B2B Search Marketing & Analytics

417 views

Published on

Present

Published in: Marketing
  • Be the first to comment

B2B Search Marketing & Analytics

  1. 1. + B2B Search Marketing & Web Analytics Kansas City Web Analytics & Marketing Metrics July 15, 2014 David Vogel
  2. 2. + Agenda  Why Search Matters  Where Search Marketing has been… and where it’s Going  Common B2B Challenges & Solutions  SEO Analytics in a (not provided) World  Quick Wins  Appendix:  Search Lingo  Framework for SEO projects  SEO & PPC 101 Resources  Building your Digital Marketing Career @DavidVogelDotCo
  3. 3. +Why Search Matters
  4. 4. @DavidVogelDotCohttp://www.pardot.com/demand-gen/report-state-demand-generation/
  5. 5. @DavidVogelDotCohttp://chitika.com/google-positioning-value
  6. 6. @DavidVogelDotCohttp://connect.relevance.com/a-tale-of-two-studies-establishing-google-bing-click_through-rates
  7. 7. +Where Search Marketing has been…
  8. 8. @DavidVogelDotCo What’s my motivation?
  9. 9. @DavidVogelDotCohttp://investor.google.com/financial/tables.html
  10. 10. + “The goal of many of our ranking changes is to help searchers find sites that provide a great user experience and fulfill their information needs.We also want the ‘good guys’ making great sites for users, not just algorithms, to see their effort rewarded.” @DavidVogelDotCo - Matt Cutts http://googlewebmastercentral.blogspot.com/2012/04/another-step-to-reward-high-quality.html
  11. 11. + Evolution of Search @DavidVogelDotCo Search Engine Technology Search Marketing Tactics Keyword relevancy Keyword stuffing Spammy links (buy, trade or hack) More strategic keyword stuffing Less spammy- looking links Page Rank (link-based scoring) Matt Cutts Ongoing algorithm updates… Better UX
  12. 12. + Evolution of Search (cont’d) @DavidVogelDotCo Search Engine Technology Search Marketing Tactics Localization Locally relevant content & links Invest in social media & content Admit defeat of blackhat tactics Semantic search Social signals Matt Cutts 2.0 Oh Crap! Author rank Algorithm updates named after animals Wailing & gnashing of teeth
  13. 13. +…and where Search Marketing is Going
  14. 14. + 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 @DavidVogelDotCo
  15. 15. + Authoritative Content: Surveys @DavidVogelDotCohttp://www.davidmihm.com/local-search-ranking-factors.shtml
  16. 16. + Authoritative Content: Guides @DavidVogelDotCohttp://www.marketo.com/definitive-guides/marketing-automation
  17. 17. + Authoritative Content: Blog Posts @DavidVogelDotCohttp://blog.mailprint.com/index.php/1125/create-trackable-qr-codes/
  18. 18. + Blogging Example: @DavidVogelDotCo
  19. 19. + Blogging Example: @DavidVogelDotCo
  20. 20. + B2B Challenges
  21. 21. + B2B SEO Challenges: Ambiguity @DavidVogelDotCo
  22. 22. + B2B SEO Challenges: Ambiguity @DavidVogelDotCo
  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 @DavidVogelDotCo
  24. 24. + B2B SEO Challenges: Ambiguity @DavidVogelDotCo
  25. 25. + B2B SEO Challenges: Ambiguity @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 @DavidVogelDotCo
  27. 27. + B2B PPC Challenges: Reporting @DavidVogelDotCo Initial search More targeted search, clicks ad, visits site Branded search, click organic result Served retargeted ad, visits site Types in site url, completes contact form 5,428 sales and lead nurturing touches Contract signed  Search Engine Technology Prospect lifecycle (web traffic analytics) Sees news about company, clicks to site Lead lifecycle (CRM)
  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. @DavidVogelDotCo
  29. 29. + B2B PPC Challenges: Reporting Pinnacle: Opportunity & Revenue Reporting @DavidVogelDotCo
  30. 30. + 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) @DavidVogelDotCo
  31. 31. + B2B PPC Challenges: Reporting Solution 2: Free tech for Macro view @DavidVogelDotCo
  32. 32. +SEO Analytics in a (not provided) World
  33. 33. + Oct 18, 2011: (np)-Day  Google announces switch to encrypted search for signed-in users, hiding search query data from site owners  Google estimates less than 10% of visits will be impacted. @DavidVogelDotCo
  34. 34. + (not provided) Domination @DavidVogelDotCo 11/11: (np) = 18% 06/12: (np) = 41% 06/13: (np) = 66% 06/13: (np) = 91%
  35. 35. + One Solution: Content Approach 1. Research keywords and map to content (for optimization) 2. Track organic search entrances and content rankings 3. Evaluate performance and opportunities @DavidVogelDotCo
  36. 36. + Example: High-Level Review @DavidVogelDotCo
  37. 37. + Step 1: Keyword research and mapping @DavidVogelDotCo Keyword Target Page Estimated Traffic Actual PPC Impressions blue widgets /blue-widgets 74,600 24,749 light blue widgets /blue-widgets 8,300 2,796 red widgets /red-widgets 135,200 64,810 pink widgets /pink-widgets 5,200 899 tan widgets /tan-widgets 1,300 365 AdWords
  38. 38. + Step 2: Monitor Organic Entrances and Rankings @DavidVogelDotCo Keyword Target Page Estimated Traffic Actual PPC Impressions Organic Rank Ranking Page Page Organic Entrances blue widgets /blue-widgets 24,600 16,749 5 /blue-widgets 1,204 light blue widgets /blue-widgets 3,300 796 37 /blue-widgets 1,204 red widgets /red-widgets 35,200 24,810 7 /red-widgets 746 pink widgets /pink-widgets 5,200 899 14 /pink-widgets 75 tan widgets /tan-widgets 7,300 265 2 /tan-widgets 102 AdWords Analytics
  39. 39. + Step 3: Evaluate Performance & Opportunity @DavidVogelDotCo KeywordRank Page Traffic Relevant to Anticipated -Low--High- -High- -Low-
  40. 40. + Quick Wins
  41. 41. + 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 @DavidVogelDotCo
  42. 42. + Quick Win: Keyword Research Keyword Keyword Group Estimated Traffic Pay Per Click Impressions Competition Level Current 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… Google Keyword Planner https://adwords.google.com | http://moz.com/products | http://tools.seobook.com/firefox/rank-checker/ AdWords @DavidVogelDotCo
  43. 43. + 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 @DavidVogelDotCo
  44. 44. + 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? @DavidVogelDotCo
  45. 45. + 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 @DavidVogelDotCo
  46. 46. + 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 @DavidVogelDotCo
  47. 47. + 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/200- plus-negative-keywords-to-consider-for-b2b-ppc/ @DavidVogelDotCo
  48. 48. +Connect Email: mail@DavidVogel.co Web: http://DavidVogel.co Twitter: @DavidVogelDotCo Google: +David Vogel LinkedIn: /in/dlvogel @DavidVogelDotCo
  49. 49. +Connect Email: David.Vogel@LayeredTech.com Web: http://www.LayeredTech.com Twitter: @LayeredTech Jobs: http://www.layeredtech.com/careers/ @DavidVogelDotCo
  50. 50. +Appendix
  51. 51. + Search Lingo @DavidVogelDotCo
  52. 52. + An SEO Framework @DavidVogelDotCo 1) Keyword Research Build keyword database containing: •Estimated Traffic •Competition Level •Judged Relevancy •Topic Grouping 2) Site Architecture Design architecture to support: •Keyword topic groupings •Content needed to gain links •Content needed to convert visitors to leads 3) Content Creation Write and design content that is: •Engaging •Link-worthy (authoritative) •Optimized for keywords •Moves reader down sales funnel 4) On-Site SEO Optimization of page elements Internal linking Technical elements 5) Off-Site SEO High-quality link building Strategic outreach to influencers Social promotion 6) Analysis & Optimization Traffic & behavioral analytics Rank tracking Conversion optimization
  53. 53. +Resources @DavidVogelDotCo 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/
  54. 54. + BuildingYour Career
  55. 55. + BuildingYour Career Why Digital?  No barriers to entry  FREE KNOWLEDGE  Continued growing demand  Constant change  Fun combination of Strategy, Analytics and Creativity @DavidVogelDotCo
  56. 56. + BuildingYour 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 @DavidVogelDotCo
  57. 57. + BuildingYour 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 @DavidVogelDotCo

×