Optimizing for User Intent Why SEO is About the Buyer, Not your Brand - Slides
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This document summarizes an online webinar about optimizing SEO for user intent and lead generation. It discusses how marketers like Jane struggle to generate sales-qualified leads through traditional SEO efforts. A three-step roadmap is then presented: 1) think about user intent rather than just keywords, 2) define and understand the buyer journey, and 3) make the website easy to convert visitors within 15 seconds on desktop and mobile. Attendees are encouraged to ask questions of the webinar presenter, Robyn Winner, about optimizing their SEO strategy for lead generation.
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Optimizing for User Intent Why SEO is About the Buyer, Not your Brand - Slides
- 1. #123webinar OPTIMIZING FOR USER INTENT Why SEO is About the Buyer, Not Your Brand
- 2. #123webinar We’re about sales-qualified leads. Not just clicks and traffic. Paid Search SEO Content Creation Website Design
- 3. #123webinar THE CHALLENGE. STATUS QUO SEO WON’T SOLVE YOUR LEAD GEN PROBLEM.
- 4. #123webinar MEET JANE. SHE’S A B2B MARKETER.
- 5. #123webinar SHE’S RESPONSIBLE FOR LEAD GEN.
- 6. #123webinar AND, SALES IS ALWAYS GRUMBLING ABOUT MORE SQLS.
- 7. #123webinar BUT, THE ODDS ARE STACKED AGAINST HER.
- 8. #123webinar THE AVERAGE PROSPECT SEES 3,500+ MARKETING MESSAGES PER DAY. (Yankevich Consumer Research)
- 9. #123webinar 71% OF BUSINESS PURCHASE DECISIONS START WITH A SEARCH ENGINE. (Google/Millward Brown Digital)
- 10. #123webinar YET, THE MAJORITY OF MARKETERS STILL STRUGGLE TO MEASURE SEO ROI.
- 11. #123webinar THE SOLUTION WINNING MARKETERS WILL USE PROSPECT INTENT TO BUILD AND FORECAST SEO ROI.
- 12. #123webinar THE ROADMAP 3 STEPS TO BUILDING A USER FOCUSED SEO STRATEGY
- 13. #123webinar 1 Think intent. Not keywords. Don’t make the mistake of placing features before solutions.
- 14. #123webinar 1 Think intent. Not keywords. What do Google SERPS show for these keywords? Analyze informational vs. transactional keyword themes. “cloud security” “cloud security solutions”
- 15. #123webinar 2 Define and understand your buyer. 1 2 3 4 Job title Industry Responsibilities Company 5 Pain points
- 16. #123webinar 2 Run a site content analysis. Buyer Stage Awareness Evaluation Purchase Marketing Analyst/Mgr. Chief Marketing Officer “5 CRO Hacks to Lower Your PPC Cost Per Lead.” “7 Ways to Drive More Revenue with SEO this Quarter.” Educate prospects on the value of your product & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. “3 Tips from Agency Experts: How to Drive More Leads with Integrated Search.” “How to Convince Your Boss SEO is Worth the Price Tag.” “Digital Marketing Agency Buyer’s Guide.” “The Cost of Not Ranking: How to Calculate Your SEO Opportunity.” Define and understand your buyer.
- 17. #123webinar 2 Buyer Stage Awareness Evaluation Purchase Marketing Analyst/Mgr. Search Query Blog: “5 CRO Hacks to Lower Your PPC Cost Per Lead.” Educate prospects on the value of your product & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. Webinar: “3 Tips from Agency Experts: How to Drive More Leads with Integrated Search.” Blog: “How to Convince Your Boss SEO is Worth the Price Tag.” Define and understand your buyer. “PPC best practices for lower CPL” What is your buyer searching for at each stage of the funnel? “drive more sales with digital marketing” “digital agency cost comparison”
- 18. #123webinar 2 Buyer Stage Awareness Evaluation Purchase Marketing Analyst/Mgr. Search Query “5 CRO Hacks to Lower Your PPC Cost Per Lead.” Educate prospects on the value of your product & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. “3 Tips from Agency Experts: How to Drive More Leads with Integrated Search.” “How to Convince Your Boss SEO is Worth the Price Tag.” Define and understand your buyer. “PPC best practices for lower CPL” Line up call-to-action with anticipated intent. “drive more sales with digital marketing” “digital agency cost comparison” CTA Watch the how- to video. Join our webinar Talk to Sales to learn more.
- 19. #123webinar 3 Make it easy to convert. “You have 15 seconds to engage a visitor on your website.” Source: Hubspot
- 20. #123webinar Your website needs to answer “What can I do here?” and “Why should I do it?” in under 15 seconds. 3 Make it easy to convert.
- 21. #123webinar Revisit your navigation structure. How many clicks does it take to convert ? 3 Make it easy to convert.
- 22. #123webinar 42% use mobile during the purchasing process. Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014. 3 Make it easy to convert.
- 23. #123webinar Make sure Google understands your site is mobile-friendly. 3 Make it easy to convert. Source: Google Webmaster Central Blog 1 Check if your site has the mobile-friendly search label. 2 If not, get a full list of mobile issues from Search Console (Webmaster Tools). 3 Evaluate how users behave on mobile vs. desktop. 4 If you have an app, implement indexing for search now.
- 24. #123webinar800.619.1570 results@webmarketing123.com . Deliver more sales-qualified leads. Chat with our team and get your customized lead gen plan today.
- 25. #123webinar QUESTIONS? ASK AWAY! Robyn Winner, Webmarketing123 Senior Campaign Manager, SEO Thanks!
Editor's Notes
- Hi Everyone! Thanks for joining us this morning. My name is Robyn Winner, Senior Campaign Manager of SEO here at Webmarketing123. Today we’ll be discussing “Optimizing for User Intent: Why SEO is about the Buyer, Not Your Brand.”
- Before we get started, I wanted to give a little background on us. Webmarketing123 is a B2B digital marketing agency based in the San Francisco Bay Area. We partner with our clients to drive more sales-qualified leads – not just clicks and traffic. Also, just a few notes on some of our frequently asked webinar questions. Yes, we will send out a link to the recording after the webinar this week. If you have questions, feel free to either type them in the Q&A chat or use #123webinar to chat with our team. We’ll also have a live Q&A session at the end of the discussion. And, on that note, let’s get started.
- So, what’s the big deal about user intent? The modern marketer faces a huge challenge. Digital marketing evolves rapidly and status quo SEO won’t solve your lead gen problem anymore. What do we mean by that? Let’s take a look.
- Meet Jane. She’s a B2B marketer like you and me.
- She’s responsible for lead gen.
- And, despite her best efforts, Sales is never satisfied. Sales is always grumbling about needing more sales-qualified leads.
- But, the odds are stacked against her.
- We operate in a saturated market. The average prospect see over 3,500 marketing messages per day, making it tougher than ever to stand out from the crowd.
- Plus, according to a recent Google study, 71% of business purchase decisions start with a search engine. That makes organic search a top priority for your marketing team.
- The trouble is, SEO is not so easy. In our 2015 State of Digital Marketing survey, the majority of marketers still struggle to measure SEO ROI.
- So, what’s the solution? Many marketers are daunted by the complexities of SEO , yet it’s your best bet for influencing the B2B buyer first. Winning modern SEO and boosting conversion rates means optimizing for user intent.
- And, here’s the roadmap to get there. Today we’ll cover the 3 essential steps to building a user focused SEO strategy.
- #1. Focus on intent. Not keywords. The concept is simple. Good marketing, and therefore effective SEO, should focus on the benefits and solutions provided by your product or service, not features. In other words, talk about how your Business Intelligence SaaS product will help make your prospect’s job easier, not how cool it is that it integrates with Salesforce, Zendesk, and Box, and simultaneously tracks 999 metrics at once. Many marketers are guilty of this common SEO mistake: Focusing content on their brand, not the user. It’s great if you brand has a killer About Us video, but what your prospect really wants to know is “How can your product/service make me better at my job?” Focusing on the solutions allows for easier new user experience, as well as opens up a plethora of long tail search queries. This approach helps you expand your funnel and captures users who do not know your brand, but know the problem they’re having, and how your product solves it.
- The easiest way to see if you’re on track is to research what Google SERPs show for that set of keywords. Be sure to analyze information vs. transactional keyword themes.
- The next step to optimizing for user intent, is defining and understand you buyer. Our clients usually tackle this through buyers personas. A buyer persona gives your team better understanding of your audience by inferring a prospect’s specific wants and needs via job title, industry, responsibilities, company, and pain points For example, based on this buyer persona we know Jane is probably more interested in hearing about ways to “Finally, Tie Marketing Performance to Revenue” than “6 Ways to Optimize Your Landing Page for Conversion.” The latter is more suitable for a Marketing Manager or Coordinator who reports to Jane. Buyer personas illustrate that content is not a one-size fits all deal. For example, when we are deciding to work with a new partner or are bringing on a new client, there are often 3-5 decision makers, each with different roles and goals, that need to be convinced of the value.
- Run a site content analysis and evaluate whether you have enough content to guide each prospect type down the funnel. Here’s an example of content for two buyer personas for each stage of the buyer’s journey. (Review each row to contrast the difference in content between the personas.) Make a plan to create content for any gaps you find. When running a content audit, try to run through the website as if you are one of the personas you built out. Answer the questions: Can I easily access the right pages with limited knowledge of this brand? How many clicks until a conversion opportunity? Do we allow for enough information for the buyer to make a decision? What additional content do we need to make the buyers journey more fluid?
- Take this concept a step further with keywords. Ask yourself, “What is my audience searching for at each stage of the funnel?” Here ‘s an example of what that might look like. Use this as your guide when conducting actual keyword research.
- Finally, match your CTAs to each stage of the buyer’s journey. Just because your prospect read a blog article does not mean they’re ready to talk to Sales. Guide them down the funnel, with relevant content offers.
- Finally, make it easy for the user to convert. According to Hubspot, 55% of visitors spend fewer than 15 seconds on your website.
- That means your website needs to answer “What can I do here?” and “Why should I do it?” in under 15 seconds. This landing page for example, clearly outlines the solutions they provide and tells the user what they should do: “Book an Online Demo.”
- Next, revisit your site navigation structure. How many clicks does it take to convert? Use Google Analytics to evaluate current site performance. If you do not currently have a solutions-centric site, it helps to go to the drawing board and design a new navigation that allows for it. With your personas in mind, imagine the best navigation for them, and their buyer journey. Many times us marketers get our heads caught in the weeds, as we know our product through and through, and we miss out on what its like for a user, with no knowledge of us and our products, trying to navigate our brand heavy site. By creating an “ideal” navigation, we can quickly and easily identify gaps in content, and content that needs re-hashing or updating
- Finally, make sure your is mobile friendly. Believe it or not, mobile is NOT just for B2C. 42% of B2B researchers use mobile during the purchasing process.
- Follow these four steps to make sure Google understands your site is mobile-friendly.
- Before we kickoff Q&A, I wanted to remind everyone to sign up for a free, customized lead gen plan from our team today. If you’re interested, feel free to let us know in the GoToWebinar chat, call us at 800-619-1570, or email us at results@webmarketing123.com. For those that sign up, our team will analyze your current digital marketing strategy and cover: Actionable tips to drive more sales-qualified leads from digital. How to measure digital marketing ROI directly within your CRM. How you stack up against your competitors.
- And with that, let’s start the Q&A. Lauren – Do we have any questions from the audience?