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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
Technical
Can My Site Be
Found?
Do you have a
sitemap?
Have you set up
Webmaster Tools and
submitted your
sitemap?
Do you have Googl...
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 p...
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
-Us...
Prune Bad Links
Unnatural Destination
URLs
Irrelevant Links
Poor Authority Sites
Bad Anchor Text
Link Farms
Misdirected (o...
Co-Citation
When Google determines
what your company is
about they look at your
site and what other
people say your compan...
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
-D...
14
Hummingbird
Content is important
but Context is key
- Natural language
- Synonyms
- Long tail
- Knowledge Graph
- Compa...
15
New SEO Landscape
New SEO Landscape
-Understanding Users
-Content that addresses
their problems
-Better User Experience...
16
Persona Focused SEO
Understanding users
search behavior will
ensure relevance for
searchers
Move from optimizing
for hi...
Content Development
Top-Funnel Content
Blog posts, articles,
infographics, videos,
tip sheets, tweets
Mid-Funnel Content
E...
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 differenti...
Content Marketing
- Audience
Defining Persona’s
- You are evolving
- Internal stakeholders
are key
- Define each group’s
p...
Content Marketing
- Story
Your Brand Hero
- Storytelling about
your brand
- Find your advocates
and evangelists
- Help the...
Content Marketing
– Process
Create a Process
- Create your content
- Publish in the desired
channel
- Promote to increase
...
Content Marketing
– Channels
Channel Plan
- Identify the right
channels to be most
effective (offline &
online)
- Involve ...
Content Marketing
– Conversation
Media Library
- Text & Images,
Infographics
- Video, Audio
- White Papers, eBooks,
PDFs
-...
Content Marketing
– Measurement
Return (on your
Content) Investment
- Is content driving
sales?
- Is content saving
money?...
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
Under...
And yes, we know Matt
29
21960 Minnetonka Blvd. Suite 100
Excelsior, MN 55331
email@nordicclick.com
952.460.3333
www.nordicclick.com
Contact Us
Nes...
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Filling the Sales Funnel with Search Engine Optimization

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SEO practices have changed dramatically since the release of Hummingbird. Learn the basics of SEO as well as new best practices in SEO as well as how to set up, implement and measure a content marketing plan in your company.

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Transcript of "Filling the Sales Funnel with Search Engine Optimization"

  1. 1. the Sales Funnel with Search Engine Optimization LL
  2. 2. Organic Traffic & The Funnel What does organic traffic have to do with the sales funnel?
  3. 3. SEO Assumptions Technical Foundation SEO Friendly Website Development Quality Content
  4. 4. Technical
  5. 5. 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?
  6. 6. Is It A Good User Experience? Does your site load quickly? Can visitors easily find content? Is it mobile optimized?
  7. 7. 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?
  8. 8. Reputation Who you hang out with affects your reputation Build good links Prune bad links Co-citation
  9. 9. Build Quality Links Paid -Directories -Local Search -Press Releases / News Earned -Related Sites -Partners & Resellers -User Generated Content Owned -Social Networks -Digital Asset Optimization
  10. 10. Prune Bad Links Unnatural Destination URLs Irrelevant Links Poor Authority Sites Bad Anchor Text Link Farms Misdirected (old)
  11. 11. Co-Citation When Google determines what your company is about they look at your site and what other people say your company is.
  12. 12. What’s new in the SEO landscape and practices that are dead and gone SEO’s Changing Landscape
  13. 13. 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. 14. 14 Hummingbird Content is important but Context is key - Natural language - Synonyms - Long tail - Knowledge Graph - Comparison - Conversational (true “Human” intent) “Google Hummingbird”
  15. 15. 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. 16. 16 Persona Focused SEO Understanding users search behavior will ensure relevance for searchers Move from optimizing for high trafficked keywords to relevant content creation
  17. 17. 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. 18. 18 Content Marketing with Social Website SEO (Mentions & Links) Brand Awareness Demand Generation New & Old Media
  19. 19. 19 Content Marketing Strategy Plan Audience Story Process Channels Conversation Measurement
  20. 20. 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
  21. 21. 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
  22. 22. Content Marketing - Story Your Brand Hero - Storytelling about your brand - Find your advocates and evangelists - Help them share your story 22
  23. 23. Content Marketing – Process Create a Process - Create your content - Publish in the desired channel - Promote to increase awareness - Monitor performance - Analyze success 23
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. Content Marketing 2014 Plan Audience Story Process Channels Conversation Measurement Work The Plan
  28. 28. 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
  29. 29. And yes, we know Matt 29
  30. 30. 21960 Minnetonka Blvd. Suite 100 Excelsior, MN 55331 email@nordicclick.com 952.460.3333 www.nordicclick.com Contact Us Nessa Felleson
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