Downloaded 12 times
Uploaded byDigital Reach
B2B SEO in 2017
The document discusses B2B SEO strategies for 2017. It recommends that links and content remain important but content may become more important. It emphasizes setting up tracking to tie marketing activities like content, landing pages, and keywords to ROI. Finally, it promotes conducting live site audits to analyze SEO performance, identify issues, and recommend acceleration strategies.
More Related Content
Similar to B2B SEO in 2017
B2B SEO in 2017
- 1. B2B SEO in2017
- 2. Contact: andrew@digitalreachagency.com |Digital Reach Engagio, Brightfunnel, and Full Circle Insights Demandbase - Jan 17, 6pm-8pm Understanding Marketing Attribution Speakers • Bonnie Crater, CEO at Full Circle Insights • Charlie Liang, Director of Marketing at Engagio • Dayna Rothman, VP of Marketing at BrightFunnel • Moderated by James Riseman, Principal at MarTech Review
- 3. 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
- 4. Contact: andrew@digitalreachagency.com |Digital Reach 1 Review of 2016 2 Quick 2017 Wins Part I
- 5. Contact: andrew@digitalreachagency.com |Digital Reach Quick Review of 2016 • Major Fall Penguin update – ease up on link penalties • Google’s AlphaGo is superhuman • Why are these important?
- 6. Contact: andrew@digitalreachagency.com |Digital Reach B2B SEO in 2017 • Links and Content still King and Queen • But, is content on its way to being a new king? • RankBrain and rolling updates • Engagement as an increasing rank factor
- 7. Contact: andrew@digitalreachagency.com |Digital Reach The Machines are Coming For Us Beware plans to game the system - opportunities may exist, but they won’t last!
- 8. Contact: andrew@digitalreachagency.com |Digital Reach The King of the Hill CTR for the top 3 spots is increasing, at the expense of spots 4-10 Given Google’s history (removing side ads to improve top area CTR)… Are you targeting the right keywords?
- 9. Contact: andrew@digitalreachagency.com |Digital Reach Mobile is still the future • The march toward mobile continues • Keeping your website mobile-friendly is no longer a “nice-to-have” • New emphasis on mobile conversions
- 10. Contact: andrew@digitalreachagency.com |Digital Reach Security is becoming important • SSL encouraged (and it’s the future) • Cybersecurity only increasing in importance – don’t get a black mark on your record!
- 11. Contact: andrew@digitalreachagency.com |Digital Reach 1 Setting yourself up for success 2 Live Site Audits Part II
- 12. Contact: andrew@digitalreachagency.com |Digital Reach Tracking • Biggest problem with SEO is lack of clear data • Data Attribution • Tie Content, Landing Page, Campaign, and even Keyword to ROI Closed Won Sales Qualified Lead Marketing Qualified Lead Raw Lead
- 13. 13 What is dataattribution?
- 14. Contact: andrew@digitalreachagency.com |Digital Reach 14 Closed Loop Reporting Custom Analytics Setup to tie cross-channel visitor data to revenue in CRM. How It Works
- 15. Contact: andrew@digitalreachagency.com |Digital Reach 15 We install 14 hidden fields that send visitor source information with every lead: First Touch Last Touch Source Source Medium Medium Keyword Keyword Landing Page Landing Page Timestamp Timestamp Campaign (UTM) Campaign (UTM) Content (UTM) Content (UTM) Data Output
- 16. Contact: andrew@digitalreachagency.com |Digital Reach $ 16 Marketing Campaigns Tied To ROI Attribution data inset in CRM:
- 17. Contact: andrew@digitalreachagency.com |Digital Reach 17 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
- 18. Contact: andrew@digitalreachagency.com |Digital Reach Content Strategy • Use attribution to produce content and landing pages • Follow the data to ROI – campaigns, landing pages, even keywords!
- 19. Contact: andrew@digitalreachagency.com |Digital Reach Linking Strategy • Use attribution to drive linking strategy; hunt for the best linking partners and highest ROI referrals • Social Media is reshaping the face of link building – gain immediate access to influencers • Think easy targets – partners, reclamations, and mentions • Linking takes time and effort but generates a snowball effect
- 20. Contact: andrew@digitalreachagency.com |Digital Reach Understand the Snowball • Linking, Authority, and rank improvements require time to build momentum!
- 21.
- 22. Contact: andrew@digitalreachagency.com |Digital Reach Engagio, Brightfunnel, and Full Circle Insights Demandbase - Jan 17, 6pm-8pm Understanding Marketing Attribution Speakers • Bonnie Crater, CEO at Full Circle Insights • Charlie Liang, Director of Marketing at Engagio • Dayna Rothman, VP of Marketing at BrightFunnel • Moderated by James Riseman, Principal at MarTech Review
- 23. Get a secondopinion 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
Editor's Notes
- #3 We’re a digital marketing agency specializing in online lead generation, building sales pipelines and revenue. How exactly do we move the needle for our clients? We deliver more leads and better quality leads with cutting-edge SEO, SEM, Website Design and Content Marketing strategies.
- #4 We’re a digital marketing agency specializing in online lead generation, building sales pipelines and revenue. How exactly do we move the needle for our clients? We deliver more leads and better quality leads with cutting-edge SEO, SEM, Website Design and Content Marketing strategies.
- #17 Choose your key performance indicators based on your ultimate campaign goals. Ultimately, you should judge content success by measuring how much REVENUE leads brought in through your content marketing efforts and how it’s affecting your your bottom line. This first set of metrics is a good start in evaluating content performance, but they’re not enough to fully evaluate ROI. Marketers need take it one step further by tying content efforts to (1) Qualified leads, (2) Sales pipeline opportunity dollars, and/or (3) closed won revenue in your CRM. Key Takeaway: To measure which campaigns generate the most REVENUE, not just leads, you need to set up your CRM to track closed deals back to the influencing campaign. [Next Slide]
- #23 We’re a digital marketing agency specializing in online lead generation, building sales pipelines and revenue. How exactly do we move the needle for our clients? We deliver more leads and better quality leads with cutting-edge SEO, SEM, Website Design and Content Marketing strategies.