Presented at Winner's Circle 2014. Simon Poulton, Manager of Inbound Marketing Programs at Laserfiche shares some quick and easy advice for getting started with online marketing. This presentation was written exclusively with VARs in mind - if you are looking for general local SEO advice, check out this awesome blog post from Moz: http://moz.com/blog/free-local-seo-tools
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[VAR] Local SEO & You: Kickstart Your Online Marketing
1. Local SEO & You: Kickstart Your
Online Marketing
Simon Poulton
Manager of Inbound Marketing Programs
2. SEO Overview
‣
What is SEO?
– Search Engine Optimization (SEO) is the
process of affecting the visibility of a website
in a search engine’s organic search results.
‣
Why should I care?
– SEO ultimately drives conversion. According
to the MarketingSherpa 2012 benchmark
report, traffic from organic search
accounted for 29% of conversions versus:
• 12% paid search
• 6% social media
• 25% e-mail marketing
3. What is “Inbound Marketing” anyway?
‣
Originally coined in 2005 by Brian Halligan, CEO of HubSpot.
‣
Inbound Marketing encompasses a wide range of advertising
tactics used by marketers to “earn” their way into a prospective
buyers view by providing high quality content at the right times, in
the right places. This includes:
– Blogs, Podcasts, Video, eBooks, Whitepapers, Search
engine optimization (SEO), Websites, Landing pages, Social
media marketing and more recently, Pay-per-click (PPC)
advertising.
‣
Created as a reaction to “Interruption Marketing” not connecting
with the right prospects at the right times. This includes:
– Search spam, Paid email lists, Print ads, Sales cold
calls, Trade show booths, Paid app reviews, Banner/display
ads
5. See-Think-Do Content Marketing Model
‣ Recently adopted
“See, Think, Do” model for
content creation.
‣ Goal: Match different “levels” of
content with prospect interests.
‣ Why? Most content we have is
focused on customers, or
prospects who are in the final
buying stages.
6. Local Search Trinity
KML, Site Architecture
WEBSITE
LOCATION
Google Plus
Authorship, Publisher
Google Places
For Business
BRAND
7. SEO vs. PPC
‣ AdWords profits up 42% in 2013.
‣ NY Times Article: Massive inflation of AdWords CPC over time. Why?
13. Search Engine Ranking Factors - 2013
‣
What do we think the Google algorithm looks like?
– Domain level authority factors:
• Backlink profiles (positively correlated with urls
including .gov, .edu, highly linked & visited)
• MozRank, MozTrust, Social Signals
• SERP CTR
• More info: http://moz.com/learn/seo/domainauthority
– Page level factors:
• Avoid keyword cannibalization
• Ensure appropriate use of keywords (no rule, but
focus on the person reading it, not the search
engine)
• More info: http://moz.com/learn/seo/page-authority
Credit: Matt Peters - http://moz.com/blog/ranking-factors-2013
17. Content Creation & Syndication
‣ New eBooks – “Think”
– Ultimate Guide to Document
Scanning
– Ultimate Guide to Business Continuity
Planning
– Related SlideShares
‣ What’s next?
– Ultimate Guide to Records
Management
– A Short History of Records
Management [Infographic]
– Ultimate Guide to AP Automation
19. Landing Pages
‣ After multiple (30+) variations
and tests of our value proposition
landing pages, we were able to
increase conversion by an
average of 31.6%
‣ Example: Quicker, Better, Safer
‣ How?
– Changing CTA language
(Download vs. Get)
– Changing volume of text
– Changing variety of graphics
Pictured: Volume of Copy Test
22. Inbound Lead Generation - Demos
‣ At the end of 2012, we
created the first “Request a
Demo” landing page, since
then, the volume of demo
requests has grown
significantly.
‣ During Q 2+3, there were a
total of 631 demos
requested.
‣ New initiatives:
– ES Demo
– Demo remarketing
– Demo CTA on more
pages across website
24. LinkedIn
‣ LinkedIn has become our most
strategically important social networks.
Since January 2013, our number of
followers has grown by 105% from
1060 to 2170.
‣ Why has growth accelerated?
– Content experiments (Blog posts vs.
Company Announcements)
– More users on LinkedIn
– Targeted sponsored updates
‣ Moving forward, we are looking to
include LinkedIn sponsored updates as
part of the annual vertical marketing
plans.
26. LinkedIn
‣
‣
‣
‣
‣
No longer just HR pros and job hunters
Number 1 B2B network!
Growing all the time
“Accepted Social Media”
Over 100 million US users
27. LinkedIn: Profile
‣
‣
‣
Your personal brand
Not an online version of your resume
Best practices:
–
–
–
–
–
–
Make your profile SEO friendly
Catchy headline
Professional profile picture
Endorsements
Recommendations
Make your profile robust with
information
– Showcase achievements
– Update regularly
‣
Make yourself easy to find!
28. LinkedIn: Networking
‣ Who should you connect with?
– Acquaintances, Friends & Family
– Colleagues & Business Partners
– Prospects
– Customers
‣ LiONs – Who are they?
29. LinkedIn: Newsfeed
‣ LinkedIn version of Twitter
‣ Content best practices:
– Target content
– Make readers want to engage
– Include images
– Like posts from people you want likes from!
30. LinkedIn: Groups
‣
‣
‣
‣
‣
Research is key!
Find your niche
Find event-specific groups
Monitor conversations
Engage when appropriate (not necessarily around the
brand)
31. Next Steps
‣ Optimize your profiles
– Profile
– Connections
‣ Research engagement opportunities
– Events
– Groups
‣ Set goals & execute!
34. Consistency of structured citations
‣ A citation is any web-based
mention of your company's
partial or complete
name, address, and phone
number (NAP). A "structured
citation" refers to a listing of your
business in an online local
business directory such as
YP.com, HotFrog, or Best of the
Web.
35. Quality/authority of structured citations
‣ concentrate on
getting listed on a
handful of really
authoritative local
business indexes
and directories. Use
the tool
at GetListed.org
36. Domain authority of website
‣ "Domain Authority" is a metric
used to predict how well a
website may perform in
search results compared to
other websites. Moz offers a
Domain Authority toolbar
called the MozBar that makes
it easy to see the DA of any
website in the search engine
results.
37. Individually owner-verified local Plus page
‣ Creating your Google+ Local page for your local business is your first step
to being included in Google's index. Your second step is to verify your
ownership of the listing.
38. City, state in Places landing page title
‣ Your Google+ Local page should link to a page on your website. This page
on your site will have an element in its code called a "Title Tag."
39. Quality/authority of inbound links to domain
‣ Because organic signals play a big part in local rankings, earning high
quality links from authoritative sources will help your business to improve its
visibility in the search engine results. A tool like the Open Site Explorer can
help you to begin understanding both the number and quality of links
currently pointing to your website:
40. Quantity of native Google Places reviews (w/text)
‣ Note: No local
business needs to
earn a ton of Googlebased reviews at
once. In fact, if you
earn reviews at too
great a velocity, you
may find that some
of them get filtered
out.
42. Quantity of citations from locally relevant domains
‣ Having your business NAP (name, address, phone number) mentioned on a
website that relates specifically to your geographic community acts as a
locally-relevant citation.
3 way connection between website, location & brand. Words in blue explain how to get there.
Google, the world's number one search engine, accounted for 73.8 per cent of the $17.3 billion (£11.23 billion) spent on search advertising in the United States last year, according to research firm eMarketerIn 2012, the NY Times ran an article discussing the massive inflation Google AdWords has seen over the past years. Google also announced at the end of last year that AdWords profits were up 42%. Why?The AdWords market has become saturated with competitors. We have seen a massive increase in cost-per-click for traditional Laserfiche keywords such as: Document Management and Enterprise Content Management.New competitors include: Royal Imaging, Dokmee, Real Business, SearchExpress.We are seeing less and less of our traditional competitors (Hyland, Perceptive etc.) Where are they? The Organic Search Results!
Infact, in addition to seeing a higher average CPC, we are also seeing less clickthroughs and fewer conversions (aggregated data)Since data is aggregated, actual CPC is not as important as the general trends we are seeing. In some industries clicks can cost upwards of $200! (Crazy right??)
AdWords are everywhere right? It’s worse than driving the down the Las Vegas strip! But what kind of click share are they seeing?
A 2012 study of 1.4 billion searches in the UK by GroupM UK and Nielsen showed the organic listing won 85 percent of the clicks.The new competitors have very poor domain authority, and as such pile a lot of their money into buying search terms. We should continue to try and own core search terms, but at this time, an expansion of AdWords is not in our best interest.What is? Future proofing our site by using Google sanctioned best practices!Display Ads are even worse!!
Pluto Nash tanked at the box office. It is estimated that 0.15% of Americans have seen it. THAT’S MORE THAN CLICK ON DISPLAY ADS (0.1%) - 0.15% of people have seen Pluto Nash.
So how does organic search really work? Robots crawl pages and evaluate them based on literally hundreds of factors! Including: keyword use, backlink profiles, social sharing etc. – Honestly, there are too many factors to manipulate and there is also an inherant bias based on REAL people reviewing results. That’s right, theres a room of people at google who just review websites and rate their overall quality. (fun right??)
So where do we see the strongest areas of correlation? Domain authority is a HUGE factor. This lets Google evaluate new pages on your website before they have many visits at all. When the NY times publishes a new story, it hits the top result on google. Why? No one is linking to it, no one is sharing it…. Yet. So Google has this assumed knowledge about what we like, what we are interested in and what will be popular, this comes directly from domain authority. Page level factors are huge too! But the focus should be on the visitors experience. Use keywords as appropriate, research common terms used within particular industries but don’t stuff a page and don’t try and try and hit everyone with everything! Bounce rate and CTR are both big factors here, focus on decreasing these and that has a huge impact on SERP ranking.
Key factors we are watching: Structured Markup (basically little snippets of code we place on a website that are invisible to the user, but provide very actionable data to google.) I like to think of this as a Google dog whistle. It’s very early days but we are already seeing the impact of authorship verification. Social signals are going to become more relevant. Content readability / design – this is huge, the impact of non-mobile pages, while mainly impacting the B2C space, is making an impact in the B2B space and will continue to be important as we see greater adoption of BYOD policies and the need for webpages with responsive design.