Lead Gen for SMBs: How to Integrate SEO Into the Marketing Mix

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Thank You to Our
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Lead Gen for SMBs:
How to Integrate SEO into
Your Marketing Mix
Jenny Munn
SEO Consultant for In-House Marketers
& Small Businesses
www.JennyMunn.com
@bmaatlanta
@JennyMunn

WHAT WE’LL COVER
• Brief Overview of SEO
• Tactical SEO Lead Gen
Must Do’s & Mistakes
• Strategic SEO Lead Gen
• Takeaways
@bmaatlanta
@JennyMunn

WHO IS JENNY?
@bmaatlanta
@JennyMunn

WHO IS JENNY?
SEO Consultant-> I put together SEO lead gen
plans and train businesses how to get results

HISTORY OF SEO
• SEO used to be about
going down a checklist
of technical “to do’s”
• Historically a very
technical discipline
• The industry is overrun
with shady
professionals who
“guarantee” 1st place
rankings
• Examples…
Canonical Tags…
“rel=”nofollow”
Meta Tags
Geo-Targeting
Robots.txt
XML Sitemaps
<head> tag
Panda Update
HUH?!
@bmaatlanta
@JennyMunn

ON-PAGE OPTIMIZATION HISTORY
@bmaatlanta
@JennyMunn
If you need career counseling, look for a
professional counselor. Career counseling
can help you in many ways. The first benefit
of career counseling is finding a job quickly.
Career counseling can also help you avoid
making interviewing mistakes that cost you
the job. When you need career counseling
services, don’t hesitate to call the best
career counselor in Atlanta.

INTERNAL LINKING GONE WILD
@bmaatlanta
@JennyMunn

HIDING LINKS
@bmaatlanta
@JennyMunn

BUYING LINKS ON THE CHEAP
@bmaatlanta
@JennyMunn

WHY SEO IS SO CONFUSING
@bmaatlanta
@JennyMunn

Tactical:
Mistakes & Must Do’s
for SEO Lead Gen Success

5 SEO/KEYWORD MISTAKES THAT WILL BE YOUR LEAD GEN
DOWNFALL
5 SEO/Keyword Mistakes:
1. Targeting keywords with a lack of “buying intent”
2. Targeting the same keyword
3. Pursuing keywords that are out of your league
4. Failing to keep making decisions and execute
5. Not carrying through with website marketing best
practices critical to SEO success
@bmaatlanta
@JennyMunn

MISTAKE #1: TARGETING KEYWORDS WITH NO INTENT TO BUY
@bmaatlanta
@JennyMunn
• What keywords do you
think people use to find
your services/products?
• What if they were
shortlisting providers?
• Think: USER INTENT TO BUY
– NOT time management
– NOT health insurance

MISTAKE #2: TARGETING THE SAME KEYWORDS
(REPEATEDLY…OVER AND OVER)
@bmaatlanta
@JennyMunn

KEYWORD CANNIBALIZATION
@bmaatlanta
@JennyMunn

MISTAKE #3: YOU’RE OUT OF YOUR LEAGUE
@bmaatlanta
@JennyMunn
Source: IMDB.com

TIP: GOOGLE YOUR KEYWORD
@bmaatlanta
@JennyMunn

CASE STUDY: SOFTWARE CONSULTING FIRM
@bmaatlanta
@JennyMunn
“Netsuite Consultant” vs. “Outgrowing
Quickbooks”

MISTAKE #4: PERFECTIONITIS
@bmaatlanta
@JennyMunn
The most important thing is to
get started. A half decent
keyword is better than NO
keyword

TO DO: CHECK ANALYTICS TO BENCHMARK SEO RESULTS TO DATE
@bmaatlanta
@JennyMunn
Next Step: Check Google Analytics
(synced with Google Webmaster Tools)

@bmaatlanta
@JennyMunn
What SEO Results Are You
Seeing?

@bmaatlanta
@JennyMunn
Average Position & “Clicks” On Your Website

MISTAKE #5: IGNORING LEAD GEN/WEBSITE MARKETING BEST
PRACTICES
@bmaatlanta
@JennyMunn
• Spoonfeed Google
• Trustbuilding & Social
Proof elements
present?
• Fresh site design
• Website page layout
• CTA on EVERY page
• Great SEO copywriting
• Convert prospects not
quite ready to buy?

Strategic SEO Lead Gen

MANAGING SEO INTEGRATION
@bmaatlanta
@JennyMunn
• Initial SEO Projects: audits
(technical, content, competitive), keyword
research, on-page optimization of core
pages, Google Analytics/Google
Webmaster Tools setup
• Ongoing SEO Projects: reviewing
analytics, link earning efforts, content
creation and optimization, social media,
attention to industry changes, conversion
optimization
• Create a Practical Strategy &
Execution Plan: Based on resources,
current marketing mix and activities
planned and forecasted
Source: Busterandellie.com

MARCOMM – WHAT DOES SEO “LOOK” LIKE?
@bmaatlanta
@JennyMunn

WHAT ELSE IS THERE TO SEO?
@bmaatlanta
@JennyMunn
Other SEO elements:
• Technical basics
• Off-page/links
• Social signals
• Web architecture
• Unique content
• Substantial content
• Structured markup Source: Alittlereality.blogspot.com

MINDSET & SUCCESS CHARACTERISTICS
@bmaatlanta
@JennyMunn
• Throw perfectionism out the
door
• Be decisive
• Resourceful & Resilient – NOT
resigned
• Ask questions and think it
through
• Jump in before you see the
whole picture
• SEO is not black magic
• Execution is critical

HOW DO YOU KNOW IF SEO IS WORKING?
@bmaatlanta
@JennyMunn
• Good: Rankings + “Average Position”
• Better: Data from Google Webmaster Tools and Google
Analytics
– Time on site
– Bounce rate
– Pages visited
– Keywords/Queries + Clicks
• Best: Are you getting calls, emails and people filling out
the “contact us” form or converting?

MARKETING/ORGANIZATIONAL CHARACTERISTICS TO SUCCESS
@bmaatlanta
@JennyMunn
• Are you already:
– Engaging in social media?
– Blogging?
– Using an SEO-friendly CMS like WordPress?
– Getting people to talk about you?
– Active in other marketing channels?
– Using internal or external marketing resources?
– Invested in bringing in more leads to your business?
– Pursuing ways to consistently be in front of your
target market?

IDENTIFYING A GOOD SEO PARTNER
@bmaatlanta
@JennyMunn
Source: mizuni.com
1. Emphasis on understanding your
business, prospects and market
2. Work with someone who you can
understand
3. Professionalism counts – use your
gut
4. Social proof – active or
anonymous?
5. Is NOT an SEO of the past
6. Provides MORE than reporting – a
level of service is involved

TAKEAWAYS
@bmaatlanta
@JennyMunn
• Don’t fall prey to “SEO changes constantly” so why bother?
• Prioritize keywords with buyer/commercial intent
• Be competitive but know what keyword league you can compete in
• Get greedy
• Don’t be a perfectionist
• Integrate GA with GWT and check out your queries report for “clicks” and
“average position”
• Identify resources needed to begin an SEO strategy kick off
• Plot out how to integrate SEO into the marketing mix
• Become a member of BMA Atlanta because of all the great future
training, networking and activities ahead
• Your site is not going to SEO itself – get into execution as quickly as
possible

Questions? Thank you!
Jenny Munn
SEO Consultant for
In-House Marketers & Small Businesses
www.JennyMunn.com
Jenny@JennyMunn.com
 “How to Find Keywords” – Free
Report (http://jennymunn.com/are-you-an-
seo-beginner/)
 Email me: jenny@jennymunn.com

Lead Gen for SMBs: How to Integrate SEO Into the Marketing Mix

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Lead Gen for SMBs: How to Integrate SEO Into the Marketing Mix