John Readman from Search Laboratory - Demystifying Content Marketing & SEO at Funnel 2013 v1.1

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Maximise the number of sales or leads you get from your content marketing and SEO campaigns with this informative session from the global search engine marketing experts. Providing strategic and tactical insights, this session will help you improve your visibility in the search engines and increase the amount of relevant organic traffic to your website. By optimising your existing and future online PR and content marketing plans you can increase the profit you derive from your website.

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John Readman from Search Laboratory - Demystifying Content Marketing & SEO at Funnel 2013 v1.1

  1. 1. © Search Laboratory Ltd 2013. All rights reserved. Leeds T: +44 113 212 1211 London T: +44 207 147 9980 Inbound Content Marketing // SEO Demystified Global Content // SEO // PPC // CRO @jreadman // @searchlabs John Readman
  2. 2. Agenda Who are we? Do you need SEO? The Search Market How Google Works Content Marketing The Rules Of Success
  3. 3. Company Overview
  4. 4. Global Search Marketing Experts – Content // SEO // PPC // CRO PPC then Content & SEO 150+ clients, 18 countries working in 35 Languages “Science” NOT “Art” – ROI & profit focused Ethical, transparent and sustainable approach Smart Software & Smarter People 152 full time staff and 25 part-time Global B2B online lead generation specialists Search Laboratory
  5. 5. B2B Clients
  6. 6. B2C - Clients
  7. 7. Do you need Search Marketing?
  8. 8. Why? Marketing Automation Lead Nurturing Prospect Engagement Behavioural Marketing Whitepapers Video Great content, awesome marketing and sales process …… but no people reading it!
  9. 9. Is your website like an empty shop?
  10. 10. The Search Market
  11. 11. Some industry stats… 57% that's how far the average B2B buyer is through the purchase decision before engaging a supplier. – Google’s B2B Digital Revolution Execs research £100,000’s of B2B product purchases on mobile devices - Forbes Insight – The Connected Executive Your clients want the “martini” product or service online research experience….. “anytime, any place, anywhere”
  12. 12. Good to be British
  13. 13. B2B Traffic Report…..
  14. 14. Search Traffic – All Industries
  15. 15. Search Traffic – Business
  16. 16. Search Engine Share
  17. 17. So is PPC still important?
  18. 18. What do the numbers say? Position CTR 2011 CTR 2012 1 4.792% 11.09% 2 3.004% 4.95% 3 2.373% 2.84% 4 2.048% 2.48% 5 1.582% 1.81% 6 1.083% 1.39% 7 0.819% 1.01% 8 0.551% 0.70% 9 0.386% 0.57% 10 0.315% 0.39% 11+ 0.260% 0.35%
  19. 19. 2011
  20. 20. 2013
  21. 21. 2011 vs. 2013
  22. 22. 2011 vs. 2013
  23. 23. Mobile Search
  24. 24. SEO is device agnostic
  25. 25. SEO // Technical & Content Site structure On-site content Off-site content marketing
  26. 26. Google is like an Ecosystem
  27. 27. The Ecosystem Equation
  28. 28. The Ecosystem in Practice Content Idea ……data……………… …………stats………… ………..…quotes…… ……interview..……… ………images………… ….whitepapers……… ……………videos…… ……stories………… Influencer Expert Editor Professor Blogger News, social buzz, publications A good idea starts with good research
  29. 29. Us Social Influencer Local paper Journalist Blogger RelationshipGreat Content The Ecosystem in Practice Content
  30. 30. Content The Ecosystem in Practice Local paper Career magazine Bloggers Influencer Shares Exposure Coverage Shares Online Community Blog Followers
  31. 31. Online Community Blog Followers The Ecosystem in Practice Content
  32. 32. Case Study
  33. 33. Content Case Study – How it Works in Practice Aim to increase number of relevant inbound enquiries Measured by – Content published and links – Number of leads – web, phone etc – Meetings generated – Sales closed Search Laboratory – practicing what we preach….
  34. 34. What is the user doing? Researching, Planning, Budgeting……… – How to…. – What is… – Which service… …..making decisions without any influence from a sales person!
  35. 35. Appear earlier in the purchasing funnel
  36. 36. Appear earlier in the purchasing funnel
  37. 37. Appear earlier in the purchasing funnel
  38. 38. Appear earlier in the purchasing funnel
  39. 39. Measure // Capture // Analyse
  40. 40. What if they don’t convert?
  41. 41. CRM // Marketing Automation Email Direct mail Events Retargeting Whitepapers Round tables Etc. etc…..
  42. 42. Not just a short term content campaign….
  43. 43. Long term relevance and traffic….
  44. 44. Some simple content rules
  45. 45. SEO Content rules Rule 1 – Plan with SEO in mind Rule 2 – Honest & Natural Rule 2 – Personal & Friendly Rule 3 – Interesting, Valuable & Factual Rule 4 – Creative & Original Create content for people and Google will find it don’t just create content for Google. “anytime, any place, anywhere”
  46. 46. Whitepapers
  47. 47. Contact Details

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