Deeper Page Home Page
Now that it makes business sense…
Contact: [email protected] | Digital Reach
Decide home page or deeper page targeting – Map the keyword! (3-5 per page)
Content Gap analysis: How big of a theme am I going up against?• Can I achieve this with marketing pages or do I need to start creating blog
pages and use internal linking? Devise plan to increase keyword traction
Internal linking, blog posts are key here!
Who is linking to my competitors? Pending relevancy, are they accepting new link partners?
ROI tracking & strategy re-boot
Track results monthly and revisit strategy
SEO Action Plan for your Keyword
Contact: [email protected] | Digital Reach
71,729 new website visitors
1,793 new leads
269 new qualified leads
27 new deals
2,700,000 monthly revenue32,400,000 annual revenue
#2 You never made the business case to get help:
• You need to make the business case on why to invest
• Really helps with setting internal expectations
Contact: [email protected] | Digital Reach
#3 You have taken a product-based vs. solutions-based approach unlike your competitors
Contact: [email protected] | Digital Reach
#4 Compared to your competitors linking is a problem
• This continues to be the main driver of Google’s Algorithm
• If you don’t have a plan to fix this, you will continue to lose
Contact: [email protected] | Digital Reach
#5 You have little insight into where leads come from
Here’s why you can’t afford to measure leads alone:
Contact: [email protected] | Digital Reach 15
Closed Loop ReportingCustom Analytics Setup to tie cross-channel visitor data to revenue in CRM.
GOOGLE ANALYTICS - - - - - - - - - - - - - - |FULL ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - |
How to do it:
16Contact: [email protected] | Digital Reach
With closed-loop reporting you can attribute credit properly within your CRM.John Smith
First touch source: Organic Search
First touch page: /prod/marketing-automation
Last touch source: Paid Search
Keyword: best marketing automation platform
Last touch page: /LP/marketing-automation
Closed Won Amount: $100,000
AND MORE IMPORTANTLY GET THIS INFORMATION IN THE HANDS OF THOSE DOING THE OPTIMIZATIONS!!!
How to do it:
Contact: [email protected] | Digital Reach
Recap: 5 Reasons Google Loves your Competitors more than You!
You don’t have a an SEO plan – You need one! You never made the business case to get help You have taken a product based vs. solutions based approach Compared to your competitors there are many fewer websites
referencing yours You have little insight into where leads came from & therefore don’t
spend resources in the right areas
19
LIVE Site Analyses
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
Mike TurnerHead of New Business
Thanks for watching!
Email [email protected] or call (925) 750-8550 for more information