+SEO and PPC for B2BBMA-KC Young ProfessionalsJune 19, 2013David Vogel
+Agenda Search Lingo The Evolution of Search Recent Trends Future-Proofing your Strategy B2B Challenges: SEO B2B Cha...
+Search Lingo@DavidVogelDotCo
+Evolution of Search@DavidVogelDotCoSearch Engine TechnologySearch Marketing TacticsKeywordrelevancyKeywordstuffingSiterep...
+Authoritative ContentThe next era of search marketing will be won by content that: Is created by trusted sources Captur...
+Authoritative Content: Surveys@DavidVogelDotCohttp://www.davidmihm.com/local-search-ranking-factors.shtml
+Authoritative Content: Guides@DavidVogelDotCohttp://www.marketo.com/-guides/marketing-autdefinitiveomation/
+Authoritative Content: Blog Posts@DavidVogelDotCohttp://blog.mailprint.com/index.php/1125/create-trackable-qr-codes/
+SEO for B2B
+B2B SEO Challenges: Ambiguity
+B2B SEO Challenges: Ambiguity
+B2B SEO Challenges: AmbiguityAn ambiguous website leads to poor rankings and traffic.The solution: Research the keyword ...
+B2B SEO Challenges: Ambiguity
+B2B SEO Challenges: Ambiguity
+PPC for B2B
+B2B PPC ChallengesCompared to B2C: Longer buying cycle with lots of touch points Niche targets spread across wide geogr...
+B2B PPC Challenges: Reporting@DavidVogelDotCoInitialsearchMoretargetedsearch,clicks ad,visits siteBrandedsearch,clickorga...
+B2B PPC Challenges: ReportingSolution 1: Tech Upgrade Only way to tie data about specificvisitors to lead/customer data ...
+B2B PPC Challenges: ReportingSolution 2: Use free tech for Macro view(but no first-click attribution)1. Install Google An...
+Building Your Career
+Building Your CareerWhy Digital? No barriers to entry FREE KNOWLEDGE Continued growing demand Constant change Fun co...
+Building Your CareerBuild your knowledge:@DavidVogelDotCoIntroductory Homework:•http://moz.com/beginners-guide-to-seo•htt...
+Building Your CareerPractice what you’re learning Help A Friend (small biz, non-profit, startup): Google+/Maps listing...
+Building Your CareerShow your knowledge by sharing Blog, or at least comment Relevant Q&A sites (Quora.com, MarketingPr...
+ConnectEmail: mail@DavidVogel.coWeb: http://DavidVogel.coTwitter: @DavidVogelDotCoGoogle: +David VogelLinkedIn: /in/dlvogel
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SEO and PPC for B2B

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More than 90% of modern B2B buyers start their product research on a search engine. Is your organization or clientele positioned to capture that traffic? During this BMA-KC YP event, we’ll discuss how Google works, how you as a marketer can impact search results, and tips on building a career in digital marketing.

You’ll learn:
- The evolution of search engines, and how to get ahead of the next phase
- The classic challenges of search marketing for B2B, and how to overcome them
- Recent trends in search marketing you must be aware of
- Essential digital marketing skills you can start building right now

Published in: Business, Technology
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SEO and PPC for B2B

  1. 1. +SEO and PPC for B2BBMA-KC Young ProfessionalsJune 19, 2013David Vogel
  2. 2. +Agenda Search Lingo The Evolution of Search Recent Trends Future-Proofing your Strategy B2B Challenges: SEO B2B Challenges: PPC Building your Marketing Career Where to Start@DavidVogelDotCo
  3. 3. +Search Lingo@DavidVogelDotCo
  4. 4. +Evolution of Search@DavidVogelDotCoSearch Engine TechnologySearch Marketing TacticsKeywordrelevancyKeywordstuffingSitereputation(links)Spammylinks (buy,trade orhack)MattCuttsMorestrategickeywordstuffingLocalsearchLessspammy-lookinglinksLocallyrelevantcontent& linksSocialsignalsInvest insocialmedia &contentMattCutts2.0Admitdefeat ofblackhattacticsAuthorrankBetterUX
  5. 5. +Authoritative ContentThe next era of search marketing will be won by content that: Is created by trusted sources Captures attention Engages visitor Is worth sharing@DavidVogelDotCo
  6. 6. +Authoritative Content: Surveys@DavidVogelDotCohttp://www.davidmihm.com/local-search-ranking-factors.shtml
  7. 7. +Authoritative Content: Guides@DavidVogelDotCohttp://www.marketo.com/-guides/marketing-autdefinitiveomation/
  8. 8. +Authoritative Content: Blog Posts@DavidVogelDotCohttp://blog.mailprint.com/index.php/1125/create-trackable-qr-codes/
  9. 9. +SEO for B2B
  10. 10. +B2B SEO Challenges: Ambiguity
  11. 11. +B2B SEO Challenges: Ambiguity
  12. 12. +B2B SEO Challenges: AmbiguityAn 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 samelanguage as your audience@DavidVogelDotCo
  13. 13. +B2B SEO Challenges: Ambiguity
  14. 14. +B2B SEO Challenges: Ambiguity
  15. 15. +PPC for B2B
  16. 16. +B2B PPC ChallengesCompared 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
  17. 17. +B2B PPC Challenges: Reporting@DavidVogelDotCoInitialsearchMoretargetedsearch,clicks ad,visits siteBrandedsearch,clickorganicresultServedretargetedad, visitssiteTypes insite url,completescontactform5,428 salesand leadnurturingtouchesContractsigned Search Engine TechnologyProspect lifecycle (web traffic analytics)Sees newsaboutcompany,clicks tositeLead lifecycle (CRM)
  18. 18. +B2B PPC Challenges: ReportingSolution 1: Tech Upgrade Only way to tie data about specificvisitors to lead/customer data isintegrating web marketing softwarewith CRM. Beside getting micro data onspecific contacts, you’ll be able totie real ROI to your PPC, SEO &Social campaigns.
  19. 19. +B2B PPC Challenges: ReportingSolution 2: Use free tech for Macro view(but no first-click attribution)1. Install Google Analytics2. Create “Conversion Goals” for lead formcompletion or engagement goals3. Link to AdWords for PPCconversion data (CostPer Conversion, etc)
  20. 20. +Building Your Career
  21. 21. +Building Your CareerWhy Digital? No barriers to entry FREE KNOWLEDGE Continued growing demand Constant change Fun combination of Strategy, Analytics and Creativity@DavidVogelDotCo
  22. 22. +Building Your CareerBuild your knowledge:@DavidVogelDotCoIntroductory Homework:•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-adwordsDaily Reading:•http://blog.hubspot.com•http://moz.com/blog•http://searchengineland.com•http://www.ppchero.com/•http://www.certifiedknowledge.com/•http://sethgodin.typepad.com/
  23. 23. +Building Your CareerPractice 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
  24. 24. +Building Your CareerShow 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
  25. 25. +ConnectEmail: mail@DavidVogel.coWeb: http://DavidVogel.coTwitter: @DavidVogelDotCoGoogle: +David VogelLinkedIn: /in/dlvogel

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