+

B2B Search Marketing
Business Marketing Association of Kansas City
Feb 20, 2014
David Vogel
+ About Me
David Vogel
Digital Marketing Manager
Layered Tech (cloud & hosting provider)

Board Member
Business Marketing ...
+

Agenda


Why Search Matters



Where Search Marketing has
been… and where it’s Going



Common B2B Challenges &
Solu...
+ Why Search Matters
http://www.pardot.com/demand-gen/report-state-demand-generation/

#BMAKC @DavidVogelDotCo
http://chitika.com/google-positioning-value

#BMAKC @DavidVogelDotCo
http://connect.relevance.com/a-tale-of-two-studies-establishing-google-bing-click_through-rates
+ Where Search Marketing
has been…
What’s my motivation?

#BMAKC @DavidVogelDotCo
http://investor.google.com/financial/tables.html

#BMAKC @DavidVogelDotCo
+

“The goal of many of our ranking changes is to

help searchers find sites
that provide a great user
experience
Matt
Cut...
+

Evolution of Search

Keyword
relevancy

Page Rank
(link-based scoring)

Matt
Cutts

Ongoing algorithm updates…

Search ...
+

Evolution of Search (cont’d)

Localization

Social
signals

Matt
Cutts 2.0

Algorithm
updates
named
after
animals

Sema...
+ …and where Search
Marketing is Going
+

Authoritative & Engaging Content
The next era of search marketing will be won by content that:


Is created by trusted...
+

Authoritative Content: Surveys

http://www.davidmihm.com/local-search-ranking-factors.shtml

#BMAKC @DavidVogelDotCo
+

Authoritative Content: Guides

http://www.marketo.com/definitive-guides/marketing-automation

#BMAKC @DavidVogelDotCo
+

Authoritative Content: Blog Posts

http://blog.mailprint.com/index.php/1125/create-trackable-qr-codes/

#BMAKC @DavidVo...
+

Blogging Example:

#BMAKC @DavidVogelDotCo
+

B2B Challenges
+

B2B SEO Challenges: Ambiguity

#BMAKC @DavidVogelDotCo
+

B2B SEO Challenges: Ambiguity
+

B2B SEO Challenges: Ambiguity
An ambiguous website leads to poor rankings and traffic.

The solution:


Research the k...
+

B2B SEO Challenges: Ambiguity

#BMAKC @DavidVogelDotCo
+

B2B SEO Challenges: Ambiguity

#BMAKC @DavidVogelDotCo
+

B2B PPC Challenges
Compared to B2C:


Longer buying cycle with lots of touch points



Niche targets spread across wi...
+

B2B PPC Challenges: Reporting

Initial
search


More
targeted
search,
clicks ad,
visits site

Branded
search,
click
or...
+

B2B PPC Challenges: Reporting
Solution 1: Tech Upgrade


Only way to tie data on specific
visits to lead/customer data...
+

B2B PPC Challenges: Reporting
Solution 2: Free tech for Macro view
1.

Install Google Analytics

2.

Create “Conversion...
+

An SEO Framework
+

An SEO Framework

1) Keyword
Research
Build
keyword
database
containing:
• Estimated
Traffic
• Competition
Level
• Judg...
+

Quick Wins
+

Quick Win: Keyword Research


Identify potential demand for product/service



Learn how to speak your prospect’s lan...
+

Quick Win: Keyword Research
Google Keyword Planner
Estimated
Traffic

AdWords

Keyword

Keyword
Group

Pay Per Click Co...
+

Quick Win: Low-Hanging Links


Your vendors and partners




Provide testimonials for their website
Offer to be fea...
+

Quick Win: Improve Top 10 Pages


Your Top-10 webpages may account for >50% of total traffic



Take fresh look (or g...
+

Quick Win: Remarketing


Stay top of mind during lengthy buying cycles.



Will likely become your highest-ROI PPC ta...
+

Quick Win: Negative Keywords


Fastest way to improve your PPC
ROI



Eliminates wasted spend and
improves Quality Sc...
+

Quick Win: Negative Keywords


To get started:



AdWords > Keywords > Details > Search
Terms: All
Select and exclud...
+ Connect
Email:

mail@DavidVogel.co

Web:

http://DavidVogel.co

Twitter:

@DavidVogelDotCo

Google:

+David Vogel

Linke...
+ Connect

Email:

David.Vogel@LayeredTech.com

Web:

http://www.LayeredTech.com

Twitter:

@LayeredTech

Jobs:

http://ww...
+ Appendix
#BMAKC @DavidVogelDotCo
+

Search Lingo
+ Resources
Introductory:
•http://moz.com/beginners-guide-to-seo
•http://searchengineland.com/seotable
•http://www.davidmi...
+

Building Your Career
+

Building Your Career
Why Digital?


No barriers to entry



FREE KNOWLEDGE



Continued growing demand



Constant ...
+

Building Your Career
Practice what you’re learning


Help A Friend (small biz, non-profit, startup):
 Google+/Maps li...
+

Building Your Career
Show your knowledge by sharing


Blog, or at least comment



Relevant Q&A sites (Quora.com, Mar...
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B2B Search Marketing

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80% of modern B2B buyers start their product research using a search engine. Is your organization positioned to capture that traffic? During this presentation, we’d discussed how Google works, how you can impact search results, and the real-world tactics businesses are using to increase their search traffic and conversions.

You’ll learn:
- Recent trends in search marketing you must be aware of
- The classic challenges of search marketing for B2B, and how to overcome them
- At least three things you can do immediately to improve your Search Engine Optimization and Pay Per Click results

Presentation by David Vogel at the Business Marketing Association of Kansas City on Feb. 20, 2014.

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B2B Search Marketing

  1. 1. + B2B Search Marketing Business Marketing Association of Kansas City Feb 20, 2014 David Vogel
  2. 2. + About Me David Vogel Digital Marketing Manager Layered Tech (cloud & hosting provider) Board Member Business Marketing Association of Kansas City #BMAKC @DavidVogelDotCo
  3. 3. + Agenda  Why Search Matters  Where Search Marketing has been… and where it’s Going  Common B2B Challenges & Solutions  Appendix:  Search Lingo  Building your Digital Marketing Career  SEO & PPC 101 Resources Framework for SEO projects   Quick Wins #BMAKC @DavidVogelDotCo
  4. 4. + Why Search Matters
  5. 5. http://www.pardot.com/demand-gen/report-state-demand-generation/ #BMAKC @DavidVogelDotCo
  6. 6. http://chitika.com/google-positioning-value #BMAKC @DavidVogelDotCo
  7. 7. http://connect.relevance.com/a-tale-of-two-studies-establishing-google-bing-click_through-rates
  8. 8. + Where Search Marketing has been…
  9. 9. What’s my motivation? #BMAKC @DavidVogelDotCo
  10. 10. http://investor.google.com/financial/tables.html #BMAKC @DavidVogelDotCo
  11. 11. + “The goal of many of our ranking changes is to help searchers find sites that provide a great user experience Matt Cutts and fulfill their information needs. We also want the “good guys” making great sites for users, not just algorithms, to see their effort rewarded.” http://googlewebmastercentral.blogspot.com/2012/04/another-step-to-reward-high-quality.html
  12. 12. + Evolution of Search Keyword relevancy Page Rank (link-based scoring) Matt Cutts Ongoing algorithm updates… Search Engine Technology Search Marketing Tactics Keyword stuffing Spammy links (buy, trade or hack) Less spammylooking links More strategic keyword stuffing Better UX #BMAKC @DavidVogelDotCo
  13. 13. + Evolution of Search (cont’d) Localization Social signals Matt Cutts 2.0 Algorithm updates named after animals Semantic search Author rank Search Engine Technology Search Marketing Tactics Locally relevant content & links Invest in social media & content Oh Crap! Wailing & gnashing of teeth Admit defeat of blackhat tactics #BMAKC @DavidVogelDotCo
  14. 14. + …and where Search Marketing is Going
  15. 15. + Authoritative & Engaging Content The next era of search marketing will be won by content that:  Is created by trusted sources  Captures attention  Engages visitor  Is worth sharing #BMAKC @DavidVogelDotCo
  16. 16. + Authoritative Content: Surveys http://www.davidmihm.com/local-search-ranking-factors.shtml #BMAKC @DavidVogelDotCo
  17. 17. + Authoritative Content: Guides http://www.marketo.com/definitive-guides/marketing-automation #BMAKC @DavidVogelDotCo
  18. 18. + Authoritative Content: Blog Posts http://blog.mailprint.com/index.php/1125/create-trackable-qr-codes/ #BMAKC @DavidVogelDotCo
  19. 19. + Blogging Example: #BMAKC @DavidVogelDotCo
  20. 20. + B2B Challenges
  21. 21. + B2B SEO Challenges: Ambiguity #BMAKC @DavidVogelDotCo
  22. 22. + B2B SEO Challenges: Ambiguity
  23. 23. + B2B SEO Challenges: Ambiguity An ambiguous website leads to poor rankings and traffic. The solution:  Research the keyword phrases used to search for your solution  Architect site to support these keywords  Make content speak the same language as your audience #BMAKC @DavidVogelDotCo
  24. 24. + B2B SEO Challenges: Ambiguity #BMAKC @DavidVogelDotCo
  25. 25. + B2B SEO Challenges: Ambiguity #BMAKC @DavidVogelDotCo
  26. 26. + B2B PPC Challenges Compared to B2C:  Longer buying cycle with lots of touch points  Niche targets spread across wide geographic area  Smaller search volume  More expensive keyword bids, but  Higher customer value #BMAKC @DavidVogelDotCo
  27. 27. + B2B PPC Challenges: Reporting Initial search  More targeted search, clicks ad, visits site Branded search, click organic result Search Engine Technology Served retargeted ad, visits site Sees news about company, clicks to site Prospect lifecycle (web traffic analytics) Types in site url, completes contact form 5,428 sales and lead nurturing touches Contract signed Lead lifecycle (CRM) #BMAKC @DavidVogelDotCo
  28. 28. + B2B PPC Challenges: Reporting Solution 1: Tech Upgrade  Only way to tie data on specific visits to lead/customer data is integrating web marketing software with CRM.  Track micro data on specific leads, plus tie real ROI to your PPC, SEO & Social campaigns.
  29. 29. + B2B PPC Challenges: Reporting Solution 2: Free tech for Macro view 1. Install Google Analytics 2. Create “Conversion Goals” for lead form completions or engagement goals 3. Link to AdWords for PPC conversion data (Cost Per Conversion, etc) #BMAKC @DavidVogelDotCo
  30. 30. + An SEO Framework
  31. 31. + An SEO Framework 1) Keyword Research Build keyword database containing: • Estimated Traffic • Competition Level • Judged Relevancy • Topic Grouping 2) Site Architecture 3) Content Creation 4) On-Site SEO 5) Off-Site SEO 6) Analysis & Optimization Design architecture to support: Write and design content that is: Optimization of page elements High-quality link building Traffic & behavioral analytics Internal linking Strategic outreach to influencers Rank tracking Technical elements Social promotion Conversion optimization • Keyword topic groupings • Content needed to gain links • Content needed to convert visitors to leads • Engaging • Link-worthy (authoritative) • Optimized for keywords • Moves reader down sales funnel #BMAKC @DavidVogelDotCo
  32. 32. + Quick Wins
  33. 33. + Quick Win: Keyword Research  Identify potential demand for product/service  Learn how to speak your prospect’s language  Judge competition and ranking potential  Guide website architecture #BMAKC @DavidVogelDotCo
  34. 34. + Quick Win: Keyword Research Google Keyword Planner Estimated Traffic AdWords Keyword Keyword Group Pay Per Click Competition Current Impressions Level Ranking Ranking Page Keyword 1 Group A 24,600 749 76 Keyword 2 Group A 8,300 76 65 37 www… Keyword 3 Group B 760 18 42 14 www… Keyword 4 Group C 185,200 - 92 Keyword 5 Group C 79,300 315 87 - 73 www… https://adwords.google.com | http://moz.com/products | http://tools.seobook.com/firefox/rank-checker/
  35. 35. + Quick Win: Low-Hanging Links  Your vendors and partners    Provide testimonials for their website Offer to be featured in online case study Guest post on how you use their solution  Charities you support  Organizations you’re a member of  Executive/Board Member bios on other websites #BMAKC @DavidVogelDotCo
  36. 36. + Quick Win: Improve Top 10 Pages  Your Top-10 webpages may account for >50% of total traffic  Take fresh look (or get outside perspective):  Are their user experience issues (technical, copy or design)?  Does content payoff visitor’s expectations?  Is pay engaging for skim readers?  Does it move visitor down funnel? Are their strong CTA’s in place? #BMAKC @DavidVogelDotCo
  37. 37. + Quick Win: Remarketing  Stay top of mind during lengthy buying cycles.  Will likely become your highest-ROI PPC tactic.  Incredibly easy to implement:    Create text ads, image ads, and landing page(s) Place remarketing code on site Google will cookie visitors, then show them your ads on other sites Start with Google Display Network, expand to cross-network platforms #BMAKC @DavidVogelDotCo
  38. 38. + Quick Win: Negative Keywords  Fastest way to improve your PPC ROI  Eliminates wasted spend and improves Quality Score  Helps you avoid spend on B2C searches #BMAKC @DavidVogelDotCo
  39. 39. + Quick Win: Negative Keywords  To get started:   AdWords > Keywords > Details > Search Terms: All Select and exclude irrelevant searches.  Make broader rules using library: “Campaign Negative Keywords”  Great list of B2B negatives to consider: http://www.komarketingassociates.com/blog/200plus-negative-keywords-to-consider-for-b2b-ppc/ #BMAKC @DavidVogelDotCo
  40. 40. + Connect Email: mail@DavidVogel.co Web: http://DavidVogel.co Twitter: @DavidVogelDotCo Google: +David Vogel LinkedIn: /in/dlvogel #BMAKC @DavidVogelDotCo
  41. 41. + Connect Email: David.Vogel@LayeredTech.com Web: http://www.LayeredTech.com Twitter: @LayeredTech Jobs: http://www.layeredtech.com/careers/
  42. 42. + Appendix #BMAKC @DavidVogelDotCo
  43. 43. + Search Lingo
  44. 44. + Resources Introductory: •http://moz.com/beginners-guide-to-seo •http://searchengineland.com/seotable •http://www.davidmihm.com/local-search-ranking-factors.shtml •http://www.wordstream.com/articles/what-is-google-adwords Daily Reading: •http://blog.hubspot.com •http://moz.com/blog •http://searchengineland.com •http://www.ppchero.com/ •http://www.certifiedknowledge.com/ •http://sethgodin.typepad.com/ #BMAKC @DavidVogelDotCo
  45. 45. + Building Your Career
  46. 46. + Building Your Career Why Digital?  No barriers to entry  FREE KNOWLEDGE  Continued growing demand  Constant change  Fun combination of Strategy, Analytics and Creativity #BMAKC @DavidVogelDotCo
  47. 47. + Building Your Career Practice what you’re learning  Help A Friend (small biz, non-profit, startup):  Google+/Maps listing  Use free $100 to setup/test PPC  Build a simple website  Repeat for great experience and portfolio pieces  Volunteer for internal projects:  Research in advance of initial meeting  Come with questions and suggestions #BMAKC @DavidVogelDotCo
  48. 48. + Building Your Career Show your knowledge by sharing  Blog, or at least comment  Relevant Q&A sites (Quora.com, MarketingProfs.com, moz.com)  Curate and share relevant content  Setup Google+ and start building your Authorship Rank! Build a portfolio/résumé site #BMAKC @DavidVogelDotCo

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