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B2B SEO: Increase Traffic & Leads in 2020

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Want to make 2020 a record-breaking year for your B2B business? Check out our webinar slides to learn how to use SEO to grow traffic and increase qualified leads.

Published in: Marketing
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B2B SEO: Increase Traffic & Leads in 2020

  1. 1. B2B SEO INCREASE TRAFFIC & LEADS IN 2020 Starting Soon…
  2. 2. CatalystDigital.Com INSTRUCTIONS Audio pin Dialing in via phone? This is where to find your audio pin. Enter your custom pin to hear the presenters. To ask questions Type your question in the "[Enter question for staff]" field. Only the presenters will see the question. Use this for content questions or any issues hearing us.
  3. 3. CatalystDigital.Com YOUR SPEAKERS MODERATOR SPEAKERS Meghan Lavin Partner, Director of Marketing Catalyst Paul Shapiro Senior Partner, Head of SEO Catalyst May McCarthy Manager, Organic Search Catalyst
  4. 4. CatalystDigital.Com Organic Search | Paid Search | Paid Social Advertising Ecommerce Marketing & Amazon Advertising | eShelf WHAT WE DO Business Results. Powered by Advanced Marketing Strategy.
  5. 5. B2B SEO INCREASE TRAFFIC & LEADS IN 2020
  6. 6. of B2B businesses say SEO has the biggest impact on lead generation goals https://www.thinkwithgoogle.com/marketing-resources/b2b-digital-evolution/ https://www.slideshare.net/NewsCred/50-best-stats-presentation 57%
  7. 7. 71%of B2B researchers start with generic search terms https://www.thinkwithgoogle.com/consumer-insights/the-changing-face-b2b-marketing/
  8. 8. www.CatalystDigital.com AGENDA • THE B2B AUDIENCE • CONTENT SEO & MORE • Keywords • Content • Search Engine Results & Rankings • Structured Data • TECHNICAL SEO • Site Architecture • Controlling Crawling & Crawl Budget • Mobile, SSL & Structured Data • JavaScript • Internationalization • Web Performance
  9. 9. CONTENT SEO & MORE
  10. 10. www.CatalystDigital.com WHEN I DEVELOP A SEO STRATEGY, I ASK MYSELF THESE QUESTIONS… WHY does this website exists? WHO is the audience? WHAT are the business/website goals and objectives?
  11. 11. www.CatalystDigital.com WHAT DOES THE B2B AUDIENCE LOOK LIKE… • Want to be educated about a product or service • Making a purchase on behalf of, or for, their organization • Looking for long-term solutions to meet business goals, resulting in longer sales cycles, longer contracts & longer partnerships
  12. 12. www.CatalystDigital.com B2B PURCHASE FUNNEL Awareness Consideration • Videos • Blog Posts • White Papers • Webinars • Case Studies • Industry Reports • Demos • Testimonials • Product/Pricing Pages Decision
  13. 13. www.CatalystDigital.com CONTENT • Create a good content strategy that provides the best value for your target audience while keeping your business and website goals in mind. • Leverage a variety of media such as video, audio, images and others to keep visitors engaged. • Make sure content is optimized for conversions with CTAs: • Demo Request Forms • Contact Pages • Case Study Downloads
  14. 14. www.CatalystDigital.com LEVERAGE A VARIETY OF MEDIA TO KEEP VISITORS ENGAGED
  15. 15. www.CatalystDigital.com OPTIMIZE CONTENT FOR CONVERSIONS WITH CTAS Demo Request Forms Case Study Downloads Contact Forms
  16. 16. www.CatalystDigital.com RELEVANT KEYWORD TOPICS Google looks at the search query context & analyzes the possible search intent to deliver results.
  17. 17. www.CatalystDigital.com SEARCH ENGINE RESULTS AND RANKINGS Move away from focusing solely on organic listings and shift focus on optimizing other search result elements like quick-answers, position zero, image, videos, etc.
  18. 18. www.CatalystDigital.com SEARCH ENGINE RESULTS AND RANKINGS EXAMPLE
  19. 19. www.CatalystDigital.com LEVERAGE STRUCTURED DATA Google continuously updates their guidelines, adding support for new structured data, like FAQ, Fact Check, etc.
  20. 20. TECHNICAL SEO
  21. 21. Content most distinguishes B2B from B2C in SEO, but as with all websites…
  22. 22. Getting technical SEO correct is absolutely necessary. Getting technical wrong can prevent content from being seen.
  23. 23. www.CatalystDigital.com SITE ARCHITECTURE • The gist of the business should be discernable from the homepage. • Organize site navigation topically & logically • Keep the most important links as close to level 1 as possible. • Contextually link within body copy when possible. • Consider search demand as well as business function when designing site navigations. • Avoid microsites and using subdomains if possible.
  24. 24. www.CatalystDigital.com CONTROLLING CRAWLING, OPTIMIZE CRAWL BUDGET & CONSOLIDATE LINK SIGNALS • Avoid linking to 404 and redirect pages. • When consolidating pages, remember to 301 redirect. • Always have a canonical tag to handle duplication effects of URL parameters and forward-slashes. • Remove thin, superfluous content without link signals, and traffic. • Control crawling with robots.txt. • As whitepapers are a common B2B marketing tactic, consider having the content represented in HTML as well, with a canonical from the PDF via http header.https://medium.com/designer-recipes/how-to-make-a-custom-404-error-page-for-your-website-1af37a8b20d1
  25. 25. www.CatalystDigital.com MOBILE, SSL, STRUCTURED DATA, ETC. • Security is important as is trust, use SSL. • The mobile-first index made the parity between your mobile and desktop versions more important. Ensure an optimal mobile experience and make sure that important links are represented on your mobile version. • Utilize structured data to gain search snippets when possible. They often improve CTR. Structured data may also help Google better understand and interpret your content, but it’s harder to measure.
  26. 26. www.CatalystDigital.com JAVASCRIPT Utilize dynamic rendering and SSR when possible and always use <a href=“x”> links when interlinking between pages
  27. 27. www.CatalystDigital.com INTERNATIONALIZATION • If you’re a global business, ensure that different country versions are well organized. Try not to automatically impose a language on users based on location. • Leverage hreflang (preferable in html header) to help search engines make sense of different language versions.
  28. 28. www.CatalystDigital.com WEB PERFORMANCE • Web performance has a direct and indirect impact on rankings—as well as conversion. Directly, it’s a small ranking factor with the fastest and slowest websites impacted. Indirectly, it may effect pogosticking behavior. • Check benchmarks against other sites using RUM data, such Google’s CrUX. • Optimize critical rendering path, utilize tree shaking, avoid making too many requests, etc.
  29. 29. www.CatalystDigital.com SUMMARY • Create a good content strategy that will help search engines to better match your content with a searchers intent • Move away from single, targeted keyword optimizations • Take into account the entire SERP landscape • Stay on top of relevant structured data • Make use of good technical SEO practices
  30. 30. www.CatalystDigital.com THOUGHT-LEADERSHIP MORE SEO WEBINARS www.catalystdigital.com/company/digital- marketing-webinars/
  31. 31. www.CatalystDigital.com TECHSEO BOOST 2019 SLIDES AVAILABLE ON SLIDESHARE LIVESTREAM & RECORDINGS: https://www.slideshare.net/CatalystDigital https://www.catalystdigital.com/techseoboost- livestream-2019/
  32. 32. www.CatalystDigital.com Q&A info@catalystdigital.com
  33. 33. THANK YOU CatalystDigital.com | info@CatalystDigital.com | 617-663-1247

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