The document summarizes strategies for organic lead generation, including choosing keywords based on industry trends and testing different elements of the signup process. It provides tips to drive traffic to the right pages, simplify forms by removing unnecessary fields, and implement a process of ongoing testing, analysis and improvement of marketing campaigns. Key recommendations include comparing long-term industry trends, targeting a mix of broad and specific keywords, optimizing pages for targeted keywords, clearly stating calls to action, and always testing different elements to maximize conversions.

1. The Do’s and Don’t of Organic Lead Generation
Strategies for staying one step ahead of the competition
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2. Housekeeping Items
 Are the slides available?
 Yes! Please email seo@webmarketing123.com
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 Want to learn more?
 Contact us for a free site analysis. Details at end of
webinar.
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3. Webinar Agenda
Drive the Right Traffic
1 Discover industry trends and choose the right keywords that will have the
greatest business impact
Simplify Your Sign Up Process
2 Optimize your funnel so conversion elements are easy to identify
Test, Analyze, and Reiterate
3 A/B testing basics, monthly review process, and forecasting
#wm123

4. Webinar Agenda
Drive the Right Traffic
1 Discover industry trends and choose the right keywords that will have the
greatest business impact
Simplify Your Sign Up Process
2 Optimize your funnel so conversion elements are easy to identify
Test, Analyze, and Reiterate
3 A/B testing basics, monthly review process, and forecasting
#wm123

5. Do: Compare Long-Term Industry Trends
Google Insights, www.google.com/insights/search
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6. Do: Target a Mix of Broad and Specific Keywords
Google Keyword Tool, https://adwords.google.com/select/KeywordToolExternal;
drill down to “phrase” and “exact” matches
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7. Don’t: Target Only Head Match Terms
If you do this, progress will be slow, especially if you’re just starting
your SEO campaign
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8. Do: Drive Traffic to the Correct Pages
Develop a “mapping” document to guide your optimization and create
themes across your site
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9. Don’t: Optimize Same Keyword Across All Pages
This confuses search spiders, thus hurting optimization results
Data Center
Cloud computing
Cloud computing
Cloud computing
Cloud computing
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10. Webinar Agenda
Drive the Right Traffic
1 Discover industry trends and choose the right keywords that will have the
greatest business impact
Simplify Your Sign Up Process
2 Optimize your funnel so conversion elements are easy to identify
Test, Analyze, and Reiterate
3 A/B testing basics, monthly review process, and forecasting
#wm123

11. Do: Improve Your User Experience
User interface and user experience questions to consider
Is Your Call to Action Obvious?
Clearly announce what you want users to do
Are there many competing objectives?
Is Your Value Proposition Clearly Stated?
What differentiates you from your competitors?
What inspires visitors to take the next step?
Has your Primary Objective established Visual Priority?
Is the size of elements relative to importance?
Have you considered visitor’s logical eye path?
Have you optimized your lead forms?
Is all information absolutely necessary?
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12. Do: Clearly State Your Call to Action
Make it easy for users to understand what you want them to do
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13. Don’t: Scare Users Away with a Confusing Interface
Easy to get lost amongst multiple colors, links, ads
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14. Do: Simplify Your Forms
Shorter forms are best; really consider which information is critical
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15. Do: Simplify Your Forms
Shorter forms are best; really consider which information is critical
Form is
minimal
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16. Do: Simplify Your Forms
Shorter forms are best; really consider which information is critical
Automatic cursor
placement
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17. Do: Simplify Your Forms
Shorter forms are best; really consider which information is critical
Trust signals
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18. Do: Simplify Your Forms
Shorter forms are best; really consider which information is critical
Reassurance
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19. Do: Simplify Your Forms
Shorter forms are best; really consider which information is critical
Clear wording on
submission button
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20. Do: Simplify Your Forms
Interstitial, or “pop up,” form example
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21. Webinar Agenda
Drive the Right Traffic
1 Discover industry trends and choose the right keywords that will have the
greatest business impact
Simplify Your Sign Up Process
2 Optimize your funnel so conversion elements are easy to identify
Test, Analyze, and Reiterate
3 A/B testing basics, monthly review process, and forecasting
#wm123

22. Do: Always Be Testing
Usability testing removes guess work and replaces with actual visitor
conversion data
• What Conversion Optimization Does:
• Determines what will convert at the highest rate
• Predicts with 95% confidence that winner will increase conversion rate
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23. Do: Track and Interpret Data
Analyzing goal paths and completion rates
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24. Do: Track and Interpret Data
Conversion Funnel Visualization
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25. Don’t: Forget to Iterate and Improve Your Campaign
Have a monthly sustainment and iteration plan
On-Page Changes
Measuring
Improvement in
Link Building
Rankings and Site
Engagement
Monitoring Visitor Tracking Spider
Analytic Data Crawls
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26. Thank You!

27. Contact Us for a Complimentary Digital Marketing Analysis
Thank you for your attendance today!
Custom Analysis includes:
- Digital Planning Session: learn how your business can drive revenue
growth through the web
-Competitive Report: find out where you rank against your top
competitors and what tactics they’re employing
- Website Analytics: detailing the keywords, sources, and referrals that
visitors are using to discover your website
- Search Engine Friendliness Report: crawlability analysis of your site
Please contact:
seo@webmarketing123.com
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