The Definitive B2B SEO Playbook

#123webinar | @webmarketing123

/ About Webmarketing123
We drive revenue.
Not just clicks and traffic.
SEM
SEO
Attribution
Display
Video
Content
Creation
ROI
Tracking
Social
Website
Design
Conversion
Optimization

FAQs
Tweet @webmarketing123, tag your tweets
with #123webinar, or type in the chat box.
1. How can I ask questions?
2. Can I have a copy of the slides?
Yes! We’ll email you a copy after the presentation.

1 Calculate the Worth of Search
Making the Business Case for SEO
2 Let’s Get Technical
Building a Top Performing SEO Strategy
3 Finally, Tie Performance to Revenue
Impressing the C-Suite with Revenue Reporting
4 Live Q&A
Ask Your Toughest SEO Questions
On the Agenda

Let the
best leads
find you.

In reality, marketing looks
more like this.
/ Calculating the Worth of Search

SEO leads bring home the bacon.
SEO leads cost 60% less & close 2x faster than
any other digital channel.
Source: eConsultancy
McKinsey, http://cmsoforum.mckinsey.com/topic/roi

Three obstacles stand in the way.
83%
of marketers still
struggle to measure
ROI from SEO.
Most fail
to implement
integrated digital
due to poor in-house
support.
Paid ads
perceived as
easy to flip the
switch for fast
1 3
leads.
2
Source: Webmarketing123

Plus, Google shook things up a bit.
Authorship
gets the ax.
Panda 4.1 enters
the scene.
Panda 4.0
debuts.
May 20th
August 20th
Pigeon came
on the scene.
July 24th
Ranking boost to
SSL websites.
August 6th
Payday Loan
3.0 rolls out.
June 12th
All of this happened in the last 5 months!
September 25th

First, let’s define SEO.
Before, on-page optimization meant
proper HTML keyword placement.
On- Page Optimization Now
Now there are 7 on-page pieces to
building strong SEO.

Link Building Now
First, let’s define SEO.
Link building used to mean chasing after
more links & exact match anchor text.
Modern link building must be done the old
fashioned way: Creating quality content.

Second, calculate what’s at stake.
Cost of Not Ranking = $185,000 per Month

/ Build a Top SEO Strategy
1 Carefully choose keywords.
Use Google tools to measure
demand and competition.
High cost &
competition
Low CVR
Low cost &
competition
High CVR
One word
phrases
Two word
phrases
Long-tail, descriptive
phrases

1 Carefully choose keywords.
Educate prospects on the
value of digital marketing &
foster thought leadership.
Build the business case for
why the prospect needs to
invest in your product or
service.
Consider appropriate keywords for
each level of prospect research phase.
Research Stage
Awareness
Evaluation
Purchase
Give the prospect a reason
to choose you over your
competitors.

Map your 2 keywords to content.
Ask yourself, “Where should a prospect land after searching this
keyword?”
Keyword Examples:
ü “Digital agency cost”
ü “Digital agency comparison”
ü “How to choose an agency”

Map your 2 keywords to content.
Stay organized with a keyword mapping doc & content calendar.
Keywords Landing Page URL Content Summary Owner Date
Digital agency cost
Digital agency comparison
How to choose an agency
www.wm123.com/blog/
choose-right-agency
Provide best practices for
vetting digital marketing
vendors.
Lauren 10/21/14

Map your keywords to content.
2
Keywords are not everything! How we prove quality has changed.
SaaS CRM Solution
“How to Choose the Right
CRM”
“Compare the top SaaS CRM Platforms”
“CRM Pricing”
Holistic, relevant
content trumps
exact keyword
presence.
Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.
Be sure to include
rich media.
Word count
matters!

Optimize site structure 3 for indexing.
Increase indexed pages
with smart navigation.
Mobile
SMB
Enterprise
Mobile
SMB
Enterprise

Optimize site 4 for conversion.
Treat each page like
an entry point.
You only have
7 seconds
to answer 3 critical
questions:
ü Where am I?
ü What can I do?
ü Why should I do it?

5 Practice smart content promotion.
Keep actively building
links!

But, keep a clean link building strategy. Penguin 3.0 is here!

Social signals have the highest correlation with rising search rankings.
Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.

Get site performance 6 up to speed.
Use responsinator.com to test cross-device performance.

Get site performance 6 up to speed.
Make sure
that CTA is
visible on
all screen
sizes!

Get site performance up to speed.
6
Source: SmashingMagazine
Check load time
for desktop and
mobile with
Google’s
PageSpeed
Insights.
The average load time of a
domain in the top 30 is
1.27 seconds.
Source: Searchmetrics

Align sales and marketing. Facilitate speedy
sales outreach!
Most companies are slow to
respond. Only 37%
respond in less than an
hour.
Companies that respond to
leads within an hour after
receiving a query are 7x as
likely to qualify the lead.
Source: “The Short Life of Online Sales Leads”, HBR; Nov. 2013
7

Align sales 7 and marketing.
Companies that excel at lead
nurturing generate 50%
more sales-ready leads
at 33% lower cost.
Companies that automate lead
management see 10% or
greater increase in
revenue within 6-9 months.
Source: Forrester Research; 2013
Source: Focus Research; 2013
Nurtured leads add
to the bottom line.

It’s easy to get lost in data.
/ Tie Performance to Revenue
76% of marketers
agree they need to be
more data-focused.
Yet, nearly half
continue to rely on
“gut instinct.”
Source: Adobe

It’s easy to get lost in data.
$
$
$
Qualified Leads (SQL/MQL)
Sales Pipeline Opportunity
Closed Won Revenue
These SEO metrics are essential.
✓
Organic traffic volume.
✓
✓
Organic traffic to preferred
landing pages.
Organic keyword theme
ranking.
% of keywords ranking for
preferred landing pages. ✓
✓ Conversion volume and CVR.
But, focus on the ones that matter.

Optimize campaigns for revenue.
Close the loop by tying campaigns to revenue in CRM.

Optimize campaigns for revenue.
Track progress with
agreed upon KPIs.
Identify goals, build action plan, & assign
ownership to ensure accountability.

Mike Turner, Webmarketing123
Director of Business Development
e: results@webmarketing123.com t: 800. 619. 1570
Let’s
Talk!
Thanks!
Get a second opinion on your SEO.
In a 30 minute consultation, learn:
ü Where you rank in relation to competitors
ü Measure revenue opportunity from Search
ü What you can do to accelerate results from SEO now

The Definitive B2B SEO Playbook

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