How to Structure a Scalable SEO Strategy
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Everybody knows that SEO is important, but preparing for an SEO campaign can seem intimidating and overwhelming. Where do you start? What is important? How will we succeed? Anybody who promises you fast and easy answers isn’t being forthright, but it is possible to win at SEO. In our next Web Clinic: How to Structure an SEO Strategy, I’ll be showing you how to structure your SEO strategy for long term success. On Tuesday, February 21st, we’ll be hosting Web Clinics all day about the proper implementation of an SEO strategy. Register to participate at 9AM PT, 11AM PT, or 1PM PT and set yourself up for SEO ranking success. During this Web Clinic, our Head of Operations Andrew Seidman will cover: Low-hanging fruit for ranking improvements How to develop an effective link building strategy The value of data attribution in SEO planning Plus, don’t miss our live analysis of member submitted websites, so be sure to submit your website during the Web Clinic!
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How to Structure a Scalable SEO Strategy
- 1. How to Structure a Scalable SEO Strategy
- 2. Contact: andrew@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: andrew@digitalreachagency.com | Digital Reach The Promised Land The promised land - an SEO strategy that works and moves with your business • Perfect tracking • Integration of data into strategy • The link machine • ROI-driven content
- 4. Contact: andrew@digitalreachagency.com | Digital Reach 1 Prerequisites 2 Getting to the Promised Land 3 Live Site Audits Overview
- 5. Contact: andrew@digitalreachagency.com | Digital Reach Prerequisites - Website Website • Pagespeed • Mobile friendly • Secure site • Blog • Clear URL architecture (will discuss more)
- 6. Contact: andrew@digitalreachagency.com | Digital Reach Prerequisites - CRM CRM • Clear organization • Simplicity is important - what really matters? • Maintain clear rules for keeping it clean • Review usage! Source: rolustech.com
- 7. Contact: andrew@digitalreachagency.com | Digital Reach Content Production Too many cooks in the kitchen? - Streamline the production and review process with clearly defined roles General best practices for content writing / blogging / PR • Anchor Text • Internal Linking • H1-H4
- 8. Contact: andrew@digitalreachagency.com | Digital Reach Best Practices (Content)
- 9. 9 Getting to the Promised Land…
- 10. 10 Let’s start with Data Attribution
- 11. Contact: andrew@digitalreachagency.com | Digital Reach 11 Closed Loop Reporting Custom Analytics Setup to tie cross-channel visitor data to revenue in CRM. How It Works
- 12. Contact: andrew@digitalreachagency.com | Digital Reach 12 We install 14 hidden fields that send visitor source information with every lead: First Touch Last Touch Source Source Medium Medium Keyword Keyword Landing Page Landing Page Timestamp Timestamp Campaign (UTM) Campaign (UTM) Content (UTM) Content (UTM) Data Output
- 13. Contact: andrew@digitalreachagency.com | Digital Reach $ 13 Marketing Campaigns Tied To ROI Attribution data inset in CRM:
- 14. Contact: andrew@digitalreachagency.com | Digital Reach 14 Closed Loop Reporting Some keywords might drive the majority of leads, but with attribution you’ll see which keyword themes drive the most revenue. How It Works
- 16. Contact: andrew@digitalreachagency.com | Digital Reach Keyword Research Keep ROI in mind • Difficulty • MSV • Traction Getting a great word into the top 5 is better than 10 mediocre words in the top 50
- 17. Contact: andrew@digitalreachagency.com | Digital Reach Keyword Mapping • Tailor your website to biggest areas of opportunity • Follow the data to target the best keywords, then test / track • Send clear signals to Google – and your digital marketing team
- 19. Contact: andrew@digitalreachagency.com | Digital Reach Content Strategy • Use attribution to produce content and landing pages • Consistent blogging, PR, ebook, etc. • Provide value to consumers • Show Google your dedication to high-value keywords
- 20. Contact: andrew@digitalreachagency.com | Digital Reach Linking Strategy • Use attribution to drive linking strategy; hunt for the best linking partners and highest ROI referrals • Link reclamation • Content sharing • Key linking tools • Ahrefs • Buzzstream
- 22. 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 Andrew Seidman Head of Operations Thanks for watching! Email andrew@digitalreachagency.com or call 415.857.1263 for more information
Editor's Notes
- 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]