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B2b marketers roadmap to seo success

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  • 1. B2B Marketers Roadmap to SEO SuccessSTEP 1PLANNING& RESEARCHBusiness goalsSearch personasKeyword researchTRACKINGSTEP 2 STEP 3 STEP 4On-page optimizationContent creationSite accessibilityPRLink buildingSocial mediaTraffic & leadsPipeline & ROICONTENTOPTIMIZATIONOUTREACH& PROMOTION MEASUREMENTKeywordrankingCompetitiverankingPageoptimization scoreInboundlinksShares& likesEstimatedclick value
  • 2. B2B Marketers’ Roadmap to SEO SuccessStep 1 – Planning and researchYour trip to SEO success starts with some key planning and research activities. Takethe time upfront to understand your business goals and needs of your target audiences.Those factors directly feed into your keyword research.Business goals – which product or service offerings are priorities for your business?What lead split are you aiming for by product line? What types of leads are you trying tocapture and how do they match with the different parts of your sales cycle? –i.e. earlystage leads from content downloads, webinar registrants for mid-funnel leads, free-trialleads for people in the evaluation phase of their buyer’s journey. How many visits andleads do you expect from your SEO and other inbound marketing campaigns?Search personas – how many different types of buyers are you trying to reach throughyour SEO efforts? What is their role in the buying process? What pain points do theyhave? What type of information do they consume? Where do they go to find informa-tion? And most importantly—what keyword terms do they use to search on? Werecommend developing search personas to answer these questions. Here are some greatresources to help you get started:»» 5 Steps To Building a Search Persona»» Building a search persona (Webinar)Answering the questions above will enable you to create a strategic SEO and contentplan that will guide the rest of your journey.HOW OPTIFY CAN HELPOptify provides some great tools to aidyour planning and research efforts.Use Optify to gather competitiveintelligence, get keyword suggestionsand determine what current content isdriving traffic and leads.2
  • 3. B2B Marketers’ Roadmap to SEO SuccessKeyword researchYour keywords are a foundational element of your SEO and inbound marketing efforts—it’s essential that you choose them wisely. This means taking a strategic approach toyour keyword research, an approach that differs from building a paid search list.Get this critical step right and you’ll maximize both traffic and leads from your inboundcampaigns. You’ll be looking for keyword phrases that are highly relevant to yourbusiness, have good search volume, are not too competitive and directly support yourconversion goals. Your list should also contain a mix of terms across the keywordspectrum—see the illustration below for more details.If all of this sounds like a tall order, read 5 Steps to Building a Strategic B2B KeywordList. This how-to guide will walk you through the steps you need to take to develop agreat keyword list.3SEO keyword diversity for B2B marketersCOMPETITIONHEAD TERMS - 1-2 WORD PHRASES“CRM”“CRM software”“CRM Saas software”“best CRM software”“review of CRM Saas software vendors”“whitepapers on CRM best practices”CHUNKY MIDDLE OR “TORSO TERMS” -SHORT WORD PHRASESLONG TAIL - MORE DESCRIPTIVE WORD PHRASESSEARCH FREQUENCYHIGHHIGHLOWLOWOptify’s Inbound Marketingsolution helped us drive morequalified leads and closemore deals from SEO.”Jon Kohl, VP of Marketing, ADSI“
  • 4. B2B Marketers’ Roadmap to SEO SuccessStep 2 – Content optimizationYou have a plan. You have a strategic keyword list. You’re now ready for step 2 of yourjourney. Great content is the foundation of SEO success—content that attracts andengages your audience, meets their needs and leads them through the sales cycle. Butgreat content alone isn’t enough. It needs to be optimized so that search engines havethe best chance of finding it.Creating great contentIn step 1 you determined what content elements you need to meet your business goalsand how they align with your target personas. Your content can and should take manydifferent forms—this will help you cover all parts of the sales cycle and maximize reach.In fact a recent benchmark study found that B2B marketers deployed an average of eightcontent tactics to achieve their goals*.Your Web site and Blog are the foundation of your content platform, with both playingkey roles in attracting and engaging your audience. Other content elements such aswhite papers, videos, presentations and webinars are important for your site, and alsolend themselves well to distribution on third party sites. If these pieces are optimizedwell they can help both improve your SEO rank and drive more traffic.As you go about creating content, don’t overuse keywords. Remember that you’re writingfor humans not bots or spiders. Always strive to write great content that your targetaudiences will find useful. This not only makes good business sense, but may alsosupport your ranking goals given Google’s recent announcement of their “over-optimiza-tion” algorithm.Check out the resources below to get some ideas and tips on producing great content:»» Content that works for B2B marketers»» Ten tips for creating great content»» The basics of blogging as a tool for B2B marketing4B2B Content Marketing Usage(byTactic)0 10 20 30 40 50 60 70 80 90 10079%74%65%63%58%56%52%51%46%31%31%30%25%22%20%16%16%15%14%10%ArticlesSocialMedia(otherthanblogs)BlogseNewslettersCase StudiesIn-PersonEventsVideosWhitePapersWebinars/WebcastsMicrositesPrintMagazinesPrintNewsletterseBooksPodcastsMobileContentDigitalMagazinesVirtualConferencesTraditionalMediaResearchReportsBrandedContentTools* Information and chart from “B2B content marketing, 2012 Benchmarks, budgets and trends”by The Content Marketing Institute and MarketingProfs.
  • 5. HOW OPTIFY CAN HELPUse Optify to see how well your pagesare optimized and find out exactly whatyou need to do to improve your pagescore to increase rank and traffic.B2B Marketers’ Roadmap to SEO SuccessOn-page optimizationYou’ve created great Web pages, Blog posts and other content elements. Now it’s timeto optimize that content to make it easier for search engines to find. Optimize aroundjust one or two keywords to maximize your chances of success. For your core Web sitecontent or pillar pages use the strategic keyword phrases that are closer to the head ofthe SEO distribution curve. Blog posts and other content items are a great place to useterms that are more ‘long tail’ in nature. See the diagram called “SEO keyword diversityfor B2B marketers” for more information on this point.The resources below contain information about all aspects of on-page optimization.You’ll learn how to approach key meta tags including title, description and image alt tags.You’ll also get some great tips on optimizing PDFs and videos.»» SEO 101: What is a Pillar Page?»» SEO Best Practices: 10 Tactics to Rank Higher»» The Changing Face of SERPs: The Durable Elements of SEO»» 7 Tips for Optimizing Video For Search»» There’s SEO gold in your PDFs—make sure you optimize themSite accessibilitySite accessibility refers to things your Web team can do at the site level to make yourWeb and Blog content as accessible as possible for search engines.Check out these resources to learn more about crawling and indexing, site maps, theeffects of page load speed and URL structure.»» Six tips for improving your website’s accessibility»» How Many Homes Does Google Think You Have?»» Five Ways to Optimize for Google’s Sitelinks Update»» Seven Steps for Stellar SEO During a Site Redesign»» 6 Tips for Improving Your Page Load Speed to Rank Higher5
  • 6. HOW OPTIFY CAN HELPOptify has some great features to helpyou with your outreach and promotionefforts including a link suggestion toolto help you garner new inbound linksand Twitter for Business—a great wayto syndicate your content.B2B Marketers’ Roadmap to SEO SuccessStep 3 – Outreach and promotionOn page and site level optimization will only get you so far with your SEO efforts. Toreally boost your SEO rank and to maximize traffic you need to dedicate time and resourc-es on your outreach efforts.Link BuildingThe number and quality of inbound links to your site are key factors for search enginealgorithms. Having great content that can be found will garner you some inbound links aspeople write about your content and link back to your site. But to really grow the numberof high-quality inbound links you need to take a proactive and systematic approach toyour link-building efforts.Discover how to get more quality inbound links while avoiding shady tactics by readingthe inbound marketing guide for link buildingPRYour PR efforts are a key part of your outreach program, and go way beyond targetingtraditional media outlets. Explore the resources below to learn how to maximize theresults of your PR efforts from both your core media contacts and from the Blogosphere.»» Top Ten Tips for Optimizing Your Press Release for SEO»» 7 Tips for Optimizing Your New Press Page for Press and Search»» 31 Tips for Getting Your Stories Found in Google News6
  • 7. HOW OPTIFY CAN HELPUse Optify to track and report on themetrics that matter most for yourinbound marketing efforts. Fromkeyword ranking to closed-loop ROIreporting, Optify’s powerful trackingand analytics engine gives you theinformation you need to make informedmarketing decisions. Optify integrateswith Salesforce.com to give you aclosed-loop view of your inboundmarketing effortsB2B Marketers’ Roadmap to SEO SuccessSocial mediaSocial media has revolutionized the way information is found, consumed and shared.Promoting your content via social networks has a direct traffic benefit, but increasingevidence suggests that social influence (how much your content is shared and ‘liked’) alsoimpacts your SEO rank.Get insight on how to get the most traffic and SEO benefit from your social media andBlogging efforts from the resources below:»» How Social Has Turned Search On Its Head»» 5 Tactics to Help Your SEO through Social Media»» How Social Media Has Revolutionized Search Marketing (Webinar)Step 4 – MeasurementTo determine whether your SEO and other inbound marketing efforts are really success-ful you need to measure not just traffic and leads, but pipeline and ROI. This level ofclosed-loop reporting requires tight integration between your inbound marketing and CRMplatforms. With this type of solution in place you can report on the number of leads,opportunities and sales along with the associated costs and conversion rates.TrackingThere are dozens of metrics that relate to SEO and inbound marketing, all of which tell part ofthe story. It’s important to determine upfront which metrics are important to your business,so you can establish benchmarks and track progress.Metrics such as keyword rank, number of inbound links and overall page score tell you whatareas need attention and where to prioritize your efforts. They indicate the progress you’remaking towards your ultimate goal of generating more traffic, leads and opportunities. To seewhich SEO metrics we recommend you keep track of read the Top 10 SEO metrics that B2Bmarketers need to understand to generate more leads.7
  • 8. INBOUND DEMANDTRACKING & ANALYTICSSALES ENABLEMENTEMAIL NURTURINGCreate a flow of high qualityleads into your marketingfunnel with enterprise-classSEO and social marketing.Get full insight into what influences your buyers and the path they take to find and evaluate you during theirresearch process.Nurture your house list withemail campaigns and getdetailed intelligence about whatevery lead does after theyreceive your emails.Help sales reach prospects andengage with them early in thesales process with visitorintelligence and prospect alerts.THE OPTIFY INBOUND MARKETING SUITEB2B Marketers’ Roadmap to SEO SuccessAbout OptifyOptify delivers an integrated top-of-the-funnel solution for marketers responsible forfueling their company’s growth. Optify helps professional B2B marketers reach morebuyers and generate more demand for their products or services month-after-month.The Optify Inbound Marketing Software Suite brings together the enterprise-class SEO,social marketing, website analytics and tools that B2B marketers need to increaseawareness of their business, influence buyers across social networks, and engage withprospects at the earliest point of their buyer’s journey.NEXT STEPS• Request a demo• Sign up for a free trialADDITIONAL RESOURCES• Build Your SEO Campaignin 15 Minutes (PDF)• International SEO (PDF)• How the new face of SERPshas altered the OrganicCTR Curve (PDF)8