How to Increase Revenue Using SEO
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Watch the full Web Clinic here: https://www.digitalreachagency.com/webinars/increase-revenue-using-seo/ In our experience, SEO is something that B2B companies take for granted or, even worse, they don’t pay attention to at all. They sit and hope that Google will find them relevant for keywords, and out of the goodness of their heart rank them in top positions and send loads of traffic. While this seems obviously naïve, it turns out that when prioritized and understood, SEO can drive not just traffic, but revenue. A common problem we find is that many B2B companies simply don’t know how to track organic traffic to ROI. And because of the tracking difficulties, it might as well not even exist. If this sounds familiar, then this web clinic is for you!
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How to Increase Revenue Using SEO
- 1. How to Increase Revenue Using SEO
- 2. Contact: mike@digitalreachagency.com | Digital Reach We are a B2B Digital Marketing Agency focusing on demand generation. Companies work with us to: • Increase qualified leads • Track SEO and SEM to ROI • Marketing Automation Support About Us • Search Engine Optimization • Paid Search & Display • Website Redesign • Marketing Automation
- 3. Contact: mike@digitalreachagency.com | Digital Reach 1 Using SEO To Increase Revenue 2 SEO Site Analyses On the Agenda
- 4. Contact: mike@digitalreachagency.com | Digital Reach A few years ago Google did this: Why Tracking SEO is Hard to Do in B2B But Nevertheless Critical
- 5. Contact: mike@digitalreachagency.com | Digital Reach And then there are the MULTIPLE steps in the buyers journey: Why Tracking SEO is Hard to Do in B2B But Nevertheless Critical Let’s say John searches for “marketing automation software”. John clicks on the link, but then decides to go to lunch. John clicks on the ad and downloads the eBook. Google serves an organic listing for your site linking to your latest eBook. While he’s at lunch, browsing the NY Times on his phone, he sees a display ad for your eBook. Sales gives John a call a few hours later, and sets up a demo appointment.
- 6. Contact: mike@digitalreachagency.com | Digital Reach Tracking Paid Search Keywords to Leads, Opportunities & Revenue The First Trick is Simply Being Able to Track SEO to Revenue - This is How you do it:
- 7. Contact: mike@digitalreachagency.com | Digital Reach Referring back to our example with multiple touches: The First Trick is Simply Being Able to Track SEO to Revenue - This is How You Do it: With closed-loop reporting you can attribute credit properly within your CRM. AND MORE IMPORTANTLY GET THIS INFORMATION IN THE HANDS OF THOSE DOING THE OPTIMIZATIONS!!! John Smith First touch source: Organic Search First touch page: /prod/marketing-automation Last touch source: Paid Search Keyword: best marketing automation platform Last touch page: /LP/marketing-automation Closed Won Amount: $100,000
- 8. Contact: mike@digitalreachagency.com | Digital Reach $ 8 Show Me an Example: Closed Loop Reporting
- 9. Contact: mike@digitalreachagency.com | Digital Reach 9 Closed Loop Reporting Some keywords might drive the majority of leads, but with attribution you’ll see which keyword themes drive the most revenue. Tracking Organic Entry Pages in CRM
- 10. Contact: mike@digitalreachagency.com | Digital Reach Keyword Mapping Blueprint Takes the guesswork out of optimizing At least now you have something to optimize against Can be very useful if doing ROI tracking in CRM
- 11. Contact: mike@digitalreachagency.com | Digital Reach Targeting keywords that are profitable • First step is identifying the pages on your website that target keywords. This is why having a keyword mapping document is critical • Set up closed loop reporting by pulling in web pages to leads in CRM. There are a few tools out there that can do this, we built one! • Going after keywords that are profitable and dumping ones that are not is key to phenomenal return on investment
- 12. 1ST ACCESSIBILITY • Can search engines get to all of the pages on the website? • Are there technical issues hindering performance e.g. broken links, improper redirects etc. • Can you update all the key components on the CMS for SEO? 3 Components of SEO 2ND RELEVANCY • Have you identified keywords that are exactly what your prospects use on web searches? • Are there dedicated pages for these keywords? • Are these keywords present in the key SEO areas on your website? Page titles, headers and meta descriptions? 3RD AUTHORITY • Are there enough links from other websites referencing your site? • How does this compare to those that are outranking you for your target keywords? • Is there a plan to increase this number over time? ARE WE TRACKING SEO & SEM LEADS & OPPORTUNITIES TO REVENUE?
- 13. Contact: mike@digitalreachagency.com | Digital Reach You Need an SEO Plan Recommendation: Build your SEO Keyword Mapping Document Decide home page or deeper page targeting – Map the keyword! Content Gap analysis: How big of a theme am I going up against? o site:www.yoursite.com keyword o Can I achieve this with marketing pages or do I need to start creating blog pages and use internal linking? Devise plan to increase keyword theme Internal linking, blog posts are key here! Who is linking to my competitors? Pending relevancy, are they accepting new link partners? Track results monthly and revisit strategy
- 14. Contact: mike@digitalreachagency.com | Digital Reach Now How Do You Optimize a Web page? Dedicated Page Keyword in: Page title Meta Description Header In web copy with supporting text Internal linked within website & external websites referencing deeper page
- 16. Get a second opinion on your SEO & Demand Generation Approach In a 30 minute consultation, learn: Where you rank in relation to competitors Measure revenue opportunity from Search What you can do to accelerate results from SEO now Mike Turner Head of New Business Thanks for watching! Email mike@digitalreachagency.com or call (925) 750-8550 for more information
Notes de l'éditeur
- We’re a digital marketing agency specializing in online lead generation, building sales pipelines and revenue. How exactly do we move the needle for our clients? We deliver more leads and better quality leads with cutting-edge SEO, SEM, Website Design and Content Marketing strategies.
- Choose your key performance indicators based on your ultimate campaign goals. Ultimately, you should judge content success by measuring how much REVENUE leads brought in through your content marketing efforts and how it’s affecting your your bottom line. This first set of metrics is a good start in evaluating content performance, but they’re not enough to fully evaluate ROI. Marketers need take it one step further by tying content efforts to (1) Qualified leads, (2) Sales pipeline opportunity dollars, and/or (3) closed won revenue in your CRM. Key Takeaway: To measure which campaigns generate the most REVENUE, not just leads, you need to set up your CRM to track closed deals back to the influencing campaign. [Next Slide]
- Now annualize it.
- Now annualize it.
- First, choose your keywords carefully. Think about what phrases prospects are most likely to use at each research stage. We’ll use our own industry as the basis for our keyword examples. Stage 1: Awareness Educate prospects on the value of your product. Keyword examples: “SEO best practices”, “SEO for lead generation.” Stage 2: Consideration Build the business case for investment. “SEO analytics solutions”, “SEO ROI reporting.” Stage 3: Purchase Give the prospect a reason to choose you over your competitors. Keyword examples: “digital agency cost”, “digital agency comparison”, “how to choose an agency.” Finally, expand your keyword list by buyer persona. (Remember the Marketing Director, Jane Smith?) List keywords that would be relevant to each buyer persona at each stage of the funnel. Tip: If you’re worried you don’t have the resources to create this much content before launching your SEO campaign, you’re not alone. For those starting from scratch, think of this more like a “crawl, walk, run” scenario. Start by optimizing core product or service keywords and later expand by research stage and persona. Create a “tip” callout box.
- Now annualize it.