Your website has to be built to please two audiences – users and search engines. Google’s goal is to view your website as much like a user as possible, but there’s still a pretty wide gap between what makes sense for a user and what makes sense to the search engine. How can you make sure your website is optimized for both? Why should you even care? We’ll show you what really matters – how to prepare your website for all types of digital marketing, classic pitfalls to avoid, why it all matters, and how to tie your website improvements directly to revenue. During this Web Clinic, our Head of Operations Andrew Seidman will cover: - Why you need to fix your website - How to address SEO, SEM, Link Profiles, and more - Common pitfalls to avoid

1. Why You Need to Fix
Your B2B Website

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

3. Contact: andrew@digitalreachagency.com | Digital Reach
1 A Website For Two Audiences
2 Why Your CMS Matters
3 CTAs, Forms, Data Attribution for Site Design
4 Link Profiles
5 Site Audits
Overview

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Section 1: A Website for
Two Audiences

5. Contact: andrew@digitalreachagency.com | Digital Reach
A Website For Two Audiences
Google would like its algorithm to
represent your users’ experience.
Some might say they already know
your users’ intent better than your
users do
But, for now, we still need to
consider two separate audiences

6. Contact: andrew@digitalreachagency.com | Digital Reach
Audience #1: Your Users
If your users aren’t
happy, nothing else
really matters.
• Sleek Design
• Fast Load Times &
Mobile Responsiveness
• Data Security
• Attractive Content
• Internal Link Structures
• User Journey &
Conversion Emphasis

7. Contact: andrew@digitalreachagency.com | Digital Reach
Audience #2: Search Engines
Google cares about the same things your
users do, but it needs a little bit of help.
Same:
• Page Speed
• Mobile Responsiveness
• Security
• Internal Linking
Different:
• H1-H4 tags
• Rel=canonical
• Keyword Mapping
• Keyword Selection
• External Link Equity

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Section 2: Why Your
CMS Matters

9. Contact: andrew@digitalreachagency.com | Digital Reach
Why Your CMS Matters
Flexibility is key.
• Don’t just build for today –
build for tomorrow
• Be prepared for new
product rollouts, events, and
more
• Harness powerful tools
(CRO)

10. Contact: andrew@digitalreachagency.com | Digital Reach
Why Your CMS Matters
Make life easy for your team, and
get ready to scale.
• Easier user interface and
permissions means less
training and fewer
headaches
• Robust support and
community structures help
solve problems quickly
• It’s easier and cheaper to
find 3rd party assistance!

11. Contact: andrew@digitalreachagency.com | Digital Reach
Why Your CMS Matters
Integrations and functionality.
• The hottest new tool
comes out that might
boost your organic traffic
by 20%. Does it integrate
with your CMS?
• Can your CMS currently
support the full stack of
critical tools?

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Section 3: CTAs, Forms, Data
Attribution for Site Design

13. Contact: andrew@digitalreachagency.com | Digital Reach
Are your CTAs really driving action?
It’s time to evaluate placement
and performance.
• The Eyeball Test
• HotJar – how does your
interactivity flow look?
• CRO – are you testing for
efficacy?
• Does Attribution Data
support your CTAs?

14. Contact: andrew@digitalreachagency.com | Digital Reach
Are your CTAs really driving action?

15. Contact: andrew@digitalreachagency.com | Digital Reach
Are your CTAs really driving action?
It’s time to evaluate placement
and performance.
• The Eyeball Test
• HotJar – how does your
interactivity flow look?
• CRO – are you testing for
efficacy?
• Does Attribution Data
support your CTAs?

16. Contact: andrew@digitalreachagency.com | Digital Reach
Data Attribution to Drive Web Design
Identify your best CTAs
and Landing Pages by ROI,
not just conversion rate.
• An ROI-driven
Website Redesign
• What content are
your best prospects
interested in?

17. Contact: andrew@digitalreachagency.com | Digital Reach
Data Attribution
• Google Analytics (or another
analytics provider) must be
setup and tracking
• Full funnel tracking is a must

18. Contact: andrew@digitalreachagency.com | Digital Reach 18
Closed Loop Reporting
Custom Analytics Setup to tie cross-channel visitor data to revenue in CRM.
How It Works

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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

20. Contact: andrew@digitalreachagency.com | Digital Reach
Data Attribution for SEO’izing Your Website
Send a clear signal.
• Keyword Research -> Keyword Mapping
• What Keywords, Content, Campaigns,
Landing Pages, Sources, and Mediums
lead to real revenue?
• Form intricacy is a double-edged sword!
• Let your website thrive on fresh
content.

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Section 4: Link Profiles

22. Contact: andrew@digitalreachagency.com | Digital Reach
Link Profiles
Plan your architecture from the beginning
• Content Silos
• Blog structure and layout
• Internal linking apparatus
• Content standards
• H Tags
• Image tags
• Length / depth

23. Contact: andrew@digitalreachagency.com | Digital Reach
Don’t make the classic mistake!
When you change your website, things will
break. Mind your 301 redirects.

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Confused?
Let us take a look!

25. 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