SEO practices have changed dramatically since the release of Hummingbird. Learn the basics of SEO as well as new best practices in SEO as well as how to set up, implement and measure a content marketing plan in your company.

1. the Sales
Funnel
with
Search Engine
Optimization
LL

2. Organic Traffic &
The Funnel
What does organic
traffic have to do with
the sales funnel?

3. SEO Assumptions
Technical Foundation
SEO Friendly Website
Development
Quality Content

4. Technical

5. Can My Site Be
Found?
Do you have a
sitemap?
Have you set up
Webmaster Tools and
submitted your
sitemap?
Do you have Google
Analytics set up to
measure traffic?

6. Is It A Good User
Experience?
Does your site load
quickly?
Can visitors easily find
content?
Is it mobile optimized?

7. Page Content
Does your page URL
structure say what the
page is about?
Have you implemented
microformats/schema?
Are your pages clearly
focused on one topic?

8. Reputation
Who you hang out with
affects your reputation
Build good links
Prune bad links
Co-citation

9. Build Quality Links
Paid
-Directories
-Local Search
-Press Releases / News
Earned
-Related Sites
-Partners & Resellers
-User Generated Content
Owned
-Social Networks
-Digital Asset Optimization

10. Prune Bad Links
Unnatural Destination
URLs
Irrelevant Links
Poor Authority Sites
Bad Anchor Text
Link Farms
Misdirected (old)

11. Co-Citation
When Google determines
what your company is
about they look at your
site and what other
people say your company
is.

12. What’s new in the SEO landscape and practices
that are dead and gone
SEO’s Changing
Landscape

13. Old SEO Landscape
Old SEO Landscape
-High trafficked
keywords
-Ranking Reports
-Number of links
Goal:
-Be in position 1
-Drive visits
-Get as many links as
possible

14. 14
Hummingbird
Content is important
but Context is key
- Natural language
- Synonyms
- Long tail
- Knowledge Graph
- Comparison
- Conversational (true
“Human” intent)
“Google Hummingbird”

15. 15
New SEO Landscape
New SEO Landscape
-Understanding Users
-Content that addresses
their problems
-Better User Experience
Goal
- Drive relevant traffic
that converts
- Page level and site wide
engagement

16. 16
Persona Focused SEO
Understanding users
search behavior will
ensure relevance for
searchers
Move from optimizing
for high trafficked
keywords to relevant
content creation

17. Content Development
Top-Funnel Content
Blog posts, articles,
infographics, videos,
tip sheets, tweets
Mid-Funnel Content
End-Funnel Content
White papers,
webinars, eBooks,
guides, tutorials,
recorded
presentations
Case studies, product
tutorial, testimonials

18. 18
Content Marketing
with Social
Website
SEO
(Mentions
& Links)
Brand
Awareness
Demand
Generation
New & Old
Media

19. 19
Content Marketing
Strategy
Plan
Audience
Story
Process
Channels
Conversation
Measurement

20. 20
Content Marketing
- Plan
“Plan the work: Work the plan.”
- What are you trying to accomplish?
- What are the differentiating factors of your products?
- How are you unique?
- Make the content marketing plan support broader
strategic goals
- Commitment and bandwidth
20

21. Content Marketing
- Audience
Defining Persona’s
- You are evolving
- Internal stakeholders
are key
- Define each group’s
persona
- Determine how they
want to receive
content
21

22. Content Marketing
- Story
Your Brand Hero
- Storytelling about
your brand
- Find your advocates
and evangelists
- Help them share your
story
22

23. Content Marketing
– Process
Create a Process
- Create your content
- Publish in the desired
channel
- Promote to increase
awareness
- Monitor performance
- Analyze success
23

24. Content Marketing
– Channels
Channel Plan
- Identify the right
channels to be most
effective (offline &
online)
- Involve key company
stakeholders
- Determine the goal of
the Content (end of
the funnel)
24

25. Content Marketing
– Conversation
Media Library
- Text & Images,
Infographics
- Video, Audio
- White Papers, eBooks,
PDFs
- Social Bookmarking
- Blogs, Wikis, Forums
25
Top-Funnel Content
Blog posts, articles,
infographics, videos,
tip sheets, tweets
Mid-Funnel Content
End-Funnel Content
White papers,
webinars, eBooks,
guides, tutorials,
recorded presentations
Case studies, product
tutorial, testimonials

26. Content Marketing
– Measurement
Return (on your
Content) Investment
- Is content driving
sales?
- Is content saving
money?
- Increases in organic
traffic?
- Is content increasing
customer retention
rates
26
*research courtesy of Content Marketing Institute

27. Content Marketing
2014
Plan
Audience
Story
Process
Channels
Conversation
Measurement
Work The Plan

28. 28
Takeaways
Make sure people can find your site in all stages of
the sales funnel with a technically optimized site
Understand who your target personas are to
ensure you have content they’re searching for at
each stage of the funnel
Produce, optimize, and distribute content to build
your brand and drive traffic from each stage to your
site

29. And yes, we know Matt
29

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Excelsior, MN 55331
email@nordicclick.com
952.460.3333
www.nordicclick.com
Contact Us
Nessa Felleson