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.

1. Presented
by
Joe Tiberio
SEO & Your
Inbound
Marketing
Strategy

2. Questions

3. What This Is
What This Is Not

4. Importance of Organic Ranking
71.33% of searches result in a page one organic click

5. SEO & Digital Marketing Strategy | 5
Traditional Model of SEO

6. SEO & Digital Marketing Strategy | 6
Changing Landscape

7. SEO & Digital Marketing Strategy | 7
FOCUS ON
THE USER
AND ALL
ELSE WILL
FOLLOW
Digital Strategy, Simplified:

8. SEO & Digital Marketing Strategy | 8
Current Integrated Approach

9. SEO & Digital Marketing Strategy | 9
User Personas

10. SEO & Digital Marketing Strategy | 10
Persona Creation
Social Listening Tools
Template Examples Audience Insights

11. Setting a Strong
Foundation

12. SEO & Digital Marketing Strategy | 12
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

13. SEO & Digital Marketing Strategy | 13
Foundational SEO Tools
Raven Tools SEMRush
Screaming FrogPagespeed Insights
aHrefs
Google Search Console

14. SEO & Digital Marketing Strategy | 14
Importance of Local Optimization

15. SEO & Digital Marketing Strategy | 15
Importance of Local Optimization

16. SEO & Digital Marketing Strategy | 16
Local SEO Ranking Factors
Source: Moz Local

17. SEO & Digital Marketing Strategy | 17
Location, Location, Location…
Proximity to user search is most important

18. SEO & Digital Marketing Strategy | 18
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

19. SEO & Digital Marketing Strategy | 19
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

20. SEO & Digital Marketing Strategy | 20
Local Optimization Solutions
https://moz.com/local http://www.yext.com/
https://www.brightlocal.com/https://whitespark.ca/

21. SEO & Digital Marketing Strategy | 21
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

23. SEO & Digital Marketing Strategy | 23
Content & The Customer Journey
“It takes an average
of 6 to 8 touches to
generate a viable sales
lead.”
Source: Salesforce
6 to 8

24. SEO & Digital Marketing Strategy | 24
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

25. SEO & Digital Marketing Strategy | 25
The Content Cycle
Create content for the users
you want to engage with your
brand
Content
Creation
Syndication
Amplification
Measurement
& Strategy

26. SEO & Digital Marketing Strategy | 26
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?

27. SEO & Digital Marketing Strategy | 27
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

28. SEO & Digital Marketing Strategy | 28
Content Tools
Remember: The reason we try so hard to map correct keywords is so we can
develop content relevant & helpful to the audience.

29. SEO & Digital Marketing Strategy | 29
Even More Content Tools

30. SEO & Digital Marketing Strategy | 30
Analytics

31. PARTING SHOTS
& QUESTIONS