Website's are a living, breathing extension of your brand. Most commonly it's the first place a person will be introduced to your brand. Developing smarter inbound marketing strategies that are backed by sound, honest approaches for search engine optimization (SEO), and search engine marketing (SEM) can lead to not only more traffic, but the right traffic. Presentation was delivered to the American Marketing Association as a deeper dive into strategies and tactics that can supercharge a website and its inbound traffic over time.

1. @dodgejd@dodgejd

2. @dodgejd
SMART INBOUND STRATEGIES
• Search Engine Optimization (SEO)
Human-centered approach
• Content Marketing
Meet user expectations with better content
• Pay-Per-Click Marketing (PPC)
Efficient campaigns that save money & win big

3. @dodgejd
DIGITAL JOURNEY
Search Engine Optimization (SEO)

4. @dodgejd
2 TRILLION
Searches Per Year on Google

5. @dodgejd
60% MOBILE SEARCH
50% Have Strong Local Intent

6. @dodgejd
75% of Content
Consumed on Mobile By End of 2017

7. @dodgejd

8. Knowledge Panels
Local Pack
Featured Snippet
Related Questions
Videos
Top News Sources

9. @dodgejd
MACHINE CENTERED
Optimize For The Future

10. @dodgejd
Featured Snippet

11. @dodgejd

12. @dodgejd
MOBILE FRIENDLY

13. @dodgejd
MOBILE FIRST

14. @dodgejd
HTTP TO HTTPS
Secure Your Site

15. @dodgejd
MIGRATE TO HTTPS
• Crawl Your Site
• 301 Redirect Plan
• Search Console
• No Major Changes

16. @dodgejd
18% SEARCHES
Lead to a Change In Search Query

17. @dodgejd

18. @dodgejd

19. @dodgejd
HUMAN-CENTERED
Optimize for the Journey

20. @dodgejd
FUNNEL’S
BROKE

22. @dodgejd
EMPATHY
MAPPING

23. @dodgejd
INTERNAL

24. @dodgejd
EXTERNAL

25. @dodgejd

26. @dodgejd

27. @dodgejd
KEYWORD RESEARCH

28. @dodgejd
Old Keyword Strategies

29. @dodgejd

30. @dodgejd
DIGITAL JOURNEY
Content Marketing

31. @dodgejd
CONTENT IS KING
Or Is It?

32. @dodgejd

33. @dodgejd
Featured Snippet

34. @dodgejd
CREATE BETTER
CONTENT

35. @dodgejd

36. @dodgejd
FRAME YOUR
CONTENT
Inverted Pyramid Approach

37. @dodgejd
HEADLINE
TL;DR

38. @dodgejd

39. @dodgejd

40. @dodgejd

41. @dodgejd

42. @dodgejd

43. @dodgejd
Pay-Per-Click (PPC)
AKA - SEM, Paid-Search

44. @dodgejd
Search Ads
Intent Driven

45. @dodgejd
Display
Ads
Topic & Interest

46. @dodgejd
PPC HAS REACH
AdWords, Bing, Facebook

47. @dodgejd
60%
CLICK

48. @dodgejd
STOP WASTING $$
It’s Time To Be Smarter

49. @dodgejd
+

50. @dodgejd

51. @dodgejd

52. @dodgejd

53. @dodgejd

54. @dodgejd
Expanded Text Ads

55. @dodgejd
Extensions

56. @dodgejd

57. @dodgejd

58. @dodgejd
KEEP OPTIMIZING
Be Relentless

59. @dodgejd
SEARCH TERMS REPORT
Mine Your Data

60. @dodgejd
Sort By Impressions
Find Wasted Money

61. @dodgejd
Sort By Conversions
Find Opportunities

62. @dodgejd
RECAP
• Define Your Goals
• Really Understand Your Audience
• User-first Mentality
• Deliver Better Experiences
• Measure & Refine

63. @dodgejd
THANK YOU
@BlackTruckMedia
jason@blacktruckmedia.com