Published on March 11, 2014
the Sales Funnel with Search Engine Optimization LL
Organic Traffic & The Funnel What does organic traffic have to do with the sales funnel?
SEO Assumptions Technical Foundation SEO Friendly Website Development Quality Content
Can My Site Be Found? Do you have a sitemap? Have you set up Webmaster Tools and submitted your sitemap? Do you have Google Analytics set up to measure traffic?
Is It A Good User Experience? Does your site load quickly? Can visitors easily find content? Is it mobile optimized?
Page Content Does your page URL structure say what the page is about? Have you implemented microformats/schema? Are your pages clearly focused on one topic?
Reputation Who you hang out with affects your reputation Build good links Prune bad links Co-citation
Build Quality Links Paid -Directories -Local Search -Press Releases / News Earned -Related Sites -Partners & Resellers -User Generated Content Owned -Social Networks -Digital Asset Optimization
Prune Bad Links Unnatural Destination URLs Irrelevant Links Poor Authority Sites Bad Anchor Text Link Farms Misdirected (old)
Co-Citation When Google determines what your company is about they look at your site and what other people say your company is.
What’s new in the SEO landscape and practices that are dead and gone SEO’s Changing Landscape
Old SEO Landscape Old SEO Landscape -High trafficked keywords -Ranking Reports -Number of links Goal: -Be in position 1 -Drive visits -Get as many links as possible
14 Hummingbird Content is important but Context is key - Natural language - Synonyms - Long tail - Knowledge Graph - Comparison - Conversational (true “Human” intent) “Google Hummingbird”
15 New SEO Landscape New SEO Landscape -Understanding Users -Content that addresses their problems -Better User Experience Goal - Drive relevant traffic that converts - Page level and site wide engagement
16 Persona Focused SEO Understanding users search behavior will ensure relevance for searchers Move from optimizing for high trafficked keywords to relevant content creation
Content Development Top-Funnel Content Blog posts, articles, infographics, videos, tip sheets, tweets Mid-Funnel Content End-Funnel Content White papers, webinars, eBooks, guides, tutorials, recorded presentations Case studies, product tutorial, testimonials
18 Content Marketing with Social Website SEO (Mentions & Links) Brand Awareness Demand Generation New & Old Media
19 Content Marketing Strategy Plan Audience Story Process Channels Conversation Measurement
20 Content Marketing - Plan “Plan the work: Work the plan.” - What are you trying to accomplish? - What are the differentiating factors of your products? - How are you unique? - Make the content marketing plan support broader strategic goals - Commitment and bandwidth 20
Content Marketing - Audience Defining Persona’s - You are evolving - Internal stakeholders are key - Define each group’s persona - Determine how they want to receive content 21
Content Marketing - Story Your Brand Hero - Storytelling about your brand - Find your advocates and evangelists - Help them share your story 22
Content Marketing – Process Create a Process - Create your content - Publish in the desired channel - Promote to increase awareness - Monitor performance - Analyze success 23
Content Marketing – Channels Channel Plan - Identify the right channels to be most effective (offline & online) - Involve key company stakeholders - Determine the goal of the Content (end of the funnel) 24
Content Marketing – Conversation Media Library - Text & Images, Infographics - Video, Audio - White Papers, eBooks, PDFs - Social Bookmarking - Blogs, Wikis, Forums 25 Top-Funnel Content Blog posts, articles, infographics, videos, tip sheets, tweets Mid-Funnel Content End-Funnel Content White papers, webinars, eBooks, guides, tutorials, recorded presentations Case studies, product tutorial, testimonials
Content Marketing – Measurement Return (on your Content) Investment - Is content driving sales? - Is content saving money? - Increases in organic traffic? - Is content increasing customer retention rates 26 *research courtesy of Content Marketing Institute
Content Marketing 2014 Plan Audience Story Process Channels Conversation Measurement Work The Plan
28 Takeaways Make sure people can find your site in all stages of the sales funnel with a technically optimized site Understand who your target personas are to ensure you have content they’re searching for at each stage of the funnel Produce, optimize, and distribute content to build your brand and drive traffic from each stage to your site
And yes, we know Matt 29
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