This document discusses Joe Tiberio's presentation on SEO and inbound marketing strategy. It emphasizes focusing on users and their needs and personas through social listening and research. It also stresses the importance of setting a strong foundation through on-page optimization, technical SEO, and off-page link building. Additionally, it outlines the importance of local SEO, content marketing across the customer journey, and using analytics to inform strategy. The presentation aims to provide an integrated approach to SEO within a digital marketing strategy.
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Setting the Foundation
What do search engines look at? What
should I look at?
● IA & Site Structure
● Crawling & Indexing
● Site Speed
● Link Profile
● Mobile Friendliness
● Optimized Conversion Funnel
● Off Page Profile Optimization
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Foundational SEO Tools
Raven Tools SEMRush
Screaming FrogPagespeed Insights
aHrefs
Google Search Console
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Importance of Local Optimization
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Importance of Local Optimization
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Local SEO Ranking Factors
Source: Moz Local
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Location, Location, Location…
Proximity to user search is most important
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Local Optimization Best Practices
● Own and verify all of your of local profiles
○ Google My Business
● Eliminate duplicate profiles
● Ensure that NAP across all citation sources is both
accurate and consistent
● Make sure all profiles are complete with
categories, images, hours of operation, reviews,
etc.
● Engage with your customers!!!
Source: Moz Local
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Reviews & Community Management
Word of Mouth Matters…
● 90% of consumers read reviews
before visiting a business
● Customers are likely to spend
31% more on a business with
excellent reviews
● 72% of consumers will take action
only after reading a positive
review
● Reviews can boost your results by
using fresh user-generated
content
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Local Optimization Solutions
https://moz.com/local http://www.yext.com/
https://www.brightlocal.com/https://whitespark.ca/
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Local Optimization Resources
https://moz.com/learn/local/citations-by-category https://moz.com/local
22. Content is King
Critical for SEO
Encourages Engagement
Handshake to CRO
Provides Answers
Shareable Establishes Authority
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Content & The Customer Journey
“It takes an average
of 6 to 8 touches to
generate a viable sales
lead.”
Source: Salesforce
6 to 8
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Customer Journey Overview:
Top of Funnel
(TOFU)
Aim: Educate
CONSIDERATION
Middle of Funnel
(MOFU)
Aim: Engage
DECISION
Bottom of Funnel
(BOFU)
Aim: Convert & Retain
AWARENESS
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The Content Cycle
Create content for the users
you want to engage with your
brand
Content
Creation
Syndication
Amplification
Measurement
& Strategy
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Mapping Content to User Needs
What does the user want to
accomplish?
What pain points is this
content addressing?
What objections does this user
have?
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User Intent: Meeting The Needs Of Your Audience
Google Search Console Data
• Search Analytics Report
Google Analytics Data
● Top pages report
Client Interaction
● Sales, AMs, Customer service reps
● Customer surveys / feedback
Content Signals
● Social media likes, shares
● Competitor sites
● Blog interaction/comments
How To Figure Out What
Your Target Audience Wants
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Content Tools
Remember: The reason we try so hard to map correct keywords is so we can
develop content relevant & helpful to the audience.
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Even More Content Tools