The document discusses SEO and PPC strategies for B2B companies, outlining challenges such as long sales cycles, niche targets, and connecting online and offline touchpoints. It recommends developing authoritative content and clarifying an ambiguous website to improve SEO, as well as integrating marketing software with CRM to better track leads from PPC. The document also provides tips for building a career in digital marketing such as practicing skills with small business clients and developing knowledge through daily reading.

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SEO and PPC for B2BBMA-KC Young Professionals
June 19, 2013
David Vogel

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Agenda
 Search Lingo
 The Evolution of Search
 Recent Trends
 Future-Proofing your Strategy
 B2B Challenges: SEO
 B2B Challenges: PPC
 Building your Marketing Career
 Where to Start
@DavidVogelDotCo

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Search Lingo
@DavidVogelDotCo

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Evolution of Search
@DavidVogelDotCo
Search Engine Technology
Search Marketing Tactics
Keyword
relevancy
Keyword
stuffing
Site
reputation
(links)
Spammy
links (buy,
trade or
hack)
Matt
Cutts
More
strategic
keyword
stuffing
Local
search
Less
spammy-
looking
links
Locally
relevant
content
& links
Social
signals
Invest in
social
media &
content
Matt
Cutts
2.0
Admit
defeat of
blackhat
tactics
Author
rank
Better
UX

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Authoritative Content
The next era of search marketing will be won by content that:
 Is created by trusted sources
 Captures attention
 Engages visitor
 Is worth sharing
@DavidVogelDotCo

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Authoritative Content: Surveys
@DavidVogelDotCo
http://www.davidmihm.com/local-search-ranking-factors.shtml

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Authoritative Content: Guides
@DavidVogelDotCo
http://www.marketo.com/-guides/marketing-autdefinitiveomation/

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Authoritative Content: Blog Posts
@DavidVogelDotCo
http://blog.mailprint.com/index.php/1125/create-trackable-qr-codes/

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SEO for B2B

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B2B SEO Challenges: Ambiguity

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B2B SEO Challenges: Ambiguity

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B2B SEO Challenges: Ambiguity
An ambiguous website leads to poor rankings and traffic.
The solution:
 Research the keyword phrases used to search for your solution
 Architect site to support these keywords
 Make content speak the same
language as your audience
@DavidVogelDotCo

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B2B SEO Challenges: Ambiguity

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B2B SEO Challenges: Ambiguity

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PPC for B2B

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B2B PPC Challenges
Compared to B2C:
 Longer buying cycle with lots of touch points
 Niche targets spread across wide geographic area
 Smaller search volume
 More expensive keyword bids, but
 Higher customer value
@DavidVogelDotCo

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B2B PPC Challenges: Reporting
@DavidVogelDotCo
Initial
search
More
targeted
search,
clicks ad,
visits site
Branded
search,
click
organic
result
Served
retargeted
ad, visits
site
Types in
site url,
completes
contact
form
5,428 sales
and lead
nurturing
touches
Contract
signed
 Search Engine Technology
Prospect lifecycle (web traffic analytics)
Sees news
about
company,
clicks to
site
Lead lifecycle (CRM)

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B2B PPC Challenges: Reporting
Solution 1: Tech Upgrade
 Only way to tie data about specific
visitors to lead/customer data is
integrating web marketing software
with CRM.
 Beside getting micro data on
specific contacts, you’ll be able to
tie real ROI to your PPC, SEO &
Social campaigns.

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B2B PPC Challenges: Reporting
Solution 2: Use free tech for Macro view
(but no first-click attribution)
1. Install Google Analytics
2. Create “Conversion Goals” for lead form
completion or engagement goals
3. Link to AdWords for PPC
conversion data (Cost
Per Conversion, etc)

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Building Your Career

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Building Your Career
Why Digital?
 No barriers to entry
 FREE KNOWLEDGE
 Continued growing demand
 Constant change
 Fun combination of Strategy, Analytics and Creativity
@DavidVogelDotCo

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Building Your Career
Build your knowledge:
@DavidVogelDotCo
Introductory Homework:
•http://moz.com/beginners-guide-to-seo
•http://searchengineland.com/seotable
•http://www.davidmihm.com/local-search-ranking-factors.shtml
•http://www.wordstream.com/articles/what-is-google-adwords
Daily Reading:
•http://blog.hubspot.com
•http://moz.com/blog
•http://searchengineland.com
•http://www.ppchero.com/
•http://www.certifiedknowledge.com/
•http://sethgodin.typepad.com/

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Building Your Career
Practice what you’re learning
 Help A Friend (small biz, non-profit, startup):
 Google+/Maps listing
 Use free $100 to setup/test PPC
 Build a simple website
 Repeat for great experience and portfolio pieces
 Volunteer for internal projects:
 Research in advance of initial meeting
 Come with questions and suggestions
@DavidVogelDotCo

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Building Your Career
Show your knowledge by sharing
 Blog, or at least comment
 Relevant Q&A sites (Quora.com, MarketingProfs.com, moz.com)
 Curate and share relevant content
 Setup Google+ and start building your Authorship Rank!
Build a portfolio/résumé site
@DavidVogelDotCo

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Connect
Email: mail@DavidVogel.co
Web: http://DavidVogel.co
Twitter: @DavidVogelDotCo
Google: +David Vogel
LinkedIn: /in/dlvogel