80% of modern B2B buyers start their product research using a search engine. Is your organization positioned to capture that traffic? During this presentation, we’d discussed how Google works, how you can impact search results, and the real-world tactics businesses are using to increase their search traffic and conversions. You’ll learn: - Recent trends in search marketing you must be aware of - The classic challenges of search marketing for B2B, and how to overcome them - At least three things you can do immediately to improve your Search Engine Optimization and Pay Per Click results Presentation by David Vogel at the Business Marketing Association of Kansas City on Feb. 20, 2014.

1. +
B2B Search Marketing
Business Marketing Association of Kansas City
Feb 20, 2014
David Vogel

2. + About Me
David Vogel
Digital Marketing Manager
Layered Tech (cloud & hosting provider)
Board Member
Business Marketing Association
of Kansas City
#BMAKC @DavidVogelDotCo

3. +
Agenda

Why Search Matters

Where Search Marketing has
been… and where it’s Going

Common B2B Challenges &
Solutions

Appendix:

Search Lingo

Building your Digital
Marketing Career

SEO & PPC 101 Resources
Framework for SEO projects


Quick Wins
#BMAKC @DavidVogelDotCo

4. + Why Search Matters

5. http://www.pardot.com/demand-gen/report-state-demand-generation/
#BMAKC @DavidVogelDotCo

6. http://chitika.com/google-positioning-value
#BMAKC @DavidVogelDotCo

7. http://connect.relevance.com/a-tale-of-two-studies-establishing-google-bing-click_through-rates

8. + Where Search Marketing
has been…

9. What’s my motivation?
#BMAKC @DavidVogelDotCo

10. http://investor.google.com/financial/tables.html
#BMAKC @DavidVogelDotCo

11. +
“The goal of many of our ranking changes is to
help searchers find sites
that provide a great user
experience
Matt
Cutts
and fulfill their information needs. We also want the
“good guys” making great sites for users, not just
algorithms, to see their effort rewarded.”
http://googlewebmastercentral.blogspot.com/2012/04/another-step-to-reward-high-quality.html

12. +
Evolution of Search
Keyword
relevancy
Page Rank
(link-based scoring)
Matt
Cutts
Ongoing algorithm updates…
Search Engine Technology
Search Marketing Tactics
Keyword
stuffing
Spammy links
(buy, trade or hack)
Less spammylooking links
More strategic
keyword stuffing
Better
UX
#BMAKC @DavidVogelDotCo

13. +
Evolution of Search (cont’d)
Localization
Social
signals
Matt
Cutts 2.0
Algorithm
updates
named
after
animals
Semantic
search
Author
rank
Search Engine Technology
Search Marketing Tactics
Locally relevant
content & links
Invest in
social media
& content
Oh Crap!
Wailing &
gnashing
of teeth
Admit defeat of
blackhat tactics
#BMAKC @DavidVogelDotCo

14. + …and where Search
Marketing is Going

15. +
Authoritative & Engaging 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
#BMAKC @DavidVogelDotCo

16. +
Authoritative Content: Surveys
http://www.davidmihm.com/local-search-ranking-factors.shtml
#BMAKC @DavidVogelDotCo

17. +
Authoritative Content: Guides
http://www.marketo.com/definitive-guides/marketing-automation
#BMAKC @DavidVogelDotCo

18. +
Authoritative Content: Blog Posts
http://blog.mailprint.com/index.php/1125/create-trackable-qr-codes/
#BMAKC @DavidVogelDotCo

19. +
Blogging Example:
#BMAKC @DavidVogelDotCo

20. +
B2B Challenges

21. +
B2B SEO Challenges: Ambiguity
#BMAKC @DavidVogelDotCo

22. +
B2B SEO Challenges: Ambiguity

23. +
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
#BMAKC @DavidVogelDotCo

24. +
B2B SEO Challenges: Ambiguity
#BMAKC @DavidVogelDotCo

25. +
B2B SEO Challenges: Ambiguity
#BMAKC @DavidVogelDotCo

26. +
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
#BMAKC @DavidVogelDotCo

27. +
B2B PPC Challenges: Reporting
Initial
search

More
targeted
search,
clicks ad,
visits site
Branded
search,
click
organic
result
Search Engine Technology
Served
retargeted
ad, visits
site
Sees news
about
company,
clicks to
site
Prospect lifecycle (web traffic analytics)
Types in
site url,
completes
contact
form
5,428 sales
and lead
nurturing
touches
Contract
signed
Lead lifecycle (CRM)
#BMAKC @DavidVogelDotCo

28. +
B2B PPC Challenges: Reporting
Solution 1: Tech Upgrade

Only way to tie data on specific
visits to lead/customer data is
integrating web marketing
software with CRM.

Track micro data on specific
leads, plus tie real ROI to your
PPC, SEO & Social campaigns.

29. +
B2B PPC Challenges: Reporting
Solution 2: Free tech for Macro view
1.
Install Google Analytics
2.
Create “Conversion Goals” for lead
form completions or engagement goals
3.
Link to AdWords for PPC
conversion data (Cost
Per Conversion, etc)
#BMAKC @DavidVogelDotCo

30. +
An SEO Framework

31. +
An SEO Framework
1) Keyword
Research
Build
keyword
database
containing:
• Estimated
Traffic
• Competition
Level
• Judged
Relevancy
• Topic
Grouping
2) Site
Architecture
3) Content
Creation
4) On-Site
SEO
5) Off-Site
SEO
6) Analysis &
Optimization
Design
architecture
to support:
Write and
design
content that
is:
Optimization
of page
elements
High-quality
link building
Traffic &
behavioral
analytics
Internal
linking
Strategic
outreach to
influencers
Rank
tracking
Technical
elements
Social
promotion
Conversion
optimization
• Keyword topic
groupings
• Content
needed to gain
links
• Content
needed to
convert visitors
to leads
• Engaging
• Link-worthy
(authoritative)
• Optimized for
keywords
• Moves reader
down sales
funnel
#BMAKC @DavidVogelDotCo

32. +
Quick Wins

33. +
Quick Win: Keyword Research

Identify potential demand for product/service

Learn how to speak your prospect’s language

Judge competition and ranking potential

Guide website architecture
#BMAKC @DavidVogelDotCo

34. +
Quick Win: Keyword Research
Google Keyword Planner
Estimated
Traffic
AdWords
Keyword
Keyword
Group
Pay Per Click Competition Current
Impressions Level
Ranking
Ranking
Page
Keyword 1
Group A
24,600
749
76
Keyword 2
Group A
8,300
76
65
37 www…
Keyword 3
Group B
760
18
42
14 www…
Keyword 4
Group C
185,200
-
92
Keyword 5
Group C
79,300
315
87
-
73 www…
https://adwords.google.com | http://moz.com/products | http://tools.seobook.com/firefox/rank-checker/

35. +
Quick Win: Low-Hanging Links

Your vendors and partners



Provide testimonials for their website
Offer to be featured in online case study
Guest post on how you use their solution

Charities you support

Organizations you’re a member of

Executive/Board Member bios on other websites
#BMAKC @DavidVogelDotCo

36. +
Quick Win: Improve Top 10 Pages

Your Top-10 webpages may account for >50% of total traffic

Take fresh look (or get outside perspective):

Are their user experience issues (technical, copy or design)?

Does content payoff visitor’s expectations?

Is pay engaging for skim readers?

Does it move visitor down funnel? Are their strong CTA’s in place?
#BMAKC @DavidVogelDotCo

37. +
Quick Win: Remarketing

Stay top of mind during lengthy buying cycles.

Will likely become your highest-ROI PPC tactic.

Incredibly easy to implement:



Create text ads, image ads, and landing page(s)
Place remarketing code on site
Google will cookie visitors, then show them your ads on
other sites
Start with Google Display Network, expand to
cross-network platforms
#BMAKC @DavidVogelDotCo

38. +
Quick Win: Negative Keywords

Fastest way to improve your PPC
ROI

Eliminates wasted spend and
improves Quality Score

Helps you avoid spend on B2C
searches
#BMAKC @DavidVogelDotCo

39. +
Quick Win: Negative Keywords

To get started:


AdWords > Keywords > Details > Search
Terms: All
Select and exclude irrelevant searches.

Make broader rules using library:
“Campaign Negative Keywords”

Great list of B2B negatives to consider:
http://www.komarketingassociates.com/blog/200plus-negative-keywords-to-consider-for-b2b-ppc/
#BMAKC @DavidVogelDotCo

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

41. + Connect
Email:
David.Vogel@LayeredTech.com
Web:
http://www.LayeredTech.com
Twitter:
@LayeredTech
Jobs:
http://www.layeredtech.com/careers/

42. + Appendix
#BMAKC @DavidVogelDotCo

43. +
Search Lingo

44. + Resources
Introductory:
•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/
#BMAKC @DavidVogelDotCo

45. +
Building Your Career

46. +
Building Your Career
Why Digital?

No barriers to entry

FREE KNOWLEDGE

Continued growing demand

Constant change

Fun combination of Strategy, Analytics and Creativity
#BMAKC @DavidVogelDotCo

47. +
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
#BMAKC @DavidVogelDotCo

48. +
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
#BMAKC @DavidVogelDotCo