A new year is upon us, and with it come new SEO concepts, algorithm updates, link building and content strategies, and more. Are you ready to accelerate your web-driven growth in 2018?
We’ll talk about the new face of content, the depth of intent-based SEO, how to think holistically about digital web experience and not just SEO-in-a-vacuum. Let’s dive deep into a new year and get ready for new B2B growth in 2018.
During this Web Clinic, our Head of Operations, Andrew Seidman, will cover:
- The changing face of content in 2018
- New strategies for driving link profile development
- Intent-based SEO
2. Contact: Andrew@digitalreachagency.com | 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
6. Contact: Andrew@digitalreachagency.com | Digital Reach
Mobile Dominance No Longer news
Over 80% of the most-visited Alexa sites are mobile
adaptive. (mobiforge)
• Mobile traffic only going up
• Opportunities for better mobile advertising around
the corner
• The train has officially left the station
7. Contact: Andrew@digitalreachagency.com | Digital Reach
HTTPS starting to be enforced
December “Maccabees” algorithm update seems to
have an effect.
• According to SEMrush, the % of high-ranking sites
with HTTPS / SSL increased
• Google has hinted strongly that they would do this
• Security only getting more important
8. Contact: Andrew@digitalreachagency.com | Digital Reach
The “Maccabees Update”
Major changes to rankings based on
content and site structure.
• Keyword permutation issues
• Mobile sites and those without schema most
affected
• Other implications still not fully known
10. Contact: Andrew@digitalreachagency.com | Digital Reach
1. Have SSL Encryption (HTTPS)
The time is now.
• Make it a priority for your webdev team (the same as you did with mobile
once upon a time)
• Check your domain for malware
• Don’t let google consider your site to be insecure!
11. Contact: Andrew@digitalreachagency.com | Digital Reach
2. Consolidate Your Content
Google isn’t looking for infinite short, spammy-ish pieces of
content. They want quality.
• Fewer pages with higher quality
• De-index wasted pages
• Rewrite/improve content for pages that do rank
12. Contact: Andrew@digitalreachagency.com | Digital Reach
Consolidate Your Content (Part 1)
Focus on intent. When someone searches your keyword,
what do they really want to learn about?
• Flesh out your service pages with deeper, more valuable
information.
• Stop producing new pages with superficial content
• Ask your customers how they found you and look for
patterns in their language
13. Contact: Andrew@digitalreachagency.com | Digital Reach
Consolidate Your Content (Part 2)
De-index wasted pages.
• It is likely that Google is counting your weak pages against
you. De-index them to keep our site profile cleaner.
• Look at your internal linking and making sure you’re not
driving traffic to de-indexed pages
14. Contact: Andrew@digitalreachagency.com | Digital Reach
Consolidate Your Content (Part 3)
Rewrite and improve content for pages that do rank.
• Run reports in ahrefs.com and Google Analytics to
determine your most valuable ranking pages
• Sort by highest search volume (or, even better, conversion
rate or closed/won &) for those pages’ keywords and then
start rewriting the content to compete.
15. Contact: Andrew@digitalreachagency.com | Digital Reach
3. Produce deeper, higher-in-funnel
content
Product pages are the past. Informative and educational
content is the future.
• Think long-form (2500 word) content instead of multiple
smaller posts
• Go into detail and don’t be afraid of divulging your
method. Informed customers are more likely to trust you.
16. Contact: Andrew@digitalreachagency.com | Digital Reach
4. Take advantage of Google’s new modules
Seen those “Featured Snippets” and
“People also ask..” features? That could
be you.
• Make your meta descriptions 320
characters or less.
• By our count, 75% of those snippets
are pulled directly from meta
descriptions.
• Look at the currently featured snippets
that rank for your keywords. How can
you edit your meta description to
reflect what works?
17. Contact: Andrew@digitalreachagency.com | Digital Reach
5. Nail your link practices
Links are still Google’s primary
ranking signal. Let’s send clear
signals.
• Are your internal link anchor text
keywords mapped out correctly?
Are they sending Google a clear and
consistent signal?
• Finally fix all of your broken links!
• Review your competitors’ 404s and
look for content opportunities.
19. Contact: Andrew@digitalreachagency.com | Digital Reach
BONUS: Is 2018 the year you get
attribution sorted?
Connecting SEO to ROI is important in any year, but it can e
intimidating to set up. Are you tracking your marketing
efforts to revenue?
• Understand SEO’s value to the keyword level
• Discover your best-performing landing pages
• Connect bottom and top of funnel activity
20. Contact: Andrew@digitalreachagency.com | Digital Reach
Getting Started with Attribution
• Google Analytics (or another
analytics provider) must be
setup and tracking
• Full funnel tracking is a must
21. Contact: Andrew@digitalreachagency.com | Digital Reach 21
Closed Loop Reporting
Custom Analytics Setup to tie cross-channel visitor data to revenue in CRM.
How It Works
22. Contact: Andrew@digitalreachagency.com | Digital Reach 22
Closed Loop Reporting
Some keywords might drive the majority of leads, but with attribution you’ll see which keyword
themes drive the most revenue.
How It Works
24. 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
Seidman
Head of
Operations
Thanks for watching!
Email Andrew@digitalreachagency.com or call (415) 857-1263 for more information
Editor's Notes
We’re a digital marketing agency specializing in online lead generation, building sales pipelines and revenue.
How exactly do we move the needle for our clients?
We deliver more leads and better quality leads with cutting-edge SEO, SEM, Website Design and Content Marketing strategies.
We’re a digital marketing agency specializing in online lead generation, building sales pipelines and revenue.
How exactly do we move the needle for our clients?
We deliver more leads and better quality leads with cutting-edge SEO, SEM, Website Design and Content Marketing strategies.
